Reliable Healthcare Services Ltd (RHS Ltd) Business Plan Report

This business plan outlines the strategy for Reliable Healthcare Services Ltd (RHS Ltd), a new company providing high-quality domiciliary and resident home care services in the UK, initially targeting Greater London. The plan includes an executive summary, market analysis focusing on the elderly and dementia patients, and a SWOT analysis. It details the services offered, including assistance with daily tasks, shopping support, medication management, and respite care. The plan also covers the management team, operational plan, financial projections with pre-operative expenses, and sales revenue forecasts. The document examines market trends, competitor analysis, sales and marketing strategies, legal requirements, and payment options. The financial plan includes sources of funds, and a Gantt chart. The report concludes by emphasizing the company's vision to become a leading home healthcare provider, with the goal of maintaining patient comfort and dignity through highly skilled professionals.

BUSINESS PLAN

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
Overview of Business plan..........................................................................................................1
Target Market..............................................................................................................................4
Management team and structure.................................................................................................4
SWOT Analysis..........................................................................................................................4
Market Trends.............................................................................................................................5
Competitors of RHS....................................................................................................................7
Sales and Marketing strategy......................................................................................................8
Legal requirements......................................................................................................................8
Training and ongoing requirements............................................................................................9
Payment Options available for the customers.............................................................................9
Operational Plan..........................................................................................................................9
Financial Plan............................................................................................................................10
Sources of funds........................................................................................................................14
Gantt Chart................................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

Illustration Index
Illustration 1: Old people statistics in UK........................................................................................7
Illustration 2: Dementia statistics in UK..........................................................................................7
Illustration 3: Estimated Gross Profits...........................................................................................12
Illustration 4: Estimated Sales Revenue........................................................................................13
Index of Tables
Table 1: Pre operative expenses.....................................................................................................10
Table 2: Cash Flow Projections.....................................................................................................11
Table 3: Employees in the organization.........................................................................................14
Table 4: Gantt Chart.......................................................................................................................14

EXECUTIVE SUMMARY
It is important to consider all the aspects such as marketing, finance, operational etc,
while developing a business plan. An effective plan leads to a profitable organization in near
future. The report discussess about opening a care home facility named Reliable Healthcare
Services Ltd (RHS Ltd) which will provide high quality domiciliary care and resident home care
services in United Kingdom. It has been estimated that there are large number of care homes
available in UK which will be the competitors of RHS. The potential customers of RHS will be
Dementia and Alzheimer patients. Also, people who are going through old-age and cannot do
work by their own get attracted towards care homes. It has been estimated that it will require
25000 pre operative investment so as to start the function of care homes. Moreover, an increase
in the sales revenue by 5% is expected to be generated by 2022.
Overview of Business plan
Company Objective
Reliable Healthcare Services Ltd (RHS Ltd) is a new limited company (to be set-up)
which will provide high quality domiciliary care and resident home care services initially to
Greater London and then to other areas in the United Kingdom.
Vision: To become a number one choice when it comes to home healthcare service delivery in
the whole of Greater London within the next 5 years.
Who We Are
We are a domiciliary and resident care provider, serving the private market and socially
funded care market. The Company will be providing a full range high quality care services in
Greater London area. Opening first office in Q1 2018 to provide its domiciliary care services, the
entity will then expand its domiciliary services as well as start and operate small resident care
home services in the following years (Barringer, 2012).
What We Sell
Domiciliary care services and resident care home services will be the main services that
the RHS Ltd will sell. Our services will be delivered to the customers by a group of highly skilled
healthcare professionals and care workers, who know what it takes to give our highly respected
customers excellent care services as well as value for their money. The main objective will be
1

to maintain the comfort and dignity of the patients at all times and providing emotional support
to them. To achieve this, the enterprise will recruit only qualified and highly skilled
professionals who enjoy providing healthcare services to needy people and are devoted so.
Domiciliary Care Services
RHS Ltd provides a range of high quality domiciliary care services, including the following:
 Assistance with a ‘good morning’ start to the day, with help to get up, wash, shower or
bath, get dressed and have breakfast.
 Shopping support - alongside our customer or we can come in, agree a shopping list and
get the things for them.
 Preparation of food and drinks.
 Ensuring a timely prompt for medication when due in order to take care of their health.
 Undertaking domestic tasks such as cleaning, laundry and ironing either on a regular
basis or as a ‘spring clean’, whatever the season based on the needs.
 Provision of a respite service where one has to perform the role of principal carer, then
you may need support during your time off each week.
 Pampering sessions – the occasional visit to organise bathing, clean clothes, fresh
bedding and a thoughtfully prepared meal before bedtime.
 At the end of each day, extending some help with getting ready for bed.
 To cope up with day to day things such as preparing meals and looking after for the
patients (Schaper and et.al., 2014).
 Ensuring that the assistance are provided from skilled carers which helps in meeting
the health care needs of the patients to a great extent.
Once we have considered the sort of care our customer needs, a member of our team will
discuss the customer’s individual requirements in more detail. The eventual care package
could include the following things:
 Provision of care services throughout the night to those people who need them. This
can either be on a ‘sleeper night’ basis, where the care worker expects a reasonable
2

night's sleep but is on hand for emergencies, or a ‘waking night’ where the care worker
is on duty throughout the night.
 Live in care – providing a care worker to live with you in your home. Similarly, we
often provide live-in care when a customer needs temporary support through a period
of convalescence or recuperation when returning from hospital.
 Respite care where temporary care for few hours or weeks is extended. It basically
designed for sick and disabled where the usual caregiver is a family member and there
is a need of respite care at the absence of respite care.
 Palliative and end of life care where support is extended to the people are near to the
end of their lives. The carers help in providing possible support which helps them to
die with dignity (Blank, 2013). They do help in legal matters as well.
People with dementia find themselves pigeon-holed, often losing their identity, when in
fact, each is an individual and it is only dementia they have in common. Sometimes care will
be of a practical nature, help with getting up, washing or dressing or perhaps help with meals,
laundry and ironing. But it may be about going out to the shops, or a walk in the park or a visit
to relatives or friends
Many people with dementia are looked after on a day to day basis by a spouse or other
family member. But caring relatives need a break from time to time and this is where our
‘sitting service’ can help. On an arranged day each week we will come and take over the role -
allowing the family member time to themselves. Some of our customers may require live-in
care, which is also available.
Resident Home Care Services
The scope of the care services will be the same as listed above but the care services will
be provided in a dedicated residential home run by the Company.
Target Market
The services of RHS will target the following market in order to increase its profitability.
Some of them are mentioned below:
 Elderly people who cannot conduct their own activities due to some or the disease.
3

 Dementia & Alzheimer patients (Ward, 2016)
 Discharged patients from hospitals who requires immediate care in initial days.
 Infirm who are not mentally and physically fit to perform their tasks.
 Those who need companionship or help with everyday tasks.
 People having learning difficulties
 Disabled at home living at home with their families.
 Palliative care who have health issues and require assistance.
 Respite care
 End of life care at home whose end is near and aims at help them die with dignity.
Management team and structure
Mrs Ruby Karki possess relevant academic qualifications, healthcare training such as
QCF Level 3 Diploma in Health and Social Care and other several relevant basic courses in
England and valuable U. K. working experience.
Ruby has an environmental engineering masters degree also worked as an Environmental
Health Engineer/consultant, a master of business administration degree, healthcare certificates,
and relevant work experience. Further, financiers will also be required in order to get RHS
financed. The company can also issue shares and get the finance to run the business from the
shareholders. Ruby will be supported by a team of care providers, and guided by a group of
advisers – e.g., doctors, pharmacists, care home consultants, CQC advisers, accountants, and
legal experts.
SWOT Analysis
Strength:
Our strength stems from the fact that we have a team of well qualified, highly skilled and
highly dedicated professionals for all job positions in our company.
Our location, the business model we will be operating on, opening 24 hours daily and 7
days in a week, multiple payment options, well equipped offices and residential home care
4

facilities and our excellent customer-oriented service culture, will definitely add further strength
to succeed in the healthcare service market.
Weakness:
The perceived weakness lies in the point that
 It will be a new company in the home care service market,
 It may not have limited publicity and clientele at the beginning, and Limited transport logistics, however, can subcontract such support services as and when
required, and we will launch effective publicity and promotion campaign, to more than
overcome these perceived weaknesses (Fernández, Revuelto and Simón, 2012).
Opportunities:
The opportunities that are available to home healthcare services providers are unlimited
considering the fact that the target geographic areas have growing ageing population and there are
shortages of quality home care service providers. It will be positioned to make the best out of the
opportunities that are available to us in the market.
Threat:
Just like any other business, one of the major threats that we may have to cope with will
be any economic downturn which may occur and unfavourable government policies (healthcare
reforms) that may be introduced. However, we believe we will remain flexible and modify or
realign our business model as the situation demands. Another threat is that it is a highly
competitive market in UK and RHS have to invest more in promotional activities in order to make
people aware about the entity and its services.
Market Trends
The healthcare industry is indeed a thriving and dynamic industry. There are many ways
of providing healthcare services since the place of delivery may be in the patient home, the
community, the workplace, or in health facilities. Technological development has improved
efficiency in healthcare delivery and management and added new dimension whereby care
services can also be provided from distance.
5

The conventional care service model is the practice for home healthcare service
providers to limit their services only to face-to-face delivery; a practice where a home health
care provider and patient see each other physically, most especially in the home of the patient.
But in recent time, the trend has changed especially with the advent of improvised/modern
telecommunications' technology. It is now easier for home healthcare service providers to
leverage on technology to take care of their patients/clients. Communicating with their patients
over the telephone, video conferencing, the internet, email, text messages have also become
possible.
The potential customers of RHS can be categorized into the following;
 Elderly people
 Disable / Physically Challenged People
 Young people with learning difficulties/Autism
 People who mental / psychiatric challenges (Mattar, 2013)
 The aged who might suffer from severe joint pains and every other age categories who
falls under the conditions listed by the physician.
6
Illustration 1: Old people statistics in UK
Source: Haag, 2013

There is an increase in the ageing people living in UK. Moreover, it is expected a
sudden rise ion the average population of UK by 2030. It will give rise to the establishment
and functioning of the entities such as RHS. It develops a high opportunity for the
enterprise to generate high profits in near future. There currently 430,000 older people who
are living in care homes in UK.
There is a rise in the Dementia patients in UK where there are around 670000 carers
in UK. One patient in every three minutes is detected who is suffering from Dementia. It
generates the need of more carers in the country. Since, the potential customers are high
and it is expected that RHS will be able to generate higher profits. The business will prove
to be profitable (Weinstein and et.al., 2014).
7
Illustration 2: Dementia statistics in UK
Source: Jones and et.al., 2013.

Competitors of RHS
There is a high level of competition prevailing in UK. As per the research there are
around 300 companies who are giving services of care homes and competing in this business.
They provide nearly all the facilities to the patients who are in need. RHS have developed their
homes comfortable and modern which create an edge over the competitors.
The level of competition is seriously high and the opportunity for a new, well structured,
Residential and domiciliary care provider is massive. There is demand from local authorities for
new providers to enable choice and standards to be raised.
Most of the councils in London Region and Outer London Region have acknowledged that
migration of 5-18 year olds from the region and an ageing population gives them a need
for new Residential and domiciliary care providers.
Sales and Marketing strategy
RHS is going to open its own care home which is required to publicised in order to make
people aware about it. Some strategies to promote RHS are mentioned below:
 Promoting the company on social website so that kids of guardian of the patients can
become aware of the care homes.
 To promote it through advertisement in corporate houses.
 Flyers, TV advertisements and Posters are the other methods that can be used by RHS to
promote its services.
 To develop a website discussing about the outcomes of care homes and how can it help
the patient (Brinckmann and Kim, 2015).
 Supporting campaign that are related to old age, Dementia patients, people suffering from
Alzheimer. It connects people with the brand and create the awareness as well.
 Becoming volunteers of a good cause to attract maximum number of people towards care
homes.
 Video creation and seeding is another method that can be used by the entity for its
promotion.
Legal requirements
It is important for the entity to obtain license from CQC. The intention of this regulation
is to ensure that people who use services have their needs met because the service is provided by
an appropriate perso. To meet the requirements of this regulation, providers must register with
8

CQC under Section 10 of the Health and Social Care Act 2008. The registered provider or
partners of the registered provider must:
 Be of good character.
 Be able to properly perform tasks that are intrinsic to their role (De Oliveira, Shayani and
De, 2013).
 Have the necessary qualifications, competence, skills and experience to carry on the
regulated activity or supervise its management.
 Be able to supply CQC with documents that confirm their suitability (see the information
and documents identified in Schedule 3 of the regulations).
Training and ongoing requirements
The enterprise can use e-learning portal in order to meet this obligation. It will help the
staff to attain knowledge which are required to be them in order to fulfil the responsibilities of
the patients. It can develop community care which can be an online resource for all the solutions
of health related issues.
Payment Options available for the customers
At RHS Ltd, our payment policy will be all inclusive to all type of payments as
customers may prefer different payment option that suits them. Below are some examples of
the payment options that will be acceptable to them:
 Payment by cash
 Payment via Card Machine
 Payment via online bank transfer (online payment portal)
 Payment via Mobile money
 Check (only from loyal customers)
In view of the above, we have chosen to bank platforms that will help us achieve
our payment plans without any difficulty.
Operational Plan
Every entity have to look forward towards its working based on the plan already been
prepared by the top management. Operational plan for RHS have following mentioned details:
 To assess and complete the legal responsibilities that are requires to fulfilled in order to
open a health care service entity.
9

 Achieving the sales target that have been set by the sales team and encourage people in
order to achieve to the maximum (Jones and et.al., 2013).
 To recruit adequate number of staff so that services can be provided to the customers
efficiently and effectively.
 To evaluate the functioning of the organization time to time in order to maintain the
quality of services provided in care homes.
 Conducting surveys and feedback from the client and its families so that improvements
can be made for better services.
 All the provisions of health and social care act, 2008 are duly complied with.
Financial Plan
The company have to make initial investment in order bring the company in function.
The start up expenses include, registration, painting, furniture etc. A total of 200000 have been
invested in order to bring RHS into function. However, only 25000 have been used in
preoperative expenses.
Table 1: Pre operative expenses
Start Up Expenses (Investment): Amount
Registration, Licensing 1500
Painting \ Decorating 5000
Furniture \ Electrical \ Fixtures 10000
Kitchen Equipment 4000
Publicity \ Promotion 2500
Others 2000
Total 25000
According to the expenses of the entity, estimated cash flow have been prepared
estimating the figures of expenses and income.
Table 2: Cash Flow Projections
Cash Flow Projections
2018 2019 2020 2021 2022
10

Items\Year 1 2 3 4 5
Sales Revenue
3 bed resident care home 105120 110376 110638.8 110651.94 120069
Respite, Day Care (100 p p a @£200
pp) 20000 33750 40000 40000 40000
Total sales revenue 125120 144126 150638.8 150651.94 160069
Expenses:
Registration, Licensing 1500 0 0 0 0
Painting\Decorating 5000 0 0 0 0
Interest 10000 10000 10000 10000 10000
Furniture\Electricals\Fixtures 10000 0 0 0 0
Kitchen Equipment 4000 0 0 0 0
Publicity\Promotion 2500 0 0 0 0
Others start up expenses 2000 0 0 0 0
Wages & Salaries 51840 68304 68304 68304 68304
Rent, Insurance 36000 36000 36000 36000 36000
Utilities 2100 2100 2100 2100 2100
Council Tax 3600 3600 3600 3600 3600
Food 19200 19200 19200 19200 19200
Accounting & Auditing 1500 500 500 500 500
Total expenses 149240 139704 139704 139704 139704
Financial Charges:
Banks 2000 2000 2000 2000 2000
Depreciation 1400 1400 1400 1400 1400
Contingency 600 600 600 600 600
Total financial charges 4000 4000 4000 4000 4000
Gross Profit before Corporate
Tax -28120 422 6934.8 6947.94 16365
11

From the above cash flow statement it can be estimated that the entity have not been able
to earn any profits in the year in which it has started operating that is in 2018. The expenses and
income have been formed based on various assumptions such as:
 Sales revenue of the entity will be based on 730 per patients per week.
 There are only 4 months in a week on an average (Blackburn, Hart and Wainwright,
2013).
 There will be rise in the total revenue of the entity by 5% year by year. It has resulted that
the revenue will reach to 160069 at the end of 2022.
 All the preoperative expenses will be conducted in first month of operating. High
expenses in 2018 have resulted in loss for the company. However, the entity can
experience high profits in further years.
12
Illustration 3: Estimated Gross Profits
Gross Profit
-40000
-30000
-20000
-10000
0
10000
20000
2018
2019
2020
2021
2022

There is perfect increase in the sales revenue of RHS after considering all the estimates
expenses for the enterprise. It is important to state that our sales forecast is based on the data
gathered during our market survey and also some assumptions readily available in the healthcare
industry and national statistics. Sales revenue includes domiciliary care services, and resident
home care services.
Operating expenses of the entity are the expenses that are required to be done in order to
function. It includes, wages, salaries, accounting and auditing expenses etc. These activities are
not related to the production of services but it is important to have them for efficient and
effective deliverables. RHS will require them so that the patients are satisfied at care homes
Capital expenditure includes the expenses that are related directly to the services of RHS. These
are fixed asset such as building where the services will be provided b y the entity. It includes,
furniture, fixtures, equipments.
All forecast assumptions are based on sound principles, these are;
• The forecasts are based on visit and care numbers, this means that the monetary values used
come from well thought out principles and business operations (Haag, 2013).
13
Total sales revenue
2016
2017
2018
2019
2020
2021
2022
2023
2018
2019
2020
2021
2022
Illustration 4: Estimated Sales Revenue

• The visit numbers are based on conservative growth.
Employees in RHS and their wages:
Table 3: Employees in the organization
No. of
employees 2018 2019 2020 2021 2022
Manager 2 12000 12000 12000 12000 12000
Carer 5 15000 28464 28464 28464 28464
Accountant 2 10650 10650 10650 10650 10650
Legal advisor 1 10000 10000 10000 10000 10000
Health advisor 3 7190 7190 7190 7190 7190
54840 68304 68304 68304 68304
The entity will require various types of employees inn the organization so that it can give
effective services to the customers. A total of 13 people will be required in the initial phase of its
establishment. It can increase of decrease the employees as per the requirements.
Sources of funds
The company has to take funds from different sources in order to meet its pre operative
expenses and expenses for the first year. RHS can take loan from the bank which can be taken of
200000 at the interest rate of 5%. It can use its savings in order to make investment for its
services (Bryman and Bell, 2015). An amount of 10000 have to be paid every year by the
company for 10 years in order to repay the amount being taken from the bank.
Gantt Chart
Table 4: Gantt Chart
Months
Activities 1 2 3 4 5 6 7 8 9 10
Generate a business idea
14

Check its feasibility
Identify the strategies
Coordinate with the staff
members
Evaluating the project
Implementation
CONCLUSION
From the above business plan, it can be concluded that, RHS will be able to generate
higher profits in near future due to increase in demands of care homes. Further, It will take
around 8 months in order to bring the company into function.
15

REFERENCES
Books and Journals
Barringer, B., 2012. Entrepreneurship: Successfully Launching New Ventures, (2012).
Schaper, M.T. and et.al., 2014.Entrepreneurship and small business.
Blank, S., 2013. Why the lean start-up changes everything. Harvard business review. 91(5).
pp.63-72.
Ward, J., 2016. Keeping the family business healthy: How to plan for continuing growth,
profitability, and family leadership. Springer.
Fernández-Guerrero, R., Revuelto-Taboada, L. and Simón-Moya, V., 2012. The business plan as
a project: an evaluation of its predictive capability for business success. The Service
Industries Journal. 32(15). pp.2399-2420.
Mattar, F. N., 2013. Pesquisa de marketing-edição compacta (Vol. 5). Elsevier Brasil.
Weinstein, R.S. and et.al., 2014. Telemedicine, telehealth, and mobile health applications that
work: opportunities and barriers. The American journal of medicine. 127(3). pp.183-
187.
Brinckmann, J. and Kim, S. M., 2015. Why we plan: the impact of nascent entrepreneurs'
cognitive characteristics and human capital on business planning. Strategic
Entrepreneurship Journal. 9(2). pp.153-166.
De Oliveira, L.S., Shayani, R.A. and De Oliveira, M.A.G., 2013. Proposed business plan for
energy efficiency in Brazil. Energy policy. 61. pp.523-531.
Jones, C. and et.al., 2013. The student business plan: useful or not?. Industry and Higher
Education. 27(6). pp.491-498.
Blackburn, R. A., Hart, M. and Wainwright, T., 2013. Small business performance: business,
strategy and owner-manager characteristics. Journal of small business and enterprise
development. 20(1). pp.8-27.
Haag, A. B., 2013. Writing a successful business plan: An overview.Workplace health &
safety. 61(1). pp.19-29.
16

Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
17