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Smile Child Hospital
Business Plan
6/4/2012
Muhammad Moiz
SP09-BS(BA)17/ATK
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SMILE CHILD HOSPITAL
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SMILE CHILD HOSPITALBusiness Plan
Muhammad Moiz
SP09-BS(BA)-17/ATK
Submitted to:
Mr. Suhaib
Date: Monday, June 04, 2012
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Smile Child Hospital
Hospital Road Rahim Yar Khan
Nature of Company
It’s a Partnership hospital having five partners; the names of the partners are as
follows:
Mr. Arslan Mazhar
Mr. Jamil Ahmed
Mr. Faizan Shahid
Miss. Huma Irshad
Miss. Sarwat Afzal
Nature of business
It’s a service type organization.
Amount of finance needed to start
According to our assumptions and the rates of different things required like
machinery, equipment and building for the hospital we need 50 million
approximately.
Amount of investments
All of the partners will provide 30 million to start the new venture.
We have requested for a loan of 20 million from the Punjab Medical Association
(PMA) to be paid in 20 years without interest. This debt will cover medical
equipment costs, an ambulance and building’s leased cost.
Industry Analysis
Industry ForecastIn Pakistan every ninth (9
th) child died before his/ her 5th birth day due to
Malnutrition (Imbalanced diet), (WHO survey 2005).During past three years growth rate of diseases in children is approximately 60%
percent due to lack of hygienic factors & polluted atmosphere. But growth rate in
hospital industry is just 15%, the reason is that there is no technological advancement
in hospital industry. People of Rahim Yar Khan intend to go other big cities like
Lahore, Karachi and Islamabad etc, for better treatment of there children. Keeping
this point of view we decide to create a stand that gives all types of child related
problem solution in Rahim Yar Khan under one roof.
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Analysis of competitor
In private or public sector there is no single hospital is situated in Rahim Yar Khan,
match with our standard & caliber. So, no direct competitor is there but some indirect
competitor have established their clinics and doing practices. They are simple MBBS
and get training in respected fields and on the basis of experiments they are running
their clinics. Some of them are competent but hunted by lack of new technology and
laboratory system; they normally refer their patients to other big cities in critical
situation.
Child is a very sensitive, but simple MBBS doctor treats him / her in experimental
way, but we come here with Physician & surgeon, Nutrition Specialist, Psychiatrist,
Neurologist, Anesthetic specialist, before starting treatment they all diagnose problem
sitting in panel and then start treatment.
Market Forecast
We operate our business in huge level, targeting the area from Liaqat Pur to Sukhar,
and no single hospital here providing all types of medical facility under one roof with
new machineries. According to Pakistan Govt. survey 18.5% of child in this area died
due to non available of proper medical facility. And remaining go for big cities for
treatment.
We segment our market on Income bases:
1. Upper Class
2. Middle Class
3. Lower Class
By giving high quality of medication with latest equipments and doctors we can
satisfy the high income group.
Because our rates are reasonable for middle income group we can also satisfy them.
By giving compensation packages to poor we can also satisfy the poor income group.
Background of Entrepreneurs
We the student of BBA (Hons), making a feasibility report of Children hospital under
a subject INDUSTRIAL MARKETING. And my respected sir, Prof. Shahid Nawaz
assigned this project to me.
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Description of Venture
Services Provided
Our each program emphasizes comprehensive, multidisciplinary care for childrenwith all types of medical conditions. In addition, we provide moral support to patients
and families to cope with the challenges of illness. These include our Child Life
Services department, which caters to the emotional and developmental well being of
hospitalized children and their families.
Child Life Services
The Children Hospital’s Child Life Department focuses on the emotional and
developmental well being of hospitalized children and their families.
Genetic Diagnosis and Counseling
The Section of Genetics at our Medical Center provides a full range of services for the
diagnosis, counseling and treatment of patients who have or who are concerned about
genetic and congenital disorders.
Pediatric Cardiovascular Services
Children's Hospital provides complete clinical services for the diagnosis and
treatment of congenital and acquired heart diseases in children.
Pediatric Critical Care
The pediatric critical care program at our hospital provides services for children with
the entire range of severe illness.
Pediatric Gastroenterology, Herpetology & Nutrition
The Section of Pediatric Gastroenterology, Herpetology and Nutrition at Children’s
Hospital offer the broadest range of services available for treatment of problems of
the stomach and intestines.
Pediatric Psychology
At Children’s Hospital, our clinical psychologists are specially trained for the care of
children.
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Size of the Business
Our hospital is basically belonging from medium size business. Other clinicssituated in Rahim Yar khan are small in size and have not developed laboratories.
Capacity of our hospital will be `45 patients at once or 10 in emergency.
BUILDING
We purchased land and construction on hospital is nearly to complete.
Location of building
This building is situated on hospital road and 10 feet away Shiekh Zayed Medical
Hospital main Gate.
Size of building
Area of building is fourty (40) Marla and building having 6 floors.
Rooms
It has fifteen single rooms and ten double rooms. A visiting lounge, rooms for staff (doctors) and for paramedical staff are also included.
Hall
On ground floor there is 30×40 square feet hall, which is enough for a small children
ward.
Personnel
Personnel are the assets of any company especially in the service sector. In our
Hospital more than 80% personnel will be skilled based. We rank our personnel into
different departments.
Doctors
Consultant physician Physician Medical officers (M.O)
Anesthetic specialist Pharmacist
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Surgeon Pathologist Psychiatrists
Paramedic staff
Nurses Dispenser Operation thither assistant Laboratory assistant
Other personnel
Office boys Ward boys
Gun men Ambulance driver Sweeper Gatekeeper Peons
Hospital Equipment
When any business is going to be practically implement office equipment is essential
for routine work established discipline and identifications of specific designations.
Similarly, in our hospital three medical departments require some particular office
equipments, which will be helpful in checking of the patients while check by the
doctors. The most interesting thing is that our office equipment is quite different from
other manufacturing organizations. These three departments have three offices and
each office should contain following equipments.
Stethoscope B.P apparatus Thermometer
Laminator Otoskop Tongue depressor Torch Measuring tap Glucose monitor Pen stand Stationary Table lamp Office table Office chair
Toys for children Weight scale
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All above listed materials should in every office for checking the patients because
without equipment doctor is like the soldier without the weapon in war. Another
thing, which we have in our mind that all the equipment should be, modernized
enough in handily.
After the description of doctors list now we explain some other offices, which will becompulsory for further hospital functioning.
For this purpose, fist of all we describe finance office and the equipment needed for
this is
Computer Draw Safe Table furniture
Operation Theater Equipment
Operation lights Operation table Anesthetic machine B.P monitor Cardiac monitor Diathermy Suction machine Oxygen cylinder Nitrous cylinder Autoclave
Equipment for Laboratory
Colorimeter Analyzer Microscope Centrifuge machine X-ray machine
Chemicals Glucose meter
Equipment for general ward and other rooms
Incubator Sucker Machine Nebulizers ECG Machine Puls oxinator
Oxygen Equipment Wheel chairs
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Weight Machine Stabilizers Stretcher
Other equipment includes
Stationary Air-conditioned Unit
SUPPLIERS
Surgical Pharmaceutical Oxygen supplier
Furniture supplier
SURGICAL SUPPLIERS
These are the suppliers who will provide us the equipment and instruments necessary
for surgery.
Mr. John Singh provide us these equipments living in Japan. His Content no. is
+8859874563
Pharmaceutical suppliers
These suppliers will provide us all types of medicines.
Glaxo Smith Kline and Abbott companies will provide us all types of medicines.
Oxygen supplier
These suppliers will provide us oxygen. This suppliers belong to Multan, name as
Arif. His Content no. is 03345698707
Furniture supplier
These suppliers will provide us all kind of furniture. It includes a lot of suppliers some
provide office furniture, others provide ward furniture.
Modern Furniture Shop
Lucky Furniture Shop
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Operational Plan
Intensive Cure Unit (ICU) Emergency
Physiotherapy Neurology Laboratory Pharmacy Dispensary Electrical department
Emergency
Emergency department will be there in the hospital where patients that will be
seriously ill will be admitted. They will remain in emergency for almost two to threehours and then will be shifted to rooms or intensive cure unit depending upon the
situation.
Intensive Cure Unit (ICU)
In intensive cure unit, patients suffering from severe diseases like pneumonia, malaria
etc. will be admitted. They will remain in that unit for two to three days depending
upon their condition.
Physiotherapy Department We are going to introduce a different kind of hospital. We research in our area there
in no standardized children hospital in which a separate physiotherapy department
available. So due to this reason we are making a special physiotherapy department for
those children which are hunted by polio and other these types of diseases.
We require five million (5,000,000) for a fully equipped physiotherapy department.
Neurology Department
The section of Pediatric Neurology at hospital is staffed by the experts in their field.
We work closely with other specialists to provide the most advanced care for children
with neurological illnesses. We coordinate pediatric nurse-supervised sedation for CT
and MRI scanning with our neurologists, who provide a full range of radiological
imaging of the nervous system for our young patients. In addition, because of the
strong connection between the brain and behavior disorders, a team of child
psychiatrists, psychologists and behavioral pediatricians is also available to work with
patients and their families, as necessary.
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Laboratory
Laboratory will be well equipped with all the necessary equipment and instruments.
Almost, all types of tests can be possible there. e.g. X-Rays, blood test, CITY SCAN
etc.
Pharmacy
This sort of pharmacy has life saving drugs and other routine drugs which are
recommended by a consultant physician to a patient. We will be having fully
equipped pharmacy.
Dispensary
We have included dispensary for the patients that come just for time being. The
dispensary’s charges will be included in the Doctor’s fees.
Electrical Department
Hospital is the place where electricity is most important, not only for operations but
also for patients in wards, laboratories or ICU. So, we have included it as a separate
department. This department will handle the air conditioner plant and the generators
for electricity problems.
Marketing Plan
Here we describe market conditions and strategies related to services. How it will be
priced and promoted.
Being the entrepreneur our main focus is profitability but also target is how to serve
our people in constructive manner. Therefore our marketing goals will be the blend of
both factors.
Provide all possible facilities to our people in their own area.
Create medicated environment in our city whereas people will not move towards other
big cities for better treatment.
Situational Analysis
Our city environment is very much supportive for the hospital industry.
Through environmental analysis we came to know there is no direct competitor here.
Define Target Market
Our target market is from Liaqat Pur to Sukhar, because within this rang there is nostandard hospital giving medication services under one roof.
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Strengths New idea which will be highly acceptable in the market.
We are the trend setters.
Our relationships with suppliers are strong enough that offer creditarrangements, flexibility & response to special product requirements.
Employee competency and professionalism, which are the asset of our
company.
Our commitment is quality to customers.
We not only satisfy the customers but also build relationship with them in order to get their loyalty and better future of the company.
Our unique strength is giving all medication services under one roof.
Competitive advantage of “first to enter in the market”.
Weaknesses
Access to capital.
Cash flow continues to be unpredictable.
Lack of awareness to people. They don’t have the exact concept of interior
designing.
People living in rural areas difficult to target
All the weaknesses of a company are not the weaknesses; actually they are theopportunities for improvement in the company’s functions. So by properly
arability the opportunities, they would become you strengths.
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Opportunities
Growing market with a significant percentage of our target market doesn’t
know about nutrition and psychiatrist services.
Increase in opportunities beyond the target area of R.Y.K.
By providing ambulance services to rural areas we can capture that marketalso.
We can expand business by targeting Sukhar to Hyderabab city.
Threats
New Entrance of competitor
High Import duty on machines can increase the cost and make direct effect onour services charging from people.
Develop Goals and Objectives
Mission
Children hospital is guided by the belief that all children need to grow up in a
protective and nurturing environment, where each and every child is given the
opportunity to reach his or her potential. We believe this vision can provide a brighterfuture for all children.
Goals
To provide out class medical facilities to our patients.
To provide them a favorable environment.
To expand the business.
Objectives
To earn maximum profit To introduce new technologies to make services better than ever before.
To provide incremental value to our customers.
To protect and maintain our resources.
Maintain a positive and steady growth of 15% each year. Maintain a grossmargin of 25%.
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Marketing Strategies
Increased awareness & image
Our first strategy is about the awareness of our hospital to the patientsInforming those not yet aware of what Smile Child Hospital offers.
We will increase the awareness among the customers through proper advertising.
Advertising through
Local news papers
Using cable network
Marketing Mix1. Product
2. Place
3. Price
4. Promotion
5. People
6. Process
7. Physical Avoidance
Product
Input Sick Patient
Process Treatment of dieses
Output Healthy Patient
Place
We believe that place is not just about distribution it is about convenience too. If the
services are not available where and when people need, it will create a lot of problems
for customers.The physical place which we have chosen of our Hospital is Hospital road RYK
because it is a most famous and well known place for all the people. Another reason
for that place so most of people, although, which are not our direct competitors, are
operating in that area and awareness will be created frequently.
Price
Doctor’s Fee
Consultant physician 500/-
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Physician 500/-Physiotherapist 800/-
Ward and room charges per day
Ward charges 200/-Single non AC room 300/-Singe AC room 500/-Double non AC 500/-Double AC 900/-ICU (intensive care unit) charges 600/-ITR (intensive treatment room) charges 800/-City Scan
Promotion
We will promote our Services through different types of promotions like
Advertising Public relations
We need one million (1,000,000) R.s for promotion.
Advertising Medias
We have decided to use almost all types of advertising media because we are the newentrants in the market. So, we have to aware and educate people to come to our
hospital with their children to get a better treatment with advanced technology.
Circulate Hand outs Advertise through Newspapers Through Cable TV because it has made a major source of
advertisement Billboards and banners
PeopleWe are targeting the infants and child.
Process
We are providing better health care unit, with unique innovation like, before treatment
of any critical diseases in child, first make a panel of doctors, when the sit together
through brain storming it is zero chance to treat child wrongly that are very much
common in other hospitals.
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Physical Aviedance
Our two doctors, Anesthetist and Neurosurgeon are foreign qualified has MD
(American) degrees and one Pediatric Surgeon is FRCS (UK) Fellow of Royal
College of Surgeon qualified and other are from FCPS (PAK) Fellow of college of
physicians and Surgeons qualified.
Implementing the Market Plan
After all above procedure accepted we will implement this marketing plan.
Evaluating the Market Plan
After implementing if we feel any deficiency in the plan then we evaluate it and againimplement it till the desire outcome not satisfy us.
But it’s very difficult to again make a market plan till startup.
Organizational Plan
Form of Ownership
Form of Ownership in Smile Child Hospital is Partnership so the business will beperformed on partnership basis.
Partners and their terms of Agreement
As the legal status of Smile Child Hospital is partnership so there are five partners.
Partners & Addresses
1. Mr. Arslan Mazhar
Gulshan-e-Usman
2. Mr. Jamil Ahmed
Gulshan-e-Jamil
3. Mr. Faizan Shahid
Gulshan-e-Iqbal
4. Miss. Huma Irshad
Khan Pur, R.Y.K
5. Miss. Sarwat AfzalGulshan-e-Iqbal
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All the partners will have equal responsibility to operate the business and all will be
responsible for any wrong decision.
Profit/Loss Sharing PercentageAll the partners have equal investment of 10,000,000 R.s in the business and the ratio
of profit and loss distribution will be equal
Authority or Control
Authority regarding business matters will equal to all the partners. All partners will
have joint account with the name of Smile child hospital so the check-signing
authority will be equal for all the partners. In case of all other matters regarding
dealing with employees, customers and suppliers but also placing orders and receiving
orders, taking different kinds of wise decisions, all will have equal authority andcontrol.
Roles and Responsibilities of members
The following is the description about the responsibilities of all the members of the
organization including owners and the designers. Each and every member will be
responsible to perform his or duty according to the specifications.
2No. Designation Responsibility1
2
3
Owners
Doctors
Other Staff
Dealing with suppliers
Decision making
Managing Inventory
Order placement
Financial decisions
Managing employees
Provide consultancy to
patents
Treating all patients in
their timing very
carefully
Good Behavior &
Consultancy regarding
finding any department
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4 Computer
Operator
and patients
Recording all expenses
Making profile of Patients
Recording all medicines and
equipment, purchased and
dispose off. I-e injections
or vaccines
Assessment of Risk
We are going to start a standardized children hospital in Rahim Yar Khan. Before this
there is no hospital operating which provide all facilities, which are needed for a
children hospital. According to our research there is a very much need for a
standardize hospital,
That provides all the facilities for the health to children. So in future our business is
100% successful and the chance of failure is Zero percent (0%). The involvement of
risk in our business is zero percent; the reason behind is that there is no direct
competitor in this region but some small clinics are operating here which are our
indirect competitors. There is no fear from their side because they are operating with
single doctor. Mostly Doctors are operating their own clinics own self. These clinics
are operating with old type of equipments and there is no specialty in their clinics. So
in these conditions our business is not facing any sort of risk.
High cost
We are operating our business at very much cost where as our indirect competitor are
operating at low cost. Patients can easily offer their fees, so this is our one and only
weakness.
New & Imported Technologies
We are introducing new & imported technologies in our hospital, that difficult to
operate and need special persons to operate it.
Financial Plan
There is no such typical financial plan. As, we are making the feasibility report
therefore; we have decided to include the prices of different equipments and 1st timesalary needed for a hospital.
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Initial finance needed 46,193,025 (calculated)
47,000,000 (Required)
Sources of Funds
All of the partners will provide 30 million to start the new venture.
We have requested for a loan of 20 million from the Punjab Medical Association
(PMA) to be paid in 20 years without interest (Approved). This debt will cover
medical equipment costs, an ambulance and building’s leased cost.
Department, equipments and their prices
Building 40,000,000 First Month salaries 585,000 Operation theater equipment 2,305,000 Laboratory equipment 1,650,000
Office equipment 266,525 Promotion 1,000,000 City Scan Machine Credit Equipment for rooms and wards 121,000
Total 46193025
Building 40,000,000
Salaries
Dr. Ahsan (Retired) 100,000
Nutrition Specialist 40,000 Physician & surgeon 60,000
Psychiatrist 35,000
Anesthetic specialist 70,000Neurologist 80,000Other Peons, nurses, ward boys 200,000
Total 585,000
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Chemicals 50,000/-
Glucose meter 50,000/-
Total 1,650,000
Office Equipment
stethoscope (10) 15,000/-
B.P apparatus (5) 5,000/-
Thermometer (10) 500/-
Laminator 500/-
Otoskop 3,000/-
Tongue depressor (10) 500/-
Torch (5) 1,000/-
Measuring tap 25/-
Glucose monitor 45,00/-
Stationary 1,000/-
Table lamp (5) 2,500/-
Office table (5) 80,000/-
Office chair (5)+(50)+ (30) 103,000/-
Toys for children 5,000/-
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