EXECUTIVE SUMMARY _____________________________________________________________________________ _ This business proposal discusses the business that the group is interested in penetrating health

h services. It comprehensively explains the product we seek to sell in the market and the means to make it feasible. Furthermore, it entails the legal matters which should be taken in consideration to ensure the companys protection from lawsuits. Kaagapay Private Duty Nurse Agency is a service-oriented business that caters to clients in need of one-on-one nursing care round the clock. It will be affiliated with a great number of healthcare institutions in Davao City and will gain clients through hospital and healthcare provider/s referrals but will also accept walk-ins. The business establishment will be located at Quirino Avenue, fronting Davao Doctors Hospital since it is situated at the heart of the city, thereby becoming very accessible to Davaoenos, especially those admitted in the aforementioned healthcare facility. The companys product is private nursing service for critically ill patients who prefer or are advised to be discharged and receive home care. It also caters to admitted patients who opt to have their own healthcare provider for closer monitoring of their health condition and prompt intervention as the need arises. It is basically a manpower agency focused on providing every clientele competent private duty nurses who can provide efficient nursing care and coordinate with the patients physician/s with regard to the patients health status. The company will also be responsible for the provision of trainings and seminars to keep the private duty nurses updated with the ever changing health standards and for their professional advancement as well. 1

For the company to officially start its operation, an initial capital of two hundred fifty thousand pesos (Php 250,000.00) is needed. Approximately half of the capital will be allotted for building lease and furnishing. The remaining amount will be spent on the processing of documents, procurement of operational materials (official receipts, nurses remark sheets and other necessary paperwork) and advertising. As planned, the capital will be pooled from the proprietors and proprietresses friends and families and will be paid according to the agreed terms of payment. The group believes that they should invest in our company because health is one of the basic needs of man. Therefore, no matter what time of the year it is, there will always be guaranteed clients of the company. In addition, it will be run by registered nurses who obviously have the know-how with regard to the service the company offers. Therefore, the percentage of the companys success is predictably high.

BUSINESS DESCRIPTION _____________________________________________________________________________ _ Kaagapay Private Nurse Agencys point of contact is Ms. Krista Anne F. Dormitorio, RN, being the leader of the group. She is responsible for the supervision of the companys overall operation. Thus, concerns regarding the product and everything in between should be addressed to her. Members of the healthcare team and clienteles can reach the company through our official mailing address (Door 7 Fuentes Building, Quirino Avenue, Davao City), email address (kaagapaypdn@yahoo.com), landline number (082-227-8077) and website

(http://www.kaagapaypdn.com). The company is a partnership between two proprietors and three proprietresses, all of which are registered nurses, who voluntarily agreed to co-own the business and operate such for profit. Specifically, it is a general partnership where every partner is actively participating in the conduction of the business operations. Furthermore, liabilities and both profits and losses are to be shared proportionally. Mission Statement The mission of Kaagapay Private Duty Nurse Agency is to deliver the best available nursing care, both curative and palliative, to patients in need of such, in the most effective, efficient and convenient way possible.

Vision By 2015, Kaagapay Private Duty Nurse Agency envisions itself as a premiere in-house and hospital-based nursing care provider at par with internationally recognized nurse agencies and a center of excellence for healthcare provision and nurse training. Goal & Objectives It is the goal of Kaagapay Private Duty Nurse to adhere to the value of service in every aspect of our nursing service. Specifically, the company aims to: Render quality nursing care through utilization of the nursing process (assessment, nursing diagnosis, planning, implementation and evaluation) in a therapeutic environment, promoting the betterment of the patients health status Foster staff development through provision of opportunities for professional advancement such as continuing education, training and research Participate actively in health education and promotion activities in the community to minimize the prevalence of terminal ailments Overview With the rising cases of terminal illnesses contributing to more than half of the hospital census, physicians, more often than not, suggest home care to patients experiencing such and their families to make room for other patients suffering from nonlife-threatening illnesses but 4

nonetheless, need medical attention. In other cases, most patients from the middle and upper classes prefer to have their own nurse/s so they may receive timely intervention compared to when they are under the service of staff nurses who attend to the whole unit, with attention and time divided for each patient. In addition, most patients and their families believe that having a private duty nurse is highly effective not only in health promotion and monitoring but also upholds the confidentiality of the patients condition better. Its in everyones knowledge that with the great number of nurses in the city and the lack of opportunities for hospital employment, a lot of these healthcare providers employ themselves as private duty nurses through referrals from their colleagues. The concern here is that these nurses are mostly subjectively evaluated. In addition, since these nurses are working freelance, they dont have any protection against possible lawsuits. In short, both the nurses and their patients are not adequately safeguarded in this scenario. In response to this, the group decided to establish a private duty nurse agency which ensures quality nursing service aimed at the promotion of the patients quality of life. The company seeks to employ nurses with more than average knowledge and skills and subject them to trainings and seminars to guarantee their professional competence. Moreover, we desire to include a thorough discussion of the legal aspect in the working relationship between the agency, the nurse and the patient to make the roles and responsibilities of each party clear and avoid legal arguments.

SERVICE DESCRIPTION _____________________________________________________________________________ _ During the application of an aspiring member of the Kaagapay Private Duty Nurse Agency, the registered nurse must first fill up an application form which will include the name, address, contact number, PRC license number, work and years of experience, willingness to undergo training, and the number of months or years the nurse is willing to be active in the agency. After which, the aspiring member will then be given a contract to be agreed upon by both parties, the aspiring member and the agency, that the nurse will make himself or herself available when a client needs his/her services regardless if the nurse has other part-time jobs as long as it is not full-time jobs. Then, the aspiring member will undergo a two-weeks training as a requirement in the agency, and that the nurse is willing to pay out from his own pocket. After the training, the aspiring member will then be given a certificate, certifying that he/she has undergone the training and is now an official member or registered private duty nurse of the agency. The new member will then be explained with the benefits that he/she is going to receive every time he/she has a client and the type of compensation in 50/50 percent sharing as the agency will make use of the 50 percent for the members deductions for benefits, maintenance, protection, and other incentives the nurse will be getting from the agency. Rest assured that the rate of the private duty nurses are higher than those working in the hospitals as it entails one-onone care to special clients. Finally, the new members name of the Kaagapay Private Duty Nurse Agency will be put on the priority list of members and are always subject on ON CALL duty. They will be given a Kaagapay Private Duty Nurse Agency membership identification card and a

daily-time-record (DTR) especially when they are on duty. Their schedules will be arranged in the office according to clients prerogative. On the side of the walk-in clients, the inquiring client will be accommodated also in the office area and will be given brochure with regard to the companys services and mode of payment. After the client has decided, he/she will then be given a customer data sheet which will include the name, address, contact number, type of care or package availed, contract or length of service they will need, schedule and mode of payment. Then, the client will then be oriented with the process and will first have a formal meet-up with the nurse assigned to his/her patient. Finally, the work or service will then commence. Before operation, the company will first ask for permission to the rightful government agency and other legal or registered organizations such as BON (Board of Nursing), Association of Hospitals in Davao City that our planned company will be the first of its kind in legalizing or making PDNs as a legitimate career separate from any hospitals, and allowing members working experience valid in acquiring an official work experience certificate intended for application of work in hospitals, schools and other establishments, especially application of work abroad. The agency will also look into labor laws as mandated by the Department of Labor and Employment for the protection, rights, and benefits of the employees.

COMPETITOR ANALYSIS _____________________________________________________________________________ _ Although Private Duty Nurse has long been in the market, it never developed nor grew into something that can be seen as a business and something that can raise the value and importance of doing a private duty nursing. In the history of nursing especially here in Davao City, no company or hospital has ever thought of making private duty nursing as a separate department or business that can extend profit from hospitals or even increase the employment rate of unemployed nurses in the country except for Davao Doctors Hospital which has a Private Duty Nurse Association of whom their membership is exclusively from the nurses who trained in their own hospital. Apart from that, other hospitals in Davao City do not have a formal association or group that may call the services of nurses privately, within the premises of the hospitals or in the homes of outpatient clients as they are more concentrated on the staff nurses employed in their hospitals and only seek private duty nurses when clients request and informally contacts friends and other nurses they know from someone who is not employed in their hospitals. With this scenario, the competition from other firms is low. Knowing that if this business will push through, this would be the first Private Duty Nurse Agency that will formally change how people, hospitals, and other medical or healthcare professionals view private duty nursing. It will be a first of its kind catering to a growing population in Davao City, especially to the growing number of people who get sick each day that need much attention and care that oftentimes hospitals can no longer accommodate due to full-house situation. 8

Only that, since this type of business is new in the market, expected hindrances or barriers are to be taken into account. One of which is acceptance or openness of hospitals to accommodate this type of business especially to Davao Doctors Hospital that our business will compete with their association of PDNS. Second is the trust and confidence of the Doctors to delegate some of their responsibilities to nurses especially in home care services and opening the possibility of not admitting their patients in the hospitals if it can be managed at home since it will become an issue of competition in the market shares of the hospitals knowing that hospitals gain their profit from admitted patients. Lastly, the barrier of a sustained number of census in order for the PDNs to have a regular schedule of duties and not rely on seasonal comings of an increase number of census. These barriers are serious and need to be addressed properly. One way of correcting these barriers is by making this business plan clear and free from any loopholes to get rid of mistakes and other errors that would cause the failure of the business. The business plan should also employ strategies that will address anticipated or unexpected happenings for preparation and in order to prevent damage or cause the company to collapse abruptly.

MARKET ANALYSIS 9

_____________________________________________________________________________ _ Situation Analysis At present, there is no existing Agency for Private Nurses. Families who wish to avail of home-based care usually depend on friends or hospital personnel for referrals. Kaagapay Private Duty Nurse Agency will be introduced to the public to meet their needs on quality home-based nursing services in a legal and systematic manner of delivery. This agency answers the need of the huge population of nurses to make private nursing an official occupation with security of tenure, regular salary and benefits, similar with those nurses employed in hospitals and clinics. Furthermore, individuals who are in need of private duty nurses will only have to check out our website or visit the institution to avail of the services from competent and skilled nurses. SWOT STRENGTHS WEAKNESSES

Quality nursing care Patient-centered (1:1 nurse-patient ratio)

Expensive Young company Limited equipment compared to hospitals

Patient comfort

OPPORTUNITIES

THREATS 10

Pioneer-Agency: home-based care

Home for the aged Baby sitters Caregivers

Kaagapay Private Duty Nurse Agencys primary strength is its commitment to excellence and quality. Nurses who will be part of our agency will be subjected to continuing education, trainings and seminars so that patients will be given no less than the standards when it comes to nursing care services. Patients will be monitored closely given that there will only be one patient per nurse. Patient comfort is also given priority in home-based care as most of them do not enjoy hospital setting. As a new business venture, the agency will have to face the initial difficulties of starting up; it would have to first prove its credibility and establish relationship with the nursing community and the target market. In addition, private duty nursing is way more expensive that hospital based nursing service. Although people value quality, cost will also be an important determinant of the publics acceptance. Competitors, such as the home for the aged, baby-sitters and caregivers are the biggest potential threat of the agency. People may still opt for the usual Yayas and educated caregivers, or go for care facility centers because they are definitely less expensive. Target Market Kaagapay Private Duty Nurse Agencys ideal customers are those who are bed-ridden, disabled, and/or chronically ill patients of any age or gender, residing within Davao City area. 11

Target market are within the middle to upper class range and have families that provide financial support but have difficulty attending to hands-on health care needs. The customers will be those who require nursing care; physical, occupational, and speech-language therapy; and medical social services who find greater comfort in homecare where they are helped by skilled practitioners to improve function and independence.

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MARKETING PLAN _____________________________________________________________________________ _ Marketing Goals & Objectives Generate over Php 350,000.00 as gross profit by the end of year 1 Achieve a total number of 250 registered clients by end of year 1 Accreditation of atleast 4 hospitals by end of year 1 Increase sales and members by 100% by the end of year 2

Marketing Strategy and Action Programs Initial strategy will focus on the nurses' extensive trainings and seminars with the basics of home care, advanced nursing techniques, specialized skills for clients with special needs, basic and advanced life support, and equipment/apparatus operation. Kaagapay Private Duty Nurse Agency will make use of all available advertising and promotion campaigns that are practical, efficient and effective through the following: Media advertising television, radio Classified advertisingnewspapers

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 Display advertisingflyers/brochures will be available in the hospitals, clinics, health centers Direct mail Client referrals Word of mouth and referral Web-based advertising Kaagapay Private Duty Nurse Agencys website will provide an extensive description and scope of the business specifically its mission and goals, services offered, rates, facilities, schedules, and the list of nurses together with their credentials, and the trainings and seminars they have attended. Visitors on the page shall be taken into a tour with a single click should they wish to have an overview of the agencys operation. A customer service panel on the website shall be available where interested customers can inquire and or leave comments and suggestions. A customer service representative shall be in charge of handling customer concerns through company e-mail. The website gallery shall be available to show photos of activities, amenities and service providers. Furthermore, online registration will also be available on the webpage. Nurses who wish to be a part of Kaagapay Private Duty Nurse Agency community may research, inquire, register, complete forms and schedule orientation and training online. Patients may also be registered online by completing forms and may pay membership fee through internet banking. Budgets Budget for the marketing strategy for the first 12 months of operation will be Php 75,000.00. The first trimester of the year will have Php 30,000.00, second trimester will have 14

Php 21,000.00, third trimester will have Php 15,000.00 and the last trimester will have Php 9,000.00 budget for the marketing strategy.

Every trimester will have the following budget allocation (percentage x budget per trimester): Media advertising Classified advertising Display advertising Direct mail Client referrals Word of mouth Web-based advertising 50% 20% 20% 10%

Controls Kaagapay Private Duty Nurse Agency will monitor results through the following methods: Patient/guardian satisfaction evaluation form by the end of each shift/nurse Customer comments/suggestions/testimonials on website forums Income/sales tracking Website visit tracking 15

LOCATION & LAYOUT _____________________________________________________________________________ _ Kaagapay Private Duty Nurse Agency provides services for individuals, families, hospitals and healthcare facilities in Davao City that need the expertise of private duty nurses in a variety of situations. The business is located at the heart of the city where a number of nearby hospitals and residents are situated therefore accessible to possible and potential clients. Since it is positioned in a highly visible area, Kaagapay Private Duty Nurse Agency hopes to attract and draw the attention of clients due to curiosity and of course convenience. (For the location map please refer to Appendix B). Since our office is certainly a part of what we offer to our clients, we are to situate it in a two-story structure with more or less 90 square meters floor area, designed and fitted to cater the needs of our clients and of course our private duty nurses. It is spacious and serves an accommodating ambience in order to translate security and confidence with regards to the nursing service that we offer. Furthermore, with our office located in the downtown area, positively we can answer the queries and concerns of our clients concerning the service that we offer. 16

The facility will be a standard office and training area to accommodate clients seeking for private duty nurses for their admitted or discharged patients who need special care, separate from the care provided by employed nurses in the hospital, as-well-as for newly registered nurses or already registered nurses who wish to become an active member or a registered private duty nurse in our agency. Moreover, nurses who are willing to undergo trainings in relation to specific cases of patients who will be in need of appropriate care corresponding to their condition. The first floor of the building is where the main office is located (Refer to Appendix C for the first floors floor plan). It is where the clients can inquire and discuss with the secretary or the contact person with regards to the services that we offer. Also, the main office is furnished with a receiving counter, conference area, two small offices, rest room and a small kitchen with sink. Moreover on the second floor is where the training area and the skills laboratory are situated. (Refer to Appendix D for the layout for the second floor). Area 1 is where trainings and seminars are conducted for the benefit of educating and providing our private duty nurses with the information that they need to offer quality services to our clients. The area is big enough to accommodate 50 to70 training participants. Areas 2 to 4 are the skills laboratory. Each area contains devices and special equipment which our PDNs should be acquainted and be familiar of. The second floor also contains a rest room big enough to cater the bladder and bowel needs of our training participants. 1. Training Room: The room will be a classroom set up where proper lectures or written activities will be conducted, e.g. lectures on home care for discharged patients who will be needing PDNs in their homes, the set up in the house, protocols or policies to be followed and proper written guidelines or documentation even in home setting.

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2.4.

Skills Laboratory: The room will be intended for skills enhancement and proper management for patients with certain conditions such as suctioning while with ET tube and on mechanical ventilator, changing of oxygen tanks and other necessary nursing care and procedures needed by the patients. MANAGEMENT TEAM

_____________________________________________________________________________ _ The management team consists of seasoned nurses whose backgrounds and experiences make them ideally suited for their respective roles. Here is a brief review of their educational background and work experience: Owners/ Founders Cenon Francis Armada, RN Educational Background Ateneo de Davao University- College of Nursing Graduate School Program Degree: Master in Nursing (33 units as of September 2012) Ateneo de Davao University- College of Nursing Degree: Bachelor of Science in Nursing (March 2010) - Cum Laude Work Experience

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Position: Staff Nurse (Intensive Care Unit) Company: Medical Mission Group Hospital Address: Leon Garcia St., Davao City, Philippines 8000 Date: December 2011 Present

Paolo Cadalzo, RN Educational Background Ateneo de Davao University- College of Nursing Graduate School Program Degree: Master in Nursing (33 units as of September 2012) Ateneo de Davao University- College of Nursing Degree: Bachelor of Science in Nursing (March 2006) Work Experience Position: Staff Nurse (Neonatal Intensive Care Unit/ Nursery) Company: Brokenshire Integrated Health Ministries Inc. Address: Madapo Hills, Davao City, Philippines 8000 Date: April 13, 2008 - Present Jhoanna de Castro, RN Educational Background Ateneo de Davao University- College of Nursing Graduate School Program 19

Degree: Master in Nursing (33 units as of September 2012) Ateneo de Davao University- College of Nursing Degree: Bachelor of Science in Nursing (March 2010) - Cum Laude

Work Experience Position: Staff Nurse (Medical Surgical Unit) Company: Gig Oca Robles Seamens Hospital Address: R. Castillo St. Agdao, Davao City, Philippines 8000 Date: December 2011 - Present Christine Jude de Guzman, RN Educational Background Ateneo de Davao University- College of Nursing Graduate School Program Degree: Master in Nursing (33 units as of September 2012) Ateneo de Davao University- College of Nursing Degree: Bachelor of Science in Nursing (March 2010) Work Experience Position: Staff Nurse (Medical Surgical Unit) Company: Davao Doctors Hospital Address: Quirino St., Davao City, Philippines 8000 Date: December 2011 Present 20

Krista Anne Dormitorio, RN Educational Background Ateneo de Davao University- College of Nursing Graduate School Program Degree: Master in Nursing (33 units as of September 2012) Ateneo de Davao University- College of Nursing Degree: Bachelor of Science in Nursing (March 2010) - Cum Laude Work Experience Position: Staff Nurse (Medical Surgical Unit/ Pediatric Unit) Company: Isaac T. Robillo Memorial Hospital Address: Leon Garcia St., Davao City, Philippines 8000 Date: December 2011 Present

Advisors

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Danilo M. Te, DBA Dean, Ateneo de Davao University- School of Business and Governance Patria V. Manalaysay, RN, MAN, Ph.D Dean, Ateneo de Davao University- College of Nursing Vilma M. Comoda, RN, MAN Chief Nurse, Southern Philippines Medical Center Dr. Ruben G. Robillo Medical Director, MMGH/ITRMH

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