Two years can pass in the blink of an eye, especially when a business is growing, evolving, and thriving. That’s certainly the case for Little Dreams Consulting, which we last spoke with in August 2022. Jenna Wilson, co-founder of Little Dreams Consulting, recently sat down with Phil Mowat from Ashtons Franchise Consulting to share an update on the incredible progress they’ve made since their earlier chat.

Growing the Franchise

Back in 2022, Little Dreams Consulting had just begun its franchising journey, with two franchisees on board. Today, that number has tripled, with six territories now active. The company’s growth isn’t just about numbers, though—it’s about refining the model and learning along the way.

“We’ve probably overhauled pretty much everything since we last spoke,” Jenna explained. “It’s been quite a journey. We’ve learned so much, and I feel like we’re in a completely different place now.”

One of the biggest developments has been the introduction of part-time franchise opportunities, which have proven popular among career-driven individuals looking for more flexibility.

“Our target franchisees are often career women or mums who want a career they can be proud of but also the flexibility to be present for their families,” Jenna shared. “For example, one of our newest franchisees is a dentist, and she’s managing both roles alongside being a mum. It’s about providing a bridge—helping people make a gentle transition from one career to another when they’re ready.”

Evolving Recruitment

Little Dreams Consulting has become more discerning in its recruitment process, focusing on finding franchisees who align with their values and goals.

“In the early days, we were perhaps more eager to take people on,” Jenna admitted. “Now, we’re much pickier. We’re looking for true business owners—people who are compassionate, resilient, and hardworking, with incredibly high standards. We’ve realised we can teach the skills, but we can’t teach attitude or resilience.”

This selective approach has helped foster a strong, supportive culture among the franchisees, something Jenna and her team are keen to maintain.

Overcoming Challenges

Like any business, the journey hasn’t been without its hurdles. One of the biggest challenges was when a founding franchisee had to step away due to personal circumstances.

“It was difficult and disappointing,” Jenna reflected. “But we worked together to reach an agreement that worked for everyone. Challenges like that teach you a lot and make you stronger.”

The economic uncertainty of recent years has also had an impact, with some potential franchisees pulling back during turbulent times. However, Little Dreams Consulting has weathered these challenges and is now back on track with its growth plans.

Celebrating Success

Despite the challenges, Little Dreams Consulting has plenty to celebrate. They’ve won numerous awards, including the EWIF New Franchisor of the Year award, and achieved major milestones like being approved by the prestigious Association of Professional Sleep Consultants—the only UK course to hold this recognition.

“Our course approval was a year in the making, with over 300 hours of training and support required,” Jenna explained. “It’s a huge USP for us and our franchisees.”

Additionally, Little Dreams Consulting has achieved “expanding” membership status with the British Franchise Association, signifying that their franchise model has been proven to work successfully.

Looking Ahead

As 2025 approaches, Jenna and her team have big plans for the future, including more franchisee meetups, exciting collaborations, and continued growth of the franchise network.

“We’re not looking to be the fastest-growing franchise,” Jenna said. “We’re focused on quality over quantity, ensuring we can provide the support and mentoring our franchisees need to succeed.”

With a solid foundation, a strong network of franchisees, and a clear vision for the future, Little Dreams Consulting is poised for continued success. Jenna’s confidence and passion for the business are evident, and it will be exciting to see where the next two years take them.