Client Persona
Investor
Persona 1 – Investor
Name: Susan Jones
Location: London
Susan embodies entrepreneurial spirit and has an impressive portfolio of properties and businesses. Susan is always looking to develop another passive income stream.
Goals
Susan’s goals are mainly financial, and through a couple of high risk investments when she was younger, she had enough capital to invest in a series of small-medium sized business. She is now looking to purchase another, and is searching the market for a scalable, franchised business she can buy into.
Values
Susan values growth and that’s what she is looking to develop when purchasing a business. Susan understands the sensitivity of the adult health and social care industry however and wants to ensure she appoints the right person to ‘run’ her business to support her staff to allow them to deliver outstanding care to their clients. Susan funds their development and empowers her team to take on new challenges and skills to improve their employability. After her business has grown to a certain size, Susan will look for a buyer to make profit via a sale, that buyer may come from within the business and she inspires her team to consider developing their own investment portfolio
Challenges
Although Susan has the financial prowess to embark on this journey, she lacks the practical experience of running a domiciliary care business and the time to put into it, and will have to look externally for someone who has both.
Pain Points
Susan lacks a level 5 qualification to appoint herself as the registered manager, so would have to hire one externally, taking this into her account Susan must recalculate her initial investment.
Possible Objections
Average salary of a RM is 35k (45k for London)
No experience in the industry.
How can Apollo Care help Susan overcome the possible objections
Apollo Care has a rigorous onboarding initial training for new business owners and can upskill Susan on the necessary information regarding the industry, we can also help Susan find a registered manager by putting her in contact with recruitment agencies with a proven track record of finding roles for businesses in domiciliary care industry.
Customer persona
Registered Manager
Name: John Smith
Location: London
Interests
John is a disciplined, self-motivated individual. John likes to get involved in long term projects and can work alone or as part of a team. When John is working as part of a team, he often finds himself in the role as ‘leader’. Outside of work, John enjoys hiking and upskilling himself with new and interesting hobbies.
Goals
John’s goals are to create financial stability for his family and to work on his own business to one day sell or pass down to his children. John’s has accumulated a lot of experience in the adult health and social care industry thus far in this career, including a level 5 qualification necessary for his position as Registered Manager. John would like to apply his experience in a new endeavour, one where he can have the autonomy to make his own business decisions, free from the rigidity of his previous, corporate employer.
Values
John is a Caring person and has found himself drawn to the adult health and social care sector, where he initially began working as a carer and worked his way up to registered manager. Here, he can Support his team by having insight and influence on the managerial side of working in care. He looks to identify members of their team what want career progression and Empowering them to use the resources available to upskill themselves with qualifications to aid that progression. Ultimately, Inspiring them to be the best version of themselves and to aspire for senior positions within the business
Challenges
John feels like his experience and qualifications give him a good perspective on the changing landscape of the industry, and the changing needs of the business and it’s clients. Although, as John is not the business owner, he finds his suggestions being halted by ‘concrete ceilings’ laid out by the business owner, despite John knowing they have validity. John feels like if he was just given a chance, his business acumen and experience and new ideas could have a positive impact on the lives of his employees and the business’ clients.
Possible Objections
Although John knows he’s got the experience necessary to run his own domiciliary care business, his lack of funding makes him a little anxious around doing this on his own. John has some life savings, amounting to around 35k.
John has buckets of experience with care, and general business acumen, but has never had to market his own business before as it has always been done by an external party, John has slight worries about the visibility of his potential business.
How can Apollo Care help overcome the possible objections
Through partnerships with reputable high street lenders such as Barclays, Natwest, Lloyds and d&t, a chat with one of their experts should ease John’s financial worries, as he explores funding options for that initial investment + a little bit of capital to help with Cashflow. With John being a registered manager, this means he won’t have to appoint one, which is a huge expense early on.
Being a part of a growing brand that already has a cemented reputation across the England and Wales will help with increasing his business’ visibility. Our support team and associated experts can always upskill John around creating content to market his business, while his 0.5% turnover contribution to national marketing ensures the National Team are also working hard to increase the brand’s visibility.
