Detailed Business Plan for ATS Non-Emergency Medical Transport

This business plan outlines the strategy for ATS, a non-emergency medical transport service in the UK. It details the owner's background, experience, and training, highlighting the rationale for starting the business. The plan includes a description of products and services, focusing on patient transpo...Read More

Business Plan

TABLE OF CONTENTS
SECTION 1: EXECUTIVE SUMMARY..................................................................................3
SECTION 2: OWNER’S BACKGROUND..............................................................................3
2.1 Rationale behind running own business...........................................................................3
2.2 Work experience..............................................................................................................3
2.3 Education and qualification..............................................................................................3
2.4 Training............................................................................................................................3
2.5 Future training courses.....................................................................................................3
SECTION 3: PRODUCTS AND SERVICES...........................................................................4
SECTION 4: THE MARKET...................................................................................................5
SECTION 5: MARKETING STRATEGY................................................................................6
Marketing mix........................................................................................................................6
Segmentation, targeting and positioning................................................................................7
SECTION 6: MARKET RESEARCH.......................................................................................8
SECTION 7: COMPETITOR’S ANALYSIS............................................................................9
SECTION 8: OPERATIONS AND LOGISTICS....................................................................10
Legal aspects associated with the business..........................................................................10
Skills and accountabilities of staff.......................................................................................10
SECTION 9: COSTING AND PRICING STRATEGY..........................................................10
SECTION 10: FINANCIAL FORECASTS.............................................................................11
Use of Start-up loan in the achievement of business objectives..........................................11
SECTION 11: BACK UP PLAN.............................................................................................11

SECTION 1: EXECUTIVE SUMMARY
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.
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.
2.3 Education and qualification
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. 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.
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.
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
SECTION 4: THE MARKET
Patient’s o 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. 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.

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.
 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.
 Place:
 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.
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.
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.
 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.
 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.
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-medical 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.
Targeting
Positioning
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.
 Surveys & questionnaires
 Desk or online research
 Social media research
Primary research: Survey via questionnaire
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 individual 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
 Entry in the new sector
 Less resources availability
Future opportunities: Future threats:
 Explore operations in other regions which in
turn enhances customer base and thereby sales
as well as profit margin
 Competitors such as NHS will impose threat
 Planning of leading health care units in relation
to introducing their own medical transport facility

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.
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
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. 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.
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.
SECTION 11: BACK UP PLAN