Heritage Healthcare: The franchise opportunity
The homecare chain is looking for budding entrepreneurs with self-belief and a determination to succeed to join its nationwide network. Find out more...
Franchise: Heritage Healthcare
Description: A homecare franchise focused on providing expert care at home
Started in: 2013
Founder: Glenn Pickersgill
No. of franchises: Eight
Average cost per franchise: £27,995 + VAT
Glenn Pickersgill started franchising Heritage Healthcare in May 2014. For Pickersgill, the care business is second nature. Having spent the majority of his childhood living in a family owned care home and then going on to own a number of his own, it made sense for him to move in to the homecare market in 1993. Following a brief break from business, Pickersgill and his wife – fellow director Sally Pickersgill – launched Heritage Healthcare in 2008.
By 2011, the Pickersgills and directors Michelle Fenwick QFP and Amanda Jackson had opened four offices and realised that they had a strong and successful business model. Their ambition to grow Heritage Healthcare in to a thriving nationwide business led them into franchising.
Moving into franchising
So how did you move into franchising?
It took an investment of three years to perfect the business formula, procedures and quality assurance ready for franchising, taking on board the help of local company; The Franchise Company.
Where did the business open its first franchises?
The first franchise was signed for in May 2014 by Jameela Rangoonwala; owner of Heritage Healthcare Cardiff.
How successful were those original franchisees?
Rangoonwala and her team are not only exceeding all budgets but are building a business which is beneficial to the wider community. Rangoonwala has created 21 jobs and provided carers with a rewarding career. The Heritage Healthcare Cardiff team make it easier for the residents of Cardiff to stay in the comfort of their own home with the familiarity of their community.
The franchise opportunity
What makes the franchise different/unique?
We focus on delivering expert quality care, Heritage Healthcare franchisees utilise the same systems and documentation that enabled Heritage Healthcare to become ISO and OHSAS accredited. We are committed to extending our culture of quality across every franchise.
Our directors have over 70 years of experience within the care industry, within a huge range of different roles. Director Michelle Fenwick QFP is the only qualified franchise professional in care in the UK – making our franchisees some of the best supported in the country.
Heritage Healthcare territories are not fixed – we are able to create bespoke territories that make business sense. Each territory will have in excess of 40,000 adults, aged 65 or older, living within it and key demographic data will be provided to highlight target marketing opportunities. We also provide comprehensive database referral sources, which will be vital in growing a successful franchise.
What services do you offer?
Each of our offices offer their clients a wide range of services from personal care, to domestic services to companionship to social care. We aim to meet the needs of each individual client, adjusting our service to best fit them.
How big is the market opportunity?
The homecare market as a business opportunity is second to none. The population in the UK is ageing and does not look set to peak until 2035. Elderly people are more able than ever before. They want and are able to remain in the familiarity of their own homes and communities, Heritage Healthcare helps our clients maintain independence.
How many franchisees do you have today?
How is the brand marketed?
We recognise ourselves as a marketing-led business. Each franchisee receives a tailored and in-depth marketing plan to help them have the best start possible. Our marketing department continually research our territories to ensure we have the most up to date and relevant information to deliver to our franchisees. We market our business across a number of channels and support our franchisees in marketing themselves as individual branches.
How do you divide the regions?
We ensure that each of our territories has a minimum of 40,000 people aged 65 or over – giving franchisees a wide target market. We also take in to consideration local authority areas. At Heritage Healthcare, we do not consider our territories to be set in stone. If a franchisee wants to make adjustments to a given area, that makes business sense for themselves and for us as franchisors, we work hard to accommodate.
The perfect franchisee
What do you look for in potential franchisees?
Our franchisees come from various backgrounds and work experiences. Although knowledge of care is beneficial, we look for people with strong managerial skills, a dedication to providing the best possible care service to clients, and a commitment to continuous improvement.
We look for individuals who are capable of being a team leader and who want to lead their hand-picked team of carers to help their community. Heritage Healthcare franchisees must have self-belief and be determined to succeed.
So do franchisees work from an office, or are they home-based? Is it part-time or full-time?
Franchisees must work from an office and the franchise is a full-time commitment.
How are franchisees vetted?
Whilst potential franchisees consider us, we consider them – it is important for us to choose like-minded people with strong moral values, who we are able to work with and help succeed.
What do you offer franchisees that sign-up?
Our comprehensive package provides franchisees with everything required to start their business own homecare business. Including:
- Assistance with producing a business plan and raising capital
- Each franchise will receive support in locating and setting up their offices, employing key personnel, as well as full IT and communications set-up.
- Registrations: Care Quality Commission (CQC) British Franchise Association (bfa), Data Protection and UKHCA
- Franchisees receive a two week induction programme
- Staff Induction Pack, including six staff uniforms, six disclosure checks, six ID badges, PPE and alarms circuit break
- Training DVDs care certificate induction pack
- Comprehensive health care software and accounting software
- ISO accredited policies and procedures
- A full marketing and PR launch, plus sales literature and corporate stationery
- On-going training and support from a team of experienced professionals including: marketing, business operations, care, and finance.
How much do franchisees pay and what are the ongoing franchise fees?
Our initial franchise fee is £24,995 + VAT, they then pay an ongoing fee of 6% + VAT.
Success and growth
How successful are some of the franchisees today?
A number of our franchisees are currently exceeding budgets – with some providing more than double their expected hours. We have franchisees who have already expanded in to a second territory just eight months after purchasing their first.
How is the brand looking to grow?
At Heritage Healthcare, we focus on quality rather than quantity. We aim to expand our franchise network with quality franchisees delivering the highest standard of care to their clients.
What is the potential of the business?
The aim of our business is to become the care-provider of choice nationwide.
What will the challenges be in achieving that?
Growing Heritage Healthcare’s network with likeminded franchisees who will enhance our reputation throughout the country as THE expert, trusted care provider of choice.
What awards has the business won?
- Heart of the Community – North East Business Awards 2013
- Franchisee of the Year Finalist – Startups Awards 2015
To what extent are the founders involved today?
Glenn Pickersgill acts as managing director and directors Sally Pickersgill, Michelle Fenwick QFP and Amanda Jackson are all actively involved and available throughout the week to offer guidance and support to franchisees or those looking to invest in a Heritage Healthcare Franchise.
Finally, is the company a British Franchise Association (BFA) member?
Heritage Healthcare Franchising Ltd is a provisional member of the BFA and is working towards Associate Membership.