Articles by Diane
Personal essays, metaphors drawn from a 20-year career, and plainspoken advice on what actually matters when you're evaluating franchise ownership. Written by Diane — not ghostwritten, not templated.
Anchor piece · Diane's story
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 reads
8 pieces
Quick read
Sep 2025
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.
Quick read
Jan 2025
Ever hit up an all-you-can-eat buffet with a stomach that thinks it’s bottomless? Everything looks so good that you end up with a tray overflowing with everything from sushi to spaghetti. But we all know how that story ends—regret, and maybe some heartburn. In franchising, this “buffet effect” can be just as risky.
Quick read
Dec 2024
Holiday gatherings are always a whirlwind, aren’t they? The sparkle of decorations, the warmth of family and friends, and of course—the food. Lots and lots of food. I was recently invited to a holiday dinner and asked to bring a dish to pass. For most people, that’s no big deal. For me, though, it’s a different story. You see, I have a Bachelor’s degree in Home Economics, but I don’t like to cook. Yes, you read that right. The irony isn’t lost on 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.
Quick read
Jul 2024
There’s something magical about the first steps into the world of entrepreneurship. Let me share with you a story about a young boy named Liam and his dream of running a lemonade stand. This story reminds me of my own childhood when I took my first steps into the world of business, selling corn on my family's farm, and it’s a journey that echoes the path many of us have taken.
Quick read
Jul 2023
Once you've faced the fear head-on and assessed the risks, you can be ready to embrace calculated risks.
Quick read
Jun 2023
This type of business model allows an investor to develop experience without the normal risks involved when you start a small business from scratch.
Quick read
Jun 2023
Starting your own business can feel like a daunting task. Investing in a franchise with systems and tools in place to make your life easier might prove to be the right fit for you.
Franchise advice
12 pieces
Franchise advice
Jun 2023
I work with candidates to explore which franchise opportunities make sense for their individual interests, skills, budget and time commitment.
Franchise advice
May 2023
The Rubik’s Cube has evolved from a toy to a research object to an object of significance in multidisciplinary research.
Franchise advice
May 2023
You want to make an informed decision. Going through the discovery process is important. Just as you might vet a horse.
Franchise advice
Jun 2020
“Embrace the Unexpected,” is the title of the speech Terri Kallsen gave as she accepted the Financial Woman of the Year award from Financial Women of San Francisco. What does Terri know about that subject? Plenty! She recounted that day, last July, when the unexpected came crashing in.
Franchise advice
Jun 2020
Watching graduation videos from my alma mater, the University of Wisconsin-Stevens Point, brought back memories. The more recent experience was three years ago, when I felt honored to be a keynote speaker at a special dinner recognizing the James H. Albertson award recipients.
Franchise advice
Apr 2020
Pivot: an action that occurs when a company makes a fundamental change to its operations and/or direction. That’s exactly what we in the franchise industry are seeing in the business current economic environment. It’s even being called the “Pandemic Pivot!” There is no playbook for this.
Franchise advice
Mar 2020
Crazy. It’s a crazy world we’re living in right now. I had my newsletter set to go out earlier this month but was dragging my feet because of the coronavirus and the impact on us all, including businesses. I wanted it to be relevant and timely and also wanted it to be informative and upbeat.
Franchise advice
Feb 2020
Could you fall in love with a business and a mate at the same time? These three people did! Here are their stories. “It’s not unusual for an entrepreneur to have a partner when starting a new business,” said Diane Pleuss, franchise consultant with FranChoice.
Franchise advice
Jan 2020
It’s the season of gratitude. A time to reflect and say, thank you. While I still have a few thank-you’s to write, I want to acknowledge how a simple thank-you note can change your attitude, open doors and leave a lasting impact.
Franchise advice
Nov 2019
It’s almost Halloween, that time of year when little ghosts and goblins roam the neighborhood seeking sweet treats. When a child in a light-up sparkle witch costume or a Buzz Lightyear suit knocks at our door, we’re probably not going to be too scared.
Franchise advice
Aug 2018
Hello Readers! I know this sounds a bit repetitive, but every time I attend a FranChoice event I come back so energized by what I learn and the state of the franchise industry that I simply have to share the excitement. FranChoice brings truly special opportunities to consultants who are matching entrepreneurs with franchises.
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.