Elder-Well®: Innovating Compassionate Senior Day Care

Founded in 2014 by Kara and Ken Harvey in Natick, Massachusetts, Elder-Well® Adult Day Program was created to offer a safe, engaging, and supportive environment for seniors during the day.

The Harveys recognized the increasing demand for non-medical, socially supportive care services for older adults, especially those with memory-related conditions. Their initial success led to the launch of the Elder-Well® franchise model in 2019, enabling other communities across the United States to benefit from this much-needed service.

Headquartered in Natick, Massachusetts, Elder-Well® operates on a unique non-medical adult day care model that emphasizes holistic well-being. The program includes therapeutic activities, nutritious meals, and meaningful social interaction in a structured setting. It is particularly well-suited for seniors who require memory support, including individuals living with Alzheimer’s or dementia.

What distinguishes Elder-Well® from traditional elder care providers is its focus on the social and emotional needs of seniors, while also providing essential respite for their caregivers. The program allows caregivers to attend work or take personal time, confident their loved ones are cared for in a stimulating and compassionate environment.

Training

Elder-Well provides a structured training and support program for its franchisees. The training programs offered by the franchisor are outlined as follows:

1. Initial Training Program: Elder-Well provides an Initial Training Program to the franchisee or their designated owner if the entity is not an individual. This training is mandatory before the business opens and covers the operational aspects of running the franchise according to the company's standards and procedures.
2. Operations Manuals: Franchisees receive access to comprehensive Manuals comprising approximately 305 pages. These documents outline standard operating procedures, policies, mandatory rules, and best practices. They also include specifications for required supplies and a list of approved suppliers. The manuals are updated periodically to reflect changes in the business model, and updates are shared with franchisees accordingly.
3. Refresher and Additional Training: Elder-Well may require franchisees to attend additional training sessions after the initial program. These sessions are aimed at updating the franchisee's knowledge base and skills as needed and are also used to introduce new operational techniques, services, or products.
4. Ongoing Support Services: The franchisor provides continuous assistance during normal working hours and ensures franchisees receive updates to the manuals. This support helps maintain consistent operation standards across the franchise system.

Territory Protection

Elder-Well offers limited territorial protection to its franchisees. When a franchisee selects a location, the franchisor considers several factors including territory boundaries, population density, and proximity to existing or potential future franchisees before granting approval.

This implies some level of consideration to spacing and exclusivity, but it is not absolute or guaranteed protection from encroachment. The franchisee's approved location must be within a designated Licensed Service Area (LSA), and the franchisor retains discretion over how many other franchises might be established in nearby areas.

While approval of the site takes into account distance from other franchises, the agreement does not explicitly state that the franchisor is prohibited from placing additional units nearby. Thus, Elder-Well does take steps to reduce intra-brand competition but does not promise full exclusive territory rights.