5 Crucial Lessons for First-Time Franchise Buyers from Jack Child, Founder of Veteran Service Brands (and 1 Bonus for Veterans)

If you're considering buying your first franchise, you'd be wise to listen to someone who’s sat in nearly every seat — franchisee, franchisor, business owner, military officer, and airline captain. Jack Child is the founder and CEO of Veteran Service Brands, a franchise platform designed exclusively for veterans. Before building one of the country’s largest veteran-owned franchise systems, Jack flew combat missions, spent decades as a Delta pilot, and built multiple service businesses — including one he grew that wasn't a franchise and his first franchise system that collapsed due to a failed partnership.

In short: he's failed, succeeded, and learned the hard way. Now, with nearly 100 locations across brands like G-FORCE (parking lot striping), Mach 1 (epoxy flooring), and Paint Corps, Jack has unique insight into what makes a franchise succeed — or crash and burn.

Here are five of the most important lessons Jack shared that every first-time franchise buyer should take to heart.

1. A Good Franchise Helps You Avoid Rookie Mistakes

Jack openly admits that when he first franchised his driveway sealing business, he wasn’t ready. He didn’t have the systems, support, or capital. In hindsight, he says:

“I wish I had found a really good franchise brand years ago… A solid franchise takes a lot off your plate.”

That’s because a strong franchise provides a proven system, support, vendor relationships, branding, marketing templates, and an onboarding plan that helps you avoid costly missteps. For new owners, that structure is often the difference between success and failure.

If you’re early in your business journey, don’t underestimate how much a good franchise can de-risk your launch.

2. Validation Is the Most Important Step in Due Diligence

Franchise disclosure documents (FDDs) are important. But the best information doesn’t come from the franchisor — it comes from franchisees. Jack said it bluntly:

“Calling franchisees is probably the most important thing you can do.”

Don’t just talk to the handful of franchisees the franchisor sends you. Use the full Item 20 list in the FDD — which includes current and former franchisees — and call at least 20 of them. In fact, you should keep calling more franchisees until you stop hearing new information. Especially target those who left the system. Ask what went wrong, what support was like, and whether they’d do it again.

Your goal isn’t to find perfection. It’s to find honesty, patterns, and proof that franchisees are succeeding in a way that aligns with your goals.

3. Small Territories and Semi-Passive Promises Are Red Flags

In home services franchising, many brands sell tiny territories — 200,000 people or less — then push you to buy 2–5 territories just to make a full-time income.

“Any franchise system selling you a single territory that you can’t make a living on is doing a disservice,” Jack says.

His company, by contrast, gives massive territories — like all of metro Atlanta to a single franchisee — because that’s what it takes to build a real business. More importantly, it avoids the common trap of giving you “just enough” to fail slowly.

As for “semi-passive” claims? Jack warns most are sales tactics. If a franchise is truly passive, the margins are probably low, or you’ll need a rockstar manager (which costs real money and time to find). Assume the business will need you full-time unless you speak to several franchisees who kept their job.

4. Your Broker Should Have a Thesis — Not Just a Commission-Free Pitch

Jack doesn't just warn about broker commissions. He goes a step further:

“I’d want to know their commission… but that’s not enough. What’s the reason behind the brand they’re showing you?”

It’s not enough for a broker to say, “I don’t care about commission.” They should have a clear, data-backed thesis on each brand they present. That means understanding the business model, who succeeds in it, what the unit economics look like, and why it fits your goals — not just your personality.

The best brokers are more like buy-side advisors: skeptical, experienced, and honest. They won’t just throw brands at you. They’ll make the case for each one, and back it up with evidence. Tracer Franchising shines here.

5. Know Yourself Before You Pick the Brand

Jack doesn’t believe in picking a franchise based on your hobbies:

“Just because you like painting and drinking wine doesn’t mean you should own a paint-and-sip franchise.”

Instead, figure out how involved you want to be, what skills you bring (sales, management, technical), and what lifestyle and income you want. Then look for a business model that fits. Many successful owners aren’t passionate about the service itself — they’re passionate about building teams, serving customers, and growing revenue.

As Jack puts it:

“You don’t have to love parking lot striping — but if you love being in control of your time and income, it might be a great fit.”

Bonus #6: Why Veterans Make Exceptional Franchise Owners

Jack has built an entire franchise platform exclusively for veterans — not just as a gimmick, but because of what he’s seen firsthand:

“Veterans were the easiest to work with… When things went wrong, they didn’t point fingers. They took ownership, made a plan, executed, and got back on track.”

He believes veterans bring:

• Discipline and execution

• Comfort with systems and structure

• A bias for action

• Accountability under pressure

These traits map directly onto successful franchise ownership. In fact, Jack gave away a free franchise to a Purple Heart recipient — and says many of his top-performing owners are veterans.

If you’re a veteran looking for your next mission, franchising — especially with the right support and system — could be it.

Final Thought: This Isn’t Easy — and That’s the Point

Franchising isn’t a shortcut. It’s not passive. But for the right person, it’s a powerful way to accelerate success without starting from zero.

Jack’s story is proof: even a seasoned airline captain with multiple business attempts under his belt admits that the right franchise — with the right systems, support, and mindset — can save you years of frustration.

Whether you’re a veteran, a career changer, or just ready to own something, the message is clear:

Do the work. Ask the hard questions. And don’t just fall in love with the brand — fall in love with the business model.