Strategic Success 316 is a coaching and consulting firm that provides clients with the essential tools and knowledge to operate and establish assisted living facilities of exceptional quality and distinction within the industry. Outside of assisted living facilities, Strategic Success 316 offers general business education such as business plan development, incorporation assistance, assistance with building credit, hiring processes and so much more.
We had the amazing opportunity of sitting down with Founder and CEO Martha Janvier to discuss her transition from nurse practioner to dominating the assisted living industry:
Take us to the beginning. What inspired your start in the healthcare industry?
Since I was young, I always knew that I loved helping people, not just people but helping in general. I initially aspired to be a veterinarian and later considered becoming a teacher. However, in the end, I became a nurse, and from there, I found great satisfaction.
It got to a point where I started experiencing burnout because nursing can be emotionally, physically, and mentally stressful, especially during the pandemic. I distinctly remember an elderly patient for whom no one could find placement for discharge. I felt genuinely sorry for her. Every time I entered her room, she would keep me there, talking and venting.
I remember telling her, “You know, if I could take you home, I would.” When it was time for me to leave and clock out, I did, but that moment stuck with me. One day, I had a property and thought, “Maybe I can convert it into an ALF (assisted living) so that I can take the elderly home. The ones who have difficulty finding placement can come to my place.” And so, that’s how the idea of assisted living entered my mind as a nurse. Today, I help people open their own ALFs.
That is amazing, and I love that it went from “Let me take you home with me” to creating a home. That’s beautiful. How did your time as a nurse practitioner prepare you for where you are today in business?
Before I became a nurse practitioner, I was a certified nursing assistant. So, at the age of 21, the majority of the people working as nursing assistants could have been my mother’s age. I pushed through, doing what they were doing, and they would often ask me, “Why don’t you go to school, become a nurse, and all that?” I had my goals in mind, but I knew I had to start at a foundation. I wouldn’t say CNAs are at the bottom, but I wanted to start at a foundational level. So, sooner or later, I became a registered nurse.
In terms of the ALF industry, I started when I was a nurse, and then, as a nurse practitioner, the skills I gained were more focused on the provider role. Now I know what to prescribe, what a person will need in terms of medication. I can identify diagnoses and determine the appropriate actions. Although I choose not to become a provider for my clients, I can consult and discuss with another provider, saying, “Hey, what do you think about this?” So, all three roles—CNA, RN, and NP—prepared me to hold leverage in this industry.
That’s awesome. So you’re not just in the background; you’re able to say, “You know what? I think this course of action will work better.”
What specifically drew you to the assisted living community versus other options, such as independent living or skilled nursing? There are so many different choices.
There are a lot of options. I actually thought about opening up a group home, but that just never came to pass. As I was researching group homes, at that time when I started the ALF, I was still in my twenties. The lifestyle just didn’t align with me. I knew that if I were still working as a registered nurse and owning a group home, I would have to give something up. I wasn’t ready to give up nursing because, you know, when you start a business, you have to ensure a steady income. I realized that with a group home, it would require more from me and pose more of a liability. As for the license I have, assisted living allows me to be more free. There isn’t as much paperwork, as the license is renewed every two years unless there’s a citation or something wrong, in which case they’ll address it. I just like the lifestyle of assisted living, and I appreciate the option to select my type of resident because not everyone is your client. I also wanted more control over who’s coming into my facility because in facilities that house various individuals, personalities may not match, caregivers may get burnt out, and I didn’t want that. I want everyone to be happy.
Tell us about Strategic Success 316. Who would you say you designed this program for?
So, Strategic Success 316, this program is for anyone who is motivated and ready to enter the ALF industry. It’s designed for real estate investors. Even if you’re not an investor—let’s say you have a couple of homes that are Airbnb or duplexes, and you don’t know what to do with them, especially in this current economy—you can convert them into an ALF. What’s happening is that seniors, like everyone else, are going through a housing crisis. Seniors, living off their social security income, are in need. Now, ALFs can provide assistance, whether from Medicaid or another source, and seniors are entering these facilities. ALFs are booming right now. This business is for anyone who is motivated and ready, as it is an investment.
So take us through a typical course you are currently offering. What can people expect?
The current course that I offer is a start-to-finish guide. The reason I created this course is because I noticed there are many ALFs, but not all are of high quality. While mine is not perfect, I strive to create it as if I’m investing in my own home. I want it to be a place where I would want to live, or where my mother would want to live, and vice versa.
Regarding the course content, it covers what ALFs are and the different types you can open, such as commercial apartment-style and residential-style facilities. It also delves into the licensing process, and since each state has its own checklist, I specifically focus on Florida. I go through every aspect of the checklist, highlighting what to do and what not to do. Additionally, I provide recommendations for third-party companies. The course not only covers licensing but also includes videos on how to run the business. Once you have the license, knowing how to operate the business becomes crucial.
The course addresses questions like: What’s next? How do you run it? How do you assess your first resident? Is that resident the right fit? How do you go about hiring, and who to hire? Because, at the end of the day, once you have the licensure and the business is running, you can lose that license quickly due to the wrong person working for you or a resident who might not be the right fit. I teach everyone how to maintain their license and run a high-quality ALF in this course.
People tend to think you have to have this big building to get started in the Assisted Living Industry, and you don’t. That is game-changing.
As a matter of fact, I opened up my first ALF on my property. I converted it while living there alone, thinking, “Oh, turn it into a business because I was barely home anyway.” I converted it, and if anything, the residential route feels more comfortable to some clients than that big commercial building.
What do you hope your clients take away from their time in your program?
I hope people take away from this the idea of starting a business, especially in the ALF industry. Yes, it’s lucrative. Yes, it’s amazing. Yes, it’ll take you places. But it’s important to have a good quality mission as to why you’re doing it. I am considered philanthropic. Not only are you providing a service to that specific resident, but you’re also removing a burden off their family’s back. The caregivers, you’re also alleviating burdens for maybe their social worker or case managers who can’t find placement for them. Unfortunately, many elderly individuals end up back in the hospital because they don’t have anyone to help them, no one to assist them, and maybe they just don’t know. Now they’re taking a double dose of medication, and all they need is someone to assist. So I want people to take away from this the importance of providing good-quality service, not just opening up a building and claiming you have a business.
Good-quality service. I love it. For someone who doesn’t know about your program yet, what tips do you have for someone interested in getting started in this industry? Where do you suggest they begin? What’s step one?
I would suggest that if someone wants to enter the field, they should take a tour at another ALF. They can easily call or randomly visit and say, “I would like to tour the ALF” because everyone has somebody they can have admitted there. Take a tour, observe how others are operating their ALF, and see what comes with it.
Invest in a consultant because, in the beginning, when I tried to do it, I had a friend with an ALF in a different city. So I was relying on what she was telling me, and guess what? I lost a lot of money. The marshal came to my place for an inspection, looked at me, and said, “I’m going to pretend like I didn’t see this, and you’re going to do this all over again.”
I eventually got licensed by investing in a consultant. She guided me through it. That’s what I would recommend—hire someone, invest in them so you don’t waste your time and money.
Invest in someone. I like that because there’s no point in losing a bunch of money when you can do it right the first time. What misconceptions do you often hear when you have new clients joining your program?
The biggest one is, “How long is it going to take to get the license?” Some people think it’s so fast, like within a snap of a finger. No, it’s a process with this type of business. While you can earn six figures within the first year, you don’t just achieve that overnight. To reach something big, you have to go through the process. It can take anywhere from six months to two years, depending on the state you’re in, the issues you may face with the city regarding permitting, and the third-party companies you’re working with. So I think that’s the misconception. People believe it’s quick and easy, but it is a process. Once you get licensed, you’re licensed, and now you just have to maintain it.
Yes, it takes time. It takes time with the clients because there are people who need housing. Within that same time period, you get that license, and you may get a call, “Can you take this client?” But don’t be too quick. They may offer $5,000, $4,000 for the client, and it’s a Friday. And they’re like, “Can you just take this client today?” You have to start thinking, “Why are they in a rush to get this client out? And where are all the other companies that they have?” So you’ve got to be very mindful about that.
You have built a successful program that is proven to work, but what’s next for you? Where do you go from here?
Okay, so as I was sharing with you before about staffing, right. So what I noticed is, you are going hard with your business. As for me, when it comes to my business, I’m not sleeping; I’m going hard, and I want it to be of quality. But your team has to be on the same page. So what I do is I offer courses. I have a CNA challenge test. So basically, anyone who wants to become a certified nursing assistant, I can help them challenge the test. Within that, I teach them how to conduct themselves in an assisted living facility. I teach customer service, etiquette, and basic critical thinking skills because you’d be surprised at some of the things that caregivers may do without knowing. I also teach administrators. Other courses we offer include medications, self-management of medications, and CPR.
I offer so many courses so that my clients don’t have to shop around. They can come to me for what they need help with.
I am going to help you maintain your facility, not just get licensed and run with your money. Because if my name’s on it, I want to make sure you get your money’s worth.
What would you say is your definition of a pretty woman who hustles?
So pretty, not just on the outside, but in how you think and what’s in your heart. Because what’s in your heart will come out of your mouth. It’s about how you conduct yourself, how you think, and how you treat people as well. So I think that’s the beauty in that—someone can look at the outer appearance and say, “Oh, she’s beautiful.” For example, with me (not tooting my own horn), but discussing the quality, people may see me and think, “Oh, she’s young and doing this.” And then when I open my mouth, it’s more than just appearance, it’s more than that. This is who I am. I’m a nurse, I take care of the elderly, I can help you with your business, provide advice, think before I speak, and know how to treat people starting from the heart.
So where can people go to grab this course, connect with you, get consultations? Where do you want them to go?
Go straight to my website, www.coachmjay.com. When they click under services, I have the list of services there, and it links straight to the course.
Special note: The course also offers a three-in-one business model, not only for an ALF. If your space is big enough, it can include independent living. You can also add adult daycare, accommodating up to two residents in a residential facility. I include these nuggets to put people up on game, ensuring that your business thrives and providing multiple income streams within your new business.
For more information, to purchase the course, and sign up for the coaching service visit http://coachmjay.com.