PHOTOGRAPH BY MARTIN KOLDITZ
when we were getting
started.” This sort of data
mining has helped the
company expand from 41
franchises in the United
States and Canada to more
than 500 in 15 countries since
2009, with plans to add 100
more next year.
Goldfish, meanwhile,
tracks the age of parents, age
of children, driving distance
to potential locations, and
retail and educational
spending habits. It has more
than doubled the number of
locations since 2015, to 57.
Demographics and data
can’t be destiny for everyone,
however. Some experts warn
that dramatic generational
and social changes are luring
more franchisors into a
market that threatens to go
from underserved to
overcrowded. Ross is already
seeing it; he says 40 new
senior home-care franchises
have cropped up since he
started his in 2002. And by
growing to 311 locations
globally, adding an average of
three to four a month, Senior
Helpers itself is adding to
that market saturation.
“A lot of people are coming
to the same conclusions,” says
Nick Neonakis, CEO of The
Franchise Consulting
Company and author of The
Franchise MBA. “So now
everybody’s fighting over
those 10,000 people a day”
who are turning 65 in the
United States.
Because many “sandwich
→ SMARTS TO GO
Frank Milner,president of
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