2015 Conference Program - Workshop 8



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In order to properly and successfully enter a vast and complicated market like the United States, you need to develop a Business Plan, which will address topics such as: What region(s) will you initially target and why? What is a profile of your typical franchisee and a typical consumer? What structures (master, multi-unit, single-unit, hybrids, joint ventures, etc.) will you pursue as a legal and strategic means for entering the U.S. market and why? Have you sufficiently evaluated the alternatives? This workshop will explore these business planning topics, featuring a panel of franchising experts, professionals and executives of overseas franchisors who have successfully developed franchising programs in the United States. Our focus will be on pragmatic and truly useful information with an emphasis on war stories and case studies.

All course materials are presented in English only. All attendees receive admission to the exhibits on all three days.

Thursday, June 18, 2:00pm – 5:00pm
Room: 1A04
Advance: $200 includes exhibit hall admission and seminars
On-Site: $250 includes exhibit hall admission and seminars>
CFE Accreditation

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 Strategies for Penetrating the U.S. Market. 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

Advisors, officers and directors of overseas companies interested in expanding their business into the United States.

This Workshop Will Look At
  1. Planning and Strategic Issues
    • Understanding your reasons for entering the U.S. Maket
    • Understanding regional trends and demographics within the U.S. market
    • Adapting your products and services to meet the needs of the U.S. market
    • Determining a profile of the targeted franchisee

  2. Legal Regulation and Structural Issues

    • Developing, understanding, and breaking some myths about the requirements of the FDD
    • Evaluating the advantages and disadvantages of each method/structure for entering the U.S. market:

    •   - Avoiding legal disputes in the United States and what to do about them when     they cannot be avoided
        - Master franchising
        - Multi-unit area development
        - Area/regional/directors
        - U.S. single unit franchising
        - Joint venture
        - Mergers and acquisitions

  3. Financial and Budget Issues

    • Budgeting, business planning and capital formation issues
    • Alternatives for developing your franchising program in the U.S. market
    • Protecting your trademarks and intellectual property in the U.S. market
    • Non-traditional venues, sites and alternative distribution structures in the U.S. market
    • Developing an internal and external franchise management advisory team

Presented by: Andrew J. Sherman, Senior Partner and J. Todd Kennard, Partner, Jones Day (www.jonesday.com)

Andrew Sherman is a senior partner with Jones Day law firm with over 2,400 lawyers worldwide. Sherman is a recognized international authority on the legal and strategic issues affecting business growth and serves as a chair-man of the Franchising, Licensing and Distribution Group. He is an international corporate lawyer as well as a business growth strategist with a focus on both external growth strategies (franchising, licensing, joint ventures, and strategic alliances) and internal growth strategies (capital formation, technology development and mergers and acquisitions).

Andrew is also the author of eleven books on franchising as well as the legal and strategic aspects of business growth and capital formation, including the best-selling Franchise and Licensing: Two Ways to Brand Your Business.

Todd Kennard represents clients in commercial matters, including dealer/distributor/franchisor matters, securities cases, ERISA matters, executive compensation, and consumer cases in various states and jurisdictions throughout the United States. He has also represented clients involved in contract, fraud, antitrust, fiduciary duty, construction, accidents, bankruptcy litigation, and other matters. Todd has taken and defended more than 100 depositions, including experts working in the fields of dealer network planning, accounting, securities issues, marketing, statistics, disease causation, medical science, epidemiology, warnings, and other areas, as well as other fact witnesses.

Todd's representations include General Motors in dealer litigation, including terminations, trademark issues, RICO claims, antitrust claims, and purchase agreements. A frequent author on franchising issues, Todd has also spoken and published on privacy related matters.


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