Franchise Consulting and Digital Marketing Firms Announce Strategic Investment

iFranchise Group and its affiliated digital marketing agency, TopFire Media, welcome L2 Capital Partners to help meet continued demand for best-in-class franchise development, consulting, and marketing services

January 4, 2024 – The founders and owners of the nation’s leading franchise consulting firm, iFranchise Group, and its affiliated marketing agency, TopFire Media, announced that they have received a strategic investment from L2 Capital Partners. The partnership, which was finalized just before the close of 2023, is designed to foster the future growth of the multi-channel franchise services organization.

The partnership is a means for intelligently building upon nearly three decades of franchise consulting and development, and more than a decade of franchise digital marketing, advertising, and public relations work. By leveraging the experience, expertise, and superior client service provided by iFranchise Group and TopFire Media, along with the insight and resources of L2 Capital Partners, the firms are collectively planning to build deeper teams and expand services, while continuing to maintain long-term, successful client relationships.

Peter Batushansky, Partner of L2 Capital, said, “We’re very pleased to have the opportunity to help recognized industry leaders, like those who have been instrumental to the current success of iFranchise Group and TopFire Media, further expand their roles and influence in the exciting franchising space. We’re very impressed with the teams they’ve built, their business models, the reputation they’ve earned, and their growth to date. We’re thrilled that they’ve chosen L2 to be their partner going forward.”

“I am very excited about our partnership with L2 Capital. We partnered with L2 because of their commitment to excellence and their shared vision for the future of the industry,” said iFranchise Group founder, CEO, and TopFire Media Board Member, Mark Siebert. “With the experience and added capital that L2 brings to the partnership, I am confident that iFranchise Group and TopFire Media will be well positioned for strategic growth in 2024 and beyond.”

For over 25 years, iFranchise Group has provided highly customized franchise consulting, development, operations, and marketing solutions to companies across a wide range of industries looking to franchise a business or improve their existing franchise systems.  The company’s expert franchise consultants have worked with hundreds of franchise systems, as well as licensing and dealership organizations, leading to iFranchise Group being ranked the #1 Franchise Consulting firm in annual surveys conducted by Entrepreneur Magazine for the last five years. Its affiliate, TopFire Media, was founded in 2013 as a vehicle for providing franchisors with state-of-the-art digital marketing, website development and optimization, and public relations services, all under one roof.

The partnership formed with L2 Capital Partners represents the next stage of the organization’s evolution, which has seen its role in franchising go from a boutique consulting firm in the late 1990s to a market leader with unmatched franchising expertise across a variety of areas, from strategic planning, operations and quality control, to marketing, sales and development, and more.

Dave Hood, iFranchise Group President and TopFire Media Board Member, stated: “We are steadfast in our commitment to providing the utmost in expertise and guidance to our clients. We also understand the ever-changing needs of the franchising marketplace. We see this alliance of our firms as an ideal way to ensure, going forward, that we are providing the best possible results for franchisors, for our teams, and for our stakeholders.” 

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About iFranchise Group
iFranchise Group (www.ifranchisegroup.com) is the nation’s leading franchise consulting firm. iFranchise Group offers the skills of the nation’s top franchise experts in franchise strategic planning, operations training and documentation, franchise marketing and sales, and franchise best practices for emerging and established franchise companies worldwide.

About TopFire Media
TopFire Media (www.topfiremedia.com) is an award-winning, full-service online marketing company that offers public relations, PPC, SEO, and digital marketing expertise for franchise lead generation. TopFire Media leverages the franchise industry expertise of iFranchise Group, as well as its own PR and digital marketing expertise to help both emerging and mature franchisors maximize their growth objectives by attracting high-quality leads.

About L2 Capital Partners
L2 Capital (www.L2Capital.net) is a lower middle market private equity firm in Devon, PA and Miami, FL that has delivered market leading returns since 2010 by investing in niche lower middle market leading consumer and business services companies. L2 executes a differentiated operations-focused strategy by targeting founder and entrepreneur-led businesses that are at an inflection point where L2’s breakthrough growth framework and direct operating expertise can quickly accelerate market share gain.