U.S. Commercial Service offers tools to explore new franchise markets: a key ingredient to enable a franchise concept's international growth lies in a business ability to cultivate the right information.

Thanks to modern technology and a plethora of online market reports, it's not difficult to understand why many franchised businesses find information-overload a major deterrent to identifying opportunities for international growth.

A key ingredient to enable a franchise concept's international growth lies in a business' ability to cultivate the right information on market trends, growth and legislation and to utilize that information effectively. There is a way to wade through this information and get just the right answers to your questions in a timely and affordable manner.

The U.S. Commercial Services' Global Franchising Team has partnered with the International Franchise Association to organize a series of interactive "webinars" that will enable companies to access updated market information and pose questions to U.S. Commercial Service in-country specialists, all from the convenience of a home or office. All that is needed is a PC, Internet connection and a phone.

What is a Webinar and How Does It Work?

A webinar is an online seminar that includes an audio portion and a visual presentation, enabling viewers to participate in a live discussion with PowerPoint slides and interactive media. It is a type of Web conferencing tool and is designed to be interactive between the presenter and audience. A webinar is live in the sense that information is conveyed according to an agenda, with a starting and ending time. The presenters speak using a standard telephone line, pointing out information being presented on screen, and the audience can respond over their own telephones, preferably by speakerphone. Each participant will be notified by e-mail 24 hours before the session with complete details.

Who is the U.S. Commercial Service and what is the Global Franchise Team?

The Commercial Service is the trade promotion arm of the Department of Commerce and helps U.S. small- and medium-size businesses to expand international sales through counseling, market research and advocacy. The main thrust of the service's activities is introducing companies to qualified buyers, distributors and master licensees. With a professional group of domestic and international trade specialists, the service operates more than 100 Export Assistance Centers throughout the United States and has representation in more than 85 countries. These specialists assist U.S. companies to identify qualified leads in international markets.

The Franchising Team's mission is to establish the service as the first port of call for American franchises looking to identify master licenses and franchisees in the international marketplace. The global team of domestic and international trade specialists work together to further the goals of American franchisors abroad through a range of innovative and customized programs.

The Global Franchising Team has formed a partnership with the IFA to promote, and support the growth of U.S. franchises in overseas markets. Domestic and international members of the team attended the International Franchise Expo this year to counsel American franchisors on international expansion and match exhibitors with foreign delegates.

One of the team's major initiatives in 2006 is to bring market information and franchise opportunities directly to clients, through a series of interactive webinars. The webinars will promote and educate companies on international franchise opportunities. Valuable information on market highlights, industry trends and regulatory environments will be provided to an audience of franchisors in addition to information on upcoming missions and trade shows in the themed countries. This year's goal is to stage half a dozen regional sessions that cover franchising in countries with free trade agreements with the United States, such as Europe, North Africa and the Middle East.

Webinar launches June 21

The first webinar scheduled for June 21 highlighted IFA's October trade mission to Belgium and Russia and will include market briefs presented by service trade specialists in Brussels and Moscow. The registration fee is $40 for an hour-and-a-half session.

Can't Make the Live Webinar?

Companies unable to particpate in the live webinar can register to receive an email of an archived version. Questions may be addressed to any of the presenters and submitted before or after the session.

Mona Musa is an international trade specialist for the US. Department of Commerce's International Trade Administration. She can be reached at 502-582-5066 or [e-mail].