u may purchase a Mac computer from a supplier of your choosing. You also must obtain all software and applications we designate, including Stripe, QuickBooks Online, Google Suite, Canva Team
From the filings
The Coven
Personal servicesSoftware purchasing at The Coven is controlled at the headquarters level by its founders. The franchisor mandates a specific, modern tech stack including HubSpot, OfficeRND, and Stripe across its 8 total units. With a small, concentrated footprint of 6 franchised locations, the addressable market for vendors is highly targeted.
For software vendors selling into US franchise brands.
Live signals
Ongoing fee load
What the operator pays every month
The recurring percentage of gross sales named in this filing, before rent, labour or any technology fee.
10%of gross sales (FY2026)
15% reference
Mandated & recommended tech
The systems vendors compete with
5 of these are mandated in the franchise agreement. Each is named in Item 11 of the filing, the incumbents a challenger must displace or integrate with.
Tech Fee of $850 per month for access to The Coven Digital Community, website, booking software (currently OfficeRND), and other software (“Designated Software”), including Slack, Hubspot and Google B
composed of franchisees. The Coven Digital Community. You must pay us a Tech Fee of $850 per month for access to The Coven Digital Community, website, booking software (currently OfficeRND), and other
unity and Designated Software. You may purchase a Mac computer from a supplier of your choosing. You also must obtain all software and applications we designate, including Stripe, QuickBooks Online, G
tal Community and Designated Software. You may purchase a Mac computer from a supplier of your choosing. You also must obtain all software and applications we designate, including Stripe, QuickBooks O
Franchisor behaviours
What the franchisor requires
25 requirements the franchisor states in this filing, each in its own words; 4 explicit no's; 5 questions the text does not settle, which is not a no.
Accounting
Must the franchisee use an accounting or bookkeeping system designated or approved by the franchisor?
YesFranchise agreement
The accounting and record keeping system will include accounting and reporting software that we periodically direct.
Does the franchisor have direct or independent electronic access to the franchisee's financial, sales or customer records?
YesItem 11
We may independently access financial information and customer data produced by or otherwise located on your The Coven Digital Community or the Designated Software (collectively the “Customer Data”).
Must the franchisee submit periodic financial statements (monthly, quarterly or annual) to the franchisor?
YesFranchise agreement
(5) an annual profit and loss statement and source and use of funds statement for the Community for the year and a balance sheet for the Community as of the end of the year, reviewed by an independent certified public accountant; and (6) at our request, all tax returns relating to the Community and each of its…
How the franchisor buys
Is the franchisor or an affiliate itself a supplier of required products, services or systems?
YesItem 8
One or more of our officers have an interest in us and our affiliates, and we and our affiliates may be a supplier of certain products and services, including the design package.
How much revenue did the franchisor and its affiliates earn from franchisee purchases in the last fiscal year?
67138Item 8
During our last fiscal year, we received $67,138 as a result of franchisee purchases of products and services, which was 23% of our total revenue of $294,797 according to our audited financial statements.
Does the franchisor or an affiliate receive rebates, commissions or other revenue from designated or approved suppliers?
YesItem 8
We (directly or through an affiliate) may derive revenue directly or in the form of rebates or other payments from suppliers, based directly or indirectly on sales of products, advertising materials and other items to franchisees, and from other service providers.
Can a franchisee propose a new supplier for the franchisor's approval?
YesItem 8
If you propose to use any product, material, fixture, equipment, sign or other item that we have not approved, or purchase any items from any supplier that we have not approved, you must first notify us in writing and must provide us with sufficient information, specifications, samples photographs, drawings or other…
Communications
Does the franchisor own or control the business telephone numbers, or take them over when the agreement ends?
YesFranchise agreement
You acknowledge that we have the sole right to and interest in all telephone numbers and directory listings associated with the Marks, and you authorize us, and appoint us as your attorney-in-fact, to direct the telephone company and all listing agencies to transfer such numbers and listings to us;
Data and IT
Must the franchisee comply with PCI, data-security or cybersecurity standards set by the franchisor?
YesItem 11
You must maintain a secure technology infrastructure that meets our then-current requirements.
Franchise management
Does the franchisor conduct periodic inspections, audits or evaluations of the franchised business?
YesFranchise agreement
To determine whether you are complying with this Agreement, we may, at any time during business hours and upon twenty-four (24) hours prior notice to you, 18 The Coven FA (4/26) inspect the Community and observe the provision of the Services.
Can the franchisor change the operations manual and brand standards unilaterally?
YesFranchise agreement
We may supplement, modify or remove information to or from the Operations Manual to reflect changes in the System, the authorized Services and Products, and specifications, standards and operating procedures of a The Coven® business.
Must the franchisor approve the franchisee's site or location before opening?
YesItem 11
You must complete and submit to us a complete site report (containing information that we may require) for the proposed Community site.
Marketing
Is the franchisee prohibited from operating its own website or social media accounts, or required to use pages the franchisor provides?
YesFranchise agreement
(2) conduct any business or offer to sell or advertise any Products or similar products or services on the Internet (or any other existing or future form of electronic communication) including e-mail marketing or other digital marketing;
Is a minimum grand opening advertising spend required?
YesFranchise agreement
During the period beginning at least thirty (30) days before the opening of your Community and ending sixty (60) days following such opening, you will spend a minimum of Ten Thousand Dollars ($10,000) on a Community opening and pre-sale marketing campaign (the “Community Opening and Pre-Sale Campaign”) that we have…
Is the franchisee required to spend a minimum amount on local advertising or marketing, as a percentage of sales or a fixed amount?
YesItem 11
beginning the first full calendar quarter following completion of the Community Opening and Pre-Sale Campaign, each calendar quarter you will spend at least 1.5% of the previous month’s Gross Sales on “approved” Community marketing and promotional activities in your local geographic area (“Local Marketing Spend”).
Must the franchisee participate in a customer loyalty or rewards program?
YesFranchise agreement
You must, at your expense, participate in, and honor all provisions of any gift card and/or loyalty program that we have established or may establish and as we may modify, as further described in the Operations Manual.
Operations
Must the franchisee buy products from a designated distributor?
YesFranchise agreement
Specifically, we periodically will designate certain equipment, fixtures and furnishings that you must purchase from us or our designated supplier(s) for use in your Community.
Must equipment be purchased from designated or approved suppliers?
YesItem 8
The Approved Suppliers List may specify the specific manufacturer of a specific product or piece of equipment, in which case you can purchase those products only from a source identified on the Approved Suppliers List.
Payments
Are royalties and other fees collected by automatic bank debit (ACH or electronic funds transfer) from the franchisee's account?
YesFranchise agreement
We will require you to sign electronic transfer of funds authorizations and other documents as we periodically designate to authorize your bank to transfer, either electronically or through some other method of payment we designate, directly to our account and to charge your account for all Royalty Fees, Marketing…
Must the franchisee participate in a gift card program?
YesFranchise agreement
You must, at your expense, participate in, and honor all provisions of any gift card and/or loyalty program that we have established or may establish and as we may modify, as further described in the Operations Manual.
People
Does the franchisor require minimum staffing levels or specific roles?
YesItem 15
However, one of your Principal Owners, and a person you designate (“General Manager”), must successfully complete our mandatory initial training program for franchisees.
Must employees wear uniforms specified by the franchisor?
YesFranchise agreement
Each of your employees will wear only those uniforms which we have approved in writing;
Point of sale
Does the franchisor have independent access to the data in the franchisee's POS or computer system?
YesItem 11
We may independently access financial information and customer data produced by or otherwise located on your The Coven Digital Community or the Designated Software (collectively the “Customer Data”).
Training
Can the franchisor charge the franchisee for additional, refresher or remedial training?
YesItem 11
We may require that your key owners and General Manager attend all supplemental and refresher training programs that we designate for up to 5 days each calendar year.
Is attendance at an annual convention or conference mandatory for the franchisee?
YesFranchise agreement
We may periodically hold or sponsor, and you must attend, franchise conventions and meetings relating to new Services or Products, new operational procedures or programs, recognition of successful franchisees, training, business management, sales and sales promotion or similar topics.
The filing answers no to 4 questions
- Is there a franchisee advisory council, association or committee?Item 11
- Does the franchisor charge a fee to evaluate a proposed supplier?Item 8
- Must the franchisee participate in a customer-satisfaction or net-promoter survey program?Franchise agreement
- Must the franchisee participate in a regional advertising cooperative when one exists?Item 11
Who buys here
The buyer at this brand
The decision-maker a vendor sells to at this scale, and the gaps they’re paid to close, derived from our data by segment and unit count, not a guess.
The franchisee/operator personally, or a small franchisor still owner-run. Wears every hat.
- With 298 active personal services brands, I can't see which ones are growing or have the tech gaps my product fills, so I waste weeks chasing the wrong targets.A rep burning 10 hours/week on manual research at $50/hr loses $26,000/year. FranCloud's fit_scoring and corpus_search surface high-fit brands in seconds, reclaiming that time for selling.
- 68.6% of brands mandate no accounting system, meaning 93 brands are ripe for displacement, but I lack the unit-count and financial context to prioritize them.Focusing on the wrong 10 brands costs a rep 2+ deals per quarter. FranCloud's fit_scoring layers AUV and unit growth onto tech gaps, so reps chase only the 93 with real revenue potential.
- Even when I know which brands to target, I can't get reliable decision-maker contacts for the 277 brands with disclosed unit counts.SDRs spend 5+ hours/week hunting contacts. FranCloud's contact_enrichment delivers verified contacts in-line, saving 260 hours/year per rep and adding 15% more meetings.
The vendor opportunity at The Coven
The Coven presents a compact, highly curated opportunity for software vendors. The system comprises 8 total units—6 franchised and 2 company-owned—with a geographic concentration in Minnesota (4 units), Wisconsin (2), and North Carolina (1). All 7 mapped operators are single-unit owners, meaning there is no multi-unit complexity, but also no large-scale rollouts. For a vendor, the addressable market is precisely those 6 franchised locations, all operating under strict HQ technology mandates. The average unit volume is not disclosed in the most recent FDD, and year-over-year unit growth data is not available, signaling a mature, stable, but small footprint.
Who controls software purchasing
Technology decisions at The Coven are centralized with the founding team. The 2026 FDD lists Alex West Steinman (Chief Executive Officer and Founder), Bethany Iverson (Treasurer and Founder), and Erinn Farrell (President and Founder) as the key executives. In a system of this size, these individuals function as the de facto buying center for all software. There is no separate CIO or VP of Technology on file, so any vendor pitch must resonate with a founder-led leadership group that values brand alignment and operational simplicity. The franchisor’s control is absolute, as evidenced by the mandated technology stack.
Mandated and current tech stack
The Coven’s Item 11 disclosures reveal a lean, modern, and fully mandated technology stack. Franchisees are required to use HubSpot by HubSpot, Inc., OfficeRND, and Stripe by Stripe, Inc. This trio covers CRM and marketing automation, coworking space and membership management, and payment processing, respectively. There is no traditional point-of-sale system listed, which is consistent with a personal-services coworking model. For software vendors, this means the core operational stack is locked down. Opportunities may exist only in adjacent, non-mandated categories or by demonstrating a compelling replacement value proposition that would require a system-wide mandate change.
Procurement, renewals, and timing
The FDD does not include an Item 8 extract detailing procurement restrictions, so the formal designated supplier framework is not publicly known. However, the explicit technology mandates in Item 11 indicate a de facto closed procurement model controlled by HQ. The initial franchise agreement term is 10 years. The renewal process, as outlined in Item 17, requires franchisees in good standing to sign a new agreement that “may contain materially different provisions than your current Franchise Agreement.” This clause is a critical signal for vendors: each 10-year renewal cycle is a potential inflection point where the franchisor can introduce new technology mandates or swap out existing vendors.
How to read the The Coven FDD
The 2026 Franchise Disclosure Document is the definitive source for understanding the legal and operational constraints on this franchise system. To evaluate your software fit, focus on Item 11 for the complete list of mandated technology and any associated costs. Cross-reference this with Item 17 to understand the renewal conditions that could trigger a tech stack review. The absence of an Item 8 procurement extract means you should pay close attention to the franchise agreement itself, attached as an exhibit, for any supplier restrictions. The full document is available in the embedded viewer below. For a ranked target list of franchise systems matched to your software, talk to FranCloud.
Questions vendors ask
The Coven, answered from the filing
Read the filing itself
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FDD alert
Tell me when this brand refiles.
We’ll email you the moment The Coven files a new annual FDD, usually the freshest signal of a vendor change.
Operator footprint
Who runs the locations
7 operators run 7 mapped locations. 0 of them are multi-unit. Aggregate counts from the filing; no names.
Operators by units owned
Top states by locations
| MN | 4 |
|---|---|
| WI | 2 |
| NC | 1 |
Related Personal services brands
Primary franchise filings · updated June 2026. Every figure is source-traceable and QA-checked.