The business plan came to Mary Cohron and Stacy Carter, and now they’re taking it to the Bowling Green community.

Founders of the startup senior care consulting business Pathways Senior Care Advisors, Cohron and Carter found their business model almost by accident. Now they’re cashing in on a demographics trend that’s been picking up steam for years.

In a country where the 65-and-older population has exploded from less than 35 million in 2000 to more than 52 million today, those seniors and their families are looking for answers to their questions about living options.

That’s where Pathways comes in, providing consulting services to aging baby boomers and helping them find the right fit.

“I was a banker in Bowling Green for 30 years,” Cohron said. “When I retired, I started doing consulting and many of my clients were elderly. I was getting questions about what the best options are for seniors. You don’t really plan for this. Most people don’t want to think about getting old and needing help.”

Carter, who has worked in sales and real estate during her career, started seeing a similar trend as friends and acquaintances began asking her about assisted living, home care, memory care and other options for themselves or their aging parents.

“People were calling me, asking if I could help them figure out what to do with their elderly parents,” Carter said. “Mary said she was getting the same types of calls. We worked on it behind the scenes for about a year, finding appropriate care for seniors.”

Finally, Cohron said: “One day, Stacy’s husband said, ‘Is this a business?’ ”

Very much so, it seems, although the business model may not be typical. Pathways isn’t paid by its clients but receives referral fees from the independent living or assisted living facilities and home-care agencies.

Clients, usually the children of elderly parents, need help with questions about what type of care is appropriate and affordable. Carter and Cohron say they help find the right fit.

“It’s somewhat complicated,” Cohron said of the process of finding the right solution for elder care. “I take the time to look at their financial situation, including assets such as pensions and property. Sometimes people can afford more than they think they can.”

Carter said she and Cohron will accompany clients to the independent living or assisted living facilities, helping them make informed decisions.

“Clients don’t always know what questions to ask,” she said. “We help them and take tours of the facilities with them. It takes some time for people to make the right decision.”

Heather O’Banion, executive director of Bowling Green’s Village Manor retirement community, said that one-on-one aspect sets Pathways apart from national companies that provide senior care consulting.

“There are larger entities that provide similar services,” she said. “But it’s neat that Pathways is doing it locally and face to face. They make it more of a personal experience.”

There are many choices for seniors, ranging from independent living to long-term nursing care including home health care. Carter and Cohron help their clients navigate those options.

“A lot of people don’t know where to start,” said Emily Harlan, regional marketing specialist for Home Instead Senior Care. “There are stages of senior care, and Pathways is a wonderful resource for helping people understand those stages.

“Their business is the first of its kind in Bowling Green, and they’re very knowledgeable about every level of care.”

Only in operation since February, Pathways has already served dozens of clients, Cohron said. She expects the fledgling business to mirror the growth in the elderly population.

“We know that the elderly population is growing at a rapid clip,” she said. “Some will be able to handle these decisions on their own, but many will need help understanding the options.”