October 2009 Franchising World
Celebrate IFA’s first 50 years and building for the next 50.
By Laura Fenwick
When leading movers and shakers from the franchising community gather Feb. 5-8 in San Antonio, Texas, it will be a historic occasion for the International Franchise Association and the industry. Thousands will celebrate 50 years of advancing from a small, emerging Chicago-based trade group to a well-respected Washington, D.C.-based organization. The association routinely presents franchising’s viewpoints, accomplishments, contributions and concerns to the highest levels of policymakers, including the White House, the Treasury Department, Congress and international forums.
Today the climate for franchising is very different than 50 years ago and with critically-different challenges. The formation of the association in 1960 was driven by the pall of a few unscrupulous dealmakers overshadowing a majority of ethical franchisors and the likely response of the introduction of burdensome government regulations. Today, an economic freefall that many have claimed as more expansive than the Great Depression continues as franchises await a relaxing of the formidable grip on access to credit. The current political climate presents challenges in policies that will likely deter rather than enhance franchise business development.
What held the association’s pioneers together in those early days can be experienced during the upcoming Annual Convention, to be conducted at the San Antonio Convention Center and Marriott Rivercenter. Attendees can expect to hear innovative ideas about best practices from franchising’s brightest to be presented to advance business-format franchising. Join franchisees, franchisors and suppliers of the franchising industry in taking advantage of the convention program to share in the sector’s strength.
Approaching the Summit
As a franchise leader, attaining the highest level of operation can take many and varied paths. Consider the topic-specific summits being offered during the IFA Annual Conference as a method to help your company soar above some of the typical barriers that businesses encounter. Review the program for these lively sessions scheduled from 8:30 a.m.-noon on Feb. 6.
If your company is contemplating entering international markets or is already franchising globally and seeks to advance further, consider the International Summit (Track One and Two). Track One will enable franchises to become new international players by determining the right time to internationally expand, preparing the organization, developing a plan and setting realistic expectations. Track Two is designed for franchisors who are currently operating in international markets to provide advice on selecting markets, identifying market potential and providing case studies of expansion efforts that have succeeded.
There will also be summits designed to address technology, finance and new market areas. The Technology Summit will take a look back at technology and franchising and then a look ahead at technologies that advance franchises’ bottom line, trends and bring attendees up to date on systems to better operate their companies. With high interest in options to maintain and expand your business despite the credit crunch, the Financial Summit will provide information about lender due diligence, how franchisors are participating in franchisee financing, track the impact of the stimulus package on franchising, as well as other topics of interest. Another session of the Financial Summit will foster discussion about the use of private equity, roll over business start ups and leveraging deferred compensation.
Return on investment is a significant aspect of any business. Learning how franchisors might increase it by entering new, urban and diverse communities is the central theme of the New Markets Summit. During this program, plan to learn effective ways to attract new franchisees within these communities, better understand the ROI of urban markets and determine which products or services appeal to diverse communities.
Another not-to-be-missed session is “The 19th Annual Elements of Successful Franchising.” Attendees will be guided through such topics as techniques for effective distribution, franchisee recruitment and adapting to change. Other valuable topics to be discussed will be the role of a franchise’s management philosophy and culture, as well as communication in franchise networks in working through difficult economic times.
Before the concurrent sessions get under way the afternoon of Feb. 6, join your colleagues at the IFA Franchise Sales Compliance Program, now called “Fran-GuardTM .” Be on hand to review IFA’s revised and expanded franchise sales management and compliance initiative. Attendees can learn how a system-wide compliance system can protect their company and make it profitable. An additional feature of this session will be discussion of the integration of disclosure and documentation, franchise sales, field support and operations.
Pick an Educational Forum
There will be ample opportunities to celebrate IFA’s 50th milestone, which will include taking a look back at franchising by highlighting some of the accomplishments of IFA and its members, but the central focus of the convention is education. The power of instructional sessions and gaining unique perspectives from representatives from competing and allied brands remains a strong drawing point of the convention.
Popular meeting forums will include more than 20 concurrent sessions that will provide input from knowledgeable franchise leaders. Topics for these sessions will include leadership strategies to achieve economic recovery, conducting brand compliance audits, using social media to expand your business, navigating the changing business climate and understanding the development pipeline.
Other noteworthy sessions will include the Annual Women’s Franchise Committee Leadership Conference that is themed “Rebounding Strong in 2010—Best Practices from Today’s Innovators,” the Business Solution Roundtables and the well-received Concurrent Mini-Super Sessions which feature a wide variety of business topics and topics leg by professional speakers and authors. Introduced last year, the mini-super sessions derive content based on feedback from attendees and speakers and topics will be announced soon.
The convention’s general sessions set the tone for the event. Previous soughtafter speakers have included former President Bill Clinton, retired U.S. Army Gen. and former Sec. of State Colin Powell, former N.Y. Mayor Rudy Giuliani and former President George Bush and First Lady Laura Bush. This year will continue in that tradition, so look for the announcement of the next power-player set to headline the convention in future IFA publications.
Pace Yourself
In addition to numerous opportunities the IFA Annual Convention will provide for attendees to network to build and strengthen relationships, San Antonio will provide some notable attractions within which to continue the process. Here are just a few.
During the Texas Revolution of 1836, the Mission San Antonio de Valero, or better known as the Alamo, served as the focal point of a historic battle.
Paseo del Rio or River Walk is a pathway along the edge of the San Antonio River that serves as an entertainment center of shops, restaurants and cafes that encompass shaded banks, bridges and footpaths of cobbled stone. Located a level below San Antonio’s streets, River Walk follows the contours of the river throughout the city.
Other scenic possibilities include La Villita, known as the first neighborhood of San Antonio. It holds a place in history because it housed Spanish soldiers who were stationed at the Alamo. The former soldiers’ quarters now serve as the home to art galleries, shops and restaurants. For more adrenalin-powered experiences, consider SeaWorld San Antonio or the Tower of the Americas with its observation deck and rotating restaurant.
The IFA 50th Annual Convention will give ample credit to the industry’s past, present and prepare attendees for the future. If members don’t want to miss this historic moment, there’s still time to pre-register until Jan. 25. Register online at www.franchise.org/convention.aspx.
Laura Fenwick is manager of publishing for the International Franchise Association. She can be reached at 202-662-0761 or lfenwick@franchise.org .