When Beth Copland reflects his career in senior care, his grandfather’s memories never go away from his mind. His last day – spent away from the house where he wanted to be – shaping the mission of his life: Make sure that people can be in age with dignity as much as possible. “Why was my ” ‘: I want to make sure that any person who wants to stay at home can be at home,” she says.
The personal drive has taken a former nurse to Copland, who earn national recognition on the way, ranging from managing someone else’s Griswold Home Care Franchise, to own delaware and three regions in Maryland. In 2024, Griswold named Griswold’s franchise of the year for his further thinking leadership, strong growth and his commitment to innovation.
Related: Consideration of franchise ownership? Start now to find your personal list of franchises that match your lifestyle, interests and budget.
From personal loss to professional calling
Copland did not plan to enter the industry. The delaware beaches from Atlanta had a chance to get closer to their aging parents, who had a chance with a long -standing Griswold franchise Mary Ann Murray, a protrusion of the company’s founder Jean Griswold. When Murray unexpectedly required a new manager, Copland stepped into. “He really assigned the key to me and said,” Go, “Copland remembers.
Over the next five years, he infected business for complete employment from an independent contractor model, gained control, training and benefits – and strengthening his confidence that serving seniors means to take equal care for careful care. Around this time, she promised founder Jean Griswold that she would take the founder’s vision forward: you can at least you can. You can pay them the most. Somewhere, one is to be alive.
In 2019, Copland bought the delaware regions run by them. A year later, the epidemic tested every perception of how to safely provide home care. While many operators moved to virtual consultations, Copland and his team individually – with precautions – to maintain personal connections, which they needed customers. This decision became the cornerstone of its development strategy.
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Hug technology
Copland’s success also stems from his desire to integrate technology – instead of replacing human contacts. In 2023, he implemented Sensi.ai, An audio-based artificial intelligence platform that monitors for security and welfare at home without using cameras. The system detects changes in regular, potential decline, or crisis signs, triggers real -time alerts for intervention.
“It is expensive, but I decided to do it and not my fees, but presented it as part of our standards,” she says. The results have been striking: Since October 2023, their business has seen a 36% increase in gross revenue and handled 23 emergency calls that have otherwise noticed anyone.
Griswold CEO Michael Slupeki says Copland has created the right balance between innovation and personal nature of work. He says, “She is not allowing personal aspects of change in this business, it is just at the top of that. She is bringing a different insight about what she is going on with her customers and it is opening the doors to her,” they say.
Copland has also adopted a digital training platform Careacademy, which provides state-transportation and skill-making courses to demands on demand. She credits the employees with improvement in retention by giving equipment and development opportunities that they want to want
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building relationships
Copland gave most of its development to re-create marketing as a relationship-building. Instead of leaving a brochure or making cold calls, she invests time to know referral sources personally – often becomes a friend with them. “Complete business is about relationships, and you have to think about it in this way,” she says.
This approach has allowed him to extend his team from only a few employees to 15 office staff and many more carefuls. It has also helped him successfully add a third franchise area on Maryland’s Lower Eastern noise in 2023. For the coming year, his focus is bringing that market to the performance level of its delaware operations.
Slupeki says her skill set makes her extraordinary among franchise owners. “He is a great leader, and this is where all this begins,” he says. “She has a nursing background to bring credibility in medical settings and has a strategic experience to score a business. This combination is rare and it is a big part that she has been so successful.”
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Recognition and forward road
When Copland was named the franchise of the year, she was really surprised. He had accepted that such awards went into new, small franchises, who could have posted a large percentage profit more easily. Instead, the honor accepted its constant growth, deep engagement with the franchise network and the commitment for Griswold’s mission. “It should be accepted to work with them and be successful, it was a lot for me,” she says.
Further, Copland plans to refine the use of technology by expanding the reach of its Maryland region. He is closely looking for devices and services that can further increase the satisfaction of both customer results and carers. His goal: Repeat his delaware success without losing personal, mission-driven approach that he found here.
For Copland, every decision comes back with his grandfather in the defined moment – and the promise she made to the woman who started all this. “This business is completely about relationships,” she says, “when you promise something, you distribute – this is that you believe and keep it.”
When Beth Copland reflects his career in senior care, his grandfather’s memories never go away from his mind. His last day – spent away from the house where he wanted to be – shaping the mission of his life: Make sure that people can be in age with dignity as much as possible. “Why was my ” ‘: I want to make sure that any person who wants to stay at home can be at home,” she says.
The personal drive has taken a former nurse to Copland, who earn national recognition on the way, ranging from managing someone else’s Griswold Home Care Franchise, to own delaware and three regions in Maryland. In 2024, Griswold named Griswold’s franchise of the year for his further thinking leadership, strong growth and his commitment to innovation.
Related: Consideration of franchise ownership? Start now to find your personal list of franchises that match your lifestyle, interests and budget.
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