PROGRAM OF THE “Business” HALL
"Business" Hall — a dedicated track where franchising is examined without gloss. The agenda covers franchisee economics, tax compliance, conflict resolution, and real partner testimonials. Speakers — all top-tier experts and industry leaders — will share battle-tested strategies, AI-powered automation workflows, and actionable growth levers for 2026.
Target audience:
• Current franchisors — to benchmark operational models and gain peer insights
• Prospective franchisees — to assess the full risk–reward landscape pre-entry
• Investors — to get an unvarnished view of unit economics and ROI fundamentals
• Management companies — receive candid, unfiltered feedback directly from the field
"Business" Hall is available for all ticket categories.
11:00 - 11:30
Which businesses will default in the near future, and which will remain on solid ground?
Solodovnikov Nikolay Valerevich
11:30 - 12:30
Tax Risks in Franchising
What distinguishes a franchise from business fragmentation, and why will the number of tax audits for fragmentation increase in 2027?
How can a taxpayer substantiate VAT savings when entering into a commercial concession agreement, and what steps should be taken?
Why do the 2026 tax incentives carry risks of additional tax assessments, penalties, and fines in 2027?
How can a taxpayer substantiate VAT savings when entering into a commercial concession agreement, and what steps should be taken?
Why do the 2026 tax incentives carry risks of additional tax assessments, penalties, and fines in 2027?
Aleksey Nekrasov
12:30 - 14:00
Board of Directors: Franchising 2026 – Resilience as the Key Competitive Advantage
Key topics: unit economics under new tax and labor realities, consumer behavior shifts and niche potential through 2028, effective franchisor-franchisee partnerships, and the role of AI and end-to-end analytics in cost reduction and margin preservation.
Ekaterina Soyak
CEO of EMTG, Founder оf еhe Buybrand Expo Franchise Exhibition
Rinat Magdeev
CEO of the Colizeum eSports club network
Yuriy Mihaylichenko
President Russian Franchise Association
Arina Vinogradova
Senior Analyst, Assortment Analytics & Retail, Sber2B
Valeria Ostasheva
Director of the Franchising Department of the Pyaterochka retail chain
Nikolay Pogulyaev
FIT SERVICE Franchisee
Valynkin Vyacheslav Yurevich
Galstyan Mehak Andranikovich
14:15-15:00
The Anatomy of Franchisee Profitability: From Financial Model to First‑Year Realities
The first year is when a franchisee's financial model faces its real test. This session will explore why actual startup costs and planned revenue often miss the projections, when a business should start hitting its targets, and how to respond if the outlet still requires subsidies by month 12. Attendees will gain practical insight into the typical gaps between the numbers on paper and the operational reality.
Roman Oreshkin
CEO of Secret Kitchen, an expert in the digitalization of the restaurant business and the scaling of chain projects.
15:15-16:00
Why 70% Choose the Wrong Franchise
Most franchise buyers encounter difficulties within their first year, and the root cause is often systematic errors made when selecting a partner. Session experts will explain how to distinguish a viable business model from a marketing bubble, what five critical questions to ask the franchisor before signing the agreement, and how to objectively assess your operational readiness — from procurement and staff hiring to managing foot traffic.
Ekaterina Soyak
CEO of EMTG, Founder оf еhe Buybrand Expo Franchise Exhibition
Ivan Petrov
Head of Reverse Franchising, Property Management Department, Diksi
Sidorova Irina
Founder FranChance
Nikolay Pogulyaev
FIT SERVICE Franchisee
16:15-17:00
Company-Owned vs. Pure Franchise Models: Management, Standards, Economics
Roman Oreshkin
CEO of Secret Kitchen, an expert in the digitalization of the restaurant business and the scaling of chain projects.
Ilnaz Nabiullin
Founder of the INBRAND beauty holding, founder/owner of the SENSEI Business Club
Darya Sergeeva
Director Bambika-Club
Sergey Buncevich
Founder Coffee Way Family
Bludovskaya Olga
17:00-17:45
Resilient Systems: BuyBrand Leaders Awards Ceremony
An awards ceremony for the leaders of the BuyBrand industry rating. The Top 10 companies, selected based on an assessment of business model resilience and the quality of franchise network management, will be announced during the official part of the event.
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11:00-11:45
Franchise Marketing 2026: from attracting clients to building trust
The "buy traffic, sell a franchise" model no longer works in 2026. Today's franchise buyers are more demanding, competition is higher, and marketing success depends on building trust at every touchpoint. Learn about the core marketing framework, current channels, and conversion optimization methods.
Nikita Prohorov
Cofounder, Managing Director
Roman Kachaev
CEO of the Online Media Group
Nikita Petrov
Head of B2B Marketing, FIT SERVICE
Evgeniy Zvyagin
Chief Editor Businessmens.ru
12:00-13:30
Artificial Intelligence as the Franchise Architecture: From Predictive Analytics and CRM to Automated Standard Control
AI is no longer an "option" or a "pilot". In 2026, neural networks are becoming the rigid framework of franchise networks, fundamentally reshaping the franchise architecture — shifting from a vertical management structure to a horizontal digital platform.
Ivan Ivanov
СЕО BST, AI University
Evgeniya Rys
Head of Sales Department COLIZEUM
Kloc Aleksey
Head of Digital Product Development at Cofix
13:40-14:40
How to Build Teams That Drive Business Growth
The labor market has undergone significant change: Generation Z brings new expectations to the workplace, turnover rates have reached peak levels, and recruitment costs continue to rise. Franchisees face the challenge of aligning brand standards with the expectations of today’s workforce. This session will focus on practical retention tools: working with values and purpose, flexible scheduling, corporate culture, Employee Value Proposition (EVP), non‑monetary motivation, and building systems that help keep employees from leaving within the first month of employment.
Irina Kulieva, HRD, Fit Service
• The 2026 paradox: the labor market demands flexibility, while business demands efficiency
• The main enemy of productivity is not Gen Z, but vague KPIs and wasted time
• A new management model: shifting from "activity" to "valuable final product"
Olga Vyrodova
HRD Drinkit
Gleb Smirnov
Director General GC Almaz LLC
Anastasiya Stolbova
Head of the HR Committee at Russian Franchise Association
Irina Kulieva
HRD FIT SERVICE
14:45-15:05
Franchise Conflict: To Mend or to Part Ways?
Session Partner: Gorodissky & Partners Law Firm
A conflict between a franchisor and a franchisee always presents a choice: invest resources in mending the relationship or part ways amicably, preserving both reputation and finances. In this session, an active franchisee and a specialized lawyer will dissect the most common triggers of disputes from the inside.
A conflict between a franchisor and a franchisee always presents a choice: invest resources in mending the relationship or part ways amicably, preserving both reputation and finances. In this session, an active franchisee and a specialized lawyer will dissect the most common triggers of disputes from the inside.
Valeriy Narezhnyy
Partner Gorodissky & Partners
15:45-16:30
Franchisee Voice 2026: Partners on New Standards, Tech & Support
An open conversation with active franchisees on their real‑world experience with new standards, technologies, and support. Honest feedback on what works, what doesn't, and how partners view franchisor support – valuable for both current and prospective franchisees.
Oleg Yudin
RFA Executive Director, Curator of Novikov School
Ilya Bulanov
Franchisee COLIZEUM
Berezhnyh Evgeniy
16:35-17:20
10 Solutions That Drive Network Growth
A company with three locations and a chain with thirty are two different businesses, involving distinct priorities, risks, and tools. Strategies that drive exponential growth at one stage fail to work at another.
A scalable franchise: building a model that generates profit for both the franchisor and the franchisee
• It is the system that scales, not the restaurant itself.
• The first ten partners determine the quality of the future chain.
• To continue growing beyond the 10–20 location mark, the franchisor must undergo a fundamental transformation.
• A franchise grows sustainably only when five key pillars operate in tandem: product, economics, partner relations, operations, and trust.
Delivery Analytics
How continuous data analysis helps grow a profitable channel in a competitive market, increasing net profit alongside turnover.
Alexander Nazarov
MYBOX representative
Oleg Yudin
RFA Executive Director, Curator of Novikov School
Gordey Skrebcov
Project Manager Rybnaya Manufactura №1
Aleksandr Yasko
Director of Network Development at FIT SERVICE
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11:30 - 12:00
Scaling via franchising in 2026–2027
Gazizulin Vasil Mansurovich
12:10 - 13:00
Location
Ivan Ivanov
СЕО BST, AI University
13:00 - 13:30
You bought a franchise—you got a business. But who is responsible for the paperwork?
Radzhabov Timur Olegovich
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Ticket options
Ticket Franchisor School September 29–30ʰ
- Visit to the exhibition September 29–30ʰ
- Visit to the business program “School of Franchisors”
- Materials from the speakers of the “School of Franchisors” hall in electronic form after the event
39 000₽
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Ticket 'Business', September 29 - October 1
- Access to “Business” hall on 1-3 October
- Visit to the exhibition on on 1-3 October
- Materials from the speakers of the “Business” hall in electronic form after the event
- Access to 'Start' & 'By Your Own Rules' halls
5 000₽
VIP ticket October 1–3ᵗʰ
- Access to the expo on 1-3 October
- Personal manager: will meet you at the entrance to the exhibition, conduct a short tour of the exhibition, answer question
- Assistance in organizing meetings with exhibition participants to conduct negotiations on the potential purchase of a franchise / investment in business (up to 5 meetings per day at the level of company management)
- Access to the VIP room: wi-fi, drinks, snacks, place for relaxation and negotiations
- Access to all forum halls
20 000₽
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Other programs
The 2025 forum program is being formed. As soon as the information appears, we will open access for detailed viewing