Business Plan

BUSINESS PLAN
FOR THE ESTABLISHMENT AND OPERATION

OF A
HOME HEALTHCARE AGENCY
IN KAMPALA, UGANDA
BY
MEDICAL PARTNERS HOME CARE
MEDICAL PARTNERS HOME CARE LIMITED

PLOT 2-4, BUWATE ROAD, KUNGU-NAJJERA,
P.O. BOX 33975,
KAMPALA,
UGANDA.
Contact Phones: +256-794-597 753
E‐Mail: medicalpartnershomecare@gmail.com
DECEMBER 2017
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MEDICAL PARTNERS HOME CARE Business Plan Corporate Document
A. TABLE OF CONTENTS
S/NO. DESCRIPTION PAGE
0.0 OVERVIEW 1
1.0 EXECUTIVE SUMMARY 3

1.1 Objectives 4
1.2 Keys to Success 6
1.3 Our Services 6
1.4 Our Vision Statement 6
1.5 Our Mission Statement 6
2.0 COMPANY INFORMATION 8

2.1 Company Ownership 8
2.2 Start-Up Summary 8
2.3 Detailed Start-Up Cost Analysis 8
2.4 Generating Funding/Start-Up Capital 9
3.0 PRODUCTS AND SERVICES 11

3.1 Portfolio of Services 11
3.2 SWOT Analysis 12
4.0 MARKET ANALYSIS 14

4.1 Market Trends 14
4.2 Our Target Market 14
4.3 Target Market Segment Strategy 15
4.4 Service Business Analysis 15
4.5 Our Competitive Advantage 16
5.0 SALES AND MARKETING STRATEGY 18

5.1 Competitive Edge 18
5.2 Sources of Income 19
5.3 Sales Forecast 19
5.4 Marketing Strategy and Sales Strategy 19
5.5 Publicity and Advertising Strategy 21
5.6 Our Pricing Strategy 21
5.7 Payment Options 22
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6.0 MANAGEMENT PLAN 23
6.1 Our Business Structure 23
6.2 Roles and Responsibilities 24
6.3 Personnel Plan 26
7.0 FINANCIAL PLAN 27

7.1 Important Assumptions 27
7.2 Break-even Analysis 27
7.3 Projected Profit and Loss 29
7.4 Projected Cash Flow 30
7.5 Projected Balance Sheet 31
7.6 Business Ratios 32
8.0 SUSTAINABILITY AND EXPANSION STRATEGY 34

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B. LIST OF TABLES
T/NO. DESCRIPTION PAGE
1 Key Project Performance Parameters 5
2 Detailed Start-Up Costs 9
3 Sales by Project Year 22
4 Personnel Plan 26
5 General Assumptions 27
6 Break-Even Analysis in Project Year 5 (2022) 28
7 Pro Forma Profit and Loss (PY2 – PY4) 30
8 Pro Forma Cash Flow (PY2 – PY4) 31
9 Pro Forma Balance Sheet (PY2 – PY4) 32
10 Pro Forma Business Ratios (PY2 – PY4) 33

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C. LIST OF FIGURES
F/NO. DESCRIPTION PAGE
1 Projected Financial Performance Highlights 5
D. LIST OF FINANCIAL ANALYTICAL SCHEDULES
S/NO. DESCRIPTION PAGE
01: Expanded Pro Forma Profit and Loss/Net Income Statement 35
02: Expanded Pro Forma Cash Flow Statement 36
03: Expanded Pro Forma Balance Sheet 37
04: Expanded Pro Forma Business Ratios 38
E. LIST OF APPENDICES
A/NO. DESCRIPTION PAGE
I: Checklist 40
II: Map of Uganda 41

0.0 OVERVIEW
No doubt, the healthcare-cum-medical industry is perhaps one of the fastest growing

and largest industries in the world; this is so because the wealth of any nation depends
on the health of the nation. Obviously there is hardly any country where the health care
industry is not handled with all seriousness.
Basically, a healthcare provider is a health professional such as nurse or doctor et al or

an establishment such as a hospital or a medical clinic or a healthcare center / facility
that provides preventive, curative, promotional, rehabilitative or palliative healthcare /
medical services in a systematic way to individuals, families or communities. While
home healthcare services typically refers to a nursing visit or physician visit to a sick
person at home for the purpose of assisting them with daily living cum therapy as
regards their health or to provide treatment as required. These services are provided by
certified home health care agencies.
There market for home healthcare service providers in Uganda is growing fast as it is
doing the same in most parts of the world. For instance, the World Health Organization
(W.H.O) estimated that there are about 9.2 million physicians, 19.4 million nurses and
midwives, 1.9 million dentists and other dentistry personnel, 2.6 million pharmacists
and other pharmaceutical personnel, and over 1.3 million community health workers
worldwide. This goes to show that the health care industry is indeed one of the largest
segments of the workforce.
Those who need the services of home healthcare services providers (nurse’s aides,
personal assistance services, mental health counselors, chiropractors, home care
agencies, medication management counselors, physical therapists, urban-based mobile
aging workers, and rehabilitation counselors, home health caregivers or home
caregivers) are not restricted to the old and the elderly but also young adults and all
those who can afford the services. Generally, patients usually prefer that their physician
or nurse or healthcare giver take care of them in the comfort of their homes when they
can afford it especially in cases such a psychiatric cases, spine case and permanent or
temporary disability et al.
Over and above, the delivery of healthcare services at all level of the business value
chain of the healthcare sector is the most visible part of any country’s healthcare system.
When it comes to paying home healthcare service providers, the model that is adopted
by the health sector usually hold sway. For instance, in Uganda, healthcare service
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providers are either paid directly by the patient or sometimes the insurance company
that covers the patient takes responsibility of the payment.
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1.0 EXECUTIVE SUMMARY
Medical Partners Home Care Limited Home Healthcare Services is a standard and
certified healthcare service provider that will be located in will be based in Kampala –
Uganda and we will cover other important towns and cities in Uganda including
Entebbe, Jinja, Masaka, Mbarara, Mbale, Kabale, Gulu, Lira, Fort Portal, Hoima and
Arua et al (Refer to Appendix II: Map of Uganda). We chose to operate in these
towns/cities because we know that our services will be in high demand due to the
growing numbers of the aging population in these areas.
Medical Partners Home Care Limited Home Healthcare Services will be created as a
Ugandan-based Limited Liability Company based in Kampala, owned by its principal
investors and principal operators. The initial office will be established in quality office
space on Buwate Road t in Kungu, Najjera, which is in the outskirts of Kampala. By
being located in Uganda’s capital Kampala, Medical Partners Home Care Limited
Home Healthcare Services is within the vicinity of Uganda’s principal referral hospital
at Mulago and also other key PNFP (Private-Not-For-Profit) hospital facilities at Mengo,
Nsambya and Rubaga, in addition to other new private hospitals within Kampala
which will serve as referral bases for our agency.
Medical Partners Home Care Limited Home Healthcare Services offers health care
services such as preventive, curative, promotional, rehabilitative or palliative healthcare
/ medical services in a systematic way to individuals, families or communities. We are
well trained and equipped to service the market segments that require only home-based
services.
Consumers of our services will be those individuals and families in need of home health
care and/or social services. These patients are usually referred by other health care
professionals such as physicians, lawyers (advocates), insurance companies and health
care facilities. Our agency has already developed an excellent reputation with many of
these professionals, through the work of our Clinical Director, who has been providing
home health care services through another agency for the past three years, and through
the presentations we have made to the community via marketing tools and personal
interactions.
We are in the home healthcare services business to deliver excellent healthcare services
to all those who will patronize our services. We will also ensure that in the line of
carrying out our duty, we comply with the laws and health regulations in Kampala
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District and Uganda. Our employees are well-trained and qualified to handle the wide
range of home health care services.
Medical Partners Home Care Limited Home Healthcare Services will operate a 24
hours 7 days a week healthcare service; our office facility will be opened round the
clock to attend to clients. We have a standard medical call center that is manned by
trained health workers. Our work force is going to be well trained to operate within the
framework of our organization’s corporate culture and also to meet the needs of all our
customers.
Medical Partners Home Care Limited Home Healthcare Services will ensure that all
our patients-cum-customers are given first class treatment whenever they visit our
store. We have a CRM software that will enable us manage a one on one relationship
with our customers no matter how large the numbers of our customers’ base grows.
All pricing will be set according to Uganda’s health insurance regulations so pricing is
not a major factor of consideration. Sales estimates project healthy revenues in the first
year and modest increases through year three.
Medical Partners Home Care Limited Home Healthcare Services is incorporated as a

Limited Liability Company in the Republic of Uganda. The primary founder, Mr.
William Ssegujja, (RN 2257948), is a is a registered nurse practitioner with a
cumulative 18 years experience gained from working with 3 different home health
agencies in the Commonwealth of Massachusetts, USA. The Company also includes
other directors on its board who will help in the initial start-up funding of the business.
The company plans on taking on debt in the form of a six-year loan, and has no plans
for additional debt as growth will be financed mainly through cash flow. Our
plan includes assumptions of 100% sales on credit, and sufficient cash on-hand at start-
up to prevent any problems with cash flow.
1.1 Objectives
 19,660 Home Health Care patients served by the end of first year (PY2).
 2,180 Personal Injury Case Management Clients served by the end of first year
(PY2).
 Respectable gross sales by the end of first year.
 80% of Customer Satisfaction Surveys returned indicating satisfaction with
services.
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Table 1: Key Project Performance Parameters (US$)
KPI/Year PY 2 PY 3 PY 4 PY 5
Sales 655,200 687,960 722,358 758,476
Operating Profit 413,040 433,692 455,377 478,145
Tax 36,497 41,022 45,701 50,542
Net Profit / [Loss] 85,159 95,717 106,635 117,931
Gross Margin 94.43% 94.43% 94.43% 94.43%
Operating Margin 31.39% 31.39% 31.39% 31.39%
Net Margin 13.00% 13.91% 14.76% 15.55%
Return on Investment 20.28% 22.79% 25.39% 28.08%
Fixed Assets Turnover 2.01 2.24 2.49 2.79
Debt Coverage Ratio 1.57 1.74 1.93 2.16
Times Interest Earned Ratio 8.57 11.25 15.75 24.80
Break-even Point (BEP): USD 336,785 at a capacity utilization of 44.40%

Payback Period (Loan): 3.21 Years
NPV at 17%: USD 204,452
IRR: 32.87%
Figure 1: Financial Performance Highlights

Sales Gross Margin Net Profit
800,000
700,000
600,000
500,000
US$
400,000
300,000
200,000
100,000
0
PY 2 (2019) PY 3 (2020) PY 4 (2021) PY 5 (2022) PY 6 (2023)
Year
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1.2 Keys to Success
 Professional quality of services offered

 Reliability -- being available through on-call, and adequate staffing
 Effective collaboration with other community professionals (physicians,
hospitals, and other organizations)
1.3 Our Services
Medical Partners Home Care Limited is in the business of ensuring that our patient /
clients are well treated and taken care of and our services will be carried out by highly
trained professional physicians, nurses, nurse’s aides, mental health counselors,
chiropractors, medication management counselors, physical therapists, urban-based
mobile aging workers, and rehabilitation counselors, home health caregivers and home
caregivers who know what it takes to give our highly esteemed customers value for
their money.
These are the home health care services that Medical Partners Home Care Limited
Home Healthcare Services will be offering;
 Skilled Nursing
 Nursing Aide
 Social Work
 Occupational, Physical, Speech, and Respiratory Therapy
 Personal Injury Case Management
 Home Medication Management
 Personal Assistance Services
1.4 Our Vision Statement
Our vision is to become the number one choice when it comes to home healthcare
service delivery in the whole of Kampala and also to be amongst the top 10 home health
care service provider in Uganda within the next 10 years.
1.5 Our Mission Statement
Medical Partners Home Care Limited Home Healthcare Services is in business is to

establish a first class home health care service company that will take care of both
highly placed clients and lowly placed clients as long as they can afford our services.
We want to become one of the leaders in the home health care services industry in
Kampala, and in Uganda.
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It is our goal to employ competent, caring, and well-trained individuals who are
responsive to the needs of our patients, their families, and the communities we serve.
Each staff member will meet the standard Uganda educational and training
requirements for the services they provide. We encourage and support continued
education of each service provider. In turn, our agency will provide staff with
competitive compensation, an inviting work environment, and knowledgeable,
trustworthy management and direction.
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2.0 COMPANY INFORMATION
Medical Partners Home Care Limited is a new Home Health and Social Service agency
in its start-up stages. Our agency will be located in the outskirts of Kampala city in
Uganda and will base there to provide the following services to patients and clients
from all the other major towns and cities of Uganda including: Entebbe, Jinja, Masaka,
Mbarara, Mbale, Kabale, Gulu, Lira, Fort Portal, Hoima and Arua et al:
 Skilled Nursing
 Nursing Aide
 Social Work
 Occupational, Physical, Speech, and Respiratory Therapy
 Personal Injury Case Management
2.1 Company Ownership
Medical Partners Home Care Limited Home Healthcare Services is a limited liability
company owned and operated by Mr. William Ssegujja (RN 2257948).
2.2 Start-Up Summary
Medical Partners Home Care Limited Home Healthcare Services is in its start-up stage,
and consequently there are start-up costs and funding issues to address. The Start-Up
Table, below, indicates in detail those costs which include the following:
 BUSINESS DEVELOPMENT
 RENTAL EXPENSE
 MEDICAL EQUIPMENT
 MEDICAL SUPPLIES
 OFFICE EQUIPMENT
 OFFICE SUPPLIES
 NURSING SUPPLIES
The table also demonstrates Assets needed for start-up and addresses potential funding
sources which are to include cash investments made by each Owner, as well as a six-
year 8% loan which will be needed in order to cover start-up costs.
2.3 Detailed Start-Up Cost Analysis
The items listed below are the basics that Medical Partners Home Care Limited Home
Healthcare Services will need when starting our home health care services business in
Uganda, although costs might vary slightly;
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Table 2: Detailed Start-Up Costs
EXPENSE ITEM AMOUNT
(USD)
Registration Fee 750
Legal Expenses (Licenses and Permits) 1,500
Marketing Promotion Expenses 3,580
Consultant's Fees 1,500
Computer Software (Accounting Software, Payroll Software, CRM Software, Microsoft
Office, QuickBooks Pro, drug interaction software, Physician Desk Reference software) 7,000
Insurance (general liability, workers’ compensation and property casualty) 3,400
Office Re-modeling Costs (construction of racks and shelves) 15,000
Other Start-Up Expenses including stationery ($500) and phone and utility deposits
($2,500) 2,500
Operational Costs for the first 3 months (salaries of employees, payments of bills et al) 81,200
Start-Up Inventory Costs (stocking with a wide range of products) 90,000
Storage Hardware (bins, rack, shelves) 3,720
Cost for Nurse and Drugs Supplies (Injections, Bandages, Scissors, et al) 3,000
Cost for Medical Equipment 50,750
Cost of Purchase of Ambulance and Other Vehicles 60,000
Cost of Purchase of Furniture & Gadgets (Computers, Printers, Telephone, TVs, tables and
chairs et al) 4,000
Cost of Launching a Website 700
Cost of Opening Party 7,000
Miscellaneous 10,000
TOTAL 345,600
We would need an estimate of US$ 420,000 to successfully set up our home health care
services company in Kampala – Uganda. Please note that this amount includes the
salaries of all the staff for the first month of operation.
2.4 Generating Funding/Start-Up Capital
Medical Partners Home Care Limited Home Healthcare Services is a private business
that is solely owned and financed by Mr. William Ssegujja. We do not intend to
welcome any external business partner which is why we have decided to restrict the
sourcing of the start – up capital to 3 major sources.
These are the areas Medical Partners Home Care Limited Home Healthcare Services
intends to generate our start – up capital;
 Generate part of the start – up capital from personal savings
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 Source for soft loans from family members and friends
 Apply for loan from my Bank
N.B: We have been able to generate about US$ 120,000 of our personal savings and we
are at the final stages of obtaining a loan facility of US$ 300,000 from our bank.
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3.0 PRODUCTS AND SERVICES
3.1 Portfolio of Services
Medical Partners Home Care Limited Home Healthcare Services offers premier home
health care that includes skilled nursing, nursing aide, social work, occupational
therapy, speech therapy, and respiratory therapy and wellness services. We also
provide personal injury case management services which include assessment, planning,
resource linkage, reporting and professional services (court testimony, etc.). We tailor
our services to meet the needs of each one of our patients, including those with complex
clinical diagnoses.
Physical Therapy [PT]

Our physical therapists help patients to regain their strength and balance, prevent falls,
increase range of motion, and decrease pain. Through therapeutic exercise programs,
patients can increase their strength, muscle function, coordination, endurance, and
mobility. This is especially important after a fall, injury, or surgery.
Occupational Therapy [OT]

Our occupational therapists help patients to safely and independently perform activities
of daily living, including cooking, bathing and dressing. Using a wide range of
interventions, our therapists adapt tasks and modify the environment to enhance each
patient’s ability to function in their physical and social environment. They provide
sensori-motor treatments for strength, endurance, range of motion, coordination and
balance, as well as therapeutic activities for memory, orientation, cognitive integration
and daily life skills.
Speech Therapy [ST]

Our speech language pathologists design treatment plans to address communication
problems, memory loss and swallowing dysfunction. These treatment plans can focus
on comprehension skills for written and verbal communication as well as
cognitive status, which may include memory, orientation and reasoning skills. For
patients with swallowing disorders, speech language pathologists also work to address
oral muscle strength and function for speaking and for safe eating and drinking.
Respiratory Therapy [RT]

Our respiratory therapists care for patients with breathing and cardiopulmonary
disorders. Their treatment plans are designed to return each patient to his or her
optimal pulmonary function while promoting an understanding of the disease process.
This may include a pulmonary medication regimen and education, airway clearance
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modalities, ventilator, tracheostomy and oxygen weaning protocols, lung expansion
and coughing techniques, and pulmonary muscle training.
3.2 SWOT Analysis
Medical Partners Home Care Limited Home Healthcare Services has an ambition to
become one of the leading home healthcare service providers in Uganda which is why
we are willing to take our time to cross every ‘Ts’ and dot every ‘Is’ as it relates to our
business. We want our home healthcare services company to be the number one choice
of all residents of Kampala and the other major towns and cities in Uganda. We know
that if we are going to achieve the goals that we have set for our business, then we must
ensure that we build our business on a solid foundation. We must ensure that we follow
due process in setting up the business.
Even though our Chief Medical Director (owner) has a robust experience in health
management services, public health and medical research, we have still gone ahead to
hire the services of business consultants that are specialized in setting up new
businesses to help our organization conduct detailed SWOT analysis and to also
provide professional support in helping us structure our business to indeed become a
leader in the healthcare industry.
This is the summary of the SWOT analysis that was conducted for Medical Partners
Home Care Limited Home Healthcare Services;
 Strength:
Our strength lies in the fact that we have a team of well qualified professionals manning
various job positions in our organization. As a matter of fact, they are some of the best
hands in the business in the whole of Kampala. Our location, the business model we
will be operating on, opening 24 hours daily and 7 days in a week, multiple payment
options, well equipped medical call center and our excellent customer service culture
will definitely count as a strong strength for us.
 Weakness:
Our perceived weakness lies in the point that we are just starting out and we may not
have the required finance to sustain the kind of publicity that we intend giving the
business and also the finance needed for the acquiring helicopter to facilitate rapid
response in cases of medical emergencies.
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 Opportunities:
The opportunities that are available to home healthcare services providers are unlimited
considering the fact that we have a growing aging population in Uganda and we are
going to position our business to make the best out of the opportunities that will be
available to us in Kampala.
 Threat:
Just like any other business, one of the major threats that we are likely going to face is
economic downturn and unfavorable government policies (low budget funding to the
healthcare sector in Uganda is one of them). It is a fact that economic downturn affects
purchasing power. Another threat that may likely confront us is the arrival of a new
and bigger / well established home healthcare brand in same location where our outlet
is located.
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4.0 MARKET ANALYSIS
4.1 Market Trends
The health industry is indeed a thriving and dynamic industry; with the aid of
technology, it is becoming easier to treat, manage and cure some ailments that before
now are not easy to handle. No doubt there are many ways of providing healthcare
services in this changing era since the place of delivery may be in the patient home, the
community, the workplace, or in health facilities.
Before now the practice for home healthcare service providers was to restrict their
services only to face-to-face delivery; a practice where a home health care provider and
patient saw each other physically most especially in the home of the patient. But in
recent times, the trend has changed especially with the advent of improvised / modern
telecommunications technology. It is now easier for home healthcare service providers
to leverage on technology to take care of their patients / clients. The achieve this by
communicating with their patient over the phone, video conferencing, the internet,
email, text messages, and all other medium through which non-face-to-face
communication can be achieved.
No doubt the home healthcare industry will continue to grow and become more
profitable because as Uganda’s average life expectancy keeps increasing and the aging
population keeps on expanding it is expected to drive increasing demand for this
specialized service.
4.2 Our Target Market
Medical Partners Home Care Limited Home Healthcare Services is in business to

service a wide range of customers in Kampala – Uganda and other major towns/cities
such as Entebbe, Jinja, Masaka, Mbarara, Mbale, Kabale, Gulu, Lira, Fort Portal, Hoima
and Arua et al. We will ensure that we target self – pay customers (who do not have
health insurance cover), and those who have health insurance cover.
Generally, those who need home healthcare services ranges from those with the elderly
people, to those non-acute cases who have just been discharged from hospital and need
close medical follow-up after discharge, those who are bedridden to those who have
mental / psychiatric challenges and any other ailment that the physician deems that the
use of therapy, regular medical counseling and health management.
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The fact that we are going to open our doors to a wide range of customers does not in
any way stop us from abiding by the rules and regulations governing the home health
care industry in Uganda. Our staff is well – trained to effectively service our customers
and give them value for their monies.
Our customers can be categorized into the following;

 Elderly people
 Expectant Mothers
 Injured Sports Men and Women
 Disabled / Physically Challenged People
 People why mental / psychiatric challenges
 The aged who might suffer from severe joint pains and every other age
categories who falls under the conditions listed by the physician.
4.3 Target Market Segment Strategy
Because our agency specializes in home health care and community-based social
services, we will focus on those market segments where we know our services are most
needed. Focusing on those market segments that require only home-based services will
greatly decrease overhead, since additional office space will not be required.
4.4 Service Business Analysis
Medical Partners Home Care Limited Home Healthcare Services is a combined Home
Health Care and Social Service Agency serving mostly around Kampala – Uganda.
Home health care and social services are typically utilized by individuals and families,
with service referrals coming most often from other professionals (i.e. physicians,
hospitals, advocates, etc.).
There are currently about eight other home health agencies serving the Kampala area
(Bedside Nursing and Caretaking Services, Amani Domestics (U) Limited, Kawempe
Home Care, Saint Jennifer Foundation, Trahas Bedside Care, Nurses on Call Services
Limited, Golden Age Elderly Homes Uganda and the South-African company
MediKing International), but we are unique in that we plan to offer community-based
social services as well as home health care.
4.4.1 Competition and Buying Patterns
The key factor considered by both consumers and referring professionals when
purchasing home health care is trust in the professional reputation, reliability and
quality of services provided by the home health Agency.
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Pricing of home health services does not usually influence consumers' choices, as most
home health services are reimbursed by private insurance companies, and
reimbursement rates are set by those entities. Pricing of personal injury case
management services is a more important factor, as these services are paid for as
negotiated on a case-by-case basis at an hourly rate. When pricing personal injury case
management services, we will explain to the client that we estimate the total number of
hours needed to complete services liberally, rather than bidding low and then
exceeding the anticipated total bid price for services.
Consumers of both home health care services and personal injury case management
services rarely compare service providers directly. Usually they follow word-of-mouth
recommendations, especially when those recommendations come from their physicians.
Perhaps the most important element for assessing competition in the Home Health and
Social Service fields is how to persuade other professionals to repeatedly refer their
clients to our agency for services. As our agency demonstrates outstanding patient care,
current and pertinent qualification of service providers, and professional organization
and business management, we believe that we will be able to capture the majority of the
home health care and personal injury case management market in our designated
region.
4.5 Our Competitive Advantage
Aside from the competitions that exist amongst various home health care service
providers, they also compete against other healthcare services providers such as
hospitals, health centers and community clinics et al.
To be highly competitive in the home healthcare industry means that you should be
able to deliver consistent quality patient service and should be able to meet the
expectations of the physicians that referred patients to you.
Medical Partners Home Care Limited Home Healthcare Services is coming into the
market well prepared to favorably compete in the industry. Our office facility is well
positioned (centrally positioned) and visible, we have enough parking space with good
security.
Our staff is well groomed in all aspects of home healthcare service delivery and all our
employees are trained to provide customized customer service to all our clients. our
services will be carried out by highly trained professional physicians, nurses, nurse’s
aides, mental health counselors, chiropractors, medication management counselors,
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physical therapists, urban-based mobile aging workers, and rehabilitation counselors,
home health caregivers and home caregivers who know what it takes to give our highly
esteemed customers value for their money.
We are going to be one of the few home healthcare service providers in the whole of
Uganda that will run a standard medical call center for 24 hours a day and 7 days a
week. We have enough trained health workers that are ready to run a shift system.
Medical Partners Home Care Limited Home Healthcare Services we will ensure that
we offer a wide range of home health care services such as Skilled Nursing, Nursing
Aide, Social Work, Occupational, Physical, Speech Therapy, and Respiratory Therapy
and Wellness Services, Personal Injury Case Management, Home Medication
Management, and Personal Assistance Services. We will also ensuring that all our
patient / clients are well treated and taken care of.
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5.0 SALES AND MARKETING STRATEGY
Medical Partners Home Care Limited Home Healthcare Services will focus on the
entire Uganda but with our main focus on Kampala (the capital city) and the key
towns/cities in Uganda including: Uganda including Entebbe, Jinja, Masaka, Mbarara,
Mbale, Kabale, Gulu, Lira, Fort Portal, Hoima and Arua et al. Within this geographical area
we will target two specific programs:
 home health care
 personal injury case management
Within each area, we have two target markets: the actual client, and the regional
physicians, health care facilities, lawyers (advocates) and insurance companies who
refer them to our services.
5.1 Competitive Edge
There are currently about eight other home health agencies serving the Kampala area
(Bedside Nursing and Caretaking Services, Amani Domestics (U) Limited, Kawempe
Home Care, Saint Jennifer Foundation, Trahas Bedside Care, Nurses on Call Services
Limited, Golden Age Elderly Homes Uganda and the South-African company
MediKing International); Mr. William Ssegujja, our Administrative
Director/Principal Investor, is a registered nurse practitioner (RN 2257948) with a
cumulative 18 years experience gained from working with 3 different home health
agencies in the Commonwealth of Massachusetts, USA in various capacities and has
learned many of the day-to-day administrative functions that make a home health care
agency successful. Mr. William Ssegujja has built a reputation for outstanding
customer service, and it is our belief that he will transfer his strong reputation and field
expertise to help to build a strong client base in Kampala – Uganda even before our
start-up date.
Medical Partners Home Care Limited Home Healthcare Services will also stand out in
integrating community-based social services, such as Personal Injury Case
Management, with our more traditional home health care. This broader base will allow
us to access additional clientele and payor bases, adding to our financial stability. This
integration also leaves room in the long-term for the addition of other social services,
such as Family Counseling, Psycho-Educational Services, and Mental Health Case
Management.
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5.2 Sources of Income
Medical Partners Home Care Limited Home Healthcare Services will ensure that we
do all we can to maximize the business by generating income from every legal means
within the scope of our industry. Below are the sources we intend exploring to generate
income for Medical Partners Home Care Limited Home Healthcare Services;
 Skilled Nursing Home Services
 Nursing Aide Home Services
 Social Work
 Occupational, Physical, and Speech Therapy Home Services
 Personal Injury Case Management Home Services
 Home Medication Management
 Personal Assistance Services
5.3 Sales Forecast
It is important to state that our sales forecast is based on the data gathered during our
feasibility studies, market survey and also some of the assumptions readily available on
the field.
Below are the sales projections that we were able to come up with for the first three
years of operations;
First Year (PY 2)-: $468,000 (From Self – Pay Clients / Patients): $187,200 (From Health
Insurance Companies)
Second Year (PY 3)-: $458,640 (From Self – Pay Clients / Patients): $229,320 (From Health
Third Year (PY 4)-: $433,415 (From Self – Pay Clients / Patients): $288,943 (From Health
N.B: This projection is done based on what is obtainable in the industry and with the
assumption that there won’t be any major economic meltdown and natural disasters
within the period stated above. Please note that the above projection might be lower
and at the same time it might be higher.
5.4 Marketing Strategy and Sales Strategy
Medical Partners Home Care Limited Home Healthcare Services will use a referral
network from doctors, surgeons, hospitals, and post operative clinics. As such, it is
imperative that the Medical Partners Home Care Limited Home Healthcare Services
develop these relationships with other medical professionals for the local supply
19
portion of the business. Many insurance carriers and Medicare/Medicaid require that a
physician authorize the purchase of certain home healthcare services. Medical Partners
Home Care Limited Home Healthcare Services will use both traditional and
experimental forms of marketing to inform, educate, and sell the Company’s service.
Traditional means of advertising will include print and media advertising. Finally, the
business will maintain an internet website that will provide each prospective client or
current primary caregiver (friend or family member) with a complete brochure of the
background and services provided by Medical Partners Home Care Limited Home
Healthcare Services. This website may also feature a log-in for clients and their families
to track incurred expenses and update billing information. This functionality would not
be developed until the business is profitable and a cost benefit analysis is performed.
However, this is becoming a common trend among medical service and care providers,
and Management will develop these ancillary benefits to retain a strong competitive
advantage.
The marketing and sales strategy of Medical Partners Home Care Limited Home
Healthcare Services will also be based on generating long-term personalized
relationships with customers. In order to achieve that, we will ensure that we offer top
notch all – round home health care services at affordable prices compared to what is
obtainable in Kampala.
All our employees will be well trained and equipped to provide excellent and
knowledgeable home health care services and customer service. We know that if we are
consistent with offering high quality home health care service delivery and excellent
customer service, we will increase the number of our customers by more than 25
percent for the first year and then more than 40 percent subsequently.
In summary, Medical Partners Home Care Limited Home Healthcare Services will
adopt the following sales and marketing approach to win customers over;
 Introduce our business by sending introductory letters to residence, business
owners and corporate organizations
 Advertise our business in community based newspapers, local TV and local
radio stations
 List our business on yellow pages ads (local directories)
 Leverage on the internet to promote our business
 Engage in direct marketing
 Leverage on word of mouth marketing (referrals)
 Enter into business partnership with hospitals, government agencies and health
insurance companies.
20
 Attend health care related exhibitions / expos.
5.5 Publicity and Advertising Strategy
We in the home health care services business – aim to become one of the market leaders
and also to maximize profits hence we are going to explore all available conventional
and non – conventional means to promote our home healthcare services business.
As a matter of fact, our publicity and advertising strategy is not solely for winning
customers over but to effectively communicate our brand to the general public.
Here are the platforms we intend leveraging on to promote and advertise Medical
Partners Home Care Limited Home Healthcare Services;
 Place adverts on both print (community based newspapers and magazines) and
electronic media platforms
 Sponsor relevant community health programs (CSR)
 Leverage on the internet and social media platforms like; Instagram, Facebook ,
twitter, YouTube, Google + et al to promote our brand
 Install our Bill Boards on strategic locations all around Kampala City.
 Engage in road shows from time to time
 Distribute our fliers and handbills in target areas
 Ensure that all our workers wear our branded shirts and all our vehicles and
ambulances are well branded with our company’s logo et al.
5.6 Our Pricing Strategy
Medical Partners Home Care Limited Home Healthcare Services will work towards
ensuring that all our services are offered at highly competitive prices compared to what
is obtainable in Uganda today.
On the average, home health care service providers usually leverage on the fact that a
good number of their clients do not pay the service charge from their pockets; private
insurance companies are responsible for the payment. In view of that, it is easier for
home health care service providers to bill their clients based on their discretion.
However, in some cases home health care service providers also adopt the hourly
billing cum per visit billing method. For example, it is easier and preferable for home
healthcare services providers to bill personal injury case management services by the
hour as against a fixed price.
21
5.7 Payment Options
At Medical Partners Home Care Limited Home Healthcare Services, our payment
policy is all inclusive because we are quite aware that different people prefer different
payment options as it suits them. Here are the payment options that will be available in
every of our outlets;
 Payment by cash
 Payment via Point of Sale (POS) Machine
 Payment via online bank transfer (online payment portal)
 Payment via Mobile money
 Check (only from loyal customers)
In view of the above, we have chosen banking platforms that will help us achieve our
payment plans without any itches.
Table 3: Sales by Project Year (PY2 – PY4)

SALES FORECAST
PY 1 PY 2 PY 3
Sales
Home Health Care Sales $626,140 $657,447 $690,319
Personal Injury Case Management Sales $29,060 $30,513 $32,039
TOTAL SALES $655,200 $687,960 $722,358
Direct Cost of Sales PY 1 PY 2 PY 3
Home Health Care Sales $32,872 $34,516 $36,241
Personal Injury Case Management Sales $3,632 $3,814 $4,004
Sub-Total Direct Cost of Sales $36,504 $38,329 $40,246
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6.0 MANAGEMENT PLAN
6.1 Our Business Structure
Medical Partners Home Care Limited Home Healthcare Services is a business that will
be built on a solid foundation. From the outset, we have decided to recruit only
qualified professionals (physicians, nurses, nurse’s aides, mental health counselors,
chiropractors, medication management counselors, physical therapists, county aging
workers, and rehabilitation counselors, home health caregivers and home caregivers) to
man various job positions in our organization.
We are quite aware of the rules and regulations governing the health care industry
which is why we decided to recruit only well experienced and qualified employees as
foundational staff of the organization. We hope to leverage on their expertise to build
our business brand to be well accepted in the Kampala area and the whole of Uganda.
When hiring, we will look out for applicants that are not just qualified and experienced,
but honest, customer centric and are ready to work to help us build a prosperous
business that will benefit all the stake holders (the owners, workforce, and customers).
As a matter of fact, profit-sharing arrangement will be made available to all our
management staff and it will be based on their performance for a period of five years or
more.
These are the positions that will be available at Medical Partners Home Care Limited
Home Healthcare Services;
 Chief Medical Director / Chief Executive Officer
 Physicians / Chiropractors / Medication Management Counselors / Physical
Therapists
 Pharmacist
 Nurses / Nurse’s Aides / Mental Health counselors
 Information Technologist (Contract)
 Home Health Caregivers / Home Caregivers /Urban-based Mobile Aging
Workers / Rehabilitation Counselors
 Sales Agent
 Cashier (Counter Agent).
 Cleaners
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6.2 Roles and Responsibilities
Chief Medical Director / Chief Executive Officer:

 Responsible for providing direction for the business
 Creating, communicating, and implementing the organization’s vision, mission,
and overall direction – i.e. leading the development and implementation of the
overall organization’s strategy.
 Attend to high profile clients and severe medical cases
 Responsible for fixing prices and signing business deals
 Responsible for recruitment
 Responsible for payment of salaries
 Responsible for signing checks and documents on behalf of the company
 Evaluates the success of the organization
Physicians / Chiropractors / Medication Management Counselors / Physical

Therapists (3)
 Responsible for providing professional medical services to our patients
 Responsible for offering occupational, physical, speech, and respiratory therapy
 Responsible for handling medical emergencies
Pharmacist (1):
 Responsible for managing the daily activities in the company (dispensary store)
providing advice about health issues, symptoms and medications in response to
customer enquiries
 Responsible for recruiting, training and managing staff
 Responsible for processing prescriptions and dispensing medication
 Responsible for ordering, selling and controlling medicines and other stock
 Responsible for meeting medical representatives
 Responsible for managing the organizations’ budgets
 Responsible for keeping statistical and financial records
 Responsible for preparing publicity materials and displays
 Handle marketing services
 Interfaces with third – party providers (vendors)
 Handle any other duty as assigned by the CEO
Nurses / Nurses’ Aides / Mental Health Counselors (10)

 Responsible for managing our patients in their various homes
 Handles personal injury case management
 Responsible for offering home medication management services
24
Sales Agents (4)
 Manage external research and coordinate all the internal sources of information
to retain the organizations’ best customers and attract new ones
 Model demographic information as it relates to those who need our services
 Source for clients for the company
 Responsible for promoting the company’s image
 Responsible for creating marketing and sales strategies, etc.
 Represents the organization in some strategic business meetings
 Handle any other duty as assigned by the floor manager (Pharmacist)
Information Technologist (1)

 Manage the organization website
 Handles ecommerce aspect of the business
 Responsible for installing and maintenance of computer software and hardware
for the organization
 Manage logistics and supply chain software, Web servers, e-commerce software
and POS (point of sale) systems
 Manage the organization’s CRM software application
 Handles any other technological and IT related duties.
Cashier (Counter Agent):

 Receives payments on behalf of the organization
 Issues receipt to customers
 Prepare financial report at the end of every working week
 Handles financial transaction on behalf of the company
 Interfaces with our bankers
 Responsible for payment of tax, levies and utility bills
 Handles any other duty as assigned by the office
Cleaners (6):
 Responsible for cleaning the store facility at all times
 Ensure that toiletries and supplies don’t run out of stock
 Cleans both the interior and exterior of the office facility
 Handle any other duty as assigned by the office manager
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6.3 Personnel Plan
Table 4: Personnel Plan

S. No. Job Description No. Rate Monthly Annual
(USD) Total (USD) Total (USD)
A. Senior Level Management
1 Chief Executive Officer (CEO) 1 3,000 3,000 36,000
2 Physicians/Chiropractors/PTs 3 1,500 4,500 54,000
3 Pharmacist 1 1,500 1,500 18,000
4 Nurses/Nurses' Aides/MHCs 10 1,000 10,000 120,000
5 Sales Agents 4 800 3,200 38,400
6 Information Technologists 1 1,200 1,200 14,400
7 Cashier (Counter Agent) 1 600 600 7,200
8 Drivers 2 300 600 7,200
9 Cleaners 6 200 1,200 14,400
TOTAL 29 25,800 309,600
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7.0 FINANCIAL PLAN
We want to finance growth mainly through cash flow. We recognize that this means we
will have to grow more slowly than we might like.
The most important factor for our financial plan is collection of receivables. Our home
health care services will be reimbursed primarily by self-pay home health care service
consumers and by private health insurance companies as a secondary source of income.
History indicates that these payors are sometimes slow to reimburse and receivables
can get hung up in the automated payment system if not tracked closely. As we
broaden our scope of services to include a larger payor base, these lags in collection of
receivables will have less impact on cash flow.
Our figures are based on start-up capital as shown in the Start-up and Start-up Funding
tables; we will consider an additional loan if needed.
7.1 Important Assumptions
The General Assumptions table, below, shows our important (and conservative) annual
assumptions concerning interest rates, tax rates, and personnel burden. In addition:
1. We assume a strong economy, without major recession.

2. We assume, of course, that there are no significant unforeseen changes in
the government policy that dictates health insurance reimbursement of Home
Health Care Services.
Table 5: General Assumptions

Item/Project Year (PY) PY 2 PY 3 PY 4
Plan Month 1 2 3
Current Interest Rate 10.00% 10.00% 10.00%
Long-term Interest Rate 8.00% 8.00% 8.00%
Tax Rate 30.00% 30.00% 30.00%
Other 0 0 0
7.2 Break-even Analysis
The Break-even Analysis below is based on monthly fixed costs and an Average per
Unit Variable Cost. This assumption about cost of sales may at first look low, but in our
service-based business, payroll is included with other operating expenses in our fixed
monthly amounts, so the variable costs relate to the only other cost of service provided:
mileage to and from service locations.
27
At these levels, we need to bill and collect the amount shown below per month to cover
our per month costs. We don't really expect to reach break-even until a few months into
the business operation.
Table 6: Break-even Analysis in Project Year 5 (2022)

Expense Items Variable Cost Fixed Cost Total Cost
Direct Cost of Sales 31,693 10,564 42,258
Payroll 268,801 89,600 358,401
Payroll Taxes 40,320 13,440 53,760
Heat and Lights 1,563 521 2,084
Phone 2,605 868 3,473
Cell Phones 1,563 521 2,084
Water and Garbage 521 174 695
Internet Access 232 116 347
Professional Liability Insurance 6,946 3,473 10,419
Workman's Comp Insurance 463 232 695
Premises and Content Insurance 463 232 695
Advertising and Marketing 926 463 1,389
Meals and Entertainment 463 232 695
Professional Development 926 463 1,389
Office Equipment and Supplies 3,704 1,852 5,557
Contracted Therapists: OT/PT/ST/RT 16,930 5,643 22,574
Nursing Supplies 10,419 3,473 13,892
Depreciation 0 22,797 22,797
Financial Expenses 0 9,600 9,600
TOTAL 388,537 164,263 552,800
Sales Value of Production = USD 758,476
Break-even Sales = 164,263 (FC) = 164,263 = 164,263

1 – 388,537 (VC) 1 –0.5122 0.7286
758,476 (SR)
Break-even Sales = US$ 336,785
Capacity utilization required to Break-even = USD 336,785 x 100 = 44.40%

USD 758,476
Margin of Safety = 100% – 44.40% = 55.60%.
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7.3 Projected Profit and Loss
Our projected profit and loss is shown in the following table, with sales
increasing throughout the three years of the plan, and profits are notable even for the
start-up phase of this business per month.
We are projecting growth and total annual sales very conservatively, with high
projected expenses. Our cost of sales is relatively low, as this is a service agency and the
primary costs involved in providing the services are those related to payroll. The costs
of sales reflect the cost of mileage reimbursement to employees, because the services we
provide are home- and community-based and require travel to and from service
locations.
The Profit and Loss table also contains our expenses for independently contracted
physical, occupational, speech and respiratory therapists, as well as the owner's after-
tax draws.
Key Assumptions:
First Year Patients: 21,840
Self-Pay/Health Insurance Rate: US$30/Head
Sales Growth Rate per annum: 5%
Operating Costs Growth Rate per annum: 5%
29
Table 7: Pro Forma Profit and Loss (PY2 – PY4) In US$
Project Year (PY) PY 1 PY 2 PY 3 PY 4
Sales 655,200 687,960 722,358
Direct Cost of Sales 36,504 38,329 40,246
Other Costs of Sales 0 0 0
TOTAL COST OF SALES 36,504 38,329 40,246
Gross Margin 618,696 649,631 682,112
Gross Margin % 94.43% 94.43% 94.43%
Operating Expenses (USD)
Payroll 309,600 325,080 341,334
Payroll Taxes 46,440 48,762 51,200
Heat and Lights 1,800 1,890 1,985
Phone 3,000 3,150 3,308
Cell Phones 1,800 1,890 1,985
Water and Garbage 600 630 662
Internet Access 300 315 331
Professional Liability Insurance 9,000 9,450 9,923
Workman's Comp Insurance 600 630 662
Premises and Content Insurance 600 630 662
Advertising and Marketing 1,200 1,260 1,323
Meals and Entertainment 600 630 662
Professional Development 1,200 1,260 1,323
Office Equipment and Supplies 4,800 5,040 5,292
Contracted Therapists: OT/PT/ST/RT 19,500 20,475 21,499
Nursing Supplies 12,000 12,600 13,230
Total Operating Expenses 413,040 433,692 455,377
Profit Before Interest and Taxes 205,656 215,939 226,736
EBITDA 205,656 215,939 226,736
Interest Expense 24,000 19,200 14,400
Loan Repayments 60,000 60,000 60,000
Taxes Incurred 36,497 41,022 45,701
Net Profit 85,159 95,717 106,635
Net Profit/Sales 13.00% 13.91% 14.76%
7.4 Projected Cash Flow
The following cash flow projections show the annual amounts only. Collection
of accounts receivable from our sales on credit will greatly affect our cash flow. Cash
flow projections are critical to our success. The monthly cash flow is shown in the
illustration, with one bar representing the cash flow per month, and the other the
monthly cash balance. The annual cash flow figures are included here and the more
important detailed monthly numbers are included in the appendix.
30
Table 8: Pro Forma Cash Flow (PY2 – PY4) In US$
Project Year (PY) PY 1 PY 2 PY 3 PY 4
Costs (US Dollars)
A. Cash inflow 420,000 655,200 687,960 722,358
1. Financial resources total 420,000 _ _ _
2. Sales revenue total _ 655,200 687,960 722,358
B. Cash outflow -420,000 -792,504 -607,676 -631,698

1. Total assets schedule
including replacements -420,000 -217,664 -10,633 -11,175
2. Operating Costs (Cost of Sales) _ -449,544 -472,021 -495,622
3. Debt Service
a) Interest _ -24,000 -19,200 -14,400
b) Repayments _ -60,000 -60,000 -60,000
4. Corporate tax _ -36,497 -41,022 -45,701
5. Dividends 4% on equity _ -4,800 -4,800 -4,800
C. Surplus / deficit 0 -137,304 80,284 90,660
D. Cumulative cash balance 0 -137,304 -57,020 33,640
7.5 Projected Balance Sheet
The balance sheet in the following table shows managed but sufficient growth of net
worth, and a sufficiently healthy financial position. The monthly estimates are included
in the appendix.
31
Table 9: Pro Forma Balance Sheet (PY2 – PY4) In US$
CAPITAL EMPLOYED: PY 1 PY 2 PY 3 PY 4
Share Capital 120,000 120,000 120,000
Retained Earnings 85,159 180,876 287,511
Shareholder's Equity/Deficit 205,159 300,876 407,511
Long-Term Liabilities 300,000 300,000 240,000 180,000

300,000 505,159 540,876 587,511
EMPLOYMENT OF CAPITAL:
Buildings & Infrastructure 170,000 165,750 161,500 157,250

Medical Equipment 50,750 45,675 40,600 35,525
Office Equipment & Furniture 14,720 11,776 8,832 5,888
Vehicles 60,000 48,000 36,000 24,000
LONG-TERM ASSETS: 295,470 223,201 210,932 198,663
CURRENT ASSETS: 4,530 309,704 353,078 407,379
Accounts Receivable 37,462 39,335 41,302

Stock (Inventory) 162,042 170,144 178,651
Bank Balance and Cash 18,160 18,818 19,519
Other Current Assets 92,041 124,781 167,907
CURRENT LIABILITIES: 27,746 23,134 18,530

Accounts Payable 3,746 3,934 4,130
Current Portion of Long-term Liabilities 24,000 19,200 14,400
NET CURRENT ASSETS: 4,530 281,958 329,944 388,848

TOTAL CAPITAL/ NET WORTH 300,000 505,159 540,876 587,511
7.6 Business Ratios
The following table shows the projected business ratios, and a comparison of our ratios
with standards for the home health care industry (SIC code 8082.000). We expect to
maintain healthy ratios for profitability, risk, and return.
32
Table 10: Pro Forma Business Ratios (PY2 – PY4) In US$
Project Year (PY) PY 2 PY 3 PY 4 INDUSTRY PROFILE
Sales Growth 0.00% 5.00% 5.00% 3.71%
Percent of Total Assets
Accounts Receivable 7.03% 6.97% 6.82% 21.90%
Other Current Assets 17.27% 22.12% 27.71% 45.48%
Total Current Assets 58.12% 62.60% 67.22% 69.58%
Long-term Assets 41.88% 37.40% 32.78% 30.42%
TOTAL ASSETS 100.00% 100.00% 100.00% 100.00%
Current Liabilities 5.21% 4.10% 3.06% 35.62%
Long-term Liabilities 56.30% 42.55% 29.70% 21.27%
Total Liabilities 61.50% 46.65% 32.76% 56.89%
NET WORTH 94.79% 95.90% 96.94% 43.11%
Percent of Sales
Sales 100.00% 100.00% 100.00% 100.00%
Gross Margin 94.43% 94.43% 94.43% 100.00%
Selling, General & Administrative Expenses 62.86% 62.86% 62.86% 85.34%
Advertising Expenses 0.18% 0.18% 0.18% 0.70%
Profit Before Interest and Taxes 13.00% 13.91% 14.76% 0.35%
Main Ratios
Current 11.16 15.26 21.98 1.52
Quick 5.32 7.91 12.34 1.20
Total Debt to Total Assets 56.30% 42.55% 29.70% 62.84%
Pre-tax Return on Net Worth 24.08% 25.28% 25.93% 1.09%
Pre-tax Return on Assets 22.83% 24.24% 25.14% 2.93%
Additional Ratios PY 2 PY 3 PY 4
Net Profit Margin 13.00% 13.91% 14.76% n.a
Return on Equity 41.51% 31.81% 26.17% n.a
Activity Ratios
Accounts Receivable Turnover 1.75 1.75 1.75 n.a
Collection Days 30 30 30 n.a
Accounts Payable Turnover 1.20 1.20 1.20 n.a
Payment Days 30 30 30 n.a
Total Asset Turnover 1.23 1.22 1.19 n.a
Fixed Assets Turnover 2.01 2.24 2.49 n.a
Debt Ratios
Debt to Net Worth 0.59 0.44 0.31 n.a
Current Liability to Liability 0.09 0.10 0.10 n.a
Liquidity Ratios
Net Working Capital $213,917 $224,363 $235,341 n.a
Interest Coverage (Times Interest Earned Ratio) 8.57 11.25 15.75 n.a
Additional Ratios
Assets to Sales 0.81 0.82 0.84 n.a
Current Debt/Total Assets 4.50% 3.40% 2.38% n.a
Acid Test 5.32 7.91 12.34 n.a
Sales/Net Worth 1.30 1.27 1.23 n.a
Dividend Payout 0.00 0.00 0.00 n.a
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8.0 SUSTAINABILITY AND EXPANSION STRATEGY
The future of a business lies in the numbers of loyal customers that they have the
capacity and competence of the employees, their investment strategy and the business
structure. If all of these factors are missing from a business (company), then it won’t be
too long before the business close shop.
One of our major goals of starting Medical Partners Home Care Limited Home
Healthcare Services is to build a business that will survive off its own cash flow without
the need for injecting finance from external sources once the business is officially
running. We know that one of the ways of gaining approval and winning customers
over is to sell our home health care services a little bit cheaper than what is obtainable
in the market and we are well prepared to survive on lower profit margin for a while.
Medical Partners Home Care Limited Home Healthcare Services will make sure that
the right foundation, structures and processes are put in place to ensure that our staff
welfare are well taken care of. Our company’s corporate culture is designed to drive our
business to greater heights and training and re – training of our workforce is at the top
burner.
As a matter of fact, profit-sharing arrangement will be made available to all our

management staff and it will be based on their performance for a period of three years
or more. We know that if that is put in place, we will be able to successfully hire and
retain the best hands we can get in the industry; they will be more committed to help us
build the business of our dreams.
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Schedule 01: Expanded Pro Forma Profit and Loss/Net Income Statement (PY2 – PY6) In US$
Project Year (PY) PY 1 PY 2 PY 3 PY 4 PY 5 PY 6
Sales 655,200 687,960 722,358 758,476 796,400
Direct Cost of Sales 36,504 38,329 40,246 42,258 44,371
Other Costs of Sales 0 0 0 0 0
TOTAL COST OF SALES 36,504 38,329 40,246 42,258 44,371
Gross Margin 618,696 649,631 682,112 716,218 752,029
Gross Margin % 94.43% 94.43% 94.43% 94.43% 94.43%
Operating Expenses (USD)
Payroll 309,600 325,080 341,334 358,401 376,321
Payroll Taxes 46,440 48,762 51,200 53,760 56,448
Heat and Lights 1,800 1,890 1,985 2,084 2,188
Phone 3,000 3,150 3,308 3,473 3,647
Cell Phones 1,800 1,890 1,985 2,084 2,188
Water and Garbage 600 630 662 695 729
Internet Access 300 315 331 347 365
Professional Liability Insurance 9,000 9,450 9,923 10,419 10,940
Workman's Compensation Insurance 600 630 662 695 729
Premises and Content Insurance 600 630 662 695 729
Advertising and Marketing 1,200 1,260 1,323 1,389 1,459
Meals and Entertainment 600 630 662 695 729
Professional Development 1,200 1,260 1,323 1,389 1,459
Office Equipment and Supplies 4,800 5,040 5,292 5,557 5,834
Contracted Therapists: OT/PT/ST/RT 19,500 20,475 21,499 22,574 23,702
Nursing Supplies 12,000 12,600 13,230 13,892 14,586
Total Operating Expenses 413,040 433,692 455,377 478,145 502,053
Profit Before Interest and Taxes 205,656 215,939 226,736 238,073 249,976
EBITDA 205,656 215,939 226,736 238,073 249,976
Interest Expense 24,000 19,200 14,400 9,600 4,800
Loan Repayments 60,000 60,000 60,000 60,000 60,000
Taxes Incurred 36,497 41,022 45,701 50,542 55,553
Net Profit 85,159 95,717 106,635 117,931 129,623
Net Profit/Sales 13.00% 13.91% 14.76% 15.55% 16.28%
35
Schedule 02: Expanded Pro Forma Cash Flow Statement (PY2 – PY6) In US$
Period Construction Full Capacity
Year PY 1 PY 2 PY 3 PY 4 PY 5 PY 6 *Sal val Total
Costs (US Dollars)
A. Cash inflow 420,000 655,200 687,960 722,358 758,476 796,400 4,040,394
1. Financial resources total 420,000 _ _ _ _ _ 420,000
2. Sales revenue total _ 655,200 687,960 722,358 758,476 796,400 3,620,394
B. Cash outflow -420,000 -792,504 -607,676 -631,698 -657,089 -743,917 523,502 -3,329,382
1. Total assets schedule
including replacements -420,000 -217,664 -10,633 -11,175 -11,744 -72,341 523,502 -220,054
2. Operating Costs (Cost of Sales) _ -449,544 -472,021 -495,622 -520,403 -546,424 0 -2,484,014
3. Debt Service
a) Loan Interest _ -24,000 -19,200 -14,400 -9,600 -4,800 0 -72,000
b) Loan Repayments _ -60,000 -60,000 -60,000 -60,000 -60,000 0 -300,000
4. Corporate tax _ -36,497 -41,022 -45,701 -50,542 -55,553 0 -229,314
5. Dividends 4% on equity _ -4,800 -4,800 -4,800 -4,800 -4,800 0 -24,000
C. Surplus / deficit 0 -137,304 80,284 90,660 101,387 52,483 523,502 711,011
D. Cumulative cash balance 0 -137,304 -57,020 33,640 135,027 187,509 711,011
*Salvage values. Land: US$ 120,000; 75% of buildings: US$ 144,500; Working Capital: US$ 259,002 = US$ 532,502
36
Schedule 04: Expanded Pro Forma Balance Sheet (PY2 – PY6) In US$
CAPITAL EMPLOYED: PY 1 PY 2 PY 3 PY 4 PY 5 PY 6
Share Capital 120,000 120,000 120,000 120,000 120,000
Retained Earnings 85,159 180,876 287,511 405,442 535,065
Shareholder's Equity/Deficit 205,159 300,876 407,511 525,442 655,065
Long-Term Liabilities 300,000 300,000 240,000 180,000 120,000 60,000

300,000 505,159 540,876 587,511 645,442 715,065
EMPLOYMENT OF CAPITAL: `
Buildings & Infrastructure 170,000 165,750 161,500 157,250 153,000 148,750

Medical Equipment 50,750 45,675 40,600 35,525 30,450 25,375
Office Equipment & Furniture 14,720 11,776 8,832 5,888 2,944 20,000
Vehicles 60,000 48,000 36,000 24,000 12,000 200,000
LONG-TERM ASSETS: 295,470 223,201 210,932 198,663 186,394 194,125
CURRENT ASSETS: 4,530 309,704 353,078 407,379 472,985 530,294
Accounts Receivable 37,462 39,335 41,302 43,367 45,535

Stock (Inventory) 162,042 170,144 178,651 187,583 196,963
Bank Balance and Cash 18,160 18,818 19,519 20,265 21,058
Other Current Assets 92,041 124,781 167,907 221,770 266,738
CURRENT LIABILITIES: 27,746 23,134 18,530 13,937 9,354

Accounts Payable 3,746 3,934 4,130 4,337 4,554
Current Portion of Long-term Liabilities 24,000 19,200 14,400 9,600 4,800
NET CURRENT ASSETS: 4,530 281,958 329,944 388,848 459,048 520,940

TOTAL CAPITAL / NET WORTH 300,000 505,159 540,876 587,511 645,442 715,065
37
Schedule 06: Expanded Pro Forma Business Ratios (PY2 – PY6)
Period [Project Year] Construction Full Capacity
Year PY 1 PY 2 PY 3 PY 4 PY 5 PY 6
Sales Growth 5% 5% 5% 5%
Percent of Total Assets

Accounts Receivable 7.03% 6.97% 6.82% 6.58% 6.29%
Inventory 30.41% 30.17% 29.48% 28.45% 27.19%
Other Current Assets 17.27% 22.12% 27.71% 33.63% 36.82%
Total Current Assets 58.12% 62.60% 67.22% 71.73% 73.20%
Long-term Assets 41.88% 37.40% 32.78% 28.27% 26.80%
Total Assets 100.00% 100.00% 100.00% 100.00% 100.00%
Current Liabilities 5.21% 4.10% 3.06% 2.11% 1.29%

Long-term liabilities 56.30% 42.55% 29.70% 18.20% 8.28%
Total Liabilities 61.50% 46.65% 32.76% 20.31% 9.57%
Net Worth (Total Capital) 94.79% 95.90% 96.94% 97.89% 98.71%
Percent of Sales
Sales 100.00% 100.00% 100.00% 100.00% 100.00%
Gross Margin 94.43% 94.43% 94.43% 94.43% 94.43%
SGA (Selling + Gen + Admin Exp) 62.86% 62.86% 62.86% 62.86% 62.86%
Advertising Expenses 0.18% 0.18% 0.18% 0.18% 0.18%
Net Profit (after Interest & Tax) 13.00% 13.91% 14.76% 15.55% 16.28%
Main Ratios
Current 11.16 15.26 21.98 33.94 56.69
Quick 5.32 7.91 12.34 20.48 35.64
Total Debt to Total Assets 56.30% 42.55% 29.70% 18.20% 8.28%
Pre-tax Return on Net Worth 24.08% 25.28% 25.93% 26.10% 25.90%
Pre-tax Return on Assets 22.83% 24.24% 25.14% 25.55% 25.56%
Business Vitality Profile

Revenue per Employee $22,593 $23,723 $24,909 $26,154 $27,462
38
Schedule 06: Expanded Pro Forma Business Ratios (PY2 – PY6)….continued
Additional Ratios
Net Profit Margin 13.00% 13.91% 14.76% 15.55% 16.28%
Return on Equity 41.51% 31.81% 26.17% 22.44% 19.79%
Activity Ratios
Accounts Receivable Turnover 1.75 1.75 1.75 1.75 1.75
Collection Days 30 30 30 30 30
Inventory Turnover 2.77 2.77 2.77 2.77 2.77
Accounts Payable Turnover 1.20 1.20 1.20 1.20 1.20
Payment Days 30 30 30 30 30
Total Assets Turnover 1.23 1.22 1.19 1.15 1.10
Fixed Assets Turnover 2.01 2.24 2.49 2.79 2.81
Debt Ratios
Debt to Net Worth 0.59 0.44 0.31 0.19 0.08
Current Liability to Liability 0.09 0.10 0.10 0.12 0.16
Debt-Service Coverage Ratio 1.57 1.74 1.93 2.16 2.43
Liquidity Ratios
Net Working Capital $213,917 $224,363 $235,341 $246,879 $259,002
Interest Coverage [Times Interest
Earned Ratio - TIE] 8.57 11.25 15.75 24.80 52.08
Additional Ratios
Assets to Revenue 0.81 0.82 0.84 0.87 0.91
Current Debt / Total Assets 4.50% 3.40% 2.38% 1.46% 0.66%
Acid Test 5.32 7.91 12.34 20.48 35.64
Sales/Net Worth 1.30 1.27 1.23 1.18 1.11
39
APPENDIX I: CHECKLIST
 Business Name Availability Check: Completed

 Business Registration: Completed
 Opening of Corporate Bank Accounts: Completed
 Securing Point of Sales (POS) Machines: Completed
 Opening Mobile Money Accounts: Completed
 Opening Online Payment Platforms: Completed
 Application and Obtaining Tax Payer’s ID (URA TIN): In Progress
 Application for business license and permit: Completed
 Purchase of Insurance for the Business: Completed
 Leasing of facility and remodeling the facility: In Progress
 Conducting Feasibility Studies: Completed
 Generating capital from family members: Completed
 Applications for Loan from the bank: In Progress
 Writing of Business Plan: Completed
 Drafting of Employee’s Handbook: Completed
 Drafting of Contract Documents and other relevant Legal Documents: In
Progress
 Design of The Company’s Logo: Completed
 Graphic Designs and Printing of Packaging Marketing / Promotional
Materials: In Progress
 Recruitment of employees: In Progress
 Purchase of Medical Equipment and Ambulances et al: In Progress
 Purchase of the Needed furniture, racks, shelves, computers, electronic
appliances, office appliances and CCTV: In progress
 Creating Official Website for the Company: In Progress
 Creating Awareness for the business both online and around the community: In
Progress
 Health and Safety and Fire Safety Arrangement (License): Secured
 Opening party / launching party planning: In Progress
 Compilation of our list of products that will be available in our pharmacy
store: Completed
 Establishing business relationship with vendors (wholesale pharmaceutical
companies): In Progress
40
APPENDIX II: MAP OF UGANDA
41

Business Plan - Medical Partners Homecare 06th December 2017

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FOR THE ESTABLISHMENT AND OPERATION

HOME HEALTHCARE AGENCY

MEDICAL PARTNERS HOME CARE

MEDICAL PARTNERS HOME CARE LIMITED

S/NO. DESCRIPTION PAGE

1.0 EXECUTIVE SUMMARY 3

2.0 COMPANY INFORMATION 8

3.0 PRODUCTS AND SERVICES 11

4.0 MARKET ANALYSIS 14

5.0 SALES AND MARKETING STRATEGY 18

7.0 FINANCIAL PLAN 27

8.0 SUSTAINABILITY AND EXPANSION STRATEGY 34

T/NO. DESCRIPTION PAGE

1 Key Project Performance Parameters 5

2 Detailed Start-Up Costs 9

3 Sales by Project Year 22

6 Break-Even Analysis in Project Year 5 (2022) 28

7 Pro Forma Profit and Loss (PY2 – PY4) 30

8 Pro Forma Cash Flow (PY2 – PY4) 31

9 Pro Forma Balance Sheet (PY2 – PY4) 32

10 Pro Forma Business Ratios (PY2 – PY4) 33

F/NO. DESCRIPTION PAGE

1 Projected Financial Performance Highlights 5

D. LIST OF FINANCIAL ANALYTICAL SCHEDULES

S/NO. DESCRIPTION PAGE

01: Expanded Pro Forma Profit and Loss/Net Income Statement 35

02: Expanded Pro Forma Cash Flow Statement 36

03: Expanded Pro Forma Balance Sheet 37

04: Expanded Pro Forma Business Ratios 38

A/NO. DESCRIPTION PAGE

II: Map of Uganda 41

No doubt, the healthcare-cum-medical industry is perhaps one of the fastest growing

Basically, a healthcare provider is a health professional such as nurse or doctor et al or

Medical Partners Home Care Limited Home Healthcare Services is incorporated as a

Break-even Point (BEP): USD 336,785 at a capacity utilization of 44.40%

Figure 1: Financial Performance Highlights

 Professional quality of services offered

1.3 Our Services

1.4 Our Vision Statement

1.5 Our Mission Statement

Medical Partners Home Care Limited Home Healthcare Services is in business is to

2.1 Company Ownership

2.2 Start-Up Summary

2.3 Detailed Start-Up Cost Analysis

2.4 Generating Funding/Start-Up Capital

3.1 Portfolio of Services

Physical Therapy [PT]

Occupational Therapy [OT]

Speech Therapy [ST]

Respiratory Therapy [RT]

3.2 SWOT Analysis

4.1 Market Trends

4.2 Our Target Market

Medical Partners Home Care Limited Home Healthcare Services is in business to

Our customers can be categorized into the following;

4.3 Target Market Segment Strategy

4.4 Service Business Analysis

4.4.1 Competition and Buying Patterns

4.5 Our Competitive Advantage

5.1 Competitive Edge

5.3 Sales Forecast

5.4 Marketing Strategy and Sales Strategy

5.5 Publicity and Advertising Strategy