business plan summary - music and reminiscence service
DESCRIPTION
Description of a seniors' music service for residential and Long Term Care located in Niagara Canada. Employs piano/voice and 20th century music resourcesTRANSCRIPT
Music and Reminiscence
Business Plan SummaryFor a sole proprietorshipRevised September 2014
James Kershaw905-397-8804www.momentostudios.ca
Mission Statement
Seniors want to feel that the past has significance to them in this present time. To help make this a reality we provide a service which brings back the things that nurture memory: the visuals, the memorabilia, and the music that have stood the test of time.
The Team
During his years of experience, James’ role as a reminiscence facilitator has connected him with others in the community. His target market is Niagara’s seniors who reside at residences and long term care settings. He coordinates his program with activity directors who are employed at the facilities and collaborates with the following individuals:
Audrey Henry & Pierrette Morin (sheet music resource)
Nancy Grampola (mezzo-soprano)
Dovetail Associates (resource)
Lifetime Financial Planning Group, R.T. Respiratory Services Inc. PharmaViva Pharmacy (sponsors)
Market Summary
About Niagara’s Present Market:Population is skewed to the elderly more so than in the
rest of provinceIn the next ten years, the 80+ population will increase
from 52% to 73% Alzheimer’s and related dementias will double by 2021After 2012 a dramatic escalation in number of retirees
will further alter the demographics
Future Market:Secure with 65 facilities and a growing infrastructureRehabilitation centres in Canada and U.S. offer marketing
opportunities for innovative tools
Needs
Needs:Many seniors suffer from the blues and diminishing self-esteem as
well as loss of cognitionSeniors need to share within their group in order to raise their self-
esteem, feel valued and includedSeniors need diversions for relaxation and to be stimulated both
mentally and physically with appropriate activities
In order to address the above needs, our programs provide live music and personal stories within a positive group experience
Business Concept
The service has been established within the 24 hour care milieu at seniors nursing homes and seniors adult living centres
Opportunities to use the senses may often trigger past memories. Over time, with many clients, positive changes take place: changes in mood states, along with improvements in emotional, spiritual, psychological, and physical sense of well-being point to a healthier outlook (ref. Canadian Music Therapy Association)
We base our service on reminiscence and music intervention in order to improve the quality of life of our seniors in beneficial ways
Competitive Advantage
85%-90% of the competition uses vocal/instrumental presentation as the sole program medium
Our competitive advantage consists of the following:
• A variety of relevant activities including memorabilia.• Preference to use facility’s piano on site • Presentations conducted with a variety of audiences.• Fifteen years experience• Media used as “sparkers” as attention grabbers• A proven dependable, affordable, reliable service• Easy scheduling and booking with contact information• http://www.momentostudios.ca
Goals & Objectives
Five-year goals:
Create new partnerships and sustain present relationships with staff who work at Niagara region facilities
Increase client growth and engagement numbers with at least 1 new steady client per year
Partner with Toronto recreationists for afternoon engagements
Advertising/Sponsorships
With the assistance of Dovetail Associates we have created community awareness with the following media:
Web Site: an informational site about James Kershaw, personal stories, sheet music database, references, schedule, news articles
Brochure: displayed in doctors’ offices, government resource centres, and community centres
Sponsorships: secured Lifetime Financial Planning Group, PharmaViva Pharmacy, R.T. Respiratory Services Inc
Reminiscence Audio CD: compilation of natural and man-made sounds presented as a guided journey.
Resources
We presently use the following resources:
Local Library: has many music selections of all genres to photocopy for my own use
My Picture Collection: about 3000 magazine references My Sheet Music Collection: approximately 2500 shelved copies of
sheet music indexed and searchable on website
Resources: Dovetail Associates
My Memorabilia Collection: tactile objects from 20th Century
Equipment: KR-33 Roland portable keyboard, speaker, and amp
Risks
Risks:More people are encouraged to stay at home as long as possible. This
may mean more admitted residents having lower cognitive states. Interaction becomes more challenging for staff and families
Funding issues at residences. External services may not be used. More volunteerism, less reimbursement
Addressing Risk:Develop new ways of doing things in the nowCreate more innovative approachesSeek to identify and address changing needsPartner with other professionals
Key Issues
Present Issues:Managing budgets. Manage revenue to put back into product
development and sales.Understand copyrightPlan for more collaboration with others (facility staff, suppliers, and
the community at large) to increase effectiveness of services by sharing and reaching common goals
New Engagements: Identify locations that match service characteristics. Partner with
Toronto residential homes near transportation routes.
Acknowledgements
Foot, David K., Richard A. Loreto, and Thomas W. McCormack. A Competitive Analysis of Niagara's Business Opportunities Associated With Adult Lifestyle: A Demographic Perspective The Madison Avenue Demographic Group. November 1999http://www.footwork.com/niagara.asp
Employment Help Centre (Career Information)Job Finders Club (Career Support and Guidance)Joseph Polgrabia (Web Design Instructor) My patient and loving wife, Olha Petrenko, who has succeeded in
the face of overwhelming obstaclesMy parents