Shannon Wilburn, co-founder of Just Between Friends, didn’t set out to become a franchisor. Her journey began with a simple idea—a children’s and maternity consignment concept launched in Tulsa in 1997. What started as a local event quickly gained traction, with friends and family across the country eager to replicate the success. Shannon’s decision to franchise the concept was sparked by necessity, guided by advice, and built on a foundation of community and resilience.
In a heartfelt discussion, Shannon reflects on her transition from elementary school teacher to executive coach and brand ambassador. She candidly shares her initial misconceptions about franchising, the challenges of scaling a business, and the strategies that ultimately propelled Just Between Friends to become a thriving franchise system. Shannon emphasizes the importance of proving a concept, building strong relationships, and being open to innovation—lessons she learned through trial, error, and the guidance of trusted mentors.
A defining moment in her career came when she realized that leadership requires adaptability and self-awareness. Shannon implemented the Entrepreneurial Operating System (EOS) to structure her organization, ensuring scalability and accountability at every level. This not only prepared the company for long-term success but also played a pivotal role in its eventual sale to a multi-unit franchisee.
Shannon’s story is one of perseverance, faith, and a commitment to creating value for franchisees and the communities they serve. For aspiring franchisors and business leaders, her journey offers invaluable insights into the power of purpose-driven leadership.
Explore Shannon’s philosophy on franchising, her passion for helping emerging brands, and her advice for navigating the complexities of entrepreneurship. Listen to her full story on this episode of Emerging Franchise Brands!
March 15, 2025
