Auspicious Owl Group
About
Our Story
Auspicious Owl Group was founded with a clear purpose: to protect the heart of franchising while helping it evolve. After thirty years of seeing the franchise business from every angle, Susan E. Black-Beth noticed an unsettling pattern. The deeper institutional capital moved into franchising, the more the industry began to lose its language of relationships, culture, and trust.
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Having served as a franchisee, franchisor, supplier, investor, board member, and coach, Susan had the rare perspective to see the disconnect forming. Franchising and finance were speaking two different dialects, and without translation, both sides risked misunderstanding each other.
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Auspicious Owl Group was created to be that translator. We exist to educate, advise, and guide the people shaping the future of franchising, helping them align capital and culture in ways that build both value and values.
What's in a Name?
Choosing a name for a new business can be one of the most difficult tasks. For Susan E. Black-Beth, it had to feel intentional, meaningful, and true to the vision behind it. The name Auspicious Owl does exactly that.
Auspicious means favorable, promising, and boding well for the future. It represents good fortune, optimism, and positive outcomes. This spirit reflects how Susan is approaching this next chapter of her career with a forward-looking mindset, grounded in optimism and guided by purpose.
The Owl symbolizes wisdom, knowledge, and protection. Owls are known for their ability to turn their heads 270 degrees, giving them a broader perspective of their surroundings. That trait is central to what Auspicious Owl Group represents, the ability to see the full ecosystem, anticipate challenges, and identify opportunities others might miss.
When you put the two together, the Auspicious Owl becomes a guide. It represents insight that helps leaders navigate complex challenges, find the best path forward, and make choices that lead to lasting prosperity. It also stands as a guardian, protecting what matters most while lighting the way toward a stronger future.
Franchise Activist
When Auspicious Owl Group took flight, it was born from a desire to reshape the conversation around the future of franchising.
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Susan E. Black-Beth has spent more than thirty years in decision-making roles across every corner of the multi-unit business landscape. She has been a franchisee, franchisor, supplier, equity investor, board member, investment advisor, executive coach, debt provider, and the daughter of founders who sold their business to institutional capital. That experience gives her a perspective on the business model that few others have.
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After decades of wins, lessons, and lived experience, Susan realized her next chapter required a new title. “Founder and CEO” did not capture the depth of her purpose. “Franchise Activist” does.
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To Susan, being a Franchise Activist means stepping in where change is needed and challenging the status quo rather than observing it. It means surfacing uncomfortable truths, amplifying the voices of those who are often overlooked, and working alongside others to strengthen the foundation of the franchise model. A Franchise Activist brings clarity where others may see confusion, collaborates to expand collective impact, and champions a better way forward.
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At its core, activism in franchising is about courage and commitment. Susan’s goal is to protect the values that built this industry while inspiring those within it to think more boldly, lead more wisely, and do the kind of epic work that creates lasting change.
Who We Serve
Auspicious Owl Group works with those who influence the direction of franchising at its highest levels:
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Franchisors who want to strengthen their systems and prepare for sustainable growth.
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Institutional Capital Investors seeking to understand the human and operational dynamics behind their investments.
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Franchise Advisory Councils focused on building transparency, collaboration, and alignment between ownership and leadership.​
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At every level, our goal is to create clarity, collaboration, and confidence that moves the entire franchise ecosystem forward.