Why B2B franchising is a fast track to sustainable grow

B2B franchising offers a powerful solution that allows entrepreneurs to build their own businesses while benefiting from a proven model

As rising costs and competition put pressure on businesses nationwide, demand for high-quality professional services has never been greater. We spoke with three standout franchisees who have turned this opportunity into remarkable personal and financial success. From rapid scaling with minimal risk to delivering expert services that businesses can’t do without, they’re proving that B2B franchising isn’t just an option – it’s a fast track to sustainable growth.

Jenni Morgan – Franchisee for ActionCOACH, Wakefield

My path to becoming an ActionCOACH franchisee was anything but straightforward. In my third year studying engineering at Imperial College, I took a placement with a petrochemical company, convinced engineering was my future. But after three months, I realised I needed to work with people rather than sit behind a desk.

After graduating, I joined Mars Incorporated’s Graduate Scheme, but what started as a structured programme turned into years of jumping between projects, gaining experience across multiple departments. I eventually spent five years leading the marketing team – an unexpected direction, but one where I thrived. So, when a company restructure led to my departure, I left with a wealth of experience that would shape my next steps.

I considered a career in education, thinking teaching maths might be the right move. But after a work placement, I realised classroom management wasn’t for me. Around the same time, a former colleague approached me about a consulting project. I was hesitant at first, but what started as a shortterm project turned into 12–18 months of contract work, restructuring their marketing department.

After relocating north with my family, I joined an SME as head of marketing. Over 18 months, I gained valuable insight into the unique challenges SMEs face. Although the company wasn’t the right fit for me, the experience proved invaluable.

With 20 years of coaching experience, an MBA, and NLP training, I took time to reflect on my next steps. I had been on a franchise mailing list since my time at Mars, and one day, I happened to open an email about ActionCOACH. It instantly resonated with me and I thought, “This is the opportunity I’ve been looking for!”

After meeting Ian and Julie from ActionCOACH, I saw the potential to build and expand my own business. In September 2018, I purchased the Wakefield territory. Within a year, I was offered a resale opportunity in a neighbouring area. With ActionCOACH’s support, my business was growing.

“My long-term vision is to expand to four territories, with the turnover, scale and profitability needed for sustained success.”

When I launched in October 2018, I got up and running faster than most. Some of it was luck, but much of it came down to sheer determination.

The luck? A former colleague heard what I was doing and asked, “Can you do this for me?” I said yes and figured out how to deliver using the ActionCOACH materials. This gave me a head start before I even had to pay the franchise royalty, which doesn’t kick in for six months.

With minimal expenses, I reinvested everything back into marketing. My strategy was simple: start selling immediately and figure out the details as I went. I didn’t let the fear of not knowing everything hold me back – I trusted that I could tap into the ActionCOACH system and find the right materials when needed. I walked miles, knocking on doors, meeting business owners, and inviting them to my launch event. I also attended every networking event I could find.

My sales approach wasn’t perfect at first, but every conversation helped me improve and refine my pitch. ActionCOACH supported me every step of the way, and James Vincent, their Performance Director, even came to speak at my launch event. That event was a turning point: some of the attendees are still my clients today.

Within a few months, I was technically profitable – not with a fully-fledged business, but with enough cash flow to sustain growth. By December, I had enough turnover to hire someone part-time.

One of the biggest lessons I’ve learned is the importance of hiring the right people, those with the skills, the drive, and the right cultural fit for both ActionCOACH and me. Over the years, we’ve brought in various team members, and about three years ago, we hired Alex as our second coach. If all goes to plan, we’ll be adding a third coach this year.

In the coming weeks, we’re launching in a new area, focusing on telemarketing and digital marketing to reach new businesses in Bradford and beyond. My long-term vision is to expand to four territories, achieving the scale, turnover, and profitability needed for sustained success.

Jenni Morgan helps business owners achieve sustainable growth by combining the proven ActionCOACH method along with her extensive corporate experience, coaching expertise, and hands-on approach to problem-solving.

Since launching ActionCOACH Wakefield in 2018, Jenni has rapidly expanded her business, team and territory, while guiding Yorkshire businesses to improve their strategies, profitability, and long-term success prospects.

James Rimmer – Franchisee for ERA Group EMEA

Before becoming an ERA franchisee in April 2021, I spent 20 years in NHS management, including 10 years as CFO, as well as serving as an Audit Committee Chair in the university and charity sectors. Managing budgets of £2.6-2.7bn, I was used to big numbers and high pressure. In the NHS, the focus is always on doing more with less – there’s never a point where you can say, “That’s enough.”

I’d toyed with the idea of running my own business, but it felt like a big risk. One NHS organisational restructure too many gave me the push I needed. Franchising struck the perfect balance, offering the backing of an established model with the freedom to build a business of my own. Nearly four years on, it’s clear I made the right decision. What I love about ERA is the autonomy. I didn’t want a rigid setup where I was handed a client list and told to follow a set process. Having the freedom to develop my own client base and strategy was important to me.

While I work with businesses across the UK, I’ve built strong connections in my home county of Hampshire through local networking events like those run by the Chamber of Commerce. When you build relationships, referrals naturally follow. I also have clients in Yorkshire and Manchester, so I’m not geographically limited, but local connections tend to develop more organically.

Good consultancy is all about communication. In my NHS days, the best consultants I worked with could break down complex ideas in simple terms, and I aim to do the same. I make sure my clients hear from me at least once a month, whether it’s a project update or something relevant to their industry. Formal quarterly reports are important, but regular touchpoints keep relationships strong.

I also try to visit clients in person whenever possible. It strengthens relationships and gives me a better understanding of their business firsthand. Since we specialise in cost reduction, being on-site often reveals efficiencies that aren’t obvious from the numbers alone.

When researching franchises, I looked into Sandler, ActionCOACH, and TaxAssist. None were quite the right fit for me as an investor, but that early research paid off later. As a new business owner, areas like sales were completely new to me, so when I needed sales training, I went to Sandler. When I needed an accountant, I turned to TaxAssist. And when I needed a business coach, I chose ActionCOACH. Working with James Burke as my ActionCOACH has been invaluable – he is world-class and has helped me accelerate my business growth. We focus on the next quarter’s goals, review what worked (and what didn’t) in the previous quarter, and stay clear on my long-term objectives. Having that structure has been a game-changer.

In the past two years, my business has grown by around 200%. If that continues, I’ll need to bring in support. Right now, my time is the limiting factor, but ERA’s model is fantastic because I don’t have to run every project alone. If a client needs a fuel cost review, for example, I collaborate with the team’s fuel specialists.

“Whether I’m working with a mid-sized manufacturer or a multi-million-pound corporation, the goal is the same – finding value where they didn’t think it existed. Seeing those results is so satisfying.”

One challenge is overcoming the assumption that companies have already done all they can to cut costs. A business might say, “We’ve already looked at that,” when, in reality, they’ve shaved off 1% and assumed that’s the best they can do. But our process is different. Take distribution, for example – our team knows the best suppliers and the right processes to get the best deal. When businesses let us review just one invoice, we can often either validate that they’re getting the right prices or uncover opportunities they hadn’t considered. In many cases, that leads to a 15-20% cost improvement without compromising service.

Whoever joins ERA needs to bring a professional mindset. This is a consultancy role where you’re a trusted advisor. You need to manage conflicting priorities, juggle multiple projects, and, ultimately, deliver results for clients.

For me, that’s the most rewarding part of the job. Whether I’m working with a mid-sized manufacturer or a multi-million-pound corporation, the goal is the same – finding value where they didn’t think it existed. Seeing those results and knowing I’ve made a meaningful impact makes all the hard work worthwhile. Looking ahead, I know there’s still so much potential to grow, and with the right support, the business will continue to evolve. The learning never stops – but that’s exactly what keeps it exciting!

As an ERA Group franchisee, James Rimmer helps businesses uncover hidden cost savings and enhance financial efficiency, leveraging his 20 years of NHS management experience and expertise in overseeing multi-billion-pound budgets.

Combining strategic consultancy with hands-on collaboration, James works closely with clients across the UK to identify cost-saving opportunities, streamline operations, and deliver measurable financial improvements – all while maintaining the high service standards businesses rely on.

Sian Price – Franchisee for activ Marketing Franchise

I’ve run my own marketing agency for over four years, building a strong reputation and a loyal client base. However, as my business grew, I realised that to scale effectively I needed the right support and infrastructure. That’s why, in December 2024, I joined activ Marketing Franchise as the first partner under their brand new Online Marketing Agency Franchise (OMAF) model. This decision allowed me to elevate my business by leveraging activ’s resources, expertise, and established systems to accelerate my growth and provide greater value to my clients, while maintaining the personal approach my clients value.

Within just four weeks, I secured a client I never could have landed on my own. The potential first-year revenue from that single client is 10 times what I could have handled independently. More importantly, activ’s model allows me to offer a broader range of services through the full agency team at head office, giving my clients greater confidence in my ability to deliver high-quality results.

This is just the beginning of my journey, and I’m already working on proposals for new clients. The difference now is that I can say ‘yes’ to bigger opportunities without worrying about whether I have the capacity to deliver. The ability to tap into activ’s expertise means I’m no longer limited by time constraints or the need to hire and train staff myself. Instead, I can focus on what I do best – building relationships, securing new business, and delivering real value to my clients.

B2B franchising offers a unique opportunity for professionals like me to leverage our expertise while benefiting from a proven model. Unlike traditional consumer-focused franchises, B2B services – such as marketing, accountancy, and HR – rely on long-term client relationships, high-value contracts, and repeat business. This creates a more stable revenue stream and allows for sustainable growth.

As activ Marketing Franchise’s CEO Katie Bullen says: “B2B franchising allows professionals to scale faster and with more confidence than if they were going it alone. It’s not just about financial growth – it’s about providing a better service to clients by leveraging the systems, training, and brand trust that come with a franchise.”

Another advantage of franchising is the support network. While I still run my own business, I now have access to a team of like-minded franchisee marketers, who are on the same journey as me. Whether it’s sharing insights, discussing industry trends, or learning from each other’s experiences, this network has been invaluable. Running a business can be isolating, but with activ, I never feel like I’m doing it alone.

My success so far is a testament to activ’s model, which provides franchise partners with in-depth training, monthly marketing plans, and the backing of a full team to deliver work profitably. I’ve secured clients through a mix of networking, referrals, and digital marketing, demonstrating just how flexible and scalable this business really is.

“With activ, I still feel like I’m running my own business, but with the kind of support that makes real growth possible.”

What surprised me most was how quickly I established myself. Having the activ team behind me meant I didn’t have to figure out how to deliver the project while juggling my existing clients. Instead, I could focus on achieving great results for my new customer. The ability to offer a full suite of marketing services – without needing to hire an in-house team – has allowed me to pitch to larger businesses and take on more ambitious projects with confidence.

For professionals considering franchising, my journey proves that the right B2B franchise can offer financial success, career independence, and a business model built for long-term growth. As the demand for outsourced services rises, more people are discovering that franchising is a powerful route to business ownership in professional services.

With activ, I still feel like I’m running my own business, but with the kind of support that makes real growth possible.

As an activ Marketing Franchise partner, Sian has grown her digital marketing business with the backing of a proven system and expert services while maintaining a personal touch with clients.

Joining the Online Marketing Agency Franchise (OMAF) model has enabled Sian to scale her agency, access a full-service team, and win high-value clients she couldn’t have reached alone.