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2011 Conference Program—Symposium 5

 
5 HABITS OF THE HIGHLY SUCCESSFUL FRANCHISOR
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Most franchisors have implemented a number of best practices that make them successful. But what habits make a franchisor HIGHLY successful. Undying devotion to the brand, knowing and balancing the interests of the franchisor, franchisee and franchise system as a whole, and empowering franchisees are just a few highlights that will help a franchisor take their system to the next level.

In today's economy, most franchisors do not have hundreds of thousands of dollars to invest in new strategies or initiatives. This dynamic session will identify best practices that franchisors can apply - without significant financial investment - to achieve a powerful impact in the near future and over the long haul.

All course materials are in English only. All symposium attendees receive free admission to the exhibits on all three days.


Date
Friday, November 4, 10:30am - 1:30pm


Rates
Advance: $195 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 5 Habits of the Highly Successful Franchisor. 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
Franchisors, franchisees, and prospective franchisees. In particular, franchisors whose objective is to design and operate a premier franchise system and are seeking best practices to build and protect that system - filled with competent, profitable, empowered (and thereby satisfied) franchisees - should not miss this "Franchisor Reality 101" session.

In This Symposium We Will Discuss

These 5 Habits of the Highly Successful Franchisor" identify the best practices that separate the highly successful franchise systems from the rest:
  1. Maintain an undying devotion to the brand. A franchisor's brand is more than just a trademark. It is an important tool for connecting with customers. The franchisor must not only protect its brand; it must identify and communicate - constantly - the promise of that brand. The brand promise must be instilled in every aspect of the franchise system.
  2. Balance the interests of the franchisor, franchisee, and the system as a whole. Highly successful franchisors establish a culture of voluntary compliance with system standards, while vigorously enforcing compliance by errant franchisees to ensure the success of the system as a whole.
  3. Stack the deck with "ace" franchisees. Highly successful franchisors understand that franchise recruiting is a separate business from their operational enterprise. They develop, and then faithfully follow, a system that focuses on recruiting high-quality franchisees. A franchisor must work hard to ensure that its development practices are energetic and creative, but still rigorously complaint with the law. Franchisors also need to know when to walk away from marginal candidates.
  4. Obsess over the franchisee's bottom line. A franchisor is only as successful as its franchisees. Franchisors must provide regular, ongoing support to franchisees, assist franchisees to improve performance, and demonstrate concern for franchisee operations.
  5. Empower franchisees. Franchisees need to feel empowered to participate in the present and future direction of the system. Highly successful franchisors identify means for the franchisee to contribute to the system while maintaining franchisor control over decision-making. When franchisees are not following the system, these franchisors asks the "why not?" question , rather than the more reflexive "how dare they?" question.

Presented by: Brian Schnell, Partner, Faebre & Benson

Brian Schnell, CFE
Brian is a partner in the firm's Minneapolis office and is a leader of the Faegre Franchise Team, a premier international franchise practice representing more than 200 franchisors with headquarters based in more than 35 states and six countries. Brian counsels both emerging and mature franchisors in a variety of industries with regard to all aspects of their franchise programs. He is the lead corporate franchise lawyer for more than 75 franchisors, ranging from companies with thousands of locations worldwide to companies who are in the initial stages of building their franchise systems. Brian is a past chair of the International Franchise Association's (IFA) Supplier Forum, a past ex officio member of IFA's Board of Directors and Executive Committee, and a member of its Legal/Legislative, Awards and Membership Committees. He is a highly rated and well-regarded speaker and author on franchising, and for many years has been consistently recognized as one of franchising's leading lawyers.