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Vintage Home & Residential CareBusiness Plan

415 Merlot DriveBonita, CA 91902Alice Smith ‐ CEOWednesday, July 11, 2012

Business Plan created by:

The Startup Garage

CONFIDENTIAL

2|

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Confidentiality Statement

This document contains confidential information proprietary to Vintage Home and Residential Care®,
hereinafterreferred to as the “Company”. This information and related conversations are submitted
solely for the purpose of introducing selected parties to Company’s Business Plan. Company’s disclosure
of information contained hereinand in related conversations does not constitute any subscription or
authorization to use the information, ideas, orconcepts presented, or to disclose any information to
other parties. Company retains ownership of this Plan, andthe concepts and ideas described herein.Each
recipient of this document agrees to treat it in a strictly confidential manner. The recipient may not
todisclose, directly or indirectly, or permit any agent or affiliate to disclose any of the information
contained herein,or reproduce this document in whole or part without the prior written consent of the
Company.Any party who accepts delivery of this Plan or any other document or verbal communication
of confidentialinformation from Company agrees to be bound by the terms of this Confidentiality
Statement and further agreesto promptly return documents to the Company upon request.

Securities Statement

This Business Plan does not constitute an offer to sell or the solicitation of an offer to buy any securities
or an offerto sell or the solicitation of an offer to buy such securities in any circumstances in which such
offer or solicitation isunlawful. Neither the delivery of this memorandum nor any sale of the Company’s
securities shall, under anycircumstances, create any implication that there has been no change in the
affairs of the Company since the datehereof, or that information contained herein is correct as of any
time subsequent to its date.The market analysis and projections presented in this document represent
management’s subjective views of thebusiness and information gathered from reliable industry sources.
The financial projections are based onmanagement’s best judgment and reasonable assumptions of
future events and circumstances. There can be noassurance that management’s assumptions and
expectations will be realized or that its perceptions are accurate.Industry experts may disagree with
management’s view of the market. No representations or warranties of futurecompany performance or
market trends are intended and such are expressly disclaimed.Copy Number:
___________________________________Provided to:
______________________________________Date:
___________________________________________
CONFIDENTIAL

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TABLE OF CONTENTS

EXECUTIVE SUMMARY .............................................4

MISSION & VISION ...................................................5

Mission Statement...............................................5

Core Values .........................................................5

Core Purpose .......................................................5

PRODUCT & SERVICE DESCRIPTION ..........................6

Overview of Products & Services ..........................6

Comparison of Services ........................................7

Problems, Causes & Solutions ..............................8

Product advantages .............................................8

Product Liability ...................................................8

Product Development Activities ...........................9

MARKET ANALYSIS................................................. 10

Market Segmentation – B2C .............................. 11

Market Trends & Growth Patterns ..................... 12

Market Size and Potential .................................. 13

INDUSTRY ANALYSIS .............................................. 14

Overview ........................................................... 14

Industry Participants .......................................... 14

Industry Trends & Growth ................................. 15

COMPETITIVE ANALYSIS......................................... 16

Competitive Overview ....................................... 16

Direct Competitors ............................................ 17

Indirect Competitors .......................................... 18

Competitive Advantages .................................... 19

Market Share Analysis ....................................... 19

Barriers To Entry ................................................ 19

SALES & MARKETING PLAN .................................... 20

Sales Goals ........................................................ 20

Marketing Goals ................................................ 20

Target Market ................................................... 20

Positioning ........................................................ 20

SWOT Analysis ................................................... 21

Branding ........................................................... 21

logo and tagline ................................................ 22

Pricing Strategy ................................................. 22

Marketing Strategies (Promotion & Advertising) 22

Customer Service .............................................. 23

WEBSITE PLAN ...................................................... 24

Website Goals ................................................... 24

Website Marketing Strategy .............................. 24

OPERATIONS PLAN ................................................ 25

Location ............................................................ 25

Licenses and Permits ......................................... 25

Property Ownership / Lease Terms .................... 25

Operational Procedures .................................... 25

Equipment ........................................................ 26

Purchasing Policies ............................................ 27

Quality Control Measures .................................. 27

Staffing and Training ......................................... 27

Organizational Chart ......................................... 28

MANAGEMENT TEAM ........................................... 29

Key Management .............................................. 29

Board of Advisors .............................................. 29

Board of Directors ............................................. 29

Professional Service Providers ........................... 29

FINANCIAL PLAN ................................................... 30

Financial Summary ............................................ 30

Startup Expenses and Assumptions ................... 31

Sales ................................................................. 32

Personnel .......................................................... 33

Profit And Loss Statement ................................. 34

Cash Flow.......................................................... 35

Balance Sheet ................................................... 36

APPENDICES.......................................................... 37

Floor Plans ........................................................ 37

CONFIDENTIAL

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Vintage is dedicated to providing the highestquality care to San Diego senior citizens whorequire or
desire an assisted living facility.

EXECUTIVE SUMMARY

Vintage Home & Residential Care provides assisted living solutions for senior adults.Vintage is dedicated
to providing the highestquality care to San Diego senior citizens whorequire or desire an assisted living
facility. Vintageis located in an ideal climate in the community of Bonita, California. Seniors experience
pleasant conditions of a combination of coastal and inland valleyclimates. This climate is perfect for
seniors who may suffer arthritis, joint problems, or are susceptible tocolds.Vintage is an alternative to
the typically larger, less personal senior assisted living facilities andspecializes in the ability to provide a
very high level of care in a smaller, more personalized environment.Vintage provides assistance to
seniors in their activities of daily living which includes assisting withmedicine, meals, reminders,
personal grooming, physical therapy, etc. Vintage also provides anopportunity for entertainment,
companionship, and activities which enable seniors to find fulfillment. Agoal of Vintage is to service
seniors with residential care providing seniors with the best of both worlds ‐‐a private home
environment mixed with the companionship and activities that a larger facility affords.Alice Smith, the
owner and operator of Vintage has been using her home over the last several years tocare for a senior
citizen who is also a member of her family. Through this experience, Alice has gainedinvaluable
experience and knowledge, and at the same time has continued to develop her alreadystrong passion
for helping others. As this passion has grown, Alice has decided to convert her residentialdwelling into a
personalized care facility for seniors that are at a stage of their life where they requireassisted living. In
addition to the personalized care that residents of Vintage will receive, Vintage alsoprovides amenities
that are unavailable at other residential care facilities, such as a pool and meditationgarden.With
272,220 elderly people in San Diego, there is a sufficient market for Vintage. The number of
elderlypeople in San Diego has grown by 17.34% from 2000 to 2010, and will continue to grow in the
comingyears as the “baby boomer” generation ages further. Estimates have this number growing by
157%through 2050.Vintage will start operations with a capacity of three guests increasing to a total of
five guests at thebeginning of year two, which is an occupancy level that allows the business to be
profitable. Plans forfuture expansion include renovation of the facility to increase the capacity to 7
guests, as well as thepossibility of opening a second facility.
CONFIDENTIAL

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MISSION & VISION

MISSION STATEMENTVintage Home & Residential Care’s mission is to maximize the quality of life of
seniors in need of assisted living by providing personalized, high quality care in a facility that promotes a
safe, healthy, andcaring environment.CORE VALUESCORE PURPOSETo provide senior adults with an
economical alternative to paying for assistance at home or living in alarger, less personal facility, all
while increasing the quality of life of the individual we serve.

To provide a quality of carethat exceeds the competition

To make profit through thequality of care that we provide

To provide a safe environmentfor seniors

To promote physical andmental health

To hire and train qualified andethical staff members

CONFIDENTIAL

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PRODUCT & SERVICE DESCRIPTION

OVERVIEW OF PRODUCTS & SERVICESVintage Home & Residential Care provides assisted living solutions
for senior adults. The Vintagemission is to provide a healthy and safe environment enabling senior
adults to enjoy as muchindependence as possible. Vintage provides assistance to seniors in their
activities of daily living whichincludes assisting with medicine, meals, reminders, personal grooming,
physical therapy, etc. However,we also provide an opportunity for entertainment, companionship, and
activities which enable seniorsto find fulfillment and utilize their special gifts and talents. A goal of
Vintage is to service seniors withresidential care that provides the best of both worlds ‐‐ a private home
environment that combines thecompanionship and activities that a larger facility affords.Vintage Home
& Residential Care is a care facility for seniors owned and operated by Alice Smith. It islocated in the
beautiful Bonita area of San Diego County. The residence provides maximum care forseniors while
promoting independent living with the support of a well‐trained staff. Vintage has thecapacity to hold
up to 6 residents. Most rooms have private access to one of the many patio areas inthe residence. The
rooms are furnished with all of the basic amenities; including furniture, linens, andtoiletries. Vintage
provides cleaning and laundry services on weekly basis for all residents; however, if aresident prefers,
the laundry room is available for use by the residents.Residents will have access to a swimming pool and
spa which is equipped with an ADA compliant lift forseniors with difficulties entering the pool or spa
area. The pool is fenced in for the safety of theresidents. There are several common room areas
including two living areas, two dining areas, and alarge kitchen. A patio extends around the entire home
affording many private areas where residentscan visit or have time of solitude. Beautiful gardens
surround the home which overlooks a view of thehills of Bonita. There is a raised garden where seniors
can exercise their talents at gardening and acourtyard with a fountain and sitting area for others. The
more active seniors can spend time with tabletennis, croquet, horseshoes, WII, or other activities that
are appealing to the guests.Vintage will provide 3 meals and 2 snacks per day. Reminders will be
provided for those residents whoare able to manage their own medication. If a resident manages their
own medication, a lockedcontainer will be provided in the resident’s room for the purpose of safely
storing medication.Medications will be locked and secured in a centrally located area for those residents
who prefer orrequire the assistance of the staff. Transportation to medical appointments will be
available as neededby the resident.Monthly pricing at Vintage has a base of $3,500 per month, with
additional monthly fees for certainproducts and services listed below. There is also a one‐time pre‐
admission fee of $2,000.

Product/Service PricePrivate room

$500/month

Additional hour/day ADL’s

$500/month
Incontinence Care/Supplies

$300/month

Dementia Care

$300/month

Transportation to Medical Visits

$20/hour plus $4/mile

CONFIDENTIAL

7|

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COMPARISON OF SERVICES

VintageResidentialErachel Board &Care, IncSun Life Manor Bonita K CareServicesSingle Rooms

XXXX

Shared Bedrooms

XXX

Food Services

XXXX

Cleaning Services

XXXX

Transportation forMedicalAppointments

XXXX

Planned Activities

XX

Bathing Assistance

XXXX

Medical Assistance

XX

Dental Assistance

MedicationSupport

XXXX

Bedside Care forTemporaryIllnesses

XXXX

Price
Assisted Living:$3,500‐$5,000/moAssisted LivingPrivate:$6,020/moAssisted LivingPrivate:$6,020/moIn‐
Home CareWith CertifiedProfessional:$21,730/moIn‐Home CareWith Only
aLicensedProfessional:$3,900/moA LicensedHomemaker:$3,880/mo
CONFIDENTIAL

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PROBLEMS, CAUSES & SOLUTIONSAs individuals get older they may start to lose mobility and need
constant assistance with their dailyactivities. This is troublesome for the loved ones of the individuals
who are unable to leave their busyschedules to continuously assist them, or lack the knowledge and
ability to help them.Vintage Home & Residential Care offers a solution and relief for clients with special
need seniors.Vintage takes the responsibility of tending to the elderly and making their transition to late
lifecomfortable and easy. The benefit of this service enables seniors to be well taken care of while
stillleading an active life, and gives family members peace of mind.PRODUCT ADVANTAGESVintage is
located in an ideal climate in the community of Bonita, California. Seniors experience pleasantconditions
of a combination of coastal and inland valley climates. Staying warmer and sunnier during“May Gray”
and “June Gloom” periods, the area is also not as hot during summer and spring seasons.This is perfect
for seniors who may suffer arthritis, joint problems, or are susceptible to colds.PRODUCT LIABILITYThe
liabilities in a senior care home facility are high if not taken seriously. Initially, in order to be
anestablished facility the owner must adhere to local and federal regulations of the home.
Onceimplemented, owners ensure that nurses, staff members and residents are being taken care of
andtreated cautiously.The death of a resident due to malpractice or negligence of a member can lead to
a serious lawsuitagainst the individual and/or establishment.In response to reports of widespread
neglect and abuse in senior care homes in the 1980’s, congresspassed a legislation act in 1987. Some of
the requirements include a sufficient nursing staff, developinga comprehensive care plan for each
resident, and preventing the deterioration of a resident’s ability tobathe, dress, groom, eat, and
communicate.

Additionally, a facility must have all the necessary precautions in order to safe guard the health
of residents. Gates must be enforced if hosting a resident with Alzheimer’s or Dementia. Bathrooms
musthave grips and handles in order to prevent any falls that can lead to serious injuries while bathing.

Nursing Home Alert, Federal Regulations

CONFIDENTIAL

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Page

PRODUCT DEVELOPMENT ACTIVITIESAn area of future development that Vintage may pursue would be
opening a second facility after severalyears of operation in the current home. This second location
would offer the same quality of serviceand would ensure residents a high quality of lifestyle while
staying at the facility.Below is a table of various scenarios Vintage Homes & Residential Care is prepared
for in the comingyears.

Scenario Total # of AvailableBedsNew Direct Costs Other EffectsCurrent Scenario (current licensing)

Alice’s aunt lives in secondbed room

Alice lives in second bed room

3 Capacity limited to only 3guests

Scenario 1 (Planned for Year 2)

Alice moves off site: secondbedroom (2 additional beds)available

5 Alice’s new livingexpensesCapacity increased to 5guests (this scenario willNOT have live in staff as it
ischeaper to hire 3

rd

shiftwake staff.)

Scenario 2

Build another bedroom (2beds) in the garage foroffice/break room or livingquarters for Alice
5 $40,000 to build outnew bedroom.Capacity remains at 5 guests

Scenario 3

Use room in garages as aresidence room (2 beds).Alice moves off site.

7 Additional cost of making garageaccessible fromkitchen.Capacity increases to 7guests.

CONFIDENTIAL

10 |

Page

MARKET ANALYSIS

Vintage Home and Residential Care’s products and services are available in the business‐to‐
consumer(B2C) segment. Specifically, Vintage will target the following segments:

Business‐to‐Consumer:

1)

Individual Seniors who may be ambulatory or non‐ambulatory, with mildconfusion, depression, and
need for social interaction.2)

Senior Couples who may be ambulatory or non‐ambulatory, with mildconfusion, depression, and need
for social interaction
 C O N F I D E N T I A L

1 1 |

P a g e

M A R K E T S E G M E N T A T I O N – B 2 C

S e g m e n t 1 S e g m e n t 2 B r i e f D e s c r i p t i o n

I n d i v i d u a l S e n i o r s w h o m a y b e a m b u l a t o r
y o r n o n ‐ a m b u l a t o r y, w i t h m i l d c o n f u s i o n, d
e p r e s s i o n, a n d n e e d f o r s o c i a l i n t e r a c t i o
n. S e n i o r C o u p l e s w h o m a y b e a m b u l a t o r y o r n
o n ‐ a m b u l a t o r y, w i t h m i l d c o n f u s i o n, d e p r
e s s i o n, a n d n e e d f o r s o c i a l i n t e r a c t i o n.

D e m o g r a p h i c s A g e r a n g e

6 0 + 6 0 +

L o c a t i o n

S a n D i e g o A r e a S a n D i e g o A r e a

I n c o m e l e v e l

‐ M e d i a n i n c o m e o f h o u s e h o l d s i n S a n D i e g
o i s $ 7 2, 9 6 3. ‐ L i v i n g o n p e n s i o n o r s a v i n g s f
o r r e t i r e m e n t ‐ M i g h t o p t t o w o r k p a r t ‐ t i m
e t o e a r n a d d i t i o n a l i n c o m e. ‐ S o m e h e a l t h a
n d l o n g t e r m c a r e i n s u r a n c e p o l i c i e s m a y c o
v e r s o m e o f t h e c o s t s a s s o c i a t e d w i t h a s s i s
t e d l i v i n g. ‐ M e d i c a i d, t h e j o i n t f e d e r a l a
n d s t a t e p r o g r a m p a y f o r t h e h e a l t h c a r e o f o
l d e r p e o p l e a n d t h o s e w i t h d i s a b i l i t i e s
w h o a r e u n a b l e t o a f f o r d t h e s e e x p e n s e s. ‐ M
e d i a n i n c o m e o f h o u s e h o l d s i n S a n D i e g o i s
$ 7 2, 9 6 3. ‐ L i v i n g o n p e n s i o n o r s a v i n g s f o r r
e t i r e m e n t ‐ M i g h t o p t t o w o r k p a r t ‐ t i m e t o
e a r n a d d i t i o n a l i n c o m e. ‐ S o m e h e a l t h a n d
l o n g t e r m c a r e i n s u r a n c e p o l i c i e s m a y c o v e r
s o m e o f t h e c o s t s a s s o c i a t e d w i t h a s s i s t e
d l i v i n g. ‐ M e d i c a i d, t h e j o i n t f e d e r a l a n d s
t a t e p r o g r a m p a y f o r t h e h e a l t h c a r e o f o l d
e r p e o p l e a n d t h o s e w i t h d i s a b i l i t i e s w h o
a r e u n a b l e t o a f f o r d t h e s e e x p e n s e s.

O c c u p a t i o n
 R e t i r e d o r m a y w o r k p a r t ‐ t i m e R e t i r e d o r m
a y w o r k p a r t ‐ t i m e

F a m i l y S t r u c t u r e

W i d o w / w i d o w e r o r u n m a r r i e d s i n g l e p e r s
o n. P e r s o n l i v i n g a l o n e ; c h i l d r e n l i v i n g i n
a d i f f e r e n t l o c a t i o n M a r r i e d. C o u p l e s l i v
i n g a l o n e, c h i l d r e n b a s e d i n a d i f f e r e n t l o
c a t i o n

P s y c h o g r a p h i c s P e r s o n a l i t y

F i n a n c i a l l y i n
, u n w i l l i n g t o l
a b l e t o f u l l y t a
n c i a l l y i n d e p e
l l i n g t o l i v e i n
o f u l l y t a k e c a r
d e p e n d e n t s e n i o r c i t i z e n s
i v e i n d e p e n d e n t l y o r a r e u n
k e c a r e o f t h e m s e l v e s. F i n a
n d e n t s e n i o r c i t i z e n s u n w i
d e p e n d e n t l y o r a r e u n a b l e t
e o f t h e m s e l v e s.

V a l u e s

E l d e r l y p e o p l e r e q u i r i n g a s s i s t a n c e i n t h
e i r d a i l y t a s k s. S e n i o r c i t i z e n s l o o k i n g f o
r a f r i e n d l y e n v i r o n m e n t, w h o m d o n o t w a n t
t o s t a y a l o n e a n d a l o o f. U n a b l e t o c o p e w i t
h y o u n g e r g e n e r a t i o n, t h e y a r e m o r e c o m f o r t
a b l e w i t h l i k e m i n d e d a n d s a m e a g e p e o p l e.
E l d e r l y p e o p l e r e q u i r i n g a s s i s t a n c e i n t h
e i r d a i l y t a s k s. S e n i o r c i t i z e n s l o o k i n g f o
r a f r i e n d l y e n v i r o n m e n t, w h o m d o n o t w a n t
t o s t a y a l o n e a n d a l o o f. U n a b l e t o c o p e w i t
h y o u n g e r g e n e r a t i o n, t h e y a r e m o r e c o m f o r t
a b l e w i t h l i k e m i n d e d a n d s a m e a g e p e o p l e.

I n t e r e s t s

S p o r t s, m u s i c, a r t s a n d c r a f t s o r g a r d e n i n g,
m e m b e r s h i p i n c l u b s o r s o c i a l n e t w o r k s. S
p o r t s, m u s i c, a r t s a n d c r a f t s o r g a r d e n i n g, m
e m b e r s h i p i n c l u b s o r s o c i a l n e t w o r k s.

L i f e s t y l e

‐ H o b b i e s a r e k e y p a r t o f l i f e s t y l e t h o u g h
s o m e f e e l l o s s o f i n t e r e s t i n d a i l y a c t i v i t
i e s. ‐ N e e d s o m e l e v e l o f c a r e d u e t o h e a l t h a
n d p h y s i c a l p r o b l e m s s t e m m i n g f r o m o l d a g
e. ‐ O p t i o n s l i k e d r i v i n g o r w a l k i n g a l o n e a r
 e n o t f e a s i b l e f o r t h e m. ‐ H o w e v e r, r e s i d e n
t s w i t h r e s t r i c t e d h e a l t h c o n d i t i o n s a r e n
o t a c c e p t e d ‐ H o b b i e s a r e k e y p a r t o f l i f e s
t y l e t h o u g h s o m e f e e l l o s s o f i n t e r e s t i n d a
i l y a c t i v i t i e s. ‐ N e e d s o m e l e v e l o f c a r e d u
e t o h e a l t h a n d p h y s i c a l p r o b l e m s s t e m m i n
g f r o m o l d a g e. ‐ O p t i o n s l i k e d r i v i n g o r w a l
k i n g a r e n o t f e a s i b l e f o r t h e m. ‐ H o w e v e r, r e
s i d e n t s w i t h r e s t r i c t e d h e a l t h c o n d i t i o
n s a r e n o t a c c e p t e d

M o t i v a t i o n s

‐ I n h o u s e c a r e t a k e r s t o a s s i s t i n t h e d a i l y
t a s k s. ‐ H o m e l i k e e n v i r o n m e n t w i t h c a r e t a
k e r s a v a i l a b l e 2 4 h o u r s. ‐ C o s t e f f e c t i v e w
h e n c o m p a r e d t o a h o m e h e a l t h c a r e f a c i l i t
y. ‐ F a c i l i t i e s a r e s a f e r f o r e l d e r l y i n d i v i
d u a l s t h a n l i v i n g a l o n e i n n o n ‐ g u a r d e d h o u
s e s. ‐ F a c i l i t y m e m b e r s b e c o m e l i k e f a m i l y,
o f t e n s u b s t i t u t i n g f o r l a c k o f e x i s t i n g f a
m i l y. ‐ H o u s e k e e p i n g s e r v i c e s a r e o f f e r e d a
t t h e s e f a c i l i t i e s l e a d i n g t o a s a f e r a n d e
a s i e r l i f e. ‐ A s s i s t e d l i v i n g f a c i l i t y g i v e s
f l e x i b i l i t y t o t h e p e o p l e t o k e e p t h e i r o w
n s c h e d u l e, w h i c h i s a c h a l l e n g e w i t h h o m e
h e a l t h c a r e n u r s e s. ‐ I n h o u s e c a r e t a k e r s t o
a s s i s t i n t h e d a i l y t a s k s. ‐ H o m e l i k e e n v i r
o n m e n t w i t h c a r e t a k e r s a v a i l a b l e 2 4 h o u r
s. ‐ C o s t e f f e c t i v e w h e n c o m p a r e d t o a h o m e h
e a l t h c a r e f a c i l i t y. ‐ F a c i l i t i e s a r e s a f e r
f o r e l d e r l y i n d i v i d u a l s t h a n l i v i n g a l o n e
i n n o n ‐ g u a r d e d h o u s e s. ‐ F a c i l i t y m e m b e r s
b e c o m e l i k e f a m i l y, o f t e n s u b s t i t u t i n g f o
r l a c k o f e x i s t i n g f a m i l y. ‐ H o u s e k e e p i n g s e
r v i c e s a r e o f f e r e d a t t h e s e f a c i l i t i e s l e a
d i n g t o a s a f e r a n d e a s i e r l i f e. ‐ A s s i s t e d l i
v i n g f a c i l i t y g i v e s f l e x i b i l i t y t o t h e p e o
p l e t o k e e p t h e i r o w n s c h e d u l e, w h i c h i s a c
h a l l e n g e w i t h h o m e h e a l t h c a r e n u r s e s.

A t t i t u d e s t o w a r d s y o u r c o m p a n y

‐ C o n c e r n e d w i t h s o c i a l e n v i r o n m e n t a n d q
u a l i t y o f c a r e t a k e r s i n s u c h f a c i l i t i e s. ‐ L
i k e s t o t a l k t o t h e c a r e t a k e r s b e f o r e d e c i d
 i n g o n a f a c i l i t y. ‐ C o n c e r n e d w i t h s e r v i c e
s i n c l u d e d i n b a s e r a t e a n d c o s t o f a d d i t i o
n a l s e r v i c e s. ‐ C o n c e r n e d w i t h s o c i a l e n v i r
o n m e n t a n d q u a l i t y o f c a r e t a k e r s i n s u c h f a
c i l i t i e s. ‐ L i k e s t o t a l k t o t h e c a r e t a k e r s
b e f o r e d e c i d i n g o n a f a c i l i t y. ‐ C o n c e r n e d w
i t h s e r v i c e s i n c l u d e d i n b a s e r a t e a n d c o s
t o f a d d i t i o n a l s e r v i c e s.
CONFIDENTIAL

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Page

Male, 42%Female, 58%Total Population

over 70+ years

in San Diego

MARKET TRENDS & GROWTH PATTERNS

The total estimated target market is 272,220 elderlypeople in San Diego. It has grown by 17.34% from
2000to 2010. The female population over the age of 70accounts for as much as 58% (157,711) of the
totalsenior population of the region, resulting in being thelargest market for residential care facilities.
Seniormale individuals form the remaining 42% (114,509) of the target market.The Non‐Hispanic white
ethnicity group forms more than 70% of the total market segment in San Diego,with the Hispanic
community being the second largest contributor followed by Asians and PacificIslanders. The graph
below highlights the population distribution in San Diego based on race andethnicity:Even though non‐
Hispanic whites are the largest contributors to the target market, they have onlygrown only by 3.54%
over the last decade. Meanwhile, the Hispanic community and the Asiancommunity has grown by over
61.74% and 105.85% respectively during the same time and seem to bemore promising segments in the
future.

San Diego’s Regional Planning Agency

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With the median income of around $72,000 per annum in San Diego (2009), Vintage’s pricing at $3,500‐
$5,000 is competitive. The ideal target market would be in a higher income group. Since the
middleincome group earns an annual income of around $72,000, this target market could still be
pricesensitive.

At the expected price point, potential customers would be looking for a service‐oriented facility
withabove standard amenities and excellent support from the care takers. Additionally, a variety of
bonusservices covered in the base price that normally cost extra would make a difference in the
decisionmaking process of the target market.MARKET SIZE AND POTENTIALA typical assisted living
facility would include all meals, housekeeping activities as well as day‐to‐daycare taking responsibilities.
Having taken care of all these basic needs, an assisted living facility is moreaffordable when compared to
keeping an in‐house nurse or healthcare facility.San Diego is estimated to have around 272,220
residents over the age of 70 years in 2009 ‐ 2010 spreadacross the region. The current market size has
grown at 17.34% over a period of 10 years from 2000 to2010 and the market is expected to grow at
157% through 2050. The graph below highlights theexpected population of residents who are over 70
years of age in the San Diego region:The non‐Hispanic market in the San Diego area will remain the main
contributor over the next fourdecades, however, their growth is projected to slow as compared to
Hispanics and Asian and PacificIslanders.

SANDAG.org

01000002000003000004000005000006000002008 2020 2030 2040 2050

262,169350,184513,343636,255 673,946Estimated no. of residents over 70 years of age in San Diego

CONFIDENTIAL

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INDUSTRY ANALYSIS

OVERVIEWVintage Home and Residential Care falls under several industry classifications within the
Homes for theElderly Sector. This sector comprises of establishments primarily engaged in providing
residential andpersonal care services for (1) the elderly or other persons who are unable to fully care for
themselvesand/or (2) the elderly or other persons who do not desire to live independently. The three
industryclassifications that pertain to Vintage are:‐

Community Care Facilities for the Elderly (corresponding NAICS code 623312);‐

Continuing Care Retirement Communities (corresponding NAICS code 623311); and‐

Nursing Care Facilities (corresponding NAICS code 623310).In total, the assisted living industry brought
in revenues of $36.8 billion in 2009.

The demographic trends indicate that assisted living facilities have been growing and will continue
togrow as an aging population, declining sizes of families, and demand for new and unique
medicalservices and assistance are on the rise. The assisted living facility industry was hit by the
economicrecession, however, the industry still saw positive growth at 1% between 2008 and 2009.
While thegrowth rate slowed significantly as compared to previous years, the positive growth
demonstrates thatthis industry is somewhat recession proof as compared to most industries that
experienced negativegrowth rates during the same period. Furthermore, the future of the assisted living
facility industrylooks bright as the senior population is expected to grow at 26% through 2040.INDUSTRY
PARTICIPANTSThere are a few national level associations promoting business and operational excellence
in assistedliving communities while offering information at one place to the senior citizens. Some of
theseassociations are:

Assisted Living Federation of America

!
Elder care

National Center for Assisted Living

American Association of Homes and Services for the Aging

The Florida Assisted Living Association

California Assisted Living Association

National Investment Center for the Seniors Housing & Care Industry The graph on the following page
provides an overview of the major companies that operate within theassisted living industry:

Census.gov
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MajorCompanies

Description Revenue(2009)YearEst.Link

EmeritusCorp.

An assisted living company focused on providing high quality service andcare at an affordable price for
people needing extra help with daily activities.$898.7million1993 www.emeritus.com

Sunrise Senior Living

To champion quality of life for seniors in a home‐like, resident‐centeredenvironment, unlike existing,

more institutional options.1981 www.sunriseseniorliving.com

BrookdaleSenior Living

Brookdale Senior Living® communities provide active retirement living forthousands of residents, serving
seniors and their families since 1978.$925.9million1978 www.brookdaleliving.com

Five Star Quality Care

Five Star Quality Care, Inc. is a national healthcare and senior living servicesprovider. Five Star has three
major operating divisions: Five Star SeniorLiving, Five Star Rehabilitation Services, and Five Star
Pharmacy Services.$774.4millionwww.fivestarseniorliving.com

Assisted LivingConcepts

Assisted Living Concepts, Inc. and its subsidiaries operate more than 200communities which include
licensed assisted living and senior livingresidences with capacity for over 9k adults in 20 states in the
United States.$228.7millionwww.alcco.com

Merrill Gardens

Merrill Gardens is committed to providing an alternative to traditionalretirement housing. Merrill

Gardens has grown from eight employees to over2,600 and currently owns and operates 56
communities in 10 states.$165million1993 www.merrillgardens.com

HCRManorCare

HCR ManorCare is a leading provider of short‐ and long‐term medical andrehabilitation care. Care is
provided through a nationwide network of skillednursing and rehabilitation centers, assisted living
facilities, outpatientrehabilitation clinics, and hospice and home care agencies.www.hcr‐manorcare.com

One Eighty‐Leisure Care

Leisure Care Management provides community management, operations,and development as well as
general consulting services. They operate over40 communities and nearly 7k units in the US, Canada,
India, and Mexico.www.leisurecare.com

Benchmark Assisted Living

Benchmark Senior Living, based centrally out of Wellesley, Massachusetts, isthe largest provider of
Senior housing in the New England region.$233.6millionwww.benchmarkquality.com

HearthstoneSenior Services

Hearthstone offers Assisted Living, Alzheimer’s and dementia care HospiceShort‐term stays to senior
citizens.1993 www.hsslp.com

INDUSTRY TRENDS & GROWTH

About 1.5 million Americans live in assisted living facilities. That number is expected to double by
2030.According to the U.S. Census Bureau, the number of people in the United States between the ages
of 65and 84 will increase by almost 40% between 2010 and 2020.As of 2006, retirement community
residents were 69% female and 31% male, with the typical resident inan assisted living facility being an
85 year old female. People over 85 years old make up the largestpercentage of people in assisted living
facilities.With Baby Boomers representing more than 70% of all of the financial assets in the United
States, theyare and will continue to be the main target market of this industry.Many assisted living
communities try to create a home like environment rather than giving aninstitutional feeling. With this
in mind, amenities being offered in the future may be more upscale suchas commercial kitchens, beauty
salons, spas, indoor pools and pet friendly communities.

Top 40 Assisted Living Companies

Industry Trends and Growth

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COMPETITIVE ANALYSIS

COMPETITIVE OVERVIEWVintage Home & Residential Care is classified under the Homes for the Elderly
Sector, with a focus onthe San Diego area. Facilities within this sector vary in skill and specialization of
elderly care, but allprovide the same basic service: to provide a safe and healthy environment for elderly
individuals toreside in. This may vary in the care of individuals to help meet their daily physical, medical,
social andpsychological needs.

Direct Competitors:

Vintage’s direct competitors include establishments that are categorized as assisted living,independent
living and micro community for seniors. They are residential facilities providingpersonal care services for
elderly that need assistance with various daily activities. This includes:‐

Taking medication ‐

Bathing‐

Eating ‐

Moving without assistanceResidents or family members of the residents must schedule their own doctor
and dentalappointments. The facility may provide transportation to health care appointments but
residentsare free to come and go from the facility as they wish. Most assistant living homes provide
socialand outdoor activities to make day to day living easier and more enjoyable for those who
needassistance.Direct competitors of Vintage who offer these services are Erachel Board & Care, Sun life
Manor,Bonita K Care,

Bermuda Dunes Stellar Care, Bonita Valley Ranch, D&B Bonita View, and Richview.

Indirect Competitors:
Vintage’s indirect competitors include nursing homes, also known as Skilled Nursing Facilities, resthomes
and Rehabilitation Centers. Such facilities are intended for seniors who require continuousmedical care
along with various daily activities. These needs surpass the assistance of dailymedication intake and
include:‐

Complex medications ‐

IV’s‐

Wound care ‐

Catheters‐

Ventilators ‐

And moreCertified nursing staff checks patients’ vitals daily and keeps detailed records of the
residents’health. Most indirect competitors have larger volume of bed capacity and may be located on
ahospital site.Indirect competitors are located in and around Bonita such as Sunrise Living at Bonita,
GrossmontSkilled Nursing Facility and St. Paul’s Health Care Center.
 C O N F I D E N T I A L

1 7 |

P a g e

D I R E C T C O M P E T I T O R S

V i n t a g e H o m e & R e s i d e n t i a l C a r e, I n c E r a c
h e l B o a r d & C a r e, I n c S u n L i f e M a n o r B o n i t
a K C a r e B e r m u d a D u n e s S t e l l a r C a r e B o n i t a
V a l l e y R a n c h D & B B o n i t a V i e w R i c h v i e w N
a m e o f O w n e r

A l i c e S m i t h M r a n d M r s V i c t a E d n a M a e C. B
a y R e m y G o m e z N / A S t e p h e n S t r e i b M r a n d M
r s D e M a r s M a r y l y n n e N a v a r r o

C o m p a n y H Q

4 1 5 M e r l o t D r, B o n i t a, C A 3 8 5 7 A l a m e d a W
a y, B o n i t a, C A 3 4 1 7 K e n n e l w o r t h L a n e, B o n
i t a, C A 5 7 3 5 S u n n y V i e w D r, B o n i t a, C A 4 0 3 0
B e r m u d a D u n e s P l, B o n i t a, C A 3 6 9 8 V a l l e y
V i s t a R d B o n i t a, C A 3 1 0 C. D e l C e r r o G r a n d e
, B o n i t a, C A 1 0 8 6 C a l l e M e s i t a B o n i t a, C A

Y e a r F o u n d e d

N / A 1 9 8 4 1 9 9 8 2 0 0 4 N / A N / A N / A 1 9 9 8

C o n t a c t I n f o

6 1 9. 2 7 1. 3 8 3 4 6 1 9. 2 0 3. 4 7 2 7 6 1 9. 4 7 5. 4 0
3 6 6 1 9. 4 7 2. 8 8 8 4 ( 6 1 9 ) 2 9 2 ‐ 2 4 3 9 6 1 9 ‐ 4
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4

W e b s i t e U R L

N o n e w w w. e r a c h e l b o a r d a n d c a r e. o r g w w w. s
u n l i f e p t. c o m w w w. k c a r e r e s i d e n t i a l. c o m w
w w. s t e l l a r c a r e s d. c o m w w w. b o n i t a v a l l e y r
a n c h. c o m w w w. d b b o n i t a v i e w. c o m N o n e

T y p e o f E n t i t y

C o r p o r a t i o n C o r p o r a t i o n P r o p r i e t o r s h i
p P r o p r i e t o r s h i p C o r p o r a t i o n P r i v a t e P r i
v a t e P r i v a t e
# o f L o c a t i o n s

1 7 1 2 2 1 1 1

R e g i o n o f F o c u s

S a n D i e g o S a n D i e g o S a n D i e g o S a n D i e g o S a
n D i e g o S a n D i e g o S a n D i e g o S a n D i e g o

P r o d u c t / S e r v i c e S u m m a r y

C a p a c i t y : 6 r e s i d e n t s

R e s i d e n t a c t i v i t y p r o g r a m s

3 m e a l s a d a y

S n a c k s d a i l y

M e d i c a t i o n a s s i s t a n c e

B a t h i n g a s s i s t a n c e

A s s i s t a n c e w i t h p e r s o n a l h y g i e n e

!
 L a u n d r y s e r v i c e

D e n t a l S e r v i c e s

T r a n s p o r t a t i o n f o r h e a l t h c a r e n e e d s

P o o l

C a p a c i t y : 6 r e s i d e n t s

A s s i s t e d l i v i n g, h o s p i c e, r e h a b i l i t a t i o
n a n d r e s i d e n t i a l, s h o r t t e r m, A l z h e i m e r ' s
a n d i n c o n t i n e n t c a r e

3 M e a l s + S n a c k s

M e d i c a t i o n, b a t h i n g, p e r s o n a l h y g i e n e a n
d d r e s s i n g a s s i s t.

W e i g h t a n d b l o o d p r e s s u r e c h e c k

!
A c t i v i t y p r o g r a m s

D a i l y h o u s e k e e p i n g

L a u n d r y s e r v i c e

I n ‐ h o u s e p o d i a t r y a n d d e n t a l s e r v i c e s

C a p a c i t y 6 r e s i d e n t s

A s s i s t e d l i v i n g

A l z h e i m e r ' s c a r e

H o s p i c e

R e s i d e n t i a l c a r e f a c i l i t y

R e g i s t e r e d n u r s e s

!
 L i c e n s e d p r a c t i c a l n u r s e

C e r t i f i e d n u r s e a i d s

S h o r t a n d l o n g t e r m s t a y s

C o o k

3 m e a l s a d a y

S n a c k s

T r a n s p o r t a t i o n f o r h e a l t h c a r e n e e d s a n d
d a i l y a c t i v i t y

C a p a c i t y : 6 r e s i d e n t s

I n ‐ h o m e c a r e : i n t e r m e d i a t e

!
 P o o l a c t i v i t i e s o n s i t e

G a t e d

A l a r m f o r w a n d e r e r s

3 m e a l s a d a y

S n a c k s

N o s e t a c t i v i t i e s

C a p a c i t y : 6 r e s i d e n t s

M e d i c a t i o n, b a t h i n g, p e r s o n a l h y g i e n e, t
r a n s p o r t a t i o n a n d d r e s s i n g a s s i s t.

I n d i v i d u a l i z e d c a r e p l a n s

!
 E n t e r t a i n m e n t : m u s i c a n d “ h a p p y h o u r s ”,
f a m i l y n i g h t, c e l e b r a t i o n o f s p e c i a l e v e n t
s, s t u d e n t v i s i t s, f i e l d t r i p s t o S D, G a m e s,
c a r d s a n d b o o k s

C a p a c i t y : 6 r e s i d e n t s

G a r d e n a r e a

C N A a n d E M T t r a i n e d s t a f f

T r a n s p o r t a t i o n t o m e d i c a l a p p o i n t m e n t s

M e a l s

L a u n d r y

H o u s e k e e p i n g

G r o o m i n g

!
D r e s s i n g

M e d i c a t i o n m a n a g e m e n t

C a p a c i t y : 6 r e s i d e n t s

T e l e v i s i o n

H o u s e k e e p i n g

M e a l s

2 4 / 7 c a r e g i v e r s

S a f e t y a n d s e c u r i t y c h e c k

M e d i c a t i o n m a n a g e m e n t

L a u n d r y

!
6 B e d s

T e l e v i s i o n

M e a l s

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D e m e n t i a

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T h r e e c a r e g i v e r s, o n e a l w a y s o n s i t e

M e d i c a t i o n m a n a g e m e n t

T r a n s p o r t a t i o n

B o a r d g a m e s
 !

W a l k s

O u t d o o r e x e r c i s e s

G u e s t b a n d s

T r i p s t o m o v i e s, m a l l, p a r k s, e t c.

T a r g e t M a r k e t

6 0 y e a r s a n d o l d e r 5 5 y e a r s a n d o l d e r 6 0 y e
a r s a n d o l d e r 6 0 y e a r s a n d o l d e r 6 0 y e a r s a n
d o l d e r 6 0 y e a r s a n d o l d e r 6 0 y e a r s a n d o l d e
r 6 0 y e a r s a n d o l d e r

P r i c i n g

A s s i s t e d L i v i n g : 3, 5 0 0 ‐ 5, 1 0 0 / m o A s s i s t
e d L i v i n g P r i v a t e : $ 6, 0 2 0 / m o N u r s i n g H o
m e : $ 6, 5 2 0 / m o N u r s i n g H o m e S e m i ‐ P r i v a t
e : $ 6, 0 2 0 / m o A s s i s t L i v i n g : $ 6, 0 2 0 / m o N
u r s i n g H o m e P r i v a t e : $ 6, 5 2 0 / m o N u r s i n g
H o m e S e m i ‐ P r i v a t e : $ 6, 0 2 0 / m o P r i v a t e B e
d r o o m : s t a r t s a t $ 3, 5 0 0 / m o p l u s a o n e ‐ t i m
e $ 1, 5 0 0 c o m m u n i t y f e e a n d $ 5 0 0 r o o m d e p
o s i t I n d e p e n d e n t L i v i n g : $ 2, 5 0 0 ‐ $ 3, 8 0 0
/ m o A s s i s t e d L i v i n g : $ 3, 9 5 0 ‐ $ 6, 5 0 0 / m o
S h a r e d R o o m s : $ 3, 0 0 0 ‐ $ 5, 0 0 0 / m o P r i v a t
e R o o m s : $ 3, 5 0 0 ‐ $ 5, 0 0 0 / m o P r i v a t e : $ 3,
2 0 0 / m o S e m i P r i v a t e : $ 2, 9 0 0 / m o P r e f e r e
n t i a l C a r e : $ 3, 7 0 0 / m o

S t r e n g t h s

D a i l y a c t i v i t i e s o u t s i d e t h e h o m e. P o o l a
c t i v i t i e s. T a k e s V e t e r a n ’ s B e n e f i t s C l o s
e t o o t h e r f a c i l i t y, f i r e d e p a r t m e n t, a n d p o
l i c e d e p a r t m e n t M e d i c a r e, M e d i c a i d, V e t.
B e n e f i t s & L o n g T e r m C a r e I n s u r a n c e O u t s i
d e e n t e r t a i n m e n t b r o u g h t i n, d i f f e r e n t s i
t e f o r d e m e n t i a c a r e E x p e r i e n c e d s t a f f, 9
0 % c a r e g i v e r c e r t i f i e d w i t h 5 + y e a r s o f e x p
e r i e n c e R u n b y t h e e l d e r l y f o r t h e e l d e r l y
C e r t i f i e d c a r e g i v e r i s a l w a y s o n s i t e, h o s p
i c e c e r t i f i e d

W e a k n e s s e s

A d d i t i o n a l t r a n s p o r t a t i o n c o s t s. O u t s i
d e e n t e r t a i n m e n t n o t b r o u g h t i n. W e b s i t e
n o t i n f o r m a t i v e. N o p o o l W e b s i t e l a c k s v i t
a l i n f o r m a t i o n, n o t v e r y p r o f e s s i o n a l W e b
s i t e l a c k s v i t a l i n f o r m a t i o n, n o p l a n n e d a
c t i v i t i e s, o r i n t e r a c t i o n w i t h s e n i o r s E x p
e n s i v e, c o m m u n i t y f e e s N o o u t s i d e e n t e r t a
i n m e n t, n o p o o l. N o i n ‐ h o u s e e n t e r t a i n m e n
t s u c h a s l o c a l m u s i c i a n s. A d d i t i o n a l t r a n
s p o r t a t i o n c o s t s, n o w e b s i t e.
CONFIDENTIAL

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INDIRECT COMPETITORS

Vintage Home &Residential Care, IncSunrise Senior Living at Bonita St. Pauls Health Care Center
Grossmont Hospital D/P Snf Name of Owner

Alice Smith Mark S. Ordan, CEO St. Paul’s Episcopal Home, Inc

Company HQ

415 Merlot Drive,Bonita, CA7900 Westpark Drive, Ste T‐900McLean, VA 235 Nutmeg SsSan Diego,
CA5555 Grossmont Center Dr, La Mesa,CA

Year Founded

2010 1981 1953

Contact Info

619.271.3834703. 273.7500619.236.0034 619.465.0711

Website URL

www.sunriseseniorliving.com www.stpaulseniors.org www.sharp.com/grossmont/

Type of Entity

Corporation Corporation Corp: Non Profit Corp: Non Profit

# of Locations

1658

Focus Region

San Diego International San Diego San Diego

Product/ServiceSummary

Capacity: 7 residents

!
Resident ActivityPrograms

3 meals a day

Snacks daily

Medication assistance

Bathing assistance

assistance withpersonal hygiene

Laundry service

Dental Services

transportation forhealth care needs

Capacity: 96 residents

!
Assisted Living

Alzheimer's & Memory Care

Independent Living

Skilled Nursing

Short‐Term Stays

Daily physical fitness,

recreational activities

scheduled group trip

three meals daily

Daily Snack
!

Monthly wellness visits by a licensedon‐staff nurse

Weekly housekeeping

Weekly personal laundry

Social and educational programs forfamilies

Capacity: 59 residents

Nursing Home

Skilled Nursing Facility

Assisted Living

In‐Home Care

!
Short Term Care: Rehabilitation,

Respite

Hospice

Day Care

3 meals a day

Snack

Capacity: 30 residents

Hospital onsite

Nursing Home

Skilled Nursing Facility

!
Activities

Administration and storage of bloodservices

Clinical laboratory

Dental services

Dietary services

Housekeeping s

Nursing services

Occupational therapy

Pharmacy

Physical therapy
!

Physician

Podiatry services

Social work

Speech/language pathology

Therapeutic recreation specialist

Diagnostic Xray

Target Market

60 years and older 60 years and older 62 years and older 60 and older

Pricing

Assisted Living: 3,500‐5,100/mo

Assisted LivingPrivate: $6,020/moIn‐Home Care With CertifiedProfessional: $21,730/moIn‐Home Care

With Only aLicensedProfessional: $3,900/moA Licensed Homemaker:$3,880/moNursing Home Private:
$7,220/moNursing Home Semi‐Private:$5,890/moAssisted Living Private:$5,890/moIn‐Home Care With
CertifiedProfessional: $4,480/moIn‐Home Care With Only aLicensed Professional: $4,070/moA Licensed
Homemaker:$3,950/moNursing HomePrivate:$6,520/moNursing HomeSemi‐Private:$6,020/mo

Strengths
Daily activities outsidethe home. Poolactivities.Financial Services,Veteran's Benefits,Long Term Care
Insurance,Nationwide, let residents to bringtheir senior petAccept payments from Medicare,Medicaid,
Veteran's Benefits,Long Term Care Insurance. This isa nonprofit facilityAccept payments from
Medicare,Medicaid. Hospital on site

Weaknesses

No transportation tooutside events andoutside entertainmentis not brought in.Extremely large home,
which makes itfeel more of a facility than a home.Multi story making it difficult forseniors with
arthritisLarge establishment not focusedon individual careResidents stay on the premise anddo not
venture out.

OurParents.com
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COMPETITIVE ADVANTAGESVintage’s competitive advantage relies on the experience of care which

Alice Smith has alreadyestablished. Through her care for seniors she has created a detailed activity list in
which many assistedliving homes do not have. The residential home has a pool which allows for
recreational use duringwarm weather, which benefits seniors who cannot endure difficult resistance
training or workouts.MARKET SHARE ANALYSISThere are 68 assisted living centers in Bonita alone and
881 in all of San Diego County. Many of thesefacilities are privately owned and are run from a residential
home.

Vintage will only have six beds with the goal of opening a new facility in the future to fulfill
demand.Though the market is competitive in Bonita, we believe that the market is large enough and
that oursuperior facilities and level of service will allow us to meet our minimum occupancy goals.The
primary limitation for thesetypes of home facilities is the size of the home.BARRIERS TO ENTRYThere are
various California state laws and regulations, depending on the type of facility that must bemet in order
to be a legitimate institution. In 2006, Governor Arnold Schwarzenegger of California raisedstandards of
senior home facilities. This legislation raises home inspection standards, improves therights of residents
in uncertified nursing homes, and requires training of residential care facilityemployees who distribute
medication to seniors.This thorough home inspection can make it more difficult to establish a facility but
ensures a level of safety and confidence for seniors and their families. The California Department of
Health Services mustinspect all nursing homes for violations of both Federal and California laws (Ch.895,
SB 1312). Thisincludes laws of minimum staffing requirements, nurse’s assistants requirements and
details regardingnursing home abuse.

Facilities must also contract liability insurance when handling and administering medication to
others.Not having funds to adhere to regulations and insurance payments can make it difficult for
businessowners to enter the market and maintain competitive pricing.

San Diego City Search

Elder Abuse Information

CONFIDENTIAL

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SALES & MARKETING PLAN

SALES GOALSDuring its first year, Vintage Home & Residential Care plans to have 3 long term residents.
In its secondyear Vintage expects to bring in two additional residents, bringing the total to five long term
residents.MARKETING GOALSMarketing goals for Vintage will be fairly modest. Due to the long term
relationship Vintage expects toestablish with clients, and the limited capacity, there will not be a need
for an intensive, ongoingmarketing campaign. The marketing goal for the first year is to build a waiting
list of 10 prospective newresidents. This will be done so that when year two begins, two candidates will
be pre‐screened andselected from the waiting list that has been built throughout the course of the first
year. If there is anunexpected vacancy level at any given time during its operations a more active
marketing strategy maybe implemented as needed.TARGET MARKETThe Vintage Home & Residential
Care target market includes senior citizens over the age of 60 thatreside in the greater San Diego area.
These customers need basic assistance with their daily routine.They are not critically ill, but may be on
daily medication which will be administered by the facility if needed. This segment enjoys the company
of others and is currently living alone or with family butwould like to be part of an elderly adult
community. Vintage’s target market will also include moreneedy residents who may suffer from
Alzheimer’s or Dementia and need continuous supervision.POSITIONINGVintage Home & Residential
Care is a custom made assisted living home for elders who no longer preferto, or are unable to live on
their own. Vintage accepts individuals with either insurance or financialstability that may be ambulatory
or non‐ambulatory and that are in need of social interaction. Vintageprovides an upscale six bed assisted
living facility with a variety of activities available and a friendlyenvironment in the comfort of a home
setting. Unlike our indirect competitors located outside of Bonita,Vintage offers an ideal climate for
elders which varies only a few degrees between seasons. Vintage alsooffers a private courtyard, gated
pool and jacuzzi, along with an array of activities available to ourclients. Vintage stands out because of
its ability to provide the high level quality care found in largerassisted living facilities in the comfort of a
home‐like environment. Vintage strives to build customersatisfaction by giving the highest level of care
to its clients possible and increasing their overall quality of life.
CONFIDENTIAL

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Strengths

‐Bonita's climate‐Well plannd oprations‐Large target market‐Private access to outdoors‐Meditation

area‐Residence was purchased with Vintage concept inmind‐Gated pool and jacuzzi with chairlift‐Raised
flower beds‐Trained staff with calling to help others‐Experience in family care

Weaknesses

‐Board of Directors is very attached emotionallywhich can cause potential issues‐New to the business
side of senior care‐Limited room for growth and scale‐Construction needs

Opportunities

‐People are living longer‐Baby Boomr generation approaching target marketage‐Experiences Board of
Directors

Threats

‐California laws and regulations‐Many small competitors‐Recession

SWOT

SWOT ANALYSISBRANDINGIn order to enforce a brand identity, Vintage wants customers to associate
top notch hospitality,tranquility, and dependability with our name. Vintage wants people to think of
trust, caring, andreliability when they hear our name. The way to get customers to associate these
words with Vintage isto provide the highest possible level of care while building a reputable brand
identity.
CONFIDENTIAL

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LOGO AND TAGLINEThe Vintage logo was designed to appearcomforting while incorporating elements
thatreflect the owner. The grapes in the logoprovide a symbolic representation of theowner’s name,
Alice Smith. The main goal of thelogo design is to have the comforting feel of anorchard type setting
that Vintage’s clients will beimmersed in during their stay.The tagline was created in order to
accompanythe logo and enhance the brand. The goal of making people feel comfortable carries
overfrom the logo to the tagline: “Making you feel right at home”. This tagline assures both the client as
wellas their loved ones that they will be taken care of as if it were their own home, which portrays the
highlevel of care that will be provided.PRICING STRATEGYVintage will be executing a competitive pricing
strategy as compared to competitors in the Bonita area.Vintage’s pricing breakdown is as follows:

Product/Service Retail Price

Rate per guest‐cover full services $3,500/monthAdditional for private room $500/monthAdditional
hour/day ADLs $500/monthIncontinence Care/Supplies $300/monthDementia Care
$300/monthTransportation to Doctors $20/hour plus $4/mileOne Time‐Preadmission Fee $2,000

MARKETING STRATEGIES (PROMOTION & ADVERTISING)Vintage Home & Residential Care plans to
promote its business primarily through strategic partnershipsand online marketing. Vintage’s website
will offer a full description of the different services offered,pictures of the actual facilities, and
information about the owner and the vision/mission of the home. Inaddition, Vintage will strategically
place the home into a variety of web directory listings. Vintage willtarget several locations for
promotional and advertising needs, as well as seeking strategic partnershipswith companies such as:

Hospital skilled nursing placement contacts

Referral agencies

Home health nursing

!
Elderly care website

Elder care law firms

Long‐term insurance agents

CONFIDENTIAL

23 |

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CUSTOMER SERVICEVintage will provide two resources for customer service:‐

First, Vintage’s care staff will be on call to provide direct and immediate response to questions
andconcerns of guests at all times.‐

Second, administrators will be available to answer questions from guests’ family or any otherinquiries
through the phone or by email.Residents are encouraged to make any grievance known to the
administrator of the facility as well ascontact family members or other concerned party members.Lastly,
residents can also call the following numbers:‐

Community Care Licensing: (619) 767‐2300‐

Adult Protective Services: (800) 510‐2020‐

Ombudsman ‐ Long term Care: (800) 640‐4661

CONFIDENTIAL

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WEBSITE PLAN

WEBSITE GOALSVintage will provide an informational website for inquirers. The website will include a
description of thebusiness and list the types of services provided, photos of the actual facilities, as well
as a backgroundon the owner and mission/vision of the company. The main goal for the website is to
give people a goodunderstanding of what Vintage is all about, prior to contacting the home.WEBSITE
MARKETING STRATEGYVintage will use basic marketing strategies for the website, including:

Search Engine Optimization and

Listings on Online Residential Care Directories

CONFIDENTIAL

25 |

Page

OPERATIONS PLAN

LOCATIONVintage Home & Residential Care is located at 415 Merlot Drive, Bonita, California 91902. The
business’sdirect competitors will be located in Bonita, while its indirect competitors will be spread
throughout theGreater San Diego area. While Vintage’s location is ideal for current Bonita residents, it is
centrallylocated and easily accessible by all of San Diego. The venture will make purchases in discount
stores inthe Bonita area and will hire qualified staff from around San Diego.Vintage currently pays
$3,100 per month for rent. A detailed floor map of the residency is attached inthe Appendix.LICENSES
AND PERMITSLicensing and permits to allow Vintage to operate will be completed as needed. Before
officiallyopening for business, the facility Vintage will have completed the following:

!
Administrator Certification

Pre‐Inspection Fire Marshall

Facility Licensing

Business LicensePROPERTY OWNERSHIP / LEASE TERMSVintage Home & Residential Care is owned and
operated by Alice Smith.OPERATIONAL PROCEDURESVintage Home & Residential Care is a residential
home that provides assisted living care to senior adultsthrough quality trained staff. The company has
unique advantages that other competitors do not withits small, tight‐knit community and outdoor pool
where residents can exercise without worrying aboutinjury. These services will be monitored internally
by Founder, Alice Smith.The residential home encourages its clientele to participate in daytime
programs and activities. If theresident is unable to participate or chooses not to, a staff person will be
with them and they may enjoyother activities as schedule. Activities will be chosen by the staff with
input from the residents and mayinclude reading, listening to music, walks and field trips to movies and
restaurants.Residents may stay in a private or shared room, with no more than two people in a room at
a time. Themaximum capacity for Vintage is six residents, and each individual gets his or her own bed
unless theyhave a significant other in the home. Residents will also be provided with furniture, clean
linens, andtoiletries.Laundry will be performed for all residents once a week. Tenants have the option of
cleaning their ownpersonal clothing if they desire, and will be supplied with all the necessary cleaning
supplies. Residents

CONFIDENTIAL

26 |

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will be encouraged to clean their own rooms, but if they are unable to or do not want to do so,
staff members will clean as necessary.Food will be provided to residents three times a day with no more
than15 hours between the last mealof the day and the first meal of the next. Menus are written at least
one week in advance and meals areprepared and served.Every occupant has access to a telephone that
they may use at any time for a reasonable time limit.Long distance calls are charged to the resident’s
bill. Deaf, hearing impaired, and other impairedindividuals are entitled to the necessary equipment
needed to make phone calls.There shall be at least one person capable of and responsible for
communicating with emergencypersonnel in the facility at all times. Emergency information of each
resident will be available at amoment’s notice in case an emergency should occur. Staff will provide
transportation if residents needmedical attention and call 911 if there are life threatening
situations.Medications will be stored and locked in one location that is not accessible to anyone except
direct staff.All containers will have identifying labels and no one except dispensing pharmacists shall
alter theselabels. Direct care staff will make sure that each resident will receive the necessary
medication at theprescribed times.Transportation will be provided to and from medical and dental
appointments, to emergency carefacilities, from day programs in case of illness, and to and from facility
activities. Only direct staff with anapproved license and liability insurance may drive company vehicles,
which must be safe and registeredwith the state.Vintage will not reject any applicants based on race,
religion, sex or national origin. After applicantsanswer a few phone questions, the administrator will
decide if the potential resident is fit to move in.Vintage shall not accept or retain those with certain
illnesses or those whose needs conflict with thoseof other residents. Also, the company may discharge
residents that become violent, non‐complacent, ordevelop health problems that the staff cannot legally
treat.Family members, friends, and others involved with a resident’s life are encouraged to visit during
non‐sleeping hours. If visitors choose to visit during scheduled activities, such as hygiene, the visitor may
stayas long as he or she does not interrupt.EQUIPMENTVintage will be remodeling a bathroom and
installing new bathroom amenities in order to meet ADLcompliance. Each room will be furnished with
bedroom furniture and linens to meet licensingrequirements.

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