Back To Previous Page


FOCA is a great for networking, honest exchange of ideas (good and bad) and the opportunity to meet great people in our industry.”

John Wade, Best-Wade Petroleum


FOCA is for Owners, CEOs, CFOs and those executive team members of any and all sectors of  focused on driving excellence and real profit into their organization – and who recognize the importance of out-learning and out-thinking the competition, including but not limited to:

  • Retail
  • Wholesale
  • Dealer Supply
  • Lubes
  • Cardlocks
  • Heating
  • Propane

At this practical two-day event, you create and leave with a fully critiqued Action Plan that includes one Big Idea – one very large revenue producing idea that you can take action on immediately when you return to the office. Not only will you leave with an Action Plan, we will add our own unique accountability follow-up system to ensure your success! You will have our support even after the event is over.

Add to that four optional half-day workshops (Financial Mastery, Company Culture, Sales Management, and Communication) on October 6th and you’ll really turbo boost your ROI. You’ll also participate in our popular round tables where you’ll get your real life peskiest situations solved and your 6 and 7-figure take-away ideas figured out.  We’ll have three round tables during your time with us mixed with speaker presentations with plenty of time for networking factored in.

Speaking of networking, you’ll have the opportunity to mingle with other petro business decision makers and forge profitable buy/sell supply deals or discover new merger opportunities. Our events tend to draw all size companies from all petro business sectors so you’ll enjoy ample opportunity to connect with the people you want to meet most.

And let’s not forget our famous Campfire Ranch Dinner and entertainment on our first night in a private desert location. Here you’ll have yet another chance to network with decision makers and top leaders in all sectors of the petro industry in a relaxed, fun atmosphere.

“I was new to the industry in 1999.  FOCA acclimated me better than any other forum could have.  I attended 5 straight years and always took away something new and met someone I could talk to about issues I was facing they already had dealt with.  Now, 17 years later, there are times at FOCA when I can help someone new to the industry or suggest solutions to issues I once wrestled.  That is a good feeling.”

Scott MacEwan – Van De Pol Petroleum


Here’s at Least 20 Things you’ll learn at FOCA:

  1. How to drive up your top and bottom lines by becoming a better leader.
  2. CRM Do’s and Don’ts so sales keep streaming in.
  3. How to create a more joyful, productive workplace that translates to higher profits.
  4. The latest trends in acquisitions – how to capitalize on them so you can grow faster.
  5. How to cope with dreaded and ongoing regulatory changes.
  6. Efficiency strategies that work and save money!
  7. What the absolute most profitable companies in the industry are doing so they can rocket their own profits – and how you can, too.
  8. How to create a useful daily dashboard with just the right information.
  9. Best strategies in trucking and dispatch from fellow marketers.
  10. Techniques for better outcomes in heated conversations!
  11. The 10 financial health checkpoints too dangerous to ignore or forget.
  12. How to get the lowest cost capital for projects.
  13. How to find, keep, monitor and reward efficient and safe drivers (the key to bottom line profits).
  14. How to overcome the fuel margin squeeze.
  15. How to cure Multiple Manager chaos.
  16. How to create a profitable dealer network.
  17. How to get the fuel you need, when you need it and at the best price possible.
  18. How to keep the right inventory moving at the right pace without waste.
  19. How to create a top revenue producing sales team.
  20. How to manage the expectations of customers who want lower pricing but higher levels of service.

Get More information about FOCA

Thanks to our Sponsors:

 “This was my first year and the experience was amazing.  Very informative.  Cannot wait to come back!”

Linda Gonzales, Tigua Distributing

Focus On Competitive Advantage hosts some of the country’s leading speakers


David Cooperrider

David L. Cooperrider is the Fairmount Minerals Professor of Social Entrepreneurship at the Weatherhead School of Management, Case Western Reserve University. Professor Cooperrider is past President of the National Academy of Management’s OD Division and has lectured and taught at Harvard, Stanford, University of Chicago, Katholieke University in Belgium, MIT, University of Michigan, Cambridge and others.

At FOCA, he  will be teaching how you can get your team to see and understand your vision. If you find your team is spinning their wheels and focusing on problems, David’s teaching on aspiring to a vision will show you how to engage your team.

Currently David serves as Faculty Director of the Center for Business as an Agent of World Benefit. The center’s core proposition is that sustainable value creation is the business opportunity of the 21st century, indeed that every social and global issue of our day is an opportunity to ignite industry leading innovation, eco-entrepreneurship, and new sources of value.

Tyler Norton

Tyler Norton had a successful 17 year career in the financial services industry where he served as a VP, Senior VP and Chief Distribution Officer for several multi-billion dollar organizations. He is now a serial entrepreneur having founded several different businesses over the past 10 years. Tyler also serves as the CEO and Co-Managing Partner of Hero Partners – an advisory firm dedicated to promoting entrepreneurial success in companies of all sizes worldwide.

Tyler and his partners recently completed a 3-D interactive film experience called “License to Dream” as part of a charitable initiative to teach and promote entrepreneurship to high school students around the world. This film was produced in partnership with Life Changing Experiences. He loves to teach and inspire entrepreneurs everywhere.

Tyler has a degree in Economics from the University of Utah and lives in the Teton Valley of Idaho – just over the mountain from Jackson Hole, Wyoming – with his wife and 6 kids.

As a leader, have you ever struggled to see where your people are and how you can approach them effectively? Tyler will show how you can engage with your team in a way that produces the results you desire.


 Re Perez

Re Perez is a seasoned Brand Consultant and founder of BRANDING FOR THE PEOPLE, the leading full-service branding agency that helps entrepreneurs and expanding businesses achieve rapid growth, market leadership, and increased impact through the power of Fortune 500 branding. Re’s background includes senior-level positions at top branding firms including Interbrand and Siegel+Gale.

Since January 2011, Re’s agency has inspired and helped thousands of entrepreneurs across 45+ different industries around the world—from start-ups, Inc. 5000 fastest-growing companies, and established multi million-dollar businesses. He has a proven track record for helping his clients double, triple and quadruple their business.


Betsi Bixby

With a bird’s eye view of the industry, Betsi is in her third decade applying her extensive financial knowledge and experience to the petroleum industry. Through her quarterly Money Matters column published by the Petroleum Marketers Association of America (PMAA), and her resource rich website, Betsi is the most widely read expert in the Petroleum industry. In addition, each year since 1992, hundreds of petroleum marketers have attended Betsi’s hard-hitting conferences, such as FOCA. Betsi is familiar with most major refiners, conducting regular annual training sessions for the industry’s biggest brands.

In 2011, Betsi became a founding member of the John Maxwell Team, intensely studying John C. Maxwell and his leadership principles based on his premise that “Everything rises and falls on leadership.” Betsi and her team coach family business CEOs and their executive teams to new levels of personal and professional success.

In May 2015, Betsi signed a book publishing deal with noted Chicken Soup author Jack Canfield for Soul of Success Vol 2, where the world’s leading entrepreneurs and professionals reveal their core strategies for getting to the heart of health, wealth and success.  After hitting the Best Seller’s list both nationally and internationally at its debut in September 2015, Betsi was given the Quilly Award by the National Academy of Best-Selling Authors. Watch for her second book debut, The 7 Quick Cash Fixes,  along with her new joint publishing with Richard Branson titled Performance 360.

Dr. Gerry Swanson

He is an award-winning Department Chair and Professor Emeritus of Economics at the University of Arizona, trusted national bank board advisor, noted author, and more importantly, an economist with a personality and sense of humor. At FOCA, he will provide you with vital information about the current and future economy for good management decisions.

Gerry is a master at explaining how world events impact buyer behaviors which in turn impact the top and bottom lines of your petroleum business. Use his sage wisdom to plan for your winning strategy.





Learn More about FOCA

“I loved all the speakers.  I felt so comfortable to speak my mind and never felt judged.  I am very appreciative because I wouldn’t have gotten the opportunity to meet these industry leaders otherwise.”
Erin Freeburg, Mentzer Oil Company

“FOCA made me take a serious detailed look at every aspect of our business, and most of all it gave me encouragement and the strength to push through the tough times to rebuild and get even better than it was before. The networking is always great and I came away with many ideas to make improvements.”

Cindy Halligan, Mentzer Oil Company

A 100% “No Questions Asked” Real Money Back Guarantee from Event Producer and Meridian President, Betsi Bixby

Betsi Book Pic

“We have it all – Plenty of networking opportunities, planning, answers to today’s challenges, expert speakers, fabulous meals and so much more. This is not just another conference with a few motivational speakers and a few meet and greets. This is a transformational event. Because I know you are going to get so much out of the FOCA event and you are going to be absolutely astounded by the content, and because I know what this event is going to do for your business, I am going to take ALL the risk away from you – and instead I am going to take all the risk. If for any reason you are not 100% satisfied with the event and do not feel like you’ve gained at least $100,000 in money saving and profit building strategies, you will receive a No Questions Asked 100% refund for your admission. That’s how confident I am about this event”.
— Betsi Bixby, President , Meridian Associates

How can we offer this kind of Guarantee?

You may be wondering, how can we do this? How can we guarantee our event? Well, that’s the real difference between FOCA and other industry related conferences and seminars. We guarantee our events because we CAN.

We are sticklers when it comes to data and during each FOCA event, we track the number of each profit-making idea or savings idea each attendee identifies and the total monetary value of each of those actions. For instance, last year had an overall average of $522,857 per person in profit-making or money-savings ideas!

And These Aren’t Pie-In-The-Sky Numbers

These are quantifiable dollar values of what YOU will learn at FOCA. You will come up with an Action Plans for each idea and calculate what each profit or savings idea is worth.

It all becomes crystal clear during the process we take you through. You leave FOCA knowing exactly what you need to do and how much your company will either make or save as a result of that action.

This is totally unique to FOCA and in Meridian in general. Nobody else is doing this. You’ll hear lots of theory and talking when you attend different events, but the difference with FOCA is you walk away with a quantifiable plan.

With ideas and numbers like this, you can easily see how the price of admission into FOCA 2017 is well worth it – because you walk away with a plan that will increase your bottom line by the hundreds of thousands like most of our attendees do.

We also follow up with you after the event to make sure you’re on track and turning those numbers into reality. We can say with the utmost confidence that the reason why we have so many Alumni returning to FOCA year after year is because this system works! The proof is in the fact that we are now celebrating our 22nd year of FOCA!

“For me, I came away from my first FOCA a Professional Petroleum Marketer.  I was confident in my mission to improve the company’s bottom line with great ideas on sales, financial statements, personnel, inventory, vendor relations, equipment the list will just keep going.  Betsi’s ‘7 Quick Cash Fixes’ was the first thing I did and saved the company well over $100k and was so simple to do.”

Kimberly Thomas, Tesei Petroleum


What is the meeting dress?
We suggest resort casual keeping hotel air conditioning in mind. Layers are good!

What about children?
The hotel offers several child care options so may we suggest you reach out to them? FOCA is designed for the 21 and over group in mind.

Is there an airport to hotel shuttle?
There is car or van service offered by local transport companies at reasonable rates. Your registration email confirmation will include options.

“Our business had been struggling for a couple years so I reached out to Betsi because I had heard her speak at a state convention and was very impressed with her.  FOCA made me take a serious detailed look at every aspect of our business, and most of all it gave me encouragement and the strength to push through the tough times to rebuild and get even better than it was before.  The networking is always great and I came away with many ideas to make improvements.”
Cindy Halligan – Mentzer Oil

CPERegistry_150 LOGOMeridian Associates Inc. is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: Click here for additional CPE details.