Binus mm executive - batch 20 - ike evergreen project - group i

Binus Business School
MM Executive Batch 20
Evergreen Project
One-Stop Age-Friendly
Solutions for Seniors
Alexander Christian
Dina Sandri Fani
Jenna Widyawati
Ridwan Martawidjaja

WhyEvergreenProject?–TheWorld’sContext
Seniorsarethefastestgrowingpopulationintheworld…
1/14/2015EvergreenProject
11%
22%
Proportion of the world’s population
over 60 years will double from about
11% to 22% between 2000 and 2050
(http://www.who.int/ageing/en/)
2 billion people will be aged 60 and
older by 2050. This represents both
challenges and opportunities
4-6%
of older persons in
high-income countries
have experienced some
form of maltreatment
at home
2

…leadtotheriseoftheneedforlong-termcare
25-30%
of people aged 85 or older have some
degree of cognitive decline
The world will have more people who
live to see their 80s or 90s than ever
before
The number of people aged 80 years or
older will have almost quadrupled between
2000 and 2050 to 395 million.
Lose of their ability to live
independently
Resulted to the need of long-term care, that
include home nursing, community care and
assisted living, residential care and long stays
in hospitals
3

Dramaticincreaseinthenumberofpeoplewithformsofdementia
4

Asanimpact,numberofpeoplelivingwithAlzheimer’sdiseasewillbealsoincreasing
5

WhyEvergreenProject?–Indonesia’sContext
ProportionofseniorswillbedoubledupovertwodecadeswhileAlzheimer’sonthe
riseinIndonesia
 The proportion of aging population
will grow larger over the two
decades.
 Indonesia will be having 14.4%
seniors out of its population by the
end of 2035.
6.9% 8.0% 9.8% 11.9% 14.4%
2015 2020 2025 2030 2035
1 million
of Indonesian suffer
from Alzheimer’s
disease in 2011
3 million
Patients with
Alzheimer’s
disease in 2050
http://www.antaranews.com/berita/394044/
satu-juta-penduduk-indonesia-penderita-
alzheimer
ASEAN+6 Population Forecast: Global Share, Aging, and
Dependency Ratio. 2013 Report
Potential market for OAFS business!!!
6

EvergreenProject–ThePrototypes
2businessmodelreadytobetestedfurther,i.e.Alzheimer’sCenterforSeniorsandAll-in-OneDay
CareCenter
Alzheimer’s Family Services Center
1 2
All-in-One Day Care Services
A home for senior lives with Alzheimer.
Provides expert daily care and family
support tailored to individual needs to
improve the quality of life for families
challenged by Alzheimer’s disease
A multi-functional care facility
provided to the elderly and the kids
under one single roof
7

EvergreenProject–TheTheoryUJourney
Directobservationsthroughseveraldaycareservicesforelderlypeople
• 2-day direct
observations at Rukun
Senior Living, Sentul
• Live interview with the
seniors, care givers,
and marketing team
• Direct observation at Panti Jompo
Wisma Mulia Jelambar
• Live interview with care givers and
the seniors
• Direct observation at Panti Sosial
Tresna Wredha Budhi Dharma Bekasi
8

Whatwesawwithanopenmind(1/2)
Voice of Judgment Confirmed Not confirmed
Seniors do not want to spend
their remaining life at day care
center
Voluntary enrollment
in some cases
They will not be happy if they
choose to stay at day care center
– feeling of being dumped
At the first 2 weeks,
but feel happy
afterwards
Asian people are turning their
backs on tradition with regards
to their ageing parents
Wise thoughtful
before placing the
ageing parents into
day care center
9

Elderly people have a simple
need – not to be on their own
They hate being
lonely and being
dumped
Physical fitness of elderly people
become the biggest challenge
for the care givers
Mental fitness is
more challenging for
most of the care
givers
Elderly people are inactive and
not creative
They are quite
creative and being
able to produce a
beautiful art works
10

Elderly people have a simple
need – not to be on their own
They hate being
lonely and being
dumped
Physical fitness of elderly people
become the biggest challenge
for the care givers
Mental fitness is
more challenging for
most of the care
givers
Elderly people are inactive and
not creative
They are quite
creative and being
able to produce a
beautiful art works
11

Whatwesawwithanopenheart
 Alzheimer’s on the
rise in Indonesia in very near future
 Family members often fail to
recognize dementia and
Alzheimer's symptoms: create a
stressful environment for elderly
people with Alzheimer’s
 Lead to mismanage and improper
treatment of elderly people with
Alzheimer’s
12

Whatwesawwithanopenheart
 There is a need for elderly people
to be at the center of their
extended families even if they are
living at day care centers
 We see no need to separate the
elderly from the children
 The children’s presence alone is
enough to make the seniors smile
13

VoiceofCynicismFear(VoC)andVoiceofFear(VoF)
1/14/2015
 Market is not ready for the
proposed concept
 It is more into charitable rather
than profitable organization
 Long break-even period even if it
is profitable business
 Market acceptance level: low
acceptance level due to Asian
tradition
 Business sustainability
 Low differentiation as compared to
the existing business model
 Target market readiness
EvergreenProject
14

EvergreenProject–ProposedBusinessModelCanvas
Alzheimer’sFamilyServices(AFS)Center–Alternative1
Customer Segments
Niche market:
Alzheimer patient from
middle up income level
Customer
Relationships
Personal assisted living
Full services
Value Proposition
1st Alzheimer’s specialty
provider
Innovative programs &
services dedicated for
Alzheimer’s patients
Compassionate &
individualized care
15

Key Resources
Physical assets and
facilities
Certified and well-
trained caregivers
Affiliates hospital and
partners
Expert staffs
Key Activities
Health and personal
care
Full and personal
services to resident
Staff certification and
trainings
Key Partners
Insurance companies
Hospital/health service
provider
NGO: Yayasan
Alzheimer Indonesia
16

Channels
Owned facility
Traditional and digital
marketing media
Cost structure
Labor cost
Physical asset
maintenance cost
Marketing cost
Revenue Streams
Monthly fee
Membership fee
17

All-in-OneDayCareServices–Alternative2
Customer Segments
Segmented market
Targeted middle income
level
Customer
Relationships
Personal assisted living
Full services
Value Proposition
One single roof of
services
Unique concept
Family closeness
Personalized services
18

Key Resources
Physical assets and
facilities
Compassionate
caregivers
Affiliates hospital and
partners
Expert staffs
Key Activities
Kids and elderly care
Education
Health therapy
Recreational activities
Key Partners
Health service provider
Educational institution
Recreation centers
19

Channels
Owned facility
Traditional & digital
marketing media
Cost structure
Labor cost
Physical asset
maintenance cost
Marketing cost
Revenue Streams
Monthly fee
Membership fee
20

EvergreenProject
OurUniqueSellingProposition
Selling Proposition Our Concept Traditional concept
Organization type
21
Profits organization Non-profit organizations,
very rare of profit
oriented
Target market Niche market, i.e. seniors
living with Alzheimer’s
disease and/or middle up
segment
Broader market, i.e.
empty-nester seniors;
mostly for low-middle
income class
Concept Communal place for fun-
loving seniors taking form
of residential resort and
club
More into hospital looks
and feel; creating a
depression feeling of the
resident

EvergreenProject
OurUniqueSellingProposition
Selling Proposition Our Concept Traditional concept
Revenue stream
22
 Move-in fee
 Member fee
 Assisted living fee
 Additional consultation
fee for certified
caregivers and/or
therapy session
 Non-fixed
membership fee
(usually quite low)
 Subsidy from the
philanthropist
Facilities Extensive facilities under
one roof. Includes facilities
for physical and mental
disorders. Equipped by
experts and certified
caregivers
Limited facilities; mostly
bed & breakfast facilities.
Recreational and health
facilities depends on the
donor. Is not equipped
by experts and certified
caregivers

Back-upSlides
23
Outdoor Facilities and Nursing Station Room Facilities

Back-upSlides
24
Fitness Center Physical Recovery Center
Creativity Room

Binus mm executive - batch 20 - ike evergreen project - group i

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Binus mm executive - batch 20 - ike evergreen project - group i