Franchising is one of the most effective—and often misunderstood—paths to business ownership in a time when entrepreneurship is increasingly accessible. Each year, a multitude of individuals, ranging from experienced professionals seeking more flexibility to ambitious first-time entrepreneurs, consider becoming part of a franchise system to reduce risk, tap into proven business models, and speed up their success. However, despite its appealing nature, franchising can resemble navigating a complex maze. Many people end up making expensive mistakes or, worse, abandoning their dreams altogether due to misinformation, vague guarantees, and insufficient personalized guidance.

This is where Main Entrance Franchise Consulting comes into play.

Founded by Max Emma, an experienced entrepreneur and Certified Franchise Executive who has experienced franchising from every angle—franchisee, franchisor, and now consultant— Main Entrance Franchise Consulting offers a refreshingly realistic viewpoint. The mission of the company is to provide anyone interested in purchasing or starting a franchise with clarity, structure, and practical strategies. Main Entrance Franchise Consulting is more than just a consultancy; it acts as a partner in transformation, whether that involves helping immigrants find E-2 visa opportunities through franchise investments or guiding business owners through the intricate process of franchise development.

In an exclusive interview with Business Fortune, Max Emma, Founder of Main Entrance Franchise Consulting, shared how his experiences as a franchisor inspired him to create a company that offers practical support to franchise buyers and developers. He emphasized the importance of helping clients achieve the "4 Freedoms" — time, money, relationships, and purpose — through strategic franchising. Below is an excerpt from the interview.

INTERVIEW HIGHLIGHTS

Main Entrance Franchise Consulting has earned a reputation as a trusted franchise advisory firm. Can you take us back to the inception of the company? What inspired its creation?

Absolutely. The idea for Main Entrance Franchise Consulting came naturally, almost like the next chapter in my journey. After years of running and franchising BooXkeeping, the only bookkeeping franchise in the US, I realized there was a real gap in the kind of franchise guidance people were getting. Many of them were overwhelmed, either unsure of how to choose a franchise or struggling to scale their own businesses. With my hands-on experience as both a business owner and franchisor, I knew I could bring a more grounded, real-world perspective. Main Entrance Franchise Consulting was created to give people clarity, structure, and strategy — whether they’re buying into a franchise or building one themselves.

Can you tell us about the core products and services that Main Entrance Franchise Consulting offers, and how they help individuals or businesses looking to enter or grow within the franchise industry?

Main Entrance Franchise Consulting operates on two key pillars: buying a franchise and developing a franchise. We help individuals find the ideal franchise that aligns with their goals, budget, and lifestyle, especially those who are newcomers or changing careers. Additionally, we support entrepreneurs who are ready to transform their profitable ideas into scalable franchise models. Our services encompass everything from matching opportunities and conducting due diligence to creating complete franchise systems that include operations manuals, training programs, and growth strategies. What sets us apart is that we don’t just offer consultation; we build practical, actionable paths forward.

Franchise Buying Consulting is at the core of what Main Entrance Franchise Consulting offers. How do you approach helping individuals find the right franchise fit, and what sets your consulting process apart from others in the industry?

We take a very personal approach. Purchasing a franchise is a lifestyle choice as much as a financial one. We have a conversation with each client to learn about their history, their motivations, and the structure they would want to see in their daily lives. Then we show them carefully chosen solutions that fit not just their budget but also their vision. I know how to ask the correct questions, having been in their position as an immigrant, a franchisee, and a franchisor. When something isn't a good fit, I'm brutally honest about it. That level of transparency is rare in this space.

Franchise Development is a complex process that turns successful businesses into scalable franchise models. Could you please tell us how do you guide a business through this transition, and what common mistakes do you help founders avoid?

Franchising a business is a significant step, and it involves more than just legal papers and branding. We assist entrepreneurs in creating the proper groundwork: systems, support frameworks, and crucially, a model that can be replicated. Many business owners try to franchise too early or without a real plan for training and unit economics. We take our time and concentrate on ensuring the core business is solid initially. We then lead them through the franchise model in stages — covering everything from the operations manual to the sales process — always prioritizing scalability and sustainability.

You work with international clients who want to move to the US through the E2 visa by investing in a franchise. Can you please tell us how do you help them in finding the right franchise opportunity?

This is one of the most rewarding parts of what we do. As someone who immigrated to the U.S. myself, I deeply understand the challenges — and the opportunities — that come with starting over. For our E-2 visa clients, we look for franchises that meet both legal requirements and personal preferences. We guide them through everything: investment thresholds, operational expectations, location selection, and even introductions to immigration attorneys. We help them not just qualify for the visa but succeed once they’re here.

You talk about the “4 Freedoms” that successful franchise owners want. Can you explain what these freedoms are and how franchising can help people get them?

Of course. Most people who consider franchising are looking for more control over their lives, and that’s exactly what the 4 Freedoms framework helps clarify.

• Freedom of Time allows you to manage your own schedule, promoting a healthier work-life balance.
• Freedom of Money focuses on achieving financial stability through a proven business model.
• Freedom of Relationship enables you to collaborate with like-minded individuals, whether within franchise teams or among your own staff.
• Freedom of Purpose involves engaging in meaningful work that aligns with your personal goals and values.

At Main Entrance Franchise Consulting, we view franchising as a means to achieve these freedoms. It’s not merely about finding a business; it’s about helping you create a fulfilling life in all aspects.

At Main Entrance Franchise Consulting, we assist our clients in discovering franchise opportunities that support all four freedoms, moving beyond just financial gain.

As a Certified Franchise Executive with experience as both a franchisor and a consultant, you’ve seen the franchise industry from all sides. How does this experience help you guide your clients, and what important lessons have you learned over the years?

I’ve made mistakes and learned valuable lessons from them. I scaled a business to millions, lost it all, and then rebuilt something even stronger. This journey has made me both empathetic and strategic. I understand where the pitfalls are—whether in hiring, marketing, or operations—and I help my clients avoid them. What I’ve discovered is that success in franchising isn’t about being the smartest person in the room; it’s about consistency, clarity, and execution.

What’s next for Main Entrance Franchise Consulting? Are there any new initiatives, partnerships, or sectors you're especially excited about as you look to the future?

We are looking into some new, exciting areas. One is international matchmaking — helping people from other countries get into U.S. franchises, not just for immigration, but for global expansion. Another focus is enabling more service-based businesses, such as professional and wellness brands, to establish reasonable and scalable franchises. We continue to create additional educational materials in the form of webinars, workshops, and toolkits aimed at making franchising more accessible to the average person, not just seasoned investors.

Would you like us to highlight something important happening in your company that we may have missed asking about?

I want to stress that we’re not a transactional business. At Main Entrance Franchise Consulting, we measure success by how our clients grow, not just in terms of finances, but also personally. Whether you’re buying your first franchise, have a portfolio of businesses, or are starting your own franchise brand, you’re entering a new stage of your journey. We’re here to support that journey every step of the way.

Max Emma, Founder | In His Own Words

I’m Max Emma—an entrepreneur, Certified Franchise Executive, and the founder of two franchise brands. I emigrated to the U.S. from the former Soviet Union at the age of 18. After earning my finance degree, I built my first business from the ground up. After experiencing bankruptcy and then successfully rebuilding, I launched BooXkeeping, a national bookkeeping franchise that is now a preferred vendor for over 100 franchise brands.

A few years ago, I founded Main Entrance Franchise Consulting to help others navigate the world of franchising, whether that means owning a franchise or transforming their business into one. My team and I are passionate about providing practical advice, fostering honest conversations, and developing systems that make a positive impact on people's lives.

“At Main Entrance Franchise Consulting, we measure success by how our clients grow, not just in terms of finances, but also personally.”