Civil Engineer and MBA Grad Fernando Degwitz Combines Business and Community Impact With TruBlue Franchise

Fernando Degwitz grew up in Venezuela and built his career in civil engineering and real estate development before moving to Miami to pursue an MBA at Northwestern University’s Kellogg School of Management. As he dug into entrepreneurship through acquisition (ETA) opportunities, he realized the heavy leverage involved did not match the level of risk he was comfortable taking.

A friend introduced him to franchising as a way to bypass startup risks without taking on massive debt. Initially skeptical, Degwitz quickly saw the value: a proven brand, strong support systems and the ability to combine his construction expertise with a personal mission — helping families care for aging loved ones, inspired by his own mother’s struggles with mobility.

In October, Degwitz officially launched his TruBlue Home Service Ally franchise, bringing professional home maintenance and aging-in-place solutions to the Miami market. His vision is to grow a $30 million business while creating meaningful impact for families throughout South Florida.

Degwitz took the time to chat with the 1851 Franchise to discuss all of this and more. Here’s what he had to say:

1851 Franchise: Frame your personal story for us. What do you want us to know?

Fernando Degwitz: I am originally Venezuelan, born and raised. I went to an American high school, which is where I learned how to speak English. Once I graduated, I went to college in Boston — Tufts and then MIT — where I did civil engineering and economics. When I graduated, I went back to Venezuela where I did real estate development and construction. I did all sorts of projects from residential to industrial, retail and commercial.

It became difficult to operate any of my business lines in Venezuela. I started to look outside and began a real estate development project in Panama. At the same time, I started doing my MBA at Northwestern’s Kellogg School of Management, which has a campus here in Miami. I moved to Miami and then the pandemic hit. I finished the MBA virtually and, last year, started investigating franchises

1851: What did you do before franchising, and how did you decide franchising made sense for you?

Degwitz: When I was doing my MBA, there was a concept that is really popular in MBA schools right now called “entrepreneurship through acquisition” where you essentially buy a company that's already operating to get past the startup risk. I did a lot of research, went to the ETA conference and interviewed brokers. As I was doing it, I realized that other buyers were willing to take much bigger risks than I was.

I realized that buying an existing business replaces "startup risk" with "leverage risk." In Miami, you would need to buy a larger company to make a decent living, meaning you take on a significant amount of debt and put in a personal guarantee without really knowing what you are buying. A friend of mine from Kellogg was really into franchising and started to talk to me about it. I started to look at it as another way of getting past the startup risk without having the leverage. You don't have the operation in the location you are trying to open, but you do have that brand experience at a national level

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Degwitz: Honestly, my own sense of franchising was that it is entrepreneurship for people who don't have the experience. I kind of looked down on it initially. This might be affected by my experience in Latin America. Once I was here in the U.S., and perhaps through my MBA experience, I started to understand the importance of a brand and not having to create it yourself. It took me a while to understand that my way of looking at it was completely wrong. The value in joining a franchise and not having to take that startup risk is immense.

Now that I am in it, I would say that the day-to-day is very similar operationally to running your own business, because you are. It feels just as exciting as running your own thing, but it removes a lot of the negative emotions that come from the uncertainty of not knowing if you are doing the right thing, especially in marketing.

1851: What made you pick this brand? What excites you most about this company?

Degwitz: Beyond the economic sense tied to my construction background, I wanted to do something valuable for the community. On a personal level, my mother lives in Europe and has recently suffered falls. It is difficult to make modifications to her rental unit from so far away. I wanted to be in a business where I could make a difference for families in similar situations. TruBlue offers that perfect combination of operating a successful business while "doing good" for society.

1851: What do you hope to achieve with your business? What are your plans for growth? 

Degwitz: My vision is to expand from our current location in Pinecrest all the way North to West Palm Beach with professional management in place. To achieve that, I am focused on two key elements: finding the right people, starting with technicians and eventually office staff, and implementing the right systems and operational processes.

1851: Is there anything else about your story you want us to know?

Degwitz: Family is the most important thing to me. If I can help families take care of their homes, I believe that creates happier families. That is my personal and professional mission

1851: What advice do you have for other people thinking about becoming franchise owners?

Degwitz: Do a lot of validation calls. You need to understand how current franchisees feel about the brand. Don't get discouraged by one bad call, as it might just be a bad match for that specific person; instead, look for the general sentiment. I personally "dodged a couple of bullets" by doing thorough validation calls.

About TruBlue Home Service Ally:

TruBlue Home Service Ally® provides a unique and affordable approach to helping busy adults and seniors live a worry-free life by offering trustworthy handyman, home maintenance and senior modification services. Helping you maintain your home both inside and out, TruBlue’s services include handyman projects and to-do list chores, preventative home maintenance programs, kitchen and bath remodels, seasonal work, and senior modification services, all handled by professional, bonded and insured Tru-Pro® Technicians. TruBlue franchise owners are required to complete senior home safety certification programs through the NAHB and Age Safe America. As certified specialists, TruBlue franchisees are able to perform aging in place home safety assessments and can make recommended safety modifications as needed.