Exclusive interview with Ken Deary, MD of Right at Home
Franchisor’s name: Ken Deary
Franchise name: Right at Home UK
Tell us about how / when the business was started and the motivation behind establishing the company:
It was a combination of factors really. I was looking for a new challenge after a successful career as a franchisee with McDonalds; I’d been involved in the residential care sector for some time, and when we needed to find homecare for one of my immediate family I realised just how few options there were, aside from the short-visit, task based model used by Social Services.
We have a rapidly ageing population and I felt there was an emerging desire for the kind of private care model that was flourishing in the US, which was built around the client’s choices and enabled them to enjoy prolonged independence and to maintain their daily routines at home.
Right at Home was a market leader in the US and they were looking to enter the UK. We both evaluated each other very carefully but it was immediately apparent that they shared my values, focusing on quality and prioritising the franchise owners’ interests. I felt that with them I would be able to build a highly ethical business that had a positive impact on local communities.
When and why did you decide to go down the franchise route?
It was always my aim to build a national franchise; I had won the British Franchise Association Franchisee of the Year award during my time with McDonalds and had a great deal of experience that I wanted to put to good use.
I also knew what franchisees wanted from their franchisor, in terms of getting great support whilst having the freedom and autonomy to run their own business.
I decided to open the pilot office in Preston – an area with a younger population than my home town, the rationale being to prove the model works in less familiar surroundings, which it did. We opened in January 2010 and as this business became established I worked closely with the US to adapt their franchise system for the UK market. After 14 months we were ready to begin recruiting franchisees and in September 2011 we opened our first franchise office in the Sutton & Epsom territory.
What have been the company’s biggest achievements / successes to date so far?
We achieved full membership of the BFA much sooner than most businesses and in 2014 won their first ever Emerging Franchisor of the Year Award, amid lots of strong competition. Having a robust and ethical franchise system was key to both of these achievements.
We have exceeded group turnover projections year-on-year and built some great strategic partnerships, but I think I am most proud of having consistently achieved outstanding scores of 90%+ in the independent annual Franchisee Satisfaction Survey, in which owners rate the training, support and stewardship they have received and their relationship with the franchisor. We have a highly engaged network and I feel we are achieving our goal of recruiting only the very best franchisees.`
What challenges have you had to overcome?
The impact of the UK and global recession was a significant challenge, as it understandably resulted in the banks initially refusing financial support to launch the business. The other challenges relate specifically to the care sector – we have worked hard to overcome a low level of public awareness about the private homecare market, and to redress a fairly negative perception of the industry which arose as a result of the funding crisis faced by public sector providers, who have been unable to deliver an acceptable standard of service.
What marketing / promotional tools do you use to grow your franchise?
We focus on promoting our franchisees’ testimonials, our partnerships with organisations such as the BFA, HSBC and UKHCA, and the results of the annual independent Franchisee Satisfaction Survey, as well as the facts and figures about starting a business. The channels we use to engage with potential franchisees include social media, email campaigns, franchise recruitment websites, and exhibitions; as soon as possible we initiate detailed one-to-one conversations so that we can get to know one another properly.
What differentiates Right at Home from the competition?
Our franchisees’ success has always been our priority, and will remain so no matter how the group develops. We allow our franchisees to enjoy ownership of their businesses, but balance this with focussed, tailored support at every stage of growing their business.
Our franchisees tell me they value the depth of my ground up understanding of franchising and business together with my total commitment to quality and passion for building the brand whilst supporting their own businesses to be a success.
In your opinion, what makes a successful Right at Home franchisee?
The most important qualities shared by our franchisees are their attitude and their empathy for the clients; they have a genuine desire to help others. We offer excellent support in all areas of the business but we can’t make someone care, so it’s important that they bring that to the table.
We also ask all franchisees to demonstrate that they really, really want to come into our business; that they have the mental strength to get through the tough early days; and that they are keen to work within and contribute to a franchise system.
Finally we want to see an understanding that they will achieve their financial and business goals by building their reputation around quality services, because that underpins our brand.
What changes have you seen in your industry in recent years and how have you adapted to them?
We have witnessed increasing financial pressures on Government -funded social care and have responded to this by focusing on the private market, promoting the differences between the two models of care while supporting the UK Home Care Association to campaign for better management of the social care sector.
We’ve also seen the Government introduce tougher regulation of the care sector. As we have always strived to set industry-leading standards in training and compliance, we have found that our own standards meet and in most cases exceed those required by the Government. Our offices are expected to receive ‘Good’ inspection outcomes and are striving to be recognised as ‘Outstanding.’
What does the future hold for Right at Home?
My goal is for Right at Home to become a respected household brand name – an employer of choice in our sector that is synonymous with the provision of quality services. We are already developing advanced practices in CareGiver training and Dementia Care and I am confident we will be at the forefront of developments that will meet the challenges of an ageing population and shape the way we care for our older generations.
What expansion plans have you got nationally and internationally?
We will continue our measured growth strategy, maintaining a focus on finding the right local owners to strengthen the network. We strive to be the best; we’re not racing to become the biggest franchise in the UK, but we have got fantastic territory options available and will be steadily increasing our number of offices to become a truly national provider.
Right at Home is already operating across five continents and, as the first international master franchise, we are working with the US to help develop an exemplary international franchise model that will support Right at Home’s global growth ambitions.
What advice would you give to someone considering franchising their business?
First ensure your model is totally robust; get a good consultant on board to help you build your franchise system all the way from recruitment through to day to day support. Finally, don’t compromise on the quality of your franchisees; good ethical franchisees will help you build a great long term sustainable system.
If you had to do it all again, what would you do differently?
I can honestly say there is very little that I would have done differently with hindsight. I was very careful to choose the right franchise system and find the right people to work with, both at head office and as local owner/operators. I am extremely proud of what we have all achieved so far and feel confident that we can work together to achieve our ambitions for the future.
To find out more about Right at Home and to receive their free and non-obligatory franchise prospectus, click here.
