150: Jon Ostenson – Non-Food Franchising

Guest: Jon Ostenson

Guest Bio:

Jon Ostenson is the Founder and CEO of FranBridge Consulting, a 2-time Inc. 5000 company, and he is a top 1% franchise consultant. Jon is 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 in helping his clients select their franchise investments. Jon is a frequent contributor on franchising for publications such as Forbes, Inc., and Bloomberg.

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Key Points:

Background and Experience

Jon never planned to be in franchising, but transitioned from corporate sales leadership. He became president of Shelf Genie, a national non-food franchise (custom pull-out shelving for kitchens/pantries), managing support for all franchisees in North America. Jon fell in love with franchising due to the diversity of industries and supportive business model, and has personally invested in multiple franchises and now helps others identify opportunities.

Why Non-Food Franchising

Many think "franchise = fast food," but non-food franchises often offer easier paths to profitability:

o Fewer employees needed

o Lower operating hours

o Lower CapEx investment

o Higher margins, less waste, less susceptible to consumer whims

Jon focused industries: home/property services, health/wellness, kids, pets, seniors, B2B services, and takes a contrarian approach by cutting out food franchises to go deeper into other industries.

Why Choose a Franchise Over Starting Your Own Business

Not all entrepreneurs thrive on full autonomy; some benefit from a proven system. Franchising is easier, not easy; it still requires work, but with structured support. Advantages of franchising:

o Training wheels and guidance

o Higher success rates than solo businesses

o Proven playbook and marketing already optimized

o Support from other franchisees – a built-in mastermind

o Step-by-step framework helps shortcut growth and profitability

How to Start in Franchising

Doing independent research can be noisy and inefficient; many top 100 franchise lists are paid PR placements. FranBridge Consulting acts like a broker for franchises:

o Free to work with clients

o Access to over 600 non-food franchise opportunities

o Matches clients to opportunities in their market

o Helps narrow options from 10–12 down to 3–4 for deeper exploration

o Provides funding resources, franchise attorneys, and support through the process

Key Considerations Before Buying a Franchise

Buying a franchise is like a business partnership or marriage. It's important to "date around" – talk to multiple franchises before committing. Success comes from following the system, not trying to reinvent it. Common mistakes:

o Not following the franchise system

o Thinking you can do everything your own way

Territory exclusivity protects franchisees from competition within the same system. Franchises allow you to build your own team and avoid inheriting issues from an existing business.

Advice for Potential Entrepreneurs

Explore all options: buying a franchise, an existing business, or starting your own. Franchises offer proven models and support, making them ideal for most would-be business owners. Understanding your own style: Some are too entrepreneurial to follow a system, which may make franchising a poor fit.

Guest Links:

Sign up for a complimentary copy of our book, 'Non-Food Franchising'

Schedule an intro call with Jon to discuss opportunities further (no cost)

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