2019 Conference Program - Workshop 6


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Successful franchising includes a variety of business and legal issues relating to the development and implementation of a franchise expansion program; developing an effective and fair franchise relationship structure; legal compliance; furnishing products and services that benefit franchisees; and establishing durable franchise relationships. This workshop will explore a wide range of subjects bearing on the successful expansion, administration and operation of a franchise network. All workshop attendees receive admission to the exhibits on all three days.


Friday, May 31, 2019
10:00 AM - 1:00 PM


Advance: $210 includes exhibit hall admission and seminars
On-Site: $260 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 Structures and Operational Strategies. 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

Franchisors, attorneys, consultants, and anyone involved and interested in domestic expansion.

This Workshop Will Look At

  1. The Business Issues:
    • Strategic planning for your growth
    • Franchise lead generation
    • The "Franchise Sales Funnel"
    • Refining your marketing materials
    • The "Franchise Look"
    • Improving your franchise sales process
    • Costs of franchising
  2. Effective Franchise Relationship Structures:
    • System standards
    • Authorized products and services
    • Controlling sources of supply
    • Territorial rights
    • Restricting franchisees geographically
    • Network expansion conflicts
    • Covenants not to compete
    • Franchise transfers
    • Term & expiration of franchises
    • Franchise agreements
    • Operations manuals
    • Franchise Disclosure Documents
    • Dealing with regulatory issues
    • Disclosure regulation compliance programs
    • Site selection and development
  3. Elements of Successful Franchising:
  4. A. The Role of Franchisees

    • Recruiting the right franchisees
    • Avoiding misleading prospective franchisees
    • A franchisor needs the support of its franchisees to sell franchises
    • Expanding a franchise network at a manageable rate

    B. Establishing Durable Franchise Relationships

    • Franchising philosophy and "culture"
    • Trust
    • Effective communication
    • System standards
    • Ending wrong relationships
    • Minimizing litigation

    C. Franchisor Services

    • A distinct and protected trade identity
    • A "best practices" operating system
    • Site selection and outlet development
    • Initial and continuing training
    • Advertising and marketing
    • Procurement programs for inventory and supplies
    • Cost reduction programs
    • Effective field service
    • Business planning with your franchisees
    • Research and development
    • Financing services
    • Websites and social media
    • Intranets and extranets

Presented by: Rick Morey, Partner, DLA Piper US LLP and Barry Falcon, Senior Advisor, iFranchise Group

Rick Morey Partner - DLA Piper US LLP

Richard Morey’s franchise and distribution practice is focused on working with both experienced and startup franchise companies, helping them structure new franchise programs and determine the most appropriate methods of single- and multi-unit franchising. Richard counsels franchisors on everyday compliance and other franchise-related issues, such as registration and disclosure matters, negotiating agreements, maintaining good franchisee relations and resolving disputes with franchisees. He also works extensively on international franchising and licensing transactions, including master franchise, area development and single-unit licensing deals in Asia, Europe, Central America, the Middle East and the Caribbean, in addition to structuring other methods of international product distribution such as manufacturing and bottling arrangements. In his corporate practice Richard handles all aspects of small- and mid-market mergers and acquisitions transactions, with a special focus on representing franchisors in M&A transactions. He also represents non-franchise clients on corporate, organizational and contract-related matters, including financing arrangements, workouts and management arrangements.

Barry Falcon Senior Advisor - iFranchise Group

As iFranchise Group’s Senior Franchise Advisor in Atlanta, Mr. Falcon’s professional career spans more than 40 years across a range of industries and functions, including communications technology, operational and manufacturing consulting, marketing, project management, and business development. Mr. Falcon has over 15 years of direct experience in franchising, both as a franchisee and as an executive within multiple national franchisor systems. Prior to joining iFranchise Group as a Senior Advisor, Mr. Falcon served as CEO/Partner of Concrete Craft, where he implemented organizational and procedural improvements and initiated and led the sale of the company to a franchise private equity group. Before his tenure at Concrete Craft, Mr. Falcon was President/Co-Founder and Partner, and remains the Chairman of the Board, at ShelfGenie Franchise Systems, where he helped to establish the franchise program and was instrumental in growing the concept to 145 locations in five years. ShelfGenie was recognized by both Inc. and Entrepreneur magazines on their lists of top-performing franchise systems. Mr. Falcon was also a franchise owner with Velocity Sports Performance, where he was responsible for overall project management, hiring and training staff, implementing marketing efforts, and more. In the first year of operations, he grew revenues to $800,000. He ultimately sold the company to start ShelfGenie. Mr. Falcon is an active marathon runner and cyclist and is involved in a number of professional and community organizations, including local chambers of commerce and the Juvenile Diabetes Research Foundation. He received a Professional Designation in Business Management from UCLA, and has also received Certified Franchise Executive (CFE) designation from the International Franchise Association.


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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