SureCare: The franchise opportunity
The care and home services franchise outlines its big ambitions and details the multiple revenue streams available to its franchisees...
Description: Care and home services provider
Started in: 1994
Owner: Managing director Gary Farrer acquired the business from Housing & Care 21 in November 2014
Average cost per franchise: From £8,995 to £32,000
SureCare gives its franchisees the opportunity to provide their clients with a comprehensive range of care and home services.
While the company started life as a traditional domiciliary care company, it has developed over the last two years into a much broader care and home services business. SureCare franchisees can now offer clients personal care and support, holiday and respite care, Alzheimer’s care, childcare, mobile crèche and babysitting.
To ensure that people can maintain their independence for as long as possible, the company also now provides clients with a complete range of home services including gardening, DIY, decorating, cleaning and cooking.
The services offered by SureCare franchises are a mix of regulated and unregulated, which aim to ensure that franchisees are meeting the specific needs of people of all ages today.
SureCare operates full franchises, covering large territories such as Oxfordshire and Merseyside, but also recently introduced SureCare Local micro franchises which enable many more people to become franchisees for a smaller investment. Over the coming year, SureCare will be launching more new services which will further enhance the business opportunities for its franchisees.
The franchise opportunity
What makes the franchise different / unique?
The changes we have made to the business and its offering during the past two years mean we are genuinely unique. No other care company offers the breadth of services that we do – we can genuinely say that we are there for our clients’ life journey.
What services do you offer?
We offer every care and home service that people require, whether they are the elderly in need of personal care and support, a disabled person or a working couple searching for the right childcare solution for them. We are flexible enough that if we haven’t thought of a service and there is a genuine need, we will introduce it. We listen to our franchisees and our clients.
How big is the market opportunity?
The care sector is the largest in the UK and growing. At some point in all of our lives, we will need the support of the care industry – whether we are a child needing a babysitter, working parents looking for a nursery or as older people wanting to remain in our homes, but needing care and support in order to be able to do so.
How is the brand marketed?
We offer our franchisees full marketing expertise and support across branding, marketing collateral, PR, website and search engine optimisation (SEO), social media, email marketing, event management and many other areas. Our marketing is on a national, regional and local level.
How do you divide the regions?
Our full franchises would have a protected territory such as Oxfordshire, Merseyside, East Cheshire or Preston, while our smaller SureCare Local micro franchises would be more postcode-based, typically covering a population of about 100,000.
The perfect franchisee
What do you look for in potential franchisees?
SureCare franchisees come from all backgrounds. While many of them will have worked in the care sector, others will come from a variety of our sectors. Some will have first-hand experience of caring for a relative or loved one and, perhaps, been frustrated or let down by the service they received.
All of our franchisees are passionate about wanting to provide the best possible care to our clients and building a successful, profitable business.
Do your franchisees work from home or an office?
There are no set rules on where our franchisees work from. Some will start from home and grow into an office environment. One of our most successful franchisees is based on a farm in Devon with views of fields and animals, but is perfectly located to service their rural and isolated community.
What do you offer franchisees that sign up?
Before becoming the owner of SureCare, MD Gary Farrer and his wife Stephanie built a £5.5m turnover business, Safehands, which they sold in November 2011. The couple are able to pass on their experience and entrepreneurial skills to franchisees. In addition, Gary has built a strong management team, all of whom have different specialist skills covering areas such as childcare, domiciliary care, Care Quality Commission (CQC) and Ofsted, sales and marketing, HR, finance and recruitment.
Every new franchisee receives a week-long induction and ongoing training and support to ensure they have all the tools they need to build a successful franchise.
How much do franchisees pay?
SureCare offers two franchise models – the full franchise covering a large territory which costs £32,000 plus working capital and the SureCare Local micro franchise which costs £8,995.
Success and growth
How is the brand looking to grow?
Under new owner Farrer, SureCare is aiming to significantly increase the number of full and micro franchises across the UK. Existing and new franchisees will be rolling out the new service offerings, while further major brand developments will be announced during 2015.
What is the potential of a SureCare franchise?
The potential really is as great as a franchisee wants it to be. SureCare franchisees are able to offer a suite of services aimed at all ages, from the very young to those in the later stages of life. This means there are multiple revenue streams available to a franchisee to build and grow a successful business.
The care sector is one of the hottest sectors in the UK and there is an opportunity for a SureCare franchisee to help shape the way care and home services are delivered into the future.
Finally, is the company a member of the British Franchise Association (bfa)?
Yes, SureCare became a member of the bfa in 2013 and plays an active role in helping to promote its services to members.