Filipino Immigrant Brings Griswold Franchise to LA to Provide Hope for Families in Her Community

Mara Gonzalez, a new franchise owner joining the Griswold system in Santa Clarita, CA, brings an inspiring story of determination, compassion and the pursuit of an entrepreneurial dream to the renowned non-medical home care franchise with over 170 locations. 

A finance and accounting veteran, Gonzalez's career path took her through various roles in the nonprofit industry, including a significant stint as a Controller for the Los Angeles Regional Food Bank, and before that, as Finance Manager working for Sunkist Growers. Her professional experience is underpinned by a strong foundation in accounting, a field she has been committed to since her college days in the Philippines, her home country before migrating to the U.S. in 2005.

Gonzalez’s entrepreneurial journey was inspired by both professional and personal factors — her mother’s career as a caregiver and her own experiences caring for her father during his final moments. This personal connection to caregiving made Griswold a natural and timely fit. It was an opportunity to give back and provide a much-needed service in her community. 

As a new franchise owner, Gonzalez aims to make a significant impact in the Los Angeles area, a community that she has been a part of since her arrival in the U.S. Her vision extends beyond business growth; she is dedicated to serving immigrants and providing quality care through skilled caregivers. Her goal is to empower caregivers, recognizing their vital role in the industry, much like the invaluable support her mother has provided in the past.

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Gonzalez: I immigrated to this country in 2005 after growing up in the Philippines and am an accountant by profession. Before December 2023, I was working full-time as the controller for a non-profit organization, the Los Angeles Regional Food Bank. I've been working with them for five years, and I was in the nonprofit industry before that working for Sunkist Growers. Before that, I had a short stint in the mortgage industry, but I’ve really been in the non-profit arena my whole life. I love being in the service industry. 

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Gonzalez: Since high school, I’ve always wanted to be an entrepreneur deep down. My mom owned a side business when I was growing up. That is why I was originally attracted to it. 

1851: What made you pick this brand? What excites you most about this company?

Gonzalez: The introduction to franchising and Griswold actually came through an email. What caught my attention was the subject in that email — “Controller to Entrepreneur”. That sounded just like me. 

When I started looking into the business of caregiving, I thought of my mom. She was a live-in caregiver until 2019 when she retired, working mostly in housekeeping. I also thought of my dad. I took care of my father in his last moments and was there by his side when he passed away. When I saw that his health was really going downhill, I knew I had to stay with him. 

Now, my mom is also showing early signs of dementia. She lives by herself off of social security. Both my grandparents had Alzheimer's, and my mom had no choice but to put them in a facility. That accelerated their disease until they passed away, about a year apart. My mom told me to never put her in a senior facility. How am I going to take care of my mom if she needs help? The cost of care is getting really high. 

When I heard about the Griswold franchise, I thought it could really kill two birds with one stone — I could be with my mom and make sure she is taken care of while also earning income at the same time. 

1851: What do you hope to achieve with your business? What are your plans for growth? 

Gonzalez: I want to help other people in my community. My career here in the U.S. started in Los Angeles. We want to help immigrants who have just arrived here, like I did 20 years ago. There is definitely a need for these services — it is a growing service. I’m also hoping to find really great caregivers and help them on this career path. 

1851: What is the one thing about your story you want us to know?

Gonzalez: Griswold is caregiver-focused. Caregivers are the ones who are the heart of the organization. That is why I want to care for my caregivers. My mother was a live-in caregiver, and I saw how valuable of a job it is. I’ve been through this experience of helping aging parents. I know how hard it is. If our caregivers can help families, I know it means a lot.

1851: What advice do you have for other people thinking about becoming a franchise owner?

Gonzalez: You have to find the right team. With Griswold, I didn’t feel any pressure at all to sign on the dotted line. I spoke with one franchisee and could tell that Griswold stood out. They were focused on providing the service, rather than how much you can make. That is what I was attracted to. For me, the money is just the icing on the cake. 

My advice is: Don’t be scared. In the beginning, it will be very intense and a lot of work, but like anything, you’ll enjoy the fruits of that labor later on. It won’t be instant. But the satisfaction is greater if you know you worked hard for it. 

For more information about franchising with Griswold, please visit griswoldhomecare.com/franchising/investment-info/.

ABOUT GRISWOLD

With over 170 locations in 31 states, Griswold is one of the country’s top home care companies, providing professional, compassionate caregivers 24/7. Griswold’s “Live Assured” promise gives both clients and their loved ones peace of mind, so they can live without the weight of worry. Griswold helps adults maintain quality of life despite advanced age, onset of illness or post-surgery recovery. It provides companion care, home services, personal care and respite care. Founded by the late Jean Griswold in 1982, the company has maintained its founder’s profound sense of empathy for older and disabled adults and those living with chronic conditions. In 2023, Griswold was ranked #267 on Entrepreneur's Franchise 500 and named a 2023 Best of Home Care® Endorsed National Provider. For more information, visit griswoldhomecare.com or call 215-402-0200.