Posted:24-April-2025
Business expansion? It's a team game, says Walfinch home care franchisee
Sarah Wickham is a refreshing change from entrepreneurs claiming they became millionaires all on their own. Sarah, who started as a carer and now runs three home care franchises, says: “Expansion is a team effort. 100%.”
As a franchisee with Walfinch home care, Sarah owns branches in Stowmarket, Saxmundham and Norwich.
Sarah's combination of caring attitude and practical approach makes her a great fit for care, and, as it turns out, for business growth. She's also a rugby fan, so perhaps that informs her belief in a whole-team approach. How does that work in practice?
Q: You started with one franchised office, in Saxmundham, Suffolk. Why did you choose to expand?
A: More offices mean you can serve more clients, which is good for local communities, and with a bigger team, there are more career development opportunities for carers so you are more likely to attract ambitious recruits. And of course, done successfully, it's good for your business income, and brings a greater degree of job satisfaction, which is why I fell in love with home care over 25 years ago.
But opening a new office is always a bit of a gamble, even with an experienced franchisor like Walfinch to support you. You must choose your new area according to the local market, which can change within just 12 months so you must stay well-informed and flexible.
Q: What are your top five tips to boost your chances of successful expansion?
A: One, do your research, so you know what geographical area to target and what kind of services you can most successfully provide there.
Two, recruit good staff in the the new area early on. For many businesses, opening a new unit is about identifying areas with plenty of new customers, but in care, carers can be much harder to find than clients.
Three, ensure you have excellent staff in your original office, because you will be relying on them to maintain standards and services while you open the new office.
And four: Ensure your whole team knows what's happening and supports you 100%.
Expansion takes four-way support: from your franchisor's business development team; from your existing team; from the new team you recruit to staff your new office; and, by no means least, from your loved ones and friends.
Expansion can feely risky, but it helps to remember you are not on your own. Whatever your franchise sector, expansion is a team game!
Q: How do you know when to make your move?
A: You must have enough income to maintain the first business while funding the opening of the second. An experienced franchisor will help you judge, based on the experience of other franchisees. It also reduces the risk if you don't have to borrow to fund expansion. I have funded my expansions from profit made in the existing offices. Was it scary? Yes, initially, but it was a risk worth taking.
Q: How do you ensure that the quality of your service is maintained during the expansion?
A: This is the care sector so you can't afford any deterioration in standards. It's not just for ethical reasons. Many people's decisions about care providers are based on word of mouth, so your reputation for quality and reliability is your biggest marketing asset.
All of your team must understand that care quality cannot suffer, so maintain the same successful standards and practices that made your first office thrive. When you open the new one, everyone can be proud!
Interested and want to know more about Walfinch?
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