Your Business Works.
Now Let’s Make It Scale.
You didn’t build your business to stay small. Franchising is how successful business owners multiply their revenue, expand their brand, and build lasting equity — when it’s done correctly. Helgerson Franchise Group brings 35+ years of hands-on franchise experience to help you do it right.
Is Your Business Ready to Franchise?
- You have a profitable, repeatable business model that works consistently
- You want to scale beyond corporate-owned locations without losing brand control
- You’re thinking strategically — not just about growth, but about the right growth
- You want a proven expert in your corner who has built franchise systems himself — not just consulted on them
Franchising Is One of the Most Powerful Growth Strategies Available — When It’s Done Correctly
Every year, hundreds of business owners announce their plans to build the next great franchise brand. Most fall short — not because their business wasn’t good enough, but because they lacked the strategic framework to grow it the right way. Tactics may win a few battles, but strategy wins the war. At HFG, we bring both.
The Five Pennies Philosophy
For every dollar a franchisee earns, five pennies (as an average) go to the franchisor as royalties. The franchisor’s entire mission is to protect and grow those five pennies — by making franchisees as profitable as possible. That’s the foundation everything else is built on.
“Our wealth and success as a franchisor will be a by-product of developing wealthy and successful franchisees.”— Lonnie Helgerson, CFE, Author of Five Pennies
This is the strategic philosophy Lonnie codified in his book Five Pennies: Ten Rules to Successfully Build a Franchise Mega-Brand — and the same philosophy that drives every HFG engagement. Here are four rules most critical to new and emerging franchisors:
Tee Up Your Franchisees for Mega-Success, Not Failure
Nothing is more important than franchisee profitability. Without it, you have no reason to exist as a franchisor. We build this into your model from day one.
Franchising Is a Mega-Relationship Business
Great franchisee relations are the stitches that hold a franchise brand together. Done wrong, the whole system unravels. We teach you to build it right from the start.
It’s Not a Drag Race — It’s the 24 Hours of Daytona
Building a franchise is a race of endurance, not speed. Beware the “Urgency to grow and can’t say no!” syndrome. Strategic growth beats fast, reckless growth every time.
Stack the Deck With Strong Franchise Owners
The goal of recruiting is to minimize the risk of an incompatible owner and award franchises to those who fit your profile. Your brand’s reputation is on the line with every candidate you approve.
The Proven Steps to Franchise Your Business
A structured, strategic path from concept to launch — built on 35 years of real-world franchise experience.
Franchise Readiness Assessment
Not every successful business should franchise — and knowing the difference is the most valuable insight we can give you. We evaluate your unit economics, operational consistency, brand differentiation, market demand, and owner dependency. You’ll get a clear answer and a roadmap before investing time or money.
Systemize the Business
Franchises succeed because they run on systems, not improvised execution. We help you document operations and best practices, create scalable processes and standards, and define training, support, and performance benchmarks. This is where your business becomes teachable, repeatable, and defensible.
Legal Franchise Formation
Franchising is a regulated industry. Done wrong, it’s expensive. Done right, it’s powerful. We introduce you to and coordinate with experienced franchise attorneys to structure your franchise offering, develop compliant Franchise Disclosure Documents (FDD), and ensure state and federal compliance.
Franchise Economics & Strategy
Royalties, fees, territory design, and growth strategy all matter. We help you set franchise fees and royalty structures, define territory protections, and build a model that’s profitable for both you and your franchisees. Strong franchise brands are built on win-win economics.
Franchise Sales & Growth Planning
Selling franchises isn’t about hype — it’s about qualification, education, and alignment. We help you clarify your ideal franchisee profile, develop franchise messaging, and create a responsible growth plan that protects your brand. The goal isn’t rapid growth. It’s right growth.
Why Business Owners Choose Helgerson Franchise Group
He’s Done It — Not Just Consulted on It
Lonnie Helgerson founded 6+ franchise systems himself. He has been on both sides of the table — as franchisor, franchisee, and consultant. That experience is not theory. It’s hard-won knowledge.
Proven Strategic Framework
The Ten Rules from Five Pennies are the operational playbook for building a franchise Mega-Brand — drawn from decades of real franchise experience, not textbook theory.
Long-Term Brand Value First
We are not interested in quick sales or inflated unit counts. Every recommendation we make is designed to protect your brand equity and build a system that lasts.
IFA Credentialed & Connected
As a CFE, past IFA Board Member, and past VetFran Chairman, Lonnie brings a network and level of credentialing that few franchise consultants can match.
The Book That Franchisors Call Their Field Manual
Lonnie’s acclaimed book Five Pennies: Ten Rules to Successfully Build a Franchise Mega-Brand and Maximize System Profits is the intellectual foundation behind every HFG engagement. When you work with HFG, you’re not just getting a consultant — you’re getting the author.
“Five Pennies is THE field manual for building and growing a franchise brand with the right mindset and tools!”— Dan Monaghan, CFE, Co-Founder, WSI Internet Consulting
“Franchisee profitability is the most important mission of the franchisor!”— Fred DeLuca, President & Co-Founder, SUBWAY® Restaurants
What Industry Leaders Say About Five Pennies
“Poised to become the new textbook for aspiring franchisors. Five Pennies is a must-read!”
— Jeff Bevis, CFE, President & CEO, FirstLight Home Care®
“I certainly wish I had an easy to read book like this when I was starting out — it would have eliminated some head, heart, and financial aches!”
— Mary Ellen Sheets, Founder, Two Men and a Truck®
“An important piece of work for anyone who intends to make a living in the franchise community!”
— Sid Feltenstein, CFE, Past CEO & Chairman, A&W® and Long John Silver’s®
“If you’re serious about building a successful national brand, Five Pennies is an absolute must read!”
— Ron Berger, CFE, Chairman & CEO, Figaro’s Pizza®
Ready to Explore Franchising Your Business?
The smartest first step is a conversation. Let’s determine whether franchising is right for your business — and what it would take to do it successfully. The first consultation is always complimentary.
Schedule Your Free Consultation
Not Ready to Schedule Yet?
Tell us about your business and we’ll reach out to start the conversation.