New funding for the Certified Franchise Executive Programme

Published: 09th April 2010
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SINGAPORE, 8 April 2010 - The highly-esteemed Certified Franchise Executive (CFE) programme is now available in Singapore for individuals who are keen to deepen their knowledge and pursue the franchising business. The Singapore Workforce Development Agency (WDA) will provide 50 percent course fee funding for the first 80 Singaporean registrants. The National Trades Union Congress' (NTUC) e2i (Employment and Employability Institute) will administer the fund, and work closely with Franchising & Licensing Association (FLA) Singapore to outreach to interested Professionals, Managers, Executives and Technicians (PMETs).

The 2-year CFE programme costs $5,500 per person. With the funding, individuals will only need to pay half the amount. NTUC members would also be eligible to obtain additional course fee support of up to $250. Lessons are conducted in the form of seminars, conferences, workshops and online classes. Participants will be awarded with credits when they attend these events.

The upcoming Certified Franchise Executive International Conference and Workshop is one of such events. Organised by FLA Singapore with Astreem Corporation as the strategic partner, the event is brought back for its second instalment. The conference and workshop will be held from 23 to 24 April 2010, at Maxwell Chambers. It is an assembly of businesses and far-sighted individuals who are recognising franchising as a potential engine for growth.

The CFE programme serves as an international benchmark of professional excellence in the
franchising industry. It provides aspiring Singaporeans who are aiming to set up a franchise hub in the Asia region, a competitive edge. These franchise professionals are opting for the
programme as a mean to refine their skills and expertise in Singapore's knowledge-based
economy. The programme is governed by a peer-led board of certified directors and
representatives of the academia.

Presenting a line-up of established local and international speakers from diverse industries,
the one day conference emphasises interactive participation with two panel discussions.
Speakers include, but are not limited to, Benjamin C. Litalien, Principal of FranchiseWell
USA, Luke Lim, CEO of A.S. Louken Group, Aw Wee Kiat, Senior Vice President of
Franchising from BreadTalk, Peter Buckingham, Managing Director of Spectrum Analysis
Australia, and Albert Kong, CEO and Chairman of Asiawide Franchise Consultants.

The franchise workshop held on 24 April, Friday, caters to individuals interested in the Food
and Beverage (F&B) industry, featuring the challenges of setting up an F&B franchise and
the know-how of developing a comprehensive and relevant franchise operational system.

The speakers for the workshop comprise of Felix Cheok, Director of Franchise Development
of Manhattan FISH MARKET, and Olaf Goehre, Vice President of Franchise Development of
Solutions 17.

Well-received in the past year, the two-day intensive event has proven to be the choice
programme to help businesses speed ahead with franchise expansion and franchise
professionals accelerate in their career through equipping them with fundamental knowledge
and vital skills.

Event details:
Certified Franchise Executive International Conference and Workshop
Date: 23rd & 24th April 2010
Time: 8.30am - 5.30PM, Friday
8.30am - 1.00PM, Saturday
Venue: 32 Maxwell Road
Maxwell Chamber
Singapore 069115

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About Franchising & Licensing Association (FLA) Singapore
FLA (Singapore) is the national franchising body and was one of the founding members of the World Franchise Council. FLA was established in 1993 with the mission of nurturing and developing Singapore's franchising industry. Heeding the Singapore government's call to move towards a knowledge-based economy, coupled with the increasing synergy between franchising, branding and technology licensing, FLA has expanded its membership profile and scope to include companies engaged in branding and licensing. FLA aims to assist its members to gain greater exposure locally, regionally and internationally, through networking events, exhibitions and trade missions, and also to upgrade members' skill and knowledge in franchising, branding and licensing through various education programmes.

For media enquiries and further event details, please contact:
Lenny Mazlan
Marketing Manager
T: +65 6749 9233
F: +65 6749 0181

About Astreem
Astreem Corporation Pte Ltd is a boutique business consulting firm that specialises in helping business owners grow their business through Franchise Development, Business Matching, and Branding & Marketing locally and overseas. It is a business solutions platform committed to working with entrepreneurs to build their businesses and enhance their presence in the market. Astreem has progressed to the regional countries with associates in Malaysia, India, Indonesia, Philippines and Vietnam. For more information, please visit

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