Pipeline entrepreneur expands his Omaha-based senior living network into Kansas City

A 10-market expansion for HomeCare Advocacy Network is expected to bring the Omaha-based company to Lee’s Summit and Overland Park as Mark Goetz and his team work to provide personal care and specialized services for seniors who wish to age in place.

“With one of the largest metropolitan areas in the Midwest, the Greater Kansas City area is a top market for expansion for HCAN over the next three to five years,” said Goetz, president and CEO of the company, as well as a 2022 member of the Pipeline Entrepreneurs fellowship.

Founded in 2019, HCAN uses a fanchine model meant to empower home care leaders — offering two investment options specifically designed for either mission-driven entrepreneurs or senior living providers.

Click here to explore more about HomeCare Advocacy Network.

“The need for HCAN’s home care services is increasing constantly with more decision makers who are curating better options for their senior loved ones,” Goetz said. “We see Kansas City as an area of the country that is underserved with an expressed need for services that provide high quality care creating independence for seniors and their families. We see there being eight to 10 total locations in and around Kansas City and this also helps us to centralize our franchise support efforts as well.”

The company now has 20 franchise offices and/or agreements in seven states: Nebraska, Minnesota, Missouri, Iowa, Kansas, Colorado and Florida, Goetz said, noting HCAN has officially sold all available franchise territories in Nebraska.

“Despite ongoing industry challenges, the HCAN franchise network is enjoying remarkable growth,” he said.

More than 500 prime HCAN franchise territories are still available across the United States, Goetz said, adding that home care is currently the fastest growing segment of the healthcare industry.

“More than 10,000 people turn 65 every day in this country, and an overwhelming majority want to remain in their homes as they age,” he said. “That’s why we say there’s never been a better time to jump into the home care industry.”

Mark and Sierra Goetz, HomeCare Advocacy Network (HCAN)

Goetz called it a privilege to work alongside mission-driven franchise partners who are committed to delivering high-quality care options to seniors in their communities.

Pipeline’s 2022 fellowship class at the Pipeline Innovators Gala in May 2022; photo by Tommy Felts, Startland News

“Entrepreneurs who have grit and resilience you can find; we are looking for people who are fed by the need to make historic differences for families seeking care,” he said. “Being tied to a greater sense of purpose in an industry that requires you to bring your very best to build your own caregiver and office culture is critical. We are looking for individuals driven by purpose as well as the opportunity to serve; a unique individual.”

Goetz projected such partners will help HCAN’s business units triple where the company ended December 2022, he said, crediting his time in the Kansas City-based Pipeline fellowship for recharging his driving spirit.

“Pipeline provides much needed perspective from entrepreneurs who have succeeded and failed,” Goetz said. “Pipeline developed relationships for me that now will last a lifetime with an experience wrapped in a social fabric of positive, risk-taking business owners who want to make a difference. This culture helped not only sharpen my organization’s skills and trajectory, it helped fuel my competitiveness.”