Going Somewhere? Keeping a financial road map in your company's back pocket is always a capital idea.

Marcie Cooper is a social worker, not a business strategist. But with bountiful expansion opportunities, Cooper and partner Vicki Doueck are in the unusual position of devising growth strategies for their geriatric care management practice, Generations Counseling and Care Management LLC.

A growing senior population, coupled with a shortage of providers offering broad services to this demographic, has expanded the firm's client roster. At the same time, interest in duplicating its services in other regions has led the company to expand beyond New Jersey and the New York City area. Franchising is a distinct option.

It is foreign territory for the $1 million company, indeed. "Because we are social workers and therapists, we do not really have the background that we need to grow the business," says Cooper, 47.