When it comes to franchise growth, you’ll hear dozens of ideas at any conference. Some work, some don’t, and a few are just whiteboard theory. That’s why I bring on trusted experts like Danessa Itaya, President of Bio-One Inc., to cut through the noise and share what really works.
Danessa has more than 30 years in franchising. She’s seen it all — from building brands from scratch to leading established systems. And she doesn’t just talk theory; she’s in the trenches, coaching franchisees and leading a team at Bio-One, part of the Five Star Franchising platform.
When we sat down for this episode, three themes kept coming up again and again: the right people, the right level of engagement, and the right capitalization.
It All Starts with the Right People
One of the first things I asked Danessa was about picking franchisees. Because I’ve seen it myself — you can have the best system, the strongest support team, and if you bring in the wrong person, they can wreck the whole thing. On the flip side, the right owner can take even an average concept and make it a breakout success.
Danessa put it plainly:
“If I had a crystal ball to pick the perfect people every time, I’d be a billionaire. But since we don’t, we set guardrails. What I look for are franchisees who stay engaged — at training, at conferences, on validation calls. That level of engagement is what separates top performers.”
I couldn’t agree more. In fact, I’ve seen owners come in with a great business plan, only to file it away and never look at it again. The ones who succeed are those who stay in the game — constantly showing up, revisiting their plan, setting goals, and pushing forward.
Engagement Over Absenteeism
Here’s something I get fired up about: absentee ownership. I’ll be honest, it drives me crazy when I hear people say they want a “semi-absentee” business on day one. That’s a myth.
Danessa was right there with me:
“In home services, I’ve never seen absentee ownership work. It doesn’t exist. The most successful franchisees are the ones who stay engaged.”
Now, over time, yes — you can scale, build a team, and step into more of an executive role. I’ve had guests like Jesse Keyser who own dozens of locations and have the infrastructure to make it work. But they didn’t start there. They built the foundation first.
As I like to remind new owners: you can’t build the third story of your house until you’ve laid a foundation.
Why Capitalization Matters More Than Anything
This one hits home for me. Years ago, my wife and I owned a couple of franchise territories. We loved the concept, loved the team — but we grew so fast that I realized I couldn’t stay engaged at the level the business needed. Ultimately, we sold.
The thing that made that ride possible, though, was capitalization. I took out more than the minimum recommended because I wanted to make sure we had the resources to take on big opportunities without worrying about cash flow. That decision made all the difference.
Danessa has seen the same thing at Bio-One:
“When cash runs tight, the first thing people pull back on is marketing. That creates a downward spiral. Being well-capitalized lets you keep growing instead of cutting back.”
She even admitted they sometimes turn down great candidates if they don’t have the capital to succeed. And she’s right — it’s not just about protecting the brand, it’s about protecting the owner from failure.
Core Values as a Decision-Making Code
One thing I admire about Bio-One is how seriously they take their core values. Their acronym is DRIVE:
- Driven
- Real
- Innovative
- Vital
- Enthusiastic
Danessa said it best:
“We are in the business of helping people on the worst day of their life. That requires empathy, integrity, and living our core values daily.”
That hit home for me, because at ClientTether we talk constantly about “people over profit” and “reputation over revenue.” Hearing my own team use those values to challenge decisions I make — that’s when I know they’re working.
Core values aren’t a poster in the breakroom. They’re a decision-making code.
Why Market Density Helps Everyone
Another truth bomb Danessa dropped: don’t fear having other franchisees in your backyard. The reality? It makes you stronger.
“It’s the philosophy of a rising tide floats all boats. When franchisees work together, the entire market benefits.”
I’ve seen this firsthand. When multiple owners in a market pool marketing dollars, they get bigger booths at events, stronger ad presence, and more leads. Consumers start to feel like your brand is everywhere. That’s not competition — that’s synergy.
Leadership Means Listening
I’ll admit, this part challenged me personally. I’m wired to fix problems fast. But Danessa shared how she once jumped into problem-solving with a struggling franchisee, only to realize later that what the owner really wanted was someone to listen.
“Sometimes the best thing you can do is just be an ear. Franchisees don’t always want a lecture — they want to feel heard.”
That resonated. Because it’s true in any leadership role — whether you’re a franchisor, a coach, or a business owner. Listening first builds trust. Solutions can come later.
The Human Side of Bio-One
Before we wrapped up, Danessa told a story that stuck with me.
Her team was cleaning a hoarded home after the owner had passed away. They found a box of old photos and returned it to the family. The daughter had never seen them before — they were family treasures she didn’t know existed.
That’s why Bio-One does what they do. It’s not about cleaning scenes; it’s about restoring dignity, compassion, and sometimes even giving families back a piece of their history.
Wrap Up Thoughts
If you’re looking to grow in franchising, don’t chase shortcuts. Focus on:
- Choosing the right people.
- Staying engaged.
- Being properly capitalized.
- Living your core values.
As I like to remind my own team:
“People over profit. Reputation over revenue. Get the foundation right, and growth will follow.”
Danessa embodies that philosophy, and it’s why I was thrilled to have her on the show.
Listen & Connect
- Full Episode: YouTube | Spreaker
- Guest: Danessa Itaya | Bio-One Inc.
- Host: Dave Hansen | ClientTether
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