Set the Stage

The vendor opportunity at Set the Stage

Set the Stage operates a compact network of 9 real estate-focused units—8 franchised and 1 company-owned—under parent company The Key Design, LLC. For software vendors, the addressable market is small and concentrated: a single operator is mapped in Wisconsin, and no multi-unit operators are recorded. The most recent Franchise Disclosure Document (2024) reports no year-over-year unit growth, meaning the system is stable but not expanding. Vendors should approach this as a single-account sale with potential for deep integration rather than a volume play.

The royalty rate is 6.0% on gross revenue, and the initial franchise term runs 10 years. Average unit volume is not disclosed in the FDD. Because the franchisor mandates a specific management application, any complementary software must either integrate with that system or replace it entirely—a high bar given the mandate.

Who controls software purchasing

Purchasing authority sits with the C-suite at the Utah headquarters. The 2024 FDD lists Cameron Wheat as CEO, Lisa Wheat as COO, and Courtney Clark as CCO. In a system this small, these three executives likely evaluate and approve any technology that touches franchise operations. There is no indication of a franchisee advisory council or decentralized purchasing. Vendors should direct outreach to the CEO and COO, framing value in terms of operational efficiency and compliance with the mandated tech stack.

Mandated and current tech stack

The only technology explicitly mandated in the FDD is the Set The State Management App. No other POS, CRM, or back-office systems are named as required or recommended. This creates a clear integration point for vendors selling adjacent tools—accounting, marketing automation, or lead management—provided they can demonstrate compatibility. The absence of a named POS mandate suggests franchisees may have flexibility there, but any solution must not conflict with the core management app.

Procurement, renewals, and timing

Item 8 of the FDD does not extract a procurement signal, meaning there is no published designated-supplier or approved-supplier program. Franchisees may have autonomy in selecting non-mandated software, though HQ’s tight control over the core stack implies informal approval is likely required. Renewal terms under Item 17 are clear: franchisees must be in full compliance, provide notice, sign the then-current Franchise Agreement, and pay a renewal fee. The new agreement may contain materially different terms, and royalties can increase up to the ceiling imposed on similarly situated renewing and new franchisees. The renewal term is 10 years. With only 9 units and no disclosed growth, software contract opportunities will arise sporadically as individual franchise agreements approach their renewal dates.

How to read the Set the Stage FDD

The 2024 Franchise Disclosure Document is the definitive source for understanding Set the Stage’s obligations, fees, and technology mandates. Key sections for software vendors include Item 1 (executive team), Item 8 (procurement restrictions), Item 11 (mandated systems), and Item 17 (renewal and transfer conditions). The embedded viewer below provides the full text. Focus on the management app mandate and the centralized decision-making structure when building your pitch. For a ranked target list of franchise systems that match your software, FranCloud can help you prioritize outreach.