DOYLESTOWN, PA — SMB Franchise Advisors has announced the recent appointment of Shannon Wilburn as their new Executive Director and Franchise Coach, signaling a strategic enhancement of their service offerings. Wilburn, co-founder and former CEO of Just Between Friends Franchise Systems Inc., brings a wealth of experience and a proven track record in franchising to her new role.
Founded in 2009, SMB Franchise Advisors has been a pivotal partner for emerging brands seeking to develop and expand their franchise systems. The firm offers comprehensive services, including new business establishment, franchise planning, operations and training, FDD guidance, and marketing consultation. Among their esteemed clientele are brands such as K9 Resorts, GYMGUYZ, Ivybrook Academy, and Clean Franchise Brands. Beyond these services, the company provides a rich library of educational resources and hosts an annual summit to keep their clients at the forefront of industry trends.
Wilburn’s journey began in 1997 when she launched Just Between Friends from her living room in Tulsa, Oklahoma. Under her leadership, the company grew from a small neighborhood sale to a significant franchise operation with over 150 franchises across 33 states, becoming a multi-million dollar enterprise. Her expertise as a franchisor is underscored by her active involvement with the International Franchise Association and her recognition as a Certified Franchise Executive. In 2020, she was honored with IFA’s Bonnie Levine award, acknowledging her role as a leading female figure in the franchising industry.
Having sold Just Between Friends in 2022, Wilburn remains involved with the organization as an advisor and brand ambassador. She also founded Shine Executive Coaching, which supports high-achieving entrepreneurs in scaling their businesses.
In her new position with SMB Franchise Advisors, Wilburn will leverage her extensive experience to offer executive coaching and mentoring, focusing on onboarding franchisees, developing marketing and operations strategies, and facilitating growth plans. Brian Luciani, Chief Growth Officer at SMB Franchise Advisors, expressed enthusiasm about Wilburn’s addition to the team. “Shannon brings a wide breadth of knowledge and expertise to our clients. She offers the experienced perspectives of a small business founder, emerging and growing franchisor, and someone who successfully negotiated and executed her exit plan. We’re excited for her to take these experiences and share them with the more than 500 brands that we helped launch and grow in the franchise industry,” he noted.
Wilburn is equally optimistic about her new role, stating, “I’m excited to join SMB Franchise Advisors because the firm fills a critical gap I’ve encountered while working with emerging franchisors. While I’ve been able to help brands grow, I realized I needed more resources for pre-emerging brands that are just beginning to explore franchising. SMB’s coveted reputation and expertise in areas like FDDs, operations manuals, branding, and marketing allows me to confidently serve these brands and guide them through the transformation as they enter the franchise space.”
As Wilburn steps into her role at SMB Franchise Advisors, she is set to initiate masterminds, small group learning events, and networking series, fostering a rich environment for franchise growth and development. Her leadership is poised to further strengthen SMB’s capacity to nurture and expand emerging franchises, enhancing their footprint in the competitive franchising landscape.
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