The West Coast Franchise Expo

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Conference Sponsors

2009 Free Seminars

These FREE educational seminars will help you make the right decisions during your franchise research.

For easy guidance, each description is related to a specific category. The legend below will help you understand the meaning of the symbols listed with each seminar description.

Buying a Franchise

Franchisors Seeking Growth

Franchising Your Business

Three Party Franchising

	10 Commandments of Franchise Sales
10:00 AM - 11:30 AM Room 306A
Presented by: Gaylen Knack, Partner, Gray Plant Mooty and Max Schott, II , Partner, Gray Plant Mooty The legal issues related to selling/awarding franchises should not be a mystery. A franchisor should be able to meet its sales goals with complete confidence that it did so in full compliance with the law. This session will help every franchisor understand the legal aspects of franchise sales with a focus on ten simple and common sense rules to implement as part of your sales compliance program.
	5 Keys to Maximizing Franchise Sales Through the Internet
10:00 AM - 12:00 PM Room 303
Presented by: Kay Marie Ainsley, Managing Director, Michael H. Seid & Associates and Terry Corkery, President, Franchiseworks.com If you’re thinking of franchising your business you’re probably wondering how you will sell franchises once you’re ready to go. In this session you will learn how to: Profile Your Ideal Candidate, Craft the Right Message, Use the Internet to Generate Qualified Leads, Follow Up Effectively and, most importantly, Close the Sale.
	Specialty Seminar: Franchising 101 for Veterans
10:00 AM - 11:30 AM Room 301B
Moderated by: Phil Trigg, Vice President, FranFit Panelist: Patrick Rodriguez, Public Information Officer, U.S. Small Business Administration and Sharon Peterson, Sr. Business Consultant, El Camino College SBDC The Veterans Transition Franchise Initiative (VetFran), provides low-cost entry to franchising for America’s Veterans. This program was founded by Don Dwyer, Sr. of the Dwyer Group and is supported by the International Franchise Association (IFA), the Small Business Administration (SBA) and the Center for Veterans Enterprise, U.S. Dept. Veteran Affairs. This FREE seminar will include specific information about the basics of franchising, finance opportunities available through the Small Business Administration’s loan program and will include discussions from veteran franchisees. Sponsored by
	Specialty Seminar: Opportunities in Franchising for Minorities and Women Part 1
10:00 AM - 11:30 AM Room 301A
Moderated by: Miriam Brewer, Director of Diverstiy, IFA Educational Foundation Panelists: Charles Gilbert, Emerging Markets Director, Choice Hotels International; Dave Messenger, Vice President, Market Expansion, ServiceMaster Clean; Catherine Monson, CEO, FASTSIGNS International; Cedric Ferrell, Owner/Coach, The Entrepreneur Source Are you looking to be in business for yourself, but not by yourself? Are you contemplating a career move and don’t know what to do next? Do you want more than just a job? Investigate what opportunities exist for women and minorities in this unique way of doing business. You will have the opportunity to participate in an educational seminar to address opportunities for small business ownership through franchising. Sponsored by
	Como Adquirir y Estructurar su Franquicia
11:00 AM - 12:30 PM Room 304
Presented by: Julian Montero, Partner, RM Attorneys at Law, PA Durante esta conferencia, el Abogado Julian Montero, le explicará detalladamente los componentes más importantes del “Franchise Disclosure Document” y las opciones de cómo operar su Franquicia. Discutiremos las distintas formas legales a utilizar una vez que usted haya elegido una franquicia y diferentes conceptos legales de cómo proteger su negocio. Sponsored by
	Beyond Single Unit Franchising: Expanding Franchise Systems Through Multiple Unit And Third Party Arrangements
12:00 PM - 1:30 PM Room 301B
Presented by: Gaylen Knack, Partner, Gray Plant Mooty and Max Schott, II, Partner, Gray Plant Mooty Many franchisors chose to expand their franchise systems through direct, single unit franchise agreements. Although common, this approach may not be best suited for franchisors desiring rapid growth, international development or expansion with more limited resources to sell or service franchises. This seminar focuses on some of the most popular multi-unit expansion models, including multiple unit development arrangements, area developer arrangements and master franchising (also called sub-franchising). We will discuss the basic components of each model, as well as their respective advantages and challenges, and how these may vary depending upon whether an arrangement is for a territory in the United States or abroad. Best practices for getting the most out of each of the different expansion models will be discussed.
	Specialty Seminar: Opportunities in Franchising for Minorities and Women Part 2
12:00 PM - 1:30 PM Room 301A
Moderated by: Miriam Brewer, Director of Diversity, IFA Educational Foundation Panelist: Helane Wilbourne, MBA, SPHR, Owner/Coach, The Entrepreneur Source Are you looking to be in business for yourself, but not by yourself? Are you contemplating a career move and don’t know what to do next? Do you want more than just a job? Investigate what opportunities exist for women and minorities in this unique way of doing business. You will have the opportunity to participate in an educational seminar to address opportunities for small business ownership through franchising. Sponsored by
	Co-Branding and Multi-unit Branding
12:00 PM - 1:00 PM Room 306A
Presented by: Bret Lowell, Partner, DLA Piper US LLP and Nancy Bigley , Sr. Director of Operations, Dunkin Brands Inc./ Baskin-Robbins Co-branding and multi-branding – which entail two or more distinct, branded businesses operating under one roof – are popular and valuable methods for franchise system expansion into new markets and/or new distribution channels. This seminar will explore business, legal, and practical issues and strategies for establishing co-branding alliances, including identifying and evaluating a potential strategic partner; structuring the branding relationship; analyzing the legal and operational issues that confront the branding partners; developing a pilot program; and identifying the franchise law issues unique to co-branding.
	Financial Performance Representations
12:30 PM - 1:30 PM Room 303
Presented by: Marisa Faunce, Partner, Plave Koch PLC A properly constructed financial performance representation can be one of the most powerful marketing tools available to franchisors in discussing their franchise opportunity with prospective franchisees. While many franchisors still do not provide any financial performance representation data in their franchise disclosure documents, those franchisors that do understand the impact it can have on their closure rate with prospective franchisees and the protection it can provide them in ensuring that their financial discussions with prospects are accurate and within the regulatory guidelines. In this session we will discuss the benefits and risks of including a financial performance representation in your franchise disclosure document, your options in making the presentation and how it can be used as an effective tool in the franchise sales process.
	Franchisor’s Role in Franchisee Financing
1:30 PM - 2:30 PM Room 306A
Moderated by: Bret Lowell, Partner, DLA Piper US LLP Panelists: John Dring, Franchise Consultant; Nate Greenberg, President and COO, Siegel Financing Group; Edith Wiseman, Vice President Client Solutions, FRANdata Many franchisors assist their franchisees in obtaining financing. Learn about the different approaches to franchisee financing, including franchisor-sponsored and non-sponsored financing. This session will cover many aspects of franchise financing programs, including identifying successful industry models and examining the pitfalls of less successful programs. The session will also explore the use of tri-party agreements, the types of direct financing available to multi-unit and other franchisees, how to choose between lenders and lender products, the steps needed to obtain a loan, and the types of loans available for different purposes (i.e., new franchises vs. remodels). Finally, we will discuss opportunities for franchisors to assist their franchisees in understanding various credit programs and successfully navigating the debt markets.
	Como Franquiciar Su Negocio
1:30 PM - 3:00 PM Room 304
Presented by: Lia Brakel, Senior Consultant, iFranchise Group Una presentación dirigida a dueños de negocios interesados en expandir sus conceptos o empresas a través del franchising. Incluye información sobre las estadísticas y la historia del franchising en los Estados Unidos y como definir una franquicia. También presenta las ventajas y desventajas del franchising, como saber si el franchising es la opción correcta para un negocio, como ser un franquiciante exitoso, y algunas consideraciones a tener en cuenta cuando se franquicia un negocio. Sponsored by
	Special Event: How to Become a Multi-unit Franchise Owner (separate fee required)
2:00 PM - 5:00 PM Room 304
Moderated by: Darrell Johnson, President, FRANdata Panelists: Ed Rice, Multi-unit Franchisee, and Bob Faller, Director of Real Estate, Popeye's Chicken & Biscuits; Cody Sorenson, Area Developer, Always Best Care; Ron Feldman, CEO, Siegel Capital LLC Franchisors are seeking prospective franchisees that will become multi-unit ownership. There is a clear need to better understand how multi-unit operations change the way franchisees must operate. This program is designed to help you gain that understanding.

2:00 PM - 5:00 PM Room 304
Franchisors are seeking prospective franchisees that will become multi-unit ownership. There is a clear need to better understand how multi-unit operations change the way franchisees must operate. This program is designed to help you gain that understanding.
	Access to Capital: SBA Loan Programs
2:00 PM - 3:00 PM Room 301A
Presented by: Sandra J. Buck, Economic Development Specialist, U.S. Small Business Administration Hear from the experts about how to prepare and obtain the right financing for you. Learn about the different SBA Loan Products that are available and business loans that include start-ups, expansion, acquisitions, equipment, working capital, inventory and commercial real estate.
	Symposium 2: Franchising Your Business Part 1 (separate fee required)
2:00 PM - 5:00 PM Room 303
Presented by: Michael H. Seid, Managing Director, Michael H. Seid & Associates and Kay Marie Ainsley, Managing Director, Michael H. Seid & Associates Panelist: Marisa Faunce, Transactional/Trademark Partner, Plave Koch, PLC If you are thinking about expanding your current business through franchising, this symposium will provide the opportunity to learn from experts in the field. Click here for more details. Sponsored by
	EXHIBITOR PRESENTATION Effectively Managing Advertising Budgets and Prospect Conversion
2:30 PM - 3:30 PM Room 401
Presented by: Susy Boyter, Major Accounts Manager, Call Cap In today’s competitive environment, every dollar and every prospect must be managed effectively and efficiently to insure success. When Call Cap call measurement and Callsurance call evaluation services are integrated into your advertising campaigns; Yellow Pages, Direct Mail, Newspaper, Radio, Internet or any advertising medium generating leads by telephone, the success of your campaigns become indisputable. Please visit us in booth 653 for more information and seminar registration.
	Selling Franchises Without Getting Into Trouble
3:00 PM - 4:30 PM Room 306A
Presented by: Stuart Hershman, Partner, DLA Piper US LLP Federal and State franchise laws are complicated and carry heavy penalties. Learn how to comply with these laws in the selling process, whether you sell by phone, at your office, at trade shows or over the Internet. The program will cover topics such as sales staff training, recordkeeping, sales material review, earnings claims, Internet selling, transfer and renewal issues, and dealing with compliance problems.
	Choosing the Right Franchise
3:30 PM - 5:00 PM Room 301A
Presented by: Lori Kiser-Block, President, FranChoice, Inc Much is said about finding a business that involves what you love and enjoy, and success will follow. Is falling in love with a business important for business success or is this a false expectation that keeps people from achieving their goals through business ownership? This seminar is about taking a completely different approach to finding a business. Instead of finding a business to fall in love with, we will discuss a proven strategy to help you find a business that you can manage, market and promote. Using this approach to finding a business will allow you access to more of what you love, enjoy and value most.