Entrepreneurship – The “Milky Moo” case: Can a franchise business model present startup characteristics? Theory and practice

Abstract

This article presents itself as a Milky Moo Franchise Case Study and aims to establish as a general objective an analysis of the characteristics of the franchising company considering the franchise and startup business models. This analysis is based on the problem of nascent enterprises that demand to choose a business model, which in the case of Milky Moo permeated the store model, and establishes itself as a franchise. This study is derived from the following problem question: the Milky Moo business model that presents itself as a franchise can be presented or presented in its timeline characteristics of the startup business model? To answer the problem question and the general objective, this study specifically aims to address concepts about entrepreneurship and the characteristics of the entrepreneur; identify the basic characteristics of business models typified as franchise and startup; and, verify if Milky Moo has characteristics of the startup business model. This case study is presented as a theoretical study with aspects of applied, exploratory and descriptive research using bibliographic and interview data collection instruments governed by the qualitative research approach. Good base in the literatures of Blank and Dorf (2014); Dornelas (2001, 2018); Melo (2012); Rose (2016); Schiavini (2010); Tjara (2019) and in the interview with the Franchisor of Milky Moo was able to understand the main characteristics of the business model offered by the brand.