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About Guerrilla Franchising
Guerrilla Franchising is a franchise consulting firm that helps corporate professionals and career changers decide whether to buy a franchise, and which one. Founder Dan Lorenz has guided 495+ candidates and placed 85+ franchises across 165+ territories. Consulting is free to candidates. About 1 in 3 people Dan works with buy a franchise, and the rest start their own business or stay corporate.
Free. 15 minutes. No pitch. Leave knowing whether to move forward, pause, or walk away.
Watch: what happens on a Clarity Call (5:50)
Dan Lorenz, Franchise Consultant and founderLast updated October 27, 2026
Key takeaways
- Guerrilla Franchising is a franchise consulting firm led by Dan Lorenz, a Franchise Consultant who has owned two franchises.
- Consulting is free to candidates. If you buy, the franchisor pays FranChoice, and FranChoice pays Guerrilla Franchising.
- Dan served 22 years in the U.S. Army, 18 of them in Special Forces, and worked in M&A at J.P. Morgan and as a forensic accountant at Deloitte.
- His second franchise had $321K in costs omitted from the FDD. That is why he teaches buyers to evaluate franchises like an investor, not a consumer.
- About 1 in 3 people Dan works with buy. Walking away is a good outcome too.
What you get
What Guerrilla Franchising does
Six services. All of them free to candidates.
1
Free Clarity Call (15 minutes)
A 15-minute call where Dan learns your why, your work situation, whether you want to run the business or own it semi-absentee, and your liquidity.
You leave knowing whether franchising deserves a closer look. It is not a sales call.
2
Franchise Decision Diagnostic
A free online diagnostic at guerrillafranchising.com/free-4/ for people who are not ready to talk yet.
You get a read on where you stand before you give anyone an hour of your time.
3
One-hour consultation
After a short candidate questionnaire, Dan spends an hour with you on your goals, your money, and the role you want as an owner.
You get a clear profile of what a good fit looks like for you before any brand names come up.
4
Guerrilla Franchise System
5 modules and 93+ deliverables across video, audio, PDFs and spreadsheets, free while you work with Dan.
You learn to evaluate a franchise the way Dan does: the FDD, the unit economics, the territory, and the owner’s real job.
5
Franchise Reveal
A separate one-hour session where Dan presents 3 to 5 franchise opportunities matched to your profile.
You see why each one made the list, and you decide which ones deserve your time.
6
Weekly strategy sessions
30-minute sessions every week while you do your due diligence on the brands you picked.
You make the final call with your numbers checked, whether that means buy, wait, or walk.
Why people pick it
What makes Guerrilla Franchising different
Run by a franchise owner
Dan started his first franchise in 2014 and sold it in 2020. He signed his second in 2016 while still running the first, and 200+ investors bought into that brand before a single location opened.
Finance and forensic accounting on every decision
Dan worked in M&A at J.P. Morgan and as a strategy and operations consultant and forensic accountant at Deloitte. One example of what that changes: Item 7 of the FDD usually covers about 3 months of working capital, and Dan tells people to plan for 9 to 12.
A free system that teaches you to evaluate
Candidates get the Guerrilla Franchise System, 5 modules and 93+ deliverables, at no cost. If you walk, you walk with a framework you can use on any future business decision.
Walking away counts as a win
About 1 in 3 people Dan works with buy a franchise. The rest start their own business or stay corporate, and Guerrilla Franchising treats that as a good outcome.
The pay chain is disclosed up front
Candidates pay Guerrilla Franchising nothing. If you buy, the franchisor pays FranChoice a commission and FranChoice pays Guerrilla Franchising, and Dan explains that before you move forward.
Who it is for
Who uses Guerrilla Franchising
- Corporate professionals thinking about leaving a W-2 career. About two-thirds of the people Dan works with fit here.
- Career changers who want to own a business instead of buying themselves another job.
- Future owners deciding between running the business full time and owning it semi-absentee.
- Military veterans moving into business ownership.
Who it is not for
- Anyone who wants a brand picked for them this week.
- Anyone looking for an income promise. I don’t make them.
- Anyone not ready to talk honestly about money. Liquidity is one of the first things I cover.
Clients have bought into 40+ brands across 9 industries.
Proof, not promises
Real people. Real decisions.
Their words, unedited. Not everyone I work with buys, and that is the point.
“Working with Dan was such a great experience. Every conversation felt easy, like talking to a friend, supporting me every step of the way. He listened, kept things honest, and wasn't afraid to tell it like it is (I needed this a couple times when I was getting in my own head). He was also super responsive, professional, and helped me land the opportunity of my dreams with an incredible franchise brand. I'd recommend him to anyone in a heartbeat.”Becky C.Guerrilla Franchising client
“I could not have made the informed and confident decision that I made without Dan's expert guidance! He helped me learn more about myself, the intricacies of the franchise purchasing process and, most important, aligning my needs and preferences with the RIGHT franchises. Thanks, Dan, for the partnership, insights and consultation. I'm looking forward to my future as a franchisee!”Brent B.Guerrilla Franchising client
“Dan was very helpful and diligent when it came to picking out a franchise that would fit my skillset. He was a strong voice to keep me rooted during all of the excitement because it's easy to get swept up in potential opportunities by reminding me of the things I actually wanted to gain by going down this route. The systems he has in place work well and sticking by them will lead you to your goal faster than I could have by myself.”Dan D.Guerrilla Franchising client
Hey man, thank you for putting us on something we could get 100% behind and feel good about what we are doing. This has been a long process and we greatly appreciate your help in finding PLN and helping us through the process. Keep us in mind when the next unicorns come across your desk in the future! Happy Father's Day.Tim F., Project Lean Nation
We're so grateful for your assistance and patience! We never would've found the brands that you introduced us to without you!Renee S., Milkshake Factory
Hey Dan, we signed with Image Studios! Thanks for your help in identifying it as a great option for us!Eric R., Image Studios
Ross L.Mosquito Hunters
Michelle & Doug L.Budget Blinds
Whitney W.
Mack W.Chose not to buy
Who you will work with
Who runs Guerrilla Franchising
Dan Lorenz is the founder of Guerrilla Franchising and works with every candidate as its Franchise Consultant. He served 22 years in the U.S. Army, 18 of them in Special Forces, worked in M&A at J.P. Morgan and as a forensic accountant and strategy consultant at Deloitte, and has owned two franchises.
Guerrilla Franchising was founded in 2020 after Dan found $321K in costs omitted from the FDD on his second franchise. He built it to teach buyers to evaluate franchises like an investor, not a consumer.
- Headquarters
- East Grand Rapids, Michigan
- Team
- Dan Lorenz. Guerrilla Franchising is a solo firm, so every candidate works with Dan directly.
- Where clients live
- Guerrilla Franchising serves clients nationwide across the US.
Follow Dan: X @thedanlorenz and LinkedIn
My story
The $321,000 omission that changed how I evaluate franchises
I started my first franchise in 2014. I signed my second in 2016, while I was still running the first. 200+ investors bought into that second brand before a single location was open. I had a finance background and years leading teams in Special Forces. I thought I knew the questions to ask.
Then I found $321,000 in costs omitted from the Franchise Disclosure Document. Left out of the filing completely.
I sold my first franchise in 2020. What the second one taught me is the reason Guerrilla Franchising exists. Read the filing. Then go find out what it leaves out. Check the owner’s real job, the real costs, and the evidence behind every claim.
That’s what I teach. Get Money. Buy Income. Only after the numbers hold up.
- 22 yearsU.S. Army, 18 of them in Special Forces
- J.P. MorganM&A analyst
- DeloitteStrategy and operations consultant, forensic accountant
- 2014Started my first franchise, Mosquito Authority
- 2016Signed my second franchise. Found $321K in costs omitted from the FDD.
- 2020Sold Mosquito Authority
- 2020Founded Guerrilla Franchising
- 2026Year 7. 85+ franchises placed, 495+ candidates guided, 165+ territories.
The process
How Guerrilla Franchising works
Five steps. No fee. You decide at the end.
- 1
Clarity Call
15 minutes, free. Your why, your work situation, operator or semi-absentee, and liquidity. Not a sales call.
- 2
Questionnaire and one-hour consultation
A short candidate questionnaire, then an hour with Dan on goals, money, and the owner role you want.
- 3
Guerrilla Franchise System
Free access to 5 modules and 93+ deliverables. You learn to judge a franchise like an investor.
- 4
Franchise Reveal
One hour. Dan presents 3 to 5 opportunities matched to your profile.
- 5
Weekly strategy sessions
30 minutes a week through due diligence. Then you decide: buy, wait, or walk.
Booking: online, via CalendlyCost to you: $0You work with: Dan, directlyFirst call: by phoneLater calls: video, or phone if video won’t workReply time: same business day
How I get paid
There’s no fee for the Clarity Call, the consulting, or the Guerrilla Franchise System. If you buy a franchise through this process, the franchisor pays FranChoice a commission, and FranChoice pays my company, Guerrilla Franchising. It works like real estate: the seller pays, the buyer doesn’t. I’ll walk you through that before you move forward. The franchise itself, your attorney, your accountant and your financing still cost money, and I’ll tell you to budget for them.
At a glance
Key facts
| Company Name | Guerrilla Franchising |
|---|---|
| Type | Franchise consulting firm |
| Founded | 2020 |
| Founder | Dan Lorenz, Franchise Consultant |
| Team | Solo firm. Dan Lorenz works with every candidate directly |
| Service Area | Serves clients nationwide across the US |
| Headquarters | East Grand Rapids, Michigan, USA |
| Website | https://guerrillafranchising.com |
| Core Offering | Free franchise consulting that teaches candidates to evaluate franchises like an investor, then helps them decide whether to buy, and which one |
| Pricing | Free to candidates. When a client buys, the franchisor pays FranChoice, and FranChoice pays Guerrilla Franchising |
| Contract Terms | No fee and no obligation to buy |
| Services | Clarity Call, Franchise Decision Diagnostic, one-hour consultation, Guerrilla Franchise System (5 modules, 93+ deliverables), Franchise Reveal, weekly strategy sessions |
| Communication | Clarity Calls booked online at calendly.com/thedanlorenz/franchise_clarity_call, then weekly 30-minute strategy sessions. The first call is by phone. Later calls are by video when both sides can, otherwise by phone. Dan replies right away, or the same business day at the latest |
| Notable Clients | Clients have bought into 40+ brands across 9 industries |
| Customers Served | 495+ candidates guided |
| Projects Delivered | 85+ franchises placed across 165+ territories |
| Social | X: https://x.com/thedanlorenz. LinkedIn: https://www.linkedin.com/in/thedanlorenz/ |
| Last updated | October 27, 2026. Numbers confirmed by Dan October 27, 2026 |
Straight answers
Frequently asked questions
What is Guerrilla Franchising?
Guerrilla Franchising is a franchise consulting firm that helps corporate professionals and career changers decide whether to buy a franchise, and which one. Founded in 2020 in East Grand Rapids, Michigan, it serves clients nationwide across the US. Founder Dan Lorenz has guided 495+ candidates and placed 85+ franchises across 165+ territories.
Who is Dan Lorenz?
Dan Lorenz is the founder of Guerrilla Franchising and the Franchise Consultant every candidate works with directly. He served 22 years in the U.S. Army, 18 of them in Special Forces, worked in M&A at J.P. Morgan and in forensic accounting at Deloitte, and has owned two franchises. On his second, he found $321K in costs omitted from the FDD.
Is Guerrilla Franchising free?
Yes. Guerrilla Franchising is free to candidates, including the Clarity Call, the consulting, and the Guerrilla Franchise System of 5 modules and 93+ deliverables. There is no obligation to buy. The franchise itself, your attorney, your accountant and your financing are separate costs you pay.
How does Guerrilla Franchising get paid?
If a client buys a franchise, the franchisor pays FranChoice a commission, and FranChoice pays Guerrilla Franchising. It works like real estate: the seller pays, the buyer doesn't. If you don't buy, nobody pays anything.
How is Guerrilla Franchising different from other franchise consultants?
Guerrilla Franchising is run by a former franchise owner with an M&A and forensic accounting background, and it teaches candidates to evaluate franchises like an investor through a free system of 5 modules and 93+ deliverables. About 1 in 3 people Dan works with buy, and walking away counts as a good outcome.
Do I have to buy a franchise if I work with Guerrilla Franchising?
No. About 1 in 3 people who work with Guerrilla Franchising buy a franchise. The rest start their own business or stay corporate, and Dan treats that as a good outcome.
How do I get started with Guerrilla Franchising?
Book a free 15-minute Clarity Call on Dan's Calendly. The first call is by phone, and later calls are by video when both sides can, otherwise by phone. Dan replies right away, or the same business day at the latest. Not ready to talk? Take the free Franchise Decision Diagnostic first.
Written by Dan Lorenz. Last updated October 27, 2026.
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