Franchise Update Magazine Issue IV, 2011

Grow Market Lead By Kerry Pipes and Eddy Goldberg Conference Validation—and Growth T he official theme of Franchise able franchisees are the basis of a growing Update’s 13th annual LeaderConference by franchise system. Right off the bat, facilitaship & Development Conference tor Otis Woodard polled the executives by the Numbers was “Ready. Set. Grow!” But the positing, “Franchisee success is a dominant unofficial themes on the ground in Atlanta competitive advantage for my company.” attendees throughout the three-day event (October More than 60 percent agreed or strongly 12–14) were “Lead Generation. Unit Economagreed. As a follow-up, he said, “Franchisee ics. Validation.” And a strong dose of taking success will be a core strategy in our 2012 franchisor executives control in an uncertain economic landscape. strategic plan.” A full 100 percent agreed, 76 from Facing an economy seemingly unable to percent strongly. pull itself back into shape, many of the nearly 350 franchise executives, suppliers, and franReady. Set. Grow! brands chisees remarked throughout the event how The conference kicked off Wednesday mornvalidation was key to continued and sustained ing with the CEO Summit and a concurrent sponsor attendees general session on mastering franchise sales. growth for brands across all sectors and price representing points. And to have strong validation, brands Two afternoon sessions focused on achieving need strong unit economics—and an everhigh-performance sales management, and shortening timetable to ROI to attract new developing successful programs for multicompanies franchisees, as well as to promote referrals unit franchise growth. Panels of experienced from existing franchisees. franchise sales executives and franchisees Perhaps nowhere were these sentiments shared insights from both sides of the fransince the 2008 chising equation. more clearly expressed than in the all-day recession Franchise CEO Summit held on WednesAfter the sessions, attendees filled the day, the conference’s opening day. Nearly Exhibit Hall for a welcome reception. Cockthree dozen franchise presidents and CEOs met for a day-long tails and hors d’oeuvres mixed with conversation as attendees session that examined what brands could do to ensure their quizzed suppliers and networked with other franchisors and franchisees are highly successful, since healthy, happy, profit- franchisees. 340 187 200-plus 136 69 Highest attendance 40 Franchiseupdate Iss u e IV, 2 0 1 1

Franchise Update Magazine Issue IV, 2011 | Page 42