BPnursing home.docx

BPnursing home.docx

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BPnursinghome

EnjoyNursingHome

BusinessPlan

By06MKT

周维万锦锋李玲芳刘璟程

Content

∙1.0ExecutiveSummary

oObjectives

oKeystoSuccess

oMission

∙2.0CompanySummary

oCompanyOwnership

oStart-upSummary

∙3.0Services

∙4.0MarketAnalysisSummary

oMarketSegmentation

oTargetMarketSegmentStrategy

oServiceBusinessAnalysis

∙5.0StrategyandImplementationSummary

oCompetitiveEdge

oMarketingStrategy

▪Advertising

▪Salespromotionplan

oSalesStrategy

▪SalesForecast

∙6.0ManagementSummary

oPersonnelPlan

∙7.0FinancialPlan

oBreak-evenAnalysis

oProjectedProfitandLoss

oProjectedCashFlow

oProjectedBalanceSheet

Appendix

ExecutiveSummary

Enjoynursinghomeoffersauniquecombinationofhealthcareandhigh-gradeservicesforelderly.Marketresearchindicatesthatthere’sasignificantneedsforqualityelderlywithinthisregionandwebelievethatbyemployingandtrainingcompetentandprofessionalnurseandprovidethemwithorganizedandresponsivemanagement,wecanbecomethenursinghomeofchoiceinHangzhouandShanghai.

Enjoynursinghomewillbecreatedasacooperationlimitedcompany,ownedbythefourofusprincipleinvestors.OurnursinghomewillbeestablishednearabeautyspotonMountainTianmuroad,Hangzhou,whichisnearbyShanghaiandJiangsu,theveryeconomicallydevelopedcitiesinChina.

Customerofourserviceswillbetheseelderlyinneedofaplacegatheredotherpeersandcouldenjoytheirrestourlives.Theseelderlyusuallywanttoliveinanursinghomeordon’twanttoincommodetotheirchild.Ournursecouldofferthecarestheelderlyreallywantsanddoctorwouldensuretheirhealth.Wecouldbuildanewlifestylethatbreaksthetraditionalthinkingof“bringupchildrenforthepurposeofbeinglookedafterinoldage”,livinginanursinghomeisanothergoodchoiceof“beinglookedafterinoldage”.

Asasocialagency,wewillbelicensedbyChina.Theprocessforlicensureand insurancecertificationhasalreadybeen initiatedandweare wellonourwaytomeetingtheregulationsandguidelinesforprovidingniceservicesforelderly.

There’recurrentlyonlythreeotherhigh-gradenursinghomeintheseregion.OneisinHangzhou,twoinShanghai.Duetothelackofmanagementandnewfacilities,webelievewehaveabigachancetoholdalargemarketshare.Andwefoundouttheydon’tofferthehomeservicesweproviding,thiswillbeanotheradvantagetoownamarketshare.

Wehavethreedifferentroomsfordifferentneeds.Normalsingleroom:

2200/person/month.Normalcoupleroom:

2800/couple/month.Specialcareroom:

3000/person/month.

Thecompanyplansontakingon debtof2.8millionintheformofafour-yearloan,andhasnoplansforadditionaldebtasgrowthwillbefinancedmainlythroughcashflow. Ourplan includesassumptionsof 100%salesoncredit,andsufficientcashon-handatstart-uptopreventanyproblemswithcashflow.

1.1Objective

ØFirst,letthecityknowtheexistenceofthisnewtypeofnursinghomeandgetonemillionprofits.

ØThan,trytoincreasetwomillionprofit.

ØNext,trytoincrease50%profitandownatleast15%marketshare.

1.2KeytoSuccess

Accordingtothecensus,theratioofoldpeopleinChinaincreasefast.Andthelivinglevelalsoincreased.Nowadays,moreandmorepeoplebecomeopen-minded,includingtheelderly.Theywanttoenjoytheirrestoflives.So,thisiswhatwewilldoforthem---anewtypenursinghome.

1.3Mission

ØSolveaproblemaboutyoungpeopledon’thavetimetolookafterelderly.Wewanttoprovideaperfectservicesfortheseelderly,lettheyenjoytheirrestoflife.

ØSolveaproblemaboutthere-employmentoflaid-offworkers.

ØBuildanewlifestyle,makepeoplethinklivinginnursingroominrestlivesisaenjoymentbutnotimmoral.

2.0Companysummary

Enjoynursinghomeisanewhigh-gradenursinghomeinitsstate-upstages.OurnursinghomewillbelocatednearabeautyspotonMountainTianmuroad,Hangzhou,whichisnearbyShanghaiandJiangsu,theveryeconomicallydevelopedcitiesinChina.

2.1Companyownership

Enjoynursinghomewillbecreatedasacooperationlimitedcompany,ownedbythefourofusprincipleinvestors.

2.2Start-upsummary

AllisRMB

Houserent

3,000,000peryear

Exerciseequipment

400*10+600*10=10,000

Entertainmentequipment

1100*10=11000

Medicalcareequipment

8000*4=32,000

Computer

2000*20=40,000

Television

900*400=360,000

Aircondition

1200*400=480,00

Sofa

800*6=3,200

Table

120*120=14,400

Chair

480*60=28,800

1Bus

200,000

Decoration

360,000

Sundries

20,000

Moneyforbeginningpromotion

60,000

Total

4,187,400

3.0Services

•Wewillsupplyallkindsoffacilitiesfitformoderntimes.Includingbasicfacilities,fitnesscenter,recreationandleisurecenters,healthcenter,counselingcenter,foodcenter,touristcenter,trainingcenter,andmarriageagencies.

•Wehavedifferentkindsofroomfordifferentneeds.

•Weoffertheprofessionalcaremethod.

•Wehavehomeservicesforsomeelderlywanttostayhomeandhaveourservices.

4.0Marketanalysissummary

Customerofourserviceswillbetheseelderlyinneedofaplacegatheredotherpeersandcouldenjoytheirrestourlives.Theseelderlyusuallywanttoliveinanursinghomeordon’twanttoincommodetotheirchild.Ournursecouldofferthecarestheelderlyreallywantsanddoctorwouldensuretheirhealth.AccordingtoaresearchfromXinhuanet,there’re15%elderlyinBeijingwanttoliveinnursinghomeintheirrestlives.Butthereisnotenoughvacantpositionforthem.Itshowsareallybigmarketforus.

4.1Marketsegmentation

Ourprimarymarketsegmentationincludestheelderlywhowanttoliveinnursinghome,andenjoytheirrestoflives.Theseelderlywillliveinourcommunitywithotherelderly.

Oursecondmarketsegmentationistheelderlyneedstobetookcarebutstillwanttostayhome.Weofferthehomeserviceforthem.Theycouldenjoyourservicesathome.

4.2Targetmarketsegmentstrategy

EveryroominournursinghousehasTelevision,airconditionandbathroom.Wehavetwokindsofrooms.Onefortheoldpeopleaged65-75,whostillhaveabilityoftakingcareofthemselves.Anotherroomfortheoldpeoplewhoagedabove75,ordon’thavetheabilityoftakingcareofthemselves.

Thefirstkindofroomhasanalarmringattheheadofbed.Whentheyneedhelptheycouldinformourdutynurseimmediately.Everyfloorwesettwodutynursestodealwithsomeemergencyproblem.

Wehopetheelderlycouldcleantheirhousethemselves.Becausewethinkarrangetheirroombythemselvescouldhelpthemtoslowdownthestepofgrowingold.Itshowstheirconsciousnessisclear.Butifyouhopeustocleanroom,it’sok,andit’sfree.

Anotherroomhasnursestotakecareeveryday.Everytworoomhaveonenursesondutyatnight.

Everyelderlyhasonenursetotakecarespecialty.Thisroomwillbeexpensivethannormalroom

4.3Servicesbusinessanalysis

Pricingofnursinghomedoesnotusuallyinfluencecustomers’choice.Theyaremoreconsideringtheserviceswecouldoffer.Ourpriceseemslikeafewexpensive,butwecouldofferniceservicesandmanyotherfacilitiestosatisfydifferentneeds.

Wehavemanyroomtoletelderlyhaverestandfun

Theexercisecenterequipsmanyhealthyapparatuscouldletelderlyhavehealthexercise.

Elderlycouldplaychessandcardinentertainmentandleisurezonewithothers.

Wehavemedicalcarecentertocurediseaseandletthemhavephysicalexaminationregularly.

WehavePsychologicalcounselingtosolvesomepsychologicalproblemandtocoordinatetherelationshipbetweentheelderly.

5.0StrategyandImplementationSummary

5.1Competitiveedge

EnjoynursinghomefocusontheelderlyinHangzhou,Shanghai,andJiangsu.Weofferahigh-gradeservicesnursinghometothem.There’reonlythreethiskindnursinghomeinthesearea.Wehavemodernfacilitiesandprofessionaltrainednurse.Goodmanagementtoensureeveryelderlyherecouldenjoygoodservicesandhaveagreatlife.

5.2MarketingStrategy

Wehavemanydifferentwaystoletpeopleknowournursinghome.Excepttheparkorcommunitythattheplaceshavesignificantelderly,wealsohaveadvertisingoninternet.

5.2.1Advertising

Internetad:

1.AddLinksinsomewell-knownwebsites

2.Landingthemajorsearchengines:

includingGoogle,Baidu,yisou,zhongsou,Sogou,3721,MSNandsoon,Ifthesearchenginedoesnotaccept,thenthreetimesaday,everydaytosubmituntiltheywereacceptedsofar.

3.CreateaQQgroup

4Sende-mails

5Createablog

UnderlineAD

1Radio:

radiohaslotsofAudience,andmostofthemareoldpeople.

2Localtelevisionstations:

Alsomanyaudience,andmostofconsumerarelocated.

3Leaflets

Gotoaplacewherelotsofpeoplehave.Forexample:

shoppingmalls,theoldageclub,old-ageparks,trafficroutes,commercialcenters,airportandsoon.

4OutdoorAdvertising:

（1）Itiswidedisseminationofinformation;

（2）Lowercosts;（3）lastedforalongtime;（4）wecouldchoosetheplace.

5.2.2Salespromotionplan

•Theme:

RedSunsetdrumteam

•Time:

2days（19-20o'clock2009.10.14-2008.10.15）

•Place：

squarenearournursinghouse

•Activity:

Employwell-knowndrumteam"RedSunset"tohaveashowinthesquare.TheywouldweartheT-shirtwhichhasournursinghouse'sbrandandname.Also,wecouldinvitesomeoldpeopleinournursinghouse.Theycouldweardifferentcolor.Theycouldshowwith"RedSunset".

•Objectives:

Letpeopleknowmoreaboutournursinghouse.（Ifitwouldbecausedbymediareports,theeffectwouldbebetter.）Also,itcouldletotheroldpeoplewhodonotjoinusseewhat