DIEGO ARGIRÓ MAMMATO

Commercial Director

Mr. Argiró is the Commercial Director in Feher & Feher, Business and Franchise Consulting.

He is originally from Argentina where he studied Economics at the University of Buenos Aires (U.B.A), as well as Business Administration and Marketing at the Business University of Argentina (U.A.D.E). He has completed different refresher courses like: Management, Service Sector Marketing, Strategic Selling Techniques, Importance of Direct Marketing and Clarity, brevity and oratory. He also completed a Certification Program for Franchises’ Executives (PROCEF- Anahuac University, Mexico City) and in 2004 he completed his Master’s in Franchise Management at Nova Southeastern University in Miami, Florida.

From 1989 to 1994, he was Sales Department Supervisor of Grupo Tersuave in Buenos Aires, Argentina.

From 1994 to 1996 he worked for Alcántara Pinturas in the Sales Department as Commercial Manager.

From 1996 to 1999, he was in charge of the Deputy Management of Firbimatic Internacional, developing the concept of 1 hour dry-cleaners in Argentina, Brazil, Venezuela and other Central American countries.

In 1999, he relocated to Mexico City and in 2005 he participated in the creation and development of TINTORERÍAS MAX S.A DE C.V, a novel concept of 1 hour dry-cleaners. He acted as General Manager and shareholder of the company. During this time, the company won the award of the franchise with the most growth 4 times out of 6, having participated as a member of the Mexican Franchise Association, in the Category of $100,000.00 to $2,000,000.00 investment amount. More than 107 units were opened in that period. The Company also won the award of the best advertising campaign competing against the largest companies of the sector in 2004. Mr. Argiró obtained the Certification of Calmecac for Franchise companies Tintorerías Max was the first of the sector and the second on the market to get it.

In December 2003, he participated as founding partner of the company Arreglos y Transformaciones de Ropa S.A. de C.V.; “ARREGLALO”, a novel concept of 1 hour clothes alterations. This company currently has more than 38 stores in operation.

Within the franchise sector, Diego Argiró has participated in several events and activities, such as the Affiliation Committee in the developer group of the Mexican Franchise Regulations since 1999. He has been a member of the Board of Directors of the

Asociación Mexicana de Franquicias, A.C (Mexican Franchise Association), acting as Vice-chairman (2003-2004) as well as a Regular Board Member of that association (2005-2006).

Since 2006, Mr. Argiró has been a partner of FEHER & FEHER, S.C., Business and Franchise Consulting, in charge of Business Management. Based on his broad experience in the sector, he gives commercial advice to franchisers and investors.

After analyzing the problems of Franchisers to market their concepts, Mr. Argiró designed a different marketing system for the Mexican market. As of today , more than 110 franchises have been generated by the following companies: “El Fogoncito”, “Cartridge World,” “Arréglalo,” “Qué Antojos,” “Expense Reduction Analysts,” “Villa Santé,” “Sparkling Princess,” “Piccolo Mondo,” “Piccolo Gym,” “Strómboli,” “Sales Partners,” among other things.

As a professor, Mr. Argiró has participated in PROCEF (Certificate Program for Franchisers’ Executives) in Guadalajara, Mexico as well as teaching the Franchise Marketing Module in Mexico City since 2008. He has also participated several times as lecturer in the Franchise Intensive Course organized by the Mexican Franchise Association, where he successfully teaches the subject of Marketing.

Mr. Argiró completed the course “Effective Sales Techniques” in Barcelona, Spain, to be refreshed in that subject in May 2008. He was also invited to participate at the Franchise Forum of ExpoManagement organized by HSM Group in June 2008, giving two lectures about the importance of Marketing in this type of business.

At the end of August and beginning of September 2008, the Inter-American Development Bank (IDB) and the Colombian Chamber of Commerce invited Diego Argiró to teach a series of specialized workshops in Franchise Marketing, with great success among the audience. Those workshops were held in the cities of Bogota, Cali, Medellin and Bucaramanga.