Sea View Senior Center Marketing Plan

Executive Summary

The vision of Sea View Senior Center is to introduce the best possible senior day care center for our clients, and to serve them and their families with compassion, dignity, and respect. Our mission is to provide a senior day care center to help participants develop and maintain well-being through social interaction with other people, in a safe, caring, nurturing, and secure environment where each individual can enjoy their favorite activities and more, all the while recognizing the challenges of aging

Our owners bring extensive experience in the senior industry in various areas which are necessary for running an effective business. As a for-profit business, we will not be eligible for grants, this means we will have to rely on the center itself for all of our income. As the senior population increases and adult children caring for their own children and their elderly parents seek an affordable solution to senior care we will see an population increase in our target market. There are only three other senior centers in our region, all of which have limited hours and focus on the low-income seniors, none are serving our target market.

Our marketing will be focused on creating selective demand and we will focus our advertising efforts on local sources in order to support the local businesses which we expect will use our facility.

Our financial data has been evaluated and we plan to be able to pay off our start-up loan by year four. We will promote various aspects of our facility over the first three years in order to maximize our profits. Our financials will be reviewed monthly to ensure we are on target at all times.

Strategic Focus and Plan

The vision of Sea View Senior Center is to introduce the best possible senior day care center for our clients, and to serve them and their families with compassion, dignity, and respect. We will do this by providing seniors with companionship, comfort and a wide choice of activities that match individual interests. We will focus on providing a warm, homey atmosphere so whether they choose to play a competitive game of cards, take a computer lesson or just relax with friends, our seniors will discover a second family and a place to thrive.

Our mission is to provide a senior day care center to help participants develop and maintain well-being through social interaction with other people, in a safe, caring, nurturing, and secure environment where each individual can enjoy their favorite activities and more, all the while recognizing the challenges of aging. We are dedicated to encouraging a fulfilling lifestyle and to promoting independence in our participants, which enables their continuing growth and development.

We will provide exceptional service through our trained and caring employees who will receive proper support, recognition, and meaningful rewards for encouraging their ongoing growth with the company and enabling the long-term viability of our company. We achieve this by listening, engaging life with pride, professionalism, creativity, and fun.

Today's baby boomers and older Gen Xers face a dual challenge: They are caring for their own children, and sometimes grandchildren, as well as caring for parents (Get In on the Hot Senior Care Market, 2005). Sea View Senior Center will provide relief from the question, "how do I provide care for my older family member that is both affordable and convenient?" Compared with other senior care centers in the area, Sea View's focus will be seniors who have a higher level of functionality, although some clients may be physically constrained (wheelchair-bound, incontinent or need limited assistance), the focus in our setting will be more on their cognitive and social needs with activities, social interaction and pleasant meal times. Other competitive advantages of Sea View Senior Center will be no long-term contract requirements, one-on-one evaluation of the client's needs, reasonable rates, convenient hours of operation, and enhanced security and safety systems for peace of mind.

We understand it takes a special type of person to work with seniors; you must be a people person and have a good judgment dealing with people and the issues surrounding them. We believe that nothing is more rewarding than making a difference in a life. So when our seniors tell us that we are their second family, we understand because we feel that way too.

At Sea View Senior Center, we will assure our staff will not only have strong management, entrepreneurial and customer service skills but will also have the following necessary core competencies:

* Honesty and integrity

* Patience

* Interpersonal skills

* Reliability

* Knowledge

* Compassion

* Economy

Situational Analysis

Strengths

Our management team has over 14 years direct experience either working with or volunteering for the senior population, so we are well versed in the specific needs of our targeted clientele. Specifically, one of the principals, Susan Patterson was the Business Director for a national Senior Living Company, where she handled the day-to-day finances of the building, and also worked on attaining all appropriate licenses', permits, and any other needs specific to the building. Charity Herme, another principal, who currently works in the banking industry, specializes in working with seniors, in regards to senior finances. She has frequent educational seminars for both seniors and their families on detecting and preventing financial elder abuse, and overall finance management skills. Our third principal Marissa Rodriguez brings nearly a decade of production planning and purchasing experience. She has worked for one of the largest employers in Ventura County and has overseen the restructuring of the entire purchasing department. Our final principal, Tannya Cortez brings a wealth of experience from the retail sector. She has worked for several years in a very popular retail establishment that is frequented by seniors. She focuses on exceptional customer service skills and patience when serving the elderly.

All of our principals as well as any additional staff will be cleared through the DOJ and SSA to assure that they all have necessary clearances to be able to work with the population. Likewise, all of our principals have outstanding and well above average credit that will