Smile Child Hospital Buisness Plan

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Smile Child Hospital

Business Plan

6/4/2012

Muhammad Moiz

SP09-BS(BA)17/ATK



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/-

Smile Child Hospital Buisness Plan

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