Every brand has a moment — the decision to franchise.
For Dan Feltman, that moment came after 13 years as a state trooper in Indiana. It wasn’t about chasing money or escaping a job. It was about freedom — the freedom to be at his kids’ games, to build something lasting, and to help others do the same.
Alongside his co-founder Jeff Gannon, a former firefighter-paramedic from Nebraska, Dan built The Garage Floor Company, a fast-growing home services brand specializing in epoxy and polyaspartic floor coatings, garage makeovers, and storage solutions.
Their story is about service, second acts, and building a franchise the right way — through values, support, and showing up.
1. From Public Service to Entrepreneurship
Before there was a franchise, there was a calling — and it wasn’t business.
Dan served 13 years as an Indiana State Trooper. Jeff served as a firefighter-paramedic. Both careers taught them the same principles that would later define their franchise:
- Integrity matters.
- Service comes first.
- People trust you when you show up.
That mindset carried into their next chapter. As Dan put it:
“I’ve always tried to stay positive because that’s all we really have at the end of the day. Being negative doesn’t get you anywhere.”
When they started The Garage Floor Company, they weren’t thinking about franchising — they were thinking about helping homeowners and building something dependable.
2. The Decision to Franchise
The business worked. The demand grew. And soon, the idea surfaced: Could this be franchised?
But unlike many founders who see franchising as a fast track to growth, Dan and Jeff saw it as a way to share opportunity.
“We loved helping people. That’s what public service taught us. And this business gave us freedom — so we wanted to share that with others.”
The decision to franchise wasn’t about multiplying profits — it was about multiplying impact.
Still, franchising wasn’t simple.
At first, they believed that once they had their Franchise Disclosure Document (FDD), buyers would line up. Instead, they quickly learned:
- The FDD is just a foundation.
- Real growth takes structure, support, and strategy.
- Franchising is not a shortcut — it’s a second business.
“We thought once we got the FDD, we’d be legal and people would just start calling. We realized really fast that’s not how it works.”
3. Early Lessons: What They Didn't Know
Every founder makes mistakes. Dan and Jeff made theirs early — and learned quickly.
They spent heavily on marketing partners, sales agencies, and “done-for-you” developers. But money didn’t fix the problem: their brand wasn’t ready yet.
“We thought money would solve everything. It didn’t. We learned that the best investment was in our own brand — our story, our foundation, and our systems.”
Eventually, they met The Internicola Law Firm, refined their legal structure, and joined FranCamp, where they learned what true brand-building looks like.
That experience reshaped everything — moving them from quick fixes to long-term strategy.
4. Bootstrapping and Seasoning: The Right Way to Grow
Today, Dan tells every founder the same thing: slow down before you scale up.
“It takes a good year or two to season your brand. Put boots on the ground, tell your story, and build validation.”
Instead of pouring dollars into paid lead generation, The Garage Floor Company focused on:
- Brand storytelling on LinkedIn
- Networking and events like FranCamp
- Authentic, relationship-driven growth
“Bootstrapping teaches you to build assets that last — not campaigns that disappear.”
Their shift from “sell” to “season” made all the difference.
5. Protect the Brand. Protect the Franchisee.
At one of the recent FranCamp sessions, the theme was Protect the Brand. Protect the Franchisee.
Dan lives by that principle.
“We’ll do whatever it takes to protect our franchisees — even if that means slowing down growth or spending less on marketing. They trusted us with their life savings. That’s sacred.”
For Dan and Jeff, franchisees aren’t customers — they’re partners and family. They fly out to visit each new franchisee in person, meet their families, and build a real relationship.
That founder involvement isn’t a tactic — it’s their differentiator.
6. What Make the Garage Floor Company Different
Many home-service franchises compete on product or price.
The Garage Floor Company competes on people and presence.
“Everyone can coat a floor. What makes us different is that you get us — founders who’ve done it, still do it, and care about your success.”
They’re not chasing hundreds of units. They’re building a community of owner-operators who share the same DNA — service, pride, and optimism.
7. The Mindset Shift: Authentic Beats Perfect
In the early days, Dan tried to sound like every other “professional franchisor.”
Then he realized — that’s not who he is.
“I thought I had to sound better than everyone else. Then I learned: just be real. People want real.”
That authenticity has become their strongest marketing tool. By showing up as themselves — not a corporate façade — they attract like-minded franchise partners who share their mission.
8. Key Takeaways for Emerging Founders
If you’re thinking about franchising your business, take it from Dan and Jeff:
- Don’t franchise too early. Make sure your operations, brand story, and validation are solid.
- Invest in assets. Build content, systems, and proof points that last.
- Stay close to your franchisees. Culture grows through connection.
- Be patient. Seasoning your brand builds long-term equity.
- Show up. Success isn’t just strategy — it’s consistency.
“Half of life is showing up. The other half is showing up for the right reasons.” — Charles Internicola
⚡Franchise Foundations Checklist
1: Brand Readiness
☐ My brand has a defined mission, vision, and story.
☐ My business model is proven and profitable.
☐ I have documented systems and processes.
☐ I can describe what makes my brand different in one sentence.
2. Franchise Preparation
☐ I understand what an FDD (Franchise Disclosure Document) includes.
☐ I’ve mapped the territories and ideal franchise profile.
☐ I’ve developed an operations manual or plan to do so.
☐ I’ve chosen the right franchise lawyer and strategic partners.
3. Strategic Launch
☐ I have a 12–18 month brand seasoning plan.
☐ I’m creating owned marketing assets (website, video, content).
☐ I’m building a founder-led story and validation network.
☐ I’m ready to show up — at conferences, online, and for my franchisees.
💡 Pro Tip:
Don’t start franchising because you can — start because you’re ready to lead others through your system.
Want to learn more about franchising your business the right way? Contact our team by clicking the link below.
Download the free Franchise Foundations Checklist
Get the Franchise Foundations Checklist: 12 Steps to Franchise the Right Way
