Dementia Caring Australia (part of Home Caring Group) is delighted to be ranked 11th in the Australian Financial Review Top 100 ‘Fast Starters’ list for 2020.
The AFR Fast Starters is a list of the Top 100 start-ups in Australia ranked by absolute revenue figures. We are proud to be included amongst other organisational successes on the list: an accomplishment that confirms our ‘person first’ approach to home care is fast gaining popularity in communities around the country.
The key to our success: client-centred values
Home Caring Group’s service model plays a key role in the company’s rapid growth over the last few years. Since opening in 2015, we’ve been offering Australians from all backgrounds bespoke home care plans with a full suite of tailored services, from domestic help and personal care to support coordination, allied health therapy and community engagement – all available through NDIS, home care package or private funding.
Michaela Brown, Home Caring Group’s National Operations Manager, believes what makes this model so effective is the way it puts the clients firmly in the centre, applying the organisation’s values of “empathy, respect and having passion for providing excellent care”.
“In our experience, these core values make a significant difference between just performing tasks, andactually creating high quality care and support services that improve the lives of our clients all around Australia. We don’t just tick the boxes – we do everything with compassion and attention to detail, treating the client like a real person,” says Michaela.
“What’s more, we are well-placed to deliver this kind of care that is so popular with people. Our high quality services are support by a large back-end and system,” she adds. “You’re getting highly individualised care from local workers who understand you, but with the advantages of being backed by a big company back-office.”
Finding the right franchisee for each local community
The key to offering effective personalised care is having franchisees that not only know the local area well, but also uphold Home Caring Group’s values of empathy, respect and passion for the job.
Bill Lockett, Home Caring Group’s Franchise Manager, says finding the right franchisee has proven to be essential to the company’s success, particularly finding “people who embrace our values and match our caring culture.”
“We have succeeded because we’ve found the right franchisees into the business. We have such a diverse range of people from different communities – Vietnamese, Indian, Chinese, English, Brazilian, Ghanaian,” says Bill.
“Those franchisees have gone into those communities and done a fantastic job of helping them understanding the home care and disability care system, discussing with them and their family members the details of their plan, then executing that plan and finding the perfect carers for them.”
Finding the right franchisee is only half the equation; attracting them with an appealing business opportunity that supports growth is just as important. This is where Home Caring Group’s unique joint venture comes into play. We offer selected franchise applicants a 50/50 partnership, which essentially cuts their initial investment by half. We also pay the franchisee a salary, allowing them to focus on building the business knowing their personal finances are secure – especially in those crucial early years of getting their franchise off the ground.
“In our partnership model, a suitable applicant is able to get into the business at half the price it would normally cost on the market,” says Bill. “In addition, we know it’s always difficult to start a business and make any money in the first year, so we pay salary to the franchisee from the day they start. That takes away all those worries of paying bills, giving them time and energy to put into the real core of the business.”
Bill believes this model, along with the level of support franchisees receive from Home Caring Group’s back-end office, is why the business is so appealing.
“What’s attracted people is the actual business model we’ve presented to them,” he says.
“Most of our people are coming from the healthcare sector. They have the skills and personality to succeed and deliver excellent care, but they’re not necessarily experienced at running a business. Our franchise model is attractive because they get training and knowledge on how to execute their business plan.”
“This is ultimately good for the client too, as a better business means better care that really makes a difference in their lives.”