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Critical mission

The No. 1 priority in Air Force veteran Jennie Powell’s civilian business venture is the vulnerable population her company cares for.

Powell served in the Air Force, Air Force Reserve and West Virginia Air National Guard, retiring as a captain in 2004 and earning her doctorate in pharmaceutical sciences along the way.

Powell and her longtime friend and former co-worker, April Wintermoyer, knew they wanted to start a business, but they weren’t sure what kind.

Through careful research, the pair arrived at what they now perceive as their ideal match — home care.

Home care franchises provide companionship, sitting services, meals, transportation, personal hygiene and other assistance to clients who don’t need around-the-clock care.

Powell and Wintermoyer opened a Right at Home franchise in Morgantown, W.Va., in March.

“We wanted a system that was already built and road tested,” Powell said.

They’re still starting up (ask them how much that cost a few months from now) but they’ve learned one important lesson: You don’t need a medical background to be successful in home care.

“You need to be able to manage the business, recruit and reward your caregivers, and establish good relationships in your community if you want it to work,” Powell said.

Powell’s company employs trained caregivers who serve about six clients, most of whom have come to the agency through their adult children. That reflects a trend that’s likely to keep up.

“We call it the silver tsunami,” said Dave Cooley, director of sales for Homewatch CareGivers. “There’s a huge number of aging people about to descend on us who’ll need home care. It’s big business and a logical fit for the military.”

Most home care franchises require at least one full-time nurse, a sales or marketing manager and a crew of trained caregivers who are screened, bonded, insured and paid hourly.

“The total investment will run between $87,000 and $139,000” to start up a Homewatch franchise, Cooley said.

Service members make good caregivers because they’re accustomed to serving a critical mission, Cooley said.

“The people we serve are fragile and vulnerable, and we have a huge impact.”