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About
Shannon Wilburn is a serial entrepreneur, franchisor, and strategic leader best known for co-founding Just Between Friends (JBF), a pop-up consignment marketplace for children’s and maternity goods that grew into a national franchise system. Starting from a living room event in 1997, Shannon helped scale JBF into more than 150 franchise locations across 31 states, generating tens of millions in system-wide sales.
Over the years, Shannon evolved her role from founder–CEO into brand ambassador and advisor, guiding the system forward and mentoring franchisees. Her approach to franchising emphasizes community, purpose, and operational rigor—essentials for building a platform with both impact and scale.
Today, Shannon works with founders in franchise-driven, retail, and community-first businesses—helping them design systems, align incentives, and prepare their brands for high-value transitions.
“I believe that franchising is about enabling local owners to deliver powerful customer experiences at scale—when you give them the tools, structure, and support, the brand amplifies itself.
Schedule a call with an Exitwise advisor to learn more about engaging Shannon to Maximize Your Exit™.
Previous Exits
Just Between Friends sold to Co-Founder
Valuation: Undisclosed
In 2023, JBF’s longtime franchisee Tracy Panase acquired the franchisor and stepped into the role of CEO, with Shannon transitioning to brand ambassador and advisor for the next three years. The transaction was structured to preserve continuity, enable strategic growth under new leadership, and reward Shannon for decades of building a nationally recognized franchise.
Media & Education
How Exited Works
Hire an Exited Founder to serve as an advisor on your M&A team to enhance market credibility, open doors to more buyers, and create an industry insider’s advantage when selling your business.
Schedule a FREE call with an Exitwise M&A Advisor to qualify your business.
Exitwise will schedule interviews with your top Exited Founders to answer any questions and help make your selection.
Review and sign our Exited Founder contractor agreement to add your Exited Founder to your M&A team.
Services & Fees
Every Exited Founder engagement is designed around your unique goals and the needs of your company. Fees can vary, but most often include either an hourly rate, a success-based fee, or a blend of both—depending on how involved your Exited Founder will be in your process.
After your initial discovery call with an Exitwise M&A advisor, you’ll get a detailed breakdown of the Exited Founder engagement options. We’ll talk through each option to make sure everything feels fair, transparent, and aligned before you decide to move forward.
