Franchising details
Company Overview and Ethos
**GoodOaks Homecare is a premium care provider specialised in domiciliary and live-in care, operating as a hybrid franchise model. Founded in 2011 by Ben Ashton and Darius Mitkus and headquartered in Poole, Dorset, GoodOaks serves the UK market with a clear mission: to be the go-to provider of quality care at home by valuing, developing, and rewarding the caring people who work with them.
The company differentiates itself through strong ethical employment practices, a commitment to environmental sustainability—being the only UK homecare franchise to offset carbon emissions from care professionals’ travel at no extra cost to franchise partners—and a sharp focus on the robust, growing private care market. With over 30 branches nationally, GoodOaks supports its franchise partners with a collaborative leadership approach, ensuring direct access to senior management and founders.**
Franchise Training and Support
**GoodOaks offers a comprehensive GOSTART training programme combining practical and theoretical elements that prepare franchisees to run a CQC-compliant, quality-driven care business. Initial residential training at the head office covers business operations, marketing, talent acquisition, management, regulatory compliance, and CQC registration readiness.
Ongoing support includes frequent webinars, refresher sessions, a hands-on support office team, and access to the proprietary GoodOaks Operating System (GOOS) which centralises business knowledge and tools for efficient operations. The company prides itself on a 100% CQC registration success rate and continuous collaboration that nurtures franchisee growth and confidence.**
Market Position and Financial Framework
**Positioned in the premium segment of homecare, GoodOaks focuses on sustainable, profitable care services rather than competing on price alone. Entry investment ranges between approximately £70,000 and £100,000, including an entrance fee starting at £19,500 and personal capital of around £30,000. Royalty fees are competitive at 5.2% to 5.5%, supporting extensive franchisor assistance.
Franchisees benefit from protected territories selected through postcode-level socioeconomic analysis, enabling focused growth and market development. Financial modeling projects a 40% gross margin and 15% net profit once established, with break-even expected between 9 to 12 months, supported by structured business planning and marketing strategies geared towards healthcare professional referrals and private client acquisition.**
Franchise costs and details
Training and support
Extensive initial and ongoing training via the GOSTART programme, combining theoretical instruction and practical guidance. Includes residential courses covering business planning, compliance, marketing, talent acquisition, CQC registration preparation, and operational systems. Continuous support with webinars, refresher trainings, dedicated support office, and access to the GoodOaks Operating System.
