New Sessions to Debut at IFA™s 49th Annual Convention

December 2008 Franchising World

New mini-Super Sessions on propelling franchise systems toward future growth will be featured on the final day of the hottest educational and networking event in the industry.

By Hilary Strahota

As the economy continues to regain its balance, franchise executives should seize the opportunity to invest in the future of their franchise systems. The International Franchise Association’s 49th annual convention, to be conducted Feb. 14-17 in San Diego, is a prime networking and educational opportunity that hundreds of company professionals have already registered to attend.

The convention annually draws members of the franchising community together to exchange ideas, foster relationships with new contacts, re-engage with peers and help build the future of franchising. While the networking component of the convention is a large draw, the educational sessions distinguish the event from any others of its kind. This year, a new feature series of mini-Super Sessions will debut on Tuesday afternoon. The larger sessions will replace smaller concurrent ones that typically take place and will each focus on topics to help attendees better understand the trends occurring today in the business marketplace, the economy and the regulatory environment.

The topics featured have a broader application than the everyday operations of franchise businesses and will pertain to various levels of professionals from a wide range of expertise. Each mini-Super Session will be conducted by a leading expert who will discuss trends and strategies geared toward propelling any franchise system toward a future of growth. The topics will include the following:

• Generation Y–Understand what the new generation of workers is looking for and learn how to target its contributions toward company growth by Generation Why, Inc. founder and Pres. Eric Chester.

• Customer Service–Discover the latest strategies for attracting and retaining customers, especially how to gain an edge on the competition from customer services expert Shep Hyken.

• Economic Forecast–Chief Economist of the U.S. Chamber of Commerce Martin Regalia will discuss the future of the U.S. economy and how it will impact franchise company operations.

• Technology–Learn how to leverage technology to build your brand from Internet and technology entrepreneur Scott Klosky.

• Franchise Town Hall–Mayors from various cities around the country will convene to answer questions about policies affecting the way business is conducted. In addition to captivating general sessions led by top-tier speakers and dozens of concurrent sessions on a variety of timely topics, there will be six, half-day summits conducted Sunday, Feb. 15 from 9 a.m. to noon.

The International Summit will offer these two tracks. Track One focuses on those launching international operations for the first time and will include discussion on market strategy, establishing contacts, expanding into Europe and a reality check on ROI. Track Two will discuss developing current expansion tactics and will include identifying the key elements of market evaluation, best practices in legal services and site selection. The Financial Summit, also in two parts, will address the challenges in finding financing for franchisees and understanding the lender’s perspective. Part One will provide an overview of the credit market, demonstrate how to improve the success rate of funding and identify multiple financing options. Part Two will explain how to evaluate the franchise, discuss variables in decisionmaking, and describe how to enhance the funding package.

For those interested in the ways technology can enhance the daily operations of franchise systems, the Technology Summit offers information on best practices in reducing costs and increasing efficiencies in operations, development and sales. Attendees will also learn how to apply daily metrics to keep the system on the right track.

Developed by IFA’s Diversity Institute, the Diversity Summit is designed to illustrate how building stronger private and public partnerships will affect diversity. The session will provide examples of the work some cities and other franchise systems are doing to increase minority participation, describe initiatives for economic development, engage attendees in dialogue with mayors and economic development officials, share best practices to create a plan of action, and explain how to support a bridge alliance with strategic economic development groups.

The summit on franchise sales compliance will include an overview of franchise registration law, the disclosure process, compliance requirements, FTC Franchise Rule changes, financial performance representations and creating an in-house compliance team. The Elements of Successful Franchising will encompass the essential elements of management philosophy and culture.

Items to be covered during the session will include techniques for effective distribution, franchisee recruitment tactics, communication in franchisee networks, operating systems, dealing with change and dispute resolution.

As far as networking is concerned, there will be no shortage of opportunities. The popular Taste of Franchising will be back, as will a festive closing gala, supplier exhibit hall, and numerous other events. The association’s major honors will again be bestowed upon leaders from the franchising community for IFA Hall of Fame, Entrepreneur of the Year, Bonny LeVine and Ronald H. Harrison awards.

Registration and exhibit-booth sales continue to climb. There’s no better time than now to take advantage of IFA’s room block at the main hotel and secure a spot at the industry’s premier educational and networking event. A special convention rate at the Manchester Grand Hyatt has been negotiated at $299 per night. The reservation cut-off date is Jan. 14, or when the IFA room block is sold out. To reserve a room, call 800-233-1234. The Holiday Inn on the Bay is also available for $169 per night if reserved by Jan. 19. Call 800-877-8920 to reserve a room.

Hilary Strahota is editorial content manager of the International Franchise Association. She can be reached at 202-662-0791 or hstrahota@franchise.org