SUMMER 2022 MSRP $19.95 3 WAYS TO PROTECT YOUR HOME CARE BUSINESS AND TEAM NO MATTER WHAT THE ECONOMY IS DOING How To Boost Your Team and Bottom Line by Transforming Your Company Culture Flexibility IS THE NEW WORKPLACE CURRENCY 4 BIG Reasons Why You Should Get More Reviews on Your Google Listing QUARTERLY Sales and Marketing Isn’t Easy! Are You Taking the Right Approach? $10 Million THE ROAD TO ATTRACT CLIENTS AND CAREGIVERS IN THE EVER- CHANGING DIGITAL WORLD THE EVOLUTION OF A BAD BOSS TO A GREAT LEADER HOW AGENCIES CAN GRACEFULLY DISCUSS the Changes in the Clients and Cost Implications Part 2 Thank you so much for subscribing to our Home Care Evolution Quarterly Magazine. This is our second issue of the magazine and we couldn’t be more excited based on the overwhelming response to issue number one! As you know, there has been an incredible amount of stress, changes, and challenges thrown your way as a Home Care Business Owner. This magazine is all about evolving your business so that you can adapt to all of the changing circumstances you are dealing with. By adapting this will allow you to transform your business so that it looks very different from what it is today. Therefore, in the future, you will be able to thrive for many years to come. We look forward to seeing you again in the third issue. Till then, be safe and God bless. Steve Weiss Steve “The Hurricane” Weiss Owner Home Care Evolution 848-444-9865 steve@homecareevolution.com www.homecareevolution.com Welcome0717 22 How To Boost Your Team and Bottom Line by Transforming Your Company Culture - Christina M. Ramos How Agencies Can Gracefully Discuss the Changes in the Clients and Cost Implications - Marybeth Sondergaard, RN Flexibility Is The New Workplace Currency by Anne-Lise Gere, SPHR 10 3 Ways to Protect Your Home Care Business and Team No Matter What the Economy is Doing - Caleb Roseme 30 33 Attract Clients and Caregivers In The Ever- Changing Digital World - Nick Bonitatibus The Evolution of a Bad Boss to a Great Leader - Part 1 - Nicole Peretti 26 Sales and Marketing Isn’t Easy! Are You Taking the Right Approach? - Meghan Smith The Road to $10 Million - Part 2 - Steve “The Hurricane” Weiss 4 BIG Reasons Why You Should Get More Reviews on Your Google Listing - Jeremy Fuller 03 14 ContentsThe Road to $10 Million, Steve “The Hurricane” Weiss, President & CEO of Home Care Evolution Part 2 Steve “The Hurricane” Weiss is a dynamic and entertaining public speaker, known for his expert knowledge in all things sales and marketing. From a young age, Steve has been driven to succeed and excelled across vastly different industries. Steve founded Hurricane Marketing Enterprises in 2012 with a goal to help other business owners around the globe. Steve’s passion is to lead business owners on the path to find people in need of their services and convert these prospects into clients. His company’s mission statement is to help business owners increase their census, revenue, and profits. Through his programs and presentations, he has guided thousands of individuals to grow their organizations and continues to help them blow away the competition. With his dedication and hard work, Steve has developed a foolproof program that enables start-up companies to quickly get ahead of the competition while helping existing businesses experience an explosive transformation. Many of his clients double and even triple annual revenue in as little as 6 months.4 EXECUTIVE DIRECTOR: The first position, which is the most important position, is an Executive Director. An Executive Director is another head of the organization besides the owner. In most instances, these businesses that are doing $10 million and beyond have so many moving parts that it’s nearly impossible for one person to handle everything by him or herself. This is where having Executive Directors makes it a huge advantage. You can have an Executive Director over clinical care and then another Executive Director for all things sales and marketing and bringing on new client acquisition. With these Executive Directors, they’re responsible for their divisions and they manage everything, filtering it back and reporting to you as the owner. Executive Directors do come at a very high salary. Nationwide, starting salary is around $80,000 to $90,000 a year. And you’re going to have to give revenue or profit share as bonuses, which will have them making well over $100,000 a year. But by having someone who’s responsible for all things sales and marketing or someone who’s responsible for all things client care, this will take much of the burden off of you as the owner and you can focus on your role as CEO, managing everything that comes your way. ADMINISTRATIVE STAFF: The next positions are your Administrative Staff positions. And these are folks that do payroll, billing, accounts receivables, accounts payables, reception, clerical work, secretarial work, and so on. Many of these organizations this size have multiple Administrative staff members. If you think back to the last issue in part one where we talked about having a base with four satellite offices, you should have at least one Administrative Staff member in each of those satellite offices. In addition, your home base office should have five to ten Administrative Staff positions. And then depending on what role they’re doing; their salaries are going to vary. Anywhere from $40,000 a year on the low side to as high as $70,000 maybe even $80,000 on the other end of the spectrum. Plan on having a solid eight to ten of these type of positions in your organization if you want to be able to reach $10 million and beyond. SALES AND MARKETING: The next position of importance are Sales and Marketing Reps. As mentioned, Executive Directors in charge of client B uilding a $10 million a year home care agency can seem like a very daunting task. But if the individual who is setting out to start this business gets all of their I’s dotted, T’s crossed and follows the proven blueprint for success, they will be able to realize their dreams in a relatively short period of time. In the first issue, part one discussed having base offices surrounded by satellite locations and discussed the amount of time it will take to grow your revenue to over $10 million. In part two, we’re going to be discussing all of the key office staff positions, their responsibilities, even salary benchmarks for this to be fulfilled.5 acquisition would most likely be a Sales Manager to these individuals. But they’re going to have two, maybe three Sales Representatives that work underneath them. Each of these Representatives will cover a specific area within the entire region that your agency services. They are going to be going to referral sources, networking events, community events, sponsoring activities, and doing lunch and learns. They can even get involved with signing up new patients for services. Salaries vary for Marketing Reps. On the low side, Marketing Reps are making $50,000 a year. On the high side, especially for larger agencies, I know many Marketing Representatives who are making over $100,000 a year. Yes, that does include their commissions. But again, you want to make sure that you have a strong commission structure laid out for your Marketing Representative because you want them to be able to earn as much as possible. Remember, if you’re paying somebody over $100,000 and it’s commissions that allow them to make that kind of money, then you want to be paying it. Because if you’re paying that kind of money, that means your business is doing very, very well. SCHEDULERS: The next position is one that would fall under the fulfillment Executive Director, and these are your Schedulers. You’re going to need at least one Scheduler for every 1500 billable hours weekly that you’re producing with your agency. As a result of this, you’re going to have to have at least six full-time Schedulers to be able to manage over 8,000 hours a week. When you’re managing that many hours, we’re talking about a census of well over 200 patients, which in turn means scheduling over 250 to 300 Caregivers. By giving each of these Scheduler’s responsibility for about 40 patients (or 50 Caregivers), that will allow for them to be maxed out properly and you can handle all of the volume of work that has to be done. Now Schedulers salaries vary also from around $45,000 on the low side to $65,000 - $70,000 on the high side. Many of these larger corporate businesses that are doing over $10 million have several head 6 Schedulers or Senior Schedulers who are making closer to $75,000 - $80,000 a year, but they’re also putting out a much higher output than your entry level Scheduler who’s making closer to $45,000. As you’re thinking about your salaries and compensation, keep in mind experience and keep in mind workload as well as their ability to get the job done. I’ve seen it happen where larger agencies have four or five Schedulers, but every Scheduler is making $75,000 - $80,000 a year because they’re highly functioning and highly productive Schedulers that are masters of their craft and they never let a case fall through the cracks. So again, with your planning, make sure that you adjust accordingly. FIELD SUPERVISORS: The next position are your Field Supervisors or what I call Care Coordinators. And ironically, of all the positions in the home care industry, this is a position that most agencies wait until they’re doing about $3 million a year in revenue before they bring on these Care Coordinators. I will advise you to bring on a Care Coordinator when you get to your first million dollars. In order to be able to maintain clients and keep caregivers working for you for a longer period of time, those caregivers are going to need more support. They’re going to need management. They’re going to need field oversight. They’re going to need somebody who can help them problem solve and troubleshoot all of the challenges this industry throws at them. By having these Care Coordinators, this will allow you to cover all your bases, ensure that you’ll have happy clients, and make sure that you are retaining the very best Caregivers that your workforce has available to you. Most agencies have one Care Coordinator for every 35 patients on their census. So if you’re maintaining a census of 200 patients to do over $10 million in revenue, expect to have six, maybe seven full-time Care Coordinators. This way, these Care Coordinators will be able to visit approximately 15 to 20 patients and Caregivers every single week, and make sure that they visit each of your patients and those Caregivers that serve them three times per month. As for salary, most Care Coordinators are making $3-4/hr more than you top paid Caregivers. ACTIVE OWNERS/CEO: Finally, you as the active owner. Many businesses that I’ve worked with over the years, it’s a husband and wife team. But in other instances, it’s one owner on their own. Regardless, your role as the owner of the company should not be to be involved in the day to day operations, but rather you should be acting as CEO, guiding the agency as to where it should go so that you can foresee challenges. You can adjust the course of revenue coming in and out. You know when to hire more folks, you know when to add additional revenue streams, and other types of decisions that will fall to you. Making sure that you are not in the day to day operations is the most important aspect of an owner. And it is what really separates the businesses that are doing 10 million and beyond. They are not involved in the day to day operations. These owners are not involved with their patient’s care. They are not involved in the recruiting. Instead, they are guiding the organization as to where it’s going, planning out the finances, and forecasting for the future. That is the role that the owner should play in an organization when they are involved. There you have it. These are the key positions in your $10 Million organization. Expect to have a solid 25 to 30 full-time staff members to be able to manage this volume of patients. Be sure to check out The Road To $10Million Part 3 in the next issue of Home Care Evolution Quarterly as we are going to discuss the Caregiver recruitment efforts necessary to be able to hire and have 250 plus Caregivers actively working for you in your business. “Making sure you are not in the day to day operations is the most important aspect as the owner.” - Steve WeissHow To Boost Your Team Christina Ramos is the Executive Director and Adminis- trator of Touching Hearts at Home in Gainesville, Florida, which continues to serve seniors and adults with disabil- ities within their community for over 11 years in over 10 counties. and Bottom Line by Transforming Your Company Culture Christina Ramos Next >