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The Petro Event to Help You Grow Your Bottom Line

Grow Your Gross Profits  |  Boost Overall Efficiency  |  Unify Your Team



Do you struggle trying to consistently grow profits?

  • Do your margins swing up and down?
  • Do your competitors make your life hard?
  • Do you want to grow faster than you are now?
  • Does your team put in long hours and feel stressed?
  • Do you wish getting new customers were easier?



Get Money-Making Ideas & Guaranteed Results

Focus on Competitive Advantage Works for All Sizes and Sectors of Petro Companies

  • Wholesale only
  • Dealer only
  • Lubes only
  • Propane only
  • Cardlocks only
  • Heating Oil only
  • And any combination large or small!


If you sell petroleum products,
you need Focus on Competitive Advantage.


Have a question? Talk to a rep.

“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

Get Immediate Profits

Learn How to Sell More

Become an Awesome Leader

Implement your best idea

Get tools to win new customers

You’ll have a proven method to unify

What Makes Focus on Competitive Advantage So Different?

The structure of this event is unique because you get to learn how to make more money in simple ways.  Hundreds of marketers have made thousands and even millions of dollars implementing FOCA ideas into their family petroleum businesses.  Do you really know if you are capturing all the customers and profits you could?  The answer is to attend this workshop to find out. read more

We know how hard it is to keep up with all the changes in the petroleum business and have helped companies large and small identify additional profit opportunities adding to their bottom lines and even helping bring more family members into their thriving businesses.

Focus on Competitive Advantage is hosted by Betsi Bixby, creator of this unique event.  Betsi has studied petroleum profits and success for decades and helped over 3900 marketers build their businesses beyond their dreams.  She’s written 3 books and helped created strategic plans that worked for marketers all over the country.  Betsi isn’t professor in an ivory tower.  The techniques she teaches for more profit came from her years in banking with real companies like yours, now implemented over and over again with proven results.

In this event you will:

  1. Learn how to be a better leader, unifying your team to achieve your goals.
  2. Discover how other petroleum marketers make their best money and drive costs down.
  3. Apply your new learning at home driving in a guaranteed additional $150,000 in extra profit from attending this event.

Register for this event now.  Why?  Because you won’t know what profits you are missing until you do.

“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’s My Investment?

How much profit are you missing?  How many new customers are you missing?  Who is still buying from the competition?  You may already be paying a large cost!




$2895 each


$2795 each

October 17-19  |  Dallas – Westin Stonebrier Resort

Special Guest Speakers

Nick Sarillo

Would you like to reduce turnover, and have even your youngest employee acting like they own your company? [Check out Nick’s video here]

Someone who has been in the trenches and done it is the most powerful teacher.  Nick Sarillo is the founder and CEO of Nick’s Pizza & Pub and Nick’s University. Founded in 1995, Nick’s Pizza & Pub is one of the top ten busiest independent pizza companies in per-store sales in the United States. read more

Nick’s Pizza & Pub has margins nearly twice that of the average pizza restaurant. In an industry in which the average annual turnover rate is more than 150 percent, Nick’s Pizza and Pub boasts a less than 25 percent employee turnover rate. Incredible when you consider 70 percent or more of his employees are under the age of 25!  Nick’s University offers hands-on experiential learning, one and two-day classes, as well as online training courses.

Nick credits his company’s success to his purpose-driven culture, which is the focus of his book, A Slice of the Pie: How to Build a Big Little Business . In addition, other authors have heard and traveled to Nick’s restaurants to learn and write about his approach to culture, leadership and management.

Tammy Hughes

Do you wish you could increase the employee productivity of those who are opposite sex from you?  Do gender issues trip you or your team up?

Tammy is a dynamic facilitator, presenter and business leader with over two decades experience in a broad spectrum of organizations and industries around the globe. She launched her career at Xerox Corporation in their Corporate Education and Training Division. Then she began as a Training Director at The Heim Group in 1995, spearheaded the design of the highly successful GenderSpeak workshop, and became the President in 2005. read more

She is fascinated by and knowledgeable about gender and generational differences—and her passion permeates her energetic style. By working with participants to identify strategies, skills, and tools they will use to create more effective work relationships, Tammy facilitates dramatically increased business results. Some of her clients include: McDonald’s Corporation, Procter & Gamble, GE, Google, Credit Suisse, ESPN, Microsoft, Deutsche Telekom, and UBS.

With Pat Heim, Tammy is co-author of the third edition of Hardball for Women. Tammy is the author of a White Paper, “Born in One Generation, Thinking Like Another”.

Dr. Dave Martin

Do you wish your team would be more successful, want success so much that they will “do what it takes” every time?

Dr. Dave Martin is an inspirational speaker and business leader with a mission to communicate the principles of success. He  is the author of several best-selling books including The 12 Traits of the Greats, The Force of Favor, and most recently, Another Shot.  In addition to speaking regularly in corporations, colleges and churches, Dave is a keynote speaker at the Get Motivated Seminars, America’s Largest Business Seminars. read more

He is also a part of the teaching team for Hillsong Church under the leadership of Brian Houston, and is on the board of Joel Osteen’s Champion’s Network.

He is founder and president of Dave Martin International which champions principle-based coaching by connecting, encouraging and investing in business leaders, pastors, entrepreneurs and anyone desiring a life of more.  “Success isn’t complicated or confusing it’s SIMPLE, and that’s what I am going to help you discover.”

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, where pennies, not dollars, dictate success. In addition, each year since 1992, hundreds of petroleum marketers have attended Betsi’s hard-hitting conferences, such as FOCA. read more

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. Her own, The 7 Quick Cash Fixes book hits the bookstores soon!

Based on more than a quarter century of success in serving family businesses in the petroleum industry, Betsi launched Family Biz Experts in 2018.  Family Biz Experts  provides resources and coaching specifically for family businesses.

Dr. Gerry Swanson

Dr. Swanson 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. A FOCA favorite, he will be back this year to provide you with vital information about the current and future economy for good management decisions.

read more

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.


Have a question? Talk to a rep.

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

  • How to drive up your top and bottom lines by becoming a better leader.
  • CRM Do’s and Don’ts so sales keep streaming in.
  • How to create a more joyful, productive workplace that translates to higher profits.
  • The latest trends in acquisitions – how to capitalize on them so you can grow faster.
  • How to cope with dreaded and ongoing regulatory changes.

See the rest of the list

  • Efficiency strategies that work and save money!
  • What the absolute most profitable companies in the industry are doing so they can rocket their own profits – and how you can, too.
  • How to create a useful daily dashboard with just the right information.
  • Best strategies in trucking and dispatch from fellow marketers.
  • Techniques for better outcomes in heated conversations!
  • The 10 financial health checkpoints too dangerous to ignore or forget.
  • How to get the lowest cost capital for projects.
  • How to find, keep, monitor and reward efficient and safe drivers (the key to bottom line profits).
  • How to overcome the fuel margin squeeze.
  • How to cure Multiple Manager chaos.
  • How to create a profitable dealer network.
  • How to get the fuel you need, when you need it and at the best price possible.
  • How to keep the right inventory moving at the right pace without waste.
  • How to create a top revenue producing sales team.
  • How to manage the expectations of customers who want lower pricing but higher levels of service.

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

Linda Gonzales, Tigua Distributing

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

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 $617,200 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 Plan 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 2018 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 23rd year of FOCA!


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 to download additional CPE details.