A Conversation with HomeWell Founder and CEO Joshua Hoffman
Tell me about your team:
One of the most rewarding things about HomeWell is having the opportunity to work with a group of such talented individuals. The core team are amazing people — I feel so blessed and fortunate to have their support. They are all so committed to excellence and each one helps pull this business forward. We work as a team. We don’t have sticky office politics here; we’re more like a family working together toward a common goal. In this case, our goal is to see that each client, employee and franchisee receives the dignity, respect and support they want, need and deserve. Of all the compliments I’ve received, the one that I hear most often is about what an amazing team of people I have working with me. Together they have served HomeWell over 30 years. That doesn’t even count our previous life experiences. We’re happy working together. It’s just that simple. There is an egoless culture here. It’s all about the end goal of helping people meet their objectives.
Why your own business?
I think it’s just in my blood. My father, his father and his father as well as my grandfather on my mother’s side were entrepreneurs. Thinking up new ideas and innovative systems is a pleasure, not a chore. I love systematizing things. Ever since I was young I never envisioned myself as someone who would or could work 9 to 5. Being a business owner allows me certain freedoms that working for another person does not. In the beginning, building a solid foundation required effort, discipline, and hard work. Now the effort is on consistent activity, keeping on top of current trends, and strengthening our systems.What’s the future of in-home care?
There are two types of in-home care, medical and non-medical care. Medical care, also referred to as Home Health is often paid by Medicare. HomeWell’s services are non-medical and they include Chore, Companion, Homemaking, and Personal Care Services. Services are paid for by families privately, or through long-term insurance care policies. To ensure quality care is delivered to our nation’s elders, states are passing legislation that regulates Personal Care Services. In fact, Washington State, where HomeWell originated, is a state that requires a license. HomeWell has been licensed in Washington for 7 years. Our manual and all our documents are based on a licensed home health care agency. The franchise opportunity is based on this model.I developed HomeWell as the “medical model” for Personal Care Services. This ensures a higher level of care and service. We are well ahead of the curve and ready for more regulations. Our experience and materials will make it possible for someone to easily enter the industry.
As the population ages and more and more people require care, the businesses that started sooner rather than later will reap tremendous rewards. Not many people are aware that in-home care even exists. Few people even know what a home care agency is, and fewer can even name one. The industry is still in its infancy at around 30 billion dollars. As more and more people discover this industry, they will start planning on staying home with care rather than moving into a convalescent center. That being said, reputation is critical. Only companies with a solid reputation for excellence will endure the test of time.
Do you feel there will be an employment shortage in the future?
The government seems to think so. According to the 2003 Association of State and Territorial Health Officials (ASTHO) report, the government is expecting employment shortages in Human Services and Health Care. However, HomeWell hasn’t experienced any signs of employment shortages. There are millions of people worldwide that are moving about this global economy. The pool of staff are changing and, dare I say, improving! There are many people from other countries that have the highest regard for the elderly and provide HomeWell clients with an impeccable level of care and support. Although there is and will continue to be an abundant pool of employees, quality continues to be most important.What are the qualities of a successful entrepreneur?
Great question. One must be resourceful. An entrepreneur waits for no one. One must be resilient. You have to weather the storm. One must be tenacious. You have to keep going with a smile and not stop even when it’s difficult. One must be a self starter. You have to find your own reasons to become “action oriented” every day. One must be accountable. You have to take full responsibility for your own successes and failures. One must be passionate. Believing in what you’re doing makes the work feel like play! Did I mention action? Without action, there is no traction.Describe your ideal Franchisee?
I love working with people that have a strong desire to succeed and succeed at virtually everything they do! The only thing they need is a system and a way of getting there. The ideal franchisee can ask good questions and take the answers the team and I provide then run with it without second guessing us. The ideal franchisee doesn’t challenge the system, they go with it, and their hours are proof that they are following a proven system.The ideal franchisee is a self starter and takes action. The ideal franchisee also provides us with feedback that we can use to help make HomeWell better for all our partners. They take great pride in being a HomeWell partner and take great satisfaction in helping our nation’s elderly be matched with wonderful Personal Assistants.
Will you franchise globally?
Our plan is to secure our market share in the U.S. and Canada prior to global expansion. We’ve had people from other countries ask us the same question and we’re in discussion with them. We want to continue to ensure steady and stable growth. In 2014, we will begin our global expansion project. The foundation we build needs to support us and many future generations of HomeWell business owners. We take this role seriously and we’d rather grow slowly and well with great franchisees than try to break speed records.What made you take the leap from being a care giver to starting your own home care agency?
I had worked for clients of varying needs, including a couple of long term clients, when I was sent to work for a couple where the wife worked during the day and needed assistance for her husband. He had suffered a massive stroke and needed care while she was away. They were amazing people, hard working and full of life. They both had a great attitude about what had happened. I was not only their care provider, we became good friends. One day the wife asked me when I was going to start my own business and this planted the seed.So I rented an office. It was a very small office, and I picked up another job on the weekend to help pay the rent. In the beginning I had to learn how not to waste money, and more importantly, how to recruit workers who shared my philosophy about the role of a care provider.
What was the difference for you between being a business owner and an employee?
I have always had this value that said ‘respect your boss.’ I base my success on always accommodating my client. When I became my own boss, I wanted to hold that same standard. Even though I was running the business from an office, I still felt responsible for cradling the customer, as though I was right there. I remember one client that was on hospice. He was a famous baseball player in his nineties. It was the end of my shift and his daughter came down and told him, “Joshua needs to go now.” He was at a point where he had not spoken for three days, but he mustered up the strength to tell her, “Joshua needs to stay.” Of course I did stay, and it is that kind of commitment that makes HomeWell Senior Care so different — the willingness to treat the care of our client as though it is more than just a job.Do you feel you work for the family or the client?
We work for both. The recipient of care is who we are there to provide care for. Our job is an invaluable service to the family. We’re there to be supportive to everyone, so in a way, our client is the entire family.Has the current economic crisis had a negative impact on your business?
Not at all. The truth if the matter is our nation’s elders still require help. The economy is impacting options for seniors, and in some cases, reducing them. Many aren’t able to sell their home as quickly or even at all. That postpones a decision to move. Postponing a move doesn’t postpone the need for assistance or care. I’m finding that seniors are turning to HomeWell now so they can stay in their home indefinitely. In 2008, HomeWell provided approximately 50% more service hours than in 2007 with the same number of operating offices.In fact a recent newyorktimes.com article (January 20, 2009, What companies are doing well?) featured a 2008 study of over-performing industries despite the 2008 economic decline. Sageworks, a data analysis firm, provided a list of industries that have experienced growth. The Home Health Care Services sector falls in the top 10 and experienced 14.49% growth in sales. Home Care is included in this segment.
Where I have seen an impact resulting from the economic situation has been the number of prospects inquiring about a HomeWell franchise opportunity. There are more people being downsized and with 2.1 million jobs lost in 2008, many of those people are great franchise prospects. We are finding that people want more control over their lives and financial outcomes.
Why start franchising?
By franchising, I’m able to find other care motivated individuals that share our values. Franchising is an effective means of delivering our message to seniors and families.There are many successful business leaders who want to make a difference in the lives of others. Each office benefits from the collective experience of HomeWell Senior Care, including the original HomeWell home care office.
What has been your biggest challenge in creating a successful business?
My biggest challenge was overcoming barriers I created in my own mind. I try to always impress upon our new franchise owners that there is really nothing standing in your way. What helped me overcome all hurdles was a strong vision and action.The training program that we offer new franchise owners helps with overcoming barriers so that they can become successful right away. With classroom, as well as one-on-one training, we get feedback from our franchisees that they leave training with an overwhelming sense of, “I can do this.”
Not only do we provide extensive training with owners, each HomeWell specialist is tasked with training their counterpart in a new office. This means franchise owners start with a well trained staff at their disposal.
The team at HomeWell is committed to providing our franchisees the support that is necessary for their success, so those franchisees can become business leaders.
Who inquires about becoming a HomeWell franchise owner?
Often it is someone who wants to get out of the day to day grind and do something that is not only financially rewarding, but personally fulfilling. They are seeking the autonomy that comes with owning their own business. Those who inquire about franchising want financial stability and independence. They want a business they can grow with and pass on to future generations. By being in front of the upward trends in senior care services, they are assured not only a business of growth, but they are able to help others in the community in which they live.
