FranchisingFeature senior care
j u ly 202 1
building a good name for your
senior care brand
Caring Transitions
The Franchise Filling the Void in the Senior Services Market Franchising USA
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what’s new!
ATC Healthcare Services Bolsters Corporate Team with new Chief Operating Officer ATC Healthcare Services, a national system that provides healthcare staffing services to a variety of businesses announced that it has appointed Marilena O’Neill as Chief Operating Officer. Marilena O’Neill will oversee company departments and operations to include operational performance, franchisee training and support and franchise development efforts for both ATC Healthcare Services and its subsidiary CareBuilders at Home. Prior to joining ATC Healthcare Services, O’Neill served as vice president of franchise operations for the Huntington Learning Center franchise system. “Marilena’s experience is invaluable. With
her background and more than a decade as a senior leader in franchise operations with another family-owned business, she is uniquely qualified for the role and is set to make a big impact on our franchise system and growth,” said David Savitsky, CEO of ATC Healthcare Services and CareBuilders at Home.” O’Neill joins ATC Healthcare Services and CareBuilders at Home at an exciting time. The demand for healthcare workers is booming — there is a critical need for talent.
SYNERGY HOMECARE IS THE FASTEST GROWING HOME CARE FRANCHISE IN THE NATION SYNERGY® HomeCare, a leading national home care franchise, sold 38 territories in 2020. No other franchisor sold more territories last year according to a review of franchise disclosure documents (FDDs) and other public records of all home care franchisors who are members of the International Franchise Association (IFA). SYNERGY HomeCare is ahead of last year’s pace having already sold 13 territories through the first quarter of 2021. “We are focused on propelling the lives of our clients, caregivers, and franchisees forward,” said SYNERGY HomeCare CEO Charlie Young. “We recognized the growth trajectory of our industry and worked hard throughout the pandemic to engage top-quality potential franchisees. This is a testament to our value proposition and our focus to attract care-minded entrepreneurs who recognize the opportunity ‘to do well by doing good.’”
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Young also pointed out that while the aging in place phenomenon has increased opportunities to assist seniors and their families, franchisees also provide care for children, those recovering from surgery, illness, disabilities and other chronic conditions. “More and more people are recognizing the business opportunities that home care presents”, said Mike Steed, Vice President
of Franchise Development. “The caliber of candidates we are attracting is strong with so many expressing a desire to own their own company while benefiting from our proven track record, powerful systems and local lead generation program.” For more information on SYNERGY HomeCare franchising opportunities visit SYNERGYHomeCareFranchise.com
Assisted Living Locators Goes Purple To Support Alzheimer’s & Brain Awareness Month Assisted Living Locators, a nationwide senior placement and referral service, annually “goes purple” to support Alzheimer’s & Brain Awareness Month. The companies 140 franchisees across the U.S. joined the movement by taking the Purple Pledge this year, and participated as a Walk To End Alzheimer’s National Team to raise funds to fight Alzheimer’s. The color purple has been chosen to help raise Alzheimer’s awareness as The Alzheimer’s Association encourages people to “Go Purple with a Purpose”. The event held on June 21 shined light on the 5.7 million Americans living with Alzheimer’s disease and the more than 16 million family members and friends providing care and support.
difference every day by finding facilities that are best suited for these individuals,” she added.
The company’s senior care advisors wore
Olea noted that her company is the first nationwide senior placement service to achieve system-wide dementia carecertification to help families affected by Alzheimer’s find at no cost, independent living, assisted living, and memory care options. “We are making a positive
During Alzheimer’s and Brain Awareness Month, Assisted Living Locators also showed the power of purple by changing its company logo to purple on its corporate website and franchisee social media channels to show solidarity for those with Alzheimer’s and other forms of dementia.
fund-raising and dementia care education
Assisted Living Locators Inland Empire franchisee Vincent Bonnemere is taking the purple pledge to raise funds and awareness for National Alzheimer’s & Brain Awareness Month.
purple and shared photos on social media, as well as participated in Longest Day events.
If have questions about dementia care, speak to an Assisted Living Locators Senior Care Advisor at 877-266-7788 or visit www.assistedlivinglocators.com
Always Best Care Senior Services has grown greatly One of the leading senior care franchise systems in the United States, has grown greatly with expansions, conversions, and franchise openings over the past several months. As business owners, franchisees of Always Best Care assist seniors with a wide range of conditions and personal needs, and currently provide millions of hours of care every year. Joining the brand’s growing network of senior care entrepreneurs this year are Ken Thomas who opens his location in Boerne, Texas. A Texas native, Thomas joined the franchise following nearly two
decades in the United Services Automobile Association, most recently holding the role of Operations and Risk Management Executive. Also joining the network are Shayna and Jerrell Tonia, who opened their location in Matthews and Pineville, North Carolina following a more than 12 year career in the banking and management industries. Franchise locations in Desert Cities and Chicagoland have recently undergone change in ownership to Eiso Wortelboer and Jeffrey Jaunich, respectively, who are each fueled with a passion for entrepreneurship and desire to
provide unparalleled senior care in their communities. In interest to continue their assistance in the senior home care space, Ethan and Ivan Kim have also expanded their existing territory in San Diego County, opening to the San Diego South market. Building upon this growth and momentum, Always Best Care is seeking individuals looking to leverage the company’s clear strategy and proven track record for delivering affordable, dependable service to seniors in their local areas. https://www.alwaysbestcare.com/
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Cover Story: Caring Transitions
Caring Transitions
The Franchise Filling the Void in the Senior Services Market for one who has, sadly, passed away. The company’s franchise owners are specially trained professionals who handle every detail of their clients’ transitions. This includes sorting personal belongings, packing, unpacking, resettling, and selling items through both in-home and online estate sales to the final clearing and cleaning of the property. When people usually think of opportunities in the senior services sector, they automatically think of home health care — which places caregivers in the home to help with activities of daily living. Fifteen years ago, in-home care companies were few and far between. Now the market is saturated with more than 11,000 businesses competing against each other.
When a stroke paralyzed Tracey Adam’s father earlier this year, she quickly realized he could no longer live on his own or take care of himself. Because of the extensive medical treatment he needed, in-home care was not an option either. Tracey decided to move her father from his home two states away into an
assisted living facility closer to her. She faced the daunting task of figuring out
how to manage the move process and what to do with decades worth of her father’s
things. Then a friend told her about Caring Transitions.
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Filling a Void Specializing in senior relocation and transition services, Caring Transitions is a national franchise organization that fills a massive void in the lucrative senior services market. It is no secret that America is aging. By 2030, an estimated 72 million Americans will be 65 and older. According to a recent survey, 42 percent of these baby boomers want to downsize. Others will need to move quickly due to a trigger moment: whether related to an injury, loss of a spouse, loss of memory, or loss of mobility. Seniors and their families find this time of their lives extremely overwhelming and never easy. Caring Transitions assists seniors who are downsizing into a smaller home or moving into a senior care facility, as well as adult children managing a parents’ transition or
“Caring Transitions is doing for seniors and their families what in-home health care did. Fill a major need,” says Ray Fabik, President of Caring Transitions. “At the same time, we provide a great alternative and opportunity for someone looking to be in that senior space but without all the competition and complications that come along with the in-home care industry.”
Past, Present, Future Caring Transitions was founded in 2006, born out of an “aha!” moment connected to an in-home care franchise previously owned by its parent company, Strategic Franchising. When it was no longer safe for a senior to continue living at home and became time to make the transition from their home into an assisted living facility or a nursing home, caregivers noticed how stressed seniors and their families became when trying to decide what to do with all the
Staffing “Just as caregivers cared for the person, we realized we could provide a service caring for peoples’ belongings, thus Caring Transitions was created.”
treasures left behind. The same issues revealed themselves when a senior passed away. Adult children did not always know what to do with everything that is left behind.
people want to invest in a healthy recession-resistant business, and that is exactly what Caring Transitions offers.”
“Just as caregivers cared for the person, we realized we could provide a service caring for peoples’ belongings, thus Caring Transitions was created,” says Fabik. “Thanks to our caring approach, we allow the seniors and their families to focus on the next phase of their life.”
The pandemic resilience of Caring Transitions centers on the brand’s unique business model which offers entrepreneurs a forward-thinking (and morally fulfilling) way to generate income. A major source of revenue for Caring Transitions franchise owners is CTBIDS, the brand’s national online estate sale auction platform which helps support its clients in liquidating unique and everyday treasures.
Each Caring Transitions owner goes through specialized training during the comprehensive onboarding process, which includes earning the Certified Relocation Transitions Specialist (CRTS) designation, the most rigorous industry credentials awarded in the fields of senior relocation and move management. As word gets out and the pool of seniors grows, the demand for Caring Transitions services is exploding. Despite the recent pandemic, the company is racing past franchise development targets. The incredible growth brings the current number of franchise territories to 244. With more signed agreements in progress, the brand forecasts it will award at least 60 new franchise territories by the end of the year. “Part of our tremendous growth can be traced back to the uncertainty of the pandemic. More people are deciding to go into business for themselves and take complete control over their financial future,” says Ray Fabik, President of Caring Transitions. “And more importantly,
Multiple Revenue Streams
The site attracts all sorts of clientele, particularly collectors and estate sale enthusiasts, who consistently use the platform to search for and purchase collectible goods like art, jewelry, sports memorabilia, and toys. CTBIDS gives collectors an ever-evolving space to find unique treasures put up for auction on behalf of our senior clients and their families. “Because CTBIDS has allowed Caring Transitions franchisees to sell anywhere, anytime, to anyone, owners create additional revenue by making sales that otherwise never would have existed, especially during the pandemic,” adds Fabik. “Resale shops, physical estate sales, and in-person auctions were unable to operate due to COVID-19 restrictions, so we saw a massive shift to online platforms. CTBIDS experienced a record-breaking 300 percent increase in website traffic over the previous year.”
Caring Transitions has not been impacted by the staffing shortages plaguing many businesses across the country, which is another reason the model is so attractive to potential franchise owners. A franchise can start out as a three- or four-person operation. Depending on how fast they want to grow and scale the business, they can expand their staff exponentially. Due to the nature of the business, which requires them to be inside people’s homes handling treasured belongings, all hires are W-2 employees who undergo stringent background checks. But rather than calling them employees, Caring Transitions uses the term “paid volunteers.” Much of the staff are not full time, and they work for franchise owners as needed. “Our paid volunteers are usually between 45 to 65 years old and don’t necessarily need a paycheck,” states Fabik. “They are looking for something fulfilling, where they can make a difference in a senior’s life.”
Opportunity Awaits Like Tracy Adams, almost everyone has had a personal experience with trying to help a loved one — grandparent, parent, neighbor, or friend — relocate, downsize, or clear out a home. With a reputation for trust, compassion, and professionalism, combined with the infrastructure and operational and marketing support provided by the corporate team, new franchisees can expect to be the #1 name in their community when it comes to senior moving assistance. No matter the level of experience in entrepreneurship, Caring Transitions is ready to welcome new franchise owners to join this rapidly expanding industry. Caring Transitions owners enjoy a sense of fulfillment that few other types of businesses can provide. To learn more about owning a Caring Transitions franchise, visit www.caringtransitionsfranchise.com.
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Featu re
S i n e a d H o r a n -We b b | Fr a n c h i s i n g U S A
SENIOR CARE FRANCHISING
CARING ABOUT OUR FUTURE “There is a wonderful mythical law of nature that the three things we crave most in life — happiness, freedom, and peace of mind — are always attained by giving them to someone else.” – Peyton Conway March
Caring for others, especially our elders, is an honourable calling. Caregivers are our everyday heroes, answering the call to help our senior citizens navigate the challenges of old age with dignity. And with our aging population, it’s a calling that is seeing an increasing need. Life expectancy now surpasses 78.93 years, an increase of more than three-and-a-half-years since 1990, and according to the U.S. Census Bureau, the over 60 demographic is expected to double by 2050 to 1.2 billion. That’s a lot of demand for aged care services. In addition, as
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the challenges of our current senior care system continue to be
revealed, particularly after the trials of the pandemic, people are taking a closer look at the quality and diversity of care being offered to our elders, and future generations of elders.
Covid-19 exposed the vulnerabilities of healthcare and senior care systems. Many senior care franchise systems reacted by leaning
in and developing ways to improve their processes and systems to
make their service more resilient and responsive to changing senior care needs. Technology, for example, played a big role. Franchises looked to digital solutions for care needs like client assessments,
caregiver recruitment, administration and so on, allowing for more flexible arrangements for both clients and staff.
“Many senior care franchise systems reacted by leaning in and developing ways to improve their processes and systems to make their service more resilient and responsive to changing senior care needs.”
IN-HOME OR SENIOR CARE? “The most important decision to make before starting a senior care franchise is to decide whether an in-home or residential care franchise is the right fit for you.”
BEFORE YOU GET STARTED Prior to investing in a senior health care franchisee, it would be wise to ask yourself:
• how well has this prospective franchisor held up to the challenges of the pandemic?
• are they future-proofed to deal with the increasing demands of our aging population?
Do your research and carefully review the franchisor’s Franchise
Disclosure Document (FDD) for more detailed information on all systems, procedures and associated costs. Remember to enquire about any additional costs that may not be covered in the FDD,
including employee wages and utility costs. Having a clear picture of every single cost involved will ensure you don’t have any bill
shocks that could cause a disruption to the essential service you provide.
The most important decision to make before starting a senior care franchise is to decide whether an in-home or residential care franchise is the right fit for you. In-home care provides general healthcare, home help services, physical therapy and medical services, as well as general companionship. Some service providers specialize in one or two areas only (like home help and companionship with no medical services), others cover a wider range of services. While most inhome care is provided to seniors, it can be provided to people of all ages, such as younger people with a disability or physical injury. According to IBISWorld, the in-home senior care franchise industry grew 8 percent between 2014 and 2019, driven by the gaining baby boomer population and the demand for more convenient and comfortable care options. IBISWorld reports predict that the in-home care franchise industry will continue to grow over the next five years as the rise in technology and medical advancements continue to make it possible for people to stay independent and ‘age in place’ in their own home for longer. Residential senior care franchises are facilities that primarily provide residential and personal-care services for elderly people who are unable to fully care for themselves at home. Strong franchise contenders providing this type of care have increasingly moved away from the nursing-home/hospital style conditions of the past to more home-like environments.
Don’t forget to visit trade shows, talk to other franchise operators
The residential industry grew strongly over the last five years at 10.3% to $4.3 billion.
personal situation and franchise ambitions – they can help you
Senior residential franchises look set to continue to be lucrative well into the future.
and reach out to a franchise consultant to talk through your understand your best path forward to success.
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Featu re
S i n e a d H o r a n -We b b | Fr a n c h i s i n g U S A
A WORD FROM THE CARE GIVERS Over the years, we’ve heard from many senior care franchisors about the personal fulfillment of running a senior care business.
Recently, Belina Calderon-Nernberg, CEO of 1Heart Caregiver Services, shared her story with Franchising USA. In her article on the emotional benefits of becoming a senior care franchisee, Belina shared her personal experience of trying to find a suitable carer for her parents in the Philippines when leaving to start her life with her family in the United States. Learning to put her trust in that carer inspired her to start her own senior care business with a focus on providing peace of mind to both the seniors needing support and their loved ones. “No one can escape aging. Whenever I see the seniors we take care of, I see myself at their age in their shoes and there’s nothing more that I could hope and wish for than to have someone like our caregivers take care of me,” wrote Belina. Read her story here. Learn more about 1Heart Caregiver Services.
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MORE SENIOR CARE FRANCHISES TO EXPLORE: Always Best Care combines nonmedical in-home care, assisted living referral services and home health care to create three potential revenue streams for franchisees. https://home-care-franchise. alwaysbestcare.com/
And back in 2019, Angela Olea, CEO of Assisted Living Locators, shared her personal story. Angela started out as a registered nurse taking care of seniors in hospital and noticed that discharged seniors would soon end up returning to hospital as they were not receiving the proper care. She learned to her dismay that vulnerable seniors had no way of vetting the facilities they were being referred to. Seeing a need for this service, she decided to do it herself. Today, her franchise connects families of loved ones who require assisted living to the facilities that provide the best service for their individual needs. “It was a little spark that became an inferno when frustration turned to inspiration,” said Angela. Read her story here. Learn more about Assisted Living Locators. Seeing a need, a gap in the market, a problem crying out for a solution, is what made these senior care franchisors the nation-wide success stories they are today. And they are not alone. There are many senior and disability care service providers across the country who are making a positive, caring difference to the lives of those in need while also running a flourishing senior care franchising empire.
BrightStar Care is a home health care franchise providing both medical and non-medical assistance. Franchisees have access to multiple revenue streams, including companion care, personal care, skilled care, medical staffing, and national accounts. https://www.brightstarfranchising. com/home-care/ Caring Transitions guides seniors with the overwhelming tasks concerning their changing lifestyle needs, like downsizing, decluttering, moving and/or transitioning into smaller living facilities. https://www.caringtransitions.com/ First Light Home Care provides quality, affordable, nonmedical, in-home services for families to take advantage of when they need it most – from several hours a week to full-time, live-in situations. https://www.firstlightfranchise.com/ Right at Home provides ongoing assistance for clients in the comfort of their homes. Right at Home was the first nationwide brand to create a package of services to assist hospitals and other providers in the reduction of preventable hospital readmissions and associated costs. https://rightathomefranchise.com/ Synergy Home Care has established itself as a premier, nonmedical home care provider for all ages including the disabled, the elderly and those recovering from illness and surgery. https://synergyhomecarefranchise. com/
our Next Feature:
Home Services
Next month our Special Feature on Home Services and Serviced Based Franchises in 2021 provides the perfect opportunity to showcase your Franchise. For advertising opportunities please contact Vikki Bradbury at: vikki@cgbpublishing.com
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Expert Advice: Heather Ripley | Founder and CEO | Ripley PR
Building a Good Name
for Your Senior Care Brand Heather Ripley
It’s a good time to be in the home care space. With businesses reopening and remote workers heading back to the office, expect more demand for home care services to help with aging loved ones. And need for those services will only grow from there. It’s a matter of numbers, after all. The population of people age 65 and over in the U.S. will exceed the number of people under the age of 18 by 2035, according to U.S. Census Bureau projections. As more entrepreneurs see the profit opportunity in helping care for seniors in their homes, expect more competition in your home care franchise space. This means fighting for name recognition in a crowded space if you haven’t focused on your messaging. A good public relations strategy will focus
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on building a good name and reputation for your senior care brand while preparing for the crises that are guaranteed to occur at some point in the years ahead. PR is a means of building goodwill for your company to see it through bad times and rough patches.
Building Your Reputation A reputation as a trustworthy home care brand can help armor your franchise network against bad news and the online wrath of disappointed clients. The effort to build up your good name should start from Day One and be supported with the strategic use of public relations, marketing and branding. It’s vital that your messaging across all platforms provides value to both potential franchisees and the consumers who would use their services. According to the 2021 Edelman Trust Barometer report, businesses face high expectations from consumers when it comes to trustworthiness: While the world seems to be clouded by mistrust and misinformation, there is a glimmer of hope in business. This year’s study shows that business is not only the
most trusted institution among the four studied, but it is also the only trusted institution with a 61 percent trust level globally, and the only institution seen as both ethical and competent. … People clearly expect business to step in and fill the void, and the high expectations of business to address and solve today’s challenges has never been more apparent. The heightened expectations of business bring CEOs new demands to focus on societal engagement with the same rigor, thoughtfulness, and energy used to deliver on profits. A successful public relations strategy will position the leadership of your home care franchise as thought leaders in its market space. This can be supported by landing opportunities like bylines and interviews in national media and trade publications, securing media coverage for local franchisees, developing a solid library of useful blog content, and creating an engaging social media presence. It can make sense to look for an experienced franchise public relations partner to develop and implement this kind of involved strategy.
“The effort to build up your good name should start from Day One and be supported with the strategic use of public relations, marketing and branding.”
“Without advanced preparation and in a stressful situation, it can be easy to make mistakes during a media interview. Before sitting down with a TV reporter or any journalist, the spokesperson should be prepped and be able to stay on message.”
Before a Crisis Strikes Although goodwill can help a franchise brand outlast a crisis, it’s important to have a communications plan ready to go. This means developing canned media responses and press releases in advance that can be customized when needed. Getting something out to the news media quickly can help contain fallout. Understand that “no comment” is not a feasible option. It will also pay to have a designated spokesperson who has been given professional media training for briefings or interviews. Without advanced preparation and in a stressful situation, it can be easy to make mistakes during a media interview. Before sitting down with a TV reporter or any journalist, the spokesperson should be prepped and be able to stay on message. Finally, don’t forget the importance
of proactive reputation management. Being engaged with online reviews and commentary can help keep small problems from ballooning into bigger issues. Your reputation is the selling point for your brand and protecting it from damage needs to be of the highest priority. Time invested in building good will and a trusted name is never wasted. Heather Ripley is founder and CEO of Ripley PR, an elite, global public relations agency specializing in
franchising, home service and building trades. Ripley PR has been recognized by Entrepreneur Magazine as a Top Franchise PR Agency three years in a row and was named to Forbes’ America’s Best PR Agencies for 2021. She is the author of “NEXT LEVEL NOW: PR Secrets to Drive Explosive Growth for your Home Service Business.” For additional information, visit www.ripleypr.com.
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snapshot: FirstLight Home Care
FirstLight Home Care Names President and Expands Support Team to Drive Continued Emerging Growth National home care provider announces new President and team members in Field Support, Operations and Healthcare Strategy FirstLight Home Care, a leading provider of home care services, has named a new president and announced strategic personnel additions to its leadership team that will help drive the company’s continued long-term growth. Bernard Markey, Managing Partner Board of Directors for FirstLight Home Care, said, “Acquiring the right talent is one of the most important contributors to growth. These leaders possess the qualifications, expertise and determination to help propel FirstLight into even more success as an organization.” Glee McAnanly was recently appointed President. She has been leading the company to help drive sustainable growth and further FirstLight’s long-term vision and Culture of Care. Glee brings a wealth of experience, including more than 30 years in franchise leadership and vast expertise in owner operations. Previously
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Glee was Chief Development Officer and Chief Franchisee Relations Officer for ServiceMaster’s five franchise brands. FirstLight Home Care’s Business Development Team has expanded significantly to provide consistent operational support to franchisees across all regions. Mark Vanase was hired as Executive Vice President of Business Development and Franchise Services. He supports the business development team to facilitate franchisee growth, while also ensuring a commitment to policies, processes and leading practices. Vanase worked with the ServiceMaster family of brands for 25 years and has extensive experience managing large field operations teams. Kevin Samov joined FirstLight as Business Development Director for the Central Region. He is responsible for helping franchisees maintain thriving home care
Glee McAnanly
businesses through strong operational practices. Previously, Samov was Senior Manager of Franchisee Training for all ServiceMaster brands, where he focused on new owner development and on creating sales processes and strategies for ServiceMaster Restore.
“This team is already demonstrating a strong commitment to our core values. There is no doubt their proven success of growing businesses from the operations side of both the franchisor and franchisee will continue to help take this company into the future.”
Joni Hemmis was hired as Business Development Director for the East Region. Hemmis leads field support efforts to maximize the success of franchise territories, from driving business growth to helping franchisees achieve operational excellence. She has 20 years of experience working in the home health care field, having owned an independent full-service home health care company for 14 years. FirstLight also added to its Healthcare Strategy Team, hiring Kelley Hill, MSN, RN as Executive Director of Compliance and Clinical Services. She serves as a clinical resource, guiding franchisees through the licensing acquisition and accreditation process and collaborating with the FirstLight leadership team to integrate holistic compliance initiatives. Hill has been a Director of Nursing and she held managerial positions in Emergency Services with several hospital systems. Most recently, she was National Director,
Clinical Innovations & Design for a leading in-home healthcare, hospice and home care company.
“FirstLight Home Care is a leading provider of home care services, helping individuals achieve the quality of life they deserve.”
“This team is already demonstrating a strong commitment to our core values. There is no doubt their proven success of growing businesses from the operations side of both the franchisor and franchisee will continue to help take this company into the future,” Markey said.
support. FirstLight Home Care’s mission
About FirstLight Home Care
care provided by extraordinary people
FirstLight Home Care is a leading provider of home care services, helping individuals achieve the quality of life they deserve. The company has set a new standard in the industry by creating an unmatched Culture of Care that drives client and employee satisfaction. FirstLight is a lifeline not only for seniors, but for people recovering from illness, injury or surgery, adults with disabilities, veterans, busy families, and anyone 18 and older who needs in-home
is to deliver exceptional, compassionate
so that all those who are served may age
with comfort, dignity and independence in the place they call home. FirstLight also
provides the resources and support family
caregivers need to care for their loved ones. The franchise network includes more than 200 independently owned and operated
home care locations throughout the United States.
Visit FirstLightHomeCare.com
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ex per t advice
Ryan Farris | President and COO | alphagraphics
Using Signage to Market Your Company in a Post-COVID Climate
“It is important signs and graphic understands that yo decrease some of
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As life begins to normalize, consumers are beginning to make their way back into retail and restaurant businesses with regularity. COVID-19 guidelines are becoming less restrictive and individuals are slowly starting to return to in-person interactions. With a return to the norm, it will be important for companies to begin marketing themselves to customers through various avenues. Owners need to reassure their consumer base that they are open and ready to provide the services and products that are needed. While marketing is paramount, the strategies used for reaching customers will be different in a less-restrictive pandemic world. Some individuals will opt to wear a mask in public spaces while others will choose to conduct transactions without masks. For a company to be successful, it will be important for owners to reach both consumer bases.
Be Open with Your COVID Policy When I look at the most effective businesses today, they have leveraged the mask mandate but also complied with the most up-to-date CDC guidelines. Those guidelines include allowing those who have been vaccinated to enter their establishment without wearing a mask. Those who remain unvaccinated typically have to continue abiding by the mask mandate. It is important to effectively communicate that policy using signs and graphics. When a customer knows your policy and understands that you are taking
to effectively communicate that policy using cs. When a customer knows your policy and ou are taking all the proper precautions, it will the anxiety about sharing the public space.”
“From a marketing standpoint, signs can help deliver the messages that you want to emphasize.” all the proper precautions, it will decrease some of the anxiety about sharing the public space. It remains important for owners to be consistently updating all signage to reflect their organization’s messaging. Upon entering your establishment, let the customers know what your policy is using signage. Continue using floor graphics to show spacing. The more you prove that health is important, both vaccinated and non-vaccinated consumers will find your establishment safe. Companies that completely remove all assets explaining their company policy create confusion among their customer base. This can create more anxiety among those sharing the public space and make them reluctant to enter the establishment. I recommend companies continue displaying the most recent policies inside their stores.
Exterior and Interior Signage Signage is one of the most important ways to communicate the status of your business as well as a proper method to enhance brand awareness. Not every company has prime real estate to make their brick-andmortar locations easily noticeable. Signs can make it easier for consumers to find your establishment. A-frame and sidewalk signs that provide directions to your location are simple yet impactful methods to increase awareness. Once the customer has made it to your building, create an experience customers won’t forget by utilizing branded marketing materials. Inside the business, continue using these items to reinforce your COVID policy and guidelines to ensure customers feel safe. This is also an opportunity to feature your products and services. Flyers, ceiling danglers and counter displays provide a great opportunity to reach customers and promote your company. Branded materials give owners the chance to explain how they conduct business as well. If your
Ryan Farris
company offers the use of Google or Apple Pay, display assets that explain that to the consumer. These methods are an all-in-one opportunity that allows you to get your message to its target market.
Market Your Company Through Communication When it comes to marketing your company in a less restrictive COVID world, it’s important to over-communicate with the consumer. With CDC guidelines changing regularly, staying in touch with your customer base through marketing is paramount. Using signs to help communicate that your business is open and is ready to help. From a marketing standpoint, signs can help deliver the messages that you want to emphasize. Using these assets makes it easier for the customer to understand how you operate as an organization – whether it’s through wayfinding graphics or counter displays. President and COO Ryan Farris has spent over 20 years in print, marketing and marketing technology. Ryan has been a leader in public companies, private companies and several of his own companies including one in the print and fulfillment space. Ryan grew up in Texas and currently resides in Colorado with his wife of 20 years and his three children. For more information, visit www.alphagraphics.com
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ex per t advice
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ex per t advice
Jill Abrahamsen | Editorial Director | International Franchise Professionals Group (IFPG)
GREAT SE IDEAS AFTER They say that 60 is the new 40, which could explain why so many people seek second careers after retirement. Many retired folks still have a lot to give, want a renewed sense of purpose, and wouldn’t mind a supplemental income. But most retirees aren’t after the typical 9-5 job. They want flexibility. Luckily, franchising offers a fast path into a second career that can give retirees an ideal work-life balance. Many franchisors have designed their business models for absentee or semi-absentee ownership. With them, owners can mostly be hands-off. Some require as little as 5-20 hours a week to run. Many people even invest in these businesses while they are still employed, with their sights set on a retirement gig. Through franchising, retirees can find a true second act with the retirement lifestyle they always wanted. And the best part is that there’s no need to go back to school or fill out job applications. Here are some great second career ideas that retirees can find through franchising.
Fitness: Fitness franchises are an excellent option for retirees who want a fun, feel-good business. With many fitness brands, franchise owners can hire a general manager to operate the day-to-day activities. Most have membership-based models where owners reap the benefits of recurring revenue and high ROI. Many of the new, smaller boutique brands have low overhead and require small studio space. They also create a sense of community with members that leads to high customer retention.
Franchising USA
SECOND CAREER AFTER RETIREMENT Laundry services: Retirees can have a great business with a franchised laundromat. Franchisors have disrupted the fragmented laundry industry by using the latest technology, plus eco-friendly machines and detergents. Besides offering customers use of washers and dryers, they provide drop-off, washand-fold services, which have become popular at college campuses and in trendy, urban neighborhoods. Instead of having a dark and dreary atmosphere, laundromat franchises have set themselves apart with friendly, bright, and safe facilities. Some offer nice touches like snacks and entertainment in a more inviting setting than the traditional, depressing laundromat. Pick-up and delivery services add additional revenue streams.
Food: Food franchises offer a lot of options for retirees. And there’s so much more than just fast-food burgers and donut shops. Many newer, healthier brands have surfaced, like crepe cafes and juice bars. They are simpler to operate and require fewer employees and inexpensive kitchen equipment. These businesses are perfect for absentee ownership, but may require more time when ramping up. Hiring a
reliable team is key. Franchise owners don’t need to have restaurant experience but will benefit from strong business acumen.
Vending:
Jill Abrahamsen
Franchise consulting:
Business consulting:
A career as a franchise consultant can be extremely rewarding for retirees. Franchise consultants make money by helping people identify and invest in franchise businesses. They play a pivotal role in guiding aspiring entrepreneurs into the lifechanging decision of owning a franchise business. By paying an affiliation fee with a broker network, franchise consultants receive ongoing training and have access to leading franchise brands. Franchise consulting offers a business where you can earn a great living with an exceptional work-life balance.
Business experience and soft skills are key to owning a business consulting franchise. While many business consulting franchises are designed as owner/operator models, retirees can earn a nice income with a parttime effort. Often called “white collar” franchises, they run the gamut from career coaching to expense reduction. Depending on the brand, franchisees can conduct business anywhere, an excellent perk for retirees who want to travel the world.
Jill Abrahamsen is Editorial Director at the International Franchise Professionals Group (IFPG), a franchise broker network that helps hopeful entrepreneurs identify and invest in franchise businesses. As Editor of Franchise Consultant Magazine and FranchiseWire, Jill Abrahamsen writes and edits articles about success through franchise ownership.
Vending is a wonderful option for retirees who want an investment business but don’t want to spend much time running it. Typically, it takes just a few hours a week to manage a vending business and a lot of the work can be done remotely. Technology rules today’s machines with digital payments and electronic alerts when inventory gets low. Today’s vending machines offer a lot more than chips and candy bars. Many specialize in healthy fare, and the contents of each machine can be tailored to the customer.
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