2012 Conference Program—Symposium 4
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  5 HABITS OF THE HIGHLY SUCCESSFUL FRANCHISOR
sponsored by: 
Most franchisors have implemented a number of best practices that make them successful. But what habits make a franchisor HIGHLY successful. Undying devotion to the brand, knowing and balancing the interests of the franchisor, franchisee and franchise system as a whole, and empowering franchisees are just a few highlights that will help a franchisor take their system to the next level.
In today's economy, most franchisors do not have hundreds of thousands of dollars to invest in new strategies or initiatives. This dynamic session will identify best practices that franchisors can apply - without significant financial investment - to achieve a powerful impact in the near future and over the long haul.
All course materials are in English only. All symposium attendees receive free admission to the exhibits on all three days.
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Friday, January 20, 2012, 10:30 AM - 1:30 PM
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Advance: $199 includes exhibit hall admission and seminars
On-Site: $230 includes exhibit hall admission and seminars
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Individuals enrolled in the Certified Franchise Executives program will earn 100 education credits towards completion or recertification of the Certified Franchise Executive (CFE) designation by attending 5 Habits of the Highly Successful Franchisor. For more information about the Certified Franchise Executives program, please call or email Rose DuPont (202-662-0771 -- rdupont@franchise.org) or visit www.franchise.org/certification.aspx.
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Franchisors, franchisees, and prospective franchisees. In particular, franchisors whose objective is to design and operate a premier franchise system and are seeking best practices to build and protect that system - filled with competent, profitable, empowered (and thereby satisfied) franchisees - should not miss this "Franchisor Reality 101" session.
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These "5 Habits of the Highly Successful Franchisor" identify the best practices that separate the highly successful franchise systems from the rest:
- Maintain an undying devotion to the brand. A franchisor's brand is more than just a trademark. It is an important tool for connecting with customers. The franchisor must not only protect its brand; it must identify and communicate - constantly - the promise of that brand. The brand promise must be instilled in every aspect of the franchise system.
- Balance the interests of the franchisor, franchisee, and the system as a whole. Highly successful franchisors establish a culture of voluntary compliance with system standards, while vigorously enforcing compliance by errant franchisees to ensure the success of the system as a whole.
- Stack the deck with "ace" franchisees. Highly successful franchisors understand that franchise recruiting is a separate business from their operational enterprise. They develop, and then faithfully follow, a system that focuses on recruiting high-quality franchisees. A franchisor must work hard to ensure that its development practices are energetic and creative, but still rigorously complaint with the law. Franchisors also need to know when to walk away from marginal candidates.
- Obsess over the franchisee's bottom line. A franchisor is only as successful as its franchisees. Franchisors must provide regular, ongoing support to franchisees, assist franchisees to improve performance, and demonstrate concern for franchisee operations.
- Empower franchisees. Franchisees need to feel empowered to participate in the present and future direction of the system. Highly successful franchisors identify means for the franchisee to contribute to the system while maintaining franchisor control over decision-making. When franchisees are not following the system, these franchisors asks the "why not?" question , rather than the more reflexive "how dare they?" question.
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Presented by: Kevin Hein, Partner, Faegre Baker Daniels ; Jeffrey A. Brimer, Special Counsel, Faegre Baker Daniels; Danell Olson Caron, Associate, Faegre Baker Daniels
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 Kevin is a partner in the firm's Denver office. He focuses his practice on a broad range of franchise and distribution matters, including state and federal disclosure issues, compliance with state relationship laws, dispute resolution, franchise sales compliance, real estate, mergers and acquisitions, and general corporate issues. Kevin has wide-ranging experience in the area of restaurant development and commercial real estate matters. Outside of the United States, Kevin is well known as a "go-to" lawyer for foreign entities looking to franchise in the U.S. Kevin is an active member of the International Franchise Association, where he is a member of the Supplier Forum Advisory Board, and the Colorado Bar Association Section on Franchise Law. Among many other distinctions, he is recognized by Super Lawyers and The Best Lawyers in America.
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 Jeffrey A. Brimer practices US and international franchising and distribution law. He has experience in drafting and negotiating all types of franchise and multi-unit development agreements; preparation and filing of franchise registration and disclosure documents; providing counseling and advice to business executives in franchise development, operations and marketing; managing dispute resolution; mergers and acquisitions; corporate law and business organizations; managing local counsel, and, providing advice in connection with general commercial business, tax and employment law issues. He has counseled clients in retailing, construction, hotels, restaurants and real estate development.
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 Danell Olson concentrates her practice in franchise and distribution law. She works closely with corporate clients as a primary contact to help create strategies for franchising business entities, advise on all applicable laws and administrative regulations, and develop successful litigation and dispute resolution strategies. Danell has worked with several major franchisors to prepare and revise franchise agreements, disclosure documents and development agreements. She has extensive experience representing franchisors in a wide range of corporate and litigation matters, including resolution of contract disputes as well as trademark, trade dress and unfair competition matters.
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