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2012 Conference Program—Symposium 6


STRUCTURES AND OPERATIONAL STRATEGIES FOR SUCCESSFUL EXPANSION WITHIN THE USA
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Successful franchising includes a variety of business and legal issues relating to the development and implementation of a franchise expansion program; developing an effective and fair franchise relationship structure; legal compliance; furnishing products and services that benefit franchisees; and establishing durable franchise relationships. This symposium will explore a wide range of subjects bearing on the successful expansion, administration and operation of a franchise network. All symposium attendees receive admission to the exhibits on all three days.

Date
Friday, June 15, 10:00am – 1:00pm

Rates
Advance: $200 includes exhibit hall admission and seminars
On-Site: $250 includes exhibit hall admission and seminars

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 Structures and Operational Strategies. 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.aspx.

Who Should Attend
Franchisors, attorneys, consultants, and anyone involved and interested in domestic expansion

This Symposium Will Look At

  1. The Business Issues:
    • Strategic planning for your growth
    • Franchise lead generation
    • The “Franchise Sales Funnel”
    • Refining your marketing materials
    • The “Franchise Look”
    • Improving your franchise sales process
    • Costs of franchising


  2. Effective Franchise Relationship Structures:

    • System standards
    • Authorized products and services
    • Controlling sources of supply
    • Territorial rights
    • Restricting franchisees geographically
    • Network expansion conflicts
    • Covenants not to compete
    • Franchise transfers
    • Term & expiration of franchises
    • Franchise agreements
    • Operations manuals
    • Franchise Disclosure Documents
    • Dealing with regulatory issues
    • Disclosure regulation compliance programs
    • Site selection and development


  3. Elements of Successful Franchising:

    4. A. The Role of Franchisees
    • Recruiting the right franchisees
    • Avoiding misleading prospective franchisees
    • A franchisor needs the support of its franchisees to sell franchises
    • Expanding a franchise network at a manageable rate


    B. Establishing Durable Franchise Relationships
    • Franchising philosophy and "culture"
    • Trust
    • Effective communication
    • System standards
    • Ending wrong relationships
    • Minimizing litigation


    C. Franchisor Services
    • A distinct and protected trade identity
    • A "best practices" operating system
    • Site selection and outlet development
    • Initial and continuing training
    • Advertising and marketing
    • Procurement programs for inventory and supplies
    • Cost reduction programs
    • Effective field service
    • Business planning with your franchisees
    • Research and development
    • Financing services
    • Websites and social media
    • Intranets and extranets

Moderated by: Richard J. Morey, Partner, DLA Piper US LLP (www.dlapiper.com)
Panelists: Mark Siebert, CEO and David Hood, President, iFranchise Group

Richard Morey is a partner in DLA Piper's Franchise and Distribution practice group and in the Corporate practice group, based in Chicago. Mr. Morey’s franchise and distribution practice is focused on working with both experienced and start-up franchise companies, helping them structure new franchise programs and determine the most appropriate methods of single- and multi-unit franchising. He counsels franchisors on everyday compliance and other franchise-related issues, such as registration and disclosure matters, negotiating agreements, maintaining good franchisee relations and resolving disputes with franchisees. He also works extensively on international franchising and licensing transactions, including master franchise, area development and single-unit licensing deals in Asia, Europe, Central America, the Middle East and the Caribbean, in addition to structuring other methods of international product distribution such as manufacturing and bottling arrangements.

In his corporate practice Mr. Morey handles all aspects of small- and mid-market mergers and acquisitions transactions, with a special focus on representing franchisors in M&A transactions. He also represents non-franchise clients on corporate, organizational and contract-related matters, including financing arrangements, workouts and management arrangements.