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Perfect timing for Museum of Senses franchise opportunity

Dejan Grbic

When was the last time that you experienced something for the first time? Experience something new in this fun and adventure franchise called Museum of Senses. In this inspiring and interesting interview with Dejan Grbic, Owner – Museum of Senses, he talks about his edutainment franchise and its huge potential for growth. He believes it is the perfect timing for Museum of Senses franchise opportunity.

1. How did you enter in the franchise business?

The decision to enter the franchise business was made once we have concluded that edutainment niche that we operate in offers a huge global opportunity and that the best way to take that potential that is by growing globally via franchising.

2. Where and how did the idea of your concept come from?

Museum of Senses

The idea for the concept came after many trips around Europe and USA where our family of 5 have explored many city attractions as tourists. At the end of the day I have realized that localized and unique attractions are a huge niche in the worldwide market.

After returning to my hometown, I have contacted soon to become my future partners that have expertise in developing locations, finance, marketing, and above all share passion for let’s do something amazing. Brainstorming has produced the Senses concept, simply out of focus to keep it simple and cross-generational, appealing to visitors from 3 to 90 years old.

We have forgotten how perfect as human beings we are, simply by hearing, smelling, touching, tasting, seeing, and keeping balance while walking. We are blessed with “all tools to explore and discover”, our goal was to develop a concept set up that will encourage a visitor to open senses and have a fun time while also learning interesting facts about human senses.

3. What inspired the brand name?

Awakening senses is such a powerful message and concept set up that Museum of Senses as a brand name was a perfect umbrella. Senses are at the heart of our everyday lives: Sight, Sound, Balance, Smell, Touch & Taste, etc. Whether we use them one at a time, or several together, these senses are the essence of how we perceive the world.

We sense with our senses and when we awaken them…we feel. Our visitors become curious and adventurous while visiting our Museums by awakening senses.

Museum of Senses Museum of Senses

4. What is the story behind the brand’s logo?

Museum of Senses

There are two essential parts of the logo. The first part of the logo is the dominant colored logo symbol, stylized as a combination of letters M and S, followed by the wide color range that is associated with different types of senses, colors in the symbol are a combination of six senses: smell, hearing, sight, balance, touch, and taste. The second part is the typographic part with the full name of the Museum.

5. What makes your brand different from your competitors?

On the concept and experience level we did not so far find a concept, even less competitor that has integrated human senses as a “tool” to explore exhibitions. But in the edutainment specialty museums niche where we operate there are of course number of competitors, mostly local attractions. I would say that key difference between us and some other brands on the market is our approach towards local culture and space. For us it is very important that experience and exhibits are localized. Additionally, we have very diversified sales channels and due to design of the experience we also get a lot of free marketing and we are all year locations so this are all key elements that differentiate our business model from others.

But if we consider competition on the franchise industry level then our biggest advantage is probably the concept and business model. We operate in a niche that offers really great potential. It allows us to offer to the franchisee an amazing ROI, high EBITDA levels, ‘’lightweight operations’’ and all this with relatively modest investment and worldwide appeal.

Additionally, today, now, timing has never been better since the huge demand for entertainment and experience is already acknowledged as a post-Covid 19 effect that will be spread around once the situation stabilized. People are eager to have fun, to relax and have great times with loved ones in amazing locations.

6. What are the essential qualities that you look for in a franchisee?

Museum of Senses

First and foremost, we are looking for individuals who can share the passion we have for our brand. However, we are also looking for specific qualities in a new strategic partner such as ambitious, energetic, and highly motivated to succeed. We do cherish an astute business mind, an enterprising attitude, and a proven background of growing a business.

We do expect that our partner has a track record of running successful businesses, ideally within the franchising and entertainment sector (highly desirable, but not essential) and to have available resources to invest in franchise concept and future growth. Most important is to have a strong commitment to customer service and visitors’ experience that is the mindset of our team and employees.

We recognize that investors based in their own regions have a unique insight into their own local markets and their unique characteristics. More than that, they are able to bring passion and dedication to the brand that we feel is essential, not just in running a successful business, but also in representing the unique flair and character of Museum of Senses.

7. How long does it take, in an average, for your franchisee to realize their investment?

From our past performance of Museum of Senses location, the time to realize investment was from 6 to 12 months. Museum of Senses best location performs 1.5 Mio USD/year sales with EBITDA 65%. So based on this franchisee can expect to return investment inside one year.

However, as I have stated these data is from past performance, and time to realize investment depends highly on location, size of the location, chosen concept set up, and market relevant costs.

8. What was the major challenge you faced in your career, and how did you overcome it?

There were many challenges in my previous jobs, mostly connected to extreme fast growth of a multichannel retail company I was managing. But in Museum of Senses the biggest challenge was forgetting about common sense and thus taking the easier path. At that time we had 2 very successful openings behind us, one was in Bucharest and one in Prague, Czech Republic. City Prague at that time had over 40 specialty Museums beside other amazing cultural and tourist locations. In such an environment Museum of Senses had made a huge success from day one and today is among the top 10 specialty Museums in Prague. So my team and I were aware of the amazing concept that we have set up but still we have played it safe in a way and we decided that the next locations should be close to our home country in order that we can manage them easier with existing team. We have opened museums in Split, Croatia and Constanta, Romania.

Now I know that from the first opening in Prague, the Museum of Senses concept has been ready to open almost in any big city in the world and for sure there are tons of cities that we should invest in before the 2 mentioned ones. In summary, my biggest challenge was in a way thinking small and I have overcome it by setting up the Museum of Senses as a worldwide franchise opportunity.

Museum of Senses

8.1. What is your best achievement?

My best personal achievement is being honest to myself, pursuing my dreams and goals, and not giving up when curves are a little bit like a rollercoaster experience. I have enough years, experience, failures, and success on my shoulders so I do know how to balance personal and professional life and I believe this is an essential asset if you want personal success on a long run.

In terms of business achievements there were many I am proud of but the biggest is still to come in following years and that will be presence of Museum of Senses museums globally.

9. How does your business day start?

I would love to say that my day starts with an ace (hole-in-one), but still, I am not quite there. Since I am running several companies, around Europe, my days are planned with meetings with my team and day to day communication with partners.

10. What was your best moment throughout your franchise career?

I still and always will get a thrill when people that I have just met tells me that they have visited the Museum of Senses and share with me their experience.

My team for sure will say that my best moments are when I get an idea of a new exhibition and live for the moment when the prototype of the exhibition is produced. Developing new exhibitions is my passion throughout setting the Museum of Senses concept.

11. Where do you see your brand in the next 5 years?

If you have asked me this question before Covid-19 has hit us globally, I would share different goals for the Museum of Senses concept, smaller goals.

Before we had planned 2 locations per year, now we are ready for 3-4 locations per year.
Because of the Covid-19 situation, that I predict will be under control during 2021, and recovery that will follow I see great potential for experience and entertainment segment, especially for our niche of smaller specialty museums targeting both locals and tourist alike. That puts Museum of Senses concept probably among top 10 segments that will experience growth in the post-Covid-19 period.

Our visitors will come for a share of relaxation, new experience, and amazing time with friends and family, and we have used this time carefully to be ready to meet expectations and increase in demand for such concepts.

Timing is perfect also due to excellent market conditions for rents and labor force availability and price. So, in 5 years, I see Museum of Senses as an international brand with amazing family of partners and employees.

12. Any tips you want to impart to our readers who want to be in the franchise industry?

I would stress out that now is perfect timing to take control of your future business growth by entering the franchise industry. If anything, this challenging time has taught us, time is now to dare to sense more.

For any further franchising queries please contact

Dejan Grbic: dejan.grbic@museumofsenses.com

Museum of Senses

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