Career Options
Elder care business takes offKnown as the "sandwich generation," today's baby boomers must provide care for their young children and aging parents. Feeling caught in the middle, an increasing number of boomers are turning to elder-care specialists to help them with their parents. ROGER PIERCE -- www.bizlaunch.ca |
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 [ 2006-06-14 ] |
Victoria Cain (right), owner of Dignity Care Senior Support Services Inc., helps seniors to live in comfort and with dignity.
"I'm fiercely passionate about helping seniors," entrepreneur Victoria Cain says. Cain owns Dignity Care Senior Support Services Inc. (www.dignitycare.ca), an elder-care company serving Burlington, Oakville and West Hamilton.
Her company provides in-home non-medical care for seniors needing that extra little help to remain independence. Services include light house- keeping, companionship, light meal preparation, running errands and small household repair jobs.
While Cain just launched her small business, she possesses an impressive 22 years of experience working in the area of geriatric care.
"I wanted to take my skills, education and knowledge in the gerontology field and apply them in a service that assists seniors to live as independently as possible with dignity," Cain says.
"I'm also the daughter of a fabulous 79-year-old mother, so I know what elders need from both a business and personal perspective," she says.
With more than 10 million boomers in Canada alone, Cain's business has plenty of potential customers. Given most boomer families are busy, dual-income households just entering their peak earning years, they are willing -- and able -- to pay for professional senior care.
Cain's company also provides consulting services to help seniors and their families successfully transition into the next phase of life. "People understandably get emotional about decisions to do with their aging relative," Cain says.
"We're available to help them to explore options, make informed decisions and to provide support during any period of change."
Cain's future plans are to become the leader in non-medical homecare/consulting support services by providing exceptional service. "There are many services out there similar to mine," she admits. "However, my goal is to deliver remarkable client care -- the word 'average' is simply not in my vocabulary."
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