Welcome to another episode of The Play Big Faster podcast! Today I’m delighted to have Jon Ostenson, CEO of FranBridge Consulting, joining us to share his expertise on non-food franchising opportunities.
What You’ll Learn in This Episode
In this eye-opening conversation, Jon shares:
- Why non-food franchising can be more profitable with fewer headaches than food franchises
- How franchising compares to starting a business from scratch
- The financial realities of franchise ownership including investment requirements and ROI potential
- How to determine if the “semi-passive” franchise model is right for you
- Emerging franchise categories showing promise in 2025
About Our Expert: Jon Ostenson
Jon Ostenson is the Founder and CEO of FranBridge Consulting, an Inc. 5000 company, and a top .1% franchise consultant in the US. He’s also the author of the bestselling book “Non-Food Franchising.” Jon draws on his experience as a former Inc. 500 Franchise President and Multi-Brand Franchisee to help clients select their franchise investments. He frequently contributes on franchising for publications including Forbes, Inc. and Bloomberg.
Key Discussion Points
The Appeal of Non-Food Franchising
Jon shares his philosophy on franchising: “I’ve got nothing against the food guys. We need them, we support them. But my humble belief is that for most people, there are easier ways to make money that require maybe less capital, less employees, less operating hours, less susceptible to consumer whims.”
Franchising vs. Starting from Scratch
With franchising, you get significant advantages:
- A proven system with established product-market fit
- Franchisor support on the sidelines
- A community of other franchisees for best practice sharing
- Bulk purchasing power for goods and services
- A ready-to-go technology stack
- Marketing and data analytics from other markets
Financial Considerations for Aspiring Franchisees
Jon recommends potential franchisees have:
- Minimum net worth of $100,000-150,000 before considering franchising
- Typical investment range of $150,000-300,000 all-in (including franchise fee, startup costs, and working capital)
- SBA loan options where you might only need $50,000 cash with the rest financed
- Ability to use retirement funds through a ROBS program in some cases
Revenue Potential and ROI
For smaller franchise opportunities:
- First or second year revenues typically range from $400,000-800,000
- Some clients hit $1 million in their first year
- Bottom-line profitability around 20% is common
- Additional benefits include building an asset for eventual sale and tax advantages
Hot Franchise Categories in 2025
Jon highlights these promising industries:
- Home and property services (flooring, roofing, kitchen remodeling, asphalt paving, line striping, dumpsters)
- Health and wellness (boutique fitness, recovery businesses with infrared sauna, cold plunge, etc.)
- Children’s services (tutoring, youth sports including soccer)
- Pet services (grooming, boarding)
- Senior care (in-home health, companion care, wheelchair ramps, stair lifts, bathroom retrofits)
Essential Resources for Franchise Research
Jon offers his book “Non-Food Franchising” as a free download to our listeners. Visit franbridgeconsulting.com to claim your copy. All proceeds from physical book sales go to Hope International. Jon’s firm offers free consulting services to help potential franchisees identify opportunities.
Jon’s Advice for Playing Big Faster
Drawing inspiration from Seth Godin’s “Purple Cow,” Jon advises entrepreneurs: “Don’t go to the Red Ocean where all of the competition’s playing. Go to the Blue Ocean, do things different. Don’t be afraid to be contrarian.” For Jon, this meant focusing exclusively on non-food franchising, which allowed him to go deep in that niche despite cutting out half the market.
Connect with Jon
Follow Jon on LinkedIn where he posts daily content, or visit FranBridge Consulting at franbridgeconsulting.com. Share your email address on the website to receive the free book and a link to Jon’s calendar if you’d like to talk further.
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