I am honoured to be part of the pioneer Malaysian team attending the prestigious Certified Franchise Executive (CFE) course in the Philippines, hosted by the Philippine Franchise Association from 22–23 April 2025.
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This incredible opportunity came through the kind invitation of the Philippine Franchise Association (PFA). I’m truly grateful to have participated alongside other passionate franchise professionals from the region.
I was encouraged to attend by the Secretary General of the Malaysian Franchise Association, Mr Deric Yeo, who believed it was important for Malaysia to have a voice and presence in this program. His encouragement wasn’t just for me as a franchise lawyer and consultant, but also as someone who believes in uplifting the Malaysian franchise ecosystem.
In my book, The Franchise Code: Start, Structure and Scale Your Franchise in Malaysia, I referenced this very course in Chapter 17.4, echoing Deric’s belief that the CFE should not only certify consultants but also be encouraged for all franchisors and their key personnel. Certification builds capability, clarity, and confidence in running franchise systems professionally and sustainably.
One of the key benefits of the CFE program is its emphasis on strategic franchise management. Participants gain an in-depth understanding of franchise development, operational efficiency, marketing, and international expansion strategies. The program also focuses on critical areas such as franchise relationship management, site selection, multi-unit franchise support, and supply chain planning. By completing this certification, franchise professionals strengthen their ability to make informed decisions, implement best practices, and drive growth within their franchise networks.
A heartfelt thank you to Dr. Benjamin Litalien, CFE, for his insightful and transformative teaching. One of the most thought-provoking concepts he shared was from Network Theory—focusing on the interactions between franchise units and how these evolve through mutual connection and engagement.
Often, there’s a misconception that franchisee-to-franchisee collaboration could be a threat to the franchisor, as if franchisees might “gang up” to challenge the system. But Dr. Litalien provided a refreshing perspective: if franchisors are confident in their brand, systems, and proprietary structure, they have nothing to fear. In fact, peer engagement strengthens the network, fosters innovation, and reinforces unity.
The key takeaway? There needs to be a Metanoia—a shift in mindset. We must move away from fear-based control and embrace trust, collaboration, and mutual accountability in the franchise journey.
This course was more than a certification. It was a timely reminder of why we do what we do—for the long-term sustainability and health of the franchise ecosystem in Malaysia especially.
I encourage every franchise owner to participate in this course.