Rocco Fiorentino, CFE CEO - Benetrends, Inc.

Rocco Fiorentino brings more than 25 years of franchise industry experience as President and CEO of Benetrends. He is also a director and board member for Swiss Farm Stores and Saxbys Coffee, franchisors of drive-through grocery stores and coffee shops, respectively. Fiorentino served as President and CEO of Freedom Rings, LLC, an area developer and multi-unit franchisee of Krispy Kreme Doughnuts for Pennsylvania, New Jersey and Delaware. He currently serves on the Board of Directors for the International Franchise Association (IFA) and is Chair of IFA's Membership Committee. He is a past chairman for the Multi-Unit Franchise Conference, as well as a member of the Board of Advisors. Fiorentino is a frequent speaker and moderator on franchise matters at the International Franchise Association Conference and the Multi-Unit Franchise Conference, and he has authored numerous articles on franchise financing. Fiorentino holds a master’s degree in management from the Richard D. Irwin Graduate School of the American College, as well as the distinction of Certified Franchise Executive (CFE) by the Board of Governors of the IFA.

Presenting in the following seminars/workshops:

Friday, June 16, 2017
12:00 PM - 1:00 PM
New Techniques for Franchisee Financing

Room: 1A05

Moderated by: Bret Lowell, Partner, DLA Piper US LLP

Panelists: Rocco Fiorentino, CFE, CEO, Benetrends, Inc.; Kirsten Benson, Capital Access Advisor, FRANdata; Mark Whittle, CFE, Chief Development Officer, Hooters of America, LLC

Many franchisors assist their franchisees in obtaining financing. Learn about the different approaches to franchisee financing, including franchisor-sponsored and non-sponsored financing. This session will cover many aspects of franchise financing programs, including identifying successful industry models and examining the pitfalls of less successful programs. The session will also explore the use of tri-party agreements, the types of direct financing available to multi-unit and other franchisees, how to choose between lenders and lender products, the steps needed to obtain a loan, and the types of loans available for different purposes (i.e., new franchises vs. remodels). Finally, we will discuss opportunities for franchisors to assist their franchisees in understanding various credit programs and successfully navigating the debt markets.
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