# How Non-Food Franchises Build Wealth with Jon Ostenson

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Text version: https://stenobird.com/podcast/the-investing-for-beginners-podcast-your-path-to-financial-freedom-4121942/how-non-food-franchises-build-wealth-with-jon-ostenson.md
Podcast: [The Investing for Beginners Podcast - Your Path to Financial Freedom](https://stenobird.com/podcast/the-investing-for-beginners-podcast-your-path-to-financial-freedom-4121942)
Published: 2026-05-25T04:00:00+00:00
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Duration seconds: 1521

## Resource

Most people hear the word franchise and immediately think fast food but franchising is much bigger than burgers and drive-thrus. In this episode, Andrew sits down with Jon Ostenson, a franchise consultant, investor, and author of Non-Food Franchising, to unpack what non-food franchising actually is and why it's become a serious wealth-building path for business owners. They break down the real advantages of franchising (product-market fit, a playbook, buying power, a tech stack, and community), how franchise due diligence works through the Franchise Disclosure Document (FDD), and why franchises can sometimes sell at higher multiples than comparable independent businesses. They also discuss funding options, what types of recession-resistant businesses people are buying today, and the biggest misconception. What You Will Learn What non-food franchising is (and why most people overlook it) Why franchises can have an edge How to evaluate a franchise using the FDD Why franchises can trade at higher resale multiples Common funding paths Timestamps 00:12 The non-food franchising twist 00:54 What non-food franchising means 01:56 Non-food franchising has been around longer than you think 03:43 Why franchising can beat starting from scratch 05:02 Why franchises can sell for higher multiples & internal M&A roll-ups 06:34 Jons story: corporate golden handcuffs to franchising + early lessons 08:06 Franchise vs. stocks: commitment, liquidity, and why due diligence matters more 09:40 The FDD explained: Item 7, Item 19, and how to research performance 12:01 How markets affect demand 18:00 Jons book & how listeners can get a free copy Resources Mentioned The Value Spotlight Newsletter: ⁠https://einvestingforbeginners.com/value-spotlight-newsletter⁠/ Have questions or want your stor…

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