There is an increasing gap between the contemporary academic and political concern for social enterprising and available theoretical and empirical research in the field. In this study we want to contribute to a much needed bridge by, first, outlining a conceptual framework for (social) entrepreneuring based on practice-theory. Second, we generate an in-depth inquiry into the everyday operations of two Swedish social businesses, interconnected in an emerging franchise structure, identifying basic structural and processual features of social entrepreneuring. The proposed structures include the dualities individual/collective as the actor, personal/institutional rules of action and self-identity/social identity. The six identified practices concern social bricolaging, amplified immediacy, dynamic involvement, ambiguous legitimacy, self-enforced heterogeneity and urgency for financial viability.