What Advice Would You Give Every Franchise Candidate?

Investing in a franchise is one of the biggest decisions a person can make. Choosing the right brand can open the door to new opportunities, while choosing the wrong one can be a costly mistake.

The potential benefits of franchising are significant. Thirty percent of owners say they would not be in business without franchising, which would result in 215,500 fewer local establishments and 4 million fewer jobs, according to the International Franchise Association’s 2026 Value of Franchising Report. The report also states that franchised businesses generate an average of 1.4 times higher revenue than their non-franchised counterparts.

Finding the right franchise takes research, careful planning and a clear understanding of what business ownership involves. That’s why many aspiring owners turn to franchise consultants for help navigating the process and identifying brands that match their goals, skills and interests. While experienced consultants can provide valuable guidance, candidates still need to ask tough questions, speak with existing franchisees and do their own due diligence. After all, they are the ones investing their money, time and energy into the business.

So, what should every prospective franchise owner know before taking the leap? We asked the following franchise thought leaders what advice they would give every franchise candidate. Below, they share their insights.

“Early on in my process, often on the first call, I share with candidates that this is not about selling or convincing. My advice to them is, as we are talking, to constantly check in with themselves in three places: their gut, their heart and their mind. Each sends a different message for different reasons, and the combination of them all is what gives them their own unique equilibrium. This way, they are always in control.” — John Zelenika

“Imagine yourself standing in front of a room of fellow business owners, and you’re talking about this brand, explaining what you offer and who you help. Does it make you feel proud? Do you imagine yourself smiling? Do you believe what you’re saying? If not, think twice about signing on to this brand. These are long-term commitments, and you really should feel great about what you’re doing for your community.” — Patti Rother

“I would recommend every franchise candidate stay curious throughout their franchise discovery journey. Continue to ask the right questions of the right people in the franchise brand. Ask the CEO about vision, the COO about successful operations, the CFO about financial metrics and the CTO how technology is being used to grow and expand.” — Hallie Williams

“Start with the end in mind. Start your business with a plan and the expectation that this journey should lead to far more financial rewards and opportunities for wealth creation than just paying yourself a good salary. The SMARTEST thing you can do for your business is to plan your way OUT of it!” — Al Salas

*“When we talk to franchisees, I love that the majority of them say, ‘I wish I had done it sooner!’ So, my advice is, it’s so important to do your homework. Talk to as many franchisees as you can within the brand to understand what it’s like to be IN the business.

What is the hardest part of getting started? Did you break even when you thought you would? Once you understand franchisee sentiment and the unit-level economics and decide this is the right fit for your lifestyle — GO FOR IT!

It’s a scary, expensive decision, but if you have done your due diligence, don’t let fear hold you back.”

“Get to know the leadership team, vet them through validation calls with current franchisees and assess their impact on the business. Then, review the Item 19 and compare it with Item 7. If the ROI falls within your target, make a decision accordingly.” — Mevlut “Hilmi” Cinar

“Invest in a brand that fits your strengths and reflects your personal values. When your skills and values support the franchise brand’s vision, mission and culture, it creates a strong foundation for success.” — James Lloyd