Jo and Pete Goodwin knew they had found the perfect business opportunity when they came across Driving Miss Daisy. The companionship driving business fitted the bill: community based, lifestyle oriented, and a low-risk, low-cost investment.

“I used to work in disability care scheduling and coordinating services, and Jo worked in community care for a large charity,” Pete explains. “We wanted to work together, and when we found Driving Miss Daisy, we knew it was right for us.

“It reflects our life situation, we have a family member undergoing dialysis, our son has a disability, and when I saw this, I said ‘this is it’.

“We knew it was an essential service for the community, and Jo and I love engaging with people and helping them out.”

Choosing a franchise with support over a start up

The couple had considered other business options; meeting the Australian franchisors helped them make the final decision, Jo says.

“We liked that Stan was an accountant and Alan a lawyer, they both had franchise experience, and they are passionate about the business.

“I had part-owned a business but had no finance experience and knew this would be a huge learning curve. That’s why we chose a franchise over a start up,” Jo says.

The couple relied heavily on the franchisor’s support when they set up, from practical marketing ideas to tips on driving the business forward.

“We found peer support and motivation invaluable too,” Jo says.

Jo and Pete purchased the Burnside area in South Australia. They were the fifth franchisees in the network, and the first in the state, which brought its own challenges.

“Initially it was hard that the brand was unknown. But we pounded the pavements, did flyer drops and stopped to chat with anyone in their front yard,” Pete says.

“I never considered myself a salesman; now every chance I get I’m telling people about Driving Miss Daisy! It comes naturally, every meeting is an opportunity.”

The pair built brand awareness through engaging with aged care homes and retirement villages, aged care providers, and linking with GPs, podiatrists, clinics and hospital discharge units.

“The council has noticed us too and we get referrals; even local vendors get in touch if a vulnerable shopper can’t find a taxi,” Jo says.

The couple also work closely with disability coordinators and providers and are in the process of getting access vehicles to attend critical appointments.

“We have seven cars, and we are looking at our eighth and an access vehicle. We’ve started to become quite astute business people! Our catchphrase is ‘cashflow is king’,” Pete says.

Building up trust crucial to success

The pair understood the importance of building up trust in the community, staying on brand, and protecting the brand.

“We do that with our marketing, and by being on time. We’ve never missed an appointment in four years and our staff understand this. As Daisies, we’re reliable and safe, we have immaculate clean cars,” Jo explains.

All their staff undergo senior first aid training, working with children checks, a dementia-friendly program, and driver-awareness training online.

“People say we’re caring and that’s what we demand from our staff. That means helping clients with stairs, adjusting the seatbelt, putting shopping away; we are adding that little extra service.

“For some of our clients, the medical appointments we drive them to don’t bring good news, so we’ll take them to a pharmacy in the shopping centre, then we’ll sit down and have a coffee. It’s an outing, they look forward to it,” Pete reveals.

At other times, being the companion and driver is about celebrating the good things in life.

“We had one client celebrating their 100th birthday, and we’ve been going to all the different cafes locally. Carrot and walnut cake was the benchmark!” he says.

Community passion at the core of Driving Miss Daisy

“We’re extremely passionate about our business and love our clients. Its the best job in the world, but it doesn’t feel like a job when people embrace you when you turn up.”

Pete and Jo say working together has been just what they hoped; with three school-age children they love the flexibility and the variety that Driving Miss Daisy offers.

“You are not tied to a place, you’re part of the community,” Pete says.

And for anyone looking for a community-based, for-profit business, Driving Miss Daisy is a brilliant business opportunity, Jo says.

“You get to know people in your community, and that connection is really important. You are building a really good brand, with all the feels, and you don’t have to have had a business to succeed as a Daisy.

“As a business owner you do need to know your strengths, and what you’re not good at,” she points out. “Our experience has taught us you can give anything a go, and learn something. And if you are passionate and you want it to succeed, it can.

“We never thought we would build a huge business with seven cars and 11 employees. We love it so much, we find it hard to say no to people who want our services.

“Driving Miss Daisy has huge growth potential. We bought two more franchise areas and exceeded our five year plan in two years.

“The latest plan is a push but at the moment, we’re loving the challenge, we can see where we’re going. It’s been a real journey and we love it!” Jo says.