AMERICA’S BEST BUSINESS OPPORTUNITY MAGAZINE
FranchiseConnect
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VOL 03 ● ISSUE 04
SENIOR CARE AND
HEALTHCARE FRANCHISES IND U STRY REPORT
3 Best Practices for
Turning Stress into Success SENIOR LIVING IN A FRANCHISED WORLD
SIX CARDINAL RULES
OF CUSTOMER SERVICE DO THESE 3 THINGS FOR
BETTER DECISION-MAKING
IMPROVING ELDER CARE THROUGH R F ANCHISING MEET THE PEOPLE BEHIND THE BRANDS
APEXNETWORK
PHYSICAL THERAPY
JUL/AUG 2021
A PLANET FRIENDLY, PROFIT-SHARING COMBO P ROV I D E S U N M ATC H E D R E WA R D S F O R T H E I N V E S TO R
PLANET FRIENDLY THROUGH ECOLOGICAL RESPONSIBILITIES AND HUMAN HEALTHY BENEFITS
WaterStation Technology (WST) investment is not a franchise, but a business opportunity which means NO fees: ● Upfront licensing franchise fees ● Royalty fees ● Advertising fees ● Renewal franchise licensing fees ● No territory restrictions THE IDEAL INVESTOR USUALLY FALLS INTO THESE CATEGORIES: 1. Supplement current income while continuing their current career – a Truly Total 100% Passive investment! A. Provides a supplemental retirement income without managing a business, a labor force, or payroll! 2. Diversifies your current investment portfolio. Vending is a 52-million-dollar market and growing! A. This year WST will be launching new models to open up brand new market placement segments that also provides diversification of your WaterStation Technology portfolio 3. Patent-pending technology allowing strong differentiation and market share growth 4. Looking for strong, guaranteed ROI! 5. Multiple Revenue Streams are coming very soon by adding up to seven revenues in 2021! 6. A recession and pandemic resistant niche investment A. Clean, healthy water will always be ESSENTIAL! 7. Taking advantage of the Federal law, Section 179; provides a tax deduction of up to one million dollars!
CONTACT: Dick Humphrey Toll-free 877-437-0002 (CST) Cell 303-919-0009 (CST) dhumphrey@franchisebizexperts.com
MINIMUM INVESTMENT: $425,000 (SBA loan at $127,500 down payment – 10-year loan) COMPANY HISTORY: The company is totally debt-free and has over 30 years of experience in this market niche. The investment qualifies as an Essential business to be operational during the COVID-19 pandemic. Our business model has helped over 170 investors in only three years, with over 7,700 installed locations and growing, representing a proven and most successful business concept. This investment brings watershed technology to support business operations, such as real-time remote monitoring of cash and credit card sales.
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EDITORIAL CALENDAR JAN/FEB – WINTER 2021 Home Services
MAR/APR – SPRING 2021
Meow. Woof. Chirp. Peep. Squeak.
Pet Franchises
"A MAN WHO STOPS ADVERTISING TO SAVE MONEY IS LIKE A MAN WHO STOPS A CLOCK TO SAVE TIME." – Henry Ford
MAY/JUN – LATE SPRING 2021 Education Franchises Children’s Products and Services
JUL/AUG – SUMMER 2021 Senior Care and Healthcare Franchises
SEP/OCT – FALL 2021 Food, Drink, and Restaurant Franchises
NOV/DEC – LATE FALL 2021 Sports and Fitness Franchises
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TOP 100 Home Services Franchises INDUSTRY REPORT Meet the People Behind the Brands Expert Advice Commercial Real Estate Legal Advice Franchising, Sales & Marketing, Finance, Technology, Leadership, Design, and Business articles
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TOP 100 Pet Franchises INDUSTRY REPORT Meet the People Behind the Brands Expert Advice Commercial Real Estate Legal Advice Franchising, Sales & Marketing, Finance, Technology, Leadership, Design, and Business articles
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TOP 100 Education Franchises INDUSTRY REPORT Meet the People Behind the Brands Expert Advice Commercial Real Estate Legal Advice Franchising, Sales & Marketing, Finance, Technology, Leadership, Design, and Business articles
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TOP 100 Senior Care Franchises INDUSTRY REPORT Meet the People Behind the Brands Expert Advice Commercial Real Estate Legal Advice Franchising, Sales & Marketing, Finance, Technology, Leadership, Design, and Business articles
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TOP 100 Food Franchises INDUSTRY REPORT Meet the People Behind the Brands Expert Advice Commercial Real Estate Legal Advice Franchising, Sales & Marketing, Finance, Technology, Leadership, Design, and Business articles
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TOP 100 Fitness Franchises INDUSTRY REPORT Meet the People Behind the Brands Expert Advice Commercial Real Estate Legal Advice Franchising, Sales & Marketing, Finance, Technology, Leadership, Design, and Business articles
WHAT'S INSIDE
09
FROM THE PUBLISHER Ready to start your Senior Care and Healthcare Franchise? Sitki Kazanci
16 COVER STORY
10
SENIOR CARE AND HEALTHCARE FRANCHISES
EXPERT ADVICE Senior Care Franchises that You Need to Be a Part Of By Christopher Conner
INDUSTRY REPORT 2021
12
The Franchisor said, “No.” Why? By Kimberley Daly
20
MEET THE PEOPLE BEHIND THE BRANDS
15
Six Cardinal Rules of Customer Service By Nancy Friedman
26
42
EXPERT ADVICE What Is in a Franchise S.Y.S.T.E.M.? By Tiffany Dodson
Everyone Pays for Senior Care. Few Get the Opportunity to Invest. By Freddy O'Pry
28
EXPERT ADVICE Guess What? They Are NOT All Coming Back By Patrick Laforet
30
TAKEAWAY Ask the Pros: Should I Join the Senior Care Industry? By Michael Peterson
34
LEGAL ADVICE Improving Elder Care through Franchising By Dmitriy Klyagin
Franchise Connect ®
TOP 100 SENIOR CA
RE AND
RE H EA LT H CA ISES
FRANCH
2021
36
Do These 3 Things for Better Decision-Making By David N. Smith
38
3 Best Practices for Turning Stress into Success By Mary McHugh
44
LEGAL ADVICE Senior Living in a Franchised World By Christina Williams
52
INFOGRAPHIC BY THE NUMBERS
40
New Outlook on Home Health Care By Brian LaCour FRANCHISE CONNECT 7
AMERICA’S BEST BUSINESS OPPORTUNITY MAGAZINE
FRANCHISE CONNECT MAGAZINE SEP/OCT – FALL 2021
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VOLUME 3, NO 4, JUL/AUG 2021 1751 Pinnacle Drive, Suite 600 McLean, VA 22102 info@franchiseconnectmag.com www.franchiseconnectmag.com (703) 665-5507 ADMINISTRATION FOUNDER / PUBLISHER
Sitki Kazanci PRESIDENT / CFO
Jackie Harty EDITORIAL MANAGING EDITOR
Elizabeth Adams EDITORS
Sara Jensen David N. Smith Mary McHugh CONTRIBUTING WRITERS In Alphabetical Order by Last Name
Christopher Conner Kimberley Daly Nancy Friedman Brian LaCour Patrick Laforet Christina Williams Michael Peterson Lynne D. Shelton, Esq. ADVERTISING DIRECTOR
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8 FRANCHISE CONNECT | JUL-AUG 2021
info@franchiseconnectmag.com Franchise Connect Magazine, published bimonthly by the Creative Edge, 1751 Pinnacle Drive, Suite 600, McLean, VA 22102. Application to Mail at Periodical Postage Rates is Pending at Merifield, VA, and addititonal mailing offices. POSTMASTER: Send address changes to Franchise Connect Magazine, 1751 Pinnacle Drive, Suite 600, McLean, VA 22102 Creative Edge and Franchise Connect Magazine are not responsible for advertisement content and contributors' articles. © 2021 by Creative Edge. All rights reserved.
FROM THE PUBLISHER
W
READY TO START YOUR SENIOR CARE AND HEALTHCARE
FRANCHISE?
In this issue, we focus on senior care and healthcare franchises. More than 28.6 million Baby Boomers retired in the third quarter of 2020. In the same quarter of 2019, this figure stood at 25.4 million. Furthermore, studies show that 10,000 Baby Boomers will turn 65 every day until 2029. Based on these trends,
it's safe to assume that a similar number of baby boomers will retire this year too. Over 10,000 people turn 65 years old every day. Of those seniors, 90% stated that if given the choice, they would prefer to stay in the comfort of their own home as they age. With home care spending expected to reach more than $186 billion by the year 2027, there has never been a better time to get into this booming industry! Recently, the Wall Street Journal published an in-depth feature on the state of senior care franchise opportunities. The report helped confirm what we’ve known for some time: that senior care franchise oppor-
STUDIES SHOW THAT 10,000 BABY BOOMERS WILL TURN 65 EVERY DAY UNTIL 2029.
tunities are the best kept secret in the modern-day franchise market. In their report, the Journal described the senior care market as a “fast-growing business” with “low entry costs” that is ready to benefit from America’s aging population. Compare this to starting your own business from scratch. You'll have to grow your brand from zero; this includes running multiple marketing campaigns, conferences, setting up a website, and more. By investing in a franchise, you require capital for upfront investment and share a small percentage of your monthly revenues to get access to tremendous opportunities. Ready to start your senior care and healthcare franchise? We have alot of articles in this issue about senior care and healthcare franchises that are written by experts. And also please take a look at our TOP 100 Senior Care and Healthcare franchises list. Stay safe and healthy,
SITKI KAZANCI / Founder-Publisher
JUL-AUG 2021 | FRANCHISE CONNECT 9
YOU NEED TO BE A PART OF A new trend to provide care to fewer seniors in residential homes offers new options. By Christopher Conner
debt, required assistance, and many other reasons. This is why there has recently s of July 2019, there were 54 been a large boom in family care homes, million residents in the U.S. that shifting away from the traditional senior were 65 years or older. Of those care options. 54 million, only a fraction of them Senior housing options usually include required care facilities. And after the pan- (1) large-scale nursing facilities, (2) indedemic’s effect on those care facilities, it is pendent or dependent retirement commureally no wonder why guardians of seniors nities, or (3) aging in place with assisted are looking at other options. Of course, if living. But there has recently been a push a senior is able to remain at home and toward another option, family care homes. stay independent, that is the best option. These homes are very appealing. They However, there are many seniors who are essentially large homes owned by a cannot do that because of health, money, senior care business, and they allow for
A
10 FRANCHISE CONNECT | JUL-AUG 2021
very few residents to be placed into the home together with a set of skilled nurses for 24-hour care. Using this option pulls the seniors away from the crowded nursing facilities, without compromising care. They also allow for optional independence, living in age-restricted retirement communities, without the politics of dealing with their neighbors by themselves. And finally (most important), the seniors live in a real home. They don’t feel they are being watched over or in an unfamiliar environment. They can decorate their rooms to increase the homey atmosphere.
PHOTO BY RIDO
SENIOR CARE FRANCHISES THAT
EXPERT ADVICE As of July 2019, there were 54 million residents in the U.S. that were 65 years or older. Of those 54 million, only a fraction of them required care facilities. There are two particularly good senior care franchises that are implementing these family care homes. If you want to be a part of a senior care franchise, this is how you do it. THE AVENDELLE DIFFERENCE Avendelle Assisted Living has been under the same management since 2005, evolving from a nursing and home-care business. The Avendelle model for family care homes is particular, because they focus on providing smaller, more intimate settings for patients and their families, while providing significant attention to their wellbeing, treatment, and emotions. Avendelle converts large residential homes into facilities that can house between 6 and 8 residents at a time. They also maintain at least two staff members on site to ensure that all the residents are given the attention and time they need. Avendelle is recognized in the senior The Senior Retreat model of family home Retreat receive a stable and hard-hitting care industry because they are a leading care is similar to that of Avendelle’s in that strategy, which is proven for lucrative innovator in senior care. Their business both companies use smaller, intimate set- success as well as providing seniors with model proves a commitment to the indi- tings for patients. However, Senior Retreat substantial care. Franchisees also receive vidual senior but also to the family and separates itself from Avendelle by put- training and support before the doors open, the wellbeing of both parties. They are so ting more emphasis on total patient care, as well as a healthy return on investment committed to their ideals, that franchise instead of the emotional wellbeing of the via their business models. They currently owners receive foundations in business seniors. To emphasize this point, they post have three locations across North Carolina. ownership, public relations, local adver- on their website a list of renovations and The reality is that there is a wide range tising campaigns, and direct and continu- updates done to each of the residential of different types of businesses providing ous interaction with management groups properties they own, along with an expla- services and products to seniors. Really any in the area. Further, Avendelle is there to nation of why they made the renovation. business in the segment stands to benefit help you in every step of the process, even Each of their homes can house between from the enormous growth and explosive before the home opens—providing you five and eight residents at a time, while demand from the growing senior populawith comprehensive knowledge, training, also providing two-person support teams tion. w and professional skills, all of which are and an administrator 24 hours a day. Christopher Conner started his career necessary to achieve your goals in building Senior Retreat is an industry-recognized in franchising in 2002 working for a a successful business franchise. Avendelle name for their leadership team and methfranchise consulting firm in Chicago. He founded Franchise Marketing Systems Assisted Living currently has 15 homes ods. Their business model has a proven in 2009 after seeing a need for full seracross North Carolina and seven in Texas. track record of success in this and other vice franchise development services for fields. They are seen as one of the most new and start-up brands. Today, Conner's THE SENIOR RETREAT APPROACH trustworthy brands within North Carolina team has expanded to 27 consultants between the US and Senior Retreat opened their first family care and seek to be the top provider for high- Canada and has worked with over 200 brands to support successful franchise development strategies. home facility in 2015, led by an owner with quality senior care home solutions. People For more information on Chris Conner or Franchise Marketing a background in senior home care staffing. who choose to franchise with Senior Systems, visit www.FMSFranchise.com JUL-AUG 2021 | FRANCHISE CONNECT 11
The Franchisor said, “No.” Why? When “No” Is Probably the Best Answer
12 FRANCHISE CONNECT | JUL-AUG 2021
So, how can you protect against the franchisor saying “no” to you, or better yet, get the franchisor to fall in love with you and beg you to join their family? That is easy, actually! Show up to scheduled calls. Listen and ask good questions
Whenever a franchisor says “no,” their decision does not come easy. They have invested just as much as you have, and they do not want to hurt you. But sometimes, when they step back and evaluate the long game, they have to make a decision that they feel is best in the moment. If they award a franchise to someone that they are uncertain about, they may regret that decision for the term of the agreement. In the long run, that may end up costing them and you much more than if they had just said “no.”
PHOTO BY AYMANE JDIDI FROM PIXABAY
N
o” is never fun to hear, especially when it is not your decision, but the franchisor’s decision. However, sometimes ”no” really is the best answer. First, why would a franchisor say “no” to you? Franchising is a relationship. The franchisor needs to feel you have the skills, financial capability, and confidence to drive a successful business. If during your due diligence, you stopped and started, thus potentially demonstrating you were too busy to focus on your investigation, the franchisor may say “no.” If during your due diligence, you validated with more than a dozen franchisees, and yet you still could not make the numbers work to your satisfaction, the franchisor may say “no.” If during your discovery day, you ask questions in an aggressive or combative tone, the
franchisor may say “no.” If the expectation of a decision within a certain timeframe post discovery day was set, and you agreed to it before discovery day but then did not stay committed to that decision timeframe after discovery day, the franchisor may say “no.”
PHOTO BY CHENDONGSHAN
By Kimberley Daly
as they come up. Do your homework before each meeting so that you are prepared. Be open and coachable. The franchisor is not the enemy, nor are they trying to sell you. They have proven processes, and they want franchisees who are coachable and who want to follow their lead. Validate the opportunity with four to eight franchisees but make your own decision about what is possible for you. Be fun to work with and have fun learning and growing into this idea of becoming a business owner. Be the type of person you want to be around. If a candidate is easily agitated or combative before the franchisor takes their money, what happens after they take their money? Money will intensify emotions, so sometimes, “no” really is the best answer.
The #1 reason a franchisor may say “no” is if you are trying to validate a specific net return. Since there are no guarantees in a business, what others are netting is irrelevant to you. Getting down into the weeds of validation such that you believe you have a perfect proforma, and those numbers are what you are basing your entire decision on, that is probably the fastest way to get a franchisor to run for the hills. That is the equivalent of telling your partner, “I will marry you, but you better look as you do today for the next 50 years of our lives, or I will not love you.” There are no guarantees, so you cannot
PHOTO BY JOSEPH MUCIRA FROM PIXABAY
EXPERT ADVICE
make a decision based on a specific EBIDTA a lot of heartache if they say “no.” (earnings before interest, taxes, depreciaFranchisors want to help you achieve tion, and amortization), or net return. That your dreams, and they want to grow their ability does not exist, because you are the brand with your help. single biggest determining factor of success in your business. You are the most If they say “no,” it probably really is important variable! Thus, you have to be in everyone’s best interest. comfortable with uncertainty, and be committed when times are good as well as Rather than getting mad or bad mouthing when times are tough. the franchisor, learn from the experience If expectations were set for a decision and apply it to another investigation. Everytimeframe, commit yourself to that time- thing always works out as it should, so do frame. It is okay to say “yes,” but I have a not lose sight of your dream. Have faith in small punch list before closing. It is not the process, the same faith you need to say okay to say, “I need two more weeks to “yes!” to your dream! w think about this.” Well, anything is okay! Kimberley Daly is one of America’s top You can certainly take two more weeks, franchise consultants, a motivational but don’t be mad if the franchisor says that speaker, business coach, and author. they will not hold the territory for you. As a With over 22 years of experience as a small business owner and franchisee, business owner, you will have to make decishe brings energy, wisdom and passion sions without all the facts every day. You to her candidates as she helps them will have deadlines to meet. If you cannot explore franchises matched to their background, interests and goals. She demonstrate that you can make decisions thrives on helping people achieve their dreams. She lives on without all the facts or meet deadlines, the the beach in southern New Hampshire and can be reached via franchisor could be saving you and them kim@thedalycoach.com. JUL-AUG 2021 | FRANCHISE CONNECT 13
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SIX CARDINAL RULES OF CUSTOMER SERVICE
CARDINAL RULES!
Six ways to ensure your customer service is top notch. By Nancy Friedman
E
veryone knows there are a lot of rules in customer service. Here are six we feel are the most important. Each makes a valid statement and will increase the satisfaction of your franchise clients. Franchising has its rules. We have ours.
CARDINAL RULE #1 Personal Responsibility/Accountability: Don’t Pass the Buck In a recent survey, we found that “responsibility/accountability” is the number one characteristic an employer wants from its employees. Certainly, there are lots of characteristics they’d like and need; however, the one that rose to the top consistently was responsibility/accountability. Stepping up to the plate— both to the company and the customer. Those that do accuse, blame, and complain break one of the most important cardinal rules. They use the “who” statement. Accusing and blaming: “Who took my stapler?” Instead of using a more positive statement, which could be: “I seem to have misplaced my stapler; has anyone seen it?”
CARDINAL RULE #2 People Before Paperwork When you’re working on something, Cardinal Rule #2 says drop everything. Stop what you’re doing. Attend to that call or person. Easy words are: “One moment please” or “I’ll be with you shortly.” That doesn’t make it right; however, at least there is some form of contact.
CARDINAL RULE #3 Don’t RUSH Your Customers We may understand something quickly; however, rushing the customer/caller along will only lead to them feeling intimidated, frustrated, and usually upset and angry. Very often it’s the first time the caller is hearing,
learning, or finding out about something that you probably have done many times over and over. Rushing threatens callers. Be aware of the rate of speed of how you talk. It really counts. Rushing threatens customers. Take your time with each contact. And remember, speed is not success.
CARDINAL RULE # 6 Be Friendly BEFORE You Know Who It Is
CARDINAL RULE #5 Don’t Be Too Busy to Be Nice
There’s a good lesson to be learned here. Our Telephone Doctor credo: “Smile before you know who it is.” Being friendly before you know who it is will earn you classic customer service points. Customers need to know you want to work with them no matter who they are. Remember, sometimes it’s way too late to smile and be friendly after you know who it is. If you are using caller ID – beware! Caller ID is not all it’s cracked up to be. Many folks use other people’s phones, extensions, etc. I have horror story after horror story about folks who picked up the phone thinking they knew who was on the line and said something totally inappropriate only to find out it was the wrong person! Start with one of these cardinal rules and watch the improvement. w
Hey, everyone is busy! That’s what it’s all about. Never could understand why people get frustrated being busy. Busy is good. And by the way, being busy does not give you carte blanche to be rude. Remember, you meet the same people going down as you do going up. They’ll remember you. Remember to be nice, even when you are busy!
Nancy Friedman, founder and chairman of Telephone Doctor Customer Service Training is a speaker at franchise and corporate conferences on her expertise in customer service, communication, and sales. Author of nine books on her specialty, Nancy can be reached at www.nancyfriedman.com; call her cell: 314-276-1012 or email her at nancyf@telephonedoctor.com.
CARDINAL RULE #4 Company Jargon We have texting now so there are even more folks using jargon: KWIM (Know what I mean?), BRB (Be right back), IDK (I don’t know). There even is a book of texting terms. Your own company probably has its own jargon. It’s a real OMG. And so many mistakes can be made. If you’re using; I suggest you drop the jargon. And certainly drop it on a call. You know what the words all mean. The caller usually doesn’t. Big communication mistakes can and do happen with jargon.
JUL-AUG 2021 | FRANCHISE CONNECT 15
SENIOR CARE AND HEALTHCARE
FRANCHISE INDUSTRY REPORT 2021
P
By Sitki Kazanci
ew Research suggests that more than 28.6 million baby boomers retired in the third quarter of 2020. In the same quarter of 2019, this figure stood at 25.4 million. Furthermore, studies show that 10,000 baby boomers will turn 65 every day until 2029. Based on these trends, it's safe to assume that a similar number of baby boomers will retire this year too.
16 FRANCHISE CONNECT | JUL-AUG 2021
Studies show that 10,000 baby boomers will turn 65 every day until 2029. Based on these trends, it's safe to assume that a similar number of baby boomers will retire this year too.
JUL-AUG 2021 | FRANCHISE CONNECT 17
SENIOR CARE AND HEALTHCARE FRANCHISE INDUSTRY REPORT 2021
One survey conducted by AginginPlace.org will the demand for qualified personnel. A found that approximately 5,685 adult day quick look at employee statistics into the care programs have been operating in the years between 1990 and 2004 shows that United States. The number of these centers the amount of workers tripled, and it still has increased by over 63% since 2002. wasn't enough to meet high demand. This means the industry for senior care It is also worth pointing out that worker and healthcare franchises will grow at an retention can be a big concern in senior care. accelerated rate. Some of the franchises According to the Bureau of Labor Statistics, that have seen real growth in recent years the turnover rate in the senior industry stood include CarePatrol, Assisted Living Locators, at 50%. To put this number into perspective, and Senior Care Authority. if your franchise has 100 employees, you'll The home care market in the United need to hire 50 new employees every year States is poised to grow from $100 billion - this includes training and onboarding for in 2016 to over $225 billion by 2024. each new employee. Part of this growth can be attributed to But the above can be said for just about digital healthcare technologies that have any other industry in today's tight labor brought down costs, improved care quality, market. You'll have to utilize best practices to and created a more sustainable business improve employee morale, such as employee model for senior care franchises. Further- benefits, competitive wages, and time off more, studies show that there is a growing from work. shortage of physicians and home health aides, as well as a gradual rise in chronic THERE IS A GROWING NEED FOR illnesses—all of which creates a market for YOUNGER PEOPLE IN HEALTH CARE home care franchises. The market for homecare can be divided Home care and assisted living facilities are into three categories: driven by the ever-expanding elderly popula• Skilled nursing care: requires skilled tion; it is not exclusive to senior citizens. A nurses to provide rehabilitative therapy, sizable fraction of people opting for home usually in a health care facility or hospital. health care is under the age of 65. Adults in • Companion care: a type of in-home service the age range of 18 and 64 may also require that assists the elderly, including compan- several support and non-medical services, ionship to improve the quality of life. both of which fall under home care. • Personal care: includes assistance and/ The Wall Street Journal found that the or supervision with personal living tasks senior care franchise market is growing at such as dressing, hygiene, toileting, bed- an explosive rate of 6.6% since 2016. baths, showering, and more. Home care is also required by individuals struggling with chronic conditions such A FEW CHALLENGES IN SENIOR as paraplegia or ALS, as well as those with CARE: FINDING QUALIFIED physical or learning disabilities. Patients EMPLOYEES AND HIGH who are recovering from surgery, injury, or TURNOVER illness may need temporary help. One difficulty that most business owners Certain home care franchises also cater face is finding qualified registered nurses to pre- and post-natal mothers. and healthcare personnel. As the number Suffice to say, providing home-health of senior care businesses increases, so too aides and similar services to baby boomers is 18 FRANCHISE CONNECT | JUL-AUG 2021
a fast-growing business as franchise owners seek to take advantage of the aging population and low barriers to entry.
THINGS TO KEEP IN MIND WHEN OPENING A SENIOR CARE FRANCHISE Before investing your money in a franchise, make sure to carefully review the brand's franchise disclosure document (FDD) to get in-depth information on all procedures, systems, and expenses associated with the franchise. You also need to take into account all startup and ongoing expenses that won't be included in the FDD, such as employee wages and utility costs. Here are a few things you probably didn't know about starting a senior healthcare franchise. i. You Don't Need to Be an Expert Many home care franchise owners are not medical experts. A high number of owners do come from medical backgrounds, but some of them are accountants or lawyers —in other words, regular entrepreneurs
PHOTO BY ANDREA PIACQUADIO FROM PEXELS
with no prior history in this industry. As an investor, you need motivation, the right structure and systems, and passion for senior care. You can always hire an expert at a later date. ii. You Will Receive Some Training and Onboarding A good brand will never leave you to figure everything out. Once the deal has gone through, you will be given access to training materials to understand the activities of senior care franchises. This training material may include in-person consultation, Zoom calls, and emails to give you a good head start. iii. The Franchise and Royalty Fees Are Worth Every Penny You'll have to pay franchise fees and royalties—but that's the cost of doing business. You are, after all, getting access to a wellestablished brand along with permission to use all its trademarks, as well as peer networking opportunities. Compare this to starting your own business from scratch. You'll have to grow your
brand from zero; this includes running multiple marketing campaigns, conferences, setting up a website, and more. By investing in a franchise, you require capital for upfront investment and share a small percentage of your monthly revenues to get access to vast opportunities. iv. You'll Need to Stay Abreast of Insurance and Licensing Needs For franchise industries providing elderly care services, the insurance policies are slightly different compared to other industries. These often require a higher umbrella limit because of the risks involved. An important type of insurance you'll need is the errors and omissions insurance for rendering services. You may also have to adhere to certain licensing requirements to stay in business. One of the key advantages of working with a senior care franchise is that the brand will have done all of the homework for you. They will be familiar with the necessary rules and regulations you are required to follow. w
The senior care franchise industry is all set to grow at an accelerated rate. Consider the fact that the vast majority of baby boomers are reaching the age of retirement. Most of these seniors are looking to live in the comfort of their own homes instead of going to retirement communities or nursing homes. Studies show that the market size of elderly care services is over $832.8 billion, and it is growing at an annual rate of 3.9% (from 2020 to 2025). The growing industry is enticing for startups seeking to enter the space.
The industry, which mostly provides personal care services for elderly individuals, also extends to assistance with activites of daily living, including bathing, dressing, and eating. Some franchises also provide nursing care along with medical supervision. JUL-AUG 2021 | FRANCHISE CONNECT 19
MEET THE PEOPLE BEHIND THE BRANDS
FIVE THINGS TO CONSIDER WHEN BUYING
A PHYSICAL THERAPY FRANCHISE Q&A with Jason Baxter, DHSc, OTR/L, director of franchise operations, APEXNETWORK PHYSICAL THERAPY By Christina Huang
W
e sat down with Dr. Jason Baxter to pick his brain on the five most common questions potential franchisees ask when considering opening their own ApexNetwork Physical Therapy franchise. Jason has helped open and onboard over 90 physical therapy clinics in 13 different states.
20 FRANCHISE CONNECT | JUL-AUG 2021
Do you have to have a medical background to open a franchise? Great question! You do not have to be a physical therapist, nor do you have to have a background in the medical field to open a franchise. We have several successful franchise owners who have no previous medical experience. Saying that, it does help to have connections with physical therapists or the medical community. However, for those
that do not, ApexNetwork Physical Therapy can work with the owner to help guide in cultivating connections and methods to develop a strong referral stream. Should I do this alone? Should I have an operational or financial partner? Going out on your own can be scary. When operating a physical therapy business, an owner needs to understand patient care,
billing, payroll, insurance company contracting, operational metrics, and marketing. It is almost impossible to be proficient at all these things. For these reasons, I recommend having some type of partner, not only to share in the risk and workload, but also as someone to ask questions, bounce ideas off, and maintain accountability, but it is not necessary. However, keep in mind, new franchisees attend our national training program and have ongoing access to the expertise of our corporate team to rely on as well. Where should I put my clinic and what space is necessary? As they say, location, location, location. Finding a great location takes some work. Take a look at the population and medical demographics of the area you are
considering. Also, note the competition, visibility and access to your space. New buildings are great options, but remember they come with a higher price tag that may not be worth it in the long run. When you are considering your layout, give thought to the services you want to provide, how you envision typical patient flow through the clinic, and what amenities you want to provide for your staff. And, as always, ApexNetwork is here to help.
How will I get patients and referrals? New patients come from three primary sources: 1. The reputation and relationships of the therapists. 2. Networking and direct marketing with potential referral sources. 3. Direct marketing to consumers through print and digital media. The third source is probably the most important because digital reaches the most people at the best price point. How should I finance my clinic, and what other cost should I project in the first few months? Potential franchisees often ask the same question, should I use my own money, or should I use someone else’s? To best answer this, you need to first take some JUL-AUG 2021 | FRANCHISE CONNECT 21
time to determine your start-up and ongoing costs. Consider these questions to guide your thinking. 1. How much is the space buildout going to cost and is the landlord willing to help out? 2. What equipment do I want to have in my clinic? 3. What is the cost of my practice management system (EMR)? 4. How much are the wages of my staff? 5. What will my continual monthly costs be? 6. How much cash should I have in reserve to keep the clinic afloat before payments from patients and insurance companies come into the practice? Oftentimes, putting this cost down on paper in the form of a financial pro forma statement can help you get an idea of what your business looks like on paper. A financial pro forma statement is a document that is based on certain assumptions and projections of what your costs and revenues will be for a specified period of time. We recommend
22 FRANCHISE CONNECT | JUL-AUG 2021
looking at a two-year period. Once you have this information together, then you can decide how best to fund your venture. ApexNetwork has the answers and the expertise to assist you when considering starting your own franchise. Our model is tried, tested, and proven to help you create
the successful business you have always dreamed of opening. w For more information: www.ApexNetworkFranchise.com (314) 312-0129 franchise@apexnetworkpt.com jhettenhausen@apexnetworkpt.com
GOOD DESIGN
Gets Better Marketing Results We are a full service award-winning agency specializing in brand development, graphic design, social media marketing, website development, and advertising. We are devoted to helping our clients shape their brands with intuitive designs and by building effective communication that is market friendly and impactful. Finding the right franchisees is one of the most challenging and critical aspects of building a successful franchise. Let’s talk about how we can work together to help you get the leads you need to make your sales goals. J u s t c o n t a c t u s .
WE ARE HERE FOR YOU FranchiseConnect AND READY TO HELP
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COVID-19 has made this a challenging time for both our families and businesses. Eventually we will get through this situation and the economy will get back to normal. Meanwhile a lot of people are looking for new opportunities and they have more time to do research. It is time to get in front of them.
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These are unprecedented times. And we’re taking unprecedented steps to help you. We have a huge COVID-19 discount for you when you place an ad in Franchise Connect magazine to help you get more leads.
Contact us today for this big opportunity. Micheline Johnson Advertising Director advertising@franchiseconnectmag.com (703) 665-5507 phone
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1751 Pinnacle Drive, Suite 600 McLean, VA 22102 sk@studiocreativeedge.com www.studiocreativeedge.com 703.439.0557 JUL-AUG 2021 | FRANCHISE CONNECT 23
FranchiseConnect
®
TOP 100
senior care anD healthcare Franchises
FRANCHISOR
FOUNDED FRAN. SINCE
INITIAL INVESTMENT
CONTACT
PHONE
WEB ADDRESS
✪ ApexNetwork Physical Therapy
2000
2009
$350,000
John Hettenhausen
(314) 312-0129
www.apexnetworkfranchise.com
✪ AFH Senior Care
2014
2021
$214,000 - $500,000
Dale Smith
(602) 329-1169
www.AFHSeniorcare.com/franchising
Owl Be There
2013
2020
$87,400 - $109,400
Stephanie Ryan
(218) 695-2273
www.OwlBeThere.com
1Heart Caregiver Services Franchise
2004
2015
$88,110 - $127,160
Randolph Neil Clarito
(818) 579-2570
www.1HeartFranchise.com
A Right Place For Seniors International
2012
2015
$85,000
Ma Gemma dela Cruz
(800) 804-3840
www.arightplacefranchise.com
AlignLife
2007
2009
$89,358 - $428,111
Dr. Joseph Esposito
(309) 807-4438
www.AlignLife.com
Always An Angel Franchising
2018
2019
$72,600 - $120,500
Stephen J. Velichko
(845) 293-6100
www.alwaysanangelfranchising.com
Amada Senior Care
2007
2012
$85,010 - $178,154
Tim Valencia
(949) 614-0166
www.amadaseniorcare.com
At Home Eldercare Franchise
2018
2018
$45,000
Kimberly Champion-Hopewell (425) 503-5584
www.athomeec.com
Blue Moon Estate Sales
2009
2013
$69,840 - $80,850
Jennifer LoBianco
(248) 499-5190
www.bluemoonestatesales.com/franchising
BrightStar Franchising
2002
2005
$105,735 - $170,457
Pete First
(877) 689-6898
www.brightstarfranchising.com/home-care
CarePatrol
2009
2012
$77,970 - $99,870
Jennifer LoBianco
(248) 499-5190
www.carepatrol.com/franchising
ComForCare
1996
2001
$81,525 - $153,375
Jennifer LoBianco
(248) 499-5190
www.comforcare.com/franchising
Griswold Home Care
1982
1984
$108,181 - $181,431
Nicole Kosmaceski
(267) 448-5051
www.griswoldhomecare.com/franchising
Hallmark Homecare
2012
2019
$60,000 - $77,000
Kelly Glennon
(888) 519-2500
www.hallmarkhomecare.com
Happier at Home
2007
2008
$55,000
James McLellan
(585) 662-9426
www.happierathome.com
Home Care for the 21st Century
1996
2019
$200,000 Capital Requirement Judy Hall
(833) 432-2273
www.homecareforthe21stcenturyfranchise.com
HomeJoy
2005
2019
$60,000
Justin Lorencz
(877) 743-4434
www.homejoy.care
HomeWell Franchising Inc
1993
2006
$96,000 - $225.000
Brandon Clifford
(817) 203-8313
www.homewellfranchising.com
Lice Lifters Treatment Centers
2009
2011
$65,000 - $70,000
Michele Barrack
(610) 212-5543
www.LiceLifters.com
Modern Acupuncture
2016
2016
$258,377 - $663-772
Chad Everts
(480) 999-5505
www.modernacupuncture.com
Senior Care Authority
2009
2014
$90,200
Laura Alexander
(888) 854-3910
www.seniorcareauthority.com
Senior Helpers
2002
2004
$113,300 - $152,300
Annie Long
(443) 948-6167
www.seniorhelpersfranchise.com
Serasana
2014
2014
$150,000
Melanie Humphrey
(512) 433-0675
www.serasanafranchise.com
Talem Home Care & Placement Services 2013
2017
$71,000 - $158,500
Jake Rankin
(262) 226-2831
www.talemfranchising.com
The Salt Suite
2011
2016
$199,100 - $426,500
Ryan Dodson
(561) 865-6238
www.thesaltsuite.com
Touching Hearts Inc.
1996
2007
$50,000 - $80,000
Scott Kummel
(952) 698-5422
www.touchingheartsfranchise.com
Qualicare
2001
2011
$97,000 - $147,000
Nathan Weber
(416) 630-0202
www.qualicare.com
Visiting Angels
1998
1998
$100,000
Jerry Capaccio
(610) 572-1832
www.livingassistance.com
Tan Republic
2005
2008
$96,000 - $388,500
Lance Donnelly
(503) 585-6290
www.tanrepublic.com
Preferred Care at Home
1984
2007
$62,500 - $84,500
Frank Guerrieri
(318) 861 4632
www.preferhome.com
BodyBrite USA
2011
2012
$114,383 - $177,500
Chris Hardy
(612) 888-9532
www.bodybriteusa.com
Glace Cryotherapy
2014
2016
$124,700 - $202,500
Skyler Scarlett
(650) 386 5345
www.glacecryotherapy.com
HealthSource Chiropractic
2013
2016
$230,900 - $432,900
Christopher Tomshack
(888) 234-1258
www.hsfranchising.com
Lifeologie Franchising
1999
2015
$50,000 - $150,000
Melanie Wells
(214) 357-4001
www.lifeologiefranchising.com
MyElder
2004
2014
$85,150 - $123,200
Jack Halpern
(212) 945 7550
www.myelder.com/author/elder_admin
Project Walk
1999
2012
$248,000 - $473,000
Timothy Yates
(856) 439 6772
www.projectwalknj.com
Structural Elements
2013
2016
$45,000
Doug Bertram
(240) 341 2198
www.structuralelements.com
Synergy HomeCare
2001
2005
$38,880 - $159,805
J. Heinlein
(888) 659 7771
www.synergyhomecare.com
Vida-Flo: The Hydration Station
2012
2014
$170,100 - $320,250
Holly Glaze
(404) 500 1831
www.govidaflo.com
Nurse Next Door Homecare Services
2001
2007
$105,100 - $199,300
Jason Isley
(888) 439-0561
www.nursenextdoorfranchise.com
Oasis Senior Advisors
2013
2014
$59,290 - $93,490
Sharon Cupach
(216) 235-9246
www.oasissenioradvisors.com
OrthoNOW
2010
2012
$492,735 - $996,485
Christine Dura
(602) 692-3872
www.OrthoNOWfranchise.com
Synergy Home Care
2001
2005
$38,880 - $159,805
Craig Sobel
(813) 425-2020
www.synergyhomecarefranchise.com
Interim Healthcare
1966
1966
$125,500 - $198,500
Michael Bohannon
(954) 858-2854
www.interimhealthcare.com
Keepsake Companions
2009
2012
$57,671 - $116,521
Kris Simonich
(630) 416-8109
www.keepsakecompanions.com
My Elder Advocate
2004
2014
$71,250 - $175,600
Claudine Halpern
(347) 581-7000
www.myelderadvocatefranchise.com
Home Instead Senior Care
1994
1995
$108,900 - $124,910
Michael Steinberg
(402) 205-8501
www.HomeInstead.com
Homewatch Caregivers
1976
1996
$83,000 - $137,250
Chip Baranowski
(303) 758-7482
homewatchcaregivers.com/franchise
Home Helpers Home Care
1997
1997
$84,750 - $136,900
Bobby Kelley
(513) 483-3283
www.HomeHelpersFranchise.com
Golden Heart Senior Care
2009
2010
$49,325 - $80,650
Golden Kennedy
(704) 376-1060
www.goldenheartfranchise.com
24 FRANCHISE CONNECT | JUL-AUG 2021
✪ SEE THE COMPANY AD IN THIS ISSUE TO GET MORE INFORMATION.
Franch Conneise ct ®
TOP 10 0
InDepenDent guiDe to the best franchises
SENIO
H E A R CARE AND FRANLTCH CA R E HISE 2021 S
FRANCHISOR
FOUNDED FRAN. SINCE
INITIAL INVESTMENT
CONTACT
PHONE
WEB ADDRES
www.miracleleaffl.com
Miracle Leaf Health Centers
2017
2018
$78,250 - $93,300
David Quinta
(786) 703-3350
CellsNowMD
2006
2018
$549,600 - $864,400
Carlos Mercado
(407) 537-7367
www.eternamd.com
24-7 Nursing Care
2013
2017
$48,250 - $63,300
Luis Mejer
(786) 518-3622
www.24-7nursingcare.com
First Care Medical Clinic
1994
2017
$567,600 - $786,900
Ariel Green
(704) 257-8014
www.firstcarecanhelp.com
East West Familycare
2008
2017
$139,800 - $206,400
Dr. Trung Nguyen
(615) 361-6713
www.myewfc.com/Franchising
Paramount Urgent Care
2008
2016
$223,300 - $438,100
Michael Easterling
(352) 674-9218
www.paramounturgentcare.com
100% Chiropractic
2004
2015
$116,025 - $629,500
Drs. Jason and Vanessa Helfrich (719) 217-0895
www.100percentchiropractic.com
Vida-Flo: The Hydration Station
2012
2014
$170,100 - $320,250
Keith McDermott
(404) 500-1831
www.govidaflo.com www.caliberpatientcare.com
Caliber Care + Transport
2010
2013
$124,915 - $397,340
Klein Calvert
(800) 615-7398
Zounds Hearing
2009
2011
$144,200 - $214,450
Kyle Kennedy
(480) 813-8400
www.zoundshearing.com
GoTelecare
2012
2014
$133,650 - $170,000
Terrence Doeberl
(917) 565-8683
www.gotelecare.com www.preferredhealthstaff.com
Preferred HealthStaff
2009
2014
$53,000 - $94,000
Donna Moyer
(717) 642-8500
Compassionate Beauty
2005
2013
$177,899 - $419,099
Saundra Shapiro
(403) 686-6936
www.compassionatebeauty.com
Foot Solutions Mobile Concept
2000
2010
$69,500 - $83,000
Raymond Margiano
(866) 338-2597
www.footsolutionsfranchise.com
Acasa Senior Care
2017
2018
$39,500
Michele Fuhrman
(888) 924-2288
www.acasafranchise.com
Always Best Care Senior Services
1996
2006
$49,900
Mark Lembo
(855) 430-2273
www.franchisewithalwaysbestcare.com
Assisting Hands Home Care 2006
2006
$48,000
Lane Kofoed
(208) 321-5510
www.assistinghands.com
American Family Care
1982
2008
$125,750 - $1,254,500
Bruce Irwin
(833) 361-4643
www.afcurgentcare.com
Stay at Home
2007
2007
$65,900 - $88,900
John Batcheller
(865) 692-1101
www.stayhomeweb.com
HealthSource Chiropractic
1998
2006
$58,516 - $383,327
Christopher Tomshack
(888) 234-1258
www.hsfranchising.com www.massageheights.com
Massage Heights
2004
2005
$374,015 - $484,356
Beth Stiller
(855) 311-7678
Good Feet Worldwide LLC
1995
2003
$123,770 - $229,275
Matt Coleman
(760) 579-4068
www.goodfeet.com/franchise
The Camp Transformation Center
2010
2016
$167,000 - $326,500
Samar Bakhtiar
(909) 325-6011
www.thecamptc.com
My Eyelab
2006
2016
$407,477 - $585,543
Daniel Stanton
(561) 800-4868
www.myeyelab.com/franchise
Relax The Back Corp.
1984
1989
$219,700 - $391,300
Andrew Cohen
(866) 933-4330
www.relaxthebackfranchise.com
Hand and Stone Massage and Facial Spa 2004
2006
$532,563 - $618,327
Bob McQuillan
(215) 259-7540 x201
www.handandstonefranchise.com
Miracle-Ear Inc.
1948
1983
$119,000 - $352,500
Marc Lundeberg
(877) 632-6320
www.miracle-ear.com
The Joint Corp.
1999
2003
$182,697 - $368,497
Peter Holt
(480) 508-9206
www.thejoint.com
Profile by Sanford
2012
2014
$445,000 - $699,500
Nate Malloy
(888) 979-7151
www.profileplan.com/franchise
Fyzical Therapy & Balance Centers
2012
2013
$148,750 - $819,000
Brian Belmont
(941) 227-4122
www.fyzicalfranchise.com
Accessible Home Health Care
2001
2006
$124,900 - $168,200
Aarif Dahod
(954) 873-3412
www.accessiblefranchise.com
Amramp
1970
2002
$130,785 - $211,345
Jim Norton
(800) 649-5215
www.franchise.amramp.com
Assisted Living Locators
2003
2006
$68,450 - $78,050
Angela Olea
(602) 413-9990
www.AssistedLivingLocators.com
Griswold Home Care
1982
1984
$107,350 - $135,500
Michael Slupecki
(877) 654-2008
www.griswoldhomecare.com
CareMinders Home Care
2004
2004
$138,100 - $199,000
Brian Schleicher
(770) 360-5554
www.careminders.com
Home Care Assistance
2003
2004
$86,000 - $146,500
Lily Sarafan
(866) 454-8346
www.homecareassistance.com
The Senior's Choice Inc.
1994
2007
$45,000 - $65,000
Steven Everhart
(888) 725-3655
www.theseniorschoice.com
Seniors Helping Seniors
1998
2006
$86,785 - $141,390
Philip Yocom
(610) 334-2364
www.seniorshelpingseniors.com
Caring Senior Service
1991
2002
$99,465 - $142,370
Jeffrey Salter
(800) 736-4672
www.caringseniorservice.com
Options For Senior America Corp.
1990
2005
$57,700 - $88,600
Ramzi Rihani
(301) 562-3100
www.optionscorp.com
Preferred Care at Home
1984
2007
$62,500 - $84,500
Frank Guerrieri
(561) 455-2627
www.preferhome.com
AmeriCare/Amli Care
www.americareinfo.com
2003
2004
$89,000 - $130,000
Richard Houden
(770) 989-1355
Comfort Keepers 1998
1999
$50,000
Tine Sterling
(937) 665-1320
www.comfortkeepersfranchise.com
Executive Care
2004
2012
$44,900
Todd Leonard
(855) 393-2372
www.executivehomecare.com www.griswoldhomearefranchise.com
Firstlight Home Care
2009
2010
$49,000
Jamie Davis
(407) 682-7758
Caring Transitions
2006
2006
$58,912 - $82,712
Sherrie Henderson
(800) 647-0766
www.caringtransitionsfranchise.com
Elder-Well Adult Day Program
2019
2019
$37,000 - $42,500
Kenneth Harvey
(508) 658-0494
www.elderwelladultday.com
Heart To Home Meals
2009
2009
$40,000
Nigel Richards
(905) 799-4022
www.hearttohomemeals.com
Home Helpers Home Care
1997
1997
$48,900
Matt Gerding
(808) 427-0782
www.homehelpersfranchise.com
DISCLAIMER: Our magazine is not an offer to sell a franchise, and is not directed to any reader to buy any franchises. The companies are not listed by rank. Our team carefully researched the listed information. The company information may change; please make sure to check and contact the company directly.
JUL-AUG 2021 | FRANCHISE CONNECT 25
PA RT 1
What Is in a Franchise S.Y.S.T.E.M.? Finding the right fit is crucial for both the franchisor and the franchisee. PART 1 OF 6: SELECTION By Tiffany Dodson
A
s a marketer with a passion for brands and how people build attachment to them, I was intrigued when my franchisor hired author and speaker Stan Phelps to share a workshop about creating a memorable customer experience. It was the summer of 2012 at our national convention, and I found myself hanging around after the session to chat with the speaker. Over the years we kept in touch as we both shared commitment to best-in-class marketing and customer experience. As Stan expanded the number of books in his collection with co-authors from the original Purple Goldfish to many other goldfish-titled business books, I approached 26 FRANCHISE CONNECT | JUL-AUG 2021
Stan about becoming a co-author. Stan asked, “What would we write about?” I replied, “There are two things that I know well and would love to share—marketing and franchising.” From there, the concept of The Purple Goldfish, Franchise Edition began.
Purple and Goldfish? Before I share our 20 months of research (collecting 207 franchise examples and the acronym S.Y.S.T.E.M.) often I receive requests, “Explain purple and goldfish, please.” For his original book, Stan chose purple from the Mardi Gras colors of purple, gold, and green as purple
represents royalty. As anyone in business knows, the customer is royalty. And book one is all about the customer, and our franchise edition focuses on the franchisee as well as the end customer. Later with various co-authors, Stan fleshed out books for green, gold, and many other colors. The goldfish inspiration comes from the Kimpton Hotel’s Guppy Love program, where prior to January 2018, weary travelers were paired with a goldfish. Housekeeping took care of the goldfish who came complete with a name and life story. Customers loved the unique experience and Kimpton’s goldfish tale set a
FRANCHISE
Follow the Process: Franchisors have a process where a candidate learns about the opportunity. If a prospect finds following that process a challenge, then a franchise may not match their personality. great example of memorable differentiation that generated talk value. The First “S”: When in a franchise, you will hear, ”follow the system” repeatedly. It only seemed appropriate to take this heavily used word, system, and explore what it means for successful franchises. The first “S” stands for “selection.” With selection, the franchisor must select the right people to fuel the S.Y.S.T.E.M. With selection, the franchisor is building the foundation of its expanding franchise, as franchisees are the life blood of the business from serving as brand ambassadors to creating new ideas. What Does This Mean for a Prospective Franchisee? Finding the right franchise is a two-way interview process. While the franchisor is interviewing to make certain that the prospect fits their business, the prospect should ensure a fit as well. Many franchise agreements are five to ten years long. Think of them as a marriage since both require commitments, financial decisions, and lots of time spent together. In a July 14, 2018, Southwest Airlines Magazine article, Debi Lane, founder and CEO of LunchboxWax stated that she “…asks herself each time: ‘Could I spend a fulfilling PHOTO BY SHUTTERSTOCK
PHOTO BY SHUTTERSTOCK
EXPERT ADVICE
and enjoyable week on a sailboat with this person?’” While not her only criteria, it demonstrates the franchisor’s commitment to selecting only those who fit the culture. Follow the Process: Franchisors have a process where a candidate learns about the opportunity. If a prospect finds following that process a challenge, then a franchise may not match their personality. With a franchise, following the system saves time, money, and effort. Not following the system usually leads into broken brand standards for the customer, as well as chilling relations with the franchisor and possibly neighboring franchisees. The exploration process will provide an opportunity to meet and learn more not only from corporate employees but also franchisees. Take advantage of the time to ask questions and learn more about the business model as well as the relationships within the franchise to ensure that both fit. w With over 25 years of franchise experience, Tiffany Dodson, CFE, holds deep roots from senior marketing roles at wellknown international franchises to recognition as a top performing franchisee, Master Developer, author, and speaker. Find Tiffany at The Salt Suite, and reach her at Tiffany@TheSaltSuite.com.
JUL-AUG 2021 | FRANCHISE CONNECT 27
GUESS WHAT?
Change is Coming
ARTWORK BY RUDALL30 / SHUTTERSTOCK
—
THEY ARE NOT ALL COMING BACK
EXPERT ADVICE
The pandemic changed everything. What can you do?
By Patrick Laforet
WHAT CAN A COMPANY DO?
Review your communication. Have you done your best to include and inform those on layoff? Have you been in touch person to person, or have you simply relied on regular email updates? A personal call to just check in goes a long way. Are you inviting staff to share stories, hardships overcome or crazy things people have seen during this time? Humor has a way of healing. Are you being clear about the need for vaccinations or health protocols? It is not just the company that may be worried, the individuals are still very concerned about personal and family health issues.
IMAGE BY SHUTTERSTOCK
I
t's going to take many months to truly assess the damage this COVID-19 lockdown has had on our businesses. However, a few things are becoming obvious already. A great number of people who have been forced into a layoff have already started to look for other jobs. Think about it; they were making $5 to $6 per hour or $7,000 a month and are now getting $2000. How long can that go on? Also, and perhaps a bigger problem is the "broken trust." I have spoken to many people who were surprised and hurt that they were picked to be laid off. Some feel they were more essential than others who remained employed. Those people are not only hurt, but they feel rejected and no longer trust that the company has kept its end of the bargain. This group may return if called back, but they will need some time and positive attention to actually stay for long.
WHAT TEAM BUILDING PLANS OR EVENTS HAVE YOU CONSIDERED?
Let's face it, "normal" will never be the same in many cases. I think it is critical to remember these are people who have lives and dreams and families and responsibilities. Many of them are fearful of the future and some are barely hanging on. I suggest management spend some time thinking through how the return to work transition will occur. Perhaps there needs to be some form of celebration, a company barbecue or donut and coffee day, or any other inventive way to express that we are, as a company, grateful and thankful to have you all back with us. At the end of the day, there is no more
valuable asset to a company than the team that drives its success. Let's put an effort into a successful return to whatever the new normal is going to be. This is the time to assess the real value that current employees possess and how their experience is critical to your ongoing corporate success. Getting the thinking and planning done in advance will make the transition back to "normal" much more successful. w Patrick Laforet is a senior recruiter with over 25 years of experience placing sales, marketing, and senior management positions all across North America with a particular focus on the franchise industry. He has been described as a trusted advisor by many of his clients.
JUL-AUG 2021 | FRANCHISE CONNECT 29
PHOTO BY ALEXANDER RATHS
ASK THE PROS: SHOULD I JOIN THE SENIOR CARE INDUSTRY? What it requires and what its challenges are. By Michael Peterson
years to know the right questions though, even if I don’t have all the answers. More ontributing to a Franchise Connect important, I know where to get the answers. issue that is dedicated to senior To that end, I present you with an Ask the care is like coming full circle for Pros-style view of the senior care franchise me. In 2012, I worked with a senior space. care business as it became a senior care As to the pros, I don’t think you can find franchise. I really consider helping that a more qualified team to answer questions brand (Amada) into the franchise space than the C-suite of Amada Senior Care. to be the “starting line” of my franchise When I first met the founders in 2012, consulting career. they were employing close to 400 people As I was considering the multitude of at their Orange County, CA, based senior topics that one could cover while discuss- care business. As they launched into franing senior care, what I kept coming back chising, they brought in Jared Turner and to was that too many people get into this Marcos Moura, both long-time franchise industry not truly understanding what it veterans, and eventually built out their takes to run a successful senior care fran- team with other top-tier industry profeschise. The industry most certainly isn’t for sionals. I asked five of their key executives everyone. I am not in the industry and to answer a series of questions, individucan’t claim to be an expert. I have been ally, focusing on the key areas I believe close enough to senior care over the last 10 anyone considering entering the senior
C
30 FRANCHISE CONNECT | JUL-AUG 2021
care industry should consider. Before I go any farther, I want to make clear that I consider an investment in this space to be, for the right individual, a fantastic move. In the U.S., we are rapidly approaching 20% of the population being at or past retirement age. Though the “boomers” are an oft-cited reason for this population aging, there are several other contributing factors. One significant but rarely mentioned element is fertility rate; the fertility rate in the United Sates has dropped by over 50% since 1960 and 15% in the just the last 10 years. We are also living longer, and medical advances are allowing us to stay independent, or DISCLOSURE: I don’t have a working relationship with Amada Senior Care, but I did play a role in the launch of their franchised brand. I don’t have an ownership stake or any other affiliation with the company, but I do count many of the Amada team as close friends. I chose to use their executive team for this article because, frankly, I believe they have one of, if not the, most diverse and skilled leadership teams in the industry.
TAKEAWAY I worked with a senior care business as it became a senior care franchise. I really consider helping that brand (Amada) into the franchise space to be the “starting line” of my franchise consulting career.
PHOTO BY SHUTTERSTOCK
partially independent, farther into our twilight years. All of these facts (and more) lead population researchers to estimate that the senior population will likely more than double in the next 20 years, and the $400 billion senior home care industry will probably increase in lockstep. I believe these data points are why some people come into the industry who shouldn’t, and it was with this in mind that I spoke with the Amada leadership team. They didn’t collaborate on their answers, so I am able to present here a diverse group of responses to the same questions.
What is the most overlooked consideration that every person should think about before getting into the senior care industry? Chad Fotheringham, president and cofounder of Amada: People are drawn to the senior care industry because they hear about the 80 million baby boomers, the growth potential, the sustainability: business reasons. They forget to ask themselves the most important questions; Do I love people? Do I love talking with seniors? Will I enjoy working with caregivers? Personally, I think that Chad’s answer could be applied to most franchised businesses, but it is a point of self-reflection with special significance when you are dealing with people’s loved ones, with people’s futures. Chad’s co-founder and Amada CEO Tafa Jefferson said: Working this business requires a heart to serve with true conviction and compassion. If you have the desire to serve others in a way that’s selfless, your local community will recognize your commitment and your business very well may flourish well
PHOTO BY HALFPOINT
I led with the most all-encompassing question:
beyond your expectations. Mentorship, analytics, and the right support system with the right healthcare infrastructure is key, but nothing compares to the willingness to serve your local community with goodwill. I don’t think it’s very difficult to see why these gentlemen were able to grow the original Amada into such a successful business! Jared Turner, the executive chairman, put it this way: This business is about people. If you don’t love and care about people and have a deep desire to serve, then you won’t be successful in this business, period.
Others got into the nuts and bolts. Marcos Moura (chief development officer), Dr. Richard “RB” Basch (chief operating officer), Jeremy Brooker (director of marketing) offered: Marcos: A senior care entrepreneur should enjoy selling; you don’t gain market share through pay-per-click, Facebook posts, or radio and TV spots. You grow a home care agency by connecting face-to-face with people who will refer business to you because (and only if) they like you and trust you. RB: Too many people think senior care is easy. It’s simple, but it’s not easy. This business has three pillars to success, and JUL-AUG 2021 | FRANCHISE CONNECT 31
TAKEAWAY
PHOTO BY PERFECT WAVE
The world changed in the first quarter of 2020, faster I believe than it ever has before. Every day it is still changing, sometimes at rate that is almost impossible to follow.
you can’t miss on them: sales, operations, these programs have had an adverse and caregivers. If you miss on one of these, effect on hiring nationally. In our industry, you will underperform at best. this is compounded by a growing baby Jeremy: There is a shortage of caregivboomer demand for care. Thankfully, it is ers and service workers in general. This also offset by a high retention rate driven problem isn’t going away; dealing with it by a workforce proven to be committed requires being extremely forward thinking. to caregiving. If you are reactionary, you are too late. Jeremy: The caregiver shortage. Every industry has challenges, and the Marcos: Expanded benefits and fear of senior care industry is no different. In my both catching and spreading the virus 15 years in franchising, I believe the most have exacerbated an already tight carefrequent mistake I have seen would-be giver marketplace. franchisees make is to fall in love with an Jared: Our business and industry continue industry or brand and overlook the chalto grow at staggering rates. Our biggest lenges. (The second-most common mistake challenge isn’t finding clients to serve is to find a reason, any reason, to talk thembut rather finding enough caregivers to selves out of every opportunity they are serve our clients. presented with, but that’s another article!) When asked what the unique challenges The world changed in the first quarter of are in senior care, there seemed to be a 2020, faster I believe than it ever has before. universal consensus: Every day it is still changing, sometimes Tafa: I would say the challenge we face at rate that is almost impossible to follow. today spans beyond senior care and Basically, 2020 was a year of lessons, lesimpacts franchising in general. Due to sons about ourselves, our loved ones, our the COVID-19 pandemic and both indi- companies, and our industries. What lesvidual and governmental response, the sons did Amada learn? As a final question, U.S. workforce has been depleted in a way I asked we have never seen before. Federal aid “ What was the most surprising lesson was and is necessary for many individu- you learned over the last year?” als impacted by the pandemic; however, The answers were interesting and 32 FRANCHISE CONNECT | JUL-AUG 2021
diverse. Jeremy was shocked that so many vendors attempted to exploit the crisis, especially some providers of PPE. Tafa was taken aback by the feeling, at least early on in the pandemic, that sometimes long-term planning meant planning how to get through the end of the following week. Both Jared and Marcos reflected on Amada’s growth numbers; in the midst of a national lockdown and rampant unemployment, Amada had more franchisees join their family (by a large margin) than any other year in the past. But Chad had a different lesson in mind. In my mind, he was able to drill down into one of the key driving forces of the currently shifting marketplace. I think this may be a point that many of us so far have missed. I’ll leave you with it. For me, it was personally highlighted that the younger generation is more interested in finding a job or career that is mission driven. My 20-year-old son decided to “try it out” being a caregiver while also considering a construction job offered to him. Two days in, he told me that he was taking care of a 95-year-old who had served in World War 2 at Iwo Jima. He was so excited to be able to talk to him and hear his stories. He quit the construction job and is now a full time caregiver. w Michael Peterson is the president of Franchise Beacon, a premier franchise consulting and outsource development firm. Michael is the author of the bestselling How and Why to Franchise Your Business, contributes widely to franchise publications, and speaks frequently on franchise sales and compliance.
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By Dmitriy Klyagin
C
ovid has impacted everyone, but some more than others, the elderly. According to Centers for Disease Control and Prevention statistics, for ages 65 and above, there are over 470,000 deaths. The other age groups from zero to 65 combined account for 120,000 deaths. Now there are many explanations for why the death toll is higher ranging from age and improper state response to poorly managed home care facilities. Now that there is a breath of fresh air from the administration of the vaccine, we have an opportunity to improve the elder care industry through franchising. FRANCHISING IN THE MODERN WORLD Franchising is the solution for the modern world of business. Sure, everyone can have a unique idea or product, but the system 34 FRANCHISE CONNECT | JUL-AUG 2021
of deliverance and impact will largely be determined by the ability to scale that idea. That is where franchising comes into play; successful franchises will have a business plan, operations manual, and a training manual. They will carry a brand name that is recognizable for the goods and services that they provide, complete with market research to target the community effectively. A franchised business is also consistent in its product delivery and with elder care. The last thing that should happen is inadequate training, lack of products or services, or failure to follow procedures established. When thinking about why franchises manage to stay open and thrive, it is because there is a
FRANCHISES HAVE TIME-TESTED PROCEDURES AND TRAINING TO PROVIDE OPTIMAL CARE AND STAY SUCCESSFUL.
plan, and the quality provided is consistent and deemed reliable. Nursing care facilities have failed in many states and an important question is why? Approximately 40% of all Medicare residents of nursing homes had or likely had the Covid virus according to the Health and Human Services Office of Inspector General. Why did the nursing care facility fail to perform the function that they are expected to? Are they not supposed to be the best choice for elder care? Maybe, maybe not; it largely comes down to training and equipment. Now, open a map and find a nursing care facility. Is it franchised? Probably not. What does that mean? You do not know whether the staff are adequately trained and can operate well aside from Yelp reviews, and although they may have training materials for staff and operating manuals, they are unlikely to be in depth of coverage compared to a location that can provide a consistent and reliable service.
PHOTO BY PHOTOGRAPHEE.EU
Improving Elder Care through Franchising
LEGAL ADVICE
Where does that lead? To mistakes, accidents, deaths, and lawsuits.
of training and/or lack of the equipment needed to provide the best or needed care. Now, as we slowly open the country, we must invest in care for our elders, to fix the problems that surfaced for everyone to see. For years, it was predicted that franchised elder care would experience growth, and the trend looks to be clearly on track as the population grows older and the demand is ever increasing. Especially with current news now warning of a Delta variant coronavirus spreading, there is no time to lose, as there may be another lockdown on the horizon. So, the next time you are considering where to invest your money, think about the franchised healthcare world, specifically for the elderly. Whether you are a nursing
PHOTO BY SHUTTERSTOCK
PHOTO BY ALTERIO FELINES
LINKING NURSING HOMES WITH FRANCHISING Furthermore, according to the National Association of Nursing Home Attorneys, ninety percent of nursing homes have inadequate staff levels, and that could be one of main reasons why Covid was especially devastating to the elderly population. Once again, we must come to terms with humanity by recognizing that those single, nonfranchised nursing home locations are usually operated on a tight budget and do not have the same access to resources as an established franchise system. They may not be able to afford the right number of nurses, and they usually cannot provide a hospital grade ventilator that costs at least $25,000. On the other hand, a franchised nursing facility typically has the right ratio of nurses and budget to be able to provide the care needed because there is an established plan and manuals, and the franchisor ensures before going into business that it has the needed financial acumen. In addition, the franchised business has refined staff training and set up proper procedures. Yes, you can get your care from a local facility, but when the times get tough, those facilities may not be able to properly respond due to failure
or home care facility looking to expand or provide a better service to the community, or a person looking to open a franchise of an established provider, franchising with its consistent outcomes can not only create financial and time freedom for the owner, but safer, dependable care for our most valued citizens, our knowledge holders— our seniors. w MORE INFORMATION Home Health Care News, “Home Care Franchise Growth Isn’t Slowing Down Any Time Soon” ● NPR, “Fauci Warns Dangerous Delta Variant Is The Greatest Threat To U.S. COVID Efforts” ● Office of Inspector General: Data Snapshot, “COVID-19 Had a Devastating Impact on Medicare Beneficiaries in Nursing Homes During 2020” ● The Hill, “Nursing Home Deaths Spiked in 2020, Watchdog Report Shows” ● Centers for Disease Control and Prevention, “Weekly Updates by Select Demographic and Geographic Characteristics” ●
CONTACT US – SHELTON LAW & ASSOCIATES Shelton Law & Associates (“SLA”) attorneys have 50+ years’ business consulting, franchise, and trademark experience. Their knowledge facilitates an understanding of a large variety of businesses, services, and technologies. They help businesses protect their brands through trademark, copyright, and business contractual transactions . These services allow SLA to “Expand their Brand®” through franchising and “Chart their Journey to their Franchise Legacy.™” For franchisors, SLA provides full outsourced in-house counsel. SLA additionally works with entrepreneurs buying franchises by assisting with business creation, industry evaluations, franchise disclosure document review, fairness factors, opinion letters, and negotiations. For more information or to schedule a customized consultation for your business you can write to franchising@SLA.Law or call (866) 99-FRANCHISE.
JUL-AUG 2021 | FRANCHISE CONNECT 35
Decision-Making By David N. Smith
W
e face challenging decisions every day in both our personal and professional lives. To make good decisions, we need to think logically with a clear mind and ask ourselves better questions. If you are on the cusp of making a big decision, here are a few rules you should follow:
Clarify Your Goals
The first thing you need to do is to find out what your purpose is and what you want to achieve from it. Knowing why you are making a decision does not just prevent you from procrastination, but also fires you up to take action that leads to concrete results. However, make sure your goals are achievable. Studies show that overconfidence can lead to errors in judgment and can also make you lose sight of your goal. If, for example, you believe that making choice A will lead to outcome B, the probability of that is actually slightly less than what you think. Once you know that you are overconfident, you can once again revisit the logic of your decision and then decide whether you can successfully achieve it. This can also help you think about an outcome that is drastically 36 FRANCHISE CONNECT | JUL-AUG 2021
different from what you think might happen and help you prepare for it.
Create a Concrete Strategy
Once you have clarified goals that are realistic, move ahead and build strategies to achieve them. To do this, you will have to go back to the outcomes you identified in the previous step. Each of the outcomes will require certain tactics that will help you achieve your goal. For example, if your business needs to sell 50,000 units of products in the first month, you need to come up with tactics like email, social media marketing, and push tactics to achieve your goal. However, while building a strategy, don’t forget to identify your risks. Sometimes you make poor decisions because you have become accustomed to some of your habits or have developed some beliefs that do not serve you well. Clinging to these can cause more harm than good.
WHATEVER YOU DO, JUST MAKE SURE IT ALIGNS WITH YOUR BUSINESS GOALS AND HELPS ELEVATE YOUR CORE STRATEGY.
To make good decisions, we need to think logically with a clear mind and ask ourselves better questions. To challenge these beliefs, you must try to do something that’s the exact opposite. If you are convinced that you should not run a marketing campaign for your new franchise, argue all the reasons why you should. Only by evaluating both sides of the scenario can you come up with a concrete strategy that has a chance of success.
Take Action
All your planning and strategizing will be for naught if you do not take immediate action. Acting quickly can help your brain understand that you are serious about your idea, and it shifts you into a full-blown decisionmaking mode. Instead of delaying doing things and just talking to yourself about what you will do, take bold actions that will help you implement the first of your tactics. In the case of your business, it could mean releasing a teaser billboard about a new product that generates hype. Whatever you do, just make sure it aligns with your business goals and helps elevate your core strategy. So, do you think you are up to making a real decision? If you follow these few basic core steps, you can be successful in making good decisions in both your personal and professional life. w
PHOTO BY GOODLUZ PHOTO BY TIM DOUGLAS FROM PEXELS
DO THESE 3 THINGS FOR BETTER
PHOTO BY KAROLINA GRABOWSKA FROM PEXELS
3 BEST PRACTICES FOR
Turning Stress into Success objectives. Don’t let anything derail you. Always remember that you are the leader tress is a normal part of your job. of your own life, and take back ownership. However, excessive stress can be This anxious energy will help support you damaging to your physical and instead of debilitating you. mental health. In business and in life, it is not a good So what should you do? Use it to your advanidea to act on impulse. The only thing in tage! Since you can’t beat stress, you might Don’t Cry Over Spilt Milk your life that you have absolute control The past cannot be changed, so there is no over is your thoughts and actions. Always as well make the most of it. There are several actionable ways you use looking over your shoulder and lament- be aware of negative situations that can ing events long past. The worst thing you be damaging to your business, finances, can turn stress into success. can do is to hold on to past grudges. If you personal safety, health, and emotional Identify Good Stress and Bad Stress feel someone has wronged you in the past, relationships. A little stress can put you into a fight-or- the greatest form of revenge is to get more Stress is an ineviflight mode, which can rouse you to either successful than they are. table part of life. HowBy looking past petty emotions, you keep running or tackle the problem head-on. ever, your goal should This kind of stress actually helps you to keep become free to go forward with your life be to limit it so that it moving and prevents you from staying in and succeed, in spite of negativity. You can only works as a positive your safe zone. It promotes learning and start this practice by writing down what influence. For example, things or challenges in the past bothered emotional and spiritual growth. if you have been proGood stress is something that you need to you. Then let go of those misfortunes and crastinating, working on a steep deadline keep fighting for your dream. For example, decide what you want to do moving forward. can help increase your performance and if you are opening a new startup, you are productivity. guaranteed to face a lot of challenges, but Control Your Thoughts Staying organized, working as a team, they can make you stronger and help you There will always be people and things making slight changes in your thoughts, grow stronger as an individual and as a in your life that strive to bring you down, and changing some of your perspectives especially when you are succeeding in can do wonders to alleviate your stress. businessperson. The bad stress comes when you don’t have business and life. You can change your This can improve your productivity, make control over your life, and everything seems reactions to these negative elements and you take joy in your business, and ultito be going wrong for you. This kind of stress control your thoughts by focusing on your mately boost the customer experience. w By Mary McHugh
S
leaches away passion, incapacitates you, promotes a self-pitying mindset, and makes you weak. It can lead to self-destruction. You can reduce this stress to a healthy level if you take control over your life and focus on the things you love.
IDENTIFY GOOD STRESS AND BAD STRESS
38 FRANCHISE CONNECT | JUL-AUG 2021
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Richard G. Greenstein, 1201 West Peachtree Street, Suite 2800, Atlanta, GA 30309 | DLA Piper LLP (US) is part of DLA Piper, a global law firm, operating through various separate and distinct legal entities. Further details of these entities can be found at www.dlapiper.com | Attorney Advertising | MRS000100545 Richard G. Greenstein, 1201 West Peachtree Street, Suite 2800, Atlanta, GA 30309 | DLA Piper LLP (US) is part of DLA Piper, a global law firm, operating through various separate and distinct legal entities. Further details of these entities can be found at www.dlapiper.com | Attorney Advertising | MRS000100545 Richard G. Greenstein, 1201 West Peachtree Street, Suite 2800, Atlanta, GA 30309 | DLA Piper LLP (US) is part of DLA Piper, a global law firm, operating through various separate and distinct legal entities. Further details of these entities can be found at www.dlapiper.com | Attorney Advertising | MRS000100545
Growth in the industry beckons to franchisees who want to help others. By Brian LaCour
T
oday, home healthcare is one of the fastest growing segments in the health care industry. Home healthcare franchise business opportunities make it possible for you to participate in this exciting growth industry. Plus, you have the satisfaction of knowing you are getting into a business that helps people and makes a difference in their lives. Individuals looking for a solid investment may want to consider a home healthcare franchise. Today the number of Americans age 60 and older is expected to double to 81.5 million by 2030. The majority, about 80%, of those over age 60, choose to live independently, in comfort, and with an enhanced quality of life. The U.S. home care services industry revenue in 2020 is estimated at $96.9 billion. Home healthcare franchises provide nonmedical and private duty nursing care 40 FRANCHISE CONNECT | JUL-AUG 2021
primarily to the exploding market of seniors over the age of 60. This enables elderly and disabled people to continue living in their own home instead of institutional care like nursing homes or mental health institutions.
These companies’ assistance in the activities of daily living include both companion care and hands-on personal care services. Home healthcare franchises provide much needed services that support independence, dignity,
PHOTO BY PHOTOGRAPHEE.EU
NEW OUTLOOK ON HOME HEALTHCARE
and quality of life while also contributing to their communities. In 2020, the pandemic turned nursing homes into a death trap for more than 170,000 long-term care residents and staff members, who have lost their lives to Covid19. As a result, many facilities suffer from staff shortages that threaten the overall quality of care for residents. The events in 2020 have shed a light on how broken and dysfunctional resident care facilities are. Many elder care advocates and family members are reevaluating long term care strategies for the old and frail under their supervision. The franchisees in this industry come from all backgrounds and experiences. Senior health care experience is not necessary. Those with experience in sales, marketing, and profit and loss management are generally ideal, as well as individuals who are passionate about helping others and want to give back to their community. The total average investment ranges from $87,000 to $200,000 depending on the size of the territory and state. This would include your franchise fees, training, and working capital. Training consists of approximately 79 hours of classroom training and 50+ hours of on-the-job training. This training will focus on the operation of the franchise and give you an opportunity to spend time in company-owned offices. w
TODAY THE NUMBER OF AMERICANS AGE 60 AND OLDER IS EXPECTED TO DOUBLE TO 81.5 MILLION BY 2030.
Brian LaCour is a certified franchise consultant. He has more than 20 years of business leadership experience in driving fiscal results, strategic planning, saving costs, increasing revenue, streamlining processes, and developing top performing teams. LaCour’s passion for helping people led him to the role of president of the International Franchise Group. Call LaCour at (561) 502-7283 or email him at blacour @internationalfranchisegroup.com.
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Everyone Pays for Senior Care. Few Get the Opportunity to Invest. New solutions offer more personalized care to the growing number of senior citizens. By Freddy O'Pry
A
pproximately 1.3 million elderly Americans currently live in assisted living facilities. A full 70 percent rely on Medicaid to pay bills that average $83,000 a year. No doubt most people would prefer to avoid living in a large facility with up to 300 other residents and workers while paying these high costs. The truth is, traditional senior care won’t be enough to sustain the demand that is ramping up. For starters, with the baby boomer generation coming of age, we witnessed a 33% increase in the number of individuals over the age of 65 in 2016. And now, every day 10 thousand baby boomers turn 65, and 52% of those age 65 will need long-term care in their lifetimes. And that is just the crest of the wave that is coming. There needs to be a better answer. 42 FRANCHISE CONNECT | JUL-AUG 2021
There currently are 13,061,083 persons in the United States who are 80 years or older. Seniors who are 85 and older with physical disabilities, mental disabilities, and in need of hospice also need access to more personalized care and treatments that large facilities cannot adequately meet. The cost for this type of care exceeds thousands of dollars a day. With many Americans relying on limited resources, planning for assisted living can be limited and overwhelming for those who are making difficult choices for their loved ones (or themselves). These choices have only been complicated
1.3 MILLION ELDERLY AMERICANS CURRENTLY LIVE IN ASSISTED LIVING FACILITIES.
and made more urgent by the Covid-19 pandemic. The need for personalized senior care outside of assisted living facilities and those high costs is now obvious. Adult family homes are designed for a limited number of residents to receive 24/7 care and allow senior citizens to live mostly independently with access to high levels of certified care and a variety of amenities, providing an alternative for individuals or couples who can no longer safely live on their own but don’t want to relegate themselves to assisted living facilities. w Freddy O'Pry is owner and president of Franchise Development. He represents over 200 different franchises, including Massage Envy Spas. Contact Freddy O'Pry at (281) 342-7474 or at freddyopry@ franchise-development.com www.franchisedevelopment.com/contact-us
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Franchising allows businesses to expand and retain their reputation. By Christina Williams
A
THE PANDEMIC AFTERMATH
normalcy of everyday life without worry. This group is largely made up of our elderly community. The pandemic was not only a grave risk to the senior population physically, it also brought the burden of being alone, without family by their side. While isolating seniors during the pandemic was in the best interest of their health, it also contributed to the negative effects on their
SOURCE: WWW.CENSUS.GOV/PROGRAMS-SURVEYS/POPPROJ.HTML
fter over a year of various stayat-home orders, social distancing guidelines, and economic distress individually and as an economy as a whole, the world is quickly beginning to open to the masses again and resume our
regularly scheduled programing modeled after life in 2019. Businesses are reopening, some to full-capacity, others working toward that direction. People are beginning to resume family gatherings and social outings that were forcibly postponed due to the pandemic. However, not everyone within the community has the ability to rejoin the
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LEGAL ADVICE Senior care requires personable interactions, genuine care and concern for the comfort of those in your care, training and certifications, and most important, the utmost trust from every single client.
LINKING SENIOR CARE WITH FRANCHISING
PHOTO BY ALTERIO FELINES
Many of us do not have the ability to personally spend the time that we would like to caring for our senior relatives due to the various challenges and responsibilities that life throws at us. Oftentimes, younger loved ones who would otherwise be the primary caretaker for an elderly loved one have to resort to help from a third party such as a nursing home or more private options such as in-home care. This is even more top of mind after looking in the rearview mirror of the pandemic and realizing the effects placed on the senior community. According to its 2017 National Population Projections, the United States Census Bureau marks the year 2030 as a demographic turning point in U.S. history. Furthermore, 2030 will mark the year in which all baby boomers will be over the age of 65. This expands the size of the retirement age population to one in every five residents, and leads to the projection that older individuals will outnumber children in the U.S. for the first time in history. These statistics indicate that the senior care industry is in for an upward projection in demand, which creates investment and growth opportunities. The link between franchising and the senior care industry is not a new one. As a business owner in the senior care industry, it is not an easy feat to expand such a personally involved and interactive business. Senior care requires personable interactions, genuine care and concern for the comfort of those in your
PHOTO BY PRESSMASTER
mental health. The pandemic also does not negate the natural progression of life, and the eventual need for assistance many seniors encounter. The lack of interaction with friends and family, along with the limited social and mental stimulation throughout various stay-at-home-orders, left many of our seniors without the care they need or deserve.
care, training and certifications, and most important, the utmost trust from every single client. As a franchisor, you’re afforded the ability to expand your business while maintaining the integrity of your company’s reputation, level of service, and values by way of franchisees investing in your model and taking pride in implementing it as they share a common interest as a fellow entrepreneur. All the while, you maintain control of the manner in which your business is represented, the functional aspects of it, and who you’re allowing to expand your brand. As a franchisee, you’re afforded the opportunity to become, or expand as, an entrepreneur under an already established model, without bearing the level of risk and trial-and-error that accompanies taking on a venture from the ground-up. Not to mention, it’s a step in the direction of financial freedom. Specific to the senior care industry, franchising has proven to be an ideal avenue to increase the level of care and range of accessibility of quality senior care to our deserving senior community. The industry stretches beyond senior facilities and in-home senior care. The industry consists
of in-home medical care, physical therapy, general support, cognitive training, and much more. Glancing once again in the rearview mirror at the effects of living through a global pandemic, and looking ahead toward the future milestone projection, it’s safe to say that franchising and senior care will likely remain in sync. w Christina Williams recently graduated with her Juris Doctorate from McGeorge School of Law of Sacramento, CA. She has always set her mind on becoming a practicing attorney specializing in assisting aspiring entrepreneurs not only achieve their goals, but protect their achievements along the way. Christina joined Shelton Law & Associates, LLC as a legal extern in May 2021 and has absorbed endless knowledge to carry along with her throughout her blossoming legal career. Shelton Law & Associates (“SLA”) attorneys have 50+ years of business consulting, franchise, and trademark experience. Their knowledge facilitates an understanding of a large variety of businesses, services, and technologies. They help businesses protect their brands through trademark, copyright, and business contractual transactions. These services allow SLA to “Expand their Brand®” through franchising. For franchisors, SLA provides full outsourced in-house counsel. SLA additionally works with entrepreneurs buying franchises by assisting with business creation, industry evaluations, franchise disclosure document review, fairness factors, opinion letters, and negotiations. For more information or to schedule a customized consultation for your business, write to franchising@SLA.Law or call (866) 99-FRANCHISE.
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COMPANY PROFILE
BrightStar Care
Leading In-Home Care Franchise Provides A Higher Standard of Care
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ith the baby boomer generation reaching their late 60s and 70s, and nearly 47 million seniors in the United States, we are experiencing a surge in in-home care – a sector of healthcare that provides medical and non-medical care from the comfort of one’s home. BrightStar Care, the leading national franchise specializing in providing A Higher Standard of care, was created in 2002 in an effort to provide a full range of services to clients who wish to remain at home during a particular recovery. The concept grew organically from a first-hand experience from the founder, Shelly Sun. After caring for a loved one, Shelly saw a need for a company that could provide A Higher Standard of care for clients around the clock, serviced in the place clients feel their most comfortable and at ease – the home. “This is a very rewarding industry to be a part of, as we’re making a difference in people’s lives each and every day,” said Pete First, Senior Vice President of Franchise Development. “BrightStar Care sets itself apart from other home care agencies by offering services in all three segments – personal, companion, and skilled. Each of our independently owned and operated locations can offer personalized and tailored care plans, which are all overseen by a Director of Nursing and professional care team. This allows our franchisee’s to keep their clients in their homes longer while providing peace of mind and assurance to the client and their families.” Even more, the services are offered to everyone – from those recovering from an athletic injury, to those who want or need to age in place. Each BrightStar Care location employs RNs, therapists, LPNs, CNAs, and HHAs as part of its care staff. In search for qualified applicants for its continued expansion, BrightStar Care is looking for educated individuals who are self-motivated and have a
high level of business acumen. Prospective franchisees must have the ability to manage and lead a team but are not required to have a healthcare background. It is important to note that qualified prospects must have liquid assets of $150,000 or more. With over 330 locations throughout the U.S., BrightStar Care has received The Joint Commission’s Enterprise Champion for Quality award every year since the award’s inception – the only national home care franchise to accomplish this. It has been named No. 1 in the low-investment category for Forbes 2019 America’s Best Franchises, and was ranked No. 75 on Entrepreneur Magazine’s Franchise 500 list. Most recently, the franchise was inducted into the Franchise Business Review’s Hall of Fame, a distinction given to franchises that have been named a top franchise by the publication ten times. For more information about franchising opportunities, please visit www.brightstarfranchising.com/home-care
BrightStar Care Corporate Office 1125 Tri State Pkwy #700 Gurnee, IL, 60031
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(877) 689-6898 franchise@brightstarcare.com www.brightstarcare.com
COMPANY PROFILE
Your Passion. Your Patients. Your Profits. Why ApexNetwork Franchise is the best choice in the industry.
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pexNetwork Physical Therapy specializes in outpatient physical therapy and industrial rehabilitation. With more than 20 years of experience and 90+ locations in 13 states, they are one of the leading sources for owning and operating therapy clinics. Their growing brand strength and recognition are synonymous with exceptional rehabilitation services. At ApexNetwork, the operations team guides you in site selection, lease consultation, strategic operational efficiencies, patient compliance, and ongoing practical review of KPIs and data analytics. Billing and collection services will be handled by experienced professionals to maximize reimbursement and improve collections. Other billing services include insurance credentialing, guidance with Medicare and HIPAA compliance, and insurance regulation updates. ApexNetwork provides state and federal compliance policies, as well as procedure manuals, web-based human resource support and management systems. Their marketing team provides training in effective marketing techniques and work with you to develop a customized and strategic marketing plan enabling you to grow your referral base and patient volume. They provide website maintenance, social media and SEO management, and patient review tracking. In the ever-changing media world, the ApexNetwork advertising and design team stays on top of trends assisting with development of distinctive branded materials.
ApexNetwork Physical Therapy offers unique business models that are designed to maximize profitability by providing you with the tools and resources to optimize your practice as a Franchisee. Models include 100% Ownership, Partnerships, and Conversions. So, whether you own your practice, or would like to open up your own, we invite you to explore teaming up with ApexNetwork Physical Therapy.
“The franchise route was the best route because I didn’t have to make expensive mistakes. Apex’s support with billing, credentialing, human resources, marketing and advertising allows me to build a network in my region as big or as small as the region can sustain. It is completely scalable. Once I was committed to the process, everything unfolded as expected, as it should. ApexNetwork allows me to the opportunity to bring high quality services to an underserved region with a system and a model with a demonstrated track record. It then becomes my choice how far I want to take it.” – Tim C. APEXNETWORK PHYSICAL THERAPY 15 Apex Drive Highland, Illinois 62249 apexnetworkfranchise.com
(314) 312-0129 franchise@apexnetworkpt.com jhettenhausen@apexnetworkpt.com
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ASSISTED LIVING FRANCHISES (AFH)
After 20 years of Assisted Living Facility (AFH) operations we are now franchising all across America - Don’t delay - Contact us today!! NOW! AFH Senior Care Franchise is a 6-10 bed Senior Care Facility located in your residential neighborhood. The AFH senior Care Franchise model is the outgrowth of a practice founded in1993 which has proven to be extremely successful because of client satisfaction, high gross income and net profits, and the uniqueness of the range of services. AFH Senior Care adult family homes are being built to meet the high demand of senior care that is coming. There currently are over 13 million persons in the United States who are 80 years or older, 78% of them need assistance with every day living activities. To understand what makes AFH different and unique, one must understand the existing industry. The Assisted Living Industry (ALF’s) in America today is dominated by giant corporations whose main purpose is profits ahead of acceptable patient care. The result of this is that as stated by The New York Times “over 50% of the deaths related to covid-19 occurred in ALF’s” They further cited that horrific conditions, with residents receiving unclean and unsanitary care that was industry wide! Currently in America, ALF’s range between 50 – 200 residents, not our 6-10. Our Company, by its very structure cannot, and will not have an unacceptable ratio of caregivers to residents. Because AFH locations are required to have a 1:6 ratio of caregiver to residents, they often will have a 1:3 ratio, while having a 24/7 provider onsite, any needs of the residents will be handled in real-time and the provider can inform the family if necessary and make adjustments. AFH Senior Care staff establish deep, lasting relationship with their residents. AFH also has the flexibility to modify and adjust a room to the resident’s progressing needs.
This is where AFH has an advantage. Because our nature is much smaller and more personalized. This CANNOT be the future of our senior care industry. We reject that narrative and not only believe there is a better way to care for our elders, but have put these beliefs into practice with the existing 15 homes and a further 11 in development and due to open fully occupied and staffed. Our becoming a National Franchisor in 2021, and through our Area Development model, this will enable our concept of care for our seniors to be experienced across the entire Country. Contact Freddy Contact: Dale O’Pry Smithat freddyopry@franchise-development.com Dale@afhseniorcare.com Go to www.franchisedevelopment.com/contact-us afhseniorcare.com/franchising or by byphone phone: 329-1169 or at:(602) 281-342-7474. Don’t delay-Contact us today!
ASSISTED LIVING FRANCHISES (AFH) Dale@afhseniorcare.com Contact Freddy O’Pry (281) 342-7474 afhseniorcare.com/franchising freddyopry@franchise-development.com or by phone: (602) 329-1169 www.franchisedevelopment.com/contact-us
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DISCLOSURE: This is an advertisement and is not intended to be an offer to sell a franchise. Offers to sell franchises are detailed by the Federal Trade Commision (FTC) and details are provided in the Franchise Disclosure Document (FDD) for this franchise.
COMPANY PROFILE
COMPANY PROFILE
Own the World’s #1 Math Tutoring Center for Under $150K
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athnasium offers a low cost investment, simple startup, and a solid business model with a successful track record. For less than $150K, you can start to capture a share of the rapidly expanding afterschool education market – with the category’s #1 math-only franchise. You’ll receive an exclusive, protected territory, extensive training, and ongoing national and regional support—no math or education background required. You’ll gain access to our proprietary assessments, curriculum, and methodology, which have been continuously honed by math and education experts for decades. You will also have access to our web-based math tutoring service, Mathnasium@home, which provides the same live, individualized instruction as the in-center learning experience. As a franchise owner, a startup specialist will help you get your business up to speed.
Throughout the life of your franchise agreement, a dedicated franchise business consultant and online support systems will foster long-term success. You’ll learn how to take advantage of our proven marketing system, with its cost-effective tools and easy-toexecute strategies. Mathnasium’s global brand represents quality and excellent customer service. Our Net Promoter Scores (a highly regarded measure of customer satisfaction) are not only at the top of our own industry, but across multiple industries. Mathnasium’s mission: Teach children math so they understand it, master, and love it. Math can change their lives, and they can change the world. *Grades K-1 optional
MATHNASIUM 5120 W. Goldleaf Circle Suite 400 Los Angeles, CA 90056
(888) 763-2604 franchisedev@mathnasium.com mathnasium.com/franchise
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COMPANY PROFILE
The Authority in The Senior Care Industry
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Who Is Senior Care Authority?
his is a "feel good” business in the high demand senior industry that gives you the opportunity to build a business that is both financially and personally rewarding! With a Senior Care Authority franchise, you will receive the support of a nationally recognized brand, unparalleled training and marketing support and multiple revenue streams. This is a home-based, low cost, low overhead, high margin business with multiple revenue streams. Senior Placement Services Senior Care Authority provides all the necessary services to identify the proper assisted living community
or residential care home for seniors. These locations can range from larger assisted living communities to smaller residential care homes to locations that specialize in memory care. This unique service simplifies the otherwise daunting process of looking for assisted living and other care services, saving families time and money while helping to eliminate the stresses associated with this transition. Since we have commission-based agreements with these locations, we are able offer a no-cost consultation service to help find the appropriate senior housing when a senior can no longer be cared for at home. Our personalized service will help relieve the stress and challenges associated with this major transition, and our expertise and compassion help lighten the load for families. Eldercare Consulting Sometimes our families just need more help with the challenging transitions and decisionmaking. This may include Vital Conversations and Facilitation with Family Members, Home Care Agency, Skilled Nursing or Caregiver selection, Agitation and Depression, Alzheimer's Disease and Connections to Valuable Resources such as Medicaid and Estate Planning. Whatever the need, we customize the program for each client.
SENIOR CARE AUTHORITY 755 Baywood Drive Suite 200 Petaluma, CA 94954
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(888) 809-1231, x2 Franchisesales@seniorcareauthority.com www.seniorcareauthority.com
COMPANY PROFILE
A Planet Friendly, Profit-sharing Combo Investment WE DESIGN AND MANUFACTURE BOTTLELESS WATERSTATIONS bringing ecological responsibilities and Human Healthy benefits resulting in unmatched REWARDS FOR THE INVESTORS.
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ur line of self-serve WaterStations purify water to the highest standard and percolate it through a series of natural minerals to create a virtual spring water with electrolytes and an alkaline pH. Based in the Greater Seattle Area, we stand at the forefront of water purification and filtration. We have developed groundbreaking, patent-pending self-serve purification systems that produce premium mineral water that is not only more affordable than most bottled water, but also considerably more ecologically responsible. We began operation in 1991 in traditional vend ing and in 2013 launched a new division offering self-serve water vending machines. Within the past three years we have grown our water vending busi ness to over 7,700 locations throughout the United States. WaterStation Technology is capturing significant market share placements in National Retail chains taking advantage of our multiple tangible differentiators from conventional offerings. The company is totally debt-free and has over 30 years of experience in this market niche. The investment qualifies as an Essential business to be operational during the COVID-19 pandemic. Our mission is to provide individuals, towns, cities, and whole nations with healthier and less ex-
pensive drinking water delivered through more responsible purification systems that do not damage the environment. We feel privileged to be on the vanguard of a movement to purify the world’s drinking water, which itself is the essence of life.
WATER STATION TECHNOLOGY 2732 Grand Avenue Suite 122 Everett, WA 98201
Dick Humphrey Toll-free 877-437-0002 (CST) dhumphrey@franchisebizexperts.com
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BY THE NUMBERS
66% OF HOSPITALS
ARE ALREADY EXPERIENCING SHORTAGES IN NURSING STAFF.
THE MARKET SIZE OF THE HOME SENIOR CARE FRANCHISES INDUSTRY IN THE US INCREASED FASTER THAN THE BUSINESS FRANCHISES SECTOR OVERALL.
DID YOU KNOW YOU CAN GET STARTED WITH ONE OF THE TOP BRANDS IN ELDER CARE FOR LESS THAN $100,000?
THE HEALTHCARE STAFFING MARKET IN THE US IS CURRENTLY A
$16 BILLION INDUSTRY. AT LEAST
10,000
PER AARP, ABOUT
76%
OF AMERICANS OVER 50 SAY THEY WANT TO GROW OLD IN THEIR OWN HOMES.
THE MARKET SIZE, MEASURED BY REVENUE, OF THE IN-HOME SENIOR CARE FRANCHISES INDUSTRY IS $12.4BN IN 2021. THE MARKET SIZE OF THE IN-HOME SENIOR CARE FRANCHISES INDUSTRY IS EXPECTED TO INCREASE 6.5% IN 2021.
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BABY BOOMERS (THOSE BORN BETWEEN 1946 AND 1964) WILL TURN 65 EVERY DAY UNTIL 2029. THE OLDER POPULATION IS ON TRACK TO OUTNUMBER CHILDREN BY 2035, ACCORDING TO THE CENSUS BUREAU.
© FRANCHISE CONNECT MAGAZINE
IT’S BEEN ESTIMATED THAT BETWEEN 30% AND 37% OF THOSE WHO USE HOME CARE SERVICES IN A YEAR AREN’T OF SENIOR AGE.
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