Franchise Focus With you all the way
The mission of Home Instead Senior Care’s original US founders is still present in the franchise model today
INVESTMENT LEVEL: FROM £90,000 H
ome Instead Senior Care’s franchise story began in the US with the vision of its founders, Paul and Lori Hogan, and the inspiration
for what has become the world’s largest homecare provider over the last 23 years. With the UK franchise built up as a beacon of quality, Paul and Lori bought the UK network in September 2016. They viewed the UK as a key part of their global strategy to realise the mission they founded their brand upon over two decades ago – to change the face of ageing.
Just over one year on since they bought back the UK franchise, Home Instead Senior Care refl ects on its brand’s original history – one so unique that it simply cannot be copied.
The genesis of Home Instead’s
relationship-led care model stemmed from Paul’s grandmother, Eleanor. The family had fi rmly vowed there would be no care home for her as she aged; she would stay living at home as long as possible with their help and care.
The family did just that but with a beautiful by-product: they created a unique model that brought together quality homecare and companionship for seniors. Their experiences gave Paul and Lori the
desire to help other families with ageing loved ones. This desire became a mission, and that mission led to the founding of Home Instead Senior Care in 1994.
“The multi-award- winning UK franchise is led by managing director Martin Jones, who is committed to ensuring fi rst-class support for owners”
As CAREGivers were recruited to grow the business, with interviews held at Paul’s mum’s home, Eleanor continued to play a pivotal role. Quietly sitting in the sunroom, she would watch Paul interview CAREGivers. However, she would note the
potential recruits who noticed her, those who prioritised greeting and extending pleasantries to her ahead of their interview. The ‘Eleanor test’ highlighted CAREGivers who had the right degree of respect for seniors, who showed common courtesies, and who had care and companionship running through their bones, the key care factors that would come to defi ne Home Instead’s model. Paul and Lori’s mission began by serving a handful of families in Omaha, Nebraska. By 1995, they were franchising their care mission and business model. The network has since grown to over 1,200 franchises in 14 countries worldwide. Home Instead was brought to the UK in 2005, originally under the leadership of Trevor and Sam Brocklebank. The UK inspiration came from Trevor’s personal experience of needing to fi nd a quality care solution for his grandfather, Frank. As the original founders of Home
Instead’s ethos, Paul and Lori’s values are ever present in the franchise as owners of the UK operation today. With 190 franchises in the UK to date, they were honoured to receive two sets of royal recognition last year: a Queen’s Award for Enterprise (Innovation) and an inaugural Princess Royal Training Award. The multi-award-winning UK franchise is led by managing director Martin Jones, who is committed to ensuring fi rst-class
Founders Paul and Lori Hogan with UK managing director Martin Jones (right)
support for owners alongside franchisee satisfaction. He is equally committed to growing the UK network to reach its potential. Given the market opportunity an ageing population presents – and with a globally tried-and-tested franchise model that has the original US founders still embedded in the mission – Martin looks forward to welcoming people into the network that recognise the wise investment one of its 120 available UK territories represents.
Martin says: “As a beacon of excellence in both the care and franchise sectors, we often see other homecare franchisors in the UK copy what we do and what we say. But you simply can’t copy a history like ours, one that’s very real, or replicate a brand story that’s so very personal.
“Our founders’ values have been ever
present in our model, and as owners of the UK operation, Paul and Lori’s insight as global thought leaders gives us the best of both worlds: a homecare model in the UK that’s good enough for the Queen, informed by unrivalled world-leading best practice in senior care.”
Home Instead Senior Care Management
www.homeinstead.co.uk/franchise franchiseinfo@homeinstead.co.uk 01925 732 466
October 2017 |
BusinessFranchise.com | 127
Investment: £50k-£100k
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