Leveraging the Power of Franchise Consulting and Digital Marketing for Breakthrough Growth

Franchising has always been a popular business model, offering entrepreneurs the opportunity to own a business with established systems and support. However, the success of a franchise depends on effective consulting and marketing strategies. That's why L2 Capital, a boutique lower middle market private equity firm, has made a strategic investment in The iFranchise Group and TopFire Media – the market leaders in franchise consulting and digital marketing.

iFranchise Group has been ranked as the #1 franchise consulting and development service provider in Entrepreneur magazine's Top Franchise Suppliers rankings for the past five years. Led by CEO Mark Siebert, a franchising consulting expert and author, iFranchise offers strategic consulting services to emerging and established franchise concepts. Their expertise includes franchise strategic planning, feasibility studies, operations training, and marketing and sales strategies. With unrivaled experience across all franchise industry verticals, iFranchise consultants understand the intricacies of the franchising world.

On the other hand, TopFire Media is a full-service digital marketing and public relations firm that primarily serves the franchising industry. Established in 2013 to meet the growing need for digital marketing services in the franchising space, TopFire Media has quickly become a leading provider in the industry. Their services include digital media management, website design, search engine optimization (SEO), pay-per-click (PPC) advertising, and public relations. By combining their expertise with iFranchise's consulting services, franchisors and franchisees can benefit from comprehensive support throughout the entire franchise lifecycle.

The partnership between L2 Capital, iFranchise Group, and TopFire Media is expected to bring breakthrough growth to the franchise industry. Peter Batushansky, Partner at L2 Capital, believes that they can leverage the market-leading position of iFranchise and TopFire Media to expand the company's current offerings and explore new adjacencies. With a focus on organic growth and strategic acquisitions, L2 Capital aims to maximize the potential of the franchise consulting and digital marketing platform.

Mark Siebert, CEO of iFranchise Group, expressed his excitement about the partnership with L2 Capital. He recognized L2's commitment to excellence and their shared vision for the future of the franchising industry. With L2's operational focus and experience in scaling lower-middle-market companies, Siebert is confident that iFranchise Group and TopFire Media can achieve strategic growth in 2024 and beyond.

Dave Hood, President of iFranchise Group, emphasized their dedication to providing expertise and guidance to their clients. They understand the ever-changing needs of the franchising marketplace. Through this partnership, they aim to deliver the best possible results for franchisors, their teams, and stakeholders.

The financing for this transaction was provided by First Bank of New Jersey, Merion Investment Partners, and Salem Investment Partners, with Merion and Salem co-investing alongside L2 Capital. The terms of the transaction were not disclosed.

L2 Capital Partners, the driving force behind this strategic investment, is known for its expertise in making controlling investments in family and founder-built companies with market leadership and growth potential. Their portfolio of business services and consumer products companies with enterprise values up to $100 million has consistently delivered top quartile returns. L2 Capital adds value by partnering closely with company leadership, providing operational support, access to resources, and a breakthrough growth framework based on over 40 years of principal investing experience.

In conclusion, the partnership between L2 Capital, iFranchise Group, and TopFire Media is set to revolutionize the franchise industry. By combining the market-leading expertise of iFranchise Group in franchise consulting with TopFire Media's digital marketing prowess, franchisors and franchisees can expect comprehensive support for their business growth. With L2 Capital's strategic vision and operational focus, the franchise industry is poised for breakthrough growth in 2024 and beyond.