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College of Science, Technology & Applied Arts of Trinidad & Tobago

DEPARTMENT OF INFORMATION SCIENCE AND TECHNOLOGY

GROUP ASSIGNMENT COVER PAGE


ASSIGNMENT TITLE: GROUP ASSIGNMENT
ASSIGNMENT SUBTITLE: BUSINESS PLAN
COURSE CODE:
COURSE TITLE:

ENTP 210
FUNDAMENTALS OF ENTREPRENEURSHIP

CRN: 17768
STUDENT NAME
1.
2.
3.

MALIKA BRUCE

SEMESTER: 1 (ONE)
STUDENT I.D.
00035590

SAFIYA BARRINGTON

00027185

JILLIAN BROWN-CABRERA

PROGRAMME
BSC GENERAL NURSING
BSC GENERAL NURSING
00050143 BSC GENERAL

NURSING
4.

MELISSA DYER

00037041

BSC

GENERAL NURSING
5.

JOSHUA McLEOD

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00048480

BSC MARKETING

15TH DECEMBER, 2014

DATE OF SUBMISSION:
LECTURERS NAME:

MR. SAJJAD HAMID

TABLE OF CONTENTS
TITLE
1.
2.
3.
4.

Cover Page
Table of Contents
Summary
Introduction:
a) Background
b) Mission Statement
5. Business Profile
6. Business Goals and Objectives
7. Environmental & Industry Analysis
8. Marketing Plan
9. Operations Plan
10. Financial Plan
11. Human Resource Plan
12. Conclusion
13. Appendices
14. References

PAGE NO.
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SUMMARY
Due to the increasing need for the safety of our elderly as a survey taken by the Center of
Disease Control (CDC) shows that between the hours of 8 am to 3 pm, most elderly falls occur.
Whether due to decreased supervision by relatives there seems to be a correlation between falls in
the elderly and decreased supervision by younger relatives (whether due to working or schooling
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absences). It is imperative that we secure our elderly as they provide us with a different perspective,
love, care and many life lessons. The Community and Recreation of our Elderly (C.A.R.E) seeks to
assist with the care of the elderly during these peak hours and increase relatives sense of security.
We open from 5 am to 8pm to facilitate before work drop offs and after work or post traffic pickups.
Our aim is to To deliver exceptional care for the elderly in a safe and loving environment by
restoring dignity and independence. Just like any other establishment we possess strengths and
weaknesses. One such example of this is that we are able to provide one on one care because we
choose to have a small and selective group of clientele. On the other hand, C.A.R.E has only one
established location throughout the island.
One of our main goals is to have a number of locations throughout the island to aid our
clients and relatives with ease of access. There is a vast need for this industry of Elderly Care within
Trinidad and Tobago as currently there are only two (2) other facilities that are accessible to the
general public. We target lower middle to upper middle classed household who are in dire need of
such a service. We offer numerous activities to keep the elderly happy, occupied and together as a
group thereby building friendships. We are affordable at only one thousand two hundred dollars
monthly ($1200) and we have flexible payment plans and offer discounts to our member that pay
quarter yearly, bi-annually and annually. Our qualified and specialized team are well equipped to
service the public and we operate in two shifts of 5am to 1pm and 12 noon to 8pm to ensure safety
of loved ones. Team, safety and peace of mind is our primary concern.

INTRODUCTION
BACKGROUND
Community and Recreation for the Elderly (CARE) is a registered facility that targets the
most misrepresented and underappreciated population in our society, the elderly (Ages 55+). We aim
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to be a central location that would allow for ease of handing over your elderly loved ones to the
qualified and competent hands of our trained staff, located in the County Caroni; specifically in the
Couva district. This site was chosen to facilitate the needs of the elderly in the community where
their loved ones may fall short on a daily basis whether due to work or other needs that may arise. It
provides minimal health care services but is located within close proximity to the Couva District
Health Center. One of our goals is to encourage independence amongst our clients in a community
setting these may include recreational activities such as chess, meal preparation, crocheting, sewing,
and group reading in addition to fulfilling their daily physical needs by walking, hygiene assistance,
medication reminders, transportation, swimming or light gardening. The borrowed funding would be
used for renting of the space needed, purchasing of necessary equipment and wages needed to pay
respective members of staff.

MISSION STATEMENT
To deliver exceptional care for the elderly in a safe and loving environment by restoring dignity and
independence.

BUSINESS PROFILE
C.A.R.E. being a newly established business aims to provide minimal health care to the more
senior citizens (your loved ones) and keep them active and have or keep a healthy mindset during
their golden years.

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Strengths
Management

Marketing

Finance

Operations

Weaknesses

One of the owners is Home

These two (2) certified staff

Health Aid certified and

members are never on the

another possesses both Basic

same shift at the same time and

and Advance Trauma Care

the other two (2) staff

Certification.

members are only trained in

Because of the smaller amount

Basic General Nursing.


As a newly formed business

of clients in the facility they

there is only one facility in one

have the advantage of having

location.

one on one care


Business possess sufficient

Small cliental and not making

capital to continue operations

a huge profit in the beginning

on a monthly basis at the same

due to limited space

level.
Longer hours to accommodate

Clients family may take

clients drop offs before work

advantage of the late closing

and pickups after work on their hours and decide to receive


way home

their family members at later


hours.

BUSINESS GOALS & OBJECTIVES

To double our clients within the first six (6) months of the loan.
Increased income within the first year.
Achieve a profit of $75,000 in the first year.
To be able to purchase a commercial property for expansion purposes to accommodate more
clients and staff.

Meet all loan and expense commitments over the life of the loan.
Multiple established C.A.R.E centers throughout the island.

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ENVIRONMENTAL & INDUSTRY ANALYSIS


Trinidad and Tobago is one of the richest nations in the Caribbean. Although, our country is
managing to acquire Billions of dollars in revenue annually, the elderly in our population are being
neglected. According to an article in the Newsday newspaper on September 5 2010 the Director of
the Division of Aging Dr. Jennifer Rouse said in Trinidad and Tobago, 11 to 12 percent of the
population fits into the category of senior citizens, of which the fastest growing cohort within older
persons is the oldest old, that is, persons 85 years and over. There are 130 homes for the aged in
TT, according to Rouse, who said legislation must be put in place to protect the elderly.

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Granted, there are 130 nursing home in this country only two of these have day care services
available. The locations of these homes are 34 Hibiscus Drive West, Petit Valley, Trinidad and
Tobago and 29 Bacolet Street, Scarborough, Tobago, West Indies. Therefore, a wide cross section of
the population cannot access these resources. The demand for a day care facility that offers quality
care and daily mentally stimulating activities are driven by the following factors:
1.
2.
3.
4.
5.
6.

The need for safe and secure elderly care during the day for busy families.
The need for elderly persons to feel involved in society.
The need for elderly persons to enjoy life after retirement.
The need for elderly persons to socialize with likeminded persons.
The need for cost effective care that is specific to their individual needs.
Many elderlies are ill-treated in their own homes by caretakers.

These factors are plausible reasons to create this facility, however, a few weaknesses would be that:
1. The governments elderly initiatives e.g. GAPP may encourage persons access those
resources instead of ours.
2. Elderly persons who live alone may not be able to access our resources in its
embryonic stage.
3. Corporate Trinidad can build state of the art facilities which may be more attractive to
the customers we will be targeting.
All in all, the demand for this service is urgently needed in Trinidad and Tobago. It can be deduced
in the next five years this business can grow into a multi-million dollar enterprise.

POLITICAL

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The political landscape of Trinidad and Tobago is constantly changing, however, based on
legislation, quality of care, accessibility to health care, lifestyle factors would affect growth of
clientele. Since the elderly pension has been raised in the 2014-2015 Budget from $3000 to $3500
TT, we believe that more elderly persons and their families would find our services more accessible.

ECONOMIC
The cost of living and Inflation rate in Trinidad and Tobago is becoming very high and many
households have the need to have two and three jobs to be able to stabilize themselves. Having an
elderly person living in the household poses the problem of finding polite, caring individuals that
will give families the peace of mind to go out and be productive members of society. Job security
being on the decline family members want to know that they can do their jobs without worrying
about elderly members who are at home. We at C.A.R.E. believe that these economic factors work in
our favor because we provide a low cost means of finding peace of mind for families.

SOCIAL
The population of Trinidad and Tobago is getting older and sicker. Due to age, location and family
structure, many person are looking to have a close bound with their older family members without
having to take care of them on their own. The knowledge that families can send their elderlies to a
safe place and still have time to bound at night and is a very fulfilling experience. We intend to
capitalize on the changing landscape of families wanting their ancestry home with them for all the
time they have left.
TECHNOLOGICAL
New, modern technologies are being invented and sold widely for screening and testing. Many
families dont have the time to go out for health care services with their elderly families. Therefore,
getting all these services at one place would hugely boost our demand. Our staff is well trained to
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handle any health care related technology and are interested in continued education and updating our
information.

MARKETING PLAN
Throughout Trinidad and Tobago there are countless persons trying to develop a safe
environment for the elderly. There are those of us that are constantly on the go and without time to
take care of the ones we love. Our job is to fill that gap and provide a service that would be
applicable and efficient in its way. We have distinctively discovered the protocols and resources
needed to assure this idea is achievable. Understanding customer needs is central to marketing, but
marketers must also be aware of factors that can cause customers to either have a great demand for
the product or not. Major external and uncontrollable factors influence an organization's decision
making, and affect its performance and strategies. These factors include the economic,
demographics, legal, political, and social conditions, technological changes, and natural forces.
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More and more the government is concerned with the standard of living in Trinidad and
Tobago. Money is being spent broadly on the health care system in Trinidad and Tobago with close
monitoring on citizens well-being. We wish to provide a service that is legally and legitimately safe
for the elderly community to enjoy. Unemployment as it stands is a very eye catching problem in our
society. With high levels of unemployment throughout the country regardless of programs to insure
the growth of citizens we still find ourselves facing a huge challenge. Our business can reinforce this
problem and help to encourage employment in society. We will have to take into consideration the
Global Financial Crisis such as the current fluctuation of Oil prices. The need to tighten our belt in
preparation for the coming recession.
Market segmentation is to be isolated into demographic, geographic, psychographic and
behavioral variables. This business will seek to attract persons 60 years and older, both male and
female. Or persons who desire help with taking care of older relatives or family members of their
families. Gender divisions will also be taking place based on sex. We will have both genders catered
for and well taken care of, in stable conditions. A proper Geographic location is important to address
physical location of the customer or other data source. This would also tell us if our business is
seasonable and a specific interest to the customer and also its promotional values. We will be
targeting families in the lower middle and upper middle classes who will be able to afford to pay
$2000 a month.
Advertising will include the use of newspaper ads as well as promotion through social media
networks such as pages and forums. This will be our strongest point of promotion and it generate
more clientele, revenue and growth. Hence allowing our business to be recognized locally.
Our target market is elderly 55 years both male and female who are mobile, as todays
population is sicker than in previous years due to various lifestyle changes that have negatively
impacted on their health. Our clientele would be obtained from the various advertisements on
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various forums and by word of mouth. We do not have a cut off age but we have a health criteria that
allows screening of clients for the determining factor and deterioration of health.

OPERATIONS PLAN
C.A.R.E. is a business that is owned and run by people who work in the health care sector.
We plan to offer services to encourage team building, physical, social and daily activities that
promote a sense of community among our cliental. We cater to a 55 years plus age group so we run
from the hours of 5 am to 8 pm on Monday to Friday to facilitate people who may be dropping off
their elderly loved ones before heading to work and later pickups to accommodate after work or after
the traffic eases up pickups. We also open on Saturdays from 8am to 3pm, however, we do not open
on Sundays and Public Holidays to promote Sunday as being a family day and public holidays for
building family relationships and spending time with relatives. The facility has beds that can assist in
the rare instances of an extremely late retrieval of a loved one and two of our qualified staff
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members live walking distance from our facility. However, the owners will not be able to facilitate
more than thirty (30) elderly clients at a time as the space is limited in this primary location.
Relatives are encouraged to send their elderly loved ones with basic supplies such as pampers
(where needed), medications (including insulin), toiletries, an extra set of clothes (two on days
where we have gardening activities or swimming classes) and on days that said relative has a clinic
(cards and letters should be sent with relative and staff should be informed at least 1 (one) week in
advance for provisions to be made). We supply them with a healthy and well balanced meal plan that
is specific to their individual dietary needs for each day. Besides our healthy physical regimen we
also have allocated times within the day for our clients to rest. We will conduct teaching sessions on
Health and Illness e.g. Diet & Exercise etc.
Weekly Field Trips may be to any of the following:

Couva Swimming Pool


The Botanical Gardens or the Emperor Valley Zoo
To Price Plaza or Movie Towne
To Churches, Temples or Mosques
Museum
Any other requested venues will be taken into consideration.

We also will have many exciting activities for the elderly to partake in with supervision such as:

Walks every morning at 6 6:30 am

Lunch Meal preparation by the elderly as a group activity

Hair, Nail and Feet Care

Craft Activities (Knitting, Crocheting, Sewing, Painting)

Daily puzzles, games and Current event activities

Reading to and for the elderly from a newspaper and a book.

Classes to teach use of the computer and the internet.

Light gardening

Singing, Dancing and Musical activities.

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FINANCIAL PLAN
This is a comprehensive evaluation of the current and future financial state by using currently
known variables to predict future cash flows, asset values and withdrawal plans. This financial plan
for the business is best seen if we are faced with a situation concerning outstanding debts and rising
cost. So to be able to be prepared for the situation in advance, this financial plan was prepared
beforehand. The success of a business is greatly determined by the financial plans they have laid out
and how well it is followed. This will help us to manage income more efficiently. The cash and need
analysis and income expenditure budgeting will show the best way possible in managing income.
Regardless of the amount of income earned, part of the earning will go for tax payment, expenditure
and what's left would be the saving. Thus, proper management of income is necessary in increasing
cash flow.

Financial systems
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It is hoped that a minimum of $370200 will be made during the first 12 months of opening. For this
to occur we are hoping that a there are a minimum of 15 clients for the first 12 months. Money used
for expenses will be recorded and also all bills with be kept. Receipts for costumers will be given to
both costumers and owners.

Cash flow
Steady increasing revenue is needed for the first year. A $45000 loan was taken rate 8%, for 7
years, interest for the year is a total of $2124, and principle at $8676 for the year.

Profit
Income over the first year increased over the upcoming months. For the first 4 months the business
owners did not take home any income. After the first 4 months a total of $7500 was used to pay the
owners where everyone took home an income of $1500. From the following year we would like to
take home a total of $2000 per person. Currently the house can only accommodate 15 clients we
hope to expand that to 30 by next year which means moving to a bigger house in which the amount
of clients can be comfortably taken care of .The following year we would like to open another
branch somewhere in either north or south region.

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HUMAN RESOURCE PLAN


The business will start with one doctor (only when necessary), four Registered nurses
specialized in gerontology, an occupational therapist, a secretary, an On the Job trainee, a security
officer and a driver. The C.A.R.E. team has realized that a doctor would be necessary due to the
fragility and complications of the elderly, however, the decision was made not to hire him/her
permanently until the business has developed a little further. This reduces the need to pay him for
hours that he/she is not needed. The doctor should have at least a BSc in Medicine and has attained
his House Officer license/status within the last 10yrs, knowledge about geriatric medical conditions
and international best practice. The nurses will be responsible for caring for the elderlies,
accompanying them to clinic appointments and field trips, meal planning and supervision of meal
preparation, cleaning of the facility and a small amount of the occupational therapy to reduce the
cost of hiring an occupational therapist for more than two days a week. The nurses should be
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registered with the Nursing Council of Trinidad and Tobago as specialist in their field, knowledge of
cooking and craft would be an asset.
The Occupational therapist is responsible for mental stimulation through art, craft and other
creative methods. The knowledge requirement is a BSc in Occupational Therapy as well as
Certification for practice through the relevant Board. The secretary who will be the holder of 5 O
Level subjects, inclusive of Mathematics and English, a Certificate in Office Procedures and good
communication skills will manage information such as patient history, clinic appointments and
patient profiles, as well as, training of the On the Job trainee (academic requirements as specified by
the Government of Trinidad and Tobago) while he/she is being paid by the Government of Trinidad
and Tobago which reduces the businesss expenses. This trainee can then be merged into the business
when training is complete. The driver would require a valid drivers permit and a workable
knowledge of the country because he/she would be responsible for a transportation service to and
from clinic appointments, field trips, the doctors office or field trips. The security officer who must
have experience in a similar field is needed to keep the peace, protect the patients and staff as well
as the facility.
All staff members are require to have a certificate of character, be kind, courteous and
flexible. Team members will be motivated through an attractive salary, a safe and comfortable
working environment and opportunities for promotion and bonuses for exceptional service. The
employees will also be able to critique each other, measure their performance and suggest
improvement for the business through progress reports and monthly meetings, where the employee
of the month will be chosen.
The C.A.R.E. team hopes to be able to someday provide geriatric training through the
facility, which would create future employment opportunity for trainee and future revenue for the
facility.
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CONCLUSION
The Community and Recreation of our Elderly (C.A.R.E) seeks to assist with the care of the
elderly during these peak hours and increase relatives sense of security. We offer numerous
activities to keep the elderly happy, occupied and together as a group thereby building friendships.
CARE will be a vital addition to the community as it will be beneficial to both senior citizens and
loved ones. We see this as a very profitable and convenience business venture.

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APPENDICES

C.A.R.E.

Appendix 1. Our Company Logo

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Appendix 2. The Couva/ Tabaquite/ Talparo Region which is where our center is located.

Appendix 3. Just two of the many activities that we will use to promote community between our
elderly clientele.

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General Manager
(Melissa Dyer)
Nurse Practitioner

Trauma and First


Aid Nurse
(Safiya Barrington)

Registered Nurse
Geriatric Specialty
(Jillian BrownCabrera)

Registered Nurse
(Malika Bruce)

Chief Finacial
Officer
(Joshua McLeod)

Security Officer/
Driver

GAP Trainees

Secretary/Receptio
nist
OJT

Appendix 4. Organizational Chart of C.A.R.E.


Monday
6 6:30 am
Walking
Breakfast
7 - 9:30 am
Gardening
10 11:00
Current
Events and
Reading
11-12
Lunch
Preparation
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Tuesday
6 6:30 am
Walking
Breakfast
7 - 9:30 am
Craft
Activities
10 11:00
Current
Events and
Reading
11-12
Lunch
Preparation

Wednesday
6 6:30 am
Walking
Breakfast
7 - 9:30 am
Gardening
10 11:00
Current
Events and
Reading
11-12
Lunch
Preparation

Thursday
6 6:30 am
Walking
Breakfast
7 - 9:30 am
Craft
Activities
10 11:00
Current
Events and
Reading
11-12
Lunch
Preparation

Friday
6 6:30 am
Walking
Breakfast
7 - 9:30 am
Gardening
10 11:00
Current
Events and
Reading
11-12
Lunch
Preparation

Saturday
6 6:30 am
Walking
Breakfast
7 - 9:30 am
Craft
Activities
10 11:00
Current
Events and
Reading
11-12
Lunch
Preparation

Sunday
6 6:30 am
Walking
Breakfast
Church

Church

12 noon
Lunch

12 noon
Lunch
12:30
1pm Clean
Up
1:05 3pm
Group TV
3:05 5:05
Nap Time
5:30 6:30
pm
Evening
Stroll
7-8pm
News Time
And Dinner

12 noon
Lunch
12:30
1pm Clean
Up
1:05 3pm
Group TV
3:05 5:05
Nap Time
5:30 6:30
pm
Evening
Stroll
7-8pm
News Time
And Dinner

12 noon
Lunch
12:30
1pm Clean
Up
1:05 3pm
Group TV
3:05 5:05
Nap Time
5:30 6:30
pm
Evening
Stroll
7-8pm
News Time
And Dinner

12 noon
Lunch
12:30
1pm Clean
Up
1:05 3pm
Group TV
3:05 5:05
Nap Time
5:30 6:30
pm
Evening
Stroll
7-8pm
News Time
And Dinner

12 noon
Lunch
12:30
1pm Clean
Up
1:05 3pm
Group TV
3:05 5:05
Nap Time
5:30 6:30
pm
Evening
Stroll
7-8pm
News Time
And Dinner

12 noon
Lunch
12:30
1pm Clean
Up
1:05 3pm
Group TV
3:05 5:05
Nap Time
5:30 6:30
pm
Evening
Stroll
7-8pm
News Time
And Dinner

Community
Pool (Or
other
Outing)

Nap Time

7-7:30pm
News Time
And Dinner

Pick Ups
Schedule may be subject to change.
Appendix 5. Sample Routine for 1 week in facility.

REFERENCES
Elderly Well Care. (2014, January 1). Retrieved December 7, 2014, from
http://www.elderlywellcare.com/directory.html
Falls Among Older Adults: An Overview. (2014, September 22). Retrieved December 7, 2014, from
http://www.cdc.gov/homeandrecreationalsafety/Falls/adultfalls.html
Falls and Older Adults. (n.d.). Retrieved December 7, 2014, from
http://nihseniorhealth.gov/falls/causesandriskfactors/01.html
Geriatric In-Home Care in Tobago. (n.d.). Retrieved December 7, 2014, from
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http://www.ttconnect.gov.tt/gortt/portal/ttconnect/Cit_disableDetail/?
WCM_GLOBAL_CONTEXT=/gortt/wcm/connect/gortt web
content/TTConnect/Citizen/Role/APersonwithaDisability/SocialServices/Geriatric In-Home
Care in Tobago
Matroo, C. (2010, September 5). The burden of old age abandonment, abuse, neglect.
Retrieved December 7, 2014, from http://www.newsday.co.tt/sunday_special_report

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