1. Operator Forums
Objective:
Provide unique, high value connectivity opportunities for both
members and operators that directly impacts the business
results for both.
Positioning Statement:
For member companies wanting to build business in key
industry segments, IFMA Operator Forums are a
cost efficient, effective and proven sales tool.
(need)
(target)
(point of differentiation)

2. Operator Forums
Goals:
Attendance Revenue $67M/per forum
Sponsorship Revenue $n/a
Operating Margin $39M/per forum *(does not include G&A overhead)
Company Attendance Operator 105 -- Member 93
Strategies:
 Clearly specify value of operator forums
 Communicate and value of operator forums to members
 Expand Operator ‘fan base’
 Make part of Members 2014 business plan
 Continue and expand on Datassential program

3. Operator Forums
Committee Members:
Kathleen Schartner National Beverage Chair
Lisa Will Lawrence Foods Vice Chair
Anthony Ferris Kerry Foodservice
Rob Kirkpatrick ConAgra Foodservice
Dave Kohut Supherb Farms
Kim Lehouiller Nestle Professional
Jim Schywstell Pinnacle Foods Group, LLC
Dwight Sweeney Sani-Professional
Luke Vanee Vanee Foods Company
John Lehmann IFMA Liaison

4. Operator Forums
Action Plan
Establish Committee
Who When Done
Internal review for strategic alignment IFMA w/o 3/11 w/o 3/11
Select Chair and Vice Chair IFMA w/o 4/1 w/o 4/1
Identify prospective committee members IFMA w/o 4/22 w/o 4/22
Review prospective committee members and preliminary deck with Chair IFMA w/o 5/6 w/o 5/6
Chair invites prospective committee members KS w/o 6/10 w/o 6/10
Finalize committee KS w/o 6/24 ongoing
Coordinate first committee meeting and send out preliminary deck (preread) KS w/o 7/8 w/o 7/8
Hold first committee meeting Review deck, and meeting schedule Committee w/o 7/8 w/o 7/8
Create committee action plans Committee w/o7/16

5. Operator Forums
Operator Forum Execution Schedule
Tactics Who When
Program Finalized IFMA/DS 16 weeks out
Announce program content IFMA 15 weeks out
Secure 10 Operators IFMA/DS 8 weeks out
Secure 10 Members IFMA 7 weeks out
Secure additional 5 + 2 Operators IFMA/DS 6 weeks out
Secure additional 5 members IFMA 5 weeks out
Monitor and report status of communications plan and registrations IFMA Ongoing
*DS=Datassential

6. Operator Forums
Financial Implications ($000)
2012 Actual 2013 Budget 2013 Actual
Revenue $395 $472
Sponsorships 0 0
Attendance 100
Direct Expenses $247 $262
Operating Margin* $148 $210
*Does not include G&A Overheads

7. Operator Forums
Financial Implications ($000)
2012 Actual 2013 Budget 2013 Actual
Revenue $395 $472
Sponsorships 0 0
Attendance 100
Direct Expenses $247 $262
Operating Margin* $148 $210
*Does not include G&A Overheads