VintageHome&ResidentialCare

BusinessPlancreatedby:

BusinessPlan

415MerlotDrive

Bonita,CA91902

TheStartupGarage

AliceSmithCEO
Wednesday,July11,2012

CONFIDENTIAL

ConfidentialityStatement
ThisdocumentcontainsconfidentialinformationproprietarytoVintageHomeandResidentialCare,hereinafter
referredtoastheCompany.Thisinformationandrelatedconversationsaresubmittedsolelyforthepurposeof
introducingselectedpartiestoCompanysBusinessPlan.Companysdisclosureofinformationcontainedherein
andinrelatedconversationsdoesnotconstituteanysubscriptionorauthorizationtousetheinformation,ideas,or
conceptspresented,ortodiscloseanyinformationtootherparties.CompanyretainsownershipofthisPlan,and
theconceptsandideasdescribedherein.
Eachrecipientofthisdocumentagreestotreatitinastrictlyconfidentialmanner.Therecipientmaynotto
disclose,directlyorindirectly,orpermitanyagentoraffiliatetodiscloseanyoftheinformationcontainedherein,
orreproducethisdocumentinwholeorpartwithoutthepriorwrittenconsentoftheCompany.
AnypartywhoacceptsdeliveryofthisPlanoranyotherdocumentorverbalcommunicationofconfidential
informationfromCompanyagreestobeboundbythetermsofthisConfidentialityStatementandfurtheragrees
topromptlyreturndocumentstotheCompanyuponrequest.

SecuritiesStatement
ThisBusinessPlandoesnotconstituteanoffertosellorthesolicitationofanoffertobuyanysecuritiesoranoffer
tosellorthesolicitationofanoffertobuysuchsecuritiesinanycircumstancesinwhichsuchofferorsolicitationis
unlawful.NeitherthedeliveryofthismemorandumnoranysaleoftheCompanyssecuritiesshall,underany
circumstances,createanyimplicationthattherehasbeennochangeintheaffairsoftheCompanysincethedate
hereof,orthatinformationcontainedhereiniscorrectasofanytimesubsequenttoitsdate.
Themarketanalysisandprojectionspresentedinthisdocumentrepresentmanagementssubjectiveviewsofthe
businessandinformationgatheredfromreliableindustrysources.Thefinancialprojectionsarebasedon
managementsbestjudgmentandreasonableassumptionsoffutureeventsandcircumstances.Therecanbeno
assurancethatmanagementsassumptionsandexpectationswillberealizedorthatitsperceptionsareaccurate.
Industryexpertsmaydisagreewithmanagementsviewofthemarket.Norepresentationsorwarrantiesoffuture
companyperformanceormarkettrendsareintendedandsuchareexpresslydisclaimed.
CopyNumber:___________________________________

Providedto:______________________________________

Date:___________________________________________

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CONFIDENTIAL

TABLEOFCONTENTS
EXECUTIVESUMMARY.............................................4

Branding...........................................................21

MISSION&VISION...................................................5

logoandtagline................................................22

MissionStatement...............................................5

PricingStrategy.................................................22

CoreValues.........................................................5

MarketingStrategies(Promotion&Advertising)22

CorePurpose.......................................................5

CustomerService..............................................23

PRODUCT&SERVICEDESCRIPTION..........................6

WEBSITEPLAN......................................................24

OverviewofProducts&Services..........................6

WebsiteGoals...................................................24

ComparisonofServices........................................7

WebsiteMarketingStrategy..............................24

Problems,Causes&Solutions..............................8

OPERATIONSPLAN................................................25

Productadvantages.............................................8

Location............................................................25

ProductLiability...................................................8

LicensesandPermits.........................................25

ProductDevelopmentActivities...........................9

PropertyOwnership/LeaseTerms....................25

MARKETANALYSIS.................................................10

OperationalProcedures....................................25

MarketSegmentationB2C..............................11

Equipment........................................................26

MarketTrends&GrowthPatterns.....................12

PurchasingPolicies............................................27

MarketSizeandPotential..................................13

QualityControlMeasures..................................27

INDUSTRYANALYSIS..............................................14

StaffingandTraining.........................................27

Overview...........................................................14

OrganizationalChart.........................................28

IndustryParticipants..........................................14

MANAGEMENTTEAM...........................................29

IndustryTrends&Growth.................................15

KeyManagement..............................................29

COMPETITIVEANALYSIS.........................................16

BoardofAdvisors..............................................29

CompetitiveOverview.......................................16

BoardofDirectors.............................................29

DirectCompetitors............................................17

ProfessionalServiceProviders...........................29

IndirectCompetitors..........................................18

FINANCIALPLAN...................................................30

CompetitiveAdvantages....................................19

FinancialSummary............................................30

MarketShareAnalysis.......................................19

StartupExpensesandAssumptions...................31

BarriersToEntry................................................19

Sales.................................................................32

SALES&MARKETINGPLAN....................................20

Personnel..........................................................33

SalesGoals........................................................20

ProfitAndLossStatement.................................34

MarketingGoals................................................20

CashFlow..........................................................35

TargetMarket...................................................20

BalanceSheet...................................................36

Positioning........................................................20

APPENDICES..........................................................37

SWOTAnalysis...................................................21

FloorPlans........................................................37

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CONFIDENTIAL

EXECUTIVESUMMARY
VintageHome&ResidentialCareprovidesassistedlivingsolutionsforsenioradults.
Vintage is dedicated to providing the highest
quality care to San Diego senior citizens who
requireordesireanassistedlivingfacility.Vintage
islocatedinanidealclimateinthecommunityof
Bonita,California.Seniorsexperiencepleasantconditionsofacombinationofcoastalandinlandvalley
climates.Thisclimateisperfectforseniorswhomaysufferarthritis,jointproblems,oraresusceptibleto
colds.

Vintageisdedicatedtoprovidingthehighest
qualitycaretoSanDiegoseniorcitizenswho
requireordesireanassistedlivingfacility.

Vintage is an alternative to the typically larger, less personal senior assisted living facilities and
specializesintheabilitytoprovideaveryhighlevelofcareinasmaller,morepersonalizedenvironment.
Vintage provides assistance to seniors in their activities of daily living which includes assisting with
medicine, meals, reminders, personal grooming, physical therapy, etc. Vintage also provides an
opportunityforentertainment,companionship,andactivitieswhichenableseniorstofindfulfillment.A
goalofVintageistoserviceseniorswithresidentialcareprovidingseniorswiththebestofbothworlds
aprivatehomeenvironmentmixedwiththecompanionshipandactivitiesthatalargerfacilityaffords.
AliceSmith,theownerandoperatorofVintagehasbeenusingherhomeoverthelastseveralyearsto
careforaseniorcitizenwhoisalsoamemberofherfamily.Throughthisexperience,Alicehasgained
invaluable experience and knowledge, and at the same time has continued to develop her already
strongpassionforhelpingothers.Asthispassionhasgrown,Alicehasdecidedtoconvertherresidential
dwellingintoapersonalizedcarefacilityforseniorsthatareatastageoftheirlifewheretheyrequire
assistedliving. In addition to the personalizedcarethatresidentsofVintagewillreceive,Vintage also
providesamenitiesthatareunavailableatotherresidentialcarefacilities,suchasapoolandmeditation
garden.
With272,220elderlypeopleinSanDiego,thereisasufficientmarketforVintage.Thenumberofelderly
peopleinSanDiegohasgrownby17.34%from2000to2010,andwillcontinuetogrowinthecoming
years as the baby boomer generation ages further. Estimates have this number growing by 157%
through2050.
Vintagewillstart operations witha capacity ofthreeguests increasingtoatotaloffiveguestsat the
beginningofyeartwo,whichisanoccupancylevelthatallowsthebusinesstobeprofitable.Plansfor
futureexpansioninclude renovationof thefacilitytoincreasethecapacityto7guests,aswellas the
possibilityofopeningasecondfacility.

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CONFIDENTIAL

MISSION&VISION
MISSIONSTATEMENT
Vintage Home & Residential Cares mission is to maximize the quality of life of seniors in need of
assistedlivingbyprovidingpersonalized,highqualitycareinafacilitythatpromotesasafe,healthy,and
caringenvironment.
COREVALUES

Toprovideasafeenvironment
forseniors

Toprovideaqualityofcare
thatexceedsthecompetition

Topromotephysicaland
mentalhealth

Tomakeprofitthroughthe
qualityofcarethatweprovide

Tohireandtrainqualifiedand
ethicalstaffmembers

COREPURPOSE
Toprovidesenioradultswithaneconomicalalternativetopayingforassistanceathomeorlivingina
larger,lesspersonalfacility,allwhileincreasingthequalityoflifeoftheindividualweserve.

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CONFIDENTIAL

PRODUCT&SERVICEDESCRIPTION
OVERVIEWOFPRODUCTS&SERVICES
VintageHome&ResidentialCareprovidesassistedlivingsolutionsforsenioradults.TheVintage
missionistoprovideahealthyandsafeenvironmentenablingsenioradultstoenjoyasmuch
independenceaspossible.Vintageprovidesassistancetoseniorsintheiractivitiesofdailylivingwhich
includesassistingwithmedicine,meals,reminders,personalgrooming,physicaltherapy,etc.However,
wealsoprovideanopportunityforentertainment,companionship,andactivitieswhichenableseniors
tofindfulfillmentandutilizetheirspecialgiftsandtalents.AgoalofVintageistoserviceseniorswith
residentialcarethatprovidesthebestofbothworldsaprivatehomeenvironmentthatcombinesthe
companionshipandactivitiesthatalargerfacilityaffords.
VintageHome&ResidentialCareisacarefacilityforseniorsownedandoperatedbyAliceSmith.Itis
locatedinthebeautifulBonitaareaofSanDiegoCounty.Theresidenceprovidesmaximumcarefor
seniorswhilepromotingindependentlivingwiththesupportofawelltrainedstaff.Vintagehasthe
capacitytoholdupto6residents.Mostroomshaveprivateaccesstooneofthemanypatioareasin
theresidence.Theroomsarefurnishedwithallofthebasicamenities;includingfurniture,linens,and
toiletries.Vintageprovidescleaningandlaundryservicesonweeklybasisforallresidents;however,ifa
residentprefers,thelaundryroomisavailableforusebytheresidents.
ResidentswillhaveaccesstoaswimmingpoolandspawhichisequippedwithanADAcompliantliftfor
seniorswithdifficultiesenteringthepoolorspaarea.Thepoolisfencedinforthesafetyofthe
residents.Thereareseveralcommonroomareasincludingtwolivingareas,twodiningareas,anda
largekitchen.Apatioextendsaroundtheentirehomeaffordingmanyprivateareaswhereresidents
canvisitorhavetimeofsolitude.Beautifulgardenssurroundthehomewhichoverlooksaviewofthe
hillsofBonita.Thereisaraisedgardenwhereseniorscanexercisetheirtalentsatgardeninganda
courtyardwithafountainandsittingareaforothers.Themoreactiveseniorscanspendtimewithtable
tennis,croquet,horseshoes,WII,orotheractivitiesthatareappealingtotheguests.
Vintagewillprovide3mealsand2snacksperday.Reminderswillbeprovidedforthoseresidentswho
areabletomanagetheirownmedication.Ifaresidentmanagestheirownmedication,alocked
containerwillbeprovidedintheresidentsroomforthepurposeofsafelystoringmedication.
Medicationswillbelockedandsecuredinacentrallylocatedareaforthoseresidentswhopreferor
requiretheassistanceofthestaff.Transportationtomedicalappointmentswillbeavailableasneeded
bytheresident.
MonthlypricingatVintagehasabaseof$3,500permonth,withadditionalmonthlyfeesforcertain
productsandserviceslistedbelow.Thereisalsoaonetimepreadmissionfeeof$2,000.

Product/Service
Privateroom
Additionalhour/dayADLs
IncontinenceCare/Supplies
DementiaCare
TransportationtoMedicalVisits

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Price
$500/month
$500/month
$300/month
$300/month
$20/hourplus$4/mile

CONFIDENTIAL

COMPARISONOFSERVICES

SingleRooms
SharedBedrooms
FoodServices
CleaningServices
Transportationfor
Medical
Appointments
PlannedActivities
BathingAssistance
MedicalAssistance
DentalAssistance
Medication
Support
BedsideCarefor
Temporary
Illnesses

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Vintage
Residential

ErachelBoard&
Care,Inc

SunLifeManor

BonitaKCare

X
X
X
X

Services
X

X
X

X
X
X
X

X
X
X
X

X
X

X
X
X

X
X

AssistedLiving:
$3,500$5,000
/mo

Price
AssistedLiving
Private:
$6,020/mo

AssistedLiving
Private:
$6,020/mo

InHomeCare
WithCertified
Professional:
$21,730/mo
InHomeCare
WithOnlya
Licensed
Professional:
$3,900/mo
ALicensed
Homemaker:
$3,880/mo

CONFIDENTIAL

PROBLEMS,CAUSES&SOLUTIONS
Asindividualsgetoldertheymaystarttolosemobilityandneedconstantassistancewiththeirdaily
activities.Thisistroublesomeforthelovedonesoftheindividualswhoareunabletoleavetheirbusy
schedulestocontinuouslyassistthem,orlacktheknowledgeandabilitytohelpthem.
VintageHome&ResidentialCareoffersasolutionandreliefforclientswithspecialneedseniors.
Vintagetakestheresponsibilityoftendingtotheelderlyandmakingtheirtransitiontolatelife
comfortableandeasy.Thebenefitofthisserviceenablesseniorstobewelltakencareofwhilestill
leadinganactivelife,andgivesfamilymemberspeaceofmind.
PRODUCTADVANTAGES
VintageislocatedinanidealclimateinthecommunityofBonita,California.Seniorsexperiencepleasant
conditionsofacombinationofcoastalandinlandvalleyclimates.Stayingwarmerandsunnierduring
MayGrayandJuneGloomperiods,theareaisalsonotashotduringsummerandspringseasons.
Thisisperfectforseniorswhomaysufferarthritis,jointproblems,oraresusceptibletocolds.
PRODUCTLIABILITY
Theliabilitiesinaseniorcarehomefacilityarehighifnottakenseriously.Initially,inordertobean
establishedfacilitytheownermustadheretolocalandfederalregulationsofthehome.Once
implemented,ownersensurethatnurses,staffmembersandresidentsarebeingtakencareofand
treatedcautiously.
Thedeathofaresidentduetomalpracticeornegligenceofamembercanleadtoaseriouslawsuit
againsttheindividualand/orestablishment.
Inresponsetoreportsofwidespreadneglectandabuseinseniorcarehomesinthe1980s,congress
passedalegislationactin1987.Someoftherequirementsincludeasufficientnursingstaff,developing
acomprehensivecareplanforeachresident,andpreventingthedeteriorationofaresidentsabilityto
bathe,dress,groom,eat,andcommunicate. 1
Additionally,afacilitymusthaveallthenecessaryprecautionsinordertosafeguardthehealthof
residents.GatesmustbeenforcedifhostingaresidentwithAlzheimersorDementia.Bathroomsmust
havegripsandhandlesinordertopreventanyfallsthatcanleadtoseriousinjurieswhilebathing.

1
NursingHomeAlert,FederalRegulations
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CONFIDENTIAL

PRODUCTDEVELOPMENTACTIVITIES
AnareaoffuturedevelopmentthatVintagemaypursuewouldbeopeningasecondfacilityafterseveral
yearsofoperationinthecurrenthome.Thissecondlocationwouldofferthesamequalityofservice
andwouldensureresidentsahighqualityoflifestylewhilestayingatthefacility.
BelowisatableofvariousscenariosVintageHomes&ResidentialCareispreparedforinthecoming
years.
Scenario

Total#of
Available
Beds
3

CurrentScenario(currentlicensing)
! Alicesauntlivesinsecond
bedroom
! Alicelivesinsecondbedroom
Scenario1(PlannedforYear2)
5
! Alicemovesoffsite:second
bedroom(2additionalbeds)
available
Scenario2
! Buildanotherbedroom(2
beds)inthegaragefor
office/breakroomorliving
quartersforAlice
Scenario3
! Useroomingaragesasa
residenceroom(2beds).
Alicemovesoffsite.

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NewDirectCosts

OtherEffects

Capacitylimitedtoonly3
guests

Alicesnewliving
expenses

Capacityincreasedto5
guests(thisscenariowill
NOThaveliveinstaffasitis
cheapertohire3rdshift
wakestaff.)
Capacityremainsat5guests

$40,000tobuildout
newbedroom.

Additionalcostof
makinggarage
accessiblefrom
kitchen.

Capacityincreasesto7
guests.

CONFIDENTIAL

MARKETANALYSIS
VintageHomeandResidentialCaresproductsandservicesareavailableinthebusinesstoconsumer
(B2C)segment.Specifically,Vintagewilltargetthefollowingsegments:

BusinesstoConsumer:
1)

IndividualSeniorswhomaybeambulatoryornonambulatory,withmild
confusion,depression,andneedforsocialinteraction.

2) SeniorCoupleswhomaybeambulatoryornonambulatory,withmild
confusion,depression,andneedforsocialinteraction

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Segment1

60+
SanDiegoArea
MedianincomeofhouseholdsinSanDiegois$72,963.
Livingonpensionorsavingsforretirement
Mightopttoworkparttimetoearnadditionalincome.
Some health and long term care insurance policies may cover some of the costs
associatedwithassistedliving.
Medicaid,thejointfederalandstateprogrampayforthehealthcareofolderpeople
andthosewithdisabilitieswhoareunabletoaffordtheseexpenses.
Retiredormayworkparttime
Widow/widowerorunmarriedsingleperson.
Personlivingalone;childrenlivinginadifferentlocation

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company

Segment2

Financiallyindependentseniorcitizensunwillingtoliveindependentlyorareunableto
fullytakecareofthemselves.
Elderly people requiring assistance in their daily tasks. Senior citizens looking for a
friendlyenvironment,whomdonotwanttostayaloneandaloof.Unabletocopewith
youngergeneration,theyaremorecomfortablewithlikemindedandsameagepeople.
Sports,music,artsandcraftsorgardening,membershipinclubsorsocialnetworks.
Hobbiesarekeypartoflifestylethoughsomefeellossofinterestindailyactivities.
Needsomelevelofcareduetohealthandphysicalproblemsstemmingfromoldage.
Optionslikedrivingorwalkingarenotfeasibleforthem.
However,residentswithrestrictedhealthconditionsarenotaccepted
Inhousecaretakerstoassistinthedailytasks.
Homelikeenvironmentwithcaretakersavailable24hours.
Costeffectivewhencomparedtoahomehealthcarefacility.
Facilitiesaresaferforelderlyindividualsthanlivingaloneinnonguardedhouses.
Facilitymembersbecomelikefamily,oftensubstitutingforlackofexistingfamily.
Housekeepingservicesareofferedatthesefacilitiesleadingtoasaferandeasierlife.
Assistedlivingfacilitygivesflexibilitytothepeopletokeeptheirownschedule,which
isachallengewithhomehealthcarenurses.
Concernedwithsocialenvironmentandqualityofcaretakersinsuchfacilities.
Likestotalktothecaretakersbeforedecidingonafacility.
Concernedwithservicesincludedinbaserateandcostofadditionalservices.

60+
SanDiegoArea
MedianincomeofhouseholdsinSanDiegois$72,963.
Livingonpensionorsavingsforretirement
Mightopttoworkparttimetoearnadditionalincome.
Some health and long term care insurance policies may cover some of the costs
associatedwithassistedliving.
Medicaid,thejointfederalandstateprogrampayforthehealthcareofolderpeople
andthosewithdisabilitieswhoareunabletoaffordtheseexpenses.
Retiredormayworkparttime
Married.
Coupleslivingalone,childrenbasedinadifferentlocation

Individual Seniors who may be ambulatory or nonambulatory, with mild confusion, Senior Couples who may be ambulatory or nonambulatory, with mild confusion,
depression,andneedforsocialinteraction.
depression,andneedforsocialinteraction.

Financiallyindependentseniorcitizens,unwillingtoliveindependentlyorareunableto
fullytakecareofthemselves.
Values
Elderly people requiring assistance in their daily tasks. Senior citizens looking for a
friendlyenvironment,whomdonotwanttostayaloneandaloof.Unabletocopewith
youngergeneration,theyaremorecomfortablewithlikemindedandsameagepeople.
Interests
Sports,music,artsandcraftsorgardening,membershipinclubsorsocialnetworks.
Lifestyle
Hobbiesarekeypartoflifestylethoughsomefeellossofinterestindailyactivities.
Needsomelevelofcareduetohealthandphysicalproblemsstemmingfromoldage.
Optionslikedrivingorwalkingalonearenotfeasibleforthem.
However,residentswithrestrictedhealthconditionsarenotaccepted
Motivations Inhousecaretakerstoassistinthedailytasks.
Homelikeenvironmentwithcaretakersavailable24hours.
Costeffectivewhencomparedtoahomehealthcarefacility.
Facilitiesaresaferforelderlyindividualsthanlivingaloneinnonguardedhouses.
Facilitymembersbecomelikefamily,oftensubstitutingforlackofexistingfamily.
Housekeepingservicesareofferedatthesefacilitiesleadingtoasaferandeasierlife.
Assistedlivingfacilitygivesflexibilitytothepeopletokeeptheirownschedule,which
isachallengewithhomehealthcarenurses.
Attitudes
Concernedwithsocialenvironmentandqualityofcaretakersinsuchfacilities.
towards
Likestotalktothecaretakersbeforedecidingonafacility.
your
Concernedwithservicesincludedinbaserateandcostofadditionalservices.

Psychographics
Personality

Family
Structure

Occupation

Income
level

Location

Demographics
Agerange

Brief
Description

MARKETSEGMENTATIONB2C

CONFIDENTIAL

CONFIDENTIAL

MARKETTRENDS&GROWTHPATTERNS 2

Thetotalestimatedtargetmarketis272,220elderly

peopleinSanDiego.Ithasgrownby17.34%from2000
to2010.Thefemalepopulationovertheageof70
accountsforasmuchas58%(157,711)ofthetotal
seniorpopulationoftheregion,resultinginbeingthe
largestmarketforresidentialcarefacilities.Senior
maleindividualsformtheremaining42%(114,509)of
thetargetmarket.

Male,42%
Female,58%

TotalPopulation over70+years inSanDiego

TheNonHispanicwhiteethnicitygroupformsmorethan70%ofthetotalmarketsegmentinSanDiego,
withtheHispaniccommunitybeingthesecondlargestcontributorfollowedbyAsiansandPacific
Islanders.ThegraphbelowhighlightsthepopulationdistributioninSanDiegobasedonraceand
ethnicity:

EventhoughnonHispanicwhitesarethelargestcontributorstothetargetmarket,theyhaveonly
grownonlyby3.54%overthelastdecade.Meanwhile,theHispaniccommunityandtheAsian
communityhasgrownbyover61.74%and105.85%respectivelyduringthesametimeandseemtobe
morepromisingsegmentsinthefuture.

2
SanDiegosRegionalPlanningAgency
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CONFIDENTIAL

Withthemedianincomeofaround$72,000perannuminSanDiego(2009),Vintagespricingat$3,500
$5,000iscompetitive.Theidealtargetmarketwouldbeinahigherincomegroup.Sincethemiddle
incomegroupearnsanannualincomeofaround$72,000,thistargetmarketcouldstillbeprice
sensitive. 3
Attheexpectedpricepoint,potentialcustomerswouldbelookingforaserviceorientedfacilitywith
abovestandardamenitiesandexcellentsupportfromthecaretakers.Additionally,avarietyofbonus
servicescoveredinthebasepricethatnormallycostextrawouldmakeadifferenceinthedecision
makingprocessofthetargetmarket.
MARKETSIZEANDPOTENTIAL
Atypicalassistedlivingfacilitywouldincludeallmeals,housekeepingactivitiesaswellasdaytoday
caretakingresponsibilities.Havingtakencareofallthesebasicneeds,anassistedlivingfacilityismore
affordablewhencomparedtokeepinganinhousenurseorhealthcarefacility.
SanDiegoisestimatedtohavearound272,220residentsovertheageof70yearsin20092010spread
acrosstheregion.Thecurrentmarketsizehasgrownat17.34%overaperiodof10yearsfrom2000to
2010andthemarketisexpectedtogrowat157%through2050.Thegraphbelowhighlightsthe
expectedpopulationofresidentswhoareover70yearsofageintheSanDiegoregion:
636,255 673,946
600000

513,343

500000
350,184

400000
300000

262,169

200000
100000
0
2008

2020

2030

2040

2050

Estimated no.ofresidentsover70yearsofageinSanDiego

ThenonHispanicmarketintheSanDiegoareawillremainthemaincontributoroverthenextfour
decades,however,theirgrowthisprojectedtoslowascomparedtoHispanicsandAsianandPacific
Islanders.

3
SANDAG.org
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CONFIDENTIAL

INDUSTRYANALYSIS
OVERVIEW
VintageHomeandResidentialCarefallsunderseveralindustryclassificationswithintheHomesforthe
ElderlySector.Thissectorcomprisesofestablishmentsprimarilyengagedinprovidingresidentialand
personalcareservicesfor(1)theelderlyorotherpersonswhoareunabletofullycareforthemselves
and/or(2)theelderlyorotherpersonswhodonotdesiretoliveindependently.Thethreeindustry
classificationsthatpertaintoVintageare:

CommunityCareFacilitiesfortheElderly(correspondingNAICScode623312);
ContinuingCareRetirementCommunities(correspondingNAICScode623311);and
NursingCareFacilities(correspondingNAICScode623310).

Intotal,theassistedlivingindustrybroughtinrevenuesof$36.8billionin2009. 4
Thedemographictrendsindicatethatassistedlivingfacilitieshavebeengrowingandwillcontinueto
growasanagingpopulation,decliningsizesoffamilies,anddemandfornewanduniquemedical
servicesandassistanceareontherise.Theassistedlivingfacilityindustrywashitbytheeconomic
recession,however,theindustrystillsawpositivegrowthat1%between2008and2009.Whilethe
growthrateslowedsignificantlyascomparedtopreviousyears,thepositivegrowthdemonstratesthat
thisindustryissomewhatrecessionproofascomparedtomostindustriesthatexperiencednegative
growthratesduringthesameperiod.Furthermore,thefutureoftheassistedlivingfacilityindustry
looksbrightastheseniorpopulationisexpectedtogrowat26%through2040.
INDUSTRYPARTICIPANTS
Thereareafewnationallevelassociationspromotingbusinessandoperationalexcellenceinassisted
livingcommunitieswhileofferinginformationatoneplacetotheseniorcitizens.Someofthese
associationsare:
!
!
!
!
!
!
!

AssistedLivingFederationofAmerica
Eldercare
NationalCenterforAssistedLiving
AmericanAssociationofHomesandServicesfortheAging
TheFloridaAssistedLivingAssociation
CaliforniaAssistedLivingAssociation
NationalInvestmentCenterfortheSeniorsHousing&CareIndustry

Thegraphonthefollowingpageprovidesanoverviewofthemajorcompaniesthatoperatewithinthe
assistedlivingindustry:

4
Census.gov
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CONFIDENTIAL

Major
Companies 5
Emeritus
Corp.
SunriseSenior
Living

Description
Anassistedlivingcompanyfocusedonprovidinghighqualityserviceand
careatanaffordablepriceforpeopleneedingextrahelpwithdailyactivities.
Tochampionqualityoflifeforseniorsinahomelike,residentcentered
environment,unlikeexisting,moreinstitutionaloptions.

Revenue
(2009)
$898.7
million

Year
Est.
1993

Link
www.emerit
us.com
www.sunrise
seniorliving.c
om
www.brookd
aleliving.com
www.fivesta
rseniorliving.
com
www.alcco.c
om

1981

Brookdale
SeniorLiving
FiveStar
QualityCare
Assisted
Living
Concepts
Merrill
Gardens
HCR
ManorCare

OneEighty
LeisureCare
Benchmark
Assisted
Living
Hearthstone
Senior
Services

BrookdaleSeniorLivingcommunitiesprovideactiveretirementlivingfor
thousandsofresidents,servingseniorsandtheirfamiliessince1978.
FiveStarQualityCare,Inc.isanationalhealthcareandseniorlivingservices
provider.FiveStarhasthreemajoroperatingdivisions:FiveStarSenior
Living,FiveStarRehabilitationServices,andFiveStarPharmacyServices.
AssistedLivingConcepts,Inc.anditssubsidiariesoperatemorethan200
communitieswhichincludelicensedassistedlivingandseniorliving
residenceswithcapacityforover9kadultsin20statesintheUnitedStates.
MerrillGardensiscommittedtoprovidinganalternativetotraditional
retirementhousing.MerrillGardenshasgrownfromeightemployeestoover
2,600andcurrentlyownsandoperates56communitiesin10states.
HCRManorCareisaleadingproviderofshortandlongtermmedicaland
rehabilitationcare.Careisprovidedthroughanationwidenetworkofskilled
nursingandrehabilitationcenters,assistedlivingfacilities,outpatient
rehabilitationclinics,andhospiceandhomecareagencies.
LeisureCareManagementprovidescommunitymanagement,operations,
anddevelopmentaswellasgeneralconsultingservices.Theyoperateover
40communitiesandnearly7kunitsintheUS,Canada,India,andMexico.
BenchmarkSeniorLiving,basedcentrallyoutofWellesley,Massachusetts,is
thelargestproviderofSeniorhousingintheNewEnglandregion.

$925.9
million
$774.4
million

1978

$228.7
million

$165
million

1993

www.merrill
gardens.com

www.hcr
manorcare.c
om

www.leisure
care.com

$233.6
million

www.bench
markquality.
com
www.hsslp.c
om

HearthstoneoffersAssistedLiving,AlzheimersanddementiacareHospice
Shorttermstaystoseniorcitizens.

1993

INDUSTRYTRENDS&GROWTH 6
About1.5millionAmericansliveinassistedlivingfacilities.Thatnumberisexpectedtodoubleby2030.
AccordingtotheU.S.CensusBureau,thenumberofpeopleintheUnitedStatesbetweentheagesof65
and84willincreasebyalmost40%between2010and2020.
Asof2006,retirementcommunityresidentswere69%femaleand31%male,withthetypicalresidentin
anassistedlivingfacilitybeingan85yearoldfemale.Peopleover85yearsoldmakeupthelargest
percentageofpeopleinassistedlivingfacilities.
WithBabyBoomersrepresentingmorethan70%ofallofthefinancialassetsintheUnitedStates,they
areandwillcontinuetobethemaintargetmarketofthisindustry.
Manyassistedlivingcommunitiestrytocreateahomelikeenvironmentratherthangivingan
institutionalfeeling.Withthisinmind,amenitiesbeingofferedinthefuturemaybemoreupscalesuch
ascommercialkitchens,beautysalons,spas,indoorpoolsandpetfriendlycommunities.

5
Top40AssistedLivingCompanies
6
IndustryTrendsandGrowth
15|P a g e

CONFIDENTIAL

COMPETITIVEANALYSIS
COMPETITIVEOVERVIEW
VintageHome&ResidentialCareisclassifiedundertheHomesfortheElderlySector,withafocuson
theSanDiegoarea.Facilitieswithinthissectorvaryinskillandspecializationofelderlycare,butall
providethesamebasicservice:toprovideasafeandhealthyenvironmentforelderlyindividualsto
residein.Thismayvaryinthecareofindividualstohelpmeettheirdailyphysical,medical,socialand
psychologicalneeds.

DirectCompetitors:
Vintagesdirectcompetitorsincludeestablishmentsthatarecategorizedasassistedliving,
independentlivingandmicrocommunityforseniors.Theyareresidentialfacilitiesproviding
personalcareservicesforelderlythatneedassistancewithvariousdailyactivities.Thisincludes:

Takingmedication
Eating

Bathing
Movingwithoutassistance

Residentsorfamilymembersoftheresidentsmustscheduletheirowndoctoranddental
appointments.Thefacilitymayprovidetransportationtohealthcareappointmentsbutresidents
arefreetocomeandgofromthefacilityastheywish.Mostassistantlivinghomesprovidesocial
andoutdooractivitiestomakedaytodaylivingeasierandmoreenjoyableforthosewhoneed
assistance.
DirectcompetitorsofVintagewhooffertheseservicesareErachelBoard&Care,SunlifeManor,
BonitaKCare,BermudaDunesStellarCare,BonitaValleyRanch,D&BBonitaView,andRichview.

IndirectCompetitors:
Vintagesindirectcompetitorsincludenursinghomes,alsoknownasSkilledNursingFacilities,rest
homesandRehabilitationCenters.Suchfacilitiesareintendedforseniorswhorequirecontinuous
medicalcarealongwithvariousdailyactivities.Theseneedssurpasstheassistanceofdaily
medicationintakeandinclude:

Complexmedications
Woundcare
Ventilators

IVs
Catheters
Andmore

Certifiednursingstaffcheckspatientsvitalsdailyandkeepsdetailedrecordsoftheresidents
health.Mostindirectcompetitorshavelargervolumeofbedcapacityandmaybelocatedona
hospitalsite.
IndirectcompetitorsarelocatedinandaroundBonitasuchasSunriseLivingatBonita,Grossmont
SkilledNursingFacilityandSt.PaulsHealthCareCenter.

16|P a g e

AliceSmith
415MerlotDr,Bonita,
CA
N/A
619.271.3834

60yearsandolder
AssistedLiving:3,500
5,100/mo

Dailyactivitiesoutside
thehome.Pool
activities.
Additional
transportationcosts.
Outsideentertainment
notbroughtin.

NameofOwner
CompanyHQ

TargetMarket
Pricing

Strengths

17|P a g e

Weaknesses

EdnaMaeC.Bay
3417Kennelworth
Lane,Bonita,CA
1998
619.475.4036

SunLifeManor

BonitaKCare

BermudaDunesStellar
Care

BonitaValleyRanch

D&BBonitaView

RemyGomez
N/A
StephenStreib
MrandMrsDeMars
5735SunnyView
4030BermudaDunes
3698ValleyVistaRd
310C.DelCerro
Dr,Bonita,CA
Pl,Bonita,CA
Bonita,CA
Grande,Bonita,CA
2004
N/A
N/A
N/A
619.472.8884
(619)2922439
6194796147
(619)4344930
www.kcareresidential.c
www.bonitavalleyranch www.dbbonitaview.co
www.sunlifept.com
www.stellarcaresd.com
om
.com
m
Proprietorship
Proprietorship
Corporation
Private
Private
1
2
2
1
1
SanDiego
SanDiego
SanDiego
SanDiego
SanDiego
! Capacity6residents ! Capacity:6residents ! Capacity:6residents ! Capacity:6residents ! Capacity:6residents
! Assistedliving
! Inhomecare:
! Medication,bathing, ! Gardenarea
! Television
intermediate
personalhygiene,
! Alzheimer'scare
! CNAandEMTtrained ! Housekeeping
! Poolactivitiesonsite transportationand
staff
! Hospice
! Meals
dressingassist.
! Transportationto
! Residentialcarefacility ! Gated
! 24/7caregivers
medicalappointments ! Safetyandsecurity
! Alarmforwanderers ! Individualizedcare
! Registerednurses
plans
! Meals
! 3mealsaday
check
! Licensedpractical
! Entertainment:music ! Laundry
nurse
! Snacks
! Medication
andhappyhours,
! Housekeeping
management
! Certifiednurseaids
! Nosetactivities
familynight,

! Grooming
! Laundry
! Shortandlongterm
celebrationofspecial ! Dressing

stays
events,studentvisits, ! Medication
! Cook
fieldtripstoSD,
management
! 3mealsaday
Games,cardsand

! Snacks
books
! Transportationfor
healthcareneedsand
dailyactivity
55yearsandolder
60yearsandolder
60yearsandolder
60yearsandolder
60yearsandolder
60yearsandolder
AssistedLiving
NursingHome:
NursingHome
PrivateBedroom:starts IndependentLiving: SharedRooms:$3,000
Private:
$6,520/mo
Private:$6,520/mo
at$3,500/moplusa
$2,500$3,800/mo
$5,000/mo
$6,020/mo
NursingHomeSemi
NursingHome
onetime$1,500
AssistedLiving:
PrivateRooms:$3,500
Private:$6,020/mo
SemiPrivate:
communityfeeand
$3,950$6,500/mo
$5,000/mo
AssistLiving:$6,020/mo
$6,020/mo
$500roomdeposit
Medicare,Medicaid, Outsideentertainment Experiencedstaff,90% Runbytheelderlyfor
Closetootherfacility,
TakesVeterans
caregivercertifiedwith theelderly
Vet.Benefits&Long broughtin,different
firedepartment,
Benefits
andpolicedepartment TermCareInsurance sitefordementiacare 5+yearsofexperience
Websitelacksvital Expensive,community Nooutside
Noinhouse
Websitelacksvital
Websitenot
information,no
fees
entertainment,nopool. entertainmentsuchas
information,notvery
informative.Nopool
plannedactivities,or
localmusicians.
professional
interactionwithseniors

ErachelBoard&Care,
Inc

MrandMrsVicta
3857AlamedaWay,
Bonita,CA
YearFounded
1984
ContactInfo
619.203.4727
WebsiteURL
www.erachelboardandc
None
are.org
TypeofEntity
Corporation
Corporation
#ofLocations
1
7
RegionofFocus
SanDiego
SanDiego
Product/Service ! Capacity:6residents ! Capacity:6residents
Summary
! Residentactivity
! Assistedliving,
programs
hospice,rehabilitation
andresidential,short
! 3mealsaday
term,Alzheimer'sand
! Snacksdaily
incontinentcare
! Medication
! 3Meals+Snacks
assistance
! Medication,bathing,
! Bathingassistance
personalhygieneand
! Assistancewith
dressingassist.
personalhygiene
! Weightandblood
! Laundryservice
pressurecheck
! DentalServices
! Transportationfor ! Activityprograms
! Dailyhousekeeping
healthcareneeds
! Laundryservice
! Pool
! Inhousepodiatryand
dentalservices

VintageHome&
ResidentialCare,Inc

DIRECTCOMPETITORS

CONFIDENTIAL

Private
1
SanDiego
! 6Beds
! Television
! Meals
! Laundry
! Dementia
! Hospicewaiver
! Threecaregivers,one
alwaysonsite
! Medication
management
! Transportation
! Boardgames
! Walks
! Outdoorexercises
! Guestbands
! Tripstomovies,mall,
parks,etc.
60yearsandolder
Private:$3,200/mo
SemiPrivate:
$2,900/mo
PreferentialCare:
$3,700/mo
Certifiedcaregiveris
alwaysonsite,hospice
certified
Additional
transportationcosts,no
website.

None

MarylynneNavarro
1086CalleMesita
Bonita,CA
1998
(619)4754244

Richview

CONFIDENTIAL

INDIRECTCOMPETITORS
VintageHome&
ResidentialCare,Inc

NameofOwner

AliceSmith
415MerlotDrive,
CompanyHQ
Bonita,CA
YearFounded
2010
ContactInfo
619.271.3834
WebsiteURL

TypeofEntity
Corporation
#ofLocations
1
FocusRegion
SanDiego
! Capacity:7residents
! ResidentActivity
Programs
! 3mealsaday
! Snacksdaily
! Medicationassistance
! Bathingassistance
! assistancewith
personalhygiene
! Laundryservice
Product/Service
! DentalServices
Summary
! transportationfor
healthcareneeds

TargetMarket

60yearsandolder
AssistedLiving:3,500
5,100/mo

Pricing

Strengths

Weaknesses

Dailyactivitiesoutside
thehome.Pool
activities.

Notransportationto
outsideeventsand
outsideentertainment
isnotbroughtin.

SunriseSeniorLivingatBonita
MarkS.Ordan,CEO
7900WestparkDrive,SteT900
McLean,VA
1981
703.273.7500
www.sunriseseniorliving.com
Corporation
6
International
! Capacity:96residents
! AssistedLiving
! Alzheimer's&MemoryCare
! IndependentLiving
! SkilledNursing
! ShortTermStays
! Dailyphysicalfitness,
! recreationalactivities
! scheduledgrouptrip
! threemealsdaily
! DailySnack
! Monthlywellnessvisitsbyalicensed
onstaffnurse
! Weeklyhousekeeping
! Weeklypersonallaundry
! Socialandeducationalprogramsfor
families

60yearsandolder
AssistedLiving
Private:$6,020/mo
InHomeCareWithCertified
Professional:$21,730/mo
InHomeCareWithOnlya
Licensed
Professional:$3,900/mo
ALicensedHomemaker:
$3,880/mo

FinancialServices,
Veteran'sBenefits,
LongTermCareInsurance,
Nationwide,letresidentstobring
theirseniorpet
Extremelylargehome,whichmakesit
feelmoreofafacilitythanahome.
Multistorymakingitdifficultfor
seniorswitharthritis

7
OurParents.com
18|P a g e

St.PaulsHealthCareCenter

GrossmontHospitalD/PSnf

St.PaulsEpiscopalHome,Inc
235NutmegSs
SanDiego,CA
1953
619.236.0034
www.stpaulseniors.org
Corp:NonProfit
5
SanDiego
! Capacity:59residents
! NursingHome
! SkilledNursingFacility
! AssistedLiving
! InHomeCare
! ShortTermCare:Rehabilitation,
! Respite
! Hospice
! DayCare
! 3mealsaday
! Snack

5555GrossmontCenterDr,LaMesa,
CA

619.465.0711
www.sharp.com/grossmont/
Corp:NonProfit
8
SanDiego
! Capacity:30residents
! Hospitalonsite
! NursingHome
! SkilledNursingFacility
! Activities
! Administrationandstorageofblood
services
! Clinicallaboratory
! Dentalservices
! Dietaryservices
! Housekeepings
! Nursingservices
! Occupationaltherapy
! Pharmacy
! Physicaltherapy
! Physician
! Podiatryservices
! Socialwork
! Speech/languagepathology
! Therapeuticrecreationspecialist
! DiagnosticXray
62yearsandolder
60andolder
NursingHomePrivate:$7,220/mo
NursingHome
NursingHomeSemiPrivate:
Private:
$5,890/mo
$6,520/mo
AssistedLivingPrivate:
NursingHome
$5,890/mo
SemiPrivate:
7
InHomeCareWithCertified
$6,020/mo
Professional:$4,480/mo
InHomeCareWithOnlya
LicensedProfessional:$4,070/mo
ALicensedHomemaker:
$3,950/mo

AcceptpaymentsfromMedicare,
AcceptpaymentsfromMedicare,
Medicaid,Veteran'sBenefits,
Medicaid.Hospitalonsite
LongTermCareInsurance.Thisis
anonprofitfacility
Largeestablishmentnotfocused
onindividualcare

Residentsstayonthepremiseand
donotventureout.

CONFIDENTIAL

COMPETITIVEADVANTAGES
VintagescompetitiveadvantagereliesontheexperienceofcarewhichAliceSmithhasalready
established.Throughhercareforseniorsshehascreatedadetailedactivitylistinwhichmanyassisted
livinghomesdonothave.Theresidentialhomehasapoolwhichallowsforrecreationaluseduring
warmweather,whichbenefitsseniorswhocannotenduredifficultresistancetrainingorworkouts.
MARKETSHAREANALYSIS
Thereare68assistedlivingcentersinBonitaaloneand881inallofSanDiegoCounty.Manyofthese
facilitiesareprivatelyownedandarerunfromaresidentialhome.8Theprimarylimitationforthese
typesofhomefacilitiesisthesizeofthehome.
Vintagewillonlyhavesixbedswiththegoalofopeninganewfacilityinthefuturetofulfilldemand.
ThoughthemarketiscompetitiveinBonita,webelievethatthemarketislargeenoughandthatour
superiorfacilitiesandlevelofservicewillallowustomeetourminimumoccupancygoals.
BARRIERSTOENTRY
TherearevariousCaliforniastatelawsandregulations,dependingonthetypeoffacilitythatmustbe
metinordertobealegitimateinstitution.In2006,GovernorArnoldSchwarzeneggerofCaliforniaraised
standardsofseniorhomefacilities.Thislegislationraiseshomeinspectionstandards,improvesthe
rightsofresidentsinuncertifiednursinghomes,andrequirestrainingofresidentialcarefacility
employeeswhodistributemedicationtoseniors.
Thisthoroughhomeinspectioncanmakeitmoredifficulttoestablishafacilitybutensuresalevelof
safetyandconfidenceforseniorsandtheirfamilies.TheCaliforniaDepartmentofHealthServicesmust
inspectallnursinghomesforviolationsofbothFederalandCalifornialaws(Ch.895,SB1312).This
includeslawsofminimumstaffingrequirements,nursesassistantsrequirementsanddetailsregarding
nursinghomeabuse.9
Facilitiesmustalsocontractliabilityinsurancewhenhandlingandadministeringmedicationtoothers.
Nothavingfundstoadheretoregulationsandinsurancepaymentscanmakeitdifficultforbusiness
ownerstoenterthemarketandmaintaincompetitivepricing.

8
SanDiegoCitySearch
9
ElderAbuseInformation
19|P a g e

CONFIDENTIAL

SALES&MARKETINGPLAN
SALESGOALS
Duringitsfirstyear,VintageHome&ResidentialCareplanstohave3longtermresidents.Initssecond
yearVintageexpectstobringintwoadditionalresidents,bringingthetotaltofivelongtermresidents.
MARKETINGGOALS
MarketinggoalsforVintagewillbefairlymodest.DuetothelongtermrelationshipVintageexpectsto
establishwithclients,andthelimitedcapacity,therewillnotbeaneedforanintensive,ongoing
marketingcampaign.Themarketinggoalforthefirstyearistobuildawaitinglistof10prospectivenew
residents.Thiswillbedonesothatwhenyeartwobegins,twocandidateswillbeprescreenedand
selectedfromthewaitinglistthathasbeenbuiltthroughoutthecourseofthefirstyear.Ifthereisan
unexpectedvacancylevelatanygiventimeduringitsoperationsamoreactivemarketingstrategymay
beimplementedasneeded.
TARGETMARKET
TheVintageHome&ResidentialCaretargetmarketincludesseniorcitizensovertheageof60that
resideinthegreaterSanDiegoarea.Thesecustomersneedbasicassistancewiththeirdailyroutine.
Theyarenotcriticallyill,butmaybeondailymedicationwhichwillbeadministeredbythefacilityif
needed.Thissegmentenjoysthecompanyofothersandiscurrentlylivingaloneorwithfamilybut
wouldliketobepartofanelderlyadultcommunity.Vintagestargetmarketwillalsoincludemore
needyresidentswhomaysufferfromAlzheimersorDementiaandneedcontinuoussupervision.
POSITIONING
VintageHome&ResidentialCareisacustommadeassistedlivinghomeforelderswhonolongerprefer
to,orareunabletoliveontheirown.Vintageacceptsindividualswitheitherinsuranceorfinancial
stabilitythatmaybeambulatoryornonambulatoryandthatareinneedofsocialinteraction.Vintage
providesanupscalesixbedassistedlivingfacilitywithavarietyofactivitiesavailableandafriendly
environmentinthecomfortofahomesetting.UnlikeourindirectcompetitorslocatedoutsideofBonita,
Vintageoffersanidealclimateforelderswhichvariesonlyafewdegreesbetweenseasons.Vintagealso
offersaprivatecourtyard,gatedpoolandjacuzzi,alongwithanarrayofactivitiesavailabletoour
clients.Vintagestandsoutbecauseofitsabilitytoprovidethehighlevelqualitycarefoundinlarger
assistedlivingfacilitiesinthecomfortofahomelikeenvironment.Vintagestrivestobuildcustomer
satisfactionbygivingthehighestlevelofcaretoitsclientspossibleandincreasingtheiroverallqualityof
life.

20|P a g e

CONFIDENTIAL

SWOTANALYSIS

Strengths

Weaknesses

Bonita'sclimate

BoardofDirectorsisveryattachedemotionally
whichcancausepotentialissues
Newtothebusinesssideofseniorcare

Wellplanndoprations
Largetargetmarket

Limitedroomforgrowthandscale

Privateaccesstooutdoors
Meditationarea

Constructionneeds

ResidencewaspurchasedwithVintageconceptin
mind
Gatedpoolandjacuzziwithchairlift
Raisedflowerbeds
Trainedstaffwithcallingtohelpothers
Experienceinfamilycare

Opportunities

SWOT

Peoplearelivinglonger
BabyBoomrgenerationapproachingtargetmarket
age

Threats

Californialawsandregulations
Manysmallcompetitors
Recession

ExperiencesBoardofDirectors

BRANDING
Inordertoenforceabrandidentity,Vintagewantscustomerstoassociatetopnotchhospitality,
tranquility,anddependabilitywithourname.Vintagewantspeopletothinkoftrust,caring,and
reliabilitywhentheyhearourname.ThewaytogetcustomerstoassociatethesewordswithVintageis
toprovidethehighestpossiblelevelofcarewhilebuildingareputablebrandidentity.

21|P a g e

CONFIDENTIAL

LOGOANDTAGLINE
TheVintagelogowasdesignedtoappear
comfortingwhileincorporatingelementsthat
reflecttheowner.Thegrapesinthelogo
provideasymbolicrepresentationofthe
ownersname,AliceSmith.Themaingoalofthe
logodesignistohavethecomfortingfeelofan
orchardtypesettingthatVintagesclientswillbe
immersedinduringtheirstay.
Thetaglinewascreatedinordertoaccompany
thelogoandenhancethebrand.Thegoalof
makingpeoplefeelcomfortablecarriesover
fromthelogotothetagline:Makingyoufeelrightathome.Thistaglineassuresboththeclientaswell
astheirlovedonesthattheywillbetakencareofasifitweretheirownhome,whichportraysthehigh
levelofcarethatwillbeprovided.
PRICINGSTRATEGY
VintagewillbeexecutingacompetitivepricingstrategyascomparedtocompetitorsintheBonitaarea.
Vintagespricingbreakdownisasfollows:
Product/Service
Rateperguestcoverfullservices
Additionalforprivateroom
Additionalhour/dayADLs
IncontinenceCare/Supplies
DementiaCare
TransportationtoDoctors
OneTimePreadmissionFee

RetailPrice
$3,500/month
$500/month
$500/month
$300/month
$300/month
$20/hourplus$4/mile
$2,000

MARKETINGSTRATEGIES(PROMOTION&ADVERTISING)
VintageHome&ResidentialCareplanstopromoteitsbusinessprimarilythroughstrategicpartnerships
andonlinemarketing.Vintageswebsitewillofferafulldescriptionofthedifferentservicesoffered,
picturesoftheactualfacilities,andinformationabouttheownerandthevision/missionofthehome.In
addition,Vintagewillstrategicallyplacethehomeintoavarietyofwebdirectorylistings.Vintagewill
targetseverallocationsforpromotionalandadvertisingneeds,aswellasseekingstrategicpartnerships
withcompaniessuchas:
!
!
!

Hospitalskillednursingplacementcontacts
Homehealthnursing
Eldercarelawfirms

22|P a g e

!
!
!

Referralagencies
Elderlycarewebsite
Longterminsuranceagents

CONFIDENTIAL

CUSTOMERSERVICE
Vintagewillprovidetworesourcesforcustomerservice:

First,Vintagescarestaffwillbeoncalltoprovidedirectandimmediateresponsetoquestionsand
concernsofguestsatalltimes.
Second,administratorswillbeavailabletoanswerquestionsfromguestsfamilyoranyother
inquiriesthroughthephoneorbyemail.

Residentsareencouragedtomakeanygrievanceknowntotheadministratorofthefacilityaswellas
contactfamilymembersorotherconcernedpartymembers.
Lastly,residentscanalsocallthefollowingnumbers:

CommunityCareLicensing:(619)7672300
AdultProtectiveServices:(800)5102020
OmbudsmanLongtermCare:(800)6404661

23|P a g e

CONFIDENTIAL

WEBSITEPLAN
WEBSITEGOALS
Vintagewillprovideaninformationalwebsiteforinquirers.Thewebsitewillincludeadescriptionofthe
businessandlistthetypesofservicesprovided,photosoftheactualfacilities,aswellasabackground
ontheownerandmission/visionofthecompany.Themaingoalforthewebsiteistogivepeopleagood
understandingofwhatVintageisallabout,priortocontactingthehome.
WEBSITEMARKETINGSTRATEGY
Vintagewillusebasicmarketingstrategiesforthewebsite,including:
!
!

SearchEngineOptimizationand
ListingsonOnlineResidentialCareDirectories

24|P a g e

CONFIDENTIAL

OPERATIONSPLAN
LOCATION
VintageHome&ResidentialCareislocatedat415MerlotDrive,Bonita,California91902.Thebusinesss
directcompetitorswillbelocatedinBonita,whileitsindirectcompetitorswillbespreadthroughoutthe
GreaterSanDiegoarea.WhileVintageslocationisidealforcurrentBonitaresidents,itiscentrally
locatedandeasilyaccessiblebyallofSanDiego.Theventurewillmakepurchasesindiscountstoresin
theBonitaareaandwillhirequalifiedstafffromaroundSanDiego.
Vintagecurrentlypays$3,100permonthforrent.Adetailedfloormapoftheresidencyisattachedin
theAppendix.
LICENSESANDPERMITS
LicensingandpermitstoallowVintagetooperatewillbecompletedasneeded.Beforeofficially
openingforbusiness,thefacilityVintagewillhavecompletedthefollowing:
!
!

AdministratorCertification
FacilityLicensing

!
!

PreInspectionFireMarshall
BusinessLicense

PROPERTYOWNERSHIP/LEASETERMS
VintageHome&ResidentialCareisownedandoperatedbyAliceSmith.
OPERATIONALPROCEDURES
VintageHome&ResidentialCareisaresidentialhomethatprovidesassistedlivingcaretosenioradults
throughqualitytrainedstaff.Thecompanyhasuniqueadvantagesthatothercompetitorsdonotwith
itssmall,tightknitcommunityandoutdoorpoolwhereresidentscanexercisewithoutworryingabout
injury.TheseserviceswillbemonitoredinternallybyFounder,AliceSmith.
Theresidentialhomeencouragesitsclienteletoparticipateindaytimeprogramsandactivities.Ifthe
residentisunabletoparticipateorchoosesnotto,astaffpersonwillbewiththemandtheymayenjoy
otheractivitiesasschedule.Activitieswillbechosenbythestaffwithinputfromtheresidentsandmay
includereading,listeningtomusic,walksandfieldtripstomoviesandrestaurants.
Residentsmaystayinaprivateorsharedroom,withnomorethantwopeopleinaroomatatime.The
maximumcapacityforVintageissixresidents,andeachindividualgetshisorherownbedunlessthey
haveasignificantotherinthehome.Residentswillalsobeprovidedwithfurniture,cleanlinens,and
toiletries.
Laundrywillbeperformedforallresidentsonceaweek.Tenantshavetheoptionofcleaningtheirown
personalclothingiftheydesire,andwillbesuppliedwithallthenecessarycleaningsupplies.Residents

25|P a g e

CONFIDENTIAL

willbeencouragedtocleantheirownrooms,butiftheyareunabletoordonotwanttodoso,staff
memberswillcleanasnecessary.
Foodwillbeprovidedtoresidentsthreetimesadaywithnomorethan15hoursbetweenthelastmeal
ofthedayandthefirstmealofthenext.Menusarewrittenatleastoneweekinadvanceandmealsare
preparedandserved.
Everyoccupanthasaccesstoatelephonethattheymayuseatanytimeforareasonabletimelimit.
Longdistancecallsarechargedtotheresidentsbill.Deaf,hearingimpaired,andotherimpaired
individualsareentitledtothenecessaryequipmentneededtomakephonecalls.
Thereshallbeatleastonepersoncapableofandresponsibleforcommunicatingwithemergency
personnelinthefacilityatalltimes.Emergencyinformationofeachresidentwillbeavailableata
momentsnoticeincaseanemergencyshouldoccur.Staffwillprovidetransportationifresidentsneed
medicalattentionandcall911iftherearelifethreateningsituations.
Medicationswillbestoredandlockedinonelocationthatisnotaccessibletoanyoneexceptdirectstaff.
Allcontainerswillhaveidentifyinglabelsandnooneexceptdispensingpharmacistsshallalterthese
labels.Directcarestaffwillmakesurethateachresidentwillreceivethenecessarymedicationatthe
prescribedtimes.
Transportationwillbeprovidedtoandfrommedicalanddentalappointments,toemergencycare
facilities,fromdayprogramsincaseofillness,andtoandfromfacilityactivities.Onlydirectstaffwithan
approvedlicenseandliabilityinsurancemaydrivecompanyvehicles,whichmustbesafeandregistered
withthestate.
Vintagewillnotrejectanyapplicantsbasedonrace,religion,sexornationalorigin.Afterapplicants
answerafewphonequestions,theadministratorwilldecideifthepotentialresidentisfittomovein.
Vintageshallnotacceptorretainthosewithcertainillnessesorthosewhoseneedsconflictwiththose
ofotherresidents.Also,thecompanymaydischargeresidentsthatbecomeviolent,noncomplacent,or
develophealthproblemsthatthestaffcannotlegallytreat.
Familymembers,friends,andothersinvolvedwitharesidentslifeareencouragedtovisitduringnon
sleepinghours.Ifvisitorschoosetovisitduringscheduledactivities,suchashygiene,thevisitormaystay
aslongasheorshedoesnotinterrupt.
EQUIPMENT
VintagewillberemodelingabathroomandinstallingnewbathroomamenitiesinordertomeetADL
compliance.Eachroomwillbefurnishedwithbedroomfurnitureandlinenstomeetlicensing
requirements.

26|P a g e

CONFIDENTIAL

PURCHASINGPOLICIES
AliceSmithwillberesponsibleforbudgetingandpurchasingforVintage.Anypurchasesforfood,
supplies,andupkeepoftheresidentialassistedlivinghomewillbefirstapprovedbyAliceSmith.
Protocolwillincludeaninventorylistandreview,whichwillbeapprovedonaweeklybasis.Operational
purchaseswillbemadeatlocaldiscountstoresandwillinclude,butarenotlimitedtofood,linens,and
toiletries.
QUALITYCONTROLMEASURES
Vintageensuresthatallresidentswillreceivetheupmostqualityofservice.Eachcarestaffwillbe
effectivelytrainedandwillhaveanoperationalmanualwithofficialpoliciestoguaranteeaconsistent
highstandardofservice.
Freshfoods,meat,milk,bread,vegetablesandfruitwillbeavailableforresidentsandforpreparationof
eachmeal.Cannedanddryfoodwillalsobeavailableforcookingandemergencies.
STAFFINGANDTRAINING
StaffingforVintagewillbeasfollows:Allpersonnelshallbeingoodhealthandbephysicallyand
mentallycapableofperformingassignedtasks(verifiedwithahealthscreeningpriortoemployment).
Candidateswillalsohaveabackgroundcheckpriortohiring.Necessaryeducationandexperience
requiredforthepositionwillbeverifiedbyphonebackgroundchecks,lettersofrecommendation,and
certificates.PersonnelwillhavetoreviewandsignNoticeEmployeeRights(LIC9052)atthetimeof
employment.Thefirst90daysofemploymentisconsideredaprobationaryperiodattheendofwhicha
performancereviewwillbeconductedtodeterminecontinuedemployment.
Aftertheirfirstyearofemployment,employeeswillhaveanannualperformancereview.
Employeeswillreceivewrittenwarningsforperformancediscrepancies.Afterthethirdwarning,
Employmentwillbeterminated.
Newstaffwillbegivenatleasttenhoursoftrainingwithinthefirstfourweeksofemployment.The
trainingwillbeconductedonthejob,inaclassroomsetting,oracombinationofthetwo.Thistraining
shallinclude,butisnotlimitedto,theimportanceandtechniquesofpersonalcareservicesincluding
bathing,grooming,dressing,feeding,toileting,anduniversalprecautions.
Personnelprovidingthetrainingwillhavebothafouryearcollegedegreeorprofessionaldegreeand
twoyearsofexperienceinanarearelevanttocaringfortheneedsoftheelderly.Theywillbelicensed
toworkasahealthcareproviderinCalifornia.
Aftertraining,dutieswillbereviewedandsupportedbyawellorganizedanddetailedtrainingmanual.

27|P a g e

CONFIDENTIAL

ORGANIZATIONALCHART

CEO
AliceSmith

RCFEAdministrator

CFO

CMO

AliceSmith

SalesManager
AssistantRCFE
Administrator

Caregiver

Nutrionist/Cook

Medicine
Administrator

28|P a g e

CONFIDENTIAL

MANAGEMENTTEAM
KEYMANAGEMENT
ThelicenseeandRCFEAdministratorroleisheldbyAliceSmithtomanagebusinessoperations.Nita
HodgeswillfilltherolesofAssistantRCFEAdministratorandNutritionist.

CEO/RCFEAdministratorAliceSmith
BOARDOFADVISORS
Thefollowingpositionswillbepartoftheboardofadvisors.
TomDurranceBusinessOwner
KatySchenebergMedicalAdministrator
NurseUnknown
LawyerUnknown
AccountantUnknown
BOARDOFDIRECTORS
NitaHodgesandRoseanneNobbswillbepartoftheBoardofDirectors.
PROFESSIONALSERVICEPROVIDERS
VintageHome&ResidentialCarewillbeusingservicesbySteveHaskins&AssociatesLawFirmlocated
inBonita.
LawFirmSteveHaskinsandAssociates
HandymanTommyZuniga
HousekeeperMaryIslans
PoolServiceAmbarPools
GroundskeeperPedroMorales

29|P a g e

CONFIDENTIAL

FINANCIALPLAN
FINANCIALSUMMARY
VintageHome&ResidentialCaredependsonoccupancyinordertobeprofitable.Totalcostsoutweigh
totalrevenueifthereareonlythreeseniorsoccupyingthefacility.Allsalesandmarketinggoalsare
focusedongettingthefacilitytoitshighestpossibleoccupancylevel.VintageHomehastwobeds
availableatthistimeduetocurrentlivingconditions.Asofrightnow,FounderandCEOAliceSmithlives
inoneofthe2bedrooms,whileherauntlivesinanother.ThislimitsVintagescapacitytothreetotal
guestsforthefirstyearofoperation.Inyeartwo,Vintagewillbepositionedtotakeontwonewguests,
whichwillmakethebusinessprofitable.
Vintageexpectstohavesalesof$12,300permonthduringthefirstyearbasedontheassumptionthat
therewillbe3guestslivingatthefacility.Thisfigurerisesto$19,500permonthinyeartwodueto
additionof2newguests.Also,anadditional$2,000isaddedtoeachofthemonthlyfigureswhenanew
guestisadmittedtothefacilityduetoaonetimepreadmissionfee.
Totalcostsfromemployeepayrollwillbe$5,580permonthinyear1.Totalotherexpensesare$492per
monthandthesecostsincludeagroundskeeper,bookkeeper,andhandyman.Totalexpensesforthe
operationofthefacilityare$13,531permonth.
Becauseoftheslowgrowththatwilltakeplaceoverthefirsttwoyearsofoperation,Vintagewillrealize
alossof$14,028inthefirstyear.Asnewguestsmovein,profitabilityisreachedandVintagewillmakea
profitof$8,116inthesecondyear.Inyear3,Vintagesnetprofitwillincreaseto$26,776.Vintagewill
beprofitableaslongasthereisanaverageofatleast4payingguests.Thekeytoincreasingnetprofitsis
toincreasetotalcapacityforthehome.
InordertobeginoperationsatVintage,atotalcashinfusionof$45,000willbeneeded.Vintageis
seekingthesefundsintheformofanequityinvestment.VintageiscurrentlyownedentirelybyAlice
Smith.

30|P a g e

CONFIDENTIAL

STARTUPEXPENSESANDASSUMPTIONS
StartupExpenses:
Startupyear:

Startupfunding:
Initialcashinvestment(equity)
Initialloan(shortterm)
Initialloan(longterm)
Totalcashinfusion

Startupexpenses:
Landpurchase
Building(Fence)
Plantandequipment
Companyvehicles
Officefurniture
Leaseholdimprovements
Website
LogoDesign
BathroomRemodel
Officeequipment
Initialinventory
Rentdeposit
Utilitydeposits
Research&development
Otherstartupexpenses
Totalstartupexpenses

Organizationexpenses:
Legalexpenses
Accountantexpenses
Consultantexpenses
Otherorganizationexpenses
Totalorganizationexpenses

Totalorg.&startupexpenses

Assumptions
Reccurrentratios
AverageDaysReceivable
AverageDaysPayable
AverageDaysofInventory
%ofsalesincash
%ofpurchasesincash
%ofpayrollfortaxes&benefits
Shortterminterestrate
Longterminterestrate
%taxrate,federalplusstate

2011

45,000

45,000

2,500

1,500
500
27,000

31,500

31,500

31|P a g e

0
0
0
100%
100%
25%
0
0
0

3
15

3
15

3
15

3
15

3
15

3
15

3
15

3
15

2011

2012

2013

3
15

36
180

24
36
300

24
36
300

225
225

225

15.00

225

15.00

32|P a g e

Totalcostofsales

PreAdmissionFee
Totalcostofsales:
SharedRoom
PrivateRoom
Transportation
PreAdmissionFee

SharedRoom
PrivateRoom
Transportation

Unitcost($):

225

225

15.00

225

225

15.00

225

225

15.00

225

225

15.00

225

225

15.00

225

225

15.00

225

225

15.00

225

225

15.00

225

225

15.00

225

225

15.00

2,700

2,700

15.00

4,502

1
4,501

4,500

15.00

4,500

15.00

PreAdmissionFee 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00
Totalsales($):

SharedRoom
84,000
84,000
PrivateRoom
12,000
12,000
12,000
12,000
12,000
12,000
12,000
12,000
12,000
12,000
12,000
12,000 144,000 144,000 144,000
Transportation
300
300
300
300
300
300
300
300
300
300
300
300
3,600
6,000
6,000
PreAdmissionFee
2,000
2,000
4,000
4,000
0
Totalsales($)
14,300
12,300
12,300
14,300
12,300
12,300
12,300
12,300
12,300
12,300
12,300
12,300 151,600 238,000 234,000

3
15

1
1
2
2
0

3,500.00 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00
4,000.00 4,000.00 4,000.00 4,000.00 4,000.00 4,000.00 4,000.00 4,000.00 4,000.00 4,000.00 4,000.00 4,000.00 4,000.00 4,000.00 4,000.00
20.00
20.00
20.00
20.00
20.00
20.00
20.00
20.00
20.00
20.00
20.00
20.00
20.00
20.00
20.00

Unitprices($):
SharedRoom
PrivateRoom
Transportation

3
15

PreAdmissionFee

3
15

Month1 Month2 Month3 Month4 Month5 Month6 Month7 Month8 Month9 Month10 Month11 Month12

Unitsales(units):
SharedRoom
PrivateRoom
Transportation

Sales

SALES

CONFIDENTIAL

Mo.3

Mo.4

Mo.5

Mo.6

Mo.7

Mo.8

Mo.9

Mo.10 Mo.11

Mo.12 2011

2012
$19,200
$14,400
$26,280
$26,280
$23,360
$109,520
5
$109,520

2013
$19,200
$14,400
$17,280
$17,280
$23,360
$91,520
5
$91,520

33|P a g e

$1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $14,400
$2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $26,280
$2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $2,190 $26,280

$5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $66,960 $109,520 $91,520

Mo.2

Totalpayrollexp

Mo.1

$5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $66,960
3
3
3
3
3
3
3
3
3
3
3
3
3
$5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $5,580 $66,960

Personnel
Administrator
AsstAdmin/DirectCare
DirectCare1stShift
DirectCare2ndShift
OvernightStaff
Subtotal
TotalHeadcount
Totalpayroll

PERSONNEL

CONFIDENTIAL

34|P a g e

P&L
Sales($)
Costofsales
Material($)
Totalcostofsales
Grossprofit($)
Operatingexpenses($)
MarketingandAdvertisingExp.
MarketingStrategiesBudget($)
TotalMarketingandAdv.Exp.
GeneralandAdmin.Exp.
AdministrationPayroll($)
MerchantServices($)
LaundryandDryCleaning
RecreationalActivities
Rent($)
AutoExpenses
Utilities($)
Telephone($)
Insurance($)
HouseholdSupplies($)
OffceSupplies($)
MedicalandFirstAid($)
Food($)
Linens($)
RepairandMaintenance($)
LicensingandMembershipFees($)
TotalGeneralandAdmin.Ex
Otherexpenses
Bookkeeper($)
Groundskeeper($)
Handyman($)
TotalOtherexpenses($)
Totalexpenses($)
Profit($)
InterestexpensesShortTerm
InterestexpensesLongTerm
Taxes($)
Netprofit($)

Mo.2
12,300

225
225
12,075

10
10

6,975
504
75
150
3,100
300
250
200
300
50
50
50
750
75
150
50
13029

$41.67
$200.00
$250.00
$492
$13,531
$1,456
$0
$0
$0
$1,456

Mo.1

14,300

225
225
14,075

210
210

6,975
584
75
150
3,100
300
250
200
300
50
50
50
750
75
150
50
13109

$41.67
$200.00
$250.00
$492
$13,811
$264
$0
$0
$0
$264

PROFITANDLOSSSTATEMENT

CONFIDENTIAL

Mo.3
12,300

225
225
12,075

10
10

6,975
504
75
150
3,100
300
250
200
300
50
50
50
750
75
150
50
13029

42
200
250
492
13531
1456
0
0
0
1456

14,300

225
225
14,075

10
10

6,975
584
75
150
3,100
300
250
200
300
50
50
50
750
75
150
50
13109

42
200
250
492
13611
464
0
0
0
464

Mo.4

Mo.5
12,300

225
225
12,075

10
10

6,975
504
75
150
3,100
300
250
200
300
50
50
50
750
75
150
50
13029

42
200
250
492
13531
1456
0
0
0
1456

Mo.6
12,300

225
225
12,075

10
10

6,975
504
75
150
3,100
300
250
200
300
50
50
50
750
75
150
50
13029

42
200
250
492
13531
1456
0
0
0
1456

Mo.7
12,300

225
225
12,075

210
210

6,975
504
75
150
3,100
300
250
200
300
50
50
50
750
75
150
50
13029

42
200
250
492
13731
1656
0
0
0
1656

Mo.8
12,300

225
225
12,075

10
10

6,975
504
75
150
3,100
300
250
200
300
50
50
50
750
75
150
50
13029

42
200
250
492
13531
1456
0
0
0
1456

Mo.9
12,300

225
225
12,075

10
10

6,975
504
75
150
3,100
300
250
200
300
50
50
50
750
75
150
50
13029

42
200
250
492
13531
1456
0
0
0
1456

12,300

225
225
12,075

10
10

6,975
504
75
150
3,100
300
250
200
300
50
50
50
750
75
150
50
13029

42
200
250
492
13531
1456
0
0
0
1456

Mo.10

12,300

225
225
12,075

10
10

6,975
504
75
150
3,100
300
250
200
300
50
50
50
750
75
150
50
13029

42
200
250
492
13531
1456
0
0
0
1456

Mo.11

Mo.12
12,300

225
225
12,075

10
10

6,975
504
75
150
3,100
300
250
200
300
50
50
50
750
75
150
50
13029

42
200
250
492
13531
1456
0
0
0
1456

2011
151,600

2,700
2,700
148,900

620
620

83,700
6,208
900
1,800
37,200
3600
3000
2400
3600
600
600
600
9000
900
1800
600
156508

500
2400
3000
5900
163028
14028
0
0
0
14028

2012
238,000

4,500
4,500
233,500

620
620

136,900
9,532
900
1,800
37,200
3600
3000
2400
3600
600
600
600
15000
900
1800
600
219032

500
2400
3000
5900
225552
8116
0
0
0
8116

2013
234,000

4,500
4,500
229,500

620
620

114,400
9,372
900
1,800
37,200
3600
3000
2400
3600
600
600
600
15000
900
1800
600
196372

500
2400
3000
5900
202892
26776
0
0
0
26776

35|P a g e

CashFlow
Beginningcash
Cashin:
Netprofit
Depreciation&amort.
Changeinacctspayable
Currentborrowing
Longtermborrowing
Increaseotherliabilities
Capitalinput
Totalcashin

Cashout:
ChangeinA/R
Changeininventory
ChangeotherSTassets
Capitalexpenditures
Loanrepayment(ST)
Loanrepayment(LT)
Dividends
Ownerwithdrawal
Totalcashout
Netcashflow
Cashbalance

CASHFLOW

Mo.3
12,309

(1,456)

Mo.4
10,853

464

264
(1,456) (1,456) 464

264
(1,456) (1,456) 464
13,764 12,309 10,853 11,317

Mo.1
Mo.2
13,500 13,764

264
(1,456)

CONFIDENTIAL

Mo.5
11,317

(1,456)

(1,456)

(1,456)
9,862

Mo.6
9,862

(1,456)

(1,456)

(1,456)
8,406

Mo.7
8,406

(1,656)

(1,656)

(1,656)
6,750

Mo.8
6,750

(1,456)

(1,456)

(1,456)
5,295

Mo.11
2,383

(1,456)

(1,456) (1,456)
(1,456)

(1,456) (1,456)
(1,456)
3,839
2,383
928

Mo.9
Mo.10
5,295
3,839

(1,456) (1,456)

Mo.12
928

(1,456)

(1,456)

(1,456)
(528)

2011
13,500

(14,028)

(14,028)

(14,028)
(528)

2012
(528)

8,116

8,116

8,116
7,588

2013
7,588

26,776

26,776

26,776
34,364

TotalLiabilitiesandEquity

36|P a g e

45,264 43,809 42,353 42,817 41,362 39,906 38,250 36,795 35,339 33,883 32,428 30,972 30,972 39,088 65,864

BalanceSheet
Mo.1 Mo.2 Mo.3 Mo.4 Mo.5 Mo.6 Mo.7 Mo.8 Mo.9 Mo.10 Mo.11 Mo.12 2011
2012 2013
Currentassets:

Cash
13,764 12,309 10,853 11,317 9,862 8,406 6,750 5,295 3,839 2,383 928
(528)
(528) 7,588 34,364
AccountsReceivable

Inventory

Deposits

TotalCurrentAssets
13,764 12,309 10,853 11,317 9,862 8,406 6,750 5,295 3,839 2,383 928
(528)
(528) 7,588 34,364
FixedAssets

CapitalAssets
31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500
Lessaccumulateddepreciation
BookValue
31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500 31,500
OtherAssets

TotalAssets
45,264 43,809 42,353 42,817 41,362 39,906 38,250 36,795 35,339 33,883 32,428 30,972 30,972 39,088 65,864
CurrentLiabilities

AccountsPayable

ShorttermNotes

OtherShortTermLiabilities

TotalCurrentLiabilities

LongtermLiabilities

TotalLiabilities

BeginningCapital
45,000 45,000 45,000 45,000 45,000 45,000 45,000 45,000 45,000 45,000 45,000 45,000 45,000 45,000 45,000
Profitor(Loss)
264
(1,191) (2,647) (2,183) (3,638) (5,094) (6,750) (8,205) (9,661) (11,117) (12,572) (14,028) (14,028) (5,912) 20,864
Owner'sWithdrawal

CapitalEndofPeriod
45,264 43,809 42,353 42,817 41,362 39,906 38,250 36,795 35,339 33,883 32,428 30,972 30,972 39,088 65,864

BALANCESHEET

CONFIDENTIAL

CONFIDENTIAL

APPENDICES
FLOORPLANS

37|P a g e

CONFIDENTIAL

38|P a g e