The Unfiltered Path to Franchise Freedom: What Two Coaches See Now

I recently sat down with my good friend and colleague, Wes Barefoot, host of the Franchise Unfiltered Podcast, for a special dual episode—part of my Franchise Freedom Podcast series. It was a powerful discussion, tapping into what two experienced franchise business consultants are seeing right now.

Wes and I are both FranChoice consultants. We’ve owned franchises, made mistakes, celebrated wins, and dedicated our careers to helping people make the leap into business ownership—not a blind leap, but an educated one.

In this candid conversation, we tackled everything from the initial hurdle of getting started to the current impact of AI and the real meaning of time freedom and financial independence.

Why 75% of Aspiring Business Owners Get Stuck

One statistic I shared from the IFA really hit me: 75% of people who think about owning a business never move forward because they simply don’t know where to start. They get lost in the noise.

It’s the digital age equivalent of information overload. You start Googling “best franchise opportunities” or “how to get out of my 9-to-5,” and you’re instantly flooded with information—what’s legitimate, what’s a scam, and what’s just plain overwhelming.

Wes nailed the starting point: you can’t start by looking at specific businesses. You have to start with your goals.

“The first place that someone should start before you start looking at specific businesses or any of that is just really sit down and take good old-fashioned pen to paper and your goals out. Get really clear on it.” – Wes Barefoot

Don’t choose a franchise based on the product or service; choose a business based on the type of lifestyle it allows and whether that aligns with your financial and personal goals. As I always say, it has to be the right vehicle to get you where you want to go.

Preparation and the Hidden Risk of a W2 Job

Beyond the “why,” I stress the importance of preparation. Before diving into an investigation, you need:

1. Family Buy-in: Business ownership is an investment of time and resources. Your spouse and family need to know why you are doing this.
2. Financial Clarity: Get your finances in order. Do you know your true liquidity and net worth? Do you have the necessary financial cushion to get up and running? For me, being a “numbers guy,” those 90 days with no corporate salary when I started my first franchise business definitely hurt, even though I was prepared.

The Corporate Trap

Wes and I both agreed that people tend to fixate on the perceived risk of starting a business, but they overlook the massive risk of relying on a corporate job.

“It’s risky to sign a job contract for a set amount of money every year, ’cause that company is not obligated to keep you on… They have fiscal responsibilities to shareholders. To investors. So if it comes down to you or the bottom line, it chooses the bottom line every time.” – Wes Barefoot

When you own your own business, even with the “rollercoaster ride” that comes with entrepreneurship, you maintain far more control over your livelihood and your time. A single-income stream from a W2 job can come to an end at any time, as I’ve seen happen to family members and as Wes experienced firsthand when his wife’s position was eliminated while she was on maternity leave—a brutal reminder that corporate loyalty is often fleeting.

Franchising as Your “Safety Net” & Investment Vehicle

This is why I advocate for looking at franchising as a safety net. You don’t have to leave your job to start. For the right type of semi-passive franchise ownership model, you can keep your W2 income flowing while you build a profitable entity on the side.

Wes drew a brilliant parallel that resonates with how savvy investors think:

“Think about a franchise in the same context you would think about investing in real estate… If done, it’s gonna be a cash flowing asset. Checks the same boxes as real estate, although chances are it’s gonna cash flow a lot more… It’s gonna be an appreciating asset.” – Wes Barefoot

We spend a million dollars on a primary residence—a non-cash-flowing asset—with minimal due diligence compared to the analysis paralysis people undergo when considering a franchise that requires far less investment. The key is to de-risk that step into business ownership by working with a certified franchise consultant like myself or Wes.

If you’re ready to take back control, check out my other recent episode on taking that first step, available at https://ggthefranchiseguide.com/podcast/.

The AI-Proof Business and Franchisor Advantage

A constant theme Wes is hearing is the search for an AI-proof business. The good news is, these are out there, and they’re often in industries you wouldn’t expect.

While many professional and corporate jobs face disruption, AI in the franchise world is being used as a tool for efficiency and profitability, not just replacement. Brands are investing heavily in their own AI platforms to:

• Streamline Operations: Requiring fewer employees, which helps your bottom line.
• Enhance Customer Experience: Providing instant, brand-specific support.
• Boost Marketing: Making advertising easier and more targeted.

For example, we discussed a painting concept that created its own specific, branded AI chat platform to assist franchisees with everything from technical questions to video tutorials. When you own a franchise, you gain immediate access to these huge technology investments and the collective intelligence of the entire system—a competitive edge that a local, independent mom-and-pop business simply cannot match.

Time Freedom is a Building Year, Not an Overnight Switch

We wrapped up by discussing the true nature of time and financial freedom. I remember when I started my first business. My biggest “why” was time freedom. I was tired of the long restaurant hours, weekends, and holidays. I wanted to be around for my kids. My vehicle has delivered—I’ve never missed a game for my son, who is now 18, or an event for my daughter.

But here’s the crucial point: Time freedom is not created overnight.

“My first year, yes, I controlled my calendar, but it’s a lot of work… The first year was the building year… Use that as a building year. So when you change your perspective a little to set the expectation and say, okay, this is gonna be my builder year, and then I will grow exponentially from there.” – Giuseppe Grammatico

You must go through the building season. It’s not about hitting a grand slam with your first franchise; it’s about creating one valuable piece of the puzzle. You learn, you grow, you reinvest, and you hire people more talented than you to handle the day-to-day operations, following the proven systems of the franchisor.

Don’t get stuck in overthinking—it’s the enemy of action. As Wes reminded us, we make bigger financial decisions with less thought. Do your due diligence, plug in with an experienced franchise consultant (or, ‘Who Not How’), and take the leap to invest in yourself.

Find the franchise that is a right fit for you at https://ggthefranchiseguide.com/right-fit