FRANCHISEFOCUS INVESTMENT: £80,000 What’s in a name?
Dan Archer of Visiting Angels asks if a brand can become synonymous with excellent service
T
here are hundreds of franchise opportunities and thousands of homecare providers. In a
busy market it can be crucial that your brand allows you to stand out from the crowd. Dan Archer of leading homecare franchise Visiting Angels discusses differentiating a business and the importance of a brand.
Dan brought Visiting Angels, an established US franchise, to the UK in 2017. He explains that part of the decision to do this was the appeal of the brand name. “Our business operates in the social
care sector, which is a market where the demographics of the UK mean that there is huge demand. However, there are also a number of potential competitors. We are a private pay only provider, so we are not competing at the congested end of the market, which helps to reduce the number of competitors. What really matters to us, though, is the Visiting Angels name.”
"Our mission is to become the UK care sector’s employer of choice"
Dan is sure that the growth of his pilot business, which is based in Sheffield, is due to the impact that the name has had. He explains: “We noticed very quickly that our clients were referring to their carers as angels. People would say ‘your team are really angels’, ‘please send me an angel’ or ‘my angel looks after me’. What we have built over time is a community of caregivers who also think of themselves as ‘the angels’.” After 18 months, the pilot business
provides care and support to more than 70 clients, and while the business model is very different to other care providers, Dan says the name has to come first.
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“Our business is carer-centric and that means we operate very differently. In my pilot business, our staff turnover is less than a quarter of the average in the industry. A stable workforce delivers better quality care but those differences can only be seen once a client chooses us. The quality care that we deliver is the reason to stay with Visiting Angels, but having a name that people quickly associate with what we do helps to create interest in the first place.” Dan feels that the brand can truly
become synonymous with exceptional care, with the collective influence of passionate and motivated franchisees being the 'X' factor for business success. He says: “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 on being a carer. If they share our
mission, we will be successful.” The Visiting Angels franchise was launched in the UK in 2018 and five franchisees have already joined the network. Visiting Angels is seeking 10 franchisees during 2020. The franchise fee is £24,995 and franchisees interested in this opportunity will need between £25,000 and £30,000 in liquid capital in order to secure bank funding for the total investment, including working capital of up to £100,000. A substantial premises- based management franchise, the potential exists for a six-figure turnover in year one and a projected £1million-plus turnover by the end of year three. l
VISITING ANGELS Care
0114 433 3000
visitingangelsfranchise.co.uk darcher@visiting-angels.co.uk
Investment level: £50k-£100k
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