Rethinking franchising

How marketing in franchising works hasn't been rethought through in decades! There are franchising directories, associations, and brokerages to help find great entrepreneurs that are a good fit with out systems. What other thinking could be used in the franchising networks? Just Like Family Home Care a majority of its ownership by charities and has a mandate to think differently about home care and about franchising. With this people & profit lens, how could we disrupt how marketing is done when recruiting new franchise partners?

Transforming Home Care & the Narrative of Aging

Just Like Family (JLF) is a care giving company that offers personal caregivers to elderly clients aging in place in Canada. They offer services like home care, companionship and overnight care. They operate in a franchise model and currently operate in 29 locations in Canada. This brand was recently transferred ownership through a social acquisition, a practice where impact investors buy out a for-profit, independently owned business to prevent it from being scooped up by a private equity firm. Through this model they wished to transform how home care was done throughout Canada. The concept, could this be more than a home care business, could this is a movement? What would this look like?