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When Mark and Trish Oliphant got together with their friends, Stuart and Kelly Josberger, for a barbecue one summer night, they never imagined that it would lead to them getting into business together. But after their casual dinner turned into hatchet throwing in the backyard, they realized that they had tapped into something truly unique.

While hatchet throwing may not be the first thing that comes to mind as an emerging segment in the franchising industry, the Oliphants and Josbergers are finding success. After their barbecue, they jokingly agreed that they should turn the fun that they had hatchet throwing into a business for others to enjoy. But what started out as a joke soon became a reality&mdash;the more they realized the gap in the industry for this type of business, the more they realized its full potential. That&rsquo;s why they decided to open <a href="https://stumpysfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=emerging-franchisors-to-watch-stumpys-hatchet-house-2706067" target="_blank" rel="nofollow" target="_blank">Stumpy&rsquo;s Hatchet House</a> in Eatontown, New Jersey. They became the first hatchet throwing facility in the U.S., and that novelty sparked a lot of consumer interest. So, a year and a half after their grand opening in April of 2016, they decided to franchise.

With six franchises already sold in communities across the country, Stumpy&rsquo;s Hatchet House is already gaining traction among business owners as well. That&rsquo;s why 1851 Franchise spoke with co-founder Trish Oliphant to learn more about the brand&rsquo;s recipe for success.

1851 Franchise: What makes Stumpy&rsquo;s Hatchet House stand out to franchisees both in the industry as a whole and within its own niche?

Trish Oliphant, co-founder of Stumpy&rsquo;s Hatchet House: Differentiating ourselves in the marketplace has been essential for us. Even though we were the first hatchet throwing franchise to launch in the U.S., copycats have popped up. That&rsquo;s why at Stumpy&rsquo;s, we&rsquo;ve created a comfortable and cozy atmosphere that our customers really love. We have comfy leather sofas, farm tables and people can either bring in their own food or order from a takeout menu. We&rsquo;ve been able to marry the art of hatchet throwing with a great place to have a party and hang out, and that&rsquo;s what makes it stand out. Where other concepts look like a garage, ours looks like a cabin in Vermont and appeals to all the senses.

Our unique atmosphere is what inspired us to franchise. At this point, most of our franchisees were customers first. They came to our location and had such a good time that they decided to invest in one themselves. We have six locations sold so far, and we have another four that should be closing by the end of this month or early next month.

1851: What&rsquo;s on deck for Stumpy&rsquo;s Hatchet House in 2018?

Oliphant: We&rsquo;re really looking for rapid expansion with all of the copycat concepts out there. But we&rsquo;re very picky about who we bring into our system because we have a 10-year franchise agreement. We feel like we&rsquo;re entering into a 10-year marriage with our franchisees, and we want to make sure that the fit is just right. We also want to make sure that our franchisees have a true passion for hatchet throwing&mdash;they personally need to like doing it and be hands-on business owners. So, if we were able to do another 12 deals with those types of franchisees, we&rsquo;d be super happy.

1851: Why is now the time to invest in Stumpy&rsquo;s Hatchet House?

Oliphant: Bowling has been around for over 100 years&mdash;in fact, it started right here in New Jersey. The industry is still going pretty strong, but it&rsquo;s fizzling a little. There&rsquo;s a real need for a new type of recreation, and I think Stumpy&rsquo;s is the solution. We&rsquo;ve managed to take hatchet throwing&mdash;which has been around for a long time&mdash;bring it indoors and make it recreational. The fact that it&rsquo;s coupled with an awesome atmosphere is really the key to our success, and we&rsquo;re coming into the market at the right time.

1851: Where will Stumpy&rsquo;s Hatchet House be in 5 years? In 10?

Oliphant: I would like to be in almost every state. We want to be the name that&rsquo;s thought of when someone says indoor hatchet throwing&mdash;we want to be the McDonald&rsquo;s of hatchet throwing in the industry that we&rsquo;ve created here in the U.S.

1851: What does the ideal Stumpy&rsquo;s Hatchet House franchisee look like?

Oliphant: I think the way that we&rsquo;ve been getting out franchisees&mdash;for the most part&mdash;as customers first bolsters our idea that if you don&rsquo;t go after what you want, you&rsquo;ll never have it. The fact that we have people coming to us and going through this process is awesome. Those are our best franchisees&mdash;they feel like friends. We want to enjoy the people that we&rsquo;re working with.

1851: What is your top tip for succeeding in the franchising industry?

Oliphant: I think that you always need to go where your passion is. We really wanted to create Stumpy&rsquo;s Hatchet House, and we didn&rsquo;t take the elevator to get there. We took the stairs. Now that we&rsquo;re here, we&rsquo;d like to inspire others. That&rsquo;s what&rsquo;s so much fun about selling a franchise to someone that really wants it. Skills are cheap, but passion is priceless.

Emerging Franchisors to Watch: Stumpy’s Hatchet House

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How much can franchisees make? It’s a question many prospective owners ask before investing in a franchise. While earnings tend to be driven by variables such as industry, location and general management skills, a proper understanding of the key factors driving profitability can help franchise owners develop expectations that are realistic.&nbsp;Multi-unit franchisee&nbsp;<a href="https://www.linkedin.com/in/mangesh-patel-9368569/">Mangesh Patel</a>, who’s readying the launch of six&nbsp;<a href="https://www.beefobradysfranchise.com/">Beef ‘O’ Brady’s</a> restaurant locations in the Macon, Georgia area, shares insights from his franchising experience.<h2>Understanding Franchise Income</h2>Keeping operational costs in check can have a major impact on overall earnings. Taking a proactive approach to expenses such as food and labor, as well as payroll and scheduling, can help align actual franchise income with general expectations for the business.“I just had a meeting with a couple of people, and they said, ‘You talked about a 25% profit margin, but I’m only doing 12%.’ So, I looked at the figures they sent me,” Patel said. “Their&nbsp;<a href="https://1851franchise.com/calculate-restaurant-franchise-profit-2730476">restaurant</a> food cost was running at 37%, which should be around 30%. The national average is about 32%. If I do things correctly, my average food cost needs to be at or below 30%. And payroll should run around 18%. But many people run 25 to 28%.”So,&nbsp;<a href="https://1851franchise.com/unraveling-franchise-earnings-how-much-can-you-really-make-2723935">how much can franchisees make</a>? Here are five areas to consider.<h2>Practical Tips for Prospective Franchisees</h2><ol><li>Control Costs From Day One:&nbsp;It’s important to monitor payroll, food and supply costs closely. Overstaffing and inefficiencies can quickly reduce profits.</li><li>Plan For The Opening Surge:&nbsp;Traffic within the first few months of opening is likely to be higher. It’s important to adjust staffing and inventory accordingly, and pay close attention to how those levels change as time goes on.</li><li>Invest In Training:&nbsp;Properly trained workers can help reduce waste and improve overall service, which has a direct effect on net income.</li><li>Understand Your Market:&nbsp;Each market is unique and revenue potential will vary depending upon location, demographics and competition.</li><li>Track Metrics Regularly:&nbsp;Food cost percentages, labor ratios and weekly sales data act as key indicators operations may need to be adjusted.</li></ol><h2>What Profitability Really Comes Down To</h2>Patel notes that if franchise owners manage labor and costs properly, it’s not impossible to achieve strong cash flow even in the first year, bucking some franchising trends.So,&nbsp;<a href="https://1851franchise.com/how-much-can-you-make-as-a-franchise-owner-2724761">how much can franchisees make</a>? While results tend to vary, careful planning, disciplined operations and a proactive approach to assessing initial costs are essential. But by grasping and guiding the elements that drive franchise profitability, franchise owners can maximize overall business earnings, scaling a business that’s sustainable financially over the long term.Want to learn more about franchise opportunities on 1851 Franchise? Be sure to visit our&nbsp;<a href="https://1851franchise.com/power-rankings">Power Rankings</a> to read more on brands making moves.

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The linear sales funnel is dying. Prospective buyers are no longer filling out a form at first glance and waiting for the phone to ring. They’re doing the majority of the heavy lifting before they even make themselves known to the franchisor. For franchisors, this means one key thing: you must know exactly where candidates spend their time. No guesswork. And you have to adjust your strategy accordingly.And, in today's buyer world, the biggest buzz term is 2026's ride or die for franchise brands – Ai.&nbsp;If you are trying to sell a franchise today, you must meet candidates where they are (four walls, Ai, website, social advertising).&nbsp;Focusing on a strong digital footprint first and then lead generation will help the brand with validation and will lay the foundation for trust before the first conversation even happens. Still, franchisors must know where to find their candidates and be confident the candidates are being sent to the right place.“We consistently see the strongest lead performance from Google Search (paid and organic), social platforms such as Facebook, Instagram and LinkedIn and our franchise development website,” said&nbsp;<a href="https://www.linkedin.com/in/erinlsnyder">Erin Snyder</a>, head of franchise development at&nbsp;<a href="https://handelsicecream.com/handels-franchise/">Handel’s Homemade Ice Cream</a>. “Because all awareness and advertising efforts ultimately funnel candidates to our development site, maintaining a highly optimized, mobile-first web presence is critical for conversion.”<h2>The "Hidden" Channels: Authentic Research via AiSEO</h2>While Google and major portals are often where a candidate might start a broad search, the deep research happens in the shadows. This is where candidates scroll, mindlessly or otherwise, simply observing rather than clicking “apply” immediately; or, ask Ai chatbots about the best franchises to buy, the blind spots, the why nots, and, of course, the whys.Right now, Ai plays a key role in this research stage. Buyers want the truth.&nbsp;For franchisors, this means your content strategy must pivot. It is no longer enough to post stock photos of happy business owners. You must document the journey, showing the behind-the-scenes reality that proves your concept has staying power.<h2>The Pivot From Print to Digital Interactivity</h2>While print media has been a channel for franchise development in the past, its static nature has made it less effective as the buyer’s journey has shifted to digital. Buyers are generally looking for channels that will allow them to click, read and continue the search immediately.“Traditional print media has largely become a thing of the past for franchise development,” Snyder said. “What has been encouraging, though, is seeing many of these publications successfully pivot to digital formats that offer greater interactivity, stronger analytics and far better linkability than print ever could.”This creates a more dynamic experience for the candidate. In addition to a digital article, franchisors can embed a “day in the life” video, for example, or hyperlink a deeper dive on costs and profits for instant validation.This shift also allows franchisors to track return on investment more effectively. Instead of guessing if an article or ad worked, digital publications allow you to see exactly who clicked through, allowing for retargeting and smarter budget allocation.<h2>The Conversion Hub: Your Mobile-First Website</h2>Once a candidate has discovered you on Google, watched your videos on TikTok and read about you in a digital publication, they finally arrive at the destination: your franchise development website.This is the bottom of the funnel, where you will win or lose a candidate. Because all other channels point here, your website cannot just be a digital brochure. It has to be a conversion engine. And crucially, it must work perfectly on a smartphone.The question can’t just be “Do we have a website?” Questions about the website should surround usability and readability. Is navigation easy on a smartphone? Does the site load quickly? Is it readable? If a prospect has to pinch-and-zoom to read your investment costs and financial performance, they will leave.An optimized, mobile-first presence is critical because it serves as the collection point; all other awareness efforts funnel potential franchisees to the site. The user experience here should validate the trust built on other channels. However, accessibility is only half the battle; the content itself must be unsparingly open. The website is the channel where you must prove your value proposition with hard data.“Across all channels, the messaging needs to be clear, concise and consistent,” Snyder said. “Candidates should be able to easily find transparent investment ranges and financial requirements, a clear value proposition, compelling franchisee success stories, key differentiators from competitors and straightforward next steps for how to inquire.”When you treat your website as a transparency engine rather than a gatekeeper, you change the dynamic of the eventual sales call. A candidate who has already consumed your financial data and success stories arrives at the inquiry stage educated and qualified. This allows the development team to skip the basic fact-finding and move straight to strategy and fit.“When a candidate submits an inquiry, the first conversation should build on what the candidate has already learned,” Snyder said “ensuring they understand the opportunity they are considering, clarifying details, personalizing the discussion to their goals and moving them into a structured education process rather than starting from scratch.”<h2>Allocating the Budget: The "Ideal Candidate" Approach</h2>While a presence across multiple channels — from search and social to digital publications — is key, understanding exactly how much to invest in each option is the next hurdle. There is no single, magical approach to budgeting; a brand selling multi-million-dollar franchises needs to develop a presence in different places than a low-cost, mobile franchise will.To spend effectively, you must deeply understand your ideal franchisee profile. Once you know who is investing, you can begin working on where to find them. For example, a high-net-worth investor might be on LinkedIn and reading digital trade journals, while a first-time investor or someone seeking an owner-operator model might be influenced by local Facebook ads.“Franchisors should start by understanding their ideal franchisee profile and then allocate budget toward the channels where those prospects spend the most time,” Snyder said. “The mix will naturally look different for a high-investment, multi-unit candidate than for a first-time owner-operator. Beyond that, it’s critical to consider overall brand awareness and invest in channels that consistently get both the brand and the franchise opportunity in front of qualified prospects. A balanced approach that supports both awareness and lead capture tends to produce the strongest results.”<h2>Key Takeaways and Next Steps:</h2>Make sure you have a content footprint that answers the top 25 questions asked about your brand in Ai and Google searchs.Review your mobile experience: Open your franchise development site on your phone. If it takes more than three seconds to load or if the "Apply" button is hard to find, fix it immediately.Embrace "lo-fi" video content: You don't need a production crew. Use a smartphone to record "day in the life" videos with your franchisees and post them to social to build authentic trust.Ensure transparency and continuity:&nbsp;Candidates need to be able to find the information they’re looking for, and the experience should be consistent between a social page and a franchise development site. Make sure your value proposition is clear across all channels.Embrace innovation, but don’t count out the classics:&nbsp;Look at the whole picture. Many candidates are exploring opportunities on supplemental platforms like social media or in the results of a Google search, but they’re still looking at the franchise development site, too. Don’t confine yourself to the “old reliable” methods, but don’t leave them behind, either.Budget by persona, not platform: Don't just "do Facebook ads." Define exactly who your buyer is, and spend your money only on the channels where that specific person consumes content.For more information on franchise growth channels, check out these related stories on 1851 Franchise:<ul><li><a href="https://1851franchise.com/how-to-use-social-media-marketing-to-promote-your-franchise-2727185#stories">How To Use Social Media Marketing To Promote Your Franchise</a></li><li><a href="https://1851franchise.com/building-a-franchise-website-that-converts-key-features-and-best-practices-2727363#stories">Building a Franchise Website That Converts: Key Features and Best Practices</a></li><li><a href="https://www.youtube.com/watch?v=vlfduHqGy7I">How to Sell Franchises | The Buyer Persona</a></li></ul>

To succeed in the shifting landscape, franchisors must understand the buyer’s journey, identify the ideal franchisee profile, and build a digital presence that meets candidates where they are.

Emerging Franchisors to Watch: Stumpy’s Hatchet House

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