Comprehensive Business Plan: ATS Non-Emergency Medical Transport

This report details a business plan for ATS, a company aiming to expand into non-emergency medical transport services. The plan includes an executive summary, owner background, product and service descriptions, market analysis, marketing strategies, competitor analysis, operational logistics, costing and pricing, financial forecasts, and a backup plan. ATS plans to offer a range of services, including planned outpatient appointments, patient admissions and discharges, bariatric ambulance services, and advanced life support (ALS). The report emphasizes the importance of high-quality services, customer satisfaction, and achieving financial goals, including maximizing sales and profit margins. The plan also highlights the company's focus on providing safe, effective, and efficient patient transportation within the UK market, targeting an aging population and emphasizing the use of advanced technology and experienced staff.

Business Plan

TABLE OF CONTENTS
SECTION 1: EXECUTIVE SUMMARY .................................................................................4
SECTION 2: OWNER’S BACKGROUND .............................................................................4
2.1 Rationale behind running own business ..........................................................................4
2.2 Work experience .............................................................................................................4
2.3 Education and qualification..............................................................................................4
2.4 Training............................................................................................................................4
2.5 Future training courses ....................................................................................................5
SECTION 3: PRODUCTS AND SERVICES...........................................................................5
SECTION 4: THE MARKET ..................................................................................................6
SECTION 5: MARKETING STRATEGY ...............................................................................7
Marketing mix ......................................................................................................................7
Segmentation, targeting and positioning ...............................................................................9
SECTION 6: MARKET RESEARCH ......................................................................................9
SECTION 7: COMPETITOR’S ANALYSIS ........................................................................10
SECTION 8: OPERATIONS AND LOGISTICS ..................................................................11
Legal aspects associated with the business .........................................................................11

Skills and accountabilities of staff .......................................................................................11
SECTION 9: COSTING AND PRICING STRATEGY .........................................................12
SECTION 10: FINANCIAL FORECASTS ............................................................................12
Use of Start-up loan in the achievement of business objectives..........................................12
SECTION 11: BACK UP PLAN ............................................................................................12

SECTION 1: EXECUTIVE SUMMARY
Business is operated for providing better and quality services to the society so that they may be imparted with better life. It is required
that organisation must give services and products in a manner which will be helpful for entire society and that too at affordable prices. This is a
basic concern for firm so as to impart services at desired prices as preferred by customers. It is essentially needed that firm must provide services
at least possible costs by which they may be given with effective items and attain good market share. In relation to this, ATS organisation which
will be transforming its business idea into non-emergency medical services is required to perform well and attain good customer's base by which
it may effectively accomplish desired goals and profits in effectual way. For this, business plan is devised in the report which will be beneficial
for the firm in order to achieve stated objectives in timely manner and started earning profits in first month of operations. It is essentially
required to earn desired income to effectively stay and survive in non-emergency ambulances services and garner larger customers in the future
course of action. This is possible only when dedicated work environment is followed. Thereby, employees are key resources of organisation and
thus, they will initiate firm determination in discharging services quite effectually which will help firm to reach its targets with much comfort.
The business aims to provide top quality services by which it may serve society. Furthermore, it aims to provide services to patients so
that it will maximise sales up to a high extent and further, net profit margin will be enhanced in the future course of action. It means that new
business would be able to impart services in field of non-emergency services. Moreover, fast and effective services will be provided in order to
make customers' loyal towards it. The patients would be provided with services and they can book ambulance by logging in official website with
their credentials. This will help service takers to book ambulance when they go for check-ups to the hospital. Moreover, it would provide with
services so that more of the customers may be attracted in the best possible manner. Hence, it will be fruitful for new division of business as it is
expert in providing in transportation facilities and by starting new division, good amount of profits could be garnered in effective manner.
Furthermore, it would provide better services to patients and as such, it would achieve stated objectives in realistic way. The sales could also be
maximised by making contacts with various hospitals in the locality so that whenever, patients come for availing services in hospital, they may

be referred to ATS and thus, customer base may be enlarged in a better manner. Hence, business will be able to attain desired goals and
maximum profits.
SECTION 2: OWNER’S BACKGROUND
2.1 Rationale behind running own business
ATS is known for integrate logistics and operation management. This business unit has developed its effectual image in the mind of
customers by providing them with timely and high quality services. Approaches which are undertaken by ATS for leadership, management, co-
operation and co-ordination recognized as high prominent. All such skills or traits are vital for the success of any business unit. Hence, such
skills will help business entity in managing new venture of non-emergency medical transportation facility. The organisation will be able to
provide better and enhanced services to patients so that they may be treated quite effectually. Furthermore, reason behind running business is to
impart necessary services to patients in order to make them medically fit (Schaper and et.al., 2014).
2.2 Work experience
Currently, owner of ATS is managing 100 operations with more than 1200 employees and 11000 vehicles. This aspect shows that
business entity has knowledge and experience pertaining to the management of transportation facility. Hence, such knowledge in this field will
assist in managing ambulance or medical transport facility more effectually. The operations of the business are quite good and it shows that
company has good work experience in transportation field and as such, it will be able to earn revenue in the best possible manner.
2.3 Education and qualification
The organisation is required to be recruit employees having skills and abilities to perform tasks in the best possible manner. Furthermore,
it education and qualification is important to analyse as non-emergency medical transportation business requires quick and efficient employees
so that they may carry out tasks in effectual way. It is required that qualification should be basic so that better services may be provided to

patients. Furthermore, patients may be handled effectively and main role of driver is to make ensure that patients are reach safely to the
destinations. In relation to this, driver should be punctual enough so that he may drop passengers within stipulated time in the best possible
manner. Nurses are required to provide healthcare services to patients, effectively prevent them illness so that patients may be treated with much
ease. Nurses should also possess basic knowledge and qualification and most importantly they are required to be punctual in order to provide
healthcare services to patients in effective manner (Blank, 2013).
2.4 Training
For offering medical transport facility or ambulance services business entity requires some specific knowledge. Moreover, special care
and knowledge is required for dealing with employees, patients and their family members. Hence, training pertaining to patient transportation
had joined for developing skills regarding governance, leadership, direction and quality management. Further, training in relation to medical
transport facility had attended for getting knowledge about facility, equipment, vehicle and staff management. Such kind of patient
transportation programs has developed my ability to manage operations in this field. On the basis of training session, being a business entity, I
would become able to develop competent plan for delivering non-emergency medical transportation facilities to the patients.
2.5 Future training courses
I have no specific and deep knowledge regarding the operations as well as activities of non-emergency medical services. For getting
success in the new venture trainings sessions had been attended (Ward, 2016). However, still I also need to develop my own knowledge
regarding the medication aspect requires by non-emergency patients. For this purpose, I will co-ordinate with the leading care unit and thereby
gets knowledge regarding medication and other services. Along with this, for enhancing my knowledge I will also do internet surfing or
research. This in turn makes significant addition in my knowledge regarding non-emergency medical transport services.

2.6 Hobbies and Interests
I have hobbies and interests in providing healthcare services and this is the main reason for which business will be started so that patients
may be treated in effective manner. Elderly patients will be offered with wheelchairs and lifts. Furthermore, I have interest in providing services
at affordable costs so that patients may be benefited quite effectually. I have keen interest in imparting quality services to them and as such,
making them medically fit at the earliest. I will provide better facilities and amenities to the old age patients so as to make them fit.
2.7 Additional information
The organisation is a recognized leader in the field of supply chain management. It has provided various diversified background of
services and employees are hard-working in giving quality services. ATS will be able to enlarge its services in the new business expansion of
providing non-emergency medical transportation facility to people so that company can earn profits in effective manner. Furthermore, it is
required that fast and effective services to be provided patients so that business may be able to enhance satisfaction level in the best possible way
(Davis,, DeLong, Goebel, Horn and Roland, 2018).
SECTION 3: PRODUCTS AND SERVICES
Mission: The mission of Aim Transport Solution is to provide patients with safe and effective healthcare services. ‘
Business Objectives
Short term
 To develop awareness among the customers regarding offering.
 To provide customers with high quality services which evolve satisfaction among them.

Medium term (next 1 – 2 years):
 To maximize sales by 20% by fulfilling the needs and expectations of the customers.
 To exert control on cost and maximize profit margin by 15%.
Long term (3 years and beyond):
 To develop leading position in UK market under the category of non-emergency medical service provider.
ATS is well known brand which provides customers with the transportation solutions. This business unit focuses on meeting
transportation challenges with service and flexibility. With the help of advanced technology and experience of many years ATS aid in the
efficacy improvement regarding transportation services or activities. Now, considering the ageing population resides in UK, ATS plans to
introduce non-emergency medical transport facility. Specifically, ATS is a service based organization which will provide ambulance facility to
the patients. On the basis of customers or patient’s requirement pick and drop facility will be offered. Along with this, all the equipments such as
machine, wheelchairs etc will be used for providing patients with quality services. Hence, through such venture non-emergency medical
transport facility will be offered by ATS to the patients and health care units (Weinstein and et.al., 2014).
The non-emergency transport services are designed by ATS for the patients who do not require an urgent or immediate response. In other
words, focus of ATS is on offering services to the individuals which may not be of specialist nature. Hence, services which will be offered by
ATS in the context of non-emergency aspects are enumerated below:
 Planned outpatient appointments: ATS will offer services pick and drop services to the patients who have planned appointments. Thus,
ATS will pick to the concerned patient from their place of residence as well as drop to hospital and thereafter home.

 Patient admission and discharge from hospital: Business entity will provide patient with ambulance services who need to admit in the
hospital in accordance with the planned schedule. Along with this, at the time of discharge from hospital patients also require ambulance
services. Hence, ambulance services will be offered to the patients at the time of admission into and discharge from hospital.
 In addition to this, there will be bariatric ambulances services to patients. It will be equipped with better facilities such as comfortable,
safe and well-equipped transportation to such patients. The paramedic will assess patients and on the other hand, members in the team
will set up ambulance in effective manner for safely transferring patients. Hence, safety and dignity of patients will be taken with utmost
care (Brinckmann and Kim, 2015).
 ALS (Advanced Life Support) is another advanced services that will be provided to the patients. It is a certified paramedic and as such,
includes monitoring signs, drug therapy, monitoring cardiac, oxygen etc. Hence, firm will be able to provide ALS services to patients and
as such, they can be medically fit.
 Wheelchairs transportation facilities will also be given to them. It is essentially required for the medical services providing to elder and
mainly old age people. This is evident from the fact that number of senior citizens are increasing day by day and is required that assisted
transportation should be provided to them. This is the safest mode and reliable for patients to go for check ups, appointments and therapy
to doctors. Experienced staff will be hired in order to provide enhanced services. Special fleet vehicles will be imparted such as
wheelchair's vans helmeted with hydraulic lifts which will be easier to accommodate such wheelchairs in the best possible manner ( De
Oliveira, Shayani and De Oliveira, 2013).
 Medical services will be provided in order to provide services in case of special events. These may include charity event, or trust event
where there might be need arise for patients and as such, they will be provided to service takers. The coverage will be stand out to the
several locations. It will give certified services in order to timely drop patients to hospital so that proper medication can be given in
stipulated time frame.

 Critical Care Transportation services is another service that is required to be provided to service takers. It is a situation when in
accordance to the patients' situation, they are needed to be shifted to one facility to another. The CCT services will be enabled and
business entity would be able to impart such facility to patients in the best possible manner. The IABP (Intra Aortic Balloon Pump) with
teams of transports, ventilator dependent patients' will be provided in order to maximise their care level and also those patients which are
triple drips. These are known as CCT services.
 The facility of protocol will be provided such as when information is received from the calling person. Such protocol will identify care
programs required for authorisation purpose and as such, patients would drive safely to hospitals in effective manner. This will enable
business entity to provide cost effective services to patients by following up protocols. Furthermore, resources would be utilised up to a
high extent and less transportation cost will be attained which will be beneficial for the patients (Haag, 2013).
 Long term facilities is required to be provided to the patients so that entity new venture non-emergency services can be equally
successful and good quantum of profits might be attained with much ease. This would help company to have immense income on one
hand and greater customer’s satisfaction on the other. Hence, by providing CCT, ALS and related well-equipped services, firm will be
successful in its business start-up and desired income will be generated quite effectually.
SECTION 4: THE MARKET
Patient’s or individuals who have to visit medical or health care unit for periodical check-up need services pertaining to medical transport
facility. Further, at the time of emergency individuals and people specific care needs also need the facility of medical transportation. In addition
to this, health care units also require services which ATS is planning to offer or introduce (Bryman and Bell, 2015). Moreover, some of the care
institutions do not have their own facility. Besides this, sometimes leading heath care units such as NHS also have to approach outsiders for

medical transport facility. Referring, overall aspects it can be depicted that ATS will offer services to the individuals, health care units and
families.
The facilities will be offered in the market in effective manner. In order to enhance, overall satisfaction of the service takers, it is required
to conduct market research. By conducting this, firm would have clarity whether customer’s will be attracted to the business services or not. This
will provide constructive view of people and as such, firm can initiate business services with much ease. On the other hand, firm will be able to
have complete knowledge of the market and hence, preferential services can be provided in the best possible manner. Without conducting market
research, needs and demands of potential customer’s cannot be ascertained which may lead to failure of the entity. Hence, it is required to carry
out market research (Brown and Birks, 2015).
Typical customers are those which will be attracted to get services from the firm and in result, desired profits will be attained by the firm
leading to successful business operations. Basically, customer’s of old age who wants to regular or periodical check ups or to consult with
doctors by taking appointments from them will be attracted so that they may be safely reach to hospital for availing services with much ease.
These customers will be attracted and better services will be provided to them. The services are required to be enhanced in a better way.
Furthermore, it would be beneficial for the company to attract customers in effective manner and old age people will be imparted with CCT,
ALS and bariatric services and as such, profits will be attained with much ease.
On the other hand, sometimes leading healthcare institutions such as NHS also look for the medical transportation facility for their
patients so that they may be able to give them dropping and picking facilities from home to hospital (Bruwer and et.al, 2014). Firm will also seek
such customers so that they may be lured to avail services quite effectually. Thus, services will be provided to them and satisfaction level will be
enhanced in a better way. It is required that market should be well-known so which will eventually help company to gain profits in effective
manner. The competitors' charges are required to be go through so that no more prices should be charged else customers will be driven by them.

Furthermore, marketing information will be given to people to effectively communicate them that business will be operated soon.
For better marketing, company will be able to provide services with discounts. Moreover, social media strategy would also be maintain by ATS
including blogs which should be relevant to trends prevailing in the industry and related helpful tips to attain appreciation from people up to a
large extent. The posts can be made in social media in order to seek for services by patients. Furthermore, certain care homes, hospitals and
related firms can be encouraged to form partnership or contact with them which will help ATS to attain desired goals in quick time frame.
Hence, marketing will be fruitful for company to achieve goals in effective manner.
It is an important element in company so that target market can be attained in a better way. Furthermore, when target market is
achieved, services can be effectively sold to people. This helps to have proper marketing mix as targeted customers will be provided with various
services at discounts and that too in accordance to their need. Hence, it will be able to garner more consumers and adequate profits would be
accomplished by the company in effective manner. Moreover, preferences and needs of consumers would take as priority and ATS will provide
better services to all of its patients. It will lead to enhancement in profits quite effectually. Old age people and other citizens would be targeted
by company to achieve profits (Harcourt, McDonald, Cartlidge-Gann and Burke, 2018).
SECTION 5: MARKETING STRATEGY
Marketing mix
Product: ATS will provide patients with exclusive, safe and quality non-emergency ambulance services. Hence, pick and drop facility or service
will be provided by ATS to the patients who have planned appointments with doctor and health care unit. The products and services are to be
made available to customer’s in that way by which maximum promotion can be done and profits can be attained with much ease. The services
will be imparted to them in relation to the ambulances so that non-emergency services could be provided to them. On the other hand, quality
services would be provided to customer’s and that too in quick manner and then customers will become loyal to the company. This will be

beneficial for ATS as it would effectively achieve profits by enhancing services to the patients. Hence, proper product mix would be beneficial
for the firm in attaining targets quiet effectually.
 Price: Penetration pricing strategy will be followed by ATS for increasing customer base and thereby sales revenue as well as profit
margin. On the basis of such pricing strategy once satisfaction and loyalty has built among the customers then price of non-emergency
ambulance services will be increased by ATS. Along with this, at the time of setting prices' competitor’s framework will also be
considered. Moreover, some customers do comparison of quality of service offering with the price level. Hence, referring competitor’s
framework and customer’s expectation prices will be setting down by the entrepreneur (Bull and et.al., 2016). Price is essential element
to be taken into account as if more prices are quoted, then customers gets reduced and lures towards rivals. On the other side, if lower
prices are charged, then profit is not attained. Hence, in order to resolve the same, penetrating strategy will be implemented for attaining
good range of customers and profits would be achieved at later stage. It will be fruitful for company to accomplish more customers and
thereby, will be benefited in terms of sales, profits and overall positive growth.
 Place: The marketing mix plays an important role in the overall attainment of marketing and promotional activities in the best possible
manner. This means that place of the services are important for the company (Lee, Abdel-Aty, Cai and Wang, 2018). It implies from
where firm is providing products and services to the customers by involving intermediaries in the process. In simple words, it includes
how product comes to customer’s through functions of intermediaries and is finally provided to the customers in effective manner. In
relation to this, ATS which will provide non-emergency medical services to patients is required that adequate services will be imparted to
them. Mainly, it will provide services to all hospitals located in nearby cities and NHS patients so that proper services may be provided at
the time of need to service takers. The contact will be made with hospitals so as to attainment of patients who need to go for regular
check ups to doctors. Hence, proper promotional activities can be atttained in a better way. Furthermore, ATS will be able to gain
revenue by enlarging its reach to more locations and thus, marketing activities can be accomplished in the best possible manner.

 Promotion: With the motive to promote ambulance services three promotional tools will be undertaken ATS.
Social media
Business unit will place advertisement on social media or networking sites such as Facebook, twitter etc. The rationale behind the
selection of such promotional tool is that now people whether young and old spend more time on social networking sites. Besides this, cost
associated with social media promotion is neither too high nor too lower. Hence, through placing advertisement on social sites information
regarding ambulance or medical transport services will be provided to the customers. Such promotional tool will assist in meeting business
objectives to a great extent. Hence, through the means of social media advertisement ATS can furnish information to the medical institutions
or service providers and other people (Koester, Mueller, Raville, Langegger and Binswanger, 2017).
Advertising (print, radio, TV)
ATS will also undertake traditional form of promotion to entice the decision making aspect of customers. On the basis of this, pertaining
to the ambulance services advertisements will be placed by the company on television. By giving advertisement regarding new service offering
on local television awareness can be developed among potential customers. Besides this, print media technique will also be used by ATS for
gaining the attention of customers. Thus, through the means of attractive advertisement ATS can gain attention of target market and thereby
becomes able to generate more revenue (Davis and et.al., 2013).
Website (for e-commerce)
For promoting business website for e-commerce will be created regarding such exclusive medical transport services. This in turn offers
high level of convenience to the patients and their family members. With the rise in technological advancements now customers prefer to book
services and make payments via online mode. Website of the firm contains all relevant information regarding availability, prices, address and

other terms & conditions. Thus, giving all the relevant information on websites ATS will persuade customers about service offerings and other
policies or frameworks.
 People: Business entity will employ highly skilled and talented personnel with the motive to deliver quality ambulance services to the
patients during non-emergency. In other words, focus will be placed on hiring personnel who have some knowledge regarding nursing
field so they can treat patient prominently if any emergency occurs. The efficient personnels are to be hired so that they may be able to
provide quality and fast services to patients. The main focus of ATS will be to recruit skilful employees by which they provide better
services in timely manner. Hence, by hiring people and then imparting training to them, effective services will be provided by them
leading to maximum profits to the company. If highly efficient workers are not recruited, then productivity will be lower and better
services cannot be given to service takers (Herres, Kodish, Fein and Diamond, 2018).
 Process: Standardized process will be followed for delivering services to the patients. On the basis of this, patient can book non-
emergency services through company’s website. Along with this, by making call to ATS patients can also book ambulance services. The
process plays crucial role as patients when need to go for health check-ups to hospital, may book the ambulance by calling it and services
will be given to them. Furthermore, they will be given them with official website from where booking can be done by them. This will be
helpful for old age people as they can easily avail facilities in effective manner. These facilities will be offered in the process such as
imparting with credentials so that patients may book for them and they can easily login and make booking. Furthermore, telephones and
emergency numbers will also be provided to them so that ambulances could be available to them in effective manner. Thus, these
facilities will be useful for customers leading to higher satisfaction level.
 Physical evidence: In the context of non-emergency ambulance services, main focus will be placed on the creation of attractive website
and page on social media networks. In order to attract more customers, images will be placed on social sites regarding facilities along
with the prices (Duarte Alonso and et.al., 2013). The physical evidence is required and would be achieved by attracting people by

preparing websites in the best possible manner. Hence, firm will make attractive digital platform and thus, people will be lured and
marketing will be achieved in a better way. In the present scenario, digitisation is quite useful for company to have better promotions and
that too at least possible cost. This will be helpful for firm as better marketing in quick time will be attained. In relation to this, firm can
easily promote offers at social media platforms so that it may be able to have marketing. This will have positive impact on customers as
they will see advertisements and get attracted to firm benefiting in maximum sales.
Segmentation, targeting and positioning
Segmentation: Customer base will be segmented on the basis of demographical and geographical aspects. Hence, mainly business entity
of ATS will target all individuals whether young or old age. In addition to this, ATS will offer non-emergency transport facility to both males
and females. Further, emphasis will be placed on offering services to the individuals, businesses and families. For enhancing customer base and
generating high revenue entrepreneur will target health care institutions. Along with this, owner of ATS will also target individuals and families
through the means of advertisement. The business will target mainly old age people but in order to enlarge customer base, it may entertain and
attract all customers be they may be of any age (Cash, and et.al, 2018).
Targeting: To effectively attain larger customer’s base, it is required to target customers. This means that carrying out proper marketing analysis
and then making products and services in accordance to the needs and preferences of customers. It is called targeting consumers by providing
only those commodities which are liked by them in order to target them and achieve profits quite effectually. In relation to this, ATS will give
transportation facilities to all people which will be required by them. They will provide company to effectively attain profits in as target market
will be made in relation to the areas where transportation facilities are required to the patients. Since, firm will provide better and speedy
services and as such, it will be able to inject revenue in the best possible manner.
Positioning: Market positioning is a tactic in the marketing of commodities and services as customers are to be influenced in that manner by
which positive image can be excelled in front of customers. By effectively positioning product in market, firm enjoys loyalty of customers as

they become loyal towards brand in effective way (Dobbs 2014). Furthermore, consumer perception regarding the company have to implied in a
way by which firm enjoys better services to customers and as such, better viewpoints of customers can be made and thus, firm has good
reputation in the market. In addition to this, ATS will also have to position its services to patients in that manner by which positve image in
public can be observed and firm may enjoy better reputation. This will be useful for firm as it will be able to attain desired profits and expansion
may be made in future course of action with much ease. It is essentially required so that business may effectively achieve its targets with much
ease. Hence, firm will be able to attain profits by marketing its services.
SECTION 6: MARKET RESEARCH
In order to get information about industry, regions, customers and competitors several techniques have been used by the researcher.
Hence, survey has been conducted via questionnaire for assessing the needs and expectation level of potential customers. In addition to this,
social media research has been conducted to assess the views of customers regarding ambulance services which are provided by other firms or
competitors. Along with this, online research has also been done for assessing or evaluating industry trends. Hence, using all such strategies'
information has been gathered for developing competent plan and strategic policy framework (Chappelle, Li, Vascik and Hansman, 2018).
 Surveys & questionnaires- These are crucial form of collecting information for carrying out analysis of perception of people in effective
manner. Questionnaires are particular list of questions which are asked to respondents to conduct statistical survey quite effectually. This is
important so as to collect information in the easiest way and usually are in a set format. Questions asked should be reliable so that information
can be collected. On the other hand, surveys are also crucial way of collecting desired information and statistical inferences are drawn from the
sampling techniques. Hence, both these methods useful in garnering information for conducting research.

 Desk or online research- As the name suggests that data is collected usually by sitting at desk in the best possible manner. It means that it
is obtained from existing resources in order to meet research criteria quite effectively. It is important for ATS to do in initial stage of
marketing research and thus, much of the information can be obtained which is fruitful for the firm. In present era, online research can be
conducted as plenty of information available on internet (Desk research. 2018). Informative websites can be researched and thus, useful
data may be attained for specific research purpose beneficial for firm.
 Social media research- The social media has evolved and revolutionised the way for connecting with the people which are distantly
located from each other. The tools and techniques are deployed for collecting information from the social media channels and extracting
information from the social media channels such as Youtube, Twitter and Facebook and content can be seen which are mostly viewed or
shared on such channels often leading perfect piece of information for the business entity (Social media research. 2016).
Primary research: Survey via questionnaire
The primary research is used to extract information on first-hand basis. In simple words, it is the data collected by the company through
conducting surveys and then information regarding perception of people with regards to values, taste, preferences can be carried out. In relation
to this, questionnaire is useful form for obtaining information from the selected respondents which are representative of whole universe and thus,
data can be quickly collected by entity. Hence, survey has been conducted through questionnaire for ATS so that it may be able to analyse
requirement of patients. It is prepared below-
Questionnaire
Name........
Gender........

Age.......
Demographic information.......
Q1. Do you like to avail non-emergency medical services imparted by business?
 Yes
 No
Q2. Do you go for regular health check-ups in the hospital by booking ambulance?
 Yes
 No
Q3. Do you agree employees are well-trained to deliver services?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
Q4. Do services provided by business entity are in relation to provisions enacted by NHS?

 Yes
 No
Q5. Do employees are qualified enough to provide services?
 Yes
 No
Q6. How often do you avail non-emergency medical services?
 Weekly
 Once in month
 Rarely
Q7. Are you satisfied by ambulance services provided by the firm?
 Yes
 No
Please provide valuable suggestions if any for improvement of the services......

The research has been undertaken from the respondents. The number of respondents taken in this study are 20 from which responses are
taken. It can be said that people prefer to avail services from the non-emergency medical ambulances and as such, it will be fruitful for ATS to
take into account and conduct research. The employees are to be well-trained and qualified as well so that they may be able to impart better
services. It will be beneficial for ATS as it will provide effective services to patients and thus, more quantum of services will be given and that
too at quicker speed in order to attain customer’s loyalty. In relation to this, around 75 % of respondents believes that services should be
provided by entity must be relation to provisions governed by NHS. It implies that firm need to abide by provisions of NHS so as to provide
effective services and attain customer's satisfaction in the best possible manner. Hence, it can be interpreted that ATS will have to meet demand
of customers so that it may taste success in start-up operations and earn profits in the shortest time. Thus, firm has to provide services in that way
by which people may become loyal and committed towards it (Hoareau, Liebenberg, Musial and Whitman, 2018).
Secondary research:
In United Kingdom, there are several leading companies or health care units such as NHS which are providing patients with both
emergency as well as non-emergency ambulance services. Specifically, there are mainly two types of ambulance services which one can provide
such as emergency and non-emergency. From research, it has assessed that NHS, Southern Ambulance etc provide services to the patients during
non-emergency. Statistical report presented by other authorities clearly show that UK population is growing continuously. In the year of 2016,
UK population accounted for 65.6 million, whereas at the end of 2039, it will be reached on 74 million. Hence, at the end of 2026, individuals
within the age range of 16 to 64% implies for 58.2%. On the other side, remaining 23.9% come under the category of indi Hoareau, G.,
Liebenberg, J. J., Musial, J.G. and Whitman, T. Rvidual aged over 65. Such pattern shows that for routine medical check-up ageing population
will definitely require non-emergency services. This aspect shows positive trend towards the aspects of non-emergency medical service offering.
Further, other research article presents that population aged 65 and older is growing with the very high pace. Hence, increasing number of ageing
population creates demand for non-emergency medical service offerings. Further, issues pertaining to obesity, dementia, alcohol and mental
health driven issues are also increasing among UK people. It clearly exhibits that demand for ambulance services are growing rapidly. Along

with this, it has found from assessment that due to the lack of having enough resources health care units are facing issue in offering non-
emergency ambulance services to the patients. Moreover, their first priority is to serve patients who need services on emergency basis. Thus,
such overview presents opportunity for entrepreneur to attain success by introducing and offering non-emergency ambulance services.
SECTION 7: COMPETITOR’S ANALYSIS
Swot analysis of ATS (Non-emergency transport service offering)
Strengths: Weaknesses:
 Leadership and management capabilities
 Brand image
 The main strength is hiring competent and
efficient medical staff.
 Good social cause for attaining market and
offering quality services.
 Entry in the new sector
 Less resources availability
 Less experience in non-emergency services will
have to carry out by making strategies.
 Private ownership structure is main concern for
the firm.
Future opportunities: Future threats:
 Explore operations in other regions which in
turn enhances customer base and thereby sales
as well as profit margin.
 It has immense opportunities such as future
initiation of emergency medical services to
patients.
 To make contacts with government owned
hospitals for increasing customer's base and
enhancing profits.
 Seeking financial aids from the government for
enlarging its products and services portfolio.
 Competitors such as NHS will impose threat
 Planning of leading health care units in relation to
introducing their own medical transport facility.
 Legal concerns are to be taken into account and
obtaining licenses for smoother operations.
 Road taxes is another threat for the entity so as to
carry on operational activities. It will lower down
profit level.

The competitors' analysis is essentially needed in order to attain clarity about strategies implemented by rivals in relevant industry. It
helps business to perfectly analyse the same and then to take certain measures to make well-structured strategies to beat competition in desired
way (Kwansa and Parsa, 2014). This means that company has to assess competition so as to make relevant strategies in the best possible way. In
relation to this, ATS which will offer services to patients and as such, business may provide services to customers in relation to those offered by
rivals. Furthermore, perfect analysis is required by firm so that it may provide relevant services only so that rivals may be outreached with much
ease. SWOT analysis is required to be made in order to attain weaknesses and threats. It is required that weaknesses should be overcome by
which profits can be generated and as such, it may overcome shortcomings. The rival of firm is NHS and as such, competitors' are needed to be
outreached so that higher profits can be garnered. Hence, business will flourish by overcoming its weaknesses and thus, desired profits would be
attained quite effectually.
SECTION 8: OPERATIONS AND LOGISTICS
Legal aspects associated with the business
On the basis of laws or regulations, driver must have license regarding driving or operating vehicle. The legal issues are required to be
taken into account so that operational activities may not get interrupted. If firm do not follow the rules and regulations, then it will have to face
legal problems leading to affect services quite badly and even customer's may boycott to avail services. It is usually important in every business
be it service industry or manufacturing one. In relation to this, firm has to follow legal aspects in order to effectively operate business of non-
emergency medical facilities. First and foremost legal principle is that ambulance driver is required to have license issued from the UK
government. It is a prerequisite because in the absence of license, he can be held liable for breaking the law and even imprisonment along with

fine can be imposed. This is particularly important in the operations of medical services as there will be numerous ambulances in the location
ready to serve patients. It is required that each ambulance driver has license in his name and thus, services could be provided in effective manner
without any difficulty. This means that license has to be obtained before starting operational activities.
On the other hand, patient care need to take so that they may be given with appropriate services. Furthermore, regulations
imparted by CQC (Care Quality Commission) also required to be abide as various services are to be in relation to provisions governed by it.
Health and Social Care Act 2008 has guidelines to register and meet quality standards and submitting regular inspections of such standards. ATS
will have to abide by the services so that desired operational tasks can be achieved. There are certain repercussions if these are not met like
registration may be cancelled, license may be invalidated, thus, preventing to offer services to patients. This means that it need to follow and
guidelines should be met for removing obstacles up to a high extent. Independent ambulance services are enabled to formal regulation in the year
2011 by CQC and replacing Health Commission. Furthermore, NHS services are also subject to monitoring for streamlining various financial
and economic related matters (Schuur, Yealy and Callaham, 2017).
In relation to this, OHS (Occupational Health and Safety) concern is another legal aspect which need to be taken into
consideration so that employees may be provided with adequate services and hazardous risks can be minimised up to a high extent. The
employees are to be provided with proper safety and risks should be identified and control in a better way. Furthermore, patients will be
provided with better facilities so that they may safely reach to hospitals for various reasons. Moreover, ATS will have to provide better services
by which it may enhance profits and carry out legal concerns quite effectually. Furthermore, drivers must safely reach patients to hospitals and as
such, better services will be given to them.
Another legal aspect is related to speed limit which should be maintained by the driver. The Road Traffic Act 1979 governs that
there is no such exemption on the speed limit of ambulance but due limit should be made so that duties can be fulfilled and adequate services can
be provided to the firm in effective manner. It is essentially required for ATS by which it may easily capture market and attain desired profits

since its start up in non-emergency services. This means that firm will be able to abide such legal concerns or aspects so as to continue services
and profits can be attained in a better way. Hence, company would earn desired income and better services can be provided by the firm. This
means that profits would be achieve by following legal rules and regulations.
Skills and accountabilities of staff
Key accountabilities of staff
 Providing patients and family members with support as well as encouragement
 Need to follow the aspect of punctuality and demonstrating caring & cultural sensitivity towards the patients
 Transporting patients by assisting them in and out of ambulances
 Personnel also have accountability to comply with federal and state regulations
Skills of staff
 Effectual customer service and focus
 Physical fitness
 Communication
 Documentation skills

 Decision making ability
 Health care administration, promotion and maintenance
SECTION 9: COSTING AND PRICING STRATEGY
There are various pricing strategies available to an organisation. These are cost-plus pricing, competitive pricing, skimming, penetration
etc. Cost-plus pricing is commonly used by business by just adding profit margin to cost of service. It is calculated and mark-up value is added
which is useful in carrying out total cost to be provided to the service taker. This strategy can be implemented by firm in order to sell to
customers. It will be helpful for firm to quote cost in effective manner. On the other side, firm has another option to implement price which is
competitive pricing. As the name suggests, ATS has to charge those prices currently being charged by competitors in the market. It implies that
firm cannot charge high prices, if it does so, then customers will easily attract to lower prices firm which would be in their budget. Company
here suffers loss and as such, to alleviate this, competitive prices are charged so as to attract customers and enlarge base in the best possible
manner. Hence, competitive prices are charged by the firm leading to attainment of profits (Rogers and Sathyavagiswaran, 2018).
Furthermore, skimming strategy is also used by business. This strategy means to charge high prices for the same services which can be
available at lower cost earlier. It implies that firm when new in market charge more in order to earn more in initial stages but as market begins to
expand, prices are decreased because of more competition prevails. Hence, it is charged at high prices and customers pay for the same. While,
penetrating market strategy is used to implement lower prices in initiation phase so as to develop market and then attain good consumer base.
This means that company charges low cost to lure more of customers and gain market share. Usually, profits are not in more quantum but it
helps to achieve large sales volume and losses can be recovered in later stage by charging more when market share is attained. By seeking this,
penetrating marketing strategy will be used by ATS so that maximum patients may be lured by it and business may be success.

From assessment, it has found that NHS and there are some health care units which provide customers with medical transportation
services. Hence, for building the trust of customers and attract them towards the offerings penetration pricing strategy will be undertaken by
ATS. On the basis of such pricing strategy initially lower prices will be setting down by the company (Leary, 2016). Once, satisfaction and
loyalty of the customers have built then prices will be increased by the firm. Further, to set price cost plus pricing strategy will be employed. In
accordance with this, firstly unit cost will be determined and then adding mark-up in the same products or services are pricing. The benefits of
pricing strategy is that customers has to be quoted with that prices by which they may be able to attain profits quite effectually. This means that
firm has to put that pricing strategy which could be beneficial for customers and firm itself.
In relation to this, penetration strategy is useful so as to gain market share with much ease. It implies that firm will put nominal
charges so that customer's may be provided with enhanced services at lower prices. This means that in initial stages, lower profits would be
attained, however, it will be beneficial in the long run as customer's will be attracted. It implies that by gaining market, profits would be easily
attained at later stage. ATS is required to implement penetration strategy so as to enhance market of company. It will provide immense benefits
to patients and as such, profits would be attained in a better way. However, if high prices are charged, then customer's would be attracted to
rivals and thus, profits get reduced. It means that penetration pricing strategy will be fruitful for attaining more customers and profits can be
accomplished.

SECTION 10: FINANCIAL FORECASTS
Use of Start-up loan in the achievement of business objectives
Start-up loan amount will be used by the company for purchasing high quality equipments needed for delivering quality services to the
patients. Along with this, with the help of start-up loan and owns funds skilled as well as experienced personnel will be hired. Through this,
company would become able to offer high quality services to the customers and thereby builds customer satisfaction as well as loyalty. In
addition to this, effectual promotional plan will also be executed with the help of start-up loan. Through this, awareness will be created among
the patients and other institutions will be created. Hence, start-up loan will provide assistance in executing business plan and thereby meeting
objectives.
FORECASTED CASH FLOW STATEMENT for ATS Company
Particulars Initial
investment
January Februar
y
March April May June July August Septem
ber
October Novemb
er
Decemb
er
% sale per month 0.06% 0.05% 0.04% 0.04% 0.03% 0.03% 0.03% 0.02% 0.02% 0.02% 0.02% 0.02%
Total patients 1600 2100 2500 2850 3100 3400 3890 4500 4700 5000 5300 5600
Sales Services CCT
services
CCT
services
CCT
services
CCT
services
CCT
service
CCT
service
CCT
services
CCT
services
CCT
services
CCT
services
CCT
services
CCT
services

s s
Selling price 85 85 85 85 85 85 85 85 85 85 85 85
Total revenue 136000 178500 212500 242250 26350
0
289000 330650 382500 399500 425000 450500 476000
% sale per month 0.08% 0.06% 0.05% 0.05% 0.04% 0.03% 0.03% 0.03% 0.03% 0.03% 0.02% 0.02%
Total patients 1200 1700 1860 2180 2670 2890 3140 3480 3640 3950 4160 4520
Sales Services ALS
services
ALS
services
ALS
services
ALS
services
ALS
service
s
ALS
service
s
ALS
services
ALS
services
ALS
services
ALS
services
ALS
services
ALS
services
Selling price 18 18 18 18 18 18 18 18 18 18 18 18
Total revenue 21600 30600 33480 39240 48060 52020 56520 62640 65520 71100 74880 81360

% sale per month 0.11% 0.08% 0.07% 0.06% 0.05% 0.04% 0.04% 0.03% 0.03% 0.03% 0.03% 0.02%
Total patients 890 1260 1450 1580 2200 2650 2780 3150 3600 3760 3900 4430
Sales Services Bariatric
services
Bariatric
services
Bariatric
services
Bariatri
c
services
Bariatr
ic
service
s
Bariatri
c
service
s
Bariatric
services
Bariatric
services
Bariatric
services
Bariatric
services
Bariatric
services
Bariatric
services
Selling price 13 13 13 13 13 13 13 13 13 13 13 13
Total sales revenue 11570 16380 18850 20540 28600 34450 36140 40950 46800 48880 50700 57590
Total cash inflows 169170 225480 264830 302030 34016
0
375470 423310 486090 511820 544980 576080 614950
CASH OUTFLOWS
Modification of Ambulances 2000 0 0 1500 0 0 1232 0 0 1456 1450 0 0

Repair and maintenances
expenses
400 400 400 400 400 400 400 400 400 400 400 400
Buying equipments 450 0 0 0 350 0 0 860 0 0 842 0 900
Advertising expenses 380 380 380 380 380 380 380 380 380 380 380 380
Salary to workers 1050 1050 1050 1050 1050 1050 1050 1050 1050 1050 1050 1050
Road Taxes 200 200 200 200 200 200 200 200 200 200 200 200
Legal fees 160 160 160 160 160 160 160 160 160 160 160 160
Total cash outflows 2450 2190 2190 3690 2540 2190 3422 3050 2190 3646 4482 2190 3090
Net cash flow -2450 166980 223290 261140 299490 33797
0
372048 420260 483900 508174 540498 573890 611860
Opening cash balance 250000 247550 414530 637820 898960 11984 153642 1908468 2328728 2812628 3320802 3861300 4435190

50 0
Closing cash balance 247550 414530 637820 898960 119845
0
15364
20
190846
8
2328728 2812628 3320802 3861300 4435190 5047050
Forecasted income statement
Particulars January February March April May June July August September October November December
Revenue 169170 225480 264830 302030 340160 375470 423310 486090 511820 544980 576080 614950
Less: COGS 1200 1150 2200 2450 2600 2750 2810 2900 3500 3610 3720 4020
Gross Profit 167970 224330 262630 299580 337560 372720 420500 483190 508320 541370 572360 610930
Operating Expenses
Modification of
Ambulances
0 0 1500 0 0 1232 0 0 1456 1450 0 0
Repair and
maintenances expenses
400 400 400 400 400 400 400 400 400 400 400 400

Buying equipments 0 0 0 350 0 0 860 0 0 842 0 900
Advertising expenses 380 380 380 380 380 380 380 380 380 380 380 380
Salary to workers 1050 1050 1050 1050 1050 1050 1050 1050 1050 1050 1050 1050
Legal fees 160 160 160 160 160 160 160 160 160 160 160 160
Total operating
expenses
1990 1990 3490 2340 1990 3222 2850 1990 3446 4282 1990 2890
Net operating Income 165980 222340 259140 297240 335570 369498 417650 481200 504874 537088 570370 608040
Less: Road taxes 200 200 200 200 200 200 200 200 200 200 200 200
Net profit 165780 222140 258940 297040 335370 369298 417450 481000 504674 536888 570170 607840
FORECASTED BALANCE SHEET
Particulars January February March April May June July August September October November December
Assets

CURRENT ASSETS
Cash 414530 637820 898960 1198450 1536420 1908468 2328728 2812628 3320802 3861300 4435190 5047050
Inventory 1000 1500 2000 1800 1900 1750 1600 1780 1860 1900 2000 2200
Receivables 36900 40200 42500 45000 45900 52000 55000 56400 57800 62000 66000 72500
Total Current Assets 865960 1315840 1840420 2441900 3118740 3868936 4712456 5681656 6699404 7784600 8936380 10166600
Fixed Assets
Machineries and
equipments
20000 25000 32000 36400 37500 39600 40100 43400 45000 47000 48200 52000
Other fixed assets 0 0 0 350 0 0 860 0 0 842 0 900
Total Fixed Assets 20000 25000 32000 36750 37500 39600 40960 43400 45000 47842 48200 52900
Total assets 885960 1340840 1872420 2478650 3156240 3908536 4753416 5725056 6744404 7832442 8984580 10219500
Liabilities
Current liabilities
Creditors (Payables) 758851.6 1214246 1733146.
8
2322353.
4
3032005.
4
3751660.
2
4625530.6 5604643 6610858.2 7670202.6 8762597.4 10028962.2

Legal fees 160 160 160 160 160 160 160 160 160 160 160 160
Taxes 200 200 200 200 200 200 200 200 200 200 200 200
Total current
liabilities
759211.6 1214606 1733506.
8
2322713.
4
3032365.
4
3752020.
2
4625890.6 5605003 6611218.2 7670562.6 8762957.4 10029322.2
NON-CURRENT
LIABILITIES
Bank borrowings 32000 35400 38600 39400 45000 48600 49200 50200 54600 55700 59000 60100
Insurance expense 70000 72000 86000 88000 60200 94000 96000 98000 99000 100200 112000 15600
Total Liabilities 861211.6 1322006 1858106.
8
2450113.
4
3137565.
4
3894620.
2
4771090.6 5753203 6764818.2 7826462.6 8933957.4 10105022.2
The financial statements are useful to assess the overall position of company in the best possible manner. Mainly there are three types of
financials such as cash flow statement, balance sheet and income statement which provides clear position of company highlighting whether it is
able to produce profits or not. In relation to this, since ATS will start its business in market, forecasted financial statements are prepared for the
organisation for twelve months. Forecasted cash flow statement spells out that firm will sell mainly three types of services such as CCT, ALS
and bariatric services to patients. The selling price of CCT service will be kept as 85 and revenue will be maximised in future course of action. In
the month of January, sales would be 136000 increased to 178500 in next month. In March, it may cross over to 212500 and in next month, it
would move to 242250. Likewise, in December, revenue would reach to 476000 which is remarkable for company.

On the other hand, revenue from ALS services will be 21600 in January and reach to 81360 at the end of December. While, bariatric
services would also be profitable to ATS as it might reach to 57590 in December while it was 11570. Hence, total cash flows would be adequate
for the firm as inflows will be generated. The closing cash balance will be 414530 in the month of January and will maximise to 5047050 in last
month of year. This shows that enough of cash may be produced by firm leading to effective overall cash position. Balance sheet is also prepared
on forecasted basis showing whether assets are enough to meet for liabilities. It means that firm will have good quantum of assets to discharge
liabilities. Inventory and receivables will be increased and investment in machineries and equipments will also be made. Liabilities such as legal
fees, taxes and creditors are also to be met. Moreover, insurance charges and bank borrowings are also increased. Hence, it is required to met all
these liabilities from total assets and thus, it can be forecasted that ATS would have enough of assets for paying-off liabilities.
Forecasted income statement for the period of twelve months have been made. It highlights that revenue would be 169170 in January
which will increase to 225480 and 26480 in next months. Furthermore, it would rise to 302030 in April and 340160 in next month. Moreover,
375470 would be achieved in June and 423310 in July. It would further rise to 486090 in August, 511820 and 544980 in later two. In November,
it will reach to 576080 and 614950 in December. By looking at sales revenue, gross profit will also be favourable. Expenses relating to
ambulances, repairs and maintenance, equipments, advertising and salaries are taken along with legal fees. By deducting these, net profit is
calculated which is favourable enough. The net profit will be 165780 in starting month which will increase to 222140 in February.
Moreover, it would rise to 258940 in next month. In April, it would further elevate to 297040 and 335370 in May. This shows that profits
would continue to increase in later months as well. It is evident from the fact that profits would increase in June to 369298 while in July reach to
417450. It would further maximise to 481000 in August and 504674 in September. Net profit will elevate in October month as well to 536888
and in November to 570170 and reach to 607840. It clearly shows that company can easily attain financial growth and performance would be
maximise up to a high extent. This means that firm will achieve profits as costs will be controlled and as such, good profits will be accomplished
from the market. Hence, it can be interpreted from above financials. Hence, it can be said that firm will have good financial growth as depicted

by financial statements. It would be able to garner good amount of sales by providing services to patients and thus, enough quantum of profits
will be achieved leading to better overall financial growth.
SECTION 11: BACK UP PLAN
The business will be started and effective services will be given to the patients. This will maximise their satisfaction level in effective
way. Short-term Plan is highlighted below-
 To provide services to patients which will provide with good quantum of profits
 To impart ambulance services to all nearby locations and to establish position in the market.
 To give services in that manner to effectively attain desired profits and enhance customer satisfaction.
Long-term Plan-
 To establish good market share and provide more advanced techniques to serve patients.
 To lead towards top most position in the market and become leader.
 To reach over more markets to earn profits.
Plan B-
The operational activities will be effectively started by ATS in the market and to earn profits will be fulfilled. It will provide better
services and make customer's happy. The old age patients and other people in society will be benefited and business would garner desired
income with much comfort (Fan, French, Duray and Stading, 2017.). However, if the business fails to carry out desired targets, back up plan is
required from preventing business to fail and earn profits. This is essentially required so that organisation may not suffer losses and operational
activities can be started quite effectually. ATS would require framing back up options if non-emergency services tend to fail. In order to

overcome the situation, Plan B would be required to be implemented so as to minimise risks in the best possible way. Plan B lists that if present
proposal fails, then it should go for emergency medical services in order to earn profits without any difficulty. The main purpose of taking this
proposal is that main target customers of ATS are old age citizens and then rest of the people. In context to this, usually emergency services are
availed by older people and thus, it will be more suitable to firm to impart services in effective way. Furthermore, it would easily charge more
price on emergency ambulance service and as such, this plan will be beneficial for organisation if current plan proposed fails having whatsoever
reasons.
This implies that firm may not lose anything and business operations could be continued in a better manner. This will be fruitful for firm
as more profits will be attained in order to capture market without any difficulty. Moreover, customers' life could be saved in the shortest
possible time because fast services would be imparted to elevate profits quite effectually. It will be beneficial for the company as uninterrupted
services could be provided and customer's will become committed to avail services and will not driven away to rivals. It is required that in the
event of the failure of proposed business, it would be provided that business could earn profits. This means that firm will be able to earn profits
and become profitable quite effectually (Graham, 2018). In relation to this, ATS would be successful in non-emergency services and if it fails,
then emergency services can be provided to establish market. Hence, back up plan is essential for business so as to minimise risks.

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