World Franchise Associates South East Asia

Troy Franklin - Chief Operating Officer - South East Asia

Troy FranklinTroy Franklin is a shareholder and managing partner in the venture that operates as the regional affiliate of WFA in Asia with exclusive development rights for South East Asia.

Troy has more than 25 years of experience in senior executive positions in international franchising and business development working directly with and consulting for both franchisors and master franchisees and spanning across more than 70 countries and multiple regions including extensive experience in the Asia Pacific Region where he has lived for most of the past 25 years and across the Indian-Sub Continent, Middle East, Europe and parts of Africa.

Troy’s international franchising and business development experience has primarily been in the various sectors of F&B (QSR, casual dining, grab & go, speciality coffee, etc.) but he also has experience working with retail and service franchises and prior to forming the partnership with WFA Troy represented Gloria Jean’s Coffees, Australia’s leading speciality coffee retailer, as a consultant and in various senior executive positions for several years and during that time managed and was directly involved in developing Gloria Jean’s Coffees in more than 45 countries and territories.

Mobile: +60 192101909
Skype: tfranklin

Fiona Perera - Business Development Manager Fiona Perera - Business Development Manager
South East Asia

Fiona Perera has experience across a range of fields including international franchising & business development, retail management, events & entertainment, and marketing & public relations. Fiona is passionate about helping the marginalized and underprivileged and in recent years she has been involved in managing a number of humanitarian and social projects for women, children and refugees. Fiona has a Master’s Degree in Law from the University of London.

Mobile: +60166603810
Skype: f_perera

Phi Nguyen - Business Development DirectorPhi Nguyen - Business Development Director

Phi Nguyen holds an MBA at Central Queensland University, Australia majoring in marketing communication. Her experience spans over 15 years as a senior executive in brand, retail, and franchise development across global emerging markets, with the latest projects focusing on Asia. Phi is also board advisor at the Chief Marketing Officer Council (CMO), board director of the Australian Chamber of Commerce in Vietnam and editor & host of Insight Vietnam, an investment talk-show broadcasted on Vietnam VTV4.

Mobile: +84903003325
Skype: phivan10901

Burang Riyadi Saleh – Business Development DirectorBurang Riyadi Saleh – Business Development Director

Burang Riyadi is one of the pioneers in franchise consultancy in Indonesia having established his franchise consultancy company International Franchise Business Management (IFBM) in 1994. Today Burang is recognized as one of the leaders in the Indonesian franchise industry having contributed to the education and understanding of franchising and having been responsible for the growth and development of franchising including supporting hundreds of local companies to develop and expand their business through franchising. For the past decade he has been actively involved in organising leading International franchise expos and events in Indonesia in cooperation with various local and international organizations. He is also a franchise advisor to the Ministry of Trade of Republik Indonesia and has provided advice relating to the establishment of various franchise industry regulations. He is currently developing a Franchise Academy in Indonesia which develops and conducts a variety of franchise education and training modules. Burang holds an MBA in Marketing from Newport University Long Beach, California, USA.

Mobile: +62811872781
Skype: burangriyadi

Rich Backstrom – Business Development Director Rich Backstrom – Business Development Director

Rich Backstrom is an experienced restaurant and hospitality industry professional with over 24 years of experience in the USA and internationally. He has worked for leading hospitality and F & B companies in the USA before relocating to the Philippines in 2010 where he established his own management consultancy business specializing in assisting local F & B franchisors to develop and enhance their brands with the view to expanding them internationally through franchising. During his time in the Philippines he has worked with several leading local brands to establish their international development process and expansion strategy preparing them for franchise expansion in Asia and the Middle East. With his local knowledge and relationships he is also well positioned to help international brands enter into the Philippines and capitalize on the significant opportunities in the market. He holds a degree in Hotel Restaurant Management from Southern Illinois University.

Mobile: +639178716522
Skype: richradar

Hsien Naidu - Business Development Director Hsien Naidu - Business Development Director

Hsien Naidu is a Senior Practicing Management Consultant certified by the Singapore Business & Advisors Council (SBACC), an ACTA(Advanced Certified trainer and assessor) certified trainer and a Certified Franchise Executive by IFA. She holds a BA in Economics and a Masters degree in Marketing from the University of Auckland, New Zealand. Her wide experience in International Business Development and Marketing from varying industries has been integral to her success as the founder and director of Astreem Consulting and the work she has done in the franchising sector, bringing sustainable and relevant growth strategies to countless organisations.

Mobile: +6591711373
Skype: hsiennaidu

Dr. Peerapong Kitiveshpokawat - Business Development - Thailand Dr. Peerapong Kitiveshpokawat - Business Development - Thailand

Dr. Peerapong is one of the most respected names in Consulting, Franchising and Retail Business Strategy in Thailand. He studied Franchising in his early years and went on to be certified as a CFE. He advanced his knowledge with multiple masters degrees at local & international universities before attaining his scholarship of Doctor Business Administration in Sripatum University. During his career in Franchising Dr. Peerapong has been awarded “Role Model, DIP Consultant in Management” by the Thai Ministry of Industry and a Silver Medal in the Most Admirable Order of the Direkgunabhom, conferred by His Majesty the King of Thailand. As a leader of the Franchise and License Association Thailand (FLA) and Franchise & Thai SMEs Business Association (FSA), Dr. Peerapong plays an important role in developing Thai franchising industry for both foreign and local franchises. He is also a highly sought after speaker by both the government and private sector nationally & internationally. Dr. Peerapong is the Principle Consultant of Business Coach and Consultant Co., Ltd.

Phone: +6624513467

Sofia Leong Abdullah - Project ManagerSofia Leong Abdullah - Project Manager

Sofia has almost 30 years of accumulated hands-on experience in design & construction, property management, services & hospitality and franchising. Sofia has been involved in the franchise industry since 1997 and in 2012 she established Business Evolution, a franchise consultancy firm focused on assisting business owners to venture into the franchise industry and enhancing their businesses to be competitive in the global market. Sofia has a vast knowledge of franchising both in Malaysia and internationally and has assisted a number of Malaysian franchise owners to establish their brands in the South East Asian region. Prior to establishing Business Evolutions Sofia was the Chief Executive Officer of the Malaysian Franchise Association for two years. Sofia is actively involved in the franchise industry in Malaysia and across the region and she has recently written a book on franchising which was launched in September 2014.

Mobile: +60196222691
Skype: sofialeongabdullah

World Franchise Associates - ASEAN Office