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Want a real blueprint for turning a franchise into a life-changing asset? We sat down with Jay and Carolina Orosa to unpack how they went from corporate careers to building, scaling, and exiting a thriving home care franchise—and why they’re now mentoring new owners inside our team. Their story blends heart and hard numbers: a culture rooted in compassion for clients and caregivers, and a playbook grounded in unit economics, pricing discipline, and weekly-to-quarterly financial rigor.

We break down the moves that matter: defining roles around strengths to avoid stepping on each other’s toes, documenting processes so the business can grow without you, and resisting price pressure by adding value rather than discounting. Jay explains why a franchise sells you a system, not outcomes—and how the mindset shift from employee to owner powers execution. Carolina dives into brand versus logo, showing how a clear promise and consistent delivery attract the right clients, staff, and even future buyers. We also talk risk management most owners miss, from insurance audits to partner due diligence, and how clean books and a resilient margin profile can draw strong offers from private equity.

For operators and explorers alike, we map where the next wave is building: health and recovery concepts focused on longevity, senior care with durable demand, and tech-enabled home services you can run from your phone. The throughline is alignment—choosing a model that fits your lifestyle, runway, and strengths, then building for exit from day one. If you’re ready to trade “what if” for a plan, hit play, take notes, and start your exploration while momentum is on your side.

If this conversation helped you see a path from job to asset, follow the show, share it with a friend, and leave a quick review so more builders can find it.

The Franchise Insiders

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