Inside the Franchise Economy with Hunter Stokes, President of Franchise Ventures
In this interview, we sit down with Hunter Stokes, President of Franchise Ventures — the parent organization of Franchise.com, which is the most experienced franchise marketplace and resource hub — to explore how online franchise marketplaces support entrepreneurs and how these tools might intersect with growing consumer-centric brands like Goodwill Brands.
Q:Hunter, thanks for joining us. To start, can you explain what Franchise.com does within the Franchise Ventures family of brands?
Hunter Stokes:Absolutely. At Franchise Ventures, we operate a suite of digital platforms that connect prospective business owners with franchise opportunities. Franchise.com is one of our flagship brands; it is a marketplace where entrepreneurs can discover and research franchise concepts, filter opportunities by industry and investment level, and begin the journey toward business ownership. Our goal is to deliver qualified leads and insights that help franchisors grow and help buyers find the right fit. Our marketplaces leverage proprietary data, multichannel marketing and a patented lead-distribution system to drive results for both sides of the franchise equation.
Q:How has the franchise-search experience evolved online, especially with tools like Franchise.com?
Hunter Stokes:The franchise search process has become far more data-driven and personalized. Buyers now expect curated recommendations, robust filters and access to meaningful information before they even speak to a franchisor. Franchise.com and our other brands aggregate thousands of opportunities, and we use both first-party and behavioral data to help match prospects to systems that suit their goals, whether that’s a low-investment service model or a larger retail franchise. This increases the likelihood of a strong fit for both parties and ultimately better conversion rates for franchisors.
Q:Goodwill Brands — a CPG acquisition and accelerator platform — has been scaling consumer brands with omnichannel strategy and personalization. While they’re not a franchise, how could tools like Franchise.com be valuable to a brand on their growth trajectory?
Hunter Stokes:Goodwill Brands is in an interesting space. They’re building and acquiring consumer products and optimizing customer journey through tech and data. Even though they don’t franchise in a traditional sense, the way they think about scale and market entry has parallels with franchising. Franchise.com’s marketplace and analytics can help brands understand entrepreneurial demand, test interest in decentralized business models, and even explore non-traditional franchise concepts or partnerships with independent operators. Entrepreneurs browsing Franchise.com may be interested in distribution or retail-adjacent models where a brand like Goodwill Brands could benefit from expanded local engagement.
Q:Many brands wonder if listing on Franchise.com could help them grow. What’s your advice for a brand like Goodwill Brands considering engagement with a franchise marketplace?
Hunter Stokes:First, understand your growth strategy. Traditional franchising involves replicating a proven business model under consistent standards. But there are hybrid approaches — licensing, retail partnerships or retailer-supported opportunities — that can be supported through platforms like Franchise.com. For a brand focused on consumer connection and omnichannel distribution, the marketplace is a place to gauge entrepreneurial interest, spotlight unique business formats, and even gather market intel on what potential operators are looking for. It’s less about forcing a fit and more about exploring what’s possible in the broader ecosystem of business ownership.
Q:Looking ahead, what trends do you see shaping the future of franchise discovery and growth?
Hunter Stokes:Two big trends: data personalization and flexible models. Buyers want digital tools that quickly surface relevant opportunities and provide transparency. Meanwhile, brands are experimenting with non-traditional formats — from micro-franchises to license-to-operate models — that blur the line between classic franchising and other growth strategies. The intersection of tech, data and decentralized business ownership is where we’ll see the most innovation in the next decade.
Hunter’s insights reinforce how digital lead marketplaces like Franchise.com don’t just serve classic franchisors — they can inform brand growth strategies for consumer-centric businesses seeking entrepreneurial partners.