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I sat down with Jon Ostenson, a two-time Inc. 5000 founder and the top 1% franchise consultant behind FranBridge Consulting, to break down everything most people get wrong about franchising. We talked about why "non-food franchising" is such an underrated path to business ownership, how to actually evaluate a franchise opportunity instead of just chasing passion, what it really costs and how long it really takes to get one off the ground, and why following the system matters more than being the smartest person in the room.
Jon also walked me through what it takes to scale into multiple territories, how private equity is playing in this space right now, and the tax and exit benefits that come with owning a real asset instead of just a job. If you've ever thought about buying into a franchise, or even just wondered what's actually available outside of fast food, this conversation will change how you think about it.
Grab Jon's free book: Want the full breakdown on non-food franchising? Jon is giving away a free copy of his book, Non-Food Franchising: The Better Path to Business Ownership. Just drop your email at FranBridgeConsulting.com and it's yours.
Book a free consultation: Curious if franchising is right for you? Talk to Jon and his team at FranBridge Consulting. It costs you nothing. Head to FranBridgeConsulting.com to get started.
About Jon Ostensen:
Jon Ostenson is the Founder and CEO of FranBridge Consulting, a two-time Inc. 5000 company, and a top 1% national franchise consultant. He is the bestselling author of Non-Food Franchising: The Better Path to Business Ownership, and a frequent contributor on franchising for Forbes, Inc., Bloomberg, and The Franchise Journal.
Before founding FranBridge, Jon spent 15 years in the corporate world, including a long run as Vice President of Sales for Carter's Inc., where he was responsible for more than $350M in annual sales. He then stepped in as President of ShelfGenie, a national non-food franchise system with 200+ locations, where he supported franchise owners across North America. That experience led him to fall in love with the franchise model — he has since personally invested as a multi-brand franchisee and built FranBridge Consulting into a firm that has helped thousands of people step into business ownership, entirely free to the client.
Jon holds BBA and MBA degrees from the University of Georgia and lives in Atlanta with his wife and three children.
About Justin:
Justin Colby is the host of The Entrepreneur DNA and The M.O.R.E Show podcasts and a best-selling author. He is a serial entrepreneur and a seasoned real estate investor with over 20 years of experience.
Driven by a passion to help entrepreneurs thrive, Justin created the Entrepreneur DNA community to support business owners in building wealth, systems, and long-term freedom. Through his podcasts, books, education platforms, and hands-on mentorship, he continues to help entrepreneurs scale with clarity and confidence.
Connect with Justin:
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