Franchise Development/Sales Track Agenda - IFA 2022 Annual Convention

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We want you at the most important franchising event of the year – the IFA’s 2022 Annual Convention.

With over 50 compelling sessions and countless networking opportunities, figuring out your daily game plan can quickly become overwhelming. And you’re probably thinking…what’s in it for me?

As a Franchise Development and Sales professional, this recommended schedule is a great place to get started with determining how to spend your time and get the most value out of your investment in joining us this February. 

Friday 2.25 UD

9:00 AM - 5:00 PM         Concurrent ICFE Special Sessions
Whether you're a new CFE Candidate or a current CFE working towards recertification, ICFE Special Sessions give you the opportunity to gain hundreds of CFE Education Credits in a short period of time. During the two-day Special Sessions, you're in store for a wealth of knowledge through engaging courses. By attending sessions on both Friday and Saturday, you can earn up to 500 CFE credits. For more information on the available courses, please click hereWant to learn more about becoming a Certified Franchise Executive, the industry gold standard? Click here.

Sat 2.26

8:00 AM – 6:00 PM        Registration Desk Open

9:00 AM - 5:00 PM         Concurrent ICFE Special Sessions
For more information on the available courses, please click here.


9:00 AM – 12:00 PM      Emerging Franchisor Bootcamp
Does your brand have 100 units or less? This exclusive workshop will be a working session that will maximize time spent on problem-solving real issues. Each emerging franchisor will receive mentoring and peer input to a key business problem. This input will also help participants more effectively choose convention sessions and events that will further help them solve important issues. Additional fee applies.

12:00 PM – 4:15 PM       Annual Leadership Conference
Modern Leadership - Embracing New Ways of Being, Knowing, and Doing. The 2022 Annual Leadership Conference will feature franchise leaders who are embracing a new style of leadership to accelerate transformation for the future. From consumer and employee brand relevance, to changing workplace environments, to the necessary evolution of profitability models -- learn what they’re doing and how you too can become a modern leader. Lunch and Reception included. Additional fee applies.

4:40 PM – 6:00 PM         New Member & First-Time Attendee Briefing and Reception
Is this your first time at an IFA Annual Convention? Have you recently joined IFA as a Member? Stop by this briefing on IFA and Convention tips and tricks from veterans and franchising professionals. The briefing will run from 4:40 pm – 5:00 pm and be followed immediately by the New Member & First–Time Attendee Reception with IFA Committee Meet Ups where attendees can learn more about all IFA Member Committees and how to get involved.

6:00 PM – 7:30 PM         2022 Opening Reception
Join us and Cheers! as we kick off the start of IFA’s 2022 Convention with a bang! Don’t miss this first opportunity to network with your peers.

7:00 PM – 9:00 PM         New Member & First-Time Attendee Dine Arounds
Need help taking the first step in forging new business relationships? New this year, IFA will be creating 2 small groups of 10 to dine at a nearby restaurant. Get a taste of San Diego while creating bonds with your fellow attendees. Open to New IFA Members or First-Time Convention Attendees Only. Additional fee applies.

Sun 2.27

7:00 AM – 6:00 PM        Registration Desk Open

6:30 AM - 7:45 AM         Prayer Breakfast
A non-denominational event, the Prayer Breakfast is a great way to start the day with music, reflection, inspirational speakers and food for both body and mind. Additional signup required.

8:00 AM - 10:00 AM       Opening General Session
Our opening general session will celebrate the VetFran 30th Anniversary and the IFA Major Award Winners. This session will include a motivational keynote speaker and franchise veteran speakers

10:00 AM – 10:30 AM    Morning Break in Exhibit Hall
All registered attendees are welcome to come take a look at the latest and greatest in products, services and systems available from our Exhibitors! The IFA Exhibit Hall offers something for everyone. This year, all provided meals will take place in the Exhibit Hall, offering attendees many chances to meet all 2022 Exhibitors.

10:30 AM – 11:15 AM    Education Session
We recommend you attend the below educational session during this time.

Risk to Trade Secrets During the Age of Zoom
Understanding how to protect your trade secrets and intellectual property when using Zoom and electronic platforms during franchise recruitment. An experienced moderator and speakers will discuss recent court cases and the lessons learned about the risk for franchisors when development staff and brokers fail to protect the franchisor’s most valuable assets.

Speakers: Lee Plave, CFE, Partner, Plave Koch PLC; Michael Seid, CFE, Managing Director, MSA Worldwide

11:15 AM – 5:00 PM      Foundation Community Service Project
Stop by throughout each day of Convention to participate in this year’s Franchising Gives Back Service Project – no pre-registration required! Service project to be announced soon.

11:45 AM – 12:30 PM    Education Session
We recommend you attend the below educational session during this time.

Franchise Development Optimization Through Data
Success in franchise development requires the optimization of marketing and lead generation, recruitment process and FD team performance. The effective use of data allows franchisors to unlock significant gains in all of these important areas while bringing more of the right franchisees into their system. This session will include discussion of:

  • The key measures of success in lead generation and how to surface them.
  • How data can reveal gaps and inefficiencies in your FD process.
  • How to use data in the hiring, management, and development of your team.
  • The technologies that can be used to best track and leverage this data.

Speaker: Dan Monaghan, CFE, Managing Partner, Clear Summit Group

12:30 PM – 1:45 PM       Networking Lunch with Exhibitors 
(Doors open at 12:15pm with lunch service at 12:30pm)

1:45 PM – 3:30 PM         Intensive Summit
We recommend you attend the below Summit during this time.

Franchise Development/Sales Summit: How Do Franchisors Attract Multi-Unit Franchisees to their Brands?
The type of franchisee every franchisor seems to want is a multi-unit franchisee. But how do franchisors attract these business-savvy entrepreneurs? And where do experienced multi-unit franchisees seek out new brands? Online, magazines, personal experience with a brand, media coverage, trade shows, personal references, all of the above?  What due diligence have multi-unit multi-brand conducted prior to even reaching out to the franchisor? Brand power, strong C-Suite, profitable franchisees, satisfied customers, healthy FPRs, strength in locations, market share? How do they expect a franchisor to respond to their interest and inquiry?  To respond like any other inquiry, to alter their sales approach and provide special consideration, to talk to a C-Suite executive early in the process? What do multi-unit franchisees look for from the brand when they do connect with a franchisor? Franchisors who have been recruiting this desired target group will share their experiences and what it really takes to attract and recruit experienced franchisees.

Moderator: Therese Thilgen, CEO & Co-Founder, Franchise Update Media
Speakers: Tim Courtney, CFE, VP, Franchise Development, PuroClean, Inc.; Tray Doster, Director of Franchise Sales, Zaxby's Franchising LLC; Cheryl Fletcher, CDO, Tropical Smoothie Café

3:30 PM – 4:00 PM         Afternoon Break in Exhibit Hall

4:00 PM – 5:00 PM         Education Session
We recommend you attend the below educational session during this time.

Utilizing the Ideal Candidate Profile to Build the Franchise System You Want
Regardless of the stage of growth you are in, knowing the ideal franchise candidate profile you are seeking in your system is a critical element to building a successful franchising program.

Speakers: Christina Chambers, EVP Franchise Development, InXpress; Carrie Evans, CFE, VP, Franchise Development, Chicken Salad Chick; Josh Wall, CFE, EVP & Chief Franchise Officer, Unleashed Brands

5:00 PM – 6:00 PM         Chairman’s Reception with Exhibitors


5:00 PM – 6:00 PM         CFE Celebration with 2021 & 2022 Graduates
Whether you are a current CFE or celebrating your graduation this year, join us to network with others who have achieved the designation and toast to those who have just completed! Open to all current CFEs and the graduating classes of 2021 & 2022 only.

Monday 2.28

7:00 AM – 6:30 PM        Registration Desk Open

7:30 AM – 8:30 AM        Breakfast with Exhibitors

8:30 AM - 10:00 AM       General Session
Monday’s general session will highlight 2021 and 2022 CFE graduates, share a franchisor brand story and highlight a keynote speaker with a focus on diversity, equality, and inclusion.

10:00 AM – 10:45 AM    Morning Break in Exhibit Hall

10:00 AM – 5:00 PM      Foundation Community Service Project

10:45 AM – 11:30 AM    Education Session
We recommend you attend one of the below educational sessions during this time.

Stunning Growth Opportunities Within Franchise Development for Your Brand
Using a Franchise Referral Consultant and/or a Franchise Sales Organization (FSO) can both be lightning-fast solutions to growing your brands footprint. Both in number of locations and number of franchisees. Which path is right for you? Both? Neither? Join us to learn which channel to blistering growth may be right for you.

Moderator: Brook Wise, CFE, Director, Franchising, Express Services, Inc.
Speakers: Jania Bailey, CFE, CEO, FranNet; Don Powers, CEO, Fitness Machine Technicians; Ryan Parsons, Vice President, The Brothers that just do Gutters; Ryan Zink, CFE, CEO, Franchise Fastlane


From Franchise Development to Successful Franchisees, What Are the Best Tips to Ensure Success?
In this workshop, learn from your peer franchise owners and franchisors their best secrets and steps to selecting the best franchisee candidates during the development stage then ensuring the franchisees success during the lifecycle of their franchise.

Discussion Topics Include:

  1. Franchise Development has sourced and completed their vetting on a candidate. Franchise Development is ready to “award,” BUT no one else wants the candidate in the franchisee system. What to do?
  2. The Franchise Systems comes with specific processes and support of those processes. How do you ensure Franchise Development sets up reasonable expectations with candidates so there is synergy and understanding between the franchisor and franchisees regarding the system and the support? How do we not “oversale” yet “underdeliver”?

Moderator: Harvey Homsey, CFE, VP, Franchise System, Express Services, Inc.
Topic 1 Facilitators: Steve Rafsky, CEO, Loyalty Brands; Brian Schnell, CFE, Partner, Faegre Drinker; Len MacPhee, Shareholder, Polsinelli; Amanda House, CFE, 919 Marketing Company; Eric Stites, CFE, CEO, Franchise Business Review
Topic 2 Facilitators: Keith Dziki, CFE, Executive Director, Development, Wireless Zone; Tom Wells, CFE, Managing Partner, 10 Point Capital; Paul Pickett, CFE, COO, Wild Birds Unlimited, Inc.; Joe Lewis, President & CEO, Smalls Sliders Franchising LLC

11:30 AM – 1:30 PM      Networking Lunch with Exhibitors

1:30 PM – 2:15 PM         Education Session
We recommend you attend the below educational session during this time.

Having a Robust Resale Program to Ensure Future Growth of Your Brand
Approaching the natural evolution of a brand from "new" development to "resale" development. The benefits of having an internal robust, well-developed resale program.

Moderator: Patricia Perry, CFE, VP, Franchise Development, Edible Arrangements, LLC
Speakers: Keith Dziki, CFE, Executive Director, Development, Wireless Zone; Lori Shaffron, CFE, Senior Director of Franchise Sales, Rita's Franchise Company 

2:15 PM – 3:00 PM         Afternoon Break in Exhibit Hall

3:00 PM – 5:20 PM         Thought Leadership Roundtables
(Previously known as Business Solution Roundtables)
Hosted by franchise executives and Supplier Forum members, don’t miss this unique opportunity to sit down at a roundtable of 10-12 people and exchange ideas, challenges, solutions and best practices with some of franchising’s most accomplished CEOs, presidents and COOs. Pose questions and listen to their success stories, lessons learned and innovative business solutions.

5:00 PM – 6:30 PM         IFA Block Party
Don’t miss your last chance to network with our 2022 Exhibitors and learn about the products, services and systems they have to help your business.

9:00 PM – 12:00 AM      IFA Unplugged
After dinner, close out your evening with a little dancing or a nightcap at IFA Unplugged!

Tues 3.1 UD

8:00 AM – 11:30 AM      Registration Desk Open

8:00 AM – 10:00 AM      Foundation Community Service Project

8:30 AM – 9:45 AM        Specialty Seminars
These are concurrent deep-dive sessions on specific initiatives the IFA and IFA Foundation support. Learn how your business or system can participate in and/or support these efforts! Choose whichever session interests you the most.

  • C-Suite Think Tank & Forum Exchange (Open to Franchisor C-Suite Executives Only)
  • VetFran: Winning the War for Talent: Tapping into the Veteran Pipeline
  • DE&I: Recruiting and Supporting Diverse Entrepreneurs
  • Franchising Gives Back: Integrating Philanthropy into Your Franchise’s DNA

10:00 AM – 11:30 AM    Closing General Session
Our final general session will celebrate the Franchisee of the Year award winners with keynote speaker messages focused on workforce development and engagement.

Want to see all educational sessions and events that IFA’s Annual Convention has to offer?

Questions? Call 202-662-0763 or email