The Franchise Fitter · Since 2004
Would you like to have a personal guide as you explore franchise ownership? For 20+ years I have walked candidates from uncertainty to confidence, one honest conversation at a time.
"Diane is the rare consultant who will tell you no. That is exactly why you can trust her yes."
'Pleuss,' as in choice, voice or Rolls Royce!
20+ years
in franchising
FranChoice consultant
since 2004
Hundreds of people
helped to ownership
District Director 2017-2018
Toastmasters International
Distinguished District
one of 11 in North America
20+ years
in franchising
FranChoice consultant
since 2004
Hundreds of people
helped to ownership
District Director 2017-2018
Toastmasters International
Distinguished District
one of 11 in North America
The process
So I do not rush it. We move through four stages together, and you can pause, re-route, or step away at any point. No pressure on the clock. Only on the fit.
"Franchising is not about buying a job. It is about building a future that fits your vision."
Let's discuss your goals, skills, interests, and investment levels. I want to understand what you are actually trying to build, financially, professionally, and personally.
We dig deeper into your preferences, lifestyle, and non-negotiables. This is where a lot of consultants skip ahead. I will not. The fit lives in the details.
I shortlist franchise brands from a vetted catalog that match what we have uncovered. Usually two to four companies to start. Never a flood. You stay in control of which introductions you take.
Validation calls with existing franchisees, FDD review, territory and financial due diligence. I walk with you the whole way. You are never handed a stack of PDFs and left to figure it out on your own.
Twenty years of voices
Twenty years of candidates and franchisees. Stories added as new doors open.
Diane had really good questions...she showed patience, kindness, and great listening skills.
Diane is a very helpful and knowledgable franchise consultant...saving me time and frustration.
I just want to say thank you. You have really smoothed the way for me, and I am appreciative.
Articles by Diane
Diane’s story
Feb 2025
In 2004, I found myself at a crossroads. The company I worked for—ironically, a franchise brand—underwent a downsizing, and like so many others in the corporate world, I was left facing an uncertain future. I had spent years building a successful career, only to have the rug pulled out from under me.
Quick read
Sep 2024
Running the Wharf to Wharf race in Santa Cruz, CA, has been a cherished tradition for me over the years. This iconic six-mile run from Santa Cruz Beach to Capitola Beach is known for its live music, stunning views, and a guaranteed fun day. But for me, it’s more than just a race—it’s a journey filled with lessons that resonate deeply in business ownership, particularly franchising.
Franchise advice
Aug 2018
Earlier this week the Wall Street Journal ran a story about General Electric’s plans to auction off its once highly-touted software unit: GE Digital. You may recall GE laid off 12,000 from its power business in December. Between December 2016 and March 2018, GE’s stock plummeted an astonishing 55%. This story stirred memories for me.
When you are ready
15 minutes · phone or Zoom