Exclusive Interview: "We are a values-driven, community-spirited franchise"
Interviewee: Carole Stubbs, Franchise Recruitment Manager
Franchise: Bluebird Care
Tell us about how/when the business was started and the motivation behind establishing the company.
The business was started by husband & wife team back in 2004 as they saw a desperate need in the market for a truly personalised, high quality home care service. A brave step, but clearly a good one as Bluebird Care became the fastest growing successful home care service in Hampshire
When and why did you decide to go down the franchise route?
A proven success, with exceptional growth, it was time to roll-out the successful model around the rest of the UK through the franchise route. A big step for any business, but certainly when you are providing a very customer-focused service – would that be successfully replicated?
What have been the company’s biggest achievements/successes to date so far?
The biggest success other than becoming the UK’s leading home care provider of choice is certainly the service levels delivered by all our Franchise Owners.
This is a very values-driven business and we applaud our ‘community spirited’ business owners who uphold the individual customer service for which the brand has become renowned.
What challenges have you had to overcome?
Supporting our business owners to help them recruit good calibre Care Workers in a crowded market-place has been so important. Innovative marketing collateral & changing approach to a ‘Career in Care’ has helped staff recruitment & retention which is so important to enable business growth year on year.
What marketing/promotional tools do you use to grow Bluebird Care?
The best marketing tool we have to grow our franchise network is our existing business owners! Many of them own multiple territories and have referred many colleagues, friends & family into the Bluebird Care network – the ultimate compliment!
As a mature successful network, we use social media to target specific geographical areas where we still have opportunities for the right entrepreneurs to join our franchise family.
What differentiates Bluebird Care from the competition?
The success of our existing strong network of 205 offices and their commitment to upholding the values of Bluebird Care. Following our business model which targets predominantly private sector work, we see profitable, sustainable businesses nationally.
Significant investment in technology sets us apart from the pack. We use industry-leading software to manage the business, PDAs to support Care Workers in their difficult & demanding roles and offer technology-enabled care solutions to customers to keep them safer at home longer, before needing physical care visit support.
Support for our Franchise Owners is second to none! We have an amazing support team with expertise in the Care Sector. Each Franchise Owner has a Business Development Manager & Quality Manager to work with them, ensuring as smooth a set up & exciting business in terms of growth as possible.
Using detailed on-line demographic analysis tools, our business owners are able to roll out targeted marketing campaigns in their territories, both for recruiting Care Workers and attracting customers.
In your opinion, what makes a successful Bluebird Care franchisee?
A lovely quote which we use (not ours but so appropriate for Bluebird Care)…“There is no more B2B or B2C… It’s H2H : Human to Human”
This is such a people-centred business. Whether dealing with Care Workers or the customers they support – it’s all about being able to help & relate to PEOPLE. That’s what makes a success of this business – the ability to support, mentor, & help those who work for you or customers who choose to engage your services.
What changes have you seen in your industry over recent year? And how have you adapted to them?
The demand for good quality home care service is ever-increasing. Bluebird Care is working hard to champion change in the Care Sector and looking to provide career development for those working for our businesses.
Education & training forms a large part of how we look to recruit & retain calibre staff. A Career in Care should be something to be proud of and we are working hard to change the common perception of working in care through our recruitment marketing campaigns & activities.
What does the future hold for Bluebird Care?
Maintaining our industry-leading position through careful recruitment of new Business Owners and supporting & mentoring our existing network to enjoy continued success.
Investment in technology and our commitment to the level of care we provide will ensure we remain the go-to Brand for any consultation required by key stakeholders in the Home Care sector.
What expansion plans have you got nationally and internationally?
We are looking to recruit specifically for Scotland and Northern Ireland this year, as well as some key territories to resource throughout the north & north east. An exciting year ahead!
What advice would you give to someone considering franchising their business?
Make sure you undertake sufficient research. The BFA run excellent seminars on becoming a franchisee and a franchisor.
If you had to do it all again, what would you do differently?
Take time to celebrate our achievements along the way… always too busy moving the business forward!
To find out more about Bluebird Care, you can immediately download our FREE and non-obligatory franchise prospectus.
