Franchise ownership is appealing for a reason — it promises independence, income and a proven model to build your future. Here’s the truth no one talks about: most people who start exploring franchises are overwhelmed and at risk of making a decision that doesn’t actually fit their goals.
That’s where the franchise discovery process comes in.
As Jason Rutledge, Senior Franchise Advisor at Franchise Sidekick, puts it, the whole point is to reduce risk while teaching clients how to think like a franchisee.
“Not every brand is right for every client,” Jason said. “Our process helps you uncover whether the brand you like actually fits your unique needs and goals.”
Why franchise discovery matters
Too many people think franchise ownership is about finding “the right brand.” The reality? You’re finding the right fit for you, your lifestyle and your goals.
Most clients start out convinced they know what they want — but eight out of 10 end up buying a completely different brand than the one they thought they would. That’s not a failure; it’s proof that the process works.
Instead of being pushed toward a quick sale, you’ll slow down and use real tools like how to analyze a franchise disclosure document, conduct validation calls with current franchisees and evaluate funding strategies.
“The hardest part is believing you can do this and taking that first step,” Jason said.
The franchise discovery process: Step by step
The discovery process typically lasts about three months, but Jason is quick to point out that there’s no stopwatch.
“If this takes three months, great. If it takes 14 months, we’re here for it,” Jason said.
Here’s what the journey looks like from initial introduction to ownership.
1. Introduction with a Sidekick Advisor:
The first call is about learning who you are, where you’re at and what you’re interested in. No pressure — just clarity.
2. Complete the Franchise Sidekick profile:
This custom profile is run through Sidekick’s tech to match you to brands aligned with your goals.
3. Review matches with your advisor:
You’ll sit down together and see which brands made the cut.
4. Meet your top two to three brands:
Once you narrow it down, you’ll be introduced to your best-fit options.
5. Discovery deep dive (six to eight weeks):
These are one-on-one sessions with each brand, guided by your advisor. This is where you learn how to evaluate FDDs, ask the right questions and validate your ideas with existing franchisees.
6. Funding strategy and attorney review:
With your advisor’s support, you’ll explore funding options and get a professional legal review of the FDD.
7. Confirmation day:
A chance to meet leadership, see the culture and get your final questions answered.
8. Post-confirmation support:
Whether you buy or not, Sidekick stays with you to help you pivot, pause or move forward when the time is right.
9. Close: You're a franchisee!:
If you move forward, you're officially a business owner — with a team of advisors still in your corner.
We won’t sugarcoat it …
Franchise ownership is life-changing, but it’s also complex.
“You don’t want to take advice from someone who isn’t already doing what you want to do,” Jason said. “Find a ‘sidekick’ — an advisor to guide you through the process. Don’t go at this alone.”
At Franchise Sidekick, the process isn’t about selling you a shiny brand. It’s about educating you, guiding you and making sure you’re choosing a business that fits your life — not the other way around.
If you’re ready to explore franchise ownership without pressure, schedule a free call with one of our advisors today.
