Job Description

About 2nd Family

Dream big. Make an impact. Change lives. At 2nd Family, we’re not just building a business—we’re shaping the future of in-home senior care. Our mission is to provide compassionate, life-changing support for older adults and their families, and we’re looking for bold, driven leaders to help us grow by building something with a lasting legacy. If you’re ready to be part of something bigger than yourself, read on—this could be the opportunity you’ve been waiting for.

As our first hire in the franchise support and coaching role, this is a unique opportunity to get in on the ground floor of a growing company and play a pivotal role in shaping the future of our training and support department.

Our franchise system is small but expanding; we currently have 5 open locations, 3 sold but not yet open, and a strong pipeline of candidates. We’re also aligned with a well-known franchise sales organization with large plans for rapidly scaling our business.

We’re looking for an experienced Franchise Business Coach (FBC) to form part of the foundation for how we train, support, and guide our franchise owners to success. This role offers immense upward mobility, with the potential to grow into a leadership position as the department scales.

As the Franchise Business Coach, you’ll be the direct connection between our franchisees and 2nd Family corporate, providing in-depth training, strategic coaching, and ongoing support to ensure our franchise partners not only launch successfully but thrive in their businesses. Your insights and experience will help shape the coaching framework, establish best practices, and influence the long-term development of franchisee success at 2nd Family.

About the Role

The Franchise Business Coach will begin with a 6-month hands-on training period at our Central Maryland office, learning the business from the ground up. This immersive experience includes:

• Recruiting & Hiring – Understanding our caregiver onboarding and selection process.
• Scheduling & Operations – Managing care schedules to ensure client satisfaction.
• Franchise Support Shadowing – Working alongside current staff as well as the co-Founders

After training, the FBC’s primary role will be to support and guide new franchise owners through two primary lifecycles of the business: 1) the Pre-Opening phase when the business is licensed and systems are configured, and 2) the launch period (first 12-18 months of business operation) and beyond. This includes:

• Providing weekly coaching sessions to help franchisees meet key performance metrics and implement all aspects of the Pre-Opening project calendar.
• Training new owners on operational best practices, hiring strategies, and business development tactics.
• Troubleshooting challenges and offering solutions to improve efficiency and profitability.
• Helping franchisees develop and implement our corporate marketing strategies related to the acquisition of caregivers, clients, and referral partners at the local level.
• Supporting franchisees through data-driven insights, KPI tracking, and system-wide best practices.

What You’ll Do

Strategic Coaching & Business Development

• Guide franchise owners through business planning, financial management, and operations.
• Develop structured coaching plans for new owners, providing clear milestones and performance benchmarks.
• Deliver training on business systems, caregiver management, and client acquisition.

Ongoing Franchisee Support

• Meet weekly with franchise owners to review progress, troubleshoot challenges, and strategize growth.
• Act as a trusted advisor, providing guidance on achieving profitability while upholding 2nd Family’s high standards of care.
• Track and analyze key performance indicators (KPIs), financial reports, and marketing efforts to help franchisees optimize their business.

Training & Resource Development

• Complete a 6-month hands-on training, gaining real-world experience in caregiver recruitment, onboarding, and scheduling within a home care business.
• Ensure franchisees are leveraging 2nd Family’s operational resources, training materials, and best practices.
• Identify gaps in training and work with internal and external teams to develop additional tools and documentation for a growing digital knowledgebase.

Cross-Functional Collaboration

• Work closely with recruiting, operations, and marketing leads to align franchise support with business goals.
• Help shape the Franchise Business Coach role as the franchise system grows.

Who You Are

Experienced in Business Coaching & Franchising – You have at least 3 years of experience in franchising, external sales, business coaching / consulting or Relationship Management.

Adaptive Learner and Communicator – Able to convey high-level business processes and strategies while also diving into specifics with clarity and precision.

A Strong Communicator & Relationship Builder – You thrive on building trust with business owners and helping them overcome obstacles with a strategic, data-driven approach.

Organized & Detail-Oriented – You can juggle multiple franchisees, set priorities, and provide clear, actionable feedback to ensure business growth.

Analytical & KPI-Driven – You understand financial statements, business metrics, and performance benchmarks, using data to make informed recommendations.

A Team Player with a Growth Mindset – As 2nd Family expands, you’re eager to help shape the franchise coaching department and contribute to the company’s long-term success.

Willing to Travel – Occasional travel may be required for franchise site visits and training, along with some occasional nights and/or weekends.

What We Offer

Competitive salary: $65k to $80k

Comprehensive benefits (medical, dental, vision, 401k)

PTO – We believe in work-life balance!

A chance to shape the future of franchise coaching at 2nd Family

A supportive, mission-driven team dedicated to making a difference in senior care

Join Us!

If you’re passionate about helping to shape the foundation of a national senior home care brand through coaching, business development, and helping entrepreneurs succeed in the senior care industry, we’d love to hear from you!

Apply today and be part of a fast-growing, purpose-driven company that truly makes a difference.

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