Marketing Plan
Discuss about the Business Plan for Western Health Osteopathy.
The present report aims to prepare a business plan for Western Health Osteopathy situated at Newport. The main purpose of the report has included a general description of the business which includes the mission statement and business goals. The marketing plan has been performed by conducting a SWOT analysis. In addition to this, the operational plan of the discussion has included the location and setup, business hours and pricing. The management and organization include the necessary information about the team of staff, patient management system and stock management system. Moreover, the financial plan consists of the start-up expenses information, equipment expenses, ongoing expenses in the first year and break year analysis.
“Western Health Osteopathy” is focused to provide patient central care and ensure good health and wellbeing. The main purpose of the of the clinic has been identified with the providing the patients services based on the osteopathic and rehabilitation principles. This has been seen to be applied in both osteopathic and rehabilitation principles in order to appropriately address their presenting complaints. The examinations and assessments conducted in the clinic are able to ensure appropriate treatment to the patients. The treatment will include patients of all demographics age group who are seen to be suffering chronic pain. The clinic strives to treat patients of work and sports related injuries and rehabilitation (Eisenberg et al., 2016).
To provide a better quality of function for a better quality of life.
The goals of the business are listed below as follows:
- Outperform in all the activates
- To practice with the relevant safety guidelines aiming to deliver appropriate treatment
- Building a rapport with the patients
- Providing a friendly environment
- Creating a local business relationship for supporting each other
- To build the patient base by the end of the first year (John & Lance, 2017)
Strengths |
· Easily visible as it is located on the main road · Easy access with train station about 5 minutes’ walk · Walking distance to medical centres, Centrelink, extensive shops and cafes. · Street parking as well as off street parking · Hamza El Souki, Ali El souki and Maggie Aless (Mitreva, Taskov & Crnkovic, 2015) |
Weaknesses |
· Concerns associated to a new business · The timeliness for building the patient base · Staff Dependency · High start-up cost at the initial stages · Existence of high number of competitors |
Opportunities |
· Creating online delivery app for both Android and IOS · Creating of social media and website · Availability of fitness club and medical facilities in the area · Building relationships to hospital, clinics, clubs in the nearby area (Goff et al., 2017). |
Threats |
· Several instances of shifts in the customer preferences, emerging technologies and other businesses · Subject to legislative or bureaucratic rule and regulations · The result in the failures in the business may result from lawsuit and negative publicity · Maintaining sufficient number of “staff cover, employee safety and up-to-date skills” (Guinn et al., 2016) |
The main instances of the operational plan have been identified with employee 3 sub-contractors and two osteopaths. The clinic has been further seen to be having 5 spaces of car parking and the patients will be able to park in the main road. The will be further making the public transport as there is a nearby bus stop. The clinic will be operational in 6 days a week and at least 2 practitioners for running the clinic. The receptions duties are further seen to be shared with the available receptionists who are unable to perform their duties. The working hours of the clinic has been seen to be “Monday- Friday 9pm-1pm and 2pm-7pm”. The initial fees for the consolation is depicted as $ 120 for 45 minutes and follow a treatment cost of $ 75 for 30mins.
The patient will have the option to book an appointment both via online website and application. The receptionist will be responsible for inputting the “clinic, payments, stock management, book keeping, re-booking appointments and other admin related tasks”. It has been further discerned that the practitioners will be paid 40% of their total consultations, which will be paid with the annual wage which will be received the “income of the business” (McClellan et al., 2015).
Operational Plan
The clinic is seen to be set up at Newport. The clinic has been further depicted to be having 5 spaces of car parking and the patients will be able to park in the main road. In addition to this, it will consist of 3 consulting suites and include lease zoned residential.
“Monday – 9:00am- 12.00pm, 1.00pm-7:00pm”
“Tuesday -9:00am- 12.00pm, 1.00pm-7:00pm”
“Wednesday – 9:00am- 12.00pm, 1.00pm-7:00pm”
“Thursday – 9:00am- 12.00pm, 1.00pm-7:00pm”
“Friday – 9:00am- 12.00pm, 1.00pm-7:00pm”
Saturday – Closed
Sunday – Closed
Initial Consult (45 minutes) – $120
Concession/Senior – $ 65
Return Consult (30 minutes) – $ 75
Concession/Senior – $ 40
The prices are based on “local competitors which are reasonable and offer discounts to concessions/seniors so that it can help promote Better Health as well as make treatment more affordable” (Chambers & Humble, 2017).
The clinic will consist of two osteopaths, one physiotherapist and a receptionist.
Osteopath 1
The osteopath will be responsible for travelling around the world as an “Osteopath for the Australian Swimming Team in the Olympics and the Commonwealth games”. It has been further depicted that the osteopath is passionate is passionate about musculoskeletal health along with a good background of “work injuries, sporting injuries and biomechanics” (McKenzie, 2017).
Osteopath 2
The second osteopath specializes in “joint manipulation and soft tissue”.
Physiotherapist
The physiologist is seen with having the best experience and knowledge in the business.
Receptionist
The appointed receptionist is seen to be forming a strong relationship between the patients with sympathy and kindness. The receptionist is further seen to be having sufficient experience in several medical clinics.
The patient booking system will involve easy access of the services via mobile app which will be available at an affordable price of $ 75 per month. The application will be also conducive in running in lots of devices like phones, computer and tablets. The various types of the booking system will be further conducive for the sending appointment reminders to patients, storing of patient’s files and sending patient’s referral. The patient management system is seen to be considered with tracking expenses and “storing patient files” (Finch, 2016).
The stock management will be done with considering the cost of new stocks and sending the alerts when the stocks are low. There will be sufficient drier for the “Waiting Room Chairs, treatment table and table covers” (McKeever, 2016).
Start-up Requirements |
|||
Start-up Expenses |
|||
Fixed Costs |
Particulars |
Amount ($) |
|
Premises (RENT & RATES) |
$1,600 |
||
Staff Salary |
$30,000 |
||
Accountant Fees |
$20,000 |
||
Anti-bacterial gel |
$1,200 |
||
Bandages/Wraps |
$1,600 |
||
Gym Equipment |
$1,400 |
||
Postage & Telephone |
$350 |
||
Treatment Table |
$100 |
||
Website Development Expenses |
$650 |
||
Waiting Room Chairs |
$300 |
||
Interest on loan 10% |
$250 |
||
Office Chair (for patients) |
$750 |
||
Business Cards |
$150 |
||
Lease payments |
$800 |
||
Total Fixed Costs |
$59,150 |
||
Total Yearly Costs |
|||
Rent |
$1,600 |
||
Lease payments |
$800 |
||
Interest on loan 10% |
$1,200 |
||
Website Development Expenses |
$650 |
||
Waiting Room Chairs |
$300 |
||
Salaries |
$50,000 |
||
Total Monthly Costs |
$54,550 |
||
Average Monthly Expenses |
$9,092 |
||
x Number of Months: |
12 |
||
Total Yearly Costs |
$6,54,600 |
||
Total Startup Expenses |
$7,13,750 |
||
Start-up Assets |
|||
Owner Funding |
|||
Owners Fund |
$1,000 |
||
Total Owner Funding |
$1,000 |
||
Loans |
|||
Bank Loan |
$2,500 |
||
Other |
|||
Total Loans |
$2,500 |
||
Total Start-up Funds |
$3,500 |
||
Assets |
|||
Land and Buildings |
$1,00,000 |
||
Vehicles |
$25,000 |
||
Computer |
$40,000 |
||
Total Fixed Assets |
$1,65,000 |
||
Total Start-up Assets |
$1,68,500 |
EXPENSES (Overhead) |
Amount ($) |
Premises (RENT & RATES) |
1,600 |
Staff Salary |
30,000 |
Accountant Fees |
20,000 |
Anti-bacterial gel |
1,200 |
Bandages/Wraps |
1,600 |
Gym Equipment |
1,400 |
Postage & Telephone |
350 |
Treatment Table |
100 |
Website Development Expenses |
650 |
Waiting Room Chairs |
300 |
Interest on loan 10% |
250 |
Office Chair (for patients) |
750 |
Business Cards |
150 |
Lease payments |
800 |
Month |
Month 1 |
Month 2 |
Month 3 |
Month 4 |
Month 5 |
Month 6 |
Month 7 |
Month 8 |
Month 9 |
Month 10 |
Month 11 |
Month 12 |
(a) CAPITAL |
||||||||||||
Capital Employed |
1,000 |
1,000 |
1,000 |
1,000 |
1,000 |
1,000 |
1,000 |
1,000 |
500 |
500 |
500 |
500 |
Loans |
2,500 |
|||||||||||
Loan repaymts |
0 |
6,000 |
6,000 |
6,000 |
6,000 |
6,000 |
6,000 |
6,000 |
6,000 |
6,000 |
6,000 |
6,000 |
(b) SALES FORECAST |
||||||||||||
Consultant Fees |
12,000 |
13,200 |
14,520 |
15,972 |
17,569 |
19,326 |
21,259 |
23,385 |
25,723 |
28,295 |
31,125 |
34,237 |
Project Consulting |
5,000 |
6,000 |
7,200 |
8,640 |
10,368 |
12,442 |
14,930 |
17,916 |
21,499 |
25,799 |
30,959 |
37,150 |
Market Consulting |
7,500 |
11,250 |
16,875 |
25,313 |
37,969 |
56,953 |
85,430 |
1,28,145 |
1,92,217 |
2,88,325 |
4,32,488 |
6,48,732 |
Projected Sales |
24,500 |
30,450 |
38,595 |
49,925 |
65,906 |
88,721 |
1,21,618 |
1,69,445 |
2,39,439 |
3,42,419 |
4,94,571 |
7,20,120 |
(c) COST OF SALES |
2,300 |
2,300 |
2,300 |
2,300 |
2,300 |
2,300 |
2,300 |
2,300 |
2,300 |
2,300 |
2,300 |
2,300 |
(d) EXPENSES (Overhead) |
||||||||||||
Premises (RENT & RATES) |
1,600 |
1,600 |
1,600 |
1,600 |
1,600 |
1,600 |
1,600 |
1,600 |
1,600 |
1,600 |
1,600 |
1,600 |
Staff Salary |
30,000 |
30,000 |
30,000 |
30,000 |
30,000 |
30,000 |
30,000 |
30,000 |
30,000 |
30,000 |
30,000 |
30,000 |
Accountant Fees |
20,000 |
20,000 |
20,000 |
20,000 |
20,000 |
20,000 |
20,000 |
20,000 |
20,000 |
20,000 |
20,000 |
20,000 |
Anti-bacterial gel |
1,200 |
1,260 |
1,323 |
1,389 |
1,459 |
1,532 |
1,608 |
1,689 |
1,773 |
1,862 |
1,955 |
2,052 |
Bandages/Wraps |
1,600 |
1,680 |
1,764 |
1,852 |
1,945 |
2,042 |
2,144 |
2,251 |
2,364 |
2,482 |
2,606 |
2,737 |
Gym Equipment |
1,400 |
1,680 |
2,016 |
2,419 |
2,903 |
3,484 |
4,180 |
5,016 |
6,020 |
7,224 |
8,668 |
10,402 |
Postage & Telephone |
350 |
357 |
364 |
371 |
379 |
386 |
394 |
402 |
410 |
418 |
427 |
435 |
Treatment Table |
100 |
103 |
106 |
109 |
113 |
116 |
119 |
123 |
127 |
130 |
134 |
138 |
Website Development Expenses |
650 |
650 |
650 |
650 |
650 |
650 |
650 |
650 |
650 |
650 |
650 |
650 |
Waiting Room Chairs |
300 |
300 |
300 |
300 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
Interest on loan 10% |
250 |
250 |
250 |
250 |
250 |
250 |
250 |
250 |
250 |
250 |
250 |
250 |
Office Chair (for patients) |
750 |
758 |
765 |
773 |
780 |
788 |
796 |
804 |
812 |
820 |
828 |
837 |
Business Cards |
150 |
165 |
182 |
200 |
220 |
242 |
266 |
292 |
322 |
354 |
389 |
428 |
Lease payments |
800 |
824 |
849 |
874 |
900 |
927 |
955 |
984 |
1,013 |
1,044 |
1,075 |
1,107 |
(e) FIXED ASSETS |
||||||||||||
Land and Buildings |
1,00,000 |
1,00,000 |
1,00,000 |
1,00,000 |
1,00,000 |
1,00,000 |
1,00,000 |
1,00,000 |
1,00,000 |
1,00,000 |
1,00,000 |
1,00,000 |
Vehicles |
25,000 |
25,000 |
25,000 |
25,000 |
25,000 |
25,000 |
25,000 |
25,000 |
25,000 |
25,000 |
25,000 |
25,000 |
Computers |
40,000 |
40,000 |
40,000 |
40,000 |
40,000 |
40,000 |
40,000 |
40,000 |
40,000 |
40,000 |
40,000 |
40,000 |
Breakeven Analysis |
|||
Breakeven Sales Value = |
average fixed cost/% contribution |
||
Average fixed cost |
58241.62003 |
||
Contribution % |
50% |
||
Revenue |
Contribution |
Fixed Cost |
Profit |
24500 |
12250 |
58241.62003 |
-45991.62003 |
30450 |
15225 |
58241.62003 |
-43016.62003 |
145604.0501 |
72802.02503 |
58241.62003 |
14560.40501 |
174724.8601 |
87362.43004 |
58241.62003 |
29120.81001 |
Conclusion
The main depictions have been seen with “Western Health Osteopathy” focused to provide patient central care and ensure good health and wellbeing. The main purpose of the of the clinic has been identified with the providing the patients services based on the osteopathic and rehabilitation principles. The mission of the company is depicted with provide a better quality of function for a better quality of life providing a better quality of function for a better quality of life.
References
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Finch, B. (2016). How to write a business plan. Kogan Page Publishers.
Goff, D. A., Kullar, R., Bauer, K. A., & File Jr, T. M. (2017). Eight habits of highly effective antimicrobial stewardship programs to meet the Joint Commission standards for hospitals. Clinical Infectious Diseases, 64(8), 1134-1139.
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McClellan, W., Fulbright, J. M., Doolittle, G. C., Alsman, K., Klemp, J. R., Ryan, R., … & Schuetz, N. (2015). A collaborative step-wise process to implementing an innovative clinic for adult survivors of childhood cancer. Journal of Pediatric Nursing: Nursing Care of Children and Families, 30(5), e147-e155.
McKeever, M. (2016). How to write a business plan. Nolo.
McKenzie, D. (2017). Identifying and spurring high-growth entrepreneurship: experimental evidence from a business plan competition. American Economic Review, 107(8), 2278-2307.
Mitreva, E., Taskov, N., & Crnkovic, S. (2015). Application of methodology for business process improvement in specialized diagnostic laboratory. Business and Management, 7(1).