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)

Operator ForumsGoals:

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

Operator ForumsCommittee 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

Operator ForumsAction 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

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

Operator Forums

Financial Implications ($000)2012 Actual 2013 Budget 2013 Actual

Revenue $395 $472Sponsorships 0 0

Attendance 100

Direct Expenses $247 $262

Operating Margin* $148 $210

*Does not include G&A Overheads