You Don’t Need to Be the Expert to Own a Franchise

Insights from a Nationwide Franchise Investor Survey Every year, an independent marketing and lead-generation organization within the franchise industry conducts a large annual survey to understand what truly motivates people to explore business ownership. The most recent results, published in October 2025 , offer a clear and compelling picture of today’s aspiring entrepreneurs — and confirm what I hear every week in conversations with professionals considering what’s next. Despite differences in age, background, and career stage, one theme consistently rises to the top: people want more control over their future. Who Is Exploring Franchise Ownership Today? With Baby Boomers retiring in record numbers and Gen-X and Millennials now representing the largest share of franchise investors, business ownership is no longer limited to one generation or life stage. What unites them? A shared desire to: Reduce dependency on employers Gain more autonomy Build something they truly own In short: control their own destiny. The Top Motivations for Business Ownership Survey participants were asked: “Why do you want to own your own business?” (Multiple answers were allowed.) Here’s how the responses ranked — and what they tell us. 1. Be My Own Boss (85.2%) This remains the c lear and dominant motivator — and has for years. Not income. Not flexibility. Not even lifestyle. The strongest driver is autonomy. People want: Control over decisions Freedom from corporate politics Ownership over their time and direction More than anything, they want to stop feeling like their future is dictated by someone else’s priorities. 2. Income Potential (65.7%) Income remains a strong second — particularly in a time marked by: Layoffs and restructurings Salary caps Rising cost of living However, it’s telling that financial upside ranks behind independence. For many, income potential is about security as much as growth. 3. Side Business to Supplement Income (44.4%) For the first time , this motivation moved into third place — overtaking lifestyle rewards. This shift suggests growing interest in: Semi-absentee or part-time ownership Shared ownership models Lower-risk entry points into entrepreneurship Retaining an existing income stream while building equity In uncertain economic times, many people prefer a measured, strategic path into ownership rather than an all-or-nothing leap. 4. Lifestyle Rewards (42.6%) While still important, this motivation dropped from 47.1% in late 2024. Lifestyle rewards typically include: Working from home Flexible schedules Seasonal or locally focused businesses The pandemic proved that flexibility can work — even as many employers have enforced “back to office” mandates. As a result, work-life balance remains a priority, just no longer the primary driver. 5. Tired of Climbing the Corporate Ladder (28.2%) Nearly one-third of respondents cited fatigue with corporate life. This reinforces something I see consistently: many aspiring business owners bring significant professional experience , leadership skills, and maturity — they’re not running from work, they’re moving toward something more fulfilling. What These Results Really Tell Us Most people exploring business ownership today are not chasing a fantasy. They are looking for: Greater control Stability and optionality A smarter long-term strategy A business that fits their life — not the other way around That’s why the right business matters far more than any business. Where Guidance Matters Most With thousands of franchise and business options available, the challenge isn’t access — it’s clarity. Understanding: Why you want ownership What role you want the business to play in your life How much risk you’re comfortable taking What structure fits your current reality These answers shape everything that follows. My role as a consultant is to help people cut through the noise, align opportunity with intention, and determine whether business ownership makes sense — and if so, what kind of ownership actually fits. Final Thought If any of the motivations above resonate with you, you’re not alone — and you’re asking the right questions at the right time. The goal isn’t just to own a business. It’s to own the right one , for the right reasons.

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