Sample Business Plan – Healthy Medicare Center (HMC)


Executive Summary. 3

  1. Company Summary. 4

A1: Industry History. 4

A2: legal form of ownership. 5

A3: Location and facilities. 5

A4: Management Structure. 6

A5: Products and services. 7

  1. Market Analysis. 8

B1: Target Market 8

B2: Industry Analysis. 9

B3: Competitive analysis. 10

  1. Market Strategy. 11

C1: 4Ps. 11

C2: Price list 12

C2: Selling Strategy. 13

C3: Sales Forecast 14

  1. Implementation Strategy. 14

D1: Overall Strategy. 14

D2: Implementation. 15

D3: Control Plan. 16

  1. Financial Statements and projections. 17

E1: Revenue and Cost Estimate. 17

E2: Forecasted profit and loss statement 18

E3: Forecasted Balance Sheet 19

  1. Financial projections. 20

F2: Financial Position. 20

F3: Capital/Investment needs. 21

References. 22


Executive Summary

Healthy Medicare Company (HMC) is a new business located in California CA, United States of America. The business will provide various Medicare and healthcare services to patients in California. Such services include: genecology, X-rays, ultrasound, Urinalysis, CT scanning, maternity tests, antenatal and postnatal care and other urgent Medicare services. The company will build a medical facility with good technology and services that will meet the needs of patients. The company’s operations will be enhanced such that queues by patients will be minimized and the time used to treat patients will be managed appropriately in order to ensure that all patients get appropriate medical attention. This will increase customer satisfaction and enable the company to earn customer loyalty.

This business plan will provide a roadmap for the business startup to achieve its objectives. It provides the necessary plan that can be used to attain the mission, vision, goals and objectives of the company. It also enables the company to utilize funds appropriately in its startup in order to invest in the right manner for the long term benefit of the company. The business plan will provide a business description, market analysis, marketing strategy, implementation strategy and financial statements projections. These sections of the business plan will enable the company to communicate its objectives, financial requirements, strategies and market viability in order to convince creditors to provide credit for the company. The business plan will highlight the form of business ownership of the company, its location and facilities, and management structure. It will also highlight the target market and analyze the industry and competition.



A.  Company Summary

A1: Industry History

The start-up company will operate in the Healthcare industry. This industry is a sector in the economic system that offers treatment services and products to patients. The types of care provided by firms in a healthcare industry include: preventive, palliative, rehabilitative and curative services. Healthcare industry is one of the largest industries in the world. The industry is growing fast due to increased demand for healthcare services. United States Department of Labor (2007) suggests that healthcare industry consumes more than 10% of the entire GDP of developed countries such as USA. For instance, healthcare costs of USA in 2011 amounted to 17.9% of the country’s GDP. This industry is made up of well trained healthcare professionals who provide healthcare services to meet the health needs of individuals and populations in the world.

Healthcare industry can be divided into hospital activities, medical activities and human healthcare activities. The industry can also be divided into healthcare facilities and pharmaceuticals and biotechnology. Healthcare facilities include companies and firms providing medical equipment, healthcare services and medical suppliers. HMC falls into this category. Biotechnology and pharmaceutical categories provide scientific services. A healthcare provider is a person or institution that acts as a physician or nurse to offer healthcare services systematically to communities or individuals. According to World Health Organization (WHO), there are more than 9 million physicians, 19 million midwives and nurses, 2.5 pharmacists and 1.9 million dentists (World Health Organization, 2011). Healthcare services can be offered or delivered by these practitioners at home, workplace, healthcare facilities or communities.


A2: Legal form of ownership

Healthy Medicare Center will be a limited liability partnership. In this case, 20 healthcare professionals from various sectors of healthcare will come together. The liability of partners will be limited to the ownership shares owned to each partner (Trakin, 2008). The ownership rights of the limited liability partnership company will be divided into shares costing $1.2 per share. This means that the partners forming the company will benefit from the profits of the company on equal terms or in a percentage or ratio agreed upon by partners depending on the level of engagement of each partner in the company and the contribution of capital by each partner. All the partners of the company will join the company by contributing a certain amount of capital and will be entitled to a certain percentage of dividends as owners of the company. Each member will attract a certain amount of dividends in percentage of the total net profit after paying all creditors and interests. Each partner will also have an equal percentage of 4% and the rest of the company’s shares will be offered in form of credit to preferred stockholders and debenture holders.

A3: Location and facilities

The company will be located in California CA, USA. California is one of the states of USA located in the West Coast of the country. It is the most populated state in USA and the third largest in terms of area coverage after Texas and Alaska. Los Angeles and San Francisco Bay areas, located in California, are the second and fifth populous statistical areas of USA respectively.  The company will open two branches in California, one in Los Angeles and another one in San Francisco to meet high demands of the largely populated areas of California. The capital city of California is Sacramento, which already has several healthcare facilities. Many patients who demand high quality services often move to Sacramento from as far as San Francisco and Los Angeles. Bordering states of Oregon, Nevada, Arizona and Mexican State of Baja California also provide good markets for the company.

The facilities that the company will use include two buildings, one in San Francisco and the other in Los Angeles. These facilities will contain several rooms including pharmacy section, laboratory, consultation room, clinic, Ultrasound, surgery and X-ray rooms. The company will also use various utilities such as: MRI machine, X-ray machine, Radiation shield, Ultrasonic body scan machine, surgical table, battery charging unit, chairs, beds, stationeries and office  equipment. However, before establishing these facilities the company will consider some regulatory and legal issues. First, the company will register the company in the State office and the registrar of companies. Business license will also be obtained according to the requirement of healthcare facilities in the State of California.

A4: Management Structure

The company will be managed through a functional organizational structure. In this case, the Chief Executive Officer (CEO) is at the top of the management structure. The CEO is the head of all departments and decision making in the company. The company is divided into four departments each headed by one manager. The four departments of the company will include: Finance and Accounting department, Laboratory Department, Customer Service Department and Medical Department. An integration system of management will also be enhanced so that different departments can interact and communicate with each other to maintain synergy and achieve the organization’s objectives (Trakin, 2008). The management structure of the company is illustrated below.

A5: Products and services

The company will offer outpatient and inpatient medical and healthcare services. It will also provide emergency and urgent care medical services. A team of professional healthcare doctors, nurses, physicians and pharmacists will be hired to attend to various patients in the company’s facilities. These professionals will be specialized in different areas and will ensure that patients receive medical attention as fast as possible in order to reduce queues and avoid congestions in various rooms of the healthcare facilities. Healthy Medicare Center will offer X-Ray services, Hematology, pregnancy tests, Gynecology, Flu screening, anti-natal and pre-natal care, ultrasound, pharmacy, maternity and Urinalysis.

The company offers quality services in order to compete fairly with other medical facilities in the region. The company will also engage in scientific and biotechnological research in order to come up with medical solutions for the benefit of its patients. Scientific research will also lead to innovation that will enhance effective operation of the company in the fast-changing environment. Medical operations of the company will also be managed effectively such that patients will be served in a short wait time and longer hours of service. This ensures that the patients are examined well, tested and given sufficient and appropriate medical advice. Good medical attention will keep patients satisfied and loyal to the medical company.


B.   Market Analysis

B1: Target Market

The target market of the company is the population around the state of California, especially Los Angeles and San Francisco, and the neighboring states of Nevada, Arizona and Oregon. These areas are densely populated and the public healthcare facilities are not enough to meet their health needs. They normally make long queues in the available facilities and wait for a long time before they are served. The congestion in the facility has also contributed to low quality of services offered to them. HMC targets to meet the needs of these people by bringing services close to them. The population of California State  that require healthcare services include American citizens and immigrants living in Los Angeles and San Francisco and the neighboring states with close proximity to San Francisco and Los Angeles. Other target customers include schools and institution within the State of California. Companies that have insured their employees also use this facility to provide their employees with appropriate healthcare services. The two urban areas of San Francisco and Los Angeles are chosen as the target market areas within California because they are the most populated urban areas within the State of California. San Francisco has a total population of 3,281,212 people while Los Angeles has a total population of 12,150,996 people. This makes the two regions the most populated and the best location for the company.

Healthy Medicare Center targets market shares of 35% and 45% in Los Angeles and San Francisco within the first five years. The target market share is smaller in Los Angeles than San Francisco because Los Angeles is already home to many competitors in the healthcare industry. The target market share for the company within the entire State of California is 20% within the next 5 years.

B2: Industry Analysis

Healthcare industry in California is an important industry just like in any other state in USA. Healthcare is important for every American citizen because diseases and injuries are inevitable in every human life. Healthcare industry plays a significant role in maintaining a good health and wellbeing of California’s population, and contributes to economic development within the state. The need for high-quality healthcare is becoming more profound as population of the state increases. Despite changing economic conditions affecting the world, healthcare industry continues to provide jobs and employment opportunities as other industries become static. This provides an opportunity for job seekers to find jobs and meet their employment needs. The Bureau of Labor Statistics in California suggests that healthcare industry is made up of medical technology and human resources which offer care, treatment and diagnosis to the general population. Healthcare industry is composed of three sub-sectors: Ambulatory Health Care Service, Hospitals and Nursing Residential Care Facilities. The data of these subsectors in California can be summarized in the table below.

Subsector Firms Employees
Ambulatory Health Care Services 71,431 831,700
Hospitals 2,219 376,800
Nursing and Residential Care Facilities 8,909 269,900


Ambulatory Healthcare services provide healthcare services to ambulatory patients while hospitals offer diagnosis, treatment and medical services to inpatient and some outpatient customers. Nursing and Residential Care Facilities offer residential care services alongside supervisory or nursing care services. HMC falls in the category of Hospitals because it intends to offer inpatient Medicare and some outpatient services to the populations of California.

Healthcare industry in California accounts for 7% of the state’s total employment across all industries. The sector is projected to experience a growth of 9% in jobs over the next 3 years. The total revenue of the industry in 210 was $172 billion. Growth in the healthcare sector is driven by new technologies and public policy. The Affordable Care Act (ACA), also referred to as Obamacare, has generated demand in California (Terhune et al., 2013). The policy has also influenced service delivery mechanisms of healthcare facilities. Technological changes in the healthcare sector such as introduction of health informatics and wireless technology have also caused significant changes in the healthcare sector in California.

B3: Competitive analysis

With the increasing demand for healthcare services in California, competition is also becoming intense as healthcare companies struggle to win customers and gain good market shares. Healthcare facilities in Los Angeles and San Francisco are competing in terms of healthcare prices and quality of healthcare services. Some of the healthcare companies competing in San Francisco are:  California Pacific Medical Center, Kaiser Permanente San Francisco Medical Center, Saint Francis Memorial Hospital, Saint Luke’s Hospital, San Francisco City Clinic, and UCSF Medical Center. Healthcare facilities in Los Angeles include: Lac USC Medical Center, California Hospital Medical Center, City of Angels Medical Center, Good Samaritan Hospital, Hollywood Presbyterian Medical center, Kaiser Foundation Hospital, and Los Angeles Community Hospital.

Lac USC Medical Center is one of the major competitors of the new start-up business. it is located in Los Angeles and is controlled by the government. The fact that it is controlled by the government gives it an advantage because it benefits from public policies such as Obamacare which offer affordable services, hence it will attract most patients who earn little income. The medical center has 676 beds, and offers comprehensive emergency services (Healthcare Atlas, 2013). The hospital also provides Level I Trauma and Level II Pediatric Trauma services. The number of beds and the range of services are few, and HMC can take advantage of this weakness by providing more services including maternity services, and increasing the number of beds. This will reduce congestion and increase the number of patients being treated in the hospital. The quality of services in Lac USC Medical Center is also poor. The new medical center can improve the quality of its services in order to compete well with competition.

At San Francisco, the main competitor of the new facility will be San Francisco General Hospital. This hospital is categorized as a general acute care hospital. It is under government control. The strength of this medical facility is that it benefits from affordable healthcare policy of the government. This enables the facility to attract many patients due to reduced prices. However, the company’s weakness is that it has few beds (598) compared to the increased demand of healthcare services in San Francisco. The hospital offers comprehensive emergency services and level I trauma services.

C.   Market Strategy

C1: 4Ps

The 4Ps of the marketing mix include: Price, Product, Place and Promotion. These elements of the marketing mix enable a company to meet the needs of its target market and gain competitive advantage over its competitors in the market. The product mix of a company includes the product line and individual offerings that add up to the product line.  The product lines of HMC include X-Ray services, Hematology, pregnancy tests, Gynecology, Flu screening, anti-natal and pre-natal care, ultrasound, pharmacy, maternity and Urinalysis. These product lines will be provided in appropriate breadth, length and consistency in order to meet customer needs and enhance better product quality as a strategy of attracting and retaining customers.  The healthcare services will also be improved from time to time for the benefit of the patients. The product lines will also be customer-focused to add value for customers. The products of the company, including drugs will also be branded in order to give our products an identity.

The price of the company will also be important because patients look for quality services that carry the least price, especially in hard economic situation s and for low and medium income earners. In order to provide services and products at low prices, the company will cut on costs. The costs of purchasing raw materials and engaging in research and development will be minimized in order to reduce product or service charges/prices. Therefore, the pricing method of the company will be cost pricing. In terms of place, delivery mechanisms are an important aspect. The company’s medical facilities will be located at the suburb areas of Los Angeles and San Francisco where populations are very high. This will make service delivery easier because the facility is brought closer to the local residents of California. Furthermore, emergency services for people living within Los Angeles and San Francisco will be delivered faster in order to save the lives of people within and around the cities.

Promotion is also an important element of the 4P because it can be used to attract new customers and retain existing customers. That is possible because promotion involves creation of awareness among potential customers and provision of information concerning delivery methods, prices, quality and other aspects of the business. In other words, the business communicates with its potential and existing customers through promotion activities such as advertising, internet marketing, public relations, shows and exhibitions etc. The company’s brands, products and services will be advertised through the internet, bill boards, media and shows and exhibitions.

C2: Price list

The following are the charges/prices for the various services offered by the company.

  • Common Surgery – $78,100 (this is similar to the statewide median prices for common surgery in the State of California in 2012).
  • In-patient emergency admission charges – $9,500 per day (CA facilities charge an average of $12,069 per day)
  • Maternity charges – $5,000
  • Ultrasound – $2,000
  • Urinalysis test – $200
  • Pregnancy test – $30

C2: Selling Strategy

Healthy Medicare Center targets to sell its services to more than 2 million people in California within the first three years of operation. This will be possible through intense sales and marketing strategies that will be put in place (Heiman et al., 2007). The company’s workforce will develop a selling strategy in which members of the sales and marketing team will move from one area to another within the urban areas of Los Angeles and San Francisco to distribute information about the company and provide directions to the location of our medical facility. They will also go to companies and convince them to make health insurance deals and partnership with the new healthcare facility in order for such companies to provide healthcare services to their employees through our facilities.

In the hospital, HMC will provide high quality inpatient services to customers who visit the company through consultation, laboratory tests and surgery. The company also sells pharmaceutical products through various pharmacy and chemist centers in various regions of California, especially Los Angeles and San Francisco where our healthcare facilities will be located. Outpatient customers who will visit our healthcare facilities will also be treated, diagnosed and discharged after getting the best attention and high-quality services from professional doctors and nurses.

C3: Sales Forecast

Healthy Medicare Center intends to treat more than 1 million outpatients and inpatients within the next three years. In this case, patients who come for the company’s services more than once are counted as new customers in order to arrive at the 1 million targets. This is because each time a patient comes back; he/she pays admission and treatment fees like a new patient. This leads to financial revenue of over $2 billion for the next three years given an average of $2,000 treatment fees per patient. The total population of the two main areas of the target market, San Francisco and Los Angeles amounts to 15,432,208 people. This is a good population size to generate a customer base of 1 million in 3 years. Therefore, the sales forecast of the company will be $2 billion for the first three years divided into $0.3 billion in the first year, $0.7 billion in the second year and $1 billion in the third year.

D.  Implementation Strategy

D1: Overall Strategy

Launching the new medical facility will require the efforts of a dedicated implementation team. The first step of implementing the project is to conceptualize and develop the idea. Focus teams will be formed to discuss various ideas regarding the available alternatives of implementing the project. Once the ideas have been conceptualized, the best alternative is chosen and communicated to various members of the founding team. Planning then begins whereby specific dates are set for various activities and budgets are set for each activity (Dinsmore & Cooke-Davies, 2006). Resources are then collected ready for the implementation strategy. Resources will then be allocated to various activities in an appropriate manner so that crucial activities and stages of the project are allocated the most resources and time.

After resources have been allocated to each stage and time schedule has been established, the execution of the project then begins. Each member of the project implementation team is given a role to play. The CEO of the company and line managers will form the project implementation. The CEO will oversee the entire implementation process as a team leader while the line managers will act as members who will participate in the execution of the project. Coordination and cooperation throughout the execution will be expected within the implementation team in order to ensure that the implementation process runs successfully (Oetzel et al., 2009). Control plan will also be established in order to evaluate the progress of the implementation process. The control plan will determine if the implementation process is in line with the original plan. It ensures that resources are utilized appropriately. It also ensures that the project operates within the timeline provided and that it operates within the budget. If divergence from the initial plan is noted, appropriate changes are initiated to bring back the project into the right track.

D2: Implementation

The project will be implementation through various stages indicated in the table below

Activity Dates of completion Human Resources Goals and Objectives
Idea conception October 30, 2013 CEO, project team (including all 4 line managers) To come up with the best alternative of launching the business
Planning November 20, 2013 CEO, Project team (including all 4 line managers) To ensure good utilization of resources including money, human resources and time

·   Building facilities

·   Procuring materials

·   Hiring staff

January 15, 2014 Project team, independent contractors and procurers To develop the best healthcare facility with sufficient resources in order to provide high quality healthcare services
Monitoring and Evaluation Feb 1, 2014 CEO, Project team To ensure that the implantation is successful and has used the required time and money
Closure Feb 15, 2014 CEO, line managers The company is launched if successful and abandoned if unsuccessful


D3: Control Plan

The success of the company will be determined by monitoring and evaluating the progress of the company. Control plan will be established by the implementation team made up of the CEO and the line managers. This team is chosen to evaluate and monitor the progress of the company because they are the people who implement the project; hence they can identify changes that might affect the implementation of the project and know where to initiate changes because they are directly involved in the company’s implementation activities. The implementation team will monitor and evaluate the progress of the company by measuring the outcome of the company against the set goals and objectives of the company.

If the company’s operations do not meet its planned outcome, the implementation team will communicate the problem to other members of the organization and hold discussions to find out the best course of action to take. The discussion groups will involve other members of the organization who did not participate in the implementation process including nurses and doctors. If changes that caused the difference between real outcome and planned outcome are determined, possible alternatives of solving the problem will be discussed and the best alternative is selected to bring back the project into track.

Monthly Profit and Loss Jan Feb March April May June July August Sept October Nov  



Sales 200,000 210,000 230,000 300,000 350,000 390,000 400,000 420,000 435,000 450,000 460,000 500,000
Operating Expenses 311,800 224,400 187,000 153,700 146,900 143,600 138,900 141,900 140,000 144,100 138,980 133,500
Total -111,800 -14,400 43,000 146,300 203,100 246,400 261,100 278,100 295,000 305,900 321,020 366,500

E.   Financial Statements and projections

E1: Revenue and Cost Estimate

From the diagram of revenue and cost estimates above, it is clear that the company is expecting a good amount of profit because the sales revenue is expected to be higher than the operating expenses, especially from the third month when sales revenue will have increased significantly and costs have reduced substantially. The increase in sales can be attributed to increased customers. At the beginning of the project, customers will be unaware of the company; but due to increased marketing and advertising efforts, customers will be aware of the company and they will use its facilities more frequently. This boosts sales revenue. Decrease in the amount of costs is caused by increased stability of the company with time, and its adaptability to the changing environment. The company spends more money at the initial stages of the company to purchase equipment and to advertise the company. With time, such costs will decrease and the profitability of the company will improve.

E2: Forecasted profit and loss statement

Monthly Profit and Loss January February March April May June July August Sept October Nov Dec
REVENUE (Sales): 200,000 210,000 230,000 300,000 350,000 390,000 400,000 420,000 435,000 450,000 460,000 500,000
Salary Expenses 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000 60,000
General and Administrative 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000
Repairs and Maintenance 500 1,000 2,000 2,500 3,000 4,000 5,000 8,000 9,000 15,000 12,000 10,000
Marketing and Advertising 25,000 22,000 18,500 14,500 12,000 12,500 11,500 11,200 11,000 10,800 10,780 9,000
Insurance 500 500 500 500 500 500 500 500 500 500 500 500
Utilities 180,000 95,000 60,000 30,000 25,000 20,000 15,000 15,000 12,000 10,000 8,000 6,500
Taxes 300 300 300 300 300 300 300 300 300 300 300 300
Selling Expenses 5,500 5,600 5,700 5,900 6,100 6,300 6,600 6,900 7,200 7,500 7,400 7,200
Total Operating Expenses: 311,800 224,400 187,000 153,700 146,900 143,600 138,900 141,900 140,000 144,100 138,980 133,500
Profit before Interest -111,800 -14,400 43,000 146,300 203,100 246,400 261,100 278,100 295,000 305,900 321,020 366,500
Interest Expense 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000 50,000
Net Profit (Loss) – Monthly -161,800 -64,400 -7,000 96,300 153,100 196,400 211,100 228,100 245,000 255,900 271,020 316,500
Net Profit (Loss)  for year 2,340,220
Net Profit/Sales 11.7011



  • Constant interest rate
  • Constant inflation
  • Good response by customers

E3: Forecasted Balance Sheet

Healthy Medical Center
Projected Balance Sheet
As at 31 Dec 2014
Current Assets:
Cash  $1,400.00
Inventory  $15,000.00
Accounts Receivable  $110,000.00
Prepayments                                                       $50,000.00  
Total current assets  $               185,400.00
Long Term Assets:  
Property, plant and equipment                                                 $1,000,000.00
Furniture  $530,000.00
Motor Vehicles  $780,000.00
Total Assets  $2,495,400.00
Current Liabilties:
Creditors             $120,000.00
Accrued payments               $80,000.00
Total current liabilities  $200,000.00
Long Term Liabilities:  
Long term Debt          $1,000,000.00
Total long term debt  $1,000,000.00
Total Liabilities  $1,200,000.00
Owner’s Equity
Preferred shares             $295,400.00
Ordinary shares          $1,000,000.00
Total Liabilities and  
Owner’s Equity  $2,495,400.00

F.   Financial projections

F1: Break-even point

Break-even point is the point in which the business makes neither profit nor loss (Tower, 1993). This is the point in which costs and revenue are equal. This occurs at the point where the revenue line crosses with the cost line. In the figure below, break-even point occurs when the sales volume and the operating expenses are approximately $220,000. This occurs in the month of March. Therefore, the company will break even in the month of March.

Break-even point chart

F2: Financial Position

At the end of the first year, the financial position of the company indicates a total of $2,495,400 total assets and total owner’s equity. Funds will be needed to purchase fixed assets and to pay various expenses at the early stages of the company. The assumptions made here include: interest rates remain constant; market share prices remain constant, and investors remain rational and willing to invest in the company.

F3: Capital/Investment needs

The capital needed for the investment will be $1,295,400. About $1,000,000 will be funded by long term borrowing from financial institutions while 1,295,400 will be raised through equity capital that will be divided into preference shares and ordinary shares. Total ordinary shares will be 1,000,000, each with a share price of $1.2954 while the preference shares will be 100,000 each costing $2.954 per share. The capital raised will then be used to meet the cost requirements of the company including acquisition of assets and purchase of other equipment needed to start the company.



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