Entrepreneurial Spirit
Beth Butler’s career path has been anything but conventional. From serving in the U.S. Air Force to becoming a powerhouse in the franchising world, her professional life has been defined by bold moves, an entrepreneurial spirit, and a deep commitment to helping others find their own success.
“I began my career in franchising in 1988, right after leaving the U.S. Air Force, when I went to work for a staffing franchisee,” she noted. “I quickly caught the ‘franchise bug’ after being offered a sweat equity partnership in a new branch.”
That initial spark led to the purchase of a struggling location, and eventually the acquisition of rights to the Southern California market for a then-emerging home staging franchise. At the time, home staging was a novel concept, but Butler saw its potential and helped pioneer its growth into a standard practice in real estate.
By 2018, after selling her final territory, Butler pivoted once again – this time stepping into the role of Franchise Sales Director for Merle Norman Cosmetics. The move expanded her expertise across both established and emerging franchise brands, setting the stage for her next chapter.
“During the pandemic, I decided to explore franchise consulting and quite honestly after owning my own business for most of my adult life I realized Corporate America wasn’t for me,” Butler said.
She partnered with FranServe, drawn to its woman-led leadership under Alesia Visconti and its strong support for veterans – values that resonated deeply with her own experience. Her sister, Kay Conely, joined her in the venture part-time, with plans to go full-time in the near future.
Today, Butler thrives as CEO and franchise consultant at her firm, Franchise Butler, describing her role as a “matchmaker” between people and their ideal business. “Helping aspiring entrepreneurs and existing business owners find a franchise that fits their personality, goals, and investment level is incredibly rewarding,” she says. “Seeing someone light up when they realize, ‘This is it!’ is the best part.”
With over five years at FranServe – three of them full-time – Butler has developed a process that’s as personal as it is strategic. She begins by understanding a client’s skills, personality, financial resources, and goals. From there, she curates franchise options that align both financially and culturally. Her mantra: no pressure, just discovery. If a brand doesn’t excite a client, it’s simply part of the journey toward the right fit.
What sets Butler apart is her dual perspective. Having sat in both the franchisee’s and franchisor’s seat, she brings empathy, insight, and authenticity to every interaction. Her relationship-driven approach has turned many clients and franchise developers into lifelong friends.
Partnering with FranServe has only amplified her impact. With access to over 700 franchise brands, ongoing training, and a nationwide network of consultants, Butler describes the experience as “having a nationwide network of colleagues.”
As for the future? Retirement isn’t on the horizon. “I can work from anywhere I have a phone and internet connection – even from a cruise ship!” she laughs. “Why would I stop doing something I truly love and that’s financially rewarding?”
Beth Butler’s story is a testament to reinvention, resilience, and the power of finding your perfect fit – both in business and in life.
Jessica Petrucelli