FRANCHISEFOCUS IN V ESTMENT: FROM £9,995 Understanding the market
Visiting Angels is looking for franchisees to lead its mission in the UK
T
here are hundreds of franchise opportunities and it is important that you have a clear understanding
of how you will approach your market research. Dan Archer of leading homecare franchise Visiting Angels explains: “Our business operates in the social care sector, which is a market with huge demand due to the demographics of the UK. More importantly, we are a private care provider and we do not do work for the local authority. The chronic decline in funding through local councils leads me to believe that there is little opportunity for growth in the socially funded marketplace. There are thousands of care providers in the UK but only a small number who only provide private funded care. So, to the uninitiated, it appears that our market is competitive, but the reality is there are very few providers with the ability to address the private pay market.” Dan believes that support provided by
the franchisor is critical when it comes to helping the franchisee. “Because the opportunity for growth in the care sector is in private pay, the franchisor should be able to support the franchisee to address this market. The franchisor should be able to help the franchisee put a marketing plan together, to structure a promotional campaign, to build a local brand and to communicate with potential clients. I would expect a franchisee to be given a clear understanding of how the franchisor can help.”
It is also important that the franchisee
embraces the mission of the franchise group. The collective influence of passionate and motivated franchisees is a key ‘X factor’ for business success. Dan explains: “The mission of the business is the key element: what do you want the business to stand for? Our mission is to become the UK care sector’s employer of choice by 2022. I want people to choose to work in care and to choose to work for Visiting Angels. “I also need my franchisees to be passionate about changing the perception
that society has of being a carer. If they share our mission we will be successful. The problem in the care sector is that people are poorly paid, poorly rewarded and often exploited. We have taken a stand to say no to the received wisdom on care. By paying more, focusing on building loyalty and employing market-leading recruitment and retention strategies, we have built one of the UK’s first carer-centric businesses.” The Visiting Angels franchise was launched in the UK in 2017 with an extensive pilot operation. Visiting Angels is seeking 10 franchisees during 2019, with the first five founding franchisees benefiting from more influence on the direction of the business and a reduced franchise fee of £9,995. The regular franchise fee is £24,995 and franchisees
interested in this opportunity will need £25,000 to £30,000 in liquid capital in order to secure bank funding for the total investment, including working capital of up to £100,000. Visiting Angels is a substantial, premises-based management franchise, with the potential for a six-figure turnover in year one and a projected million-pound- plus turnover by the end of year three. l
CONTACT Visiting Angels Homecare 07584 178 458
www.visitingangelsfranchise.co.uk darcher@visiting-angels.co.uk
BUSINESSFRANCHISE.COM 89
Investment level: Under £10k
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