A friend and one of the funniest guys I know in Suzhou, Turner Sparks, recently received a write-up in the New York Times about the franchise he runs in China, New York-based Mr Softee. Turner not only runs the ice cream truck, but he also hosts a Friday night stand-up comedy show in one of the bars in Suzhou, showcasing the talents of local expats and Chinese comedians alike. The article is an excellent case study for any Westerners who want to transplant their business models in China, when the Chinese are simply clueless what the business is on about – especially franchises. As the article mentions, Turner and his former college room mate, Alex Conway, President of Mr Softee China, had all kinds of hoops to jump through in China, the first of which was “selling products out of a truck. Mr. Soft Heart trucks were assigned specific routes and parking spots, with no deviating allowed.” Mr Soft Heart is the Chinese name for the company. The article goes on to explain how the company educated Chinese consumers about the product line and flavorings, and how some flavors simply did not fly.

The article is as light and fluffy as the ice cream itself, except more educational – and less fattening.

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