Guiding Others On Their Franchise Journey
Karen Lavin spent the better part of her corporate career in brand marketing, managing and consulting for big name companies like Kellogg’s, Timex, Pepperidge Farm, John Frieda, Playtex and more. But after years of working in the same industry, she began seeking change and started exploring the world of franchising.
“My dad started his own business, which my brother, Gary, now runs, and I was always interested in owning my own business too,” she said. “When I thought about leaving my corporate career, I knew it would be to own a business, I just didn’t know what that business it would be.”
When Lavin started to explore franchise ownership, she learned about the world of franchise consulting – a path which she said, “checked all of the boxes.”
“Not only could I meet my financial goals, I could run the business from anywhere, make my own hours, leverage my marketing experience, and put my coaching skills to great use,” she said.
So, she dove right in, founding Focus Franchise Ventures in affiliation with FranServe in 2020, offering a proven consultation process that helps clients identify and research franchise opportunities.
“I absolutely love helping people fulfill their dreams of business ownership, but I have to say the part I most love about being a consultant is the relationships I have built with other consultants and developers,” Lavin said. “I am so grateful to colleagues that have helped me grow professionally and who have truly become friends.
Lavin says prospective franchisees can expect her to be honest and direct, always putting the clients’ interests first.
“I really don’t consider myself a ‘salesperson.’ I see my role as a guide on their journey,” she said.
“I really try to figure out what each candidate needs. Sometimes they just need information, other times they need a cheerleader, and sometimes they need someone to help manage their expectations.”
And while Lavin says there’s nothing entirely unique about her tactics, the skills she brings to the table are persistence and relationship building.
“I don’t think that my tactics are particularly unique, there are just too many other great consultants out there,” she noted. “I can say, however, that I make a point of continuing to educate myself on our great brands. I go to as many learn and earn events as I can to build my knowledge base and deepen my relationships with the brand teams. That really helps in identifying the value proposition each brand delivers to their franchisees and what my candidates can expect if they move forward with a brand I have introduced them to.”
The benefits of partnering with FranServe?
“So many!” Lavin said. “The training has been top notch and the mentor program when I first started was invaluable to getting my business off the ground and growing it. Being part of an organization where culture drives cooperation is so important. I can’t tell you how many times another consultant has helped me improve my process in ways that have driven growth in my own business.”
In the future, Lavin hopes to expand and grow within the industry.
“I have recently become a Zee, so I can share with candidates that I truly know what they are going through,” she shared about her recent acquisition of a Medi Weight Loss franchise. “I absolutely plan on continuing to grow my consulting business, going ‘pedal to the metal’ for the next eight to 10 years and then we’ll see.”
Jessica Petrucelli