Campaign Walkthrough

Franchise Attorney Outreach — Sample

What goes out, when, and why. Example: April Mason, Burr & Forman.

The Target

April Mason

Franchise Attorney
Burr & Forman LLP — Birmingham Office Managing Partner
6x Franchise Times Legal Eagle
Focus: Restaurant & fitness franchise M&A
Market: Birmingham / SE
Most decorated franchise attorney in Alabama. Her restaurant and fitness M&A practice generates operators who are exactly in Haven's buy box — multi-unit, $10M+ revenue, growing past location #3. When the franchise agreement is signed and the real estate capital question comes up, Haven eliminates the bottleneck.
The 4-Touch Sequence
Day 1

Email Introduction

Personalized email from Greg. Peer-to-peer. One ask: 20 minutes on calendar.

Day 5

LinkedIn Connect

"April — Greg Jeffers, Haven Capital. Sent a note about turnkey builds for your franchise clients."

Day 14

Value Drop

Data point on SBA ceiling trends for restaurant/fitness operators. Positions Haven as a resource.

Day 28

Shock & Awe

FedEx: Haven one-pager, deal diagram, case study, handwritten note from Greg.

Touch 1 — The Actual Email (Ready to Send)
If She Says Yes — Meeting Prep

Questions to Ask

  • When your restaurant franchise clients close an M&A deal, how do they typically fund the real estate for new locations?
  • Are you seeing more fitness franchise M&A in the Southeast? What's driving it?
  • Who else in the Burr & Forman network should we know?

What to Pitch

  • Greg leads as Managing Partner — peer-level conversation
  • When a franchise agreement is signed and real estate capital is the bottleneck, Haven eliminates it
  • Mention Ed Christian (CEO of Burr & Forman) — shows this is a firm-level relationship

What to Avoid

  • Don't pitch directly — ask questions first. Let her describe the problem, then offer Haven
  • Don't discuss Haven's construction capabilities in detail (she's a lawyer, not a developer)
  • Don't assume she only cares about franchise — Burr & Forman's broader practice may have referrals
Warm Path
Greg → Jones Day Alumni
Burr & Forman is well-known to Jones Day SE. Greg checks for mutual contacts.
Escalation Path
Ed Christian — CEO, Burr & Forman
If Greg reaches out to Ed in parallel, April knows this is a firm-level play.