Q&A with David Goodman of Companion Connection Senior Care

Learn more about Companion Connection Senior Care (non-medical home care) from David Goodman, President.       

How was Companion Connection Senior Care originally conceived and started?

I have owned and operated Expert Home Care, a home health agency in New Jersey, for more than 27 years.  It was about 10 years ago that I began to toy with the idea that my experiences and knowledge of the industry would be invaluable to an entrepreneur who wanted to get into what has become a booming industry.

What was your original vision for Companion Connection Senior Care? How has that changed over time?

Our vision was to develop a program where entrepreneurs could own and operate non-medical home care agencies, which require no licensing, and then have the opportunity to grow over time to offer additional services (e.g. medical home care, nursing).  This has stayed the same, although we now offer members the opportunity to become involved in medical staffing as well. As with our original vision, we are still about putting information in the hands of entrepreneurs who want to start a business in the senior care industry and then supporting them along the way so they are given every opportunity to succeed. 

What do you believe is the single most important factor when choosing a franchise?

You need to find a business opportunity that is in a field that you enjoy (and will be willing to work hard).

Why should someone Companion Connection Senior Care over other similar opportunities?

I believe that we're the best choice in the non-medical home care industry for several reasons:  First of all, my partner and I know the industry intimately, as we've been owners and operators in this industry for more than a quarter century and so can walk in our members' shoes whereas as our competitors have experience as entrepreneurs, not as professionals in the home care industry. Secondly, we offer by far the best value, as our start-up costs are dramatically less than our competitors although we provide more hands-on support.  Finally, my partner and I are always available to our members whenever they have a question or need.

What makes your industry attractive?

The baby boomers are aging, which means that the services our members provide " primarily to help them with the Activities of Daily Living and companionship " will be in ever greater demand in the years ahead.

What types of qualities do you look for in potential members?

We have potential members from a variety of backgrounds " health care, sales, education, financial services, etc.  Our most successful members seem to have these characteristics in common:  a passion about helping people in need, an ability to communicate that passion to the people and organizations they hope to reach, and a willingness to work hard.

Why has your business model been successful?

We have been successful because many entrepreneurs view home care/senior care as an exploding industry and one where you really can make a difference in people's lives.  In addition, they see Companion Connection Senior Care as an organization that provides extraordinary value and really listens to their needs.

Where do you see Companion Connection Senior Care in 5 years and 10 years?

I see us continuing to grow, with the goal of doubling our member organization somewhere in the next 5 " 10 years.

What is your favorite advice for new franchisees to help them succeed?

My advice is to keep plugging away, to be persistent.  Rome wasn't built in a day, and neither are too many businesses.

What would you tell potential franchisees that may be nervous about the financial burdens of starting a franchise?

Find a business that you think will provide you the best short- and long-term value.  There are opportunities out there that can be extraordinary lucrative, personally satisfying, and are also affordably priced.

Can you explain your financial assistance (if applicable)?

While CCSC does not offer direct financing, we have several strong third party relationships based on members success that have been instrumental in providing funding for members.

On average, how long does it take to start a new Companion Connection Senior Care from the franchisees point of view?

Most of our members are up and running within weeks of taking our online or in-person training classes. 

What was your background and experience before founding this Companion Connection Senior Care?

I had spent my entire working life as the owner and operator of Expert Home Care, which is today the largest live-in home care agency in New Jersey.

Do you have any testimonials or success stories that you would like to share?

The team at Companion Connection has been amazing! Their response time to my questions is lightning fast " and though I don't have as many questions today as I did when I started, I still find myself picking their brains on a regular basis.  Anything I need, they will do for me, and they're always there for me.  That's a good feeling because as an entrepreneur you can sometimes feel all alone.   Companion Connection doesn't just teach you to make money; they really show you how to run this business.  There is a level of integrity at Companion Connection that might not exist with other opportunities and I have found them to be invaluable to my success.  Stacy Benjamin, At Home Companions

When we came out of the training, we were ready to hit the ground running. Gregory Palma, Cross Roads Home Care

David Goodman made the process very easy.  He was very informative and explained everything to me…I really liked the idea of having a choice of either going to a class or taking the home study option. Kevin Meaney, Best Senior Home Care                 

Q&A with David Goodman, President of Companion Connection Care - The Industry

Can you tell us more about your industry?

The Baby Boomers are aging, which means that more and more people will need help in their Activities of Daily Living (ADLs) in the years ahead.  In addition, research shows that more than 90 percent of people say they prefer to live in the comfort and familiarity of their home than in institutional care.  This points to an explosion in the home health care industry.

How has your industry changed in the last 10 years?  20 years?

Twenty years ago, home health care was a concept that many consumers questioned.   Why would I want strangers in my home?  Will my mother be safe?  That changed over the years.  Ten years ago, a majority of people looked upon home health care as a very viable option to institutional care.  Today, that balance has shifted dramatically with over 90 percent saying they prefer to stay at home as long as possible. 

What trends do you see in your industry over the next 5 years?  Next 10 years?

With the baby boomer aging, the need for the services provided by non-medical home care agencies will only increase over the next five and 10 years.

What is the biggest concern about your industry that a candidate should be aware of and investigate?

As with any business, a member should determine if there is a need for the services they intend to provide.

Why do you think your company stands out in the industry?

We stand out because we have been founded and continue to be operated by people who have lived the business for more than 27 years.   

What makes your opportunity more attractive than your competitor's?

For the reason stated above, as well as for the fact that we provide far more value than our competitors.

Describe the ideal candidate.  Do you think your requirements are any different than your competitor's?

The ideal candidate has a desire to help others in the community and has a background or ability to communicate well with others.  Start-up costs are relatively minimal, so candidates do not need to have substantial assets to participate. In addition, CCSC does not charge a ongoing royalty fee, this  is very different concept from the majority of the competitor's.

What's the strongest skill you require in a candidate? 

Communications is the greatest skill – to communicate to families, referral sources and caregivers.

Describe the working environment of your franchisees (indoors, home office, mobile, etc…).  Is your environment typical of other companies in your industry?

The owner/operator typically works in a small office or, in some cases, out of their home.  They hire caregivers to serve their clients in the clients' homes.

Why has Companion Connection Senior Care been successful?

We've been successful because we offer great value in an industry that is exploding.

What advice would you give someone interested in buying in your industry? 

I would suggest that they look at membership opportunities, rather than to try to do it alone or pursue franchise opportunities in the home care/senior care industry.  This provides them with all their start-up requirements and provides the support they will need along the way.  Doing it alone, without the necessary information and support, is extremely difficult, if not impossible.  Franchises, meanwhile, provide little equity in terms of name recognition, have far higher start-up costs (in addition to royalty fees), and inhibit the entrepreneur's independence.

How much experience in this industry should a candidate have should they consider buying a franchise in your industry?

Most of our most successful members have no experience in this industry.  None is required.

CEO Brings Compassion and Expertise to the Non-Medical Home Care Field

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David Goodman, Founder and President of Companion Connection Senior Care and a Certified Senior Advisor (CSA), has spent his entire professional life helping seniors and others to live with dignity in their own homes while receiving the care they need in order to remain living independently. Over 20 years ago, Mr. Goodman founded Expert Home Care in New Brunswick, NJ, a home health care agency that continues to be a leader in providing quality and compassionate in-home care to its clients throughout Northern and Central New Jersey.

Not content with running a multi-million dollar enterprise, Mr. Goodman embarked on a new challenge that would leverage his considerable expertise, which led to the founding of Companion Connection Senior Care, a national membership organization that teaches its members how to start their own businesses providing non-medical home care services to the people in their communities. Today, Companion Connection Senior Care works with more than 50 member agencies all across the United States and is one of the fastest growing companies in the non-medical home care industry.

Over 20 years ago, Mr. Goodman, still fresh out of college, noted with dismay the lack of options facing seniors as they aged. At the time, if you were a senior and required some assistance with your Activities of Daily Living (ADLs) you had limited care options. You could either rely on family members to look after you at home or you could enter a nursing home/long term care facility and spend the remainder of your days being cared for by a rotating nursing staff. To Mr. Goodman, there had to be an alternative. For one, not everyone had family members who lived in close enough proximity to be able to provide the care that they needed and, even if they did, many seniors were reluctant to shift the burden of care on their spouses or children. On the other hand, nursing homes were generally designed to care for people with chronic illnesses and those who required constant medical supervision, something only a small percentage of the nation's seniors required. There was no middle ground for the tens of thousands of people who wanted only minimal assistance and wished to age peacefully in their own homes.

"In today's commuter lifestyle," said Mr. Goodman "where people are expected to work long hours and commute further and further from home in order to find good paying jobs, while at the same time juggling their own time and responsibilities to their growing families, seniors often get left out of the mix. Young families are so caught up in their own hectic lifestyles that it has become more and more difficult to balance your life schedule between work, your own family, and caring for your aging parents." The 'sandwich generation' became the new coin phrase for the growing number of people who were caught between the needs of their own families and those of their parents.

It was this senior population that Mr. Goodman had in mind when Expert Home Care was born. Expert Home Care began recruiting qualified Certified Home Health Aides and Companions to provide basic services such as healthy meal preparation, medication reminders, incidental transportation to doctor's appointments, grocery shopping and social visits, light housekeeping, supervision and, most importantly of all, socialization and companionship to seniors and others in the comfort and security of their own homes. "For most people, home is where you want to remain when you age. These people have spent the greater part of their lives living in the same house, with their cherished memories and prized possessions, and even their beloved pets" said Mr. Goodman. "They don't want to have to give all this up just because their bodies start slowing down and now, with the prevalence of different home care options, they don't have to."

"I founded Companion Connection Senior Care because I know that there are many people across America who feel like I do, that seniors deserve to live out their golden years with the respect and dignity they deserve. America is at a crossroads. On the one hand, the population of seniors 80 years and older is the fastest growing segment of the population today and the senior population in general will continue to grow as the baby boomers age. On the other hand, there are still not nearly enough services in place to care for them. Many seniors, as well as their children, have the means and the desire to receive these services, but there are not enough agencies to provide the quality service they deserve" said Mr. Goodman.

"Companion Connection Senior Care is dedicated to teaching entrepreneurs everything they need to know about owning and operating a non-medical home care business. Our training is designed for anyone who wants to get involved in this exciting business, whether or not they have any background in the industry. The only thing our members need is a good attitude, be willing to work hard and share the compassion I have for caring for our nation's most vulnerable citizens."

Unlike other non-medical home care opportunities, Companion Connection Senior Care is a membership organization, not a franchise, so members can enjoy all the benefits of a franchise, such as assistance starting-up, extensive training and unlimited support, without the inflexible structure of a franchise. Instead, members have the freedom to develop their company the way they envision it and they can choose to offer services that are tailored to the individual needs of their specific market. "Entrepreneurs don't want to be told how to run their companies" said Mr. Goodman. "And they don't want to have to reinvent the wheel. All they want is a professional organization to teach them the essentials for getting started in the business. But they want an expert support structure in place so they can ask questions as they learn the business to help them avoid painful and expensive mistakes. At Companion Connection Senior Care all of our support people have been on the front-lines of home care so our members know they are receiving knowledgeable and expert advice and that, I believe, is the key to our success."

After graduating from Widener University, David Goodman became the Executive Director of the company Medical Staffers. In 1985 at only 23, he opened Expert Home Care, a certified home health care company, and built it to be a profitable company its first year. David has provided expert testimony in the home healthcare field, and was invited to conduct a radio talk show on home health care issues in 1996. In his successful weekly spot, David offered his extensive expertise, and interviewed many highly qualified guest speakers in the healthcare industry. He was featured in New Jersey Business News in 1998 as one of the Top 40 Business Leaders under 40 years old in New Jersey.

David Goodman serves on the legislative body of the New Jersey Continuity of Care and is an active member of the New Jersey Home Health Services Staffing Association. He is licensed as a Long-Term Care Insurance Specialist and as a Certified Senior Care Advisor (CSA). David enjoys helping others in both his personal and professional life and, with his wealth of home care knowledge, is well positioned to teach others to succeed in this very rewarding field.