A Franchise Insider Becomes an Owner: L. Stanley Brings Senior Helpers to Martinsburg, WV
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FranCoach is excited to announce that L. Stanley is opening Senior Helpers in Martinsburg, West Virginia, serving the Eastern Panhandle. He made the move with FranCoach coach Steve Nilssen.
A Career Inside Franchise Systems
Few new owners know franchising like Stanley does. He holds degrees in biology and chemistry from High Point University and has spent his whole career inside franchise systems:
- Training operations at Red Robin
- Seven years on the franchisee side with Applebee’s, where he became the company’s youngest regional manager, oversaw six units and sat on franchisee advisory councils
- More than eight years at Panera Bread, finishing as VP of Operations Standards and Guest Response
- VP of Franchise Operations at SERVPRO
Willing to Try
After years alongside franchise owners, Stanley noticed what set them apart. “The thing that separates them from people that don’t own is that they’re willing to try,” he said. Instead of another corporate job, he decided to take that step himself, with plans to build multiple businesses.
Why Senior Helpers
Stanley is industry agnostic. He cares about the unit economics. He had never looked at senior care before, but he loved the opportunity with Senior Helpers.
He did his homework. Before connecting with FranCoach, he had already talked with about 22 brands. Steve pulled and compared every FDD he had, and Stanley ran them through his own AI tools. Senior Helpers agreed to fast-track him. He attended three webinars, held weekly validation calls, went to Meet the Team Day on September 3, and signed about two days later.
“L. Stanley has spent his entire career inside franchise systems, and he knows better than anyone that it comes down to the individual operator. He’s sharp, he does his homework, and he runs the numbers. Senior Helpers got a great one.”
— Steve Nilssen, FranCoach
A fun small-world detail: Steve has family in Martinsburg.
About Senior Helpers
Senior Helpers was founded in 2002 in Baltimore by Tony Bonacuse and Peter Ross, who started the company after caring for their own family members. Today it has more than 410 locations and is headquartered in Towson, Maryland. The brand provides in-home care that helps seniors stay safe and independent at home, with specialty programs for Alzheimer’s and dementia care, Parkinson’s care and veteran services.
Coach Spotlight: Steve Nilssen
Steve Nilssen has spent his career helping entrepreneurs make smart business ownership decisions, working with more than 1,000 of them along the way. He has seen franchising from both the franchisor and franchisee side, so he knows what separates owners who thrive.
Clients describe his style as supportive and candid. He helps people cut through the noise, get clear on their options and move forward with confidence, always matching the business to the life they want. Outside of work, Steve lived in China and Taiwan for three years, speaks Mandarin, has visited more countries than U.S. states, and is a lifelong Seattle SuperSonics fan.
About FranCoach
FranCoach is a franchise coaching firm that helps aspiring business owners find, evaluate and launch the right franchise for their goals. Its coaches guide candidates through every step: defining lifestyle and income goals, comparing brands, talking with current owners, and working through the legal steps. FranCoach is an IFA member, and its coaches bring decades of combined experience with first-time owners and seasoned entrepreneurs alike.
Thinking about business ownership? You don’t need to have it all figured out. You just need one real conversation. Book a call with Steve.
