Nursing homes are mainly service institutions that provide collective living for the elderly and have relatively complete supporting service facilities. So how to write a nursing home business plan?

The nursing home project business plan template is a version drawn up by the center after soliciting suggestions from many well-known VCs, so that investors can learn more about your nursing home project.

In the process of careful production and writing by the center, it will be modified according to the characteristics of your nursing home project; this plan is a detailed version and can be sent to interested VCs or before making an appointment with investors;

Table of Contents

(1) Basic information of the company

A brief introduction to the establishment time, registered capital, business products, employee size, etc.

(2) Products/Services Introduction

A brief description of the company's main products and series of services

(3) Industry/market analysis

A brief description of the industry status, market capacity, and market development prospects , a brief analysis of consumer acceptance

(4) Business status

A brief analysis of market share and number of customers

( 5) Financial analysis

Cumulative investment, output, income and profit for the year since the establishment of the company

(6) Financing plan

Financing amount, shareholding ratio, financing Term, exit method

Part I: Company Profile

(1) Company Introduction

Detailed introduction to the company’s background, scale, team, and capital composition

Name of shareholder Capital contribution amount Capital contribution form Share ratio Contact person Telephone number

2. Team introduction

For each core team member Introduction to experience and successful experiences in technology, operations or management

3. Organizational structure

4. Employee situation

(2) Operational financial history

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(3) External public relations

Strategic support, partners, etc.

(4) Company business strategy

Recent and future Development direction, development strategy and goals to be achieved in 3-5 years

Part 2 Products and Services

(1) Introduction to nursing home products and services

(2) Core competitiveness or technical advantages of nursing homes

(3) Nursing home product patents and registered trademarks

Part III: Industry and Market

(1) Industry Situation

Development history and trends of the nursing home industry, technical barriers, trade barriers, and policy restrictions to entering the industry

(2) Market potential

Market capacity of nursing homes , market development prospects, consumer acceptance and consumption behavior are analyzed

(3) Industry competition analysis

Comparative analysis of main competitors and their advantages and disadvantages, including performance, price, Services, etc.

(4) Revenue (profit) model

Business charges, revenue model, which business links and customer groups obtain revenue and profits

(5) Market planning

The company’s sales revenue forecast for the next 3-5 years (if financing is unsuccessful)

Part 4 Marketing Strategy

(1 ) Nursing home target market analysis

(2) Nursing home customer behavior analysis

(3) Nursing home marketing business plan

(1) Establish sales network, sales channels, Strategies for establishing agents and distributors

(2) Advertising and promotion strategies

(3) Pricing strategies for products/services

(4 ) Incentive mechanism for the sales team

(4) Nursing home service quality control

Part Five Financial Plan

Please provide

The following financial forecast, and explain the basis for the forecast:

Balance sheet of nursing home project in the next 3-5 years

Cash flow statement of nursing home project in the next 3-5 years

Profit and loss statement for the next 3-5 years

Part 6 Financing plan

(1) Financing method

Describe in detail how much capital will be invested in future staged development. How much can the company provide and how much investment is required. Financing amount, shareholding ratio, financing term

(2) Purpose of funds

(3) Exit method

Part 7 Risk Control

Describe the risks that may be encountered during the implementation of the nursing home project and their countermeasures. Including: technology risk, market risk, management risk, policy risk, etc.

Chapter 2:

Abstract: my country has entered an aging society, and the elderly population has a large base and is growing rapidly. The "silver hair wave" has brought huge pressure to society. In particular, in recent years, the function of family care for the elderly has gradually weakened, the family structure has become smaller and older, and the proportion of "421" families has increased year by year. The increasingly weakened family care for the elderly, the limited financial resources of the government and the growing elderly population have all shown that the demand for socialized elderly care is increasing, and the industrialized operation of elderly care institutions is imperative.

b) Industry analysis, including market size, growth rate, development opportunities, policy environment, etc.;

1. The direction of the industrialization development of elderly care institutions

From From the perspective of economics, demand causes people to have consumption motives and behaviors, which in turn stimulates changes in supply and promotes changes in industrial structure. The elderly care needs have their own particularities: First, due to aging body functions and diseases, the elderly require care for their diet and daily life. Different physical conditions and disease requirements are diverse. In some cases, family members and nannies cannot take care of them in place. , it requires more professional medical staff and nutritionists to take good care of it. Second, due to family economic conditions and housing conditions, some families cannot afford to hire a nanny. Even if they hire a nanny, they may not be able to meet the requirements for special care for the elderly. If an elderly person develops a disease, it will also affect their children's work and study, and the cost of disease prevention and treatment will be higher than that of medical care in a nursing home. Third, from the perspective of the psychology of the elderly, the elderly do not want to be imprisoned at home by their children, and a lonely life will make them feel painful. The elderly do not want to be "abandoned". If their children send them to a nursing home with poor conditions or in a nursing home far away from the city with inconvenient transportation, some elderly people are prone to self-mutilation and suicide. So, in what direction will elderly care institutions develop? Based on the above analysis of the elderly care needs, there are three basic directions for the industrial development of elderly care institutions:

1. Vigorously develop scale operations.

Large-scale operations can give full play to the concentrated advantages of people, money and materials, and can easily form good credibility and credibility among the public. At present, our country has not yet formed a relatively unified classification standard for the size of elderly care institutions. However, in terms of the psychological recognition of the general public, elderly care institutions with less than 200 beds are considered small-scale, and those with between 200-500 beds are considered small-scale. It is a medium-sized nursing home with more than 500 beds. I think large-scale operation means developing large-scale elderly care institutions. So, why should scale operation be regarded as the development direction of nursing homes? The reasons are mainly reflected in the following aspects:

(1) Building design specifications. At present, the existing large-scale elderly care institutions in our country are generally designed and constructed in accordance with the "Building Design Code for the Elderly" jointly promulgated by the Ministry of Construction and the Ministry of Civil Affairs. Issues such as fire protection, ventilation, internal barrier-free transportation, etc. are considered in a scientific and reasonable manner, and Bedding, catering, entertainment, medical and other functional supporting facilities.

(2) The advantages in medical care are obvious. Because large-scale nursing homes have scale advantages, it is easier to attract medical personnel with professional knowledge and experience to join them, thereby improving the service standards of medical care. Especially for the elderly with multiple diseases, it can provide them with a sense of security in medical coverage.

(3) The leisure environment is better.

When planning and designing large-scale elderly care institutions, they generally combine the actual conditions of their own land and space to build some places suitable for elderly activities and plant some flowers, plants and trees to create an elegant and relaxing environment. And all of this is of greatest concern to the elderly, especially those living in cities and their children.

2. Create the brand effect of a nursing home.

Brand establishment is generally based on scale operation as the background and prerequisite. Only with scale advantages and good reputation can a brand's image be created and enhanced. At present, the brand awareness of my country’s elderly care institutions is still relatively weak. According to incomplete statistics, among the nursing institutions in my country, only Guangzhou Liangdian Nursing Home has registered "Liangdian" and its logo with the National Trademark Office. Why does the elderly care industry also need to transition to brand management? On the one hand, there is a tendency in the public consumer psychology to advocate brands and trust brands with good images. On the other hand, when a brand creates a sense of belonging in consumers' psychology, it will help promote the brand's scale expansion and chain operations, thereby promoting the industrialization process of senior care institutions and forming a senior care group with a certain scale and influence. This will not only provide good elderly care conditions and environment for the elderly, but also guide the elderly care consumer market to become more reasonable and curb arbitrary charges and inadequate services. It is helpful to solve children's worries and promote social stability and unity.

3. Improve the supporting functions of elderly care institutions.

With the gradual improvement of people's living standards, some of the original nursing homes and other elderly care institutions are small in scale, have poor living conditions, and have insufficient medical care. They mainly support the elderly who are alone and have difficulties in living. model can no longer meet the consumption needs of the elderly. What will replace them must be elderly care institutions with professional medical care, scientific and reasonable dietary structure, rich cultural and recreational activities, elegant leisure environment, and convenient transportation for children to visit. Therefore, it is particularly important to improve the supporting services of elderly care institutions. The improvement of supporting functions of nursing homes focuses on two aspects:

(1) Supporting medical and nursing services. Although the civil affairs department stipulates that elderly care institutions must set up medical rooms, can the medical rooms truly meet the disease treatment and special care requirements of the elderly? It is obviously not enough. As far as large-scale nursing homes are concerned, most of the residents are senior citizens over 70 years old. Why are there so many elderly people? This is generally determined by the cost and difficulty of home care. Only when the cost of home care is comparable to the fees charged by a nursing home, or when the elderly person needs medical care due to his or her physical condition, will the children send the elderly person to a nursing home facility. This puts forward higher requirements for medical care in nursing homes, and a simple medical room cannot meet the needs. Imagine that there are more than 500 elderly people over 70 years old. At least 50% of their bodies have some diseases and need to take medicine and injections; at least 25% of the elderly need to be hospitalized for observation and treatment. With such a disease, the scale of medical consultation and hospitalization is, There should be first-class hospitals and supporting facilities. Therefore, large-scale elderly care institutions must cooperate or independently apply for geriatric hospitals in order to achieve supporting and perfect medical care functions.

(2) A scientific and reasonable diet.

The canteen of a nursing home must first be designed and decorated in accordance with the regulations of the health and epidemic prevention department to meet basic hygiene requirements and operating procedures. Secondly, according to the special requirements of common and frequently-occurring diseases in the elderly, such as hypertension, diabetes, etc., nutritional recipes should be scientifically formulated and the quantity and type of diet should be reasonably controlled.

c) Business model analysis, including profit model, competitor analysis, core competitiveness analysis, etc.;

2. Problems existing in the industrialization process of elderly care institutions

At present, my country’s elderly care institutions include government-run, private-run, and government-private joint ventures. In terms of its institutional nature, it can be divided into two types: non-profit and for-profit. The industrialization of elderly care institutions is essentially a for-profit path of independent operation and responsibility for profits and losses. Is this road easy to walk? It’s not easy. It’s very difficult. The main problems are as follows:

1. Large investment and long payback period.

Since the direction of industrialization of elderly care institutions is scale management and brand management, what is the input-output situation? One fact before us is that everyone believes that the elderly care industry is a sunrise industry with a bright future. Yes, the market is very huge, the competition pattern has not yet been formed, and the total demand is greater than the total supply. But why is no one willing to step into this industry, especially some powerful enterprise groups and individuals who are unwilling to invest? The reason is simple, because the investment is large, the payback period is long, and it is unprofitable. Let’s compare a nursing home project with a real estate project of the same size, and the result is obvious. Suppose there is a land of 100 million m2 in a certain city, with a volume of 3% and a construction area of ??30,000 m2. The construction cost of the nursing home project is about 1,770 yuan/m2, excluding the reduced or exempted land acquisition compensation fee. The total investment is about 53 million yuan, and the capital cost is an annual interest rate of 6%. The size of the nursing home is calculated based on 1,000 beds. The main source of income for recycling funds is the one-time equipment purchase fee. The per capita charge is about 8,000 yuan. The turnover rate is 3 times in 10 years, totaling about 24 million yuan; bed fee per person 500 yuan per month, the 10-year occupancy rate is calculated at 100%, and the total is about 60 million yuan; other income can be deducted from operating costs. In this way, it will take 10 years for the nursing home project to recover the investment, and it will not be profitable. The construction cost of the real estate project is about 2,170 yuan/m2, the total investment is about 65 million yuan, the house sales price is 3,500 yuan/m2, and the recovered funds are about 105 million yuan. Including the construction period and sales period, it takes about 2 and a half to 3 years. time. As a result, the real estate project can not only recover the investment within 3 years, but also obtain a profit of about 40 million yuan.

2. Difficulties in financing leasing operations.

Due to the drive of economic interests, investing in the construction of elderly care institutions is not in line with my country’s current economic practices of input and output. Then, renting a house to operate a nursing home is a more ideal choice. This can convert a huge recent investment into installments of rental payments. However, if it is a complete real estate project, how can others sublease it to others? There is only one answer, and it must be an unfinished building that has been in existence for many years. To complete an "unfinished building" project, a relatively large investment is still required. Since it is a leased house, it only has management rights but no ownership rights. The funds invested are bound to be occupied and cannot be used through mortgage loans or other methods to activate and recycle the funds. Therefore, financing difficulties for leasing operations is an inevitable result. Let’s take the operation of Liangdian Nursing Home in Guangzhou as an example. Guangzhou Liangdian Nursing Home leased a 94-year-old nine-story hotel in 2002. It has a building area of ??20,000 m2 and a floor area of ??8,000 m2. The lease term is 20 years. It has more than 200 rooms and can accommodate 650 elderly care beds. The monthly rent is nearly 200,000 yuan. The total investment in renovation and expansion is about 15 million yuan. The investment payback period takes more than 6 years. Although the current operating conditions of the hospital are good, due to the limited investment capacity of shareholders, it has to give up other industries it originally operated. Since the operating rights cannot be mortgaged for loans, in order to raise liquidity for the nursing home, the shareholders had to borrow money from friends, and even used their homes as bank mortgages. This is a reflection of the industrialization process of elderly care institutions and a difficult financing issue in the industrialization process.

3. Difficulty in introducing medical talents

The focus of large-scale nursing homes is medical care services, and it is more difficult to introduce experienced, mid-level and senior professional medical staff. There is a relatively complete promotion mechanism for professional and technical titles in hospitals. If a professional medical staff goes to work in the medical rehabilitation room of a nursing home, it is almost impossible to be promoted from a junior professional title to an intermediate or senior professional title. Therefore, not only are large nursing homes unable to attract professional medical staff to join them, it is also difficult to cultivate their own medical teams. For example, Guangzhou Liangdian Nursing Home introduced a chief physician as the director. Due to the management of the medical and health system, he was forced to resign from public office and give up nearly 30 years of service and corresponding benefits.

4. The business risk is high.

With the gradual enhancement of people’s legal awareness, extensive medical care is no longer suitable for the development needs of large-scale operation of nursing homes.

Due to the large scale of large-scale elderly care institutions, people believe that they have certain financial strength and compensation capabilities. Therefore, children of the elderly are often not easy to tolerate and understand mistakes and inappropriateness in the medical care process, and even intentionally intensify the conflicts. Advancing into the legal process of medical malpractice disputes, ultimately leading to compensation from nursing homes. Of course, people's increased legal awareness has its positive aspects, but elderly care institutions are often in a weak position due to medical conditions and staff quality. From a subjective point of view, large-scale elderly care institutions are willing to open geriatric hospitals that match their scale. However, the rules and regulations and approval procedures of the health department cannot support this, which objectively increases the operational risks of large-scale elderly care institutions.

d) Operation plan, including specific strategies, market plans, marketing strategies, etc. in the next few years;

Choosing to use the current national Ministry of Civil Affairs policies in terms of operating models nationwide There are public construction and public construction, and there are also public construction and private construction and private-sponsored construction. Favorable factors include leasing and self-construction in areas with a certain economic base.

e) Financing requirements and investment return analysis;

Invest in a micro community nursing home with about 30 beds, cost

Monthly labor cost: 16,000 yuan

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Miscellaneous items: 10,000 yuan

Income

Income: 35,000 yuan

Net profit: about 10,000 yuan

f) Implementation Planning and operations team management;

Small family nursing home model. That is, the founder uses his own house to take care of his own elderly people and at the same time recruits elderly people from the community to provide care for them. Small family nursing homes generally have 6 to 15 beds, and family members of the founder serve the elderly.

Day care and elderly care model. That is, a day-to-night nursing home with functional facilities similar to those of a nursery. Most of them are built by streets or communities. They have facilities such as activity rooms, lounges, restaurants, and classes for the elderly. The elderly are concentrated during the day, meals are provided at noon, and they go home in the evening. Home. There are nearly 30 nursing homes of various types in the city.

Home care model. That is, the government organizes elderly care skills training for unemployed people, provides caregiver subsidies in the form of purchasing public welfare services, and arranges to provide elderly care services in the homes of extremely poor elderly people.

Monetized pension model. That is, the government funds and provides elderly care service subsidies to extremely poor elderly people. If you choose home care for the elderly, the government will issue "vouchers" every month, and the extremely poor elderly can use the vouchers to choose home care services. If you choose institutional care for the elderly, the elderly can choose elderly care institutions across the city and use pensions (minimum security deposits, house rent, etc.) as pension expenses, and the difference will be subsidized by the government and reduced by the nursing home.

Warm nest housekeeper elderly care model. That is to say, a housekeeper is provided for the empty-nest elderly, who is responsible for the elderly's daily care, physical health monitoring, daily necessities purchasing and distribution, health consultation, leisure and entertainment, etc. There are 2 specialized delivery vehicles and 52 professionals who come to serve the elderly. Currently, 732 households and 8,500 elderly people receive services.

Remote interactive elderly care model. That is, the elderly register with the local elderly care institution or intermediary agency, and the elderly care institution or intermediary agency contacts the elderly care institution in other places for their care.

Teaching assistant model for the elderly. That is to give full play to the role of elderly senior intellectuals at home and abroad, provide them with elderly care services, and at the same time give full play to their knowledge and skills.

Information-based elderly care model. That is, integrating information technology into elderly care services to improve the efficiency of elderly care services. The information-based elderly care model was pioneered by Xigang District. Through information means such as the "Elderly Care 110" call platform, the community elderly "call for help" system, and the "love doorbell" for empty-nest elderly people, it integrates social welfare institutions, community health service centers, street societies, etc. Elderly care service resources such as globalized elderly care service centers, community day recreation centers for the elderly, and interactive off-site elderly care service centers have been integrated into an elderly care service network.

Joint venture and cooperative pension model. That is to attract extensive foreign capital and technology, open elderly care welfare institutions, and improve the elderly care service system.

g) Exit strategy of the project;

Equity repurchase

According to the analysis of the enterprise business plan, the company should explain to investors the implementation of the equity repurchase plan .

Profit dividends

Investors can achieve the purpose of recovering their investment through the company's profit dividends. According to the analysis of this business plan, the company should explain to investors the implementation of the equity profit dividend plan.

Stock listing

According to the analysis of the business plan, the possibility of the company's listing is analyzed, and the prerequisites for listing are explained.

Equity transfer

Investors can recover their investment through equity transfer. The company's instructions to investors on equity transfers.