Executive Summary

Home to Home Healthcare Services is a standard and certified healthcare service provider that
will be located in Chitwan, the Bagmati Province of Nepal and will cover other territory such as
Gaidakot, Devghat etc.We choose to operate in these cities because we know that our services
will be in high demand due to the growing numbers of the children, aging population in these
areas. Home to Home Healthcare Services offer health care services such as preventive, curative,
promotional, rehabilitative healthcare / medical services in a systematic way to individuals,
families or communities.

We are well trained and equipped to service the market segments that require only home-based
services. We are in the home healthcare services business to deliver excellent healthcare services
to all those who will utilize our services.

We will also ensure that in the line of carrying out our duty, we comply with the laws and health
regulations in Nepal. Our employees are well trained and qualified to handle the wide range of
home health care services.

Home to Home Healthcare Services will operate a 24 hours 7 days a week healthcare service; our
office facility will be opened round the clock to attend to clients. We have a standard medical
call center that is manned by trained health workers.

Our work force is going to be well trained to operate within the framework of our organization’s
corporate culture and also to meet the needs of all our customers. Home to Home Healthcare
Services will ensure that all our patients cum customers are given first class treatment whenever
they visit our store. We have a software that will enable us manage a one on one relationship
with our customers no matter how large the numbers of our customers’ base grows.

BUSINESS CANVAS MODEL

On the basis of the theoretical framework as suggested by Osterwalder & Pigneur (2009), the
detailed component of the business canvas model particularly in the perspective of health service
management is discussed below.
 Partners Key Activities Value Proportions Customer Customer
Relation Segment

Key Resources Customer

Channels

Cost Structure Revenue Model

Figure 1.7 Business Canvas Model

The components of BMC are marked in different colours in the figure 1.7. There are nine
components of a BMC model. Those are discussed in detailed below in the context of healthcare
business:

(1) Value Proposition

Value proposition refers to the services and resulting benefitted provided to health
consumers by the care providers. It deals with certain things such as patient satisfaction,
service quality, patient safety, quality management etc. In other words, what the care
providers are offering is captured in value proposition. In case of value-based health care,
value is measured per patient over a full cycle of care. Output, Outcome and Benefit are
the three building blocks of value proposition. Porter (2010) depicted that the value
created for the patient in a health care system should benefit all other actor of the system.
(2) Customer Segment
Customer segment in health care BMC is defined as the type/group of customers those
could be involved in the system. It actually means dividing entity into manageable sub
units. Segmentation may take place by need (urgency, severity, trauma, body function)
population characteristics (maternal and infant health, chronic condition, disability etc),
focused hospitals (Military hospital, Trauma clinic, eye clinic, dental clinic etc.).
(3) Customer Relation
Customer Relation means the relationship exists between care receivers and care
providers. Patient choice is at the core of this relationship in case of health care BMC.
Customer relationship in case of health care, vary from service to service. In our context
of home care for elderly, the customer relationship may be long term. On the other hand,
for any acute treatment the relationship may be of a daylong or few more days. Customer
relationship also depends on the integration, coordination and process efficiency on part
of the health care providers.

(4) Customer Channel

The customer channel refers to the medium through which the care provider provides services
and maintains relationship with the existing patients (customers) as well as develops new
customer relationship. This is a component which has a provision to use digital technology
extensively. In case of present study, the use of digital medium to continuously monitor elderly
in their homes is of outmost importance. Moreover, regional networks play a major role in health
care distribution channel.

(5) Revenue Model

Revenue model is based on willingness-to-pay principle of health care consumers. Moreover, the
potential sources of generating continuous flow of revenue by service providers/ entrepreneur is
also discussed in this section. In terms of economics, revenue is cost plus profit. In case of health
care business model, some key aspects of generating revenue are fixed allocation (monthly
salary), Fee-for-Service (pay-per-procedure), Fee-for-episode (disease related services), Fee-for-
membership (capitation), access fee etc. So revenue generation will depend on type of services
provided. Higher the use of technology, lower the cost of producing services and higher the
revenue generation. These five elements constitute right-hand side of the business model. These
elements are attributed to generate revenue from the business. The left hand side elements
(discussed below) are however regarded as cost-generating component of business.

(6) Key activities

These are the major activities through which the business firm generates value to the customer.
In case of health care, key activities are defined as coordination of various service processes
which identifies actors of the systems, resources, bottlenecks etc. Key activities in health
delivery system may vary widely from appointment management, respond to call, counselling to
regular monitoring and therapies, care plan adjustment, follow-up service, encouragement etc.

(7) Key Resources

Key resources are most important assets required to produce and provide services to customers.
Every resource has a capacity that may be utilized properly. Resources can be both tangible
(physical, financial) and intangible (human, financial, intellectual). For health care delivery,
physical resources may be hospital building, surgical equipment’s, day care clinic etc. Human
resources may be doctors, nurses, skilled medical staffs etc. Apart from these multi skilled teams,
rapid access, prompt clinical decision making, experience may be considered as intellectual key
resources of the business.

(8) Key Partners Key partners are those who supply necessary materials and services required for
smooth running of the business. If health care is considered as a network then there are three
levels of key partners – Macro-level (National Health System), Meso-level (regional supply
networks of required medical products/ supply chain for physical goods)) and Micro-level
(operations management and processes). Partnership is the key element in this context.
(9) Cost Structure

Cost incurred due to buying physical materials, establishing plant, paying for human resources
and other avenues are listed under this sub-head.

Our Business Structure

Home to Home Healthcare Services is a business that will be built on a solid foundation. From
the outset, we have decided to recruit only qualified professionals (physicians, nurses, nurse’s
aides, mental health counselors, medication management counselors, physical therapists, county
aging workers, and rehabilitation counselors, and home caregivers) to man various job positions
in our organization.

We are quite aware of the rules and regulations governing the health care industry which is why
we decided to recruit only well experienced and qualified employees as foundational staff of the
organization. We hope to leverage on their expertise to build our business brand to be well
accepted in Chitwan.

When hiring, we will look out for applicants that are not just qualified and experienced, but
honest, customer centric and are ready to work to help us build a prosperous business that will
benefit all the stake holders (the owners, workforce, and customers).

As a matter of fact, profit-sharing arrangement will be made available to all our management
staff and it will be based on their performance for a period of five years or more. These are the
positions that will be available at Home to Home Healthcare Services;

 Chief Medical Director / Chief Executive Officer

 Physicians / Chiropractors / Medication Management Counselors / Physical Therapists
 Pharmacist
 Nurses / Nurse’s Aides / Mental Health counselors
 Information Technologist (Contract)
 Home Caregivers /County Aging Workers / Rehabilitation Counselors
 Sales Agent
 Cashier (Counter Agent).
 Cleaners
Job Roles and Responsibilities

Chief Medical Director / Chief Executive Officer:

 Responsible for providing direction for the business

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

Physicians / Medication Management Counselors / Physical Therapists

 Responsible for providing professional medical services to our patients

 Responsible for offering occupational, physical, and speech therapy
 Responsible for handling medical emergencies

Pharmacist:

 Responsible for managing the daily activities in the company (dispensary store)
 providing advice about health issues, symptoms and medications in response to customer
enquiries
 Responsible for recruiting, training and managing staff
 Responsible for processing prescriptions and dispensing medication
 Responsible for ordering, selling and controlling medicines and other stock
 Responsible for meeting medical representatives
 Responsible for managing the organizations’ budgets
 Responsible for keeping statistical and financial records
  Responsible for preparing publicity materials and displays
 Handle marketing services
 Interfaces with third – party providers (vendors)
 Handle any other duty as assigned by the CEO

Nurses / Nurse’s Aides / Mental Health Counselors

 Responsible for managing our patients in their various houses

 Handles personal injury case management
 Responsible for offering home medication management services

Sales Agents

 Manage external research and coordinate all the internal sources of information to retain
the organizations’ best customers and attract new ones
 Model demographic information as it relates to those who need our services
 Source for clients for the company
 Responsible for promoting the company’s image
 Responsible for creating marketing and sales strategies, etc.
 Represents the organization in some strategic business meetings
 Handle any other duty as assigned by the floor manager (Pharmacist)

Information Technologist

 Manage the organization website

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

 Receives payments on behalf of the organization

 Issues receipt to customers
 Prepare financial report at the end of every working week
 Handles financial transaction on behalf of the company
 Interfaces with our bankers
 Responsible for payment of tax, levies and utility bills
 Handles any other duty as assigned by the office

Cleaners:

 Responsible for cleaning the store facility at all times

 Ensure that toiletries and supplies don’t run out of stock
 Cleans both the interior and exterior of the office facility
 Handle any other duty as assigned by the office manager