Arbor View Assisted Living of Grafton Business Plan & Plan of Operation Planned Location: Tax Key: Legal Description: Current Zoning: Lot Size: Proposed Bullding: State Approval: Ucensur Project Timeframe: Completion Goal: Highland Drive In Grafton, WI. 10-050-03-03-004 0946571 796921 & 796922 652/800 534/966 213/90 138/183 PART LOTS 3 & 4 BLOCK 3 COMM 565 FTN & 693 FT NE OF SW COR SEC 24 BEING #2153 CSM LOT 1 VOL 16/98 ASSESOR’S PLAT 0 1.5215AC Approximately 126’x100' & 12,800sq/ft single story Plans pending; seeking approval from Grafton prior. Pending occupancy permit, 4-6 months from initial start date to completion. December 2013 VILLA FTO PLANNING & DEVELOPMENT JUN 25 REC'D ECEIVE Urbanscape Development, LLC dba Arbor View Assisted Living of Grafton Hightand Drive Grafton, Wisconsin $3024 Phone: 262.691.7400; Fax: 262.691.7450MASTER OUTLINE 3.0 Executive Summary 3.1 Objectives 3.2 Mission 3.3 Keys to Success 4.0 Operation Summary 4.1 Operation Ovmership 4.2 Operation History 43 Start-up Summary 4.4 Operation Locations and Premises 5.0 Product & 5,1 Service Descriptions 5.2 Alternative Comparison 5.3 Funds Literature 5.4 Sourcing and Fulfillment 5.5 Technology 5.6 Future Services 6.0 Market Analysis Summary 6.1 Market Segmentation 6.2 Target Market and Segment Strategy 6.2.1 Market Needs 6.2.2 Market Trends 6.2.3 Market Growth 6.3 Opportunity Analysis or Service Operation Analysis 6.3.1 Distributing Services 6.3.3 Alternates and Buying Patterns 7.0 Strategy and implementation Summary 7. Strategy Pyramids 7.2 Value Proposition 7.3 Alternative Edge 7.4 Market Strategy 7.4.4 Positioning Statement 7.A.2 Pricing Strategy 7.4.3 Promotion Strategy 7.4.4 Distribution Strategy 7.8.5 Market Programs. 7.5 Funds Strategy 7.5.1 Explain Funds Forecast 7.5.2 Funds Programs 7.6 Strategic Alliances 7.7 Explain Milestones 8.0 Management Summary 8.1 Organizational Structure 8.2 Management Team & 8.3 Team Gaps 9.0 Hours of Operation 9.1 Staffing Requirements & Shift Description 9.2 Traffic Patterns 9.3 Explained Long-Term Plans2.0 CONFIDENTIALITY AGREEMENT ‘This agreement is to acknowledge that the information provided by Urbanscape Development, LLC dba Arbor View Assisted Living of Grafton in this business plan is unique to this business and confidential; therefore, anyone reading this plan agrees not to disclose any of the information In this business plan without the express written permission of Urbanscape Development , LLC dba Arbor View Assisted Living Of Grafton. It is also acknowledged by the reader of this business plan that the Information furnished in this business plan, other than information that isin the public domain, may cause serious harm or damage to Urbanscape Development, LLC dba Arbor View Assisted Living of Grafton and will be kept in the strictest confidence, Upon request, this document is to be immediately returned to Urbanscape Development, LLC dba Arbor ‘View Assisted Living of Grafton. Signature Name {typed or printed) Date This is the business plan for Urbanscape Development, LLC dba Arbor View Assisted Living of Grafton. The presentation of this business plan does not imply an offering of securities.3,0 EXECUTIVE SUMMARY ‘An opportunity exists, alongside Urbanscape Development LLC, to launch an innovative residential care facility for advanced Alzheimer’s and dementia. Established in 2006, Arbor View Communities has quickly grown to become a reputable name within the Milwaukee Metropolitan Area for its incomparable care to Individuals in unique, home-like settings. With analogous care centers in the area offering outdated and impersonal accommodations, the needs of a growing population are underserved and the potential to captivate a significant share of the market has presented Itself. Kristopher Aubrey recognizes this void in the area and has decided to start-up Arbor View Assisted Living. The market for Arbor View Assisted Living is sizable, with the State home to over 110,000 individuals afflicted with Alzheimer’s disease or dementia. Many people live an average of four to eight years, placing increasingly intensive care and demands on families. Most caregivers are family member who take on @ considerable financial, physical and emotional burden. Arbor View Assisted Living will look to alleviate the burden set on families by providing dedicated and compassionate dally care and accommodations for the disabled, elderly, and other segments of the population. The Company will offer incomparable care that allows people to maintain their independence, dignity, and quality of life with exceptional high-quality care delivered by an experienced and certified staff of professionals dedicated to exemplary service. Arbor View Assisted Living designs its facilities with a wide offering of amenities and advanced nurse systems to help in its mission to provide the best possible care to the Company's extended families, Arbor View Assisted Living will offer an unrivaled experienced and certified staff of a registered nurse [RW], icensed vocational nurses [LVN], home health aides [HHA], respiratory therapists, social services, IV ‘nurses, as well as future services to include rehabilitation services, including physical therapists to its valued customers. Arbor View Assisted Living will demonstrate outstanding care, current and pertinent ‘qualification of service providers, and professional organization and business management. The site will also provide non-medical needs for a diversity of service needs, Including laundry, hyglene, and cleaning. Arbor View Assisted Living specializes in advanced Alzheimer’s and memory care in a nurturing home-like setting. Arbor View Assisted Living will offer care and accommodations in @ contemporary 12,900 SF 20- bed facility [CBRF to be constructed]. Arbor View Assisted Living provides an upscale, comfortable home environment, including a spacious home-style kitchen [opposed to cafeterial, activity center, back yard park like settings, and plenty of interior amenities, The Company will coordinate nurse, caretaker and worker productivity with increasing market demand to ensure continued operation growth and development. ‘Arbor View Assisted Living’s approach emphasizes the individual participation of every employee and. ‘member of this organization and the total process of building the Company to acquire an ever-increasing ‘market share. By guiding and helping employees with knowledge and awareness, it will build solid foundation for achieving its most ambitious goals. With a market sensitive management team and excellent systems in place to monitor competitive shifts or changes, Arbor View Assisted Living is ideally positioned to continue its successful plan through the future. The Company plans on initiating an ‘aggressive marketing and promotional campaign online and offline to captivate its targeted audience. Arbor View Assisted Living marketing programs work to Identify this Company, highlight competitive advantages, attain customer feedback, as well as take advantage of marketing resources. Arbor View Assisted Living also looks to take advantage of the over 77.3% of the population online, with vast relevancy relatable to keywords [organic searches]. Kristopher Aubrey seeks to establish the Company for future success. Profitability is assured by its preparation of knowing what the market is presently and ‘what the market is to be in the future. The Intent is to yield high returns from the initial start-up and provide a sound business model,‘Arbor View Assisted Living will serve its area of business working to make Its lines more productive while at the same time controlling expenses. The capital required in the organization of the Company has been provided by the Founder. To make Arbor View Assisted Living a reality, there will be an amount needed of ‘$2 milion. The necessary funding willbe allocated to take care of all the requirements [section 4.3]. Any additional costs will be provided by cash flow generated through Arbor View Assisted Living operations. The financial projections [section 7.5.1] outline the investor(s) estimated return on investment. Arbor View Assisted Living will also implement an exit strategy focused on sustaining rapid growth and dramatically reducing overhead costs. In the event of declining sales and inevitable loss, the Founder[Kristopher Aubrey] will iquidate all fixed assets to return on investment, Buyout options will also be available to all principles involved. This business plan will show the components and necessary strategies that make up and accomplish the Arbor View Assisted Living LLC business venture, 3.1 OBJECTIVES ‘Arbor View Assisted Living has definite objectives in order to fulfill its desire to participate and achieve an ever-growing market share, What follows is a brief summary of the key objectives: Procure funding necessary to construct the community, purchase equipment, etc, Launch aggressive marketing and promotional campaign; Recruit and develop employee capabilities to ensure a strong foundation; Increase sales and revenue ata rate no less than 15% per year; Achieve no less than a 15% margin by year-end 2013; Establish and grow location to serve a greater market share; Expand Arbor View Assisted Living communities within the State of Wisconsin vyvvvyvy 3.2 MISSION STATEMENT The Arbor View Assisted Living mission is to keep improving every day, following a social model and not wholly practicing a medical model. Arbor View Assisted Living will offer incomparable care that allows people to maintain thelr independence, dignity, and quality of life with exceptional high-quality care delivered by an experienced and certified staff of professionals dedicated to exemplary service. Arbor View Assisted Living strives to maintain the highest standards of care in regards to those afflicted with advanced Alzheimer’s and dementia, offering the highest quality, multidisciplinary care by professionals, who recognize the necessity for a comprehensive assessment of needs from both the client and professional's point of view. It s the Company mission to provide professional services to clients, assisting, teach valued rasident to achieve the highest level of potential in their day-to-day self-care activities. 3.3 KEYS TO SUCCESS The following attributes demonstrate Arbor View Assisted Living keys to success: > Board of Directors’ combined 50 years experience within the industry; Established network of industry contacts and suppliers; > > Recruitment of experienced and talented caretakers and employees; > Ability to effectively market and promote Arbor View Assisted Living online and offline 4,0 COMPANY SUMMARY & 4,2 OWNERSHIP Arbor View Assisted Living, LLC is privately-owned and operated company. The Company prides itself on its complete dedication and respect for its cients. Arbor View Assisted Living is designed to help seniors ‘or disabled people that need personal attention in thelr lives. This organization is proud to offer help to the community, the elderly, the sick, and the poor. Arbor View Assisted Living is devoted to attend to people who have short or long-term disabilities. As people get older and approach their golden years they become less active in society. Arbor View Assisted Living is dedicated to making people feel connected to the world around them. Arbor View Assisted Living Is set-up as a Limited Liability Company, registered with the State of Wisconsin. The ownership is held by Kristopher Aubrey [100%]. Any and all questions relative to ownership should be directed to Kristopher Aubrey.4.2 COMPANY HISTORY & 4.8 START-UP SUMMARY Established In 2006, Arbor View Communities has quickly grown to become a reputable name within the Milwaukee Metropolitan Area for its incomparable care to individuals in unique, home-like settings. The ‘capital required in the organization of the Company has been provided by the Founders. To make Arbor View Assisted Living a reafity, there will be an amount needed of $2 million. The necessary funding will be allocated to take care of all the requirements. 4.4 COMPANY LOCATIONS AND PREMISES ‘Arbor View Assisted Living, LLC will maintain its headquarters located in the City of Pewaukee in the State of Wisconsin, Operations are currently conducted at communities in Plymouth, WI, Pewaukee, WI, and Burlington, WI and are planned to be conducted on Highland Drive In Grafton WI. Arbor View Assisted Living of Grafton will be located within close proximity to shopping centers, theaters, medical offices, and public transportation services. Arbor View Assisted Living will offer care and accommodations in @ contemporary 12,900 SF 20-bed facility [CBRF to be constructed]. Arbor View Assisted Living provides an upscale, comfortable home environment, including a spacious home-style kitchen [opposed to cafetertal, activity center, back yard park, and computer and office room. At no time will management allow 2 situation to exist where Arbor View Assisted Living Is supporting locations or premises that are not absolutely essential to the most effective operation of the Company. Demographics for Milwaukee Metropolitan Area, Wisconsin - As of 2011, the population Is 1,541,623; population growth of 2.78%. The median home cost is $194,700. Home appreciation the last year has been -2.44%. The median age is 38.2. 46.27% of people are married. 10.16% are divorced. The average household size is 2.44 people. 41.63% of people are married, with children, 60.41% have children, but are single. 74.49% of people are white, 15.99% are black, 2.63% are Asian, 0.63% are Native American, and 6.27% claim ‘Other’. 8.7256 of the people claim Hispanic ethnicity (91.28% are non-Hispanic]. The income Per capita is $28,208, which includes all adults and children. The median household income is $55,251, ‘Unemployment Rate Recent Job Growth Future Job Growth, Sales Taxes Income Taxes Income per Capita, Household income Saws anges 3 Income Less Than $15K 10.69% 12.10% Income between $15K and $25K 9.69% 10.18% Income between $25K and $35K 10.24% 10.56% Income between $35K and $50K 15.20% 14.98% Income between $50K and $75K 20.53% 19.53% Income between $75K and $100k 13.79% 12.52% Income between $100k and $150k 13.25% 12.14% Income between $150K and $250k 3.15% 3.91% Income between $250K and $500k 2.85% 3.34% Income greater than $500k 0.62% 0.78% Population Percentage by AgsStrategie 8 Tactical Business Pian 04 weermesaanatemeemaseaRNOET 7A 5.9 naunamemovnabearsnenmaare8 46 1p 14 Ramana me mscte8 1 Sree Sy aim ' e190 mea | ' i 0 2 4 6 a 10 1 14 16 People in Group Quarters in Milwaukee: 3,645 people in nursing homes; 1,764 people in other non-institutionsl group quarters; 432 people in religious group quarters; 251 people in other non-household living situations; 234 people in homes for the mentally ill 225 people in wards in general hospitals for patients who have no usual home elsewhere; 181 people in hospitals/wards and hospices for chronically ill; 164 people in other hospitals or wards for chronically il, 85 people in other group homes 17 people in military hospitals or wards for chronically I; 8 people in homes for the physically handicapped vyvvvvYYVYyY 5.0 OPERATION & 5,1 SERVICE DESCRIPTION Arbor View Assisted Living Is proud of the features and benefits that make up its attractiveness to this ever-growing market. The Company will offer a temporary and long-term care community, and make the arrangements with the client and family. Arbor View Assisted Living will offer care and accommodations for individuals afflicted with Alzheimer’s disease or dementia. The Company's exceptional high quality ‘care will be delivered by an incomparable trained and certified staff of professionals, offering an upscale, comfortable home environment, including a spacious home-style kitchen, activity center, and computer room. Arbor View Assisted Living offers services with its staff of certified professionals, administering ‘medical assistance, as well as companionship, housekeeping, laundry, errands and shopping, assistance with walking, crafts and recreational activities, dressing and hygiene guidance, and above all caring. The Company helps its client’s lead dignified independent lifestyles in the comfort and safety by carefully assessing and understanding the resident's needs and selectively placing personnel to meet these needs. > Registered Nurses (FN) Rehabiltation Services: > Ucensed Vocational Nurses (LVN) > Respiratory Therapists > Physical Therapists > Social Services, > Speech Therapists > IWNurses For Arbor View Assisted Living valued residents, the company offers respectful and nurturing care, viewing the resident as a whole person, na particular stage of thelr life's journey. For Medicare residents, ‘Arbor View Assisted Living offers a more humane, but still medically-qualified, alternative to the drab prospects of a standard nursing home. And for their families, Arbor View Assisted Living offers peace of mind, and the knowledge that outside of in-home, full-time care, thelr loved ones are recelving the best possible dally assistance in maintaining each resident's specific and preferred lifestyle. Residents in the assisted tiving building can expect respectful and caring assistance as they go about the dally activities of. their own choice; not those of an Activity Director, or nursing home staff. The Elder Assistants, in addition to providing personal care, will also provide services covering thelr laundry, cook all meals, and clean,strategie & Vettical Business Plan These residents can expect that thelr new home will be just that; thelr own home, shared in community with other residents, who come together to socialize, air grievances, plan activities, and share their knowledge and wisdom with each other and all who choose to visit them. Arbor View Assisted Living residents are welcome to have visitors at any time, as well as plan outings whenever and wherever they choose. In return, Arbor View Assisted Living will be informed of their health, their concerns, their enthusiasms, and their whereabouts for optimum assistance, 5,2 COMPETITIVE COMPARISON Arbor View Assisted Living has done extensive research and investigation on all of the aspects and the competitiveness of the existing market. Arbor View Assisted Living recognizes these competitors as a prime focus because they have been evaluated using criteria of price and value given. Arbor View Assisted ving specifically knows that the advantages it has over its competition including larger facilities do not develop personal relationship with the residents and are often unable to provide a tranquil family sett ‘The management team is aware of the following competitors: Hamburg Home - located at 1951 First Avenue; a private company categorized under Senior Citizens Service; records show this facility has an arrangement of 12 units. Washington Heights - located at 1515 Washington Street; a private company categorized under Rest Homes; records show this facility has an arrangement of 8 units. Brookfield Gardens - located at 1706 Washington Street; a private company categorized under Senior Citizens Service Organizations; records show this facility has an arrangement of 16 units. Arbor View Assisted Living specializes in memory care with reliable dedicated care assistants to provide Individual needs and reasonable prices. Arbor View Assisted Living also has a hired staff of cooks under the supervision of a nutritionist for the food it dispenses to the clients. Arbor View Assisted Living also offers Its own full upscale kitchen to prepare these meals in along with packaging them for transport. This study of its competition has given management a mastery of the effects of regulatory agencies, business share, pricing strategies, as well as strengths and weaknesses of the competition, 5.8 SALES LITERATURE Arbor View Assisted Living Is prepared to highlight all of the most important benefits and features in a packet of sales literature, as well as through its dynamic website's Instructional web pages, pamphlets, and video. This information will present a compelling point of view as well as a detailed explanation why the consumer should exchange thelr hard earned dollars for the Company's essential care services. The sales literature will be complete and will answer the questions of what the Company is presenting. 5.4 SOURCING AND FULFILLMENT & 5.5 TECHNOLOGY Arbor View Assisted Living Is prepared for the ease and completion of fulfillment requirements. All aspects of fulfillment have been considered, evaluated and highlighted for the purpose of assuring both ‘customers and pertinent employees that fulfillment will never be a concern, Arbor View Assisted Living hhas positioned itself to take advantage of all technology available for its industry. Management has determined when necessary that state of the art software and appropriate hardware will be Implemented to assist all employees in gaining maximum productivity. The Company will be utilizing accounting procedures to monitor weekly, monthly, quarterly and annual results of operations, 5,6 FUTURE OPERATIONS Arbor View Assisted Living is currently using Its experience and talent to position itself in future markets with the appropriate future services. Its current service lines, which include providing dedicated and ‘compassionate dally care and accommodations for senior citizens and other segments of the population, are sufficient in today’s demanding market and will fare well in future years. The Company is developing ‘enhancements, as well as creating services to keep its position in the marketplace expanding,6.0 MARKET ANALYSIS SUMMARY & 6.1 MARKT SEGMENTATION ‘Arbor View Assisted Living has done an exhaustive study of the state of its industry. It presents an ever Increasing market, a healthy bottom line, and opportunities for growth. In the United States, an estimated 5.4 million people are living with Alzheimer’s disease, and someone develops the disease every 69 seconds. Unless something is done, as many as 16 million Americans will have Alzheimer’s in 2050 and someone will develop the disease every 33 seconds. In 2010, 14.9 million family members and friends provided 17 billion hours of unpaid care to those with Alzheimer’s and other dementias; care valued at ‘$2026 billion, There are currently over 186,380 Alzheimer's and dementia caregivers in Wisconsin. There are an estimated 5.4 million Americans living with Alzheimer’s disease, including 110,000 living in Wisconsin alone, Many people live an average of four to eight years, placing increasingly intensive care and demands on families. Most caregivers are family member who take on a considerable financial, physical and emotional burden. To add, about 13% of Americans are over age 65. By 2030, more than 20% of Americans will be in that group. By 2050, about £9 million Americans will be over age 65, more than double the number today. By 2025, the numbers of centenarlans will more than double to 175,000, from fewer than 80,000 now. By 2035, the number of people ages 85 and over will double to 11.5 million, from about 5 milion now. Approximately 7.6 million individuals currently receive cate from 83,000 providers because of acute illness, long-term health conditions, permanent disability, or terminal tines. Annual expenditures for assisted care were projected to be $57.6 billion. More than 20,000 home health ‘care providers exist today; almost two-thirds of home health care recipients are women; almost two- thirds of home health care recipients are over age 65; and conditions requiring home health care most frequently Include heart disease, cancer, diabetes, etc. Arbor View Assisted Living helps its client’s lead dignified independent lifestyles in the comfort and safety of a home environment by carefully assessing and fully understanding their individual needs and selectively placing trained personnel to meet these ‘medical and daily needs. The Company has all this to offer and its management team will keep its finger fon the pulse of market demands. Currently, assisted care demand is outpacing supply as Baby Boomers age. People are being discharged from hospitals after a brief stay and require home care. People are getting older or living with illnesses while insurance companies don’t want to pay for extended hospital stays or rehab feclity care. The U.S. National Center for Health Statistics released figures show life expectancy in the U.S. has hit an alltime high, 77.6 years, and deaths from heart disease, cancer and stroke continue to drop. The figures also show that half of Americans in the 55 to 64 age group, including the oldest of the baby boomers, have high blood pressure, and two in five are obese, figures that portend a great strain on Medicare and Social Security and on existing medical facilites. The conference was based fn the premise that the home care will become a vital health care venue over the next 15-20 years. ‘According to the U.S. Department of Health and Human Services’ Administration on Aging: ‘The older population [65 years or older] numbered more than 36.3 million; The number of older Americans, age 65 and over, Is projected to increase to $5 million in 2020; Persons who reach age 65 have an average life expectancy of an additional 18.5 years ; The average life expectancy is 77.9 years vv 6,2 TARGET MARKET & 6.2.1 MARKET NEEDS ‘Arbor View Assisted Living alms to understand each and every reason why a family chooses a particular adult family home for their aging family member. Arbor View Assisted Living not only seeks to become experts on why customers utilize a program, but also what helps them most effectively. There are currently 200,410 seniors in the metropolitan area. The median household income Is $55,251. Arbor View Assisted Living strives to target that segment of the market that Is In the Ideal position to need its service, and be in a position to act on buying its service immediately. This Company is always able to determine ‘these results from such sources as existing customers, suppliers, bankers, chamber of commerce, and Industry trade journals. Arbor View Assisted Living strongly feels that the market requires services that are Individually centered and assure maximum attainable health and safety of all individuals served. By offering services that are delivered according to each individual's choices, full integration and active participation in their immediate community, and services that guarantee the protection of each individual's rights, health and safety, Arbor View Assisted Living should be able to capture a significantshare of its market, Arbor View Assisted Living evaluates its market primarily from the standpoint of what the needs are of the individual consumer. The Company knows that the needs of its consumers relationship to what it offers are primarily because it provides care services that reflect a wide range of support activities and conducted for the purpose of enabling compromised people to live independently ina home setting. Arbor View Assisted Living understands that to master this area its management team needs to constantly tap into those sources of information that reveal the motivations of the consumer. 6.2.2 MARKET TRENDS & 6.2, MARKET GROWTH Arbor View Assisted Living is confident about the timing of the business in its industry. The Company understands its success is tied to the state of the economy. In CBO’s forecast, real GDP increases by 2.1% between the fourth quarter of 2010 and by 2.4% in 2011. Given CBO's estimate of growth, those GDP. growth rates will narrow the difference between actual output and potential output. The rebound In GOP. and will also affect real disposable income growth which is expected to grow by 1.2% in 2011 after 50% growth in 2010. For 2012 through 2014, CBO projects that real GDP will increase by an average of 4.4% peer year, which would close the output gap completely by the end of 2014, Even though economic actlvity began to increase again during the second half of 2010, the unemployment rate continued to rise, finishing the year at below 10%, CBO expects that the unemployment rate will average slightly above 10% Inthe first half and then turn downward in the second half of the year [2011], AAs the economy expands further, the rate of unemployment is projected to continue declining until in 2016, it reaches 5%, which Is equal to CBO’s estimate of the rate of unemployment consistent with the usual rate of Job turnover in labor markets. Reflecting the large amount of slack in the economy, inflation will decrease further from its already low level. The core price index for personal consumption expenditures will rise by about 0.9% In 2011. The overall PCE price index will rise by 1.1% in 2011. Evaluating different factors and events that make up a particular pattern in Identifying all aspects of that pattern secure Arbor View Assisted Living in an enviable position of providing what Is needed in the marketplace. The Company will continue to monitor any pattern or trend on a daily basis. 6.3 OPPORTUNITY & OPERATION ANALYSIS Arbor View Assisted Living knows that in the final analysis it can only do well i overall sales are there and expenses are capped at a reasonable level. Its particular position in this industry is that the other companies execute some strategies correctly, but often seem to overlook humanity. For example, it has found that other companies have higher prices, inferior personnel, and poor quality service and communities. Arbor View Assisted Living, on the other hand, operates in an advantageously different ‘manner as outlined by offering tower prices, exceptional personnel, and friendly service that is available daily. 6.3.2 DISTRIBUTING SERVICE & 6.3.3 COMPETITIVE EDGE Because of the nature of this business, the Company has learned that the best place to promote its service at the community on Highland Drive. Arbor View Assisted Living is located within close proximity to shopping centers, theaters, medical offices, and public transportation services. Arbor View Assisted Living will offer care and accommodations in a contemporary 12,900 SF 20-bed facility [CBRF to be constructed]. Arbor View Assisted Living provides an upscale, comfortable home environment, including @ spacious home-style kitchen {opposed to cafeteria}, activity center, back yard park, computer and office room. Arbor View Assisted Living is excited about its position in relationship to its competition, The management has discovered some Innovative and creative ways of acquiring all the components that ‘make up its product line. The need for a low-based cost that transcends to a lower net cost prior to sale and therefore transcends into a greater operation is what keeps it on the cutting edge of continuously ‘competing on a favorable basis, Such things as inventory control, source of components, fast turnover, production schedules, all contribute to a healthy aspect of competition. 7.0 STRATEGY AND IMPLEMENTATION & 7.1 STRATEGY PYRAMID Arbor View Assisted Living centers its strategy on the premise that the company resonates with the ‘consumer. The management will constantly focus on productivity being high and expenses remainingmodest. Arbor View Assisted Living is diligent in dissecting every aspect to make each component productive to the goal of a profitable relationship with its customers. Arbor View Assisted Living knows that it's wise to understand the framework from Initial goal back to the essential Implementation, The purpose of the pyramid is to place at the top an individual emphasis that is the focus of a strategy for the Company, such as introduction of new services. The next level down will emphasize the individual actions or tactics necessary to implement the strategy. Finally, at the bottom of its pyramid are the individual programs necessary to support any and all actions that contribute to achieving the emphasis or goal. Arbor View Assisted Living wants to highlight that it Is not only adhering to its understanding of its strategy, but that it also monitors everything in the process which leads to a logical plan. 7.2 VALUE PROPOSITION & 7.3 COMPETITIVE EDGE ‘Arbor View Assisted Living adheres to value-based marketing in its conceptual outlook, The value-based benefits of the company that it strives for consumers to acknowledge include that it provides a specialized staff, competitive prices, and services tallored to meet each resident's specific needs. Arbor View Assisted Living is very sensitive to the communication of what it is proposing to its customers, as well as living up to the promise with a 100% customer satisfaction attitude. Arbor View Assisted Living Is decisive about staying ahead of its competition. The Company knows that this Is an every day re-evaluation of its marketplace. Its current advantages, in relationship to competitive edge, include services that are delivered according to each individual's choices, full integration and active participation in their community, and services that guarantee the protection of each individual's rights, health and safety, 7.4 MARKETING STRATEGY Arbor View Assisted Living Is aware of all of the different choices in relationship to marketing strategy. Because of its research and recommendations from management it has chosen to market what it does through online Internet exposure, extensive mailings, the distribution of filers, newspaper ads, end by word of mouth. It has chosen this strategy because costs are minimal, effectiveness Is extremely high and branding recognition is enhanced. Below is a breakdown of its online strategy for organic searches: Launch and Beta Stage [Internet] Viral & Traditional Join social networks; Create a Arbor View Assisted Living Widget and promote Its distribution; Send out Newsletters; Approach Public Relations Firms; Approach relevant newspapers; issue press releases; Strategic Partnerships with industry websites and key influencers/companies; Setup Blog [RSS] Feed & send out business cards; Tap into friends’ and clients networks and send out media kit; vvvvvvyy Post Launch [Phase nd Viral Contact newspapers and magazine; Issue press releases & sponsor events; Strategic partnerships with industry websites [free advertising for link exchange); ‘Setup Blog [RSS] Feed; Distribute print mater vyvvv Is & send out media kit; 7.4.1 POSITIONING STATEMENT & 7.4.2 PRICING STRATEGY ‘Arbor View Assisted Living takes the position that its primary focus in the marketplace is to provide quality services to adults who desire to their days in a home-like setting rather than participate in traditional care ‘such as nursing homes. The primary focus is to ensure those individuals that are thinking this service is outof reach for them Is in fact obtainable at an affordable rate to them with personalized rates according to their ability to pay. This Company will also ensure under educated Individuals whom are able and willing to work will have a chance at employment and to give assistance to those whom are in need, 7,4. PROMOTION STRATEGY & 7.4.4 DISTRIBUTION STRATEGY ‘The management of Arbor View Assisted Living believes strongly In press releases to significantly get the ‘word out of its value. This will always be a focus of its promotion efforts. However, though this is a cructal part, this is only one part of its promotion strategy. The company will be promoting what it does through ‘online Internet exposure, extensive mailings, the distribution of fllers, newspaper ads, and by word of mouth. This along with all the individual selling efforts of its staff demonstrates a dynamic way for it to build the penetration of what it does in the marketplace. Arbor View Assisted Living focuses on all three aspects of distribution concerns, that Is, coverage, control and costs. These aspects can all be complex. Arbor View Assisted Living Is certain that it has made the wisest decision in relationship to its coverage ‘and control and cost for its distribution strategy. The coverage and control that it’s striving for Is achieved by its various marketing programs. Its cost structure Is geared to enhance its distribution based upon its positioning in the marketplace. 7.8.5 MARKETING PROGRAMS & 7.5 SALES STRATEGY ‘Arbor View Assisted Living knows that in reference to its marketing programs it needs to tell an excellent story. Its story is compelling, detalled and highlights many of its capabilities. The Company knows that Its consumers hear its voice foud and clear through every aspect of staff, reputation, and quality control. ‘Arbor View Assisted Living strives to be indispensable to the consumer. Arbor View marketing programs will work to Identify this Company, highlight competitive advantages, show appreciation for customer feedback, as well as take advantage ofits existing marketing resources, 7.8.2 SALES FORECAST Arbor View Assisted Living has developed a method for not only developing its sales forecast but also the ability to stand behind the numbers. The Company has determined that based on its distribution resources, competitive advantages and sound financial analysis, that it expects to generate the following sales over the first year [based on 60% capacity/occupancy; 5.7 units (9 week periods; billing per cartiers/Medicare) @ $3,000 per unit - 12 patients]: $750,000; the next year [based on 90% capacity/occupancy; based on 5.7 units [9 week periods] @ $3,000 per unit x patients): $1,125,000; and over the following year [based on 5.7 units [9 week periods] @ $3,000 per unit x patients}: $1,250,000. Projected Sales Growth: 7.8.2 SALES PROGRAMS ‘Arbor View has sales programs that assure its revenue forecasts are realized completely and on schedule. The person on its dedicated management team directly responsible for sales performance Is Kristopher ‘Aubrey. The Company has set deadlines with amounts, as well as budget restrictions for a highly successful funding program. With its comprehensive marketing program and competitive positioning, the Company is confident to see its sales milestones become realities. 7.6 STRATEGIC ALLIANCES & 7.7 EXPLAINED MILESTONES ‘Arbor View Assisted Living Is constantly working to build a network of key individuals and companies that ‘work as alliances to accomplish its major strategies. The Company has established relations with Arbor View Pewaukee, Arbor View Plymouth, and Arbor View Burlington. The management is strongly encouraged to develop relationships with any and all individuals that may have a favorable relationship ‘with any of Its working teams. These alliances are to strengthen and broacien the foundation and the assurance that its operations and funding strength will continually increase.8.0 MANAGEMENT SUMMARY & 8.1 ORGANIZATIONAL STRUCTURE ‘Management is the core and nucleus of any organization. It's not Just personnel and individuals’ resumes, but all that encompasses vision, talent, harmony, beliefs, and commitment. Arbor View is led by Kristopher Aubrey and Barbara Aubrey, the key players of the management team, who will recruit all the talent necessary to complete every aspect of this business plan, Arbor View Assisted Living knows how Important the organizational structure is to its success. Each position with this Company has a detalled job description, as well as a defined relationship to the whole. From other management positions to department heads, to first line implementation staff, the structure of the organization Is detalled and complete. Authority is properly positioned to achieve maximum effectiveness. 8.2 MANAGEMENT TEAM ‘What follow are the top positions of Arbor View Assisted Living, names, and detailed description of their duties and responsibilities, as it pertains to the successful management and development of thls ‘company’s goals: Kristopher Aubrey, President ~ Kris brings over 20 years combined experience as @ business owner, operating three successful assisted living businesses. Barbara Aubrey, Administrator ~ Barbara brings over 20 years combined experience in the health care Industry, Including nursing homes and assisted living. 8,3 MANAGEMENT TEAM GAPS & 8.4 PERSONNEL PLAN ‘Arbor View Assisted Living recognizes that in any growing company often times management personnel have to wear more than one hat. As a result often times @ gap or gaps may exist until the company Is. developed enough to have a specific person for every task required. Arbor View Assisted Living currently has everything covered and feels very confident that each task is assigned to a very compatent member of its management team. The Company will always be sensitive to this issue and prevent any weakness by ‘having and planning a contingency program that overlaps job responsibilities. Arbor View Assisted Living defines its total work force to protect the success of its business plan. All aspects of the business have been sufficiently analyzed to determine each and every position required to run a functioning operation that can complete al of the strategies and programs to be undertaken. 9.0 HOURS OF OPERATION Arbor View Assisted Living will operate 24 hours a day 7 days @ week to ensure we are able to provide the ‘outmost care and services to our residents. 9.1 STAFFING REQUIREMENTS AND SHIFT DESCRIPTION Arbor View Assisted Living will operate on a 3-shift schedule. Shift times and staffing requirements will be as follows: 2" shit 6am-2pmn)- -Adminisrator/Manager 2-Caregivers 4-Cook 2% shift (2pm-10pm) 2-Caregivers 1-Cook 3! shift (10pm-6am) 2-CaregiversAdditionat staffing requirements will be dictated and implemented as the needs of our residents change. Arbor View Assisted Living will also provide part time positions for maintenance, cleaning, lawn and snow care, and RN care, 9.2 TRAFFIC PATTERNS & ASSOCIATED SERVICES Arbor View Assisted Living will operate 24 hours a day 7 days a week to ensure we are able to provide the ‘outmost care and services to our residents. Shift schedules are 6am-2pm, 2pm-10pm, and 10pm-Gam. Residents of Arbor View Communities are “live in” residents and will not have vehicles. All transportation needs will be provided by the community. Visitors are welcome to come and go anytime day or night. Traffic pattems have been observed and detailed utilizing research and data from our communities. During shift changes Arbor View Communities will expect 4-6 vehicles entering and exiting the parking lot area and drive within 15 minutes of the designated shift times listed above. Visiting care providers, family members, and deliveries during first and second shift hours will on average account for 8-10 vehicles per day. Mall Is delivered once daily and garbage pick up Is scheduled once weekly. The dumpster enclosure Is designed to mimic the building materials and is located for ease of pickup opening directly to the drive allowing for a quick entrance and exit minimizing time and parking disruption. Traffic generated by the ‘operations of Arbor View Communities is minimal. 9.3 EXPLAINED LONG-TERM PLANS ‘Arbor View Assisted Living believes that its long-term prospects for a vety successful company are ‘excellent. The industry chosen and the strong foundation of the company lend itself to nothing but positive results n the long-term future. With a market sensitive management team and excellent systems in place to monitor competitive shifts or changes Arbor View Assisted Living is Kdeally positioned to continue its successful plan on through the next decade, Aus msaey @-H-1?