2019 Conference Program - Workshop 7


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Franchising has become the dominant method for the creation of wealth through small business ownership. Franchising, once known primarily for restaurants, today is used by over 85 industries including a wide range of consumer and business to business services, retail, hospitality, health, recreation and many more. This two day workshop will explain how to turn your business into a successful franchise.

All workshop attendees receive admission to the exhibits on all three days.


Starts Friday, May 31, 2019 1:00 PM - 3:30 PM


Advance: $280 includes exhibit hall admission and seminars
On-Site: $330 includes exhibit hall admission and seminars

CFE Accreditation

Individuals enrolled in the Certified Franchise Executives program will earn 200 education credits towards completion or recertification of the Certified Franchise Executive (CFE) designation by attending Franchising Your Business. 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.

Who Should Attend

Anyone looking to grow their business or seeking information on the use, benefits and risks associated with an indirect method of distribution such as franchising.

Business owners looking for information on franchising as a method to grow their businesses; CEOs, COOs and CFOs of companies seeking alternative methods of distribution, reorganization strategies, and additional pull through strategies; lawyers, accountants and business consultants whose clients require them to have a working knowledge of franchise development and management; CEOs of companies looking to expand outside the U.S. - whether or not they franchise domestically.

Over Two Days, This Workshop Will Look At

  • The difference between licensing and franchising and when each is appropriate
  • Franchise Feasibility - is franchising the correct expansion strategy for your company
  • The benefits and risks of franchising your business
  • Characteristics of a strong franchisor organization
  • Tactical Business Planning - the design, development and implementation of a franchising strategy
    - Determining the core drivers of your business and setting standards
    - Identifying the roles and responsibilities of the franchisor and franchisee
    - Determining the proper fee structure
    - Creating a positive relationship with franchisees
    - Brand development and advertising requirements
    - Ensuring the legal documents reflect the business strategy
  • The financial implications of developing a franchise system including:
    - cost of development and anticipated return on investment for the company
    - Organizational requirements - headquarters and field
  • Managing Expansion Strategies - Understand when and how to use:
    - Single Unit Franchising
    - Area Development and Multi-Unit Franchising
    - Area Representative Franchising
    - Master Franchising
    - Company Owned and Franchisee Owned locations in the same market
  • Operation manuals and training programs - what they should contain, how they can be used to manage change, and risky issues you should consider when creating manual and training program content. The use of web based training and operating manuals in franchise systems
  • Technology - the use of technology in the support and expansion of the franchise system
  • Growing the business - how to develop and manage a franchise system growth strategy that meets the system's expansion goals, earnings expectations and attracts the types of franchisees that are best suited for the franchise system
  • Retro-franchising - using franchising as a new or replacement method of distribution for established companies and for companies seeking an innovative re-organization, re-capitalization or tactical change strategy
  • Financing your growth and planning your exit strategy
  • The Law - Understanding the Federal and State Disclosure requirements, relationship laws, trademarks, service marks and trade dress and other regulations that impact franchise system on a day to day basis

Presented by: Michael Seid, Managing Director, MSA Worldwide and Kay Marie Ainsley, Managing Director, MSA Worldwide

Michael Seid Managing Director - MSA Worldwide

I am the founder and Managing Director of MSA Worldwide, a provider of domestic and international franchise advisory services. During my professional career I have been a senior operations officer, financial executive, or consultant for companies within the franchise, retail, restaurant, hospitality, healthcare, education, and service industries. I have also been both a franchisor and franchisee. The International Franchise Association has referred to MSA Worldwide as “the leading strategic and tactical advisory firm in franchising.”

I have consulted both domestically and internationally for companies on the appropriateness of franchising, licensing, and other methods of downstream distribution of products and services; the design, development and implementation of franchise and licensing systems; and the development and management of change strategies for established franchisors and non-franchisors.

MSA Worldwide’s services to new and established franchisors include, but are not limited to: manuals; training; domestic and international franchise expansion; franchise system support; franchise relations; crisis management; mergers and acquisitions; litigation support; and social franchising. MSA also evaluates the operations, expansion, and support provided by established franchisors and develops and assists in management of change strategies.

I have completed the requirements and have been awarded the designation of Certified Franchise Executive by the International Franchise Association Education Foundation and have developed and provided programing for the foundation. I am a very non-practicing CPA, licensed in the State of New York. I am a member of the American Institute of Certified Public Accountants and the New York State Society of CPAs, and a member of the American Institute of CPA’s Forensic and Valuation Services. I am an associate member of the American Bar Association and have lectured and written for the ABA Franchise Forum and the IFA’s Legal Forums. I served in the U.S. Army and was honorably discharged with the rank of Staff Sergeant.

I am a frequent speaker at programs for trade associations, universities, law schools, retail, and professional organizations. I have lectured at several universities and law schools including St. Thomas University, Georgetown Law School, New York University School of Law, Benjamin N. Cardozo School of Law, Nova University, the University of Arizona, Johnson & Wales University, MIT Sloan School of Management, Harvard Business School, University of California San Francisco (Berkeley), and Emory University School of Law. I have spoken at the Doha Economic Conference in Qatar and have testified and presented to federal, state, and local legislations on franchising.

I have published numerous articles on franchising, and I am the author of Franchising for Dummies, published by Wiley Publishing. My co-author for Franchising for Dummies, 1st Edition, was the late Dave Thomas, Founder of Wendy’s International. I have been selected as the franchise expert and manager of the About.com franchising information portal and am the first recipient of the Franchise Update Hall of Fame Award.

MSA Worldwide is a member of the International Franchise Association’s (IFA) Supplier Forum, and I serve on the Supplier Forum’s Board of Directors as a Past Chairman. I was appointed to the Board of Directors and Executive Committee of the IFA for the period 1997 through 1998. I was directly elected to serve as a member of the IFA’s Board of Directors for two terms, 2002 through 2008, which was the first time a professional services provider was ever directly elected to its board in the association’s history. I was re-elected to the IFA’s board in 2011 for the period 2011 through 2014 and was reelected in 2014, and currently serve in that position.

I am the chairman of the IFA’s Social Sector Franchising Task Force and have held numerous leadership positions in the association including as a trustee of the IFA’s Educational Foundation; Past Chairman of the VetFran committee; and as a member of numerous committees including the Finance Audit and Budget Committee, Research Committee, President’s Council, FranPAC Committee, Dues Task Force; and Franchise Relations Task Force. I am the principal author of the IFA’s Statement of Guiding Principals.

I have been qualified as an expert in franchising in the United States and Canada and have testified or provided litigation support in several cases involving franchising, restaurants, retailing, manufacturers, and service companies for franchisors and franchisees.

I am the Chief Concept Officer and a member of the Board of Directors and Executive Committee of CFWshops and One Family Health, social sector franchisors established to provide clinical services and essential medicines in the peri-urban areas of Sub-Saharan Africa. I also serve on the board and executive committee of the HealthStore Foundation. I speak frequently in the United States and internationally on social franchising, have presented to the World Franchise Council, and am on the steering committee of Social Franchise Innovations Roundtable at the Peter T. Paul College of Business and Economics at the University of New Hampshire. MSA has a commitment to advancing the use of commercial franchising’s techniques and technology as methods for improving the human condition and for having a world-changing impact on poverty, diseases, and economic development at the Base of the Pyramid.

I am a member of the Goldman Sachs Special Situations Group’s Chambers Street Executive Network (SSG). SSG is a global investing platform that invests across the corporate capital structure, and the Chambers Street Executive Network is comprised of senior industry experts appointed from diverse industries to advise SSG and its portfolio companies.

I am on the Board of Directors of the William Rosenberg International Center of Franchising at the University of New Hampshire and serve on several other public and private boards and advisory boards, including for the Salvation Army in Connecticut.

Kay Marie Ainsley Managing Director - MSA Worldwide

Kay Marie Ainsley is a Managing Director of MSA Worldwide, a domestic and international franchise advisory firm. She has over 20 years of experience in franchising for major franchise systems or as a strategic advisor to companies within the retail, restaurant, services, manufacturing, and business to business industries. Kay provides franchise feasibility assessment and franchise program development, structure, and strategy that enable clients to meet their objectives. She also provides valuable expertise to established franchisors on system expansion, enhancing franchisee performance, franchise relations, profitability, system compliance, and effectively instituting change. She has created development programs to evaluate new market opportunities; established programs to source, recruit and select franchisees; negotiated international deals and developed and provided training and support programs for multi-unit and individual unit operators. Kay is a frequent speaker for the International Franchise Association (IFA) and other professional organizations in the United States and internationally. She has authored numerous articles on franchising, has appeared on television and is often quoted in the press on franchising and business expansion. Kay currently serves as a past Chairman of the IFA's Supplier Forum and is a member of the International Committee. She is a founding member of the Advisory Board of the Professional Athletes Franchise Initiative (PAFI) and is the chair of the PAFI Education Committee. She has served on the Advisory Board of the National Franchise Mediation Program of the Center for Dispute Resolution that promotes mediation in settling disputes in franchising. Kay has completed the requirements and has earned the designation of Certified Franchise Executive (CFE). Kay was Director of International Development for Domino's Pizza International. She also served as Director of International Development for Ziebart International, an automotive aftermarket retail franchise. She entered franchising from the world of advertising. She was Vice President, Business Development and Account Supervisor for the advertising firm Lintas: Campbell Ewald on numerous consumer and business accounts.


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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