2019 Conference Program - Workshop

 FRANCHISING YOUR BUSINESS

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This seminar is ideal for business owners interested in franchising or those simply looking to determine if franchising is a legitimate growth option. It will help business owners understand whether they have a business that is franchisable and how franchising stacks up against alternate growth strategies (such as licensing, dealer models, and joint ventures). Attendees will also gain a thorough understanding of the process of franchising, including necessary resources, costs, and personnel needs. Discussions will include the advantages and disadvantages of franchising, and will provide a framework for analysis that will allow business owners to understand whether franchising is the best strategy to reach a company's future expansion goals.

All course materials are in English only. All Workshop attendees receive free admission to the exhibits on all three days.

Dates

Saturday, January 26, 2019
1:00 PM - 3:30 PM

Room: 114

Rates

Advance: $180 includes exhibit hall admission and seminars
On-Site: $230 includes exhibit hall admission and seminars

CFE Accreditation

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 How to Franchising Your Business. 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.

Who Should Attend

This seminar is ideal for business owners interested in franchising or those simply looking to determine if franchising is a legitimate growth option. Those who will benefit are CEOs, COOs, and CFOs of companies seeking alternative methods of distribution, reorganization strategies, and additional pull through strategies, as well as business consultants whose clients require them to have a working knowledge of franchise development and management.

This Workshop Will Look At

  • How small businesses have used the power of franchising to create a $1 trillion market force.
  • Definition of franchising. How to tell if the relationship you create will cross the threshold.
  • Advantages and disadvantages to franchising, and when franchising is an appropriate growth vehicle.
  • Alternatives to franchising, including company-owned growth, licensing, joint ventures, agencies, and dealerships/distributorships.
  • How to determine if your business is actually franchisable.
  • Determining the adequacy of returns for the franchisee and the franchisor.
  • How to determine if franchising is a part of the best possible growth strategy for your firm.
  • Understanding the process of franchising a business.
  • Using goal-driven planning to develop your business plan.
  • Developing an appropriate franchise structure.
    • Determining the value proposition
    • Franchise sales strategies and speed of growth
    • Developing an appropriate support structure
    • Determining fees, royalties, and other sources of revenue
    • Territory and other issues affecting growth
  • Tools and techniques for ensuring quality control in the franchise process, including Operations Manuals, Training Programs, and more advanced training techniques.
  • Compliance with franchise laws and regulations.
  • Other laws affecting franchisors: Trademark, Business Opportunity Laws, Relationship Laws, and Anti-Trust Issues.
  • Marketing your franchise effectively.
  • Effective use of the Internet and technology within franchising.
  • The Franchise Sales Process.
  • Costs and returns of implementing a franchise channel of distribution.
  • The decision to franchise.
  • Best practices for established franchisors.

Presented by: Michael Seid, Managing Director, MSA Worldwide and Kay Marie Ainsley, Managing Director, MSA Worldwide

Michael Seid Managing Director - MSA Worldwide

I am the founder and Managing Director of MSA Worldwide, a provider of domestic and international franchise advisory services. During my professional career I have been a senior operations officer, financial executive, or consultant for companies within the franchise, retail, restaurant, hospitality, healthcare, education, and service industries. I have also been both a franchisor and franchisee. The International Franchise Association has referred to MSA Worldwide as “the leading strategic and tactical advisory firm in franchising.”

I have consulted both domestically and internationally for companies on the appropriateness of franchising, licensing, and other methods of downstream distribution of products and services; the design, development and implementation of franchise and licensing systems; and the development and management of change strategies for established franchisors and non-franchisors.

MSA Worldwide’s services to new and established franchisors include, but are not limited to: manuals; training; domestic and international franchise expansion; franchise system support; franchise relations; crisis management; mergers and acquisitions; litigation support; and social franchising. MSA also evaluates the operations, expansion, and support provided by established franchisors and develops and assists in management of change strategies.

I have completed the requirements and have been awarded the designation of Certified Franchise Executive by the International Franchise Association Education Foundation and have developed and provided programing for the foundation. I am a very non-practicing CPA, licensed in the State of New York. I am a member of the American Institute of Certified Public Accountants and the New York State Society of CPAs, and a member of the American Institute of CPA’s Forensic and Valuation Services. I am an associate member of the American Bar Association and have lectured and written for the ABA Franchise Forum and the IFA’s Legal Forums. I served in the U.S. Army and was honorably discharged with the rank of Staff Sergeant.

I am a frequent speaker at programs for trade associations, universities, law schools, retail, and professional organizations. I have lectured at several universities and law schools including St. Thomas University, Georgetown Law School, New York University School of Law, Benjamin N. Cardozo School of Law, Nova University, the University of Arizona, Johnson & Wales University, MIT Sloan School of Management, Harvard Business School, University of California San Francisco (Berkeley), and Emory University School of Law. I have spoken at the Doha Economic Conference in Qatar and have testified and presented to federal, state, and local legislations on franchising.

I have published numerous articles on franchising, and I am the author of Franchising for Dummies, published by Wiley Publishing. My co-author for Franchising for Dummies, 1st Edition, was the late Dave Thomas, Founder of Wendy’s International. I have been selected as the franchise expert and manager of the About.com franchising information portal and am the first recipient of the Franchise Update Hall of Fame Award.

MSA Worldwide is a member of the International Franchise Association’s (IFA) Supplier Forum, and I serve on the Supplier Forum’s Board of Directors as a Past Chairman. I was appointed to the Board of Directors and Executive Committee of the IFA for the period 1997 through 1998. I was directly elected to serve as a member of the IFA’s Board of Directors for two terms, 2002 through 2008, which was the first time a professional services provider was ever directly elected to its board in the association’s history. I was re-elected to the IFA’s board in 2011 for the period 2011 through 2014 and was reelected in 2014, and currently serve in that position.

I am the chairman of the IFA’s Social Sector Franchising Task Force and have held numerous leadership positions in the association including as a trustee of the IFA’s Educational Foundation; Past Chairman of the VetFran committee; and as a member of numerous committees including the Finance Audit and Budget Committee, Research Committee, President’s Council, FranPAC Committee, Dues Task Force; and Franchise Relations Task Force. I am the principal author of the IFA’s Statement of Guiding Principals.

I have been qualified as an expert in franchising in the United States and Canada and have testified or provided litigation support in several cases involving franchising, restaurants, retailing, manufacturers, and service companies for franchisors and franchisees.

I am the Chief Concept Officer and a member of the Board of Directors and Executive Committee of CFWshops and One Family Health, social sector franchisors established to provide clinical services and essential medicines in the peri-urban areas of Sub-Saharan Africa. I also serve on the board and executive committee of the HealthStore Foundation. I speak frequently in the United States and internationally on social franchising, have presented to the World Franchise Council, and am on the steering committee of Social Franchise Innovations Roundtable at the Peter T. Paul College of Business and Economics at the University of New Hampshire. MSA has a commitment to advancing the use of commercial franchising’s techniques and technology as methods for improving the human condition and for having a world-changing impact on poverty, diseases, and economic development at the Base of the Pyramid.

I am a member of the Goldman Sachs Special Situations Group’s Chambers Street Executive Network (SSG). SSG is a global investing platform that invests across the corporate capital structure, and the Chambers Street Executive Network is comprised of senior industry experts appointed from diverse industries to advise SSG and its portfolio companies.

I am on the Board of Directors of the William Rosenberg International Center of Franchising at the University of New Hampshire and serve on several other public and private boards and advisory boards, including for the Salvation Army in Connecticut.


Kay Marie Ainsley Managing Director - MSA Worldwide

Kay Marie Ainsley is a Managing Director of MSA Worldwide, a domestic and international franchise advisory firm. She has over 20 years of experience in franchising for major franchise systems or as a strategic advisor to companies within the retail, restaurant, services, manufacturing, and business to business industries. Kay provides franchise feasibility assessment and franchise program development, structure, and strategy that enable clients to meet their objectives. She also provides valuable expertise to established franchisors on system expansion, enhancing franchisee performance, franchise relations, profitability, system compliance, and effectively instituting change. She has created development programs to evaluate new market opportunities; established programs to source, recruit and select franchisees; negotiated international deals and developed and provided training and support programs for multi-unit and individual unit operators. Kay is a frequent speaker for the International Franchise Association (IFA) and other professional organizations in the United States and internationally. She has authored numerous articles on franchising, has appeared on television and is often quoted in the press on franchising and business expansion. Kay currently serves as a past Chairman of the IFA's Supplier Forum and is a member of the International Committee. She is a founding member of the Advisory Board of the Professional Athletes Franchise Initiative (PAFI) and is the chair of the PAFI Education Committee. She has served on the Advisory Board of the National Franchise Mediation Program of the Center for Dispute Resolution that promotes mediation in settling disputes in franchising. Kay has completed the requirements and has earned the designation of Certified Franchise Executive (CFE). Kay was Director of International Development for Domino's Pizza International. She also served as Director of International Development for Ziebart International, an automotive aftermarket retail franchise. She entered franchising from the world of advertising. She was Vice President, Business Development and Account Supervisor for the advertising firm Lintas: Campbell Ewald on numerous consumer and business accounts.


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