A simple change can sometimes make a significant difference to someone’s life. And that has been Jacob Cohen’s experience with Tubway, the bath modification business he’s been operating for 15 years.
“I had an elderly friend, he was 90 years old and was having difficulty getting into his bathtub. He didn’t have the budget to remove the bathtub which meant costly major bathroom renovating so I offered to put an opening in the bath to make it easier to get in and out. I did it, and his reaction to the solution it provided to him was absolutely wonderful.
“My elderly friend invited his friend to come and see the amazing solution. His friend had the same difficulty with his bathtub so he asked me to modify his bathtub as well. I did and he loved it too.”
Jacob wasn’t charging for his initial three modifications for the friend and his close circle. But he soon realised he had stumbled on a big business opportunity, catering for seniors and people with disabilities.
“It’s a huge market,” he says.
Jacob knew the business was taking off when he got a call from the Department of Veteran Affairs who asked him to do a trial modification. Jacob’s Tubway system makes the modification an integral part of any shaped bathtub.
There is plenty of potential for Tubway’s simple solution
Now he is registered as a vendor for the veterans’ department…and has provided services for the department of housing, and the health department. He provides services both for hospitals and for home modifications requested by occupational therapists.
Jacob is in an enviable position, having created a unique business niche.
“Now I have built up the demand but I need franchisees to help me do the work,” he says.
Jacob knows first hand there is plenty of opportunity and the anecdotal evidence is backed up by statistics from Australian studies.
In 2020 nearly 2.9 million Australians reported a mobility limitation, according to the Australian Building Codes Board. And by 2060 this figure will probably double.
In mid 2020, about four million Aussies were aged 65 or over. Australians enjoy a high life expectancy, and by 2050 it’s expected that 25 per cent of our population will be aged 65+.
In fact, according to the 2015 intergenerational report – Australia in 2055, the ageing population will double by 2055.
Making a difference to the community
The majority of older Australians are living independently at home, reports the Australian Human Rights Commission.
Tubway’s simple solution is helping ease the mobility challenges many of us face over time, and that’s helping keep people at home.
Right now Jacob is wanting to expand the business through New South Wales before going interstate.
He will continue to service the government organisations which allows franchisees to build up their own network of clients within an exclusive territory.
He is planning community pop-ups that will showcase Tubway’s work to individuals, community leaders and therapists.
Each job is different, depending on the setting, and whether the client wants a variation to the standard modification.
However Jacob believes the essential consistency in the job, the fixed focus on one service, all help a typical handyman or trades person manage the business.
“Marketing generates work,” he says. “Franchisees need to focus on building the business.”
Technical support, tools and machinery and an operations manual are part of the $65,000 package.
What started out as a helpful gesture for a friend is now a business ready to service an ageing population.
Jacob brought his problem-solving attitude and technical experience to the challenge.
“It’s physical work, but very interesting and I love it. The reaction of my clients at the end of the day it really makes it worthwhile.
“For the last 15 years I have had 100 per cent customer satisfaction. It’s not just satisfaction, this transforms their lives.”