a. Type of the business
The business will be a non-profit based pregnancy care organization in the Eastern Province of Saudi Arabia. This pregnancy centre will be a private and will serve care to women during the period of pregnancy. This business will target the mothers and pregnant women in order to provide proper suggestion and advice for the childcare. Most of the couples all over the world have serious issues regarding pregnancy decisions after or before the marriage. The people of Saudi Arabia are not an expectation from the fact. Hence, this business will provide authentic pregnancy decisions with the help of education and technology so that the newborn babies can spend a healthy life after birth.
In order to establish above proposed business, three major components must be incorporated. These include knowledge, support, and business infrastructure. Conceptually, a business needs various sectors to operate such as marketing, finance, human resource, and operation. Hence, this business also will consider the above-mentioned factors so that the consumers or service receivers can obtain a good health support from the company. At the same time, providing proper healthcare to the women regarding pregnancy can be considered as the key motive of developing this business.
Vision Statement. The vision of the company is to be the first and a best pregnancy care center in Khobar and the KSA in upcoming five years. It will provide most effective support to the mothers regarding prenatal and postnatal care in future.
Mission Statement. With the intention of providing adequate pregnancy care, the company will arrange tests and parenting education. This is to ensure that the parents of a child are able to provide proper care. Simultaneously, the company will discuss the risks of pregnancy and its effect so that the men and women can avoid during the period of pregnancy.
a. About the Services
With respect to delivering babies, the business will provide Neonatal Intensive Care Unit, wherein trained and experienced nurses along with the doctors will provide prenatally as well as postnatal care to the newborn child. However, this is not a profit organization, thus the authority of the pregnancy care will charge the cost of the treatment.
There are various problems, which are faced by the mothers before and after birth. In context to before birth issues, high blood pressure, preeclampsia, and thyroid disease among others can hamper mother’s health. Similarly, jaundice among other diseases are some of the issues that the mothers can face after birth. Hence, the healthcare organization will provide authentic care regarding these diseases so that both mother and baby can spend a healthy life.
Types of services that will be provided by the pregnancy center as follows;
|
Services |
Price/Month |
|
Prenatal Education |
500SAR |
|
Physical Examination |
500SAR |
|
Exercises, and Nutrition Health |
300SAR |
|
Postnatal Education |
500SAR |
|
Babies Services |
250SAR |
Table 1: Cost of pregnancy care
In order to gain the above-mentioned pregnancy care, a consumer will purchase the product as well as services based on a package basis. As above chart (table 1) reflects the monthly costs for a patient with respect different types of services and care. Therefore, a consumer should spent 2,550 SAR to receive all type of services and products. The total volume of the cost of service has been depending on patient time, which they will spend within the care. On the other hand, the company will provide pregnancy care packages with some extra benefits. The price of the packages has been decided as 3,000 SAR for an entire month, which included each required service and product for a new born child and parents. The company will also provide free education to the parents so that the newborn baby can live a healthy life.
Women’s and mothers of Saudi Arabia can be considered as the main consumer of this business. At the same time, people, who have been facing pregnancy issues and parental issues, can be measured as the consumer of the organization. Majorly, 20 to 35 years old women will be the main customers of the healthcare organization within the market of Saudi Arabia.
An unexpected pregnancy can be considered as one of the largest issues all over the world. It is initiating social as well as mental pressure on a woman. Hence, it can lead to affect the health of the mother and baby. For this reason, the organization will provide a special care to those people, who are facing a similar problem during the period of pregnancy. By conducting this, a large volume of babies can be saved, who are generally dying of improper maternal along with parental care.
With the intention of establishing a successful business within a market, an organization has to research market condition and demand. Hence, pregnancy rate with respect to the hospitals has been shown below in figure 1:
Figure 1: Birth rate in the Middle East
Based on the above figure 1, the birth rate in the Middle East is above the 40 and below 60 in a year. The birth rate is 114 in Saudi Arabia annually. Hence, the rate of pregnancy can be considered to be reasonable, as most of the above-mentioned births are occurring among women between the age of of 15-19 years. Hence, a proper health can assist them to avoid any risks regarding mother and baby.
Figure 2: Health Indicators and Comparison birth rate to Saudi Arabia
In accordance with the above figure 2, it has been observed that the life expectancy of male and female is 73.1 and 75.1 respectively. At the same time, the total fertility rate of women is 2.69 within Saudi Arabia. However, Khobar city does not have pregnancy care, which is one of the most important reasons for developing pregnancy healthcare center in the region.
Strength. Providing quality care to the babies and mothers will be the major strength of this organization. Advanced technology will be used for providing healthcare to the baby and mother.
Weakness. Providing pregnancy care can be considered to be an expensive service. A huge volume of investment is required. Additionally, certain factors such as death and human capability can be considered as risks. Death of any patient can initiate issue in the business operation
Opportunity. The market of Khobar city has less competition regarding pregnancy care. Hence, the success rate of this developing pregnancy center is high. Simultaneously, a significant volume of opportunity exists, which will lead the business towards the success in the upcoming future.
Threat. The company will use advanced technology and care for providing health service. However, any kind of damages to babies and the mother can lead to the threat for the organization in the operating market of Saudi Arabia.
The company will provide advanced Neonatal Intensive Care Unit for the babies so that the health of each baby will remain fit. This service can be considered unique.
a. Leadership
Among our team members, Doha Alfowzan will lead the organization, because she has enough knowledge regarding the human resource. The appropriate need of the workforce as well as the arrangement of recruitment, training and making a reasonable working environment will be done by Doha.
Each of the teammates will perform head of various departments. We will inspire each other to follow our vision and, direct one another to accomplish our objectives. We will manage the center based on our majors:
Doha Alfowzan will consider as the head of human resource. Since she has a bachelor degree in HR and have the required skills to deal with employees. She will be the HR manager where she will have plenty of responsibility and tasks.
Nouf Aldossary will be the finance manager. She has a bachelor degree in Finance. She will have plenty of responsibilities and duties. She will be in charge of studying the risks and liquidity of the business, doing the capital structure. Moreover, she is going to create and maintain financial policies and the preparation of audited financial statement. Also, she will be responsible of approving bank loans, preparing company budget, making sure that the company profit is free of error and fraud.
Hadeel Alghamdi and Latifah Alsanad will be the marketing managers. In the case of organizational operation, they will design advertisement plan for our center by social media mostly. Also, they will be responsible of improving the center services by taking suggestions from customers.
Alhanoof Alotaibi Since her major is MIS, she will be the IT manager. She will design, develop and update the center website. She has the ability to deal with technical issues. She will help in protecting the customer private information and data.
Providing appropriate guidance to the employees and patients is the main responsibilities of each manager. In addition, they will also be responsible for maintaining service quality and working environment within the pregnancy care.
Our business will follow a participative leadership style where decision-making is a responsibility of all of us. Following this leadership style will make us value each member opinion. Moreover, democratic style is effective and suitable for our company because the leader will sometimes need to hear other point of view and this will help us to accomplish our vision.
With respect to the culture, the organization will maintain a collaborative and communicative culture. Through this culture, each of the employees will receive freedom to speak. Through this, a satisfactory environment will be created.
a. Product and Services
Key Business objectives
Based on the market scenario of Khobar city, approximately 50 children will receive care from the business in the upcoming six months. Simultaneously, parental education will be provided among 150 parents within the city.
In order to provide appropriate care, the center will charge an amount, which will be 10% higher than the cost. For instance, if care cost is SAR 1500, then the company will charge (1500*10%= 150), (1500+150=1650) SAR1650 from the consumer.
The business will provide a three-month education program to each individual. Hence, two education season and one maternal care will be provided by the pregnancy care.
The business will provide both online and offline services to the consumers. In the case of online, the company will provide study materials along with online video solutions. On the other hand, maternal care will provide offline services from experts, doctors, and nurses.
With the intention of operating the supply chain, the organization will incorporate four departments. These include marketing department, human resource department, financial department, and IT department.
High-quality pregnancy care will be provided by the center. The services will be arranged by the company’s own employees. Additionally, service materials will be given by the external parties from the market.
The business will be forming an alliance with TwareatMedical Center in Khobar city to provide quality services to the mothers and babies.
At the initial stage, the entire workforce will be divided into five teams and each team will report every hour activity so that consumer can receive satisfactory services.
a) Capital
The business will need 1,956,784 SAR as the capital. This is arrived at after determining that operating expenses for the first six months will be 978,392SAR. . The capital will be contributed by the business partners. Support from Non-Government Organizations promoting mothering support in Saudi Arabia will also contribute a significant amount of capital.
b) Operations expenses
|
Expense |
Month 1 |
Month 2 |
Month 3 |
Month 4 |
Month 5 |
Month 6 |
Total |
|
Company registration fee |
2,900 |
2,900 |
|||||
|
Rent expense |
19,000 |
19,000 |
19,000 |
19,000 |
19,000 |
19,000 |
114,0000 |
|
Salary expense |
68,743 |
68,743 |
68,743 |
68,743 |
68,743 |
68,743 |
412,458 |
|
Materials and equipment |
94,674 |
28,590 |
34,700 |
51,000 |
48,000 |
48,000 |
253,964 |
|
Marketing |
12,893 |
14,600 |
19,800 |
31,246 |
31,700 |
15,678 |
125,917 |
|
Miscellaneous |
6498 |
3,900 |
4,645 |
1954 |
700 |
456 |
18,153 |
|
Total |
220,708 |
150,833 |
163,888 |
187,943 |
136,143 |
119,877 |
978,392 |
The operating expenses will be used in renting the premises, paying of salaries, marketing and other miscellaneous expenses.
Salaries expense will be the biggest expense by the company. The amount is large because the company aims at hiring a highly qualified and experienced team of doctors and nurses. This will help in provision of high quality pregnancy care services. The expenses on materials and equipment is also significantly high since machines required to set up this facility are very expensive. The company will also spend huge amount of cash on marketing in order to attract a huge customer base and hence help the company to grow its revenues.
C) Revenues
The pregnancy care center expects to get revenue from the sale of services to customers. The company estimates that it will receive approximately 200 customers during the first month of starting the business. The number of customers is expected to increase with time because the business will have become more popular and the marketing efforts are expected to bear fruits. Within the first six months, the company is expected to serve 1340 customers. The following is a table showing projected revenue for customers seeking services at the center.
|
Product/service |
Price per month(SAR) |
No. Of customers |
Total revenue(SAR) |
|
Prenatal education |
500 |
244 |
122,000 |
|
Physical examination |
500 |
282 |
141,000 |
|
Exercises and nutrition health |
300 |
274 |
82,200 |
|
Postnatal education |
500 |
289 |
144,500 |
|
Babies services |
250 |
251 |
62,750 |
|
Total 1340 552,450 |
From the above calculations, it can be seen that the business will generate 552,450 SAR from the sale of its services to customers. The company will also be selling products to customers who call in for the pregnancy care services as well as those who are just interested in purchasing the products. The following is a table showing revenue estimates from sale of products.
|
Product |
Price per item |
Units bought |
Total revenue(SAR) |
|
Baby clothes |
70 |
750 |
52,500 |
|
Blankets |
80 |
522 |
41,760 |
|
Nursing Bras |
100 |
479 |
47,900 |
|
Milk supplies |
80 |
711 |
56,880 |
|
Soft Hairbrash |
40 |
800 |
32,000 |
|
Baby bath equipment |
100 |
1,256 |
125,600 |
|
Breast cream and pads |
80 |
501 |
40,080 |
|
Breast cream and lotions |
100 |
489 |
48,900 |
|
Toys |
30 |
488 |
14,640 |
|
Total |
460,000(SAR) |
Therefore total revenue generated from the sale of service and products will be 552,450+460,000=1,012,450SAR.
This therefore means in order to get profit, you have to subtract the operational expenses from the revenues.
Therefore:
Profit=1,012,450-978,392=34,058 SAR.
D) Allocation of net revenue
The net revenue for the six months amounting to 34,058 SAR will be allocated to charity alone. The company will need to donate to charity as part of its corporate social responsibility. The company will donate the money to charity organizations that create awareness on fistula disease in poor countries in Africa. This will be very crucial in helping promote health for underprivileged women.
a) Target Audience
The target audience of the pregnancy care is mothers and pregnant women. Saudi Arabia is one of the countries in the world with very few organizations offering pregnancy care services. This sector has been neglected for a long time despite the challenges that many mother in Saudi Arabia face in relation to prenatal and postnatal care. Therefore, this organization targets pregnant mothers from the beginning of their pregnancy until the end. The company aims at offering advice on nutrition and also carrying out regular scans over the period of pregnancy for its clients. In addition to the this, the clinic will offer post pregnancy care services to help mothers overcome the challenges of pregnancy and helping in caring for the infant. The clinic will also offer family planning services to mothers across the region.
b) Access to Target Audience
Since the business is a start up, it will initially target young women within Khobar city and its environs. The target population is found within Khobar city and the rural areas surrounding the city. To access this population, the company will cooperate with women groups and organizations within the city to seek a platform to reach the local community. Clerics will also be used to communicate the message to their followers in mosques and. In addition to this, the business will use social media and other forms of advertising such as billboards to create awareness on existence of the company and the products and services offered.
c) Business Market Strategies
The pregnancy center will use good client relationship as one of the major marketing strategies for this business. In the service industry, it’s very important to ensure that every customer is a happy customer. Therefore, it will be important for the company to maintain good relations with client so that they can offer referrals and positive reviews in order to attract new customers.
Social media campaigns will also be critical in marketing this business. The company will use social media platforms such as Twitter and Instagram to market the business. This is expected to bring a lot of customers on board due to the popularity of social media in Saudi Arabia. To market the business, outdoor advertising in form of posters and billboards will be crucial. This method will be effective since the business is targeting the Eastern Province only, specially Khobar and Dammam cities.
d) Market Strategies and Sustainability
The client relationship marketing strategy will keep the business sustainable and create customer loyalty because word of mouth marketing is very convincing and effective. Once a customer has been served at our center and they are very happy with our services, that will advise a person they know to visit our center in order to get the service.
The social media strategy will be effective because, there is a very large number of people with access to social media and hence it will be very ease to reach a huge target population at a very low cost. Outdoor advertising will be crucial in creating awareness for people within the city and its environs.
e) Marketing Chart
|
Activity |
Start |
Finish |
|
Offering customers discounts |
1/1/2019 |
20/1/2019 |
|
After sale services |
Daily |
|
|
Social media campaigns |
Daily |
|
|
Placing of posters |
21/1/2019 |
31/1/2019 |
|
Advertising billboards |
2/2/2019 |
1/4/2019 |
|
Online advertising |
15/1/2019 |
20/1/2019 |
a) National Laws
There are various local and national laws that will impact on the pregnancy care clinic. One of this laws is the Islamic Sharia Law. The Islamic Sharia Law is strictly applied in Saudi Arabia and it has many restrictions especially on women. The clinic has to ensure that all cultures and norms related to Islamic religion are obeyed.
The laws governing provision of medical services will also impact on this business. The Saudi Commission for Health Specialties is the body mandated in law for accreditation of health practitioners and licensing of medical institutions. The organization therefore has to adhere to all the requirements set by this body. One of the legal requirement that the business must meet is that of compliance to sanitary conditions which includes architectural specifications and proper distribution. The center should also contain medical and non-medical devices and equipment which will aid in provision of pregnancy care services. The devices must comply with the conditions established by the Saudi Food and Drug Authority.
The pregnancy care business must comply with the Saudi Labor laws. One of the conditions is that the management of the pregnancy care center is limited to qualified Saudis. The law also requires that more than three quarter of the people employed at the center should be Saudi citizens. In addition to this, the business has to obey minimum wage laws set by the Saudi Government.
b) Legal Aspects
Intellectual property rights law is very important for the pregnancy care center. There are many intellectual property rights in the health care sector both locally and internationally. This rights include use of processes, systems and technology relating to reproductive health and motherhood. The company will ensure it obtains permission for use of any technology or process that is patented under another companies name. The company will also ensure that it trains employees on intellectual property rights including copyrights in order to avoid legal battles in future.
The company will design its own trademark and register it at the register of companies in Saudi Arabia. The company will not relate to or alter the trademark of competitors in any way. The business is not a franchise and hence laws relating to franchising will not apply in this case.
C) Technical Aspects
There are various new technologies currently being used in leading pregnancy care centers globally. The company will adopt these technologies in order to enable the company provide leading pregnancy care services in the region. One of this technology is the Doppler ultrasound technology. This technology is used to detect heartbeat of the baby in the womb. It also monitors the contractions of the baby without using any cable fastened to a unit.
Hormone therapy technology is also crucial in this industry. There are many mothers that who suffer mental disorders after giving birth. This is commonly referred to as postpartum depression. This has become a serious problem for mothers and it is therefore important that nurses at the pregnancy care center learn on how they can use technology to offer treatment to this customers.
Mobile applications technology will be crucial in offering services to customers. The company will develop a mobile application where customers can get information on prenatal and postnatal care. This technology will enable customers to get information and assistance from our professionals at the comfort of their home.
A) Key Values
Integrity is the key value that will guide the operations of the pregnancy care center. Integrity is the quality of being honest and having strong moral principals. The pregnancy care center is a non-profit organization that aims to providing affordable post and prenatal care to mothers. It is therefore important that high moral standards are upheld by the organization as it works towards achieving its goals and objectives.
B) Business Ethics
Honest. The company will provide client with correct information and advice regarding their health conditions as mothers. Honest in terms of financial information to the customer will observed. Customers will also be referred to seek better services in situations that cannot be handled by our center.
Professionalism. Every member of the company shall conduct themselves professionally and interact with customers while maintain respect. Personal relations with clients is not allowed.
Law abiding. The company will abide by all policies set by the local government and bodies controlling this industry. This includes labor laws, standards of machines and equipment as well as sanitary requirements.
C) Social Responsibility
Free community education programs. The company will organize free training camps after every three months to train mothers in the local community on how to stay healthy during pregnancy and also in nutrition.
Participating in environmental cleaning exercises. All our employees will be involved in environmental cleaning exercise on every last Saturday of each month. This will go a great length in encouraging community members to care for the environment they live in.
A customer wishing to buy our products or services will get information from our website or various methods of advertising used by the company. The customer can book an appointment with the doctors at the facility and specify the kind of service they want. After choosing the kind of service, the customer will be required to choose the date they want to a date with the nurses and doctor. The customer will be required to pay a quarter of the service fee in order for the booking to be successful. The customer should then visit the physical location of the pregnancy care center. At the center, the client will get additional information on services and products offered. The customer will then be served according to their choice. Each nurse will be allocated customers whom they will be in regular contact in order to ensure that the customer gets any assistance they may require after the service/product has been offered to them.
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