From frontline carer to franchise owner, Sarah Wickham is Managing Director a community care provider at Walfinch, West Suffolk. Here she shares her journey and the values that have shaped her path to success.
Starting out as a frontline carer, I’m now the proud owner of three Walfinch home care franchises. My journey has been all about passion, determination, and making a real difference. But for me, it’s not just about the success and growth – what truly matters is my dedication to my clients, staff, and local communities. Let me share how I’m shaking up the home care industry, one step at a time.
From Carer to Managing Director
I’ve always believed in recognising your own skills and value. As a Registered Manager with a domiciliary care agency, I brought in care contracts worth over £4.5 million annually. The agency was motivated to keep me around, paying me over £100,000 a year. But when the agency was bought by a company that wanted to halve my salary, I knew it was time to leave. I moved to a smaller, local company, and that’s when things really clicked – if the boss could run his own business, why couldn’t I?
I realised I was great at selling care services, managing staff, and driving business development. But I wasn’t as keen on things like monitoring regulatory changes and networking with social services directors. So, I decided to go the franchise route. It gave me the support I needed to focus on what I’m passionate about, while allowing me to hire people who excel at the things I don’t.
Innovating With Holiday Care
Walfinch isn’t just about providing excellent care – it’s about thinking outside the box. We’re based on the beautiful Suffolk coast, close to Aldeburgh and Southwold, which have some lovely disability-friendly holiday homes. We formed an agreement to leave leaflets about our services in these homes, and it’s proven to be a great initiative. One of our clients has come on holiday with us every year for the last four years!
The idea was simple but effective: combine adapted holiday accommodation with a care service. Any care service operating in areas with similar facilities could do this. It’s just one example of how home care can be more than just a job – it can be about creating enriching experiences for the people we support.
Investing in Staff Development
I firmly believe in the power of training and career development. Many of the carers who work with us come from diverse backgrounds, with little formal education or qualifications. But seeing them achieve their NVQs and professional qualifications is a rewarding experience for both them and me. It boosts their confidence and gives them concrete evidence that they’re doing a great job.
For example, Claire started with us as a care coordinator and is now working towards a Level 5 Diploma in Health and Social Care Management. That’s equivalent to year two of an undergraduate degree! Providing that kind of support keeps people with us and shows them that we believe in their potential. When you invest in your staff, they’re more likely to invest in you and your business.
Empowering Women in Social Care
Around 95% of our workforce is female, and I’m committed to empowering them in every way I can. We never tolerate anyone talking down to our staff because of their gender. We also make sure that our shifts are as flexible as possible, so carers can balance their work with their family commitments. Unlike many employers who expect employees to fit their families around their jobs, we believe in a more supportive approach where flexibility works both ways.
This kind of approach doesn’t just help our staff – it creates a culture of teamwork and trust. When you work together to support each other, flexibility becomes a natural part of the work environment.
Giving Back to the Community
We’ve always been passionate about supporting local charities and community initiatives. For example, we work with two local charities to provide free end-of-life care to clients in their homes. Although end-of-life care is available through the NHS, there can be delays that prevent people from dying at home. By working with these charities, we can make that process happen faster.
I’m passionate about giving people the chance to die at home, surrounded by their loved ones and family pets, with the support of our trained carers. It’s a small but meaningful way to give back to our community and ensure that our clients receive the care and dignity they deserve.
Overcoming Challenges and Looking Ahead
As we expand and begin offering more complex care services, I see a few big challenges and opportunities ahead. The most significant hurdle right now is government and local authority funding. Unfortunately, that’s unlikely to change unless we start shifting the way society views the care sector. Social care needs to be seen as more than just undervalued – it’s time for a change in mindset. More funding would undoubtedly solve many problems, but it’s going to require a cultural shift to get there.
Embracing the future
My journey has been a winding one, but it’s been worth every step. It’s about more than just running a successful business – it’s about making a real difference to people’s lives. The work we’re doing at Walfinch is changing the face of home care, one small, meaningful step at a time. And as I continue to grow my business, I’ll always stay focused on the things that matter most: my clients, my staff, and my community
