Blueground is redefining how people experience city living through its resilient and professional residential rental platform. Almost three years ago, Rustom Vickers joined as Vice President, Head of Development to lead growth via strategic partnerships, focusing on exclusive area franchise relationships that expand Blueground into new markets worldwide. With a history in franchising dating back to 2006, Rustom brings a wealth of experience advising investors and scaling operational businesses across cultures and continents.
In this interview, he shares insights into what makes Blueground’s model unique, the challenges of international franchising, and the priorities guiding the company’s expansion into key global gateway cities. From leveraging proprietary technology to fostering partnerships built on trust, Rustom explains how Blueground is setting a new standard for professionalism, customer-centricity, and consistent growth in the flexible living market.
How long have you been in your current position and what are your key responsibilities?
Almost 3 years since joining Blueground to head up growth via strategic partnerships. My role is to seek the right, long-term partners for Blueground to expand into new markets/cities with on an exclusive area franchise relationship.
Overall, how long have you been involved in franchising?
Since 2006 when I was a hospitality consultant advising investors on which brands and contract terms to sign up with.
What do you like most about your job?
Building mutually beneficial relationships based on trust for a highly exciting business model which delivers real & unique value.
What is the most challenging aspect of your job?
Encountering a lack of openness/risk aversion to a relatively new and transformative way of approaching the market opportunity.
What is it like to work with franchisees from different countries and cultures?
Enriching and intriguing to learn and understand the key differences in the local market dynamics and the cultural norms of conducting business.
What is the main reason you are considering international franchising?
To accelerate our vision to be in every major global city while benefiting from the strengths of and adding value to our local partners.
What is unique or special about your brand’s products and services?
The only global player to have successfully scaled-up a resilient, residential rental platform.
Established a clear and trusted brand in the market segment that has a significant lack of professionalism, consistency and customer-centric approach.
Business model addresses real issues in the residential rental market including challenges in finding, contracting and hassle-free experience for both tenants and landlords.
Why do you think you will be successful internationally?
Huge market trend opportunity in the growth for flexible living leveraging our powerful proprietary tech, operational excellence, and a team that executes with speed and discipline.
What are the priority countries/territories you are looking to develop?
Italy, South Africa, India, China, Thailand, Taiwan, Australia.
Why have you identified these countries and/territories as a top priority?
These countries are home to the remaining major global gateway cities, which have the underlying market dynamics/scale needed for our business model to succeed, and will thus provide our clients a fully global platform by being in all corners of the planet.
What are the main qualifications and capabilities you are looking for in a master franchisee or area developer?
Interested in launching and scaling-up an operational business in an emerging market segment. Ability to fund and sustain a cash-flow business that typically requires around US$ 3m, over a 3 year ramp-up, to reach profitable levels. Local real estate experience/network is a plus but not necessary.
How long does it typically take to finalise an agreement once you find a qualified and capable master franchisee or area developer for a new market?
2 months.
Once you finalise an agreement, how long does it take for the market entry planning before you launch the business in a new market?
3 months.
Any advice you can share with parties who are interested in getting into franchising by acquiring rights for a local or international franchise?
Key aspects to consider in becoming a franchisee include plug & play (systems, manuals, support team in place), access to global network & knowhow (saves time & resource building own) and brand / marketing equity (leveraging off established recognition and continued increased awareness).
Any additional information you would like to share about your brand and your international expansion plans?
While we only launched franchising externally in 2023, as a company whenever we expanded into new cities on an internal franchise type basis whereby giving the local team full autonomy for adapting and running the business while benefiting from a global / centralized support. Hence our ability to have successfully entered into 10 area franchise agreements in the past 2 years.
Anything else that you’d like to add?
Opportunity to adapt the business model to the local market needs.
To know more about Blueground, click: https://worldfranchisecentre.com/franchise/blueground/
