FDD Talk: Home Instead Senior Care Franchise Review (Financial Performance Analysis, Costs, Fees, and More)

In this FDD Talk post, you’ll learn the following:

• Section I – Background information on the Home Instead Senior Care franchise opportunity, including relevant news updates

• Section II – Estimated initial investment for a Home Instead Senior Care franchise, based on Item 7 of the company’s 2019 FDD

• Section III – Initial franchise fee, royalty fee, marketing fee, and other fees for a Home Instead Senior Care franchise, based on Items 5 and 6 of the company’s 2019 FDD

• Section IV – Number of franchised and company-owned Home Instead Senior Care outlets at the start of the year and the end of the year for 2016, 2017, and 2018, based on Item 20 of the company’s 2019 FDD

• Section V – Presentation and analysis of Home Instead Senior Care’s financial performance representations, based on Item 19 of the company’s 2019 FDD, including information on the:

• number and percentage of Home Instead Senior Care U.S. Franchised Businesses in operation as of December 31, 2018 that achieved 2018 gross sales of $4,500,000+; $4,000,000 to $4,499,999; $3,500,000 to $3,999,999; $3,000,000 to $3,499,999; $2,500,000 to $2,999,999; $2,100,000 to $2,499,999; $1,900,000 to $2,099,999; $1,700,000 to $1,899,999; $1,500,000 to $1,699,999; $1,300,000 to $1,499,999; $1,100,000 to $1,299,999; $900,000 to $1,099,999; $700,000 to $899,999; $500,000 to $699,999; and $0 to $499,999

• 2018 average, median, high, and low gross sales for the 593 Home Instead Senior Care U.S. Franchised Businesses in operation as of December 31, 2018

Section I – Background Information

21 Things You Need to Know About the Home Instead Senior Care Franchise

Appoints New President

1.  In late December 2019, Home Instead Senior Care announced that global chief information officer Jim Hood will assume the role of president. Former president and chief executive officer Jeff Huber will remain CEO. Huber said, “Jim has a great appreciation and respect for the franchise owners and their teams who deliver care in local markets. He also has a deep understanding of the essence of Home Instead and what needs to be done to continuously transform the organization as we move forward.”

2.  Hood has risen through the ranks as global solutions architect, vice president of information technology, and global chief information officer in his six-year tenure with Home Instead Senior Care. Most recently, Hood led the development of key organizational capabilities, including those that allowed the franchise network to maintain high-quality, personalized care while expanding its digital capabilities.

3.  In his new role, Hood will oversee strategic planning for the Home Instead Senior Care network and drive key initiatives and day-to-day operations for the company. He will report directly to Huber. As CEO, Huber will continue to lead the strategic vision for Home Instead, and focus on global advocacy, thought leadership, and social purpose initiatives.

4.  Hood joined Home Instead in 2012 after providing business and technical consulting services to the company, and holds more than 20 years of experience in information technology, software development, and project management. Prior to joining Home Instead, he worked across industries including telecommunications, transportation, publishing, and agriculture. Through engagements with national and global companies, Hood gained deep insights into leadership and problem solving at scale.

5.  According to Hood, “Jeff has built a world-class team and organization. I’m excited to leverage my experience to improve the lives of Home Instead CAREGivers, clients and family caregivers.”

Partners with GrandPad to Provide Enhanced Integrated Care Solution

6.  At the end of January 2019, Home Instead, Inc., the franchisor for the Home Instead Senior Care network, announced a partnership with GrandPad, the first tablet-based solution designed exclusively for seniors. The two organizations are coming together to offer innovation that will change the way we care for the growing number of older adults.

7.  The partnership provides a platform for Home Instead franchise owners to offer integrated care solutions that will enhance the client experience while a Home Instead caregiver is in the home. It also sets the stage for Home Instead to offer new services, such as interactive remote care, which would create new opportunities for the delivery of technology-based home care across underserved populations and rural geographies. The agreement includes an equity investment in GrandPad.

8.  Additionally, Jeff Huber, president (at the time of the announcement) and CEO of Home Instead, Inc., has been added to GrandPad’s board of directors. According to Huber, “In our new collaboration with GrandPad, Home Instead is reaffirming our commitment to creating innovative, forward-looking solutions that empower Home Instead CAREGivers to deliver exceptional experiences for clients.”

9.  The partnership joins the leading provider of in-home care with technology experts whose mission is to improve the lives of seniors, their loved ones, and caregivers. Together, the intersection of innovation and care provides a high-tech, high-touch solution that will elevate the experience of aging today and for future generations.

10.  In addition to complementing the quality care Home Instead caregivers provide to their clients, the partnership with GrandPad enables connectivity with families and friends. Nearly three in 10 adults over the age of 40 feel socially isolated, according to AARP. Technology can play an important role in helping older adults reduce loneliness and isolation by allowing them to stay connected with loved ones and live independently at home.

11.  Scott Lien, co-founder and CEO of GrandPad, said, “With the Home Instead franchise network, we’ll be able to reach more people who will benefit from the connectivity GrandPad provides. We’re thrilled to work together to transform the way care is delivered and look forward to continued innovation that keeps seniors connected to their friends and family, while minimizing the stress of caring for aging loved ones.”

12.  At the time of the announcement, pilot programs were underway, and Home Instead Senior Care integrated care services powered by GrandPad was set to be available in select markets in 2019.

Global Chief Advocacy Officer Appointed to RAISE Family Caregiving Advisory Council

13.  At the end of August 2019, Home Instead Senior Care announced that Jisella Dolan, global chief advocacy officer of Home Instead, Inc., has been appointed to the RAISE Family Caregiving Advisory Council by the Administration for Community Living. The council, established under the Recognize, Assist, Include, Support and Engage (RAISE) Family Caregivers Act, will help support the development of a national family caregiving strategy.

14.  Specifically, the council is responsible for advising the Secretary of Health and Human Services on methods for family caregiving and caregiver support. The new strategy will advise actions for governments, care providers, and communities to support family caregivers and improve the coordination across federal government programs to help advance a national family caregiving plan.

15.  Dolan said, “I am honored to be a part of this council to support family caregivers across the country. I am honored to bring my personal experience as a family caregiver, together with my role at Home Instead Senior Care and my passion for helping family caregivers, to this council. I look forward to working to advance policies and best practices that support our nation’s working family caregivers.”

16.  At Home Instead, Dolan leads a team that advocates for older adults and their families and champions initiatives that advance quality care standards. Dolan also serves on the World Economic Forum Global Future Council on Health and Health Care and as the Home Instead Senior Care chief strategy officer to the World Economic Forum. Dolan also serves on the Women’s Leadership Council for Women Against Alzheimer’s.

17.  Jeff Huber, president (at the time of the announcement) and CEO of Home Instead, Inc., added, “We are incredibly proud that Jisella has been chosen to be part of such an important committee that will support the development and implementation of a national caregiving strategy. The 40 million family caregivers in the U.S. are going to benefit greatly from her knowledge, compassion and personal experience.”

Company History

18.  Home Instead Senior Care was founded in 1994 by Paul Hogan and his wife Lori in Omaha, Nebraska. The Hogans had cared for Paul’s grandmother, who was over 100 years old, in her own home and wanted to offer this option to others in their area.

19.  In the beginning, the Hogans offered their services to other families in Omaha, and the business grew quickly. By the following year, in 1995, the Hogans were ready to start franchising the Home Instead Senior Care franchise.

20.  Since then, Home Instead Senior Care has grown into one of the largest in-home elderly care franchisors in the world. There are Home Instead Senior Care locations in 12 countries across four continents.

Entrepreneur’s Franchise 500

21.  Home Instead Senior Care ranked No. 156 on Entrepreneur’s 2020 Franchise 500 list.

Section II – Estimated Costs

• Please click here for detailed estimates of Home Instead Senior Care franchise costs, based on Item 7 of the company’s 2019 FDD.

Section III – Initial Franchise Fee, Royalty Fee, Marketing Fee, and Other Fees

• Please click here for detailed information on Home Instead Senior Care’s initial franchise fee, royalty fee, marketing fee, and other fees, based on Items 5 and 6 of the company’s 2019 FDD.

Section IV – Number of Franchised and Company-Owned Outlets

Franchised

2016

• Outlets at the Start of the Year:  607
• Outlets at the End of the Year:  592
• Net Change:  -15

2017

• Outlets at the Start of the Year:  592
• Outlets at the End of the Year:  598
• Net Change:  +6

2018

• Outlets at the Start of the Year:  598
• Outlets at the End of the Year:  604
• Net Change:  +6

Company-Owned

2016

• Outlets at the Start of the Year:  2
• Outlets at the End of the Year:  5
• Net Change:  +3

2017

• Outlets at the Start of the Year:  5
• Outlets at the End of the Year:  5
• Net Change:  0

2018

• Outlets at the Start of the Year:  5
• Outlets at the End of the Year:  3
• Net Change:  -2

Section V – Financial Performance Representations (Item 19, 2019 FDD) and Analysis

• For purposes of this Item 19, “Gross Sales” means the total of all revenues from the operation of the Franchised Business whether received in cash, or services in kind, from barter and/or exchange, on credit, and whether payment is received or not.

• Gross Sales does not include the amount of all sales tax receipts or similar tax receipts which, by law, are chargeable to clients, if such taxes are separately stated when the client is charged and if such taxes are paid to the appropriate taxing authority.

• In addition, Gross Sales does not include the amount of any refunds, chargebacks, credits, and allowances given in good faith to clients by franchisees, and the amount of mileage and out-of-pocket expenses incurred by and reimbursed to franchisees’ employees in connection with providing services to clients.

Part 1 – Gross Sales Data by Years in Business

• The Gross Sales data in the table below is based upon information reported to Home Instead by the 604 Home Instead Senior Care U.S. Franchised Businesses in operation as of December 31, 2018 on an individual per franchise basis.

• The Gross Sales data does not include 3 Home Instead Senior Care businesses operated by Home Instead’s affiliates. The Gross Sales data does not include any Franchised Businesses that opened or closed in calendar year 2018.

2018 Total Revenue

0-1 Years in Business as of December 31, 2018