If you look at the wealthiest people in the world, they almost always get there through business ownership or real estate. The only real exceptions are athletes and entertainers—and let’s be honest, that’s not a realistic path for most of us.



We talk about real estate a lot here and through deal flow in our investor club. But today I want to focus more on business ownership.



One way in is to start a business from scratch. I’ve done that a few times—sometimes it worked out really well, other times it was a total disaster. That’s the reality of startups. They require a certain wiring, an appetite for risk, and the ability to move forward without much of a safety net. It’s harder to do when you’re 52, have three kids heading to college and alimony to pay.



Another option is to buy an existing business. The advantage here is that you’re stepping into something that has already worked, which gives you confidence in the viability of the business. But it’s not without risks. Some businesses depend heavily on key people or relationships that don’t transfer, and the ones that truly run themselves tend to be very expensive and often out of reach.



The third option is franchising. It’s not risk-free either, but it does give you a roadmap. If you’re the type who can follow a proven system, your chances of success go way up. You’re not starting from scratch—you’re plugging into a model that’s already been tested and supported. For people who don’t necessarily have the renegade startup personality but want more than just a paycheck and index funds, franchising can be a great fit.



We’ve talked about franchises before, but this week’s episode brings a fresh perspective from someone focusing on non-food franchises. I think you’ll find it really interesting.



Transcript



Disclaimer: This transcript was generated by AI and may not be 100% accurate. If you notice any errors or corrections, please email us at phil@wealthformula.com.



 We've seen so many real estate investors saying, where's another tax advantaged alternative investment that I could participate in? More and more of them are migrating over to franchising. So that's been a huge trend I would say.



Welcome everybody. This is Buck Joffrey with the Wealth Formula Podcast. Coming to you from Montecito, California. And, uh, before I begin, I wanna remind you that there is something called wealth formula.com. It is the home base of the Wealth Formula Podcast. So if you want to, uh, go check that out, check out the resources.



One of the things you can do there is sign up for the, uh, credit investor club, AKA investor club. See, uh, opportunities gill flow that you might not otherwise see because they are private. As we get here later in the year, more and more opportunities particularly for, uh, potential tax mitigation, lots of real estate, uh, some other, uh, real asset funds that I think you may want to, you may wanna learn about.



So go to wealth formula.com, sign up and um, get onboarded. This is a little building a little bit on, uh, last week, uh, when we talked about, you know, how the wealthiest people in the world. Typically, unless you're like an entertainer or a professional athlete or whatever, uh, you're typically going to get there through business ownership or real estate.



Right? Of course, we talk about real estate here a lot and we have a lot of opportunities coming through on, um, on uh, investor club. But you know, today I wanna focus more on that whole business ownership concept because I think it's something that probably more people could be involved with. Um, you know, but if you do wanna be in business, so there are a few different options, right?



So one is to start a business from scratch. I've done that a few times and I'll tell you sometimes it's worked out really, really well. And other times it was a total disaster. But that's a reality of startups. Um, they require certain. Wiring too. I mean an appetite for risk and the ability to kind of move forward without much, much of a safety net.



By the way, speaking of safety net, it's much harder to do when you're 52 and I have three kids heading to college in alimony to pay, by the way, ask me how I know that. Anyway, another option if you're interested in a world of business, is to buy an existing business. The advantage here is that you're.



Stepping into something that already has worked, which gives you confidence in the viability of that business, right? I mean, it's a little bit, uh, if something's been around for a few years, for 10 years, well that's a pretty good chance you could keep it going. But it's not without risk because some businesses depend heavily and key people or relationships, uh, relationships that might not transfer.



And then there are, you know, businesses that can truly run themselves out there too. Those are great to buy. The only problem is they tend to be very, very expensive and out of the reach for people. So the third option, um, and I'm sure there are others too, but the third option I'm gonna talk about, again, we've talked about it before, it's franchising, right?



It's not risk free either, but it does give you a roadmap, you know, if you're the type who can follow a proven system. Your chances of success go way up. Right. So, and this is actually an interesting thing 'cause I, I think about the types of people who listen to the show and a lot of, a lot of you are highly successful students.



So a franchise is kind of a interesting way to look at, you know, business because then you're basically studying what other people have already done and you're mastering it and you're already really good at that. You're not starting from scratch, you're plugging into a model that's already. Been tested and supported.



So, you know, for people who don't necessarily have that, you know, have the renegade startup personality, but wanna. Want more than just a paycheck in index funds, franchising can potentially be a really great fit. And again, like we talked about before, if you get into this world, I mean, there's people who own tons of franchises who end up becoming really rich.



Um, just because, you know, they can sell like a bunch of them and, uh, you know, and stack 'em up and, and get 'em going. Uh, but again, we've talked about franchises before. Uh, I just wanted to make sure this is sort of, again, on your radar as an option. Uh, so this week's episode is kind of bringing a, a perspective from a, a guy who's an expert in non-food franchises, and we'll have that, uh, interview right after these messages.



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It's a refined strategy used by some of the wealthiest families in history, and it uses century old rock solid insurance companies as its backbone. Turbocharge your investments. Visit Wealth formula banking.com. Again, that's wealth formula banking.com. Welcome back to the show, everyone. Today. My guest on Wealth Formula podcast is Jon Ostenson , uh, CEO of Fran Bridge Consulting, and one of the nation's, uh, top experts in non-food franchising.



He's a former franchise president of Fortune 500 Executive, and now a bestselling author and consultant who helps investors build semi passive income through scalable businesses. Welcome to the show, Jon. Hey, buck, excited to be here. Yeah. And uh, uh, apparently Jon is a listener of the show too, so that's, uh, that's helpful.



He kind of knows what we're we're about and what we talk about in the show, so that's, that's great. Um, Jon, uh, you've been a, I guess a Fortune 500 executive of franchise President, uh, and now you run your own consulting firm. Uh, how did that journey bring you to, uh, you know, focus specifically on non-food franchising?



You know, buck, I like so many others, you know, when they hear the F word franchise, you know, immediately thought fast food. And uh, and I spent many years in the corporate world, had a great run, but franchising was not on my radar 'cause I didn't want anything to do with food. And uh, really it was when I had the opportunity about eight or nine years ago to step in as president of Shelf Genie franchise system that I realized, hey, there's a whole world of franchising outside of fast food.



And um, you know, I really fell in love. With the franchise model through that experience and just saw how all these diverse backgrounds could come together under a shared system of support and become successful business owners. Long story short, ended up becoming a franchisee myself of a number of different brands, still am today.



And, um, started my consulting practice about six years ago to help others get plugged in. And, and I'll start by saying, we've got nothing against the food guys. We, we need them. But, uh, in my humble belief, there's simply easier ways to make money. And I'm happy to go into the reasons why. Yeah, why don't, why don't you kind of tell us a little bit about that?



I mean, I mean, just the differences and you talk specifically about sort of specializing this non, uh, food world. I mean, what. What's the big difference there? Yeah. You know what? You can do really well with food if you're in with one of the big brands. But, you know, oftentimes if you get in with a smaller one,