How many validation calls should I make before investing in a franchise?

Aim for at least 10 to 15 calls. You want to talk to enough people to identify patterns rather than relying on any single opinion. Include a mix of new and experienced franchisees, different markets, and if possible, some former franchisees who left the system.

Are franchisees required to talk to prospective buyers?

No. Franchisees are not obligated to take your call or answer your questions. However, most are willing to talk. If you find that many franchisees won't return your calls, that itself is useful information. Happy franchise owners tend to be generous with their time.

Should I only call the franchisees the franchisor recommends?

Definitely not. While it's fine to start with recommended contacts, you should also pick names at random from the full list in FDD Item 20. The franchisor naturally steers you toward satisfied owners. A random sample gives you a more accurate and balanced picture of the franchise experience.

What if validation calls reveal mixed results?

Mixed results are actually normal and can be a good sign. Every business has challenges. What matters is the overall pattern. If most franchisees are satisfied, would invest again, and speak honestly about both the good and the hard parts, that's a healthy system. Uniform enthusiasm with zero complaints might actually be less trustworthy than candid, balanced feedback.

When in the franchise buying process should I do validation?

Do validation after you've reviewed the FDD but before you sign any agreements or commit financially. You need the Item 20 contact list from the FDD to make calls, and you want the information from those calls to inform your final decision. Most franchise buying processes include a validation phase between FDD review and signing.

What Is Franchise Validation? How to Call Owners

What Is Franchise Validation?

Franchise validation is when a prospective franchisee contacts current and former franchise owners to ask about their experience. Think of it as a reference check, but for a business investment that could cost you hundreds of thousands of dollars.

Every franchisor is required by law to provide a list of current and former franchisees in Item 20 of the Franchise Disclosure Document (FDD). This list includes names, phone numbers, and locations. It's your direct line to the people who are actually living the franchise experience every day.

Validation isn't optional. It's the difference between making an informed investment decision and gambling on a sales pitch. The best franchise candidates treat validation like a structured research project, not a casual conversation.

How to Conduct Validation Calls

Start by making a list. Pull at least 15 to 20 names from FDD Item 20. Include a mix of newer franchisees, experienced operators, and people in markets similar to yours. If the FDD lists former franchisees who left the system, call them too. Their perspective is often the most candid.

When you call, introduce yourself as a prospective franchisee who's doing research. Most franchise owners are willing to talk. They were in your shoes once, and many appreciate the chance to share what they've learned.

Keep each call to 20 to 30 minutes. Have a written list of questions ready so you stay focused. Take notes during or immediately after each call. After five or six conversations, you'll start to see patterns, and those patterns tell you far more than any single call.

Pro tip: Don't just call the names the franchisor recommends. The franchise development team may steer you toward their happiest owners. Use the full Item 20 list and pick names at random to get a balanced view.

What Questions to Ask Existing Franchisees

The best validation questions are open-ended and specific. Here are the categories you should cover:

Financial reality: Ask whether the business met their financial expectations. Ask about the ramp-up period and how long it took to reach a comfortable stride. Ask about any costs that surprised them beyond the initial investment estimate.

Franchisor support: Ask how responsive the corporate team is when they have a problem. Ask about the quality of initial training and ongoing support. Ask whether the marketing programs actually drive customers through the door.

Day-to-day operations: Ask what a typical week looks like. Ask how many hours they work. Ask what the hardest part of the business is. Ask what they wish they had known before signing.

Satisfaction and regret: Ask the big question: knowing what you know now, would you do it again? Ask whether they plan to open additional locations. A franchisee who's expanding is giving you the strongest possible endorsement.

Red Flags During Validation

Pay attention to patterns, not just individual opinions. One unhappy franchisee might have had bad luck. Five unhappy franchisees are telling you something important.

Red flags to watch for:

Franchisees who won't return your calls. If multiple people avoid talking to prospective buyers, that's a signal. Happy owners are usually glad to share their experience.

Consistent complaints about franchisor support. If everyone says corporate is unresponsive or that promises made during the sales process didn't materialize, take that seriously.

High turnover. If the FDD shows a large number of franchisees leaving the system, dig into why. Some attrition is normal. A pattern of closures is not.

Discrepancies between what the franchise development team told you and what franchisees describe. If the franchisor painted a rosy picture that current owners don't recognize, that's a serious concern.

Conversely, a green flag is when franchisees speak candidly about challenges but still express confidence in the brand and their decision to invest. Every business has hard parts. What matters is whether the overall experience holds up.

Why Validation Matters More Than Anything Else

Franchise disclosure documents give you the facts. Marketing materials give you the vision. But validation gives you the truth.

No amount of financial analysis replaces a conversation with someone who's writing the checks, hiring the staff, and serving the customers every day. These are the people who can tell you whether the training prepared them, whether the brand delivers on its promises, and whether they'd make the same investment again.

Strong franchise brands welcome validation. They know their owners are their best salespeople. If a franchisor discourages you from calling franchisees or tries to limit who you talk to, consider that a warning sign.

In the pet services industry, where client relationships and community reputation are everything, validation is especially revealing. Ask franchise owners about client retention, repeat business, and how quickly they built a loyal customer base. These conversations will tell you more about the opportunity than any spreadsheet.

Franchise Validation: The Most Important Step in Your Research