Franchisees sought to help with nationwide expansion

Home Instead Senior Care Irish Master franchisees Ed Murphy and Michael Kearney are on the look out for compassionate prospective franchisees to help them achieve their goal of doubling the size of their existing franchise network.

All Home Instead Senior Care franchisees are provided with software, training, marketing, PR and ongoing support from the Master Franchisor and are charged a monthly royalty fee of seven per cent of their sales income. The day-to-day running of the franchise, staff recruitment and sourcing clients is down to the franchisee.

The care-givers provide assistance with a range of activities from driving and walking to bathing and meal preparation and they are normally assigned to work with one client for 20 hours a week.

Ed comments: 'We have great difficulty in finding staff and this is something we work on every day. We advertise in local newspapers and online and also tap into student nursing and active retirement organisations. Due to the nature of the job, we only want to hire those who really want to work in this field and see it as their ideal job.

'We advertise on franchise websites, newspapers and business magazines. We also have a PR executive who aims to get us as much media coverage as possible. We receive about 20 enquiries a month and, out of those, two will probably take it to the next step.

'We need to ramp up the marketing in order to make our goal to go nationwide by 2010 become a reality. Unfortunately, the more you advertise the more enquires you receive that lead nowhere.

'I know that if we are more proactive we'll find the right people. It's simply a matter of making the right people aware of what we're doing.'

In order to differentiate its care programme from others, Home Instead Senior Care has decided to become a leader in research and development. With its parent company developing a stimulation programme for patients with Alzheimer's.