Welcome back to another episode of The Richer Geek Podcast. Today we are joined by Jon Ostenson, one of the top 1% Franchise Consultants in the U.S., respected author, investor, and leading voice in the world of non-food franchising.

Jon breaks down how everyday professionals, corporate leaders, and real estate investors can use franchising to build wealth, diversify income, and create long-term stability even without quitting their day job.

In this episode, we chat about…

• Jon's career path from corporate leadership to franchise president and top franchise consultant

• Why non-food franchising offers lower risk, better margins, and more stability than trendy food brands

• How Jon helps clients filter through 600+ franchise options to find the best fit for their market and goals

• The truth about "semi-passive" franchise ownership and what it actually requires

• Why real estate investors and professionals looking for diversification are a natural fit for franchising

Key Takeaways:

1. Avoid Chasing Trends: Focus on non-trendy, understandable, cash-flowing service-based businesses like insulation, dumpsters, senior care, or pet grooming , as people will continue to spend on these regardless of the economy.

2. Franchising is a "One-Stop Shop" Discovery Process: Working with a franchise broker like Jon is entirely free , and they help filter through the "noise" by identifying top opportunities based on the strength of the franchise leadership, financial models, and competitive advantages.

3. Protect Your Area: Franchise brands protect owners, either through a protected radius for customer-facing retail or a defined territory (e.g., 250,000 population) for service-based businesses.

4. Starting a Franchise vs. Buying an Existing One: It's generally easier to start a new franchise because the most successful existing units often sell internally to other franchisees , and buying an existing non-franchise business comes with the risk of key staff/customers leaving after the sale.

5. Be Clear on Your Role: Understand the commitment level required. While many non-food franchises allow for an executive/semi-absentee model , Jon advises that "passive" is a misnomer, and you must be prepared to lean in if the manager isn't great.

Resources from Jon

LinkedIn | FranBridge Consulting | Download your FREE book: 'Non-Food Franchising'

Resources from Mike and Nichole

Check out our latest project here: Barcelona Hotel Fund

LinkedIn | Gateway Private Equity Group | Nic's guide