Clarkston-based firm lending seniors a hand at home
June 28, 2011 – 8:10 amMichael LaVell knows just how tight it can be as a member of the “Sandwich Generation” — people whose aging parents who need regular care and who have school-age children at home.
“These are people who try to manage kids, career and family. Eventually, they’re going to get emotionally and physically burned out,” said LaVell, founder and owner of Clarkston-based FirstLight HomeCare, a business he started after helping his father work through a stroke and dementia.
“That is what gave me the vision — I saw the need out there for nonmedical home care. When my father was released (from the hospital), the social workers there didn’t even mention it as an option,” LaVell said. “Nowadays, it seems everyone I talk to is facing this issue with a parent or grandparent.”
FirstLight HomeCare provides professional, nonmedical, live-in and hourly care services to seniors and others who need assistance with the activities of daily living as well as those who require companion care. Services can be provided at a private residence, assisted-living facility, retirement community, nursing home, skilled-nursing facility, adult family home or group home. Clients might also include new mothers and people recovering from surgeries.
LaVell hopes to take his business beyond Oakland County and Metro Detroit. FirstLight is starting to franchise its business plan in hopes of gaining ground in a largely fragmented industry. LaVell notes that no single provider is achieving even 1 percent of market share, providing an opportunity for the emergence of a brand leader.
In 2011, more than 8,000 people will turn 65 every day, and by the end of this year the U.S. senior population will reach almost 49 million, growing to nearly 72 million by 2025, according to the Department of Health and Human Services and the State Department.
The FirstLight franchise is positioned for rapid expansion, and it plans to award an additional 24 locations in 2011 and 36 in 2012, totaling 74 franchises awarded and/or developed within three years. Growth is expected to come primarily through single-office franchisees, but an area development program is available for those who desire to acquire a metropolitan area for multiyear development. A conversion program for existing independent senior care businesses also will contribute to growth.
The estimated initial investment for a FirstLight franchise costs from $53,030 to $79,265, including a $27,900 franchise fee. Territories are defined by a general population of up to 250,000, with a senior population (65 and older) totaling 10 percent or more along with a median household income of $75,000.
FirstLight caregivers are employees of each FirstLight franchise owner and are bonded, licensed, insured and covered by workers’ compensation. They are subject to comprehensive interviews, as well as criminal background and reference checks.
LaVell spent 25 years in health care management before making the decision to pursue his passion and open his own health care business.
LaVell said his experience with dementia is one reason FirstLight has innovative programs such as its dementia care program, which unites caregiver and patient to create a plan around an individual’s needs.
Other offerings are its program to prevent falls and its Personal Emergency Response System, which is like an OnStar-style program connecting a client with 24/7 help.
“They may be failing and need basic help, like cooking, dressing and bathing,” LaVell said. “Add the challenge of a disease or health setback, and the situation can become alarming.”
