Tuesday Talk: Supporting Franchisee Success with Mallory Hoskinson

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For prospective Franchise owners, the decision to invest in a home care Franchise comes with big questions. What happens after signing the Franchise Agreement? How do new owners learn about the business? What kind of support is available once the office opens? And how do franchisees build momentum in a people-centered industry like home care?

In a recent Tuesday Talk, Jen Chaney sat down with Mallory Hoskinson, Senior Director of Growth and Engagement at Right at Home, to discuss what new Franchise owners can expect during the early stages of their journey. From Discovery Day to onboarding, coaching, training, and ongoing support, Mallory shared how Right at Home helps Franchise owners prepare to open their doors and begin serving their communities.

Finding the Right Fit

The Right at Home Franchise journey often begins with Discovery Day, which Jen describes as a “mutual discovery” process. While Right at Home is looking for individuals who align with the Brand’s mission and values, candidates are also deciding whether Right at Home is the right opportunity for them.

For Mallory and her team, one of the most important qualities in a potential Franchise Owner is a willingness to be actively involved in the business.

“One of the biggest things that we really like to make sure that we understand is that owner-operator model,” said Mallory. “It is so very important for the owner of the Franchise to be involved in the day-to-day operations, especially from the very beginning, and really to be the face of that Franchise.”

That local presence matters. Right at Home Franchise owners are often building relationships with clients, caregivers, referral sources, and community partners. For new owners, understanding the importance of that role is key to starting strong.

Mallory also likes to ask candidates how they would define success as a Right at Home Franchise Owner. Their answer helps her understand what motivates them and where they may need additional guidance.

“It takes two things to make this business happen: a client and a caregiver,” said Mallory. “Ensuring that we have quality clients and quality caregivers is very important.”

Learning the Business from the Ground Up

Once a new Franchise Owner signs their Franchise Agreement, the onboarding process begins right away.

Mallory describes Right at Home’s RightStart process as a structured program designed to walk new owners through the early stages of business ownership, particularly for those who may have never owned a business or operated a Franchise before.

“Our RightStart process is set up to walk someone through every step of the process in business ownership, specifically in-home care,” said Mallory.

New owners are paired with a RightStart onboarding coach who helps guide them through important milestones leading up to their business opening. The timeline can vary depending on state licensure requirements, but the process includes regular meetings, training, and preparation before the office officially begins serving clients.

Mallory compared the program to “kindergarten for Franchise owners” because of the level of guidance provided during the early stages.

“It’s a lot of hand-holding to ensure that there’s that comfort level,” said Mallory. “Then it just all starts to click, and you graduate from that RightStart process.”

Training, Shadowing, and Seeing Home Care in Action

A key part of the RightStart journey is Residence Week, Right at Home’s in-person training program. During this time, new Franchise owners learn more about operations, systems, processes, and the fundamentals of running a home care business.

But the learning does not stop in the classroom.

After Residence Week, new franchisees may have the opportunity to shadow an existing Right at Home Franchise Owner in their office. These shadowing experiences can range from one day to a full week, depending on the new owner’s comfort level and the availability of the tenured Franchisee.

“That way you can see the day-to-day of an active home care office,” said Mallory. “You can really get a good feel for when that phone rings, what is going to be on the other end, and how to triage those phone calls.”

For many new owners, this is one of the most impactful parts of the learning process. They have the opportunity to see what they learned in training come to life before opening their own doors.

Building Momentum After Opening

Once a new Right at Home office opens, the focus shifts to building relationships, recruiting caregivers, and serving clients.

Mallory explained that momentum often depends on the drive and engagement of the Franchise Owner. Highly motivated owners are often already out in the community before opening day, introducing themselves to referral sources and making sure people know Right at Home is coming to the area.

“Our highly motivated franchisees are servicing clients within two weeks of being open,” said Mallory. “They’re really getting that momentum anywhere between eight to 12 weeks.”

In some cases, momentum may take longer, but the early focus remains the same: recruiting caregivers, building referral relationships, and consistently growing client opportunities.

Jen emphasized that this level of motivation is essential.

“You are the face of the business,” said Jen. “You are out there networking and getting to know the people in your community. It is absolutely key.”

Using Data to Guide Growth

Right at Home also supports Franchise owners by helping them understand and use key performance indicators to make strategic decisions.

Mallory explained that the RightStart process was built using learnings from Franchise owners who came before. New owners work with their RightStart coach to identify goals, including their break-even point, and then translate those goals into measurable service hours.

Some of the KPI(s) Right at Home monitors include new clients, hours per client, weekly billable hours, gross profit margin, client inquiries, assessments, conversions, caregiver interviews, caregiver hires, and active caregivers.

“We really start out the gate with a strategic business plan and help you set those goals,” said Mallory. “So, you have your eye on the target from the moment that you open your doors.”

To make the information easier to access, Right at Home provides tools that help Franchise owners view key metrics in one place, including a scorecard within the operations software and the Right Focus dashboard.

“If you aren’t able to easily access the data, then you’re going to get frustrated and give up,” said Mallory. “That’s why we put it right in front of you to be able to make those decisions.”

Coaching and Ongoing Support

Support does not end after a Franchise Owner opens their business. In the beginning, new owners meet frequently with their RightStart onboarding coaches. Over time, those meetings taper from several times a week to weekly, then biweekly, and eventually monthly as the owner becomes more comfortable.

Before graduating from the RightStart process, new owners also receive an in-person visit from their RightStart coach to ensure the office is set up and the team feels supported.

After graduation, Franchise owners transition to working with a business performance coach. Mallory describes the coach’s role as helping Franchise owners build profitable, sustainable businesses while looking at the business from a broader perspective.

“Their purpose is to be that guide for you,” said Mallory. “To help you maximize those goals and ensure that you’re moving the business in the right direction.”

Right at Home’s goal is also to visit every office approximately every 18 months. These visits are not intended to feel like audits. Instead, they are opportunities to learn, support, and understand what life looks like in the field.

“We love engagement,” said Mallory. “As often as we can be in front of Franchise owners, we make it happen.”

Support When Challenges Arise

Like any business, home care ownership comes with challenges. When those moments happen, Franchise owners do not have to navigate them alone.

Mallory explained that the business performance coach often serves as the main connection point between Franchise owners and the broader Corporate support team. Depending on the situation, coaches may connect owners with subject matter experts or even other Franchise owners who have faced similar challenges.

“The best benefit of being in a Franchise System is that you’re not alone,” said Mallory. “Although it may be a brand-new scenario, there’s been something similar.”

That Network of support extends beyond the Corporate Team. Franchise owners also benefit from the knowledge and generosity of hundreds of other Right at Home owners who are often willing to share advice, lessons learned, and encouragement.

Preparing for the Realities of Home Care

For candidates considering Right at Home, Mallory offered practical advice.

First, understand the territory you are interested in purchasing. Learn the local landscape, research the market, and get familiar with the community you may serve.

Second, use the validation process to ask current Franchise owners meaningful questions.

“Ask, ‘What are things that you wish you would have known?’” Mallory advised.

She also encouraged candidates to honestly assess whether they are prepared for the financial realities of opening a business. In the early stages, expenses will occur before revenue begins coming in, and it is important to be ready for that investment.

For new owners who have just opened their doors, Mallory’s advice is clear: always be recruiting clients and always be recruiting caregivers.

“You can never have too many caregivers,” said Mallory. “Just when you think you have just enough, it’s time to hire at least one more.”

A Challenging but Rewarding Business

Home care is not always easy. It requires motivation, resilience, relationship-building, and a commitment to serving others. But for those who are ready to put in the work, Mallory says the business can be incredibly rewarding.

“This business is challenging, but it is so, so rewarding,” said Mallory. “If you’ve got the mindset that you want to put in the work for it, it is absolutely rewarding.”

For prospective Franchise owners, Right at Home’s training, coaching, tools, and Network are designed to help them enter the business with clarity and confidence. From the earliest days of onboarding to ongoing coaching and peer support, new owners are surrounded by people who understand the business and are committed to helping them grow.

As Mallory explained, when she asks Franchise owners whether they would do it again, the answer is almost always yes.

“It’s a great business,” she said.