Homely Care

Executive Summary
Homely Care provides assisted living solutions for aged individuals and senior adults. Homely Care is devoted to providing superlative and the highest quality care level to California senior citizens who necessitate or wish for an assisted living facility. Homely Care is situated in an ideal climate in the community of Roseville in California. The residents experience enjoyable conditions of a mixture of both coastal and inland climates. This kind of weather is deemed ideal for seniors who may be experiencing illnesses such as arthritis, pain in different joints in the body, or are vulnerable to cold conditions. This is considered to be a prime location for the business owing to the significantly increasing number of elderly individuals in the State of California.
The legal form of ownership of Homely Care will take up a Limited Liability Corporation (LLC) structure. The main reason for selecting this legal form is that there is protection from personal liability and therefore, solely the amount of money put by the shareholders into the company will be at risk. Homely Care has a unique advantage as compared to other typically major and less personal senior assisted living facilities and specifically concentrates in the capability of providing an exceedingly high level of care in a comparatively smaller environment that is more personalized and lays emphasis on the residents. Homely Care provides assistance to the residents with their everyday activities that comprise of aiding in taking medication, meals, reminders, physical therapy and also personal grooming. In addition, Homely Care provides the residents with a change for experiencing entertainment, subsisting with individuals of the same bracket, companionship and activities that enable such senior individuals to enjoy and attain self-actualization. An objective of Homely Care is to provide residents with both aspects, which are a privatized facility that has a home-like feeling amalgamated with the companionship and activities that a major facility provides.
The management and organizational team within the organization will comprise of the CEO, assisted living administrator, sales and marketing manager, finance and accounting manager and cleaners and home helps. Residents of Homely care will have accessibility to the facility’s swimming pool and spa, both of which are fitted out with an Americans with Disabilities Act (ADA) amenable lift for those seniors experiencing challenges whilst trying to enter the pool or spa area. Homely Care will provide residents with three meals and two snacks on an everyday basis. Those unable to take medication on their own will be assisted by the staff based on the scheduled times for taking medicine.
Monthly pricing at Homely Care will be $3,000 every month, with extra monthly charges for particular products and services as outlined below. Furthermore, the facility will charge the residents a one-time pre-admission fee of $1,500. In terms of the revenues to be generated by Homely Care, every resident within the facility will pay $3,500 per month. In total, there will be 25 residents within the facility, which implies that the annual revenue is $1,050,000. The total expenses will be $596,000, $641,000, and $663,000 for the three years respectively. In terms of growth and development, Homely Care purposes to open a second facility in the third year of operation. In particular, this second facility will provide residents with the similar quality services and make certain that they have a quality standard of living away from their homes. In addition, the company plans to expand the current facility from 25 residents to 50 residents through building new structures that will be able to cater for such increased numbers
General Company Description
Homely Care is an organization that is set on providing assisted living or home care services to the elderly in the state of California. Presently, there is a greater number of aged individuals in need of assisted living services and Homely Care is keen on ensuring that such needs are met with the highest quality level possible.
Vision Statement
Our vision is to be the best and most ideal option in the market with regard to assisted living in the whole of California and to be ranked amongst the top 10 assisted living facility service provide in the entire nation in the next decade.
Mission Statement
Homely Care is in the business of establishing and advancing a first-rate assisted living facility service that will provide exceptional care at an economical price, carrying out industry best practices to augment the quality of life for the facility’s residents.
Company’s Goals and Objectives
1. To provide a safe environment for senior and elderly individuals
2. To promote both physical and mental health
3. To provide a quality level of care that surpasses our peers
4. To generate profit through the quality of care that we render
Business Philosophy
To provide senior and elderly persons with a cost effective alternative to paying for assistance at home or living in a greater, less personal facility, and at the same tile augmenting the quality of life of the persons.
Company’s unique features
One of the unique features of Homely Care is that unlike other companies in the business, we concentrate on providing personalized care to all residents within the facility. In particular, Homely Care will ensure that every resident is provided with the highest quality of care at all times and will be packaged to satisfy them based on individual needs. Basically, Homely Care will ensure that if an individual requires physical therapy or companionship, provision of medication, or self-actualization, such needs shall be addressed and satisfied. In addition, Homely Care guarantees that all of its personnel working within the facility have been vetted, trained and educated on all important matters regarding assisted living. This will guarantee the safety of all residents and also surety that they are well taken care of.
Legal form of ownership
The legal form of ownership of Homely Care will take up a Limited Liability Corporation (LLC) structure. The main reason for selecting this legal form is that there is protection from personal liability and therefore, solely the amount of money put by the shareholders into the company will be at risk. In addition, in the event that Homely Care opens up different facilities in the future, they will be established as separate LLCs in each of their locations. In addition, with this kind of legal structure, it will be possible to appeal to investor with conceivably a greater proportion of the profits compared to their initial investment. Therefore, this will make it possible to obtain greater funds during business expansion.
Location of administrative office
The administrative office for Homely Care’s facility will be situated in the community of Roseville in the state of California. It is expected that owing to the increasing numbers of senior individuals in the state, Homely Care will be able to have filled capacity in terms of residents throughout the year.
Management and Organization
The management team of Homely Care is outlined as follows in a hierarchical manner starting from the top. This section will outline their roles and responsibilities in the organization.
Chief Executive Officer
1. Forming, conveying and executing the organization’s vision, mission and general direction. That is, shepherding the development and execution of the organization’s strategy as a whole.
2. Responsible for providing direction for the business
3. Facilitating management efficacy through incessant recruitment, selection, training, coaching, advising, and castigating managers
4. Communicating strategies, goals and objectives of the company
5. Assigning responsibilities, planning, and critiquing job outcomes
6. Responsible for the determination of the prices for the services rendered and signing business deals
7. Liable for signing and checks as well as documents in the best interests of the company
8. Assessing the success of the company
9. Providing apt and comprehensive reports to the board of directors
Assisted Living Administrator (Administration and Human Resources Manager)
1. Responsible for supervising the free-flowing running of human resources and administrative undertakings for the company.
2. The designing of job descriptions and responsibilities with key performance indicators (KPIs) to facilitate performance management
3. Conduct meetings with the various stakeholders to ascertain the efficacy of human resource policies, practices and processes.
4. Accountable for training, assessing and appraising of personnel
5. Delineating job positions within the company for recruitment and overseeing the interviewing process
6. Undertaking induction into the company staff for the new members
7. Accountable for the arrangement of employee movement, meetings and appointments
8. Administering the smooth running of the everyday office activities
Sales and Marketing Manager
1. Responsible for pinpointing, prioritizing and pursuing new clients and business prospects
2. Ascertaining development prospects and conducting client follow-ups
3. Outlining effective proposal documents, partaking in fee negotiation that are in tandem with the organization’s policy
4. Accountable for dealing with business research, market surveys and polls and client feasibility studies
5. Accountable for overseeing execution, campaign for the consumer’s needs, and communicate with clients
6. Cultivate, implement and assess new plans for escalating increase in sales
7. Filing all customer data and information
8. Represent Homely Care in strategic meetings
9. Aid in increasing the sales and growth for Homely Care
Finance and Accounting Manager
1. Responsible for the preparation of financial reports, budgets, as well as financial statements for the entity
2. Providing the CEO and other executive administrative team with financial analyses, accounting reports as well as budgets for the growth and development of the company.
3. Analyzing how feasible the proposed projects are and conducting necessitated market research and analysis to project trends and business conditions
4. Liable for financial projection and risk management and analysis
5. Undertaking the organization’s cash management processes, overall accounting and financial reporting
6. Accountable for the development and management of financial systems and policies
7. Responsible for supervising monthly and yearly payrolls
8. Making certain that Homely Care compliance with all of the taxation rules and regulations
9. Deals with all the financial transactions and deals for Homely Care
10. Conducts internal auditing for Homely Care
Cleaners and Home Helps
1. Responsible for washing and cleaning the assisted living facility at all times
2. Make certain that the toiletries and soaps in addition to other supplies do not run out of stock within the facility
3. Help Homely Care’s residents when required to take their bath and also undertaking other household tasks and chores
4. Cleaning the internal and external parts of Homely Care’s facilities
5. Dealing with and undertaking any other task as assigned by the assisted living manager
Services
Homely Care provides assisted living services for senior and aged adults. The organization purposes to provide a healthy and safe setting facilitating such senior adults to revel in as much autonomy as possible. Homely Care provides assistance to these individuals in their everyday living activities, which comprise of helping the residents with medication, meals, notices, personal grooming, in addition to physical therapy and other kinds of services. Nonetheless, Homely Care does provide senior adults with a chance for companionship, exercising activities, entertainment and activities, which empower senior adults to find self-actualization and capitalize on their special gifts and talents. A fundamental objective of Homely Care is to service senior adults and aged individuals with residential care and providing them with both aspects, which are a privatized facility that has a home-like feeling amalgamated with the companionship and activities that a major facility provides.
Residents of Homely care will have accessibility to the facility’s swimming pool and spa, both of which are fitted out with an Americans with Disabilities Act (ADA) amenable lift for those seniors experiencing challenges whilst trying to enter the pool or spa area. In addition, the pool is checked for safety aspects and it is also fenced. The Homely Care facility will comprise of numerous common room areas that include a massive kitchen for meal preparation, two living room areas, and two dining areas. Residents will be allowed access to the dining areas and living areas for relaxation, reading and other activities such as playing games like chess. Aside from that, the Homely Care facility will include a patio that protracts around the facility as a whole, which will enable the residents to have a place for walking and a region for seeking solitude. Most of all, the facility will include beautiful gardens with flowers and properly mowed lawns. This is where the seniors will be able to exercise their talents at different activities such as gardening and mowing and at the same time a sitting location. The aged residents within the facility that are more active will have the opportunity to partake in other activities such as tennis, Wii, handball and volleyball.
Homely Care will provide residents with three meals and two snacks on an everyday basis. In addition, there will be scheduled reminders and notices purposed for those residents with the ability to manage and take prescribed medication by themselves. In this regard, the room for such a resident will comprised of a locked cabinet to guarantee safe storage of medication. On the other hand, for the residents that are incapable of managing to take medication on their own, a centrally positioned area will be allocated where staff will assist them in taking their medication. Furthermore, Homely Care will provide opportune transportation means to and from medical appointments as necessitated by the residents.
Monthly pricing at Homely Care will be $3,500 every month, with extra monthly charges for particular products and services as outlined below. Furthermore, the facility will charge the residents a one-time pre-admission fee of $1,500
Product / Service
Price
Private room
$450 per month
Additional hour per day Activities of Daily Life
$400 per month
Incontinence Care / Supplies
$350 per month
Dementia assisted living care
$300 per month
Transportation to and from Medical Appointments
$15 per hour plus $3 for every mile
Prospective Problems and Solutions
As people become much older, more often than not they may begin to lose mobility and therefore necessitate incessant assistance with their everyday activities. More often than not, this becomes challenging for their loved ones and relatives because they usually have to try and cope and balance out their busy schedules to constantly help them. Even worse, at times, they may lack the knowledge and understanding to assist them in their conditions.
Homely Care offers a comprehensive solution and relief for prospective clients with senior adults requiring special needs. Homely Care takes up the responsibility of attending to and catering to the needs of the elderly and ensuring that the transition to such aged life is not only comfortable and easy but at the same time is enjoyable. The benefit of this service rendered is that it facilitates seniors to be properly taken care of, leading an active life, socializing with individuals of the same age bracket and this in general gives the family members peace and relief that their loved ones are well taken care of.
Advantages of Services
Homely Care is situated in an idyllic climate in the community of Roseville in the state of California. The main advantage of the location of our facility is that the residents will be able to experience enjoyable weather conditions that comprise of both coastal and inland climates. There is the additional benefits that during the summer and spring periods, the region is not exceedingly hot and is relatively warm throughout. This is ideal for any aged individuals that may be suffering from medical conditions such as arthritis, body joint pain problems or are vulnerable to very cold conditions.
Liability of Services
The risks and liabilities in assisted living facilities are considerably high if they are not taken seriously. From the outset, so as to be an established assisted living facility, it is imperative for the owners of to be in compliance with local and federal regulations that have been set. Subsequently, the owners have to make certain that the members of staff and the residents are well taken care of at all times and are treated cautiously.
Such care is imperative for the reason that the event of the demise of a resident as a result of negligence or unprofessional conduct of a member of staff can give rise to a very serious lawsuit against the staff member and the organization as a whole. In the United States, owing to reports of major negligence and lack of proper conduct in senior assisted living facilities and care homes during the 80s epoch, the U.S Congress passed a legislation act referred to as the Nursing Home Reform Act. Some of the requirements of this legislation comprise of an adequate nursing staff, the development of a widespread care plan for every resident within the facility and precluding the deterioration of a resident’s capability to take care of themselves. In this regard, Homely Care has ensured that there is a sufficient number of personnel working within the facility who have a great deal of experience and proficiency. In addition, the activities and nursing care rendered is meant to ensure that the abilities of the residents do not deteriorate.
Operational and Quality Management Plan
Licenses and Permits
Homely Care will seek to obtain licensing and permits that will enable the organization to conduct its business operations. Prior to making an official unveiling of the business, Homely will have attained the following:
i. Business License
ii. Certification for Homely Care’s administrator
iii. Safety certificate for fire
iv. Facility Licensing
Operational Procedures
Homely Care is a residential facility that provides assisted living care to senior adults or elderly individuals through quality trained personnel. The organization has distinct advantages that other rival organization in the market to not possess, owing to its small and closely linked community in addition to an outdoor exercise area and pool where the residents can work out devoid of any concern regarding injury. These services will be monitored internally by the assisted living administrator.
Homely Care facility encourages and motivates its residents to take part and be involved in daytime products and activities. In the event that a resident is incapable of partaking in such activities or opts not to, a member of the personnel will be with them and they may revel in other activities that are scheduled for the weekend. These activities will be selected by Homely Care’s members of staff with necessitated input from the residents and these may comprise of reading, taking walks, listening to music and also visiting parks.
The aged residents at Homely Care may choose to stay either in a private room or shared room. At no given time will any room be occupied by more than two persons. Every individual will be provided with a comfortable bed in addition to furniture, clean sheets and also toiletries. In particular, laundry for the residents will be conducted twice every week. To facilitate freedom and comfort, the tenants will be afforded the option of cleaning their own sheets and clothing if they wish to do so and will be supplied with the necessary laundry detergents. In addition, the individuals residing at Homely Care will be highly encouraged to clean their individual rooms. However, in the event that they are incapable to doing do, the cleaners at the facility will conduct the cleaning as necessitated.
Food will be prepared and served to residents three times a day. The food menus will be created at least a week in advance. In addition, the residents requiring special meals will be advised to provide such information upon registration. This will include individuals allergic to certain foods and those who require special kind of meals due to their medical conditions.
There shall be at least one member of staff responsible and able to be in direct communication with emergency personnel within Homely Care at all times. Emergency information regarding every resident within the facility will be accessible immediately in the event an emergency takes place. Staff will also provide means of transport if the residents within the facility require medical attention and dial 911 to seek for further assistance if the circumstances at hand are life threatening.
Medications and drugs will be stored and locked away in one area that is solely accessible to the direct and authorized staff of Homely Care. In addition, all of the containers comprising of such medication will have clearly marked labels and no individual apart from the administering pharmacists will be allowed to change these labels. This is to guarantee the health and safety of all residents at all times. Subsequently, the members of staff at Homely Care will make certain that each and every resident will obtain the necessitated drugs and medication at the times that they have been prescribed.
Means of transportation will be provided to the residents to and from any medical appointments, to hospitals and centers of emergency, from everyday programs in the event of sickness as well as to and from facility activities. Imperatively, solely the direct members of staff with an approved and current driving license as well as liability insurance will be permitted to drive these vehicles with will be constantly assessed for safety and guaranteed to be registered with the state.
Homely Care will not discriminate any individual. There is no application for residence or employment that will be rejected on the basis of gender, race, national origin, religion or ethnicity. Subsequent to answering a number of questions, the Assisted Living Administrator will make a determination as to whether the prospective applicant is fit to be included in the organization. Homely Care also reserves the right to discharge and remove any of the residents that become forceful and show violence, lack complacency or in the course of time develop health conditions that the members of staff are unable to deal with.
Family members, relatives, friends, and other individuals involved in the life of the resident will be permitted and all the more heartened to visit them during the visitation hours. Importantly, in the event that such visitors come to the facilities during scheduled activities, they will be allowed to stay and see the resident as long as they do not cause any kind of interruptions for such activities.
Equipment
Homely Care will be incorporate new bathroom amenities so as to guarantee suitable assisted living compliance. Every room within the facility will be furnished with safe furniture as well as linens to ensure that there is compliance to licensing requirements.
Purchasing Policies
The Assisted Living Administrator will be liable for creating and adjusting the budgets and purchasing for the Homely Care facility. Imperatively, any procurement for food and supplies to be employed for the upkeep of the residents within the assisted living facility will be first approved by the assisted living administrator. The protocol at hand will comprise of a list of inventory that will be thoroughly reviewed and will comprise of, but not restricted to, foods, bed sheets in addition to toiletries such as soaps, shampoos and tissues.
Quality Control Measures
Home Care makes certain that quality service is rendered to each and every resident. All of the members of staff will be comprehensively and effectively trained and will be provided with an operational manual that consists of formal policies and procedures to guarantee an incessantly high standard of service. Another aspect of quality control is that fresh foods, meat, milk, vegetables as well as fruits, which are easily perishable, will be accessible to all residents and will be ensured that they are suitable for eating.
Staffing and Training
Staffing for Homely Care will take into account the following:
All members of staff shall be in good health and be both physically and psychologically capable of undertaking the assigned tasks and responsibilities. This will substantiated through a health screening before becoming employed. All prospective clients will go through a background check for safety purposes prior to being employed. The necessary educational background and experience required for the different organizational positions will be substantiated through certificates, letters of recommendation and background checks. All employees will be required to assess and sign Notice Employee Rights during the time of employment. Importantly, the initial 30 days of employed will be deemed as a period of probation and at its culmination, the assisted living administrator will conduct a performance review to make an ascertainment of continued employment. Subsequent to their first year of employment, the personnel will go through an annual performance review.
In the event of bad behavior or discrepancies in employment, personnel will be given written warnings. Subsequent to having three warnings devoid of any kind of change or improvement, employment will be terminated.
New members of staff at Homely Care will be handed at least 12 hours of training within the initial month of employment. Such training will be undertaken whilst on the job, or within a teaching space setting or a combination of both. Imperatively, this employee training will comprise of, but not restricted to, the significance and approaches of personal care services consisting of grooming, bathing, feeding, medication giving, and general precautions. The individuals providing such teaching and training will have professional degrees and several years of experience in an area pertinent to caring to the needs of the elderly persons. In addition, they will have a working license of being health care providers in the state. Most of all, subsequent to training, the responsibilities will be assessed and supported by a well-structured and comprehensively detailed training manual.
Financial Plan
In order to generate revenues and profits, Homely Care is reliant on the occupancy rates. The greater the number of senior adults occupying the facility, the greater the revenue generated. Homely Care’s sales and marketing goals and objectives are emphasized on ensuring the facility gets to its greatest possible level of occupancy.
Revenues
In terms of the revenues to be generated by Homely Care, every resident within the facility will pay $3,500 per month. In total, there will be 25 residents within the facility, which implies that the annual revenue is $1,050,000
Expenses
Expense Item
Year 1
Year 2
Year 3
Caretaking expenses
$35,000
$36,000
$36,000
Groceries
$60,000
$58,000
$58,000
Cleaning supplies
$20,000
$25,000
$25,000
Toiletries
$25,000
$30,000
$30,000
Transportation expenses
$20,000
$24,000
$24,000
Utilities
$50,000
$48,000
$48,000
Payroll
$350,000
$380,000
$400,000
Insurance
$36,000
$40,000
$42,000
Total Expenses
$596,000
$641,000
$663,000
Marketing Plan
Market Research
Homely Care is in a prime location that is suited for its business operations. In the contemporary setting, the state of California tops the regions in the United States in terms of individuals aged 60 years and above. In particular, this population has increased by 1.5 million people in the past five years rising from just over 6.7 million individuals in 2013 to just over 8.2 million individuals in 2018 (Snibbe, 2018). In accordance to Quach (2018), the population of adults over the age of 60 years in the state of California is increasing at a rapid rate. In fact, in the past three decades, statistics indicate that there has been a 212 percent increase. Furthermore, statistics indicate that by the year 2030 when all of the Baby Boomers attain the age of 60 years, there will be an approximated 10.9 million older individuals in California. Whereas in 2010, there were just over 600,000 citizens in California aged 85 years and above, this figure is projected to surpass the 1 million mark by 2030, which is a 70 percent increase (Quach, 2018). Research indicates that this rapidly growing population of the elderly is as a result of individuals living longer as compared to preceding eras and Baby Boomers being a greater generation as compared to other generations (Quach, 2018). These figures portray the significant market need for assisted living services for the elderly in this state. Furthermore, with projections indicating higher numbers in the forthcoming periods, it implies that Homely Care can have the opportunity to expand its business opportunities to cater to more aged individuals.
Recruitment Process
At the present moment, Homely Care can only accommodate 25 residents. It is expected that there will be numerous applications from individuals seeking assisted living services. The following is the recruitment processes that address member choice for the organization:
1. No individual applying for the process will face any prejudice. All individuals feeling like they require assisted living services are welcome to make registrations with Homely Care.
2. All of the applicants will be vetted to ascertain their prevailing medical state. This is imperative because Homely Care is solely a facility for providing assisted living services and not medical services. Therefore, individuals with serious illnesses that necessitate medical attention will not be considered.
3. The remaining individuals will be contacted to be provided with information regarding the services to be rendered in order to ascertain whether they agree with such services.
4. Lastly, the organization will take in the applicants on a first come first served basis, once the payment is made.
Growth Plan
In terms of growth and development, Homely Care purposes to open a second facility in the third year of operation. In particular, this second facility will provide residents with the similar quality services and make certain that they have a quality standard of living away from their homes. In addition, the company plans to expand the current facility from 25 residents to 50 residents through building new structures that will be able to cater for such increased numbers. Specifically, Homely Care plans to open the second facility in the Santa Rosa area, which is still situated in the state of California. The company selected this area because it has the same climatic conditions that are beneficial to the aged residents. The expansion costs are estimated to be as follows:
Development Costs
Hard Costs
$600,000
Soft Costs
$32,000
Fixtures, Furniture and Equipment
$60,000
Development Costs
$55,000
Land
$180,000
Start-up Costs
$200,000
Total
$1,127,000
References
Snibbe, K. (2018). Here’s how fast California’s elderly population is growing and where. The Orange County Register. Retrieved 9 October, 2018 from: https://www.ocregister.com/2018/07/10/heres-how-fast-californias-elderly-population-is-growing-and-where/
Quach, H. (2018). California's Elderly Population Jumps By 212%. Patch. Retrieved 9 October, 2018 from: https://patch.com/california/castrovalley/californias-elderly-population-jumps-212