Feel the Heat
Opportunity: Senior Services
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The population is aging--by 2030, the number of adults age 65 and older will double to 70 million. No one is feeling the crunch more than baby boomers, who now find themselves in the "sandwich generation"--caring for both their children and their aging parents. An estimated 44 million Americans provide care for elderly family or friends. "Any businesses that can address this dilemma in terms of health care, stress management, financial planning and problem solving for elderly parents--that is a huge area of concern right now," says Cathy Hamilton, founder and managing editor of BoomerGirl.com, a media company that provides news, information and community advice to baby boomer women.
Helping both the sandwich generation and seniors is Pamela J. Braun, a licensed clinical social worker who founded Geriatric Assessment, Management & Solutions LLC in Sun City, Arizona. She provides assessment and evaluation, medical appointment coordination and medical/legal power of attorney services. With annual sales between $300,000 and $400,000, Braun, 44, says, "The biggest reward is being an advocate and knowing you're making a difference in the quality of these people's lives."
If you're passionate about advocating for seniors, check out these tips for starting your own senior services business: - Network with senior specialists. Getting your name in the mouths of trusted professionals who are already working with seniors is key. Network with local hospitals, doctors, gerontology centers, community service agencies and the like. They're on the front lines for seniors and caregivers who need guidance, and they can often make referrals to your services.
- Get training. Depending on the type of service you'll be providing, you'll want to get sufficient training and possibly even certification (depending on your state). Braun, who has a master's degree in social work, is also a Certified Private Fiduciary in Arizona, which allows her to handle financial decisions for her clients. "We take health care and mental health power of attorney for people--they're appointing us in our documents," says Braun. "It's a commitment; it takes dedication. You also have to have a passion for the work."
- Become a master communicator. Senior-care issues are often very sensitive--health care, independence and financial considerations are even more complex when you start bringing family dynamics into the mix. "It's challenging trying to make sure that all the needs are being met for the clients and for the families," says Braun. "It doesn't stop at 5 o'clock on Friday."
- Build your reputation. In such a people-centric business, where you're making assessments for seniors, advising families and handling private health and financial information, your good name and reputation are crucial to building a lasting enterprise within the community. Her sterling reputation has inspired strong word-of-mouth buzz for Braun, ensuring her a steady stream of business.
- Market your service as a timesaver for caregivers. Especially for the stretched-to-the max sandwich generation, which is caring for aging parents and children still at home, any timesaving service that can make their lives easier will thrive. Hamilton says, "If you can figure out a way to save a stressed-out sandwiched boomer woman time, you'll have a gold mine."
Senior Services Franchises:
Accessible Home Health Care
accessiblehhc.com
Age Advantage Home Care Franchising Inc.
ageadvantage.com
AtWork HelpingHands Services
atworkhelpinghands.com
BrightStar Healthcare
brightstarfranchise.com
Caring Transitions
caringtransitions.net
Choose Home
choose-home.com
ComForcare Senior Services Inc.
comforcare.com/franchise
Comfort Keepers
comfortkeepers.com
Home Helpers/Direct Link
homehelpers.cc
Home Instead Senior Care
homeinstead.com
Homewatch CareGivers
homewatchcaregivers.com/franchise
Right at Home Inc.
rightathome.net
Senior Helpers
seniorhelpers.com
The Senior's Choice Inc.
theseniorschoice.com
Spectrum Home Services
spectrumhomeservices.com
Synergy HomeCare
synergyhomecare.com
Visiting Angels
livingassistance.com
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