Hello IFA, We Meet Again

Last year, I found my unicorn (Aziz Hashim). He is the one who provided me with several opportunities to have a voice within the franchise association, as I tried my best to contribute greatness for the good of the organization. And for this, I am forever grateful.

As the International Franchise Association’s annual convention approaches this weekend, I become reflective on several notes and understandings from the previous year. Here they are:

1. This will mark my 11^th conference. I am 35. I wonder how many other 35-year-olds within the franchise community have been to 11 of these conferences?

2. I had the privilege of serving on the convention committee this year. It was truly a great honor. My interest was in helping provide ideas for future speakers—those who would inspire. I have great memories of President George W. Bush talking about having to pick up his dog’s poop, and General Powell talking about inspiration. I want to get back to the days of having signature speakers who inspire.

3. Franchising does not get enough credit for being the second largest organization to the government. Every politician should be chomping at the bit to get in front of this organization.

4. Voice is limited. It remains limited by the old guard trying to keep the young guard from the top. I get it—you were hazed, we will be hazed. But the next guard has a lot to offer—and will continue to do so long after you are gone.

5. I love roundtables at the IFA. I love the conversations that happen. It is truly one of the only places where the so-called secrets of franchising are put to rest and information and collaboration is shared.

6. This industry is small. What goes around comes around. Never burn bridges (or do your best not to). You never know what job you will need or what reference will be needed.

7. Most of us suppliers really try our best to make a difference for your brand. If we could all wave a magic wand and help you grow to 1,000 units, we would.

8. Rely on data. When only a half percent of brands have grown to more than 100 locations, don’t ask your development team to help you add 100 units next year when you only have 20. Slow and methodical tactics will eventually create steady and aggressive growth. Believe in the process, and your concept will turn into a brand.

9. I still have not met Jerry Darnell, and I want to. Jerry, I will not let this conference pass us by.

10. When I was first getting involved in franchising, I had a wonderful mentor in Stan Friedman. He was challenging and difficult to work with—but always supportive. He believed in me and helped foster confidence. Stan, don’t think I have forgotten this.

11. I love the emerging brand story—the one where the founder puts everything on the line for the chance to achieve greatness. I feel we do this at No Limit Agency* and 1851. Those moments are sexy to me. I was once a rock music journalist, and when I made the switch to franchising, I wondered if it would be as sexy. It is. And so much more.

12. I take things way too personally. I don’t even care that I do. I feel like a person creates great moments. I care about our current clients. I care about those who have tried different paths. I want all of you to find your unicorns and succeed. When I say that a relationship is forever, I mean it. Thus, even if you are a former client and need help, find me. I would be happy to support you in any way I can.

13. I think back to my first IFA on my own. I was nervous. It was San Diego. I was uncomfortable with bumping into my old agency. Now, not at all. I still appreciate the opportunity I was given there.

14. Within this small industry, there are snakes, too. I see you. I want to protect others from you. You should not be out there taking franchisors’ money without the right intentions in place. Karma is horrible.

15. Life is short. Find a way to enjoy what you do. For me, even when shut out of speaking opportunities (when my agenda is not to get new business, but to share what I learn), I still love the IFA convention. I get my haircut. I buy some new clothes. Call it dorky, but it’s my Super Bowl, and I love it.

16. I am proud of the team we are bringing to IFA this year. At my first IFA, if you told me that I would have the team that I have today, I would have called you a liar. I believed that great things could happen—but this is amazing. Meet them—you too will feel the same way.

17. Competitors, we should all get along. Period.

18. New franchisors—I love your optimism. Don’t get trampled by people who oversell you. You will be greatly disappointed with the under deliver point. In many cases, it may cost you $20,000 in marketing per deal (sometimes more). When you are rolling (especially with great product, profit and pride), it will be much less.

19. Tons of leads are dumb. Joe Mathews says it well—it only takes one. And you should want the right one. Quality makes you more in royalty. Don’t believe the hype of lead farms.

20. Your prospect will inquire to own your brand through your Website. Have a great Website.

21. Why are there no franchisees at IFA? Why do they all go to the Multi-Unit Conference? If this is the industry’s Super Bowl, perhaps we should ask ourselves why there are not more franchisees here and solve that problem. Perhaps all franchisors should be able to attend for free if they bring a few franchisees. Just saying. Franchisees will ultimately have the best voice for our industry because they live—in great quantity—in the markets where politicians are killing us.

22. At the bar, limit your drinks. Being drunk is not attractive.

23. I am wondering the value of having a booth. We will see this year. It will be 1851 branded. Some may call us “just a blog,” but those who have seen our unicorn (our technology) know we are about to kick some “franass.”

24. I just wrote “franass.” I am ashamed. I could have at least called it “chiseass.” That way, I wouldn’t be like everyone who uses "fran" in the first part of their name.

25. I promise you one thing this year. You will not find your unicorn. It doesn’t exist. Unless, of course, you go scuba diving in the bottom of the river—or somehow find the basement of the Alamo.

Happy Franchising.