Let’s Talk Franchising

Susana Hands
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Lets Talk Franchising is your go-to source if you’re considering franchising your business, working to sell more franchises, or simply want to master the franchise space. Each episode delivers actionable insights, expert advice, and real-world strategies to help you grow, sell, and succeed in franchising - avoiding common pitfalls along the way. Subscribe now to get smarter, faster, and stronger in franchising.

  1. 3d ago

    #20: Why More Franchise Leads Don’t Always Mean More Franchise Sales with Taylor Fielding

    Are more franchise leads really the answer, or do you simply need better ones? In this episode of Let’s Talk Franchising, Susana Hands sits down with Taylor Fielding, CEO of TFM Marketing, to unpack what effective franchise marketing looks like from both the franchisor and franchisee perspective. With experience helping more than 30 to 40 franchise groups grow their networks and strengthen local area marketing, Taylor brings a unique perspective. He has also been a franchisee himself, giving him firsthand experience of what happens on both sides of the franchise relationship.  Taylor and Susana explore why franchise marketing shouldn’t begin with a simple “submit a lead” ad. Instead, prospective franchisees need to understand the brand, its values, the opportunity, and whether it aligns with what they want before they ever speak with the franchise sales team. They also discuss the balance between head office marketing and local area marketing, why authentic human content can outperform generic creative, how to nurture franchise prospects over a longer buying journey, and why generating hundreds of leads means very little if your sales team doesn’t have the capacity to follow them up properly. Whether you're an emerging franchisor building your first marketing strategy or an established brand looking to improve lead quality, this episode offers practical insights into creating a marketing system that supports the entire franchise sales journey. In This Episode Taylor’s journey from agency marketing to founding TFM Marketing What Taylor learned from becoming a franchisee himself The marketing responsibilities of head office versus individual franchisees Why local area marketing still matters in a digital-first world Giving franchisees the tools to market within brand guidelines About Our Guest Taylor Fielding is the CEO of TFM Marketing, an agency built with a strong focus on helping franchise brands grow. Before founding TFM Marketing, Taylor worked with larger Australian agencies and brands, gaining experience connecting national brands with local communities. Over the past six years, TFM Marketing has worked with approximately 30 to 40 franchise groups, supporting both franchise recruitment and local area marketing for franchisees.   📌 Connect with Susana Hands Learn more about franchising and working with Susana: Websites: https://susanahands.com.au/ and https://franiqbiz.com/ Connect with Susana on socials:  LinkedIN: https://www.linkedin.com/in/susana-hands-the-franchise-lady Facebook: https://www.facebook.com/suz.hands  Instagram: https://www.instagram.com/susanahands_/

  2. Oct 3

    #19: Selling a Franchise? What Every Franchisee Needs to Know About the Resale Process

    Selling a franchise isn’t as simple as finding a buyer and agreeing on a price. In this solo episode of Let’s Talk Franchising, Susana Hands breaks down the franchise resale process in Australia and explains the moving parts that franchisees, franchisors, buyers, and business brokers need to understand before a sale can move forward. From working with business brokers and navigating the franchisor’s approval process to contracts, disclosure documents, training, handovers, and legal requirements, Susana explains why franchise resales require much more coordination than selling an independent business. Even when a broker finds a buyer and negotiates a price, the incoming franchisee still needs to go through the franchisor’s sales and approval process.  Susana also explores what buyers should consider when they come across a franchise resale that looks like a bargain, why proper due diligence matters, and why franchisees thinking about selling should involve their franchisor from the beginning. Whether you’re looking to sell your franchise, considering buying an existing franchise, or managing resales within a franchise network, this episode provides a practical look at how the process works and what you need to consider along the way. In This Episode What a franchise resale actually involves The role of a business broker in selling an existing franchise Why choosing a reputable and appropriately qualified business broker matters Why finding a buyer doesn’t automatically mean the franchise sale is approved Why incoming buyers still need to go through the franchisor’s sales and approval process About Our Guest Taylor Fielding is the CEO of TFM Marketing, an agency built with a strong focus on helping franchise brands grow. Before founding TFM Marketing, Taylor worked with larger Australian agencies and brands, gaining experience connecting national brands with local communities. Over the past six years, TFM Marketing has worked with approximately 30 to 40 franchise groups, supporting both franchise recruitment and local area marketing for franchisees.   📌 Connect with Susana Hands Learn more about franchising and working with Susana: Websites: https://susanahands.com.au/ and https://franiqbiz.com/ Connect with Susana on socials:  LinkedIN: https://www.linkedin.com/in/susana-hands-the-franchise-lady Facebook: https://www.facebook.com/suz.hands  Instagram: https://www.instagram.com/susanahands_/

  3. Sep 27

    #18: What 10 Years of Franchising Taught City Cave Founder Tim Butters

    What does a decade in franchising really teach you about growth, people, money, and knowing when to say no? In this episode of Let’s Talk Franchising, Susana Hands sits down with Tim Butters, co-founder of City Cave, to look back at the lessons behind building one of Australia’s growing wellness franchise brands. Founded in 2016, City Cave has evolved from a small float centre into a network of around 70 locations, offering flotation therapy, infrared sauna, and massage. But as Tim shares, scaling the brand wasn’t simply about opening more locations. It meant refining the model, choosing the right franchise partners, strengthening unit economics, investing in better systems, and sometimes deliberately slowing growth to get the foundations right. Tim also shares a story he’s never told publicly before about returning a $60,000 franchise fee when he realised the prospective franchisee wasn’t the right fit, despite City Cave having only around $2,000 in the bank at the time. It became an early lesson in why protecting the franchise network matters more than making another sale. In This Episode How Tim and Jeremy started City Cave and refined the original business model Growing City Cave from a float centre into a 70-location franchise network Why franchisors should say no more often than they say yes The $60,000 franchise fee Tim returned when a prospect showed early red flags Why the first franchisees can have such a significant impact on a brand 📌 Connect with Susana Hands Learn more about franchising and working with Susana: Websites: https://susanahands.com.au/ and https://franiqbiz.com/ Connect with Susana on socials:  LinkedIN: https://www.linkedin.com/in/susana-hands-the-franchise-lady Facebook: https://www.facebook.com/suz.hands  Instagram: https://www.instagram.com/susanahands_/

  4. Sep 19

    #17: The Reality of Becoming a Franchisor: Lessons from Scaling MonsterBall

    What really changes when you go from running a successful business to becoming a franchisor? In this episode of Let's Talk Franchising, Susana Hands sits down with Johan, founder and franchisor of MonsterBall, to talk about his journey from arriving in Australia as a backpacker to building an events and equipment hire business that now franchises across Australia. MonsterBall started in Perth with Johan, two friends, a van, and three jumping castles. After years of growing the business, Johan made the move into franchising. Two years later, the network has grown to six franchisees, with a seventh on the way, across Western Australia, Queensland, New South Wales, and the Northern Territory. But becoming a franchisor brought an entirely new set of challenges. Johan shares what he learned about recruiting the right people, setting boundaries from the beginning, strengthening processes, training franchisees, and making sure everyone follows the systems that made the original business successful. He also opens up about one of his biggest early mistakes: being too flexible with franchisees and learning why saying yes to everything can become costly as the network grows. If you're considering franchising your business or you're in the early stages of building a franchise network, this episode offers a candid look at what the transition from business owner to franchisor really involves. In This Episode How Johan went from a backpacker from France to building MonsterBall in Australia Starting the business with two friends, one van, and three jumping castles Why Johan decided to franchise after more than a decade in business The difference between running a business and running a franchise network Why becoming a franchisor means becoming a coach About Our Guest Johan is the founder and franchisor of MonsterBall, an Australian events and equipment hire business that began in Perth approximately 13 years ago. Originally from France with a background in finance and investment, Johan arrived in Australia as a backpacker and discovered an opportunity in the events industry. What began with two friends, a van, and three jumping castles grew into an established events business. After more than a decade of operating MonsterBall, Johan began franchising the business. In its first two years as a franchise network, MonsterBall has expanded to six franchisees, with another location approaching launch, across Western Australia, Queensland, New South Wales, and the Northern Territory. Today, Johan is focused on strengthening the franchise system, developing franchisees through training and coaching, and continuing the brand's steady expansion across Australia.   📌 Connect with Susana Hands Learn more about franchising and working with Susana: Websites: https://susanahands.com.au/ and https://franiqbiz.com/ Connect with Susana on socials:  LinkedIN: https://www.linkedin.com/in/susana-hands-the-franchise-lady Facebook: https://www.facebook.com/suz.hands  Instagram: https://www.instagram.com/susanahands_/

  5. Sep 12

    #16: How to Automate Your Franchise Sales Process and Convert More Leads with Jordan Bailey

    Are you spending more money generating franchise leads without fixing what happens after those leads come in? In this episode of Let's Talk Franchising, Susana Hands sits down with Jordan Bailey, founder of Biz Automate, to discuss how automation can help franchisors streamline their sales process, qualify leads faster, improve follow-up, and nurture prospects without adding more repetitive work to their team. Jordan explains why scaling requires more than simply generating more leads. From speed-to-lead automation and CRM pipelines to lead qualification, nurturing sequences, call tracking, onboarding, and AI, he shares practical ways franchisors can automate repetitive tasks while keeping the human element where it matters most. Susana and Jordan also unpack a common mistake in franchise sales: pouring more money into lead generation when the sales process isn't ready to handle the volume. They discuss why better-qualified leads, a clear sales journey, and consistent nurturing can be far more valuable than simply increasing lead numbers. If you're a franchisor looking to improve your sales systems, reduce repetitive admin, and get more value from the leads you're already generating, this episode is for you. In This Episode Why scaling a franchise requires automation What repetitive franchise sales tasks can be automated Why speed-to-lead matters when a new enquiry comes in Using a CRM to manage and move franchise prospects through the pipeline How to automatically qualify leads before your sales team calls About Our Guest Jordan Bailey is the founder of Biz Automate and has worked in the AI and automation space for approximately two years. Before starting his business, Jordan spent six to eight years working in project management at ANZ's head office, alongside an earlier career that included working in hospitality and as a musician. 📌 Connect with Susana Hands Learn more about franchising and working with Susana: Websites: https://susanahands.com.au/ and https://franiqbiz.com/

  6. Sep 5

    #15: How to Attract Your Ideal Franchisee

    Are you marketing your franchise to everyone and wondering why the right franchisees aren't coming through? In Episode 15 of Let's Talk Franchising, Susana Hands breaks down how franchisors can attract better-quality franchise candidates before they even make their first inquiry. It starts with knowing exactly who your ideal franchisee is. Susana explains how to build a clear franchisee avatar based on values, lifestyle, work ethic, financial readiness, and the characteristics already shared by your most successful franchisees. She also explores why your founder story and personal brand matter, how short-form video and franchisee stories can build trust, and why prospects should already understand your brand, investment level, expectations, support, and sales journey before speaking with your sales team. From organic content and referral programs to franchise expos, lead nurturing, information hubs, and transparent franchise information, this episode gives franchisors a practical roadmap for attracting the right people and allowing the wrong ones to self-select out. If you want to spend less time chasing unqualified leads and more time speaking with serious franchise candidates, this episode is for you. In This Episode How to define your ideal franchisee profile What your top-performing franchisees can teach you about recruitment Why different franchise models attract different types of buyers How to create a one-page ideal franchisee avatar Why people buy into the founder and the vision behind the brand How founder stories can become powerful franchise marketing assets Why short-form video should be part of your franchise recruitment strategy The value of showing a day in the life of a franchisee Why consistency matters more than perfectly produced content 📌 Connect with Susana Hands Learn more about franchising and working with Susana: Websites: https://susanahands.com.au/ and https://franiqbiz.com/ Connect with Susana on socials:  LinkedIN: https://www.linkedin.com/in/susana-hands-the-franchise-lady Facebook: https://www.facebook.com/suz.hands  Instagram: https://www.instagram.com/susanahands_/

  7. Aug 29

    #14: Inside Jim’s Group: 25 Years of Franchising, Growth & Franchisee Support with Bill Cobanoglu

    What does it take to spend 25 years in franchising and still have the same excitement for the business as when you started? In this episode of Let's Talk Franchising, Susana Hands sits down with Bill Cobanoglu, a long-time leader within Jim’s Group, to explore his journey from buying his first cleaning franchise to overseeing hundreds of franchisees across Australia and New Zealand. Bill shares how he went from working at Apple and knowing very little about franchising to building a cleaning franchise, becoming a franchisor, and eventually taking responsibility for Jim’s Laundry. Today, he looks after approximately 240 cleaning franchisees and has helped grow Jim’s Laundry to nearly 180 mobile laundry franchises. Throughout the conversation, Susana and Bill explore what makes the Jim’s franchise model different, why regional franchisors can play such an important role in maintaining support as a network grows, and why franchise growth needs to be balanced with strong operations and franchisee support. They also discuss franchise recruitment, hands-on training, marketing, accountability, mentorship, customer service, and why genuine relationships and trust can be more powerful than simply trying to “sell” a franchise. Whether you're an established franchisor, growing your franchise network, or considering buying a franchise yourself, this episode offers practical lessons from 25 years of real-world franchising experience. In This Episode Bill’s 25-year journey from franchisee to franchisor How he went from working at Apple to joining Jim’s Group Growing from a cleaning franchisee to overseeing approximately 240 cleaning franchisees How Jim’s Laundry grew to nearly 180 mobile laundry franchises The difference between divisional and regional franchisors About Our Guest Bill Cobanoglu has been part of Jim’s Group for 25 years, building his career from franchisee to franchisor and divisional leader. After previously working for Apple, Bill entered franchising in 2001 by purchasing a cleaning franchise despite initially knowing very little about the franchise model. After successfully growing his own business, he moved into franchising, taking responsibility for supporting franchisees, developing regions, running team meetings, and growing the network. 📌 Connect with Susana Hands Learn more about franchising and working with Susana: Websites: https://susanahands.com.au/ and https://franiqbiz.com/ Connect with Susana on socials:  LinkedIN: https://www.linkedin.com/in/susana-hands-the-franchise-lady Facebook: https://www.facebook.com/suz.hands  Instagram: https://www.instagram.com/susanahands_/

  8. Aug 22

    #13: Why Franchisors Fail at Selling Their Franchise

    You can have the right legal documents, a strong operations manual, polished marketing collateral, and a proven business model, but that doesn't automatically mean you know how to sell a franchise correctly. In this episode of Let's Talk Franchising, Susanna shares the story of a franchisor who received a confronting email from a new franchisee just six weeks after opening: "This is not what I thought I bought into." The franchisor hadn't intentionally misled the franchisee. The problem was the gap between having a franchise that's properly built and having a structured, compliant process for selling it. Susanna breaks down how passion and enthusiasm can lead franchisors to overpromise or create expectations they never intended to create. She also explains why verbal conversations matter, why documenting every interaction is critical, and how discussing the performance of an established corporate location can easily be misunderstood by someone opening a brand-new franchise. The episode also explores what happened when the relationship started to break down. Instead of immediately becoming defensive or escalating the situation into a legal battle, Susanna helped both sides identify what was really underneath the conflict. What the franchisee needed wasn't necessarily a way out. They wanted to feel heard, supported, and given a realistic plan for moving forward. In this episode: Why telling a prospective franchisee the truth isn't the same as selling the franchise correctly The gap between building a franchise and learning how to sell one How passion can unintentionally lead to overpromising and unrealistic expectations Why franchisors need to be careful when discussing financial performance and corporate store results The importance of documenting phone calls, emails, disclosures, and prospect conversations 📌 Connect with Susana Hands Learn more about franchising and working with Susana: Websites: https://susanahands.com.au/ and https://franiqbiz.com/ Connect with Susana on socials:  LinkedIN: https://www.linkedin.com/in/susana-hands-the-franchise-lady Facebook: https://www.facebook.com/suz.hands  Instagram: https://www.instagram.com/susanahands_/

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Lets Talk Franchising is your go-to source if you’re considering franchising your business, working to sell more franchises, or simply want to master the franchise space. Each episode delivers actionable insights, expert advice, and real-world strategies to help you grow, sell, and succeed in franchising - avoiding common pitfalls along the way. Subscribe now to get smarter, faster, and stronger in franchising.

Information

  • Creator
    Susana Hands
  • Years Active
    2026
  • Episodes
    21
  • Rating
    Clean
  • Copyright
    © Copyright 2026 All rights reserved.
  • Show Website
    Let’s Talk Franchising