Comprehensive Business Plan for Neotia Clinic in Malaysia

This project presents a comprehensive business plan for Neotia Clinic, a healthcare venture proposed for Malacca City, Malaysia. The plan outlines the clinic's mission to provide innovative chiropractic care, targeting residents, sports individuals, and organizations. It includes a detailed service description encompassing inpatient and outpatient care, diagnostic services, and specialized therapies. The analysis covers industry trends, patient demographics, and competitive landscapes, with a focus on marketing strategies, including product, price, place, and promotion. An operations plan details staffing, payment options, and customer relationship management. The financial plan projects costs, revenue, and profitability, providing a roadmap for the clinic's successful establishment and operation within the Malaysian healthcare market. The business plan highlights the clinic's competitive advantage through innovative chiropractic care and strategic focus on injury and chronic pain care.

Running head: BUSINESS PLAN OF ABC CLINIC BASED IN MALAYSIA
Business Plan of Neotia clinic based in Malaysia
Name of the University:
Name of the Student:
Authors Note:

1BUSINESS PLAN OF ABC CLINIC BASED IN LIVERPOOL
Executive Summary
Neotia is a small clinic that will start its business in Malacca City in Malaysia that is planning to
invest in setting up the clinic within the highly populated and busy areas of the city to attain
increased success and visibility of the clinic. The target consumer or patients segment for the
new business of Neotia Clinic will be the residents within the Malacca City of Malaysia
including the injured sports individuals, expectant mothers, health management orgaanzations.
The pricing strategy for new business of Neotia Clinic will be based on the hourly billing along
with per visits billing technique. The medical services that will be offered by Neotia Clinic new
business will be promoted through sending introductory letters to the local residents of Malacca
region of Malaysia, business owners along with corporate organizations. The management team
of Neotia Clinic will be employed and structured in a manner that for each job role of the clinic
there will be necessary highly skilled personnel to perform the operations effectively along with
offering exceptional services to the target consumers.

2BUSINESS PLAN OF ABC CLINIC BASED IN LIVERPOOL
Table of Contents
Mission and Keys to Success...........................................................................................................3
Service Description..........................................................................................................................3
Industry Analysis.............................................................................................................................4
Patient or Consumer Analysis.........................................................................................................5
Competitive Analysis.......................................................................................................................6
Marketing Plan.................................................................................................................................7
Operations Plan................................................................................................................................8
Management Team..........................................................................................................................9
Financial Plan and Projections.......................................................................................................11
References......................................................................................................................................17
Bibliography..................................................................................................................................19

3BUSINESS PLAN OF ABC CLINIC BASED IN LIVERPOOL
Mission and Keys to Success
The mission of new clinic Neotia will be to educate and offer healthcare services to the
residents of Malacca City in Malaysia through offering innovative Chiropractic care within an
environment which encourages personal growth along ith development based on human need to
feel in control and respected. The major keys to success for new business of Neotia Clinic are
indicated below:
 Implementing as well as maintaining an organised as well as consistent medium of lead
tracking and generation along with follow-up that can effectively turn leads into
prospects
 Utilising a repeatable system that can convert prospective individuals to consumers
 Hiring and maintaining reliable office staffs that operate business activities as per
company’s mission along with sharing the similar concern for individuals.
Service Description
Neotia is a small clinic that will start its business in Malacca City in Malaysia that is
planning to invest in setting up the clinic within the highly populated and busy areas of the city
to attain increased success and visibility of the clinic. The clinic will offer its healthcare services
through opening a high classic hospital in the Malacca City after investing MYR 1 million. The
services those will be provided by this new clinic will encompass inpatient as well as outpatient
care, services of anatomical pathology, clinical laboratory services, services of operating rooms,
diagnostic X ray services, personal injury case management along with physical, occupational

4BUSINESS PLAN OF ABC CLINIC BASED IN LIVERPOOL
and speech therapy (Barrow, Barro and Brown 2015). Such services are considered to be offered
by exceptionally trained personnel’s those will be hired by Neotia clinic.
Neotia Clinic will also offer high level professional service that can facilitate in treat
injured and ill people of all age group dealing with carious states of pain along with inactivity to
comfort and wholeness. Moreover, the innovative service that will be offered by Neotia in
Malaysia is that it will employ a drugless treatment approach to this patient group through
offering them tools they require mentally, physically and emotionally in returning back to their
healthy and active lifestyle (Scarborough 2016). Moreover, through offering such products and
services, the new business of Neotia Clinic will ensure success on Malaysian healthcare market.
This is for the reason that the innovative Chiropractic Care is considered to be more successful in
comparison to other typical medical treatment as it is cost effective. It also makes it obvious that
this can turn out to be a serve of high demand in case it is approached in a right manner.
Industry Analysis
In order to analyse the feasibility of Neotia Clinic’s new business in the Malaysian
healthcare industry, PESTEL analysis is carried out below:
 Political- Neotia Clinic is anticipated to attain business advantages from the policies of
lower taxation in Malaysia particularly in the Malacca city. This can support the new
clinic business in grabbing an increased profit margin along with high spending in the
research and development (Blackwell 2017). Moreover, is is also observed that
Malaysian healthcare industry abides by rigid health and safety norms those are followed
within the country against which the new clinic will maintain its medical policies and
standards.

5BUSINESS PLAN OF ABC CLINIC BASED IN LIVERPOOL
 Economic- Malaysian healthcare industry deals with a downward pressure on consumer
spending and this indicates that consumers’ disposable income is quite stable and
existence of inequality within the society can impact consumer spending pattern. Neotia
Clinic can obtain high liquidity within the market in making sure of rapid business
expansion in the city (Burns and Dewhurst 2016).
 Social- In the Malaysian healthcare industry it has been observed that the social media
word-of-moth on the clinical services is having a great impact on consumer opinion on
modernised medical services provided within the Malacca City of Malaysia. In addition
with increasing liberalization, consumer perception towards heath and safety are turning
out to be lax due to which the societal norms along with perceptions will be evaluated by
Neotia Clinic in serving consumers in a better manner (Burns 2016).
 Technological- Malaysian healthcare industry has evidenced existence of technology
transfer along with licencing concerns within the Malacca region as there is lack of strong
culture of technology transfer. In regard to same, the medical companies within the
Malacca city of Malaysia are much reactant concerning licencing or technology transfer
because if fear of keeping competitors out of collaborators. The current technology based
clinical innovations is observed to be existent in the industry as it can provide better
insight for the competitors strategies (Cant 2016). Focussed on same, Neotia Clinic will
consider developing its unique value propositions through its clinical services.
Patient or Consumer Analysis
The target consumer or patients segment for the new business of Neotia Clinic will be the
residents within the Malacca City of Malaysia. All the residents nearby the place where the new
clinic will be situated, the injured sports individuals, expectant mothers, health management

6BUSINESS PLAN OF ABC CLINIC BASED IN LIVERPOOL
orgaanzations will be the target consumers (Kidambi 2017). Moreover, it will also include the
corporate orgaanzations such as insurance companies, manufacturing companies and financial
institutions as well as the manufacturing industries nearby the region will be the target
consumers. The new clinic will ensure that it targets consumer segments those have health
insurance as well as the ones those are not having heath insurances coverage. In addition, the
target consumer group of Neotia Clinic will also include a broad range of consumers through
complying with the regulations and rules governing the new clinic along with the Malaysian
healthcare industry.
Competitive Analysis
After carrying out the market analysis of Malacca City in Malaysia it has been gathered
that the medical clinics are in competition with certain other major healthcare providers within
the region. Such potential competitors include homecare service providers, health centres along
with the well-established hospitals in the Malacca City of Malaysia (Hopp et al. 2018). An
increased threat of business rivalry might be faced by Neotia Clinic due to presence of larger
along with renowned hospitals and medical clinics in the city where Neotia Clinic will operate its
business. In order for this new business to attain competitive edge in Malaysian healthcare
industry, Neotia Clinic is intended to offer well positioned, viable as well as better parking space
having good security. The employees those will be hired will be properly skilled and groomed in
offering all types of services within healthcare sector (Rosati and Conti 2016).
In addition, the newly introduced medical services by Neotia Clinic will be offered
through exceptionally trained professionals those are knowledgeable in offering patents having
exceptional value against money. The new clinic business of Neotia is deemed to attain a

7BUSINESS PLAN OF ABC CLINIC BASED IN LIVERPOOL
competitive edge as it will offer effortless, affordable and suitable care for patients through
implementing Chiropractic care therapy. Such innovative clinical care is not common in the
services offered by the renowned and nearby medical clinics and hospitals of Malacca region.
For this reason, through offering such exceptional services along with maintaining strategic
focus on business development in the area of injury and chronic pain care is considered to attain
competitive position for Netopia Clinic in Malacca City over the upcoming years.
Marketing Plan
For ensuring the success of the new business of Neotia Clinic in Malaysia, certain effective
marketing strategies to be implemented by the business is indicated under that is segmented into
4 Ps of marketing plan:
 Product: The services those will be provided by this new clinic will encompass inpatient
as well as outpatient care, services of anatomical pathology, clinical laboratory services,
services of operating rooms, diagnostic X ray services, personal injury case management
along with physical, occupational and speech therapy. Such services are considered to be
offered by exceptionally trained personnel those will be hired by Neotia clinic. Through
offering innovative Chiropractic products and services, the new business of Neotia Clinic
will ensure success on Malaysian healthcare market.
 Price: The pricing strategy for new business of Neotia Clinic will be based on the hourly
billing along with per visits billing technique. The pricing strategy will be simple as well
as preferable by the medical clinic as well as clinical service providers based on billing
personal injury case management services for each hour against the fixed price (Uhl and
Gollenia 2016).

8BUSINESS PLAN OF ABC CLINIC BASED IN LIVERPOOL
 Place: Neotia will be a small clinic that will establish its operations in the Malacca City
of Malaysia and will plan to invest to set up its operations in the specific location of the
city having high population, increased visibility and better connectivity to the nearby
areas.
 Promotion: The medical services that will be offered by Neotia Clinic new business will
be promoted through sending introductory letters to the local residents of Malacca region
of Malaysia, business owners along with corporate organizations. Certain other business
promotion strategies that will be employed by Neotia Clinic will be word-of-mouth,
direct marketing and the social media channels such as Facebook, Twitter, Instagram and
LinkedIn (Jacobsen 2017). These promotional strategies can facilitate in increasing media
reach of the new business among the local residents of the Malacca City.
Operations Plan
The proposed business operations model developed for Neotia Clinic is considered to
include a team of exceptionally skilled healthcare professionals that will have the responsibility
to manage every job position in the newly established clinic. In the selected location of Malacca
City of Malaysia, the operating model of the company is deemed to operate for 24 hours on an
everyday basis that is seven days in a week. The business operations of Neotia Clinic will also
encompass multiple payment options, properly equipped call centre as well as superior culture of
offering high quality consumer healthcare services that can entertain the strength of the business
model (Chambers and Humble 2017). The business operations o the newly established Neotia
Clinic will also have a standard call centre that will be maintained and operated by highly trained
healthcare professionals. The employees of the clinic will be exceptionally trained so that they
can operate successfully within the operating model of the company so that the needs of the

9BUSINESS PLAN OF ABC CLINIC BASED IN LIVERPOOL
target patients are suitably addressed. The new clinic will also consider implementing the
“Customer Relationship Management (CRM)” software that can support the company in
managing better relationship with the consumers as well as providing them advanced treatment
facilities.
Management Team
The management team of Neotia Clinic will be employed and structured in a manner that
for each job role of the clinic there will be necessary highly skilled personnel to perform the
operations effectively along with offering exceptional services to the target consumers (Johnson
and Garvin 2017). The management team of Neotia Clinic is proposed to encompass the
following personnel:
 The chief medical director appointed in the Neotia Clinic will be responsible for
providing suitable business direction and will also be accountable for communicating the
organization’s mission, vision along with strategic objectives for entertaining business
success.
 Doctors that will be appointed in Neotia Clinic will be responsible for providing
exceptional and technologically advanced medical services to the target consumers or
patients. The doctors will also be highly trained in dealing with cases with medical
emergencies.
 Neotia Clinic will also employ knowledgeable and will be accountable for managing the
activities within the dispensary store. The personnel will also have the responsibility of
selling, ordering as well as controlling medicines as well as stock.

10BUSINESS PLAN OF ABC CLINIC BASED IN LIVERPOOL
 Nurses along with their supporting personnel will have the responsibility of dealing with
assisting doctors, case management of personal injury, assisting doctors in treating
patients effectively and providing necessary medical based management services.
 Information technologists will also be appointed by Neotia Clinic that will be responsible
for maintaining efficiency of the software maintained in the clinic such as Consumer
Relationship Management and other medical based software
 Human resource or admin manager will also be appointed in the Neotia Clinic that will
be responsible in managing recruitment as well as management of employees
 Sales and marketing personnel will be recruited by Neotia Clinic that will be responsible
in carrying out external research in order to retain existing consumers as well as attracting
new ones. These personnel will also be responsible for managing sales team in sustaining
high sales in the business.
 Cashier and Accountants will be employed by Neotia Clinic that will be responsible for
preparing financial reports, budgets as well as financial statements of the newly
established clinic as well as making sure of maintaining better cash management
 Customer care executives will be recruited by Neotia Clinic that will be responsible for
maintaining effective communication with consumers and will also be accountable for
addressing all the consumer queries regarding medial services offered, appointment
timings and any complaints.
 Cleaners will be employed in sufficiency numbers within the Neotia Clinic that will be
responsible for cleaning the medical clinic facilities along with making sure that there is
suitable availability of toiletries and clinical supplies.

11BUSINESS PLAN OF ABC CLINIC BASED IN LIVERPOOL
Financial Plan and Projections
The financial projections indicated in the tables below for Neotia Clinic will encompass
profit and loss, cash flow along with the start-up costs for business for the time duration of
upcoming three years.
Start-up Expenses for ABC Clinic
Sources of Capital
Owners' Investment (name & %
ownership)
Your name & % ownership
6,000,000.0
0
Other Investor 25,000.00
Other Investor 2,500.00
Other Investor 0.00
Total Investment
6,027,500.0
0
Bank Loans
Bank 1 2,500.00
Bank 2 2,500.00
Bank 3 0.00
Bank 4 0.00
Total Bank Loans 5,000.00