2019 Workshops

 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

Thursday, January 24, 2019
10:00 AM - 12:30 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.

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: Mark Siebert, CEO, iFranchise Group and Dave Hood, President, iFranchise Group

Mark Siebert CEO - iFranchise Group

Mark Siebert CEO – iFranchise Group Author of Franchise Your Business, The Guide to Employing the Greatest Growth Strategy Ever, and a franchise business consultant since 1985, Mr. Siebert founded the iFranchise Group in 1998 as an organization dedicated to developing long-term relationships with successful franchisor clientele. Mr. Siebert has worked with hundreds of franchisors, from start-up operations to corporate giants. He is an expert in evaluating companies for franchisability, structuring franchise offerings, and developing franchise programs. The strategic planning recommendations developed by Mr. Siebert have been instrumental in the growth and success of numerous national franchisors. During his career as a franchise consultant, Mr. Siebert has personally assisted over 30 Fortune 2000 companies and over 500 start-up franchisors. He travels extensively to meet with companies considering franchising, and regularly conducts workshops and seminars on franchising in cities around the world. Mr. Siebert is a Partner and a Member of the Board of Directors of TopFire Media, a leading full-service, public relations and digital marketing agency specializing in franchise lead generation. For more than three decades, Mr. Siebert has been actively involved in assisting U.S. franchisors in expanding abroad. He has provided consulting services to franchisors in more than two dozen countries and his efforts have been responsible for the sale of numerous international licenses. Mr. Siebert has also personally supervised the establishment of international consulting practices in Argentina, Chile, Japan, Mexico, Spain, Uruguay, Peru, and the Philippines. Mr. Siebert has presented hundreds of speeches and seminars on franchising in cities around the globe. He has been a featured speaker for the International Franchise Association, the International Franchise Expo, the International Franchise Association’s Legal Symposium, the American Bar Association, the American Association of Franchisees and Dealers, the Franchise Finance Conference, the National Restaurant Association, the Canadian Franchise Association, the University of Chicago, Northwestern University, and at major franchise events in Argentina, Chile, Indonesia, Japan, Mexico, the Philippines, Peru, and Uruguay. He has been a featured guest on business programs airing on CNN, Fox Business Network, and other programs both in the U.S. and abroad. Mr. Siebert has also published well over 100 articles in dozens of business and professional periodicals, including The Franchise Handbook, Success, Venture, Entrepreneur (both in the US and in Japan), Entrepreneurial Edge, Commerce, Franchising World, Successful Franchising, Business Opportunities Journal, California Restaurateur, and Food Industry News. Mr. Siebert is the featured columnist on “How to Franchise a Business” for Entrepreneur.com and is a regularly featured columnist in Franchise Times magazine and The Franchise Handbook. Mr. Siebert is frequently called upon as an expert witness in franchise-related cases. He was on the Board of Directors of the American Association of Franchisees and Dealers (AAFD), on the Board of Advisors to Connections for Community Ownership, was named to the Franchise Times list of “20 To Watch” in franchising in 2002, and in 2001 was named the AAFD’s Supporting Member of the Year and received the AAFD Special Recognition Award in 2003. In 2011, Siebert was the subject of a feature article in Restaurant Franchising entitled “The Franchise Growth Guru.”


Dave Hood President - iFranchise Group

Dave Hood President – iFranchise Group Specializing in aggressive growth strategies and implementation, Mr. Hood has held senior management and consulting positions within the franchising and retailing industries since 1988. He is an expert in areas of franchise development and implementation, retail management, site selection, international business, and strategic planning. Over a nine-year period, Mr. Hood directed the franchised expansion of Auntie Anne’s Soft Pretzels, one of the fastest-growing and most highly regarded franchise systems within the U.S. During his tenure at Auntie Anne’s, the company expanded from a start-up concept to an international system comprising 640 domestic and more than 100 international retail locations, 320 corporate employees, and system-wide sales of over $200 million. As Vice President of franchise development, and later President, Mr. Hood played a key role in the development and implementation of the company’s business development strategies in both the U.S. and international markets. Mr. Hood has also consulted with a wide range of franchised and non-franchised organizations in the U.S. and abroad, including Armstrong World Industries, Allstate Insurance, Australia Post, Ryder Truck Rental, Bridgestone, Nestle, El Pollo Loco, Einstein’s Bagels, Oreck, Culligan, Sweet Tomatoes, Denny’s, the U.S. Navy, Haagen-Dazs, Subway, Potbelly Sandwich Works, Senior Helpers, Massage Envy, Twentieth Century Fox, and many others. Mr. Hood currently sits on the Board of Directors of Harris Research (parent company of Chem-Dry and N-Hance Wood Renewal). As an experienced franchise business consultant, Mr. Hood’s expertise in areas of franchise implementation includes organizational development, international franchising, franchise marketing and sales strategies, regulatory compliance programs, franchisee support systems, the development of franchisee advisory councils, consumer marketing, retail brand development, site selection, and operations training. He is a frequent speaker at IFA and other industry events, and has written or collaborated on many papers, articles and interviews within the franchise media.