Fly south this winter: Franchise Expo South debuts in Miami: from the Gulf Coast to the islands of Caribbean, prospects will be coming from all around the region looking for the ideal franchise opportunity.

In its inaugural year, the Franchise Expo South is making its debut in Miami, and with the positive response we've received from exhibitors, it seems many people need little convincing to travel to Miami in January. True, Miami is known as a global hotspot for its lively, tropical atmosphere, comfortable year-round temperatures, sandy beaches, and tasty Latin-American-inspired food. But there's another reason to fly south this winter, and it could be the answer to your business goals.

The Southeastern United States, Caribbean and Latin America are franchise markets that are brimming with opportunity, and feedback from participants at the International Franchise Expo, West Coast Franchise Expo and other events produced by MFV Expositions has told us that you already know that. In fact, this show was created because the franchising community asked for it.

Exhibitor Frank Feely, vice president of Cardsmart, a shop offering gifts, gift wrap and greeting cards at 50 percent off, explained: "MFV answered our request for a show early in the year that targets the growing southern market. I encourage other franchisors to attend because MFV consistently produces a professional show and delivers quality leads. It's worth the investment."

Cardsmart is owned by 100-year-old greeting card pioneer, Paramount Cards. Currently, the gift shop has retail locations across the United States, but is looking to make its mark in the southern states.

A Diverse Region

With its rich, international flavor and southern flare, Miami has become a hub for the diverse region. As an exhibitor, participants can expect to meet a representative population of the qualified regional leads you are targeting.

"We are very excited about the opportunity to exhibit at the Franchise Expo South," said Debbie Heiser, manager, franchise development for the UPS Store. "Since we are an international franchise company with growth opportunities that include the Southern U.S., Puerto Rico, the Caribbean and Latin America, we felt this would be a great opportunity to speak with people who were interested in franchising in these areas specifically."

Foreign-based franchisors agree

International company Glamour Secrets has found the region to be the next step in their efforts to expand in the United States. With personal care products accounting for a $140 billion industry, the United States seems ready for the Canadian retailer. The company has set its sights on the Southeastern United States and sees Miami as a city of unique possibilities.

"Florida, especially Miami, has a big population with a multicultural market," said Doug Warren, director of franchising for Glamour Secrets. "Even though we are a Canadian company, we understand that Latin women represent a fashion-forward, beauty-conscious group in the United States. We even play upbeat Latin music in our stores. I expect Glamour Secrets to really take off in this region."

The company also has big aspirations for the rest of the U.S. market as well. "Glamour Secrets is a concept that I think will do well in any market, as long as there are women who love to pamper themselves," Warren said. "There could potentially be a Glamour Secrets in every mall in the U.S."

Another exhibitor, Source Book Publications, a franchise bookstore, sees the region's international influence as an opportunity. "I chose the Franchise Expo South for the opportunity to interface with, not only prospective franchisees from the south, but, more importantly, with the increasingly-important Hispanic market located in the Miami area," said Rob Bond, president of the publisher. "My sense is that the number of Hispanic franchisees, both men and women, will increase at a significantly greater rate than their white counterparts.

New Concepts

The show has also attracted new concepts as exhibitors that are interested in franchising. One example is DNA Services of America, Inc., a concept that offers confidential, accurate and affordable DNA identification testing for customers throughout the United States.

"We are targeting entrepreneurs who have an interest in a start-up franchise," said Terri Stromatt, chief operating officer for DNA Services of America. "[DNA Services of America] is the first-of-its-kind in the DNA identification testing industry. It is a ground floor opportunity. We are looking for business owners who possess creative, aggressive, yet empathetic traits, with strengths in consultative sales and relationship development and management."

The show will give DNA Services of America the opportunity to strengthen its presence in Florida as it explores the potential opportunity of the international market.

"We already have two locations operating in Florida territories, as well as several others in the Southeastern U.S.," said Stromatt. "It makes sense to continue our saturation of this area.

And the chance to seek international interest appeals to Stromatt as well. "Although we are not currently franchising on an international level, we intend to pursue this venture in the future," Stromatt added. "This show will also allow us to learn more about the international markets."

After doing some homework, Stromatt felt Franchise Expo South was the strongest opportunity to explore the company's growth opportunities.

MFV exhibitor Franchise.com, an online service provider to franchisors, franchisees and franchise buyers worldwide, has experienced an increased volume of traffic and greater interest from advertisers as the franchise sector grows. The site is the premier destination for franchise opportunities around the world and provides a single source of information for franchises, real estate and financing. Franchise.com will be stepping outside of cyberspace to exhibit at the southern show.

"Florida is a very active state and it's a market that is growing," said Sebastien Page, marketing coordinator of Franchise.com. "The Franchise Expo South is going to be a huge show. I've done two other shows with MFV, and we were really happy with the contacts that we met there. This show is going to be great exposure for exhibitors.

"This is a good opportunity for the potential franchisees because you can compare many different concepts at once, while franchisors can meet people that they may not have reached otherwise," Page added.

From the Gulf Coast to the islands of Caribbean, prospects will be coming from all around the region looking for the ideal franchise opportunity. With the number of exhibitors signed up, they won't be disappointed. But others might be if they miss the chance to join in what promises to be a sizzling hot show. For more information about exhibiting at Franchise Expo South, visit www.mfvexpo.com or call 201-226-1130 x 385.

Joel Goldstein is the director of marketing for MFV Expositions. He can be reached at [e-mail].