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55 moment and we expect to be able to go on the market later this year”, Carlos says. THE COMPETITIVENESS OF ICED TEA These decisions are all made with a larger image in sight, the image of the entire brand. Cha Time, like any other franchise, faces several challenges in all the levels of its operation. Business of this kind are like living, breathing organisms. They need to adapt, change, and evolve in order to keep moving forward. And even then, there are a number of challenges that they have to face, especially when look- ing at the future of the company. After all, the industry itself is highly competitive. “It’s very competitive. I suppose that some of the challenges are in- herent to any franchise system. The availability of good sites, and the market rates for those sites. Securing like-minded franchise partners. There are a lot of people who want to become franchisees but it’s