CASE STUDY
Country Lodge Nursing Home
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Key Improvements working with James
Turnover increase to over £1million
Increased gross profit by 53%
Business value grew by 83%
Average occupancy rate up by 13%
About the business
Country Lodge Nursing Home in Worthing is a highly-rated care home providing nursing care for elderly people. Privately owned and managed by husband and wife team John and Claire Wright, the home offers permanent residency and respite care for 26 residents.
When the couple approached James, they felt their business needed some help to put it in a better position. The rapport they had with James from the outset was what sold business coaching to them. In 2015, when they started working with James, the business already provided a good income, employing 36 staff to support 23 residents.
They had plans to build a new wing to increase capacity, but also felt improvements could be made to become more efficient and increase profitability. With an eventual sale of the home in mind, they also wanted to ensure it could run smoothly without their daily involvement — and to give John a bit more time off as he got older.
Why they sought coaching
Country Lodge is a people-led business delivering care — John and Claire know their staff, residents and their families really well. But this closeness makes it difficult to step back and take an objective look at the business. James has been instrumental in helping them do exactly that.
Initial improvements
During regular coaching sessions, James focused John and Claire’s minds on tweaking the business in increments — small, achievable changes that would together make a significant difference. In a business like Country Lodge, higher turnover means higher profit because costs are relatively static. James gave them the tools to understand their numbers more deeply: occupancy rates, the cost of void periods, and how the business value would be calculated when the time came to sell.
Neither John nor Claire considered themselves technology-savvy, so James introduced them to someone who could upgrade their website. It had always been a good source of enquiries, but by improving the photography, testimonials and SEO — and by running a Google AdWords campaign — it became their number one source of high-quality enquiries.
A key insight from one coaching session was that five enquiries would lead to two or three viewings and one confirmed sale. Spending time working ON the business rather than IN it gave them a new sense of freedom, and results came quickly. When turnover grew from £850,000 to over £1 million, it was a very exciting milestone.
Ongoing coaching
Each meeting with James brought new ideas for growth or efficiencies — things John and Claire might eventually have identified themselves, but not with the regularity or focus that the coaching provided.
A useful frame James introduced: a business is often valued at seven times its turnover. An empty room at £1,000 per week, multiplied by seven, became a powerful motivator to improve occupancy rates. When they started with James, average occupancy was 85%. It has since risen to between 90–98%.
John and Claire now have a set of KPIs covering occupancy, catering costs, new business enquiries and other business functions, which they review at every session. This requires gathering data from their team, who also have their own KPIs feeding into the broader picture. The result is a much more methodical and systematic approach to running the business.
The results
With John wishing to step back from day-to-day involvement, they needed someone to continue the operations role — much as their nurse manager runs the nursing side of the business. The additional income from the new wing enabled them to employ an administration manager, and they worked with James to maximise the development of that new role.
John still visits the business most days, but is now free to focus on strategic developments and longer-term projects that often get pushed aside when you’re too busy. Gross profit increased by 53% and business value grew by 83%. As Claire puts it: working with James was the best decision they ever made.
In Claire’s own words
“I’d recommend any business owner to seriously consider using a business coach like James. When someone cares as much about the success of your business as you do, they are worth their weight in gold.”
Claire Wright, Owner, Country Lodge Nursing Home
Looking ahead
John and Claire wish they had engaged a business coach several years earlier. Investing in sound advice and taking time for professional development has been invaluable.
Over three years of coaching, they have consistently felt in control. James is their sounding board, offering sensible advice — and on the rare occasions when John and Claire disagree on something, he acts as a tactful arbitrator who brings them to a resolution.
The business growth has also had a wider impact: ensuring job security for the team, and creating new employment opportunities in the local area.
Find support to steer your business forward
Are you looking for a way to move your business forward? James has worked with a wide range of businesses to help leaders gain the perspective they need to make better decisions. If you’re ready to gain experienced support and guidance, get in touch to start the conversation.
