PFA: Philippine Franchise Association

Certified Franchise Executive


The Certified Franchise Executive Program (CFE) is a career development program offered by the Institute of Certified Franchise Executives (ICFE) of the International Franchise Association (IFA) Education Foundation. It offers franchise professionals the opportunity to learn, grow professionally and reach a recognized standard of excellence in the franchise community.

How the CFE Program Came to the Philippines 

The Certified Franchise Executive Program (CFEP) was brought to the country by Mr. Samie Lim with  Ms. Bing Sibal – Limjoco to strengthen the Philippines’ position as the Franchise Hub of Asia by professionalizing the country’s franchise sector. 

While the program was already implemented in the country as early as 2001, it was only in 2002 when the PFA formally affiliated with the US-based ICFE to allow PFA to conduct the said program at discounted rates.

This happened when Mr. Lim, together with Ms. Limjoco, met with Cheryl Babcock, founding Director of International Institute for Franchise Education in the H. Wayne Huizenga School of Business and Entrepreneurship at Nova Southeastern University, and ICFE President John Reynolds at the International Franchise Expo 2002 held in New Orleans.

From this, the PFA and ICFE partnership was born, successfully bringing the mini-MBA on Franchise Management to the Philippines.


Mini-MBA on Franchise Management
The Asian Institute of Management (AIM) has been the permanent venue for this franchise executive course, which saw international franchise experts as course facilitators. The course features a four-module cycle.

Module 1 was first held on September 23-25, 2001 and had Mr. George Heenan as course facilitator. Module II featured Mr. Charles Weeks and was conducted from September 9-10, 2002. Module III took place on July 13-14, 2004 with no less than Ms. Cheryl Babcock as facilitator. Module IV was held on July 12-13, 2005, with the husband and wife team of Mr. Philip K. Shunk, and Ms. Linda Shunk, Executive Director-Information Technology and President and Chief Executive Director-Cookies by Designs, Inc., respectively. 

The second cycle of the program kicked off with the “Father of US Franchising and Small Businesses” and the Director of the International Franchise Forum, Mr. Robert Justis, Ph.D. conducting Module 1 on July 11-12, 2006. Ms. Jennifer Roberts, founder of Roberts Consulting Services & Franchise Operations.Com, USA presented “Exporting your Franchise System & Building Strong Operations, Training and Support Programs” as Module II on July 2-3, 2007. Mr. Christopher Simnick, President and founder of Synergy Franchise Group, LLC, conducted Module III on “Furthering Franchising Through Communication and Education” on July 7-8, 2008.  Ms. Cheryl Babcock, also the executive director of the International Society of Franchising, returned to the country to conduct Module IV on “Leadership through Coaching and Collaborating” on June 29-30, 2009.

In 2010, Mr. Christopher Simnick returned to the country to conduct Module I on July 12 and 13.  In 2011, the Philippine franchise community welcomed anew Ms. Cheryl Babcock who conducted Module II on September 26 & 27, after the highly successful Franchise Asia Philippines 2011.

Module III was conducted by Mr. Jeff Sturgis, who has over 15 years of experience in the areas of franchise sales and development, and is the Founder and President of Franchise System Advisors, a consulting and strategic planning firm focused on the franchise industry, last July 23 & 24, 2012. Module IV was conducted by Chris Simnick, CFE, last July 15 and 16, 2013 and last year the Franchise Relations expert Mr. Greg Nathan conducted the Module I last July 14 & 15, 2014 at the AIM Conference Center, Makati City.  

Module II was conducted by Mr. Harish Babla,CFE a successful entrepreneur, a business visionary, and inspiring franchise leader, a growth strategist who has honed his franchise skills in various capacities since last June 8 & 9, 2015. Last July 18 & 19, 2016 Ms. Lynette McKee, CFE conducted Module III.  Ms. McKee is considered as an industry expert in franchising and is a frequent guest speaker at industry events.International Franchise Guru Mr. Chris Simnick, CFE conducted Module IV of the CFE last July 17 & 18, 2017 at the AIM Conference Center, Makati.

The July 16 & 17, 2018 program welcomed Dr. Benjamin C. Litalien, CFE, the Founder and Principal of FranchiseWell, LCC, and President and Director of the Social Franchise Institute, an association dedicated to providing education on franchising to the non-profit sector. 

The Part II of the CFE Program was the Franchise Management Seminar which was held last November 5 & 6 and was facilitated by Mr. Jason Gehrke, MBA, CFE. Mr. Gehrke is the founder of Franchise Advisory Centre and the Director for International of Franchise Council for Australia.

Meanwhile, last March 25 & 26, 2019, we welcomed back Dr. Litalien. 

Last October 2 & 3, CFE  hold the Franchise Management Seminar facilitated by Chris Pflueger, the CEO of Franchise Sod, LLC. 

Last quarter October 5-9, 2020, we have Mr. Greg Nathan, the Franchise Relationship Expert for the 1st CFE Virtual Program.

This year 2021 June 7-10, we welcome back Dr. Benjamin Litalien, CFE to facilitate the CFE Program. Dr. Litalien, CFE, is the Founder/ President and Principal of FranchiseWell, LCC, and an Academic Advisor for Entrepreneurship and Franchise Programs at Georgetown University’s School of Continuing Education. 

* Over the years the Philippines have enrollees from different countries including Thailand, Malaysia, Indonesia, Hong Kong and Singapore, Vietnam, Myanmar. To date, there are 182 Elite Certified Franchise Executive Graduates and the number is still growing. 


For Inquiries contact:
Ms Joy De Jesus
Email cfe@pfa.orgph
or call (632) 687-0365 to 67 loc. 103 /(639) 99-8833732 | (639)17-8320732