Right at Home franchisees Joylene and Stephen Ireland never imagined that shifting careers and buying a home care business would turn out to be such a success.

“Franchising has definitely exceeded our expectations,” Stephen says.

The Cairns couple bought the Right at Home Far North Queensland territory in February 2018. They’ve since added three regional offices in Innisfail, Atherton Tablelands and Port Douglas, and taken on the Townsville-based Right at Home North Queensland territory. 

So, what persuaded them to ditch their chartered accounting roles and become business owners?

“We decided it was time to look at running our own business, rather than running other people’s,” Stephen explains.

“We quickly concluded franchising was the most logical route. 

“Accountants have good business skills but not necessarily the industry expertise, so a franchise made sense.” 

First, they picked the home care sector as a recession proof industry. Then, in researching the country’s leading brands, the couple was drawn to Right at Home for its values and authenticity.

“We wanted to give back to the community and we liked the culture, values and authenticity at Right at Home,” Joylene explains. 

“Knowing their why helped us decide the brand was right for us.”

Support from the franchisor

When they opened the doors to their Cairns business in May 2018, it was to a new regulatory landscape, following significant changes to government home care packages earlier that year.

“Clients weren’t used to having choice and control over their home care packages, so we spent a lot of time explaining the changes, and building relationships with the community,” Joylene says.

While constant legislative changes, added compliance layers, and workforce shortages proved challenging, having the support of head office made all the difference to the Far North Queensland team.

“There are major benefits to a master franchisee who takes on the responsibility of understanding the regulatory changes and how they impact us, as well as advocating on our behalf,” Stephen explains.

“A lot of not-for-profits are out there on their own. 

“They don’t have the structural corporate support to help drive them forward.”

The brand’s structure, processes and marketing support have proved invaluable to the couple.

“I’m all about systems and processes; we know what our strengths are, and what we don’t enjoy,” Joylene says.

Expanding the team and the offices

Because both Stephen and Joylene had experience running other people’s businesses, they understood the need to recruit for skills they lacked.

“We agreed that once the business became profitable, our first goal was to recruit someone for the HR space,” Stephen says. 

“We achieved that in two years, just as we made our first foray into regional areas.”

The addition of the Innisfail office at the start of Covid turned out to be fortuitous.

 “At the time, communities and society in general were incredibly isolated, and so providing companionship care really made a difference,” Joylene says. 

“We saw the business grow and thrive.”

Over the years the couple have relocated and purchased their own office space, opened two more regional offices, and taken on managing the neighbouring Right at Home franchise in Townsville. Joylene also qualified as an Enrolled Nurse. 

Across their two territories the pair has built an 800-strong client base and a workforce of about 250 people.

Building a business, growing with the brand

The growth of their business has reflected the expansion of the brand overall in Australia.

“We’ve enjoyed seeing Right at Home’s presence increase in the market,” Joylene explains.

“We love going to conference, seeing all the new franchisee faces, and knowing we are part of a group of like-minded people. 

“We all share the same struggles, and we know we’re not alone.”

Stephen believes the Right at Home brand brings its own advantages in the market.

“We’ve been part of the growth of the brand, which was very new when we started,” he explains. 

“It’s really helpful and supportive to work with a brand that healthcare professionals and social workers respect.”

There’s still plenty of potential for growth in Queensland, he points out, leading them to try and find solutions to help less well-supported regions. 

Joyele says that they’ve gained immense satisfaction from engaging with and helping the community.

“We’re able to support more people in palliative care to enable them to pass away at home, and that’s really special,” she explains.

“We have reached many more miles than we ever thought possible.”

Stephen sums it up. 

“When we started with Right at Home we were just hoping to support ourselves and help the community,” he says.

“Even in our wildest dreams, we couldn’t have imagined where we would be today.”