ASSIGNMENT 5: VALIDATION CONCLUSIONS

The objective of this Assignment is to summarize your findings from your Validation process based on
Assignments 2, 3, & 4. This worksheet will help you summarize information needed for:

BUSINESS PLAN – ADDENDUM section

1. Competitor Analysis Conclusions

Name of direct competitor per segment: Nearby clinics such as Mckenzie Chiropractic and
Chapparal Chiropractic and Wellness

Products/services offered per segment: Chiropractic, massage therapy, acupuncture, ART, and
shockwave

Competitors’ pricing per segment: $120 for initial assessment and $45 for subsequent visits

Your Competitive Advantage/s: Family- and wellness-oriented

Your UVP: Working with newborns to the elderly with a main focus on acute and chronic pain care
and overall wellness within the community

2. Validation Interview Conclusions

Number of interviews conducted: 15

Top 3 Problems per segment:

- Neuromusculoskeletal focus
- Ergonomic assessment and advice
- Individualized approaches
- Multi-modal approach towards care
- Wellness-oriented
- Being able to treat newborns
- Interested in using chiropractic as a way to deal with pain

Top 3 Solutions per segment:

- Coverage by health plan benefits
- Multi-modal and individualized approach toward each patient
- SMT focus
- Ergonomic assessment (in office and at work)
- Co-management with massage therapist, acupuncture provider, and
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 physiotherapist/kinesiologist
- Non-invasive, non-surgical, and drug-free
- Modalities such as TENS, IFC, and perhaps shockwave

Price range per segment:

- $45-80/appointment
- $100 if shockwave is provided

3. Location Analysis Conclusions

1. Will you rent a room, lease space or buy a location?

I will be leasing an office space in an upcoming shopping plaza in Auburn Bay on a

5-10 year term

2. What area will you start your business in? Will you potentially look at a few locations,
at least 3 before you decide the best location?

I will be starting my business in Auburn Bay, a family-oriented community in SE

Calgary. I looked at other locations in communities such as Midnapore and
Sundance, but there was already quite a big market for chiropractors in those areas.
Not to say that a relationship can’t be made with these existing chiropractors to
create a referral source. However, it might be more beneficial to cater chiropractic in
a community so that people don’t have to travel quite far to receive the care that they
need.

3. Does the location support your customer segments? Does the location support the
following:
Customer Segment 1: The location works well for this customer segment because there is
ample parking available in the plaza, it can be reached by bus, and there is seldom any
traffic in the area.
Customer Segment 2: This customer works at the South Health Campus hospital in Auburn
Bay and therefore, the proximity in conjunction with the busyness of her work will allow her
the freedom to find times for appointments.
Other possible segments: I believe that this location will be able to offer most of what
customers are looking for.

4. In relation to the area you want to locate in, what are your discoveries about the following?
Demographics: gender, age, income, marital status, family, education, specific location
Demographic information for Auburn Bay includes
- 5596 males and 5531 females with the greatest proportion of people being between the
ages of 25-44
- There were 5295 people living as a family with 620 living alone, many of which are
married
- 73%% of people had at least an undergraduate degree and were currently employed
with said degree. Of those people, 18% had a masters or doctorate level degree.
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 - Out of the total people living in Auburn Bay, only 290 were considered low income with
the remainder sitting in the moderate to high income.
Traffic Flow: As a new community in the suburbs, traffic exiting and entering the community
has never been an issue
Parking: With the exception of the side roads near the hospital, parking is ample, especially
in the shopping plaza where the office will be located
Zoning: N/A
Taxes: $500/month
Insurance: $800-$1000/month
Lease clauses if applicable: N/A
5. What is your initial price range of your proposed location per month/year?
~$2200/month

6. Do you require leasehold improvements? If so what type of work do you envision needs
done?
At the moment, nothing needs to be improved. All the rooms are already set up and all that
would need to be done is furnishing the office with the essentials.

7. Do you have to buy, lease any equipment for the location?

All the necessary equipment will be bought and provided by myself

8. Will you be able to use existing equipment on site? Any initial costs that you know about
you can estimate that and add this to your start-up cost$?
No, it’s a new office

9. Other observations and requirements