Leading with Heart: Jessica Dale’s Journey to A Place At Home Franchise Ownership

Meet Jessica Dale, a passionate entrepreneur and dedicated mom on a mission to make a meaningful difference in her community. Originally from Peru, Jessica’s journey has taken her from college in the U.S. to launching her own A Place At Home franchise in Somerville, NJ. With a strong foundation in family values, resilience, and a heart for helping others, she’s built a thriving business that provides compassionate care to those who need it most—all while setting an inspiring example for her children and other aspiring business owners.

Following Entrepreneurial Perseverance to Success

Entrepreneurship runs in my family, my mother, Liana, was always a self-starter. As a single mom, she faced many challenges, but she always found creative ways to make a living and move forward. She instilled in me the values of resilience and perseverance, which have shaped who I am today. Even at 74 years old, she continues to stay active, helping a friend with administrative tasks at a restaurant.

Today, I live in Somerville, NJ, with my husband, two children, and my mom. My journey has been shaped by family, hard work, and a passion for building something meaningful.

What made you decide to look into purchasing a franchise?  

During COVID, like many others, I took time to reevaluate my life and career. I had worked in the nonprofit sector for nearly five years, but I felt it was time for a change. I knew it had to be something more meaningful where I could truly make a difference.

In my search, Home Care crossed my path, and I decided to explore it further. I took a Certified Senior Advisor course, and from that moment, I fell in love with the industry.

When researching franchises, what criteria mattered to you most?  

When searching for a franchise, I wanted a company with a family-oriented culture, open territories in New Jersey, and, most importantly, a company that truly walks the talk. The A Place At Home franchise had all of that. The owners built the company from the ground up, proving their commitment and experience in the industry. In addition, their philosophy and values aligned perfectly with my own, making it the ideal choice for my next chapter.

Financing can be an obstacle or an intimidating factor for many. How did you approach funding your franchise? 

When it came to financing, I partnered with a good friend, and together, we navigated this challenge by securing a loan option that made our vision a reality.

Which of your prior skills and experiences do you use in operating your A Place At Home franchise?

Throughout my career, networking has been a key strength, allowing me to build strong interpersonal skills and establish valuable connections. These relationships have helped me earn the trust that families seek when choosing care for their loved ones.

In addition, my ability to stay organized, effectively multitask, and maintain a strong drive has been essential in operating my business. However, above all, my passion for what I do is my greatest asset. I truly believe that when you love what you do, it reflects in your work and your impact on others.

When doing your research, which questions did you ask the franchisees?

When speaking with other A Place At Home franchise owners, I asked many questions:

• Why did you choose this franchise over others?
• Are you happy with your decision to invest in this franchise?
• If you could go back, would you still choose this franchise? Why or why not?
• What do you like most about being a franchisee with this brand?
• What do you wish you knew before buying into the franchise?
• How effective was the initial training program?
• What kind of ongoing support do you receive from the franchisor?
• Do you feel the franchisor listens to franchisees’ concerns and suggestions?
• How responsive is the corporate team when you need help or guidance?
• What are the biggest challenges you face in running the franchise?

Which questions did you ask A Place At Home franchise leadership?

I asked A Place At Home leadership a lot of questions. Here are some:

• What type of training and ongoing support do you provide?
• How do you assist with site selection, licensing, and initial setup?
• Do you offer marketing support? What does that include?
• What technology and systems do you provide to help franchisees run their business?
• What are the available territories, and how are they assigned?
• Can I speak with current franchisees about their experience?
• What is the typical background of a successful franchisee?
• What happens if I decide to sell my franchise?
• Are there any restrictions or fees associated with transferring ownership?

What were your biggest challenges when you first started? 

Finding caregivers was hard. I used all the resources I could possibly find: job platforms, word of mouth, and so forth. We were going quickly and keeping up with office and administrative support was challenging, therefore, I hired someone within the first two months. It was amazing! That’s a great problem to have!

How does the A Place At Home franchise support and encourage your success?  

My franchisor has been incredibly supportive from day one. The A Place At Home CEO personally takes my calls whenever I need guidance, making it feel like a true family. The entire corporate team is always willing to help, consistently looking for ways to improve the support they provide. They are dedicated to refining their processes in every aspect, coaching, resources, marketing and actively working to help franchisees grow and succeed.

What are you most proud of and why?

I am most proud of improving the quality of life for those at the end of their journey, providing job opportunities to compassionate caregivers, and setting an example for my children. Through hard work, determination, and passion, we can accomplish incredible things.

What advice would you give to potential franchise owners?

Before investing in A Place At Home franchise, ensure you have a true passion for this industry. While incredibly rewarding, it also requires dedication, compassion, and a genuine commitment to making a difference in people’s lives. Loving what you do will be the key to your success.

Watch the video to learn more about Jessica’s Journey to franchise ownership.