Services

Most profitable services, per Heather Hill:

1. Support at Home / Home Care — direct care hours (personal care is the key revenue driver)
2. Care Management — highest-margin service (RN-led, capped at 10% of package)
3. NDIS Support — Community Access, Social Support, Activities of Daily Living, one-on-one SIL (not multi-person SIL)
4. Private Care — self-funded / no wait-time clients
5. Brokerage — high revenue, low margin (lower priority)
6. Short-term restorative & palliative/end-of-life care — clinically suitable entry points into longer-term Support at Home

Explicitly not a marketing focus: CHSP (not provided), multi-person SIL

Ideal Client Profile (ICP)

Primary — the client themselves:

• Support at Home package Level 2–4, needs weighted toward personal care (not equipment/allied health)
• Full or part pensioner (self-funded retirees are reluctant to pay co-contributions)
• Has a supportive family member/advocate involved in decisions
• Long-term relationship seeker — not a frequent provider-switcher
• Located in geographic density zones: Aspley, Mt Gravatt, Stafford, Springfield, Sunnybank, Ipswich, Redbank Plains, Logan–Ipswich corridor, north to Brendale/Strathpine

Secondary — the real lead source: adult children (40s–60s) and family advocates, especially professionally employed ones comfortable purchasing care on a parent’s behalf. Internally noted that a growing share of enquiries now come directly from the senior themselves, not just the family.

Disqualifiers (poor fit): no family/advocate, severe isolation, unsafe/squalid homes, multiple pets, dysfunctional multi-generational households, high acute clinical complexity, history of switching providers every 1–2 years.

Key Messages

• “Known personally, not one of ten thousand” — the “everybody knows your name” positioning vs. big providers
• Clinical credibility — Care Partners are Registered Nurses, not TAFE-cert staff (direct differentiator vs. Burnie Brae, Jubilee, Angels)
• Real access, real people — no call centres, no on-hold, no AI receptionist; Care Partners give clients their mobile numbers; 24-hour response promise
• Choice, not lock-in — clients choose their own allied health providers (unlike Blue Care/Aged Care Queensland)
• No hidden onboarding fees
• Reliability/communication — statements delivered on time (industry pain point), low Care Partner turnover vs. industry average
• Emotional hooks — safety, “eyes on” a parent, reducing burden/guilt on adult children, easing carer stress and compassion fatigue
• Educational/trust-building angle — demystifying co-contributions, CHSP vs. Support at Home confusion, the November 2025 funding changes
• Tone guardrail — never sound like “Blue Care” or “Anglicare”: avoid glib, impersonal, corporate language; confident, warm, playful instead

Heather’s strongest ownable space is not generic “home care”. It is being the provider that genuinely knows its clients — employed, accountable, Registered Nurse-led Care Partners; no lock-in to a single allied-health network; no onboarding fee; and a promise that every client is a known name, not a case number.

Desired Outcomes

1. When an older person, NDIS participant or family in Brisbane and surrounds needs help understanding in-home support, Heather should repeatedly appear as the source that explains the path clearly and treats the person with dignity.
2. Heather secures 6–10 new well-matched clients per month, sustaining growth toward roughly 300 total clients without compromising Heather Senior Care’s personal, family-owned feel.