One of the thrills of business ownership is building something from the ground up — choosing where to invest, deciding which tools to use, and putting your personal stamp on it. But with every choice comes a realization: everything has a cost.
I learned that lesson early when I built my first business website. The commercial promised me the world: a professional site for under $100. You might remember those ads — they usually ran during the Super Bowl and featured pretty women strutting across the screen while the voiceover shouted about how easy it all was. It was entertaining enough that I laughed and thought, why not?
Of course, once I signed on, I realized that was the starting point. It didn’t come with anything. Security? Extra. Email? Extra. Storage? Extra. Suddenly, my “super-duper inexpensive” website looked more like a starter kit — and all the pieces I actually needed came at an additional cost. In hindsight, those so-called “extras” were exactly what made my site safe, reliable, and capable of growing with me.
That’s often how franchise fees are misunderstood.
When candidates first see the investment — which can have a very wide range, it can feel overwhelming. But those fees aren’t random. In many systems, they’re reinvested directly into the business: building marketing campaigns, maintaining technology platforms, developing training programs, and staffing call centers. In other words, the very things that let franchise owners focus less on the daily grind and more on scaling their business.
I remember a recent Zoom call where a candidate’s eyebrows lifted when we talked about fees. At first, he assumed the franchisor was pocketing those dollars. But as we unpacked what the fees actually covered — a built-in CRM, marketing campaigns, technology platforms — it became clear those funds were going straight to outside vendors providing services he couldn’t create on his own. What once looked like a cost began to look more like a head start.
That’s why I always tell people: you need to get under the hood. Look closely at what the fee covers, and more importantly, the value it provides. This is where buying power comes into play. Most franchisors have already vetted vendors, found the best partners, and negotiated group pricing — all on your behalf.
After more than 20 years in franchise consulting, I’ve seen candidates move from hesitation to confidence when they realize the value behind the number. My role is to help you sort through the noise, ask the right questions, and match you with the franchise that fits not just your budget, but your future.
Because at the end of the day, sticker shock may stop you for a moment — but the right fit can take you further, faster, than you ever imagined.