Established
1984
Franchise Units
80
Minimum Investment
$70,000
Franchise Fee
$39,900
Total Investment Range
$100,000
Home Based
No
Description
In an era dominated by fleeting digital ads and crowded social feeds, Town Planner stands out by delivering something tangible, trusted, and welcomed into homes across America. This unique franchise concept revolves around producing and distributing high-quality, oversized community calendars packed with local events, school schedules, and advertisements from neighborhood businesses.
Unlike traditional advertising agencies or print businesses, Town Planner operates within a protected territory model. Franchisees build relationships with local businesses, secure ad placements, and distribute the calendar directly to targeted households. The result is a highly visible, year-round marketing piece that often remains on kitchen walls for 12 months — delivering repeated brand impressions for advertisers.
Positioned in the direct mail and local advertising industry, Town Planner bridges the gap between community engagement and small business marketing. It combines old-school reliability with modern targeting strategies, offering entrepreneurs a recession-resistant opportunity built on recurring ad revenue and strong local connections.
Background
Established Year: 1984
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Founder: Mike & Peg DuChene
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Industry Category: Direct Mail Advertising / Community Publishing
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Headquarters: New Hampshire, USA
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Franchise Active Units (USA): 80+ territories nationwide
Town Planner was founded in 1984 with a simple yet powerful idea: create a community calendar funded entirely by local advertisers. Over the decades, the concept evolved into a nationally recognized franchise system.
From its early beginnings in New England, the company expanded steadily across multiple states, refining its direct mail targeting process and advertiser retention strategy. The brand has remained privately owned and focused on supporting its franchisees rather than rapid, uncontrolled expansion.
Today, Town Planner operates across numerous U.S. markets, serving suburban and family-oriented communities where local businesses thrive on neighborhood visibility. The company has maintained its relevance by integrating modern data targeting while preserving the trusted print format that residents value.
Support Training
Town Planner provides a structured onboarding and ongoing support system designed to help franchisees succeed from day one.
Pre-Launch Support
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Territory analysis and demographic research
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Market introduction guidance
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Initial sales training and prospecting framework
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Marketing materials and presentation tools
Initial Training
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Advertising sales strategies
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Pricing models and contract structuring
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Production coordination and print processes
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Distribution logistics and targeting techniques
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CRM and business management systems
Training is typically conducted through a combination of virtual sessions, manuals, and direct mentorship from corporate leadership.
Operational Support
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Design templates and artwork guidance
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Print production coordination
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Mailing logistics assistance
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Ongoing sales coaching
Marketing & Sales Support
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Proven scripts and sales processes
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Renewal strategy guidance
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Seasonal campaign ideas
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Performance tracking tools
Ongoing Education
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Annual meetings and workshops
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Access to peer franchisee network
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Updated marketing strategies
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Continuous system improvements
This layered support structure helps franchisees focus on sales and relationship building rather than technical production challenges.
Ideal Candidate
Town Planner is best suited for motivated individuals who enjoy relationship-based selling and community involvement.
Ideal Candidates Typically Have:
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Sales, marketing, or business development experience
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Strong communication and networking skills
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Comfort with B2B advertising sales
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Self-motivation and time management discipline
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Moderate investment capability
This franchise works well for:
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Former corporate professionals seeking independence
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Advertising sales representatives
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Stay-at-home parents re-entering the workforce
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Military veterans transitioning to entrepreneurship
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Couples looking to run a home-based business together
Since the model is home-based and territory-driven, it performs best in suburban communities with active local businesses and family households.
Financial Detail
| Investment Component | Estimated Cost (USD) |
|---|---|
| Initial Franchise Fee | $39,900 |
| Total Estimated Investment | $70,000 – $100,000 |
| Minimum Investment Required | ~$70,000 |
| Home Office Setup | $2,000 – $5,000 |
| Computer & Software | $2,000 – $4,000 |
| Initial Printing & Mailing Costs | $15,000 – $25,000 |
| Local Marketing & Prospecting | $3,000 – $7,000 |
| Working Capital (3–6 months) | $15,000 – $25,000 |
| Royalty Fee | Approx. 8% of Gross Revenue |
| Marketing/Brand Fund Contribution | As per FDD guidelines |
| Estimated Break-Even Timeline | 12 – 24 Months |
| Revenue Model | Recurring Annual Ad Sales |
| Potential Revenue Streams | Ad Placements, Premium Spots, Sponsorships, Digital Add-ons |
