Rookies & Veterans
This week, I hosted an intimate retreat with a powerhouse group of rookie franchise founders—women building emerging brands with fewer than 20 locations.
We came together for real talk: peer-to-peer connection, deep learning, and honest conversations about what it really takes to build a brand that lasts. There were breakthroughs, belly laughs, and beautiful “omg, me too” moments that reminded us we’re not alone on this journey. Especially because we’re all moms—many of us writing emails like this, later at night, with a 4-year-old watching YouTube nearby. (We listen and we don’t judge.)
It was surreal being the "veteran" in the room with 50+ locations, especially since it feels like just yesterday I was in their shoes, trying to find my first franchisee.
But 2 of my favorite moments of the event came from veterans who are way more veteran-y than me:
1. Learning the private equity playbook from Alicia Miller, a franchising PE expert who (literally) wrote the book on it. It was inspiring to hear her share about the female founders of Nothing Bundt Cakes who sold their brand for an insane multiple.
2. Getting a surprise Zoom pep talk from Cathy Deano, the co-founder of Painting With a Twist (a beloved brand that, at their peak, had over 300 locations!) She reminded us that the path to success is giving your franchisees unparalleled support. Always good to hear that simple reminder.
Here’s what I already knew—but this week, being with these women made it hit even harder:
Find your peers, and you’ll find your people. Find your peers, and you’ll find your people. Real peers—the ones truly on your same path—are rare. For me, that’s fellow franchise founders. I tell my franchise owners the same thing: their people aren’t just their local community anymore—it’s their fellow franchisees.
Every veteran was once a rookie. I think of business experience like choreography—you just need muscle memory. The more you learn, polish, and repeat it, the more it flows with confidence
Forget imposter syndrome—you know more than you think. And when you don’t? Find someone who does, and learn everything you can. This is why I love mentorship, coaching, conferences, retreats, podcasts, and asking curious questions at every opportunity in between.
