Free Franchise Consultation: Book a Clarity Call with Dan Lorenz

The Guerrilla Franchising free franchise consultation is a 15-minute Clarity Call with Dan Lorenz. It costs you nothing. We look at your goals, your money and your timeline. You leave knowing whether a franchise, your own business or staying W-2 fits you best.

By Dan Lorenz, founder of Guerrilla Franchising. Last updated: October 27, 2026.

“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.”

What happens on a free franchise consultation?

I want to learn four things. Why you are thinking about ownership. What your work situation looks like right now. Whether you want to run the business day to day or own it semi-absentee. And roughly what you have in liquid cash and net worth, because that decides what funding, including SBA loans, is realistic.

Then I tell you whether I can help. Sometimes the honest answer is that franchising is the wrong tool for what you want. If that is the case, you hear it on day one, not after months of brand calls.

You do not need a shortlist or a decision. You just need to be straight with me about where you are.

Is it really free, and how does a franchise consultant get paid?

Yes, it is free to you, now and later. Here is the whole money trail, because you should know it before you trust anyone in this industry. If you buy a franchise through our process, the franchisor pays FranChoice, and FranChoice pays Guerrilla Franchising. It works like a real estate deal where the seller pays the agent and the buyer does not.

That creates an obvious question: why would I ever tell you not to buy? Because the numbers say most people should not. About 1 in 3 people I work with end up buying a franchise. The others start their own business or stay in their job. Steering someone into the wrong franchise is how a consultant ends up with unhappy owners and no referrals.

Who should book a free franchise consultation?

About two-thirds of the people I work with are corporate professionals thinking about an exit. The call fits you if:

• You are thinking about owning a business and you are worried about risking your savings.
• You have looked at franchises and you cannot tell which claims hold up past the sales pitch.
• You want to learn franchising like an investor, not a consumer.
• You are open to hearing “not yet” or “not this one.”

It is not a fit if you want someone to hand you a brand and tell you to sign, or if you need a guarantee before you start. Nobody can give you one.

What happens after the call if I want to keep going?

Every step below is free to you. You can stop at any of them.

Step	Length	What you get	Your cost
Clarity Call	15 minutes	Whether franchising deserves a closer look for you	$0
Questionnaire and consultation	1 hour	Your goals, budget and owner role in detail	$0
Franchise Reveal	1 hour	3 to 5 opportunities that match what you told me	$0
Strategy sessions	30 minutes, weekly	Help working through each brand’s FDD, owners and numbers	$0

Free consulting does not make the franchise itself free. Buying, financing and running a business costs money, and you should still use your own attorney and CPA.

What do people say after working with Dan?

Two more people I worked with, in their own words.

“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!”

“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.”

Why does Dan push so hard on the numbers?

Because I learned it the expensive way. My first franchise, I scaled and sold. My second franchise had $321K in costs that were omitted from the FDD. That is the document every franchisor must give you before you sign, under the FTC Franchise Rule (16 CFR Part 436).

One habit came out of that. FDD Item 7 lists your startup costs, and its working capital line usually covers about 3 months. I tell people to plan for 9 to 12. On the Clarity Call we do a rough version of that math, so you know early whether your savings can carry you.

Frequently asked questions

Is the franchise consultation really free?

Yes. You never pay Guerrilla Franchising for the call or for any of the consulting after it. If you buy a franchise through our process, the franchisor pays FranChoice, and FranChoice pays Guerrilla Franchising.

How long is the Clarity Call?

It is a 15-minute call. I book it as a 30-minute block so we never have to cut you off mid-question.

Do I need to pick a franchise brand before the call?

No. Most people who book have no brand in mind. We start with your goals, your money and your timeline, and brands come later if they come at all.

Will you try to sell me a franchise on the call?

No. About 1 in 3 people I work with end up buying a franchise. The rest start their own business or stay in their job, and those are good outcomes too.

What should I have ready?

A rough idea of your liquid savings, your net worth, your timeline and what you want your days to look like as an owner. Ballpark numbers are fine. This is not a loan application.

What happens if franchising is not right for me?

I will tell you, and you will know why. Finding that out on a free call costs you nothing. Finding it out after you sign can cost you your savings.

Sources

• FTC Franchise Rule, 16 CFR Part 436 (eCFR): what a franchisor must disclose in the FDD, including Item 7 startup costs.
• About Guerrilla Franchising and Dan Lorenz: background behind the 495+ people guided and the first and second franchise stories.

Related reading

• What a franchise consultant does
• How to pick a franchise consultant
• Common mistakes to avoid when buying a franchise
• Franchise vs. starting your own business
• How to finance a franchise
• Franchise Fit Finder quiz

We do not guarantee earnings or financial results. Buying a franchise is a business investment that carries risk, including the possible loss of your investment. Review the full FDD and talk to your own attorney, CPA and financial advisor before you sign anything or pay anything.

Last updated: October 27, 2026.