Home Alone
For older children the idea of being left all alone in the house is a joy, a delight not always shared by parents on their return. For older people, the idea of being left all alone in the house can be a worry, an anxiety shared by their families - if they have them.
Says Martin Warner, Australian director of the Home Instead Senior Care franchise, which started in the US, "In just over 20 older population will have more than doubled to 5m will have an impact on a lot of families. Now we have a sandwich generation, those adults looking after children and caring for aged parents."
While the reality is a struggle for most families, it is, as Warner points out, a huge opportunity for home services.
"We have 10 franchisees, by the end of the year our target is 16 across Queensland, New South Wales, South Australia and Western Australia. Some franchisees come to us from their own experience of the service with aged relatives.
"Care is the same the world over. The company has offices in Japan, Taiwan and Europe."
Australia is following the overseas trend, believes Trish Noakes, founder of Just Better Care, a one-stop agency delivering in-home care. The person receiving the care, or the family, is becoming more vocal about the standard of care. "A lot has been handed to organisations to oversee, with varying levels of success. People in their 50s and 60s who have an elderly parent and are used to outsourcing, want to outsource this. They believe they will get a better result and it ensures higher levels of accountability."
Expectations today are much greater, she adds. Families are looking for how much care they get for their package and this is dependent on the efficiency of the organization and staff. Noakes also sees a shift with government, non profit organisations and private health care providers turning their attention to contracting out services that can be carried out in private homes - as an alternative to the high cost of hospital and facility care. Yet many people still don't know about the facilities available for the elderly, she suggests — and this extends to some GPs being unaware of the options. For this reason, marketing is absolutely essential.
Companionship, meal preparation, medication reminders, light housekeeping and help with errands and shopping are the core services for the Home Instead business, but not for the franchisees who are co-ordinating the carers and clients, liaisingwith agencies and networking across the industry to other services.
The majority of home care clients are women, says Martin Warner, and 96 per cent of care givers are female. The support for an individual client can range from two hours to 24 hours a day, seven days a week but the client retains the flexibility to change the services.
A natural discretion, and understanding there are strict rules to adhere to, are essential traits among the caregivers and franchisees. "We are a non medical provider with a duty of care, confidentiality and privacy so we are not able to speak about clients by name," reveals Warner. "We're focused on relationships and tasks second. For many member clients it's about companionship. They are isolated and lonely and we provide a range of care," he says.
Franchisees are buying a five year term with a five year option and an exclusive territory. Support comes in the form of the intranet, promotions and regular coaching through the business cycle. Involved in a caring industry, franchisees should have a flair for building and developing relationships but they have to be business savvy and understand how it operates, too, he insists. And he applies a word not often linked to care giving: ambition. "Franchisees have to understand the challenges," he says, adding “understanding that you can make a difference is very rewarding."
It's the focus on making a difference that runs throughout the industry. Whether you have a nursing background or have business career, a passionate desire to effect that differen what counts for Trish Noakes. Good communication, presentation and interpersonal skills as well as a talent for organization are also required.
"Franchisees have a commitment to their business whit different from employing a manager, and they will do what have to do for their clients."
Life as a franchisee at Just Better Care means a hands marketing the brand and the essential job of co-ordinating staff and services to the clients, some of whom may have dementia or a disability. Care givers are providing services such as r respite care, personal care, palliative care, dementia care, disability assistance and domestic help.
The first seven Just Better Care franchises were launched in February 2007; there are now 16. The term on the Just Better Care franchise agreement is for five years with two renewal periods of five years and, says Noakes, there will be on-going encouragement and support to cement long-term relation between franchisee and franchisor.
The at-home care market is stacked with potential – see the box for statistics on Australia's ageing population. And more opportunities for the elderly to enjoy their homes for longer is good news too. "Staying at home keeps them fitter, younger and more lively," says Noakes.
This article appears courtesy of Franchising Magazine.
The Franchise Council of Australia is a not for profit membership organisation that is the peak body representing the franchising sector in Australia.
22.06.2008
FCA Member
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