By Smita Krishnaswamy

THE Franchising and Licensing Association (FLA) has used the Lead grant to help bring to fruition key programmes that were already in the pipeline.

The association, which aims to promote awareness of franchising and licensing as a method of expansion, has just joined the Lead programme.

Mr Douglas Foo, FLA's chairman, said the grant has enabled more firms to participate in the annual FLA trade show, where local small and medium-sized enterprises meet potential franchisors, showcase their businesses and exchange information.

The association has also organised missions abroad to popular markets, such as Vietnam, where it showcased companies and put them in touch with potential partners.

It also engaged consultants in these target markets to compile demographic trend studies, and organised missions to Singapore for foreign firms interested in expanding here.

The association is collaborating with the United States-based Institute of Certified Franchise Executives to launch a Certified Franchise Executive programme this month.

It also offers a one-year diploma in franchise management for industry practitioners in collaboration with Ngee Ann Polytechnic.

Mr Foo said both programmes aim to certify executives who have already helped companies expand globally through franchising.

They are also intended for people who want to learn franchising techniques to help their companies achieve global brand status, he added.

'We want to pitch Singapore as the franchising hub in Asia. For that, we have to train capable people - we need the human capital and talent to understand the business.'

The association intends to use the Lead grant to expand further into the relatively new area of licensing. It also wants to explore new industries that can use the franchising model for expansion, in addition to traditional industries such as food, retail and education.

This article was first published in The Straits Times.