Graduation Project

Business foundation

Team members Scho

Fay Al Qaoud #1821632

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Manayer Kandari # 1617319
Table of Contents
Executive Summary
1.

Introduction...................................................................................................................................................4
1.1. Core Problems & Opportunities..........................................................................................................4
1.2. Significance.........................................................................................................................................5
1.3.Vision & Mission.................................................................................................................................6
1.4. Value proposition and Product Line...................................................................................................6
Core Values............................................................................................................................................6
2. Product & Services....................................................................................................................................7
2.1. Differentiation Features......................................................................................................................7
3.Macro Analysis...........................................................................................................................................8
3.1 PESTEL Analysis................................................................................................................................8
3.2. Porter’s five forces............................................................................................................................10
4. Micro Analysis.........................................................................................................................................12
4.1.Customers & Consumer.....................................................................................................................12
4.2.Market................................................................................................................................................13
4.3.Supplier..............................................................................................................................................14
4.4.Intermediaries....................................................................................................................................15
4.5.Competitors........................................................................................................................................15
5.SWOT Analysis........................................................................................................................................16
6. Human resource planning........................................................................................................................18
6.1. Organizational chart..........................................................................................................................18
6.2.Job analysis........................................................................................................................................19
6.3.Staff....................................................................................................................................................20
7. Operations................................................................................................................................................22
7.1.Plant & physical resources.................................................................................................................22
7.2.Operation strategies & quality control...............................................................................................22
7.3.ICT.....................................................................................................................................................23
7.4.Legal environment.............................................................................................................................23
7.5.Risk analysis & Contingency plan.....................................................................................................24
8.Market.......................................................................................................................................................24
81.Branding and identity..........................................................................................................................24
8.2.Market segmentation & Targeting.....................................................................................................26
9.Positioning strategy...................................................................................................................................28
9.1.Positioning map.................................................................................................................................29
10.Marketing Mix Strategy..........................................................................................................................30
11.Promotional mix......................................................................................................................................30
Online......................................................................................................................................................30
Offline.....................................................................................................................................................31
11.1.One-year marketing plan & Budget................................................................................................32
12.Promotional Plan.....................................................................................................................................34
12.1.SMART goals.................................................................................................................................34
12.2.Performance measures & control....................................................................................................34
13.Financial Plan..........................................................................................................................................36
13.1.One-year sales forecast...................................................................................................................36
13.2.Breakeven point..............................................................................................................................37
13.3.P/L statement..................................................................................................................................38
13.4.Investor proposal.............................................................................................................................39
14.Business Model.......................................................................................................................................40
15.Strategy...................................................................................................................................................41

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 15.1.BCG matrix......................................................................................................................................41
15.2.Ansoff Matrix...................................................................................................................................42
Appendix......................................................................................................................................................45
Team member profiles.................................................................................................................................45
Pictures.........................................................................................................................................................46
References....................................................................................................................................................48
Appendix 1-Progress Report # 1 Graduation Projects52
Appendix 2-Progress Report # 2 Graduation Projects
Appendix 3-Progress Report # 3 Graduation Projects
Appendix 4-Progress Report # 4 Graduation Projects
Appendix 5-Progress Report # 5 Graduation Projects
CVs
Rolls up

Tables

Table 1: Problems and Opportunities............................................................................................................3

Table 2: PESTEL Analysis............................................................................................................................8
Table 3: Porters 5 forces..............................................................................................................................10
Table 4: SWOT Analysis.............................................................................................................................16
Table 5: Roles and Responsibilities.............................................................................................................20
Table 6: Roles and number of employees....................................................................................................21
Table 7: Workforce data..............................................................................................................................21
Table 8: Licenses & insurance.....................................................................................................................24
Table 9: IMC................................................................................................................................................32
Table 10: KPIs.............................................................................................................................................35
Table 11: Break Even Point.........................................................................................................................37
Table 12: P/L statement...............................................................................................................................38
Table 13: Balance Sheet...............................................................................................................................38
Table 14: Payback period.............................................................................................................................38
Table 15: Investment payback period..........................................................................................................39
Table 16: Business model canvas ...............................................................................................................40

Figures

Figure 1: Product and services.......................................................................................................................6

Figure 2: COSMIC Analysis........................................................................................................................12
Figure 3: Market analysis.............................................................................................................................13
Figure 4: Competition analysis & Traits......................................................................................................16
Figure 5: Organizational structure...............................................................................................................18
Figure 6: ICT................................................................................................................................................23
Figure 7: Name & Logo...............................................................................................................................27
Figure 8: Logo & Tagline............................................................................................................................27
Figure 9: Positioning strategy......................................................................................................................28
Figure 10:Positioning map...........................................................................................................................29

For the journey that is life, “Ehna Maak”

Commitment to our3 people
 Executive summary
Ehna Maak is a new concept of serving members of our society with health care services. The
business is set up in Kuwait as head office. Our business provided health care services in
multiple fields like medicine, health and wellness center and alternate health services like
Ayurveda and siddha. The concept has been set up in order to help members of our society with
their health needs and ensuring their journey of treatments is tension free. We are first in the
market to deliver multiple health care services along with accommodation and travel services.
In addition all our data is available in our in-house built application. All our customers’ needs
to do just send a request of their requirement by clicking on a link in our application and we
will do the needful. In the report we have analyzed the internal and external factors that affect
the business operation from all perspective. We are starting our business in three countries as a
stepping stone as we grow we plan to spread across the region. A small way from us to serve
our people for a journey that is life.
1. Introduction
1.1. Core Problems & Opportunities
The purpose of this report is to thoroughly study and analyze the business need for medical services for
people of our society across the globe that is the future plan. Currently we are planning to run our
service in markets like Iran, Turkey and India. They are leading markets in this field, with different
branches of medicinal services with flexible price ranges and in case of lock down there is less hassle
due to multiple options for customer to return to their home land. In addition, our business will be set
up through application, where our data will give the user option to select the services he/she is looking
for like. Such as online consultation with doctors and taking care of their travel arrangement and the
services accompanied.

Table 1: Problems and Opportunities

Problem Opportunities

Medical treatment being too expensive in the home We want to help members of the society,
country people prefer to travel to market where treatment whom we can support by arranging their
is within their budgets. medical meetings in the concern region they
want.

Due to absence of advance medical equipment and We want to ensure that we set up the

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specialize expert of particular field in the home country. consultation meeting with the leading
specialist in the market in which we operate.

Mostly senior members would need treatment and they We will have a specialize team who will take
need an assistant in booking the entire medical process. care of every phase of the journey for the
customer to ensure customer safety and
wellbeing.

Absence of multiple alternate fields of health treatment
for example stress relief rejuvenation center, alternate
system of medicine like Siddha, Ayurveda and
homeopathy
We have data of multiple wellness centers in
the market that we operate and the benefit of
every center. In addition, we will be able to
guide the customer as per their needs within
their budgets.

Travelling for treatment abroad language becomes a
barrier. If the members of the medical staff cannot
understand the patient language , the entire process
becomes difficult for both the parties
We will offer service for linguistics specialist
to our customer to ensure he/she gets the
treatment that is needed. At the same time
customer should be satisfied with the service
and enjoys the journey as well.

1.2. Significance
Medical tourism is a growing market and it is consider a unique concept in the travel and
tourism industry. A large number of citizens travel abroad for medical treatment. In addition,
there is a protocol to follow and it is time consuming and cost. Medical tourism brings millions
of dollars of profits across the globe. Across the world, the industry is said to worth 55 billion
dollars. People who travel from their home country to another country for medical treatment,
this is called medical tourism. A medical tourist is a person, who leaves the home town to attain
treatment abroad for various reasons. The growing demand for medical help in different fields
of healthcare paves the way for growth of the business. Business of this kind will bring lot of
social, political and economic benefits to the country. At the same it will improve the
healthcare standards of the society. In addition, it will improve the quality of life for everyone
in the society.
1.3. Vision and Mission
Mission

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 To create a hub for members of our society, where they can contact us at tip of their fingertips
any time and we would be there to serve them and live up and beyond their expectations.
Living up to their social standards and catering to needs of all members of the society.
Vision
We will work with a vision to generate hope among the members of our society and ensure to
provide best healthcare service to every patient and their family.
1.4. Value Proposition & Product Line

Core Values

1. Integrity
We believe we all should behave with strong ethics and morale reflecting it in our behavior
with every individual.
2. Teamwork Mentality
We believe even when a group of people come together, to work towards one goal they can
create wonders in comparison to an individual.
3. Quality

We want to display what we believe and ensure to the customer that we will deliver quality

in our service. As companies are judged by quality of the service they provide, hence high
standards will be maintained.
4. Corporate Citizenship
In today’s time, it is not customers who care about the service. Even employees look for
organization that contributes in a positive manner to the society.
5. Giving back
We want to give back to our society and our country as much it has blessed us. We will
serve any member who has no support and family members are not there to help them.
6. Respect
It is very simple, we all are equal. There is no difference between age, nationality, gender
or title or any other position, we are all equal. We all should be treated with respect
whether customer or members of the organization.
2. Products & Service

Medical
Health and
Services
Wellness 6
2.1. Differentiation Features
 Our service combines information of the service required via application or What’s
App
 Our services include consultation service with any expert in any part of the world
 Our service include travel services such as hotel bookings, ticket confirmation, doctors
appointment, availability of halal food , availability of prayer rooms , transportation
service and sight-seeing service upon request.
 With us there is no waiting list. We ensure our customers meet their requirements as
soon as possible.
 Our data gets update once every week. Our team works towards building partnership
with multiple specialties.
 We have specialized team members who have built partnership with medical fatalities
dealing with stem cell treatment, assisted reproduction and infertility services.

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  We cater to special need of our society. We have a team that specializes in elderly
people healthcare, parents or children with epilepsy, cancer and Down syndrome.
 We will offer a variety of services, in different price ranges.
 We don’t just present talks and pamphlets, we will present to our customer visuals of
the places where they would be treated and their friendly environment.
 Our loyal customer programme will give customer points, discounts and free vouchers
that they can be utilized at the health care centers.
 On travelling to any health care destination, we will support our customers with
booklets of discount vouchers which they can utilize during their treatment period.
3. Macro Analysis
3.1. PESTEL Analysis

PESTEL Opportunity Threat

It is going to be very helpful with the opening
of borders arranging for health travel service
Political will be easy.
Political situation influence over
medical tourism. Currently lot of
political issues is being raised in the
parliament which affects government
decisions.

In the modern time we know people are Inflation and pandemic both have
earning more and more and their investment in affected on the cost of the service
healthcare will reap benefit for their economy. package. The war between Ukrania
The result from historical studies suggests that and Russia has affected on increase in
there is strong bond between health economic the product prices.
Economic growths. Good health means less absenteeism
in the school and improved learning at school.
Good health reduction in the production losses
due to less employees’ illness. In addition
currency value/exchange rate plays an
important role as well.

Healthcare is one of the basic requirements of Attitude towards tourists. Lot of

Sociocultural
an individual’s life. Hence providing countries where the patience goes for

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 healthcare services at various price ranges to
people living in the country. Due to pandemic
and its side effect lot of members of society
have taken healthcare more seriously.
The technological advancement both in
healthcare and tourism industry make the door
of awareness and knowledge is accessible to
Technology every individual. The digitalization of health
care service online is boosting its growth in the
market.
Easier access to visa for medical treatment.
Earlier getting visa for any country is a lengthy
Legal process. In our current time now applying for
visa and receiving is accessible around the
world.
Health threats like Covid pandemic have
brought the world to a still. Due to pandemic
world pollution was decreased and ocean water they can dispose their waste in an
became clearer.
Environment
Table 2: PESTEL Analysis
3.2. Porter Five Forces
treatment seeks the opportunity to rip
the customer. In addition, not knowing
the local language creates another
barrier.
Cyber security measures. As this field
is at increasingly risk of being cyber
attacked. As hackers can gain entrance
to hosted system and attain any
confidential information and fabricate
it leading to loss of customers.
Abusive use of medical facilities and
services. It has been noticed tourist
traveling for medical treatment on
returning to their home country they
have a missing organ.
Healthcare members and the
management team should plan ways
environment friendly manner, and at
the same time they keep the
environment safe.
Tourist negligence can cause
pollution, as some tourists are less
respectful towards the visiting country
than their home country. Increasing
contamination and litter.
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 Strengths Medical Tourism

Existing Competition  Though the number of hospitals is low in numbers compared to requirement but
(High) they spend immense amount in R&D, so they could present the latest services
to the customer.
 We have witnessed intense competition between different countries in the
world since medical tourism brings high amount of revenue to the concern
market.
 By living up and above the expectation of our customers and ensuring the
service we provide is within their budget frame, which in turn ensures long
lasting loyal customer relation.
 Though medical tourism is growing across the globe at a vast pace. Parallelly
there are multiple options for suppliers across the globe but the difference will
be the quality of product.
Power of Supplier  There are limited numbers of supplier who provide their services on time and
(High) with quality. There are very few suppliers in this industry with such criteria.
 Problems which Kuwait faces are similar to its neighboring countries where
most medical machinery and drugs as well get imported from outside.
 Medical tourism has been growing around the world and there are few
companies that lead and control the market when it comes to supply of product.
 Due to lack of alternatives the supplier’s product is the only one that fulfills
customers need.
Power of Buyer  The buyer shares a bond of trust and loyalty with the service provider. Hence,
(Low) the buyer follows the service provider’s guidelines.
 Kuwait has a very low income economy, with majority of its citizen living in
abject poverty. Living standards of Kuwait is low so is the cost of living.
 Our service being unique in its own way and the way we club all the services in
one package make us stand out in the market. As we present service before and
after coming back from treatments.
 We believe in customer feedback which will set for us new set of parameters to
attain success in this field and lead the region with our services in Middle East.

Threat of New Entry  It is a growing business and chances of new entrants is medium due to lack of
(Low) coordination between the government and the private business owners
 The industry is growing globally and number of new entrants in this field has
increased. Several Asian destination, they have put immense effort to enter
Middle East market (Connell, 2006).
 Kuwait is not considered as the leading tourist destination. Currently in Middle
East, Dubai and Doha are considered one of the leading destinations for
tourist .Hence people will be travelling to destination cities for medical
treatment.

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  Currently in Kuwait most of companies that provide health care services they
are struggling for financial independence.
 We should present something different and unique in our services that will
make us stand out in the business.
Threat of Substitution  Customers might go for E-Health but not everyone is application friendly yet.
(Low)  Customer might prefer to use government facilities in the home town the
chances are very low since most of Kuwaiti citizens do not have faith in
Kuwaiti medical system based on a survey conducted by ministry of health
(Bader Alhendi, Medical Tourism Overseas: A Challenge to Kuwait’s
Healthcare System 2020)
 50% of the population of Kuwait stated that the medical care is much better
abroad. (Bader Alhendi, Medical Tourism Overseas: A Challenge to Kuwait’s
Healthcare System 2020)
 Kuwait city has been outshined by Dubai and Qatar as the leading tourist
destination.
 Kuwait city similar to its sister cities is struggling in finding product substitute.
Table 3: Porter’s 5 Forces

4. Micro Analysis

Customer

Competition Organization
COSMIC
Analysis

Intermediaries Supplier

Market
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Figure 2: COSMIC Analysis

4.1. Customers & Consumer

In our business the main focus is level of satisfaction our customer received from us. The
reason we are here discussing the idea of this business is to satisfy the need of our society. As
per the survey conducted by ministry of health in Kuwait, in 2019 the result has displayed that
50% of Kuwaiti population prefer to go abroad for medical treatments. (Bader Alhendi,
Medical Tourism Overseas: A Challenge to Kuwait’s Healthcare System 2020). Our business
has unique features which lot of other companies lack in their business plan. The aim of our
business is first to fulfil the need of society and if the customer is happy with the way we serve
then the profit will flow in and along with it will come, customer loyalty.

4.2. Market

1. Geographic

Our business has special services for the elderly member of our society. Senior people with
no one to help them in arranging their medical trips, we are just a call away. Our
representative will serve our senior citizens at their premise. We will discuss all the
requirements that our customer needs, show him all the arrangements and explain to our
customer all details related to the trip and if the customer wants any different services. We
will ensure that the entire medical trip details are clear to the customer and he/she has
belief in the way we serve them. In addition during long summer vacation days our
business offers multiple packages to wellness centers in cool, calm places away from
noises of city surrounded by nature and fresh air. In times of festivals like hala festivals,
tour of Kuwait city, Dubai spring festival and in addition to football and car race events.

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 We have services for all ages to all destinations. We have special packages for children as
well who will be accompanied by well trained teachers and medical staff.

2. Demographic

Life expectancy in Kuwait is very high with male living up to age of 77 and female life
span is around 79.In addition one fourth of Kuwait population falls under age of 20.We
have services in which we will combine travel trips to wellness center for a mix group of
senior citizens and children. The purpose behind this idea the elder person needs just care
and young children get to learn from elders and at the same time without realization they
will be serving their society. In this way children of our country will learn to serve senior
members of our society.

3. Habits and Behavior

Kuwaiti society are known for their generosity, whether it is to their house help,
neighbours, family members and friends. Members of society would love to share what
ever cooked in their house hold with others. During festivities majority of Kuwaiti families
prefer to travel out of Kuwait. It’s a tradition among friends and families to gift each other
with gift packages of travel trips. Our business has designed such gift packages that
customer can purchase from us and gift it to their loved ones. Kuwaiti society lives with
the strong belief that sharing is caring.

4. Psychographic

We have members of our society, especially elderly person who live alone and would need
medical help constantly. Sometimes members of the family are busy with their daily life
duties and are unable to support our elderly people with their time. In some cases, people
are busy with their job responsibilities and unable to find time to get the appointments with
the doctor and do all the arrangement connected to it. At present, our business plays an
important role by lending a helping hand to members of society and supports them with
their daily life responsibilities.

5. Market size
An individual’s daily habits would impact their health, physical activities and life span. In
order to lead a healthy life in a long run it is very essential that every person adapts healthy

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 lifestyle habits. As per Kuwaiti society they show their happiness and gratitude in food.
Their normal everyday food is too heavy and unhealthy. In addition, due to hectic lifestyle
and responsibilities does not give an individual enough time to focus on their health. Since
government does not take any initiative to create awareness on healthy lifestyle habits a
large percent of society suffer from various types of diseases. In our current time, every
individual, need to spend some time and money on their health. Every now and then an
individual should detoxify their body’s from the toxins that has been accumulated from the
city’s polluted environment.

4.3. Supplier

As our normal standard in business operation we will set upon the performance of our supplier.
As we all know, there are limited number of suppliers that deliver their service on time and
with quality. Hence they have the control over market. A good PR personnel with good
connections plays an important role in maintaining our relationships with our suppliers. We
will be covering more markets and explore various health treatment methods to cater the needs
of our customers. As internet plays a major role in giving access to every individual on type of
service that an individual would receive within a certain budget frame. Our focus will be to
ensure our application is updated with the latest updates on our services. Our expertise team
members will work with our suppliers to ensure we attract maximum number of GCC citizens,
who do spend large amount of money on treatments abroad. Due to lack of friendly relationship
between the government and the private health sector, which plays a major role in development
of this business venture and at the same time generate revenue to the country and brings in
better performance economically. As we know change is not something acceptable by human
nature, once a customer is comfortable with one supplier with the time they will keep on
coming to the same supplier due to the comforts presented to them.

4.4. Intermediaries

In the beginning of our business venture we will use intermediaries as one time agreement and
based on their caliber the services we are looking for. Thanks to our experience medical travel
planner we plan to tie up with three different parties in each region we serve. Due to Covid,
there are constant changes in policies, rules and regulation. We want to we have a backup for
our customers in every field. We will not be signing with our suppliers a contract of one year it

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will be based on the service rate feedback we receive from ours customers. In addition, we
won’t be signing contract of one year with any of our suppliers, thus reducing our power over
supplier. Meanwhile, our team in various regions will use their contacts to get more options for
our intermediaries. At present our intermediaries can work with our experts in our organization
on the services we need and the bookings that need to be blocked.

4.5. Competitors

We are not first in the market but we are but we are here for sure to make the difference and set
the trend of this business. The reason of such confirmation comes from the inner persistent
desire that thrives to serve every member of our society in whatever manner we can. In
addition, it brings an economic growth to the country. In today’s time with the advance in
medical tourism field, medical tourism has emerged in the global market as a niche need of the
society (Ender wick & Nagar, 2011). In the past decade medial tourism has grown in Kuwait,
especially in the cosmetic field. The rising number of tourist and need of the members of
society, hence the medical travel facilitator has an important role to play to fulfill the need of
the society. As we are aware the number of medical tourist who travels for medical services
would like to enjoy a hassle free trip and avoid as much as, possible stress in their journey since
the anxiety of treatment is already there. Hence, at least the rest of the requirements of the trip
need to be hassle free. We have studied two of our competitor and have highlighted their
strength and weakness. A good spirit of competition in business will reap benefits to business,
society and country at the same time. In the below figure you can view the analysis of our
competitors.

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 In the above graph we have mentioned their business traits in the below we have mentioned
their cons.

 Lack of multi lingual personnel.

 Focus is only on one market.
 Absence of different types of health treatment with different modes
 Absence of application with the latest updated data
5. SWOT Analysis

Strengths Weaknesses Opportunities Threats

 Highly skilled and  Lack of marketing  Economic recession  Extension of medical

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 dedicated employees opportunities  Political stability visas takes time.
that love to serve and  All members of society  Help and support of  Inadequate transport
care for members of the are not application members of our society facility in certain areas.
society. friendly  Job opportunities for  Cost of medical visa is
 Lack of direct  Some of requested linguistic skilled very expensive
competition in the medical services can be personnel.  Lack of international
market. expensive  Increase awareness accreditation since
 Covers every need a  Not able to offer 24 among public about medical care at overseas
customer needs. hour services international health and is not supported by most
 It has facilities and  The complication in new advance treatment of insurance provider.
services for loyal the legislation policies  Availability of  There is no mandatory
customers. pertaining to health international cuisine approval and regulation
 Developing high loyalty tourism  Convenience in visa system for hospitals.
among customers by  Lack of language applications  Business coordination
constantly giving them proficiency. Majority  Growing economy of between different service
quality of service. people traveling abroad Kuwait promises a providers is low,
 Diversity of destination for treatment are better hope for the especially between hotel,
for customer elderly persons and future of medical airline and hospital.
 Various alternative due to lack of industry leading the  The growing threat of
health care services knowledge about the city to be a leading terror attack by Al Qaeda
 Kuwait has steady language of medical business and tourist and the clashes between
economic growth tourism country causes hub. Sunni and Shia
 Due to lack of hindrance in entire
entertainment facilities process of treatment.
the cost of living in As a medical personnel
Kuwait is low, which needs to comprehend
may attract international what the patient is
visitors who are budget actually feeling.
oriented when being on  Medical facilities are
tour. very low in Kuwait
 Skilled and experienced which has failed in
team members with attracting international
knowledge of medical customers.
procedures.  The growth of
 Team of young, infrastructure in
enthusiast and Kuwait is
experienced executive in underdevelopment,
field of travel industry which makes it
difficult for people to
travel from one place
to another

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  Lack of coordination
and team work
between the
government and
private business
owners to promote
medical tourism.
Table 4: SWOT analysis

6. Human resource planning

6.1. Organizational chart

We are aware that a proper start up organization structure is considered as an important foundation
pillar to ensure it successful operation. Ensuring we assign correct role to the people and ensure
we make their journey of work in our organization feasible and supportive at the same time. We
will have a functional organization, where we will have two managers who will handle function of
two departments under his umbrella. That is the thrill of working for a startup up and individual
gets an exposure to multiple fields and about their operations. In our team the two managers will
have to play multiple roles in order to get the business rolling. Finance manager has to ensure he is
able to run the operation of finance and medical travel planner adequately. This will give a chance
to our team members who us an agent to be able to get recruited to middle management position if
they are able to perform the duties and deliver the required and more. The functional form’s
primary advantage is the expertise of its functional specialists. People who begin their careers in
research and development, or manufacturing, or sales, and work their way up through career
ladders in those functions become practiced and skilled at their area of competence (Tammy&
James, 2008). Our managers are consider the pillars of the entire show they need to ensure to have right
member with the right skills that will assist them and at the same time has an impact on the growth of the
business. Currently we will not have Human Resource department, the managers who will be handling both
the department will endure to get the right candidates on board. Currently for 17 members of a team a
separate human resource department is not required.

Figure 5: Organizational structure

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 6.2. Job analysis

Ehna Maak Operation has multiple departments, the skill and work background of every
department is different than other. In the below table we have shown an example of job
description of two roles that operate in our business. We have given below the job description
of the most important position in our company which is of the finance manager who will be
leading the entire operation.

Job Description Finance Manager-

Individual will be responsible to create accurate data report and advice the management on
financial conditions. In addition propose profit maximizing ides for the growth of business.

Roles & Responsibilities –

 Candidate will manage finance, budgeting, financial analysis, forecasting, planning, recruitment
of team remembers and ensure to run the entire operation smoothly. In addition to coordinate
between different departments.
 Prepared monthly and annual financial reports
 Set company’s target and ensure that every department is working in compliance with the set
target.
 Maintain banking relation
 Ensure availability if sufficient funds to ensure smooth ongoing of the operation
 Manager and oversee all the activities of Finance and Medical Travel Planner departments
 Co-ordinate with all the departments on budget constraint

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  Manage outsourced function

Skills –

 Graduate with a degree in CA/MBA

 Experience of 3 -5 years
 Candidate with industry experience or start up experience is preferred
 Ability to lead audit
 Excellent communication skills
 Multi-Tasking
 Good PR skills ability to manage and lead a team of 20 members
Every individual who is a part of our organization will play a pivotal role in managing different
department of the company which will give them exposure and experience at the same time.

Finance Team Marketing Medical Travel Planners Travel Agencies

 Rental budget  Performing market  Consultation with  Procuring medical visas

 Doctors analysis appropriate specialists  Booking Travel
subscription fees  Studying market  Arranging online meetings
 Airport pick up and drop off
 Patient referral fee trend, size and and consultation
target customers  Arranging confirmation date
 Availability of linguistic
 Hospitals and
personnel
Insurance  Setting up of operation
 Wellness health application  Accommodation prior to  Arrangement for patients
center fee  Data and integration operation care post operation
 Salary Expense  Social events and  Booking the hospital for  Arranging emergency
 Employee expense holidays promotions operation, post recovery insurance
 Management  Develop reputation from operation period  Arranging travel insurance
expense for greater customer
 Operations cash service
flow
Table 5: Roles and Responsibilities

20
 Responsibilities of managers

 Providing their departments financial reporting.

 Hiring staff, trainings and introducing the organizational values.
 Enforcing policies and procedures.
 In addition, to each section’s overall customer. satisfaction rate

6.3. Staff
As a start up in the beginning of our venture we would need 17 members in our team, who would
perform multiple tasks in order to launch our concept and build our name in the market. Hence at
the time of recruitment we will be focusing on hiring people who are energetic, willing to learn, go
an extra mile and has ability to find a way for every problem we face at our operation. Below table
display the roles and number of employees that we will have on board of our business.

Role &No of employees

Finance Manager 1 Booking agents hotel, hospital and 2

travels

Marketing and PR Manager 1 Doctors meeting arrangement 2

Travel Agent 2 Medical packaging co-coordinator 1

Sales Person 2 Customer service 1

Medical Representative 2 Receptionist 1

Data Analyst 1 Cleaner 1

Table 6: Roles and No.Employees Total 17

As I
have

21
 mentioned earlier in our report we will not be having HR department at the beginning of the
business that cost will be saved for later the time when company starts expanding and increasing
the manpower. We have to ensure that every member that joins our team contributes in an efficient
manner and helps in developing the company strategy. The growth of our business will also help
an individual to growth with us professionally. Below table displays the employee that we will
need for starting our business.

Table 7: Workforce data

7. Operations

7.1. Plant and physical resources

Offices Computers Office furniture Telecommunication
Office Furniture Internet Connections Water and electricity supply Plants
Air-conditioning Coffee machine Water Cooler Fridge
Emergency facilities Software licenses Filling Cabinets Safe security box
Staff parking facility LCD screen Curtains/Blinder Kitchen supply
Company cars Stationary Sign boards Special needs facility

7.2. Operation strategies & quality control

Cost Reduction

 We plan to hire people with background experience in different types of medical services and multi
lingual at the same time.

22
 Starting a new business gives us an opportunity to individuals to learn different things in different fields.
Hence marketing employee will support other team members in order to accomplish certain tasks.
 We will try to have bulk bookings for our customers in order to get discounted rates for tickets and
accommodations.
 Ensuring we are aware of medicines that might not be available in Kuwait and providing source to
support the customer from outside Kuwait.
Continual development of offerings

 We are starting with new market and we believe to win the market with our services and customer care.
Moving forward we will be targeting more markets adding to our bucket and different modes of medical
treatments which is beneficial to our society.
 Launch of new markets will be done after studying the percentage of business profit and if the society
members are interested to try the location along with the services offered. Every two years a new market
will be launched.
 Keeping pulse on the latest market trend we will present what our people demands.
Continues improvement

 We will maintain health checkup of our customer depending on cases where a checkup after six month is
better in order to avoid any type of medical issues at the later stage.
 Creating different kinds of health plan as per age and gender which will serve the needs of the society and
lead us to a better healthy lifestyle
 Improvement in patient outcomes, system performance, and professional development that results from a
combined, multidisciplinary approach is how change is delivered(Batalden PB 2007)
Building core competencies

 We aim to have a road map that works towards building a competent culture and environment. Ensure to
maintain open communication across various levels of managements. Work with a focus how we stand
out in the market and ensure to work on enhancing our skills that will make us stand out in front of our
competitor. COVID-19 pandemic has highlighted the importance of core competencies to deliver public
health functions, including prevention, detection, and response to disease outbreaks.(Prof. Mohan
Rao,2017)

Figure 6: ICT

23
 7.3. ICT

7.4. Legal environment

We are group of young members of our society with one aim which is to work for the betterment
of our society and implement healthy life mantra. We will be operating in three different markets
hence we will have our legal team for our support. They will guide us on the operational part,
rules and regulations of healthcare market and various other operational requirements. As a team
we bring different skills, perception, analytical process and approaches to the business table. Our
legal team has been briefed on our roles; they have drawn up a contract that fulfills the entire legal
requirement for the companies operation, shareholders profit and safety of business at the same
time. In case of any emergency they are just a call away.

Table 8: License and Insurance

Commercial Trade mark License Register in Ministry of License eligibility criteria

Trade License trade and commerce
Insurance Office property Staff health Accidents -Fire/Theft
General License Ministry of health license Baldiya License License from medical
and Permits license committee
7.5. Risk analysis & Contingency plan
Risk Contingency plan

Our main concern while the customer is being treated is In order to avoid such awkward situations. Legal
the cost of the service if it spikes up. As we are aware has advise us to inform the customer forehand

24
how inflation is affecting the world. The spark of war about chances in price change, which is very rare.
has increased the cost of goods around the world. In case if customer needs our support, we will
support the customer from our account and
customer can settle due amount once he/she is
back in the country.

There is again a wave of Covid cases around the world. We plan to be proactive in case of any unforeseen
In such circumstances lockdown causes another reason circumstances; in such situations we will arrange
for concern. different mean of transportation through
neighboring countries to ensure return of customer
safely to the country.

8. Market

8.1. Branding and identity

Name & Logo Figure 7: Name & Logo

We have selected a name “Ehna Maak” for health and tourism. The purpose of selecting such
name is that we wanted our customers to connect immediately with us. They should feel that
emotional bond with us that we are working with them toward their wellness and healthcare. Now
with life coming back to norms and restrictions of pandemic being ease, this is the right time to
serve members of our society to serve all ages to a better healthcare awareness around the society.
Logo & Tagline

For the journey that is life, “Ehna Maak”

Commitment to our people

Figure 8: Logo & Tagline

25
 Brand identity

Our identity is reflected in our name “Ehna Maak”.The reason these words are selected is to build
an instant bond with our customers. We know our name is the first thing that will grab our
customer’s attention and we want that bond to be everlasting. Our logo gives the message that in
the journey of health recovery Ehnaa Maak. We want every individual to feel the assurance that
we are with them in this healthcare journey. The way times have changed and where you can see
concern in every individual’s eyes. Everyone is looking for safety, touch of humanity, reflection of
genuine care and professionalism. I can see the need in members of my society and extra helping
hand is what every household needs in our society.

8.2. Market segmentation & Targeting

Geographic

Every house in our society has a senior member in the house that needs care and health guidance. Old
age is a factor, ailing health and busy life of society makes it difficult for them to get the aid and care
which they need. Our team will have people who are skillful in handling senior citizens and able to
empathize with them at the same time. Ensuring we make their healthcare journey fruitful.

Our business even offer services to every age group in our society. In the fast moving life the family
member’s needs to be together, sharing times of calmness, quiet and holistic surroundings. In our
wellness center they can mix treatments along with holistic wellness. In this case they will not only
treat existing health issues but they get to take precautionary preventive measures, which is needed in
our time.

Demographic

26
Kuwait has grown after the discovery of petrol which has increased life expectancy of population.
Kuwait is a small country where every house hold knows other and existence of diwaniya plays a
crucial role in rotation of information across society members. Hence we want our business to enter
every house of our society which will bring them closer and ensure no one is left in loneliness. Due to
busy demands of life lot of members in the society feel the loneliness and some miss their family
member whom they might have loss during pandemic. In order to bring people closure our business
will have wellness trip with a mix of old people along with children. In our small approach we are
trying to bring the ties of our society closure. It is found that social relationships are a significant factor
in psychological well-being. (Steptoe et al., 2015) Similarly, it has been noted that the relationships
that elderly have are essential for their psychological well-being (Charles and Piazza, 2007).

Habits and Behaviors

Kuwaitis are known for their generosity in the history. Kuwaiti house hold reflects the belief of
religion, impact of dessert life and culture. They are taught from very young age that sharing is caring.
It has been seen that members of society display their token of good gesture by gifting each other.
Giving gifts and bringing joy in your surrounding is very common behaviour in the Kuwaiti society.
Even in college we buy each other a cup of coffee as a token of good gesture. The main reason we
want to gift each other, research says that the giver feels happy about giving and at the same time it
improves the relationship between the two people. Giving experiential gifts is thus identified as a
highly effective form of prosaically spending, and can have a greater impact on improving the
relationship between the giver and receiver (Chan and Mogilner, 2017). Hence our business will have
exclusive gifts packages for different groups in our society. There will be package for youth, ladies
specials, kid’s special, old people and of course family special package. In addition, we plan to have
custom make gift packages, where we will design the packages as per the customer’s requirements.

27
 Psychographic

Development of a nation brings along with it prosperity, growth and social wellbeing. As per the
statistics the life expectancy of Kuwait senior citizens ranges in 70s – 80s year .They represent an
important part of society. They are the bond that teaches the coming generation the values and guide
them with the wisdom which they have gains from their experiences. Hence for our senior members
to be in a good psychological mind frame, for us to reap their benefit, it is very important that we
ensure they remain healthy emotionally, mentally and physically. Studies have highlighted that in
disaster situation it is their skills and knowledge that saves a society. It has been seen that older men
and women are caregivers to many children and grandchildren. They are important part of our society
that we need to nourish and take care. Our business has different types of services that will help in
maintaining their physical health. At the same time in order to improvise their emotional wellbeing
we have designated wellness centers which will play a crucial role in their wellbeing.

9. Positioning strategy

Attribute Benefit Category-based Consumer-based

Our main attribute is to Well-being is an integral part
serve the customer what of living a fulfilling and
he/she desires. Respond flourishing life and is
immediately beyond intimately related to people's
expectation ability to work, maintain
positive relationships, and
experience positive emotions
(Ryan and Deci, 2000). As I
have mentioned in report we
have emotional and passion
to serve our people for their
well-being.
We are new to market but
we know our society and
culture. Hence, we would
like to stand out with our
variety and feasibility of
service in the market.
Societies are
witnessing a rapid
graying population. It
is estimated that
world’s elderly
population will grow
by more than three
times by 2050. (U. S.
Census Bureau) .We
have service for all
age group but we will
be more focused on
our senior members
of our society.

Target segment needs 28

Advance technology
 Helping hand

9.1. Positioning map –PRICE VARITETY, VALUE FOR MONEY, SERVICE VARIETY

Innovation-

Multi Lingual+ Multi Lingual-

Quality- Innovation+

29
Figure 10: Positioning map

10.Marketing Mix Strategy

Product
We present to our customers multiple types of services in different medical fields. With increase in the life
expectancy people are focus on the quality of life. We have as well given importance to all details that are
relevant to the product service ensuring that our customers go through a hassle free journey. Customer does
not have to go through hassles of any procedure; we will ensure customer receives hospital invitation letter
and other related official documents. Our services are presented with a mind frame which is to go beyond
expectation. In case of emergency we will provide emergency ambulance flight with medical facilities for
the customer. We ensure the treatment journey of our customer should be hassle free and in case of any
support while being outside the country, we ensure to be there with them in this journey.

Place
We are located in heart of Kuwait city but customer can reach us from various channels. We are at their
service 24/7. Our online chat service is available 24/7.Our website will give our customer all the details they
need to know about our services. Our head office works from 10am till 8 pm. We have a friendly set of team
members who represent company values and mindset. We want to serve our customer beyond expectation.

30
Our office is designed in such a manner that it can accommodated visits of handicap patients as well. We are
located in the middle of the city hence easily approachable for our customers. In addition, we are at the service
Price

11.Promotional mix

Offline

We will design exclusive flyers in different languages. The flyers will be designed to target
different communities that exist in Kuwait market. Medical and health tourism can be divided into
two categories (Baukute, 2012):

1. The first is serious medical tourism that consists of treatments of illnesses, cardiac surgery,
dental and plastic surgery, fertility, cancer treatments, etc.
2. The second category is considered to be less medical and more focused on wellness tourism
like spas, alternative therapies, fitness tourism, the use of local medicines, etc.
We will be having launch party of our service in the leading malls of Kuwait with a booth which
with all the pamphlets, brochures and business cards for customer’s information’s. As a token of
appreciation we will be giving candies to children and flowers to ladies.
We plan to have different types of loyalty programmes which target different age groups and
gender. Our senior citizens will have special loyalty customer card which will give them
privileges to all our services. For school students, they will get discount at our services and they
can earn rewards by providing social services at the old age home.

Online

It has been suggested social media was a ubiquitous communication tool, and those who abstain
from it relinquish control of their digital identities (O’Hara,2013). We want our product to be
online and more accessible via the application. We plan to have the entire relevant information for
any type of services to be there online and in the application. As we re are targeting different age
groups in our society, the younger generation spend maximum amount of their time on numerous
digital platforms, hence we want all the information like, videos, pictures and description on the
type of services and the steps of the entire journey to be available online for our customers. Our
website and application is set up with a goal to build strong online presence. We believe that our

31
website and app are very valuable asset for us. By having a professional and customer friendly
website and application, which we expect to inspire them and turn to us for service. We will
work consistently to make strong digital presence which will lead us to multiple gateways to
connect with different set of audience and different groups of our society with different needs and
requirements. We believe in, “seeing is believing”, hence we want to be connected to our
customer outside our website and app world through various channels of media. The complex
concept of digital identity shaping is increasing in importance as digital communications have
become a societal norm (Dijck JV,2013). Building our presence online will open the door of
communication between us and our target audience, raises our engagement, gain credibility and
build a name. In addition we will be engaged with our customer on you tube, podcasts, academia
and Kuwait social websites.

11.1.One-year marketing plan & Budget

32
 Marketing Activities Pre-launch Launch Post-Launch Total
National Marketing
5,000
Banner Ads 2400 1400 1200
Local Marketing
Newspaper
2,000
In-Store Marketing 800 400 800
POP -Point of Purchase
Public Relations
Public Events
Sponsorships
Press Releases 5,000
2000 1000 2000
Webinars
Conferences
Client Events
Content Marketing
Sponsored Content
Landing Page
White Papers / ebooks 7,000
2800 1400 2800
Videos
case studies
Podcasts
Social Media
Twitter
Facebook
Pinterest
3,108
Instagram 1243 622 1243
Google+
LinkedIn
You tube
Online
Blog
Website
8,400
Mobile App 3360 1680 3360
Mobile Alerts
Email Newsletter

33
 Table 9: IMC

Advertising
Online
Print 1120 560 1120
2,800
Outdoor
Radio
Television
Web
Development
Pay-Per-Click Marketing 2352 1176 2352 5,880
SEO
Creative software design
Market Research
Surveys 2,716
1087 543 1086
Impact Studies
Sales Campaigns
Campaign A
Campaign B
2,296
Campaign C 918 459 918
Campaign D
Campaign E
Other
Premiums
Corporate Branding 2,800
1121 560 1120
Business Cards
Signage
Total 19,201 9,800 17,999 47,000
Table1: IMC

Footnotes
Our marketing budget is 47,000KD. Our marketing budget plan does not include the discounts that we
will offer our school students, senior citizen and premium customer of loyalty programme. The
discounts and special rates fall under reduction revenue, which will be determine by the profit we will
gain from the number of customers.

34
12. Promotional Plan
12.1. SMART goals
 One hash tag “#healthtoruismturkey” can increase our post engagement by 12.6%.Hence
we want to increase our instagram engagement from 10% to 50%. We plan to do that by
posting them as audience are more engaged and use relevant hash tag. The concept of
social media defined as; “applications, activities and behaviors that are carried out to share
knowledge and ideas through the interactive media that enables the creation and sharing of
words, pictures, videos and sound among online groups” Peltekoğlu (2018: 331-332) .
 The most engaging tool on instagram is question sticker. It allows us to have conversation
with our followers and which will lay the way for more customers.
 Improve customer retention rate to 25% by the end of six months. As we will be presenting
various different services as per the season and festivities. During summer vacation we
will have multiple packages that target diffident age groups in the society.
 In addition we will be having membership programmes as well. We will be having
different membership programmes for school students, senior citizens and families.
 We want to be in the top five list of goggle search when it comes to medical tourism in
Kuwait.
 Planning to improve our lead conversion rate by 25%. Our lead to customer conversion-
rate by 12% by the end of the year. By introducing our brand in every household of our
country. Introducing the service to every social services committee and local professional
clubs of Kuwait.
12.2. Performance measures & control

It has been studied that product innovation and promotional activities goes hand in hand which
affects marketing performance. In any business the entrepreneurs can run the operation smoothly
as long there is a growing numbers of customers. In our business what brings customers is the
price reasonableness. The developing strategy which leads to reasonability of prices, it will pave
the way for customer retention and maximize the revenue. If a customer is involved in any
transaction, price reasonableness/fairness is likely to be decided by the way in which he/she takes
advantage of it (Ryu& Han, 2010).

35
 Table 10: KPIs

KPI CAC CPL Lead to sales CLV Customer Retention Engagement Rate

20% Application
15% Face to Face
Goal 20KD 120KD 45% 150KD 10% 69% 15KD
20% Website
10 % Social media

 Our marketing budget is 47,000KD. We aim to have strong social engagement rate of 75%
as we believe in strong digital marketing. We also wish to have a strong digital PR
(Brokeback, 2020).
 Our goal is to reduce cost per lead as per industry standard our average is 120kd and of
course we want to minimize cost per lead. Good campaign indicators are low cost per lead
with high volume of quality leads.
 As increased customer retention is likely to improve any business's profitability (Jiang &
Rosenbloom, 2005). A 5% customer retention will increase revenue by 15% as per
industry norms. Researchers generally agree that these variables contribute to creating
favorable intentions toward a firm and affecting retention and loyalty (Bowen & Chen,
2001; Han, 2013;Han & Ryu, 2006).

36
 13.Financial Plan
13.1. One-year sales forecast

Number of
Revenue Profits Sales Units Avg. usage rate Customers

889,917 578,446 2,000 4 visits yearly 3,500

Studies have showed the price reasonableness plays only a significant part in medical tourism.

Health The main roles are played by the service quality, customer satisfaction and trust. These were

and identified as the main criteria which determines in customer using our service. As I have been

Wellness speaking every wherein in the project, we want to serve with customer in our mind and that also
represent our value and organizational goal. Beside it is difficult for a normal person to take
decision in medical field. As our expert clinicians will help our customers in making their choices.
As per National Ambulatory Medical Care Surveys a person visits a doctor 2 times in a year but
the number of visits by elderly people and people with disease are higher. Our main segment is
the senior citizen of our society and people who do need medical support.

55,620 5,562 900 1.5 every 6 1,500

months

When it comes to wellness people thinks only about body. In fact there is more than that there is
Yoga and emotional and mental health. If these are left untreated it gives way to depression, anxiety, body
Spa aches and accumulation of toxic. To heal our people need to take break to such places away from
village pollution and noise to a calm, serene environment with fresh air in order to rejuvenate.37% of our
population is below 34 years and this service is most suitable for them. We aim to capture at least
17% of customers to try and enjoy this service for a healthy life approach.

111,240 27,810 1,600 1 monthly 4,000

Turkey is a touristic destination and people from Kuwait often travel to turkey because it is close
Turkish
and cheap. Turkish Hamam gives multiple benefits. As per statistics yearly 350,000 Kuwaitis
Hamam
travel to turkey for a short vacation or to take a break from busy life and some leading
businessmen of Kuwait have bought property there to enjoy their summer vacation. We would
like to target these customers to buy voucher and coupon for the leisure purpose while they are on

37
 a visit. We can capture at least 24% of those travellers customer which represent 8,400 customers.
In addition we provide medical services in turkey along with the healthcare we can sell wellness
service to the customer which would be enjoyed by person recovering from treatment and by
people accompanying the patient.

55,620 1,112 500 1 monthly 1,000

It is an ancient old medicine practiced by rishis in mountain of Himalayas by using the natural
herbs that are grown on the mountains in the fresh air. Ayurveda believes in treating body as
whole. It believes in building harmony between mind, body and soul which will lead to hale and
Ayurvedic hearty life, treats disease and provided precautionary measures. We target our corporate clients
Medicine who suffer from various ailments due to desk jobs. Due to pandemic and born out of necessity

there is a spike of 32% in corporate employees opting for telehealth services as study conducted
by Mckinsey. Kuwait has many corporate companies in different fields by designing different
health programme as per the industry operation we are assure to get at least 35% of the customers
to experience our service.

13.2. Breakeven point

Figure 11: Break-even Point

Footnotes
 Rent will be standard market price for commercial renting.
 Employees’ salaries will include their residence fee and health insurance fee.
 Unique skilled team members will be paid accommodation allowance.

38
 Income from every service will be invested for the launch of new market with high revenue.
13.3. P/L statement

39
 Table 13: Balance Sheet
Table 12:P/L statement

40
 Ehna Maak
P/L statement
31 Dec 22

Revenue
Online Sales 444,958
Services Sales 389,339
Product Sales 166,859
Other Income 111,240

Total Net Revenue 1,112,396

Cost of good sold 545,074
Gross Profit 567,322

Operating Expenses
Advertising 72,334
Bank Charges 2,300
Dues & Subscriptions 3,350
Insurance 8,000
Licenses & Fees 43,400
Marketing & Promotion 47,000
Salaries & Wages 169,000
Miscellaneous 800
Offi ce Expense 1,000
Offi ce Supplies 1,200
Outside Services 12,467
Benefits 30,000
Professional Fees 50,111
Rent 5,000
Repairs & Maintenance 600
Telephone 2,000
Training & Development 4,500
Travel 14,467
Utilities 9,644
Vehicle 5,051
Total Operating
Expenses 482,224

Profit 65,500
Table 7: P/L statement

41
 Ehna Maak
Balance Sheet
31 Dec 22
Balance Sheet
ASSETS LIABILITIES
Current assets Current liabilities
Cash and Cash Equivalent 21,271 Accounts Payable 3,500
Accounts Receivable 10,000 Note Payable 980
Prepaid Expenses 4,004 Trade Payables 1,680
Trade Receivables 4,839 Short term Provisions 840

Total current assets 40,114 Total Current Liability 7,000

Long Term Debt 85,400

Property and equipment
Offi ce 35,000 Total Liabilities 92,400
Cash and Bank Balance 28,201
Furniture 10,000 SHARE HOLDERS EQUITY
Short term loan and advances 15,000 Retained Earnings 27,600
Less:(accumulated depreciation) -8,315

Total assets 120,000 Total liabilites and shareholders equity 120,000

Table 14: Payback period

Investment Year 2 Year 2 Payback period

64,000 67,800 74,200 1 Year

Table1: Payback period

13.4. Investor proposal

We can see how life has changed after pandemic across the globe. People in our society need
medical help and services. A large percentage of society wants to be treated outside the country
due to safety and unavailability of advance medical services. Budget constraint does not allow
them to travel abroad and our business has medical service in all price packages which will
enable them to get their health issues resolved. We have displayed that we will earn back from
our return within a period of two years and the revenue will grow moving forward. Medical

42
 tourism is a growing market and there is a great demand for it. Medical tourists are expected to
increase by over 12% from now till 2027 as per research conducted by medical tourism
community. Kuwait is a market that grows gradually and I believe we will flourish with
Kuwait. Meanwhile we also want to serve members of our community by lending them a
helping hand and providing clinical consultation from different region of their world at their
home to guide them on treatments and the process that it follows. Our business has generated
revenue by targeting certain age group of our society and working toward improving the health
life of our society members. I must admit yes our business is reaping revenue but at the same
time we are giving back to our people as well. Moving forward we plan to explore new markets
by adding multiple and different medical services to our bag. As we plan to provide medical
services and healthcare facilities in other parts of the world. The advancement of technology
has given the information at fingertip and people opt to get to the best hospital and get quality
of service. Hence we work with a mind customer first and once the customer establishes the
bond of trust with us then there is no looking back. A report by the industry research company
Tourism Research & Marketing (TRAM)224 puts the overall value of the medical tourism
industry in 2006 at US$20B, predicting this to double by 2010 . They are forecasting revenue
for year 2027 to be 207.27 billion $ with a growth rate of 21.4%. The emerging markets for our
business are Thailand; Costa Rica; Mexico; Malaysia; Singapore; Brazil; Colombia; Taiwan;
South Korea; Czech Republic; Spain. With the growth rate of more than 20% I believe there is
no looking back we will rule the market and set the standards.

Loans Investment 1st year 2nd year 3rd year 4rt year 5th year
80,000 64,000 59,000 74,000 85,000 75,000 90,000
loan pay pack period 1 year 4 months
investment payback period 10 months after loan
2 years 2 months Table 15: Investment payback period
total payback period
14.Business Model Canvas
Table 12: Business Model Canvas

Key Partners Key Activities Value Proposition Customer Customer

Relationships Segment
 Medical tourists  Medical Services  All services in one  Long term  Senior citizen
 Health-care  Ayurveda Services package relationship between age
providers  Travel Booking  Unique services and  Personal of 60-80
 Facilitators  Accommodation skilled team assistance  School going
 Health-care  Consultation Booking members  Dedicated children
marketers  Turkish Hamam bath  Services in all price personnel  Youth and

43
  Insurance  Yoga and Spa village ranges assistance college going
providers  Communities kids
 Infrastructure and  Families
facilities
Key Resources Channels
 Social Media
 Website  Advertisement
 Application  Digital Campaigns
 Team  PR
 Videos  Marketing campaigns
 Social Account
Cost Structure Revenue Streams

 Salaries  Services fee

 Marketing  Membership fee
 Advertisement  Sales of hotel service
 License and fees  Sales of service packages
 Insurance  Sales of tickets
 Professional fees
 Travel
 Rent
 Customer Services

15.Strategy

15.1.BCG matrix

We want to ensure our medical services

Our Medical tourism service has lot of economic potential and growth. It
that have been launched in three
is considered as one the growing industries of the world To protect
markets with digital application have
our existing market share we will invest a lot in high marketing activities
high market share and high market
like demonstrations, coupons, bundling, sampling, contests and
growth. There will always be need for
exhibition in order to increase and retain market share. They frequently
medical services outside the country
require ongoing investment in term of advertising to maintain their
due to inevitable reasons and44 there is
market leadership (Philip et al., 2012).
always certain level of uncertainty due
to pandemic. We will work on market
15.2. Ansoff Matrix

45
Critical Risk

Risk Identification

The number of countries that people are travelling to obtain medical support is growing day by
day and medical tourism is consider one of the growing industry that contributes to growth of the
country’s economy. Number of countries developing their own medical tourism business sector
has increased with the time. Due to various reasons like long waiting time, get hand on services
that are unavailable locally and soaring healthcare costs are some of the reasons that people opt for

medical tourism. Medical tourism can be defined as a “purposeful trip abroad to receive medical
care” (Keckley and Underwood, 2008). There are different types of risk associated with medical
tourism. In medical tourism risks can be viewed at two phases. First, when our patience travels
abroad. Patients who travel outside the country especially during pandemic are more exposed to
infection and hence there is a public health risk the time they return home. Second, on being
discharged from hospital and returning home. There are situations where due to negligence,
mismanagements and lack of cleanliness of patient they develop some medical issues. Another
risk factor, passengers travelling for medical treatment go through psychology and emotional
problem. Being away from your loved one in a strange land different in culture and language has

46
also effect on speedy recovery of the patient. Customers travelling after their health treatment long
flying hours can cause thrombosis due to lack of movement inside the flight. In addition travelling
causes dehydration in human body which should be considered prior travelling. The risk in our
business is not over with patient being treated but there is a big role of how patient is doing after
coming back to the home county. In our business to grow and flourish there has to be co-operation
between the physician abroad and the one in our home town.

Risk Management

Our professionals will handle insurance procedure and legal documentation of our customer and
the person who is accompanying the patient, as well in order to avoid any problems and penalties.
Prior patients travel plan our clinical specialist will have a session with the travelers prior traveling
guiding them on precautionary measures to be followed while travelling. After the treatment our
clinical speciality will ensure to collect a copy of medical report from the attending doctor and get
it translated if required. Share the document with our local doctor to ensure patient recovery back
home is smoothly done. In order to avoid any complications a member of clinical speciality will
visit the patient to check if procedure of recovery is being followed correctly. Prior travel and after
travelling our team will follow strict sanity protocol in order to ensure that patient is not expose to
any kind of infection. In order to ensure our patient emotional wellbeing, as it plays a major role in
patient recovery. We will arrange calls with patient’s family, neighbours and friends once a week
to ensure patients speedy recovery. One of our clinical specialties will ensure to collect
information about the patient recovery process incase if there any issues in the future. In addition
we will maintain communication with doctor to ensure smooth recovery of the patient.

Then there is physical risk, like building risk in case of any accidents. Employees will be educated
on fire exits and in time of emergency their safety takes priority above work. We will install fire
alarms and sprinklers for the safety. Proper emergency exit guidelines will be given to employees.

In case of power outage generators have been set up to support all the operational requirements of
the business. Members of the team who are using land lines for their communication in case if
land line are not functioning company will have emergency mobile lines that will be given to team
members in order to complete their tasks.

47
 As our business will rely on computerized data, customers list and financial information of our
suppliers we will ensure to have an exterior back and insurance coverage. We need to ensure the
safety of our data from being hacked.

We will ensure to run our operation smoothly from managing market, credit, company’s operation
and maintain its reputation.

Prior launching any new market or new service we will study its impact. A decision should not
have negative impact on cost, employee and customer or affect any of our operations. In the
beginning of the business we will avoid taking any risks. In order for our business to grow we will
conduct market research and ask for feedback from our customers on services they would like to
try.

In addition in order to ensure financial safety and ensure certain level of safety to our business.
We will set aside an amount 20,000KD separately in case of any emergency taken from initial
capital. The revenue generated from various streams of operation 5% will be taken from it to be
added to the fund to ensure safety of business and operation. In case of any unforeseen emergency
we have a backup.

Appendix

Team member profiles

FAY AL QAOUD

The idea came to me due to what I have seen among my family members and help that my society needs.
Being raised up in a house, where I see the elder of my family members struggling for medical help and all
they would need someone to guide them. In addition, during my summer vacation i would opt for internship
in various travel agency firms, where I noticed enormous number of population travelling abroad for medical
48
treatments. Medical health tourism is growing day by day and members are coming with more innovative
ideas to serve the community at the same time. Currently Kuwait market lacks such facilities which will be
MANAYER KANDARI

As an active social service member of my society, I have always noticed the concern members our society
goes through to get the, medical services at their fingertips. Having worked in many of medical institutes as
a social helper, my experience teaches me, yes this business idea is right for the times. There is need for
such service at our society level and with the fast pace life, where people are not having enough time to get
what they want in the medical fields from services for their loved ones. My passion to serve members of
my society, in addition to the knowledge acquired along with my experience of serving in medical field
will drive this project to heights of service for our community. In addition, I hope we would be able to
bring down the obesity rate.

49
 Drive &
Motivation

50
51
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1-Progress Report # 1 Graduation Projects

School of Business – Department of Management

Course Name: Graduation Projects

Course Code: 20SMGB424 – 20SMRB424

Instructor Name: Dr. Sam Toglaw

Progress Report # 1Graduation Projects

Week 7 Date 29/3/2022

Project Name Medical Tourism

56
Group Members
Name Student Number

Fay Al Qaoud 1821632

Manayer Kandari 1617319

Project Overview
If you have completed ideation and team formation, you should be able to write a short description
of your project (selected business idea).

Medical tourism services to members of our society. We will be targeting three markets for
presenting the idea and business concept. Our medical tourism services will differ from the
rest of competitors in the market. The concept will serve our society members and in the same
time will generate revenue for the country.

Main Achievements
We came up with business idea as a team and divided the responsibilities of the tasks. We
made sure to discuss any doubts or any problems we faced while working on the project. We
ensure to check on each other towards the end of the week in case of any issues.

Record of Meetings
Date Main Outcomes Online / Offline

16/3/2022 Came up with the concept Offline

17/3/2022 Divided the work and discussed few ideas and Offline
approaches

21/3/2022 Adding additional tasks required and shared feedback Offline

27/3/2022 Checked each other’s progress Offline

57
Assigned Tasks
Team Member Assigned task

Fay Al Qaoud Admin and coordination

Fay Al Qaoud Product Lines

Manayer Kandari Macro Analysis

Fay Al Qaoud Micro Analysis

Manayer Kandari SWOT analysis

Manayer Kandari Porter Five Forces

All Project / Business name selection

Note: It is permissible to assign more than one task to a particular member. You may add more tasks as needed.

Completed By:
Manayer Kandari
Note: It is recommended that each member fills at least one progress report

Appendix 2-Progress Report # 2 Graduation Projects

School of Business – Department of Management

Course Name: Graduation Projects

Course Code: 20SMGB424 – 20SMRB424

Instructor Name: Dr. Sam Toglaw

Progress Report # 2Graduation Projects

Week 8 Date 06/4/2022

Project Name Medical Tourism

Group Members
Name Student Number

Fay Al Qaoud 1821632

Manayer Kandari 1617319

58
Project Overview
If you have completed ideation and team formation, you should be able to write a short description
of your project (selected business idea).

Medical tourism services to members of our society. We will be targeting three markets for
presenting the idea and business concept. Our medical tourism services will differ from the
rest of competitors in the market. The concept will serve our society members and in the same
time will generate revenue for the country.

Main Achievements
We completed our first assignment exactly on the deadlines. We started to allocate the tasks
for our second report in line. From the time the project has started our views to analyze things
have changed. We have started understanding each other’s point of view. We had discussion
on concept of marketing, the opportunity and our sweet business idea.

Record of Meetings
Date Main Outcomes Online / Offline

29/3/2022 Shared our views on the first report and agreed on changes Online

2/4/2022 Finalized the report Offline

5/4/2022 Allocated the tasks of our second report Offline

Assigned Tasks
Team Member Assigned task

Fay Al Qaoud Admin and coordination

Fay Al Qaoud Product Lines

Manayer Kandari Macro Analysis

59
Fay Al Qaoud Micro Analysis

Manayer Kandari SWOT analysis

Manayer Kandari Porter Five Forces

All Project / Business name selection

Note: It is permissible to assign more than one task to a particular member. You may add more tasks as needed.

Completed By:
Fay Al Qaoud
Note: It is recommended that each member fills at least one progress report

Appendix 3-Progress Report # 3 Graduation Projects

School of Business – Department of Management

Course Name: Graduation Projects

Course Code: 20SMGB424 – 20SMRB424

Instructor Name: Dr. Sam Toglaw

Progress Report # 3 Graduation Projects

Week 10 Date 22/4/2022

Project Name Medical Tourism

Group Members
Name Student Number

Fay Al Qaoud 1821632

Manayer Kandari 1617319

60
Project Overview
If you have completed ideation and team formation, you should be able to write a short description
of your project (selected business idea).

The vision and goal of our business is to serve our people and generate revenue and establish a
reputation about our renowned quality service.

The senior members in our society who face lot of health issues and their loved one would
love some helping hand that can set up all the process of treatment for their elderly people in
family. Lot of our senior citizens who need to be treated for various ailments need support and
help in their painful situation. Hence to ensure our loved ones get a hassle free healthcare
journey full of care and support, hence we have come up with Ehnaa Maak.

Our entire services are set up on our application and website through which customers can get
all the information they want on their healthcare treatment. We have even given details of
various stages of journey. Medical tourism is one of the growing businesses across the globe
and there is an expected growth of 19% in the coming years.

Our office is located in heart of Kuwait city which is easily accessible to everyone and easy to
find. Our head office works from 10am till 8 pm. Our online customer service will be available
24/7. In addition we have face to face service with the customer at their home.

We have different types of health services and we have to agree on their price ranges and the
packaging. We have set and average price range of 800-1500KD since the market we are
targeting the cost, professional service and labour is cheap. We want to ensure that we bring
value to the average price ranges along with the quality of service.

During our team meeting. We discussed multiple ideas, concept and views. We had to
convince each other when there were disagreements on opinions by case studies and numbers.
Multiple issues were highlighted and worked together on resolving it. We discussed on
training topic and the importance it had in building our quality service. We discussed the types
of linguists the operation needs and how can they be rotated I different services.

In our last meeting, we discuss the finance and marketing plan. We agreed on our yearly sales
forecast and discussed the risk management strategies.

61
Main Achievements
We were struggling with our second part but somehow pulled it together. We lend helping
hand towards each other whenever we felt the other person is stuck. In addition we discussed
financial planning, pricing and packaging. Our group discussion has become an important
thing in our week.

Record of Meetings (Online / Offline)

Date Main Outcomes Online / Offline

10/4/2022 We both discussed our struggles and hurdles Offline

14/4/2022 Checked each other’s progress Online

Assigned Tasks
Team Member Assigned task

Fay Al Qaoud Admin and coordination/Appendix

Fay Al Qaoud HRP: Human Resource Planning

Fay Al Qaoud OP: Operational & Strategic Planning

Manayer Kandari Risk Management

Manayer Kandari Marketing Plan

Manayer Kandari Business Model Canvas

All Report design /Financial Plan

Note: It is permissible to assign more than one task to a particular member. You may add more tasks as needed.

Completed By:
Manayer Kandari
Note: It is recommended that each member fills at least one progress report

62
Appendix 4-Progress Report # 4 Graduation Projects

School of Business – Department of Management

Course Name: Graduation Projects

Course Code: 20SMGB424 – 20SMRB424

Instructor Name: Dr. Sam Toglaw

Progress Report # 4Graduation Projects

Week 12 Date 09/5/2022

Project Name Medical Tourism

Group Members
Name Student Number

Fay Al Qaoud 1821632

Manayer Kandari 1617319

Project Overview
If you have completed ideation and team formation, you should be able to write a short description
of your project (selected business idea).

Medical tourism services to members of our society. We will be targeting three markets for
presenting the idea and business concept. Our medical tourism services will differ from the
rest of competitors in the market. The concept will serve our society members and in the same
time will generate revenue for the country.

Main Achievements
After multiple discussions and talks. In addition for the effort to show each other’s point of
view. We finally completed our second assignment. Started planning for coming presentation.

63
Record of Meetings
Date Main Outcomes Online / Offline

1/5/2022 Working on the final report. Cross checking everything. Offline

Assigned Tasks
Team Member Assigned task

Fay Al Qaoud Admin and coordination/Appendix

Fay Al Qaoud HRP: Human Resource Planning

Fay Al Qaoud OP: Operational & Strategic Planning

Manayer Kandari Risk Management

Manayer Kandari Marketing Plan

Manayer Kandari Business Model Canvas

All Report design /Financial Plan

Note: It is permissible to assign more than one task to a particular member. You may add more tasks as needed.

Completed By:
Fay Al Qaoud
Note: It is recommended that each member fills at least one progress report

Appendix 5-Progress Report # 5 Graduation Projects

School of Business – Department of Management

Course Name: Graduation Projects

Course Code: 20SMGB424 – 20SMRB424

Instructor Name: Dr. Sam Toglaw

Progress Report # 5 Graduation Projects

Week 14 Date 23/5/2022

64
Project Name Medical Tourism

Group Members
Name Student Number

Fay Al Qaoud 1821632

Manayer Kandari 1617319

Project Overview
If you have completed ideation and team formation, you should be able to write a short description
of your project (selected business idea).

Medical tourism services to members of our society. We will be targeting three markets for
presenting the idea and business concept. Our medical tourism services will differ from the
rest of competitors in the market. The concept will serve our society members and in the same
time will generate revenue for the country.

Main Achievements
We segregated the responsibilities of the roll up and the presentation. We had practice very
hard for long hours on the presentation. We practiced alone, with friends and even family
members to get the confidence to deliver. We agreed that every one of us should summarize
their section of the report.

Record of Meetings
Date Main Outcomes Online /
Offline

11/5/2022 Allotting the work Online

18&21/5/2022 Individual practice for the audience and ensure to remember Offline
every bit of information.

65
22/5/2022 Celebration time; we met to celebrate our efforts and Offline
achievements.

Assigned Tasks
Team Member Assigned task

Fay Al Qaoud Admin and coordination/Appendix

Fay Al Qaoud HRP: Human Resource Planning

Fay Al Qaoud OP: Operational & Strategic Planning

Manayer Kandari Risk Management

Manayer Kandari Marketing Plan

Manayer Kandari Business Model Canvas

All Report design /Financial Plan

Note: It is permissible to assign more than one task to a particular member. You may add more tasks as needed.

Completed By:
Manayer Kandari
Note: It is recommended that each member fills at least one progress report

THIS IS FOR CV

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THIS IS FOR CV

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