Background
Franzy is an AI-powered matchmaker for people who want to start a franchise business. Instead of starting from scratch, users can use the site to find and buy a "franchise" of a proven business brand like a gym, cafe, or cleaning service. It makes the process easier by letting you search through several options, compare costs, and talk directly to the companies, helping you find a business that fits your budget, goals, and your location.
Core Issues:
Franzy began their HubSpot journey independently, exploring its features and how to integrate it into their sales process. They needed a hand in optimizing their pre-sales and sales processes, as well as managing cohorts and their customized customer journey, by leveraging HubSpot automations.
Along with the process-related implementations, they also wanted visibility into the numbers flowing across objects, as well as the team’s activity leaderboards.
Implementation:
The project began with discovery calls and getting to know Franzy better, in the words of their own team, what they do and how things are done.
From these discovery calls, we created process flowcharts and onboarded Team Franzy on what the process would look like, covering the pre-sales and sales process, as well as how automations would be used throughout it.
A. Pre-sales
As the team was new to HubSpot, they were exploring ways to better utilize its objects and features according to their process.
Leads Object
They had different types of people within their Contacts object. To separate potential buyers from the other groups, we suggested implementing the Leads object for better visibility and stronger focus for the sales team. The team agreed, and we implemented the Leads object for Franzy. At the time, the Leads object was still a relatively new feature in its early stage, back in March 2025.
We also automated the lead creation and assignment process, helping the team in their daily workflow. We asked the team to qualify potential buyers in the Leads object and, once qualified for sales, move them to the Deals object.
Lifecycle Stage
Franzy’s customer journey is a little different from what we usually see in the default lifecycle stages, such as MQLs, SQLs, etc. The team wanted their customer journey to be customized to better reflect their process, including website account creation and cohorts.
We customized the lifecycle stages by replacing the default MQL and SQL stages with stages that were more relevant to their journey.
B. Sales Process
Customized Buyers Deals Pipeline
As the team was new to HubSpot, they needed to set up a customized deals funnel that matched their process. We helped them create a customized Buyers Deals pipeline, with each deal stage reflecting an important milestone in the buyer journey with Franzy.
Additional Deal Pipelines
Starting with just a single pipeline for their buyers journey, the team wanted to manage different processes for Brands, Financing, Resales, and others in the Deals object. We helped them create separate pipelines for each, as well as automate deal creation and updates wherever required.
C. Cohorts Management
Implementing Cohorts was something unique that we don’t usually see in HubSpot implementations. Cohorts are unique and customized stages in the buyer journey with Franzy and could be considered sub-stages of the lifecycle stages that we customized for them.
The team required these custom cohorts to be automated and time-stamped, just like the default lifecycle stages, so they could see how many records entered a cohort within a certain timeframe.
We understood their vision and implemented the cohorts exactly as they wanted by automating the time-stamping and creating custom reports for each cohort to give the team better visibility.
Impact
By understanding Franzy’s unique customer journey and aligning HubSpot with how their team actually works, we helped turn a largely exploratory setup into a more structured, scalable system.
From pre-sales optimization and customized deal pipelines to cohort automation and reporting visibility, the implementation gave Team Franzy a clearer view of their process, stronger operational efficiency, and a setup built to support their continued growth.
In Numbers / Percentages
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+95% Pipeline Expansion: This year-to-date deal creation grew by 95% over the full previous year, indicating stronger momentum and a more structured sales process.
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+111% Closed-Won Growth: This year-to-date closed-won deals increased by 111% compared to the full previous year, reflecting a clear improvement in conversion and execution.
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+170% Revenue Growth: This year-to-date closed-won revenue increased by 170% compared to the full previous year, highlighting the overall business impact of the improved setup.
