By Brian Rolf
As a veteran and business owner, I often reflect on how my time in the Marine Corps directly shaped the way I run my franchises. Transitioning from military service to becoming a Pet Supplies Plus franchisee was no easy feat. Still, the skills, discipline and mindset I developed in the military became the backbone of my success.
Today, as I continue to grow my business, I’m eager to share how my fellow veterans can leverage their military experience to pursue their own entrepreneurial journey.
Lead from the Front & Set the Pace
One of the biggest lessons I learned during my 20 years in the military was the importance of leadership. In the Marine Corps, we were trained to lead from the front, set the pace and be an example for others to follow. That mentality has carried over into my role as a business owner.
As a franchisee, it’s essential to show up, work hard and be present for your team. A good leader shouldn’t just send emails or direct from afar; they need to be hands-on, engage with their team and demonstrate the values they want seen in their business. When you lead by example, you set the tone for your entire operation. Your employees will mirror your work ethic and become more committed to achieving business excellence.Whether you’re facing a challenge in the business or working to build morale, leading from the front and setting clear expectations will make all the difference.
Embrace Your “Leadership Petri Dish”
No matter your background or experience, you should never stop learning. I call it living in a “leadership petri dish”—a space where you’re constantly exposed to different leadership principles, styles and perspectives. Think of it as adding new tools to your business toolkit, expanding your ability to approach various situations with confidence, and leading your team through whatever challenges come your way.
In the military, I had the privilege of working with people from all walks of life, which helped me develop a versatile leadership style. As a franchisee, you’ll encounter obstacles and opportunities, both of which may require different perspectives and skills. Being open-minded and adaptable is essential. What worked for one team might not work for another, and being flexible enough to try new strategies is key to effective leadership and business growth.
Recruit with Intention
When I opened my franchise nearly a decade ago, I didn’t have a background in retail. One of the first decisions I made was to build a team with experience in the retail industry. To set myself up for success, I focused on hiring people with expertise in areas where I was less knowledgeable. For example, I brought in someone from Target to join my leadership team as they came with a deep understanding of retail operations—a part of the business where I had limited experience at the time. Additionally, recruiting someone to join your team isn’t just about filling a position; it’s about finding the right person who fits your company’s culture and can help it succeed. A strong leader hires not just for skills but for values. You want to surround yourself with individuals who share your mission and vision. When you align your team around a common purpose, you create a workplace that is effective and rewarding.
Train for Experiences
Train your team to go beyond just processes and procedures. Yes, it’s essential to train them on the ins and outs of the business, but it’s equally important to teach them how to create genuine experiences for the customers. In the pet retail industry, it’s about more than selling products or services. At Pet Supplies Plus, for example, we refer to our customers as ‘neighbors’ and treat their pets as part of the family. This personal touch sets us apart by turning each visit into a meaningful connection.
To create those experiences, you need to ensure your team has both industry knowledge and customer service skills. This requires investing in education and ongoing training. When your team adds a personal touch in supporting pet parents and guiding them from start to finish, this will help position your store as a trusted brand in the community.
My advice is simple: trust your military background when stepping into business ownership. While any new venture can be scary, I knew my military experience had given me the grit, discipline and leadership needed to thrive as an entrepreneur. By leading from the front, always staying open to learning, hiring intentionally and training for genuine experiences, you can succeed as a business owner—just like I did.
Read more articles for the Veteran Community here.
