Franchise Focus Focused care
Radfi eld Home Care – specialising in bucking the trend
INVESTMENT LEVEL: FROM £25,000 R
adfi eld Home Care was started back in 2008 by brother-and-sister team Dr Hannah MacKechnie, a qualifi ed GP, and Alex Green,
who has a career background in fi nance. They have the unique advantage of having been raised in a residential home for the elderly, which equipped them with the insight to be able to create a homecare company providing exceptional care. They
Alex Green and Dr Hannah MacKechnie
have since grown their company-owned outlets and, more recently, launched their franchise when they identifi ed a gap in the market for their unique off ering. Radfi eld Home Care specialises in care for elderly people who wish to remain at home. While many other franchises are trying to cram as many services into their off ering as possible, Radfi eld is taking the opposite approach and stripping it back. The elderly homecare marketplace is booming as people live longer and wish to remain at home for as long as possible. Over 76 per cent of all homecare visits delivered in the UK are to elderly people and many now have to fund their own care. Radfi eld Home Care has resolutely positioned itself within this space to maximise the potential for its franchisees. Radfi eld Home Care’s branding and marketing messages are all carefully targeted to appeal to the private elderly
care marketplace and off er a compelling proposition for anyone purchasing care for themselves or an ageing parent. Radfi eld Home Care’s success means that franchisees are able to retain control of their business costs without being aff ected by local authority budgetary cuts. The care sector as a whole has
recruitment and retention challenges. However, the methods that Radfi eld Home Care uses, and shares with franchisees, have proved extremely successful – driving an improvement in staff retention from 30 per cent in 2013 up to 89 per cent in 2016.
It is important for Hannah and Alex
to off er their franchisees a robust, ethical and profi table business opportunity. Franchisees do not need to have had prior care experience to establish a Radfi eld Home Care franchise as training and support is provided. You do, however, need to have a passion for creating a worthwhile and meaningful business.
Radfi eld Home Care Care services
www.radfi
eldhomecarefranchising.co.uk franchise@radfi
eld.co.uk 01743 548 550
February 2017 |
BusinessFranchise.com | 91
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