Contents

Executive Summary .................................................................................................................................. 2

Section 1: Introduction .............................................................................................................................. 4
1.2 Company Information ........................................................................................................................ 5
Goals........................................................................................................................................................ 6
1.4 Business Opportunity ....................................................................................................................... 10
Porter 5 Forces ...................................................................................................................................... 15
1.5 Business Concepts............................................................................................................................. 19
Section 2: Feasibility Analysis ................................................................................................................. 21
2.1.2 Market Research Results ................................................................................................................. 22
2.1.3 Competitor Analysis ........................................................................................................................ 32
2.1.4 Market Acceptance and Value Proposition ....................................................................................... 33
2.2 The Product/Service Feasibility ........................................................................................................ 35
2.2.2 Service Trial ................................................................................................................................... 42
2.2.3 Product Features & Benefits ........................................................................................................... 42
2.2.4 Buyers’ Experience ......................................................................................................................... 46
2.2.5 Distribution and Pricing ................................................................................................................ 46
2.2.6 Product Maintenance ..................................................................................................................... 48
2.2.7 Product Life Cycle ......................................................................................................................... 49
2.2.8 Competitive Positioning ................................................................................................................. 49
2.3 Organizational Feasibility ................................................................................................................. 50
Business Model ...................................................................................................................................... 53
Operating Assets and Network Requirements: .......................................................................................... 55
Production Level ..................................................................................................................................... 56
Process Efficiency for transportation Service ......................................................................................... 57
2.3.2 Human Resources Requirements ................................................................................................... 58
Logistics ................................................................................................................................................. 60
2.4 Financial Feasibility ......................................................................................................................... 63
Financial Requirements & Economic Gain ............................................................................................. 67
Profit & Loss.......................................................................................................................................... 69
2.5 Investment Potential ......................................................................................................................... 72
2.5. Return on Investment ...................................................................................................................... 73
Section 3: Summary/ Conclusion ............................................................................................................ 74
Appendix .............................................................................................................................................. 76
References.............................................................................................................................................. 78

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Executive Summary
Elder Care Concierge Service is an assisted support service designed to help improve the
health, independence and quality of life for all elderly persons. The idea for this venture was
birthed after careful observation of the elderly among our various communities as well as those
we interact with on a daily basis. One commonality we recognized was the number of
challenges many face on a daily basis due to their age, lack of mobility or medical condition.
According to the Ministry of Social Development, Trinidad and Tobago has an ageing
population, meaning more persons are expected to live over the age of sixty, an age where not
only mobility tends to be a common struggle but also varying non communicable diseases
among the elderly seem to be prevalent. Unfortunately, due to this many are unable to do
simple everyday tasks; they once could have and are now solely dependent on a relative, family
friend or in some cases a nursing home for assistance in order to get through their day.
Healthcare provision within nursing homes and assisted living facilities have been on the
decline, and under scrutiny by those in authority. Media reports highlight cases of illegal
business operations and as well abuse among the elderly. We believe this is an opportunity to
provide an innovative service that can meet the needs of those who are most vulnerable.

This report was created to show the validity of this business idea and whether there is a demand
for it in the local market. We first conducted a market research and the data analysis revealed
69.8% of our respondents’ encounter challenges while performing their daily activities. Further
results show they depend on their children for assistance while others have no one to assist
them. Overall, 95.1% stated they prefer to have an in-home caretaker that is certified. With an
overwhelming demand like this, ECCS plans to offer a comprehensive list of services within
the healthcare industry ideal to meet the needs of the elderly, one that will not only allow the
elderly to live independently and maintain their dignity but also assist with their overall well-
being and quality of life. Our services will include Transportation Services, In Home Care, a
Tele doctor service and a panic button alarm for emergency cases.

This proposal also discusses the skills, qualifications, competencies and management
capabilities required to successfully launch and operate the business. Our goal is to target
customers in the North & East/ West corridor in the first instance, then expand our operations
to Central and Tobago. With an equal capital investment of $250,000 from all partners
($750,000 sum total) we forecast to make a return on investment of $2,453,013.80 and an
estimated net profits of $12,368,825 after 5 years of operation. We tremendously believe this

2
is an invaluable opportunity to create a service that will foster growth and sustainability
towards improved health, independence and overall well- being of all elderly people in our
country.

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Section 1: Introduction

1.1 Idea Summary

The business idea for Elder Care Concierge Service was birthed after careful
observation of many senior citizens from various communities. The commonality recognized
was, there are many senior citizens who face a number of challenges on a daily basis while
conducting their activities. As well, through group discussions we shared our own personal
experiences taking care of the elderly, whether a family member or friend of the family and
expressed some of the challenges encountered when assisting them. As a vulnerable group, the
type of support needed differs from person to person. For some, medical care and attention is
required, while for others they require someone to help with activities around the home or
outside of the home or simply someone around as companionship.

Most times, the elderly can be seen by themselves at the bank, clinics or doctor’s office,
government offices, supermarkets or even at home struggling to perform tasks they once could
have at a younger age. Unfortunately this occurs because their relatives are unavailable due to
work or prior engagements or because the elder lives alone. This prompted the group to conduct
further research into this market which revealed that our country has an ageing population,
meaning more persons are expected to live over the age of sixty. A critical age, where mobility
tends to be a common struggle for many, due to their frail health. In some cases, they are taken
to a home for the aged, willing or unwillingly, where exorbitant prices are paid. While others
are cared for at home by untrained or sometimes trained professionals. However, not all their
needs are met.

We see this as a good market opportunity to provide an innovative and comprehensive

service that can potentially meet all the needs of our elderly community. A service that allows
seniors to thrive and enjoy life independently despite their age, lack of mobility or medical
condition. Along with our individual experiences while taking care of the elderly and the
knowledge and skills obtained from pursuing our BBA in Management and Entrepreneurship
we believe we are capable of creating a service that can help improve the health care system of
our country, thus making it more sustainable.

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1.2 Company Information

Elder Care Concierge Service is a small startup company registered as a Partnership Business.
We are a health care company that provides assistance support services to the elderly who may
experience challenges doing their daily activities because of their age, lack of mobility or
sickness. Our comprehensive list of services will be offered via our website, social media page
as well as through traditional advertising mediums such as television, radio and the daily
newspaper. Our hours of operation are Monday to Sunday 7am to 7pm. ECCS strives to impact
the lives of the elderly community by helping them live comfortable, independent lives for as
long as possible.

1.3 Business Goals & Objectives

Our Mission

We are committed to providing exceptional care to the elderly by delivering services that will
allow our clients to thrive and live independently.

Vision Statement

To be an agent of change in health care by improving the health, independence and quality of
life for all elderly persons.

Strategic Vision

Our strategic vision is to create a comprehensive service that will improve health care provision
as well as overall well-being among the elderly community within the next five years. This will
be done by hiring trained healthcare professionals such as geriatric nurses and caregivers who
would provide specialized care specific to our customer’s needs. Qualified doctors who would
provide virtual consultancy via computer or telephone, a panic button alarm and licensed
drivers certified in First Aid & CPR. Lastly, trained customer service agents who are patient,
knowledgeable, and efficient when interacting with our customers.

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 Goals

Year 1 Year 2 Year 3 Year 4 Year 5

Service/s Develop & Competitively Expand/ Open a Conduct R&D to Expansion to

competitively market Elder second location create new or offer business in
market Elder Care Concierge in Central to improve existing Tobago
Care Concierge Service facilitate service
Service customers south
of the island

Target Male & Females Male & Male & Females Male & Females Male & Females
Market over the age of Females over over the age of over the age of over the age of
65 the age of 65 65 65 65

Market 5% 7% 20% 25.5% 40%

Share

Location Bhagwansingh Bhagwansingh Brentwood Mall Bhagwansingh Scarborough

Legacy Centre Legacy Centre Legacy Centre

Work 16 16 31 31 43
Force
(num)

Challenges/ Barriers

1. Potential buyers are hesitant to purchase as they are unfamiliar with what a Senior
Concierge Service is.

● Implementation of aggressive marketing strategies that would promote Elder Care

Concierge Service
● Offer discounted prices for time users of the service
● Apply to TTARP to become a discount partner

2. High Fuel Prices

● Use CNG fuel vehicles

3. Failure to adequately meet the demand for Transportation Services

● Hire additional drivers.

● Outsource private car company

4. Inability to raise sufficient capital needed to start the business

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 ● Acquire an investor
● Apply to NEDCO for a grant
● Obtain additional funding from family

5. Unable to get emergency response vehicles when needed

● Hire nurses who are licensed drivers (owning a vehicle is a criteria)

● Utilize emergency contact for elderly if needed

6. Limited access to mobility aids

● Approach sponsorships to have additional aids donated

Business Management Strategies

The company will be registered as a partnership company with all owners sharing equal
ownership. We would each undertake management roles in Operations, Marketing and General
Manager in the first instance, which are areas we have gained the required knowledge and skills
from obtaining our BBA in Management and Entrepreneurship. To successfully achieve our
goals we would also outsource supporting staff for Accounting, Information Technology and
Human Resources. The other staff that will be immediately hired are as follows:

1. Dr. Martha Franklin- Surgeon & General Practitioner

Dr. Franklin has over 40 years’ experience in healthcare provision in both the public and private
sector and is also a licensed surgeon. She would be responsible for providing primary non-
emergency tele or virtual care to our customers

2. Dr. Henry Pierre- General Practitioner

Dr. Pierre has over 25 years in healthcare provision in both the public and private sector. He
would be responsible for providing primary non-emergency tele or virtual care to our
customers.

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 3. Brenda Greaves- Trained Caregiver

Experience: 10 years as a trained caregiver with the Ministry of Social Development under the
Geriatric Adolescent Partnership Programme. Ms. Greaves will be responsible for providing
assisted specialized care such as assisted shopping, pick up of prescription medication and
minor home maintenance to our customers.

4. Isha Frank- Trained Caregiver

Experience: 7 years as a trained caregiver with the Ministry of Social Development under the
Geriatric Adolescent Partnership Programme. Ms. Frank will be responsible for providing
assisted specialized care such as assisted shopping, pick up of prescription medication and
minor home maintenance to our customers.

5. Michelle Brown: Registered Nurse

Experience: 5 years as a geriatric nurse at Victoria Nursing Home. Ms. Brown will be
responsible for providing geriatric care and specialized care such as assisted shopping, pick up
of prescription medication and minor home maintenance to our customers.

6. Kelly Gonzales: Registered Nurse

Experience: 5 years in Geriatric care at Coblentz Senior Home and Health Care Service. Mrs.
Gonzales will be responsible for providing geriatric care and specialized care such as assisted
shopping, pick up of prescription medication and minor home maintenance to our customers.

7. David St Louis: Registered Nurse

Experience: 3 years in Geriatric Care at Caring Hands Home for the Elderly. Mr. St Louis will
be responsible for providing geriatric care, specialized care such as assisted shopping, pick up
of prescription medication and minor home maintenance to our customers.

8. Lloyd Best: Driver

Mr. Best is a licensed driver for over 20 years and is First Aid & CPR certified (Level 3). He
will be responsible for transporting our customers to their desired destinations and also act as
a personal concierge if needed.

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 9. Marilyn Copper : Driver

Mrs. Copper is a licensed driver for over 15 years and is First Aid certified. She will be
responsible for transporting our customers to their desired destinations and accompany them
on their errands if needed.

10. Kirk Coa: Driver

Mr. Coa has been a licensed driver for over 10 years and is First Aid certified. He will be
responsible for transporting our customers to their desired destinations and accompany them
on their errands if needed.

11. Candice Lee: Customer Service Representative

Ms. Lee has 10 years’ work experience in Sales and Customer Service and has a Bachelor
Degree in Business Administration.

12. Karen Murray: Sales Associate

Ms. Murray has 7 years of experience in Customer Service and has an Associate Degree in
Marketing.

13. Tamia Green: Sales Associate

Ms. Green has 3 years of experience in Sales and Customer Service and is a part time student
currently pursuing her BBA in Marketing.

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1.4 Business Opportunity

Pestle Analysis

Elder Care Concierge Services is part of the healthcare industry. The following PESTLE &
Porter Five Forces analysis show the company’s environmental terrain.

Political

❖ Politically Stable

The political stability of Trinidad and Tobago would have a positive impact on the business as
there are no direct influences that will hinder us from starting and operating the business within
the local market. The current laws and business regulations outlined in the healthcare industry
do not pose a threat to entrance and existence within the market.

❖ National incentives to help Entrepreneurs

The government has introduced many national incentives that can benefit and encourage
entrepreneurs to start and operate their own business. Through programs such as NEDCO’s
Loans Programme we can have access to funding up to TTD 250,000 to help start and get our
business off the ground.

❖ Senior Citizen Pension Act

This grant provides financial assistance to eligible persons over the age of 65. Since its
implementation, the government has increased the amount that can be awarded. The optimum
amount that can be received on a monthly basis is currently at $3,500.00. Thus, making it easier
for elderly persons to pay for assisted care if needed.

❖ Crackdown of unregistered businesses providing Geriatric Care

In 2018, the government reported 216 homes for the elderly were operating illegally and
without registered geriatric nurses working at the facilities. These illegitimate practices indicate
how many non-licensed nurses are taking care of the elderly. ECCS has a market opportunity
to provide a service that will pride itself in delivering competent and qualified nurses to care
for our customers.

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Economic

❖ Current Inflation Pressures

Many factors such as the implications of the Covid 19 pandemic and the Russia/ Ukraine crisis
have resulted in the economic downturn the country recently experienced. As inflation
pressure increases, and consumer purchasing power is on the decline, this may have a negative
impact on our business. At present, many consumers are more conscious of their spending and
may rethink any added expenses.

❖ Reduced Subsidy on Fuel Prices

According to the last budget reading made September 2022, fuel prices are again on the
upsurge. Both premium and gasoline prices were increased and this can have a potential
negative impact on the transportation provision of our service. With high fuel prices this will
have a direct impact on the cost offered for our service. We highly anticipate this element of
our service to be most commonly used; and with a further reduction expected on fuel subsidy
we fear customers may be hesitant to book the service in the future.

❖ Deceased lending rates by commercial banks

Another means of source of capital for Elder Care Concierge Service is to obtain funding from
one of our local creditable commercial banks. Since the banks have lowered the lending rates
to 7.44%, this makes it more affordable for businesses to borrow money. This will significantly
help ECCS if this becomes a financial option.

❖ GDP increased to 14.35%

While inflation pressures have shifted consumer consumption, economists argue that Trinidad
and Tobago economy has slightly improved with a 14.35% increase in GDP per capita
compared to 2020 to 2022. Thus indicating that the economy is doing well. This ideally will
have positive implications to our business as it indicated we are likely to attract more potential
customers thus increase profitability and potential future growth and expansion.

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Social

❖ Growing Ageing Population

Trinidad & Tobago has an ageing population. What this means is, more persons are expected
to live over the age of sixty. An age that is associated with developing various mobility and
health complications. Persons over the age of sixty five are our intended target market. Though
there are facilities which provide health care assistance, not all senior citizens can afford to
stay at a nursing home and many fear hiring persons who are untrained to care for them at
home.

❖ More Seniors willing to maintain their own independence

There is a growing concern among the elderly today, to maintain their own independence
despite their age and health. While care is sometimes needed, many elderly persons prefer to
age in the comfort of their home than in an assisted living facility or nursing home. Elder Care
Concierge Service's goal is to provide a service that can satisfy the needs of those customers
by offering assisted in home care.

❖ Increased violent attacks against the elderly

Unfortunately the elderly have become a primary target for criminal attacks. ECCS assisted in
home care can be a potential deterrent as well as make our customer feel a bit more secure
knowing they are not alone at home.

Technological

❖ Increased Social Networking use among users 50 years and older.

While social media use is most prevalent among younger age groups, older users have become
enthusiastic and familiarize themselves with a number of social media platforms to help
manage their daily communication such as news, networking, status updates, sharing links,
photos and videos. For our tech savvy customers we would utilize social media and traditional
emailing to promote and advertise our services.

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 ❖ More businesses using apps to connect doctors with patients

The healthcare industry is seeing positive changes in treatment and the service they provide
because of technological advancement. Through the use of technology businesses are now
making it more convenient for doctor/ patient interaction. Ideally this is the direction ECCS is
planning to go as we would like to prevent our customers from having to wait long hours at
hospitals and clinics to see a doctor.

❖ Improved automated processes

In our list of comprehensive services, ECCS has decided to offer a panic button feature to our
customers. Due to improved automated processes, we can be more efficient in our response to
emergencies with our customers. For instance, in the event an emergency arises, our agents
would be alerted by the notification signal transmitted to our system which would then be
automatically forwarded to an emergency response unit.

Legal

❖ 1995 Companies Act

By law once operating a business you are required to register the business to obtain a Certificate
of Registration.

❖ VAT/ NIB and BIR registration

Businesses are required by law to pay various forms of taxes such as VAT, Corporation tax,
Business Levy and Green Fund Levy. Business owners are required to register their business
at the Board of Inland Revenue in order to pay these taxes and file claims. They are also
required to register with the National Insurance Board to pay employee contributions such as
NIS and health surcharge.

❖ Registered and Trained health care professionals

Over the years there have been a number of reports of unregistered nursing homes, abuse of
the elderly and unlicensed caregivers taking care of the elderly. The government has since
imposed stiffer laws and penalties for operating these types of business and the like. As our
business is focused on improving the health care provision of the elderly, we would ensure all
our caregivers are registered geriatric nurses and our doctors are licensed physicians.

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Environmental

❖ National Environment Policy

Elder Care Concierge Service recognizes the environment as an important component of the
health and wellbeing of our elderly customers. We are cognizant that in order to achieve this
we have a responsibility to keep a clean and safe and healthy environment. As such we aim to
become a “green business” by complying with the environmental regulations of reducing
waste, preventing pollution, conserving water and energy resources with our business.

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Porter 5 Forces

1. Threats of New Entrants

This section explores how new rivals can enter the market. When new competitors may enter
easily, incumbent businesses incur the risk of losing market share. Strong entry barriers allow
incumbent enterprises to demand higher prices and better conditions. Comparative cost
benefits, resource access, size, and brand identification are entry barriers. Lastly, the geriatric
industry faces fierce competition from established players, which makes it even harder for new
entrants to gain a foothold. These barriers make it tough for new players to enter the geriatric
industry, making it a challenging sector to break into. While the Number of competitors in our
industry are low because of the full range of services we offer making the threats New entrants
are less impactful as they will need years of growth to offer and corner the market like we or
other businesses had , do the threat exist that a new competitors can enter the market if they
can source or overcome the barriers of entry and (2) competitors that offers a full range of
services to properly corner the market in the geriatric industry ,you, your product or service
should include healthcare services for the elderly, this is an essential sector of the economy
due to the ageing population. However, entering this industry is challenging due to several
barriers. The first barrier is the high cost of capital required to establish a geriatric care facility
or service. The second barrier is the strict regulatory requirements imposed by the government

15
to ensure high-quality care for the elderly population. Additionally, the geriatric industry
requires highly trained and specialized professionals, which makes it difficult for new entrants
to find qualified staff.

Diversity of competitors: is another threat that threatens the business. Industry rivalry will
intensify if competitors are strategically diverse – which means that they position themselves
differently from other competitors. As they’re a great and ever increasing population of the
elderly many choose to substitute professional services for at home care from family or
extended family members and choose to save on the cost of paid services or in our industry,
there are diverse selection competitors that often offer a single service to client population may
it be courier service , geriatric services , nursing services, so there are many dots of services
being offered without any synergies behind the many services an elder may need. The geriatric
industry is a diverse sector with a range of competitors, including hospitals, nursing homes,
home healthcare providers, and hospice care facilities. Hospitals are one of the largest
competitors in the geriatric industry, offering a wide range of services, including acute care,
rehabilitation, and long-term care. Nursing homes provide 24-hour care for the elderly with a
focus on long-term care, while home healthcare providers offer care in the patient's home.
Hospice care facilities provide end-of-life care for the elderly, with a focus on pain
management and emotional support. Additionally, there are many smaller, specialized
competitors in the geriatric industry, such as memory care facilities for patients with
Alzheimer's or dementia. The diverse range of competitors in the geriatric industry offers
patients and their families a range of options to choose from, depending on their individual
needs and preferences.

2. BARGAINING POWERS OF SUPPLIERS

The geriatric industry is heavily dependent on suppliers for essential goods and services, such
as medications, medical equipment, and staffing. The bargaining power of suppliers in the
geriatric industry is significant, as suppliers often have a limited number of competitors,
allowing them to set prices and dictate terms to providers. The cost of medical supplies and
equipment is often high, and healthcare providers have limited bargaining power to negotiate
lower prices. Similarly, the demand for skilled and qualified staff, such as nurses and
physicians, is high, allowing staffing agencies to charge premium rates for their services.
Additionally, pharmaceutical companies, which provide essential medications for elderly

16
patients, have significant bargaining power, as they can set prices and influence the availability
of certain drugs. Overall, the bargaining power of suppliers in the geriatric industry is
significant and can impact the cost and availability of goods and services necessary for quality
care. Number of customers that can buy wholesale from suppliers are low within Trinidad, as
these are usually million dollar orders that can come either monthly or quarterly. They have
the ability to sell products or services at the prices and terms that are favorable to them. As the
barriers of entry into the market have always been high, firms hold significant advantage
negotiating with suppliers and labour unions will more benefit the organization.

3. THREATS OF SUBSTITUTE PRODUCTS

The geriatric industry faces the threat of substitute products which are high, which could
potentially disrupt traditional care models. One potential substitute product is the use of
technology to provide remote care services. With the development of telemedicine and remote
monitoring devices, healthcare providers can now offer virtual consultations and monitor
patients' health remotely, reducing the need for in-person care.
Another potential substitute product is the growth of home care services with the ageing
population preferring to stay at home as they age, home care services can provide an alternative
to traditional nursing home care. Additionally, community-based services, such as adult day
care and meal delivery services, can provide additional support to elderly individuals, reducing
the need for more intensive care. Overall, the threat of substitute products in the geriatric
industry is significant, and businesses need to adapt to changing consumer preferences and
technology to remain competitive in the market.
Number of substitute products available are high in the geriatric market vary from public
institution, private & formal and informal care and at home with such substitute on the market
Buyer propensity to substitute services for the elderly is high in Trinidad and Tobago as a
culture that boost respect for the elderly, they attempt to show this respect by taking care of the
elderly of themselves in their golden years, while well intentioned, non-professional will find
this task extremely difficult owing for the time and effort required to properly care for an elder.
Further to this there are public institutions, private, hospice, generic homes, retirement
communities etc.

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4. BARGAINS POWERS OF BUYERS

The geriatric industry is heavily dependent on buyers, such as patients and their families,
insurance companies, and government agencies. The bargaining power of buyers in the
geriatric industry is significant, as they often have a wide range of options and can choose from
many providers. With the growing demand for geriatric services, buyers have more bargaining
power, as they can demand higher quality care, competitive prices, and innovative services.
Additionally, with the rise of consumerism in healthcare, buyers are becoming more informed
and empowered, which can impact the market. Buyers can choose from a variety of care
settings, such as nursing homes, assisted living facilities, and home care services, and can
demand personalized care and services. Healthcare providers must adapt to changing buyer
preferences and demands to remain competitive in the market. Overall, the bargaining power
of buyers in the geriatric industry is significant and can impact the quality and cost of care.
Numbers of customers or a population indicator can be sorted in the census of people who are
at retirement age or going to be retired in 10 years as to always be updated with customer’s
trends and population.
There are very few customers that can place more than one or multiple orders, the size of each
customer order will vary and only corporate offices like insurance agencies or businesses can
place multiple orders of the same service with us or any other services. This is where branding
and customer loyalty comes into being by having relationships that can net you consistent sales
from that business.

5. RIVALRY AMONG EXISTING SUPPLIERS

The geriatric industry is highly competitive, with many existing suppliers vying for market
share. The rivalry among existing suppliers in the geriatric industry is intense, as businesses
compete for patients, staff, and resources. The industry is fragmented, with a large number of
small businesses competing for customers and resources. Additionally, the industry is highly
regulated, with compliance standards and licensing requirements adding to the complexity of
the market. With the ageing population increasing, the demand for geriatric services is expected
to grow, intensifying the competition among existing suppliers. Healthcare providers are
continually striving to differentiate themselves by providing high-quality care, innovative
services, and competitive prices. The rivalry among existing suppliers in the geriatric industry
is expected to remain high, as businesses compete to meet the growing demand for geriatric

18
services. While the number of competitors are very low but they have wide reach and resources
available apart from the Standard Office of the ageing under the ministry of health with is the
biggest public service competitor, there are private hospitals, and a number of retirement home
spread across the country, while we do hope to overcome this advantage with our novel new
product and cut into the market share of our competitors.

1.5 Business Concepts

Elder Care Concierge Service is an assisted support service designed to provide health care
provision and support to the elderly to help them thrive and maintain their independence.
Nursing homes or assisted living facilities across the country have been for some time under
severe scrutiny as many have reported cases of abuse, illegal operations as well as unregistered
nurses taking care of the elderly. Families who have decided to keep their loved ones out of a
nursing home find it challenging to adequately care or provide assistance to them as needed
due to their busy schedules. There is also the case of families hiring untrained caregivers, which
unfortunately leads to mistreatment or if trained they don’t provide a holistic list of services
that can meet the needs of the patient/ customer. While these factors may not affect all seniors,
they are notable problems or shortfalls we have recognized within the market that can be
improved.

We plan to offer a comprehensive list of services within the healthcare industry ideal to meet
the needs of the elderly that will not only allow them to live independently and maintain their
dignity but also assist with their overall well-being and quality of life. Our services will include
Transportation Services, In Home Care inclusive of assisted shopping, specialized care, and
pickup of prescription medicine, minor home maintenance, a Tele doctor service and a panic
button alarm for emergency cases. Our target demographic are persons over the age of sixty
five, who have a monthly income of $2500.00 and over and are desirous to age in the comfort
of their home. ECCS is aimed at providing a one stop shop service that can alleviate any stress
or hassle associated with caring for an elderly person. What sets us apart from our competitors
are our Tele Doctor Service and our panic button feature. The use of our tele doctor service
gives our customers the opportunity to interact with a medical doctor virtually from the comfort
of their home. Our panic button feature is a safe and easy to use alarm button that notifies our
agents of any emergency occurring at the home when a customer is alone. The integration of

19
these two services would have a positive impact on our business thus, give us a competitive
edge over our competitors.

20
Section 2: Feasibility Analysis

2.1 Market Research & Feasibility

2.1.1 Market Segmentation and Target Market Identification

Individual Segment

DEMOGRAPHIC - Elder Care Concierge Service aims to target senior citizens both male and
female between the ages of 65-90 years old. These individuals are set to be our primary market.
Within this age group, these individuals are more than likely to collect a monthly pension from
the government of at least $3,000. Our target market will be senior citizens from all religions,
race and nationalities. We also aim to target a secondary market. This secondary market will
identify as the buyers of our services. These individuals are between the ages of 30-55 years
old. They are known to be the relatives (children/grandchildren) of our primary target market.
They are mid to high income earners of $5,000 a month and above also from all religions, race
and nationalities.

GEOGRAPHIC - Elder Care Concierge Service intends on targeting senior citizens from
North, West and East corridors Trinidad. Central and South Trinidad is excluded because of
the distances. We would have to work on getting employees in those areas before serving senior
citizens who reside there. It is definitely in the future plans for the business.

PSYCHOGRAPHIC - ECCS seek to target senior citizens who are seeking a hassle free
lifestyle despite whatever ailment or disability they may encounter. Persons who refrain from
joining an elderly home (Prefers to live in their own home for as long as possible). These elderly
maintain daily errands and value independence who also seek quality service.

BEHAVIOURAL - We strive to target seniors who exercise week/month errands. These

include doctor visits, church, hospital/pharmacy runs, grocery, family functions, government
offices etc. these seniors are willing to spend money on a service that will guarantee that they
will be safe, comfortable and will have trained personnel’s who will be willing to assist them
where necessary.

21
Description of Ideal Customer

Elder Care Concierge Service consumer name is Emma who is 66 years of age. She was once
the manager of First Citizens Bank in the Port of Spain branch. After retiring at the age of 62
she now collects a monthly pension of $3,500. Emma lives in West Trinidad in the Diego
Martin area with her daughter who is now the manager at the same bank/branch. Emma tries
to maintain a lifestyle of running her errands alone but fails to get most completed because of
her walking disability (walks with a cane). Her daughter exercises a busy lifestyle so she has
little to no time to assist her mother. Emma loves going to church on Sundays and visiting her
family in East Trinidad. She also takes medications which she forgets to take occasionally.

Individual Market Size

According to the Central Statistical Office 2021 report, our primary market will make up 9%
of the country’s total population and the secondary market will be 41%. With this type of
business we plan on conducting, we assume that our potential customers may use other
alternative services like Caribbean Home Help or Caring Hands. We believe that our service is
unique but not similar to what already exists as we plan to provide services such as Tele Doctor,
emergency alert (panic buttons) and home/outdoor assistance which would be provided by train
individuals. Customers will have the option to purchase our service/s on a daily, monthly or
bundled fee basis. Hence the data, we believe our target consumers in the areas mentioned
before are high.

2.1.2 Market Research Results

To gather our primary data, we use interviews and questionnaires. In the interview, 3 potential
customers were interviewed and they were asked the same questions on the questionnaire. A
questionnaire link (see appendix) was created using google forms. It was then distributed to
potential customers via WhatsApp, emails and also via hard copy. The questionnaire was
distributed to 100 persons but a sample of 61 was actually surveyed. A number of 24 questions
were asked which consisted of a combination of simple-dichotomy questions, checklist
questions, determinant-choice questions, rating scale questions and multiple choice grid
questions.

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The following are the findings from our primary source:

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25
26
27
28
29
30
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 2.1.3 Competitor Analysis

Based on primary and secondary research conducted, we were able to identify 2 main
competitors in the market, Caribbean Home Help located Trinidad, Vincent Street, Port of
Spain and Caring Hands located 44 Mayfield Rd, Valsayn Trinidad.

Product/Operational Criteria Caribbean Home Help Caring Hands

Service Features ● Nursing & Caregivers ● Meal Preparation

● Babysitting services ● 24/7 Emergency Care
● Private Doctor Visits ● Physical Therapy
● Physical & Speech Therapy

HR capabilities ● Experience employees ● Employee development

Operational processes ● Improved efficiency ● Improved efficiency

Quality and ● Trained personnel’s needed to get ● Trained personnel’s needed to get
reliability the job done (nurses/doctors etc.) the job done (nurses/doctors etc.)
● Operates 5am - 7pm Mon - Sun ● Operates 24 hrs.

Production efficiency ● Proper duties and responsibilities are ● Proper duties and responsibilities are
carried out carried out

Distribution ● Long term ● Long term

Pricing ● Prices based on services ● Prices based on services

Public image ● Low public image ● Low public image

● The brand is not recognized by many ● The brand is not recognized by
many

Business ● Solid financial and corporate ● Solid financial and corporate

relationship partnerships partnerships

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Timeliness ● Future customers numbers may ● Future customers numbers may
decrease due to lack of being known decrease due to lack of being known

Our competitors have been in business for a few years, but we still see and believe that there
are chances for Elder Care to earn at least 55% of the market share. We say this with confidence
as our market research showed us that the majority of our respondents were not aware of our
existing competitors. Caribbean Home Help and Caring Hands both have moderately low
markets because of consumers not knowing they exist. This gives us the opportunity to reach
new and potential customers who have never heard of a concierge service operating in Trinidad
and Tobago before. At ECCS, we believe that all customers' issues and matters are very
important. Seeing that we are caring for a vulnerable group of individuals, we seek the
advantage over our competitors as we aim to focus on customer relationships directly and
create new ways to give our customers the satisfaction they desire.

Our competitors manage to have an advantage over us as they have a well-established group
of employees. This comes as a disadvantage to us as we are a relatively new venture. At Elder
Care we strive to give our customers a top tier service all round. With doing so, we aspire to
work assiduously to recruit the best men or women who will represent ECCS in the front and
back office.

2.1.4 Market Acceptance and Value Proposition

Our service's Value Proposition is obvious.

Our goal at ECCS is to provide dependable service to our clients that makes their senior years
more pleasurable, manageable and independent. To foster a sense of community, we strive to
offer safe transportation, home and outdoor chaperones and socialization activities.

The ECCS business model is based on synergies, where we transport clients to and from their
destinations, offer home services, help with the tasks that are most in need of assistance and
lastly, for the lonely or those in need of an ear. WE also plan to provide socializations and
outreach check-in services for the mental stability and agility of the elderly. These services are
essential for active seniors and offer incalculable advantages like:

❖ Cost-effective

❖ Safe
❖ Reliable

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❖ Discounts

❖ Free Trials for TTRP Cardholders

❖ Superior Service

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2.2 The Product/Service Feasibility

2.2.1 Service Design (HOQ)

HOUSE 1 ANALYSIS

Our primary research helped us to generate 11 customer requirements; easily contacted, safety,
reliable transportation, certified caretakers, mobility assistance, and home assistance, shopping
assistance, virtual interactions with a doctor, emergency assistance, excellent customer service
and company while commuting. These requirements will be addressed by the technical
requirements; call center, trained personnel’s, modern vehicles, vehicle maintenance, walking
aids, tele doctor and panic button.

The body of the house showed the relationship between both parties. It shows that having
trained personnel’s has the strongest relationship among most of the customer requirements.
This means that with all our services we plan on delivering to our consumers, it must be carried
out by individuals who are trained and certified in the specific field.

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For the roof of the house, we saw some inter-correlations with the technical requirements. The
call center shared some relationship with trained personnel’s, walking aids, tele doctor and
panic button. This means the call center is an important seed of the operation. It needs to be
created with trained personnel to run the back office. The call center as well as the trained
personnel is also responsible for scheduling the different services that customers may book.
Trained personnel also shared some relationship with regular maintenance of vehicles and
walking aids. This means that the drivers we plan on hiring are responsible for maintaining
their vehicles and they are also required to assist customers who may be in need of a walking
aid (wheelchair/walking stick or emergency kit). These technical requirements will now
determine the components selected for House 2.

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HOUSE 2 ANALYSIS

To address our technical requirements, we developed a list of components which we believe

are suitable for delivering our customer requirements. For the roof of the house, there are
relationships between the components. The PBX system showed a positive correlation with a
few of the other components. This means that once a customer calls to book our services, they
will first talk to our receptionist who will express great customer service. On this phone
conversation, the customers will also be informed about our walking ads and our scheduling
system of how our service works.

At Elder Care Concierge Services, our receptionist who will be working in the back office,
showed correlations with many of the other components. They are responsible for taking
customer calls, finding out which service is needed, finding out if customers need walking ads,
bookkeeping, scheduling customers pick up, making sure caretakers report back to them when
they have completed their task and also making sure to practice daily sanitization of their
vehicles. These receptionists are required to hand in qualification documents before being hired
for the job. These components will now determine the processes selected for House 3.

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The body of the house shows the relationship between the technical requirements and the
components. The payment system scored the highest importance ratings. This means that each
service we provide costs a different price as it relates to most of our technical requirements.
Licensed doctors and certificates of good character both shared the 2nd highest impotence
ratings. At ECCS we plan on having 1 or 2 doctors on call in case of a minor emergency. This
service, which we gathered as a want from our primary data, allows individuals who may not
want to rush to the hospital but prefer to talk to a doctor over the phone. This also means that
doctors along with nurses and all other employees must have a valid certificate of character
with no offences. These components will now determine the processes selected for House 3.

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HOUSE 3 ANALYSIS

After discovering the most important components in house 2, the processes identified in the
diagram above will be used to design the final service/s. The image above shows the
relationship between these processes. The relationship the process ‘service booking’ shares
with the other processes is very crucial for the business. Our entire service depends solely on
consumers booking our services. Our hiring process had positive correlations with indoor
caretaker, outdoor caretaker and receptionist. What this means is that our hiring process is
where we will select the right candidate to get the job done. This is for both back office and
front office.

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For the body of house 3, we were able to identify mainly strong relationships between the
components and the processes. The hiring process ranked No.1. Outdoor caretaker assistance
ranked No. 2 and service booking ranked No. 3. For the indoor caretaker assistance process,
these nurses will take on the duties of doing house errands, meal preparations, exercise routines,
companionship and medication reminders to our customers. The outdoor caretaker assistance
serves to give our senior customers the reliable luxury to be transported safely to whichever
destination they desire. Whether it be to the bank, grocery store, doctor’s office, Sunday church
service, hospital etc. ECCS is there to deliver. Now that we have identified the processes, the
required technologies will now be examined in House 4.

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The above diagram shows the relationship between our processes and technologies/skills. For
our service, we identified processes we believe will be a necessity to our organization. These
processes are ranked in ascending order of importance with customer emergency action as the
least important and service booking as the most important.

Using numeric evaluation to illustrate the degree of the relationship, we were able to map our
processes to our technologies/skills. This allows us to specifically identify the different
technologies/skills that each one of our processes may utilize. For example, the hiring process
shared a strong relationship with the recruitment agency. What this means is that our caretakers
will be hired through a recruitment agency before being employed at ECCS. For our
technologies/skills, the networking system ranked the highest importance ratings. This means
that our agents will be using a networking system in the back office to properly run and manage
ECCS. This system will be installed in all our devices so our receptionist can bookkeep when

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customers want to use our services, update websites, generate customer’s feedback, promote
and advertise our business etc.
For the root of house 4, we were able to make few connections among the technologies/skills.
For example the cash register which will be utilized by the receptionist in the back office,
shared relationships with the computers, network system, Linx machine, receipt printer and the
ECCS App. Once our consumers book our service whether via a phone call or using our App,
they then can pay for our service/s with cash or Linx/Visa. We have refrain from using online
payment because of the market we are serving. For future reference, it is something we may
get into but as of right now, its cash and Linx payment.

2.2.2 Service Trial

Note: Unfortunately we were unable to conduct an actual service trail due to not having
the designed vehicle and panic button available. Due to the doctors’ and nurses’ schedule
and other time constraints we were also unable to conduct those trials.

* Please see the constructed process map in the appendix.

2.2.3 Product Features & Benefits

For our transportation services we will be using a vehicle similar to the one seen below. It is
a spacious and powerful transit passenger wagon. These vehicles will have the seating capacity
of five (excluding the driver), however we will only facilitate a maximum of three passengers
at a time to ensure a comfortable journey. All vehicles will be outfitted with ramps for
wheelchair accessibility and the provision of other walking aids for customers who would
require one upon request. These vehicles will have GPS navigation to help drivers easily
navigate and reach the desired destination on time. The device will also have a tracking system
whereby the office can monitor the location of the vehicle to ensure the safety of our customers
as well as monitor efficiency of the service.

All drivers will have a mobile device to communicate with our back office agents. Drivers will
be required to arrive 15 minutes before the appointed pickup time, once the customer is safely
inside the vehicle, the driver will notify the agent and proceed to accompany the customer on
their errand or simply drop and pick up. A second call will be made to the agent when the
customer is dropped back off. This service will provide our customers with a sense of freedom,

42
regained independence and a peace of mind. The service can be booked for appointments and/
or errands thus having the elderly less reliant on a family member or guardian.

Senior Transportation Service

The key features of our Tele doctor service are it provides our customers with remote access
to any of our resident physicians, as well as having their health remotely monitored. It is a safe,
user friendly platform whereby the doctor and patient can easily communicate. Customers can
stay from the comfort of their homes and consult with a doctor without having to endure long
waiting times at a clinic or doctor’s office, it eliminates unnecessary driving to and fro as well
as it is convenient to both the customer and their loved ones as either does not have to worry
about the logistics involved when having to attend an appointment.

This service will be operated via a secured online platform in the first instance then will be
offered via our ECCS application when introduced. Customers/ Patients will need to have a
stable internet connection and web camera if using a computer or a smart mobile device to
interact with the physicians. The patient’s prescription will be emailed and/or sent via
WhatsApp immediately after the consultation. Payment for this service will be done via over
the phone credit card transaction or electronic banking (online banking).

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 Tele Doctor Service

For our in-home care, we will conduct an initial consultation with the customer to assess what
type of home care is needed. A Geriatric Nurse will be recommended for more severe patients
(eg. bedridden or critical illness) while a caregiver will be recommended for less complicated
patients/ customers. Customers can book the service for a minimum of three days per week.
Nurses / caregivers will typically work between the hours of 7am and 3pm. A caregiver's daily
tasks will generally include, but are not limited to preparing meals, minor home maintenance,
administering medication or ensuring it is taken, taking and recording customer’s daily vitals,
conducting exercise routine and grooming. They will also be required to pick up prescription
drugs and provide assisted shopping when requested by the customer.

Geriatric Nurse’s daily task will be to assess patient/customer cognitive ability, evaluate their
condition, administer medication, take and record their vitals, conduct exercise routines,
grooming and communicate with our physicians or the patient’s personal physician. This
service will not only provide customers with a peace of mind but also their loved ones as they
will feel comforted knowing their relative is being properly taken care of in their absence. It
will also help the elderly thrive and maintain their independence while receiving exceptional
care to ensure a quality healthy life.

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 In Home Care

ECCS’s panic button feature is an easy to use emergency alarm system for the elderly. The
device can be worn on the wrist or around the neck. It contains an IoT sensor that in the case
of an emergency the customer can press the button and a signal is transmitted to the gateway
via GPS satellite. The gateway then transfers the signal to the cloud where our agents and EMT
responders will receive a notification and can take the necessary actions. The device comes
with a location tracker thus allowing our agents and responders to easily identify the patient's/
customer address. The device also has a 3 axis accelerometer which will trigger an alarm in the
event a customer falls. It is also water resistant and carries a battery life of 9 months. This
product is designed and offered to further protect our customers and have those who live alone
feel secure. The device not only benefits the customer but also provides family members/
guardians with a peace of mind when away from their loved ones.

Panic Button

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2.2.4 Buyers’ Experience

Our buyers’ experience is nothing short of a few simple steps to a great service experience.
From the moment our consumers book our service/s whether via a phone call or by using ECCS
website, we’d hope they feel the urge to belong. To feel like this is a service they needed. The
first set into using ECCS, customers must first book a service they are interested in. Whether
by website or phone call, this information is then passed on to our agents/receptionist in the
back office who will log these booked services. This information will then be passed on to a
readily available nurse who will then report to duty whether it be indoor or outdoor assistance
for the elderly. Once duty is completed, nurses are to report back to the back office agents about
the duties performed. For our tele doctor service, our customers can contact our doctor/s for
consultations, for example medical advice etc. if issues are severe, they will be guided
accordingly. We also offer the opportunity for customers to utilize our panic button service. In
case of an emergency, they can press the panic button which will alert us. We would try
contacting the customer first and if unsuccessful, an emergency ambulance will be reported to
them. Like done in the beginning, ECCS will strive to continue bettering our services by doing
more research and engaging with our consumers to provide exactly what they need.

Elder Care Concierge Service aims to provide an easier lifestyle for the elderly when it comes
to their day to day activities. By doing so, we plan to provide the best doctors and nurses to
serve our vulnerable target market. This service innovation is its services which we link
together to solve customers’ needs which our competitors do not pay attention to.

2.2.5 Distribution and Pricing

Seeing that ECCS consumers are the older generation, we tried to seek the easiest ways possible
for these individuals to purchase our service. Firstly, we have the use of a simple phone call.
During this phone call, they will be talking to our receptionist who will educate them on the
services we provide and how they can purchase these services. For the payment process, our
customers have the option of visiting our office and making a physical payment by using cash
or our LINX machine of debt and credit card transactions. They also have the option of payment
for our services via bank deposit to any First Citizens Bank branch. We also leave the option
open for persons who would prefer to pay for our service after the service was completed. For
this option our staff will be educated with the necessary measures for collecting these
payments. We also have the use of our website. This website will be created for the more tech-

46
savvy group of senior citizens who know how to manoeuvre themselves on the World Wide
Web. Our website will be designed to give our customers all the necessary information needed
for them to know about our service, who will be their service provider, ask questions, give
feedback and make purchases of our services by booking online. Once selecting their desired
service, they will then proceed to purchase this service via debit or credit payment. Once
payment is successful, they will then receive a phone call the day before service is due for
confirmation purposes.

For our market research, we scrutinize our potential customers' personas by asking questions
based on prices they’ll pay for the services we plan to offer. At ECCS, value based pricing
strategies would be the best fit for us. This is because we are looking beyond the most important
components, the consumers instead of using factors like competitors and cost to base our prices.
This strategy allows us to be flexible when applying price points that fits different types of
consumers.

Our customers' satisfaction is very important to us at ECCS therefore we take refund requests
very seriously. If a customer is unhappy with our service, we give them alternative solutions
like utilizing another service free of charge or refunding them their money back. It's against the
law to install a no refund policy as all customers of any business have all rights of their money
back if they are unhappy with the service or product provided. We believe by employing this
method we build strong customer relationships and brand loyalty for Elder Care Concierge
Service.

The table below shows a breakdown of our services and their prices.

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2.2.6 Product Maintenance

For our service, maintenance will only be needed for our vehicles as well as the panic buttons.
All vehicles used will be owned by our nurse and drivers. They are responsible for the
maintenance of their vehicles. These persons will be granted a stipend to help with their vehicle
maintenance. It is very important that these vehicles be maintained every 4-5 months as a huge
part of ECCS depends on vehicle transportation.

For the panic button, once customers purchase it comes with a one year warranty. During this
warranty period, if the button happens to malfunction, customers can bring it to our office to
have it repaired. We plan to work with IPhix Technologies who is versed in repairing devices.
Repairs on the panic button depends on its malfunction issue. Our aim is to provide fast
maintenance servicing. Repairing these devices would not take more than 7 working days.

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2.2.7 Product Life Cycle

Elder Care Concierge Service is currently in the development and introductory phase of its life
cycle. An in-depth analysis into our research indicates that a senior concierge service is still
very new and unfamiliar to many within the local market. In an attempt to build brand
awareness and get the trust and interest of potential customers, during this phase we would
implement various marketing strategies that would promote and influence potential customers
to purchase our service. We would pay close attention to price setting, by using a price
penetration strategy. Though prices would be slightly below average we anticipate this will
help us quickly gain market share and thus generate favorable sales. Our supply chain
distribution will consist of both direct and third party processes for ease of reaching a wider
target market. We do anticipate that the business has potential for further growth and expansion
and as such through future research and development we would expand our services to target
a younger demographic who may require assistance or special personalized care and attention.

2.2.8 Competitive Positioning

Elder Care Concierge Service positioning in the market is primarily based on four key
competitive components; price, customer service, benefits and quality. From our competitive
analysis of the industry we identified two companies that are direct competitors within the
market. While they both offer similar services, ECCS is still expecting to have great success
within the market as we plan to capitalize on technological capabilities to improve our service
delivery, customer relation and processes. While our prices would be affordable, our customers
will also have the option of purchasing our service as a package thus providing increased
benefit and added value to our customers. Time and resources will also be invested into
employee training and development thus ensuring that we always provide quality customer
service to every patient/ customer we interact with. We would also employ customer
relationship systems such as regular CSR calls to our customers to assess our level of service.

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 2.3 Organizational Feasibility

2.3.1 Operational Requirements

In house of quality 3, our top 4 processes were identified based on relative importance. The 1st
was the hiring process, 2nd was outdoor assistance process, 3rd service booking and 4th indoor
assistance process. In house of quality 4, our top 3 technologies/skills were identified based on
relative importance. The 1st was our ECCS website, 2nd was the recruitment agency and 3rd was
the Wagon Vehicles.

These processes and technologies identified are believed to be our most critical processes and
technologies therefore we must create ways in which they should be controlled and monitored.
For this house of quality 5, a house was not created as we believe it will be better explained using
a table.

House 5

Processing and Technologies Requirements to Quality Standards

Core/critical processes and technologies that should be monitored

a. Critical Process:

1. Service Booking – As this is the start of our business process, we considered it to be

one of our core processes as we are documenting the precise service that the customer
requires.
2. Hiring of Employees - the hiring of our employees is a crucial process to ECCS as a
whole. We need to make sure that we recruit the right people that best fit what our
business stands for. All necessary documentation will be required for all employees
being hired.
3. Indoor/Outdoor Caretakers Assistance - the process is seen as the heart of this service.
Our caretakers/nurses will be given information about what they are assigned to in these
situations. As a mandatory requirement, these caretakers will have to report back to our
agents in the back office on every duty that they have completed.

b. Technology/Skills:
1. Website - ECCS website will be created to help build a strong relationship with our
market. We believe that to gain our customers' loyalty, they need to know that they are
dealing with a firm who is aware of their wants and needs and is not just a firm who

50
 wants to take their money. This website is also a way to promote ECCS and develop
our online presences.
2. Recruitment Agency - we will utilize location recruitment agents for example
Caribbean Jobs, Carole Employment Recruiting Agency, Trinidad Job and Progressive
Recruitment Specialists Ltd just to name a few to generate the best employees for
ECCS. Employees will go through a screening process before being selected for the
job.
3. Wagon Vehicles - The safety of our clients are one of our top priorities, and one of the
ways in which we achieve this is by ensuring our nurses' vehicles are in top condition.
As such, we require drivers to submit inspection and maintenance documents on a
timely basis in reference to Trinidad & Tobago’s laws and their motor vehicle owner’s
manual.

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 Quality Standards & Measurement Method for the Identified Processes and Technologies

Processes and POSSIBLE FAILURE Quality Standards Measurements

Technologies POINTS

Processes
Service Booking ● Incorrect data being ● Attentive listening ● Booking system where
entered ● Accuracy of information customer’s bookings are
● Agents lack of taken by agents saved and can be edited if
knowledge about the ● Agents to have full needed.
services knowledge about all ● No calls longer than 5
● Long conversations services provided minutes
● Timely conversations ● Manuals given to agents to
know everything they need
to know about ECCS

Hiring of
Employees ● Recruits being ● Critical thinking and ● Conduct in depth
dishonest with their problem solving interviews
experience, ● Teamwork and ● Qualifications for the
qualifications, and/or collaboration caretaker positions
documentation ● strong work ethic
● Oral and written
communications skills
● Professionalism
● Experience in similar
field of work

Indoor/Outdoor
Caretakers ● Not having enough ● On time ● Conduct CSR calls
Assistance nurses for customers ● In good health ● Weekly check ins by
demand ● Physically fit management
● Late to duty ● Compassionate ● Proper scheduling of nurses
● Lack of good customer ● Patience
service ● Express great
communication

Technologies
Website ● Broken website links ● No broken links ● Monsido website quality
● incorrect/missing ● Correct display of assurance check
content content
● Slow loading time ● Fast speed and uptime
● Spelling mistakes ● No grammatical errors
● Missing images ● Use of image Alt text
● Invalid contact ● Correct contact info
information available

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Recruitment Agency ● Lack of applicants
● Persons not having the
right qualifications
● organizational policies
Wagon Vehicles
● Good communication
skills
● Acquaint candidate with
● ●
● Manage expectations
● Strong networking
● avoid asking standard,
repetitive questions
● proper voice modulation to
avoid monotony
Share insights regarding the
job
● manage the expectations of
both the company as well
as the candidate
● Promote via different
mediums

● Vehicles life has ● 4 Seater ● Conduct car inspections

passed 10 years ● Air condition before hiring drivers
● Lack of interior & ● Spacious trunks ● Maintenance of vehicles
exterior maintenance ● Vehicles no older than every 4 months
● Vehicle no equip for 10 year
services ● Proper driving
conditions
● Proper interior &
exterior conditions

Business Model

At this beginning stage, Elder Care Concierge Service will operate online and brick and mortar.
Our website will be created and developed for customer usage and our back office where our
agents will be operating will be located at Bhagwansingh Legacy Centre, Central Road, and
Trincity. Though we may use social media to market our service, our target market is not
individuals who spend most of their time scrolling through social media apps hence the reason
for us operating a back office.

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54
Operating Assets and Network Requirements:

Building: for our back office we will be renting at Bhagwansingh Legacy Centre, Central
Road, Trincity as we will be operating a brick and mortar type of business.

The following are the fixtures needed for the back office: office desk, chairs, computer,
filing cabinet, phones, printer, cash register, LINX machine, receipt printer, wheelchairs,
walking cane, and emergency kits.

I.T: internet, website, PBX system, networking system, management software, social media
platforms.

Vehicles: Wagon Vehicles

Financing will be generated from our personal funds to get ECCS started. Our banking will be
done through First Citizens Bank. Capital will be used to purchase the necessary fixtures
needed for the bank office as well as setting up all I.T. related software. Vehicles will be owned
and used by our nurses/drivers. For the walking aids, they will be donated from family, friends
and NPO’s.

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Production Level

This following production level shows an anticipated production plan for 3 of our services
which we will be providing. It shows over a 6 month period how much each of the services we
plan to provide per month as well as the total cost after the 6 months.

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Process Efficiency for transportation Service

BASIC TIME FUNCTION MAP

⬢ Contact call center and makes booking : 10mins

⬢ Schedule driver & Transfer booking : 10 mins
⬢ Wait
⬢ Reconfirm booking : 2 mins
⬢ Pick up customer and Notify agent : 30mins
⬢ Customer Transported : 45mins
⬢ Customer Conducts Duty: 60 mins
⬢ Customer drops back : 30mins
⬢ Sanitization After Each drop : 20 mins
⬢ Customer Payment : 2 mins
⬢ Conducts CSR : 3 mins

Total time = 227 mins 3.78 hrs.

TARGET TIME FUNCTION MAP

⬢ Contact call Centre: 5 mins

⬢ Schedule driver & Transfer booking: 10 mins
⬢ Pickup Customer & Notify Agent : 30 mins
⬢ Customer Transported: 45 mins
⬢ Customer Conduct Duty: 60mins
⬢ Custom Returned : 30 mins
⬢ Sanitization After Each drop off: 15 min
⬢ Customer Makes Payment : 2 mins
⬢ Conducts CSR: 3 mins

Total time= 205 mins 3.41 hrs

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2.3.2 Human Resources Requirements

In order to successfully launch and operate our business, Elder Care Concierge Service would
need a dynamic team of workers, who possess the right skills and qualifications, competences
and management capabilities. Our business will be located in a prime location that is easily
accessible and has sufficient capacity to accommodate all staff and customers. We would also
ensure that our facility is outfitted with the appropriate technologies and infrastructure needed
to operate efficiently. We would sort applicants that can fill the positions of (Medical Doctors,
Geriatric Nurses, Accountant, IT technicians and Human Resources, CSRs/Administration,
and Drivers). When hiring, some critical soft skills that candidates must have are problem
solving skills, time management, effective communications skills, empathy and interpersonal
skills. These are all vital components in promoting and building a prosperous business that will
benefit all stakeholders involved.

Job Roles and Responsibility

Medical Doctor

● Patient Consultation (virtually)

● Monitor patients’ conditions and wellbeing
● Prescribe medication, treatment or therapy
● Occasionally provide emergency home visits
● Maintain accurate medical records for all patients
● Make recommendations for lifestyle change to improve the patient’s quality of life

Geriatric Nurse/ Caregivers

● Assess the patient’s mental status and cognitive skills

● Organize and Administer Medications
● Assist in personal hygiene task such as bathing dressing, grooming and skin care
● Evaluate emergency situation that require an immediate response
● Administer treatments in accordance with orders from doctors
● Accompany patient/customer to doctor visit if required
● Perform minor home maintenance
● Assisting shopping
● Conduct exercise routines

58
 ● Meal Preparation
● Championship

Customer Service Representation /Booking Agent

● Take customer booking

● Manage database records
● Schedule and roster driver
● Notify customer when driver is on route
● Recommend possible service to meet the customer needs
● Attract customers by promoting the product and company positively, maintain all social
media platforms
● Maintain solid customer relationship by handling questions and concerns with speed
and professionalism

Account Manager

● Manage all accounting transactions

● Prepare and maintain important financial reports
● Evaluate financial operations to recommend best practices, identify issues and
strategize solutions and help organization run efficiently
● Offer guidance cost reduction, revenue enhancement and profit maximization
● Conduct forecasting and risk analysis assessment.
● Reconcile accounts payable and receivable

Human Resources

● Develop and implement HR Strategies and initiatives aligned with the overall business
strategy
● Manage the recruitment and selection process
● Bridge management and employee relations by addressing demands, grievances or
other issues
● Develop and monitor overall HR strategies, systems, tactics and procedure across the
organization
● Assess training needs to apply and monitor training programs
● Report to management and provide decision support through HR metrics

59
IT technician

● Ensure that all system are working properly

● Performing basic computer hardware/software installation, maintenance and
configuration
● Maintain incident records and its resolution
● Maintain and update the serve logs of the incident and its resolution
● Configure and installation of all new IT equipment
● Identify and resolve issues related to software, hardware and operating systems.

Driver

● Map out driving routes ahead of time to determine the most expedient route.
● Pick up clients at the location and time they requested
● Collect payment and issue receipts
● Arrange regular cleaning and maintenance of vehicle
● Assist passengers entering & exiting the vehicle/ & with mobility aid when requested
● Perform First Aid care or CPR when any emergency arise

Logistics

Start- up

Elder Care will be registered as a partnership type of business. The following information
outlines the legal requirements and procedures that we must follow for the start-up of ECCS.

The business name must be registered online using the TTBizlink e-Company Registration
Service. To enroll for the TTBizlink e-Company Registration Service, we would then visit the
TTConnect website to complete and submit one of the following forms:
Form A - for natural persons conducting their own transactions
Form B - for companies/corporations authorizing employees to transact their business.
When using the TTBizlink e-Company Registration Service, the business name registration
process must be completed as follows:

Step 1: Business Name Reservation

Complete and submit electronically the Application for Name Approval/Name Reservation.

60
Pay the prescribed fee of twenty TT dollars ($20.00).
Processing time: Within seventy- two (72) hours.
Once the business name is available, the application will be approved and a notification of the
decision of the Registrar will be sent via email. This information can also be received via text
message at a cost of one TT dollar ($1.00), VAT exclusive.

Step 2: Obtain approval for filing the Registration documents

A limited liability company, we will then need to complete and file the Registration of a
Business Name form. This form is to be submitted to the Companies Registry with the
applicable fees.
As a Limited Liability Company (LLC), once we have a name reserved we will have to file
Articles of Incorporation.
We will then complete and submit electronically the Application for Registration of Business
Name (uploaded to the application must be a copy of one form of identification, i.e. a passport,
national ID card or driver’s license, of each proprietor of the business).
The registration particulars will be pre-checked and approved-in-principle by the Registrar. A
notification of the decision of the Registrar will be sent via email. This information can also be
received via text message, at a cost of one TT dollar ($1.00), vat exclusive.
Processing time: Within forty-eight (48) hours.

Step 3: Pay the Cost of Registering

We would then proceed to pay the prescribed fee of two hundred and twenty TT dollars
($220.00).

Step 4: Deliver the Registration Documents to the Registrar

Printing and signing of the Application for Registration of Business Name will be done here as
well as the printing of the payment receipt. These documents will then be send in two legal-
sized track packs; one self-addressed and one addressed to:
The Registrar General's Department,
Companies Registry,
AGLA Tower, Government Plaza,
Corner of London and Richmond Streets,
Port of Spain.

61
Enclose the self-addressed envelope, the original signed form and the copy of the payment
receipt in the envelope addressed to the Registrar General's Department and mail it.

The Certificate of Incorporation will be couriered in the self-addressed envelope via TTPost.
Any person who wishes to incorporate a company in Trinidad and Tobago is required by law
to register the business. There are several ways to register a business; as a sole proprietorship,
partnership, or limited liability company.
Whichever option you choose,
https://www.investt.co.tt/?gclid=Cj0KCQiA14WdBhD8ARIsANao07g5GQLOusuq-
KyVwc61D_oHf9HadgHKH8TJ2tLEY_yAYBY3ifPB9K4aAiLqEALw_wcB can guide you
through the following requirements:
❖ Registration of Business Name

❖ Incorporation of Companies

❖ Local Business registration

❖ BIR, PAYE, & NIB Registration

❖ VAT Registration

❖ Change of Particulars of Registration (Business Name)

❖ Request for Copies of Documents

❖ Searches for Business Registration Documents

62
2.4 Financial Feasibility

Financial Assumptions

Size of Target Market: Over: 122,412

Sales growth expectation (month 1 – 6): 55.1%
Annual Sales Growth 10% (Industry): CAGR of 6.0%
Estimated Regular Monthly sales (Sales): $348,700.00
Estimated Regular Monthly Variable Cost (COGS]:
Total Fixed Cost [FC]: $198,352.70

2.4.1 Calculate Start-Up Cost (Current and next five years)

Year one Start Up Cost

Item Cost
Pre Start Up cost
Software $60,000.00
Marketing $7,000.00

Furniture & fixtures

File Cabinets $21,315.00
Desk $16,000.00
Chairs $14,000.00
Storage Cabinets $19,000.00
Cash Register $1,683.00
Consumables
Wipes $654.00
Lysol $900.00
Uniforms $3,500.00
Machinery $8,000.00
Systems
Security System $12,000.00
PBX System $35,000.00
Scheduling System $8,900.00
Accounting System $12,000.00
ITC Infrastructure
Networking on Premises $34,000.00
Servers $20,000.00
Printers $15,000.00

63
 Racks $6,000.00
Phones $16,875.00
Miscellaneous $14,000.00
Stationery $4,000.00
Working Capital (MTHS) $150,000.00

Contingency 20% $68,102.40

Total $547,929.40

Year Two

Our strategic goal for Year 2 is to create and maintain a market share in the existing
market. Recouping the initial capital and creating moderate savings will be the goals
for the 1st two years. The business will most likely not be generating a profit or loss
and we will use this time to rework the service to greater efficiency to garner a profit
out of the next quarter.

Year Three

The Strategic goals for year 3 will be to increase market share. To facilitate this an
increase in Marketing and Recruiting budgets will have to be allocated to begin these

64
 endeavors. Year 3 will see an aggressive approach to present the service that has been
refined in the past two years to the wider market, this may include TV/Radio or
Billboard advertising. This initiative is to brand the business as a unique and useful tool
to the elders of Trinidad & Tobago.

ITEM COST DETAILS

Online Advertisement $3000.00 Facebook/Instagram/Google

Billboard $6000.00 Two Locations

Radio Advertisement $25000.00 Add play 3 times in rush hour

Posters/ Flyers $5000.00

Discounts 50,000.00 Bring a customer and get a

discount of 10% off.

Contingency 20% 24,000.00

Total $11,3000.00

Year Four

Year 4 will be a significant year in the business. This will be going on for 4 years until
the company completes/obtains its objectives. With this success the company will now
be focusing and actively obtaining corporate clients who can usher in a change in the
company. Having a well-functioning fleet and accompanying services that are in sync
with the company we will be able to position ourselves to service more corporate clients
like insurance agencies, Private Hospitals, Chain pharmacy & Supermarkets. By
building relationships with these entities we hope to grow the business and become
leaders in our own right.

ITEM COST DETAILS

Business/Sales Manager 20,000.00

Desk/Chair 11,000.00

65
Contingency 20% 6200.00

Total 37,200.00

Years Five

In the 5th year the company will focus on expanding. This will be gradual/ incremental
expansion where we will be moving some resources to further access and focus on the
southern market and Tobago. The more rural area where clients definitely exist and
will/should be open to other options. This may entail premises for additional
employees. Additionally a website will be developed to further expand our reach and
develop a professional profile.

ITEM COST DETAILS

Premise 30,000.00

Wages Increase 60,000.00

Hosting Website 1500.00

Design Website 2300.00

Contingency 20% 18,760.00

Total 206,360.00

66
Financial Requirements & Economic Gain

2.4.2 Sources of Finance

Year 1 Payback Terms

Contributed Capital $ 250,000.00 Daryl Various percentages
$ 250,000.00 Whitney over 5 years
$ 250,000.00 Shinelle
$ 750,000.00

2.4.3 Returns

Cash Inflow Month 1 Month 2 Month 3 Month 4 Month 5

Finance $750,000.00 $0.00 $0.00 $0.00 $0.00

Sales $299,400.00 $ 295,700.00 $352,500.00 $310,350.00 $361,945.00

Totals Inflows $299,400.00 $295,700.00 $352,500.00 $310,350.00 $361,945.00

Cash Outflows
Wages & Salaries $98,500.00 $98,500.00 $98,500.00 $98,500.00 $98,500.00
General Operating
$12,300.00 $9,840.00 $7,872.00 $6,297.60 $5,038.08
Expenses
Income Tax $59,880.00 $59,140.00 $70,500.00 $62,070.00 $72,389.00
Insurance $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00
Repairs/Maintenance $0.00 $0.00 $1,000.00 $4,500.00 $2,300.00
Loan $7,812.50 $7,812.50 $7,812.50 $7,812.50 $7,812.50
Drawings $0.00 $0.00 $0.00 $0.00 $0.00
Total Outflows $188,492.70 $185,292.70 $195,684.70 $189,180.30 $196,039.78

Inflow minus Outflows $110,907.30 $110,407.30 $156,815.30 $121,169.70 $165,905.22

67
Cash Inflow Year 1 Year 2 Year 3 Year 4 Year 5

Finance $750,000.00 $0.00 $0.00 $0.00 $0.00

Sales $3,239,790.00 $359,550.00 $423,000.00 $440,625.00 $454,725.00

Totals
$3,239,790.00 $359,550.00 $423,000.00 $440,625.00 $454,725.00
Inflows

Cash
Outflows
Wages &
$98,500.00 $118,200.00 $118,200.00 $120,564.00 $122,975.28
Salaries
General
Operating $12,300.00 $12,300.00 $11,154.00 $9,540.00 $9,540.00
Expenses
Income Tax $647,958.00 $71,910.00 $84,600.00 $88,125.00 $90,945.00
Insurance $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00
Repairs/Mai
$0.00
ntenance
Loan $93,750.00 $93,750.00 $187,500.00 $187,500.00 $187,500.00
Drawings $0.00 $0.00 $0.00 $0.00 $0.00
Total
$862,508.20 $306,160.00 $411,454.00 $415,729.00 $420,960.28
Outflows

Inflow
minus $2,377,281.80 $53,390.00 $11,546.00 $24,896.00 $33,764.72
Outflows

68
Profit & Loss

2023 2024 2025 2026

Sales Revenue $4,163,384.00 $4,246,651.68 $4,413,187.04 $4,579,722.40

Cost of Service $344,500.00 $351,390.00 $358,417.80 $365,586.15

Gross Profit $3,818,884.00 $3,895,261.68 $4,054,769.24 $4,214,136.25
Operating
Expense
Lease $30,000.00 $30,000.00 $27,000.00 $27,000.00
Utilities $5,000.00 $5,000.00 $5,000.00 $5,000.00
Insurance $35,000.00 $35,000.00 $35,000.00 $35,000.00
Marketing $4,000.00 $8,000.00 $40,000.00 $40,000.00
Technology
Cell Phones $ 25,000.00 $ 2,100.00 $ 2,100.00 $ 1,800.00
Operating
$ 19,000.00 $ 17,650.00 $ 16,015.00 $ 11,000.00
Supplies
Technology
$ 14,000.00 $ 14,000.00 $ 19,000.00 $ 14,000.00
Licenses
Administrative
Outside services $16,000.00 $9,000.00 $11,160.00 $4,000.00
Supplies $5,000.00 $3,000.00 $3,500.00 $4,050.00
Vehicle
$17,000.00 $17,000.00 $17,000.00 $17,000.00
Maintenance
Depreciation $4,500.00 $4,500.00 $4,500.00 $4,500.00
Petty Cash $10,000.00 $10,000.00 $10,000.00 $10,000.00
Repairs and
$4,000.00 $3,000.00 $2,500.00 $2,556.00
maintenance
TAX
Income taxes $832,676.80 $849,330.34 $882,637.41 $915,944.48
Payroll taxes $ 68,900.00 $ 68,900.00 $ 68,900.00 $ 68,900.00
LOAN
$93,750.00 $93,750.00 $187,500.00 $187,500.00
Total Expenses $1,183,826.80 $1,170,230.34 $1,331,812.41 $1,348,250.48
Net Income $2,979,557.20 $3,076,421.34 $3,081,374.63 $3,231,471.92

69
Balance Sheet

Elder Care Concierge Service

LIABILITIES
ASSETS [ 2023 ] AND OWNER'S [ 2023 ]
EQUITY
CURRENT CURRENT
ASSETS LIABILITIES
Cash $202,071.00 Accounts Payable $344,500.00
Accounts
$- Short-Term Loans
Receivable
Income Taxes
Inventory $- $832,676.00
Payable
Prepaid Accrued Salaries
$-
Expenses and Wages
Short-Term
$- Unearned Revenue
Investments
TOTAL
Current Portion of
CURRENT $202,071.00
Long-Term Debt
ASSETS
FIXED (LONG-
TOTAL CURRENT
TERM) $1,177,176.00
LIABILITIES
ASSETS
Long-Term LONG-TERM
$-
Investments LIABILITIES
Property, Plant,
$- Long-Term Debt $750,000.00
and Equipment
(Less
Deferred Income
Accumulated $4,500.00
Tax
Depreciation)
Intangible
Other
Assets
TOTAL LONG-
TOTAL FIXED
$4,500.00 TERM $750,000.00
ASSETS
LIABILITIES
OTHER OWNER'S
ASSETS EQUITY

70
Deferred
Owner's Investment $750,000.00
Income Tax
Other Retained Earnings
TOTAL
OTHER $- Other
ASSETS
TOTAL OWNER'S
$750,000.00
EQUITY
TOTAL
$206,571.00
ASSETS
TOTAL
LIABILITIES AND
$2,677,176.00
OWNER'S
EQUITY

COMMON FINANCIAL RATIO [ 2023]

Debt Ratio (Total Liabilities / Total Assets) $9.33
Current Ratio (Current Assets / Current Liabilities) $0.17
Working Capital (Current Assets - Current Liabilities) -$975,105.00
Assets-to-Equity Ratio (Total Assets / Owner's Equity) $0.28
Debt-to-Equity Ratio (Total Liabilities / Owner's
$2.57
Equity)

71
2.5 Investment Potential
Payback Period

Cumulative
Year Cash Inflows
Cash Inflows
2023 $ 93,750.00 $ 93,750.00
2024 $ 93,750.00 $ 187,500.00
2025 $ 187,500.00 $ 375,000.00
2026 $ 187,500.00 $ 562,500.00
2027 $ 187,500.00 $ 750,000.00

$ 750,000.00

The initial loan investment of $750,000.00 can be repaired in under 5 years and will be paid
back in 5 year instalments. Starting $93,750 in the first 2 years and will be paying $187,500 in
the last 3 years to fully repay the capital contribution.

72
2.5. Return on Investment

Sales are expected to increase following the last 6 months for year 1. We do expect this trend
to continue barring any significant occurrences. The availability to re-invest into the business
and market the business is very likely given the estimated net profits. While we net these profits
a percentage will be saved for future prospects, may it be marketing to new markets, new
service development or capital investment back into the business. Loan repayment will be
scheduled and will be paid on time.

(i) If the seed money is invested at 8% per annum for 5 years the
FV=$750,000.00*(1+0.08)5 = $1,101,996.06
The percentage returned = $1,101,996.06 - $75000.00/$75000.00*100= 46.9%

Employment income for 5 years = $1,419,893.95

Expenses = 40% of income = $567,957.58
Net Income = $1,419,893.95-$567,957.58= $851,936.37

Net Profits in 5 years are estimated to be at $12,368,825.10 if operations of the business

continue with nominal growth. This is strictly revenue generated from the business when
expenses are paid.

Financial position if we remained employed and invested the money:

$750,000.00 + $351,996.06= $1,101,996.06

Financial positioning having started ECCS Approximately $2,453,013.80

Starting a business and providing this service that was a passion among the 3 of our members
are showing to be the more lucrative side, although this is a high cost of entry business and
hiring staff and monthly wages are together huge expenses there is profit to be gained by
entering this market. While we do know the high cost of entry and the appropriate payback
period. As we were unable to procure similar company finances we could not adequately

73
compare them to ours. We do hope this shows when a sensible entrepreneurship endeavor is
properly researched and executed by qualified individuals or Entrepreneurship students putting
the theory to practice.

Section 3: Summary/ Conclusion

The primary reason behind ECCS was to create an innovative business model for some of the
most vulnerable individuals in our community. We (members of the group) all know an elderly
person who either monthly or weekly asks for assistance with tasks, either at home tasks or to
carry them to resolve some business they have pending. Unfortunately, at times we are unable
to carry out those tasks, may it be the distance or length of time, or our professional obligations
and we cannot assist our elders. From this the idea was conceived and from there, we worked
to design our business.

The purpose of ECCS was to come in and fill a gap we saw existing in the market. The Geriatric
market is a growing market as more elders age out of the job and are in need of services that
they may otherwise not be able to complete in their golden years. We saw a synergy between
the services we plan to offer at ECCS. We want to offer a service that composes the needs and
wants of our customers from which we amalgamated and created a service that can keep the
elders in their homes and as independent as they want to be in their advanced years.

From our primary and secondary research, we were able to develop a new service (tele doctor)
as we saw it as a need for our consumers. The business model for ECCS is taken into
perspective as a service as we researched our market and used their wants to build our houses
of quality. From each house, we built on that data to complete our technology requirements
and the relationships each process has.

Finally, we created a financial feasibility of the business to judge if our business can be a
financial success. We worked with numbers that were in our population and created a sample
where we created estimated monthly sales over a 6 months period. From this, we deduce a year
of sales and up to five years. Our expenses were highlighted from the technical aspect of our
house and functionality that keeps the business running. When calculated and applied, we were
able to forecast a net revenue and the position of the business in 5 years. Although income was
down, this was primarily due to repaying capital investment. The market has shown itself to be
stable and the imminent arrival of ECCS can be accommodated and flourish in this market.

74
The company can be proven to be a stable venture and can in time, provide quality services in
return for the initial investment and future profits.

75
Appendix

The diagram above shows a process map of our different services.

76
The following link is our questionnaire that was distributed to our target market.

https://docs.google.com/forms/d/e/1FAIpQLSfm2VE_g_elA2J_1BxjCa1-
TqHAqnbqE2nyr7n3QmOOST6YKg/viewform?usp=sf_link

77
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