KAAGAPAY SUPER EDITED

7/29/2019 KAAGAPAY SUPER EDITED

1/22

EXECUTIVE SUMMARY

_____________________________________________________________________________

_

This business proposal discusses the business that the group is interested in penetrating

health services. It comprehensively explains the product we seek to sell in the market and the

means to make it feasible. Furthermore, it entails the legal matters which should be taken in

consideration to ensure the companys protection from lawsuits.

Kaagapay Private Duty Nurse Agency is a service-oriented business that caters to clients

in need of one-on-one nursing care round the clock. It will be affiliated with a great number of

healthcare institutions in Davao City and will gain clients through hospital and healthcare

provider/s referrals but will also accept walk-ins. The business establishment will be located at

Quirino Avenue, fronting Davao Doctors Hospital since it is situated at the heart of the city,

thereby becoming very accessible to Davaoenos, especially those admitted in the aforementioned

healthcare facility.

The companys product is private nursing service for critically ill patients who prefer or

are advised to be discharged and receive home care. It also caters to admitted patients who opt to

have their own healthcare provider for closer monitoring of their health condition and prompt

intervention as the need arises. It is basically a manpower agency focused on providing every

clientele competent private duty nurses who can provide efficient nursing care and coordinate

with the patients physician/s with regard to the patients health status. The company will also be

responsible for the provision of trainings and seminars to keep the private duty nurses updated

with the ever changing health standards and for their professional advancement as well.

1


2/22

For the company to officially start its operation, an initial capital of two hundred fifty

thousand pesos (Php 250,000.00) is needed. Approximately half of the capital will be allotted for

building lease and furnishing. The remaining amount will be spent on the processing of

documents, procurement of operational materials (official receipts, nurses remark sheets and

other necessary paperwork) and advertising. As planned, the capital will be pooled from the

proprietors and proprietresses friends and families and will be paid according to the agreed

terms of payment. The group believes that they should invest in our company because health is

one of the basic needs of man. Therefore, no matter what time of the year it is, there will always

be guaranteed clients of the company. In addition, it will be run by registered nurses who

obviously have the know-how with regard to the service the company offers. Therefore, the

percentage of the companys success is predictably high.

2


3/22

BUSINESS DESCRIPTION

_____________________________________________________________________________

_

Kaagapay Private Nurse Agencys point of contact is Ms. Krista Anne F. Dormitorio,

RN, being the leader of the group. She is responsible for the supervision of the companys

overall operation. Thus, concerns regarding the product and everything in between should be

addressed to her. Members of the healthcare team and clienteles can reach the company through

our official mailing address (Door 7 Fuentes Building, Quirino Avenue, Davao City), email

address ([email protected]), landline number (082-227-8077) and website

(http://www.kaagapaypdn.com).

The company is a partnership between two proprietors and three proprietresses, all of

which are registered nurses, who voluntarily agreed to co-own the business and operate such for

profit. Specifically, it is a general partnership where every partner is actively participating in the

conduction of the business operations. Furthermore, liabilities and both profits and losses are to

be shared proportionally.

Mission Statement

The mission ofKaagapay Private Duty Nurse Agency is to deliver the best available

nursing care, both curative and palliative, to patients in need of such, in the most effective,

efficient and convenient way possible.

3


4/22

Vision

By 2015, Kaagapay Private Duty Nurse Agency envisions itself as a premiere in-house

and hospital-based nursing care provider at par with internationally recognized nurse agencies

and a center of excellence for healthcare provision and nurse training.

Goal & Objectives

It is the goal ofKaagapay Private Duty Nurse to adhere to the value of service in every

aspect of our nursing service.

Specifically, the company aims to:

Render quality nursing care through utilization of the nursing process (assessment,

nursing diagnosis, planning, implementation and evaluation) in a therapeutic

environment, promoting the betterment of the patients health status

Foster staff development through provision of opportunities for professional

advancement such as continuing education, training and research

Participate actively in health education and promotion activities in the community to

minimize the prevalence of terminal ailments

Overview

With the rising cases of terminal illnesses contributing to more than half of the hospital

census, physicians, more often than not, suggest home care to patients experiencing such and

their families to make room for other patients suffering from nonlife-threatening illnesses but

4


5/22

nonetheless, need medical attention. In other cases, most patients from the middle and upper

classes prefer to have their own nurse/s so they may receive timely intervention compared to

when they are under the service of staff nurses who attend to the whole unit, with attention and

time divided for each patient. In addition, most patients and their families believe that having a

private duty nurse is highly effective not only in health promotion and monitoring but also

upholds the confidentiality of the patients condition better.

Its in everyones knowledge that with the great number of nurses in the city and the lack

of opportunities for hospital employment, a lot of these healthcare providers employ themselves

as private duty nurses through referrals from their colleagues. The concern here is that these

nurses are mostly subjectively evaluated. In addition, since these nurses are working freelance,

they dont have any protection against possible lawsuits. In short, both the nurses and their

patients are not adequately safeguarded in this scenario.

In response to this, the group decided to establish a private duty nurse agency which

ensures quality nursing service aimed at the promotion of the patients quality of life. The

company seeks to employ nurses with more than average knowledge and skills and subject them

to trainings and seminars to guarantee their professional competence. Moreover, we desire to

include a thorough discussion of the legal aspect in the working relationship between the agency,

the nurse and the patient to make the roles and responsibilities of each party clear and avoid legal

arguments.

5


6/22

SERVICE DESCRIPTION

_____________________________________________________________________________

_

During the application of an aspiring member of the Kaagapay Private Duty Nurse

Agency, the registered nurse must first fill up an application form which will include the name,

address, contact number, PRC license number, work and years of experience, willingness to

undergo training, and the number of months or years the nurse is willing to be active in the

agency. After which, the aspiring member will then be given a contract to be agreed upon by

both parties, the aspiring member and the agency, that the nurse will make himself or herself

available when a client needs his/her services regardless if the nurse has other part-time jobs as

long as it is not full-time jobs. Then, the aspiring member will undergo a two-weeks training as a

requirement in the agency, and that the nurse is willing to pay out from his own pocket. After the

training, the aspiring member will then be given a certificate, certifying that he/she has

undergone the training and is now an official member or registered private duty nurse of the

agency. The new member will then be explained with the benefits that he/she is going to receive

every time he/she has a client and the type of compensation in 50/50 percent sharing as the

agency will make use of the 50 percent for the members deductions for benefits, maintenance,

protection, and other incentives the nurse will be getting from the agency. Rest assured that the

rate of the private duty nurses are higher than those working in the hospitals as it entails one-on-

one care to special clients. Finally, the new members name ofthe Kaagapay Private Duty Nurse

Agency will be put on the priority list of members and are always subject on ON CALL duty.

They will be given a Kaagapay Private Duty Nurse Agency membership identification card and a

6


7/22

daily-time-record (DTR) especially when they are on duty. Their schedules will be arranged in

the office according to clients prerogative.

On the side of the walk-in clients, the inquiring client will be accommodated also in the

office area and will be given brochure with regard to the companys services and mode of

payment. After the client has decided, he/she will then be given a customer data sheet which will

include the name, address, contact number, type of care or package availed, contract or length of

service they will need, schedule and mode of payment. Then, the client will then be oriented with

the process and will first have a formal meet-up with the nurse assigned to his/her patient.

Finally, the work or service will then commence.

Before operation, the company will first ask for permission to the rightful government

agency and other legal or registered organizations such as BON (Board of Nursing), Association

of Hospitals in Davao City that our planned company will be the first of its kind in legalizing or

making PDNs as a legitimate career separate from any hospitals, and allowing members

working experience valid in acquiring an official work experience certificate intended for

application of work in hospitals, schools and other establishments, especially application of work

abroad.

The agency will also look into labor laws as mandated by the Department of Labor and

Employment for the protection, rights, and benefits of the employees.

7


8/22

COMPETITOR ANALYSIS

_____________________________________________________________________________

_

Although Private Duty Nurse has long been in the market, it never developed nor grew

into something that can be seen as a business and something that can raise the value and

importance of doing a private duty nursing.

In the history of nursing especially here in Davao City, no company or hospital has ever

thought of making private duty nursing as a separate department or business that can extend

profit from hospitals or even increase the employment rate of unemployed nurses in the country

except for Davao Doctors Hospital which has a Private Duty Nurse Association of whom their

membership is exclusively from the nurses who trained in their own hospital. Apart from that,

other hospitals in Davao City do not have a formal association or group that may call the services

of nurses privately, within the premises of the hospitals or in the homes of outpatient clients as

they are more concentrated on the staff nurses employed in their hospitals and only seek private

duty nurses when clients request and informally contacts friends and other nurses they know

from someone who is not employed in their hospitals.

With this scenario, the competition from other firms is low. Knowing that if this business

will push through, this would be the first Private Duty Nurse Agency that will formally change

how people, hospitals, and other medical or healthcare professionals view private duty nursing. It

will be a first of its kind catering to a growing population in Davao City, especially to the

growing number of people who get sick each day that need much attention and care that

oftentimes hospitals can no longer accommodate due to full-house situation.

8


9/22

Only that, since this type of business is new in the market, expected hindrances or

barriers are to be taken into account. One of which is acceptance or openness of hospitals to

accommodate this type of business especially to Davao Doctors Hospital that our business will

compete with their association of PDNS. Second is the trust and confidence of the Doctors to

delegate some of their responsibilities to nurses especially in home care services and opening the

possibility of not admitting their patients in the hospitals if it can be managed at home since it

will become an issue of competition in the market shares of the hospitals knowing that hospitals

gain their profit from admitted patients. Lastly, the barrier of a sustained number of census in

order for the PDNs to have a regular schedule of duties and not rely on seasonal comings of an

increase number of census.

These barriers are serious and need to be addressed properly. One way of correcting these

barriers is by making this business plan clear and free from any loopholes to get rid of mistakes

and other errors that would cause the failure of the business. The business plan should also

employ strategies that will address anticipated or unexpected happenings for preparation and in

order to prevent damage or cause the company to collapse abruptly.

MARKET ANALYSIS

9


10/22

_____________________________________________________________________________

_

Situation Analysis

At present, there is no existing Agency for Private Nurses. Families who wish to avail of

home-based care usually depend on friends or hospital personnel for referrals. Kaagapay Private

Duty Nurse Agency will be introduced to the public to meet their needs on quality home-based

nursing services in a legal and systematic manner of delivery.

This agency answers the need of the huge population of nurses to make private nursing

an official occupation with security of tenure, regular salary and benefits, similar with those

nurses employed in hospitals and clinics. Furthermore, individuals who are in need of private

duty nurses will only have to check out our website or visit the institution to avail of the services

from competent and skilled nurses.

SWOT

STRENGTHS WEAKNESSES

Quality nursing care

Patient-centered

(1:1 nurse-patient ratio)

Patient comfort

Expensive

Young company

Limited equipment compared to

hospitals

OPPORTUNITIES THREATS

10


11/22

Pioneer-Agency: home-based

care

Home for the aged

Baby sitters

Caregivers

Kaagapay Private Duty Nurse Agencys primary strength is its commitment to excellence

and quality. Nurses who will be part of our agency will be subjected to continuing education,

trainings and seminars so that patients will be given no less than the standards when it comes to

nursing care services. Patients will be monitored closely given that there will only be one patient

per nurse. Patient comfort is also given priority in home-based care as most of them do not enjoy

hospital setting.

As a new business venture, the agency will have to face the initial difficulties of starting

up; it would have to first prove its credibility and establish relationship with the nursing

community and the target market. In addition, private duty nursing is way more expensive that

hospital based nursing service. Although people value quality, cost will also be an important

determinant of the publics acceptance.

Competitors, such as the home for the aged, baby-sitters and caregivers are the biggest

potential threat of the agency. People may still opt for the usual Yayas and educated caregivers,

or go for care facility centers because they are definitely less expensive.

Target Market

Kaagapay Private Duty Nurse Agencys ideal customers are those who are bed-ridden,

disabled, and/or chronically ill patients of any age or gender, residing within Davao City area.

11


12/22

Target market are within the middle to upper class range and have families that provide financial

support but have difficulty attending to hands-on health care needs. The customers will be those

who require nursing care; physical, occupational, and speech-language therapy; and medical

social services who find greater comfort in homecare where they are helped by skilled

practitioners to improve function and independence.

12


13/22

MARKETING PLAN

_____________________________________________________________________________

_

Marketing Goals & Objectives

Generate over Php 350,000.00 as gross profit by the end of year 1

Achieve a total number of 250 registered clients by end of year 1

Accreditation of atleast 4 hospitals by end of year 1

Increase sales and members by 100% by the end of year 2

Marketing Strategy and Action Programs

Initial strategy will focus on the nurses' extensive trainings and seminars with the basics

of home care, advanced nursing techniques, specialized skills for clients with special needs, basic

and advanced life support, and equipment/apparatus operation.

Kaagapay Private Duty Nurse Agency will make use of all available advertising and

promotion campaigns that are practical, efficient and effective through the following:

Media advertising television, radio

Classified advertisingnewspapers

13


14/22

Display advertisingflyers/brochures will be available in the hospitals, clinics,

health centers

Direct mail

Client referrals

Word of mouth and referral

Web-based advertising

Kaagapay Private Duty Nurse Agencys website will provide an extensive description

and scope of the business specifically its mission and goals, services offered, rates, facilities,

schedules, and the list of nurses together with their credentials, and the trainings and seminars

they have attended. Visitors on the page shall be taken into a tour with a single click should they

wish to have an overview of the agencys operation. A customer service panel on the website

shall be available where interested customers can inquire and or leave comments and

suggestions. A customer service representative shall be in charge of handling customer concerns

through company e-mail. The website gallery shall be available to show photos of activities,

amenities and service providers. Furthermore, online registration will also be available on the

webpage. Nurses who wish to be a part ofKaagapay Private Duty Nurse Agency community

may research, inquire, register, complete forms and schedule orientation and training online.

Patients may also be registered online by completing forms and may pay membership fee

through internet banking.

Budgets

Budget for the marketing strategy for the first 12 months of operation will be Php

75,000.00. The first trimester of the year will have Php 30,000.00, second trimester will have

14


15/22

Php 21,000.00, third trimester will have Php 15,000.00 and the last trimester will have Php

9,000.00 budget for the marketing strategy.

Every trimester will have the following budget allocation (percentage x budget per

trimester):

Media advertising 50%

Classified advertising 20%

Display advertising 20%

Direct mail 10%

Client referrals

Word of mouth

Web-based advertising

Controls

Kaagapay Private Duty Nurse Agency will monitor results through the following methods:

Patient/guardian satisfaction evaluation form by the end of each shift/nurse

Customer comments/suggestions/testimonials on website forums

Income/sales tracking

Website visit tracking

15


16/22

LOCATION & LAYOUT

_____________________________________________________________________________

_

Kaagapay Private Duty Nurse Agency provides services for individuals, families,

hospitals and healthcare facilities in Davao City that need the expertise of private duty nurses in

a variety of situations. The business is located at the heart of the city where a number of nearby

hospitals and residents are situated therefore accessible to possible and potential clients. Since it

is positioned in a highly visible area, Kaagapay Private Duty Nurse Agency hopes to attract and

draw the attention of clients due to curiosity and of course convenience. (For the location map

please refer to Appendix B).

Since our office is certainly a part of what we offer to our clients, we are to situate it in a

two-story structure with more or less 90 square meters floor area, designed and fitted to cater the

needs of our clients and of course our private duty nurses. It is spacious and serves an

accommodating ambience in order to translate security and confidence with regards to the

nursing service that we offer. Furthermore, with our office located in the downtown area,

positively we can answer the queries and concerns of our clients concerning the service that we

offer.

16


17/22

The facility will be a standard office and training area to accommodate clients seeking for

private duty nurses for their admitted or discharged patients who need special care, separate from

the care provided by employed nurses in the hospital, as-well-as for newly registered nurses or

already registered nurses who wish to become an active member or a registered private duty

nurse in our agency. Moreover, nurses who are willing to undergo trainings in relation to specific

cases of patients who will be in need of appropriate care corresponding to their condition.

The first floor of the building is where the main office is located (Refer to Appendix C

for the first floors floor plan). It is where the clients can inquire and discuss with the secretary or

the contact person with regards to the services that we offer. Also, the main office is furnished

with a receiving counter, conference area, two small offices, rest room and a small kitchen with

sink. Moreover on the second floor is where the training area and the skills laboratory are

situated. (Refer to Appendix D for the layout for the second floor). Area 1 is where trainings and

seminars are conducted for the benefit of educating and providing our private duty nurses with

the information that they need to offer quality services to our clients. The area is big enough to

accommodate 50 to70 training participants. Areas 2 to 4 are the skills laboratory. Each area

contains devices and special equipment which our PDNs should be acquainted and be familiar

of. The second floor also contains a rest room big enough to cater the bladder and bowel needs of

our training participants.

1. Training Room: The room will be a classroom set up where proper lectures or written

activities will be conducted, e.g. lectures on home care for discharged patients who

will be needing PDNs in their homes, the set up in the house, protocols or policies to

be followed and proper written guidelines or documentation even in home setting.

17


18/22

2.4. Skills Laboratory: The room will be intended for skills enhancement and proper

management for patients with certain conditions such as suctioning while with ET

tube and on mechanical ventilator, changing of oxygen tanks and other necessary

nursing care and procedures needed by the patients.

MANAGEMENT TEAM

_____________________________________________________________________________

_

The management team consists of seasoned nurses whose backgrounds and experiences

make them ideally suited for their respective roles. Here is a brief review of their educational

background and work experience:

Owners/ Founders

Cenon Francis Armada, RN

Educational Background

Ateneo de Davao University- College of Nursing Graduate School Program

Degree: Master in Nursing (33 units as of September 2012)

Ateneo de Davao University- College of Nursing

Degree: Bachelor of Science in Nursing (March 2010) - Cum Laude

Work Experience

18


19/22

Position: Staff Nurse (Intensive Care Unit)

Company: Medical Mission Group Hospital

Address: Leon Garcia St., Davao City, Philippines 8000

Date: December 2011 Present

Paolo Cadalzo, RN





Degree: Bachelor of Science in Nursing (March 2006)

Work Experience

Position: Staff Nurse (Neonatal Intensive Care Unit/ Nursery)

Company: Brokenshire Integrated Health Ministries Inc.

Address: Madapo Hills, Davao City, Philippines 8000

Date: April 13, 2008 - Present

Jhoanna de Castro, RN



19


20/22




Work Experience

Position: Staff Nurse (Medical Surgical Unit)

Company: Gig Oca Robles Seamens Hospital

Address: R. Castillo St. Agdao, Davao City, Philippines 8000

Date: December 2011 - Present

Christine Jude de Guzman, RN





Degree: Bachelor of Science in Nursing (March 2010)

Work Experience

Position: Staff Nurse (Medical Surgical Unit)

Company: Davao Doctors Hospital

Address: Quirino St., Davao City, Philippines 8000


20


21/22

Krista Anne Dormitorio, RN






Work Experience

Position: Staff Nurse (Medical Surgical Unit/ Pediatric Unit)

Company: Isaac T. Robillo Memorial Hospital

Address: Leon Garcia St., Davao City, Philippines 8000


Advisors

21


22/22

Danilo M. Te, DBA

Dean, Ateneo de Davao University- School of Business and

Governance

Patria V. Manalaysay, RN, MAN, Ph.D

Dean, Ateneo de Davao University- College of Nursing

Vilma M. Comoda, RN, MAN

Chief Nurse, Southern Philippines Medical Center

Dr. Ruben G. Robillo

Medical Director, MMGH/ITRMH

22

Date post:	14-Apr-2018
Category:	Documents
Upload:	cenon-francis-castillo-armada
View:	219 times
Download:	0 times

KAAGAPAY SUPER EDITED

Documents