5°I-;C( - Hcx::se SSLL

5°I-;C( - Hcx::se SSLL PC-Pt-etc-0 OPRtt- aCcq Lilv,)102 tNv4w.vCNes;l - As part of the marketing strategy in order to stay abreast of the clients requirements customer survey's within the centre will be offered on a continuous basis. Advertisements through local newspapers, radio announcements , pamphlets in letterbox drops offering promotional deals and the development of a web page within the second year of operation will be implemented in order to keep the public informed of the services the centre has to offer , thus increasing awareness and attracting more clients to the centre. Free sample offers of new products will be offered within the centre for people wishing to try before they buy and to educate customers on the benefits of the products the centre has to offer in order to increase sales of in store products and reach a wider scope of clientele: Employee's of the centre will be encouraged to advertise the centre's services through word Of mouth within the rural regions. r* In order to finance the centre's development , funds will be sought from the sale of the owner's home and available medical granteAs the centre is made of many sections, the required funds to establish the business and obtain the necessary equipment in order to develop a successful business is that being of $80,438. The funds will be allocated to develop each section of the business in the form of , renovations to the rental premise , computer equipment , consultation equipment which include examination tables, lamps and diagnosis equipment , fire safety equipment , computer program's , waiting room furniture and laser equipment, that being the main expense item of the funds sought. EFTA00268536 BcksirciCS3 Pt.-AN1 o ODER Rev' etk) taila-tea ferrieksvi4 HMCC RealC eArf It3cogb eCK-1- e1/2 ILA t. 1. Business Pia btdq EXECUTIVE SUMMARY THE BUSINESS AND ITS MANAGEMENT 1.1 The Business Concept 1.2 The Products or Service 13 Applicant's Qualifications and skills 1.4 Legal and Administrative Requirements 13 Trading Name 1.6 Legal Structure 1.7 Business Premise 2. MARKET RESEARCH AND ANALYSIS 5 Ur .9;4/ k(1 lk -r()%4K 2.1 2.2 Current State of the Industry Market Size and Trends (,t7 2.3 Customers ••• 2.4 23 Market Research Competition and Competitive Advantage ckAAA-2.6 Competitor Swot Analysis 120_,(Arti-7 eztt,-1A-v 3. *Y-1-01P4A9 MARKETING PLAN 3.1 Sales Objective and Supplies Mix 3.2 33 Overall Marketing Strategy Pricing Strategy Fd-71,4L— elt \\NA. 3.4 3.5 Location Sales and Distribution C ivst-tty 3.6 Advertising and Promotion 3.7 3.8 Customer Relations Marketing Action Plan lchvw tAAty 4. PRODUCTION AND OPERATION PLAN 4.1 Occupational Health and Safety 4.2 Staffing and Organisation 43 Plant and Equipment 4.4 Production Process 4.5 Monitoring Business Performance 5. FINANCIAL PLAN 5.1 Personal Financial Statements 5.2 Establishment Costs and Sources of Funds 5.3 Cash Flow Forecast (Tables 6A and 6B) 5.4 Balance Sheet 5.5 Profit and Loss Projection 5.6 Records For Your Business EFTA00268537 6. ACTION PLAN - Table 9 7. APPLICANTS INFORMATION 7.1 Resumes BUSINESS PLAN TABLES Table IA : Supplies Mix (Year 1) Table 1B : Supplies Mix (Year 2) Table 2 : Marketing Action Plan Table 3 : Statement of Personal Net Worth Table 4A : Schedule of Drawings (Year 1) Table 5A : Establishment Costs Table 5B : Sources of Funds Table 6A : Cash Flow Forecast (Year 1) Table 7 : Balance Sheet Table 8A : Profit and Loss Projections (Year 1) Table 8B : Profit and Loss Projections (Year 2) Table 9 : Action Plan e— j APPENDICESS tiir • Lease Proposal - 74 Main Road Port Phie Yell" • Plant and Equipment - Office Package • Web Page Quote - Hunts Marketing • Accountants Quote —Pisani Accountants and Business Advisers • Insurance Quote —MGA Insurance • Council Zone Requirements • Market Research -Customer surveys —Letter to CP'S • Letters of Support EFTA00268538 t-L-1) 'kW'? V4;k‘Cow0AIN4V4V" Vvii AN-4ki`k gi)14Vs> ti 96UP CO ViAMLM LAUP Alcti)P ci)f wite 9•.:4-ti/140t)b•\ will consist of the services provided by " . They will each provide : II tv Training of medical students will be encouraged- ri osmetic specialist , As the business expands the specialists to operate from the business Go. ,tA, -of a Dermatologist , Allergist / Immunol *st, Naturopath, its injury therapist, with the vej sFeciali as ' fa-owed-expands-in-time_ ue of the business is to operate • an agent to centralize various specialist jtlii).' tments within the rural region - Medical students will be given the opportunity to train with the qualified specialists , whic centre will then offer the cliff students full time positions within the centre once training co qualifications have been achieved ' :. • within the business,, will consist of the owner / manager , Jacqueline Pearce , manager's / 'alisis assistant , \ Receptionist / bookkeeper and contracted specialists to the centre. , cleaning and accounting efAllethnsiness will be outsourced. • . . The centre will operate on an appointment and referral basis offering the local and r),t C l'-‘ surrounding rural districts, general practitioners a referral system for their patients which are 1•,,t;;N•4 (F1 " usually conducted with metropolitan specialists. The centre will assist the rural populations by reducing the travel costs and waiting periods for consultations and treatments. The centre will also provide a variety of natural health and beauty enhancement products for retail. The benefits to the clients will be the eradication of travel and accommodation expenses , waiting periods and loss of wages due to time off for travelling, which are currently required by the rural population due to appointments with the metropolitan specialists. By conducting market research in the form of customer survey's , letters to general Practitioners, personal experience and conversations with the general population in rural regions , it has come to the forefront that there is a market for these services in this area In order to bridge this gap and dissolve the disadvantages the populations in rural areas are facing currently by having to incur such things as loss of wages, waiting periods and accommodation costs , the establishment of the centre in the centralized area of Port Pirie has been accessed to be a much needed commodity to this region. As this is a new business concept being introduced within this region , the opportunity to establish the business within the rural sector has high possibilities of successfully reaching it's goals of becoming a well establichril successful business opportunity. By establishing the centre within the township of Port Pine, it centralizers the services to not only Port Pirie but to all surrounding rural districts , for example, Port Augusta , Laura , Jamestown, Yorke Peninsula areas , Port Broughton ect As the centre is offering a refer Lai system to the GP'S within these regions, this offers than a service in their region for their patients , eliminating the waiting periods offered currently by using metropolitan specialists , thus reducing the treatments they can offer their patients. By working in conjunction with the GP'S, this will allow the centre to develop a higher percentage clientele base. As this business concept is the first to be established within this region , competition does not currently exist and is EFTA00268539 limited to beauty therapists and limited visiting specialists within the hospital system. The market research that has been conducted has been accessed as the target market being that of, married women with children with disposable incomes, within the age groups of 30 - 50, that of professional people and that of people suffering from various medical conditions. As part of the marketing strategies , in order to stay abreast of the clientele's requirements , customer surveys will be conducted on a regular basis within the centre. Communications with GP'S utilizing thc referral system through letters , personal and phone contact will be conducted on a regular basis. Advertisement through thc local newspapers , radio announcements, pamphlets via letterbox drops offering infonnation of new specialists coming to the centre, and the development of a web page within the second year of operation will be implemented in order to keep the public informed of the services on offer within the centre and increasing awareness, and attracting more clients and GP'S to the centre. Free samples of new products for retail will be offered within the centre for people wishing to try before they buy and to educate customers on the benefits of the products the centre has to offer. Thus increasing the retail of the products within the centre and enabling the centre to reach a wider scope of potential customers. Employees of the centre will be encouraged to advertise the centre's services and retail products, through word of mouth, family and friends ect. In order to finance the centre's development, funds will be sought through various financial institutions, also by utilizing the services of an accountant to secure the required funds necessary for initial setup of the business. As the centre is made up many sections, the required funds necessary to establish the centre in the initial stages , will approximately be that of $20,000. As limited funds are available for the initial development of the business the required equipment costs will be that of $12,000. This will consist of the purchase of waiting room furniture, fire safety equipment, consultation room furniture , which include ,examination tables , lamps , doctors desks cct. , shelving for products , receptionists desk , curtains , blinds , filing cabinets , consultation products, gloves ect , computer programs . The computer packages will be obtained through a rental agreement allowing for up grading as needed. Kg,..e) 4-C 42--/ fr‘ 1\41,11 jr\-thtiv hvii )4O7 \;‘,/-A 19A., •c,/riscill (v • EFTA00268540 THE BU 1. THE BUSINESS CONCEPT 1.1 Business Type IL 0.4" +4 bvifv,„, tval b.i proith- -C-rA4Ata2c 40-i /4.14;wit. 5itt-t4At- ?twit- ot-kktek-f3 itt covviwvinit- Ess knstA1/4-2=r WAtnt, 44:0 twrit4 ave,t10-1714.-- tailew— i,aAhicl— ;NA- tv-vm-,ton. ll be operated as a sole traderewith employee's implementing a variety of functions such as ,ownerlmanager , receptionist / bookkeeper , personal / specialists assistant , contracted specialists. The specialists to be involved in the initial start up of the business will be that of a Cosmetic specialist , Dr Dean Richards MBBS , and a Dietician. Once established the business will then seek to implement the services of a Dermatologist , Allergist /Immunologist , Sports injury Therapist ect. The centre will act as an agent to contract a variety of specialists in order to bring the specialists serifices into the rural regions. The centre will also invite medical students to continue their qualifications with the qualified specialists contracted to the centre. Once qualifications have been completed the students will be offered fulhime employment by the centre. ) oink AI I ) v 1.1.2 Major customers /N,N, Ktit (OAK/LP /44 The service is designed to treat a-test range of conditions with focus being on treating and WI, 1)Iyiy-t4 introducing a vital health service to communities within the rural regions. Major customers "I will consist of clients being referred to specialists from their GP's , professional people , married women with children with disposable incomeciythin the age grout:T:3: - 572.1.10 j ReostLitityliti iki•and people with a variety of medical conditions. 1.2 THE PRODUCTS OR SERVICE PrOvv\- S-Loa-if esiibt*,3 1.2.1 Product or service details Services provided by the centre will comprise of the utilization of a variety of specialists , for example, Dermatologist , Allergist / immunologist , Dietician and a Cosmetic specialist in order to diagnose , treat and educate clients according to the individuals health requirements and conditions. The centre will act as an agency to centralize the services of a variety of specialists within the rural regions . For example , the dietician sector of the centre will provide the client with individually based diets to counteract and treat clients with food allergies and diet related conditions such as Diabetes , high cholesterol, ulcers and reflux. The cosmetic specialist will offer the client services such as wrinkle reduction procedures , botox treatments and lip plumping. Allergy fax and natural alternative products will be for retail within the centre offering the consumer a choice of treatments. sl7)44---1.2.2 Development and marketing i k The development structure of the business will consist of providing a professional, proficient , confidential and friendly environment in which to create a comfortable atmosphere for the clients and employee's. This objective will be achieved by employing and applying the expertise of professional staff who will assist in the education of staff who are enrolled in training schemes. Employee's will be trained in all OH&S procedures to ensure the safety and well being of staff and clients. Management will be responsible for monitoring and updating procedures and policies being implemented on a continuous basis. It is a requirement of the business to employ staff of a high level of education , qualifications , product and clientele ti privacy knowledge in order to establish a successf business. Estimated stAdap, or establishment of the centre has been accessed to be - November, funds required inOrder to establish the centre has been estimated to be of420,000. In order to develop and market the Specialist Medical Centre, thorough research will be conducted with current and future clientele's requirements being the main focus of the study. The market research strategies conducted in order to gather this information will be as follows : * Market segmentation : To provide regional population numbers , personality characteristics , the valvi\e ckSv, 4-1/n4g,- OAArcArktc3. EFTA00268541 * consumer market and income levels, lifestyles , identify potential clienteles needs , identify target market , trends and market size and share of the market Market research : Customer survey's regarding medical conditions which require specialists services, how often , locations of specialists travelled to ect. , business letters to rural regional GP"S requesting statistical referral overviews information , research into competitors and their operations and price structures , locations of potential rental premises , communications with GP's and rural communities to establish a need for this service , liasons with the Regional Development board , product and suppliers research , intemet research of technologies available , advertisement costs , accounting costs , and medical code of ethics , trade practices required. * Legal requirements : OH&S requirements , insurance , health standards , waste management , Council requirements and legislations , required licences , award rates for wages , Work cover requirements , zoning opf premises , tax implications , Medicare requirements , workers contracts workers agreements and job specifications / qualifications , advertisement laws. Plant and equipment : rental premises, cellulite treatments and equipment, Fraxel laser equipment , Photogenics equipment , consultation room equipment and furniture c.g lamps , examination tables, allergy free and natural alternative products, fire safety equipment , first - aid kits , medical examination products ,waste containers ,laser equipment ,computer packages and programs , stationary and office supplies , uniforms , waiting room furniture , filing cabinets. * Development of monitoring report strategies , financial recording systems , stocktaking strategies , accident reporting forms , OH&S employee handbooks , procedures and regulations handbooks , customer survey's , maintenance record forms , human resource structure , production / performance structures , marketing , business growth strategies , customer service and complaints strategies. * Development of varied marketing advertisement and promotional strategies in order to reach and attract an extensive clientele base. why ll\--0-4;cornrytoct +0 palace? 12.3 Patents or Registered Designs Not applicable 13 APPLICANT'S QUALIFICATIONS AND SKILLS 1.3.1 Summary Jacqueline has acquired extensive skills through previous employment and operating a home based Woodcraft business which was conducted as a partnership basis. Jacqueline has extensive family experience organizing and managing four children as a single parent on a limited budget. Jacqueline has completed an accredited computer course which was conducted by The Internet Centre which has acquired her with proficient computer program applications such as , Excel , Publisher, Power point , Internet research , mail merge and E-mail applications. Jacqueline has acquired her First Aid senior certificate ilegreOr—) SIdlls acquired through experieuce: Money handling , customer relations , OH&S procedures , time management , office and administrative skills , record keeping skills , Business Plan development skills , public speaking skills , dealing with conflict within the work force , promotional skills , good communication and listening skills , Small business Management Certificate IV. EFTA00268542 13.2 Personal SWOT Analysis STRENGTHS: * Highly motivated * Good time management skills Good communication skills * Good listening skills 4' Resourceful • Well organized * Good research skills WEAKNESSES: *Multiple responsibilities raising a large family Medium level computer skills OPPORTUNITIES: * Opportunity to fulfill personal goals • Support from friends and family * Positive response from customer survey's * Support from Regional Development Board * NEIS support for 12 months THREATS: * Lack of managerial skills in this field * Staffing difficulties due to remote area * Inexperience with the employment of employee's 133 Copies of Relevant Qualifications Refer Appendix * Honest and reliable * Confident • Passionate *Willingness to learn new skills *Adaptable and flexible * Established communiiinember * Belief in the service l providing * Inexperienced at managing a medical practice * Lack of funds * Support from local GP - Dr Kajani * Tune restrictions not applicable due children being school aged * Limited competition within this area * Available funds from sale of the house * Lack of experience with taxation and and superannuation requirements * Inexperience with training schemes 1.4 n n LEGAL AND ADMINISTRATIVE MENTS 1.4.1 Legal requirements of the local council of Port Piric refer to the development act in accordance to the re- development of the rental premise that has not previously been occupied by an inter-related business. Therefore an application form will be required to be completed , submitted and approved by the local government as the nature of The Specialist medical centre has not previously been established within the Port Pirie region. Legal health requirements are as follows: 'Sanitary facilities containing adequate airflow * Adequate plumbing and drainage fixtures * Floors , walls and partitions to be constructed of hard , durable , impervious material which are easily cleaned and maintained * Adequate lighting provided in the form of natural light or skylights and recommended artificial lighting in accordance with Australian standards * Adequate ventilation to remove odours , prevent condensation , mould and heat in order to prevent unsanitary conditions *Adequate hand drying facilities in the form of hot air dryers , paper toweling , linen roll towel and the like *Disabled facilities in accordance with the Australian standard design rules for access by the disabled * Daily maintenance and cleaning required of the premise and facilities * Adequate waste disposal units for the containment of personal use products , paper hand towels and other wastes. * Puncture proof sharps containers , secured and clearly labeled , provided in consultation rooms EFTA00268543 I .6, ±.S - 1.6 LEGAL STRUCTURE 1.M Description The business , The Specialist Medical cen owner / manager, Jacqueline Pearce o 1.6.2 Legal Implications As the owner of the private practice by law are as follows: * Registration for pay-roll tax *Application of ABN *Registration with ATO - empl *Registration of GST - ATO * Insurance agreement con *Registration of employee' with Workcover S.A- workers cornpen n insurance *OH&S requirements - orksafe SA *Code of ethics and practice Specialists All speciali establishment including the visiting specialist to the centre are required by la registered and licensed with the Australian Medical Board , registration with Medicare S.A for a provider number for the location in order to claim Medicare rebates for their clientele. By law the specialist are required to carry their own indemnity insurance and adhere to the Code of good practice and Code of ethics in regard to the medical profession. /'141 vilk Ce 0.41/4ye4", 1,Q, will operate as a private practice with the g as a sole trader. ng as a sole trader and employer the licenses required * Registration of business name • * Development application of rental premise * Registration with ATO -business tax file number * Local government regulations - zoning , waste management, health requirements ' Registration of superannuation *Registration of employee's work place agreements 1.6.3 Tax Implications As a sole trader, Jacqueline will be liable for income tax payable on business income as an individual. Taxation obligations in regard to the employee's and the business operations will consist of 41 Application for ABN Registration for GST payable *Superannuation * Tax with holding The services of Pisani Accountant's and Business Advisors will be implemented and outsourced for the business in order to stay abreast of all taxation obligations. 1.7 BUSINESS PREMISES 1.7.1 Details C Litt tini4 Yttabi4414,411L, k V f4, The proposed business , The Specialist Medical Centre will initially be conducted from within a rental commercial premise in the township of Port Pirie. The centre will require a spacious premise with allocations for separate consultation rooms. The premise lay out will be that of, the entrance / reception area / waiting area / retail area , consultation moms , preparation area ialist , staff room , storage room. The owner / managers office will be located A (search of a suitable rental premise is continuous and is of a high priority. The -61-v• ack Redden Real estate , has been ,.,sseetl as the • ocationandt f-- providing space and provisions for consufiathiQrooms as rap' . vvt4- et9)44t---Adequate essential services , utilities , are provided , with adequate lightiAg, flooring, shelving and provisions for the consultation rooms. Adequate alarm systems, phone systems and air conditioning has been provided with this premise. EFTA00268544 2.5 COMPETITION AND COMPETITIVE ADVANTAGE 2.5.1 Major Competitors As the Specialist Medical Centre is introducing specialized medical services to the rural region, competition is defined to the following establishments but offering limited competition due to the nature of these businesses. • Allure - Beauty treatments , facial cleansing * Beauty by Selina - Mild facial dermabrasion ( Cosmetic ) *Beauty for You - Body wraps ( cosmetic ) *Port Pirie District Hospital - Dietician services , family health isaMs Bar , Nose and Throat Specialis rel2.5.2 Competitors Operations "rl The businesses established within this region , outlined above , operate as beauty salons only ( cosmetic ) , offering mild facial dermabrasion but concentrate the majority of their services on offering beauty solutions. Example : Waxing, massage , tinting , pedicures , manicures. all the businesses are well established within the community but pose limited competition due the non- interrelated services to the centre. 2.5.3 Comparative Evaluation Allure Salon ; Allure beauty salon is well established within this region and operates on limited e-,tv-tse \ 45,,,,uperatt5h hours due to the owner / manager being employed as ainetif nurse in the local hospital. ii services available are : waxing ,pedicures , manicures ,nail enhancement , and body wraps. Beauty By Selina : Beauty by Selina salon is well established within the community and operates on a 6 day week , offering extended hours on Thursday nights. Services provided are : waxing , mild facial dermabrasion , massage , pedicures , manicures , facial cleansing, tinting and professional make - up. The business is professional and private offering individual private rooms for treatments. c' Beauty For You : Beauty For You salon is well established within the community and operates on a 6 day basis. Services provided are : waxing ,mild facial dennabrasion , facial cleansing, manicures , pedicures ,professional make- up , facial skin diagnosis , electrolysis , tinting ,massage. The business is of a professional nature offering individual private rooms for treatments. Port Pixie District Hospital : The Port Pirie District Hospital offers a dietician service that advises and educates children and families on diet related issues and environmental issues e.g nutrition, C\t lead emissions. This is a free service to the public. Vie., 4,%).___, 460-0,t ti. riv \NrtJ 2.5.4 Competitors Advantage C Wt cc As the centre , The Specialist Medical Centre is utilizing an introducing new concepts to the rural regions in relation to the established businesses within this region , limited competition is quantified. Services provided by the centre will consist of the conjunction of a Dermatologist , Allergist / immunologist , Dietician , cosmetic enhancement, ect , offering professional medical consultations and treatments for a variety of conditions and requirementsiNew technologies and .4" wattg_constantly researsb and ie ctroddiaa_nier to stsy abreast of changing * conditions due to environmental changes , individuals conditions and requirements. Medicare rebates and the use of merchant facilities will be offered in order to offer ease of payment for all clientele. Top priority will be given to ensure the centre offers a service of a professional , friendly, confidential , sterile nature. Employee's will be trained to ensure customer's complaints are handled in a professional , correct manner with the end result being that of customer satisfaction. Employee's will be educated on all available products in order to answer any enquires the customer may have regarding the services and products the centre offers. rtYTU RE_ Pt-AsS De\ieltoeNt EMT OF M Si C.-I GoMmoc licerr tor\ TOOL. Foe. RerepaeL s‘n-stem 61)1,t-.; EFTA00268545 2.6 COMPETITOR SWOT ANALYSIS 2.6.1 Strengths , Weaknesses , Opportunities , Threats Strengths : • Well established within the community * Locally known * Established community trust Sound established marketing and business management experience 41 High standard of service offered • Experienced , qualified employee's Weaknesses : • Offering beauty solutions only * Limited operational hours *Non - medical qualifications for specific ailments and conditions * Limited employee ratio - interrupted consultations with clients e.g front desk operations. Opportunities for The Specialist Medical centre : *1 New medical concept being introduced within the community 41 Growth of township due to local resource developments * Support from local medical establishments regarding the referral system * A high standard medical practice treating a broad range of conditions * Knowledge of employee's attributes to enhance the level of service and workplace relations * Management well known , established and trusted member of the local community * Local public support through communications and customer survey's conducted within the region • Consultations with local general practitioner's producing a defined need of these service's within this region. * Completed accredited computer course through the Internet Centre to assist with research and Computer based applications of the business Threats for The specialist medical Centre * Limited management skills in this field of practice • Limited choice of employee's skills due to the location of the region • due to limited financial funding in beginning stages f already established medical centre's owyL 04, GAIC I lay * L pport for family obligations Cr o iClOP-71‘cot etc • 2.6.3 OVER COMING CONCERNS Continual education at a managerial level in order to obtain skills and proficiency to apply to the business to comic a service of a professional nature. Offer traineeships to employee's to eliminate lack of skilled employee's within the centre. Utilize the skills of an accountant and bookkeeper in order to stay abreast of financial concerns and requirements. Research and educate oneself and employee's on the supplies and products required to endeavor a high quality and vast range of services and products available within the centre. Research and consult with childcare services to eliminate lack of support for family obligations. Continue upgrading of computer skills to become proficient with all computer applications required to run a successful business. 3. MARKETING PLAN 3.1.1 Estimate of Supplies Refer Table lA and 1B As the renovations of the rental premise are completed , supplies of the products for will be purchased and the shelving stocked ready for 1 in October - November . Consultation rooms will be completed and the equipment pu v for o in October - November 2009. EFTA00268546 MS ICI Cc.4-IML; gs.) I CliTiCg ,..N "rect - rt.,TORe DEVCCUTICA.714 ReFektike s y 5-rem mole mapping and removal , skin growths and tumors , rashes , bums . Utilizing treatments such as the laser system , offering pulse laser light therapy , vitamin A infusions , body peels and wraps , Dermatrasion , dermatoscopy therapy , Dynatronics Synergy (cellulite treatment). Allergist/immunologist: Asthma triggers , hayfever (air bourne - pollen ect), substance allergies , (rubber , metals ,cosmetic act ) , food allergies ( nuts , shellfish , lactose , gluten ect ) , insect stings , animal hair (natural allergies ), diagnosis of allergy triggers. Dietician : Diet plans individually developed as required to correct diagnosed disorder or condition , diabetes , cholesterol , ulcers , reflux disorders , food allergies , allergies causing skin eruptions (e.g chocolate , acne , rashes ) Cosmetic Enhancement : Wrinkle reduction , Lip Enhancement , Natural pain and stress relief. *Benefits : • Convenience of referral systerdic variety of specialist services working in conjunction with each other in order to develop a suitable treatment plan to suit individual clientele requirements * Savings to the customers in the form of reduced travel , accommodation costs and loss of wages due to traveling to metropolitan services* Reduced waiting periods for consultation and treatments "Convenience to the rural communities of location * Competitive pricing strategies for products and services compared to inter-related services established in metropolitan areas Variety of payment options to allow for ease of payment 'Confidentiality and privacy assured to clientele through work place policy agreements Convenience of a variety of services on offer in the one location allowing clientele to be treated in one location for a variety of disorders * New technologies on offer to customers through the laser systems (Fraxel laser system )'lire introduction of food preparation classes and genetic testing (Pharmocogentics ) once the centre has been deemed viable' Follow - up service for clientele to access treatment plans and to inform of new products and services being introduced' Medical and natural products within the centre offering clients a choice of treatments * Clean , sterile environment' Friendly , comfortable environment Experienced , qualified employee's offering a high standard of service and treatments. 3.23 Innovative Marketing Strategies Marketing tactics will be conveyed to customers on a continuous basis in order to achieve an image of high standard of professionalism , quality service offering "value for money" and products of a various nature. In order to obtain new customers, business letters to referring practitioners will be periodically updated and distributed. Continual research of referring GP's in order to form a vast clientele base from the Port Pirie regions and surrounding areas will be of a high priority. Promotional strategies (e.g sample days ) will be implemented to attract potential clientele and inform the public of products and services the centre has to offer . Promotional Strategies: * Pamphlets - letterbox distribution advertising new products, new services and discount vouchers. *Sponsorship from local businesses , such as Nystar, to promote the business through their local newsletters informing the public of the benefits of the centre's services e.g the removal of heavz metals from the body through the consumption of certain food groups such as Tofu. , * in-store promotions , discounts offered on multiple purchases of products ?vita to * Gift packs offering samples to clients who consult with multiple specialists * Try before you buy days - Free samples of products , new and existing 4701/2 Wfti • Advertisement material being given upon payments being made '1' Discounts offered for treatments utilizing new techniques and technologies (7-2,„0,,,t* (when viable) Advertisement through the implementation of a web page , promoting services and A . .44 products (PUP EFTA00268547 "Employee recruitments and training * Utilization of an accountant / financial advisor * Pricing strategy reviews S N1t1R2ke.C7f/s)C A - 'C.c7 v Eatlk Ce:',16Ai 6t..) Cr If 5.5.2 Assumptions Major expenditure has been allocated to the renovation of the rental premise and the purchase of the Laser equipment used by the Dermatologist section of the centre , totaling $59.985. As the required employee's are of a high qualification status wage expenditure is of a high rate that being $191,808 annually. A loan required for establishment of the centre will be payable monthly at a rate of $500.00. Profit reserves for year I will be $78,936.04 which will be drawn upon in order to set up the mb page design4and healthy food preparation classes within the first year of operation. An increase of expenditure will be allocated to advertisement costs , employee wages , utilities, repairs / maintenance and accounting fees in year 2 of the business operations. Profit reserves are estimated at being that of $for year 2 , which is a total of year 1 and 2 profit reserves combined. 5.5.3 Analysis Profit for year 1 has been estimated at , which will be drawn upon to fund the establishment of the web page and healthy food preparation classes. Profit for year 2 has been estimated at $512,697.26 which is profit reserves from year 1 and 2 combined. Expenditure for year 1 has been estimated at $272,800.96 which includes purchases of products , utilities , advertisement , insurance , accounting fees , repairs / maintenance and employee's wages. Expenditure for year 2 has been estimated at $323,852.16 , which is determined to show an increase of advertisement costs , accounting fees , repairs / maintenance , utilities and employee wages due to the increase of demand , purchase of equipment and recruitment of trainees. 5.6 MONITORING AND CONTROLLING THE FINANCIAL POSITION OF THE BUSINESS 5.6.1 Factors Influencing Your Cash Position Stock control - Continual monitoring of product tumovcr in ordcr to avoid excessive stock to sales Ratio. Supply control - Expenditure control of utilities ( electricity , water , etc. ) petty cash control to avoid unnecessary purchases and cash availability. Accounts Payable - Accounts payable in full on day of consultation , treatments and purchases to avoid employee time wasting and stationary expenditure of stationary to recover these debts. Accounting - Utilization of an accountant / financial adviser in order to stay abreast of the financial obligations and requirements of the business operations. Marketing - Continual monitoring of all marketing strategies and avenues to stay abreast of expenditure and budget control. Competitors - Monitoring competitors and there strategies in order to keep a business advantage and new competitors entering the market. Referrals - Staying abreast of medical establishments , existing / new , for potential clientele through the referral system set in place for the general practitioners. 5.6.2 Controlling Financial Performance Strategies to control business financial performance will include : * Accurate record keeping * Stock control recording * Management of overheads (electricity ect. ) * Increases or decreases of demand * Rental agreements and contracts * Clientele ratios * Management of advertising budget strategies EFTA00268548 33 PRICING STRATEGY 3.3.1 Price As there are separate sections of the centre, pricing will vary according to suit the level of consultation required . Prices will be as follows as an example : Dermatology : $110.00 - first consultation Allergist / immunology - $100.00 - first consultation Dietician - $ 50.00 - first consultation Cosmetic Enhancement - $325.00 - wrinkle reduction , lip enhancement Consultations will be based on a 20 minute basis , with treatment times varied according to treatments required. Example of product pricing is as follows: Acnezine - $50.00 , Healthypores - $100.00, Dermacleansc - $120.00 , Proactive solution $ 70.00 33.2 Credit Policy As the centre will operate as a private institution offering specialist services consisting of consultation and treatments, incorporating the option of alternative natural products , payment in full will be required on the day of consultation and treatments. Credit will not be offend for any of the services , treatments or purchase of the products. 333 Price Comparison As the business is a new concept to the area , price comparisons when conducted produced the Following results: a34-,_ c...,„ ,, A , vi.sk\ Facial Dennabrasion : $135.00 - 1 1/2 hour treatment - Beauty By sell= Facial dermabrasion - $135.00 - Full face and neck -Beauty For you t 1-64 W‘vs\ orS.. Dietician services - Free service - Port Pirie District Hospital V.05/q I Ay /0 Dermatologist facial dermabrasion - $130.00 - Dr Jeffery WhYat - Dermatologist Adelaide to N 4 / The Specialist Medical Centre : $110.00 - Consultation ke 11 3.4 LOCATION 3.4.1 Geographical Location Having conducted various forms of research , market research , results have shown a much sort after . long term viability for the commencement of the proposed business venture within the Port Pirie region. Centralizing the centre in the Port Pirie township will allow for rural communities to have access eradicating the need to travel , accommodation costs and long waiting periods currently required to visit metropolitan specialists. When choosing the desired rental premise , careful consideration will be made to meet all requirements in order to facilitate a productive , viable , high standard of practice. As there is a strong need for these specialists services within this region , working hand in hand with the general practitioners , pining referrals currently allocated to metropolitan areas the opportunity to conduct a viable business with potential for extensive future growth is positive *- and promising: In order to meet the forecasted , desired outcomes of the business, careful consideration will be made to the following attributes of the rental premise: * Local council regulations * Target market • Customer traffic * Visibility in order to attract potential customers * Facilities for pining requirements * Location of competitors • Proximity to public transport * Rental costs * Size of premise requirements * Established businesses in the area • Access for suppliers * Established businesses attracting customer traffic * Vacant premises of failed businesses within the location and why they failed. EX f?) NT) t7Pn-ay.)1 C N em °Net.- 0€ i I EFTA00268549 3.4.2 Advantages of The Location The major advantages of developing the business in this location are to provide the rural communities with solutions to there cutout health issues without the disadvantage of long waiting periods , trawl costs and accommodation costs. * Introduction of a new medical concept to the rural region enabling the centre to attract a vast clientele base , based on current market research results. * Limited competition due to the nature of the business , thus being the first clinic to offs these services in one centre. * The dietician sector has few barriers of competition due to being focused on food allergies , skin allergies and health conditions, e.g high cholesterol , high blood sugar levels, reflux, ulcers. * Obtaining referrals from general practitioners who usually refer patients to metropolitan practices therefore gaining a higher ratio of clientele. * Loyalty and support from rural communities who prefer to support the local businesses 3.4.3 Disadvantages of The location. * Limited choice of qualified employee's due to being located in a rural region * Smaller client ratio base to attract due to population numbers * Higher delivery rates for supplies 33 SALES AND DISTRIBUTION As the major customer focus will be directed in the direction of referrals from general practitioners the focal point of sales and distribution will be derived from these services. In general , the point of sales and distribution will be derived from the following: • Referral system - General practitioners * Direct sales - In store products - natural and non-prescription * Direct sales - Treatments in the form of: Fraxel laser system , Body peel applications , Dermabrasion , Pulse laser light systems, cellulite treatments, Wrinkle reduction , Lip Enhancement treatments , 10 Appointments - consultation and treatments * Direct sales - Dietician - Diagnosis, diet plans developed on an individual basis * Direct sales - Allergist/immunologist - diagnosis and treatments • Direct sales - Healthy food preparation classes 3.6 ADVERTISING AND PROMOTION 3.6.1 Advertising and Promotion Approach The advertising strategies that will be implemented in order to meet an extensive area within the communities will be as follows : * Advertisements in the Recorder newspaper * Advertisements in the Flinders News newspaper * T.V advertisements in the classified section of the Southern Cross 10 aired 3 times a day, 7 - 9am,12 -2 pm,6.30-7 pm • Business cards - Created by Dean Begley , The Internet Centre , Port Pirie * Rental premise - Window displays , signs in front of the centre , displays within the centre • Banners located within Port Pirie , Bus station , Port Pirie Visitor Centre , shopping centres * Flyers , letterbox drops offering discounts , vouchers and information on products and services * Communications within the rural communities , customer survey's , pamphlets * Radio announcements * Advertisements promoting samples offered on sample days * Samples and advertisements given with receipts of payment EFTA00268550 01.) -•alyliV &AN ww-it 04010-i' N-- VW:kik ikarrigri -64^- Do-at'' - vv-e-- C711441, 3.6.2 Basis OM. Approach <1\11,\.? re% <vile r\ Advertising strategies will consist of the consolidation and implemen on of all advertisement avenues in order to reach the widest scope possible to inform all rural communities of all services r asclegnucts available within the centre , thus attracting an extensive clientele and customer tinuous market research into new GP establishments within the rural areas will be ongoing in order to attract the support or the general practitioners for the referml_gstem7tersonal business letters and phone calls will be implemented as a marketing tool as to inform of the services and products available within the centre. 3.63 Outline Of Costs The advertisement costs incurred annually in order to maximize all advertisement strategies will be as follows : \ I xl-, * Newspaper advertisements - $44.88 per ad - The Hinders News I\ . 'vu.' l - $41.58 per ad - The Recorder lid\ \C vfrj Ads will be implemented on a monthly basis totaling $1,037.52 annually. r c-- VI *Business letters to GP'S - as required to gain referrals * Letterbox distribution - catalogues /customer survey's - $300.00 - conducted periodically - on Average every 3 months- $1,200 annually • Design of the web page - After first year - $1,030 * Business cards - $80.00 for 200 , re-printed as needed, on average 800 annually - $120.00 Annually * T.V. advertisements - $120.00 for 40 words - conducted 4 times a year - $480.00 annually * Banners - initial set up - $200.00 * Flyers - initial set up - $200.00 * Letters - Customer survey's and vouchers - $300.00 - initial set up , periodically , on average Every 3 months - $1,200 annually * Radio announcements - conducted periodically 3.6.4 Competitors Advertising and Promotion As the centre is a new concept to be established within this region , competitors and advertising are limited to Dermabrasion within the Beauty salon As the treatments on offer within the centre vary greatly to other techniques already established locally , competition to The Specialist Medical Centre has been determined as very limited to nil within this region. 3.7 CUSTOMER RELATIONS 3.7.1 Maintaining Customer Relations 4 Research conducted through communications with Dr Kajani ( Port Pirie , and the public , has provided a positive response for the services the centre has to offer due to vast variety of median conditions related to Dermatology , allergy and diet conditions. Services , products and techniques/ technologies will be continually researched and up dated according to , Healthy food preparation classes and pharmacogentics (individual genetic testing) in order to provide genetically accurate treatments according to an individuals genetic make up. After sale support , via telephone calls and letters will he of a high priority to provide clientele with information regarding new products and services and support for existing treatments the client is currently receiving. Food preparation classes will be offered to clients with the added service of a shopping assistant for educating the client on purchasing foods and products containing the correct ingredients and levels of fats and sugars to suit their condition or requirements. 3.7.2 Customer Service Policies Employee's of the establishment will be educated and trained on all aspects / policies regarding the centre's sales / service's , handling of complaints , credit terms and the confidentiality / privacy DENFJ—Oft -AENIC Ok" MeiCI COMtAt ‘c.ffrk..,INI RETC-AtteL, SYSTEM EFTA00268551 Lo brAeThi 914914/1; fr( within $ centre will be recorded on and flyctuations through out certain products and equipment. Main rate The telopment and reco _Managev • 4.43 ,,Process Involved in Production *vices and supplies will be produced on a continuous basis using the following processes : ." Regular , continuous research and monitoring of supplies, customer demand and services required. • regular monitoring of staff requirements in order to meet demand of services required by clientele * Regular updates from suppliers of equipment and products to implement new technologies , techniques , and treatments. * Computer programmed appointments / ieft.4ials will be implemented for clientele , outlining date of appointment , times booked and specialists booked. 1' Time allocated for each appointment will be 20 minutes per session per specialists. Exceptio will be made on time frames for treatments that require longer bookings and will be addressed it arises. * Regular maintenance implemented on equipment to produce a high quality of service and to minimize delays in treatments and services. vn • The centre will be sectioned into six areas in order to allow for the function of all services \rxik 1 provided. - Dietician consultation room , Allergist / immunologist consultation room , Dermatologist consultation room , Reception / waiting area / retail area, preparation area. /v3• Another area will be established for the Healthy food preparation classes once the business has been established and is viable. ;114/kK 41/4git et reAvt- vIt hei-991/41 in order to access and monitor sales ratio's and gauge times of be thecppons rileili"dty-oliki will be tNyo 48tf‘i owl BAAL I/VA Aktra16 4.4.4 Increase of Demand of Service Strategy To remain abreast of increase in demand of the centre's service's / clientele requirements the following steps will be developed and implemented as required and are as follows : 4' Training of casual employee's through training schemes and on the job training , ensuring I the trainee is placed and monitored with a qualified , experienced employee. • Monitoring and reporting of supplies and seasonal services , increases of demand and is the responsibility of the owner / manager * Ensuring careful choice of the rental premise to allow for maximum exposure and expansion of the internal structure of the business • Ensuring availability of suff