Episode 421: How to Vet a Franchise Deal with Matt Stevens

Matt Stevens walked away from his first closing table controlling two duplexes, having put nothing down, holding a check for forty seven hundred dollars. That deal taught him that things he assumed were impossible were actually available to him, and it started a career built on reading structure before reading price.

Known as The Franchise Guy, Matt has more than 30 years in the franchise industry and has sat in nearly every seat at the table. He has been a franchisee, a franchise coach, a franchisor, and now a franchise consultant. He was rookie franchisee of the year, turned around struggling divisions, and served as a board member and partner inside a two billion dollar franchise group.

WHAT YOU'LL LEARN:

How to evaluate a franchise opportunity beyond the investment number, why first rights of refusal have essentially disappeared from franchise agreements, how territory math changes the economics of multi-unit ownership, the behavioral due diligence most candidates never perform on themselves, and where the real growth is happening in franchising right now.

MATT'S JOURNEY:

Matt got into franchising by reading an advertisement on a hallway wall at Wake Forest University. He joined the business that became CertaPro Painters when there were only 67 operators across Canada, New England, and the Mid-Atlantic. The deal had a zero dollar investment to get in and a 25 percent royalty on the back end, a trade both sides made deliberately. He spent about ten years in that system, moving from operator to coach to the franchisor side.

Before franchising, Matt spent nearly two decades in rental property, building to 14 units before selling his last property in 2017. Over one six year stretch in franchising, he found, recruited, signed, trained, and mentored 167 franchise owners across nine states in a single system. Today he helps candidates cut through franchise marketing using non-public research on franchisors, their development teams, and their existing owners.

KEY INSIGHTS:

Every piece of human behavior is driven by inputs and outcomes rather than rationale or common sense. Matt was frustrated by several franchisor decisions when he was an owner. Once he became a franchisor, those same decisions made complete sense. His advice to candidates is to assume every rule exists for a reason and to ask why.

First rights of refusal on territory used to be common in franchising and are now essentially gone. Matt's read is that the only reason a franchisor offers