Beyond the Brand — The Franchise Investing Book by Cliff Nonnenmacher & Justin Guevara
Now Available!
Franchise smarter. Avoid regret. Build something that lasts.
Beyond the Brand is the honest, strategic guide entrepreneurs need to succeed in franchising, written by two franchise consultants who have placed hundreds of people into businesses and seen firsthand what separates the owners who thrive from those who regret.
Co-founders of Franocity, Cliff Nonnenmacher and Justin Guevara bring over 25 years of combined franchising and finance experience to a book that doesn’t sell franchising; it prepares you for it. From the mindset shifts that separate confident investors from fearful ones, to the systems, leadership habits, and strategic decisions that drive long-term success, Beyond the Brand goes where most franchise books don’t.
Whether you’re exploring franchise ownership for the first time or looking to scale what you already have, this is the roadmap that gives you clarity, confidence, and the truth about what it actually takes.
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Cliff R. Nonnenmacher
CEO and co-founder of Franocity, a boutique franchise consulting firm. With over 25 years in franchising and finance, Cliff helps entrepreneurs make confident business decisions. He is also the host of Pursuit of Profit, the most popular podcast in franchising. Cliff lives in Delray Beach, Florida.
Justin Guevara
Co-founder and President of Franocity. A former franchisee and corporate executive, Justin has helped hundreds of aspiring owners find their right fit, drawing on deep experience in development, operations, and strategic growth to guide others toward business ownership with confidence and clarity.
“Beyond the Brand is a must-read for anyone serious about succeeding in franchising. Cliff and Justin don’t just teach you how to buy a brand — they show you how to build a winning system, lead people, and dominate with clarity and purpose.”
— Josh York, Founder and CEO, GYMGUYZ
“Fear stops more would-be entrepreneurs than failure ever could. This book cuts through the noise and gives aspiring owners the mindset and tools to move forward with purpose.”
— Jeff Labrecque, Owner, Conserva Irrigation, Koala Insulation, and Bumble Roofing
“In my more than twenty-five years in franchising development I’ve learned one truth: franchising done right creates real wealth. Beyond the Brand shows you exactly how to do it right.”
— Dan Rowe, CEO, Fransmart
“Most franchise books avoid the f-word: fear. Not this one. Beyond the Brand faces it head-on and gives you the mindset, tools, and strategy to push through the doubt and build something real.”
— John Lee Dumas, Host, Entrepreneurs on Fire
“Reading Beyond the Brand is like sitting down for a beer with Justin and Cliff while they tell you the real truth about business ownership and franchising in today’s world.”
— Andy Fuller, CEO, Mosquito Hunters
“Beyond the Brand doesn’t just pull back the curtain on franchising — it tears it down.”
— Hao Lam, Chairman and CEO, Best in Class Education Center
“I’ve rarely met anyone as prepared and insightful as Cliff and Justin. Their deep research, real-world experience, and no-nonsense approach bring clarity and depth to an industry often clouded by noise.”
— Carmelo Marsala, President, SprayNet