For Jo and Paul Osgood, opening Caremark North Dorset & South Wiltshire was a personal decision as much as a business one.
Jo had spent more than 20 years working in care. She had supported people through local authority services, managed day and respite services, worked in home care and built a strong reputation as a care leader. She knew what good care looked like because she had seen it firsthand.
After working for another care provider, Jo reached a point where the commercial focus no longer matched her values.
“Care is not all about the money. I wanted to work somewhere I could be more empathetic.”
She wanted to create a service where people were treated as people, not numbers. She wanted to lead with empathy, build a team properly and make decisions based on what was right for customers and staff.
Paul brought a different but equally important strength. As an accountant and Salisbury local, he understood the numbers, the territory and the need for careful planning. Together, they had the balance of care experience and commercial thinking needed to take the step into business ownership.
For Jo, the decision was also shaped by family. After losing both of her parents, she wanted to use her inheritance to build something meaningful.
“What could I do with this money that would make the biggest impact, that would make them proud?”
Franchising appealed because Jo did not want to start from a blank page. She understood the value of having policies, procedures, support and a proven model behind her. The question was finding a franchisor that felt aligned with the kind of care business she wanted to build.
After exploring different care brands, Caremark stood out. Jo and Paul felt that Caremark’s approach matched their own belief that high quality care should be available across the whole market, whether someone is privately funded or supported by the local authority.
“Everybody is a person in their own right. My carers do not know if they are supporting private or council customers. Nobody should feel like a number.”
The Caremark discovery process also gave them confidence. Paul looked closely at the financials, including profit and loss examples, business planning and revenue expectations. Jo valued the fact that they were asked to research their local market and present their findings. It showed that Caremark expected commitment, preparation and seriousness from prospective franchise owners.
“It was not just gifted to you. You had to put the work in and show you are serious. It just felt right. I trusted my gut.”
That mattered to them. They did not want an opportunity that was simply handed over. They wanted to know that the brand cared about who joined the network.
They were also encouraged to speak openly to existing franchise owners, which helped them feel that they were joining a transparent and supportive network.
“Caremark has no secrets.”
Caremark North Dorset & South Wiltshire carried out its first customer assessment in June and received CQC registration in September. Since then, Jo and Paul have focused on steady, careful growth. Their priority has been to build the business properly, protect quality and make sure the culture is right from the beginning.
“We want to start off slow. We want to do it right and grow, and we will get there.”
For Jo, the difference is often found in the small things. It might be taking extra time with a customer who needs reassurance, making sure a home environment is safe and comfortable, or going beyond the task list because it is the right thing to do. That is the kind of care she always wanted to deliver.
“These are the things you wish you could have done before when there were financial constraints. Now I am my own boss, I can do that.”
She also believes that care professionals need to feel valued if they are going to deliver excellent care. From the start, Jo and Paul have worked to create a team culture built on appreciation, kindness and shared purpose.
“If you do not look after carers, they are not going to look after your customers. My carers sell the business.”
Their visibility in the local community is another important part of the plan. Rather than hiding behind an office door, they want people to recognise the Caremark team before they ever need support. Coffee mornings, local volunteering and community events all help make care feel more approachable.
“If we are out and about, we are seen as more approachable. All of a sudden admitting you need help is not so scary.”
Jo is clear that these moments are not just nice extras. They are part of how trust is built.
“When you lead with heart, word of mouth follows.”
Caremark’s Franchise Support Centre has also been important in the early stages. Training gave Jo and Paul a clear foundation, while the wider network gave them access to other franchise owners who were willing to share advice and encouragement.
“There was no such thing as a silly question.”
Looking ahead, Jo and Paul want Caremark North Dorset & South Wiltshire to become known for high standards, strong compliance and care that families talk about for the right reasons. They want customers to feel safe, staff to feel proud and local people to see Caremark as a trusted name in their community.
For Jo, success will be when someone calls because the reputation has already reached them.
“I have heard all about you and I want you to support my mum and dad.”
Their advice to future franchise owners is to research your market properly. Understand the costs. Keep a contingency fund. Be careful not to promise more than you can deliver. Most of all, build the right team, because the people around you will shape the service you become.
“The team you get and build is the bit that will make you or break you.”
Jo and Paul’s story shows that a Caremark franchise can be both a business opportunity and a deeply personal mission. With Jo’s care experience, Paul’s commercial knowledge and Caremark’s support behind them, they are building a home care business shaped by standards, community and heart.