I created this document to debrief our West Coast Franchise Expo findings to help ABS correctly target the franchise industry. I also presented this document in a presentation setting to our Senior Management Team.

1. West Coast Franchise Expo Debrief
ABS Graphics
Franchise Industry:
Franchisee (One thatisgranteda franchise) Franchisor(One thatgrantsthe franchise)
According to the Fall/Winter2010 Franchise OpportunitiesGuide (The only official guide to
franchising) there are currently more than 1,100 franchisesthat are membersofthe International
Franchise Association.A franchisorcan have anywhere from 3 to 3000 franchises. There are also
many companiesthat have beenfranchising for many years or as little as under a year. There are
currently around 500 suppliersthat are registeredwiththe IFAthat serve the needsoffranchisees.
This includesall industries:Marketing,printing, finance,legal,and promotional items.
WestCoast Franchise Expo
Purpose:To obtain knowledge aboutthe franchise industry,build and create relationshipswith
franchisees(One that is granted a franchise) and franchisors (One that grants the franchise) in the
hopesof obtainingthem as future ABS clients. We obtainedthe belowinformationfrom franchise
developersthatwere at the expo,not marketing specialists. There were 165 franchisor boothsand
roughly 25 supplierbooths at the WestCoast Expo. Lori and I also attendedtwo symposiums. We
attended,“5 Habits of a Successful Franchisor” and “How to become a Multi-UnitFranchise Owner.”
We passedout roughly200 ABS leave behindmarketing piecesat the WestCoast Expo. Lori and I also
traveledto Long Beach for the Healthand Beauty Expo where we passed out roughly 100 more ABS
marketing pieces.

2. Key Players:
Dependingonwhowe were talkingtoatthe expo, Lori eitherportrayedherself asa businesspartner
lookingtoexpand intoanotherbusinessthatwould complimenthercurrentcareerpath or she talked
directlyaboutourservices. Thisallowedustotalkwithfranchisorsandunderstandthe insandoutsof
the industryas well astheircurrentmarketingsituation.
Top Playersinthe Industry:
1. Plan AheadEvents: A home based meetingsandeventsmanagementcompanyserving
clienteleworldwide byprovidingcreativesolutionsforall typesof events. Theyare ownedby
UnitedFranchise Group. (Sign-a-Rama,EmbroidMe,PlanAheadEvents,BillboardConnection,
Franchise BizandFranchise Mart)
Numberof franchises:45 units
Franchisingsince: 2007
Marketingabilities: Have haddigital store frontssetupfromday one. All marketingtoolsare at
the fingertipsof theirfranchiseesandare customizableandsimple. Theystatedtheywere very
happywiththeirsupplier.
2. CertaPro Painters: Largestresidentialandcommercial paintingfranchiseinNorthAmerica.
Numberof franchises: 307 units
Franchisingsince:1992
Marketingabilities:CertaProhasastrong relationshipwithanadvertisingagency. Thisagency
helpstocreate marketingcollateral andtheyalsohave adigital store frontsetup throughtheir
printvendor. Theircorporate office controlsalotof decisionmaking.
3. Liberty Tax: Retail income tax preparationservice.
Numberof franchises: 3,238 units
Franchisingsince: 1997
Marketingabilities: Complete onlineorderingprogramsetup. Theirprogram suppliestheir
franchiseeswithcompletereportingcapabilities.
4. Global Franchise Group: Vertically integratedglobal brand managementcompany of
establishedconsumerandfranchisedbrands.(The Athletes Foot,Shoe Box,GreatAmerican
Cookies,Marble SlabCreamery,Pretzel Maker,andMaggie Moo’s.)
Numberof franchises:1,710 units(betweenall 6listedabove)
Franchisingsince: Asfarback as 1977
Marketingabilities: Theircompanyhassetupan online Web2Printorderingsystemfortheir
franchiseestouse. Theyare happywiththeircurrentsituationaswell.

3. Young Playersinthe Industry:
1. How Do You Roll:Fast foodsushi outletwiththe lookandfeel of a Chipotle orBigMouths
Burgers. Customerscan choose theiringredientsandwon’tspendalotof moneydoingso.
Numberof franchises:none,2companyowned
Franchisingsince: 2009
Marketing: Theyare a youngcompanythat will needmarketingsupportandtoolsinthe future.
Theyseemedinterestedinlearningmore aboutthe programwe couldprovide.
2. SBF Payroll Services: Leaderinthe payroll industryandwasfoundedinCaliforniain1998. They
currentlyprocessespayroll forthousandsof companiesall overthe U.S. Theirfranchisesare
home based.
Numberof franchises: 1
Franchisingsince:April 2010
Marketingabilities: Theyare youngas well andwouldneedmarketingsupportdownthe road
for theirfuture franchise owners.
3. Painting with a Twist: This is a unique paintingexperiencecompany. Entertainmentand
partiesare put on while customersenjoyanartlessonthatallowsthemtoleave withaone-of-
a-kindcreation.
Numberof franchises: 33
Franchisingsince:2009
Marketingabilities: We doknow theyhave marketingtoolsand materialsavailable totheir
franchisees andtheyare happywiththeir“local”printer. The ownerstressedthe factthatshe
likedhavingalocal printer.
Findings:
o Whythis was or wasn’t beneficial:
o Our knowledgebase aboutthe franchise industrygrew tremendously. We were able to
understandthe typesof companiesinthe industryandtheirmarketingneeds. Thiswill
helpustarget thisindustry
o It appearsthat the companiesatthe expoare saturatedwithWeb2Printprograms.
These franchiseshave hadthese programsinstalledforyearsandare satisfied. A
majorityof themhave complete marketingtoolssetupfortheirfranchisees toutilize.
o Industry marketing trends:
o Online marketingsolutions isnotanew conceptand has beenutilizedformanyyears in
thisindustry. However,smallercompaniesare inneedof these toolsandhelpwith
printcollateral.
o Marketingisstartingto go mobile.
o Franchiseshave beenutilizingadvertisingfirmsandmarketingfirmsformanyyears. It
seemedthatthe franchiseesatthe expoare usingprintand marketingvendorsthat
were originallysetupbytheircorporate headquartersthathave long-termrelationships
withtheirvendors.

4. o Demographics:
o Small to large unitfranchises
o Entreprenurs
o Corporate companiesowningmultiple franchises
Competition:
1. BFC Integrated: Industryfirstcommercial printerandtechnologysolutionprovider. They
alsocreate the perfectblendtoeffectivelymanage anorganizationscommunicationsand
provide themwithappropriate analyticstoaccuratelymeasure theirbusiness. Theyare a
memberof the IFA and cater directlytothe needsof franchises. Theyprovideservicessuch
as digital print,VDP,directmail,kittingandfulfillment,orpickandpack services.
*Showcase an extensive equipmentlistaswell as technologytrends theyare keepingup
with.
2. Alexander’sPrintAdvantage: Industryleaderindigital printcustomizedprintautomation
and affordable pricesformore than30 years. BrandSaw istheir web-to-printsystem. They
marketdirectlytofranchisesontheirwebsitetitled,“FranchiseBrandManagement.”
*Showcases theirspecialtyin franchise brand management
3. BluewaterDirect: Leadingproviderof integrateddirectmarketingsoftwaretechnologyand
services. Theybringdirectmarketingtolocal andnational levels. Theyshowcase,ontheir
website,theyofferpersonalizedfranchisesolutions. Theirstore frontandfranchise solution
unitisknownas Wave.
Opportunities:
1. There are over1,100 franchises,this means,there is a lot ofpotential businessout there.The
franchise industry is alsoa billiondollarindustry.
2. ABS can sign up to become a vendor for companieslike,UnitedFranchise Groupand Global
Franchise Group. These companiesown many franchisesand have vendorprograms setup for
theirfranchisees.
3. ABS has the programs that franchiseeswant. The franchise industry is saturated with these
typesof programs. Some companieshave had these programs in place for many years,but
there is the potential to beat the competition.Some companiesmay not be happy with their
current service and ABS couldbe theirsolution.

5. The NextStep:
1. Make a decisionto pursue this vertical
2. Franchise specificmarketingcampaign
o Advertise infranchise specificpublications
 EntrepreneurMagazine (Total Audience 3,005,000)
 Franchise OpportunitiesGuide
 Other monthly/quarterlypublications
o Participate invarious franchise specificevents
 Tradeshows/ expos
 Supplierbooth at Franchise ExpoSouth = $2850.00
 Marketing collateral featuringour name and logo will be displayedat
the show and in show specificprintpieces.
o Marketing collateral
 Direct mail pieces
 Online advertising(IFAwebsite, Entrepreneurwebsite,Expowebsites,etc.)
 Franchise specificportal on our company website
 Twitter and LinkedIn (Free easyways to spreadour name)
3. Become membersof IFA (International Franchise Association) thisis an organizationof
franchisors, franchisees,andsuppliers.
Membershipperyear: $2900.00
o ABS would gain instant recognitionamong franchises
o ABS would be recognizedas a print company who understandsand servesthe needs
of franchises
o Instant accessesto information,researchand publications(Industrymagazinesand
studies,custom researchand memberdiscounts)
o ABS would gain educational and professional development(seminars,symposiums,
committeesetc.)
o Discount on certain eventsand advertisements.
4. Participate inthe IFA Annual Expo
Booth price: $990 with discountedIFA memberrate
o This eventis not a consumer show. The annual expoallows suppliers,franchisees,
franchisors, and CEO’s the chance to networkwith each other. This eventis the
premiereventfor suppliers!