This business plan proposes a non-medical home care service called Happy and Home to allow seniors to age in place independently. It will provide check-ins, transportation, home maintenance and monitoring. The plan outlines the growing senior population, cost advantages over assisted living, competitors, marketing strategy and 5-year financial projections showing profitability.

1. Wes Nicol Business Plan
Zach Woodward, Kenny Norton
& Stuart Grant

2. Cost effec)ve, independence‐maximizing
alterna)ve to re)rement homes
Services provided:
• Once a week to everyday check in
• Escorted car services
• Seasonal cleanup i.e. lawn and snow
maintenance
• Home monitoring

3. “ Empowering seniors to live
happy, healthy and rewarding
lives – right where they want
to be – in the privacy, safety
and comfort of their own
homes.”

4. Growing, inevitable problem
• 90% of Seniors would rather live in their own home
• 12.4% of Americans are 65 and older
Demographic is growing
• 62% of family caregivers have had to adjust their work
schedule or quit work en)rely to take care of aging loved ones
Life expectancy is rising
Assisted living is expensive!
• $200 per day
• $80,000 per year
Happy and Home packages as low as $2400 a year

5. By 2030, 1 in 5 Americans will be over the
age of 65
Growing twice as fast as the overall
populaNon
Non‐Medical Home Care Industry listed as
one of the fastest growing occupa)ons in
the United States

7. Children of the aging seniors
• Unable to provide assistance for their parents
• Pursuing careers, raising families
• Seniors approaching children regarding assistance

8. Clients of all ages needing assistance
• Yellow pages for temporary assistance
• Doctor recommenda)ons
Examples:
• Surgeries
• Injuries

9. Threat of Subs)tute Products
Focused on medical care
Lacks home maintenance op)ons
Threat of New Entrants
Exponen)ally Growing Market
Low capital requirement
Reputa)on and Marke)ng
Low switching costs
Bargaining Power of Buyers
Economic Recession – Price Sensi)ve
High Backward Integra)on
Reliance on our Services
Bargaining Power of Suppliers
General products ‐ day to day
IT Growth – web cam, home
monitoring

10. HOME INSTEAD SENIOR CARE, PORTSMOUTH, NH
• 600 Interna)onal Franchises
• Established Name
• Fails to perform home maintenance
LIVING INNOVATIONS, PORTSMOUTH, NH
• Numerous branches across NH and Maine
• Provides medical assistance
• More companionship
HOME HELPERS, BERWICK, ME
• Focuses on new mothers, adults, seniors
• Broad target
• We target seniors

11. Snowbird
$125/month
Approx. profit of
$30/package
Gas
Wages
All Hands
on Deck
$200/month
Approx. profit
of $50/
package
Gas
Wages
Piece of
Mind
$150/month
Approx. profit
of $50/package
Gas
Wages
Telephone
Lend a
Hand
$210/month
Approx. profit of
$60/month
Gas
Wages
Telephone

13. We plan to create awareness through :
• Hospital discharge planners
• Elderly law aeorneys
• Pharmacies
• Hairdressers
Referral and incenNve program
We will recruit our companions from:
• Visi)ng Nursing Associa)on
• Stay at home moms
• Senior housing employees
• Government representa)ves
• University health science students
• Re)red seniors s)ll seeking work
Toll‐free number

14. # of Online American’s over the age of 65 up 160% since 2000.
Two Primary Reasons:
Economic Recession and cost savings
Examples:
• E‐Commerce
• Online shopping
• Travel
• Research
Social Networking – Friends & Family
Examples:
• Seniorocity.com
• Seniorpassions.com
• Cranky.com

15. 56% of the wired senior market have used the
internet to search for health related
informa)on
Degrading quality of vision and the ability to
process new informaNon begins to diminish as
we get older

16. Important to consider:
• Font Size – Large and readable12pt or 14pt
• Simplicity – Minimal ‐ Graphics, anima)on, forms,
bueons
• NavigaNon – Smooth, direct
• Search Engine Results – Relevant search results
• Usability TesNng –Target market test site and make
valuable observa)ons

17. • $50 non‐par value common shares
• 5 Shares per owner
• Dividends will be paid out aier 6 years
Zach Woodward
President
Stuart Grant
Vice President of
Finance &
Customer
Accounts
Kenny Norton
Vice President of
Opera)ons &
Technology

18. One year non‐interest bearing Students in Business Loan
Non‐interest bearing shareholder loans:
• Stuart ‐ $15,000
• Zach ‐ $12,000
• Kenny ‐ $9,500
Maintenance Vehicle ‐ Financed the purchase of our
maintenance vehicle through a non‐interest bearing note
payable in the amount of $14,000.
Computers ‐ Financed the purchase of the computers with
non‐interest bearing notes payable in the amount of $3000
to the shareholders ($1000/shareholder)

19. • Finalize Financing
• Recruit companions and laborers
• Adapt to our environment
• Revamp marke)ng strategies
• Analyze web cam and home
monitoring services

20. • Promote and market to new elderly law aeorneys,
hospital discharge planners, pharmacies, and
hairdressers establishing referral programs
• Market employment opportuni)es as Happy and Home
opens its second loca)on in New England
• Establish second office
• Analyze franchise opportuni)es
• Analyze medical senior care opportuni)es

21. • Yr. 1 – Incur a loss of $8052
• Yr. 2 – Profit of 33,311
• Yr. 3 – Profit of 48,880
• Yr. 4 – Profit of 55,852
• Yr. 5 – Profit of 81,733
All Amor)za)on amounts are calculated
on a Straight‐line basis.

22. • Yr. 1 – Assets and Liabili)es of $43,522
• Yr 2 – Assets and Liabili)es of $82,576
• Yr. 3 – Assets and Liabili)es of $128,234
• Yr. 4 – Assets and Liabili)es of $184,281
• Yr. 5 – Assets and Liabili)es of $269,094

23. • Happy and home will empower
seniors
• To live...happy, healthy and
rewarding lives
• Right where they want to be in the
privacy, safety and comfort of their
own homes