Get Engaged and Educated with IFA
Calling all franchise suppliers: get engaged and educated about the benefits of an IFA membership through the IFA Supplier Forum Advisory Board. Get the most out of your membership by participating in advocacy events, the CFE program webinars and other initiatives that can help boost your franchise’s bottom line.
By Ron Feldman, CFE
The Supplier Forum Advisory Board’s focus is to represent supplier members’ interests within IFA. One of my observations as Chair of the Supplier Forum Advisory Board is that many suppliers are not taking advantage of what the IFA offers suppliers, and therefore not receiving the return on their membership investment. With that said, below are some suggestions for you to gain greater benefits from your affiliation with the International Franchise Association.
Get Engaged
Suppliers that are engaged get the attention and visibility needed to make franchisors aware of their business and commitment to the franchising business model. This creates a level of respect and confidence with franchisors that the supplier understands their respective business. Engaged suppliers also are the first that IFA looks to for speaking opportunities, referrals from franchisor inquiries for vendors, committee members and leaders, and positions on the Board of Directors.
You can start by simply attending more than the IFA Annual Convention each year. IFA2018 is scheduled for Feb. 10-13, 2018 in Phoenix, Ariz. (Sign up at franchise.org/convention). Events like the Franchise Action Network Annual Meeting in September, the Emerging Franchisor Conference (Nov. 6-8 in Phoenix; register at franchise.org/efc) and the Franchise Development Seminar series offer great opportunities for suppliers to showcase what makes their business a benefit to the franchise community. Also, don’t forget Franchise Business Network quarterly events held in many markets (yes, you can also visit other markets and attend their FBN Meetings), where suppliers are in the leadership positions.
The IFA Franchise Education and Research Foundation’s Franchising Gives Back is also an area where suppliers can gain visibility by registering their charitable activities and possibly even winning awards! Simply visit www.franchisinggivesback.org to learn how. We all give back in our own ways, and Franchising Gives Back allows IFA to show influencers just how important the franchise community is to America.
Get Educated
IFA offers a Certified Franchise Executive (CFE) designation that suppliers can earn by attending events and participating in educational programs all year long. I can tell you from personal experience that franchisors take my company and me more seriously because they know we have studied the business model and have shown a level of dedication to franchising that others have not.
The classes are also great opportunities to network with other franchise professionals looking to broaden their knowledge base. In fact, I met Shelly Sun, CFE, IFA’s current Board of Directors Chair, for the first time at a CFE class we were both attending many years ago. You can take some classes online, but I recommend that suppliers take them in person to make new friends and business contacts.
Once you have your CFE credentials, you can apply to be an instructor in your discipline or even design a class. I did just that and taught a franchise lending and P/E class for quite a few years.
The Supplier Forum Advisory Board
Once you have proven your engagement and commitment to education, you can also apply to become a member of the Supplier Forum Advisory Board. Our group works in concert with the IFA Board of Directors on issues important to franchising. This year, we have aligned three of our internal working groups to work in tandem with IFA task forces on the following issues:
FranPAC: The IFA Political Action Committee that raises funds to donate to small business and franchise friendly federal legislators.
Franchisee Engagement: This task force is working to foster more engagement by franchisees in IFA.
Emerging Franchisor Task Force: Franchisors need guidance from folks who have been there and done that. This task force is charged with providing a road map to 100 units for emerging brands.
In addition, we have three other working groups within the Supplier Board:
Franchising Gives Back: See above. (I guess you know what that is if you are this far in the article.)
WednesdayWise Webinars: A once-monthly chance to educate franchisors on your topics, managed by the Supplier Forum Advisory Board.
Business Solution Roundtables: Roundtables at the annual convention facilitated by franchisors and suppliers.
As you can see, the Supplier Forum Advisory Board is a highly engaged and educated group on the franchise business model that derives our primary income from franchisors and franchisees. If you are not doing enough business within the franchise community, getting engaged and educated will get you a better return on investment.
If you want to become more involved, please reach out to me directly or call the IFA office and speak with Paul Rocchio, Vice President of Development and Member Services.
Ron Feldman, CFE, is Chief Development Officer for ApplePie Capital. He is Chair of the IFA Supplier Forum Advisory Board and a member of the association’s Board of Directors.