It’s hard to believe that a year has passed since we took the leap and acquired All About Home Care. As a reminder, Jim Sellars and I set up BRLY (Brigitte and Lycia), our holding company named in memory of our late mothers, with the aim of providing care good enough for our own families, to as many people as possible.
We chose All About Home Care Limited as the cornerstone of BRLY because it was an “Outstanding” rated business with CQC that shared our own dedication to quality of care, was located close to where we lived and in an area with strong growth potential.
This past year has been filled with countless lessons, challenges, and triumphs—some expected, some completely surprising—but through it all, our commitment to providing exceptional care has remained at the heart of everything we do.
Stepping into a business with an outstanding reputation was both exciting and daunting. We knew we had something special to uphold, and we also saw room for growth and improvement. Now, as we mark this important milestone, we want to take the opportunity to reflect on how far we’ve come, what we’ve learned, and where we’re headed next.
A Year of Growth and Change
The past year has been a whirlwind of development, transformation, and new beginnings. Running a domiciliary care business means that no two days are ever the same. Luckily, the day to day is managed by Rachael Fox, our Registered Manager. I would not be able to write such a positive review of the last year without her and the professionalism, dedication and support Rachael gives to the whole team. Rachael has embraced all our mad ideas and we have built an honest and trusted relationship! That positive relationship has been key to us being able to achieve so much this year and for it to be fun too.
Key Achievements
From the moment we took over, our goal was to make meaningful improvements while preserving the core values that make All About Home Care special. Here’s a look at what we’ve accomplished over the past year:
Clear Goal setting
Adopted the OKR goal setting framework, made famous by John Doerr, to set very clear 6 monthly objectives that we share company wide. Uniquely, we share these with our carers, so they don’t get surprised by announcements we make and can see where we are heading on all aspect of the business. They are also invited to give their views on these. This keeps us focused on key strategic improvements.
Operational Enhancements
- Implemented a CRM and project management (monday.com) system to improve efficiency and streamline communication across the team.
- Gained a deeper understanding of our business data, allowing us to make informed, strategic decisions.
Business Expansion
- Opened a new location in Maidstone, extending our reach and increasing the accessibility of our services.
- Introduced night care services to better accommodate the needs of our clients.
- Grew our service hours by around 30% compared to pre-acquisition levels.
- Received KCC (Kent County Council) funding to help with our growth plans for 2025 and beyond.
Marketing and Branding
- Rebranded the company to better reflect our mission and values.
- Launched a new website and revamped our social media presence to improve visibility and engagement.
- Tested various marketing strategies to determine the most effective ways to reach potential clients and carers.
Team Development
- Expanded our leadership team by hiring a Marketing Manager and a Community Engagement Manager.
- Promoted internal staff to key positions, including a Field Care Supervisor and a Deputy Registered Manager.
- Trained and promoted carers to become trainers.
- Developed and introduced in-house training materials to ensure our carers receive high-quality, consistent education.
- Established an Employee of the Month program to recognise and reward outstanding contributions.
- Launched a mentorship and coaching initiative to support staff development and career growth.
Community and Employee Engagement
- Hosted external training sessions to share knowledge and expertise within the industry.
- Organised our first-ever social media competition to increase community engagement.
- Introduced a mental health program to support the well-being of our employees.
Lessons Learned
Running a home care business is a constant learning experience, and the past year has provided us with invaluable insights. Some of our key takeaways include:
Marketing is a Learning Curve
We quickly discovered that paid advertising is not always the silver bullet it appears to be. While some campaigns delivered results, others did not justify the investment. The most effective marketing strategy? Use of referral partners, providing exceptional service and letting word-of-mouth do the work. Although we do have some exciting things in store for the 12 months that build on this.
Industry Volatility is Real
Domiciliary care is an industry that can change in the blink of an eye. We have seen firsthand how quickly circumstances can shift, sometimes leading to significant fluctuations in business, losing up to 25% of revenue in a week happens. The key to long-term stability lies in strategic growth and adaptability.
The Importance of a People-First Approach
At its core, home care is about people—both the clients we serve and the carers who provide the support. Leading with authenticity and ensuring that our team members feel valued has proven to be one of our greatest strengths.
Recruitment is an Ongoing Challenge
Even when offering competitive pay and benefits, attracting top-tier carers is an ongoing challenge. We’ve learned that building strong relationships, fostering a positive work environment, and offering career growth opportunities are essential for retaining high-quality staff.
What We’re Most Grateful For
Throughout this journey, we’ve had the privilege of witnessing incredible moments of kindness, dedication, and resilience. We are especially grateful for:
- The professionalism and dedication of our Registered Manager, Rachael, and her team, who have embraced change and played a pivotal role in our success.
- The unwavering support and encouragement from our clients, whose feedback reminds us of the meaningful impact we have on their lives.
- The friendships and partnerships we’ve built along the way, from industry peers to community organisations. Thank you Katie Furey, Paul Isaacs and Kim Kennedy.
- The countless moments of compassion and care that our staff bring to their roles every day—whether it’s a kind word, a reassuring smile, or going the extra mile to brighten a client’s day.
Looking Ahead: The Next Chapter for All About Home Care
As we step into our second year, we are filled with excitement and determination. We have ambitious plans for continued growth and innovation, including:
- Expanding our services further to meet the diverse needs of our community.
- Continuing to refine and enhance our training programs to ensure excellence in care delivery.
- Strengthening our recruitment and retention efforts to build a resilient and motivated team.
- Exploring new ways to engage with the community and make an even greater impact, including through widening access to our training.
- Moving to a new care management platform with Birdie!
One year in, and we can confidently say that this journey has been one of the most rewarding experiences of our lives. We are honoured to be leading this incredible team, supporting our wonderful clients, and making a real difference in the world of home care.
To everyone who has been part of this journey—thank you. Your support, hard work, and belief in our vision mean everything. Here’s to another year of growth, innovation, and exceptional care!
