Latest / Reframe First / Monica E. Hernandez, Co-Founder of HexGrowth AI | AI in Franchise Sales and the End of Bad Brokers
Transcript
- Oleksij Rak: Hey guys, welcome to another episode of Reframe First. I'm Alexi. Let me welcome Monica, co founder at Hex Gross AI. So hi hi Monica, great having you here. Monica Elena: Thank you so much. I appreciate appreciate it. Oleksij Rak: Yeah, thanks a lot for joining. So Hex Growth AI is about empowering emerging franchise brands with AI driven customer acquisition systems. So we basically provide top of the funnel GTM, AI based GTM for franchisors. Like could you tell a bit more about what you do and what your company does? Monica Elena: Yeah, absolutely. So, you know, I've been in franchising for several years now, in the sense of working for different franchisors, mostly on the selling side. so have a good understanding of the sales aspect to to franchising as well as a little bit on the franchisee as well. So over the years I realized that There's there's a little bit of a gap when it comes to quality candidates, quality leads for franchisors. And we st my I have a co-founder, my co-founder and and I decided that we were gonna start Hex Growth to fill that gap essentially. So working with franchisors so they can get more quality leads versus you know, people that are still tire kickers or really have no interest or no funding at all. So it just helps with some of the efficiency of of lead generation. So we started that. and then there's other aspects to it as well, like nurturing. So nurturing funnels, there's Voice now is is another big one that's that's helping in in the industry. So we're working with emerging franchise brands to implement these these systems so they can focus on you know bigger things, especially Oleksij Rak: It's on the wicked. Monica Elena: the CEOs. A lot of them are still CEO driven for emerging brands, Oleksij Rak: So it's like Monica Elena: they don't really have a sales team. So it it relieves that time so they can focus on on other aspects of the business. Oleksij Rak: Yeah, yeah, awesome. How how do you usually start? What what what's the what's the usual business size? What what's your typical client and how how do you start? How do you help them? How to how do you build the system? Monica Elena: So we get on a we get on, we'll have a couple calls, right? We'll find out what are their top pain points. And Oleksij Rak: Yeah. Monica Elena: is it, you know, I guess just to give you an example, we were speaking to someone in the real estate field recently that is needing a better system to recruit quality agents into the into the system. So we were having discussions around that. what success would look like for them. And then based on that, we have a essentially a a growth plan creator that will create a plan for them. And then we'll will essentially say, okay, this is what we can do for you. And kind of create a visual for them. So what it looks like, how it's implemented. my my my business partner and I are you know, we're we're heavier on the sales side. So we do have a tech team that does all of the implementation for them. So understanding what what they use, what platforms they use, and what need depending on what needs to be be integrated. But yeah, we'll have a we'll have a few calls before, figure out what is your biggest pain point, how we can work through it, and go from there. And I I'll I always tell people I think our biggest thing is because we're in franchising and we've My business partner's a master franchisee for a high-end men's grooming salon for four four states in the Northeast. And because we've both been in franchising, we understand the pain points because we've been through them, right? So we're not just an agency that people hire, like, you know, to to generate leads for them. Because people sometimes think, we we buy leads for you from you. That's not how it works. Like we're essentially a partnership. We look at it as if We're friends, right? We're we become good friends. and we treat it as if we were to purchase your business, what would we implement to make it more efficient? And then from there we have weekly calls with them, we keep them updated on the stats, we optimize as we go because with AI it's it learns over time. So as it you give it the knowledge base of that that company over time it just gets better and better. So every week we're optimizing and giving updates to them on what's getting better, what we've changed, what needs to be adjusted. and it's just a it's it's more of a partnership than them hiring us as an agency. So it it's it's good. It's we we have great relationships with our our clients and I mean also providing great results too. So that's that's always the goal, right? Oleksij Rak: So the more I chat with people from franchising industry it's quite different from from all the other industries I I had a chance to work with. 'Cause like it's eff everything is interconnected and people are really open and collaborative in the industry. So by by saying like you are being a partner, so it just resonates with me. Like the way the industry works. the pain points you mentioned that you are identifying their pay point pay points and that you know some from your experience. What are the most like usual pain points of the franchisors in the industry, especially the emerging brands? Monica Elena: I think the biggest pain point is the CEO essentially Oleksij Rak: Legendary. Monica Elena: becomes their own bottleneck. You know, like not in a bad way, but it's because they're they're wearing multiple hats, including Oleksij Rak: Mm-hmm. Monica Elena: being the salesperson for their business, right? So aside from trying to build operational platforms and work on the operational side of their business, they're also. having calls with candidates that are inquiring to invest in their business. So I it it creates a a bottleneck because there isn't consistency in their system. So they hence the automation of of these leads because the way it works is the way our system works, well one example is we can do cold email campaigns as an example. And we also have an AI sales development rep that books the calls in to their calendar. And these are people that are ready to talk and ready to really discuss the business, right? So it it kind of weeds out those that are just think it's a cool concept or a cool brand and just want to know more about it, but really don't want to buy into the brand. so instead of them having five, six, seven calls a day. Maybe they're just having two, but they're quality calls. You know, they're they're quality leads, quality candidates. So I'd I'd say that's one example. That's probably the main is is CEOs sometimes are their own bottleneck because they're wearing so many hats initially. So we come in and automate some of these areas that relieve some of that that time. Even nurturing leads, As they're going through, because, you know, as you know, and and at sales in general too, there's salespeople that maybe they call them once or twice and then never call them again. So, you know, for people that do have a sales team, that's that's another another aspect to it. another example is the the client experience. You know, we're talking to someone in the healthcare industry. And from the moment someone fills out a form, you know, it's it's dental, but as soon as someone who fills out a form, what does that experience look like? What is their confirmation text or confirmation email look like? Where is it coming from? Do they get a call from the clinic? Do they get a call an email from the CRM? Do they get where's their communication coming from? And we're noticing with a lot of and and these are, you know, bigger, bigger companies, these are multi million dollar companies and they have a broken system in the sense of that that client experience. So that needs to be really, really, we need to really go in, dig, and and correct that because you know they're losing a lot in the front end. Cause some of these people are set scheduling appointments to spend a quite a a good amount of money, right? Think of, I mean, if you think of dental. So that has to be on par. That has to be almost perfect, right? The moment you submit something, you should get a a confirmation text or email and it's just not not happening. There's some glitches there. So that's another example. But yeah. Oleksij Rak: Yeah, yeah, I see. you mentioned instead of five calls they they have two colours which are of better quality. How how how do you qualify? How do how do you how do you know this is the right choice? This is the right lead, this is potential franchisee. Monica Elena: so well, first you gotta get a hold of them, which ninety-nine percent of the time you don't get a hold of people the first time. You know, a lot of people think most calls are spam now and just don't answer. So you've gotta call multiple times, text them, email them. and then once you get a hold of them, it's really you have a dis what we call a discovery call, and you really want to understand their goals. You want to understand things like, you know, are they passionate about the brand? That's that's an important one. You want to understand, do they have the funding to invest in this business? what does what is their business acumen look like, right? Have they ran a business before? Have they managed a team before? what is their time like? You know, do they have time? Do they not have any time? Are they looking at this as more of a passive investment or owner operator? that's gonna really that's a that's a big thing. I, you know, we can come back to that, but that's another thing you want to find out. And what they know about that industry, whatever it is, if it's if it's fitness, you know, I I still sell in the fitness industry. So you know, that's that's typically one of the things I want to know, like. Where are they? And not not every owner comes from the industry, which is perfectly fine, right? but understanding where their mindset is and what their goals are around opening this business. So it's really just getting to know them and and then seeing how how serious they are and then you kinda move them forward from from there. So Oleksij Rak: Yeah, service qualification call with some questionnaire and you make your judgment call whether it it's it makes sense to move the further further down the funnel. Awesome. Monica Elena: Yeah. And just No, I was gonna say just to come back to the the owner operator versus the past semester, you know what I've kind of noticed in not just the the company, the brand that I work for, but others as well. because I work for F 45 training, well, Fithouse of Brands, which is F 45 and FS8 Pilates and Vora Pilates, but in other brands as well that I've noticed is the ones that are owner operator and really in working in the business. Are a lot of times the most successful versus those that treat it more passively and are not involved at all at all. Right. You can be somewhat of a a passive investor, but still be involved. but when it's completely hands off, those tend to because you're relying on someone else, right? So and Oleksij Rak: Yeah. Monica Elena: you're expecting someone else to treat it as if it were their own business. And a lot of times just people just don't do that. So unless you've got a trusted partner or or hire someone that is. that's why I say be passionate about what you're investing in because the owner operators tend to to really do well. Oleksij Rak: Yeah, it's a long-time commitment, and you need to be sure that yeah, Monica Elena: Money, right? Oleksij Rak: it's a lot of money. Regarding the the ICPs, well, where do you get the the what are the proper ICPs nowadays for the front for potential French disease? I I've heard about corporate refugees, displaced AT AT professionals. So who else are looking for? Monica Elena: so I think it depends on the brand. I think it depends on the company, but from the example that I'm in, you know, and in fitness with F F45, corporate refugee is a big one just because of the nature of the market right now, you know, with with the layoffs. people are starting to question should I stay? in my corporate job, where most people now are thinking like maybe I should just invest in myself and be my be my own boss and have more control. So that's definitely a big one. I think also Oleksij Rak: Yeah. Monica Elena: too, there's a lot of of multi unit owners that have maybe exited a different company or franchise and looking to looking for their next one, right? To to grow, build, and then sell. Cause that that's another thing. There's there's a lot of people and I I tell people too, like always think of your exit plan. So when you're investing in this, what is your plan five, 10 years from now? are you gonna renew another 10 years? Are you going to sell? Are you looking to sell at that time? but yeah, I I would probably say corporate refugees probably the biggest just because of the n the right now the nature of of our market and You know, there's what I think IFA is projecting twelve thousand franchises opening this year. And that increases year over year. It increases one to two percent year over year. So franchising is becoming a massive business model. and some that I feel, you know, are are really successful as well is is membership models. Membership models is something that people just don't talk about. and I've worked for both. I've worked for membership models and I've worked for non-membership models. And membership models are just great businesses to be in because you've got that recurring revenue every month as you're continuing to build. So those are those are great models. And I'm seeing a lot more of those in industries that you wouldn't even you wouldn't have thought of before. Like pet, you know, that's they're doing membership models. Cause you only think of it as like fitness or you know, like st but streaming. I mean, a lot of the stuff we do nowadays we get a membership for. So it that's that's becoming bigger as well. Oleksij Rak: That sounds interesting, Trent. Did they didn't hear about that? With regards to b back to corporate refugees, how how do you identify which one of that of them is ready to to switch? You know? Monica Elena: Usually the a lot of the ones that are in director positions, I I would say make make a certain income. as far as the consistency that that we see. it is hard to say which ones, but there's definitely a lot of interest. There's just A lot of a lot more conversations that go on in the background, right? Because because some of these corporate workers, especially if you're in a director position, you know, you're you've had a great salary, a great comp plan for X number of years, right? So to give that up can be scary because you f almost feel like you're not gonna have that stability anymore. But in reality, I've I've seen some that will start their franchise. They'll they'll keep both, right? They'll keep their corporate job for a bit until their franchise matches, you know, what what they were making or close to it. And then they can exit. so so it's it's not recommended to say, hey, just leave your corporate job and go all in. Although some people do. but some can do both until it starts to match and then and exit. But it is They are it is challenging those type of conversations because they they have that hesitation because of security Oleksij Rak: Yeah. Monica Elena: or or the security they felt. 'Cause I don't even I don't know if you'd actually call it security when if you know you can get, you know Oleksij Rak: Displaced. Monica Elena: Yeah, I that's a good way to put it. Yes. You know, the next day and not know about it, right? So, but people look at insurance here in the States too, right? That holds people at their jobs is companies providing insurance. so so things like that. a lot of people are, you know, trying to things are changing. Things are changing. I think as these generations get older, you know, boomers are retiring. I think the boomer generation was more so stay at your job forty years, retire, get social security retirement. And you know, that was kind of the the way things panned out at that time. And now it's it's it's not like that anymore. So I think the younger generations are open to taking more, more risks for sure. Oleksij Rak: Yeah, I've heard that. There is a trend that the younger generation is stepping in at the age of twenties, early thirties, and they're not waiting until fifties or sixties. Monica Elena: And and with risk comes reward, right? So Yeah. Oleksij Rak: Yeah. And they have more more energy to push it, you know. It's also about. Monica Elena: I think the good thing about franchising is you get the blueprint, right? You're not starting from scratch. You the industry you're getting into or the company or brand you're you're getting buying into, it's providing the blueprint to you. You just need to follow it. You know, that's what I tell the franchisees that I work with. I'm like, just follow the blueprint and you'll be successful. Don't stray away from it. Don't try to get creative, you know, just follow the blueprint. It works. It works. Oleksij Rak: Yeah. how hesitant are these corporate refugees at the top of the phone? How how long do they think think it's through that and how many of them s fall off on the first step before even like getting to the initial discussions? Monica Elena: With With corporate refugees, I would say it's a longer sell cycle, you know. I I think investors move through fairly quickly and can l invest in I'd say thirty days, you know, a thirty day sell cycle 'cause they're decisive. They know what they want. Corporate refugees, I would say it's probably more of a ninety day. more conversations, more planning on their part, more understanding. I mean, there's I think there's one that I I spoke to for for six months, right? And vi he visited multiple locations. He went to many locations, spoke to many franchisee owners, right? It it definitely took a lot of work. But I I would say And there's always people that fall off. Not I mean, that's just that just happens, you know, whether it's life happens, whether it's funding. but I I would just say the only difference is it's a longer it's a longer sales cycle, a longer process for them, which is fine, right? 'Cause they really need to feel comfortable with the decision they're making, you know. 'cause they are investing. money into this. So they need to make sure this is the right decision because not only for them but for the brand. Right. So when I'm talking to people, I'm also thinking of us as as, you know, F forty five or or F S eight or Vor Pilates and saying like, is this gonna be a great partner for us? So it it goes both ways. It goes both ways. Oleksij Rak: Yeah, in the end that's the person that represents the your brand, you know. You need to be sure that that's the right the right the right guy. Yeah, awesome. with regards to lead generation itself for for the franchise, brokers versus FSOs versus just lead gen, what what do they choose and what works better, what works works worse, like of what are the pros and cons of going each of these? Monica Elena: So that's a tough one. So with With FSOs, I th I think it depends on back to like the franchise or what they're looking for, right? if you don't well, and the other part is the CEO, right? Is the CEO someone that comes from operations or is the CEO someone that's heavier, you know, that understands sales more, right? if it's someone that's more operationally minded than I see them recruiting more FSOs because the FSO essentially bring uses their they have their salespeople, they have all, you know, and they they come in and take over that that process for you essentially. Oleksij Rak: Mm-hmm. Monica Elena: so I think it's just dependent on the franchise or where they are in their growth and where they're looking to allocate their their money, their dollars. brokers, brokers it's it's more of a complex conversation, right? Because I know some great brokers Oleksij Rak: Yeah. Monica Elena: that are really, really passionate about helping their clients and doing what's best for the client. Right. So I've spoken to some brokers that that are great. And I've also spoken to some brokers that Or just in it for for the money, essentially, right? Obviously everybody's Oleksij Rak: Yeah. Monica Elena: in it for the money, but you've really got to be in it for the for the client and and their well-being. So as far as franchise brands, working with brokers, there are a lot of inconsistencies, you know. another reason why we started Hex Growth, because with Hex Growth, there's consistency. with brokers, franchise Emerging franchise brands are spending a lot of money on brokers and not getting the return that they want. they go to their conferences, they go they wine and dine them, they, they do all these things. And to get a client, may maybe yes, that client will pay for that broker, or and do spinning all this, but there's no consistency. So I I think some of the great brokers out there that are really in it for the for the best interest of the client are the ones that will succeed and continue to to to make it through. the ones that are not, I think will get weeded out by AI because and automation, because automation creates that consistency for people. the cost is less for the franchise or you know, we've shown a client what it what it can what it costs with brokers versus like ours. It's a massive difference with a bigger return with them getting consistent quality leads, right? And they don't have to come to a conference, they don't have to wine and dine us. Like, you know, it's it's we'll actually eventually fly to them and and break bread with them in person, you know, to to kind of just build a relationship of a better relationship with our clients. So yeah, I I think it's it's hard. You know, one of the brands that I worked for worked with brokers and it didn't they stopped because the leads that they kept bringing were for territories that weren't even available. So they were spitting all this money on this working with these brokers and the few leads that they brought we couldn't even sell to because those territories were were sold already. You know, so it's it's yeah, I I think it lasted two months and that was it. So Oleksij Rak: I've heard about that it's not even eighty twel twenty, it's rather nin ninety ten split of like ten percent of brokers are doing ninety percent work. because th there are indeed good good brokers, but yeah. But the point you mentioned that like the the bad ones will be replaced by AI automations, it's it's a good point, actually. Like s the more conversations I had with brokers, the more I feel that, you know, the there is need for change at some point. And the change is coming. Monica Elena: with a broker one time that was drinking a beer while we were on our call. And I'm and it was our first call. I didn't I didn't know him, right? We were talking about one of his his clients and he's just he's just drinking a coors light on the call. And I'm like, you know, I I just it's and it was like noon, you know, so I'm like this is it was the most unprofessional call ever. But it's it's funny. It's interesting sometimes with some of them. Oleksij Rak: Yeah, I can see. Monica Elena: Fantastic. I've had some that are just great and and yeah. So Oleksij Rak: there is another player, it it's online platforms. All of the online platforms I found about franchising, all of them are the lead generation funnels, it's it seems for me. So the end goal for the for for them is to s to c collect some contact details and and just sell these leads to to broker networks, easy broker networks of franchisers. What's your take on the on these websites? Do do any of your French resources work with them or who works with these websites? Monica Elena: You know what? I would say that's probably the least one that that you really hear about. I don't know many that work with those, you know. I I I I feel like the the more common are j are just brokers or or the FSOs, you know, those are probably the more common, not so much the websites outside of the resale websites, right? Oleksij Rak: Yeah. Monica Elena: There's people that that will post their business if they're looking to sell their franchise. So I I know they do that. but I don't know much about those, like the behind the scenes of those or how successful those are. Yeah. Oleksij Rak: No, okay. Fair enough. Monica Elena: Yeah. Oleksij Rak: Like it it's it looks like a separate world. any anyone I'm asking these questions about, no nobody knows about but they do exist and then they they do have a lot of traffic. Monica Elena: Do they? Yeah, that that'd be interesting. I'll have to look that up. Oleksij Rak: Yeah, it's like tens of thousands, thousands of monthly traffic. it it does convert at some point. So Monica Elena: Okay. Oleksij Rak: it does make sense. awesome. Awesome. you mentioned AI automations. Besides automating GTM strategies, how how else is AI penetrating this this industry? Because it's still not. From what I'm hearing. So people are not really using it that to that extent. But is it penetrating somehow the industry? And and from from which angles, in your opinion? Monica Elena: It's it's it's starting to, yeah. So you're right. It's not it's not big yet, or as much yet, which is why we once again, why why we jumped in right away and and understanding and knowing the industry. but it it's definitely moving quickly. So by quickly I mean every three months it's new. new stuff, new, new things that are helping businesses that also, you know, franchises run their business. I think by next year there will be more because the thing with with franchising too that there's a lot of channels you have to go to, right? They need well one, they need to to to trust you because AI automation is new. So they need to understand what that looks like. so you really have to show them what that looks like, do a pilot, you know, that's another thing we do at Hex Growth is we start with pilots with all of our partners. We start with 120 or 180 day pilot. once we show those results, then we can go into something, something longer term. We don't just have people sign contracts. with us, a long term contract with us right away. So yeah, and then it's it's a land and expand. So we'll start with one thing, right? What is their top pain point? And once we see success and results from that and and really get that rolling, then we can say, okay, let's now we can move into the next thing that is a s basically the second Pain point that we need to automate. And the franchising is unique too because you have two different layers, right? You have the the layer at the franchisor level where you can Oleksij Rak: Mm-hmm. Monica Elena: help them, whether it's lead, you know, qual generating quality leads, whether it's nurturing, whether it's on the operational side, right? Where you're you're collecting data for assessing the franchisee level units or or studios or whatever the business is. so there's operational things as well that you can do with AI automation. And then you've got the franchisee level. So there's there's aspects to where you can help the franchisees generate traffic to their b individual businesses. So there's two levels to it which makes it really, really unique. You know, membership models, like I said, you know, helping a franchisee bring in more traffic because most of them are utilizing a marketing agency. and they're getting traffic from that. But outside of just doing ads, what else can you do to generate traffic? And then that's kind of where we come in, right? Let's let's test let's test cold email or less. test A the AI to generate more leads for them. So you can kinda help on on both both levels with franchising, which I think is unique when it comes to the automation side. Oleksij Rak: Yeah, yeah, automation is great. I actually have recently seen a great website where you can chat with FDDs. You know, and you can using KI you can just ask questions from the FDD. You do not need to read it or compare a few FDDs like with each other and and see which brand is performing better or worse in which of the items of the FDD. So There there definitely is some penetration of AI, but that's more what more to come. w what else are you seeing in terms of trends recently in the in the industry itself? Monica Elena: Trends in regards to AI. Oleksij Rak: Mm yeah, AI and like general trends. What what happens in the industry nowadays from your perspective? Monica Elena: I I think as far as trends we're seeing More AI help with growth, you know, and expansion. Before, well, I I I still see it a little bit today. You know, there's I I've seen brands that are trying to they'll start a business and then they want to franchise that business. and the thing is there's some of those that I don't think fully understand the world of franchising. and there's a lot. There's a lot to it, right? You've got the legal aspect to it. you've got Oleksij Rak: Yeah. Monica Elena: the operational aspect to it where once you start franchising, you really need to support franchisees, provide an SOP, and give provide a a true blueprint and be able to take their feedback and modify and shift and optimize where needed to grow properly. you know, I've seen Somewhere they're looking to grow rapidly, which is scary because when you grow too fast, you can't keep up internally. So it although from the outside it looks great because you have Oleksij Rak: Yeah. Monica Elena: some a franchise that you know is gonna get to a hundred units, but internally it's like a CEO, a COO, it's like three or four people, right? And then that's hard when it comes to supporting a hundred franchisees. So growing rapidly is not always the best thing. You have to to to grow simultaneously with with your franchisees, but also internally and constantly optimize the business, what can make it better. but I think because there's so many more people trying to franchise their business, Oleksij Rak: Mm-hmm. Monica Elena: you're gonna see more of those that don't grow, don't get to fifty. So I think in the near future, even right now, what's what's big it what what I would say is is crucial is really doing your due diligence on that brand. Like what is that CEO's vision? Are they open to feedback? Are they a true partner? There's a list of of things you have to really understand before jumping in because you don't want them to go under essentially, right? So I think when it comes to like trends, speaking of franchising, Oleksij Rak: Yeah. Monica Elena: we're seeing that because people are saying that franchising works and franchising is is growing year over year and becoming so so popular that people are wanting to franchise their business, which may not be a great idea, right? Not every business needs to be a franchise. So Oleksij Rak: No. Monica Elena: and it's funny, we're with Hex Growth, we're actually working with a company right now that's not a franchise. And Oleksij Rak: Mm-hmm. Monica Elena: they sell units, but we're trying he's considering taking it into franchising. So we're also doing consulting aside from the the automation that we're implementing and we're doing it in phases. So he can begin to franchise in the future. But right now it's taking we're we're also training working with his team, right? Because his team has to shift their mindset. Because right now they're just a business that's selling units, but we have to get them to shift their mindset to a franchising mindset and understanding that whole world of things. So, Oleksij Rak: And so Monica Elena: you know, it's a it's a it's a Big lift. We're super excited about it, this this project. But now this one we think, you know, can definitely do really well. He's been doing this, he's been in this for years. But but yeah, I I think trends that's people see franchising as a trend. And if they own a business, whatever that may be, we'll think, can I franchise this? And then we'll go franchise and not. truly understanding everything that goes into to franchising so Oleksij Rak: Which businesses do you think are are franchisable, if there is such word? Which which businesses can be franchisable, can can can be turned into a franchise? Monica Elena: So there's a lot, but I think the ones right now that are doing really well are the wellness industry, fitness and wellness industry, home services. So those can be good because one of the things that AI or no tech is gonna replace is plumbers, electricians, you know. So any some those with trades, А вели популяр right now. Food the thing with food is it's very challenging, you know, you it's a challenging industry when it comes to to food, but there's still a lot of people that invest in fast food or or food franchises. Oleksij Rak: They they changed too f no too rapidly, I think. Like in in Monica Elena: Yeah, yeah. It's a tough Oleksij Rak: two or three years, you know, t the trend is gone and you're left with a business that's not functional. Monica Elena: Yeah. And you have a lot of inventory. I I think that's the that makes it that h adds a whole another layer to it is when you you have a business with a lot of inventory and they have to focus on waste and all that. but I I would say home services, service businesses. what else? Automotive. That's that's a a a big one. All changes, all change places, franchises. what else? There's there's quite a few out there. I can't think of those are probably what I can think of off top of my head, but there's definitely quite a few right now that that are hot. Yeah, that are that are doing well and growing industries and very strong. the the beauty industry. So spas and you know, all all that. that's Oleksij Rak: Yeah. Monica Elena: another one. I mean I guess that would fall under probably wellness, but The beauty industry is another big one. So yeah, there's quite a few. Oleksij Rak: Yeah, awesome. If if there was one advice that you could you could have heard like a few years ago when you started, four or five years ago when you started in the industry, what would it be? Monica Elena: To really understand the business model of different franchises, right? Not not just the ones that I've worked with or worked for, but just the different ones in general. Because I'd say the last couple of years that's kind of what I've tried to understand. Yeah And I've learned a lot too. from and some of them are learning lessons too from some that I've worked with in the the past that were challenging ones, right? So I think that's why I brought up membership model, because Oleksij Rak: Yeah. Monica Elena: that's a successful model, right? For for owners. So I think it would be to really truly understand the model, understand. what the bus what goes into the business and what the day-to-day looks like. because I think if I knew all of that prior, I would have better conversations with after I started, I would have had better conversations with with people. and understanding who's going to be good at this, right? Like this personal matching like you said that that ICP with whatever franchise I'm selling, right? Say, okay, this is gonna be a great franchisee for us because of A, B, and C. so I would I would probably say that. You know, that's probably the biggest thing. outside of that, it's constantly evolving and a lot of it's there's so many aspects to it that a lot of it would have been, you know, a learning curve anyway. But I I'll tell you, like I prior to franchising, getting in the franchising industry, I've always been in fitness. on the sales side, selling gym memberships, general manager, you know, mostly big big box or sales manager, big box gyms. and franchising is just like I love it still till this day, everything about it. So it's just so unique. You Oleksij Rak: Hang on a minute. Monica Elena: know, it's just so unique and so different. Oleksij Rak: That's what I'm hearing again and again. Like with every person from the franchising industry, people do w when when they got stuck in the industry now th they do love it. And and it actually feels because it's the industry is very supportive. The industry is built in a way that like everybody is interested in your in your success. Like French. Yeah. Monica Elena: It is it's always a small world, like a small network of of people, you know? It's just it's even though there's so many of them, it's it's intimate at the same time. So yeah, it's it's a very unique industry, which is why I I think we're we're very passionate about Hex Growth, because it keeps us in the industry long term, right? Oleksij Rak: ja Monica Elena: And working with different franchisors and talking to them and understanding their businesses and yeah. So Oleksij Rak: Yeah. Awesome. Thanks a lot for this in for this discover conversation. It was a great one. Monica Elena: Yeah, thank Oleksij Rak: And before you wrap it up, is there an anything else you would like to add? Monica Elena: no, just I I appreciate you, you know, having me on. If if anyone's interested in implementing AA automation, you know, reach out. My my email is Monica at hexgrowth.ai. Or if anybody's interested in investing in franchising and looking to purchase a Pilates studio or an F forty-five studio, reach out to me as well. I can I can assist with that as well. Oleksij Rak: Awesome. Thanks a lot, Monica, and help have the best of luck. Monica Elena: Yeah, thanks so much. You too.