Business Management Review: Speials Magazine

Why is franchising often misunderstood by aspiring owners? The scope of franchising in the U.S. is often narrowly understood. Many aspiring business owners associate it with familiar sectors like food, fitness, automotive or hospitality. In reality, it spans a far broader range of industries, ownership models and investment structures. Understanding those differences—and how they align with a person’s goals, experience and lifestyle—requires more than surface-level knowledge. That perspective comes naturally to Mark Brandt. A Certified Franchise Consultant and member of the International Franchise Professionals Group, Brandt brings over two decades of firsthand experience building businesses across franchise-like models, startups and corporate environments. Brandt’s passion for the American Dream is reflected in his independent practice, All American Franchise Fits, through which he extends the same opportunity to those who aspire to business ownership. By offering advice grounded in lived experience, he guides clients through the entire franchising process, from assessing opportunities to making informed choices. “I don’t sell franchises,” says Brandt. “I help clients find the right business fit by empowering them with the necessary knowledge and tools.” Brandt works with one of the largest franchise portfolios, spanning more than 600 brands across 70 industries. Instead of steering candidates toward specific brands, he focuses on helping them understand how franchising works and what makes a brand truly viable for them. A Structured, Education-First Franchise Discovery Process How does the structured discovery process reduce risk? All American Franchise Fits follows a structured discovery process that enables individuals to approach franchising with clarity before commitment. Brandt positions himself as an active resource center throughout the journey, adjusting his guidance as each stage unfolds. Early conversations are relationship-driven and direct. Brandt outlines exactly who he is, how he operates and what role he will—and will not—play in the decision. Education anchors the process. Candidates first gain a grounded understanding of franchising fundamentals, including the differences between franchise models and what strong franchisors are expected to provide in terms of support. Real-world value of established systems, including brand recognition, proven operating playbooks, marketing and technology infrastructure, recruiting support and purchasing scale, is examined not as selling points, but as measurable advantages.