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我写的办养老院的商业计划(3)

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发表于 2013-2-22 19:19:11 | 显示全部楼层 |阅读模式
Customers

Our target customers are defined as those:
Need help for their daily living but not require 24/7 skill nurse service.  Their geographic locations or demographics are north suburb of metro of Atlanta area.
·        Age – any
·        Gender - any
·        demographics – north suburb of metro of Atlanta area. any
·        Income level - $50,000 or higher /year before their retirement
·        Social class and occupation - any
·        Education - any
Competition
Our major competitors:
Brookdale Senior Living Inc.
Manor Care Inc.
Sunrise Senior Living Inc
Their facilities are in general good, but the price is very high, so they compete with us for those with higher incoming or richer customers.
We, and all PCH’s, will also have some important indirect competitors.  Such as for Asians, Spanish and African families, they prefer a big family and several generations live under one roof.  Their seniors may not prefer to come to any of senior living facilities.
To compete with those big providers, Evergreen Senior Living will advertise herself as cozy family-like warm environment and a brand new facility. As our size is small we may easily offer special dietary needs for our residents.  
We may allocate less advertising budget for the Asians, Spanish and African communities.
Table 1: Competitive Analysis  (1 = critical; 5 = not very important. A= very good; D=very bad.)

Factor
Eevergreen Senior Living
Strength
Weakness
Sunrise Senior Living
Some smaller PCHs
Importance to Customer
Service
A


A
B
1
Price
B
flexible

C
B
3
Quality
A


A
B
2
Relation with family members
A


B
B
3
Selection
B


A
B
2
Reliability
A


A
B
1
Stability
A


A
B
2
Expertise
B


A
B
2
Company Reputation
C
We are new

A
B
2
Location
B


A
B
2
Appearance
A


A
B
2
Sales Method
A


A
B
3
Credit Policies
A


A
B
3
Advertising
A


A
B
4
Image
A


A
B
2


Marketing Strategy
    Use all possible senior placement agencies, such as www.aplaceformom.com;[/li]Talk to social workers and place brochures in area hospitals;[/li]Talk to social workers and place brochures in area senior care doctors offices;[/li]Join senior care associations;[/li]Setup website; market on the internet through newsgroups, newsletters, press releases, forums, and writing articles etc. When the article is good, people will pass it on, so some of the visitors may visit our real web site; [/li]Advertise on the top local and regional radio stations. Leave the production and voice talent to the professionals;[/li]Decorate the entrance of the house, and pleasantly surprise the visitors when they visit for the first time. [/li]Get a professionally written Press Release out to the papers - with a photo of the outside and inside of the house. Copy should include background story about the owners, their training, expertise, family history of being senior living expert, whatever is most compelling;[/li]Partner with a well known charity in your area and invite them to host an event in the house. We may give free meals to seniors; [/li]For big events, do a raffle. Keep adding visitors’ business cards(or a pice of paper with name, phone # and email) until raffle time, when one prize is handed out. Have a customer pick the winner. [/li]Collect contact information(name, phone #,  and email) from anyone who visits the house;[/li]We will not underestimate the power of buzz ... that word-of-mouth referral phenomenon that happens when people discover something worth passing on. Give “Thank You” to referrals, such as $500 for a referral when the resident moves in, and the resident may also get 5% discount for a year because of being referred; [/li]Make unique uniforms with a good logo for our crew;[/li] Grand opening where food and drinks will be free and with live entertainment;[/li]Print good flyers, business cards,  and distribute them;[/li]Open our place for special events;[/li]We also market by running support groups, joining local groups and chambers, and being active and getting involved in the community;[/li]Spend some time and money to get good logo design, cards and letterhead, brochures, signage, and interior design;[/li]Keep the marketing being an ongoing process;[/li]10% off for 12 months for the first 10 residents. [/li]Give people the impression that EGSL(Evergreen Senior living) is financially sound and have sufficient financial reserves with over $1insurance. [/li]EGSL is a S-corpration entity and is legally and financially responsible for providing the service to our residents.[/li]All levels of care are licensed or certified by the state. [/li]To ensure the quality of the services, on all shifts, there is at least one certified nurse assistant, and at least one staff member is certified in emergency first aid and CPR; [/li]All staff have at least 16 credit hours training each year. All passed physical [/li]checkup,  TB screen, criminasl background check.[/li]All managers and administrators have figure prints on file.[/li]
Marketing/Promotional Budget
$5,000 before startup (startup budget.)
$100 / month ongoing (operating plan budget.)
Pricing
Our pricing is competitive as follows:
Deposit for holding a room is $500 for 1 week and it is refundable.
The entrance fee (the community fee) is 30 times daily rent and it is fully refundable, if the resident moves out the facility with 30 days regardless of whether the facility or the resident initiates the termination. The refund is subject to the cost of any repair/clean of the living unit.
Economical room, with 100 square feet, $50/day for one person.
Small room (200 square feet) with private bathroom, $65/day for one person, or $84/day for two persons
Large room (250 square feet) with private bathroom, $80/day for one person, or $99/day for two persons.
One bedroom suite (400 square feet) with private bathroom, $99/day for one person, or $120/day for two persons.
Additional fees for assisted and Alzheimer’s care are ranging from $10/day to $40/day.
Payment is due on the 1st of each month. If payment is not received by the 1st of each month, a 3% late fee will be assessed. If payment is not received by the 15th of the month, another 3% late fee will be added. If payment is late for 30 days, evection procedure will be processed.
Above price including 3 meals and 2 snacks, all utilities, except private phone/cable in the room.
The rent is guaranteed for 12 months and if there is any change in fees or services, a written notice will be provided 60 days in advance.
Room/service fee is calculated on the daily basis on the day move-in /move out.
Proposed Location
Forsyth County and near major roads.
We mentioned early that Forsyth County developed very fast, but not many senior care facilities.
1) A "best guess”: fill all rooms in 6 months;
2) A "worst case”: fill 80% of the rooms in 12 months.
I.                  Operational Plan
The daily operation of the business, its location, equipment, people, processes, and surrounding environment.
Location
Physical requirements:
·        Building size: 7,000 – 10,000 square feet
·        Type of building: wood or steel
·        Zoning: O/I
·        Power and other utilities: water intensive
Access:
The location should be near major road, so it is easier for family members to visit their loved ones. 10 parking spaces with one handed capped parking are good.
Also should not very far from hospital or shopping center.
Construction: We will build a house.
Legal Environment
·        Permits: We will apply a license from GA department of HR
·        Insurance coverage: property insurance and business E/O insurance
·        Some building codes must be met:
1.      An area for use by residents and visitors which afford privacy;
2.      Bedrooms shall have at least 80 square feet per resident with ceiling at least 7 feet;
3.      Light bulbs should be 60 watts;
4.      Handrails must be installed no less than 30 inches nor more than 34 inches;
Resident Requirement
1.      Continuous 24 hours nursing care is not needed;
2.      No TB or other infectious disease;
3.      The person’s needs can be met in the house.
Personnel (Staff)
·        Number of employees: depends on the residents, 1 employee for every 15 residents during waking hours and 1 staff person per 25 residents during non-waking hours;
·        Type of labor: unskilled, but at least one staff member require certification in emergency first aid; CPR;
·        All staff should have at least 16 hours training per year, physical check, TB screen, criminals background check;
·        Manager or administrator should have figure prints;
·        Use AJC or internet to find the right employees;
·        Pay structure: paid every Tuesday for the previous week.
·        Will draft job descriptions for employees;

Daily Operation Policy
·        The resident may change or redecorate the living unit provided that the resident or her/his represidentativ is responsible to change back to its orginal status.
·        Special diets/tray service is availabe and resident may eat in her/his room.
·        We have weekliy shopping/Social/Recreational tour outside the facilty, and the transportaion is free within 10 miles(over 10 miles there is a charge of $1 per mile) .
·        We schedule and provide free transportation(within 10 miles) for doctor's appointments, but if it is more than one time in a week or over 10 miles, we charge $1 per mile.
·        Resident can bring their own furnishings.
·        The house is responsible for repairs(the unit maintenance) if resident lives more than 30 days.
·        There is no extra charge for laundry and dayliy housekeeping. Linens are provided by the house, and are changed weekly or when they are dirty.
·        We have emergence drill every 6 months, each resident has an emengency push button either he/she can hang on the neck or on the wall.
·        We aslo contarcted with local hotel in case the facility is damaged by fire or something.
·        An assessment is done by a Registered nurse to determine the needs of an admitting resident.       .
       Level I  : remind the medicine
       Level II : need soem help with dressing and bathing
       Level III: Changing dipers, and feed medicine , need assistance with eating, dressing, bathing, toileting.
      A registered nurse decides that a resident needs more care. The above 3 level are the grounds, criteria and procedures for determining when a resident needs to be transferred to another service level. A RN, a administrator and the resident herself/himself/ represitative is involved in these decisions.
·        A detailed plan of care will be developed and it is reviewed every 6 months.
·        The resident can choose her/his own doctor.
·        We coordinate with the resident's physician to determine if the staff will give medications.
·        There is no nursing care facility services, nor any medical services on-site.
·        Private duty nursing is available, but is paid by resident.
·        The resident pays drugs, medication and medical equipment/supplies.
·        We shall not admit or retain a resident who needs care beyond which the facility is permitted to provide. A Resident requiring continuous medical or nursing service shall not be retained.
·        We can not receive Medicare and Medicaid coverage in the facility.
·        We don't require residents to buy private insurance.
·        The staffing levels are 10-15 residents / 1 satff during waking hours and 20-24 residents / 1 satff during non-waking hours.
·        Residents can participate in facility management and decision making. Any resident or their representative can talk or write to the management about activity and meal planning and in house rules.
·        Any complaints and disputes can be reported to the management.


Emergency Plan:
·        Contract workers’ names, addresses and phone number for substitute.
·        3 days worth of non-perishable food, such as canned food or cookies.
·        Names and addresses of the hotel where we move our residents in case of fire damage or some other thing
Managing Your Accounts Receivable
You will need a policy for dealing with slow-paying customers:
·        When do you make a phone call?
·        When do you send a letter?
When do you get your attorney to threaten?
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匿名  发表于 2013-2-23 12:41:55
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发表于 2013-2-28 12:42:37 | 显示全部楼层
祝元宵节快乐
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匿名  发表于 2014-3-16 17:33:40
我看不明白,但是觉得计划肯定行 符合当今社会需求
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