Services
Everything here is designed to help you close the gap between what you are told and what you are actually buying — using facts, disclosures, and real-world evidence.
Assessment Tool
Franchise Risk Index™
A proprietary assessment framework that helps buyers evaluate risk across multiple categories before making an investment decision. Rather than relying on franchise rankings, awards, or broker recommendations, the Risk Index gives you a structured methodology for comparing opportunities on evidence.
Leadership and management
Litigation history
Financial disclosures
Unit growth and closures
Franchisee turnover
Territory protections
Training and support
Required vendors and supply chains
Operational complexity
Exit and transfer restrictions
Outcome: A structured methodology for evaluating franchise opportunities — not franchise sales materials, rankings, or broker recommendations.
Book
The Franchise Illusion Gap
A comprehensive guide that teaches prospective franchise buyers how to look beyond franchise sales presentations and evaluate opportunities using facts, disclosures, and real-world evidence. This is the foundational resource behind the entire FRC framework.
Why franchise buyers get blindsided
The gap between marketing and reality
What the FDD does and does not tell you
The most commonly overlooked risks
How to evaluate financial claims
Territory, vendor, and operational pitfalls
Questions most buyers never ask
How to perform meaningful franchisee validation
Recognizing warning signs before signing
Outcome: The tools and perspective to evaluate any franchise opportunity independently — without relying on the people selling it.
Educational Program
Franchise Due Diligence Masterclass
A self-paced program that teaches prospective buyers how to evaluate franchise opportunities independently. Goes deep on the FDD, financial claims, franchisee validation, and the decision process — so you can think like an experienced buyer before you invest.
Understanding the FDD: Items 1–23
Identifying common franchise red flags
Financial performance representation pitfalls
Territory and exclusivity concerns
Required vendor and supply chain risks
Franchise agreement traps
Validation call best practices
Discovery Day preparation
Building a personal due diligence process
Outcome: A repeatable framework you can apply to evaluate any franchise opportunity — not just the one you came in with.
Advisory Services
Full Franchise Due Diligence Services
Longer-term advisory for serious buyers navigating complex, multi-unit, or staged investment decisions. Ongoing, structured support from initial evaluation through final decision — not just a single consultation.
Focused diligence on unit economics
Assumption stress-testing
Operational fit assessment
Risk exposure mapping
Decision brief with next actions
Multi-unit opportunity support
Shortlist evaluation and go/no-go support
Specialist referrals as needed
Outcome: A clear decision brief grounded in evidence — not optimism — with practical next actions before you commit capital.
“I built this because I know what the sales process looks like from the inside. I know what franchisors emphasize and what they leave out. And I know what questions most buyers never think to ask until it's too late. Everything here is designed to give prospective buyers what I wish I had before signing."
— Genevieve McDaniel
Founder · Former 5-Star Multi-Unit Domino's Franchisee