we find your right fit

I frequently speak to prospective clients that are really diving into the ETA evaluation – looking at existing businesses to buy.  ETA is the “sexy” and popular route for investors and people looking to own a business without starting from scratch.  Many haven’t even thought about franchising – but it is becoming more popular as a way to leave corporate or diversity revenue streams.  Let’s dive in a bit more:

• Franchising, where you buy the rights to operate under an established brand.
  
• Entrepreneurship Through Acquisition (ETA), where you acquire and grow an existing independent business.
  

Both models have their pros and cons, and your decision should depend on your goals, risk tolerance, personality, and resources.

Let’s break down both options to help you make a confident, informed choice.

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What is Franchising?

Franchising involves investing in a business model developed by an established brand. You pay fees to become a franchisee and get access to brand recognition, systems, support, and ongoing training.

Example: Opening a Jersey Mike’s or ServPro

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What is ETA (Entrepreneurship Through Acquisition)?

ETA is the process of buying an existing, independent business with the goal of running and scaling it. These are usually small-to-medium-sized companies with stable cash flow, retiring owners, and untapped growth potential.

Example: Buying a local HVAC company or a regional marketing agency.

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Franchise vs. ETA: Key Differences

Factor	Franchise	ETA (Acquisition)
Risk Profile	Lower (proven model)	Higher (varies by deal)
Startup Time	Faster (weeks to months)	Slower (6–12 months for search and close)
Support	Extensive franchisor support	Usually none—you’re on your own
Brand Control	Limited (must follow rules)	Full control and flexibility
Entry Cost	Often lower ($50K–$500K+)	Varies ($200K–$5M+)
Operational Complexity	Simpler, more standardized	Often complex (employees, systems, legacy issues)
Exit Potential	Depends on brand and territory	Potential for higher valuation/multiple
Ownership Feeling	Shared with the franchisor	Full ownership and autonomy

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When Franchising Might Be Right for You

• You want structured support and a proven roadmap.
  
• You’re a first-time entrepreneur looking for lower-risk entry.
  
• You prefer operational execution over building from scratch.
  
• You’re okay with paying royalties and following a system.
  

Best for: operators who want to plug into a successful machine and scale within clear guardrails.

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When ETA Might Be Right for You

• You want to own and control 100% of the business.
  
• You have experience in leadership, operations, or deal-making.
  
• You’re comfortable with uncertainty and willing to solve messy problems.
  
• You’re aiming for bigger upside and long-term equity value.
  

Best for: strategic thinkers who want to grow and transform a business over time.

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Fit Tip: You Can Do Both

Some entrepreneurs start with a franchise to gain experience and cash flow, then move into ETA once they’re more confident. Others acquire an independent business and later franchise it themselves.

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Final Thoughts

There’s no “one-size-fits-all” answer. Whether you choose franchising or ETA, you’re already ahead by pursuing ownership over employment.

Ask yourself:

• Do I want freedom or structure?
  
• Am I more of a builder or an executor?
  
• How much risk am I willing to take?
  

Both franchising and ETA can lead to financial freedom and personal fulfillment—if you choose the path that aligns with who you are and what you want.

The biggest question I ask of anyone considering ETA or Franchise Ownership – what do you want your role to be?  Define your day-in-the-life.  You still need to find FIT in any business. 

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Have questions about either path?

Contact Me

Becoming a franchisee was one of the biggest (and best) decisions I’ve ever made—but let me be real: it wasn’t all sunshine, roses, and rolling in dough. The journey came with surprises, challenges, and lessons I learned the hard way.

If you’re thinking about becoming a franchisee, here are the honest truths I wish someone had told me before I got started.

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1. The Franchise Isn’t a “Business-in-a-Box”

I assumed franchising would be like opening a business with training wheels—plug-and-play, smooth sailing. But here’s the truth:

YOU STILL HAVE TO HUSTLE.  HARD.

This is not a take the bow off the box and SURPRISE here is a successful business!  Yes, the brand provides a proven model, but it’s up to you to execute. You still need to build relationships, hire the right team, market your location, and solve daily problems. The system is a guide—not a guarantee.  This is where the importance of finding FIT comes to play.  If the hard work and day in the life does not align with your strengths and something you enjoy doing – it is even HARDER.  You are your local business in your area.  Franchise or mom and pop – it is your territory to build.

Fit Tip: Work with your franchise coach/consultant to define your ideal owner role.  Take time to reflect on what you enjoy doing from previous roles.  

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2. Not All Support Is Equal

Franchise support varies widely between brands. Some franchisors provide world-class training, marketing help, and a dedicated rep. Others… hand you a manual and disappear.  I learned this now having owned two franchise brands with different franchisors.  Support goes into the franchisee network as well.  You are investing into a team of owners – how well do they support each other, share best practices and grow the brand is essential as well – see notes on Culture below.

Fit Tip: Speak with multiple existing franchisees during your research. Ask them how responsive the franchisor is after the ink is dry.

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3. Friends, Family and You

It is natural to ask friends, family and colleagues about your new idea, new potential business.  While they all love you, they will give you all the BUTS, negatives, WHYS…you must be prepared to filter through this.  Some will be excited for you, some will be jealous you are making a JUMP (because maybe they can’t) and others will not be buyers of your business so they can’t see the potential.  YOU also may not be a buyer of your business.  For example, we own an outdoor living business – we build decks.  My husband would NEVER pay to have our deck built – he is handy and a do it  yourself guy.  But there are SO MANY people that are not in that boat – can you see the potential for others?  

Fit Tip: Do the research, ask for feedback, look at your territory but take all with a grain of salt and use solid data points.  I also like going with your gut too.  

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4. You’re Not Just Buying a Business—You’re Joining a Culture

Franchisees are part of a community. That can be a huge asset or a serious red flag, depending on the brand.  A strong, collaborative network is gold—you’ll lean on each other more than you think.  The Franchisor is a culture too – they will also be your support and guide.  

Fit Tip: If other franchisees are bitter, frustrated, or disengaged, take note. Not every business owner is happy – maybe they didn’t do the work to find the right FIT.  

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5. You Need More Cash Than You Think

The initial investment is only part of the picture. Be prepared for:

• Working capital for at least 6–12 months
• Marketing expenses not always covered in your franchise fee
• Delays in breakeven—even if you’re doing everything right
• Owner salary – highly recommend setting yourself up to not need anything in year 1. 
  

Fit Tip:  Budget for the worst, hope for the best. Running out of cash is one of the top reasons franchise locations fail—not poor performance.  If you are stressed to pay the bills, you will not be focused on building your business.

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6. Employees Can Make or Break You

WOW – I should have put this as number one!  As a leader in my corporate career for years, I have always prided myself in management principles, led good teams and supported growth.  It is imperative you think through the business and the types of employees you will be hiring.  I thought it would be easy. It wasn’t. Recruiting, training, and retaining staff took far more time and energy than I expected.

In some industries (like food, retail, senior care, some home services), employee turnover is a constant challenge. Be ready to become a people manager—even if that wasn’t your goal (but this needs to be considered in franchise selection).  

Fit Tip:  Hire and Fire Fast!  Always be hiring and it is the biggest expense to the bottom line – be diligent about performance and expectations.  

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7. You Still Need an Entrepreneurial Mindset

If you’re looking for a true “set it and forget it” business, franchising might not be the right fit (or most businesses will not be a good fit). The best franchisees think like entrepreneurs, even if they’re operating within a system.

Fit Tip:  Creative problem solving, local marketing, and community involvement are all up to you. The more proactive you are, the more successful you’ll be.  No one knows your market better than you – figure out how to reach your customers.

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8. Compliance Can Be Frustrating (But It’s Non-Negotiable)

Franchisors have brand standards, operational rules, and marketing guidelines. Sometimes they’ll feel restrictive—but that’s part of the deal.  Franchisors set up franchises for everyone to be successful.  They charge royalties to support system growth and enhancements for you.  

You have to be comfortable following someone else’s system. If you’re a rebel or an innovator at heart, this could feel suffocating.

Fit Tip:  Franchisors are not looking for owners to figure out how to change the system – create new ideas and ways of doing things.  Yes, there are franchisee advisory councils to help guide and provide constructive feedback to the franchisor but do not go into a franchise with a “I can do this better attitude”.

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9. ROI Takes Time

I thought I’d be profitable in 6 months. It took closer to 14. And that’s not uncommon.

Fit Tip:  Franchising is a long game. If you’re expecting instant returns, temper your expectations. And you get out of it what you put in – part-time gets part-time results.

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10. It’s Not Easy—But It’s Worth It

The ups and downs are real, but so is the satisfaction of owning something. I’ve grown more as a person and a leader than I ever did in a corporate role. I control my time, I build my team, and I make decisions that shape my future.

Would I do it again? Yes, we did!  And we did it better.  

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Final Thoughts

If you’re considering franchise ownership, go in with open eyes and realistic expectations. Ask tough questions. Budget conservatively. Talk to franchisees—not just the ones the brand recommends.

Franchising can be a powerful path to business ownership, but success doesn’t come from the brand alone—it comes from you.

Got questions about becoming a franchisee or lessons I didn’t cover? Let’s talk – no cost, no commitment.  I am here to educate you for your best FIT (and sometimes that is not franchising).

Contact Me

Becoming a franchise owner can be an incredible step toward independence—but not all franchises are created equal. What works for one person might be a terrible fit for another. Believe me, I learned the hard way!  I will dive more into that in a second.

The top two questions that people ask me – which is NOT the most important question.

1. “What’s the best franchise?”

2. “What franchise makes the most money?

What you need to ask is – “What is the best franchise FIT for ME?”

Secret: If the franchise FITS you, then you will have the answer to the questions above.  That will be the best franchise and you will increase your odds of business success.

Finding the right fit isn’t just about profit potential. It’s about aligning the business with:

• The role you want to play
  
• The time you’re willing to invest
  
• The customers you want to serve
  
• The team you want to lead
  

Before I go any further, let me share my own story.

I was handed the opportunity to own a franchise—literally handed to me. Who wouldn’t be excited? Owning my own business had always been in the back of my mind. I’d gone to graduate school, built a solid career, and when this opportunity came along, I thought, Yes! This is it. Let’s do it.

Fast forward: I took over an existing franchise (stay tuned for my blog on the pros and cons of buying existing vs. starting fresh). Right away, I realized I had some serious fires to put out. The customer base needed to be cut in half. The staff turned over. Marketing wasn’t even turned on. It was go time.

So, I rolled up my sleeves and got deep in the weeds. And what I quickly realized was this: the day-to-day reality of running this business looked nothing like I had imagined. It didn’t align with my strengths. In fact, it pushed me into areas I dreaded. I started losing sleep. I cringed when the phone rang. I felt frustrated, overwhelmed—and worst of all—I started to resent something I was supposed to be building with pride.

Those feelings made it hard to justify investing more time, energy, or money. I felt like I was failing. And as a competitive person, that was a tough pill to swallow. But quitting? That felt like giving up.

So I kept going. I led the business for two years. I turned it around. We became profitable. And I’m proud to say I had built an exit strategy—and I took it.

The experience taught me a lot. I’m grateful for it. But here’s the biggest lesson: business ownership is hard enough. Trying to be someone you’re not just to make it work? That’s not success—that’s survival. And in my opinion, those aren’t the same thing.

Ok – now let’s talk about finding the FIT:

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1. Define the Role You Want to Play

Before looking at brands or industries, ask yourself:
What kind of owner do I want to be?

There are generally three types of franchise ownership:

• Owner-operator – You run the day-to-day operations. Ideal for hands-on people who enjoy leading from the front.
  
• Semi-absentee – You manage the manager. Great for those who want to keep a job or pursue other ventures.
  
• Executive owner – You hire a team to run it and focus on strategy/growth. Suited for experienced leaders or multi-unit investors.
  

Fit Tip: Be honest about how much control, time, and energy you want to commit. And, a business needs to be “run” – so involvement will be required.  

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2. Match the Business to Your Strengths

What are you naturally good at? Are you a people person, a problem-solver, or a sales machine? Picking a franchise that complements your skills will make everything easier—from hiring to customer service.

Fit Tip:  Franchising works best when you run in your lane—not force yourself into a role you’ll burn out in or dread.

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3. Be Realistic About Your Time Commitment

How much time are you really willing to spend in the business?

• Want flexibility or to keep your day job?
• Want to replace your job and be your own boss full-time?
• Planning to build a team and scale fast?
• What does “part-time” or “full-time” mean to you? 
  

Fit Tip: Everyone defines working hours and availability differently.  Full-time doesn’t always mean 40 hours, especially if you came from Wall Street!  Do you want to work weekends?  Evenings?  Many people underestimate the time it takes to launch and stabilize a business. Start small and grow into a bigger commitment.  

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4. Think About the Customers You Want to Serve

You’ll be interacting with customers—either directly or through your staff. So ask yourself:

• Do you want to work with families, professionals, or businesses?
• Do you prefer high-touch service (like tutoring) or transactional models (like QSR)?
• Are you drawn to community impact, or do you just want a recurring revenue machine?
  

Fit Tip:  Passion isn’t everything, but liking who you serve definitely helps on tough days.

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5. Consider the Staff You’ll Need to Hire and Manage

The type of business you choose will determine the kind of team you’ll build.

• Food & retail: High turnover, entry-level roles, strong training systems required.
  
• Fitness or education: Staff with certifications or niche skills.
  
• Home services/B2B: Techs, sales reps, or customer service pros.
  

Ask yourself:

• Am I comfortable hiring and managing hourly employees?
  
• Do I want a lean team—or a larger operation with more complexity?
  
• Would I rather manage specialists or generalists?
  

Fit Tip:  Your ability to lead and retain the right team can make or break your business.  

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6. Align Your Personal Goals with the Franchise Model

Finally, ask the big-picture questions:

• Do I want time freedom, financial growth, or both?
  
• Is this franchise scalable? Sellable?
  
• Will I still be happy doing this in 5–10 years?
  

Fit Tip:  This is your business—make sure it aligns with your definition of success, not someone else’s.

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Final Thought: The Best Franchise Is the One That Fits YOU

Franchise ownership is a powerful vehicle—but only if you choose one that aligns with your strengths, goals, and lifestyle. The right franchise won’t just make you money—it’ll make you better at what you love to do.

So before falling in love with a brand or business model, ask:

• What role do I want to play?
  
• Who do I want to serve?
  
• Who do I want to work with?
  
• What kind of life do I want to build?
  

Fit Tip:  Answer those honestly—and the right franchise will be easier to uncover.  You will know what questions to ask, what to look for and with the help of The Franchise Fit Company, find your way into business ownership with the RIGHT franchise for YOU.

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Thinking about franchise ownership but unsure where to start? Let’s connect—I help aspiring owners find the right fit based on who they are, not just what’s trending.