Whose side I am on

Most people a franchise buyer talks to are paid when the buyer signs: brokers, "free" consultants, development reps. I am not. I represent the buyer. I read the full Franchise Disclosure Document the way a careful owner should, line by line, and I tell you what it reveals and, more importantly, what it leaves out.

Background

I am a former VP of Marketing and the founder of Digilu, a trust-focused marketing agency. I spent years on the brand side learning how attractive a business can be made to look on paper. That is exactly why I built a tool that grades transparency instead of profitability: the gap between how good a franchise looks and how openly it discloses is where buyers get hurt.

My one rule

I never opine on how much money you will make, because no one honestly can. I tell you how transparent the franchisor is, what is missing, and the exact questions to put to them and to your attorney before you commit a dollar.

What a deeper evaluation includes

  • A full read of the current FDD, all 23 items, by a buyer-side analyst.
  • The Franchise Transparency Score with every factor explained against the actual document.
  • Any Item 19 earnings disclosure reported verbatim and attributed, never recomputed or projected.
  • A litigation and owner-turnover read: the patterns a brochure will never show you.
  • A written list of the specific questions to ask the franchisor and your attorney.

A deeper evaluation is informational and is not legal, tax, or financial advice. It does not replace your own franchise attorney and accountant, and we will always tell you to retain them.

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