MOD006960_016 Skills for HE: The Pitch Project
Stu Nursing home and Nursing homeland
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Table of Contents
Section One A..................................................................................................................................
Nursing Home Overview.............................................................................................................
1.1 Nursing home summary.....................................................................................................
1.2 Description core product or service...................................................................................
1.3 Your immediate and future nursing home aims................................................................
1.4 Please state the amount of seed capital required and partner investment : (Up to a
maximum of £40,000).............................................................................................................
Section One B..................................................................................................................................
Management structure.................................................................................................................
1.5 Professional team skills.....................................................................................................
1.6 Each team member’s roles and responsibilities.................................................................
1.7 Identify your company’s skill gaps, then chose one role and create a legal advert
with the skills required and their roles and responsibilities.....................................................
Section Two A.................................................................................................................................
The market/patient profile...........................................................................................................
2.1 Describe your target market profile and where are your proposed patients based............
Section TWO B................................................................................................................................
Marketing.....................................................................................................................................
2.3 Explain your market research with references, using primary and secondary research.
.................................................................................................................................................
2.4b Competitor analysis.........................................................................................................
2.5 Marketing strategy.............................................................................................................
2.6 Launching services............................................................................................................
Section One A
Nursing Home Overview
1.1 Nursing home summary
The nursing home was founded as a private company. The nursing farm industry is about to
expand into countries other than the United Kingdom. The nursing home organization is
being managed and operated effectively. In 2020, the organization was established in
Birmingham, UK. The nursing home begins its operations and marketing in a broad range of
areas. The company's mission is to provide high-quality nursing services to Covid-19
patients. The nursing home provides healthier and more nutritious food to its patients with
special quarantine and lockdown facilities. The primary goal of the nursing home is to satisfy
its patients while also making a generous profit. The nursing home is striving to achieve its
goals and to ensure the best healthcare services.
1.2 Description core product or service
The organisation's services include a nursing facility, quarantine cabin, isolation cabin, and
enhanced testing features. The nursing home would ensure that the medicine was safe and
healthy for the patients. For its marketing opportunities, the nursing home organization
provides logistical services to patients. The nursing home would offer various discounts and
bonuses to doctors at the organisational level (Kong, et al, 2020). By providing better
healthcare services, the nursing home is supposed to generate more goodwill and revenue.
1.3 Your immediate and future nursing home aims
As an immediate goal, the following objects can be achieved for the nursing home. The
organisation's immediate and long-term goals are listed below:
The primary aim and goal of the nursing home are to increase the quality of the services and
to provide an advantage for the team in terms of boosting the healthcare providing ability and
skillsets, reducing employee turnover, and improving patient satisfaction (). The nursing
home would run its operations and management by improving patient service and providing
high-quality services to make a good healthcare action set. The organization's margin and the
nursing home outcome would improve if it reached out to a large number of community
members.
1.4 Please state the amount of seed capital required and partner investment : (Up to a
maximum of £40,000)
For the start-up of the nursing home, the business initiative required £26,000 in seed capital.
The infrastructure and capital costs would be £12,000, and the total seed capital required for
the nursing home would be around £40,000, which is required to get the nursing home up and
running. After a certain period, the nursing home's growth can be ensured by incorporating
more capital into the seed capital.
Section One B
Management structure
1.5 Professional team skills
The following transferrable skills are possessed by the nursing home's healthcare workers and
doctors. The technical skills required to solve any problem are the most important skills
considered for use in healthcare functions. The team members' communication skills are
excellent, allowing them to communicate and share ideas and knowledge. Critical thinking
and teamwork skills are professional and transferable among healthcare workers. Employees
in the organization are expected to have leadership skills to provide better and more
organized health care ().
1.6 Each team member’s roles and responsibilities
The team is made up of employees and healthcare workers at different stages of their careers
at the nursing home who work together to run and manage the nursing home. The following
shows how the roles of different team members are different based on how they feel.
Leader: This is what would happen if there were leaders on the farm. They would make the
goal of the nursing home clear and transparent, and they would also get everyone else on
board and involved in how the farm worked and worked (Tully, et al, 2020).
Challenger: In the nursing home, some people question the nursing home's efficiency and
effectiveness as well as the nursing home's desire to improve the outcome of the nursing in
the home. In the role of challengers, the farm would make more money and do better.
Doer: The doer's role is the most important and important one that helps improve the quality
and service of the products. The person who does this encourages the progress of the nursing
home and healthcare service in the organization, and he or she does the practical work
(Cantor, et al, 2020).
Thinkers: The thinkers are in charge of ideas and conceptions, which is why they are called
thinkers. Thinkers come up with ideas and concepts that other people come up with. There
would be a lot of ideas and thoughts that the nursing home would take into account.
Supporter: The supporter helps ease tension and improve harmony on the farm, which is a
big part of running and managing a nursing home. The supporter must make sure that all of
the employees' jobs are done harmoniously.
1.7 Identify your company’s skill gaps, then choose one role and create a legal advert
with the skills required and their roles and responsibilities.
Because more healthcare workers have been hired, it looks like there is a communication gap.
Leaders at the nursing home aren't very good at their jobs. This has put the organization at
risk. They need to improve their decision-making skills more than any other skill in the
company. The employees need to be more involved in the decision-making strategies of the
company. In the nursing home, there is not enough training and research. The organization
needs to do more to fill in these gaps.
Section Two A
The market/patient profile.
2.1 Describe your target market profile and where are your proposed patients based
The main target market of the nursing home is the people with various demographics like
age, sex, race, and disabilities in the UK and overseas. The main target is highly vulnerable
people with the symptoms of the Covid-19 where the people with cardiovascular diseases and
diabetes are also a prior target to provide an integrated healthcare service. Vulnerable adults
and children who are also having some health issues are also given priority for healthcare
(Kong, et al, 2020).
2.2 Describe your perceived competitive advantage/USP
Grassy fields will be near the nursing home, so patients will feel more at ease when they walk
through them.
The place where the organization is based is a good fit because it has a lot of kids and people
who are at the right level for them.
The brand image of the company is on the pleasant part of the nursing home.
The company can make and sell services and medicine and healthcare products at a lower
price.
Section TWO B
Marketing
2.3 Explain your market research with references, using primary and secondary
research.
Is there a preferred gender or age range?
Which group of people is the most favoured?
How much money do the patients make?
In what ways do people live?
What is the nursing home purchasing cycle?
Patients of all income will be considered as the nursing home focuses on both revenue and
goodwill where all the people will get enough healthcare support from the organisation. This
also brings up the best indiscriminating healthcare services. Mostly the patients with critical
conditions with the Covid-19 and the ones with cardiovascular diseases and diabetes. People
usually live with various classes and cultures in the UK where the nursing home is more
focused on bringing quality service and best public health through the best effort (Cantor, et
al, 2020). The performance and the service of the nursing home are more attached to society
rather than the market. The healthcare industry is one of the greatest industries where the
industry is more focused on providing quality care for ensuring the best public health. This
brings up the best service where the society brings higher goodwill to the organisation. This
also brings up the best engagement of the patients where the service users bring up the best
revenue (Gonela, et al, 2020).
2.4b Competitor analysis
SWOT Analysis
The capability of the nursing home can be presented below well through SWOT analysis.
Here it is presented below in the context of the nursing home for analysing the ability in the
competition:
Strengths: This has great goodwill with the best social support where the elderly mostly like
this nursing home due to the green and calm environment. The proper care for the children
brings up the best patient friendliness with enough support from the healthcare workers
(Iversen, et al, 2021).
Weaknesses: The core weakness of the nursing home is that there is less space where fewer
patients can be served properly with beds. The nursing home also has a great weakness in
proper medicine supply where the operating costs are also very high (Mikkelsen, et al, 2021).
Opportunities: There is a core advantage as the society prefers the nursing home where the
nursing home can gain more patients through expanding the beds and services. The nurses are
also being very supportive where enhanced service from them with more generosity can bring
more patients with more online advertising (Kong, et al, 2020).
Threats: The core threat in this is the core reimbursement in insurance where the increasing
operating cost is also increasing the price of services. The care facility can be underdeveloped
for the increasing cost (Tully, et al, 2020).
2.5 Marketing strategy
To evaluate and determine marketing strategies, the 4p is an important approach. Using the
4p strategies, the nursing home hopes to expand its customer base and gain a share of the
market. Ideally, the price should fall somewhere in the middle. The preparations must be
thorough and inclusive. There are a lot of people in the nursing home, making it difficult to
move around (Cantor, et al, 2020).
2.6 Launching services
There would be a phone and online social media presence for the service order. For launching
the services, social media and a digital platform would be used. In terms of products and
services, the nursing home would be able to reach out to the entire metropolitan area. The
nursing home will operate in London and Birmingham, both in the United Kingdom. The
nursing home's own logistics service would transport the products and services to the retail
outlets and distributors. The nursing home's service can rise to prominence by increasing
quality service and delivering quality healthcare to its patients.
Section Three A
Operations and logistics
3.1 Premises and location:
The organization is based in London, the United Kingdom. Birmingham and New Hampshire
City in the United Kingdom.
3.2 Equipment & Set up Costs and suppliers
Product Supplier Cost.
Testing Equipment 3M Healthcare £67,000
A&D Medical £45,000
Medicine GlaxoSmithKline £12,000
AstraZeneca £8,000
Pfizer UK £4,000
3.2a Transport needs
The organisation and the logistics need a lot of support through transportation like
ambulances and cars for medicine (Iversen, et al, 2021). There are five ambulances and two
trucks for medicines where there is one carrier for the medical equipment.
3.2b Legal requirements
Based on the nursing home institution, a partnership agreement has been reached. The
nursing home is run by a group of people who are focused on improving healthcare. The
activities of the organization support the entities.
3.2c Insurance requirements
The nursing home organization is required to carry public liability and professional indemnity
insurance to protect the assets and investments of the nursing home and its residents (Cantor,
et al, 2020).
3.2d Other required Certifications
The nursing home needs to be restarted.
Complying with data laws and providing equal access to opportunities is critical.
Employees must submit a written statement.
3.3 Fixed monthly Costs as per cash flow
Items Costs
Medicine 9,500
Test Equipment 19,500
Medical Equipment 43,000
Proteins 12,000
Social Support 2.5%
Section Three B
Costs and pricing strategy
Product/service name (Select a single
unit)
Cost to your nursing home per unit £14,000
Price you charge per unit £18,500
Profit margin (£) £50,000
Profit margin (%)
44%
(Profit / Price x 100 = Profit margin)
Mark up (%)
56%
(Profit / Cost x 100 = Mark Up)
3.4 Your Pricing Strategy
The nursing home employs the following pricing strategies.
Marketing opportunities could be found in a penetration pricing system and strategy.
The nursing home has benefited greatly from the price gouging that has been done.
The price of products would be set by the nursing home using cost-plus pricing methods,
which it would implement.
Section Three C
Cash Flow forecasts
3.5 Realistic cash flow Sales and costs forecast, including next 3 years’ projections,
assuming you’ve received the start-up fund’s you’ve requested. (Please edit to suit your
need)
Jan Feb Marc Apri Ma June July August Sept Oct
h l y
Sales 1: 10,00 21,0 34,30 25,0 23,0 12,00 14,00 16,000 45,00 13,0
0 00 0 00 00 0 0 00
5,000
Loan 34,0
000
Investment. 45,000
0
Total Sales:
SET UP COSTS
TOTAL
Direct Costs: 6,500
Materials. 9800 7,100
0
Stock. 3,000 3,000 3,00
0
Additional Staffing
TOTAL Direct 51,50
Costs: 00
3,200
21,9 4,700
00
Fixed Costs: 9,000
Salaries 1 5,500 5,400 5,400 5,40
0
Rent.
Rates
Staff Wages.
Utilities/Gas/Elec 45,00
0
Phones.
Freight & Postage
Stationary. 35,00
Promotion & Ad.
Website.
Accountant 67,00
0
Legal 3,90 3,900 3,90 3,90 3,900 3,900 3,900 3,900 3,90
0 0 0 0
Transport
Vehicles 34,00 45,00
0 0
Insurance
Maintenance 6,30 6,300 6,30 6,30 6,300 6,300 6,300
0 0 0
Computers. 578,0
00
Misc.
Loan repayment.
Interest on loan. 6,500
TOTAL: 7,600
Sub Total: Fix + Dir- 35,60 45,0 8,000
ect Costs. 0,00 00
3,700
Net Profit: Sales – - =56,9 5,900 45,60
Subtotal 45,0 00 00
0
3.5.1 C: Three-year projections, annual proposed sales and net profit only
The income and costs for 2018 through 2020 are included in the three-year projection. The
nursing home's projection and other processes are critical to the organization. In 2019, annual
project sales total £450,000, but net profit is just $120,000. £670,000 and net profit income of
£160,000 are expected in 2020.
3.5.2 C: Notes and assumptions to cash flow and projections
FIFO, LIFO, and average cost flow assumptions are recommended for determining the cost.
A company's monthly cash flow is critical to planning and executing a successful
management strategy. The margin must be examined and managed properly. Farm resources
and capital should be used by the nursing home's goals, and the organization's activities
should reflect these goals. The nursing home outline should keep an eye on the management
and marketing of the nursing home. Launching an innovative new product in the market
requires thorough market research. New products and services must meet the needs of
customers and follow current market trends to be successful. The nursing home's services and
products must be of high quality and usefulness. The nursing home must also conduct a
thorough competitor analysis. As a result, the current competitors and nursing home and
marketing giant capabilities must be outlined, and the company must overcome the setback
for market expansion. The nursing home's employees can help promote the company's
products and brand by assisting with marketing efforts (Lan, et al, 2020).
References
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Standardization or Customization? Evidence from the Nursing Home Industry
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