Ambulatory Surgery Centre Business Plan Writing Assignment

Market and Competition Analysis
Market research
[What statistical research have you completed to help you analyse your market? Did you use a survey/questionnaire? If so, you may like to attach a copy of your survey/questionnaire to the back of this plan.]
Market targets
[Outline your planned sales targets. What quantity of your products/services do you plan to sell in a planned timeframe? Are they monthly or yearly targets?]
4 Ps
[Detail the results of the market research you have performed. Is the area experiencing population growth? Are there long-term employers in the area? Is the region's economy stable? Are there seasonal variations?
What is the size of the market? What recent trends have emerged in the market? What growth potential is available and where do you fit in? How will the market/customers change when you enter the market?]
Your customers
Customer demographics
[Define who your target customers are and how they behave. You can include age, gender, social status, education and attitudes.]
Key customers
[Identify your key customers. (These can be large consumers of your products or individuals whose satisfaction is key to the success of your business.) How will you target your products/service to them?]
Customer management
[How will you maintain a good relationship with your customers? What techniques will you use? How will you keep your customers coming back? Have you introduced customer service standards? Do you follow any particular code of practice?]

S.W.O.T. analysis
[List each of your businesses strengths, weaknesses, opportunities or threats in the table below and then outline how you plan to address each of the weaknesses/threats.]
Strengths Weaknesses
[e.g High traffic location] [e.g High rental costs]
Opportunities Threats
[e.g build on customer and brand loyalty] [e.g Cash flow problems]
Your competitors
[How do you rate against your competitors? How can your business improve on what they offer?]
Competitor details
[List at least 5 competitors in the table below.]
Competitor Established date Size Market share (%) Value to customers Strengths Weaknesses
[Competitor name] [When were they established?] [Number of staff and/or turnover] [Estimated percentage of market share] [Unique value to customers. E.g. convenience, quality, price or service?] [What are your competitor's main strengths?] [What are your competitor's main weaknesses?]
[Competitor name] [When were they established?] [Number of staff and/or turnover] [Estimated percentage of market share] [Unique value to customers. E.g. convenience, quality, price or service?] [What are your competitor's main strengths?] [What are your competitor's main weaknesses?]
[Competitor name] [When were they established?] [Number of staff and/or turnover] [Estimated percentage of market share] [Unique value to customers. E.g. convenience, quality, price or service?] [What are your competitor's main strengths?] [What are your competitor's main weaknesses?]
[Competitor name] [When were they established?] [Number of staff and/or turnover] [Estimated percentage of market share] [Unique value to customers. E.g. convenience, quality, price or service?] [What are your competitor's main strengths?] [What are your competitor's main weaknesses?]
[Competitor name] [When were they established?] [Number of staff and/or turnover] [Estimated percentage of market share] [Unique value to customers. E.g. convenience, quality, price or service?] [What are your competitor's main strengths?] [What are your competitor's main weaknesses?]
Market Plan
Advertising & promotional strategy
[What strategies do you have for promoting and advertising your products/services in the next 12 months?]
Planned promotion /advertising type Expected business improvement Cost ($) Target date
[Print media advertising, online advertising, mail-out, giveaway, media release, social media campaign or event.] [How do you expect it will improve your business success?] [$] [Month/Year]
[Print media advertising, online advertising, mail-out, giveaway, media release, social media campaign or event.] [How do you expect it will improve your business success?] [$] [Month/Year]
[Print media advertising, online advertising, mail-out, giveaway, media release, social media campaign or event.] [How do you expect it will improve your business success?] [$] [Month/Year]
[Print media advertising, online advertising, mail-out, giveaway, media release, social media campaign or event.] [How do you expect it will improve your business success?] [$] [Month/Year]
Sales & marketing objectives
[Who makes up your sales team? What sales techniques will they use? What tools/material will they use to help sell your products/services? What sales goals/targets will they meet?]
Unique selling position
[Why do you have an advantage over your competitors? How will your products/services succeed in the market where others may have failed?]
Sales & distribution channels
Channel type Products/services Percentage of sales (%) Advantages Disadvantages
[e.g. Shopfront, internet, direct mail, export or wholesale] [List all the products/services sold via this channel] [What percentage of overall sales do you expect to sell via this channel?] [What advantages are there of using this channel for these products?] [What challenges do you expect to face using this channel? How will you overcome them?]
[e.g. Shopfront, internet, direct mail, export or wholesale] [List all the products/services sold via this channel] [What percentage of overall sales do you expect to sell via this channel?] [What advantages are there of using this channel for these products?] [What challenges do you expect to face using this channel? How will you overcome them?]
[e.g. Shopfront, internet, direct mail, export or wholesale] [List all the products/services sold via this channel] [What percentage of overall sales do you expect to sell via this channel?] [What advantages are there of using this channel for these products?] [What challenges do you expect to face using this channel? How will you overcome them?]
[e.g. Shopfront, internet, direct mail, export or wholesale] [List all the products/services sold via this channel] [What percentage of overall sales do you expect to sell via this channel?] [What advantages are there of using this channel for these products?] [What challenges do you expect to face using this channel? How will you overcome them?]
HCA 620: Ambulatory Surgery Center (ASC)
CLC Business Plan
1. Your instructor will assign you to a Collaborative Learning Community (CLC).
2. The scenario for your CLC is presented below.
3. Your CLC will work together to write a single document.
4. The CLC Business Plan needs to be of professional quality, demonstrating a high level of thought, research, and writing skill.
5. The business plan needs to be similar in format, content, and quality to actual business plans in the health care industry.
6. The CLC Business Plan is based on a hypothetical situation. Therefore, you will need to be creative. While the information included in the plan will be contrived, make a reasonable attempt to be realistic. This will require research and imagination. Financial projections and timelines are not expected to be exact; feasible approximations are expected.
7. Designate a project manager to oversee the overall writing of the CLC Business Plan. An equitable division of tasks is the most efficient way to complete the assignment.
8. The CLC Business Plan will contain the sections and components common to typical business plan models. The specific needs of each project will determine the appropriate model to use. Whichever model you choose include:
a. Description of product or service
b. Business and industry profile
c. Marketing components
d. Financial information
e. Operational plan
Note: Virtually all business plans contain an executive summary. The executive summary for the CLC Business Plan will be included in the Individual Project Plan, which is due in Topic 8. Individual CLC members will write their own executive summary of their CLC Business Plan.
Ambulatory Surgery Center (ASC)
Background:
You are a project manager for a 300-bed community hospital with a 100-physician medical group consisting of primary care and specialty physicians including 20 surgeons of various specialties. Included in this are four well known and respected orthopedic surgeons who contribute significantly to the hospital's surgery volumes. Senior leadership of the hospital has asked you to put together a proposal for the addition of an outpatient surgery center to be constructed in a new space attached to the hospital.
Important factors for consideration in your proposal include:
• Patient flow
• Number of rooms needed
• Operating room (OR) equipment
• Sterilization equipment
• Office equipment
• Construction factors: contractor selection, timelines, permitting, licensing, architecture and interior design, etc.
• Volumes lost in main OR versus volume gain from outpatient environment and increased capacity
• Staffing
o Make the following assumptions per operating room:
 One RN
 One scrub tech
 Four pre-op RNs
 Four post-op RNs
 Two registration clerks
 One custodian
 Two sterilization clerks
• Registration process
• Pre-op process
• Post-op process
• Coding/billing process
• Physician space (Changing rooms, workspace for paper work)
• Staff space (Changing rooms, break room)
• Effects of political aspects of meeting physician needs on both the surgery center's performance and that of the main OR in the hospital. Also, any that may occur between surgical specialists.
• Financial impacts of an ASC
• Trend analysis: are ambulatory surgery centers a growing or diminishing trend?
• Typical competition of an ASC
• Should it be attached to the hospital, etc?
• Marketing – who are major audiences?
• Training
• Certification