The 60th annual convention of the International Franchise Association will be held Feb. 8-11 in Orlando, and I’ll be among the more than 4,000 attendees. The event provides opportunities for the franchising community to network in both business development and personal growth.
According to Robert Cresanti, CEO of the IFA: “There’s nowhere bigger nor better to learn and grow in franchising than what’s become the landmark event in the industry.
”Franchising has come so far in the last 60 years. Prior to that, unprincipled franchise companies were selling franchises, taking people’s money and leaving town. The government and the franchise industry stepped in to clean up the industry as well as save the concept of franchising.
Founded in 1960, the International Franchise Association (IFA) is the world’s largest clearinghouse and voice of franchising. Their mission is to protect, enhance, and promote franchising. And that’s exactly what it does. Think of it as part of your team.
IFA also offers educational opportunities and certification programs, such as the Certified Franchise Executive (CFE) program, of which I am a graduate. The knowledge I’ve gained through the CFE program has been a key to my success as a franchise consultant and is an important step for anyone in franchising who is serious about the industry.
THIS PARAGRAPH IS GOING TO CAUSE SOME CONTROVERSY: Franchise Brokers, Consultants, Vendors, Franchisees and Master Franchisees rarely attend IFA and, in my opinion, this is a mistake. These categories of the industry MUST be kept abreast of changes and improvements in effort to be equally represented. I get calls weekly about vendors trying to “break into” the industry and serve the industry – but they aren’t involved in IFA, so in my opinion, they’re looking for a “shortcut”. It cannot be just the franchisors who participate as members in the IFA. Yes, it’s an investment, but yes, it’s worth it. And to you franchisors who don’t participate, I personally, have a very difficult time trusting your growth efforts. There are no shortcuts and the knowledge you miss could very much be your downfall.
According to the Institute of Certified Franchise Executives™ (ICFE), graduates of the CFE certification program “gain confidence in their knowledge, skills, and abilities to work as experienced industry professionals in the ever-growing franchising community. Students who successfully complete the program will receive the Certified Franchise Executive (CFE) certification, conferring strong credibility in their franchising expertise.
If you’re interested in franchising, the annual convention or becoming a CFE, please reach out to us. I am always happy to help.