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Today we’re chatting with franchise coach and expert, Shannon Wilburn. Shannon is a serial entrepreneur and the co-founder of Just Between Friends, a successful franchise that grew to 155 locations with $42 million in system-wide sales. In this episode of The WorkPlay Podcast, Shannon Wilburn discusses her journey as a successful franchisor, the importance of creating effective marketing strategies and systems for franchisees, and how utilizing tools like WorkPlay can streamline content creation and enhance brand compliance across multiple locations. 

Understand Your Business Model Before Franchising

Before diving into franchising, it’s crucial to have a solid understanding of your business model and its viability. Shannon Wilburn emphasizes the importance of having a proven concept, stating, “We had proven the concept because we… had helped 10 or 12 locations open their own Just Between Friends.” This groundwork not only validates your idea but also provides a framework for potential franchisees. By demonstrating that your model works in various locations, you can instill confidence in prospective franchisees. As Shannon notes, “It wasn’t just the mothership… it was ten other people who had already been doing it for two or three years as well saying, yes, it works.”

Build Momentum Early

To create momentum in your franchise, consider starting with a few locations before fully launching your franchise model. Shannon highlights that “if you can have another location or two locations or three locations before you step into the franchising space, you will have worked through all of those little bugs.” This approach allows you to refine your operations and address any challenges that arise. The early successes can serve as testimonials for future franchisees, creating a snowball effect of interest and investment. As she puts it, “You have to make sure that your concept can be done by someone without you being in it.”

Invest in Marketing Systems

Investing in effective marketing systems is essential for supporting your franchisees and maintaining brand consistency. Shannon points out that “marketing can be a second full-time job,” and franchisees often don’t want that added burden. By providing them with ready-to-use marketing materials, you can alleviate their stress and ensure that they are promoting the brand effectively. She emphasizes the need for franchisors to “have figured out the marketing and branding,” which is crucial for franchisee satisfaction. “If you don’t provide it to them, they will come up with their own stuff,” she warns, highlighting the importance of a cohesive marketing strategy.

Create a Supportive Franchise Environment

Establishing a supportive environment for your franchisees is vital for their success and satisfaction. Shannon notes that “franchising is the licensing of a business model that produces predictable cash flows to an average franchisee.” This means that as a franchisor, you need to ensure that your franchisees have the tools and resources they need to thrive. By offering ongoing support in areas like marketing, operations, and technology, you can foster a positive relationship with your franchisees. “You want to care that they’re getting five stars on Google,” she adds, emphasizing the importance of reputation management in the franchise system.

Regularly Update Campaigns and Content

Regularly updating your marketing campaigns and content is essential to keep your franchisees engaged and effective in their local markets. Shannon stresses that “if you’re putting content out there the same thing all the time, your franchisees are going to be complaining.” By providing fresh, seasonal campaigns, you can keep the brand relevant and exciting for both franchisees and customers. She suggests that franchisors should be proactive in their marketing strategies, stating, “There is just an expectation that content will be available.” This approach not only meets franchisee needs but also enhances overall brand perception in the marketplace.

Shannon’s Advice to Current and Future WorkPlay Members:

“Marketing can be a second full-time job, and your franchisees who are buying your brand, they don’t want a second full-time job. They want you to have figured it out and you to have put the systems and processes in place.” –Shannon Wilburn