At GEO Business, we know that launching a network is not something you can improvise. A sound knowledge of the market is the cornerstone of any effective development strategy. This is precisely the role of theGeneral Market Survey (GMS) : to provide a complete, structured overview of the economic, competitive and territorial context in which a brand will operate.

Required as part of the Pre-contractual Information Document (DIP), a well-executed EGM also enables us to effectively guide our development strategy, anticipate risks and identify the best opportunities for growth.

A legal requirement, a reinsurance tool

The EGM is a study required by the Doubin law (article L330-3 of the French Commercial Code) for all franchise or organized trade projects, whenever a commitment to exclusivity or quasi-exclusivity is involved. It must be included in the DIP and handed over at least 20 days before the signing of the contract, in order to guarantee an informed choice on the part of the candidate.

But beyond its regulatory aspect, the EGM is a genuine reassurance lever. It demonstrates the solidity of the concept, the franchisor's knowledge of the sector, and the ability to anticipate opportunities and risks on a national scale.

We insist on the relevance and updating of this study: an EGM is carried out once and sent to all the year's candidates. It should be updated every 12 to 18 months, depending on the sector. A tailor-made EGM, produced by experts, and enriched with recent, reliable and contextualized data, enables you to be irreproachable on the administrative side, but also to be able to rely on it as a real lever.

Why carry out an EGM?

The objective of the EGM is to provide a comprehensive, objective view of the industry on a national scale. It helps future franchisees understand the macroeconomic environment in which they are preparing to operate. The study provides answers to key questions:

• • What is the market size, growth and outlook?
  • What are the profiles of target consumers?

• • Who are the main players and competitors?

• • What are the market's trends, growth and transformation dynamics?

• • What are the obstacles, risks and regulatory constraints to be anticipated?

A good EGM sheds light not only on a concept's development potential, but also on the challenges to be met, areas of tension and differentiating prospects in different segments.

Your General Market Report will then have to include several sections:

• • A definition of the sector and its components;
  • Up-to-date key figures (market size, market share, trends, etc.);
  • Analysis of target clientele and buying behavior;
  • Mapping of players (direct and indirect competitors, positioning);
  • Growth opportunities, in line with industry trends ;
  • Regulatory framework and market structure.

Don't hesitate to ask for support

GEO Business is a SaaS web platform designed to support retailers at every stage of their territorial development. Our tools give you access to a rich catalog of exclusive data, enabling you to track market trends and model relevant locations. Each indicator is geolocated, can be viewed on a map and used in customizable reports. An intelligent assistant even guides users in structuring their study according to their sector of activity.

For your studies, you can also call on the expertise of our geomarketing research specialists. We produce tailor-made EGMs for you, based on reliable, up-to-date and contextualized data, to guarantee a document that complies with legal requirements... and is truly useful in your strategy. Our EGMs are adapted to all business sectors, both in France and internationally, with the possibility of producing multilingual deliverables integrating local specificities while respecting the French legal framework. Access reliable data in any country to produce quality documents for international markets, thanks to our strict methodologies and our data center.

Conclusion: EGM, the first building block in successful development

All too often neglected or simplified, the General Market Survey is the foundation of a long-lasting implantation strategy. It gives us a better understanding of our environment, and provides a structuring basis for the DIP, as well as a strategic reference point for steering growth.

With GEO Business, you have all the tools you need to succeed in your development, by combining the platform's analyses with the expertise of our specialists who create your EGMs. This dual approach is the strength of geomarketing by Ciril GROUP.