FULL DISCLOSURE: Featuring Lonnie Helgerson, CFE and president of Veteran Franchise Centers

It’s no secret that military veterans are at the front lines of franchising. That’s why franchising pioneer and Army veteran Lonnie Helgerson is combining both passions in his new role as president of Veteran Franchise Centers (VFC). Launched in June 2010 as an affiliated company of the military-to-civilian recruiting firm RecruitMilitary, VFC will act as a resource center for assisting veterans in acquiring military-friendly franchised businesses.

With veteran-operated franchised offices now poised to pop up throughout the U.S., VFC aims to create strategic partnerships with financial institutions, banks and other supplier entities that can provide special veteran financing options and business programs.

To gain exposure for the new concept, Helgerson will be exhibiting at the upcoming West Coast Franchise Expo (WCFE), held Nov. 5 to 7 in Los Angeles. As a returning exhibitor (he previously attended with other brands), Helgerson sounds off on his goals for growing the business—and how the WCFE will help.

Congratulations on the new concept! What brings you back to the WCFE in your new role?

We are exhibiting for a couple of reasons. First, as consultants to veterans seeking franchise opportunities; the West Coast has a significant active military and veteran population. Secondly, because of that significant veteran population, California is a tier one expansion market for the Veteran Franchise Centers franchise opportunity.

Do you have aggressive expansion plans slated for California?

Currently we have no offices in California, but are hoping that the WCFE can help us put a flag in the ground there. The goal of Veteran Franchise Centers is to double the number of VetFran transactions by the end of 2011—and that includes California.

You have a lot of experience attending expos. What advice would you give to someone exhibiting for the first time?

Even though thousands of people will be walking by your booth and stopping to see your concept, you still have to rise above the rest of the exhibitors and get your message to stick. That’s the key to a successful showing.

How are you planning on making your booth stand out from other exhibiting concepts?

We are the only franchise consultant/broker chain that specializes in the niche market of armed forces veterans. All of our franchisees are required to complete Fran-Guard compliance training and become Certified Franchise Executives. In addition, all of our locations are required to provide V2V (veteran-to-veteran) consulting, whether the franchisee is a veteran or a civilian owner that hires a veteran to provide the consulting.

Visit Veteran Franchise Centers (VFC) at booth 821 during the WCFE, Nov. 5-7, L.A. Convention Center. Click HERE for more information. To exhibit at the WCFE, contact Maryjane at exhibit@mvfexpo.com or call (201) 881-1666.