Transcript

Tam Bam (0:00)

This is an iHeart podcast. Guaranteed Human.

Tarji Carter (0:04)

The wait was worth it. The keys to your dream home have been secured. Now comes time to fill it with memories. But first, furniture and movers. When's the housewarming? Who's cooking? Or should you cater? All that planning can be stressful, but ensuring your home shouldn't be. And that's where State Farm comes in, because State Farm agents can help you choose the coverage you need. Just call, go online or check out the app. An agent is ready to help so you can focus on showing off your new home. If you know, you know like a good neighbor, State Farm is there.

Tam Bam (0:34)

We all made resolutions in January, but let's be real. February is usually when a lot of.

Tarji Carter (0:40)

Those dreams start to fade.

Tam Bam (0:41)

We and our friends at Shopify are here to help you not let that happen. Whether you're just starting out or already running a business, Shopify can handle anything you throw its way. I trust Shopify with my personal store and honey sell so can you. Don't let your dream store die with the rest of your 2026 goals. It's time for you to invest in.

Tarji Carter (1:04)

Your own business, not someone else's.

Tam Bam (1:06)

For a change. Head on over to shopify.com Ben that's B E N and see what it feels like to be the one in.

Tarji Carter (1:15)

Control of your future.

Public Investing Announcer (1:17)

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Summary

We Talk Back – Replay: McMillions feat. Tarji Carter (February 5, 2026)

Episode Overview

This episode of We Talk Back dives into the world of franchising and building generational wealth, featuring special guest Tarji Carter, the founder and CEO of The Franchise Player. Hosts Tam Bam and AJ Holiday bring their signature humor and candor to discussions about the Black Effect Podcast Festival, Black culture, celebrity news, and, most importantly, breaking down myths and actionable advice around franchise ownership for Black and minority communities.

Main Discussion Highlights

1. Festival Recap & Pop Culture Update (03:00–19:17)

Tam Bam and AJ Holiday share stories from their weekend at the Black Effect Podcast Festival in Atlanta, highlighting the community, fun, and behind-the-scenes bonding moments (including a hilarious boba-induced bathroom incident).
- Quote: “Me and AJ bonded this weekend. In a weird way... AJ got us boba tea... and we had to dookie together. Not in the same stall, but at the same time.” – Tam Bam (04:00)
Reflections on motherhood, visibility, and women’s continued success in entertainment, celebrating Flo Millie’s new baby and Beyoncé’s Cowboy Carter tour with Blue Ivy and Rumi on stage.
- Quote: “There was a time where motherhood was like the end of a career, but not no more.” – Tam Bam (09:08)
They discuss ticket prices, celebrity relationships (the ongoing Kevin Gates/Drake/Drika/Brittany Renner saga), and aspirations for self-sufficient, farm-based living.

2. The Power and Pitfalls of Franchising with Tarji Carter (23:35–67:37)

Tarji’s Introduction & Background (23:35–27:52)

Tarji shares her accidental entry into franchising after working as Tyler Perry’s executive assistant.
- Quote: “I knew nothing about franchising until I started doing it as a child… No one ever told me I could own a franchise.” – Tarji Carter (25:46)
Motivation for founding The Franchise Player in 2023: lack of Black representation at franchise ownership levels.

Why Franchise?

Franchising is presented as a faster, less error-prone path to business ownership, providing established systems for marketing, operations, and support.
- Quote: “With franchising, you basically hit the ground running…when you get into franchising, you’re really taking advantage of all the mistakes they’ve already made.” – Tarji Carter (29:53)
Independent business = slow growth and higher risk; franchises offer immediate brand recognition and proven models.

Choosing the Right Franchise (30:17–34:12)

What makes a GOOD franchise? Healthy brands (expanding, visible), high profit margins (especially in “coffee and chicken”), and adaptability (drive-thrus excelled during the pandemic).
A BAD franchise lacks brand power, market demand, or survives on slim margins.
- Quote: “People are always going to eat chicken, people are always going to drink coffee.” – Tarji Carter (32:07)

Myths & Mistakes About Franchising (35:22–38:24)

Common myths: It’s easy or “get rich quick,” or owners can be completely absentee.
- Success depends on research, choosing the right management, and being actively involved.
- Importance of hiring a franchise attorney: “If you pay $2,500 today, it could save you $250,000 down the line.” – Tarji Carter (38:24)
Lack of information in the Black community and not asking the right questions lead to mistakes.

Tarji’s Unique Approach (38:36–41:20)

She provides full support: education, vetting, matching clients with brands, helping secure capital, and connecting them with experienced operations partners.
- Quote: “The value that I bring is getting in front of audiences most brands won’t get in front of. Everything we do is through the lens of how does it affect our community.” – Tarji Carter (40:29)

Capital, Pooling Resources & Success Stories (45:29–48:02)

Example of a client (retired NFL player Damon Dunn) who scaled from zero to 40 franchise locations with Tarji’s advice.
For those without big capital: Pool resources with family/friends for joint ownership, combining both finances and skillsets.
- Quote: “I always suggest we need to do a better job as a community of leaning on each other and pooling our resources.” – Tarji Carter (45:43)
Buying one small franchise as a group can be an entry to scale further.

Funding & The Lending Landscape (51:50–57:22)

Banks prefer lending to franchises versus brand-new independent businesses due to proven models and lower risk.
Franchise fees range from $10–90k; full investment for a storefront might run $300–400k (coffee shop example).
Most franchise loans are through banks or the SBA, not franchisors themselves.
- Pro tip: Start talking to your banker early about your goals to prepare for loan applications.

Franchise Game Conference (77:30)

Tarji plugs her annual conference "The Franchise Game," Aug. 14–15, 2026, Plano, TX, hosted at Yum!’s HQ – an opportunity for networking, resources, and expert panels.

Lightning Round: Quick Hits with Tarji (57:29–59:48)

First franchise ever loved? “Auntie Anne’s.” (57:35)
Favorite business book? “Self Made” by Nely Galán (58:12)
Morning ritual? “Before I do anything, I pray.” (58:30)
Dream collaboration? “Shaq—he’s built his own chicken concept and is protective of his brand.” (59:13)
One word for her journey: “Difficult.” (60:56)

Real Talk: The Hard Parts (60:56–62:04)

Navigating franchising as a Black woman is isolating—“I can look across a room of 3,500 people and count, you know, maybe 10 people that look like me.” – Tarji Carter
Most of her lessons have been learned the hard way, with few mentors or peers.

“Dumb Bitch Story” Segment (71:34–77:16)

Tarji shares a personal dating misadventure: She went out with a man she met on a dating app. After a couple great dates, he ghosted her, only to discover he was likely married and in town just temporarily. The hosts and Tarji bond over the relatable pain of being ghosted.
- Quote: “I felt like a dumb bitch texting myself in the chat…‘Are you okay? I hope you’re okay.’” – Tarji Carter (75:11)

Memorable Quotes

“You don’t have to like coffee to make money from coffee!” – AJ Holiday paraphrasing Tarji (33:22)
“The dough doesn’t discriminate. Everybody’s eating it.” – Tarji Carter (66:06)
“The only way to survive is to change our tax bracket.” – Tarji Carter (63:55)
“Eventually you’re not going to be an 80-year-old rapper—you gotta put the money somewhere!” – Tarji Carter (66:10)

Timestamps of Key Segments

04:00 – TamBam & AJ Holiday’s festival stories & bathroom bonding
09:08 – Motherhood & career: Flo Millie, Cardi B, Beyoncé
23:35 – Tarji Carter introduction and her path to franchising
29:53 – Why franchising is a faster track to business ownership
32:07 – Best performing industries: coffee & chicken
35:22 – Myths, mistakes, and the importance of research
38:36 – How Tarji’s consulting is different: “the plug” for minority entrepreneurs
45:43 – Pooling resources for first-time franchisees
51:50 – How banks fund franchises (vs independent businesses)
57:29 – Lightning Round Q&A with Tarji (favorites, rituals, dream collabs)
60:56 – “Difficult”: Navigating franchising as a Black woman
71:34 – “Dumb Bitch Story” segment

Closing & How to Connect

Tarji invites listeners to her annual “Franchise Game” event (August 14–15 in Plano, TX) and offers ways to connect:
- LinkedIn: The Franchise Player
- Instagram: @iamthefranchiseplayer, @iamtarji
- Website: thefranchiseplayer.com
Final advice: Don’t wait for “perfect” capital; lean on community, take action, and let expert guidance fill the knowledge gaps.

For anyone seeking to break into franchise ownership, especially from underrepresented backgrounds, this episode offers inspiration, practical tips, and the importance of finding the right guidance. Tam Bam and AJ keep things real, raw, and fun, while Tarji Carter brings the blueprint for group economics and business elevation.

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Replay* | McMillions feat. Tarji Carter