2020 Conference Program - Workshop


sponsored by:       

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, October 1, 2020
1:30 PM - 4:30 PM


$200 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.

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: John Skelton, Partner, Seyfarth Shaw LLP

John Skelton Partner - Seyfarth Shaw LLP

John Skelton is a partner in the Litigation Department of Seyfarth Shaw LLP. He is an experienced trial lawyer having tried cases and appeared before a variety of state and federal courts and administrative agencies. In addition to a diverse commercial litigation and trial practice, Mr. Skelton has successfully defended numerous manufacturers and franchise clients in a variety of matters, including terminations, challenges to the establishment and relocation of dealerships and other outlets, the enforcement of operating standards, and “mass” and class actions.

Mr. Skelton’s practice includes complex commercial and contract disputes; franchisor-franchisee relationships; distribution and trade regulation issues; creditor rights and bankruptcy litigation, complex product liability and premises liability cases. In the franchise and distribution area, he represents various automotive, restaurant and food service, hotel, and sleep products franchisors and manufacturers. He assists with terminations and non- renewal disputes, market representation issues, franchise system structuring, including establishing national networks and supply agreements. He also counsels on dealer and franchise ownership issues, including public and other joint ownership arrangements and due diligence process in connection with franchise system acquisition.

Mr. Skelton’s bankruptcy-related practice includes representing numerous franchisors and financial institutions in bankruptcy proceedings throughout the country. His work includes evaluating post-filing operations, evaluating franchisor and lender rights and limitations, and developing strategies for dealing with financially distressed franchisee operations. He regularly assists franchisors in enforcing and effectuating pre- and post-petition terminations and protecting franchisor rights in asset sales and operations transfers.


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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