The Philippines Takes Center Stage with Franchise Asia 2014 and U.S. Franchise Trade Mission

franchiseasia

 

Franchise Asia opens at Manila’s SMX Convention Center

The Philippines became an increasing center of the franchising world’s attention when it hosted one of the franchising’s biggest events in Southeast Asia, Franchise Asia 2014 and a U.S. franchise trade mission. The show was originally scheduled to take place July 16-20 at the SMX Convention Center in Manila, Philippines but took place July 17-20 because of the typhoon that hit the Philippines on the 16th.  Recognized as the biggest franchise show in the Philippines each year, Franchise Asia continued not to disappoint, welcoming over 500 exhibitors, including IFA member and trade mission participant Tutor Doctor, and an estimated 50,000 attendees.

Due to the typhoon, the first day of Franchise Asia was cancelled. However, the Philippine Franchise Association’s staff worked diligently through the night to reconfigure the program. Their hard work paid off when Franchise Asia opened its doors on the morning of the 17th and soon saw its convention hall filled with hundreds of attendees from the Philippine franchise community. These attendees demonstrated the remarkable resilience of the Filipino people, by leaving their homes (many without power) and traveling through a city just hit by a typhoon to fill the hall.

The Filipino franchise market is highly mall focused due to weather and pollution. Jan Paul Custodio, Senior Director CB Richard Ellis Philippines told trade mission participants that the Philippines’ has 1/10th the real estate costs of Hong Kong or first-tier Chinese cities.  It also has the lowest mall real estate prices in Asia, 20 times lower than Beijing.  Market challenges include public infrastructure and high energy costs.  According to a US Embassy briefing, the number one drag on growth is corruption, especially outside of Manila.

Bill Edwards, Vice Chair of the IFA’s International Committee and CEO Edwards Global Services and IFA’s Josh Merin addressed the general session of Franchise Asia on July 17. In “Conquering the Global Market with Your Brand” they presented IFA and its experience with international franchising including strategy and tactics for franchising internationally.  The presentation included international development models, what to look for in an international licensee and considerations before going international.   The event included Certified Franchise Executive (CFE) classes and this year’s CFE graduation.

Trade Mission attendees were able to tour Franchise Asia on Saturday, July 19th.

Franchising takes Manila by Storm

TMBE

Trade Mission participants line up to speak during a reception at the US Embassy in Manila

As typhoon Rammasan was making its way towards the Philippines, franchise executives from all over the world were headed to make waves in Southeast Asia as IFA, in partnership with Franchise Times and the U.S. Commercial Service, led a delegation to explore opportunities in the Philippine franchise market July 17-20. Mission participants braved delayed and rerouted flights while those who arrived early relied on the Ascott Makati hotel’s generators to get them through the storm.

As the storm calmed and the sun started to shine, the mission kicked off with a visit to the historic US Embassy in Manila. With the Philippines becoming increasingly a consumption-led and service-oriented economy, the franchise sector is a powerful tool for local development. The mission allowed 14 dynamic American franchise concepts to explore the expanding Philippine market. The goal is to investigate partnership opportunities with master franchisees and area developers in the Philippines. Companies such as Edible Arrangements, Jan-Pro, Panda Express, PJ’s Coffee, Russo’s NY Pizzeria, Tilted Kilt, Title Boxing Club, Tutor Doctor, World of Beer, and WOW Café are ready to meet one-on-one with potential candidate companies that can help them expand their product to the region.

There are deep historical and cultural ties between the Philippines and the US.  Currently, there are 4 million Filipinos living in the US and 400,000 US citizens living in the Philippines.  This drives Filipino familiarity with US brands as well as an appetite for them. US Embassy employee, Kelan Evans of the Foreign Agricultural Service, referred to the US as the Philippines’ #1 supplier and consumer of agricultural goods. Kristin Keedler from the Embassy’s’ Public Affairs Section stated that there is a very positive perception of Americans and US culture in the Philippines.

While US franchises takes the lead and are welcomed with open arms, the Filipino market is shifting. According to Samie Lim, Chairman Emeritus, Philippines Franchise Association, “US franchises once dominated the Philippines, but Asian franchises are now coming in very fast.  The Filipino franchise community has grown a great deal in sophistication.” GDP growth is second only to China in the region.  This growth is projected to continue for at least 5 years and looks sustainable. “President Aquino has been an economic reformer and while 40% of the population lives below the poverty line, things seem to be changing,” stated Joel Ehrendriech, Economic Counselor, US Embassy.   With a steadily growing economy, the Philippines’ is a prime franchise market with a growing sophistication of the business community and a desire for US brands. US Deputy Chief of Mission Brian Goldbeck said, “The market is poised, you are right to look at this market now.”

Mission participants spent the day of the 18th in matchmaking meetings with potential business partners arranged by the US Commercial Service.  Companies met with as many as 12 potential partners in one hour blocks over the course of the day.  The meetings were conducted in private rooms at the Ascott Makati hotel.

Afterwards, US Ambassador Philip Goldberg hosted the delegation and leaders from the Filipino business community for a well-received catered networking reception with live music. Attendees included the Philippines’ Secretary of Finance, Cesar Purisma and Chairman Emeritus of the Philippines Franchise Association and “Father of Philippine Franchising” Samie Lim.  Ambassador Goldberg, Senior Commercial Officer Jim McCarthy, and Josh Merin, IFA’s Director of International Affairs, made remarks during the event. Merin then introduced the mission participants who each made brief remarks. Reporters from 12 media outlets, including the two largest newspapers in the Philippines visited the hotel to cover the mission.

IFA Members come together for IFA’s Second Annual California Franchising Day at the Sacramento Capitol

On March 4, IFA brought together over 25 member franchisors and franchisees for our second annual Franchising Day at the California State Capitol in Sacramento. Among the brands represented were, California Closets, CKE Restaurants, The Entrepreneur Authority, Franchise Services Inc., FranNet, Glass Doctor, Home Instead Senior Care, Interim HealthCare, IHOP, McDonald’s, Mr. Rooter, Plumbing Md, ARCO ampm, Instant Imprints, The UPS Store, Marriott, Yum! Brands, Schlotzsky’s and more.

CFDayQuote2_blog 4

The wide array of brands and industries represented at the event helped drive the message to policymakers that franchising has a significant economic impact in California, which continues to thrive in the current regulatory climate due to the partnership that exists between franchisees and franchisors.

Mark Justice, EVP & COO, MR. Stax, Inc., an IHOP franchisee based in Valencia, echoed the importance of being engaged in IFA’s advocacy efforts. “An eye-opening experience! Not only did we influence and educate our state’s lawmakers about the franchise business model, we walked away with a better understanding of the political process in California.”

Attendees heard from several Committee Chairs and leadership from both parties in the morning as well as Nancy McFadden, a top advisor to Governor Jerry Brown, before breaking into smaller groups for more than 40 meetings with individual legislators throughout the afternoon. The meetings were a resounding success.

CFDayQuote1_blog (3)

Chris Mesker of The Entrepreneur Authority in Sacramento explained, “It was clear to me that our legislators were interested in learning how franchising is really geared for the small business owner vs. large corporation. Getting the opportunity to educate them on the business model and economic impact was a huge step in having them understand how vital we are to the fabric of California. The impact we made was very apparent. It was a great day and I can’t wait to be involved moving forward.”

During the meetings, attendees shared stories about their businesses and the importance of  franchise businesses in California and the nearly one million jobs they create. In a proactive approach, IFA and its members made the most of their time with legislators, advocating on behalf of this proven business model.

“Without the face-to-face legislative interaction with the IFA and its members, many legislators and their staff would have no exposure to franchising and a limited understanding of this small business employment engine,” said Don Conger, of Financial Services, Inc., the franchisor of Sir Speedy and TeamLogicIT, among other brands based in Mission Viejo.

Driving this message home was Don Higginson of The UPS Store in San Diego. “The jury is out on franchising. This business model has been around nearly 50 years now and has flourished under the current regulatory system.”

In conjunction with the event, an op-ed by IFA President & CEO Steve Caldeira and Mr. Rooter of Sonoma County franchisee Saunda Kitchen appeared in Fox & Hounds, entitled “Franchise Business is a Team Sport”. The op-ed provides a unique look into how franchising allows entrepreneurs to go into business for themselves, but not by themselves with the support of a franchise system.

Moving forward, IFA will continue its outreach and engagement in California inviting legislators to in-district meetings and roundtables this spring and summer.

cfdayAlbum_blog (2)

Mark your calendar to attend IFA’s second annual “California Franchising Day”

Mark your calendar for March 4th to attend IFA’s second annual “California Franchising Day” at the Sacramento state Capitol. Building off of the success of last year, IFA invites our California members to join us in advocating on behalf of the franchise industry. It will be a great opportunity for franchisees and franchisors to let the California Legislature know the major economic impact that franchising makes in the state. Franchising employs nearly one million people through over 80 thousand franchise establishments, and contributes over $94 billion to California’s economy annually. In addition to meeting with legislators and staff, attendees will also get to speak one-on-one with key policymakers to educate them on the franchise industry.

CFDay_Invite 3 4 14(2)

 Here are some fast facts on the Golden State:

  • 39 new California legislators were elected in the 2012 election year.
  • 2014 primary elections for the California State Assembly will be held on June 3, and a general election that will be held on November 4.
  • According to the U.S. Census Bureau, there are 38,332,521 people in California. This is roughly 12% of the entire U.S. population.
  • There are approximately 83,000 franchised businesses and 925,000 people employed by franchises in California.
  • Franchise businesses have an economic output of $94 billion in the state.

To RSVP or for more information about California Franchising Day, please contact IFA’s Erica Farage at efarage@franchise.org or (202)662-0760

Increase Your Digital Marketing and Tech Solutions

FranTech Technology Toolkit

The IFA FranTech Toolkit is designed to help marketing, communications and information technology franchise professionals navigate the maze of digital marketing and technology solutions available to franchises today.

Find eight different ways that technology is helping to improve efficiencies and positively impact bottom lines.  Topics include a localizing your email marketing strategy; social, local and mobile marketing changes everything and online marketing.  This special advertising section is essential reading for your next strategy session.

FranTechFlyer-top-3

Franchise Digital Marketing & Technology in the Spotlight

IFA’s FranTech 2014: Digital Marketing & Technology Best Practices for Franchising, is scheduled April 10 and 11 in Denver.  Featured experts will examine how you can capitalize on new digital communications platforms and technologies to take your business to the next level. We will bring together leading experts in cloud computing, security, mobile marketing, lead generation and much more. Register now.