Just over two years ago, Jenna Wilson was at the beginning of her franchising journey with Little Dreams Consulting. Today, the company has evolved into a thriving, award-winning franchise with six territories, including both full-time and part-time opportunities. Their journey reflects resilience, adaptability, and a commitment to continuous learning.

Phil Mowat, from Ashtons Franchise Consulting, caught up with co-founder Jenna, to chat about the incredible progress they’ve made since their earlier chat in August 2022.

Watch the full interview below:

A Dynamic Expansion

In 2022, Little Dreams Consulting had just two franchisees. Fast forward two years, the company now boasts six territories, with five franchisees owning their regions and Jenna retaining Bristol. The introduction of part-time franchise opportunities has been a game-changer. By listening to feedback, Jenna tapped into a previously underserved market of career professionals – mainly women – seeking flexibility to balance their careers and family lives.

“We realised our ideal franchisees are career people, especially mums, who want a flexible career they can be proud of,” Jenna explained. This insight led to the part-time franchise model. Therefore attracting professionals like a dentist who now balances dentistry, motherhood, and her franchise work.

Learning and Overhauling

Little Dreams’ growth as a franchisor is rooted in their ability to learn and adapt. Jenna acknowledges the ever-changing landscape of franchising and the need for constant evaluation of systems and strategies. For example, their recruitment process has become more rigorous.

“In the early days, we might have romanticised every potential franchisee,” Jenna admitted. “Now, we’re much more selective, focusing on resilience and work ethic, which are harder to teach than technical skills.”

This careful selection process has fostered a strong franchise culture, ensuring that all franchisees share the same commitment to quality and ethics.

Challenges and Successes

The journey hasn’t been without challenges. Jenna recalls the difficulty of losing one of the company’s founder franchisees due to personal circumstances. However, the experience reinforced the importance of collaboration and adaptability in finding solutions that work for everyone.

On the success side, Little Dreams Consulting has received numerous accolades. The company became the only UK course approved by the Association of Professional Sleep Consultants—a global milestone—and advanced to the “expanding” tier of the British Franchise Association (BFA). Jenna and her team have also been recognised with multiple awards, including:

• EWIF New Franchisor of the Year
• Pioneering Franchise in the Disruptive Franchise Awards
• Corporate Livewire Well-being Company of the Year

Innovations and Insights

Jenna’s openness to innovation has kept Little Dreams Consulting ahead of the curve. From expanding their Instagram strategy to introducing mindset coaching for franchisees, every decision is rooted in improving franchisee support and success.

One key realisation over the past two years is the importance of mindset over technical skills. “Skills can be taught,” Jenna explained, “but fostering resilience and a strong work ethic is much harder.”

What’s Next for 2025?

As Little Dreams Consulting looks to 2025, the company is planning further growth and collaboration. New partnerships with brands like Scandibørn and JoJo Maman Bébé have expanded its reach, and additional collaborations are in the pipeline. Franchisee meetups and enhanced social media strategies will also play a role in strengthening the franchise network.

While Jenna remains tight-lipped about some of the company’s biggest plans for the upcoming year, it’s clear that Little Dreams Consulting is on a trajectory of thoughtful, sustainable growth.

A Testament to Growth

In just two years, Jenna and her business partner Fay, have transformed Little Dreams Consulting into a respected and successful franchise. Their journey is a testament to the power of adaptability, continuous learning, and a clear vision.

Little Dreams Consulting’s story is an inspiring example for aspiring franchisors everywhere, proving that with the right mindset and a willingness to adapt, remarkable growth is possible.

Discover more about the Little Dreams Consulting franchise opportunity.

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