We create Franchise Sales Breakthroughs

Meet the Team

Who is Franchise Performance Group?

fpg-booksFranchise Performance Group is made up of a team of experts and thought leaders in franchising. We help build iconic franchise brands by providing franchisors with strategies, tools and coaching to boost lead generation, increase the effectiveness of franchisee recruitment, improve franchisee relations, and provide stronger operational support.

We have authored numerous books on franchising, including

Street Smart Franchising, Franchise Sales Tipping Point, The Meaning of Life Project and Developing Peak Performing Franchisees, and have devoted our careers to helping franchisors master the art of building a great business that helps franchisees achieve their goals.


Joe Mathews, CEO
cell: 860-309-1484

Joe Mathews002Founder of Franchise Performance Group, Joe has more than 30 years of experience with such national chains as Subway, Blimpie, MotoPhoto and Entrepreneur’s Source. Joe specializes in franchisee recruitment, franchise sales and franchisee performance. He is a regular presenter at IFA conferences, and has served as an instructor with the ICFE (Institute of Certified Franchise Executives). Joe is author/co-author of four books on franchising, Street Smart Franchising with Don Debolt and Deb Percival, Franchise Sales Tipping Point with Thomas Scott, Developing Peak Performing Franchisees and How to Create a Franchise Sales Breakthrough. Guaranteed.

Dianna Bailer, VP of Operations

Bio to come.

Dan Hieb, VP of Content and Digital Strategy

Dan is a former journalist who has worked for The Tampa Bay Times, The (Louisville) Courier-Journal, The Tennessean, and the Nashville Business Journal. He joined FPG in 2012 to use journalism-style brand storytelling to help clients connect with potential franchisees. His work has been repeatedly recognized as among the best in the nation for franchise recruitment sites. Dan is a graduate of Western Kentucky University and lives in Franklin, Tenn., where, when not working, he is likely to be found hiking, kayaking, or in the nearest swimming hole.

Ellen Margulies, Senior Content Creator

Ellen is a former journalist with more than 30 years of experience who joined FPG in 2013. Her work has been published in USA Today, The New York Post, The Nashville Ledger, Edible Nashville, The Tennessean and numerous other publications. She has written numerous franchise recruitment websites for FPG clients, including the copywriting for bachtorockfranchise.com, which won the 2015 Star Award as best franchise recruiting website in the nation.

Heino Moeller, Senior Content Producer

Bio to come

Tim Belter, Content Producer

Bio to come

Steve Harman, videographer

Steve has three decades of experience in visual storytelling. His work has been published in USA Today, People, Us Weekly, Chicago Magazine, and countless music publications. The former photojournalist established the video production department at The Tennessean and led the newspaper’s efforts to bring excellent video storytelling to the newspaper in order to attract more readers.

Franchise consulting

Joe Mathews, CEO

Joe’s three decades of experience working with emerging and established franchise brands has given him a broad perspective that he brings to clients to help them establish best practices in franchisee recruitment, sales training and execution, and franchisor-franchisee relations. He is a regular speaker at franchise industry events.

Don Welsh, FPG Capital

don-welsh-fpgDon brings more than 25 years of experience as an executive across multiple industries including tech, finance, sports, and restaurants. He works to align organizations, help clients develop their talent and create positive working environments, build long-term partnerships, and foster a results driven culture. He is managing member of Simple Tie Ventures, a private equity firm that helps companies achieve their potential, and is also a multi-unit franchisee with Sonic Drive-In.

Franchise recruitment specialists

Frank Morrison, franchisee recruitment specialist

Frank has more than 15 years experience in franchise recruitment, coaching and consulting. He is a key member of the franchise development team that propelled Menchie’s from 30 units in 2010 to more than 500 locations, and recruited more than 100 individual franchisees. He has also sold international master franchisee deals in Bahrain, Bangladesh, Dominican Republic and Kazakhstan. Before working with Menchie’s, he spent 12 years with The Entrepreneur’s Source, where he was named consultant of the year in 2002.

Danielle Wright Kimble, Franchisee Recruitment Specialist

Danielle recruits franchisees for College Hunks Hauling Junk, which Inc. magazine has named one of the fastest-growing companies in the nation. She previously handled recruiting for Checkers, and handled site selection for huge box retailers including Walmart as part of the commercial development team for Tandem Development Group, LLC.

Taylor Mathews, Franchisee Recruitment Specialist

Taylor joined FPG in 2014 to help clients sift through the abundance of leads generated by their new websites. She pre-qualifies clients, establishes whether they would be a good match for the brand, helps the candidate understand what makes the particular brand stand out in the marketplace, and them helps them into a conversation with the clients’ franchise sales teams. The process helps clients contact and screen candidates more quickly, which keeps the pipeline full of strong potential franchisees.

Franchise Financing Solutions

Don Welsh, FPG Capital

Don joined FPG Capital in 2013. Don started his career at Aramark, becoming one of their youngest executives, serving in their Sports and Entertainment Division. Don founded Aspeon Solutions in 1999, a publicly held Information Technology company where he was instrumental in securing funding from Credit Suisse. Don was recruited to join FreedomPay, a payment and loyalty company, funded by Nokia and Goldman Sachs, in 2000 as COO. Don and his partners founded a small private equity firm, Simple Tie Ventures LP, in 2005. Currently, through Simple Tie Ventures, Don and his partners have invested in a multi-unit Sonic franchisee in the Philadelphia market, a 17-acre golf facility in the Philadelphia area, a construction management firm and a solar development company.

Scott McLain, Advisor FPG Capital

McLain joined FPG Capital in 2013 after retiring as president and chief strategic officer of Sonic Corp., parent company of the nation’s largest chain of drive-in restaurants. During his 17-year career at Sonic, he held various positions including treasurer, chief financial officer, and president of Sonic Industries, the company’s franchising subsidiary.

Graphic Design and Website Creation

Liz Fulghum, President of No Sleep for Sheep, strategic partner

No Sleep for Sheep is a Nashville web design and digital marketing agency. Liz has been working with FPG since 2012, developing franchise recruitment websites for a both startup franchise systems and fast food giants.

D’nelle Dowis, Project Manager at No Sleep for Sheep, strategic partner

D’nelle Dowis manages website projects for Franchise Performance Group. She works with clients and the FPG team to gather all the pieces needed to create a great storytelling website, sets deadlines, provides updates, and serves as the key contact for clients during the development of franchise recruitment websites.