In the Focalpoint Coaching Franchise Agreement, what does the term 'Effective Date' refer to?

Franchisee has applied for a franchise to own and operate a FocalPoint Franchised Business. Subject to the terms and upon the conditions contained in this Agreement, Franchisor hereby grants Franchisee a franchise (the "Franchise") to operate a FocalPoint Franchised Business (the "Franchised Business"), and to use the Franchise System in its operation and sale of Services, for a term beginning on the Effective Date and expiring seven (7) years from that date, unless sooner terminated as provided herein. Franchisee agrees that the Franchised Business will be operated from an office located at the principal business address listed on Exhibit B (the "Office"), which may not be relocated without Franchisor's prior written approval. The Office may be located in a residence. The Office must primarily be used for the operation of the Franchised Business, but Franchisee may operate businesses that are not a Competitive Business from the Office. If the office is located in a non-residential location, the lease for the Office shall contain certain provisions prescribed by Franchisor, including, without limitation, requirements that Franchisor be notified of any lease defaults by Franchisee and have the right to cure such defaults within a reasonable time and that the lease may be assigned at any time by Franchisee to Franchisor. No additional offices may be established by Franchisee without Franchisor's prior written approval. If an Office has not been approved in writing by Franchisor as of the Effective Date, Franchisee agrees to locate an Office acceptable to Franchisor and obtain Franchisor's written approval of the location within sixty (60) days following the Effective Date. Notwithstanding the foregoing, Franchisee must open and operate the Franchised Business within sixty (60) days following the Effective Date.

Source: Item 22 — Contracts (FDD pages 56–57)