2017 Conference Program - Workshop 8

STRATEGIES FOR PENETRATING THE U.S. MARKET FOR OVERSEAS FRANCHISORS

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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.

Date

Thursday, June 15, 2:00pm - 5:00pm
Room: 1A04

Rates

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, Partner, Seyfarth Shaw (www.seyfarth.com)

Andrew Sherman is a Partner and Chair of the Washington, D.C. Corporate Department of Seyfarth Shaw LLP. He focuses his practice on issues affecting business growth for companies at all stages, including developing strategies for licensing and leveraging intellectual property and technology assets, intellectual asset management and harvesting, as well as international corporate transactional and franchising matters.

He has served as a legal and strategic advisor to dozens of Fortune 500 companies and hundreds of emerging growth companies. He has represented U.S. and international clients from early stage, rapidly growing start-ups, to closely held franchisors and middle market companies, to multibillion dollar international conglomerates. He also counsels on issues such as franchising, licensing, joint ventures, strategic alliances, capital formation, distribution channels, technology development, and mergers and acquisitions.

Mr. Sherman has written nearly 30 books on the legal and strategic aspects of business growth, franchising, capital formation, and the leveraging of intellectual property, most of which can be found on Amazon. He also has published many articles on similar topics and is a frequent keynote speaker at business conferences, seminars, and webinars. He has appeared as a guest commentator on CNN, NPR, and CBS News Radio, among others, and has been interviewed on legal topics by The Wall Street Journal, USA Today, Forbes, U.S. News & World Report, and other publications.

Mr. Sherman serves as an adjunct professor in the M.B.A. programs at the University of Maryland and as well as the law school at Georgetown University and is a multiple recipient of the University of Maryland at College Park's Krowe Excellence in Teaching Award.

REGISTER NOW TO ATTEND Conference Overview

Each Symbol Stands For:

Buying a Franchise

International Franchising

Master Franchising

Franchising Your Business

Franchisors Seeking Growth

Non-US Franchisors: Entering the USA

Small Business Growth and Development

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