Latest / Unstoppable Success Podcast / From Immigrant to Entrepreneur: Max Emma's Journey
Transcript
- 0:04SPEAKER_01: Welcome to the Unstoppable Leadership Spotlight, influential leaders and their game-changing insights.
- 0:10SPEAKER_01: I'm Jacqueline Summiter, CEO and founder of LeapTear Success.
- 0:15SPEAKER_01: That's LeapTeer Success.com.
- 0:17SPEAKER_01: We help entrepreneurs, leaders, and CEOs grow their business, become unstoppable high achievers and their careers in life, giving that 1% edge.
- 0:28SPEAKER_01: We believe every professional has the power within them to lead to their greatest success that not only will impact their life, but the lives of the people they're going to be able to do.
- 0:40SPEAKER_01: So stick around to the end of the show, and we will share with you how you can be our next guest.
- 0:45SPEAKER_01: So stick around to those 15 to 20 minutes.
- 0:48SPEAKER_01: Let's be unstoppable.
- 0:58SPEAKER_01: Well, hello, everybody, and welcome to another amazing episode of the Unstoppable Leadership Spotlight podcast, where we where we hear from game-changing leaders and their amazing insights on how to be a great leader and what you can do to maybe influence your people, your team to excel.
- 1:17SPEAKER_01: And I have a great guest today.
- 1:19SPEAKER_01: His name is Max Emma, and he is actually from the Soviet Union.
- 1:23SPEAKER_01: You actually came from here around what, age 18, if that's correct, and supported yourself through college.
- 1:32SPEAKER_01: You've been in the corporate world.
- 1:34SPEAKER_01: And now you've opened up your own franchise brokerage where you help individuals pursue the American dream by owning a franchise, and you help them choose between over 600 franchises, which is really, really great.
- 1:53SPEAKER_01: And it says that your services are completely free to any candidate.
- 1:59SPEAKER_01: So you love what you do, you love working, you've got a few other businesses that are wrapped in here.
- 2:03SPEAKER_01: So, Max, welcome to the Unstoppable Leadership Spotlight Podcast.
- 2:09SPEAKER_00: Thank you, Jacqueline.
- 2:10SPEAKER_00: It's great to be here.
- 2:11SPEAKER_01: So tell me, Max, so you obviously had to do quite a bit to lead yourself to where you are.
- 2:20SPEAKER_01: So what do you think took you to do that?
- 2:25SPEAKER_00: Well, uh, it's a great question.
- 2:27SPEAKER_00: I think it's the fact that I did not have a choice.
- 2:30SPEAKER_00: You know, when I came to this country at the age of 18, which was over 32 years ago, so um I had to start a brand new life.
- 2:39SPEAKER_00: And uh, you know, leaving my childhood, my friends behind.
- 2:45SPEAKER_00: Luckily, I came with my parents, and my brother already was living in the United States, so it wasn't just me by myself.
- 2:53SPEAKER_00: I did have a family support, but I didn't have any friends, so I had to start from from scratch.
- 2:59SPEAKER_00: So moving forward and not stopping wasn't you know an option.
- 3:06SPEAKER_00: That was the only choice that we made when we moved to this country.
- 3:11SPEAKER_01: Oh, so I'm curious, when you first got here, did you jump right into college or did you have to wait a bit before you got into college?
- 3:20SPEAKER_00: So I was taking English classes, which it wasn't helping me.
- 3:24SPEAKER_00: And uh I we came, yeah, we came in January and uh I went to community college in September, but I developed my own system to learn English because again, the ESL classes uh did not help me to excel.
- 3:41SPEAKER_00: So I was like, okay, how do I think outside of the box?
- 3:44SPEAKER_00: And I've always been since I was a little kid, like, how do I beat the system?
- 3:49SPEAKER_00: I mean, so my beating the system of learning English was actually calling um different credit card companies, and at that time all the support centers were in the United States, and so for 40, 45 minutes, I was talking to a native speaker about why I cannot have a credit card in the United States.
- 4:08SPEAKER_00: Duh, I mean, I didn't have a credit history, I knew that, but for 45 minutes we were going back and forth, and finally we were done.
- 4:14SPEAKER_00: I was calling a different credit card company, I was doing that two, three hours a day every day.
- 4:19SPEAKER_00: And so at no time, well, actually it was time, I started speaking and understanding, and that helped me a lot.
- 4:27SPEAKER_00: So I went to college, I found a good job.
- 4:30SPEAKER_00: I worked for Costco for five years while I was going through college, and you know, they even paid, they even gave me scholarship to go to school.
- 4:39SPEAKER_00: So it was it was a great experience.
- 4:41SPEAKER_00: I mean, I've worked with a lot of people, and uh that was great, but it's all started with learning English.
- 4:49SPEAKER_01: That's learning English, really key right there.
- 4:53SPEAKER_01: Really, really key.
- 4:54SPEAKER_01: So tell me, I'm so important to me.
- 4:57SPEAKER_01: So tell me, you know, you know, right now you have um you have a business, um, bookkeeping, you were in corporate, and I want to go back to the corporate world for a minute because you you um you spent four years in corporate finance and you said it wasn't really for you, and you gave your two weeks' notice and you had a family landscape business, but I want to go to that corporate job.
- 5:25SPEAKER_01: You know, what did you not like about that job?
- 5:28SPEAKER_00: What why wasn't it for you?
- 5:31SPEAKER_00: Well, so I'm always joking that I wasn't very good in kissing butts.
- 5:35SPEAKER_00: I was uh always kissing the wrong ones because it didn't help me to move on in a corporate ladder.
- 5:42SPEAKER_00: But uh being serious, it just they couldn't keep me busy enough.
- 5:47SPEAKER_00: So I worked for a great company and I learned a lot.
- 5:51SPEAKER_00: And part of my functions, what I was doing, they had to have it in order to do like corporate reporting, one to maybe two weeks a month.
- 6:01SPEAKER_00: And they just did not have anything for me for the other two weeks, which you know they didn't mind me doing nothing, but it wasn't just for me.
- 6:09SPEAKER_00: I'm like, okay, keep me busy.
- 6:10SPEAKER_00: And at some point I was asking for project, I was asking for projects, and they didn't have them after I was done with whatever needed to be done.
- 6:18SPEAKER_00: Again, I had to be there for two weeks, but uh the finance and accounting department for the company was probably 300 people because this was a huge, huge uh company, and I was just bored, and that was the biggest uh challenge for me.
- 6:34SPEAKER_00: I'm like, I'm young, I want to do something, and I have to come to work, I can't just not go to work for a week, but there was nothing there for me to do.
- 6:45SPEAKER_01: So, okay, so leaders, I want you to just listen to this for a minute.
- 6:48SPEAKER_01: What he's just saying.
- 6:49SPEAKER_01: If you've got an employee and they're asking for work, you need to lead them.
- 6:54SPEAKER_01: I mean, obviously, it things could have been a little different if you had had a leader there who recognized this in you and said, Oh, we've got a good one with Max.
- 7:05SPEAKER_01: Let's work with him to elevate him so that there's more work, right?
- 7:11SPEAKER_00: Yes, but look, it was a big company, and again, nothing wrong with the company, but they had an org chart, and my responsibility was to do that.
- 7:20SPEAKER_00: So they would have to think outside of the box how would we keep him busy for two weeks?
- 7:25SPEAKER_00: They would not be able to give me to the marketing department for two weeks because again, it's 10,000 employees.
- 7:30SPEAKER_00: So it's like, well, you have to be there because we need your function for the months and close or for the quarter and close because we have to have the books, it's a publicly traded company, so we have our process that we have to follow.
- 7:42SPEAKER_00: So now, because my companies are way smaller than that, I tell all my direct reports when we hire a new person, I'm like, make sure this person is staying busy, make sure that this person has the opportunity to grow, learn new things.
- 7:57SPEAKER_00: I don't have a problem if they do accounting and then for 10 hours a week they do social media.
- 8:04SPEAKER_00: I'm fine with that.
- 8:05SPEAKER_00: I want people to be multi-talented and multitasking.
- 8:09SPEAKER_00: But again, it's easy for me to do.
- 8:10SPEAKER_00: I'm the CEO, and there are my businesses.
- 8:13SPEAKER_00: And again, we're not a publicly traded company, but for big companies, that would not happen.
- 8:19SPEAKER_01: Right.
- 8:19SPEAKER_01: So that's really interesting.
- 8:20SPEAKER_01: So it could happen, it's just not how they operate.
- 8:23SPEAKER_01: So talk about your companies now.
- 8:25SPEAKER_01: So you you obviously experienced this where you um had that.
- 8:29SPEAKER_01: And so talk to me about the companies that you have and how many employees do you have?
- 8:33SPEAKER_01: And and what's it like being a CEO?
- 8:37SPEAKER_00: It's fun.
- 8:38SPEAKER_00: I'm not gonna change it for the world.
- 8:40SPEAKER_00: So I've been on my own for uh almost 23 years now.
- 8:44SPEAKER_00: Uh last day at corporate was July 3rd, 2002.
- 8:49SPEAKER_00: So July 4th was my real freedom day.
- 8:52SPEAKER_00: That's the day that I became free, seriously.
- 8:55SPEAKER_00: And I celebrated, you know, when there is a fireworks on July 4th, it has double meaning for me.
- 9:00SPEAKER_00: Okay, that's my that's my that's my freedom day.
- 9:03SPEAKER_00: It's not only the US freedom, it's my freedom day.
- 9:05SPEAKER_00: Um, but uh it's fun, it's challenging, it is lonely at the top, but again, I will not change it for anything else.
- 9:17SPEAKER_00: Um, and the way I operate now, I've had many businesses before I got to where I am right now, and I'm grateful for all of them.
- 9:27SPEAKER_00: Some of them failed, and I had to go through bankruptcy, both personal and business, only to get back on my feet, start again from scratch, and you know, was we were more successful the second time around, and we were able to sell the business.
- 9:41SPEAKER_00: But then we ended up doing uh bookkeeping, and uh it came uh as a necessity because we were just missing the financial data.
- 9:51SPEAKER_00: So we started the uh bookkeeping company called Bookskeeping, and then at some point by accident, we uh started working for franchise brands, and we started working for one, then more and more and more.
- 10:04SPEAKER_00: I'm like, I started being around franchise owners, and I absolutely loved it.
- 10:08SPEAKER_00: I love to be around these people, I loved how friendly they are, how they are willing to help and spend time with you.
- 10:15SPEAKER_00: I'm like, when I grow up, I want to be like them, and so that gave me an idea to franchise bookkeeping as the concept.
- 10:23SPEAKER_00: So now we're selling our own bookkeeping franchises in the United States.
- 10:28SPEAKER_00: We actually the only true bookkeeping franchise available in on the market in America.
- 10:35SPEAKER_00: There are obviously HR Blocks and Liberty Taxes of the world that provide both taxes and bookkeeping.
- 10:41SPEAKER_00: We just do the bookkeeping, that's why we get a lot of referrals from uh CPAs.
- 10:46SPEAKER_00: So that was the second business, still is, and I don't know which one is the more important because that's all running together.
- 10:54SPEAKER_00: But then after I've done that for a few years, and I I have teams in every business, there is no way I would be able to do it by myself.
- 11:02SPEAKER_00: So I have teams, I have reports um who do you know most of the work.
- 11:07SPEAKER_00: Uh, my job is to be do strategical thinking and you know have a vision for the company.
- 11:13SPEAKER_00: I figured that if somebody not a good match for bookkeeping franchise, we would lose them and we would not be able to provide the value.
- 11:22SPEAKER_00: So I opened uh franchise brokerage.
- 11:25SPEAKER_00: And now if somebody not a good match for bookkeeping, because let's let's be honest, accounting is not for everybody, then we can help to choose over from over 600 different brands.
- 11:35SPEAKER_00: And as you said, Jacqueline, our services are free, 100% free to candidate.
- 11:41SPEAKER_00: Uh, we do get paid, but only in case they end up buying a franchise, we get commissions from the franchiser.
- 11:48SPEAKER_00: Okay, so if they end up so I do I I do get commission, so I'm not I'm not working for free, but our services are free to candidate.
- 11:57SPEAKER_01: Yeah, you're like a travel agent.
- 11:59SPEAKER_01: The travel travel booking is actually free for the consumer.
- 12:05SPEAKER_01: The travel agent gets a commission from the travel agent.
- 12:08SPEAKER_00: I mean, from the airlines or the app absolutely, but my job is to actually in a lot of times find the industry for them.
- 12:17SPEAKER_00: Like, for example, I'm working with somebody right now who has a successful career, and so does his wife, but they're looking for a business to have you know extra money, so they don't want to spend a lot of time on the business.
- 12:29SPEAKER_00: They're not sure what business that should be.
- 12:32SPEAKER_00: So by talking to them, by doing the research, we actually found uh uh a tening salon, which is great because you know they will need to spend time in a business, but maybe a few days a week for a few hours, so they don't have to be there all the time.
- 12:49SPEAKER_00: It's not like a restaurant where you have to leave there, you know, 24-7.
- 12:54SPEAKER_00: So they don't have this time and they don't want to do it, but it's potentially great uh returns and not a huge investment because the square footage print is very, very small.
- 13:06SPEAKER_00: So um that's what we do.
- 13:08SPEAKER_00: It's not just you know, if somebody comes in and says, I want to buy McDonald's, they don't need a broker, they just call McDonald's and buy one, even though there are no territories available uh in the US because the whole country is sold.
- 13:21SPEAKER_00: But if they're like, I want a restaurant, we can help them to choose.
- 13:24SPEAKER_00: Okay, do you want a pizza place?
- 13:26SPEAKER_00: Do you want uh you know uh healthy dining, burger joint?
- 13:31SPEAKER_00: I mean, what is it, coffee?
- 13:33SPEAKER_00: Do you want uh you know mobile food uh truck business?
- 13:37SPEAKER_00: So that that's the job of a broker.
- 13:39SPEAKER_00: But again, if the if and when they buy, we get commission, but I'm actually going one way uh uh further.
- 13:48SPEAKER_00: I share part of my commissions with the candidate.
- 13:51SPEAKER_00: We pay nine months of their sales training, so they get a live sales trainer for nine months because I want them to be successful, I want them to build a business and then come back and say, I want to buy another business.
- 14:02SPEAKER_00: So out of my commission, we're paying for that, and also we give them uh rebate from the commission that I get.
- 14:09SPEAKER_00: So um, because this is not a main business for me, I I mean, I'm not depending 100% on this uh profit.
- 14:17SPEAKER_00: So I'm willing to share it with uh other.
- 14:20SPEAKER_01: That's super great.
- 14:21SPEAKER_01: That's really great.
- 14:22SPEAKER_01: It's actually a really great model because you're actually giving, you're really you're you're following that whole servant leadership role because you're you're helping, you're giving to, you know, it's you know, it's like the go give the I just actually interviewed Bob Burke, who's wrote the Go Giver series, and it's that whole mentality of being able to give.
- 14:40SPEAKER_01: So I really love that.
- 14:42SPEAKER_01: So while you're doing this and you're looking at the franchises, are you evaluating the leadership of the franchises?
- 14:48SPEAKER_01: And would you say, you know, could somebody say to you, hey Max, I'm looking at blank, blank, blank franchise.
- 14:55SPEAKER_01: Have you ever done anything?
- 14:56SPEAKER_01: And would you then say run?
- 15:00SPEAKER_01: Like their leadership stinks, or you know what I mean?
- 15:03SPEAKER_00: Well, I do look at the leadership, and because we are uh preferred franchise, preferred sorry, bookkeeping provider for 100 plus brands, and I work a lot with franchises being a franchiser, I know a lot of the leaders myself.
- 15:22SPEAKER_00: And just yesterday I came back from a large conference in uh Phoenix, Arizona, and so a lot of CEOs were there.
- 15:30SPEAKER_00: So when we do the evaluation, and let's say somebody wants to buy um uh you know plumbing uh franchise, I just tell them, hey, you have five choices that are available in your hometown, but I do know two CEOs personally, okay, and I know that one of them is gonna be available to you uh if you need uh his help.
- 15:52SPEAKER_00: And obviously, if somebody has 2,000 units, uh, there is no way the CEO will be available, but they have like the tiers.
- 16:00SPEAKER_00: That's why I tell people you have an advantage buying book skipping franchise at this point while we have 15 franchisees because you have my number on your speed dial.
- 16:10SPEAKER_00: Yeah, when we get to a certain level, not because I don't like you, I'll still gonna talk to you, but I will not be able to talk to you uh, you know, same day when I have hundred franchisees.
- 16:21SPEAKER_00: So take advantage of talking to C uh people while the franchise is small, okay?
- 16:28SPEAKER_00: But some people like okay, I don't care, I'll talk to uh you know corporate trainer, but I want a franchise that has you know 500 units.
- 16:36SPEAKER_00: Okay, so here is an option for you.
- 16:38SPEAKER_00: So we ask all of that.
- 16:40SPEAKER_00: I never bad mousing anything, and so I'm not gonna go and say this is a bad leader, this is the good leader because every coin has two sides, okay.
- 16:49SPEAKER_00: Only because somebody said this is a bad leader, it doesn't mean that this is a bad person.
- 16:55SPEAKER_00: Okay, for example, you know, uh my team still may I have part, I have some people who've been with me for over 10 years.
- 17:04SPEAKER_00: And when me and my co-founder, who was my wife at a time, we were speaking Russian in my office because the way we speak, they thought we were killing each other, but we were just passionate about the business.
- 17:16SPEAKER_00: So they're still they're still laughing right now.
- 17:19SPEAKER_00: They're like, uh oh, Max and Elena talking, something is going on.
- 17:22SPEAKER_00: And we were just you know passionate about you know the way how we're gonna um structure the business, how we're gonna grow, what other avenues we're gonna explore.
- 17:31SPEAKER_00: So that's why if you just listen to them, oh, they are you know mean to each other, but that's not true.
- 17:38SPEAKER_00: So you always have to hear two sides of the story.
- 17:40SPEAKER_00: That's why I would be very careful about you know passing the judgment.
- 17:44SPEAKER_01: That's really that's good.
- 17:46SPEAKER_01: So, you know.
- 17:50SPEAKER_01: It's great that you're providing these this service for people.
- 17:53SPEAKER_01: So, what's what is the biggest thing that's next for you in your business?
- 17:57SPEAKER_01: And where do you what you know, where's the where you want to grow?
- 18:01SPEAKER_00: I want to grow by delegating majority of my functions, and I'm getting better and better.
- 18:10SPEAKER_00: I was brought up as the micromanager, I had to be involved in every step of the way.
- 18:16SPEAKER_00: My team hated me, I hated myself, it limited my growth.
- 18:20SPEAKER_00: When I learned to give up a lot of functions and let other people doing it, that's when uh I was able to open a second business and a third business.
- 18:30SPEAKER_00: And you know, I might open more businesses because again, I'm not involved 24-7.
- 18:36SPEAKER_00: And look, for me, work-life balance has different meaning.
- 18:42SPEAKER_00: It's life work balance, life comes first.
- 18:44SPEAKER_00: You know, I want to travel, I want to spend time with my kids, I want to go see a lot of Broadway shows, I want to go and have a great cigar with Scotch.
- 18:56SPEAKER_00: So I want time to myself, I want to go to the gym.
- 18:59SPEAKER_00: So I can have this thing at certain time, like everything is scheduled in my calendar.
- 19:05SPEAKER_00: If it says I'm going to a gym, I'm shutting down the computer, and no matter how much work I have done, I'm done for the day.
- 19:12SPEAKER_00: Because I I've been there done that, you know, it's 11 o'clock at night, and I'm still at the computer, and I did not have lunch or dinner because there is so much stuff going on.
- 19:22SPEAKER_00: I only can do it for so long, and after that, you get tired.
- 19:26SPEAKER_00: So I'm like, okay, it's four o'clock or five o'clock, whatever I decided that day I'm gonna be working.
- 19:32SPEAKER_00: Okay, done.
- 19:33SPEAKER_00: I'm I'm done, and I'm not opening the computer when I come back.
- 19:36SPEAKER_00: So uh I'm very as I said, I'm very good at it, but I'm learning how to become better and better.
- 19:42SPEAKER_00: And that's what I think makes person successful when you actually can um limit yourself on the number of hours you're working.
- 19:50SPEAKER_00: Because you know, being a workaholic is wonderful when you are 23, 25, but at some point it just gets gets you.
- 20:00SPEAKER_01: Yeah.
- 20:00SPEAKER_01: You know, so listeners, I really want you to take that, and this is actually a really important insight as a leader.
- 20:06SPEAKER_01: You know, as a leader, being able to put things on your calendar and make time for yourself and be able to teach your team that too.
- 20:14SPEAKER_01: Because being part of a workaholic society or being part of a workaholic culture never actually ends up serving anybody well, and that you first and foremost have to take care of yourself.
- 20:25SPEAKER_01: And as Max said, he puts everything on his calendar.
- 20:28SPEAKER_01: And I would tell you put everything on your calendar.
- 20:31SPEAKER_01: The things that matter the most show up on your calendar.
- 20:35SPEAKER_01: If yeah, so do that.
- 20:38SPEAKER_01: That is a great insight.
- 20:40SPEAKER_01: So, Max, I could talk to you all day.
- 20:42SPEAKER_01: I'm curious how what is the best way for people to connect with you?
- 20:47SPEAKER_00: So, the best way is to actually connect with me through franchisevismax.com.
- 20:53SPEAKER_00: You can go on this website and um decide if you want to talk to me about buying a bookkeeping franchise, if you need bookkeeping for your business, or if you need help to have a business on the site, which is a franchise.
- 21:08SPEAKER_00: Um, at some point you'll end up talking to me, no matter which one you choose.
- 21:14SPEAKER_00: But I have different teams of people uh that would take you through uh all the questions, understand what you're looking for so we can serve you better.
- 21:22SPEAKER_00: So franchisewithmax.com is absolutely the best way to get a hold of me.
- 21:27SPEAKER_00: Or LinkedIn.
- 21:27SPEAKER_00: LinkedIn is fine as well.
- 21:29SPEAKER_00: It's Max Emma on LinkedIn.
- 21:31SPEAKER_00: Okay.
- 21:31SPEAKER_01: Well, absolutely perfect.
- 21:33SPEAKER_01: So, listeners, reach out to Max.
- 21:36SPEAKER_01: Go to his website, franchise with Max.
- 21:38SPEAKER_01: Also connect with him on LinkedIn.
- 21:41SPEAKER_01: It's truly remarkable what he's doing, and and what a great service you are offering.
- 21:45SPEAKER_01: So I really appreciate that.
- 21:47SPEAKER_01: So this is the Unstoppable Leadership Spotlight podcast.
- 21:49SPEAKER_01: I'm your host, Jaclyn Stumminger.
- 21:51SPEAKER_01: If you've gotten great tips from this, which I'm sure you have, click subscribe.
- 21:54SPEAKER_01: And remember I said, please reach out to Max and Be unstoppable.
- 22:09SPEAKER_01: I'm Jacqueline Strominger and I want to thank you so much for listening to the Unstoppable Leadership Spotlight, Influential Leaders and Their Game Changing Insights podcast.
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