This week’s episode delves into the Women in Franchising Trends Report. We also speak to a female franchisee!
Listen on Apple Podcasts | Listen on Spotify | Watch on YouTube
Host: Allison Dudas, Senior Manager of B2C Marketing at FBR
Guest: Jill Kesler, Franchisee of Fish Window Cleaning
This episode delves into the 2026 Women In Franchising Trends Report. It features Allison Dudas as the host and Jill Kesler, a franchisee from Fish Window Cleaning, as the guest. They discuss the increasing role of women in franchising, highlighting that women now own about a third of all franchises. Jill shares her journey from a career in sales and marketing to owning a Fish Window Cleaning franchise, emphasizing the importance of work-life balance and strategic planning. The discussion also covers financial aspects, such as using SBA loans and personal financing, and offers advice for women considering franchising. The episode concludes with insights into the benefits of networking and understanding one’s strengths in business.
*Download the FREE 2026 Women in Franchising Report
Resources
- Read: The Pros and Cons of Working with A Franchise Broker
- Read: 5 Ways Franchising Offers Work Life Balance
- Read: 9 Small Business Grants for Female Entrepreneurs
- Read: Female Franchise Owners Rank the Top Franchises to Own in 2026
- List: Top Franchises for Women
- Sector Report: Women In Franchising 2026
- Listen: The Rise of Female Franchisees
Transcript
Allison Dudas (00:03)
Welcome back to From A To Franchisee where we work hard to demystify franchise ownership. I’m Allison Dudas and I get to be your host today. Today we’re talking about something the data keeps confirming. Women are reshaping the franchise world.
According to Franchise Business Review’s 2026 Women in Franchising report, women now own about a third of all franchises. And that number has been climbing for a decade. We’ve also got loads of other data to share with you about women in franchising. We are gonna name brands that offer the best work-life balance. We’re gonna name brands that offer the best financial opportunity for women. Plus, we’re getting into what it’s actually like out there in franchising for women.
to find out more about that, I’m sitting down with someone living it. Jill Kessler owns a Fish Window Cleaning Franchise, a brand that made FBR’s list of top franchises for women. Jill, welcome to the show.
Jill Kesler (01:00)
Thank you. Thank you so much for having me.
Allison Dudas (01:02)
Before we get into your story, Jill, let me give everyone a little context because the numbers here are striking. FBR, if you’ve been listening for a while, you know that we are an independent research firm, and everything in this report comes straight from franchisee feedback. FBR surveyed over 8,000 women franchisees this year. A few headlines. Women own roughly 33% of all franchises. That’s up 18% over the last decade.
And women report higher satisfaction as owners than men do. What I love about that last stat is it reframes the whole conversation. This isn’t just women are getting into franchising. It’s women are getting into franchising and genuinely enjoying it. Jill, you are a perfect person to put a face to those numbers. So let’s start at the beginning. So take me back. What were you doing before Fish? And how did franchising even land on your radar?
Jill Kesler (01:52)
Yes.
my goodness. Okay, so for my entire career, I’ve been in sales and marketing. ⁓ always worked at, you know, let’s call like Fortune 100 companies, ⁓ climbed the ladder. I I love doing it. I I loved it. So nothing but nothing against that. I’ve I spent a lot of time on the road, ⁓ a lot. And since my kids, I have two children. they’re now soon to be 15 and 11. And since they were infants, I was on the road. No guilt, but that was just our our lifestyle and what I did.
⁓ but it it really started ⁓ to b ever
COVID, but it was during COVID. So I spent so many years traveling. And so during COVID I had a lot of time home with my husband and we really started to talk about like kind of what’s our next venture. We had we had invested a lot in ⁓ sh long term rentals and we were like, Okay, are we gonna take this to the next level or do we want to start, you know, our own business? My husband was more the type like, let’s start our own business from ground zero, let’s, you know, let’s just do it. And I was the type because of my previous or my
at the time I was still in ⁓ corporate america and tech sales I had sold to a lot of franchises and at that time I I knew a lot about the background right and so I told my husband I said nope I actually want to look at a franchise as like I like how they give you the support they give you the foundation right like it’s there it I don’t want to say like it’s not necessarily easier I will say that I’m not I don’t know because I haven’t done the other way but I really wanted that that kind of backbone so we had we had a broker
Allison Dudas (03:08)
Hmm.
Jill Kesler (03:31)
broker
we we leveraged the broker we went through the whole process ⁓ and this was going back and I do own another franchise so I kind of bring everything full circle so this we ended up landing at that time we did not look at fish and it wasn’t because it just wasn’t even an option brought up to us so we ended up landing on another home service ⁓ franchise and we we went full full force with that one. ⁓ Two years later I’m sorry three years later I was trying to still work
Full time, I was trying to travel and I was trying to run that franchise. ⁓ and and there are some that can be absentee. I probably could have made it work, but we got to a point where we said, either we’re going to sell the franchise or I’m going to go all in. And that was a good point in my life where I wanted to actually stop traveling quite as much. don’t get me wrong, I sometimes still miss a night alone in a hotel or you know, that travel, anyways. But I get to do that during our fish conference, but anyway, so
Allison Dudas (04:25)
Yeah.
Jill Kesler (04:31)
I made that decision three years ago. And once I made that decision, I’m I’m doing it’s coming full circle now with fish. So once I made that decision, of course, as as a business owner and as someone that always thrives, right? To like what what can I be doing next, I I I wanted to venture out to look for another franchise. The other franchise is going great, the in-home service, it’s wonderful. And now we’re dealing with we’re doing business in commercial, residential, but I wanted more of a recurring ⁓ revenue stream.
And I started to look at window cleaning. And I ended up running into fish at a networking event that I was with for my other franchise and had a conversation, and I couldn’t believe that they even had a territory open near me. I mean, total like meant to like meant to be. ⁓ and I started the process with them, and the process was wonderful. It took me about a year to land the plane, which is not normally like me. I’m more of a quick, but I really wanted to make
Allison Dudas (05:29)
Yeah.
Jill Kesler (05:31)
And especially after going through it, you know, one time before. ⁓ so yeah, so I ⁓ officially had my first client in May of 2025. And we’ve been, I I haven’t looked back. So it’s been a little over a year now with fish. I still have the other franchise, ⁓ it’s going very well. everyone kids, like, what’s next? I don’t know. Right now, it’s getting fish up to that like five-year mark where I got my other franchise.
Allison Dudas (05:34)
Right.
Wow.
Yeah.
Jill Kesler (06:00)
franchise and really, you know, continuing to see the growth.
Allison Dudas (06:04)
That’s very cool. And you bring up something that I have certainly noticed with franchisees that sometimes when somebody owns multiple brands, like across
different brands of franchising, they’re often in the same industry. And home services is such a good example because if you own ⁓ if you own an insulation franchise and then you buy a window cleaning franchise, those two things talk to each other because your clients that need help with insulation are eventually they own homes too and it’s the same network. So I feel like that’s such a good thing to bring up for people who are thinking long term of like, I’m gonna start with one franchise brand, just
Jill Kesler (06:19)
Yes.
Yes.
Allison Dudas (06:45)
Kind of keep that
Jill Kesler (06:45)
Yes, and if I and and
not that you couldn’t totally ⁓ divert, but even if I let’s say
If I were considering another one, I’m really not at this point. But if I were, I would probably stick to home services. I am like I I really got the niche of it. ⁓ and there have been some opportunities where we’ve cleaned windows and like I said, I own the installation company. We’ve I’ve also talked to them about installation. Now I I if I’m called out there, I do the mission. If I’m called out there first for the window cleaning, we we do that, right? But it gets brought up in conversation. Even now, both of my ⁓ teams, they’ll bring it up.
Allison Dudas (06:57)
Yeah.
Yeah.
Jill Kesler (07:22)
if you ever need your windows cleaned here, ⁓ our owner also owns a window cleaning business. So it’s really worked out well both both sides of it.
Allison Dudas (07:30)
‘Cause if people have a good experience with one of your brands, one of your franchises, they’re so much more likely to to call you. And even it it just cuts down on time for them. Like we know that owner was great. We know that company was was run well. So like we’re not gonna waste our own time. We’re just gonna go with their window cleaning brand or whatever it is. ⁓
Jill Kesler (07:50)
Totally.
Allison Dudas (07:51)
What was the moment that you actually decided, was there like a moment when you were like, okay, yes. ⁓ for either one of your franchise brands, like, let’s do it. This makes sense.
Jill Kesler (08:01)
Yeah.
Well, ⁓ we were so l it really is when you go to
I think the Discovery Days, right? So and I’m I I’m assuming that’s everybody calls them the Discovery Day. ⁓ you know, that that was an aw-haw moment. I will tell you before we we did the first franchise, the installation one, we were looking at a totally different concept. And and and the territory we were looking at while we were going through the process ended up getting sold. Okay. While we’re while we were we were we’re pretty close to doing that one, okay? And I was
Allison Dudas (08:17)
Yeah, yeah.
Hm.
Jill Kesler (08:37)
A little deflated. I was like, okay, this isn’t meant to be like I’m done. You know, and and my broker, as a broker, should do at the franchise broker was like, Give me one more shot. Like I have something else in mind. And so at that point, you know, once once I remember, you know, my husband and I and what we believe, you know, my husband has an electrician background. and you know, really that that service ⁓ in service mindset of in home. And so that’s when at that point, once we went
Allison Dudas (09:03)
Right.
Jill Kesler (09:07)
Through we went, the broker went back, gave us the opportunity. We knew it was the right thing for us to do. And I almost get a little anxious of like, gosh, if I don’t do this, someone else is going to do it. So that’s when I’m like, we need to do it. And same with you know the fish opportunity when it came about, even though it took me about a year and they were very patient with me. I was also like, if I don’t do this, someone else is gonna swoop this brand and I’m going to regret it.
Allison Dudas (09:32)
Right?
Yeah. Yeah. That’s a good point. ⁓ just that pressure. Yeah. And I it it speaks to, I think, too, like maybe you’re you’re a little competitive, you know? And I think sometimes people who are that driven, kind of that ferocity that they have, they make really good franchise owners. okay. So what was that first year like?
Jill Kesler (09:37)
Yeah.
Yes.
Yes. Yep.
Allison Dudas (09:58)
owning well here you’re finishing up your first year with fish so that’s gonna be pretty easy for you to answer. Like because you owned another one, did this first year feel a lot easier than your other brand? ⁓ what what did that kind of feel like for you?
Jill Kesler (10:04)
Yeah.
I talk
about this all the time. This first year, I mean it was not easy. I and if if anyone tries to say like, you know, you just
You sign your agreement and it’s just this beautiful. It takes work your first year. But here’s what I knew I knew differently. That it does take work, right? That it does. And I’m okay with that. And it took there were times where I had the exact same feelings that I had with my first franchise. Like I’ll just be like, I was like, this was a mistake. I shouldn’t have done it, right? Like, what why don’t I just go back to corporate America, get a guaranteed paycheck? Right. Literally, I had the
Allison Dudas (10:48)
Right. Right.
Jill Kesler (10:51)
Like, and I kept saying, like, I’ve got to see the light. I always call it like seeing the light. And I I I’ve seen the light with fish. Like, it took, it was like up until it was probably like 10 months, 10 or 11. It was it was really border that one year. And even most recently, the last 60 days, right? I’m seeing it come together. I’m like, okay, everything, the process, and what you know, fish has put in place for for us, it’s working, and I stick to it.
Like, I mean, I I and usually I’m kind of a risk taker, I’ll go do my own thing. Not this. I believe in this this franchise model. I’m sticking to it because I have seen what the most successful franchisees in Fish have done, and I’m like, I’m doing it. I’m doing it now. It might seem boring on days, you know, like, gosh, I’m doing the exact, but I’m sticking to their model.
Allison Dudas (11:26)
Yeah.
Yeah.
Yeah.
Jill Kesler (11:46)
Because
I see that it works. So yeah, so this and again, I’m not, you know, we’re not like completely out of the dark where I’m like, life’s so great, I’m just gonna go hang out on a beach, you know. I I know it takes those years, but the experience I had with the first one did help me ramp this one faster. Like I knew and and I also I also would calm myself down knowing like, you know, where you kind of feel like the first year, like you’re, you know, you’re you’re learning
You will feel like you’re you’re giving out money daily. Like there’s like money going here, money going here, but that investment you’re making is for is for the long run. And you have to put that in your mindset that when you have to, you know, invest in a new vehicle, because you’re growing, you know, if you weren’t investing in a new vehicle, like there would be a problem, or you had to pay a lot of training salaries. Well, that’s good. You’re hiring people, you’re training them, right? That type of thing. So those were those were a lot of what I was aware of and I was able to like talk.
Allison Dudas (12:20)
Mm-hmm.
Right. Right.
Jill Kesler (12:46)
walk myself off of the ledge of like, okay, you’re get you’re getting through this, you’re growing. So that was very helpful since I had done ⁓ the other franchise previous.
Allison Dudas (12:56)
Hmm. Hmm. Yeah, always that getting going and figuring out how to do it. And certainly either franchise
brands give you a roadmap for success, which is always to your point that you’ve said already. And if you follow that roadmap, if you lean on other franchisees when you need advice, that can make all the difference. ⁓ so I want to get into a little bit of the general data about women in franchising. Now all of this is in our women in franchising trends report that we have available for free to download on our site. ⁓ so I’ll share just some of the data again, like
Jill Kesler (13:16)
Yep.
Okay.
Allison Dudas (13:33)
Well over 8,000 female franchisees surveyed. This is all based on franchisee satisfaction data. ⁓ 36% of the women that we ⁓ interviewed are multi-unit owners. ⁓ 88% enjoy operating their franchise brand. So that’s across several franchise brands. ⁓ 87% enjoy being a part of their franchise organization.
85% rate their franchise opportunity above average. 83% respect their franchise or now these are these are really high stats for business ownership. Don’t you think? I mean, I I’m sort of amazed by this. ⁓ because you think about how hard it is and how hard it feels to own a business. ⁓ and you look at that data and you’re like, wow, it just sort of seems like most people are are feeling pretty happy. Now
Jill Kesler (14:09)
Yeah. Yeah.
Allison Dudas (14:27)
specifically fish window cleaning stats are even better than that average, which is really exciting. ⁓ so I want to get into that ⁓ just to give them a shout out here. So ninety five percent of franchisees just in general, ⁓ so that’s the whole all the franchisees, including men, ⁓ trust their franchise or which is
Jill Kesler (14:30)
Mm-hmm. Yeah.
Yeah.
Allison Dudas (14:54)
Truly great. ⁓ let’s look at another stat that I think is really, really good.
Okay. Ninety-seven percent believe that the franchiseur acts with honesty and integrity.
Jill Kesler (15:10)
yeah. Yep.
Allison Dudas (15:11)
Pretty great. ⁓ so
obviously fish window cleaning is has got a pretty good thing going and offers some tremendous opportunity to anyone, but but women in particular. So let’s get into like what your day-to-day life looks like as a as a franchisee. Talk me through what a what a regular week looks like. Are you in the office? Are you working from home? Like just take me through it.
Jill Kesler (15:22)
Yeah.
Yeah.
my goodness. There is no regular week. And that’s what I love about it. Okay. And so I will say, like I’m not a I I don’t want to sit at a desk. Okay. Like that’s just not I I did sit at a desk for twenty.
Allison Dudas (15:39)
Hm. Yeah.
Yeah, you’d been
there done that, yeah.
Jill Kesler (15:51)
I
did. Now it’s now it’s crazy because like when I do have like meetings, I have to like literally look at my calendar because I’m so used to being at my desk. But anyway, so so and then just my weeks, I I have to plan ahead. So what I do is, you know, having the two franchises, ⁓ they are in they’re about 30 minutes away, the offices. Okay. And and and and my other franchise, we’re five years in, right? And I’ve got I’ve got a VP, I’ve got someone that really runs the day to day, right? Which I’m going to get fish.
Allison Dudas (16:00)
Yeah.
Okay.
Jill Kesler (16:21)
There and we’re we’re getting there, ⁓ even right now. But I really my week is I do like to start. I’m a big, big time believer in like being in the office in the morning. So I like to be in an office in the morning with a team. So I like to be there, I like to to greet the team. If we have team meetings, I’m always a part of them, even if I’m not the one leading them, if it’s a leader. So I really try to, you know, every usually Sunday, I sit down. That’s just my routine. I sit down and I plan out where I need to be.
Allison Dudas (16:21)
Mm-hmm.
Jill Kesler (16:50)
⁓ I do field rides. ⁓ I help training. ⁓ I still go out with fish. I’ll go out and do if there’s large project bids or even residential, I’ll go out and help. Like right now is peak season where majority of our work is commercial. Okay. Like we do. Yeah. So it, but it, but when I say majority, I’m talking like, you know, around 75 to 80% is commercial, right? Commercial windows, but right.
Allison Dudas (17:07)
Yeah.
⁓ okay. I didn’t realize that.
Mm-hmm.
Jill Kesler (17:20)
Right now
now, if you look at my stats like today, it looks like I’m doing mostly residential. The reason why was
Allison Dudas (17:25)
Right, because I know like I’m looking at my house, I’m looking at the windows and I’m like, gosh,
so we’re like furiously cleaning windows. Yeah.
Jill Kesler (17:31)
You’re right to call us. Yeah. So that’s what we’re
getting right now. So we’re doing so right now, like we’re all out bidding houses. Like my office manager is, my apps manager, I am. So we will take advantage of like May through like August, right? Where we’re swamped with houses. Then in the fall, we get a huge push between October and November. I’m in the Midwest. I’m in St. Louis. No one usually calls us in January or February for their house to be cleaned.
Allison Dudas (17:47)
Я
Right.
No, I bet not.
Jill Kesler (18:00)
Yeah. But if I own a ⁓
If I own a restaurant, I don’t care how what the weather’s like, I need my windows clean, right? So anyway, so that’s just that’s the kind of background. But my point is, yeah, so I’ll look at the calendar. here, here is my overall goal in life with both of my franchises. I want to be out in the field driving opportunity. When I say that, I mean I want to be working on marketing. What are some new marketing initiatives we should be doing? I like to stay ahead of things. I don’t like to be the lagging when it comes to marketing. I’m always open to I’ll be in every pilot they have.
have I’ll try new marketing initiatives and then I’m also looking for partnerships like I believe as an owner getting myself out to networking events you know even dropping into partners right like we have facility management companies with fish that I want to I want to get into so really dropping off my card looking for that going to networking groups ⁓ that’s where I like to spend my time because at the end of the day I have a great group of employees that can do the estimates
That can do can do the jobs. Let me help bring the opportunity in and let me drive the bigger strategy of the business and where it needs to go. So I know that’s not like answering the day-to-day, but I mean I’d say the mornings I’m always in the office or I’m trying to do a meeting. I’m very big on like if I can meet a partner or someone in the morning for coffee. I like to do that. sometimes during the day I’m out visiting job sites, ⁓ you know, really working on numbers. ⁓ yeah, I don’t really have.
a perfect answer and that’s why I like what I do because I don’t have to be like I don’t have to be on my computer. ⁓ I usually wrap up the day ⁓ on the computer. I still have to do things like payroll things like that. ⁓ But I really prefer to be out and about because if I’m not if I’m not I if I’m not moving and shaking then I’m not driving the business and that’s really what I want to do.
Allison Dudas (19:34)
Yeah. Yeah.
Sure.
Yeah.
Yeah, it sounds like you as the owner, you’re really working on the business rather than in the business, which I think is is kind of the ideal situation. And I’m curious, just from a ⁓ a structure standpoint for Fish Window in particular, do you have a membership model for your clients? I mean, is there recurring revenue there or that’s guaranteed or is it ⁓ a call as you need?
Jill Kesler (20:00)
That’s what I want to do.
Yeah.
Yes, great. So we don’t necessarily have like a membership, but we are and there’s no contracts. We don’t do contracts, but we do with our clients, the commercial side, right? residential. We have some residential are like sign me up, I want it done, you know, two, four times a year. That’s great. But let’s talk commercial. We just we really have routes that we’ll put them on. So when a customer says like we walk into a restaurant and we provide an estimate and they’re like, Absolutely, we’re like, Okay, would you would you like to are you wanting to
Allison Dudas (20:29)
Mm.
Jill Kesler (20:52)
do this bi weekly or you want to do this monthly, right? That’s when we get them to agree. So with fish, we really take pride that we’re going to keep that client, right? Whether they’re on like we have to do the job to get paid. So we have to show up and we have to do a good job. And we don’t require a contract, right? So I will
Allison Dudas (21:10)
Okay, that’s so interesting.
Jill Kesler (21:12)
Yeah, so there’s no contracts. Now we have some larger projects where they’ll want to sign a contract, which is understandable. But no, ours is like we have to do great quality of work every single time we show up in order to get paid for it. There’s no guarantee, right? And and we’re not perfect. Like a client could call and say, Hey, there were some streaks. And I always say, No problem. Give us a chance to make it right. And we’ll make it right to keep your business ongoing. But we have clients, the fish model, they have clients that I know I’ve only been been in
business
one year they but they have clients throughout this organization that have been with them for like 20 plus years we’ve been cleaning their windows. Like they just they know it. We show up they know the red shirt they know the red cars they know we’re gonna be there like clockwork. And it works out really well.
Allison Dudas (21:49)
Wow.
That’s great. So I wanna talk a little bit about so Fish Window is one of the brands that ended up ⁓ as a top brand for work life balance, which is something that we really explore in our trends report for women because I think ideally every person is looking for work life balance, but it’s something that ⁓ ends up being on women’s shoulders so much to have that balance between a home life and work. So I I’m curious about what
Jill Kesler (22:23)
Yeah.
Allison Dudas (22:27)
And what that’s like. Like we have the report, we have the data, but but what does that balance look like in real time for you being a business owner? Obviously, of two of two businesses.
Jill Kesler (22:37)
Yeah. So I don’t I always kid that there is no balance and I mean that in good way because this is how I I look at it. And with fish, I can tell a difference from my other franchise because fish in particular, we can’t clean windows when it’s dark. Like you just you can’t I mean you could do inside ⁓ you could, right? You could do inside windows, but like out we don’t clean
Allison Dudas (22:54)
Yeah.
Right, but you can’t really see.
Yeah, it’s not gonna be successful.
Jill Kesler (23:01)
No, like it’s not good quality.
Yeah, it’s not good quality. Okay. So and it and it’s and it’s it’s Monday through Friday. I would yes, do we occasionally like when we are super busy with houses in the spring, do we occasionally work a Saturday? Yeah, my but my employees don’t mind. They sign up for it. They’re like, I’ll do it. But the balance, ⁓ I would say with with fish, I mean it it’s it’s really it’s it’s great because here’s what it comes down to. And in my opinion, it doesn’t matter what franchise you own, like you determine what you want that balance to be. And here’s
Allison Dudas (23:30)
Mm.
Jill Kesler (23:31)
What
I did from the start. Like, I have I’m I have a full-time estimator, right? I am putting someone into a a full-time operations manager role. So what I’ve done purposely is that I didn’t put myself in that position, if that makes sense. And there’s nothing wrong with doing that, everyone has their own model. But my fear, and even though it costs me a little bit more up front to have those positions versus myself doing it, I didn’t want to get
Allison Dudas (23:49)
Yeah. Yeah.
Jill Kesler (24:01)
stuck, I don’t mean stuck, but yeah, I want to get stuck in that role and never be able to get out and really do what I want to do. Like we talked about driving it. So that’s how I’ve gotten my balance and where I’ve seen men and women make the mistake in both of my both of the franchise, even fish I hear stories, they get so into being in that business, right? That I’m still in the business, but like doing the role
Allison Dudas (24:27)
No, I know what you mean. Like everything depends
upon them being there a every day and
Jill Kesler (24:32)
Yes.
Yes. Yes. And
so I I’ve I’ve had to invest. It is a little bit more of an investment. I will tell this to everyone to like have the right people. And I don’t mean like you put the right people in the seats and you forget about That is not it at all. Like I talk to my employees daily, especially my leaders, very open. But you have to if you want that balance in this business, you don’t let yourself get in the trap of being the person that is responsible for going out and doing all the estimates every day. Clean.
The windows. Like, I wouldn’t be able to get anything. And yes, I do clean windows. I know how to clean them, but I’m not doing it daily. And if they need me, even in my other franchise, if they need me, I am like the super, super, super backup, but I’ll do it. I mean, I am like, if they call me, it’s emergency, and that’s fine. But yeah, I think that’s the biggest way to find the balance. And it has been wonderful with fish because I followed.
Allison Dudas (25:17)
Yeah, yeah.
Jill Kesler (25:30)
The model that they told me when it comes to the right people and the right seats, so that I could be, you know, doing more marketing, doing helping drive the sales. And so I have the balance, right? Like I make that decision. Like, you know, we we had a house estimate today. I could have gone on it, right? But I knew that we that you and I were meeting. I didn’t want to be rushed. So my my office manager, she’s trained. She’s going out to do the estimate today.
Allison Dudas (25:32)
Yeah.
Yeah. Yeah.
Jill Kesler (25:59)
It’s good.
Allison Dudas (25:59)
Well, and I love that too, is that maybe even training employees to do a variety of jobs so that they can everybody can fill in for each other if if the need is. So it’s not just the owner who knows how to do everything. There’s a a few other utility players. I could see that being really, really essential to creating a work life balance. Do you feel like there have been any specific challenges for you as a woman in the franchise space?
Jill Kesler (26:05)
Cross train. Mm-hmm.
No, I mean my first ⁓ company
was probably a little bit more challenged because it was a a more male driven industry than I that I was in. And you know, installation was a little bit harder, the construction side of it. ⁓ yes, but but but I’ve overcome it. I’ve found ways and I’m confident in what I’m doing now, right? Very confident in that in that industry. But on the fish side, I I really haven’t ⁓ being I I haven’t found it to be any different ⁓ than the the male side of it or
Allison Dudas (26:42)
Yeah. Yeah, for sure.
Jill Kesler (27:03)
being a mom and just because I have really like there are certain things that I’ve also put that are non-negotiables ⁓ in my life in my personal life that I want to do right with my children. ⁓ You know I do I I’m able I go to their school stuff that I want to go to I can participate and that’s why I tell people like it’s not that I can’t get to that stuff. I get to do what what I choose to do and I have flexibility. But no I haven’t found anything as far as fish.
Allison Dudas (27:10)
Well.
Jill Kesler (27:33)
finding it any different in this particular industry.
Allison Dudas (27:38)
Okay. Yeah, that’s great to know. all right, I wanna get into I wanna get into finance here a little bit because I I think especially culturally, sometimes women
Jill Kesler (27:45)
No, I
Allison Dudas (27:48)
Don’t talk about this stuff as much as men do. And let’s let’s do it, right? So in our trends report, we found that the average earning, the average income reported for women was $114,000 a year for franchise owners. now it is lower than what men are reporting. ⁓ that’s unsurprisingly, unsurprising, right? Frustratingly so. ⁓ but
Jill Kesler (28:14)
Yeah, yeah, I get it.
Allison Dudas (28:17)
I am curious, you know, you don’t have to get into your your books, obviously. ⁓ but how did you get finance how did you finance getting started?
Jill Kesler (28:22)
Yeah, yeah.
Okay, when you say finance getting started you’re talking about like loans and everything?
Allison Dudas (28:31)
Yeah, I’m talking about like how how did you first finance your franchise? and that probably the first your first brand is is what would be most relevant.
Jill Kesler (28:35)
Yep, okay good.
Yeah, let’s talk about that one because it
was a little bit different. So my first one, I did a small business loan. Like SBA. I I did it. I went all in on it.
Allison Dudas (28:43)
Okay. Yep.
Jill Kesler (28:46)
⁓ that was the only way. So or that I knew of, right? And yes, we had to make a down payment. we did the down payment, I think it was 20% if I recall. ⁓ the SBA loan, I I did get out of it, I think year three. So I was able to, which which which which was kind of an accomplishment to me that I was able to go to more of a traditional loan. Not that there’s anything wrong with SBA. I just want to like it is there for a reason, ⁓ and you need it, but then there’s also benefits when you have when
Allison Dudas (29:10)
Yeah. Yeah.
Jill Kesler (29:16)
you show when your books are are solid and you’re showing growth and you’re able to go to more of a traditional loan. And then I got to go and work with a local bank that I really wanted to work with. ⁓ so so that worked out really well. And then I don’t mind sharing. I mean with our with our second with with fish and I say we because my husband does help on the financial sides. ⁓ he has a completely separate business but financially he he helps too I we personally financed fish.
Allison Dudas (29:27)
Mm.
Jill Kesler (29:46)
So we we did
Allison Dudas (29:47)
Which makes sense
because you had your previous business and i you were in a different place. Yeah.
Jill Kesler (29:51)
Yes, yeah. And we we knew
and and it this one was a little bit you know, less cost of entry in full transparency than my last one ’cause the the the other company there was so much equipment, it was it was a bigger uplift in this one, but I actually think this fish is a little bit more of a risk when you are putting more of your personal dollars on the line, right? It is. So do I d
Allison Dudas (29:59)
Yeah.
Right. Yeah, it feels more yeah.
Jill Kesler (30:17)
Yes, it it feels like more and so I think that’s why also I’ve had it in my mindset and I told my husband, like, I’m willing to take this risk because my experience with my first franchise, I think I can ramp it up quicker.
Allison Dudas (30:28)
Mm, mm. Yeah, and it seems like it seems like you’re on the right track for sure. ⁓ okay, so for anyone at home wondering about
Financing, the report that we have walks through a bunch of paths from SP SBA loans to using retirement funds through a program called Rob’s and also women focused grants and loan programs. So it’s it’s worth looking at just to get some of that financial picture. so I’m curious for you, Jill, when it comes to your franchise brands, are you hoping to expand territory-wise or are you sort of happy with one territory but you might diversify again?
Jill Kesler (31:07)
Yep.
I love that question. So okay, I’m just gonna hop I’m gonna share both examples. So my first franchise I did expand. I ended up ⁓ I think it was two or three years later, I bought neighboring territories that were available. ⁓ so that’s that. ⁓ with fish
As far as territories that are like that surround me, they’re they’re sold. So there is no like actual and that’s okay, open. I could go a little bit, I know fish they’re gonna listen to this, but we might have something out there. But I did have an opportunity to I was approached for a resale within fish. it was about three months ago, and it would have been about two hours away. Okay. In in in so part of my my fish territory and my ⁓ koala territory, they are both in
Allison Dudas (31:37)
Ha ha ha ha.
Jill Kesler (31:55)
St. Louis and Illinois. I’m sorry, they’re not both in. Koala is just in Missouri and Illinois. Okay, but Fish is in Illinois. This opportunity with Fish came up and it was going to be a couple hours away still in Illinois.
I thought about it for about I thought about it over like a week. I was actually I talked to the gentleman, I was on vacation, and I talked to my husband. And of course, my first gut is like, let’s do it, right? I just decided though at the time, I really, really want to. I before I look to expand where I can’t be there on a daily basis, because I do think with fish, I mean, I’m there way more than I am at my insulation company anymore. that first year is crucial.
And I while I got away from traveling and getting on an airplane, I don’t know if I wanted to drive two and a half hours away a couple times a week.
Allison Dudas (32:42)
Я
But yeah, that’s far.
Jill Kesler (32:52)
Yeah, but that doesn’t mean so an example, like w I I would be more likely to purchase a fish that’s not close to me because the model and and the way they have it structured, if I can have a good leadership team, that doesn’t mean maybe when my kids are go off to college or I feel like I have that time, I wouldn’t have an interest in looking at a territory that’s not even near me. ⁓ so that that’s kind of where I’m at right now. I’m really looking to to capitalize on what I have with both right now.
⁓ and and and really, you know, grow within those defined territories.
Allison Dudas (33:30)
So if I I’m thinking of like a woman listening right now who’s maybe weighing options about investing in a franchise, what what advice would you give her?
Jill Kesler (33:41)
my goodness. So that’s a that’s a big question. Let me think of how like where to start. I mean, I think, you know, do do your research. I mean, obviously that’s you know, always if you’re considering, if you’re the the best research I think you can do when considering a franchise is reaching out to current franchise owners, franchisees. Like in our
Allison Dudas (34:02)
Yes. We say that
all the time. We’re like a broken record with that piece of advice, Jill. We’re like talk to franchisees. We have a whole episode about it and we’ll probably do more. Yeah. So golden, golden piece of advice.
Jill Kesler (34:07)
Yes.
Okay. Yeah.
Yes, and well and let me let me give you another thing. I actually just told this to a friend who ended up she ended up purchasing a franchise too. ⁓ but I also said, you know, look reach out to someone that’s at the top or reach out to a couple that are top, get some middle, and get some people at the bottom.
Like and and find out why. Like you’ll the very open dialogue. They don’t know you’re reaching out to them because they’re at the bottom. But like that’s where you need to see and once you talk to and and it’s usually very obvious and I don’t like there are usually reasons why the different levels and usually when you have those conversations by then you’re like, Okay, well I’m going to be at the top. You know, that’s all I was always like I’m not
Allison Dudas (34:39)
Right.
Yeah, yeah. I see myself here.
Jill Kesler (34:57)
Yes.
But that that is that is so reaching out, but also giving yourself a variety, you know, because sometimes whenever you’re going through the franchise process, they’ll give you the top producers, which is good, but like let’s let’s be real, let’s hear it from what’s going on with the others and you’ll you’ll find, okay, like yeah, whatever they had to say, I’m I’m not gonna be that anyways. So this franchise is for me. ⁓ do do your do your market research. So know your competitors. ⁓
Allison Dudas (35:07)
Yeah.
Jill Kesler (35:27)
Something with my first franchise. There are a lot of competitors, but what I told myself is I’m gonna do it differently. I’m going to do it differently and I’m going to set the standard a lot higher. What I did with Fish, because they’re so they are really, really well established around me, like everywhere. Like I’m literally surrounded by some of the best franchisees in my area. ⁓ so but I’m not like, I’m not a freeloader. Like it’s good that the reputation helps and people know our brand. But
Allison Dudas (35:56)
Right.
Jill Kesler (35:57)
But a part of that was like, okay, can I continue to do can I do this fish location as well as they’re all doing theirs? Like I don’t wanna be the one that that drops the ball or lets them down.
Allison Dudas (36:09)
That drags down the brand,
yeah.
Jill Kesler (36:10)
Yeah,
totally, totally. So ⁓ but anyway, so it was two different ways to look at it. but yeah, and I I would, you know, really just open the dialogue, do your research, ask the uncomfortable questions. that’s that’s my main advice.
Allison Dudas (36:26)
Yeah, I mean it’s right. It’s it’s a huge career move. So you might as well just go all out trying to gather as much information as you can. ⁓ is there anything that you wish somebody had told you before you started in the franchising world?
Jill Kesler (36:31)
Yeah.
Absolutely.
it’s twofold, but I think be patient, which is also hard to say because if you’re a driven, successful person and you are a business owner, patience can be the hardest thing. Yes. And and like the first year
Allison Dudas (36:52)
О май гаш, яс.
Jill Kesler (36:59)
It can be extremely hard. And there will be days I said this for like you want to give up. But I think that was the biggest thing I wasn’t I wasn’t prepared for with my first franchise was like how hard it was going to be. And that’s why this time with Fish, I talked I could talk myself off the ledge. Like I was like, get it out of your head. It’s going to be fine. You know where this goes if you do it right. But I think that’s that’s the biggest, you know, piece of advice. And let I have one more too.
I my strong suit, I shared this with you, is sales and marketing. Like that’s been I could live and die on sales and marketing. It’s what I did prior to this. So but what I should have done sooner is get to know your numbers better. Get to know and I’ll tell you what I do.
Allison Dudas (37:45)
Hm.
Jill Kesler (37:48)
I numbers is not my strength. Okay. Yes. Can I close? Can I can I work up an estimate? A hundred percent. Like I can do that. But like as far as like the financial sides, like you say the word QuickBooks and it like makes me want to cringe. Nothing against QuickBooks. It did okay, it makes me cringe. But let me tell you, find the right people to help you with that. I have the most amazing bookkeeper. Like I I I have her own speed dial. We text daily, right? I have the mo and I started using her from day one at Fish. Where in my other franchise, I don’t know if I I mean I
Allison Dudas (37:57)
Yeah. Ugh, yeah, me too, actually.
Jill Kesler (38:19)
It was probably three years in, finally I was like, I probably need someone to help me with this. And then I took it to the next level. While we’re small business, I hired a fractional CFO to help me and give me some of that that ⁓ that you know more strategic advice. I mean, they’ve they’ve talked me off the ledge when I’m like, This isn’t going to work. And they’re like, It is. Here’s the numbers, you know. So I will tell you, just me, that’s my personality. Now I come across other franchise franchisees and they’re like
Allison Dudas (38:41)
Hmm. Hmm.
Jill Kesler (38:49)
They have an accounting background and they love to do in the numbers. That’s not my thing. So if yes.
Allison Dudas (38:52)
Right.
Yeah. No, you gotta know
what you’re already good at and then what you need to hire out for.
Jill Kesler (38:59)
And that’s twofold. Yeah. So I said like
I t I gave no your numbers. So if you if you’re going into the franchise and your strength is accounting and you’re like, well, I’m a CPA. I can do this all day. Great. Then you probably need to look for someone that’s really going to help you drive the sales and marketing side. but anyway, so that’s just that was that would be probably even
Allison Dudas (39:14)
Я
Jill Kesler (39:18)
my bigger advice, you know, than the first year. But yeah, I recommend like knowing your strengths and if there are areas because when you’re the business owner, like you have to know it all. And not know it all. You do have to know it all, but you don’t have to be good at it all good at everything. You’ve got to have the right resources at your hand.
Allison Dudas (39:30)
Yeah. Yeah.
Yeah, that’s a really good point. That’s a really good point. Jill, this has been fantastic. Thank you for being so open about what it’s really like. I think your frank advice and your inside ⁓ look at owning a franchise will be really, really helpful to our audience. and so if today, for listeners, if you got curious about your own path, we we make all this data free for you at franchisebusinessreview.com. So head over to our website. You can see our top franchises for women list, and you can also download
Jill Kesler (39:40)
Worse.
Allison Dudas (40:04)
Download the full women in franchising 2026 report. It’s it’s all built on feedback from owners like Jill. And that’s it for today’s episode of From Ada Franchisee. If you enjoyed it, follow the show, share it with somebody who’s dreaming about being their own boss. I’m Alison Dudas. Thank you so much for listening. ⁓ this was Jill Kessler from Fish Window Cleaning. See you next time.
Jill Kesler (40:28)
Thank you, bye-bye.
