What Koelewijn & Partners does

Koelewijn & Partners B.V. is a Dutch franchise and formula consultancy founded in 1988 by Albert Koelewijn, headquartered in Hilversum, Netherlands. The firm provides full-service advisory support to organizations seeking to scale through franchising or to optimize existing franchise operations. Its service portfolio is organized around three pillars: systematic scaling (formula check-ups, growth strategy workshops, operational excellence, culture and structure, finance and BI), becoming a franchisor (a structured 4-step methodology covering Franchise Discovery, Franchise Business Plan via the proprietary FranScan® methodology, Franchise Exploitatie Model/royalty and investment modeling, and franchise handbook development), and strengthening an existing franchise formula (marketing, e-commerce, legal compliance, performance scans, recruitment, mediation, international expansion, coaching, and franchise management services). The firm also serves prospective franchisees with a publicly priced franchise contract check service.

The company's underlying "technology" consists of proprietary consulting frameworks rather than software products: the 4-stappenmodel Franchiseontwikkeling (4-step franchise development model), FranScan® franchise business plan methodology, Franchise Competentie Praktijkmodel (competency model underpinning the Franchise Ondernemers Assessment), and the Masterclass Strategie workshop framework. There is no digital platform, no SaaS offering, no disclosed AI/ML capabilities, and no app; revenue is generated entirely from professional services engagements billed on a project or hourly basis, with payments due within 14 days of invoicing. The firm operates a B2B go-to-motion targeting franchisors, scale-ups, franchise organizations, franchisees, and groups of franchisees, primarily in the Netherlands with international expansion support routed through the Franchise Pool International (FPI) network spanning 20+ countries.

Go-to-market relies on direct consultative sales, referrals, website content marketing, and the integrated sister company Franchise+ — a media, recruitment, and marketing platform acquired in 2000 that runs franchiseplus.nl, a weekly newsletter, the Franchise+ magazine, the annual Franchise+ Beurs trade fair, social media channels, paid search, and a candidate database. Together the two entities, both held under the parent FranchiseResult B.V., offer what the company describes as a single-roof solution covering strategy, legal, operational, marketing, and recruitment needs for franchise formulas. Key named clients span La Place (food & hospitality), TOPP (hygiene services), LilyPond (natural swimming water), Stomerij Collectief (dry cleaning), Shared Ambition, and Women Sports Only, alongside several SMB references. Leadership is held by Pieter Koelewijn (son of the founder) and co-owner Joost Bos, with the firm reporting 11–50 employees.

Name

Koelewijn & Partners

Legal name

Koelewijn & Partners B.V.

Website

https://koelewijn.nl

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Koelewijn & Partners is a Dutch franchise and formula consultancy, founded in 1988 and based in Hilversum, that advises franchisors, scale-ups, and franchisees across the full franchise lifecycle — from franchiseability assessment and business planning through legal documentation, recruitment, and performance optimization — using proprietary methodologies and its sister media company Franchise+.

Ownership category

akta.pro rank

Product category

Franchise Consultancy Services

NAICS

Management Consulting Services (54161), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Strategy & Corporate Development Consulting (BPAHACAA)

akta.pro secondary industry

Strategic Partnerships, Alliances & JVs Advisory (BPAHADAI)

Keywords

• Franchise consultancy
• Franchise development
• Franchise formula design
• Franchise contract drafting
• Franchise legal advisory

Headquarters

HQ city

Hilversum

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Consultancy and Advisory Services: Professional services revenue derived from consulting engagements covering franchise development, legal documentation, operational handbooks, strategy workshops, and performance optimization. Billed on a project or hourly basis; pricing varies by engagement scope. Payments due within 14 days of invoice date.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

Koelewijn & Partners is a full-service franchise and formula consultancy that supports Dutch and international organizations across the entire franchise lifecycle. Its core offering is a proprietary 4-step development methodology covering Franchise Discovery, the FranScan® Franchise Business Plan, the Franchise Exploitation Model (FEM), and Franchise Handbook Development, supplemented by legal contract drafting, franchise contract review, performance scans, workshops, coaching, recruitment of franchisees, and mediation.

Product overview

Koelewijn & Partners is a full-service franchise and formula consultancy firm offering a comprehensive portfolio of advisory services for organizations seeking to scale through franchising or optimize existing franchise operations. The core offering consists of a structured 4-step franchise development methodology: Franchise Discovery (franchisability assessment), Franchise Business Plan (FranScan®), Franchise Exploitation Model (FEM), and Franchise Handbook Development. These are complemented by specialized modules including legal services for contract drafting, marketing workshops, e-commerce workshops, international expansion support, franchise coaching, recruitment services, and mediation. The firm also offers ongoing services such as Formula Check-ups, Franchise Performance Scans, and the Franchise Manager Service. A sister organization, Franchise+, operates as the media and marketing partner for the franchise industry, providing an online platform, newsletter, annual franchise exhibition (Franchise+ Beurs), candidate database, and recruitment services. Together, Koelewijn & Partners and Franchise+ provide comprehensive support covering the entire franchise lifecycle from concept development through recruitment and ongoing operational support.

Differentiator

Problem solved

Functional benefit

Products and services

• Franchise Consultancy Services Full-service franchise and formula consultancy helping scale-ups and franchise organizations with growth strategy, operational excellence, and organizational development across the franchise lifecycle.
• Franchise Discovery Assessment service to determine if a business concept is suitable for franchising, analyzing potential and identifying the necessary steps for development.
• Franchise Business Plan (FranScan®) Structured proprietary methodology for developing a comprehensive franchise business plan with analysis of scalability, opportunities, and risks.
• Franchise Exploitation Model (FEM) Financial and operational foundation building for franchise formulas, including royalty structures, investment overviews, and exploitation budgets.
• Franchise Handbook Development Translation of franchise formula into operational practice through comprehensive manuals and working instructions.
• Franchise Contract Drafting Legal support for drafting franchise agreements, Pre-contractual Information Documents (PID), and processing agreements compliant with Dutch franchise law.
• Formula Check-up Diagnostic review of existing franchise formulas to identify optimization opportunities across operations, strategy, and structure.
• Franchise Performance Scan Comprehensive assessment of franchise organization performance and improvement recommendations.
• Workshop Growth Strategy Strategic workshop to sharpen and develop growth strategy for franchise organizations.
• Workshop E-commerce Masterclass focused on e-commerce strategies and implementation within franchise formulas.
• Workshop Legal Masterclass addressing legal compliance and requirements within franchise organizations.
• International Expansion Workshop Workshop on setting up international franchise formulas and expansion strategies.
• Master Franchising Services Advisory services for becoming a master franchisee or establishing master franchise structures.
• Franchise Coaching Ongoing coaching and support for franchise organizations and franchisees.
• Franchise Manager Service Professional interim management support for franchise directors and franchise managers.
• Recruitment & Selection of Franchisees Support services for recruiting and selecting suitable franchise partners.
• Mediation Services Conflict resolution and mediation services for franchise disputes.
• Franchise Contract Check Review service for potential franchisees to check franchise contracts before signing, delivered as a fixed-fee offering.
• Sales Brochure Development Creation of franchise sales brochures as part of Precontractual Information Documents.

Quantifiable outcome

• Recruited 73 prospective franchisors in one month for Stomerij Collectief
• +3 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and major.

• FranchiseResult B.V.coreOthersFranchiseResult B.V. is the sole shareholder (enig aandeelhouder) of both Koelewijn & Partners B.V. and Franchise Plus B.V. It functions as the parent holding company, directing the group of companies and managing data processing, IT infrastructure, and security across both entities. Koelewijn & Partners operates under the FranchiseResult umbrella.
• Franchise+coreGTM or Marketing PartnerFranchise+ is the sister company of Koelewijn & Partners, serving as the media and marketing partner for the franchise community. It operates franchiseplus.nl, the Franchise+ magazine, the Franchise+ Beurs (annual trade fair), social media channels, and a candidate franchisee database. Franchise+ handles recruitment and marketing services while Koelewijn & Partners focuses on franchise development and consulting. All expertise is available under one roof through both companies' intensive collaboration.
• Franchise Pool International (FPI)majorStrategic or Co-development PartnerFranchise Pool International is a global network of franchise consultants active in more than 20 countries. Koelewijn & Partners participates as the Dutch member. The network organizes the annual Global Franchise Forum (held May 2025 in Lissabon) bringing together franchise franchisors, franchise brokers and consultants to support international growth. Koelewijn & Partners uses this network to connect Dutch franchise formulas with international master franchise opportunities and vice versa.

Scale indicators4 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• Accenture Strategy: Global professional services firm with strategy consulting capability spanning retail, consumer goods, and franchise-network operating models. Competes for large-scale transformation and operational excellence mandates comparable to Koelewijn's operational and strategy workshops.
• Bain & Company: Global strategy consultancy with active retail and consumer practices that overlap with franchise network strategy work. Comparable in delivering strategy and operations consulting to multi-unit operators, though as part of a much broader portfolio.
• McKinsey & Company: Global management consultancy whose strategy and corporate development practice occasionally serves franchisors and large multi-unit retailers. While not franchise-specialized, it represents a broader incumbent competing for large-scale strategy engagements like La Place-class transformations.

Direct peers

• Franworth: Franchise consulting firm providing strategy, growth planning, and franchise program development services. Comparable target market (franchisors and emerging franchise brands) and similar service modules around expansion planning and franchise system building.
• Franchise Developments Inc. Long-established US-based franchise consulting firm providing franchise program development, strategic planning, and documentation services. Comparable franchise development focus and methodology-driven delivery model.
• The Franchise Consulting Group: Specialized franchise advisory firm offering franchise development, marketing, and international expansion support. Comparable niche focus on full-lifecycle franchise consulting and master franchise structuring.
• Francorp: US franchise development consultancy offering franchise feasibility studies, planning, and program design since 1974. Overlaps with Koelewijn's 4-step franchise development methodology, particularly the business plan and franchise system design modules.
• FRANPRO: International franchise consulting firm offering franchise development, master franchising, and area development services across multiple markets. Directly comparable to Koelewijn & Partners in core franchise advisory and international expansion mandate.

Others

• Dentons Franchise Group (legal): Major international law firm with dedicated franchise practice advising on franchise contracts, distribution, and regulatory compliance. Adjacent provider competing on the legal documentation portion of Koelewijn's offering.
• NFM (Nyenrode Franchise Management) / Franchise & License Magazine (EU ecosystem): Dutch/EU franchise media, events, and education ecosystem that competes with Franchise+ for franchise industry mindshare and trade fair attendance. Adjacent rather than direct competitor, but overlapping audiences and content distribution channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/koelewijnbaarn
• Facebookfacebook.com/Koelewijn.en.Partners

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Koelewijn & Partners