Why Understanding Franchise Consulting Matters

What is a Franchise Consultant is a question many aspiring business owners ask when they first explore franchise ownership. At its simplest, a franchise consultant is a professional who guides individuals through the process of finding, evaluating, and buying a franchise that aligns with their goals, skills, and budget—at no cost to the candidate.

Here’s a quick snapshot of what franchise consultants do:

Act as matchmakers between aspiring franchisees and franchise brands
Provide education and guidance through the entire franchise findy process
Offer personalized recommendations based on your background, financial situation, and lifestyle goals
Help you steer complex documents like the Franchise Disclosure Document (FDD)
Connect you with existing franchisees for validation and real-world insights
Are compensated by franchisors, not by you—typically earning a commission (around 50% of the franchise fee) when a successful match is made

The franchise industry is booming, contributing $825.4 billion to the U.S. economy in 2022. With over 3,500 franchise opportunities available, the sheer volume of choices can be overwhelming. A franchise consultant acts as your personal guide through this complex landscape, helping you cut through the noise and focus on opportunities that truly fit your vision.

Unlike going it alone or dealing directly with franchise sales teams, a consultant acts as your advocate. They’re not salespeople pushing a single brand; they’re educators helping you make an informed decision. The best consultants focus on long-term success, not quick transactions.

I’m Max Emma, a Certified Franchise Executive (CFE) and founder of Main Entrance Franchise Consulting, and understanding What is a Franchise Consultant has been central to my work helping over 100 individuals steer their path to franchise ownership. After building and franchising my own national bookkeeping firm, I now use that insider perspective to guide others through this journey.

In this guide, I’ll walk you through everything you need to know about franchise consultants—what they do, how they’re paid, when to use one, and how to choose the right partner for your journey.

So, What is a Franchise Consultant, Really?

A franchise consultant is your personal guide and advocate in franchising. Think of us as a business matchmaker; our job isn’t to sell you a franchise, but to help you find the right franchise for you.

The role of a franchise consultant has evolved. Historically focused on helping franchisors expand, the modern consultant now also assists potential franchisees. Amid industry growth—with an economic output of $825.4 billion in the U.S. in 2022—we work to ensure growth for brands while finding owners who are a great fit.

We believe in an education-first approach. Instead of pushing specific brands, we sit down with you to discuss your interests, skills, financial capacity, and lifestyle goals. This personalized assessment helps us determine the best franchise opportunities that align with your unique profile. We act as intermediaries between aspiring franchisees and a vast network of franchise brands, ensuring you have a clear understanding of the twists and turns of the franchise world. We’re partners in your success, aiming to help you achieve your version of business ownership and the freedom that comes with it.

How are franchise consultants compensated?

One of the most common questions we get is about compensation. The answer often surprises people: our services are typically provided at no cost to you, the aspiring franchisee.

We operate on a commission-based model. When we successfully help you find and purchase a franchise, the franchisor pays us a commission. This is usually a portion of the upfront franchise fee—industry statistics show it’s typically around 50%. For example, if a franchise fee is $50,000, our commission might be around $25,000.

This compensation structure creates a powerful alignment of interests. Our success is directly tied to your successful placement in a franchise that’s a great fit. If you don’t find a franchise you love and move forward with, we don’t get paid. This motivates us to ensure it’s a good, long-term match, rather than just pushing for a quick sale. Transparency is key here, and we’re always upfront about how we’re compensated. This model also allows us to offer expert guidance and a guided franchise buying journey with total transparency, without adding any financial burden to your initial investment.

What is the primary goal of a franchise consultant?

Our primary goal is to help you find the right fit. True success in franchising comes from aligning your personal and financial goals with a business model that genuinely excites you and leverages your strengths.

This means we focus on your long-term success. We dig into what motivates you, what your work-life balance goals are, and what kind of impact you want to make. Many of our clients are seeking what we call the “Four Freedoms”: time freedom, financial freedom, relationship freedom, and purpose freedom. Our role is to help you identify which of these freedoms you’re striving for and then connect you with franchise opportunities that can help you achieve them. You can learn more about this in our article, The 4 Freedoms that Motivate Successful Franchise Owners.

We act as trusted advisors throughout the franchise selection and investment process, aiming to minimize risks and increase your chances of success. By providing objective guidance and a curated selection of opportunities, we help you make an informed decision that supports your entrepreneurial journey and helps you achieve your version of freedom.

The Consultant’s Playbook: A Guided Journey to Ownership

The universe of franchise opportunities is vast and can be overwhelming. Our structured process—our “consultant’s playbook”—guides you from initial findy to signing day, creating a streamlined path to an informed decision.

Franchising involves complex details like intellectual property, fees, investment levels, and ongoing support. Our process is designed to clarify this journey, ensuring you understand every step and feel confident in your choices.

What is the role of a franchise consultant in the selection process?

Our role in the selection process is comprehensive and personalized. We start with a thorough assessment of your skills, goals, and professional background to find a match that truly fits. For instance, we wouldn’t suggest a franchise requiring extensive employee management to someone without that experience, ensuring the opportunity aligns with your strengths.

Next, we evaluate your financial readiness. This involves discussing your investment capacity, liquid capital, and net worth. We help you understand the total investment levels for various franchises, ensuring we only consider options that are realistic for your financial situation. We might also discuss your timeframe for getting into business, as this can influence the types of opportunities we explore.

With a clear understanding of your profile, we then move to curated franchise matching from our extensive portfolio of hundreds of proven franchise brands. Many excellent franchise opportunities aren’t publicly advertised, or they might be among the thousands available, making them hard to find on your own. We have access to these “hidden gems” and can present opportunities you might never find through independent searching. We narrow down the options to a manageable few that are the best potential fit, saving you countless hours of research. You can explore More on our franchise buying process to see how we help you find the perfect match.

What key services does a consultant provide?

When you partner with us, you gain access to a suite of services designed to empower you throughout your franchise journey:

In-depth Franchise Research: We leverage our industry knowledge and network to identify franchise opportunities that align with your profile. We’ll present you with a curated list of suitable brands, complete with detailed information to kickstart your due diligence.
FDD (Franchise Disclosure Document) Review Guidance: The FDD is a critical legal document that can be daunting to read. We won’t provide legal advice, but we’ll guide you on what to look for, key sections to pay attention to, and important questions to ask. We’ll ensure you understand the terms and obligations within this document.
Coaching for Validation Calls with Existing Franchisees: Speaking with current franchisees is one of the most crucial steps in your due diligence. We’ll coach you on what questions to ask, how to interpret their answers, and how to get the most valuable insights from these conversations.
Making Introductions to Franchise Brands: Once you’ve identified brands of interest, we make warm introductions to the franchisor’s development team. This ensures you’re taken seriously and connected with the right people from the start.
Navigating Proper Franchise Regulations: The franchise industry is governed by specific regulations. We can provide insider advice and help you understand the proper franchise regulations involved, ensuring you’re aware of the legal and regulatory considerations for franchise businesses.

These services collectively act as your safety net, ensuring you don’t miss critical steps or overlook important details. We’re here to make the complex process feel manageable and even enjoyable!

Can franchise consultants help with financing options?

Absolutely! While we don’t directly provide loans or financing, helping you understand and steer your financing options is a crucial part of our service. For many aspiring franchisees, securing the necessary capital is a significant hurdle.

We provide guidance on various funding options available for franchise ownership, which can include traditional bank loans (like SBA loans), portfolio liquidation, 401(k) rollovers (ROBS), or even private equity. We’ll help you understand the pros and cons of each, what lenders typically look for, and how to prepare your financial documents.

We also help you clarify the total investment levels required for different franchise opportunities. Beyond the initial franchise fee, there are build-out costs, equipment, working capital, and other expenses. We ensure you have a realistic picture of the financial commitment, helping you avoid surprises down the road. While we’re not direct lenders, we’re knowledgeable guides who can connect you with reputable third-party lenders and financial advisors specializing in franchise funding. This ensures you have access to the resources you need to make your franchise dream a reality.

Franchise Consultant vs. Franchise Broker: Understanding the Terms

The terms “franchise consultant” and “franchise broker” are often used interchangeably, leading to common industry confusion. While there’s significant overlap in their functions, especially in guiding potential franchisees, understanding the subtle distinctions can help clarify who represents whom and what their primary allegiance is.

According to The Franchise Maker, a franchise broker is someone actively trying to sell franchises on behalf of the franchisor, much like a real estate agent representing the seller of a house. Their primary mission is to connect brands to buyers. Franchise brokers are typically paid a commission for every franchise sale they help broker, usually ranging between 10% and 20% of the franchise fee.

A franchise consultant, on the other hand, particularly one operating like Main Entrance Franchise Consulting, often takes on a role more akin to a buyer’s real estate agent. Our job is to offer you, the prospective franchisee, professional advice on the investigative process itself. We work directly with you, the franchise candidate, prioritizing your goals and finding the best fit from a broad portfolio of options.

Here’s a table to help clarify the differences:

Feature	Franchise Consultant (e.g., Main Entrance)	Franchise Broker
Who They Represent	Primarily the candidate (you, the aspiring franchisee)	Primarily the franchisor (the brand selling the franchise)
Primary Goal	To find the best fit franchise opportunity for your unique goals, skills, and budget, ensuring long-term success	To make a sale on behalf of the franchisor, connecting them with qualified buyers
Scope of Relationship	Long-term guidance, education, and support throughout the entire findy and buying process, and often beyond	Often transactional, primarily focused on facilitating the introduction and sale; support may end after signing
Allegiance	To you and your entrepreneurial goals	To the brand they represent and their sales targets
Compensation	Paid by the franchisor (typically ~50% of the franchise fee) upon a successful placement, no cost to you	Paid by the franchisor (typically 10-20% of the franchise fee) upon a successful sale
Role Analogy	Buyer’s real estate agent, career counselor, business coach	Seller’s real estate agent, sales representative

We position ourselves as a consultant and advisor, aligning our interests with yours to help you make the most informed decision possible. Our approach focuses on unbiased guidance and comprehensive support, ensuring that our recommendations are based on your facts and findings, not solely on potential commission.

The Pros and Cons of Working with a Franchise Consultant

Deciding whether to work with a franchise consultant is a significant step in your entrepreneurial journey. Like any important decision, there are both upsides and potential downsides to consider. Our goal is to provide you with a balanced view, empowering you to make the best choice for your situation.

The Benefits: Why Use a Consultant?

Working with a knowledgeable and ethical franchise consultant can offer a multitude of advantages:

Expert Guidance at No Cost to You: As we’ve discussed, our services are free to the aspiring franchisee. You gain access to seasoned professionals with deep industry knowledge, who can provide invaluable advice and insights without adding to your initial investment. This is a huge benefit in an age where coaching and consulting often come with high fees.
Significant Time Savings: The sheer number of franchise opportunities—over 3,500 in the U.S. alone—can be overwhelming. We save you countless hours by pre-screening and narrowing down options, presenting you with a curated list of opportunities that genuinely align with your profile. This streamlines your search and allows you to focus on truly viable options.
Access to a Vetted Portfolio of Opportunities: We partner with hundreds of proven franchise brands. These aren’t just any businesses; they’re often established concepts that have been thoroughly vetted for their systems, support, and potential for success. We can introduce you to “hidden opportunities” you might not find through a simple online search.
An Objective Perspective: A franchisor’s sales team is naturally focused on selling their brand. We, on the other hand, provide an objective viewpoint, helping you critically evaluate opportunities and balance the franchisor’s pitch with your own needs and goals. We help you ask the tough questions and consider the pros and cons honestly.
A Partner to Help You Minimize Risks: Starting any business carries risk. Our extensive experience helps you identify potential pitfalls, understand the nuances of franchise agreements, and make decisions that increase your chances of success. We act as a trusted advisor throughout the process, aiming to minimize risks and increase the likelihood of a successful venture.
Education and Support: We provide education-first support, guiding you through complex documents like the Franchise Disclosure Document (FDD), coaching you for validation calls with existing franchisees, and connecting you with essential resources like franchise attorneys and accountants.

The Potential Risks: What to Watch Out For

While the benefits are substantial, it’s crucial to be aware of potential pitfalls when choosing a consultant:

Unqualified Individuals Calling Themselves “Consultants”: Unfortunately, anyone can hang out a shingle and call themselves a “franchise consultant.” Some may lack real industry experience, a proven process, or the necessary ethical standards. This is why vetting your consultant is paramount.
Consultants with a Very Limited Portfolio of Brands: If a consultant only presents you with a handful of options or seems to push one or two specific brands, they might have a limited network or be prioritizing their own commissions over your best interests. A good consultant should have access to a diverse range of opportunities across various industries and investment levels.
High-Pressure Sales Tactics: A reputable consultant will never pressure you into a decision. The franchise buying process takes time and thoughtful consideration. If you feel rushed or coerced, that’s a significant red flag. We believe in an education-first approach, empowering you to make decisions on your own timeline.
Ensuring the Consultant’s Recommendations Are Truly Based on Your Needs: While our compensation model aligns our interests with yours, some consultants might still prioritize higher commissions. It’s essential that the recommendations you receive genuinely align with your personal and financial profile, and aren’t just the highest-paying options for the consultant. Always ask how a recommendation fits your specific criteria.

Understanding these potential downsides isn’t meant to deter you but to empower you to choose wisely. The right consultant will mitigate these risks and become an invaluable asset in your journey.

How to Choose a Reputable Franchise Consultant

Given the potential risks, choosing a reputable franchise consultant is crucial. This isn’t a decision to take lightly. You’re looking for a partner who will guide you through a significant life decision, so due diligence is just as important in selecting your consultant as it is in selecting your franchise. Not all consultants are created equal, and finding a partner you can truly trust makes all the difference.

What qualities should you look for in a top franchise consultant?

When you’re evaluating potential partners, here are the essential qualities we believe define a top-tier franchise consultant:

Deep Franchise Industry Experience: Look for someone who has “walked the walk.” This could mean they’ve been a franchisee themselves, worked on the franchisor side, or have many years of dedicated experience as a consultant. This knowledge provides invaluable insights that someone new to the field simply can’t offer. Max Emma, for example, has built and franchised his own national firm, offering an insider’s perspective.
A Transparent and Educational Approach: A great consultant prioritizes your education over a quick sale. They should be transparent about their process, how they’re compensated, and the pros and cons of each opportunity. They’ll take the time to answer your questions thoroughly and ensure you understand every step.
A Strong Network of Diverse Franchise Brands: A consultant is only as good as their network. Look for someone who partners with hundreds of vetted, high-performing franchise brands across various industries, investment levels, and business models. This ensures you have a wide array of options that truly fit your profile, rather than a limited selection.
High Ethical Standards: This is non-negotiable. A reputable consultant will always prioritize your best interests. They will never pressure you, will respect your privacy, and will adhere to strict ethical guidelines, such as those set by professional organizations like the International Franchise Professionals Group (IFPG).
Proven Track Record of Successful Placements: Ask about their success rate and how many clients they’ve successfully placed. While individual results vary, a consultant with a history of helping many people find ideal franchise fits demonstrates their effectiveness and expertise. Don’t be afraid to ask for testimonials or references.

Vetting Your Potential Partner

Once you’ve identified a few potential consultants, it’s time to put them through their paces:

Check for Credentials: Look for certifications like the Certified Franchise Executive (CFE). This designation signifies a high level of expertise and commitment to the franchising industry. Understanding the Advantages of working with a Certified Franchise Executive (CFE) can give you peace of mind.
Ask About Their Process: A good consultant will have a clear, structured process for working with clients, from initial assessment to post-signing support. They should be able to articulate this process clearly and explain how it benefits you.
Read Testimonials or Ask for References: Hearing from past clients can provide invaluable insight into a consultant’s working style, effectiveness, and integrity. Don’t hesitate to reach out to references if offered.
Do Your Own Research: Use search engines like Google or DuckDuckGo. Type in the consultant’s name and see what comes up. While not a definitive measure, a consultant who has been around for many years and has positive online mentions is generally a good sign.
Understand Their “Why”: Why did they become a franchise consultant? What drives them? A consultant who is genuinely passionate about helping others achieve business ownership will be a far more dedicated and effective partner.

At Main Entrance Franchise Consulting, we’re proud of our approach. We invite you to Read about our approach to understand our philosophy and how we commit to your success.

Is a Franchise Consultant Right for Your Journey?

We’ve explored What is a Franchise Consultant, the valuable services we offer, how we’re compensated, and how to identify a reputable partner. Now, let’s tie it all together: when should you consider bringing a franchise consultant into your entrepreneurial journey?

You should consider hiring a franchise consultant when:

You’re feeling overwhelmed by the sheer number of options. With thousands of franchises out there, narrowing down the choices can feel like finding a needle in a haystack. A consultant can quickly identify opportunities that match your specific profile.
You’re ready to invest in a franchise but need expert guidance. You’ve done some initial research, but now you need a professional to help you steer the complexities, understand the nuances, and make an informed decision.
You want an objective, unbiased perspective. A consultant acts as your advocate, providing an honest assessment of opportunities without the sales pressure you might encounter going directly to franchisors.
You want to save time and avoid costly mistakes. Our expertise streamlines the findy process, helping you avoid unsuitable opportunities and common pitfalls that can lead to significant financial losses.
You need help with the “behind-the-scenes” aspects. From understanding the FDD to coaching for validation calls and connecting with financing resources, we handle the intricate details so you can focus on making the best decision.
You’re transitioning careers or exploring business ownership for the first time. If you’re new to entrepreneurship, a consultant can be an invaluable mentor and guide, explaining the process and building your confidence.

The franchise findy process can be complex, filled with new terminology, financial considerations, and legal documents. It’s a significant investment of both your time and capital. You don’t have to steer it alone. Our role as an educator and guide is to empower you to make a confident, informed decision that aligns with your personal and financial goals.

At Main Entrance Franchise Consulting, we provide this expert, personalized guidance at no cost to you. Our commitment is to ensure you have all the information, resources, and support you need to find the right franchise and achieve your entrepreneurial dreams. Taking the first step toward clarity in your business ownership journey can be as simple as reaching out.

Learn more about what a franchise consultant is and how we can help you find your perfect match.