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Profits Are Golden

[ 0 ] Jan. 9, 2012 | SBO Editor

Lily Sarafan is the President and COO of Home Care Assistance. Their territories are the largest in the home care industry – consisting of a major portion of, or even an entire metro area – ensuring unparalleled growth opportunities for franchisees by allowing them to open multiple locations and reach more potential clients.

$50 million a year helping seniors at home.

Home Care Assistance might be in the senior care industry, but the processes and strategy behind its business model are as fresh and dynamic as those found anywhere in business.

Founded by James and Kathy Johnson in 2002, the couple’s pilot office in the San Francisco Bay Area opened in 2003 and had gross billings of $780,000 in its first year of operations.

The Johnsons haven’t looked back since. With projected system-wide revenue of $50 million in 2011, Home Care Assistance is on its way to building the most recognized and trusted name brand in the home care industry. The company began franchising in 2005 and today has more than 60 locations in the United States, Canada and Puerto Rico, with plans to double in size within three years.

Unlike others in the growing, ultra-competitive non-medical home care industry, Home Care Assistance specializes in live-in, around-the-clock care that results in more lucrative client cases for the franchisee. Its average weekly client billings are nearly four times higher than the industry average, meaning it takes fewer clients and a smaller organization to build a lucrative business.

“Approximately 90 percent of our revenue comes from live-in client cases,” said Lily Sarafan, President and COO of Home Care Assistance. “Our focus on clients requiring live-in care is one of the reasons why it typically takes only 18 clients to generate $1 million in revenues.”

When prospective franchisees lift the hood on the Home Care Assistance engine, they find the most cutting-edge business model in senior care with its focus on consumer marketing and branding. Coupled with its ability to provide the highest level of compassionate care through the proprietary Balanced Care Method™ of caregiving, Home Care Assistance stands far apart from other senior care agencies.

The company’s unique focus on traditional advertising, branding and social media marketing provides franchisees exceptional brand awareness and a steady flow of qualified leads, resulting in an accelerated path to revenue growth and profitability. Home Care Assistance has quickly emerged as the leader in the fragmented home care industry that’s comprised of many “mom and pop” businesses.

“Some individual operators of various companies do traditional advertising or social media marketing, but these and all forms of targeted consumer marketing are a cornerstone of our business,” Sarafan said. “More important, we are leaders in all client-acquisition channels such as referral marketing and networking that we build on top of our consumer marketing campaigns.”

Having its corporate headquarters in Palo Alto, California – the heart of Silicon Valley – helps ensure that Home Care Assistance stays at the forefront of technology. In September 2007 Home Care Assistance implemented Google Apps across the company, which provided franchise owners simple, powerful communication and collaboration tools to help streamline setup and day-to-day operations. Productivity skyrocketed as “virtual” teammates shared project plans, spreadsheets and documents such as site visits and client reports.

The end result: Franchisees had more time to focus on their bottom line and running a successful business, allowing Home Care Assistance to experience 27 percent growth during the economic downturn.

Not surprisingly, Home Care Assistance is the most successfully search-engine optimized, advertising-intensive franchise in North America. Even scheduling and billing is centralized and automated.

“Being headquartered in Silicon Valley and surrounded by companies like Google and Facebook definitely sets a high standard and gives us access to resources in terms of both people and technology that other senior care companies simply don’t have,” Johnson said.

However, Home Care Assistance is already rich in resources, as evidenced by its leadership team. Both Johnsons have backgrounds in clinical psychology and are recognized experts on home care.

The Johnsons, along with President and COO Lily Sarafan, have authored two books, “Happy to 102: The Best Kept Secrets to a Long and Happy Life,” based on the groundbreaking Okinawa Study, which lays out specific lifestyle factors that promote healthy longevity for all adults and which are incorporated into the company’s Balanced Care Method™ of caregiving, as well as “The Handbook of Live-In Care,” which offers practical, how-to advice on caring for an aging parent or loved one.

“Happy to 102” is the first book ever published and sold on Amazon.com by a senior care franchise.

“Potential franchisees definitely enjoy the added peace of mind from joining a network founded by clinical psychologists and geriatric care managers who are recognized experts in several fields related to senior care,” Sarafan said. “They are even more impressed with the fact that our founders are involved in day-to-day home care operations in addition to their strategic roles and thus have an intimate understanding of what it takes to retain clients, impact referral sources and expand into multiple locations.”

ABOUT HOME CARE ASSISTANCE

Home Care Assistance, North America’s leading provider of in-home senior care, specializes in around the clock live-in care. Our proprietary Balanced Care Method™ caregiver training program emphasizes healthy nutrition, mental stimulation and other components of senior wellness. A Franchise500® Company, Home Care Assistance has received numerous industry awards from Entrepreneur, The Franchise Times and Franchise Business Review. We are actively recruiting talented new owners into our franchise network. The company is located in Palo Alto, CA. For more information about Home Care Assistance and available franchise opportunities, please visit: franchise.homecareassistance.com or www.homecareassistance.com.


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Category: Magazine, Start Your Own Business, Start Your Own Business Spring 2012