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From W-2 to Winning Big: How One Franchisee Found Her Calling with TRUA

When Anna Winecoff said, “Alex, I’m not buying a franchise,” she meant it. Until she didn’t. Today, she owns three TRUA Senior Living Locators territories in South Carolina and just passed the one-year mark with a thriving business, a growing team, and a redefined life. In this BrandONE-on-ONE episode, Alexandria Warren sits down with her longtime friend and TRUA’s first franchisee to unpack the fear, grit, and strategy behind her shift from seasoned corporate executive to local business owner. If you’re a professional with industry expertise wondering whether franchising could work for you – this is the episode (and story) to pay attention to.

A Career Built in Senior Living

Anna spent over a decade in the senior living industry, climbing from entry-level roles to national leadership. Her passion? Helping families make the right decision for their aging loved ones. But the travel wore thin. So did the feeling that her time wasn’t fully her own. “You come to that point of feeling like you have to give up what you love for the people you love.” TRUA offered her a different path: keep serving seniors, but do it on her terms.

Why TRUA Was Different

Anna wasn’t looking to become a franchisee. But once she learned about TRUA’s mission, clinical approach, and founder Matt’s 20+ years of experience, something clicked.

She didn’t just buy a franchise. She became the first franchisee – a leap of faith made possible by:

  • Deep belief in TRUA’s model: A clinically guided, concierge-style placement process for seniors
  • Immediate alignment with the founder’s values
  • A chance to impact her community while supporting her family

“I didn’t realize this world existed. Most people don’t… until it’s their turn.”

From First Step to Full Time

Anna gave notice at her corporate job on a Friday and started with TRUA the following Monday. No safety net. No backup plan. Just commitment.

“We didn’t have a plan B. It had to work – and we were going to make it work.”

She went all in: boots on the ground, building referral relationships, educating families, and showing up in hospitals with wheelchairs when no one else could. Her relentless input led to immediate output: placements in month one and steady growth ever since.

Scaling Smart, Not Fast

Anna now manages a growing team, recently hiring her first employee beyond family. In less than two months, they’ve doubled revenue. Her secret?

  • Hiring from within the industry
  • Training based on real-life experience
  • Letting go of the belief that “no one else can do it like me”

“It’s scary, trusting someone else with your business. But if you don’t scale, you stall.”

Lessons for Future Franchisees

This episode is more than a success story—it’s a masterclass in mindset. Anna’s journey is proof that passion and process can build something powerful.

Key takeaways:

  • Hope is not a strategy
  • Relationship-building beats paid ads
  • You need to be the face of your brand (at least early on)
  • Grit matters more than background
  • TRUA is filling a massive, unmet need in the senior care space

Why TRUA, Why Now

TRUA isn’t your typical senior care franchise. It’s not home care, and it’s not community-based ownership. It’s a modern, clinically guided solution to one of the most overlooked problems in senior living: bad placements.

With the “silver tsunami” still building, families are desperate for guidance. TRUA franchisees are trained to deliver it – and own a business that genuinely changes lives.

“TRUA gave me the chance to serve my community, support my family, and build something that’s mine.”

Final Word: From Fear to Freedom

Owning a franchise isn’t easy. But it can be transformational, especially when you’re backed by a brand like TRUA and guided by a team like BrandONE.

As Alexandria puts it: “Franchise development isn’t about selling. It’s about showing people what’s possible. Anna just proved what’s possible.”

Ready to explore TRUA or another emerging brand built for real-world impact? Let’s Talk.

Explore TRUA Senior Placement Franchise Opportunities: Learn More About TRUA

BrandONE helps emerging and scaling franchises grow with clarity, strategy, and impact. Our brands are built to last and led by founders who care.

Founders Who Scale vs. Founders Who Stall: 5 Mindset Shifts That Matter

Why some franchise brands take off – and others burn out before they hit 10 units.

Every founder thinks they’re ready to scale. But not every founder is wired to actually do it. At BrandONE, we’ve worked with enough high-performing franchisors to know: the difference isn’t the product. It’s not the logo. It’s mindset. The way you think about growth before you start multiplying.

So, are you thinking like a founder who scales, or one who stalls? Here are 5 mindset shifts that separate the two.

1. From “I Can Do It All” → “What Can I Delegate Now?”

Scalers build teams. Stallers cling to control. If your instinct is to keep wearing every hat (sales, ops, training, legal), you’re already setting a ceiling. Scalable brands are built by leaders who offload early – so they can lead, not juggle.

2. From “Let’s Grow Fast” → “Let’s Grow Right”

Scalers obsess over quality growth. Stallers chase unit count. More units doesn’t mean more value if the system isn’t tight. Strong franchisors invest in systems, documentation, onboarding, and support – before they sell 20 deals and realize they can’t deliver.

3. From “Selling Franchises” → “Recruiting the Right Owners”

Scalers think long-term. Stallers chase the check. The best brands know: a misfit franchisee today is a support headache tomorrow. Recruiting is about alignment, not just approval. If you’re not screening for cultural fit and operational mindset, you’re building a future problem.

4. From “Let’s Just Start” → “Let’s Get Structured”

Scalers build infrastructure. Stallers wing it. Great concepts fizzle when there’s no structure behind the scenes. Think: marketing and training systems, ops manuals, technology stacks, financial model clarity. If you’re trying to scale before these are dialed in, you’re skipping steps that cost more later.

5. From “I Hope This Works” → “I Know My Numbers”

Scalers run the math. Stallers run on gut. If you can’t clearly speak to your unit economics, ramp-up period, breakeven, and franchisee ROI – stop. Successful founders know their numbers and use them to drive decisions, set targets, and attract the right operators.

Ready to Scale Like a Pro?

If you’re making the shift from founder to franchisor – or from franchisor to real growth – we’re ready when you are. Let’s talk about what your brand needs to scale with structure, speed, and the right mindset. Let’s Talk →

How Bright Brothers Built a High‑Leverage Home Services Franchise

RECAP: Episode 9 – In the latest episode of the BrandONE‑On‑ONE Podcast, we sat down with Pat Clark of Bright Brothers. His story is a powerful example of taking what many write off as a “blue‑collar” local service and elevating it into a scalable, franchise‑worthy business with strong unit economics, repeat revenue streams and minimal seasonality. For investors, brokers and franchisors alike, the insights they shared are worth your attention.

1. Home services is more compelling than ever

Pat’s simple observation rings true: “Everybody lives in or works in a dirty building.” That means the work exists. Add to that: AI and software may be changing many parts of business, but you can’t walk on someone’s roof, clean it and hang holiday lights from a robot (yet). Home services offer tangible value, recurring need and a moat versus pure digital business models.

2. Eliminating seasonality is a game‑changer

One of Bright Brothers’ smart moves: they didn’t stop at pressure‑washing. They layered in gutter‑protection, holiday‑lighting and permanent lighting systems – all services that extend the revenue calendar and let the same teams stay busy year‑round. That solves one of the biggest headaches for many service business owners: what do you do in the “slow” months?

3. Systems + marketing infrastructure = scale

You may have the “cleansing tech” (pressure washer), but scaling a brand means the unseen stuff: training manuals, sales scripts, marketing funnels, tech platforms, culture tools, metrics systems. Pat shared how he built those in the early days (some hard lessons learned!). When you invest via a franchise, you’re buying that infrastructure – you’re not reinventing the wheel.

4. The right franchisee profile matters

Bright Brothers isn’t looking for someone who wants to ride in a truck all day. They’re looking for someone who can build a business: lead sales, build relationships, hire & train a team, lean into local brand building (HOAs, property‑managers). That distinction is critical. If you’re thinking “I’ll be the guy in the truck”, you may not be the right fit for this opportunity.

5. Growth at the brand level is real

JT shared that Bright Brothers already has 9 franchisees, 15 locations – with more markets open. That early momentum matters. It showcases that the model is working and there’s runway. For brokers and investors scanning for opportunities, that combination of traction + room to grow is highly appealing.

Bottom line: Franchising isn’t about buying a shiny truck and hoping for the best. It’s about aligning with a brand that’s built with smart systems, clear repeatable processes and a real growth path. Pat’s story with Bright Brothers shows that what might look like “just pressure‑washing” can actually be the foundation for a compelling franchise vehicle when built the right way. For any investor serious about ownership and scalability, this is worth your attention.

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3 Trends Shaping Franchise Growth in 2026

Don’t wait until Q2 to react. Here’s what’s coming & how to stay ahead of it.

Trend #1: Operational Efficiency Will Outperform Pure Scale

  • What’s Happening: Franchise systems with leaner, tech-enabled operations will outpace those chasing unit count alone. Investors and candidates are prioritizing brands that run smarter, not just bigger.
  • What To Do Now: Audit your systems. Is your franchise model built to support franchisees efficiently at scale? If not, now’s the time to tighten training, automate processes, and invest in backend readiness.

Trend #2: Flexible-Ownership Concepts Will Dominate the Pipeline

  • What’s Happening: Busy professionals want income-generating assets, not second jobs. The most in-demand opportunities in 2026 will offer operational support, passive or semi-passive ownership, and a clear ROI story.
  • What To Do Now: Clarify your value prop to the investor class. Brand messaging should highlight low-touch operations, unit economics, and how your model reduces day-to-day friction.

Trend #3: Values-Driven Franchising Will Shape Buyer Decisions

  • What’s Happening: Franchise buyers care more than ever about who they’re partnering with. Brands with clear purpose, inclusive cultures, and long-term vision will win hearts and deals.
  • What To Do Now: Double down on brand storytelling. Highlight your leadership, mission, and franchisee success stories. Buyers aren’t just investing in a model – they’re investing in your culture.

Bottom Line: 2026 isn’t the year to play catch-up. It’s the year to lead. At BrandONE, we help franchisors build for what’s next – not just react to what’s now. Let’s talk about how to future-proof your growth strategy before Q1 ends.

Growth BluePrint: JT Thiessen on Scaling Service Brands & Franchise‑Driven Growth

RECAP: Episode 8 – In this episode, we sit down with franchise veteran JT Thiessen, now a partner at BrandONE. His unparalleled reputation for achieving scalable, sustainable growth and managing high-performing systems make him the perfect fit to continue our legacy of delivering accelerated growth for our brand partners.

Here are the clear, actionable takeaways for franchisors, franchisees, and growth‑minded owners:

1. “Scale” Starts with the Right Operating Model

JT emphasizes that growth isn’t just about faster expansion—it’s about repeatable systems and an operating model that holds up under pressure. Without that, scale becomes chaos.

2. From Brand Strategy to Franchisee Selection

Selecting the right franchisees is non‑negotiable. JT outlines how a brand’s future is shaped by the people you bring in—candidates aligned with your culture, vision and regional strategy. Mis‑matches here cost time, money and reputation.

3. Service Brands Have Unique Growth Levers

In service‑based franchises (his specialty), JT explains that success hinges on strong unit economics, high quality delivery, and flow‑through systems. It’s less about one big location and more about replicating performance.

4. The Role of M&A and Portfolio Thinking

With his background in brands and acquisitions, JT discusses how growing via portfolio strategy (adding complementary brands, buying footprint, building multi‑unit operators) can accelerate scale—provided you keep system integrity intact.

5. Culture, Coaching & Continuous Improvement

JT points out the engines behind long‑term growth are culture and coaching—not just training and manuals. A strong culture drives retention, promotes excellence in delivery, and builds the “system advantage” that separates leading brands.

6. Why He Joined BrandONE—and What That Tells You

His move to BrandONE signals a shift: leveraging deep experience to help brands build with precision rather than just speed. The takeaway? Growth is smarter when you pair experience + strategy + selectivity.

Bottom line: If you’re a franchisor ready to scale (or a savvy investor looking at service brands), this episode with JT Thiessen is a blueprint for disciplined, sustainable growth. It’s packed with insights for building the right model, scaling with integrity, and choosing franchisees who will make your system stronger— not slower.


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