Amy Petersen-Smith, franchise owner with the Senior Helpers Network, joins host David Knack on Home Care Hindsight to share insights from her journey as both a franchisor and franchisee. Amy discusses the pivotal moments that shaped her business philosophy, including her “biggest mistake” of initially hiring her husband, and how she transformed her company by embracing delegation, fostering a cohesive team culture, and leveraging external resources.

Amy dives into the nuances of running a home care business, from balancing private pay with Medicaid and VA funding, to the operational challenges of billing, recruiting, and caregiver retention. She highlights the importance of long-term planning, the power of strong team dynamics, and why humility and seeking guidance can lead to exponential growth.

For business owners in the home care space, Amy offers actionable takeaways on avoiding burnout, building scalable systems, and focusing on meaningful metrics that drive success.

Lesson Takeaways:

1. Delegation is key to scaling a business: trust your team and let go of micromanaging.

2. Focus on retention by identifying key pain points and implementing solutions that make caregivers feel valued.

3. Embrace humility and seek outside coaching or expertise to accelerate business growth.

4. Medicaid and VA funding can be viable revenue streams; avoid hard rules and adapt to your market’s needs.

5. Build a cohesive team culture that encourages problem-solving and innovation to sustain growth and stability.

Timestamps: [00:00:00] Introduction to Amy Petersen-Smith and her franchise journey. [00:01:53] Transitioning from franchisor to franchisee. [00:03:22] Taking a leap of faith to buy a franchise. [00:06:00] The concept of Town Square: reminiscence therapy for individuals with dementia. [00:11:15] Amy’s biggest mistake: hiring her husband and the lessons learned. [00:14:00] Marketing shifts and the importance of becoming the face of the business. [00:16:06] Changing perspectives on working with government programs like Medicaid. [00:19:00] Operational insights: managing billing for Medicaid and VA clients.[00:21:28] Avoiding burnout by empowering others to handle day-to-day challenges. [00:24:39] The role of KPIs and metrics in identifying and addressing business challenges. [00:29:00] Improving caregiver retention rates through targeted strategies. [00:30:13] Celebrating recent wins: awards, business growth, and CHAP certification. [00:32:34] Recruiting strategies and the importance of caregiver referrals. [00:33:21] The freedom and challenges of being a franchisee.[00:34:06] Advice for franchisors on understanding the realities of franchisee cash flow.

Quotes

• Amy Petersen-Smith: “I had to humble myself and realize I needed a coach. That decision changed everything for my business." 

• Amy Petersen-Smith: "Delegation doesn’t mean abandoning responsibility. It means empowering your team and trusting them to deliver."

• Amy Petersen-Smith: "You can’t grow a business if you’re constantly putting out fires. Build systems and processes to handle the day-to-day."

Resources:

1. Connect with Amy Petersen-Smith on LinkedIn 2. Learn more about Senior Helpers 3. Explore Town Square for reminiscence therapy 4. Discover Ava’s caregiver retention solutions 5. Connect with David Knack on LinkedIn 6. Connect with Zingage on LinkedIn 7. Powered by Zingage 8. Subscribe on Zingage’s YouTube

Ryan McEniff, CEO of Minute Women Home Care, joins David Knack to share insights from his journey as a home care leader. Ryan discusses the challenges and rewards of delegating tasks, building a strong team culture, and implementing the Entrepreneurial Operating System (EOS) to drive accountability and growth in his business. He reflects on his biggest mistakes, including undervaluing personal and professional development, and offers actionable advice for overcoming obstacles and fostering business success.

Through candid anecdotes and practical strategies, Ryan provides valuable lessons for home care professionals on recruiting the best caregivers, investing in meaningful processes, and developing out-of-the-box marketing strategies. Listeners will gain fresh perspectives on adapting to emerging technologies, creating impactful referral relationships, and embracing a culture of continuous improvement.

Lesson Takeaways:

1. Delegating tasks empowers teams and fosters professional growth, even when mistakes happen.

2. Investing in personal and business development early leads to smoother scaling and fewer setbacks.

3. Confidence in asking for the business and referrals is essential to closing deals.

4. Creative marketing approaches help home care businesses stand out in competitive markets.

5. Embracing emerging technologies enhances caregiving and builds trust with clients.

Timestamps:

[00:00:00] Delegating and growing professionally within a team.[00:01:00] Introduction: Ryan McEniff and Minute Women Home Care. [00:06:00] Ryan's biggest mistake: undervaluing personal and business investments. [00:09:00] The impact of EOS on accountability and processes.[00:15:00] Creating a transparent and collaborative culture.[00:18:00] Making personnel changes for business alignment.[00:20:00] Out-of-the-box marketing strategies to reach decision-makers. [00:24:00] Asking for the business confidently. [00:29:00] Addressing client indecision and fostering trust.[00:34:00] Win of the week: EOS implementation driving growth.[00:36:00] Home care hot takes: adapting to emerging technologies and fostering meaningful referral relationships.

Quotes

• Ryan McEniff: "Delegate and elevate. You might be afraid to give up control, but the growth you’ll see in your team will surprise you."

• Ryan McEniff: "Pay the money upfront and save yourself from costly mistakes later."

• Ryan McEniff: "It’s not about convincing clients—they need to feel they’re making the right decision."

• Ryan McEniff: "Emerging technologies won’t replace caregivers, but they’ll complement care and transparency."

Resources:1. Learn more about Minute Women Home Care 2. Connect with Ryan McEniff on LinkedIn 3. Explore The Caregiver's Toolbox podcast 4. Discover the EOS framework through Traction by Gino Wickman 5. Connect with David Knack on LinkedIn 6. Connect with Zingage on LinkedIn 7. Powered by Zingage 8. Subscribe on Zingage’s YouTube

Bob Roth, co-founder and managing partner of Cypress Home Care Solutions, joins host David Knack to share his journey from an "accidental caregiver" to a leader in the home care industry. Bob reflects on the challenges of balancing empathy and business decisions, recounting a pivotal moment when his compassion led to hard lessons about retaining the right team members. He discusses how this experience shaped his approach to leadership and highlights the importance of aligning personal values with operational success.

Through his journey, Bob emphasizes the value of reframing the narrative around home care, leveraging innovative technologies like machine learning to optimize operations, and advocating for the industry’s recognition as a vital part of the healthcare continuum. His insights provide actionable strategies for home care professionals looking to improve caregiver recruitment, streamline operations, and advocate effectively for the future of home care. Lesson Takeaways:

1. Empathy is essential in caregiving but must be balanced with practical business decisions to ensure success. 2. Reframing home care as a critical part of the healthcare continuum helps elevate its recognition and value. 3. Innovation and collaboration are key to staying relevant in a rapidly changing industry. 4. Focusing on potential clients who can afford private pay services ensures time and resources are well spent. 5. Streamlining caregiver onboarding and building personal connections are crucial for retention and operational efficiency.

Timestamps: [00:01:00] Bob’s journey from consumer goods to home care. [00:04:00] Redefining home care as "in-home supportive care." [00:08:00] Empathy in business: Strength or weakness? [00:16:00] The Medicare Advantage conundrum: Overpromised, under delivered. [00:22:00] Respite care challenges and CMS programs. [00:29:00] Avoiding common marketing mistakes in home care. [00:32:00] Leveraging machine learning to optimize recruitment and operations. [00:37:00] Collaborating with innovative partners to scale caregiver hiring.

Quotes

• Bob Roth: “We are the Rodney Dangerfield of the healthcare continuum: we get no respect.”
• Bob Roth: “You have to fish where the fish are. Focus on clients who can afford your services.”
• Bob Roth: “In home care, you need to innovate and collaborate. If you stay static, you’ll be obsolete.” 

Resources: 1. Learn more about Cypress Home Care Solutions 2. Connect with Bob Roth on LinkedIn 3. Explore partnerships like Homecare Pro and Hello Hire 4. Join the Home Care Association of America for industry insights. 5. Connect with David Knack on LinkedIn 6. Connect with Zingage on LinkedIn 7. Powered by Zingage 8. Subscribe on Zingage’s YouTube

Ravin Shah, CEO and founder of HelloHire, joins host David Knack on Homecare Hindsight to discuss his entrepreneurial journey, the challenges of caregiver recruitment, and the technology solutions his platform offers. Ravin shares his early mistakes, including initially overlooking the home care industry, and the lessons he learned about the importance of embracing industry-specific technology.

He also dives into the unique intersection of commerce and empathy in the home care industry, the value of video interviews in caregiver recruitment, and the balance of human connection with technology-driven efficiency. This episode provides practical insights for home care professionals looking to streamline recruitment processes, enhance caregiver engagement, and grow their agencies.

Lesson Takeaways:

1. Don’t assume caregivers are not tech-savvy. If they can use consumer-facing apps like Facebook and FaceTime, they can adapt to user-friendly recruitment platforms like HelloHire.

2. Leverage video interviews. They streamline recruitment, save time, and make the process more convenient for both recruiters and caregivers.

3. Focus on high-value tasks. Let technology handle repetitive, low-value administrative work so recruiters can focus on building meaningful connections with candidates.

4. Adopt a caregiver-centric approach. Make the recruitment process fast, frictionless, and intuitive to stand out to high-quality applicants.

5. Iterate based on feedback. Even critical feedback from customers can lead to product improvements and greater value delivery.

Timestamps:

[00:00:00] The importance of a fast, frictionless recruitment process. [00:01:00] Ravin Shah’s introduction and background in technology and startups. [00:03:00] Challenges of work-life balance as a repeat founder. [00:04:00] The unique blend of commerce and empathy in the home care industry. [00:06:00] Ravin’s career do-over: preferring outdoor, hands-on work. [00:07:00] The biggest mistake: initially ignoring the home care industry. [00:12:00] Realizing the potential of HelloHire for home care recruitment. [00:14:00] Addressing caregiver recruitment challenges with technology. [00:18:00] Why video interviews are an underrated tool in recruitment. [00:22:00] Balancing human connection and automation in recruitment processes.[00:25:00] Win of the week: leveraging constructive customer feedback for product improvement.

Quotes

• Ravin Shah: "If caregivers can use Facebook and FaceTime, they can use tech like HelloHire designed for simplicity."
• David Knack: "Stop throwing people at problems; invest in systems and tools to let your team operate at the top of their qualifications.
• Ravin Shah: "The first interview should be on video, and the last interaction should be in person to ensure a proper fit."
• Ravin Shah: "High-value work is building relationships with caregivers. Low-value work is admin—automate the low-value tasks."

Resources:

1. Visit HelloHire 2. Connect with Ravin Shah on LinkedIn 3. Connect with David Knack on LinkedIn 4. Connect with Zingage on LinkedIn 5. Powered by Zingage 6. Subscribe on Zingage’s YouTube

Gabrielle Pumpian, COO of Entrethrive, joins host David Knack to share her journey from a sales leader to her current operations-focused role. Gabrielle reflects on her biggest sales mistake—getting stuck in the "friend zone" with clients—and how it held her back from achieving measurable results. She recounts the pivotal moment when her manager challenged her to move the dial, prompting her to rebuild relationships with key decision-makers and reshape her sales approach. 

Through this experience, Gabrielle learned the importance of being intentional with client interactions, asking directly for the business, and balancing authenticity with professional strategy. Her insights offer valuable lessons for home care professionals looking to enhance their sales tactics, engage caregivers effectively, and foster sustainable agency growth.

Lesson Takeaways:

1. Avoid getting stuck in the "friend zone" with potential clients; ensure you're building relationships that move the needle for your business.

2. Be proactive and intentional in asking for the business—don't rely on assumptions.

3. Authenticity and vulnerability foster trust in both sales and caregiving relationships.

4. Caregiver engagement and career development are key to retention and long-term agency growth.

5. Create diverse activities and personal connections with accounts to stand out and build stronger partnerships.

Timestamps:

[00:00:00] Gabrielle’s journey from sales to COO at Entrethrive. [00:06:00] The "friend zone" mistake in sales and how to avoid it. [00:11:00] Building relationships with decision-makers and avoiding assumptions. [00:17:00] Bringing authenticity and vulnerability to sales and caregiving. [00:24:00] Engaging caregivers to reduce turnover and improve retention. [00:27:00] Creating career pathways for caregivers to drive business growth. [00:30:00] Avoiding desperation in sales and focusing on meaningful client relationships. [00:34:00] Gabrielle’s recent win: driving accountability and results in leadership coaching.

Quotes:

• Gabrielle Pumpian: "Every time you're in there, you have to ask for the business. Don't be scared. Don't be intimidated." 
• Gabrielle Pumpian: "It’s not about being vulnerable in a room of other home care owners. It’s about being vulnerable within yourself to really look inward.
• Gabrielle Pumpian: "You got to be you, and you're not going to be able to build a long-lasting, fruitful relationship with anyone if you're pretending to be someone that you're not."

Resources:

1. Learn more about entrethrive
2. Connect with Gabrielle Pumpian on LinkedIn
3. Explore Entrethrive’s Breakaway Program
4. Connect with David Knack on LinkedIn
5. Connect with Zingage on LinkedIn
6. Powered by Zingage
7. Subscribe on Zingage’s YouTube

Stephen Tweed, CEO of Leading Home Care and founder of the Home Care CEO Forum, joins host David Knack on the Home Care Hindsight Podcast to discuss his extensive career in the home care industry. In this episode, Stephen shares insights on why caregiver retention matters as much as recruiting, how defining a clear vision shapes business growth, and why building a strong team is essential for success. Reflecting on his biggest career regret, Stephen offers a blueprint for moving from a solopreneur approach to building a team that allows business owners to “work on their business, not in it.”

Stephen’s lessons cover the value of retaining top caregivers, the importance of strategic delegation, and how small changes in team structure can lead to lasting success in home care. His experiences provide actionable advice for home care owners aiming to improve both their business and caregiver engagement.

Lesson Takeaways:

1. Define your vision with a clear, forward-looking plan for both business and lifestyle to set meaningful goals.
2. Prioritize retention over recruitment by focusing on retaining top caregivers, which builds continuity for clients and caregiver satisfaction, creating long-term growth.
3. Work on the business, not in it by delegating effectively and developing a team that allows for strategic oversight rather than daily operational tasks.
4. Invest in high-quality hires, as recruiting carefully for cultural fit and skill can significantly reduce turnover and improve team stability.

Timestamps: [00:00:00] Discussion on why people leave home care companies, emphasizing the importance of proper treatment and consistent scheduling. [00:01:00] Announcement about rebranding from Ava to Zyngage. [00:03:00] Stephen's insight on the power of metrics: "What gets measured gets managed, what gets rewarded gets repeated.” [00:04:00] Stephen's philosophy on mixing work and play in business and life. [00:07:00] A memorable travel story in Japan, showcasing the joy of cultural exchange and adventure. [00:08:00] Reflection on the “biggest career regret” of building a practice instead of a company, highlighting the impact of long-term vision. [00:10:00] Stephen discusses the importance of “future regret” as a tool for planning meaningful career decisions. [00:12:00] Steps for business owners to shift from a "practice" to a "company" with a broader impact. [00:16:00] Story of traveling to Italy with friends, underscoring the significance of living without regrets.[00:18:00] Advice on designing a business that supports personal goals, such as travel or family time.[00:21:00] Key factors in caregiver retention, such as hiring quality applicants and engagement strategies. [00:22:00] The concept of “caregiver-first culture” to improve service quality and business growth.[00:27:00] Explanation of high-level leadership through accountability and strategic retention management. [00:31:00] The impact of a strong phone presence in a business, creating lasting impressions with clients and caregivers. [00:35:00] Stephen's legacy through transferring ownership of the Home Care CEO Forum, ensuring a lasting industry impact. [00:40:00] Stephen’s advice on “future-proofing” home care businesses by crafting a strong vision, culture, and systems.

Quotes

• Stephen Tweed: "If we really want to grow a business, then we need to focus on the whole process of recruiting, selection, onboarding, training, retention…it starts with high-quality applicants."
• Stephen Tweed: "What gets measured gets managed, what gets rewarded gets repeated."
• Stephen Tweed: “A number of members have made a conscious decision... We're going to put our caregivers first. And you say that to most business people and they say, no, no, the customer is always first. But we’re saying in this case, no, because if we can get high quality caregivers and keep them, we can get clients.”

Resources:

1. Home Care CEO Forum
2. Home Care CEO LinkedIn Community
3. Stephen Tweed on LinkedIn
4. Leading Home Care
5. Connect with David Knack on LinkedIn
6. Powered by Zingage
7. Connect with Stephen Tweed on LinkedIn
8. Recommended Reading: Conquering the Crisis by Stephen Tweed
9. Latest Ebook: Six Secrets to Selling Home Care to Your Ideal Client

Marissa Snook, CEO of CoreCubed, joins host David Knack in this episode of Home Care Hindsight to share her extensive experience in home care marketing and website management. Marissa explains the critical importance of keeping your website secure by regularly updating plugins, themes, and backups. She also emphasizes the need for businesses to maintain all website logins and ownership of their sites.

Marissa reflects on common mistakes she’s seen from clients, including the risks of losing everything due to website neglect, and shares best practices for safeguarding your online presence. Throughout the conversation, she highlights the significance of AI in marketing, the role of authentic branding, and the continuing relevance of print marketing in home care. She provides actionable advice on handling inquiry calls and connecting with clients effectively.

Lesson Takeaways:

• Website maintenance is essential to keeping your site secure; update plugins and design themes regularly.
• Maintain backup copies of your website on a different server than your web host to avoid major issues if the host is compromised.
• Home care agencies need to rethink branding, moving away from overused symbols like hearts and angel wings.
• Strong inquiry call handling is key to converting marketing efforts into clients. Agencies must monitor how calls are handled to avoid missed opportunities.
• AI is a starting point, not the complete solution; tools like Perplexity AI can be used to improve operations, but they’re evolving quickly.

Timestamps: [00:00:00] Website maintenance tips: Keeping sites secure and up-to-date [00:02:00] Introduction of Marissa Snook, CEO of CoreCubed [00:04:00] The biggest website mistake: forgetting to pay your web hosting bill [00:06:00] How failing to maintain a website can result in losing everything [00:08:00] Understanding domain, web hosting, and website logins [00:10:00] Backup strategies for website security during election years [00:12:00] Overcoming home care branding clichés and focusing on life, not just care [00:16:00] The importance of handling inquiry calls properly to grow your business [00:19:00] Using AI and SEO to stay ahead in marketing [00:22:00] Print marketing is still effective for senior care, especially with referral sources [00:24:00] How to evaluate the success of social media and print marketing efforts

Quotes:

• Marissa Snook: “Your server is only as secure as the weakest website on that server.”
• David Knack: “Delegation is hard for leaders, but it's essential for long-term success and growth.”

Resources:

• CoreCubed Website
• Follow Marissa on LinkedIn
• Connect with David Knack on LinkedIn
• Fisher Price Video: What Logins Do I Need to Manage My Website?
• Ava
• Ava on LinkedIn

Casey Rausin, COO of Care on the Block, sits down with host David Knack to share her journey from nursing to care management in this episode of Home Care Hindsight. She discusses the critical steps involved in defining an ideal client profile and streamlining services to improve efficiency.

Casey also reflects on the unique challenges her team encountered during the COVID-19 pandemic and how refocusing on core services led to a positive impact on both employees and clients. Throughout the conversation, Casey highlights the importance of effective training, open communication, and strategic delegation in building a successful and sustainable care management business.

Lesson Takeaways:

1. Care management can reduce stress for families, providing expert guidance for navigating complex health systems.
2. Define an ideal client profile to focus on core strengths and build a sustainable business. Strong communication and clear processes within the company improve both employee retention and client satisfaction.
3. Ongoing training is essential for home care employees, especially as the industry shifts towards managing more complex health conditions at home.
4. Delegation and trust in your team are key to growing a business successfully.

Timestamps:

[00:00:00] Introduction of care management and Casey Rawson’s background. [00:02:00] Defining care management and its role in home care. [00:06:00] Casey’s biggest mistake: trying to be everything to everyone. [00:10:00] Strategic decisions made during COVID and defining the ideal client. [00:15:00] The importance of training and care quality in the future of home care. [00:19:00] Delegation and Casey’s personal growth as a leader. [00:25:00] The impact of burnout in home care and how organizations can address it. [00:30:00] Casey’s proud moment: Trusting her team and the value of autonomy. [00:35:00] Closing thoughts on care management and its future role in the home care industry.

Quotes:

• Casey Rausin: “Care management allows families to be just that – families, while professionals handle the complex healthcare decisions.”
• David Knack: “Delegation is hard for leaders, but it's essential for long-term success and growth.”

Resources:

• Learn more about Care on the Block
• Follow Casey Rausin on LinkedIn
• Aging Life Care Association
• Follow Home Care Hindsight on YouTube and other social media platforms.
• Connect with David Knack on LinkedIn
• Ava
• Ava on LinkedIn

Justin Currie, the owner and CEO of Thema Home Care and Founder of Masters of Home Care, joins host David Knack to share his journey of building a thriving home care agency. Justin discusses his biggest challenges, including the costly mistake of working with Medicaid and how he pivoted to private pay clients. He also offers valuable strategies on cash flow management, automating billing processes, and making data-driven decisions that propelled his agency to the Inc 5000 list.

Lesson Takeaways:

• Focus on private pay for cash flow stability.
• Automate billing and streamline financial operations.
• Learn from your data to make smart business decisions.
• Diversify client types but stay true to your ideal client profile.
• Stay intentional with your goals and challenge your business to grow.

Timestamps:

[00:00:00] Introduction to Justin Currie and his journey in home care. [00:01:00] From Canada to the U.S.: Starting a home care agency. [00:04:00] The $30,000 mistake with Medicaid and the shift to private pay. [00:07:00] Data-driven decisions and streamlining operations. [00:09:00] Automating billing for private pay clients. [00:12:00] Marketing strategies for attracting the right clients. [00:16:00] Managing growth and the necessity of scaling. [00:20:00] How to handle bad referrals and maintain quality care.

Quotes:

• Justin Currie: “Success came out of necessity when we couldn’t get funding.”
• Justin Currie: “Automating billing for private pay clients was a game changer for us.”
• David Knack: “It's amazing how data can streamline operations and keep you growing.”

Resources:

• Learn more about Thema Home Care
• Exclusive for our listeners! Special Offer of VIP Private Pay Strategies. Email Justin at [email protected].
• Follow Justin Currie on LinkedIn.
• Ava
• Ava on LinkedIn
• Connect with David Knack on LinkedIn
• Subscribe to Ava on YouTube

Adam Corcoran, owner of Elevation Marketing, shares the story of his first major sales presentation to host David Knack. This episode presents his rocky start in the home care industry and how it ultimately shaped his business success. He opens up about his first major sales presentation, where he was completely unprepared to handle the jargon, questions, and expectations of a room full of social workers.

Adam learned the importance of preparation, understanding client pain points, and asking for help through this humbling experience. His insights provide valuable lessons for anyone looking to improve their approach to sales, marketing, and building strong referral partnerships in home care.

Lesson Takeaways:

1. Always do your homework before meeting potential clients. Understand their pain points and tailor your approach to address them.
2. Don’t be afraid to seek guidance when you’re out of your depth. Asking for help is a sign of strength, not weakness.
3. Take the time to get to know your clients and referral partners on a personal level.
4. Taking time to top off the basic tasks of care, like adding enrichment activities, can greatly enhance client satisfaction.

Timestamps:

[00:00:00] Adam introduces himself and his journey from home care to Elevation Marketing. [00:02:00] How Elevation Marketing doubled business during COVID. [00:06:00] Adam’s biggest mistake: his first unprepared in-service with social workers. [00:09:00] The turning point: learning from the experience and seeking help. [00:15:00] Building relationships through understanding and asking the right questions. [00:17:00] The importance of trust and creating personalized experiences for clients. [00:25:00] Underrated practice in the industry: prioritizing social and enrichment components in care plans. [00:32:00] Key advice for home care owners: regularly check in with caregivers to ensure they feel supported. [00:36:00] Adam’s recent win: combining home care expertise with promotional strategies to help agencies thrive.

Quotes

1. Adam Corcoran: "I was up there, sweating through questions I didn’t have answers to. That day, I learned the hard way that you can’t wing it in this business."
2. Adam Corcoran: "People don’t care what you do; they care what problem you can solve for them."
3. David Knack: "Trust takes time to build, but it’s the most critical factor in any successful home care relationship."

Resources:

1. Learn more about Elevation Marketing
2. Follow Adam Corcoran on LinkedIn
3. Ava
4. Ava on LinkedIn
5. Connect with David Knack on LinkedIn
6. Subscribe to Ava on YouTube