Apart from visiting a cattle ranch in Texas during his stay there for this year's IFA Convention, the high point for a UK franchise consultant came on receiving one of the IFA's most coveted awards - a first for Britain and Europe, as Vivi-Lise Eckhardt reports… A British and European 'first' was secured at this year's 2003 International Franchise Convention in San Antonio (15-18 February) - a Briton received the IFA Franchisee of Year Award, sponsored by PepsiCo.It was the first time that a non-US franchisee had been honoured in this way, indicating the IFA's acceptance that franchising is no longer an exclusively US phenomenon. Every year, the IFA invites a limited number of franchisors to submit nominations for this award - and it this year acknowledged the achievements of Northern Irishman Gordon Patterson as the first franchisee with international franchise consultancy Franchise Development Services (FDS). Gordon, who joined FDS back in 1984, when UK franchising was still in its infancy, reflects that "I last attended the IFA Convention 15 years ago - and in 2003 I was overwhelmed by how much the IFA had matured beyond expectations. The event was supremely professional and educational, with fantastic workshops, seminars, presentations and roundtables." What really impressed him was "the communication of highly professional good practice franchising, in which the IFA has been promoting as the model for the rest of the world, underpinned by America's 150 year experience in franchising - when Singer started the ball rolling. Quarter of a century.... Originally from Northern Ireland, Gordon gained a BSc in Agriculture before entering the business world and experiencing franchising for the first time a quarter of a century ago. He quickly became enthusiastic about the principles and concepts behind franchising, which led him into consultancy and helping to move the UK franchising sector forward. He started attending conferences to meet the people involved in British franchising - one of whom was Roy Seaman, MD and founder of FDS. Gordon vividly remembers his first impressions: "I was impressed that FDS had published its first franchise directory, the first issue of The Franchise Magazine and was involved in consultancy at national and international levels. I wanted to work under this banner, so I approached Roy and suggested he franchise his business to me for the south west of England. He agreed, and as of September 1984 we were in business. From then on, I soon became addicted to franchising." The first objectives of a consultant, explains Gordon, are to identify if a business is suitable for franchising - assessing the people, the concept and its suitability for replication, the trading history, levels of profitability, the market need, good branding, corporate image, the commitment of the people to franchising and their long term objectives. He thrives on the diversity of operating within all business sectors and particularly enjoys applying his experience of franchising when approached with new and original ideas. "This shows us what is going on in the market, especially the innovations and marketing ideas out there - and we are often the first to know about it. It's great fun working closely with professional clients and building long term business relationships. It's a joy helping franchisors grow their networks." He has already helped many franchisors in Kuwait, Ireland, Europe and Australia as well as Britain, and since his IFA coup, is now starting to work with top US franchisors keen to enter the UK and European markets, Gordon's approach to consultancy is based on his agricultural roots - with 'mud on boots', in other words a hands-on approach, meeting clients face to face regularly and nurturing the relationship. "I advise clients on the best ways for their system to be replicated successfully and have a genuine interest in their long-term success." Gordon plans to continue building on the foundations laid since 1984. As the franchise agreement specialist put it himself: "it was a joy and honour to accept the IFA award - on behalf of the whole FDS team with whom I love working. I think the key to my success has been delivering everything I promise...and a little bit more." Advice From The Franchise Agreement Specialists

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