Franchising World January 2011

You’ve registered for the International Franchise Association’s premiere event, its Annual Convention in Las Vegas next February, or soon anticipate doing so. Experience or advice suggests that missing this event will result in you and your company being less prepared to reap future rewards and address challenges. 
A quick peek at the convention brochure found on page 43 includes this invitation: 
As the economy begins to improve, the franchise industry is poised to regain its momentum for growth. Will you be ready? 
With a host of educational, networking and entetainment activities planned, including hearing from keynote speakers former Mass. Gov. Mitt Romney and Forbes magazine’s Steve Forbes, here are at least two convention events you’ll want to sample. 
Make room on your calendar Feb. 14 to attend summits geared to increase your knowledge and understanding of international, financial, technology and new and emerging markets. 
The popular “Mini-Super Sessions” return Feb. 16 with a lineup of through-provoking speakers from various backgrounds. These “minis” are geared to address trends affecting your franchise and are led by noted experts that include U.S. Chamber of Commerce economist Dr. Marty Regalia and customer service guru Shep Hyken. These workshops are scheduled from 3 p.m. to 4: 30 p.m.   
It’s Not a Small World … 
The world in which a new or even mature franchise company must operate may not seem small or the tasks manageable if it’s an unfamiliar area. 
Franchise businesses just beginning to operate globally or even companies that have done so still must find innovative ways to enter new markets. To more appropriately meet the needs of both these categories of franchises, the International Summit will be presented in two tracks:
   • Track One will aid franchises just beginning to expand internationally and will guide the company through the necessary steps to reach their global expansion goals.  
   • Track Two is designed for companies already operating in global markets and will provide steps to identify targets for expansion and international partners. 
“As the preeminent voice on franchising, the IFA puts on a world-class franchising convention full of educational content, supplier connections and network opportunities,” said CKE Restaurants Executive Vice President of Global Franchise Development Ned Lyerly, chairman of IFA’s International Committee. “All within the span of a couple of days one can reconnect with their industry peers, sharpen their knowledge of current events and broaden one’s perspective on the magnificent business model we all know as franchising.” 
The two tracks were developed by the IFA International Committee.   
The world in which a franchise company is operating today may seem incredibly small when it comes to accessing credit. IFA has been diligently working to open avenues of credit through SBA programs, and the Financial Summit is aptly titled, “Franchisee Access to Credit: What Can the Franchisor Do?” Panelists represent franchisee, finance and research experts, so this is a “can’t miss” session. 
Developed by IFA’s Information Technology Committee, the Technology Summit features Internet marketing expert Ford Saeks and will focus on more than two dozen roundtable topics. Discussion facilitators will be on hand to direct exchanges about mobile Apps, developing an effective Intranet, e-mail marketing and taking advantage of YouTube. 
The New Markets Summit, which is developed by the Diversity Institute, is a franchise slam dunk if you want to gain new ideas to extend your brand into untapped and underserved markets. “Preparing Professional Athletes for Life After Sports” is a very specific topic, but sure to serve as a springboard to help your franchise consider different ways to offer its products and services to new audiences. 
“Along with a string of successes, there have been some false-starts when it’s come to bringing athletes and franchising together,” says Stan Friedman, CFE, FranConnect senior vice-president, business development, who will moderate the New Markets Summit and chairs the Professional Athlete Franchise Initiative’s Advisory Board. “In large part, that’s been due to mismanaged expectations. This session will focus on how franchisors and athletes alike must approach the relationship, in order to make it a win-win for all concerned. Any franchisors that want to learn more about how to approach this space should attend, along with their development teams.”   
… And “Minis” are Super 
Returning to the convention line-up are the Mini-Super Sessions scheduled Feb. 16. Four concurrent sessions will provide updates on the ever-changing political, business, and economic landscapes affecting franchises’ day-to-day operations. 
Several of the nation’s leading mayors will be featured as part of the informative Franchise Town Hall which will address issues likely to affect franchise companies at the local level. Incoming IFA Chairman John “Jack” Earle, managing partner of Earle Enterprises LP (McDonald’s franchisee), will moderate this session. 
A topic surely to hold the attention of convention-goers is the U.S. Economic Outlook workshop that will feature the U.S. Chamber of Commerce’s Chief Economist Marty Regalia, Ph.D. Dr. Regalia will bring attendees up to date on trends shaping the economic recovery in the United States and other countries.   
There is no better way to respond to tough economic conditions than ensuring a positive customer experience. Franchise leaders will learn the latest strategies to boost relations with the customers and employees from customer service authority Shep Hyken during his mini-session. 
Convention participants will also have the opportunity to hear from one of the nation’s leading experts on Generation Yor children of the Baby Boomer Generation. Eric Chester, president of Generation Why, Inc., will show members of the franchise community how to develop and implement a work ethic within the fabric of their individual companies to increase performance and profits. 
The IFA Convention is all about finding opportunities to build and extend your brand’s reach and experience exciting networking and exhibiting activities. Be sure to carefully review the program brochure within this issue of Franchising World and register online at www.  franchise.org   under “Events” before the Jan. 21 pre-registration deadline.