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.

Episodes

  1. 3h ago

    #10: Building a Profitable Franchise Starts with Knowing Your Numbers with Trudy Heins

    Can you really build a successful franchise if you don't understand your numbers? In this episode of Let's Talk Franchising, Susana Hands sits down with Trudy Heins, business coach and strategist, to explore one of the most overlooked drivers of franchise success: financial clarity. Drawing on more than 36 years of experience in finance, business strategy, and coaching franchisees, Trudy shares why understanding your numbers, developing a CEO mindset, and making commercially sound decisions are essential for long-term business growth. Together, they discuss everything from unit economics and profitability to leadership, hiring, franchisee support, culture, and the importance of seeking expert advice before problems arise. Whether you're a franchisor, franchisee, or business owner looking to scale, this episode is packed with practical strategies to help you build a more profitable, sustainable business. In This Episode Why every business owner must understand their numbers Developing the CEO mindset as a franchisee The importance of unit economics and profitability Why coaching accelerates business growth Helping franchisees create clear business goals Building a culture that supports long-term success Hiring the right people and avoiding costly recruitment mistakes Knowing when it's time to outsource and grow your team Understanding lead generation through return on investment Why local marketing matters, even inside a franchise system The essential ingredients of building a successful business How franchisors can better support their franchisees Key Takeaways If you don't know your numbers, you can't confidently grow your business. A successful franchisee thinks like a CEO—not an employee. Revenue is important, but profitability is what creates sustainable businesses. Coaching isn't just about accountability—it's about making better business decisions. Strong business culture starts with leadership from the top. Hire people who complement your strengths rather than mirror them. Invest your time where it creates the greatest return. Measure your marketing so you know what's working—and stop wasting money on what isn't. Great franchisees take responsibility for their own success while leveraging the support available. Long-term business success comes from clarity, awareness, passion, stamina, and commercial discipline. About Our Guest Trudy Heins is a business coach and strategist with more than 36 years of experience in finance and business, including three decades as a Certified Financial Planner. She has built and sold multiple businesses and has worked with organisations including GIO, Perpetual, major Australian banks, and boutique professional firms. Having coached franchisees inside one of Australia's largest franchise networks, Trudy specializes in helping business owners develop the commercial discipline, financial confidence, and strategic thinking needed to build profitable, sustainable businesses. She also works as a fractional business advisor, providing ongoing strategic coaching and commercial oversight to businesses looking to scale without the cost of a full-time executive. Based in Queensland, Australia, Trudy works with clients globally. 📌 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_/

    #10: Building a Profitable Franchise Starts with Knowing Your Numbers with Trudy Heins

  2. Jul 12

    #9: Lessons from the Front Lines of Franchising with Greg Rips of Third Wave

    What happens when a successful business owner decides to franchise—and discovers it's a completely different business? In this episode of Let's Talk Franchising, Susana Hands sits down with Greg Rips, Founder and Franchisor of Third Wave, to discuss the realities of scaling a restaurant brand through franchising. From growing a single café into a nationally recognized brand to building franchise systems from the ground up, Greg shares the hard-earned lessons that every franchisor needs to hear. Together, they explore the challenges of training franchisees, creating operational systems, generating quality franchise leads, hiring the right people, and why building a successful franchise requires far more than simply replicating a successful business. Whether you're preparing to franchise your business or already growing a franchise network, this episode offers practical insights from someone actively building one of Australia's fastest-growing hospitality brands. In This Episode Greg's journey from a single café to franchising Third Wave Why franchising is a completely different business from operating a restaurant The biggest surprises Greg encountered as a new franchisor Why "common sense" isn't common for new franchisees The importance of stronger onboarding, training, and operational readiness How to balance corporate stores with franchise growth Building a franchise system through continuous learning The role of social media in generating franchise leads Why passion and brand strength matter more than aggressive sales The truth about franchise marketing agencies and lead generation How to qualify better franchise candidates Greg's vision for expanding Third Wave internationally About Our Guest Greg Rips is the Founder and Franchisor of Third Wave BBQ, one of Australia's most recognized American-style barbecue restaurant brands. Since launching the business in Melbourne in 2010, Greg has transformed a small café into a thriving multi-location franchise known for its immersive dining experiences, creative menu innovations, and powerful social media presence. With millions of followers across digital platforms and hundreds of millions of monthly video views, Greg has built more than just a restaurant—he's built a brand that combines exceptional food, unforgettable customer experiences, and scalable business systems. As Third Wave continues its expansion across Australia and prepares for international growth, Greg remains focused on refining franchise operations, supporting franchisees, and creating a business designed for long-term success.   📌 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_/

    #9: Lessons from the Front Lines of Franchising with Greg Rips of Third Wave

  3. Jul 5

    #8: Behind Australia’s Leading Kids Multi-Sport Franchise With Danie O'connor

    What does it really take to build a franchise network that lasts for more than a decade? In this episode of Let's Talk Franchising, Susana Hands sits down with Danie O'connor, Co-Owner of Ready Steady Go Kids, to discuss her journey from franchisee to franchisor, the lessons she's learned growing a national franchise network, and the realities of supporting franchisees for long-term success. From choosing the right franchise partners to creating strong support systems, investing in technology, and building a thriving franchise community, Danie shares practical insights that every current and aspiring franchisor can learn from. Whether you're launching your first franchise or scaling an established network, this conversation is packed with real-world experience and actionable advice. In This Episode Danie's journey from franchisee to franchise owner The biggest lessons from growing Ready Steady Go Kids Why choosing the right franchisees matters more than selling more franchises Supporting new franchisees without creating dependency The importance of mentorship within a franchise network Why systems and technology are essential for scaling How conferences strengthen franchise culture Common myths about owning a franchise The value of transparency during the franchise sales process Building trust through better communication and support 📌 Connect with Susana Hands Learn more about franchising and working with Susana: Websites: https://susanahands.com.au/ 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. Jun 27

    #7: Why Your Information Session Isn’t Converting

    You're getting people to attend your franchise information sessions—but they're not taking the next step. If prospects leave saying, "I'll think about it," instead of booking a fit call, submitting an application, or placing a deposit, the problem isn't your opportunity. It's how your information session is designed. In this episode of Let's Talk Franchising, we break down why most information sessions educate instead of convert. You'll learn how to structure a session that creates clarity, builds certainty, filters out time-wasters, and moves serious buyers confidently through your franchise sales process. Whether you're running discovery calls, virtual information sessions, or live franchise events, this episode will help you turn interested prospects into committed franchisees. In This Episode Why information sessions should be decision sessions—not education sessions The difference between tourists, comparers, and closers How to structure a presentation that builds certainty Why your brand story shouldn't be the opening act The conversion formula: Certainty = Proof + Pathway How to guide your Q&A without losing control of the room The 48-hour follow-up system that keeps momentum alive A proven 60-minute framework for high-converting franchise information sessions Key Takeaways Your audience cares more about where they can go than where your company came from. The highest attention span in any presentation happens at the beginning—don't waste it. Keep your origin story as supporting credibility, not the main event. Great information sessions follow a clear structure that moves prospects toward a decision. A presentation without a clear progression won't consistently convert attendees into 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_/

  5. Jun 20

    #6: Lessons in Franchising, Leadership, and Legacy with Jim Penman

    What does it take to build one of Australia's most recognised franchise brands from the ground up? In this episode of Let's Talk Franchising, Susana Hands sits down with Jim Penman, founder of Jim's Group, for a candid conversation about the journey from a one-man gardening business to a nationwide franchise network with thousands of franchisees. Jim shares the mistakes, lessons, and philosophies that have shaped his approach to franchising over the past five decades. From selecting the right franchisees and building strong support systems to creating a culture where franchisees have a genuine voice, this episode offers a rare behind-the-scenes look at how one of Australia's largest franchise networks operates. The conversation explores why continuous improvement matters more than perfection, the role of leadership in building trust, and how franchisors can create systems that genuinely support franchisee success. Beyond franchising, Jim also shares his thoughts on business ownership, health, housing affordability, personal responsibility, and the importance of building a legacy that lasts beyond the founder. Whether you're a franchisor, franchisee, business owner, or someone considering franchising for the first time, this episode is packed with practical insights, strong opinions, and valuable lessons from someone who has spent decades building and evolving a franchise network. In This Episode, We Cover How Jim's Group grew from a small gardening business into a franchise powerhouse The biggest mistakes Jim has made throughout his business journey Why continuous improvement is the key to long-term success How Jim's Group supports franchisees through training, coaching, and systems The importance of selecting the right franchisees from the start Why franchisees should have a strong voice within a franchise network How Jim protects franchisees and holds franchisors accountable The role technology and systems play in franchise growth Common misconceptions about franchising and franchise ownership Why community and personal relationships matter in business Jim's thoughts on leadership, legacy, and the future of Jim's Group 📌 Connect with Susana Hands Learn more about franchising and working with Susana: Websites: https://susanahands.com.au/ 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_/

    #6: Lessons in Franchising, Leadership, and Legacy with Jim Penman

  6. Jun 14

    #5: What Franchise Buyers Are Really Looking For Before They Commit

    Most franchise buyers are not looking for the most exciting brand. They are looking for the brand that feels the safest to trust with their money, time, and future. In this episode of Let’s Talk Franchising, Susana Hands unpacks what is really going through a buyer’s mind before they commit to a franchise opportunity and why so many promising conversations quietly lose momentum. From trust and support to proof, systems, and brand credibility, Susana shares the patterns she consistently sees in franchise sales conversations and the hidden concerns buyers are often too hesitant to say out loud. This episode is especially valuable for franchisors who are getting interest but struggling to move prospects from “thinking about it” to making confident decisions. If you have ever wondered why some buyers move quickly while others disappear after great calls, this conversation will give you a completely different perspective on what people are actually looking for before they say yes. In This Episode, We Cover What franchise buyers are really evaluating before they commit The hidden concerns prospects rarely say out loud Why trust matters more than excitement during the sales process The role support and systems play in buyer confidence What buyers pay attention to when researching a franchise brand Why proof and clarity create stronger franchise conversations Common mistakes that quietly create hesitation How uncertainty impacts franchise sales decisions 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. Jun 6

    #4: The Growth Engine Behind Jim’s Group with Joel Kleber

    In this episode of Let's Talk Franchising, Susana Hands sits down with Joel Kleber, Chief Marketing Officer of Jim's Group, Australia's largest franchise network, to explore how content, transparency, and consistency have helped fuel the growth of one of the country's most recognised franchise brands. Joel shares the story behind Jim's Group's shift from traditional franchise marketing to a content-first approach that now generates thousands of franchise enquiries every year. From podcasts and video content to founder branding and franchisee stories, he explains why trust has become one of the most valuable assets a franchise brand can build. The conversation challenges many of the traditional recruitment methods still used across the franchising sector and explores why modern buyers are researching more, asking different questions, and expecting greater transparency before making a decision. Whether you're an emerging franchisor, an established franchise brand, or simply looking for new ways to improve recruitment and conversions, this episode offers practical insights into what is actually working right now. If you've ever wondered how to attract better franchise candidates, build stronger trust, and create a recruitment process that feels more natural and less sales-driven, this is an episode you won't want to miss. In This Episode, We Cover Why Joel believes most franchise brands have a trust problem, not a lead problem How Jim's Group grew from 3,600 to more than 5,800 franchisees The role founder branding plays in franchise recruitment Why content has become one of the most powerful trust-building tools in franchising How podcasts and long-form content influence franchise sales The biggest mistakes emerging franchise brands make when marketing their opportunity Why transparency matters more than ever in today's franchise market The difference between creating content and creating trust What franchise buyers are actually looking for before they enquire How franchisors can start creating content without a large budget Joel's thoughts on NDAs, recruitment processes, and buyer research The platforms franchise brands should focus on right now 📌 Connect with Joel Kleber Website: https://franchisemarketer.co/ LinkedIn: https://www.linkedin.com/in/joelkleber/  📌 Connect with Susana Hands Learn more about franchising and working with Susana: Websites: https://susanahands.com.au/ https://franiqbiz.com/ Connect with Susana on socials: LinkedIn: https://www.linkedin.com/in/susana-hands-the-franchise-lady%C2%AE-5b8a8210a/ Instagram: https://www.instagram.com/susanahands_/

  8. May 31

    #3 - What Makes a Franchise Opportunity Look Risky (And How to Fix It Fast)

    A lot of franchise owners assume buyers walk away because of price. But more often than not, buyers walk away because something about the opportunity does not feel certain enough to move forward with. In this episode of Let’s Talk Franchising, Susana Hands dives into the hidden reasons franchise opportunities can feel risky to potential buyers, even when the business itself is strong. From unclear messaging and inconsistent support to the subtle red flags that quietly create hesitation during the sales process, Susana unpacks what prospects are really looking for when they are deciding whether to trust a franchise brand with their time, money, and future. This conversation is especially important for business owners who are getting leads but struggling to convert them, hearing “I need to think about it” too often, or watching interested prospects suddenly disappear after initial conversations. Inside the episode, Susana shares practical insights into how buyers assess risk, what creates confidence during the franchise journey, and why small gaps in clarity can have a bigger impact on sales than most franchisors realise. If you want your franchise opportunity to feel stronger, more credible, and easier for the right buyers to say yes to, this episode will give you plenty to think about. In This Episode, We Cover Why buyers often walk away without telling you the real reason The hidden signals that make a franchise opportunity feel risky Common mistakes that quietly damage buyer confidence What prospects are actually looking for during the sales process Why clarity and consistency matter more than most franchisors realise The role support systems play in building trust How uncertainty shows up during franchise conversations Practical ways to make your opportunity feel stronger and more credible The difference between generating leads and creating real buyer confidence Simple shifts that can help reduce hesitation and improve conversions 📌 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 - What Makes a Franchise Opportunity Look Risky (And How to Fix It Fast)

  9. May 24

    #2 - Avoiding the Biggest Franchise Legal Pitfalls with Emma Jervis of Magnolia Legal

    In this episode of Let’s Talk Franchising, Susanna Hands sits down with franchise lawyer Emma Jervis, founder of Magnolia Legal, to unpack the legal realities most franchisors underestimate when growing a franchise network. With more than a decade specialising in franchise law, Emma shares the biggest legal mistakes she sees franchisors make, the hidden risks behind franchise recruitment conversations, and why seemingly harmless promises around financial performance can quickly turn into serious legal disputes. Together, Susanna and Emma dive into the difference between franchise systems and license models, what franchisors often get wrong when scaling too quickly, and why strong franchisee relationships are often the best protection against legal conflict. This episode also explores the importance of disclosure documents, operations manuals, compliance systems, breach notices, franchise mediation requirements, and why legal foundations should never be treated as an afterthought. Whether you're preparing to franchise your business, already scaling a network, or trying to avoid expensive legal mistakes before they happen, this episode gives a practical behind-the-scenes look at what sustainable franchise growth actually requires. In This Episode: The #1 legal mistake franchisors make during franchise sales Why financial promises can become million-dollar disputes The difference between a license model and a franchise model What franchisors underestimate before scaling Why franchise relationships matter more than most realise The legal risks of growing too quickly What should actually be included in operations manuals How disclosure documents can protect or hurt a franchise brand What mediation disclosures now mean for franchisors Common mistakes franchisors make with breach notices Why compliance systems matter long term The importance of ethical franchise growth Connect with Emma Jervis: LinkedIn: https://www.linkedin.com/in/emma-jervis-78345636/  Instagram: https://www.instagram.com/magnolialegalfirm  Website: https://www.magnolialegal.com.au/ 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_/

  10. May 17

    #1 - Why You’re Not Selling Franchises (And What’s Actually Causing the Stall)

    If your franchise is not selling right now, it is easy to assume the market is slow or that the leads are not serious. But most of the time, that is not the real issue. In this episode of Let’s Talk Franchising, Susana Hands breaks down what is actually happening behind stalled franchise sales and why not selling is usually a symptom of something deeper in your system. With more than 15 years of experience as a franchisee, multi-site owner, and franchisor, Susana shares the patterns she sees across franchise brands that struggle to convert. From unclear positioning to weak messaging, poor lead quality, and inconsistent follow up, the problem is rarely just one thing. It is usually friction across the entire process. You might already be seeing the signs. Prospects disappear after the first call Leads ask for more information but never take the next ste People show strong interest, then go quiet Instead of guessing what is wrong, this episode helps you step back and diagnose where the breakdown is actually happening. You will learn how to identify whether the issue is your lead flow, your messaging, your sales process, or your offer, and what to do next once you see it clearly. Susana also walks through practical ways to strengthen your system so it supports consistent sales. In This Episode, We Cover Why stalled franchise sales are usually a system issue, not a market issue The difference between interest and real conversion The key questions to diagnose where your sales are breaking down How to improve your positioning so you stand out Why unclear messaging leads to lost opportunities How weak follow up quietly costs you deals What a clear and structured sales process looks like How to reduce buyer hesitation in an ethical way 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_/

  11. Season 1 Trailer

    Why Most Franchise Businesses Fail Before They Even Start

    So many great businesses do not struggle because their product is not good enough. They struggle because they move into franchising too early, without the right foundations, support, or strategy behind them. Welcome to Let’s Talk Franchising with The Franchise Lady. This podcast is here to give you honest conversations, practical guidance, and real lessons from inside the world of franchising. With more than 15 years of experience as a franchisee, multi-site owner, and franchisor, I’ve seen what works, what does not, and what truly helps a franchise brand grow the right way. I’ve also helped generate and close over $38.5 million in franchise sales across Australian and international brands. As the author of The Optimal Franchise System, I’m passionate about sharing the lessons, mistakes, and insights that can save others time, stress, and money. Each episode is designed to help you build with confidence and scale with clarity. If you are ready to franchise smarter, hit follow and subscribe

Trailer

About

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
    11
  • Rating
    Clean
  • Copyright
    © Copyright 2026 All rights reserved.
  • Show Website
    Let’s Talk Franchising

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