At ACBN, we stand firmly on the proverb “I am because we are.” Our mission is to mobilize the ecosystem through leaders who challenge convention and build models of business rooted in integrity and impact. Recently, we sat down with Carla Leon, President & CEO of Just Like Family (JLF), to explore how her organization is disrupting franchising, elder care, and community building through social purpose entrepreneurship.
Carla’s story is a reminder that when you anchor your work in empathy and love, it’s possible to grow rapidly, scale boldly, and still put people first.
1. Build From Empathy and Shared Values
The spark for JLF came from a deeply personal need: the founder couldn’t find adequate care for his mother. That act of service became the seed for a movement.
Insights for entrepreneurs:
Hire and partner with people who share your values—not just financial goals.
Question “the way it’s always been done.” JLF redefined franchise onboarding and partnerships by asking: What if we put people first?
2. Scale Faster With Social Acquisition
While grassroots growth is powerful, Carla stresses that social acquisition accelerates impact. JLF’s acquisition by over 50 charities boosted growth by 20% in just three months.
Lesson for business owners: Consider strategic acquisitions with mission-driven partners. It’s a win-win model—faster growth for your business and dividends for organizations doing community work.
3. Redefine Stakeholders, Not Just Customers
JLF reframed success by asking: Who else is impacted by our service? Beyond clients, they saw caregivers, families, and communities as stakeholders.
Insight: Map your broader ecosystem. If 30% of family caregivers experience declining health, as JLF discovered, your model must address those ripple effects.
4. Invest in Quality and People
JLF is reshaping elder care by positioning itself as a premium provider. How? By paying caregivers 20–25% more than competitors.
Takeaway: If you want quality, pay for it. Compensation reflects values, attracts talent, and strengthens brand prestige.
5. Use Scale to Solve Social Issues
With infrastructure in place, JLF extends its mission into adjacent projects:
A Seniors Virtual Calendar to fight isolation, offered in multiple languages.
A Publishing House helping seniors share their stories, with proceeds going to the Alzheimer’s Society.
Lesson for entrepreneurs: Once profitable, use your platform to tackle systemic challenges in your sector.
Be Brave: Purpose Is the Ultimate Strategy
Carla reminds us that the greatest barrier is often perception. When JLF pulled off a rapid social acquisition in 113 days—something experts said was “impossible”—they proved that bravery, grit, and purpose are the real drivers of innovation.
For Black entrepreneurs in the ACBN network, the message is clear: embrace social purpose entrepreneurship, stretch beyond limits, and lead with love.
🎥 Watch the full interview with Carla Leon here: YouTube Interview
Learn about our ACBN Membership so we can work with you to build your business: Join ACBN
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