Q&A with CareBuilders at Home Multi-Unit Franchisee Bryan Ricks

Name: Bryan Ricks

Title: Executive Director and Franchisee

Brand: CareBuilders at Home

Units: 4

Years in Franchising: 10

Why did you choose to franchise with a service brand?

I chose to franchise with a service brand because I wanted a foundational understanding of the field and access to the expertise that would help guide the proper steps toward success. I also wanted to be part of an organization that could help procure advanced business opportunities.

How did you choose the sector and brand you did?

I previously worked in a sector that tracked upcoming societal changes and identified future needs across growing industries. That experience gave me insight into where the greatest opportunities would be. From a brand standpoint, it was important to find a company that offered strong back-office support and organizational guidance, particularly in managing employees. I also wanted a brand with industry-level expertise that could help us achieve our larger strategic goals.

What different skill sets are required for franchising with a service brand?

Franchising with a service brand requires understanding the brand’s history, goals, and outlook. It also involves articulating a clear vision for your business, knowing when and how to ask for assistance with business development, and maintaining consistent communication with the franchisor on complex issues to ensure alignment. Leveraging the team that supports your franchise is critical because there is a mutual desire for your success.

What are the advantages of choosing a service brand?

The main advantages include access to industry history and knowledge, an established framework, and strategic insights that come from an experienced organization. You also benefit from exposure to other successful franchise owners and ongoing assistance and guidance that help you work toward your specific success goals.

What are some keys to operating multiple franchises at the same time?

It is critical to have strong processes and a clearly defined organizational culture. Our daily goal is to operate as a 95 percent organization, meaning our employees are so connected to our process and culture that we are only dealing with or aiming to reduce the five percent fall-off that inevitably occurs. It is also important to keep things simple. If you define up to five critical keys for success that apply to all employees, you will have a greater sense of control across all locations. Consistent communication is another key. Share results often, keep things positive, and identify opportunities for improvement around those five critical success keys.

What are some of the top ways you have marketed and promoted your business?

We made a strategic decision to operate almost exclusively as a referral-based business. This required us to drive awareness among specific organizations and business channels while learning about their needs and positioning ourselves as a solution. Using our five critical success keys as a reliable framework has been very effective for us in building relationships and generating referrals.

What would you recommend to anyone considering a service brand?

Many people go into business to be their own boss, but it is important to weigh your expertise in your chosen field against the opportunity you are pursuing. Choosing a service brand is not just about using a pre-established name or reputation because that alone will not guarantee success. It is about leveraging the experience and expertise of an existing company, so you do not have to learn every tough start-up lesson on your own. If you feel you are ready to run, franchising with a brand can help you reach that goal more efficiently.