Business Plan Report: LiveFree House Home Care Services Analysis

This report presents a comprehensive business plan for LiveFree House, a home care service for elderly people. The plan outlines operational strategies, including the selection of a suitable location and the adoption of a 'Greenhouse' business model. It details primary and secondary market research methods, including questionnaires and analysis of financial statements. The report also addresses legal and ethical considerations, such as compliance with equality and diversity laws in the context of zero-hour contracts, and examines ethical dilemmas related to business promotion. Furthermore, it provides an overview of the company's assets, liabilities, expenses, and gains, as well as an account of setting up the business and avoiding cash flow problems. The report concludes with a discussion of ethical dilemmas that the business might face.

CONTEMPORARY
THEMES

TABLE OF CONTENTS
INTRODUCTION.................................................................................................................................3
TASK 1.................................................................................................................................................3
1. Summarising on business operation...............................................................................................3
2. Business Name..............................................................................................................................3
3. Deciding a visual identity..............................................................................................................4
4. Values for promoting the business.................................................................................................4
TASK 2.................................................................................................................................................5
Primary research for the business......................................................................................................5
Secondary research of business.........................................................................................................5
Qualitative research of business........................................................................................................5
Quantitative research of business.......................................................................................................5
TASK 3.................................................................................................................................................6
Equality and diversity law while selecting applicants........................................................................6
Rights which has been provided to new employees...........................................................................6
TASK 4.................................................................................................................................................7
Ethical dilemma for running business................................................................................................7
TASK 5.................................................................................................................................................7
Describing business assets, liabilities, expenses and gains................................................................7
Account of setting up a business........................................................................................................8
Avoiding cash problems.....................................................................................................................9
REFERENCES....................................................................................................................................10

INTRODUCTION
As an entrepreneur, having a business plan is the most essential way in order to
achieve business growth. It is considered as the most important and strategic tool before
setting up a small and large business. Thus, in this report, a business plan will be evaluated to
small care home for elder people where explanation will be provided on visual identity,
primary and qualitative research. Moreover, information will also be discussed on zero-hour
contract employment with compliance of equality and diversity act.
TASK 1
1. Summarising on business operation
LiveFree house is a chartered non-profit corporation in the middle town of London which has
a goal of providing holistic and respectful services to living and skilled nursing home care to elder
people of small group. Selected primary location of home care is in the middle town of London city so
that people who are need of such services will easily able to reach. Such location is selected so that
people who want to acquire good home care services will feel free to come and enjoy services
(Burns, 2016). Target customer of LiveFree house is the elder people of small group who want to
live freely with the best and effective services. Such customers will be those individuals and families
which are in need of home health care and social services as well. In order to enlighten the living of
elder people, Greehouse business model have been selected for building a house which has attractive
environment.
2. Business Name
LiveFree House name has been selected to provide the services of home care and effective
nursing facility services to elder people of small group so that they feel free to acquire such services.
In order to provide such effective and good health care services Elder assistants are chosen so that
with their own experience they will able to understand the problem or situation of the people easily
(Burns and Dewhurst, 2016). Main motive the selecting the name as LiveFree is because a different
way of assisting elderly people has been selected through a new stage in their lives.
Acknowledgement is provided to them by assist them where they are living is their home where care
have been taken for both medical and physical needs.

3. Deciding a visual identity
LiveFree home care is a unique combination of providing premier home health care and
social services to the people of London City. It has been analysed with the market research that there
is a significant need for the services of quality home and social care with well educated staff.
Therefore, it has been decided to set up a new business in giving services of home care to small group
elderly people. In this home, each resident has its own private room with bath. Common areas have
been provided at the central area which contains Kitchen, living room and dining hall. Through this
strategy, a small initiation has started for elder people so that they also able to enjoy their lives and
will able to live free with good and effective care of nursing. Skilled and well educated staff has been
selected in order to provide the best care services to customers and in order to assess the staffing and
other needs of facility, entire staff meets board of directors three times in a year.
4. Values for promoting the business
In order to promote the services of LiveFree home care, promotion will get developed through
aid on television, brochures and through templates. However, other than this, Kristle Ruther who is a
retired executive living in Middletown of London with her husband is working with the team 20 hours
per week as a volunteer where she insist small group elder people through the events in public areas
regarding the type of services which has established for their care only. In order to attract well
educated staff, due care has been taken on the legal acts like equality and diversity so that any type of
discrimination will not takes place in such area and all people including customers behave properly
and respect each other.

TASK 2
Primary research for the business
Primary research for the business have been conducted through questionnaire and survey
which has been conducted with due permission of elder people who are in need and who have
experience the facilities of such home care services. With the help of questionnaire, proper evaluation
of market will get analysed with proper accuracy of data (Hair and et.al., 2015). Through primary
research, entrepreneurs will able to gain the latest information regarding needs and wants of the
consumers. This will also help in developing services in accordance with the consumers’ expectations
so that home care will able to gain competitive advantage in business market.
Secondary research of business
Market research will always considered as an important part before setting up a business. It is
considered as fundamental component in order to develop smooth flow of business operations. For
setting up home care business, secondary research like information through financial statements of
other home care will get analysed, information through newspaper articles will be evaluated (Why is
market research important for new business ideas, 2019). Through secondary analysis LiveFree
house will able to generate information which already exists from the variety of sources in the market.
Through other home care’s financial statement, home care will able to develop strategy which did not
have followed by other in market.
Qualitative research of business
In order to start up a new business as a home care, qualitative research will get conducted. It
is the process through which LiveFree home care will able to analyse the feelings of people, what they
think and how they make certain choices (Bell, Bryman and Harley, 2018). This research technique
will help entrepreneur to hold a group discussion with focus group, one-on-one interviews and
observation by which information will get carried out at large volumes. This process of research will
get conducted for finding actual results regarding customer’s needs and wants.
Quantitative research of business
This is the research technique through which accurate information will get generated
regarding the snapshot of target market through selection of sizable sample of respondents. This is the
technique through which accurate and statistical information will analyse on which an entrepreneur
will able to relay (Davies and Fernandez, 2018). This market research will be conducted by
LiveFree home care so that proper analysis of market situation will get generated.

TASK 3
Equality and diversity law while selecting applicants
Zero-hour contract is the type of agreement of casual work where employer is not obliged for
paying the minimum working hours and the worker also not obliged to accept any type of work which
offered to them. It is the contract under which employer will only call the employee when there is a
requirement of work. However, LiveFree home care is hiring two members the contract of zero-hour
which is by complying with law related to equality and diversity act. While selecting applicants
candidates will hired on the basis of their skill, knowledge and behaviour not on their age and
religious (Ravalier and et.al., 2019). An employee under zero hour contracts will be benefited from
all the employment rights associated with the employment status. National minimum wage, annual
leave, rest breaks and protection from discrimination will be provided to workers under zero-hour
contracts. Fair treatment will be provided to them at workplace and they will only be selected on the
basis of their knowledge and skills.
Rights which has been provided to new employees
Workers under zero-hour agreement have the rights not to be treated less favourably than
comparable full time workers. Under this contract employers are legally obliged to of offer zero-hour
employees and estimation of amount of work which has been anticipated with minimum amount of
sick pay and salary (Koumenta and Williams, 2019). Employer must have to protect people from
any type of discrimination regarding age, disability, gender, race, pregnancy etc. Employer must have
to ensure that there have been equal opportunities, policies and practises for the workers of zero-hour
contract workers so that they will not face any type of discrimination at workplace. Employer must
have to develop environment where zero-hour workers feels valued regarding their individual talents
and where equal respect has been provided to their skills and talents. Through equality and diversity
act, employees equal pay rights will properly get covered where employer will take appropriate action
and will also respond quickly in order to solve any complaints of discrimination ( Giupponi and
Machin, 2018). Employer will also ensure equality regarding equal pay, terms and condition,
promotion, transfer opportunities, training and all other facilities which has been provided to full time
workers. These are all rights and duties which will provided to new employees under zero-hour
contract.

TASK 4
Ethical dilemma for running business
According to given case study, it is been found that the company is accused of treating its
employee badly with the report of discrimination, bullying and harassment by the management.
Therefore, LiveFree home-care will not have to accept such offer of company regarding promotion of
company at popular website. It is because the entity is not following the proper ethical practises in
order to give proper rights and security to their employees (Moore and Tailby, 2015). However, it
is true that ethics at workplace plays very important role in order to achieve business success. Ethics
at workplace strengthen the bond among employees and leasers by which business objectives will
easily get an achieved. However, it is also a fact that the employees are the main assets for each and
every entity. Without skilful workers, entity will not able to achieved business success. Therefore, in
accordance with the case study of Poplar Company, there is no proper ethical practises where most of
the employee leaving entity because of management’s bad behaviour towards them. If LiveFree
home-care accepts such offer then this will affect their reputation which was not good in terms of
setting up a new business.
A case study of BBC organisation here can be analysed where employees also facing the
bullying, harassment by the management. Mostly, women are facing trouble where top management
are not behaving properly to them and because of this situation entity have to loss in its business
operations and its goodwill will also gets decreased where no one able to work. Further, with the
employment of new CEO things gets changed with the development of proper ethical practises.
Therefore, it is been analysed that LiveFree home –care do not have to accept such provided by
famous entity which has thousands of target audience.
TASK 5
Describing business assets, liabilities, expenses and gains
Assets:
 Land and buildings
 Furniture and fixtures
 Computers
 Printers
 Phones

 Property, plant and equipments
 Tangible fixed assets
 Intangible fixed assets
 long term loans and advances
Liabilities:
 Long term provisions
 Trade payables
 Other current liabilities
 Short term provision
Expenses:
 Project expenses
 Other administrative expenses
 Period prior expenses
 Depreciation
Gains:
 Grants and donation received
 Other incomes
Account of setting up a business
Particulars
April
(£)
May
(£)
June
(£)
July
(£)
August
(£)
September
(£)
Cash inflow
beginning capital 20000 20000 20000 20000 20000 20000
total cash available 20000 20000 20000 20000 20000 20000
cash required
Operating expenses 1500 1800 1350 1500 1800 2250

Premises 2240 2000 1800 2000 2000 1800
wages and salaries 3500 3450 3500 3000 3500 3500
general expenses 1250 1000 1800 1300 1250 1800
interest and loan
payments 800 800 800 800 800 800
capital expenditure 750 500 500 750 500 750
total Cash outflow 10040 9550 9750 9350 9850 10900
Net cash flow 9960 10450 10250 10650 10150 9100
Avoiding cash problems
In order to avoid any cash problems of the organisation, entity must have to forecast
sales and outgoings accurately by which proper analysis will get developed both in terms of
figures and timings (Healy, 2016). Entity also has to compare the projections to reality where
accurate analysis of figures must have to develop on monthly basis. Stock management is
other important concern in order to avoid any type of cash flow problems.
CONCLUSION
From the above report, it can be concluded that before setting up any business, it is
necessary to conduct proper market research by which effective strategies will get developed
in order to conduct smooth flow of business operations. In this report, business plan has been
evaluated on the LiveFree home-care which will operates its business in the city of London
for provide services to small group elderly people. Further, explanation also provided on
ethical dilemma at workplace with zero-hour contract where it is summarised that equal pay
and rights will also be provided to workers of under this agreement.

REFERENCES
Books and Journals
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university
press.
Burns, P. and Dewhurst, J. eds., 2016. Small business and entrepreneurship. Macmillan
International Higher Education.
Burns, P., 2016. Entrepreneurship and small business. Palgrave Macmillan Limited.
Davies, B. and Fernandez, J., 2018. Equity and efficiency policy in community care: needs,
service productivities, efficiencies and their implications. Routledge.
Giupponi, G. and Machin, S., 2018. Zero Hours Contracts and Labour Market Policy.
Hair Jr, J.F and et.al., 2015. Essentials of business research methods. Routledge.
Healy, G., 2016. Diversity management. In Encyclopedia of Human Resource Management.
Edward Elgar Publishing Limited.
Koumenta, M. and Williams, M., 2019. An anatomy of zero‐hour contracts in the
UK. Industrial Relations Journal. 50(1). pp.20-40.
Moore, S. and Tailby, S., 2015. The changing face of employment relations: equality and
diversity. Employee Relations. 37(6). pp.705-719.
Ravalier, J and et.al., 2019. Zero‐hour contracts and stress in UK domiciliary care
workers. Health & social care in the community. 27(2). pp.348-355.
Online
Why is market research important for new business ideas. 2019. [Online]. Available through
<https://www.bl.uk/business-and-ip-centre/articles/why-is-market-research-important-
for-new-business-ideas>