The Best Ever CRE Show JF 4024: Unsexy Winners, Exit Multiples and When Franchising Beats Going Solo ft. Jon Ostenson
Sep 10, 2025
Jon Ostenson, Founder & CEO of FranBridge Consulting, shares insights on non-food franchises and their hidden profitability. He explains why home services can outperform traditional food businesses, delves into effective territory strategies, and highlights the crucial role of franchisor support. Jon also discusses the risks associated with food franchises, due-diligence practices, and the importance of company culture. Expect a lively exploration of how 'unsexy' ventures like dumpsters and asphalt can lead to substantial success in franchising.
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Real Portfolio Example
- Jon owns four franchise businesses across equipment rental, asphalt, retail orthotics, and franchisor operations.
- He uses operating partners to manage day-to-day work while retaining advisory roles.
Franchise Vs Existing Business Tradeoffs
- Buying an existing independent business can look de‑risked but often hides cultural and team inheritances.
- Franchises let you set culture and systems from day one and often scale faster despite initial trade-offs.
Double Down On Marketing Early
- Treat marketing as an investment, not an expense, especially early when conversion lags happen.
- Stay consistent and avoid cutting marketing prematurely when trying to reach profitability.
