Home-Based Franchises vs. Home-Based “Business Opportunities”

Franchise OpportuntiesThe word ‘franchise’ seems to carry a fairly conformist spin to it — when you think about a ‘franchise,’ you tend to think about pretty traditional businesses like Subway, Merry Maids, or the UPS store. But there are a huge variety of franchises in the world, and some of them are home-based ventures that will have you doing things you never knew you could do for money, much less do as a franchise with an established business plan and proven historical success stories to emulate. From using border collies to chase geese off of golf courses to providing breakfast-in-hospital-bed to immobile soon-to-be-mommies, the number of home-based franchises you can get into is stunning.


The number of home-based “business opportunities” on the Internet isn’t just stunning — it’s downright unbelievable. It’s trivially easy to find websites out there insisting that you can ‘start your own business’ and ‘turn a huge profit overnight’ by doing ridiculous things that range from classic scam material (envelope stuffing, anyone?) to downright bizarre (collect discarded batteries and ‘recondition’ them to work ‘like new’?)

What’s the Difference?

Simply put, the difference is that, no matter how unusual the franchise concept seems, it is always, 100% of the time, going to be a significantly more reasonable investment. That’s because a “business opportunity” is almost always just a product that you buy along with a vague outline of how you can use it to make money. A “franchise,” on the other hand, is a specific kind of transaction wherein you buy everything you need to turn a profit, from the equipment to the step-by-step business plan, along with a promise of future services including training, advertising, and more.

What’s the Downside to a Home-Based Franchise?

The cost. Very literally, there are purported “business opportunities” that claim to be able to get you turning a profit by having you download a free e-book and spending $75 on some product or other that you’re supposed to be able to use to provide a valuable service. The cheapest home-based franchise will charge you around $4,000 to get started — and those franchises are little more than “here’s the plan, you’ll be managing a website that sells products, by the way executing the plan will require several dozen 18-hour days in a row, good luck!” The more successful home-based franchise models start in the $20,000 range and go up to several hundred thousand dollars’ for the upfront investment.

And $20,000 is the “More Reasonable” Investment? …For a Home-Based Business?

Absolutely it is. Let’s take just one random example: $46,250 to get into a property management franchise. You could go check out every book on property management, read every blog about property management, and then go try to start a property management business out of your living room on your own…and you would almost certainly fail unless you already had years and years of experience. Sure, all you’re out several grand and a few months of your time…but if you put in the money up front, you can hook up to a system that has proven to create successful property management business time and again. You’ll lose more if you fail — but the chance that you’ll fail is massively reduced compared to trying to go it alone. And that’s really the best reason to choose a home based franchise over a “biz-op” — because you’re willing to invest in your own success.

The number of home-based franchise opportunities is overwhelming, and the process of inquiring with the franchise recruiter for each brand before you find the right one for you can seem daunting. At Franchise City, we offer a better way. If you are interested in home-based franchises or any other kind of franchise business model, we offer free unlimited consulting to help you find the business that fits your skills, tastes and budget. Through a unique and proven 20 step process, we take clients by the hand and give them all the tools they need to find the franchise they are most likely to succeed in. To learn more, fill out the form below for further information.

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How Minimum Wage Increases Affect Some Franchises

It started in Seattle, overtook California, and it seems to be imminently-nationwide phenomenon: the $15 minimum wage. And while economic data out of Sea-Tac airport and the Seattle metro area is showing that it’s probably not the massive economic catastrophe that some predicted, there are definitely some sectors that are seeing challenges in the near future as wage floors rise. Many of those sectors are prime territory for franchises — the most obvious of all, fast food, or otherwise known as quick-service restaurants (QSRs).

McJobs and McWages

The QSR sector is one of the most competitive in the food industries, with slim margins. The average McDonalds runs about a 6% profit margin; Papa Johns is 9%…on the other hand, the average Blimpies just barely lands in the black at 1%, and the average Quizno’s runs a 0% profit margin. Yep, signing up to Quizno’s is basically flipping a coin where one side means insolvency.

Keeping in mind that McDonalds’ typical labor cost is 20% of its gross income, and the vast majority of those employees work for the minimum wage, if the wage floor rises to any meaningful degree, the profitability of running a McDonalds franchise is going to start to compare unfavorably to Quizno’s. The same logic applies to any and every franchise that relies on a plethora of quick-to-train, high-turnover minimum-wage employees in their workforce.

Riding the Minimum Wage Wave

Some will come back with the “new economics” logic that says “won’t the people making all that new minimum wage money be able to spend a little more to buy your burgers, then?” But that’s not how it works — because McDonalds, Subway, and similar QSRs have spent millions of marketing dollars over the last decades establishing themselves as the cheap, fast option. To try to sell their audience on the kind of across-the-board price increase they would need to make to stay pleasantly profitable would be a tough gig.

That doesn’t mean the “new economics” reasoning is flawed, however — it’s just not likely to benefit McDonalds and their direct competition. It totally will benefit franchises that are offering products and services geared toward college students, young families, and in fact anyone in the lower half or so of wage earners, as a raise in the wage floor will see a ‘ripple effect’ nudging wages upward for a good number of people.

Franchises That Benefit From a Higher Minimum Wage

The easiest way to benefit from that ripple is to sell to the people who are enjoying their increased wage and/or avoid having minimum-wage employees. Home-based, single-employee franchises such as home inspection services, cleaning, and senior care services that hire over-minimum-wage employees are great franchise opportunities in the new economy; find one that sells to the newly-$15/hour crowd, and you can reap the benefits while skipping out on the pain. If you’re wondering where that kind of deal can be found, talk to a franchise broker — they’ll have that data and much more handy, and they can provide free unlimited consulting services to help match you to a franchise opportunity that works.

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Franchise Marketing: A Split Decision

Imagine being a new franchisee: you just spent a big chunk of money to get your franchise set up. The people are hired and trained, the property is leased, the equipment is installed — all you need now are customers. Your franchiser puts out ads in your area, so the advertising aspect is covered, right? Well…no.

Local Business Marketing vs. The Franchise Marketing Fund

The fact is, every franchiser out there has already established a Marketing Fund — sometimes more than one. You’ll be asked to contribute an amount every month, quarter, or annum in order to pay for the advertisements you benefit from. You’ll also be able to purchase your own advertisements, typically called LBM: Local Business Marketing. Most franchisers will assume you’re going to invest in both the Marketing Funds and in LBM.

You Might Not Want to Invest in LBM…

Imagine being a new franchisee: you just put another chunk of money into your franchiser’s National Marketing Fund, and a second into their Regional Marketing Fund, and now you’re starting to worry a little, because your money is going out faster than you expected. It isn’t endless, and you have to balance your ability to draw in new customers with your ability to stay in business long enough to start turning a profit.

Sorry to make you sweat even harder, but there’s one more aspect of this process to worry about, and it has to do with the different purposes that different advertisements can have. By and large, there are three that are used by businesses:

  • Solicitation: The kind of advertising that gets people to do something — like ‘sign up for your service’ or ‘eat lunch at your place.’
  • Brand Building: The kind of advertising that cements the position of the business within the marketplace — ‘When you hear ‘Business Name,’ you know it means ‘Value’ type of stuff.
  • Promotion: The kind of advertising that alerts customers to a specific initiative being pursued by the business. This can be as traditional as “Product Name is on sale for just $5,” or it can be as unique as the epic failure of JC Penny’s No More Sales promotion.

…But You Really Should!

Now, imagine being a new franchisee and needing customers now to get off the ground. Are you going to be happy when the franchiser takes your money and puts it into a brand-building or promotional campaign? That doesn’t do anything for you directly; it just means people around you are going to be aware of your company’s name. It does nothing to get people in your door. And the majority of Marketing Fund-type advertisements are going to fall into one of those two categories.

If you want to grow your way into success, then, you’re going to have to spend a bit more of your money on LBM — on soliciting your local customers to come in and give you more money. Imagine being a new franchisee…now imagine the kind of cash flow balancing act you need to get to the break-even point not on what you started with, but on what you can make while you’re moving forward — that is why it is usually a good idea to split your marketing dollars between corporate and local advertising campaigns.

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Are Home Care Franchise Opportunities A Good Investment?

Home care franchises are one of the fastest-growing breeds of franchise on the market today. Home care is the nation’s leading alternative to residential healthcare, and the benefits it offers for the patient are enormous. For a clever entrepreneur seeking a solid business model, a home care franchise is a great way to turn that skillset into a profit — and because it’s profit made by making people’s lives better, it’s capitalism you can feel good about!

What sets the home care franchise apart?

  • Low Startup Costs: You could pay a half-million dollars or more to start a fast food franchise, or you could pay one-fifth that to start a home care franchise. Rather than purchasing a mountain of equipment and hiring people to operate it, you’re primarily hiring marketing staff, paying for basic office space, and recruiting and training nurses and home care aides.
  • High Income: Research firm Home Care Pulse studied home-health franchise revenue and determined that the median gross income was just over $1 million in 2009, and it’s risen to just under $2 million projected for 2015 — an insane rate of growth that shows no signs of slowing.
  • Expanding Market: The number of people over 65 doubled between 1960 and 1990, and then doubled again between 1990 and 2015. The number of people over 85 tripled between 1960 and 1990, and then tripled again between 1990 and 2015. The Census Bureau’s estimates are that these rates are only increasing — so if you’re in Home Care, your customer base is only getting bigger, faster.
  • Legal Advocates: One of the greatest hindrances to a modern medical startup is the legal limbo that many areas of medicine are in right now. Home care, along with telemedicine and midwives, is struggling to convince the legal and political arenas to keep up with a quickly-evolving market. As a franchise, you’ll have a much stronger and better-backed company representing your interests and ensuring that your business and the law don’t come into conflict.
  • The Chance to Do Good for Your Community: This is, no doubt, the heart and soul of anyone who gets into the home care industry. If you’re not looking to help the homebound patients that are your customers — and to help their families — you should probably look for a different opportunity.

Not All Are Created Equal

Most in home care franchise contracts are renewed every 10 years — which means you need to find more than just “a home care franchise.” You need to find the right franchise. Every one of them offers a different set of advantages and tools. Some will require you to recruit your own home care aides; others will provide you with a pre-existing structure. Some will offer you legal services; others won’t. Find the franchise that asks for your strengths and offers tools to cover your weaknesses, and you’ll be doing as much as you can to set yourself up for success.

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13 Franchise Development Experts on Great Franchisees

One of the best ways to determine whether or not you would make a good franchisee in general — rather than determining your match with a specific kind of franchise — is to look at the attributes that franchise development experts are looking for.

“Franchise Development” Experts?

They go by a bunch of different titles, but basically we’re talking about those people who have the job of, well, developing franchises. That means they put together the system franchisers sell to franchisees — which means they know better than anyone what their company needs to see in a franchisee in order to make headway into the marketplace. So what do they say? Let’s look at some quotes.

Franchise Developers Want…

  • Philly Pretzel Factory: “Someone who is willing to follow a system. We want someone who has the entrepreneurial spirit, but they have to understand that we have a proven model here.”
  • Mr. Handyman: “If you don’t have all the capital required to get to break-even, the first part of launching your business will feel like everything is going well. However, when you run out of capital, the banks won’t lend you anymore, because you are now at the highest point of risk.”
  • Cinnabon: “Passion and enthusiasm in being a small business owner, and having the go-getter mentality… You’ve got to like people to do business at Cinnabon.”
  • Merry Maids: “We’re not looking [so much] for somebody with a certain net worth or a certain background as we are for someone who really wants to jump in and get directly involved in developing a business.”
  • French Fry Heaven: “Do you understand what you’re getting into? Do you understand the work this is going to take? Do you understand it’s going to be hard?”
  • Snap Fitness: “Somebody who is a fitness nut: a personal trainer, somebody who comes from running a health club themselves. The economics of it are second.”
  • 1-800-Dry-Clean: “[Franchisees] must be willing to work harder than they have ever worked in their lives…There is no ‘easy’ business or franchise, despite what many believe. All startup businesses are hard work, and starting a franchise, while it has much less risk than a non-franchise startup, is still hard work.”
  • Burrito Box: “Big time: somebody who is in to marketing…. The focus is on the human connection with the customer. That’s what we don’t have. The machine doesn’t have that.”
  • The Maids Home Services: “If someone does not have the financial wherewithal to do this, we’re not doing them any favors by squeezing a square peg into a round hole. They need to find a different business model that doesn’t have the same financial requirement. Also, when we feel that someone isn’t really willing to follow our system, we have to address that right away upfront.”
  • Expedia Cruise Ship Centers: “People that would be team leaders. Our franchise partners… recruit, train, mentor and motivate a commission-based sales team. So, the larger their team, the better trained and coached they are, the more successful they will be.”
  • HipPOPs: “We’re looking for somebody who is a go-getter… somebody who is involved in their community, someone with a really strong work ethic. What we’re not looking for is someone looking for a get rich quick scheme.”
  • Happy & Healthy Products: “Somebody part time, because we want to slowly build it. We want it to fit into their lifestyle, instead of taking it over.”
  • Molly Maids: “If I’m talking to people who have already put thought into what they’re looking for, that’s a very good sign…if people don’t know what they’re looking for beyond the fact that they just want a change, it’s much more difficult.”


The Essentials

As you can probably see, these break down into a few basic attributes that come up over and over again. If you have the financial backing, if you’re willing to follow a system but do it with dedication and enthusiasm, if you’re willing to work hard — genuinely hard — at making your franchise work, and if you have the leadership and marketing savvy…you have what it takes to be a massively successful franchisee. All you need now is to be matched up with a franchise that will match your skills, interests and budget, and the easiest way to sift through the hundreds of opportunities out there is to work with a franchise broker.

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How to Determine Your Personal Top Franchises to Buy

There are literally thousands of lists of “Top Franchises to Buy” on the Internet, and all of them have some kind of logic behind them. The problem is that “some kind of logic” isn’t necessarily your kind of logic. This is a guide to understanding your logic and learning how to apply it to your personal ‘Top Franchises to Buy” list.

Step 0: Start With What You Love

The first thing you need to do is cross off 95% of the potential franchises in the world by crossing off anything and everything you don’t care deeply about. The single most important indicator of success among people who actually sign a franchise deal is that they are dedicated to the idea they sign onto. If you don’t start with passion, you’ll never end with a profit.

Step 1: Understand Your Limitations

Every franchise has certain requirements — some more than others — and your personal ‘Top Franchises’ list is going to have to automatically cross off any that you simply can’t meet the requirements of. The most common forms of requirement are:

  • Funding. Far and away the most common requirement for people that want to buy into a franchise. Franchises require a lot of money to start up, and then even more to keep afloat until you start turning a profit. If you don’t have the financial backing, you don’t have a franchise, period.
  • Net Worth. Some franchisers additionally require you to have a level of personal net worth before they’ll consider you — $250,000 in semi-liquid assets is a fairly common requirement. Again, if you don’t have it, you’re out of luck.
  • Education. More rarely, but still known to happen, a franchiser might require you to have a certain level of education or even a certain specific major, minor, or degree in order to consider you a viable candidate.
  • Legal. Finally, you have the requirements that aren’t inflicted by the franchiser, but by the government. If you can’t, for whatever reason, get all of the licenses, permits, and so on, you’re going to have to look at a different franchise opportunity.

Step 2: Can You Turn a Profit?

Once you’ve crossed off all of the franchises that are “hard nos” because of Step 1, its time for the hard work: crossing off any and all of the franchises that don’t have a business plan that shows you turning a solid profit sometime between 15 and 30 months out. Any longer than that, and you risk a ‘black swan’ event ruining you before you start getting your feet under you; any shorter than that, and you have to ask yourself if you wouldn’t be better off establishing yourself as a competitor to that franchise rather than becoming a part of it.

Similarly, if the profitability isn’t significant after a few years, you’re running the risk of a small economic downturn or a shift in the market wiping out your profit entirely in the first place. Before you move on, do all the work you need to in order to cross off any franchises on your list that aren’t going to be reliably, decently profitable within a reasonable timeframe.

Step 3: Will They Help You When You Need It?

Every business owner needs help somewhere along the way — franchise owners should be able to expect it from their franchiser. But not all franchisers play ball, so before you make any decisions, you need to cross off one last group of franchisers: those who fail to offer meaningful assistance in each of these four key areas:

  • Management: the tools you need to recruit, train, and manage employees.
  • Location: assistance in finding and acquiring the right place for your franchise.
  • Budgeting and Cost Control: the structure you need to stay afloat until you turn a profit.
  • Key Business Activity: whatever your franchise actually does to turn a profit, there should be an ample amount of help available to ensure you can do it as well as the home office knows how.

Congratulations! Now that you have all of those franchises crossed off, arrange the rest according to your personal ROI/Job Satisfaction needs, and start applying. When you do apply, be ready to deal with the company’s franchise recruiter. This is the person whose job it is to “sell” you on the benefits of buying into that particular brand.

Another way to go is to work with a franchise broker. Brokers are under contract with several hundred of the top regional and national franchise brands and they are not “captive” to any one particular company. This frees them up to do all the leg work for you and help you find your top franchise to buy – based on your passion, skills and budget.

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Finding the Best Franchise Opportunities for 2015

It’s a tough thing to sort out all these “top franchises” lists. They all use different metrics to determine which is the “best” franchise on the market. Some are geared toward the franchiser’s total profit, others toward the franchises with the minimum investment required to join, and still others toward more obscure metrics like ‘delta-S’ — the change-per-franchise in the brand’s total market share. But for your purposes, there needs to be only three statistics examined: franchisee satisfaction, franchisee success, and the cost-of-entry.

Fortunately, industry research firm Franchisee Business Review has already done the work and given us a list of the ‘best’ franchise opportunities. We’re going to break down three of those opportunities for you to show you what we consider ‘ideal’ opportunities in some very different industries.

National Property Inspections, Inc.

  • Cash Required to Start: $44,000 (Franchise Fee: $34,900)
  • Franchisee Satisfaction: 4.1/5
  • Unique Pros: No other employees required; work solo/from home
  • Unique Cons: Getting wrapped up in Tyvek suits and crawling through confined spaces

A franchisee with National Property Inspections is expected to come in with a modest supply of startup cash (see above), the desire to learn and work hard…and that’s about it. NPI will train you in both home and commercial building inspection and provide you with a complete step-by-step for running your business successfully. So long as you’re willing to get down and dirty (literally!), and you can follow a plan to the T, NPI is a great low-cost opportunity for people who want to fly solo.

Firehouse Subs

  • Cash Required to Start: $128,760 (Franchise Fee: $20,000)
  • Franchisee Satisfaction: 3.8/5
  • Unique Pros: Profound vetting system means if they take you on, you’re probably going to succeed.
  • Unique Cons: Your main competitor (Subway) is far-and-away the most dominant force in the industry and you have to be something special to steal their customers away

Firehouse Subs was started by a pair of firefighters who understood what their fellow public-service personnel — love (hint: meat.) They also have an intense focus on making every store successful (somewhat the opposite of Subway’s “open everywhere, see who fails” model), which on the one hand means it’s quite possible to get your application for a franchise declined — but if they do accept you, you can be assured they’ll do everything in their power to help you make it.

Payroll Vault

  • Cash Required to Start: $69,000 (Franchise Fee: $28,000)
  • Net Worth Requirement: $250,000
  • Franchisee Satisfaction: 4.2/5
  • Unique Pros: A thoroughly white-collar, B2B affair — franchising from a desktop
  • Unique Cons: Lots of legal details; most be attentive to minutia

If you’re interested in a franchise but you don’t want to deal with scheduling shifts, manual labor, or corporate uniforms — if your skillset is in financial advising or business capital — Payroll Vault might be a great fit. With a relatively modest startup fee and great training opportunities that include shadowing existing franchisees on the job, you can start a payroll outsourcing firm and start building your LinkedIn network and brushing up to your local Chamber of Commerce like any other suit-and-tie corporate professional.

These are just a few examples of the best franchise opportunities for 2015. There are hundreds of other brands that have proven successful business models with relatively low barriers to entry. A franchise broker can help you perform a more efficient search by sifting through the hundreds of possibilities and narrowing your search down to the handful of franchises that best suit your passion, tastes and budget.

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The Best Fit for an Elder Care Franchise

Elder care franchises are huge right now — the entire industry is undergoing a kind of grassroots revolution, because the formal healthcare system is failing our eldest citizens rather dramatically. New solutions are needed, and they’re coming, but they have to compete against The System using the only tool at their disposal: the free market.

That means they need to prove (in a wide variety of circumstances) that their business models are robust enough to outperform residential care systems no matter where they collide. So a startling number of elder care companies have started franchising, with remarkable success. The question is: are you the right kind of person to handle an elder care franchise?

The Attributes of a Successful Elder Care Franchisee Are:

  • A Caring Heart,
  • A Mind for Money, and
  • Serious Social Savvy.

A Caring Heart

Elder care is a business that focuses on an ideal we’ve somewhat lost in modern America: honoring and caring for the wisest and most experienced among us. Our culture is so intensely focused on youth, ambition, action, and competition that we frequently discard the stories and advice of our elders offhand. If you want to be successful in the business of elder care, you have to first recognize that the business isn’t really the point — the point is caring. If your goal is to make money and you don’t particularly worry about the people in your care, find a different franchise, plain and simple.

A Mind for Money

That said, while the business isn’t really the point, if you’re not quick with a leger and aware of the bottom line, you’ll handily spend yourself out of existence. Elder care is a world with an infinite amount of goods and services you could buy, a goodly amount that you’ll want to buy, especially if you have the aforementioned caring heart. But it’s crucial that you balance your desire to do good by your patients with your desire to stay in business.

Serious Social Savvy

Finally, if you want to start a senior care franchise, you have to be able to teach others why your service matters. It’s more than just marketing, because you have to educate the many community groups and online resources used by seniors and their families — as well as the seniors and families themselves. Depending on the franchise, you may even be able to turn those skills toward wealthy philanthropic donors and use those donations to further your services.

The Backup Plan

If you love the idea of a senior care franchise, but you’re leery of your skillset, there is one other option you should ponder: hiring the talent you lack. If you’re not a perfect money manager, hiring someone to watch the leger is definitely a solid move. If your relationship-building skills aren’t top-tier, you could hire someone to take on that role as well. Just beware, there is always a chance your new hire could leave and take their critical know-how with you — so it’s a risk you’ll have to bear.

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Franchise Consulting vs. Sales vs. Brokerage

There’s no single ‘type’ of person who comes to the realization that they’re interested in starting a franchise. There are not even a few categories of such folks — they come in all attitudes, shapes, sizes, and abilities. If you’re talking to the folks who get people into franchises, however, there are exactly three categories: you have the people who do franchise consulting, the ones who do franchise sales, and the ones who do franchise brokerage.

Notice I don’t say “franchise consultants, franchise salespeople, and franchise brokers.” That’s deliberate, because a surprising number of people in this arena manage to completely mis-use those terms. You’ll find people doing franchise consulting but labeled “Franchise Broker,” and so on. So let’s talk about the difference between these activities categories.

Franchise Consulting: Pay Money, Get Tough Love

Franchise consulting is “getting paid by a person to determine whether that person would make a good franchisee and, if so, which franchise their abilities are most appropriate for.” Franchise consultants tend to focus the vast majority of their time and attention on that first part: on assessing their clients’ ability to handle a franchise. If a client of theirs goes into business and fails, they ‘lose face’ (so to speak).

Unfortunately, this creates a harsh dynamic, because they’re incentivized to tell most people that they won’t succeed as franchisees — and the people they say this to are the ones paying their bills. So talking to someone who is consulting with you on your ability to franchise is often like giving someone money to kick your dreams into the gutter.

Franchise Sales: Everything Looks Like a Nail

On the other extreme, you have franchise salespeople. Franchise salespeople will put you in a franchise if you can afford it — because they work for a franchiser, and they get paid for each person they sign up as a franchisee. It doesn’t matter what you did for a living or what you love to do with your life, they have the same suggestion: hand over a pile of money, because being a franchisee for their particular company is great!

Needless to say, if you’ve been a car parts salesman for years, and the franchise recruiter for Subway is selling Subway, they’ll pitch you Subway, end of story. They have no other options, and they have no income if you don’t sign up — so they have no incentive to do anything other than ‘whatever it takes to get you to sign up.’

Franchise Brokerage: Matchmaker

In between the two, combining the best aspects of both, you have the franchise broker. These folks work for large groups — as many as ‘several hundred’ — franchisers, and they get paid by those collectives to match your skills and circumstances to the franchise that you are the most likely to succeed at.

A franchise broker won’t kick your dreams, but they also won’t try to wedge you into a mold that you don’t fit. If you believe that a franchise is in your future, a broker is usually the best person to talk to.

Getting hooked up with a franchise broker is easier than most people think. Franchise City offers free unlimited services from brokers who are under contract with nearly 600 of the top brands across a wide range of industries. Through a unique and proven 20 step process, we help clients find the best franchise business to fit your passion, interests and budget. To get started, go here or fill out our contact form at the bottom of this page.

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