How Senior Helpers’ Path To Franchise Ownership Positions Franchisees For Success

Since its founding in 2002, Senior Helpers has become a leader in the in-home senior care category through its credible and specialized programs. The brand is known for its exceptionally passionate and motivated franchisees thanks to its seven-step approach that kicks into action from the moment a prospect begins the discovery process, setting up those that progress through and choose to sign on to the Senior Helpers brand for a long, successful career.

The Senior Helpers discovery process is designed to give prospects a complete evaluation of the brand. As they move through the seven steps, both the prospective franchisee and the corporate team have the opportunity to determine whether Senior Helpers is the right fit.

So, what exactly does the Senior Helpers discovery process look like and what can prospective franchisees expect from the process?

Discovery process steps

Step 1: First Call

After a prospective franchisee shows interest in the brand or has been introduced by a broker, the Senior Helpers team conducts an initial call reviewing territory and the overall general investment required. Also reviewed during this call is the candidate’s personal goals regarding owning a homecare business and why they think they would be a good fit for the brand. Candidates are then asked to fill out a short preliminary form so the team can better understand their intentions.

Step 2: Concept Discussion

The second step consists of a one-hour phone call, held via a live webinar, to discuss the company’s history, vision and brand differentiators. The Senior Helpers team reviews the scope of its services and key brand differentiators to help the candidate better understand why the company is such a trusted leader in the home care space. The team then reviews the details of the total investment and different financing options available.

At the conclusion of this call is when the Franchise Disclosure Document (FDD) is sent to the candidate—a document that contains information to help evaluate the investment costs that also includes a financial performance representation, or Item 19 overview, of existing Senior Helpers territories.

Step 3: Training and Operations Discussion

The third step, which marks the second webinar of the process, discusses the support Senior Helpers gives franchisees, through operations and opening training. Step-by-step guidance is provided for office setup, operational policy and procedures, staffing, financial planning, licensing and regulations.

Senior Helpers provides ongoing support through organizational chart analysis, training systems to ensure the franchisee’s team stays in-line with industry trends, key performance indicator monitoring, marketing, compliance and operational reviews.

Step 4: Marketing and Information Technology Discussion

The fourth step, marking the third and final webinar of the process, is designed to give prospective franchisees a complete understanding of the role the marketing team plays in driving new business to the Senior Helpers offices. The team provides marketing programs and collateral to support all aspects of the company’s programs, including commercials, radio spots and a robust digital marketing strategy.

“Having these three webinar calls gives our new franchisees all the necessary information, but broken down into bite size pieces,” Cantrell said. “Breaking it up over the three calls enables them to digest all of the information; it’s beneficial because it gives franchisees a good base of knowledge to draw from, getting a deeper look into our culture and how we support them.”

Validation and interview

Step 5: Validation

The fifth step is designed to have franchisees learn even more about the company by speaking with the people they might be joining in the Senior Helpers family. Candidates get the opportunity to ask current franchisees questions and gain the perspective of someone who’s running a successful Senior Helpers business to help them in preparing to open their own.

Step 6: Interview with Senior Leadership

The sixth step involves a call with Senior Helpers CEO Peter Ross, designed for candidates to get an in-depth understanding of the company’s vision, core values, and direction as they move ahead in the process. “It’s unique to the Senior Helpers brand that candidates get this ‘full access’ to our CEO before they even sign on,” Cantrell said. “Peter always takes the time to speak with the candidate to tell them more about his vision for the company and his perspective on the industry. He’s very involved.”

Step 7: Meet the Team Day

The seventh and final step of the process is the Meet the Team Day. Once candidates are approved, they are invited to visit the corporate headquarters in Towson, Maryland. Candidates attend meetings with key members of the executive team, where they will receive a comprehensive overview of each department. “Our Meet the Team Day is important because it brings it all home for the candidates,” Cantrell noted. “Getting members of the team together to meet the candidates is a great way for them to see what Senior Helpers is all about.”

Franchise award and training

Once all parties have agreed to move forward, the candidate is awarded the franchise and signs the franchise agreement to conclude the discovery process—simultaneously signaling the beginning of the pre-opening process.

Senior Helpers makes it a point to continue franchisee education even after the discovery process is over. “We have a training department that travels to different offices, providing coaching and offering training activities on our processes and key differentiators,” said Cantrell. “We have the largest online caregiver training platform in the industry with over 500 courses available, all about continuing education for our employees.”

Earlier this year, Senior Helpers was awarded Best Place to Work Certification, which makes now an even more ideal time to get involved with the brand.

The initial start-up cost for a single-unit franchise with Senior Helpers ranges between $104,800 and $144,300 and has a franchisee fee of $49,500. Qualified veterans receive an additional 10% off the franchise fee. To learn more about franchising opportunities with Senior Helpers, visit *