september 2022

COVER STORY
The Nation’s
Leading In-
Home Health
Care Provider

latest news
in senior care

The home care

service industry needs
a technology
revolution

The Race to Place:

How the Boomer Gen is
Birthing More Business
Franchising MAGAZINE USA 27
Don’t miss an issue
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cover story: NerdsToGo
One Of the Best OptiOns
When Looking for a
Recession-Resistant Franchise
The NerdsToGo Difference
As a potential recession looms over the
economy, many have become fearful for
their job security and losing their sole
source of income to support themselves
and their families. What many may not
know is that franchising is a great option
in these trying times, especially with a
model such as NerdsToGo®.
Since 2003, NerdsToGo has provided
a simple path to overcoming the pain
points of technology. Friendly and
approachable Nerds offer solutions
for efficiency and security for small to
medium-sized businesses, as well as the
individual who needs help with personal
computers, devices and home networks.
As a Managed Services Provider for
business, through our NerdAssure
program, the Nerds can assess, design,
and support IT networks while providing
remote support and vendor management.
Today, their locations throughout the
United States have helped countless
customers with a wide range of
technology needs.
Recently, as many companies have
become either partially or fully remote,
10 Franchising MagaZinE Usa
NerdsToGo’s services have become
critical now more than ever. This need,
and NerdsToGo’s proven business model,
gives their franchisees the support
and security they need to weather
challenging economic climates, making
franchising with NerdsToGo a great
option to turn to in these uncertain times.
The Growth of Remote Work
Since the first quarter of 2020, we’ve
experienced a dramatic shift in remote
work trends and expectations. Most
employers were ill-prepared for
their workforce to work from home,
but thanks to technology such as
video conferencing services, direct
messaging platforms, and screen-sharing
capabilities, remote working is going
smoothly for many businesses.
Now, employers are embracing flexible
schedules for their remote teams
worldwide, leading to new remote work
trends and more remote work options.
With several studies conducted on the
growth of remote work, trends have
appeared to support the idea that remote
working is here to stay, at least for the
www.franchisingmagazineusa.com
next few years. Of course, there will always
be those who prefer working in an office.
However, with the growth of fully-remote
and hybrid work schedules, whether
employers are ready or not, providing
workers with flexible work arrangements
will give many companies an advantage
over other employers in terms of hiring and
business.
Where NerdsToGo Fits in
This growth in remote business has
allowed NerdsToGo to aggressively target
franchise growth across the United States
as the demand for in-home technology
solutions continues to increase with the
continued rise of remote workers and
businesses.
“Remote work is a part of the ‘new
normal,’ and we see a huge opportunity
for managed IT services for both small
and medium-sized companies,” said
Mark Jameson, Chief Support and
Development Officer at Propelled Brands.
“NerdsToGo is attractive to many potential
franchisees because of its strong business
model, customer satisfaction ratings, and
outstanding leadership. With an increasing
number of organizations realizing the
benefits of remote work, the need for an IT
company has also risen.”
This is where NerdsToGo shines not only
as an organization but as professionals
in the field of tech repair. The company
offers a large variety of consumer and B2B
services which include commercial virus
removal and spyware, to name a few.
The NerdsToGo mission is to assist all of
their clients with IT support. Technology
should only make people’s lives better
and easier. When a computer or electronic
device breaks or starts to malfunction, it
has stopped providing a benefit and has
become a problem.
The Franchisees of
NerdsToGo
In response to this rapidly-growing need
for IT services, NerdsToGo is constantly
seeking qualified franchisees to become
franchisees to help the brand expand
across the United States. To assist,
NerdsToGo will supply all franchisees
with the resources, training, support, and
information required to start, build and
maintain a successful business.
Prospective franchisees do not need
experience in information technology
but should have a strong desire to grow
a successful business in their local
community, developing relationships with
small business owners to become their
outsourced IT department.
NerdsToGo has developed proven world-
class business processes that every
franchisee can buy into, trusting that the
methods shared with them will be a guide
to success. These tried and proven methods
NerdsToGo provides have led franchisees
within their network to create successful
businesses.
The magazine for franchisees • W W W.franchsingmagazineUsa.com
Why NerdsToGo is a
Recession-Proof Franchise
It’s easy to see why business and/or
personal needs make recession-resistant
industries. Even when times get tough,
there will always be goods and services
that are impossible, or nearly impossible,
to live without. In recessions, businesses
that satisfy a need remain stable or
perform better.
A great example is that buying new in
a recession often isn’t an option. The
low-cost alternative is either to repair an
existing item, or replace it with a used
item. In many cases, especially for IT
services, it’s typically not wise to buy
something new when a problem arises
OvercOming
versus trying to get it fixed. That’s why
Fear OF
many look to NerdsToGo for solutions
SucceSS
when having technical troubles.
By providing IT solutions for both
business and personal needs, NerdsToGo
is servicing a never-ending market that
will only continue to grow as people
SpECial fEaTuRE
continue to need help with technology.
SeniOr care
FranchiSing newS
annOunCEmEnTS fROm ThE induSTRY
8 actiOnS
lead tO SucceSS
cOmmunicatiOn iS everytjing
VOL 10, ISSUE 10, SEptEmbEr 2022
Become a NerdsToGo
Franchisee Today
COVER STORY
NerdsToGo currently has 31 locations and
nerdStOgO
is seeking to grow the brand’s footprint.
With a long-term goal of expanding to
One Of the Best OptiOns
over 500 locations, the company seeks
When LOOking fOr a
expansion in markets serving more than
recessiOn-resistant
100,000 people.
franchise
The initial investment for a NerdsToGo
franchise is approximately $146,200 -
$217,050, including a $49,750 franchise
fee. Ideal candidates have a net worth
of $300,000, of which $80K is liquid.
Additionally, NerdsToGo offers a
special incentive for veterans and first
responders, including paramedics,
emergency medical technicians, police
officers, sheriffs, and firefighters,
including a 50% reduction on the
franchise fee – a savings of $24,875.
If you are interested in joining
NerdsToGo, visit their website at
www.nerdstogofranchise.com/.
Franchising MagaZinE Usa 11
Franchising MagaZinE Usa 1
conte nts
senior care fr anchsing
38

32
On the Cover
32 Executive Home Care::
The Nation’s Leading In-Home
Health Care Provider

What’s New
30 Franchising News
Announcements from the Industry

Feature Article
34 Chris Conner:
34 The Race To Place: How the Boomer
Gen is Birthing New Business

36 40 Expert Advice
36 Jeff Salter:
The Home Care Senior Service
Industry Needs a Technology
Revolution

Franchisor in Depth
38 TruBlue:
How the Landscape of the Senior
Industry has changed to keep up
with a Booming Senior Population
40 Assisted Living Locators:
Assisted Living Locators
has franchise opportunities

Franchising MAGAZINE USA 29

s e n i o r c a r e f r a n c h i s i n g f e at u r e

ATC Healthcare Appoints Executives to Key Posts

Financial and Technology Veterans to Support National Healthcare Franchise Growth

-ATC Healthcare, the national leader in

healthcare staffing, announces today
the hiring of two key executives at its
corporate headquarters. Scott Gultz is
now the company’s Chief Information
Officer (CIO) and Janice Pizczatowski
joins as Controller.
Gultz is responsible for the overall
vision and direction of ATC’s technology
infrastructure. He will plan, implement
and administrate the development
and use of technology throughout the
organization. He intends to work closely
with franchisees to assess user needs
to ensure each location can focus on
the business of healthcare recruitment
and staffing. He is also responsible for
safeguarding Protected Health Information
(PHI) under Health Insurance Portability
and Accountability Act of 1996 (HIPAA).
Gultz reports to ATC’s Chief Operating
Officer, Marilena O’Neill.
Piszczatowski joins the company as
ATC’s Controller. Her responsibilities at
ATC include administrating corporate
accounting operations, ensuring effective
reporting systems and analyzing existing
operations for potential performance
improvements. Her role is critical in
supporting the extensive back-office
support that ATC Healthcare provides
every franchise partner including payroll
and invoice support, allowing franchisees
the time to focus on human connections.
She reports to ATC’s Chief Financial Officer,
Edward Silver.
“ATC Healthcare continues to provide a
deeply crucial service to our hospital and
healthcare facilities across the country
as they navigate staffing shortages,” said
ATC Healthcare CEO, David Savitsky. “Both
Scott and Janice bring deep experience
and passion for their respective roles
that will ultimately support all our clients,
customers, and staff so we can focus on
providing care wherever it is needed.
We are thrilled to welcome Scott and
Janice to the ATC Healthcare family and
look forward to their contributions to the
leadership team.”
Piszczatowski held a previous role as
controller at Piping Rock Health Product of
Bohemia, NY, where she was responsible
for the recruitment, supervision and
training of accounts payable, accounts
receivable and general accountants. She
also worked closely with the CFO to grow
and scale the finance department.
“I am ready to take on this new role,
bringing my leadership skills and passion
to ATC Healthcare – a company with
such a strong mission and vision,” said
Piszczatowski. “The back-office services
that we provide our franchisees is unique
to the company, and I am excited to
help grow ATC Healthcare alongside an
amazing team.”
Gultz comes to ATC Healthcare from NYU
Langone Health, an academic medical
center based in New York City, where he
managed the NYU Langone Brooklyn
Hospital Center IT Clinical Desktop Support
team. His team’s responsibilities included
supporting all clinical technologies
for the center, providing 24/7/365 end
user support and deploying hardware
throughout the facility. Previously, he
worked as Director of IT Support Services
for Patek Phillipe’s U.S. operations.
“I am excited to lead strategic initiatives to
improve all IT services at ATC Healthcare,”
said Gultz. “My goals include providing a
solid customer experience for not only our
corporate users but all our franchisees so
we can provide a consistent, efficient and
secure approach to the technology needs
for our organization.”
ATC Healthcare is the established leader
in healthcare staffing, nationwide. ATC
empowers world-class care by providing
qualified healthcare professionals across
disciplines nationwide. Named among
Forbes’ Best Temporary Staffing Firms for
2020, the ATC brand provides nurses, LPNs,
and certified nursing assistants across a
multitude of disciplines in more than 65
territories nationwide. ATC Healthcare is
Staffing Industry Analysts’ 29th largest
healthcare staffing firm in the U.S., and
the fourth largest per diem nurse staffing
firm nationwide. ATC provides per diem,
contract and travel assignments for
hospitals, healthcare facilities and senior
living locations nationwide, offering
support 24 hours a day, 7 days a week.
For more information, visit
atchealthcare.com or email Marilena
O’Neill at moneill@atchealthcare.com.

30 Franchising MAGAZINE USA

 SYNERGY HOMECARE Launches New National
Brand Campaign, THE “SYNERGY EFFECT”
SYNERGY HomeCare, the fastest growing
home care franchisor in the nation, an
Entrepreneur 500 ranked enterprise
and a Top 200 Franchise according to
Franchise Business Review, has launched
a new national brand campaign.
Advertising agency of record Luckie
& Company created an omnichannel
experience centered around the “SYNERGY
Effect,” a new brand platform that
demonstrates how SYNERGY HomeCare
caregivers positively impact the lives of
the people they care for and their families.
“The home care space is growing
exponentially to meet the demand of the
aging population. As the fastest growing the campaign showcases the synergy “The assistance SYNERGY HomeCare
national franchisor in the space for the between caregivers and care receivers provides has a ripple effect that positively
past two years, it is an optimal time to alike. impacts the lives of clients and their
launch our new national brand campaign,”
“With synergy in the brand name, it families and extends far beyond the
said Jennifer Chasteen, chief marketing
was refreshingly simple to point to the compassionate care we’re known for,”
officer of SYNERGY HomeCare.
synergistic effect between those who
Chasteen added. “We are proud to help
Building upon the notion that synergy need care and those who provide it to
propel lives forward in so many ways.
happens when you bring people together them,” said Maria Goodall, Group Creative
to create more than they are individually, Director at Luckie of Luckie & Company. http://synergyHomeCare.com.

American Family Care

Moves Up On the Inc. 5000 List
for Eighth Time
Steady Growth Helps Rank the Healthcare Leader as one the
Nation’s Fastest-Growing Companies

American Family Care (AFC), the nation’s leading provider

of accessible primary care, urgent care, and occupational
medicine, secures a spot on the prestigious Inc. 5000 list of the
country’s fastest-growing private companies for the third year
in a row and, overall, its eighth time to appear on this list.
Birmingham-based AFC, celebrating its 40th year of caring for
American families, is listed at No. 3,064 on the distinguished list,
up more than 450 spots from last year. The rank change on the our mission statement, our loyal patients, and the hard work and
list is attributed to AFC’s impressive 176% growth in the last three dedication of our partners and employees.”
years.
AFC pioneered the concept of consumer-driven, accessible
“This prestigious ranking is a testament to the hard work of our
primary and urgent centers. Each facility features a high-tech,
entire organization,” said Dr. Bruce Irwin, Founder and CEO of AFC.
high-touch approach, including digital x-rays, on-site lab testing,
“When we opened AFC 40 years ago, by listening to the consumer,
state-of-the-art diagnostics, and electronic medical records. Well-
we sparked a healthcare revolution that continues today. We
trained, compassionate healthcare professionals staff the clinics,
estimated that we have provided affordable, accessible quality
resulting in high rates of patient satisfaction.
health care for more than 100 million patients across the country
— something that wouldn’t be possible without our adherence to For more information, visit americanfamilycare.com.

Franchising MAGAZINE USA 31

s e n i o r c a r e f r a n c h i s i n g f e at u r e
COVER STORY: Executive Home Care

Executive Home Care:

The Nation’s Leading In-Home Health Care Provider

As the number of
Americans aged 65
and older continues to
grow exponentially,
so does the need for
quality elderly care. To
match this demand,
Executive Home
Care, a full-service,
premium in-home
health care company,
seeks to expand their
presence and open new
franchises nationwide.

About Executive Home Care Executive Home Care’s

Founded in 2004 and franchising since
2013, Executive Home Care has a
strong understanding of the significant
responsibility of providing in-home care.
As the nation’s leading in-home care
provider, the brand offers a wide range of
service options and care programs, setting
out to improve the quality of life and
establish peace of mind for both clients and
their families.
According to AARP, approximately three
out of four American adults over 50 are
much more comfortable living in their own
homes, amidst their personal treasures and
familiar surroundings. Executive Home
Care sets out to enhance the well-being
of those in need with a commitment to
service excellence. The company follows
their brand promise of building exceptional
C.A.R.E., which stands for showing
compassion, being attentive, showing
respect and providing excellence.
Services
Every caregiver at Executive Home Care
is uniquely trained, allowing them to
give in-depth, day-to-day care for clients.
Understanding that the caregivers are
pinnacle to the health of their clients,
Executive Home Care conducts a
comprehensive vetting process to ensure a
strong partnership and personal connection
between each client and caregiver.
Jason Wiedder, Chief Growth Officer
The brand offers a variety of non-
medical services ranging from weekly Meet Executive Home Care’s
companionship visits to full-time personal New Chief Growth Officer and
and homemaking care. Each plan is Leadership Team
tailored to the individual to fully meet a To keep up with the high demand for
client’s needs. Executive Home Care also in-home, personalized care, Executive
offers other specialized programs, such as Home Care embarked on curating a brand
home to hospital transition care, care for a relaunch. To kickstart the brand overhaul,
broad spectrum of health conditions, fall Executive Home Care appointed Tim
risk and home safety plans, and assistance Hadley as the brand’s new CEO, while
in managing insurance policies. naming Jason Wiedder as Chief Growth

32 Franchising MAGAZINE USA


L-R: Greg Esgar, CFO; Rima Chaudhari, Director of Training and Development
Kevin Porter, Senior Vice President of Franchise Operations; Larry France, Director of Franchise
Development; Tim Hadley, CEO; Jason Wiedder, CGO
Officer. Prior to joining the team, Tim
spent nearly two decades providing
strategic business planning, growth
strategies, and data analytics in several
healthcare fields, including in-home care,
ambulatory care, and medical equipment
sales. Jason brings to the table nearly 20
years of experience in both the franchising
industry and in-home care sector. Jason has
played an integral part in the growth of a
number of franchises, including his work
with Senior Helpers, a brand he helped
propel from three locations to 275 during
his tenure.
“His experience and results speak for
themselves, and make him the ideal person
to assist in bringing Executive Home Care
to new heights,” said Tim Hadley about
Jason. “While Jason will play a huge
part in our future growth, we are lucky
enough to have built an A-team that a lot
of smaller companies usually don’t have,”
continued Hadley. “In May, we dubbed
Kevin Porter as our Senior Vice President
of Franchise Operations, who brings over
20 years of franchising homecare and
healthcare operations experience with
him. We’ve also added a Chief Financial
Officer in Greg Esgar, and promoted Rima
Chaudhari to Director of Training and
Development after being with us for four
years. Altogether, the Executive Home
Care leadership team has approximately
75 years of in-home care/healthcare
experience.”
Executive Home Care’s
Rebranding
As the leadership team was ushered in,
they brought with them a new logo, a fresh
website look, and innovative software
and policy upgrades. Executive Home
Care has partnered with third-party
organizations to streamline both their
scheduling and communications practices.
The partnerships have created an easier
avenue for the brand to connect franchisees
with their skilled caregivers, and increase
scheduling efficiency at all Executive
Home Care locations.
“An important criterion for us is ensuring
that we have a large team of qualified
caregivers to meet all client demand, and
pairing them with the correct client to meet
their needs,” said Jason. “The new state-of-
the-art communication software will allow
us to quickly connect our franchisees to a
wide network of skilled caregivers.”
Own an Executive Home Care
Franchise
The combination of elite software, a stellar
leadership team and determination to
provide the best care have put Executive
Home Care in a prime position for their
expansion across the nation.
Executive Home Care is actively seeking
single and multi-unit franchise partners
with a strong entrepreneurial spirit
who have heart, empathy and a passion
for helping people. Franchisees will
receive help with planning and business
development from opening day to long-
term planning, as well as continuing
education, access to exclusive software
planning, and an elite sales and marketing
approach. Including the franchise fee, the
initial investment for an Executive Home
Care franchise is between $99,000 to
$175,000.
For more information about
Executive Home Care, please visit
www.executivehomecare.com.
Franchising MAGAZINE USA 33
s e n i o r c a r e f r a n c h i s i n g f e at u r e
FEATURE ACTICLE: Chris Conner | Founder | Franchise Marketing Systems
The Race to Place:
How the Boomer Gen
is Birthing More Business
Chris Conner has worked in the franchise development industry
for almost 20 years and helped over 600 brands franchise their
brand and develop franchise distribution channels. He founded
Franchise Marketing Systems in 2009, which now includes a team of
27 franchise consultants based in and Canada and supports brands
around the world to grow and scale through franchise expansion.
Visit www.fmsfranchise.com for more information
34 Franchising MAGAZINE USA
“
The senior population is growing.
People don’t just want to age — they
want to age gracefully and families crave
peace of mind from quality companies.
”
From this year to 2030, the U.S. unrelenting demand. A call is being
assisted living facility market is sounded for people with business know-
how and passion for caregiving to step up
expected to grow at a CAGR of
and serve this market. Bonus: it’s worth
5.48% says grandviewresearch. billions.
com. This population has an
As a person who is seeking a business
estimated 71.6 million people, opportunity in this very fruitful industry,
only surpassed by the millennial what concepts are out there for you?
generation. Let’s start with an innovative concept
The need for better living conditions, that captures all segments of the senior
in-home care, respite for caregivers and living and assistance industry — the
consultants. Placement Helpers is once
adult children and daily errand assistance
such a consultation concept. The brand first
is growing every day as the Baby Boomer
connects a client with a senior care advisor
generation ages. There are several different
who assesses a person’s physical, financial,
concepts that cater to this population and
and geographic needs. Next, the various
many flex to the resources or desires of a
options for care or living are discussed and
franchise owner.
a match is chosen. Finally, the company
There is not only a need for businesses connects the clients with a pre-screened
in this segment — there is a staggering, company. Complimentary tours are given

and the senior care advisors stay in touch
with the client to ensure satisfaction. All
of the major senior living options are
encompassed within the companies’ 3000+
network of senior care communities and
home care providers — independent living,
assisted living, memory care, and in-home
care.
Are there concepts out there that are a fit
for someone with no medical background?
Yes! Besides the aforementioned
Placement Helpers, many businesses out
there simply help with finding assistance
or the transition to assistance. Another
such concept is Organized Senior Moves
— the name says it all. From a home-
based office, an owner assists with the
physical transition either to or from any
assisted living, personal residence, or
senior housing complex. Goshenite Senior
Services is a company that takes it a few
steps further, helping with estate content
sales, driving services, and more.
What about those with a passion for hands-
on assistance or who have a bend towards
healthcare?
In-home care wears many faces and is
ideal for someone who has a passion
“ In-home care wears many
faces and is ideal for someone
who has a passion towards
hands-on care and one-on-
one communication. When a
person is ready to go from an
independent living situation
to assisted living, it means
they are in need of help with
activities of daily living.
”
towards hands-on care and one-on-one
communication. When a person is ready to
go from an independent living situation to
assisted living, it means they are in need of
help with activities of daily living (ADLs).
These include various non-medical
activities, such as showering, dressing,
or walking. There is no need to have
medical licensing for this field — clear
communication, great management, and
compassion are all that are needed.
A step beyond the ADLs are medical
services which involve specialized care
from a qualified professional, such as a
nurse. Although healthcare experience
is not required, many concepts can
get started with very low overhead as
a single operator-employee business
if the franchisee has the appropriate
qualifications. One example of this is
Compassionate Helpers which offers a
span of services pertinent to the various
living situations in which seniors may find
themselves. Multiple highly necessary
services for clients translate into multiple
revenue streams for the franchisees.
In-home care is also ripe with recurring
revenue. These are daily or weekly
services. Some short-term assistance
services are available with concepts like
these, such as hospital-to-home care or
temporary care after an injury, but these
franchises steadily see repeat clientele.
The senior population is growing. People
don’t just want to age — they want to age
gracefully and families crave peace of
mind from quality companies. Feel great
about your business with a senior-related
business like the ones we discussed here.
To find a franchise that fits you,
reach out to the FMS Franchise team at
www.fmsfranchise.com.
Franchising MAGAZINE USA 35
s e n i o r c a r e f r a n c h i s i n g f e at u r e
franchisor in depth: TruBlue
How The Landscape of The Senior
Industry Has Changed To Keep Up With
A Booming Senior Population
As more and more seniors choose to age at
home, these brands are rising to the challenge
by providing unique services with regularly
scheduled home maintenance, a range of in-home
care options and physical therapy.
According to recent AARP data,
77% percent of adults 50 and
older want to remain in their
homes for the long term. It’s
a trend that has continued to
grow as a result of the COVID-19
pandemic, nurse shortages
and the rise of telehealth,
positioning the senior care
industry for major growth over
the next 15 to 20 years.
To cater to this increased demand and
opportunity for growth, several franchise
brands are navigating significant
expansion, emerging as clear industry
leaders and finding unique, effective ways
to help seniors successfully age in place.
36 Franchising MAGAZINE USA
TruBlue Total House Care
TruBlue Total House Care, for which I
serve as president, is the only national
provider that specializes in total house
care for seniors, both inside and out. In
addition to handyman services, ongoing
maintenance and repairs, yard work and
seasonal projects, we are certified to
provide home safety assessments, home
improvements and modification projects to
improve the overall safety and quality of
life for seniors at home.
With medical technology helping people
live longer, many seniors expect to age
in the home they’ve had for decades. But
aging in place becomes increasingly more
difficult without proper home modifications
and maintenance. TruBlue addresses that
problem head-on by performing thorough
safety assessments for each home before
modifying the space accordingly to make
it safer and more comfortable for seniors,
reducing the risk of falls and other health
hazards.
And while most at-home senior care
services focus on light housekeeping,
bathing and meal prep, TruBlue offers
support both inside and outside of the
home to help seniors age safely in place
for longer. Whether that means changing a
lightbulb, raking leaves or making large-
scale adjustments to the home, TruBlue
provides house care services that are
designed to keep seniors comfortable in the
home.
After seeing strong growth in 2021,
doubling our year-over-year revenue for
the second straight year and adding 18 new
franchise locations so far in 2022, we are
well on our way to reaching our year-end
goal of opening 40 new TruBlue locations
and reaching 100 total units in operation.
With awareness around the importance of
aging in place skyrocketing in the wake
of the pandemic, TruBlue Total House
Care has secured several nationwide
partnerships with senior care providers
this year, and prospective franchisees are
increasingly recognizing the strength of the
TruBlue business model.
InHome Therapy
InHome Therapy is another senior care
brand seeing significant growth. The
first-of-a-kind Home Therapy as a Service
(HTaaS) company is building a nationwide
community of talented and passionate
therapists equipped to meet the demands
of a changing healthcare landscape. As
labor challenges quickly become the
number-one headache for business owners
— and as the demand amongst aging baby
boomers outpaces the available labor
force — physical, occupational and speech
therapists are in short supply.

“ With medical technology
helping people live longer,
many seniors expect to age
in the home they’ve had for
decades.
” therapists join the industry in the first
In an effort to close that gap between
increased demand and decreased
practitioners, most staffing agencies act as
traditional brokers, identifying qualified
therapists and assigning them to patients.
This method is often ineffective when it
comes to retention, and InHome Therapy
aims to bring a more relationship- and
community-oriented model to the industry
by investing in training therapists and
providing ongoing support throughout their
careers.
InHome Therapy leverages its unmatched
systems, processes and tools to
unlock a new approach for delivering
sustainable and measurable results to
home therapy patient care, ensuring
that patients, agencies and therapists
rise together. The brand offers ongoing
training and continuing education, and
most importantly, the leadership team
really listens carefully to the needs
of the therapists in the field, resulting
in a stronger community, more career
development opportunities and a greater
emphasis on the purpose-driven reason
place.
This year, the InHome Therapy brand has
continued growth by expanding its talent
pool with the goal of hiring more than
200 full-time therapists across all markets
within the next four months, growing its
sales team by hiring eight new full-time
market development managers, expanding
the business further in the states in which
they currently operate.
Earlier this year, for example, InHome
Therapy grew its footprint by 10% in
Western Florida and Los Angeles with the
acquisition of Contract Therapy Services,
Inc., a therapy company that provides
physical, occupational and speech therapy.
The company also signed contracts with
leading home health agency offices across
Indiana, with the plan of treating patients
in 57 of Indiana’s 92 counties by year’s
end.
“ While most at-home senior
care services focus on light
housekeeping, bathing and
meal prep, TruBlue offers
support both inside and
outside of the home .
”
Right at Home
Right at Home is a fast-growing in-home
senior care franchise that boasts 600-
plus locations worldwide. The brand’s
caregivers provide a range of in-home
care options for seniors and adults with
disabilities, including helping with dressing
and hygiene, providing medication
reminders, and providing transportation to
medical appointments.
In the wake of the pandemic, more
families are looking to move loved ones
out of assisted living facilities and bring
them back home where the families have
more control over their loved ones’ safety,
making in-home care even more important
in the healthcare industry, especially with
the rise of telehealth and hospital-at-home
models.
Looking ahead, the healthcare industry is
going to need more companies like Right
at Home to work alongside episodic care
providers. For example, in many cases,
an incident will occur and a doctor will
approve a home healthcare provider to
come to see a patient. The problem is
that once the specific episode is over, the
patient is expected to return to normal life.
With Right at Home, ongoing home care
is requested by the family, not by a doctor
responding to a specific incident. In this
way, Right at Home offers franchisees
access to a great symbiotic relationship
with other healthcare providers.
As a result, while many other businesses
struggled, Right at Home saw major
expansion during the COVID-19 pandemic
and plans on adding another 15 franchise
locations by the end of this year.
Overall, the senior population is expected
to reach over 80 million by 2040, and
by finding unique ways to satisfy that
population’s expanding and evolving needs,
brands like TruBlue, InHome Therapy
and Right at Home are well-positioned to
mirror that growth.
Franchising MAGAZINE USA 37
s e n i o r c a r e f r a n c h i s i n g f e at u r e
expert advice: Jeff Salter | Caring Senior Service
The home care
service industry needs
a technology
revolution
Jeff Salter began his career in senior care in 1991 working for a home health care agency in Odessa,
Texas. Four months later, he started his own senior care service to provide seniors with the non-medical
care they need to stay at home. In 2002, Caring Senior Service began offering franchises and today has
locations in over 50 markets nationwide. For more information on Caring Senior Service, please
visit https://www.caringseniorservice.com/.
It’s no secret that technology
has improved the way we shop,
bank, drive and communicate.
Even in the medical field,
technology has improved the
way we are diagnosed, treated
and receive updates from our
doctors.
But modernization doesn’t seem to be
as prevalent in the non-medical home
care services industry. In fact, the daily
practice of taking care of older or disabled
Americans in their homes seems to have
changed very little while the rest of the
world is speeding across the internet or
interacting at breakneck speed.
But innovation in this industry is coming
and should be welcomed with open arms
by home care businesses, caregivers and
clients alike. We’ve all heard that seniors
are sometimes more reluctant to accept
change and embrace technology, but most
older Americans today have already had
experience with computers, smartphones
and smart TVs, so they are no longer
newcomers to technology.
38 Franchising MAGAZINE USA
Embracing the future
As technology advances, it also becomes
more user-friendly, intuitive and accessible,
which makes it easier for everyone from
the most online teenagers to older parents
striving to age in place at home.
Understandably, seniors who have rarely
“plugged in” might feel intimidated by
any new technology. According to the Pew
Research Center, about one in four seniors
don’t the internet, and some in more rural
areas face connectivity issues. But, if the
internet is available in a senior’s area,
family members should encourage them to
begin using it. Try showing your loved one
how easy it is to watch videos on demand
or talk to family members in real time to
start.
And, if your older family member is
already familiar with the internet or
smartphones, then getting them to see
the value in using technology to schedule
doctor’s appointments or find online
exercise classes or brain teasers to help
them stay physically and mentally fit
without leaving the house is a plus. As a
bonus, technology can also be used when
it’s time to wind down. Seniors who are
active online can download everything
from movies to music to online books
without the burden of traveling to a movie
theater, library or bookstore to get their
entertainment.
As seniors realize how technology can
empower them as they age, most will begin
to embrace the change and accept the
reality that technology is here to stay.
Easing the burden of the
home care worker
In addition to empowering seniors to
maintain some control over their lives,
technology can also ease the burden of
home care workers, who do far more than
just help seniors and the disabled with
chores.
Home care workers also maintain medical
schedules, communicate with family
members and provide visit information that
informs a client’s family or is required by
their employer. Technology can help these
caregivers:

• Create service plans
• Make medication lists
• Schedule activities for their clients
• Maintain their own schedules
• Keep up with doctors’ appointments
• Update paperwork
In addition to being able to let a client’s
family know in an instant how their loved
one is feeling from day to day, the home
care community can benefit from devices
that allow them or the senior’s family
to remotely monitor their loved ones for
accidents or keep an eye on their vital
signs.
Today, caregivers can already be notified
when their client needs to take their
medication but it’s not unrealistic to
consider that future innovation may help
seniors complete hospital recovery stays
from a “homespital” or gather biomarkers
to assist home care workers with meal
planning and customized exercises that
best benefit the client.
A 2019 study in the American Journal
of Accountable Care found that home
healthcare often results in lower costs,
lower hospital readmission rates and faster
recovery times.
Boosting tech to give home
care workers the right tools
In addition to helping caregivers provide
better service to their clients, innovation
also helps them increase their access to
continuing education and can be used
to recruit a new generation of younger
workers into the home care field.
Younger workers have been exposed to
technology their entire lives, so providing
them a workplace with antiquated
communications and workflow systems is
not very inviting when recruiting future
caregivers. Plus, providing them with easy,
accessible ways to further their education
or maintain certifications online also helps
with retention.
Finally, technology can assist home care
workers with the tools they need to stave
off burnout. While our aging population
is increasing, home care businesses are
seeing a shortage of workers, which is
placing more burdens on their current staff.
Innovative solutions are necessary to help
workers offload some of the physical duties
while offering them methods to contact
support and assistance in real time.
The future is here
At Caring Senior Service, for example, we
are already putting a tablet in every home
to help our clients, our team members and
their families stay in contact. These tablets
come preprogrammed with the Tendio®
Family Portal, which is Caring Senior
Service’s proprietary software designed to
help seniors remain engaged as they age at
home.
The portal provides a secure, cloud-based
platform that is accessible by the senior,
their caregiver and their family 24 hours a
day, seven days a week. The software offers
real-time video conferencing, caregiver
tracking, electronic timesheets and a
messaging center.
This technology provides support
for seniors living at home while also
monitoring trends so that our caregivers
can make active adjustments to the services
they provide. Caring Senior Service has
already improved our workflows and
enhanced our service deliveries with the
use of this platform.
By offering new technologies, providing
training to both caregivers and the seniors
they serve, and accepting that change will
happen, we improve the outlook for both
seniors and the industry as a whole.
Technology has to be seen as a beneficial
alternative to the antiquated systems many
home care services currently use in order
to become more widespread. And, the
only way to achieve that is to invest in
innovation and use it in ways that benefit
the workers, the clients and the client’s
families.
Caring Senior Service founder &
CEO Jeff Salter will be discussing
Innovation In Home Care
at 11 a.m. on Oct. 25 at the
National Association for Home
Care and Hospice’s (NAHC)
Annual Conference and Expo.
Franchising MAGAZINE USA 39
s e n i o r c a r e f r a n c h i s i n g f e at u r e
franchisor in depth: Assisted Living Locators

Assisted Did you know the largest

generation of living
Americans is the Baby

Living
Boomers?
These people, who are between 57 and 75
years old, total 69.6 million. These are your

Locators
grandparents, who are now retired and
potentially needing help. Many of them can
still live productive lives, but because of
illness, fatigue, or other aspects of aging,

Has Franchise they need supervision to ensure they get

the most out of their lives.

Opportunities And that’s why assisted living franchise

One of the fastest-growing segments of business today is the
assisted living franchise opportunities that abound across the
country. The reason for that growth shows more about its reason
than only statistics.
opportunities are being built at such a
rapid rate–necessity. There is a need to
show empathy and provide care for our
largest generation, which happens to be
the oldest. Senior assisted living franchises
are popular for construction projects and
community undertakings for medical
professionals, caregivers, and even venture
capitalist groups. There is a great need
according to the American Health Care
Association (AHCA).
The country has 28,900 living assistance
service franchises (42%) and corporate-
owned facilities (56%). That’s 996,000
licensed beds, which averages 33 beds per
assisted living community. The needs for
senior living are numerous, ranging from
memory care to therapy (e.g., physical,
occupational, speech) and even hospice.
Yet, only one thing connects these senior
living assisted franchises and corporate
locations–the people in need.

40 Franchising MAGAZINE USA


The business is senior adult care, and
many professionals are employed to care
for them in a hospital, home, or assisted
living center. The problem is the care is
sometimes incomplete. Their loved ones
don’t know what they don’t know. They
can travel to these assisted living centers
asking questions that they believe will
create the best care. However, if they
aren’t asking the right questions, those
loving people–usually the children of the
prospective tenants–won’t get the correct
answers.
Assisted Living Locators was created to
answer those questions and assisted living
franchise opportunities are available to
provide complete care for those Baby
Boomers.
Assisted Living Placement
Franchises are for Sale Now
We are an Assisted Living Franchise, and
you may not have known there is a business
to fill this need. There are more than 100
locations nationwide, and each is available
to find the best place for those loved ones
to live and keep active.
Most importantly, we provide client-
centered services that keep the costs
away from the pressing need for flexible
placement options openly and ethically.
Assisted living franchise opportunities
may not be something you have considered
as part of your vision to own your own
business, but feel more than a profit, but
a purpose. Anyone can serve food, clean
homes, and deliver goods. While those are
worthwhile ventures, there is something
different about helping our oldest
generation and, in turn, removing the stress
from their children or loved ones.
So, what would that be?
An Assisted Living locator care advisor
meets with a family to discuss available
and appropriate options for senior care. We
evaluate all aspects of your senior situation
to find the right match: health care needs,
religious and political affiliations, mobility
requirements, budgets, desired social
activities, locations, or the 1001 ways that
make your senior unique.
Our franchise owners are compassionate
and inherently concerned with the living
needs of our clients, someone else’s
parents, or other relatives. An assisted
living placement franchise is the answer to
a question familial caretakers don’t know
to ask.
An Investment Today, An
Answer Tomorrow
Do you remember “the talk?” That time
your parents sat you down and had what
has to be one of the most cringe-worthy
conversations you’ve ever had? Well, now
it’s your turn. The twilight of their lives
is here and now. You get to invest in them
what they did for you for decades. This
talk is difficult to have with Mom or Dad,
Grandma or Grandpa, Aunt or Uncle. Talk
“clean
Anyone can serve food,
homes, and deliver
goods. While those are
worthwhile ventures, there
is something different about
helping our oldest generation
and, in turn, removing the
stress from their children or
loved ones.
”
to them as soon as possible, before any
situation becomes urgent.
The choices are many, but the correct
answer is the difficult one to make. You
will be searching everywhere for the
perfect place to take care of your loved
ones. There are assisted living franchise
opportunities out there to be filled. And
when you find an owner of one of them,
the idea of placement may not come up.
Typically, that’s “your job.”
Depending on the level of independence
and care your parent desires and needs,
home care solutions or other senior living
communities may be a better fit. Learn
more about the various options. And if you
think you will never find a person with that
kind of answer, what if it were you?
You are here, so you want to explore
options for business ownership. However,
you also have a loved one that may require
assisted living. What if you were the angel
you were just wondering existed? An
Assisted Living Locator franchise becomes
a place of answers, a comprehensive
guide for families who need everything
for advanced family care. What they
need–what your community needs–is an
advanced living placement franchise.
Your family is unique, but your love for
them is not. Your future is unique, but the
drive you have to make all you can is not.
What if you could do both to fortify your
loved one’s future and your own. Assisted
Living Locators can make that happen.
Franchising MAGAZINE USA 41
 EXPERT ADVICE: Lucas Frey | CEO | Bella Vista Executive Advisors

8 Actions Lead to Success

- Communication is Everything -
4 Types of Communication:
1. Formal and informal - Formal
communication is usually thought-out,
Luke Frey improves franchise owners’ businesses where corporate support alone fails. He brings 26+ years of written, and filed for future reference.
varied professional experiences including 20 years as a franchise owner of ImageFIRST Cincinnati, 6 years as an
industrial engineer for a Fortune 250 company and 19 years as a volunteer firefighter. All of these experiences, This information impacts your team
in addition to his drive to learn, have brought him to be a positive driving force for other franchise owners’ in some way. Successful franchisees
successes. To learn more about Luke and how Bella Vista Executive Advisors can help, please click documenting, communicating, and
HERE www.bellavistaexecutiveadvisors.com
preserving their systems is an example.
Informal communication happens
around the water cooler, in the break-
Effective communication skill also reduces your stress if you ever
room, or worse, it’s in the “grapevine.”
wondered something like, “why won’t my
between franchise owners and This communication is misheard,
team do as I ask,” or “Phil never listens to
their team is critical for success. translated wrong, or has many other
me when I ask him to be nicer to clients,”
You, franchise owner, are your negatives more often than not.
or worse yet, the rumor mill is the source
team’s leader. They look to you for most information in your company. 2. The direction of communication is
for answers, inspiration, and vital to consider. For example, is your
There are 4 types and 6 objectives
audience your partner, a client, or your
expectations. in organizational communications.
team?
Franchisees have their styles, but the basic
Therefore, it’s your responsibility to learn communication types and goals remain the 3. Internal versus external communication
how to communicate effectively. This same. shapes the tone of your message.

42 Franchising MAGAZINE USA


4. Your message can be written, oral,
or a combination, and all should be
consistent, concise, and clear.
6 Objectives of
Communication:
1. Directive communication is like Tom
Brady calling a play in the Patriot’s
huddle. It’s you telling your team exactly
how to get something accomplished.
Use this cautiously. If used too often or
inappropriately, valuable input from your
team goes away.
2. Collaborative communication is a
free-flowing conversation of ideas and
adds impactful value. The successful
franchisee knows they need help and
seek it out. You are not an expert
at everything. This objective can
be leveraged in all directions when
solving a specific issue or growing your
business.
3. Empathetic communication is simply
being there when someone is having a
fantastic day or one that’s amazingly
bad. This conversation is more emotional
and lets your team, client, or partner
know you care about them. Empathetic,
primarily verbal, communication is one-
sided, and non-verbal communication
speaks volumes from all involved.
4. Informative communication teaches
others something they want or need to
know. Hopefully, this article is a good
example.
5. Successful franchisees will regularly
communicate with their team on
an inspirational level. Inspirational
communication is Coach Luke Fickell
inspiring his Cincinnati Bearcats to play
the best football game of their lives 13+
times each season. You inspire your
team every day. Experience has taught
me that leading by example is more
impactful than words.
6. Passive communication is the message
you convey when others watch your
actions and results. It is your reputation.
As a leader, don’t shy away from the
spotlight. Successful Franchisees use
this to strengthen their team’s confidence
in their leadership.
“ Your message can
be written, oral, or a
combination, and all should
be consistent, concise, and
clear.
”
8 Strategies
for Impactful
Communication
The following strategies for effective
communication are not the end-all.
However, they are a start to positively
impactful communication with all who
influence the success of your business.
Evaluate and define the context
of your assumptions
What the speaker may gloss over as
“obvious” could be a key point for the
listener. Assumptions can be challenging
to identify. “Unspoken rules” in an
organization need to be clearly defined.
Speaking simply and using plain language
helps alleviate assumptions. Warren
Buffett said, “Never invest in a business
you cannot understand.” The same is true
for your communications. The best leaders
I’ve worked for and with can transform
the complex into simple concepts for all to
understand.
Franchising MAGAZINE USA 43
 EXPERT ADVICE: Lucas Frey | CEO | Bella Vista Executive Advisors
Intentionally reduce distractions
Communicate regularly with everyone
in your organization, so it’s routine. Pete
won’t get overly anxious when you stop
by his area to talk. Regular emails, tweets,
and even YouTube messages help keep your
team engaged and less distracted by the
anxiety of wonder.
Choose the appropriate setting. Whether
you’re communicating with your whole
team or one-on-one with your GM, choose
where to share with the least distractions.
Have systems in all directions
within your franchise for
communication that requires
immediate attention
For example, Alcoa’s Paul O’Neil had
a company vision to reduce workplace
accidents to zero. So systems were
established to notify him personally no
matter when a lost-time accident occurred.
Intend to understand by
listening 3x’s more than you
speak
In one-on-one or small group settings
where you are trying to discover
something, focus on listening and be in
the moment. Your ability to focus takes
practice. The challenge is not to have
other thoughts while someone is speaking,
including thinking about the next question.
44 Franchising MAGAZINE USA
Listening with the intent to understand
will allow your team to find their solutions.
Acknowledge the speaker and ask open-
ended questions to understand better. Yes/
no questions shut down conversations.
Pauses in conversations are often valuable.
It gives the listener time to form their
following statement or question. Rapidly
paced back and forth communication
is nothing more than 2 competing
monologues.
Ask questions
Effective communication is usually two-
way. Ask open-ended questions and allow
time for the response when developing an
idea. Open-ended questions lead to more
profound answers.
Asking pertinent questions lets the other
know you are listening.
Focus on objective behaviors to
temper emotions
This skill is difficult. Everyone has their
personality. Successful Franchisees focus
communication on objective behaviors
that are both beneficial and those needing
correction. Personal attacks stop two-way
communication and can’t be tolerated in
your business.
Reducing frustrations allows open
communication. Acknowledge these at the
beginning and any that may arise during
the conversation. When there’s no way to
avoid emotions, it’s best to use an approach
like “it makes me feel ___ when you
___.” Feelings are acknowledged, and the
communication focuses back on objective
behaviors.
Observe what isn’t said and how you and
your audience are saying it. You do not
need to be a micro-facial expert to be able
to read your audience. Engagement or lack
of is easy to notice in larger groups. You
can read a few individuals’ expressions and
see your communication’s overall effect on
the group. A franchisee can dig deeper into
body language, posture, hand/arm gestures,
and facial expressions in smaller groups.
Look for common ground when
dealing with conflicts and build
For those situations with extra tensions and
emotions, have an escape plan and allow a
cooling-off period before resuming.
Practice and ask for feedback
Impactful communication is a skill with
a shelf-life. Take one of these skills and
make a conscious effort to practice. Ask
for feedback on your progress. In time,
practical and impactful communication
will be commonplace for you and your
team.
Make a plan to improve your
communication skills. Then, step-by-step
positive results will happen for you and
your team.
 Join the Leading Computer
Service Franchise
As a NerdsToGo franchisee, our entire team
supports you and your business with the following:
• Extensive business, marketing, and management training
• Operational infrastructure tools, templates, and manuals
• Our proven approach to sales and customer service
• National conferences, training meetings, and information
exchanges
• Toll-free telephone support
• NerdsToGo copyrighted marketing programs
NerdsToGo is honored to offer 50% Off
our Franchise Fee for Veterans
nerdstogo.com • 855-951-3840
“The military prepares you for this kind of
transition in a civilian role,” said Turnbow. “For
me, you have to be a good teammate and a good
follower before being a great leader. I can be a
great leader now because my service taught me
what it means to be a good follower and how to
play a role on a team.
“It can be difficult, especially if you start from
scratch as I did,” he added. “But the best thing
about being plugged into NerdsToGo is that a
network of franchises and upper management
are here to help. Everything about owning a
business is learning, and I am learning every
day.”
Roger Turnbow | NerdsToGo - San Antonio NW, Texas