Trade group vows to promote homegrown entrepreneurs

MANILA, Philippines - For 16 years now, the Association of Filipino Franchisers Inc. (AFFI) has been the premier trade organization committed to promoting responsible small, and medium businesses (SMEs) through franchising.

Composed of Filipino corporate presidents, CEOs, and prominent businessmen who recognize the competitive potential of the local franchising industry in the global market, AFFI promotes excellence and growth in responsible franchising by professionalizing, standardizing, and optimizing the potential of homegrown Filipino businesses.

AFFI president and founding member Armando “Butz” Bartolome recalls AFFI’s conception in 1997, as an effort of like-minded individuals who wanted to lend assistance to small and medium entrepreneurs move into local franchising sector, to help them set up and grow their business. Seven companies were represented including Goto King, Potato Corner, Figaro, Fiorgelato, and GMB Franchise Developers.

“We saw how the needs of small entrepreneurs were vastly different from the big players,” notes Bartolome.  “The big companies talk about managing 50 to 100 branches, while the SMEs are concerned about how to make a presentation to potential franchisees. The mature franchisors will have an HR department with psychological tests, while the SMEs hire relatives. The franchise chains hire an advertising firm for a massive campaign, while the SMEs have to pool resources with other companies to put out an ad in a publication.”

Teresa Laurel, president and CEO of Goto King and AFFI chairman of the board notes that AFFI came in at the perfect time.

“At that time, the concept of franchising was starting to catch on, and there were already franchise shows and conferences. But foreign companies got top billing, and the smaller, homegrown concepts were not able to join. As small entrepreneurs, we thought we could bind ourselves together and organize our own group, our own shows,” Laurel explains.

The group also wanted to propel Filipino entrepreneurs to world-class standards. “We wanted an organization that would promote homegrown entrepreneurs and support homegrown responsible franchisors,” adds Richie Cuna, president and CEO of Fiorgelato, and AFFI executive vice president.

Big leaps

AFFI not only offers its members a publicly-recognized seal of quality, but also the business skills and experiences of professionals in the franchising industry, up to date research and development, educational trainings and seminars, participation in local and international trade shows, and opportunities for networking.

“AFFI offers a synergistic network of creating value out of Filipino ingenuity,” Bartolome asserts.

This synergy has proven to be beneficial, with success stories among the members’ ranks.

“AFFI has developed a lot of brand names – Figaro, Potato Corner, Mang Inasal, Lay Bare, Aquabest, Sweet Corner, Crystal Clear and Fiorgelato  â€” that have made their way not only across the Philippines but also overseas,” Cuna emphasizes.

AFFI continues to inspire the hardworking Filipino entrepreneurs to be part of the franchise industry, with more established businesses mentoring the startups.

“Being a pioneer in the franchise food business, we want to share our success and help homegrown businesses to be able to franchise and even go global,” affirms Potato Corner CEO Jose Magsaysay, Jr.

“With all the franchise systems established, AFFI makes it easier for small entrepreneurs to start their business,” agrees Figaro CEO Crismel Verano.