Good Will Psychological Centre Business Performance - Essay Example

Business Case] [Name] [Course] [Lecturer] [Date] Table of Contents Table of Contents 2 1.0.Executive Summary 4 2.0.Introduction 5 3.0.Benefits 6 4.0.Objectives 7 5.0.Start-up Requirements 8 5.1.Start-up Assets 8 6.0.Non quantifiable factors 9 6.1.Assessing the benefits 9 6.0.Break even Analysis 9 7.0.Risk 10 8.0.Implementation of the proposal 11 8.1.The sales strategy 11 8.2.The forecast of the sales 11 8.3.The proposition of value 12 8.4.The competitive edge 12 9.0.The marketing strategy 13 9.1.Positioning statement 13 9.2.Pricing strategy 14 9.3.The formation of strategic alliances 14 10.0.Management structure 14 1.0. Executive Summary Good Will Psychological Centre will be a multidisciplinary health care facility that will offer services to the elderly to the larger percentage and the rest of the residents of Hobart, Tasmania’s capital with a population count of approximately 0.2 million people. Our aim will be to diligently provide cost effective, high quality treatment. Our mission will be to promote, create and maintain highly esteemed customer relationship with our expected customers. The firm seeks to permanently employ a total of 24 persons. The firm will deliver a managed care in addition to the other innovative care models but offer referrals on other identified higher complicated cases. The consideration of the elderly in the city will go a long way in the implementing and advising of the existing community by the retired experts in concerned field in the in implementation of the state’s vision 2025( Gehl, 2010). The very one that centralized on the Inner City Development Plan that was devised from the different community consultations, as in the year 2005. Another consideration was on the mentally disturbed and drug addicts but it was found out that the elderly were more likely to be forgotten and their greater percentage envisioned a greater business potential. The costs to fund the proposal will be my personal assets, other companies’ wishing to support towards community services development, loans from banks, well wishers who have pledged towards the goal and many others. The risk associated with the proposal is the loss that may be incurred incase loopholes like of unmet bills by neglected elders relatives or those under low economic background. The risk associated if the proposal doesn’t materialize is that the existing health centers will not succeed at catering for the ever increasing population of the elderly and squarely at their personal level. The health providers will be a dedicated team of medical personnel and psychiatrics (Eck, 2000). 2.0. Introduction The company’s objective will be to strengthen the health centre’s commitment to exemplary excellence, through enhancement of unique customer service to our clients and to be ever ready at always developing ,maintaining and strengthening the quality of services to be offered by the centre. The impacts of the proposal will be felt by the readily planned for social, environmental and economic sustainability’ anticipated results (Dyllick & Hockerts, 2002). The over ten employees expected to be part of this proposal will or may be Hobart’s residents, will have their per capita income improved by certain margins. The latest medical waste disposal equipments will ensure that the environment is well thought of and never polluted, thus caring for it even for the future generations. Socially it will assist in reducing the burden of the elderly relatives by increasing the number of health care facilities available for them. The population growth will ever have a facility to cater for the elderly and since it is expected to grow, it will have the capability of even employing a greater work force. Technologically it will provide market for appliances and machines needed thus contributing positively to the economy of Tasmania State and Australia as a whole. These too can be accountable for, as part of the public expectation (Beckham, 2000). The benefiters of this proposal will be the society at large and the government whom we are expected to pay tax revenue. Service management will be offered by professionals specialized in working in health facilities. To ensure quality provision of services clients opinion towards the offered services will be heeded to and appropriate measures taken towards the concerned departments. Regular training sessions will be provided on world- class handling of our clients for the best results (Vetter, Carden, Wilkinson, 2001). The Good Will Psychological Centre will offer a wide range of the best psychological health care. This includes mental status and addiction problems. Many people have suffered silently because they are addicts of certain substances or others are mentally handicapped. The youth has been mostly affected by drugs and substance abuse. Parents are helplessly watching their youthful children go astray because they are not sure what to do . This centre will therefore assist such people to recover from their various disorders. It will cater for everyone, regardless of age and sex but mostly concentrating on the elderly people. The exact services will be psychopharmacology, psychotherapy, addiction- relieve programmes, and mental health services. The centre will enrol a competent team to assist patients with mood swings, depression, anxiety, stress and other behaviour- related disorders (Goldstein, Timothy & William, 1993). 3.0. Benefits Good Will Psychological Center will be beneficial to the community and the whole country at large. Any patient from any part of the country will be welcome to seek treatment from this centre. The centre will be of benefit to the affected people and also those associated with them. For example, parents with children who are addicts will get help for this centre. After the patients are well both parents and the child will be happy. The centre will act as an opportunity for a second chance in life. Patients will get treatment and have another chance of living a normal life. With the centre operating, the community will have hope for an upright society (Rakich, 2000). Since the centre will be a privately owned business, the stake holders have accepted the proposal. They are seeking all sorts of support from the community and the government. The stakeholders will also need to have several approvals from different boards concerned with putting up a medical centre. This could be licence from the psychiatry board, the nurses’ and doctors’ board and any other relevant authority. There are several agencies which have volunteered to financially support the proposal and they will fund of the budget. This is a good gesture of social responsibility from agencies and businesses in the society (Pinson, 2004). 4.0. Objectives Below are the stated objectives of Good Will Psychological Heal Centre. To maintain development, strength and improving services from the Center. This will be done by: Stabilizing what will be the present payer mix by retaining and maintaining relationships with five major psychological health care ventures. Identify and maintain good relationship with three community humanitarian and addiction centers. Establish a network with five community medical group practices. Employ staff two months prior commencing date. Establish and carry out a billing system two months prior commencing date. Ensure the center is working towards achieving excellence. Ensure patient care by training the staff to satisfactorily attend to the client. Regular performance appraisal. Do a follow up of the client to check on progress. 5.0. Start-up Requirements Legal fee $1,500, Stationery etc. $300 Insurance $350 Rent $1000 renovation and decor $2,000 Staff orientation $1,500, Other $600 Total Start-up Expenses $7250 5.1. Start-up Assets Cash Required $100,000, Other Current Assets $5,000 Long-term Assets $250 Total Assets $105,250 ,Total Requirements $115,000 A full budget description is represented in the Appendix 5.0. 6.0. Non quantifiable factors The centre is not likely to have negative effects to the environment or to anyone. It is meant to improve health care services to the community. 6.1. Assessing the benefits The main aim of the centre is to offer mental and body health care to the community. It is therefore expected that the people in the society will be reached by this services and benefit from them. The centre is expected to make profits which will help in the development of the centre (Levinson, 1984). 6.0. Break even Analysis To come up with the breakeven point we need to identify the fixed costs, selling price per unit and variable costs (Mc Clever, 2007). Fixed costs- Legal fee $ 1500+ insurance$350+ rent $1000+ salary$600= 3450 Selling price per service- $4000 Variable costs-stationary $300+ renovation and décor $2000+ staff orientation $1500=3800 Breakeven point- Fixed cost/ (selling price- variable costs) 3450/ (4000-3800) = 17.25 7.0. Risk The center conducted a market analysis in order to identify the risks. The firm identified four main target clients all who had specific needs. This included the referral sources, families and individuals, the vendors, the managed companies in addition to the vendors. The center also analyzed the market trends as well as the market growth. This was in addition to the needs assessments, analysis of the business services and that of the main competitors. The firm noticed that the competitors in the market will pose the highest risk. The management of the project has to ensure they use the relevant marketing strategies in order to attract the clients to the center. In addition, the strategies employed by the firm may be a risk factor as they may not be able to yield the set objectives (Johnson, Scholes & Whittington, 2008). The firm needs to analyze the market to come up with the best price package and service provisions that are able to meet the pricing they will quote. Another risk factor that should be of great concern is their location. The location of the center may not be adequate as it is placed far from the target group. a lot of marketing and campaigns are to be put in place to have the center’s location to be identified and accessed easily. Lastly, the center faces risk in the identification of the target group as well as the utilization of youth friendly services in order to target the youth who are the most affected by addiction and substance abuse (Johnson, Scholes & Whittington, 2008). 8.0. Implementation of the proposal The psychological center is to focus its activities in the New South Wales. The center will seek to employ a total of 24 persons in the various departments as stipulated in the personnel plan. The center will aim to provide psychopharmacology, psychotherapy and addiction and substance abuse services. The center will mainly target the consumers who require the mental age services. This will include the old age couples, families, individuals and other needy groups. The larger share however will consist of the old aged persons who will comprise of approximately 45 percent of the total population that will be targeted (Levinson, 1984). 8.1. The sales strategy The firm will target the referral sources and the potential purchasers of the services that will be offered by the center in its sales strategy. This will include the companies that are involved in the managed care, preferred provider organizations, community agencies and other medical groups as well as the clients/consumers. The centers niche approach in marketing will be linked to the sales strategies that are to be applied (Rakich, 2000). 8.2. The forecast of the sales The center projects a growth of approximately 75% based on the projects performance of the past fiscal year. The existing associates are projected to remain with the center. The project will aspire to have the services that will be provided by the new associates who will be absorbed in the projects activities. The project also projects that the staffing patterns will be positively maintained and the services that they will provide will be professional. It is also projected that the center will be able to handle the growth that based on the high reported cases of drug and substance abuse. In addition, it is projected that the project will be able to maintain the services of the support staff and the other relevant environmental resources. The transfer of patients from one center to another will be a problem however; it is projected that this will be done under less difficult situations and with minimal confusion (Rakich, 2000). 8.3. The proposition of value The center will define its value added benefits for it to compete effectively in the market. The project will aspire to surpass the needs of its clients, staff and its associates and the other referral sources. The needs of the customer or the clients will be able to drive the project’s philosophy of value added provisions of services and its marketing strategy (Rakich, 2000). 8.4. The competitive edge The associates and the staff affiliations will be the competitive edge of the center as they will be in charge of spreading the company’s proposition which is to meet and exceed the expectations of the clients. The affiliation with the care givers including the leading hospitals in the New South Wales will give us an upper edge for the referral cases that will come our way. The competitive edge is further influenced by factors which include the quality services, experience, accessibility and customer satisfaction among the other factors. The project has also established an effective customer service desk that is able to listen to the clients need and address them in time (Writing a business plan). 9.0. The marketing strategy The marketing strategies that the center plans to employ include the emphasis of the quality customer driven services, building on business relationships, the focus on the five payers of behavioral health as well as the establishment and building of a niche market. The center will utilize the direct mails, audio and print advertisements as well as the public address system in selling its products. The firm also realizes the growth in the digital world and will purpose to use the social network sites in marketing its products. The firm will develop a website that will be used by any online client to access the services and products that are provided by the firm. The website will also bear in mind the needs of the visually impaired persons by providing voiced options on the websites thus, they will easily be provided with the information about the project through audio technology (Writing a business plan). 9.1. Positioning statement The center will employ multiple strategies to promote its activities which will aim at selling the centers products. This will include the participation in the activities that are aimed at creating awareness on the treated disorders, like the National depression Screening Day. Secondly, the center will purpose to develop brochures and other related business cards aimed at promoting the center. In addition, the center will network with other relevant and related service providers and community agencies. Media advertisements will also be used in this stage as well as giving of follow up letters for the referral sources. Fourthly, the center will be able to give informational services to the public through organized workshops and printed articles in collaboration with the media (Rakich, 2000). The goal of the center is aimed at the enhancing of the reputation and the image of the center through responsiveness, accessibility and the provision of quality care and treatment. The project will work on building its relationship with the identified care giving organizations within the locality (Writing a business plan). 9.2. Pricing strategy The project will conduct a survey to identify the charges given by the other competitor service providers. The charges that will be given will slightly be below the charges given by the other service providers however the services provided will be effective strategies in to attracting the clients to find the center favorable (Rakich, 2000). 9.3. The formation of strategic alliances The strategic alliances are a critical mode through which the center is to achieve its formulated goals. The center will form this through selling of its services while at the same time strengthening the already existing customer and referral center relationships. 10.0. Management structure The center will provide an organizational structure that will reveal all the existing positions and their functions. A complete form of the organizational structure and the personnel plan is provided in the Appendix 6.0 and 6.1 respectively (Eck C. A, 2000). References Beckham J, 2000, Strategy: what it is, how it works, why it fails. Health Forum J;43(6):55–9. Dyllick T., Hockerts K, 2002, Beyond the Business Case for Corporate Sustainability. John Willey and Sons, Ltd and ERP Environment (www.interscience.willey.com) Eck C. A, 2000, strategic endeavor in business planning—an oncology perspective. Semin Nurse Manage;8(2):70–5. Gehl J, 2010, Public Spaces and Public Life: A City with People in Mind; http://www.hobardcity.com Goldstein D, Timothy M & William P, 1993, Applied Strategic Planning: How to Develop a Plan that Really Works. New York: McGraw-Hill, Inc. Johnson, G, Scholes, K, Whittington, R, 2008, Exploring Corporate Strategy, 8th Edition, FT Prentice Hall, Essex. Levinson, J, 1984, Guerrilla Marketing, Secrets for making big profits from your small business, Houghton Muffin Co. New York. Pinson, L, 2004, Anatomy of a Business Plan: A Step-by-Step Guide to Building a Business and Securing Your Company’s Future (6th Edition). Page 20. Dearborn Trade: Chicago, USA. Rakich, J, 2000, Strategic quality planning. Hosp Top;78(2):5–11. Vetter LP, Carden R, Wilkinson D, 2001, Strategic planning in a clinical environment. Clin Leadership Manag Rev 2001;15(1):34–8. Writing a business plan: executive summary. Accessed on the 27th September 2011 from: http://www.entrepreneurmag.com 1999. Appendices: Appendix 5.0. start up requirements legal fee 1,500 stationery 300 insurance 350 rent 1,000 renovation and décor 2,000 staff orientation 1,500 other 600 total start up expenses 7,250 Start up assets cash required 100,000 other current assets 5,000 long term assets 250 total assets 105,250 Total requirements 225,000 Appendix; 6.0. The personnel plan Year 1 Year 2 Year 3 The center director 41,244 x 1 42,481 x 1 43,755 x 1 The accounts coord. Of the clients 23,244 x 2 23,941 x 2 24,659 x 2 The secretary 24,000 x 2 24,720 x 2 25,462 x 2 The receptionist 11,256 x 2 11,720 x 2 12,302 x 2 The therapists 13,456 x 4 14,500 x 4 16,657 x 4 Medical staff 14,242 x 6 15,500 x 6 17,700 x 6 Addiction staff 13,456 x 6 14,500 x 6 16,657 x 6 Contracts staff 14,565 x1 16,500 x 1 18,200 x 1 Total persons 24 24 24 Total payroll in $ 407,386 427,743 459,571 Appendix; 6.1. Read More