CFE is key to success in franchising

MANILA, Philippines - It takes more than capital to go into business and succeed. 

Smart people believe that the right education and training is key to business success. There is sense to this thinking even more in the context of the impending integration of the 10-member Association of Southeast Asian Nations (ASEAN) into a single economic community with the various challenges, opportunities and prospects it offers.

Philippine Franchise Association (PFA) vice chair Ma. Alegria “Bing” Sibal-Limjoco said for business owners engaged in franchising, one educational program that can enhance their chances of success is the Certified Franchise Executive (CFE) program, considered as the 'mini-MBA' in franchise management. The CFE Program is an initiative of the PFA, the premier franchising group in the country that is currently helping franchisors and franchisees prepare for the ASEAN Integration.

"The CFE program is certainly useful not just for franchisors and franchisees to help them grow their business but learning the best world practices in franchising.  Max's president Robert Trota is one of our CFE graduates who took it and sent 20 of his managers.  Trota used his learnings to gain strategic advantage for his company. And look at him now. He manages 14 other brands under one roof – Max’s, Krispy Kreme, Jamba Juice, including new acquisitions such as brands under the Pancake House Group" Limjoco pointed out.

 The valuable insights Bing gained from the CFE program and her nurturing nature have given Limjoco the tools to help her clients who are now successful in the local franchising sector. Bench, Waffle Time, The Generics Pharmacy, Potato Corner are but some of the brands which Limjoco assisted in various stages of their franchise program. 

She said many other franchises have also succeeded with the help of the CFE Program. More than a decade after she and PFA chairman emeritus Samie Lim teamed up to bring the program here, the country is now becoming recognized as the "Franchise Development Center in Asia."  

Lim said that the fact that the Philippines has the most number of CFEs outside of the US globally is one major factor why foreign brands are using the country as the entry point to the Asian market.

"We have the most mature and most fertile franchising industry in Asia, mainly because we have the best franchise executives in the region.  This is also why several franchise concepts all over the world are sending their staff to the Philippines to train under our CFEs," Lim said.

As a form of giving continuing education for their franchise executives, companies are assured that CFE title holders really know how to chart their company direction. 

The CFE Program in the Philippines is the first in Asia. The Philippines is ahead compared to other Southeast Asian countries. The program is among our secrets to success," Limjoco stressed.

 Limjoco, who is chief executive officer of Francorp Philippines and director of Phoenix Publishing and Central Books, is highly regarded and respected for her willingness to share the secrets of entrepreneurial success. Francorp is the company that helped a number of the most successful franchises in the Philippines which include Jollibee, Max's Restaurant, Goldilocks, Potato Corner, David’s Salon, The Generics Pharmacy, PR Gaz and Bench, among others. 

She earned her A.B. Foreign Service degree from St. Theresa’s College, Interior Design from the New York School of Interior Design, and her Masters in Business and Economics from University of Asia and the Pacific (UAP).  She took her mini-MBA in Franchising at the University of St. Thomas in Minneapolis, USA. 

 Unknown to many, her steady hand and guidance have helped new businesses and brands prosper in an ever-changing and challenging business environment in the Philippines, through the PFA and Francorp Philippines. "I find so much fulfilment in seeing businesses grow and it gives me personal satisfaction to know that I have contributed to their growth," Limjoco enthused. 

While the CFE program has been implemented in the country as early as 2001, it was only in 2002 when the PFA formally affiliated with the US-based ICFE to allow PFA to conduct the said program at discounted rates.  

To achieve PFA's vision of strengthening the Philippines' position as the "Franchise Development Center in Asia," Limjoco said she and Lim decided to approach Washington D.C.-based International Franchise Association (IFA). They met with Cheryl Babcock, founding director of International Institute for Franchise Education in the H. Wayne Huizenga School of Business and Entrepreneurship at Nova Southeastern University, and ICFE president John Reynolds at the International Franchise Expo 2002 held in New Orleans. After this, the PFA and ICFE partnership was born, and they allowed Lim and Limjoco to bring the 'mini-MBA' in Franchise Management to the Philippines.

 The first CFE program in the Philippines in 2002 had 25 students. Limjoco said PFA decided to keep the class size small to ensure quality and better interaction between the speakers and the course takers.  The Asian Institute of Management (AIM) has been the permanent venue for this franchise executive course, which saw international franchise experts as course facilitators. The course features a four-module cycle.

Such world franchise experts featured in the past have included Cheryl Babcock, executive director of the International Society of Franchising, Christopher Simnick, president and founder of Synergy Franchise Group, LLC, and Jeff Sturgis, who has over 15 years of experience in the areas of franchise sales and development, and is the founder and president of Franchise System Advisors, a consulting and strategic planning firm focused on the franchise industry.

This year promises to be powerpacked, featuring no less than noted franchise relations expert Greg Nathan, CFE, to conduct Module I of the CFE program on July 14, 15, 16 at the AIM Conference Center in Makati City and July 16 at the SMX Convention Center in Pasay City. Some of the topics are “A Holistic Approach to Healthy Franchise Relationships,” “Franchisor Wheel of Excellence,” “Running Great Conferences and Meetings,” “Leading with Credibility,” How to Get Franchisee Buy-in and Commitment to Change,” “14 Common Mistakes by Franchisors When Introducing Change,” “The Franchise E-factor,” “Building a Strong and Healthy Franchise Network,” and “Coaching for Success.”

Enrollees will come from various Asian countries including Thailand, Malaysia, and Indonesia. To date, there are 68 elite Filipino Certified Franchise Executive graduates. Their number is increasing.

While other Southeast Asian countries have already followed suit, Limjoco added the CFE Program in the Philippines is far more advanced, particularly since the PFA invites gurus or recognized leaders and experts in the global franchising arena.