I’m Dan Lorenz. I help you figure out whether franchise ownership fits your goals, your finances, and the life you actually want to live. If it fits, I guide you to the ideal opportunity. If it doesn’t, I tell you that too. You pay nothing for my help either way.
Imagine you fall in love with a brand. You trust the sales pitch.
You sign the agreement before you understand the real costs, the territory, the owner’s job, or what happens when things go wrong.
Then you discover you’ve bought yourself a second job, with your life savings on the line.
A list of brands and a polished sales pitch don’t answer those questions. Consultants can earn a commission when you buy. I can too.
That’s why you need to understand how someone evaluates an opportunity, what they’re paid for, and what would make them tell you to walk away.
I spent years at Deloitte as a forensic accountant and a strategy consultant, and before that at J.P. Morgan as an investment banker.
I evaluate franchises the way I’d evaluate any investment: with the numbers, the documents, and the questions most buyers never think to ask.
Buying isn’t the only good outcome. Waiting is a good outcome. Walking away is a good outcome. The mistake to avoid is buying something that doesn’t fit, for reasons you haven’t tested.
I grew and sold my first franchise. With a finance background and years leading teams in the U.S. Army Special Forces, I thought I knew the questions to ask.
After I signed for my second franchise, I discovered $321,000 in costs omitted from the Franchise Disclosure Document.
Not buried. Omitted.
That experience changed how I evaluate franchise opportunities. Reading the filing matters. So does finding out what it leaves unanswered and checking the claims against the owner’s actual job, the costs, and the evidence.
That’s what I help you do. Not just pick a brand. Learn how to evaluate a business against your money, your skills, and the life you want.
Free. 15 minutes. No pitch. Leave knowing whether to move forward, pause, or walk away.
We talk about your goals, your finances, your timeline, and the role you want to play as an owner. We identify whether franchising deserves a closer look and what you need to learn next. You don’t need a brand picked, a shortlist built, or a decision made. You just need to be honest about where you are.
If it makes sense to move forward, I help you evaluate opportunities the way I evaluate them. We look at the FDD, the unit economics, the territory, the owner role, and the evidence behind the claims. I show you the questions most buyers never ask. You ask them.
You decide to buy, to wait, or to walk. If you buy through our process, the franchisor pays FranChoice, and FranChoice pays my company. You pay nothing. If you walk, you walk with a framework you can use for future business decisions.
Not everyone I work with buys a franchise. What matters is helping you make the decision that fits your situation, whether that’s to buy, to wait, or to walk.
You start with a free Clarity Call. No fee, no obligation, no pressure to buy.
Free. 15 minutes. No pitch. Leave knowing whether to move forward, pause, or walk away.
“Mighty Dog gives me a platform I can scale and take my time back”
“Ellie has enabled me to make mental health available to everyone”
“It’s been crazy since we launched. We can’t keep up and actually have to turn away business, we are blessed.”
“After a long military career I’m ready to pursue missions of my choosing”
Free. 15 minutes. No pitch. Leave knowing whether to move forward, pause, or walk away.
You can keep researching on your own. Or you can spend 15 minutes finding out whether franchising deserves your attention at all.
Free. 15 minutes. No pitch. Leave knowing whether to move forward, pause, or walk away.
The call is 15 minutes. No fee, no pitch, no pressure. We look at your situation and what you need to learn to decide whether franchising makes sense for you. If it deserves a closer look, I show you how to evaluate opportunities like an investor. If it doesn’t, I tell you that too.
Not ready for a call yet? Start with the free Franchise Decision Diagnostic. It takes 15 minutes and helps you find the first question blocking your decision. Then bring that question to the call when you’re ready.
NOT READY FOR A CALL? START HERE.
The free Franchise Decision Diagnostic helps you sort through your goals, the owner’s job, your limits, the business models, and the evidence.
Start with the five-question quick check. Your first “no” or “not sure” points you to the route to work on.
Five routes. Fifteen minutes. One action plan.
SEND ME THE FREE DIAGNOSTICFree 13-page diagnostic. You don’t need a brand picked or a decision to buy.
