CareBridge, LLP
Contents
Executive Summary ...................................................................................................................................................................... 5
Business Concept ........................................................................................................................................................................... 6
Our Product .................................................................................................................................................................................. 6
Target Market and Market Size .......................................................................................................................................... 8
Funding Requirements and Strategies ........................................................................................................................... 9
Mission Statement .................................................................................................................................................................... 9
Executive Team .......................................................................................................................................................................... 9
Product Introduction............................................................................................................................................................... 9
Prequalification Factors ...................................................................................................................................................... 10
Industry Analysis ................................................................................................................................................................... 11
Industry Products .................................................................................................................................................................. 13
Industry Activities ................................................................................................................................................................. 13
Operations Plan............................................................................................................................................................................ 14
Overview .................................................................................................................................................................................... 14
Project Timeline...................................................................................................................................................................... 15
Location ...................................................................................................................................................................................... 16
Management Plan........................................................................................................................................................................ 17
Ownership team ..................................................................................................................................................................... 17
Management team ................................................................................................................................................................. 17
Management Team skills .................................................................................................................................................... 18
Organization Chart ................................................................................................................................................................ 18
Staffing plan .............................................................................................................................................................................. 19
Human resources Budget Forecast (2016) ............................................................................................................... 19
Payroll: ................................................................................................................................................................................... 20
Human resource plan for the following years: ........................................................................................................ 20
Social responsibility and sustainability (SRS) .......................................................................................................... 21
Operation flow ......................................................................................................................................................................... 22
I. Initial process, Create account. ............................................................................................................................... 22
II. Process of Service ........................................................................................................................................................ 24
Flow diagram of app: ............................................................................................................................................................ 26
CareBridge Service Fee........................................................................................................................................................ 27
Taxes ............................................................................................................................................................................................ 27
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CareBridge, LLP
Risk Management ................................................................................................................................................................... 27
Background Checks on Caregivers ........................................................................................................................... 27
Training Program for Caregivers .............................................................................................................................. 28
Guidelines ............................................................................................................................................................................. 28
Insurance............................................................................................................................................................................... 28
Employees or Contractors ............................................................................................................................................ 28
Marketing Plan ............................................................................................................................................................................. 30
Target Market .......................................................................................................................................................................... 30
Market Potential ..................................................................................................................................................................... 31
Caregivers .................................................................................................................................................................................. 31
Seniors and Technology ...................................................................................................................................................... 31
Value Proposition and Competitive Edge ................................................................................................................... 32
Competition .............................................................................................................................................................................. 34
Competitive Edge and Comparison Analysis ............................................................................................................ 36
Marketing Budget Forecast ............................................................................................................................................... 36
Pricing Strategy ....................................................................................................................................................................... 37
SWOT Analysis ........................................................................................................................................................................ 38
Technology Plan .......................................................................................................................................................................... 40
Project Objectives .................................................................................................................................................................. 40
Project Conception ................................................................................................................................................................ 40
Opportunity .............................................................................................................................................................................. 40
Initial Scope .............................................................................................................................................................................. 41
Business Constraints ............................................................................................................................................................ 41
Technology Constraints ...................................................................................................................................................... 41
Project Strategy Statement ................................................................................................................................................ 41
Project Methodology ............................................................................................................................................................ 42
Business Requirements....................................................................................................................................................... 43
Use Case Diagram .............................................................................................................................................................. 44
Use Case List ........................................................................................................................................................................ 45
Use Case Scenarios ........................................................................................................................................................... 45
Data and Entity Models ....................................................................................................................................................... 51
Logical Entity Relationship Diagram ....................................................................................................................... 52
Physical Entity Relationship Diagram ..................................................................................................................... 53
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CareBridge, LLP
Data Flow Diagrams.............................................................................................................................................................. 54
Context Data Flow Diagram ......................................................................................................................................... 55
Process Model .......................................................................................................................................................................... 56
Physical Data Process Model ....................................................................................................................................... 57
Financial Plan ................................................................................................................................................................................ 58
Start - Up..................................................................................................................................................................................... 58
Financial Assumptions ........................................................................................................................................................ 59
Balance Sheet Assumptions ......................................................................................................................................... 59
Income Statement Assumptions ................................................................................................................................ 59
Expenses ................................................................................................................................................................................ 60
Market Size ........................................................................................................................................................................... 60
General ................................................................................................................................................................................... 61
Service Forecast ...................................................................................................................................................................... 61
Service Fee Forecast ............................................................................................................................................................. 62
Revenue Projection ............................................................................................................................................................... 65
Income Statement .................................................................................................................................................................. 65
Value of Business.................................................................................................................................................................... 68
Balance Sheet ........................................................................................................................................................................... 70
Standard Ratios ....................................................................................................................................................................... 71
Cash Flow ................................................................................................................................................................................... 71
Break - Even Analysis ........................................................................................................................................................... 73
Growth Strategies .................................................................................................................................................................. 75
Exit Plan ...................................................................................................................................................................................... 76
Conclusion ...................................................................................................................................................................................... 77
Reference: ....................................................................................................................................................................................... 78

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CareBridge, LLP
Executive Summary
CareBridge, LLP is comprised of six business professionals wanting to disrupt the senior care market. Currently the market is growing fast, not highly regulated and extremely expensive. It is the perfect storm for a start up to offer a better service for a cheaper price.
CareBridge is a mobile application and website that offers on-demand senior care services.
Senior and/or guardians can find local, qualified and vetted caregivers to provide in-home or home-away care for as little as one hour a day. Much like other on-demand apps, such as
Uber, CareBridge connects potential caregivers with seniors for short-notice or ongoing care. Our system allows this connection to happen in a safe manner, more flexibly and for a lower cost than current services.
The app is simple to use for seniors, guardians and caregivers. Service is available in three categories: 1. Basic—caregivers provide companionship such as dining, going to the movies
2. Intermediate—minimum hands-on assistance such as shopping, cleaning, personal care, etc.
3. Advanced—licensed caregivers can administer medicine and provide full-on assistance We are launching in Sonoma County because its demographics serve as a model for the
United States in regards to app launches and senior population. Further, at our target age of
65 or older, seniors have proven to be quite tech savvy.
To launch this company, the executive team at CareBridge is seeking an equity investment of $100,000 in addition to the owner contributions and bank loan.
In this business plan, we highlight every major aspect of the company’s operations:







Detailing the product
Highlighting the industry
Explaining operations including management, human resources and risk
Marketing
Technology platform
Financials

In this business plan is a thorough, well-thought-out strategy for launching a service that is surely going change the senior care market as we know it.
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CareBridge, LLP
Business Concept
Our Product
We are going to be launching an innovative technological service designed to provide real time options and locations for the care of elderly people at a moment’s notice. We will be modeling our business based on the same kind of technology offered by the popular transportation service Uber, where people will be able to quickly and conveniently discover affordable and relatively close locations to drop off their elderly family or friends.
There is an incredibly large market for convenient short-term care giving service options which some have touched on, but none have fully exploited or tapped into until now.
According to an article published by Stanford University, “seniors have 77% of the nation's wealth, and 40% of its disposable income. The government can only step in for the very poor, and insurance companies are trying to get out of the market, for lack of profit. What does this mean for the future? Already there are elderly people without insurance or the care they need, and unless something is done to assist them, this number will continually increase.” (Mawson, 2011).
We are planning to launch the start-up senior in home and home away from home day care service initially in Sonoma County. Sonoma County happens to be a perfect place for a business like ours to thrive. According to an article from Sonoma State University, “Sonoma
County has become a model for the types of problems which the California health care industry is going to continue to encounter over the coming years, and also for the types of strategies and solutions that can be developed through dialogue and cooperation. Rapid growth of this population has many implications for service delivery by local agencies.
Integrated services are needed for this population so that seniors can get their needs met and access services simply and with one phone call.” (Ravani, 2012). This means that for now, and for the long term future, there is going to be an opportunity in this unorganized healthcare market for our business to start-up, develop and grow into something that people will forever wonder how they lived without for so long until now.
The overall goal of our company is service oriented care for elder people in need of drop off or in home supervision. The care giver will be able to show up at the client’s home, a park, or any other location the client wishes our care giver to be. This will give the elderly person a variety of diverse options for care to choose from and will give their permanent care taker time to conduct other tasks that may be essential to the quality of life to both the client and the elder person. Our service will allow people time to go shopping, see a movie, get work done and overall will present the opportunity for our customers to take advantage of some always needed, but usually otherwise unavailable free time. This service will incorporate a cell phone app, website and hot line. Several levels of care will be offered at several brackets of cost depending on location size, equipment and care provider
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CareBridge, LLP qualifications. One great aspect of our service is that it will allow the elder to be in an environment that they are familiar with, and the care giver will be the visitor to the house hold. The service will also offer the opportunity for clients to drop their elderly family or friends at one of several locations made available by participating caregivers.
One of the most complex and unavoidable issues regarding the quality of life in care centers for the elderly is that senior citizen homes can be very expensive. Our main goal is to provide an affordable and more convenient solution. A computer application will be developed whereby potential clients will be able to access homes where they can drop their senior loved ones while they go out and about doing their daily business. It will harness the power of technology via a phone application to locate and sort through caregiver expertise, experience and cost and match them to that seniors need. Senior day care on a part-time basis will allow seniors to be relatively independent without fully committing to a retirement home and relying on loved ones. It's senior day care for the 21 century!
Our company is an exclusive new business venture that plans to contribute to and capitalize on the newly developing and growing needs identified regarding senior care.
According to an article published by the University of Michigan, “Care of the elderly is a major concern of nursing, gerontology and policy makers as needs of aging societies continue to increase in dramatic proportions. Eighty percent of all care to elders in the
United States is provided by family members, primarily by the spouse or adult daughters.”
(Ziemba, 2011). Our company will help resolve these longstanding issues whereby many times the younger generation is not able to attend to their daily commitments due to their responsibility to their elders. In addition, our service will also help solve problems of loneliness and lack of companionship for elders who currently stay alone while their children are busy fulfilling their daily commitments. This innovative approach involves the senior travelling to a location and sticking to a set routine. However, there are also seniors with different interests who still want to function as independent people, but only need a small amount of help or daily care and assistance. Our target demographic audience is young men and woman who are responsible for the care of men and women over the age of
60, within Sonoma County, and with minimal medical aid needed and with most cognitive functions still in place.
Our solution is unique in the sense that the service will be provided at any time during the day or night and it can be either short term or long term. It also can be provided at the client’s home or the caregiver’s residence. We will work according to the client’s wishes for maximum satisfaction to them, which is a competitive edge over many other forms of elderly care giving services provided. However, our solution is not unique in that there are other companies that provide home care services. Our services will overlap between current markets as well as markets that do not yet exist but will likely develop quickly as soon as we step out as pioneers inevitably leading by example. Some of these current companies are: Home Instead Inc., Interim HealthCare, Comfort Keepers and Griswald
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CareBridge, LLP
Special Care to name a few. Every one of these companies provides different kinds of health care. Some of these are services such as personal care, home making providers, companion services, physical therapy, hospices and home nursing care providers.
Our service is similar to how Uber’s “Your Ride on Demand” takes place. In our case the client can call upon a care provider by mobile device/phone application, or a web application. The user will be able choose a pick up location, so in essence the client can meet virtually anywhere the elder would want to hang out, or the elder can be dropped off at any of the surrounding available locations that match their needs. Both web and mobile applications will have update functions, delete functions, estimate and receipt functions as well. These are just a few of the conventional aspects of our service that will make the experience we offer more unique and competitive than anything else currently offered on the market. This app will make it easier for this generation to quickly find care for their senior loved ones while travelling, needing time for work as well as when they want their loved ones close by but not in a nursing home, as they are semi-independent. It will also assist tech savvy seniors who wish to take on a more active role in their personal care.
Overall, our company hopes to deliver one of the most exciting and useful technological services ever before witnessed by the public eye. We plan to take advantage of the frameworks of pre-existing and very successful companies and shadow their progress by taking advantage of the same kinds of opportunities while avoiding some of the same kinds of liabilities in the process. With hard work, team initiative and solid research, we plan to aggressively launch this company and take healthcare clear into the next century as an industry pioneer, and a name that can be trusted and appreciated by people all over the world. We are giving a new name to the concept of care giving, and new hope to those in need of care. CareBridge, LLP, where every new day can be an exciting new stay.

Target Market and Market Size
Goals:
Short Term Goals: End of Calendar Year
2017 (1 year)

Long Term Goals: End of Calendar Year
2021 (5 years)

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1. Establish market presence and clientele base. 2. Establish a reliable, well trained and experience pool of caregivers.
3. Break-even at end of fiscal year.
1. Expand service to include Napa by the third year and Marin County by the fifth year. 2. Net profit of at least $2 million by end of fifth year.

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Funding Requirements and Strategies
We plan to raise a total of $550,000 through three strategies: owner equity, a bank loan and venture capital. The breakouts are below:
$300,000 in owner equity: $50,000 by each of the six partners
$150,000 bank loan
$100,000 venture capital

Mission Statement
We aspire to provide a platform where our seniors within Sonoma County are able to find and utilize reliable caregivers and their services in a convenient, timely and affordable manner. We are driven by the desire to better care for our growing aging population while providing additional work opportunities.
Our decisions are always based on our mission statement.

Executive Team
Wes Spencer, CEO
Irene Singh, CFO
Sarangerel Purevsuren, OM
Suliana Wainiqolo, CMO
Aaron Chavez, CITO
Laura Renner, CLO

Product Introduction
Our service provides a means to match seniors (clients) over the age of 65 years in Sonoma
County to reliable caregivers within the area in a fast, convenient way.
With a click of a button caregivers that are available within proximity to our client will show up. Further selection of the caregiver of choice will highlight cost, caregiver experience, contact information and level of care that the caregiver is able to provide. If agreeable to the client, contact is made directly and payment made on our application.
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It will do this via a cell phone application (app) with the support of a website. The level of care provided will be based on our client's need, ranging from:
1. Basic (companion)
2. Intermediate care (minimum hands on assistance)
3. Advanced care (administering medication and full hands on assistance) 1
The app can be accessed by:
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


Seniors who will need care.
Caregivers who will provide care.
Legal guardians who can act on behalf of the seniors who need care.

Prequalification Factors
For the safety of our client base, the following prequalification criteria will be obtained so that our company can provide the best possible match of a reliable caregiver to a senior.
Client:
 Application form for bio data. This includes age, medical needs, and emergency contacts.  Payment instructions.
 Toll free number is needed.
 Disclaimer.
Caregiver:
 National plan & provider (NPI) registration and check.
 Background check with finger printing: BCIA 8016, REQUEST FOR LIVE SCAN
SERVICE (refundable).
 Care/health care Qualifications2 (if applicable).
 CPR certified.
 Driver's license and vehicle insurance information.
 Three character references.

Advanced care, for our purposes, involves administering medication and hands on assistance such as transference and bathing. This level of care will only be catered to by caregivers with the appropriate training and qualifications.
2 Registered Nurse (RN), Certified Nurse's Assistant (CNA)
1

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CareBridge, LLP
Industry Analysis
The market for short term healthcare services has been on the rise, especially as the baby boomer generation, which flooded the economy with over population, is now becoming older and in need of elderly healthcare services.
The Census Bureau projections state that the elderly population is expected to more than double between now and the year 2050 to 80 million in the United States. Most of the growth will occur between the years 2010 and 2030, when the 'baby boom' enters their elderly years. That would translate in 1 in 5 Americans could be elderly and a growth rate of 2.8% per year. Numbers don’t lie, and the projections forecast by the Census Bureau describe exactly the kind of consumer audience we are targeting with our new business.

This is a $43 billion industry and is steadily growing at the rate of 4.3% nationally, since
2010. A total of 111,500 businesses provide employment to approximately 1.1million people. Estimated Revenue Sources for Employer Firms, 2007
Millions in Revenue

Percent Total

Medicare

2157

6.2

Medicaid

3654

10.5

Other Govt. Programs

375

1.1

Private Insurance

906

2.6

Payments From Patients and their families 22813

65.8

Patients’ assigned social security

257

.7

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CareBridge, LLP benefits All other patient care sources

1249

3.6

All other sources

3265

9.4

Source: Census.gov

These kinds of numbers are going to help drive our revenue projections for investment activities and assist the growth of our business by confirming the market we are entering and ensuring a lucrative and efficient business model that will see similar earnings in the percentages of growth shown by such research from the Census Bureau.
Fueled by an aging population, demand for industry services is abundant. However, a significant portion of the market has been receiving services from institutional providers
(e.g. nursing care and assisted-living facilities) rather than from the industry's formal, noninstitutional providers.
In the coming years, industry revenue is expected to grow significantly, primarily due to the continued aging of the population. Additionally, the availability of family caregivers will continue to decline over the next five years as the unemployment rate drops, boosting demand for formal caregivers and driving growth in both industry operator numbers and employment. The Elderly industry is highly fragmented; the top four providers are expected to generate just 5.3% of industry revenue in 2015. Some of our top competitors include names such as
Caring.com and Care.com who have entered the market several years ahead of us, although they are not offering the same kinds of services that we plan to provide.
As more baby boomers reach age 65 and the federal government boosts commitments to improving facilities for the elderly, a larger number of small providers will enter the industry over the following five years. As a result, industry fragmentation is expected to remain high. This increasing elderly population will mean that healthcare to cater for their needs will also increase. Many of these elderly persons also live alone. According to the
"Senior Care Analysis 2015 - Cost and Trends", as more and more people live longer, the likelihood of health issues also arise and therefore, the reliance on dependents to care for them (usually relatives in their fifties and sixties). The parent-support ratio gives us an approximate idea of things to come. This ratio equals the number of persons aged 85 and over per 100 persons aged 50 to 64. Between 1950 and 1993, the ratio tripled from 3 to 10.
Over the next six decades, it could triple yet again, to 29. Sonoma County has fourteen daycare centers currently with none of them offering an application to reach seniors and their dependents.
Below are most of the products and activities which take place currently in the healthcare industry. Our service will be touching every sector of the market including sectors which
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CareBridge, LLP have not yet been identified such as hybrid programs that will combine one or more of the below mentioned products and activities in order to customize the experience of our customers and their loved ones.
Services can be fully tailored to the needs of the client by taking advantage of the vast variety of options offered by our website and phone application services. For those people who are not well versed in the information technology interface, we will have highly skilled and experienced customer service technicians available to assist in customizing the requirements for our client and deciding on a care solution that best matches their needs.

Industry Products
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Senior community centers
In-home personal care services
Day care services for the physically disabled
Day care services for the learning disabled
Disability support groups
Home-delivered meals
Transportation

Industry Activities
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

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Operating day care centers
Providing non-medical home care
Providing homemaker services
Providing social activities
Providing group support
Providing companionship

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CareBridge, LLP
Operations Plan
Overview
The CareBridge app will be a platform between seniors and caregivers with different levels of care. Our CareBridge service will offer a phone app, it matches caregivers with elders who request care service through our smart phone app, and clients pay automatically through the app.

Caregivers

CareBridge,
LLP

Seniors

The CareBridge phone app and www.carebridge.com website is designed to help users find information, and communicate with other users who are willing to provide senior care services. CareBridge is not involved in the actual face-to-face contact between users.
The CareBridge application makes it easy for seniors and/or their legal guardians to find and book caregivers and stay connected on the go. It is free to download and available for both Android and iOS devices, including phones and tablets.

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CareBridge, LLP
Project Timeline
Year 0 (2016)

Product planning, Marketing, Initial service

Year 1 (2017)

Initial service (full capacity)

Year 5 (2021)

Market expansion (in other counties)

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Location
The business office will be located at Sonoma, CA. For the first year, we will use own home office for our business and from the following years, the company will rent the office in
Santa Rosa city, Sonoma County.
Office address: 95 Vallejo Ave, Santa Rosa, CA 95401

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Management Plan
Ownership team
The ownership (partnership) team has the following structure of initial investment of:

Wes
$50,000

Suliana
$50,000

Irene
$50,000

Aaron
$50,000

Sara
$50,000

Laura
$50,000

Total
Investment
$300,000

Management team
An experienced management team with significant experience in different aspects of management has been put together to implement this business plan.

Technology
Manager: Aaron
Marketing
Manager: Suliana

Finanace Manager:
Irene Prasad

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Operation
Manager: Sara

CEO Wesley

Chief Legal
Officer:
Laura

Management Team skills
Position

CEO

CFO

Name

COO

CTO

Wes
Spencer
Experience, 8 years’
Background experience in the U.S.
Marine
Corps

Irene Prasad Suliana
Wainigolo
Accounting, Finance and banking, Teacher,
Entrepreneu treasury management, r securities investment

Degree
(pursuing)

Master of
Science &
Accounting

MBA with
Project
Managemen t MAFM with
CPA

Aaron
Chavez
8 years serving in the Army, and Information
Technology
field
MISM with
Information
System
Tools

Organization Chart

CEO

CFO

COO
(Sales,
Marketing)

OP/HR cordinator 18 | P a g e

Chief Legal
Officer

CTO

OP/HR coordinator Sarangerel
Purevsuren
10 years’ experience in engineering and Public administrati on
MBA with
HR

Legal
Advisor
Laura
Renner
15 years’ experience in aviation,
HR, PR and education. Master of
HRM

Staffing plan
The personnel plan reflects the need to bolster our capabilities to match our positioning.
CareBridge will have the following staff:
Staffing Plan
Job titles
CEO
COO (Service, Marketing)
CFO
CTO
Legal frame work coordinator
OP/HR Coordinator

# of staff
1
1
1
1
1
1

Employment
Type
Part time
Full time
Full time
Full time
Part time
Part time

Compensation
Salary+
Salary+
Salary+
Salary+
Salary+
Salary+

Human resources Budget Forecast (2016)
For the first business year, CareBridge has 3 employees in full time; other 3 employees in part time position. As the management team agreed that for the first year, all of us will not get full of amount salary which comparing to market salary for that positions.
CareBridge employees’ compensation include:



Compensation (Management team- $20,000/year total, for the initial year)
Benefits package (Medical and Life insurance)

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Payroll:

Role

Annual
Salary

Benefits
10%
(Medical &
Life
insurance)

Compens ation Social
Security
Tax
(6.2%)

Medicare
Tax
(1.45%)

1

CEO

30,000.0

3,000.0

3,333.3

1,860.0

435.0

2

COO

70,000.0

7,000.0

3,333.3

4,340.0

1,015.0

3

CFO

70,000.0

7,000.0

3,333.3

4,340.0

1,015.0

4

CTO

70,000.0

7,000.0

3,333.3

4,340.0

1,015.0

5

OP/HR Coordinator

30,000.0

3,000.0

3,333.3

1,860.0

435.0

6

Legal coordinator

30,000.0

3,000.0

3,333.3

1,860.0

435.0

Total

300,000.0

30,000.0

20,000.0

18,600.0

4,350.0

Payroll is a catchall term encompassing two distinct aspects of our financial responsibilities as an employer. The first is the sum total of all expenditures paid to the employees. For all employers, it can be broken down into three categories:
1. Remuneration: This is the agreed upon wage between employer and employee.
(Management team approved)
2. Benefits: This will be the portion paid by the employer. (Management team agreed)
3. Social Security, Medicare Taxes: For payroll, this likely only includes an employee's
Social Security and Medicare contributions.
The second is deducting the proper amount of an employee's wages to satisfy his or her annual income tax, known from a small business owner's perspective as an employee's income tax deduction.

Human resource plan for the following years:
After commencing the initial service, CareBridge will hire employees.
Human Resource’s mission for the following years:



Provide the recruitment and retention of qualified individuals;
Train, develop and educate individuals to increase overall value to the company;

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


Healthful working environment;
Inspire a high level of employee morale by providing effective communication.

Training will be organized after hiring new employees for the following years and compensation will increase depending on sales percentages.
Pay structure growth for the following years:

2016

2017

2018

2019

2020

Salary

300,000.0

330,000

396,000

554,400

831,600

Benefit

30,000.0

33,000

39,600

55,440

83,160

Compensation

20,000.0

22,000

26,400

36,960

55,440

350,000.0

385,000

462,000

646,800

970,200

Total

Our personal strategy will focus on selecting, training, rewarding and stimulating all employees in order to build employee loyalty and increase performance. It will be easy to find and select the best new members of our team, because the required staffs should not have specific qualities and specialties.

Social responsibility and sustainability (SRS)
We are the small startup company, but we aim to also contribute to positively to the environment and for humanity. For example:



We may have the next step service for low-income elders but still make a profit for the company.
Being environmental responsibility; we will work at green office (energy savings, waste reduction, healthy working conditions) and drive low emission cars.

Also, after setting up the company, we will create the social responsibility environment for employees to being a good “corporate citizen”. Good corporate citizenship begins with a company’s own internal practices and policies. (Abrams, 239)
Some aspects of being a good corporate citizen in our company include:




Treating employees fairly and with respect;
Compensating employees fairly,
Considering the well-being of employees as part of decision-making etc.

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Operation flow
I. Initial process, Create account.
How to become a CareBridge customer. Download the app.

Sign up, Create profile

Background verification

Approve profile
Electronic agreement
(Terms of service)
Open account

1.Sign up, Create profile

CareBridge customer needs to create profile in our company platform. Signing and creating caregiver profile on CareBridge is free. CareBridge has individually reviewed information provided by customers who lists their services on CareBridge. Caregivers complete an application including details about their adult care experience, upload photos, request testimonial, and the information undergoes a thorough review by the CareBridge caregiver team. Seniors profile should include:






Identity information
Care instructions (medical needs)
Habit
Credit/ debit card and billing information
Specific helps

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Caregiver profile should include:






Identity information
Care/health care Qualifications (if applicable).
Driver's license and vehicle insurance information.
Credit/ debit card and billing information
Three character references.

2. Background verification

We will check using national plan & provider (NPI) site and background check with finger printing: BCIA 8016, request for live scan service. Caregivers are responsible for providing true, accurate, current and complete information about them. But CareBridge do not confirm any user’s purported identity and background. It’s the user’s sole responsibility to determine the identity and suitability of others who you may contact by means of the service. 3. Approve profile

After verifying background of customers, we will decide to approve the customer’s profile.
4. Electronic agreement (Terms of service)

By using the service, customer agrees to comply with and be legally bound by the terms of service, whether or not you become a registered user of the services. If customer does not agree to these terms, he or she has no right to obtain information from or otherwise continue using the service.
5. Open account

When customer agrees with term of our company’s service, we open account in our company platform. After having the account, customer can start care service.

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II. Process of Service
For clients:

Choose level of care

Select caregivers Get care service Payment

Rating

1. Choose level of care service

There are some level of service, which shown in the following tab.
Three Ways to Care
Advanced care
Basic care
(companion)
•Transportation
•Errand runner
•Companionsh
•Go shopping
•Outing to park, movie etc.

Intermediate care
(assistance)
•Personal care
•Housekeeping
•Meal preparation
•Laundry
•Assist with gardening
•Monitor home safety
•Medication reminders

(administering medication & full hands on assistance)

•Memory care
•Execise
•Attends to emergencies
•Therapy

2. Select caregivers

After choosing the level of service, client will select the best candidate caregiver, they begin to contact and book them.
3. Get care service

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4. Payment

Once the care service ends, the app processes pay from the clients’ saved credit card.
5. Rating

Client can scale 1-5 stars and then write or call review. Elder rate caregiver at the end of service, so that we’re always upholding our high community standards.
For caregivers:

Accept a customer request

Provide care service

Confirm payment Rating

1. Accept a customer request

When customer found the perfect caregiver, they begin to contact and book them.
Caregiver you chosen will accept customers accept. Once the sitter accepts your request, the service has been booked.
2. Provide care service

3. Confirm payment

Customer card will be debited (charged) for the entire care service at the time of booking.
Caregiver will be paid two days after the receive has ended. CareBridge holds onto the funds and release them to caregiver two days after the care service or service is complete.
4. Rating

Caregivers rate elders after each care service. We also require clients to provide valid credit card information for identity verification purposes.

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Flow diagram of app:

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CareBridge Service Fee
We will charge 25% of the prevailing market rate as our commission for the various level of care that can be accessed through CareBridge app that we will provide:
1. Basic (Companionship)
2. Intermediate (Stand-by assistance)
3. Advanced (Hands-on assistance, administer medication)

$35
$45
$65

We also help cover benefits for caregivers that include the cost of processing payments and ongoing promotion of caregivers on CareBridge. Running the business-including customer service, team of trust, and innovative and secure platform used by seniors every dayrequires ongoing funds. These industry-standard service fees help allow CareBridge to operate. Taxes
As independent contractors, caregivers should fill out 1099 tax statement. CareBridge cannot provide advice on taxes or how to users should report their income. We may be required to issue an IRS Form 1099 or other tax reporting form. Customers and caregivers agree to provide CareBridge with all information necessary to issue a form 1099 or other tax reporting form.

Risk Management
Ensuring caregivers and family members feel safe working together is our priority. There are several ways to protect both parties using our platform.
1. Background checks on caregivers
2. Training program for caregivers
3. Establish guidelines such as outlining what services a caregiver should offer, that parties should meet before agreeing to work together, and that communication should occur through our platform
4. Secure adequate insurance
Background Checks on Caregivers
Before any caregiver’s profile can be active on our site, they must submit their background check. Each caregiver can run their own background check for $75. Once cleared, a badge will appear on their profile indicating they have passed. If they choose to take on other trainings, those badges will appear as well.

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Training Program for Caregivers
Before any caregiver’s profile can be active on our site, they must go through our training program. The program is simply a handbook they read and then they must pass a quiz.
Once they have scored at least 80% on the quiz, their profile can be active.
Guidelines
Throughout our platform, we continually advise caregivers to only agree to the services they are qualified to do. For instance, if they are not a nurse, they should not be administering medication. To reduce risk, we also continually remind caregivers and families to schedule an in-person meeting before agreeing to work together. Finally, we also continually advise caregivers to use the platform for communicating with families.
This allows us to monitor the communication but also makes it convenient for the caregiver to keep all their communication in one place.
Insurance
Similar to other on-demand services, such as Rover, Uber, and Lyft, we do insure our caregivers. We will provide coverage for the family member receiving care, secondary to their primary coverage. This means that if the family member receiving care gets hurt during the care provided by a SIWAS caregiver, our insurance will start once the primary insurance coverage ends, after the deductible. We also provide general liability and professional liability of the caregiver up to $2 million. These cover the injury to a third party or damage to the family’s property that the caregiver giver is liable for. Our coverage also includes coverage while transporting the family member receiving care.
Coverage does not include damage to the caregiver’s property, injury to other family members or the caregiver, treatment costs for long term illnesses or pre-existing conditions, or services booked outside of our platform
Employees or Contractors
When Homejoy announced its decision to shut down3, it became the first in the on-demand economy to shut down because of lawsuits around worker classifications. Many companies in this space classify their service providers as contractors, like we plan to do. There are some lawsuits working their way through the legal system aiming to require these

http://recode.net/2015/07/17/cleaning-services-startup-homejoy-shuts-down-afterbattling-worker-classification-lawsuits/
3

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companies to classify the providers as employees. Meanwhile, there is movement within government to create a new classification. 4
We will monitor this progress closely, and if necessary, take the steps to classify our caregivers appropriately. At this time, we believe they should be classified as contractors since they set their own rates, determine what services they offer, and create their availability. https://www.washingtonpost.com/opinions/asking-tough-questions-about-the-gigeconomy/2015/06/18/b43f2d0a-1461-11e5-9ddc-e3353542100c_story.html
4

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Marketing Plan
Target Market
Our target area, Sonoma County is made up of 30 cities, with Santa Rosa being the county seat and the largest city.
Our target market is the senior population in Sonoma County over the age of 65 years and their dependents. The April 2010 census put the number of people over the age of 65 years old at a total of 67,364 and 79,148 in 2013. This market is expected to grow to 83,549 with the projected census numbers in 2014. This translates to a 24% growth rate from 2010.
April 1, 2010
Census

Estimates Base

Population Estimates (as of July 1)
2012

Both
Both
Both
Both
Age Sexes Male Female Sexes Male Female Sexes Male Female Sexes

2013
Male

Female

16,584

18,655

65 to
69 21,407 10,122 11,285 21,407 10,122 11,285 26,151 12,399 13,752 28,196 13,360 years 14,836

70 to
74 14,137 6,470 7,667 14,137 6,470 7,667 16,251 7,481 8,770 17,831 8,230 years 9,601

75 to
79 10,975 4,780 6,195 10,975 4,780 6,195 11,279 4,979 6,300 11,896 5,274 years 6,622

80 to
84 9,639 3,805 5,834 9,639 3,805 5,834 9,425 3,827 5,598 9,211 3,767 years 5,444

85 years 11,206 3,710 7,496 11,206 3,710 7,496 11,782 3,955 7,827 12,014 4,060 and over

7,954

(Source:nhttp://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk)

Seniors between the ages of 65-69 years make up the largest portion of seniors living in
Sonoma County.

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Market Potential
As per 2014 census data, there are approximately 83,549 people aged 65 and over. The current industry is worth approximately $43 billion. 5 We are anticipating to capture approximately $591,000 in gross sales by the end of the first year, which is less than 1% of this industry.
Care.com and Caring.com are the two direct competitors, thus, we plan to spend $8,300 each month on advertising to reach our target market.

Caregivers
Caregivers are an important aspect of our company's success. According to the statistics provided by the National Caregiver Alliance, an estimated 44 million Americans age 18 and older provide assistance and support to older people and adults with disabilities.
Most older persons, about 65%, with long term care rely mainly on family and friends to provide help. The other 30% will supplement family care with assistance with paid providers. According to the National Caregiver Alliance, this care can sometimes determine whether the senior can remain at home.
According to "Caregiving Facts and Statistics in the U.S 2015"
(www.alzheimersreadingroom.com), the typical caregiver is a family member who has been caregiving at least 21 hours a week, for an average 51/2 years and will continue to care for another 5 years. Forty-six percent of these higher-hour care givers report high emotional stress. Furthermore, higher-hour caregivers report difficulty in finding affordable caregiving services, such as delivered meals, transportation, or in-home health services, in the community for them and their loved ones.
CareBridge will provide a respite for family caregivers, by allowing them to obtain care when needed. They will not have to enter long term contracts, pay a large registration fee or have their loved one re located.

Seniors and Technology
The effectiveness in matching our clients to caregivers will mean that the technological application has to be accessed by seniors who have a basic idea of technology use.
According to a study by Cable and Telecommunications Association for Marketing (CTAM) in 2009, a majority of Internet users over the age of 65 used e-mail, shopped online,

5

www.ibis.com

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researched health information news, and banked on the Web. Seniors were more likely than any other age group to conduct e-commerce activities.

(Source: http://www.emarketer.com/Article/How-Web-Savvy-Online-Seniors/1007379) There are several manufacturers who make simplified smartphones with features that are have seniors in mind. A few of these smartphones are:





Pantech Flex
Jitterbug Touch
Samsung Galaxy Note II
Doro PhoneEasy 740

These cell phones all have large screens and simplified apps. The CareBridge app will be a simplified, user friendly platform that will be easy to operate. A website and a toll free number will also be available.

Value Proposition and Competitive Edge
There are 16 senior day care centers for seniors within Sonoma County. Majority of these centers provide activities more leisure in nature.
Senior Day Care Centers
1. Cloverdale Multipurpose Senior
Center, Cloverdale
2. Council On Aging Of Sonoma County:
Adult Social Day Care, Healdsburg

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Services Provided
Classes, exercise, meals
Meals, exercise and entertainment Cost
- $12/yr. (single)
- $20/yr. (couple)
- Donation

3. Filipino American Community Of
Sonoma County, Fulton

Programs for Filipino seniors - Donation

4. Healdsburg Senior Center,
Healdsburg

Recreational and educational activities

- Minimal charge and 5. Jewish Community Center, Santa
Rosa

Programs for Jewish seniors 6. Person Senior Wing At The Finley
Center Complex, Santa Rosa

Art, Zumba, yoga classes

- drop in classes range from $2-$7

7. Petaluma Senior Center, Petaluma

- none

10. Russian River Senior Resource
Center, Guerneville

Information resource center for seniors.
Various educational, language and recreational classes. Various educational, language and recreational classes. Life sustaining and life enriching services/classes.

11. Santa Rosa Multi-purpose Senior
Center, Santa Rosa

Recreational and educational activities

12. Sebastopol Area Senior Center

Recreational and educational activities
Support for seniors to talk and share.

-$24 (singles)
- $40 (couples)
$8- $10 membership - None

8. Rohnert Park Senior Center, Rohnert
Park
9. Rohnert Park Senior Recreation
Center, Rohnert Park

13. Senior Center Without Walls

-$2-$10 per class

-$2-$10 per class

-Donation

14. Sonoma County Indian Health
Project: Senior Center, Santa Rosa

Cultural awareness and health care.

- Donation

15. Vintage House Senior Center,
Sonoma

Recreational and educational activities

- $45 single
- $65 couple
- $1,000 lifetime

16. Windsor Senior Center

Recreational and
- $10/class educational activities. Pool.
(Source:http://sonoma.networkofcare.org/aging/services/subcategory.aspx?tax=TC5500.8000)
There are 6 caregiving agencies listed within the Sonoma County.
Caregiving Agencies
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Agency Hourly Rate

1. Homewatch Caregivers, Santa Rosa
2. From the Heart Home Care, Santa Rosa
3. Right at Home, Santa Rosa
4. At Home Caregivers, Santa Rosa
5. At Your Service Home Care, Santa Rosa
6. Redwood Caregiver Resource Center, Santa Rosa
CareBridge App: Our service
Phone App based. Website and toll free support The cost per hour ranges from
$15-$25 with a minimum 3 to 4hour visit for hourly care. The cost is based on geographical areas and level of care needed.6

Services Provided
Direct link that can match a senior client to a reliable caregiver within area and selected radius. Client can choose level of care needed and select cost/hr and contact caregiver directly. Available 24 hours - both day and night care.

Our service that the CareBridge app will provide will be twofold:
1. It will be enable a client to choose the activities they would like to pursue, whether it be leisure or for personal wellbeing and functionality. These may include being accompanied to a health checkup, driven to the post office, pick up dry cleaning, visit the theater and so on - the activities that are necessary to keep as much of their independence as possible.
2. It will provide the legal guardians and family care givers of our clients the option of having care, only when needed, for their loved ones. It will provide the, respite as they take time to cater to themselves. They will not have to enter into long term contracts, relocate to a senior facility and their elders will not have to adhere a set schedule of activities that most senior care day care facilities provide.

Competition
Since we classify our company as providing day care for seniors, we consider those companies that provide senior day care services our competition. Even if they only provide leisure activities, they offer a place where seniors can go to provide respite for their family care givers. A list of the senior day care centers is listed under 'Value Proposition and
Competitive Edge'.
In addition, we consider those agencies that provide caregiving services by caregivers employed by themselves as competition also. Even though caregivers can choose when to

6

http://www.caregiverlist.com/rates

34 | P a g e

use the app to be available for clients, we are aware that their schedule may conflict at times. Web-based competition includes Care.com, Facebook advertisements and Craigslist advertisements. Care.com and Caring.com directly places caregivers looking for employment to seniors that need care. However, the website includes caregiving for children and pets. Facebook and Craigslist are more informal in nature and is likened more to "technological word of mouth".
To illustrate:

Our Competition

Senior Day Care
Centers

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Caregiving Agencies

Web-based caregiver recuitment - Care.com, Caring.com
FB and Craigslist

Competitive Edge and Comparison Analysis
CAREBRIDGE
Direct link from caregiver to client
Flexibility of activities with caregiver
Convenience for client
Convenience for caregiver Available 24 hours
Has a phone app

Yes

SENIOR DAY
CARE CENTERS
No

CAREGIVING
AGENCIES
No

WEBBASED
Yes

Yes

No

No

Sometimes

Yes
Yes

No
No

Yes
No

Yes
No

Yes
Yes

No
No

Sometimes
No

Yes
No

Marketing Budget Forecast
Advertising: Year 1
We will spend $8,300 per month in the following forms:
Advertising Form
1. Local TV ads
2. Google AdWords
3. Flyers
4. Facebook Company
Page.
5. Twitter Company
Account

7
8

Cost
$25/30 sec
$100/day
$412/box (10 rims)7 Frequency
Everyday
28 clicks per day

Total Cost
$20,000
$36,000

Once

$20,000

n/a8

At least once a day.

n/a

n/a

At least once a day.

n/a

$412 (tax inclusive). Flyers is distributed to 207,232 household units as per 2014 census.
Business partners will voluntarily maintain FB and Twitter page.

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Pricing Strategy
We will charge 25% of the prevailing market9 rate as our commission for the various level of care that can be accessed through CAREBRIDGE app that we will provide:
1. Basic (Companionship)
2. Intermediate (Stand-by assistance)
3. Advanced (Hands-on assistance, administer medication)

$35
$45
$65

Choosing the right pricing strategy is one of the most important aspects of the marketing mix as it generates income for the business. It can be difficult to ascertain as a too high price may lose demand and too low could result in insufficient revenue generated. We have chosen to adopt prevailing market rates as the geographical location is small and we offer an alternative to the caregiving services already offered. Some pricing strategies include: We will employ cost plus pricing strategy whereby we will add a certain percentage of profit margin to the cost of the product before arriving at the final selling price decision.

9

Prevailing market rates were accessed through Caring.com

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SWOT Analysis
Strengths:
 One business partner has experience in the caregiving industry that we can draw upon.
 Accessing a market that is continuously growing but not tech savvy bearing in mind the technology trend today.
 Industry has been growing and is expected to grow at 4.3% annually for the next 5 years.10
 It uses a phone app to directly match caregiver to our clients.
 Create employment within the
County.
 It allows the flexibility for families who may only want senior care for a few hours irregularly. It allows for others to make side income by hosting a senior or spending time with a senior.

Weaknesses:
 Brand new service (app) that has not been used to access this market.
 There could be potentially large liabilities by someone providing medical care when they are not qualified to do so. We need to stress to the caregivers what their limits are. Opportunities:
 Potential to expand service into neighboring counties.
 Extend the app to provide services to seniors such as house cleaning service, pet care to name a few.
 Partnering with retirement homes to use the app to access caregivers that they currently do not have access to.
 Senior care is a relatively unregulated industry. Further, it is growing larger every day as Baby
Boomers age. This could be a huge opportunity to take control of a market that is not quite defined or regulated. Threats:
 Direct competitors and the likelihood of a price war that could impact sales and profitability.
 The government could create regulations that could hurt us over time. It’s important for us to get big quickly, at least by knowledge, so that we can help shape public policy, similar to what Uber and Airbnb have done. 10

www.ibisworld.com

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Technology Plan
Project Objectives
The objective of CareBridge, LLP is to develop software that has both a web and mobile device interface. The sole purpose of this type of software development is to connect caregiver and senior (client) in order to reunite the client with the outside world for a fee.
Both web and application interfaces will contain information, pay scales, login for both client and caretaker, personal profiles, map interface, and cost confirmation resulting in receipts. The applications will communicate to a database that will be decided at the end of the report, and this report will store Personally Identifiable Information (PII).

Project Conception
The project conception will be stated briefly from the past documentation submitted.
However, we are going to split the conception in three different stages.

Opportunity
CareBridge, LLP will launch our business within Sonoma County due to the major opportunity that comes with this area. As per the marketing plan, and the U.S. Census
Bureau, “The April 2010 census put the number of people over the age of 65 years old at a total of 67,364 and 79,148 in 2013. This market is expected to grow to 83,549 with the projected census numbers in 2014(Commerce).” This is the opportunity SIWAS needs in order to launch a successful application.
Not everyone can pay for senior home care, nor would a senior home allow a senior to stay only a day or a few hours (unless of course it is a senior day care). This application will allow the client to call, or meet up with a caregiver in various locations which can include going to the movies, a park, library, etc., for a minimum of one hour. This new development should create a new system that will get the elderly back into the community, and allow the client’s quality of life to improve.
The CareBridge application will be both a mobile device application, and a web application.
It will connect Caregivers on the spot to elders who need care. The care will be short term
(1 – 8 hours), and the care will be provided by a licensed care giver. This will allow the permanent guardian to take care of errands (i.e. trip to government agencies, meetings that last longer than expected, job interviews, etc.) which can improve the client’s quality of life.
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Initial Scope





The system will track clients, caregivers by Global Positioning System (GPS) location. Both clients will be able to access their accounts through web and mobile device interface. Various information will be tracked on both clients and caregivers (i.e. Receipt’s,
Client Review, Caregiver Review, etc.).
All information will be stored on database technology.

Business Constraints




Since there is no system in place the only migration issues that we have to address is to make sure that all technologies being used are compatible with each other.
Meetings are skewed by geographic regions of CareBridge, LLP. This can be mitigated through use of cell phone technology, video conferencing, and emails.
CareBridge has a budget of $320,000.00, and this should cover development, and implementation of the application. This also has to cover the cost of maintenance, administration, and support for CareBridge as well.

Technology Constraints




The development should be fully operational within 12 months of development.
(Estimates based off of Uber’s claims on development (Myers, 2013)).
Website will be developed in html5, along with JavaScript. It will be tested and used with the following three browsers: Internet Explorer (IE), Google Chrome (GC), and
Mozilla Firefox (MF).
Detailed client/caregiver information (PII) & configurations will be kept behind the security technologies (firewalls, anti-virus software, etc.).

Project Strategy Statement
CareBridge will keep track of client/caregiver information which includes profiles, PII, username and password information, and reviews. There will be a utilization of GPS technology through mobile device, and web application. The application for mobile device development will be on iOS, and Android devices, but can accessed through the web site if the client/caregiver cannot download the application for whatever reason. The web site will be coded in Hyper Text Markup Language 5 (HTML5), and will utilize Cascading Style
Sheets (CSS) along with JavaScript in order to develop a more robust web site. All of this information will be stored in a server which can only be accessed by the administration for security purposes. For the time being we will utilize a contractor to maintain server the server, but we need to certify if the contractor can be trusted with the information.

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Project Methodology
The methodology we will be using for CareBridge is known as Framework for the
Application of Systems Thinking (FAST). FAST is not a procedural methodology, so that means there is no step1, step2, etc. According Whitten FAST is best described as, “…FAST is an agile framework that is flexible enough to provide for different types of projects and strategies (Whitten, 2007, p. 72).” What we have to understand is that CareBridge, LLP is embarking in the healthcare industry, so it has to be understood that there will be certain obstacle along the way that may not work for a procedural methodology. FAST is flexible enough to be applied to different kinds of scenarios. At every iteration we will evaluate the current project status to see if we need to change into a direction that can increase the success rate of our software solution. Down below is an illustration that describes the methodology of FAST.

(Whitten, 2007, p. 79)
As one can see there is documentation that logs everything that encompasses the project.
This is to show the accumulation of knowledge that comes with each stage of the FAST
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methodology. Also notice red diamond arrow indicates a working business solution that takes the project into a new stage of FAST.

Business Requirements
The business requirements that are required from CareBridge application needs to deliver both a website, and a mobile device (MD) application that have similar usability. Both web and MD applications will have login information for both the client and the caregivers. The applications will be able to keep track of users and caregiver’s information which includes address, name, past reviews, licensing information, types of services, email, and phone numbers. For the client, they can input credit/debit card information that will be used to pay for the service that is rendered. For the Caregiver they will place their bank information in order to get paid for the service that they perform.
Once the client confirms the service they need, the caregiver will make their way to the client either at a select location of the clients choosing. The screen should display an estimated time of arrival. Upon arrival the client/caregiver will be removed from the map until the services rendered are over. Clients will only appear on the map only if they pay for a service, and will only be seen by the caregiver who is conducting the service. Upon completion of the service the caregiver will be given a notification of the finished service, and a confirmation of payment from CareBridge, LLP. Likewise, the client will get a receipt for the paid service for their records.
At this point in time both client and caregiver will be able to submit a review on each other for future references. At this point in time the caregiver/client can either log back in for another service, or log out completely. It is important to note that regardless of web or MD interface that all of the information is going to the same database on the server. The best way to illustrate this is through a use case diagram.

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Use Case Diagram
-

Access CareBridge Application

Access CareBridge Application

Client

Caregiver

Admin / Database
Client Login

Caregiver Login

New Client

New Caregiver

Existing Client

Create Profile

Existing Caregiver

Locate Caregiver
Verify
Client Medical
Conditions

Verify
Caregiver
Certifications

Client

Wait to
Render Services

Pay for
Caregiver

Render
Services
Admin / Database

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Caregiver

Use Case List
Use Case ID
Primary Actor(s)
Use Cases
1
Client, Admin/Database
Client accesses Carebridge application, and database loads the application.
2
Admin/Database
Display client login screen, and authenticates if they are existing or new.
3
Client
Provides credentials if they are an existing client.
4
Client
Client is promted to create a new profile if they select new client.
5
Caregiver, Admin/Database
Caregiver accesses Carebridge application, and database loads the application.
6
Admin/Database
Display caregiver login screen, and authenticates if they are existing or new.
7
Caregiver
Provides credentials if they are an existing caregiver.
8
Caregiver
Client is promted to create a new profile if they select new caregiver.
9
Admin/Database
Retrieves client/caregiver PII and stores it in a secure location.
10
Admin/Database
Validates caregiver credentials before allowing caregiver to provide care.
11
Admin/Database
Validates clients medical condition before allowing client to recieve care.
12
Client
Client finds a caregiver of their choice and selects them.
13
Client
Pays for the caregiver, and provides a review after service is rendered.
14
Caregiver
After login caregiver waits for an offer from the client.
15
Caregiver
Renders a service in order to get paid, and has the option to leave a review/notes for the next potential caregiver.

In general, fourteen cases could take place throughout the life span of CareBridge application. The three main actors are the Client, Caregiver, and the Admin/Database the use case diagram takes you through the login all the way down to the general functionality of the application. Notice that there is no true detail of technology, as we want the reader to understand the basic functions of our application. Notice that the Admin/Database actor is the one that is receiving, sending, and validating information as both the Client and the
Caregiver utilize the application.
Also, take notice that this use case is not web based, or MD specific. The reason behind this process is that regardless of what the actors want to do the CareBridge application will generally function the same. As time progresses one form of user interface may have a function that the other user interface does not have, but this is irrelevant because we are talking about the basic business needs that this application needs to deliver. The final piece of explanation for the use case is an explanation of the use case scenarios that the reader will find in the next section.
Use Case Scenarios
The final display for our use cases are our use case scenarios which give a detailed explanation of how the sue cases actually function. Still we leave out details of types of technology in order for our reader to understand the business needs of our application.
Notice you can read this with the use diagram above. There are fourteen use case scenarios,
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and all of the use case scenarios define in a language that non-technical staff can understand what needs to happen within the CareBridge application.
USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:
DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE
ALTERNATE COURSES:
USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:
DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE
ALTERNATE COURSES:

USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:
DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE
ALTERNATE COURSES:

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Access CareBridge Application
1
High
Client
Admin/Database
A client will access the application in order to login.
N/A

Client accesses CareBridge application
Admin/Database displays a splash screen.
N/A
Client Login
2
High
Admin/Database
Client
Admin/Database displays the client login screen.
Client accesses CareBridge application

Client chooses exisiting or new client.
Admin/Database displays a login screen,
N/A

Existing Client
3
High
Client
N/A
Client submits credentials for authentication.
Client selects existing user at Client Login

Client inputs username and password.
Admin/Database authenticates credentials for access
Client can back out, and create a new account

USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:
DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE
ALTERNATE COURSES:

USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:
DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE
ALTERNATE COURSES:

USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:
DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE
ALTERNATE COURSES:

47 | P a g e

New Client
4
High
Client
N/A
Client selects new client in order to create a new profile
Client selects new client at Client Login

Client waits for the next screen
Admin/Database loads next profile creation for the client. Client can back out, and submit user credentials for exisitng account.

Access CareBridge Application
5
High
Caregiver
Admin/Database
A caregiver will access the application in order to login.
N/A

Caregiver accesses CareBridge application
Admin/Database displays a splash screen.
N/A

Caregiver Login
6
High
Admin/Database
Caregiver
Admin/Database displays the caregiver login screen.
Caregiver accesses CareBridge application

Caregiver chooses exisiting or new caregiver.
Admin/Database displays a login screen,
N/A

USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:
DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE

Existing Caregiver
7
High
Caregiver
N/A
Caregiver submits credentials for authentication.
Caregiver selects existing user at Client Login

Caregiver inputs username and password.
Admin/Database authenticates credentials for access

ALTERNATE COURSES:

Caregiver can back out, and create a new account

USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:

New Caregiver
8
High
Caregiver
N/A
Caregiver selects new client in order to create a new profile Caregiver selects new client at Caregiver Login

DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE
ALTERNATE COURSES:

USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:
DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE
ALTERNATE COURSES:

48 | P a g e

Caregiver waits for the next screen
Admin/Database loads next profile creation for the caregiver. Caregiver can back out, and submit user credentials for exisitng account.

Create Profile
9
High
Admin/Database
N/A
Admin/Database loads input, and stores all of the client/caregiver PII in a secure location.
Caregiver/Client create a new account.

Caregiver/client creates a account.
Admin/Database secures all of the information.
N/A

USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:
DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE
ALTERNATE COURSES:
USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:
DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE
ALTERNATE COURSES:
USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:

DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE
ALTERNATE COURSES:

49 | P a g e

Verify Caregiver Certifications
10
High
Admin/Database
N/A
Admin/Database loads input, and stores all of the client/caregiver PII in a secure location.
Caregiver/Client create a new account.

Caregiver/client creates a account.
Admin/Database secures all of the information.
N/A
Verify Client Certifications
11
High
Admin/Database
N/A
Admin/Database verifies client information through insurance carriers
Client finishes creating a new account.

Client submits account information.
Admin/Database will verify certification before allowing the user to login.
N/A
Locate Caregiver
12
High
Client
Admin/Database

Client selects new client in order to create a new profile
Client selects new client at Client Login

Client can select a caregiver of their choosing
Admin/Database displays caregiver profile.
Client can log out of CareBridge

USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:

DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE
ALTERNATE COURSES:
USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:
DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE

ALTERNATE COURSES:
USE CASE NAME:
USE CASE ID:
PRIORITY:
INVOKED BY:
PARTICIPATING ACTORS:
DESCRIPTION:
PRE-CONDITION:
TYPICAL COURSE OF
EVENTS:
USER ACTION
SYSTEM RESPONSE

ALTERNATE COURSES:

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Pay For Caregiver
13
High
Client
Admin/Database
Client submits payment for the caregiver, gains a reciept and a chance to submit a review at the end of the service. Client locates a caregiver.

Client submits a payment within the caregiver profile
Admin/Database submits a notification to the caregiver
Client can cancel submission of payment (payment won't be final until the caregiver and client meet.)
Wait to Render Service
14
High
Caregiver
Admin/Database
Caregiver waits to get notified by the Admin/Database for a potential care service.
Caregiver is verified and logged into CareBridge

Caregiver waits be selected by a client for care services.
Admin/Database displays the caregiver location, and type of services they can render.

Caregiver can log out of CareBridge
Render Services
15
High
Caregiver
N/A
Caregiver accepts service request from the client
Caregiver is selected by the client.

Caregiver can accept request.
Admin/Database submits a notification to the client with time and total cost of service.
Caregiver and read reviews, and/or deny service to the client. Caregiver also has the choice to log out of
CareBridge.

Data and Entity Models
Just to provide a quick explanation the following two sections display the entity relationship diagrams (ERD) for Care Bridge. In accordance to Whitten a ERD is, “..a data model utilizing several notations to depict data in terms of the entities and relationships described by that data(Whitten, 2007, p. 271).” The entities within the ERD are tables that displays tables, all of these table hold information that needs to be stored in order for
CareBridge application run smoothly. The entity is roughly a noun, or in technical terms,
“…a class of persons, places, object, events or concepts which we need to capture and store data(Whitten, 2007, p. 271).” As CareBridge, LLP continues to advance, the need for more entities will develop. However, these two ERDs will suffice for the startup of our company.
The first diagram is a Logical ERD (LERD), and the purpose of the LERD is to display the entities and the attributes that will be stored within the entities. The LERD will never have attributes, and will rarely have foreign keys (FK) or primary keys (PK). The main purpose of the LERD is to illustrate the relationships between all of the entities. The Physical ERD
(PERD) is our second diagram, and the purpose behind that diagram is to show the actual database schema along with everything that the LERD illustrated. The PERD has actual data within each of entities, and it displays the PK’s and the FK’s. The primary key is able to identify a record, and the foreign key’s purpose is for one record to identify another record.
Anything that is not a key is a descriptive field. The descriptive fields hold the data of the entity, but will not display unless key are present.
As per the three main actors of CareBridge it is important to understand that all of these entities are built off of our three main actors (see Use Case Diagram). Every step of this plan is critical to understand, and cannot be rushed. If the project phases are rushed, it would prove to be a fatal error on CareBridge, LLP.

51 | P a g e

Logical Entity Relationship Diagram
Client

ClientPayment

ClientID

CaregiverDeposit

ClPaymentID

Client pays with /
Belongs to

CaregiverID

CaDepositID

Debit/Credit Card Number

ClPaymentID

Name

Caregiver

CaDepositID

Bank Routing Number

Debit/Credit Security
Number

Name

Address

Caregiver has a/ belongs to

Bank Checking/Saving
Account Number

Address
Debit/Credit Expiration

Phone

Phone

Debit Credit Card Type
Email

Email

Medical Conditions

National Provider
Identifier (NPI)

Client submits/
Must be

Account History

VerifiedCaregiver
VCID

CaregiverID

Medical License (ML)

Can View/
Displays for

Caregiver submits / Must be

NPIIsVerified

Other Certifications (OC)

Can view /
Displays for

AccountID
MLIsVerified

VerifyMedicalCondition
ClientID

OCIsVerified

VMCID
CaregiverID
ClientID
Type of Service

Can Login/
Is verified

attribute name
Length of Service
Cost of Service
Can login/ is verified

Caregiver Payment

Admin

Will verify /
Waiting to be Verified

CaregiverLogin

AdminID
CaregiverLoginID

SIWAS LLP Payment

VCID

ClientLogin
ClientLoginID

FirstName
LastName

Will Verify/
Waiting to be Verified

Username

Job Title
Password

ClientID

HireDate
Can be a supervisor

Username

Salary

Password

SupervisorID

52 | P a g e

Physical Entity Relationship Diagram
Client

PK

ClientID

FK ClPaymentID

Address

FK CaDepositID

Cvar(10)

Name

Cvar(50)

Cvar(50)

CFL(10)

Email

Cvar(30)

National
Provider
Identifier (NPI)

CFL(10)

Medical
License (ML)

CFL(10)

Debit/Credit
Security
Number

Cvar(10)

Cvar(10)

PK

Cvar(10)

Debit/Credit
Card Number
Client pays with /
Belongs to

ClPaymentID

CFL(10)

Debit/Credit
Expiration

Cvar(15)

Cvar(30)

Medical
Conditions
(MC)

Can View/
Displays for

AccountHistory

Can view /
Displays for

PK

AccountID

Cvar(15)

Caregiver has a/ belongs to
VerifiedCaregiver

PK

VCID

Cvar(10)

Cvar(10)

Caregiver submits / Must be
Boolean

MLIsVerified

Cvar
(500)

Cvar(10)

FK CaregiverID

Boolean

Boolean

Cvar(10)

Cvar(10)
Type of Service

MCisValid

Cvar(15)

Boolean
Length of
Service

Can Login/
Is verified

T-Hour
Admin

Cost of Service

Can login/ is verified

Nmon
(5,2)

Caregiver
Payment
ClientLogin
Will Verify/
Waiting to be Verified
PK

Bank Checking/
Saving Account
Number

Cvar(10)

FK ClientID

CFL(10)

OCIsVerified

Other
Certifications
(OC)

Cvar(10)

FK ClientID
VMCID

Bank Routing
Number

NPIIsVerified

VerifyMedicalCondition

PK

Cvar(10)

FK CaregiverID

Cvar
(500)

Client submits/
Must be

CaDepositID

CFL(4)

Debit Credit
Card Type
Email

PK

CFL(3)

Cvar(50)

Phone

PK

CaregiverID

Phone

Cvar(10)

Cvar(50)

CaregiverDeposit

Address

Cvar(10)

Name

Caregiver

ClientPayment

ClientLoginID

FK ClientID

Cvar(10)

Cvar(10)

Username

Cvar(50)

Password

Nmon
(5,2)

SIWAS LLP
Payment

Nmon
(5,2)

PK

Will verify /
Waiting to be Verified

AdminID

Cvar(10)

FirstName

Cvar(25)

LastName

Cvar(25)

Job Title

Cvar(25)

HireDate

T-Date

CaregiverLogin

Cvar(50)

Salary

SupervisorID

53 | P a g e

Nmon
(10,2)

Cvar(10)

PK

CaregiverLogin
ID

FK VCID

Cvar(10)

Cvar(10)

Username

Cvar(50)

Password

Cvar(50)

Can be a supervisor

Data Flow Diagrams
The context data flow diagram (CDFD) in the next section is similar to the LERD above. It dictates the processes, data storages, and interfaces that cause our data to flow. We can make this very complex, as every data, process, and interfaces are systems within themselves. However, we made this simple because CareBridge, LLP wants people to understand how everything works within our CareBridge system. This CDFD still involves are three main actors, but it also displays the flow of data between each other.
The client and the caregiver have their interfaces respectively. This means that we will need separate data sections in order to not mix up all of the data together. When they first access CareBridge, and do not have an account they have to sign up, and get verified for both certifications, and medical conditions. If they cannot get verified, then they will be denied, and be contacted by admin with the email that is provided. The admin will give the client/caregiver instruction on how to properly get verified. Communication between the client/caregiver is constant, and it does not only mean they will only talk about logins.
Once the admin validates client/caregiver they can login into the user interface (UI). All of the data that was provided by the client/caregiver is now submitted into a secure location where it is protected and safe guarded by various security software methods. Public information is submitted to another storage area which used by the UI. This include the
GPS map information, where caregivers are, etc., but PII is also included to the individual user once they log in. This can include account history, payment methods, medical conditions / medical license information, etc., are just some of the few things that will be included within the UI.
All transactions, payments, and services rendered will be sent back to the secured internal data storage which can only be accessed by administration. The data flow repeats the processes in no particular order.

54 | P a g e

Context Data Flow Diagram

Client

Logs In

Access
CareBridge

Creates Account

Denies Client Access
Browses Services /
Buys Services

Creates
Account

Displays UI
Submits
Data for
User
Interface
Validates
Login

Talks
With...

Submits
Data Based on UI

Talks
With...

Submitted
Profile

UI Client
Data Storage
Validates Caregiver /
Validates Client Medical Condition

User
Accessible
Data Storage

Admin

Submits Data
Monitors User Access Data

Stores
PII

Submits
Data Based on UI

Secured
Internal Data
Validates
Login Submits
Data for
User
Interface

Stores
PII

Displays UI

Submits
Data
Based on
UI

Monitors
Secured
Data

Talks
With...

Validated Profiles

Waits to Provide Service /
Provides Service
Denies Caregiver Access

55 | P a g e

Submitted
Profile

Talks
With...

This diagram is intentionally incomplete, and oversimplified. UI Caregiver
Data Storage

Creates
Account

Access
CareBridge

Logs In

Profile Stored
For Caregiver
Verification

Caregiver

Creates Account

Process Model
The process data flow diagram (PDFD) is similar to the concept of the PERD. However, in this case the PDFD illustrates the data flow with actual technology. You will notice that it may seem a little more complex, but from each process, interface, and data storage there is a technology that will help the flow of information. A lot of the user interface is dedicated to
PHP: Hypertext Processor (PHP) within HTML5 (web interface), and Java embedded within
Extensible Markup Language (XML) (Android interface). It is not important if they look the same, but it is important that the functionality is the same.
Whenever these scripts submit information into the database the information is submitted in a MySQL insertion (web interface), and in the Java/SQLite insertion (Android Interface).
The database scheme will be multithreaded, or in other words multiple servers. One notification about SQLite is that it merely communicates with a MySQL Server, and that by itself it does not do anything. SQLite will be able to communicate with the server, and be able to read/write and delete information on the databases. As far as the interface is concerned, PHP and MySQL work really well together, and there are numerous forms of documentation that can help SIWAS develop these databases.
Administration will be utilizing a Windows 8 Graphical User Interface (GUI) that can access the data within all of these storages, and trouble shoot any errors that may be involved with the system as a whole. Of course, this is a rough generalization of the amount of tools they will need to actually monitor the CareBridge system. It is safe to say that it will be a necessary cost that will make the usability of the application better for the users of
CareBridge.

56 | P a g e

Physical Data Process Model
HTML(PHP)/XML:
Login Form

Access
CareBridge

HTML(PHP)/XML:
Login Denial Site

Client

HTML(PHP)/XML:
Create Account Form

HTML(PHP, JavaScript)
/XML(Java):
Google Maps API:
Browse Caregivers

Creates
Account

Displays UI
HTML(PHP,
JavaScript)/
XML(Java):
Google Maps API:
PHP MySQL / Display Map
Java SQLite
Insert:
Login Request

Phone
Email
Communication

PHP MySQL /
Java SQLite
Insert:
Paid Transactions /
Profile Update

Phone
Email
Communication

PHP MySQL /
Java SQLite
Insert:
Profile Submission

MySQL Server:
Client
Transactions
Windows 8 GUI: Validate Records

MySQL Server:

PHP MySQL /Java SQLite
Insert: User Accessible Data
Windows 8 GUI: Monitor Data

User Application
Information
PHP MySQL /
Java SQLite
Insert:
Accepted Service /

Admin

MySQL Server:
Pending
Validations

PHP MySQL /
Java SQLite
Insert:
PII

Profile Update

Windows 8 GUI:
Monitor Data

MySQL Server:
PII Database
PHP MySQL /
Java SQLite
Insert:
HTML(PHP,
Login Request JavaScript)/
XML(Java):
Google Maps API:
Display Map

PHP MySQL /
Java SQLite
Insert:
PII

Displays UI

PHP MySQL /
Java SQLite
Insert:
Accepted Service /
Profile Update

Phone
Email
Communication

PHP MySQL /
Java SQLite
Insert

Phone
Email
Communication

This diagram is intentionally incomplete, and oversimplified. MySQL Server:
Caregiver
Transactions

Creates
Account

Access
CareBridge
HTML(PHP, JavaScript)/XML(Java):
Google Maps API:
Browse Caregivers
HTML(PHP)/XML: Login Denial Site
HTML(PHP)/XML:
Login Form

57 | P a g e

PHP MySQL /
Java SQLite
Insert:
Profile Submission

Caregiver

HTML(PHP)/XML:
Create Account Form

Financial Plan
The projected investment needed to start CareBridge, LLP from January 1st of 2017 is
$550,000. This will be coming from the partners, loan and capital venture. The initial
$550,000 will be used to fulfill legal requirements, market the product and meet initial business expenses.
Due to the initial startup cost, the business is expected to operate at a loss in the first two years of operation and start making profit thereafter. The third year, the business is expected to grow and recover the initial loss and make profit.
Revenue collection from services rendered is expected to increase approximately 300% over the 5 year projections. The net profit ratio is expected to increase 30% over the period of 5 years. CareBridge, LLP Net Worth is expected to be ($156,108).
The following section will provide more details on CareBridge, LLP financial plan and
Revenue projections.

Start - Up
CareBridge, LLP does not have any current assets nor do they keep inventory. The
Company's net worth is comprised of long-term assets such as computers, furniture and office equipment necessary to conduct business as well as the initial $550,000 investment required to get the foundation formed, have a business plan written and grant writing completed. CareBridge - YOUR SATISFACTION - OUR
PROMISE
START UP COST
CASH NEEDED TO
START
COSTS
Advertising and Marketing
Overhead/Office supplies
Utilities/phone, electricity/gas
58 | P a g e

PERCENTAGE OF
TOTAL

($)

(%)

100,000.00
200.00
3,000.00

18.18
0.04
0.55

Business Plan Write-up
One Time Expenses
Professional /legal fees licensing/copyright Equipment
Software (QuickBooks)
App developers fees
App development
Miscellaneous
Total Cost

3,000.00

0.55

12,000.00
2,000.00
4,000.00
5,000.00
100,000.00
250,000.00

2.18
0.36
0.73
0.91
18.18
45.45

20,800.00

3.78

500,000.00

Cash

50,000.00

9.09

Total

550,000.00

100.00

Financial Assumptions
Balance Sheet Assumptions
Assets



Starting cash is determined using the cash flow statement

Start - Up Expenses

Start - up expenses will include business plan write-up, professional and legal fees, website and app development, advertising & marketing, accounting software and equipment.
Equity

Initial partners' contribution of $300,000, loan of $150,000 and capital venture investment of $100,000 is expected to cover the capital requirements of the business.
Income Statement Assumptions


Revenue is generated through when seniors and their guardians se our app to use the services of caregivers

59 | P a g e












20% of the elderly population of the county of Sonoma will use our app for care giving in the first year of business
Every client will use at least five hours of service per year
100% revenue is generated through the usage of the CareBridge App by clients for care giving services
All payment is made using debit or credit card which will be cleared within 3 business days
30% of the revenue generated using the app is paid to Apple for using their app
75% of the balance of the revenue is paid to the Caregiver
25% of the revenue is retained by the business
Revenue will grow steadily over the 5 years ranging from 20% in the 2nd year to
70% in the 5th year .
Expenses will increase based on client growth and service requirement at a steady rate ranging from 10% in the 2nd year to 60% in the 5th year
Revenue generated is as follows:

Level of Service

Paid by Client

Our share (25% of 75% after paying Apple)

Basic

$35.00

$4.44

Intermediate

$45.00

$7.88

Advanced

$65.00

$11.38

Expenses









Payroll: There will be a total of seven full time and part-time staff. Three partners will work full time while three will work part-time and a clerical staff will be hired from outside. A total of $300,000 is estimated to be the salary expense in the first year Advertising: $8,333 ($100,000 per year) is allocated for advertising and marketing
Depreciation: Straight-line depreciation is used to depreciate equipment
(Computer) which is assumed to have a useful life of five years
Insurance: Liability insurance is paid at $30,000 per year
Workers Compensation: $20,000 per year is paid for this
A home office will be used in the first year to avoid rental expense
A 1% doubtful debt is envisioned

Market Size




As per 2010 census there were 67,364 seniors (65 years and over) in the Sonoma
County
2014 Census projected senior’s population in Sonoma County is 83,549
Seniors population growth rate is 24% annually

60 | P a g e




We anticipate to have a market share of 20% in the first year of operation (reach out and have 20% of population using our service)
Market share growth is anticipated steadily reaching a whopping 70% by the fifth year General




First year is assumed to be part of start-up and is labeled as zero
All revenue is in USD
Revenue will grow steadily over the five years

Service Forecast
Based on the market size as stipulated in the financial assumptions, service forecast is projected as indicated in the table below.
Market

Market

Commission

size

Share

amount

Usage per Year

30%

50%

70%

(Hours)

20%

20%

2017

2018

2019

2020

2021

124320

149184

193939

290909

494545

Service
Basic

28000

5600

4

Level

e

29000

5800

8

5

228520

274224

356491

534737

909053

Advanced

21000

4200

11

5

238980

286776

372809

559213

950662

591820

710184

923239

1384859

2354260

Intermediat

Total
Revenue

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Service Levels & Income
2500000
A
M
O
U
N
T

2000000

1500000
1000000

(
500000

)

$

0
Basic 28000

20%
5600

(Hours) 2017
2018
2019
2020
2021
5
124320 149184 193939 290909 494545

4

Intermediate 29000

5800

8

5

228520 274224 356491 534737 909053

Advanced 21000

4200

11

5

238980 286776 372809 559213 950662

Total Revenue

$591,820 $710,184 $923,239 $1,384,8 $2,354,2
YEARS

Service Fee Forecast
The service fee will grow steadily over the months during the first year of operation.
Monthly Income Statement for CareBridge, LLP
For The Year 2017

Total Expenses

Net Surplus/Deficit

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591820

Feb

Mar

27675

30443

33487

36835

53777

53804

53835

-

Service Fees

Jan

Apr

-

-

26102

23362

20348

May

June

July

Aug

Sept

Oct

40519

44571

49028

53931

59324

65256

53868

53905

53946

53990

54039

54093

-17033

-13386

-9375

-4962

-109

5231

Nov

Dec

Total

71782

78960

591810

54153

54218

54290

647918

11104

17564

24670

-56108

Income, Expenditure & Net Surplus for 2017
600000

500000
400000
300000
200000
100000
0
-100000

Service Fees
591820

Total Expenses

Net Surplus/Deficit

Jan

27675

53777

-26102

Feb

30443

53804

-23362

Mar

33487

53835

-20348

Apr

36835

53868

-17033

May

40519

53905

-13386

June

44571

53946

-9375

July

49028

53990

-4962

Aug

53931

54039

-109

Sept

59324

54093

5231

Oct

65256

54153

11104

Nov

71782

54218

17564

Dec

78960

54290

24670

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Revenue ($)
- 2017

90000
80000
A m o u n t 70000
60000
50000
40000

30000
20000
10000
0
Jan

A m o u n t 54400
54300
54200
54100
54000
53900
53800
53700
53600
53500

Feb Mar Apr May June July Aug Sept Oct Nov Dec
Months

Expenses ($) - 2017

1
2
3
4
5
6
7
8
9
10 11 12
Series1 5377 5380 5383 5386 5390 5394 5399 5403 5409 5415 5421 5429
Months

Profit ($)
30000
20000

24670

17564
A
11104 m 10000
5231
o
0
-109 u -4962 7
1
2
3
4
5
6
8
9
10
11
-9375
n -10000
-13386
t
-17033
-20000
-20348
-23362
-26102
-30000
Months

64 | P a g e

12

Revenue Projection
CareBridge, LLP are consistent with a steady growth over the years. Growth in revenue ranges between 20% in the second year to 70% in the fifth year in relation to the fourth year. This is approximately a growth of 298% from the year of inception.

Revenue Projection

$2,354,220.18

2500000
2000000

$1,384,835.40

1500000
1000000

$591,810.00 $710,172.00

$923,223.60

500000
0

2017

2018

2019

2020

2021

FOR THE YEAR 2017 - 2021
Income
Service Fees

$591,810.00 $710,172.00 $923,223.60 $1,384,835.40
$2,354,220.18

Income Statement
INCOME STATEMENT FOR CAREBRIDGE, LLP
FOR THE YEARS 2017 - 2021

20%

30%

50%

70%

2017

2018

2019

2020

2021

$591,810.00

$710,172.00

$923,223.60

$1,384,835.40

$2,354,220.18

300000.00

330000

396000

554400

831600

Employee Benefits

30000.00

33000

39600

55440

83160

Liability Insurance

30000.00

33000

39600

55440

83160

Workers Compensation

20000.00

22000

26400

36960

55440

Utilities

12000.00

13200

15840

22176

33264

Internet & Web Maintenance

50000.00

55000

66000

92400

138600

1200.00

1320

1584

2217.6

3326.4

Income
Service Fees

Expenses
Operating Expenses
Salary

Office Supplies

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App Payment System

50000.00

55000

66000

92400

138600

EDI System

24000.00

26400

31680

44352

66528

800.00

800

800

800

800

100000.00

110000

132000

184800

277200

2400

2880

4032

6048

26400

31680

44352

66528

642000.00

708520

850064

1189769.6

1784254.4

5,918.10

7,101.72

9,232.24

13,848.35

23,542.20

Depreciation
Advertising, R&D
Rent Expense
Loan Repayment
Total Operating Expenses

24000.00

Non - Operating Expenses
Doubtful Debts

$
Total Expenses

$

$

$

$

647,918.10

715,621.72

859,296.24

1,203,617.95

1,807,796.60

Net Income

$56,108.10

$5,449.72

$63,927.36

$181,217.45

$546,423.58

Profit Ratio

-9.48%

-0.77%

6.92%

13.09%

23.21%

10%

20%

40%

50%

The total operating expenses for the first year will be approximately $642,000 and increases over the years as the number of clients increases and more research and development is conducted to expand the business in future. The company shall be physically located in Sonoma and one of the partner’s residence will be used as an office.

66 | P a g e

Income, Expenditure & Profit
2500000
2000000
A
m o u n t

1500000

1000000

(

500000

)

$

0
-500000

2017

2018

2019

2020

2021

Service Fees

$591,810.00

$710,172.00

$923,223.60 $1,384,835.40 $2,354,220.18

Total Expenses

$647,918.20

$715,621.84

$859,296.39 $1,203,618.19 $1,807,797.00

Net Income

$56,108.20

$5,449.84

FOR THE YEAR 2017 - 2021
Income

$63,927.21

$181,217.21

$546,423.18

Years

Profit
$600,000.00
A m o u n t $500,000.00
$400,000.00
$300,000.00
$200,000.00

(

$100,000.00

$

)

$0.00
$100,000.00
Series1

1
$56,108.20

2
$5,449.84

3
$63,927.21
Years

67 | P a g e

4
$181,217.21

5
$546,423.18

Value of Business
The value of our business can be expressed as the present value of expected future earnings. This is calculated using the following variables:

68 | P a g e

69 | P a g e

Balance Sheet
Balance Sheet for CareBridge,
LLP
As At December 31
2017
Assets
Current Assets
Cash

25033.5

Total Current Assets

25033.5

Long Term Assets
Phones

3000

Computer

4000

Total Long Term Assets

7000

Total Assets

32033.5

Liabilities and Capital
Current Liabilities
Long Tem Liability
Loan

150000

Capital
Net surplus/deficit

-56108

capital

300000

Start-up Expenses

550000

Total Capital

156108

Net Worth

156108

70 | P a g e

Standard Ratios
Ratio

Formula

2016

2017

2018

2019

2020

Gross Margin
Ratio

Gross Profit/Net sales

46.80%

46.76%

48.87%

48.16%

49.46%

Net Profit/Net sales

-4.04%

4.90%

15.22%

20.12%

26.19%

Net Margin
Ratio

current asset/current
Current Ratio

liabilities

13.689

working

current asset - current

capital

liabilities

Cash Flow
Monthly Cash Flow - Year 2017

Monthly Cash Flow
50000
40000
A
m o u n t
(

20000
10000
0

-10000

)

$

30000

-20000
-30000

1
2
3
4
5
6
7
8
9
10
11
12
13
Total cash 43549 -2348 -2044 -1709 -1340 -9356 -4899 4.246 5397 11330178552503414492
Months

71 | P a g e

CASH FLOW
STATEMENT
CareBridge, LLP
YEAR 0
Cash Balance
Cash from operations

YEAR 1
69,800.00

YEAR 2
14,491.80

YEAR 3
9,853.96

YEAR 4
74,596.77

YEAR 5
256,637.38

476,200.00 591,810.00 710,184.00 923,239.20 1,384,858.80 2,354,259.96

Cash from Financing
Investor equity

100,000.00

Management equity

300,000.00

Loan

150,000.00

Total cash from
Financing

550,000.00

Cash from Investing
Equipment

4,000.00

Total cash outflow

623,118.20 688,421.84 826,816.39 1,158,466.19 1,740,469.00

Loan repayment
Total cash

72 | P a g e

24,000.00
69,800.00

26,400.00

31,680.00

44,352.00

66,528.00

14,491.80

9,853.96

74,596.77

256,637.38

803,900.34

Cash Flow
900,000.00
800,000.00
700,000.00
A 600,000.00 m o
500,000.00
u n t 400,000.00
(
)

$

300,000.00
200,000.00

100,000.00
0.00
Total cash

1
69,800.00

2
14,491.80

3
9,853.96

4
74,596.77

5
6
256,637.38 803,900.34

Years 0 - 5

Break - Even Analysis
The following Break-even Analysis shows that $60,000 is needed in monthly revenue to break even.
Income, Expenditure &
Profit
FOR THE YEAR 2017 - 2021

20%
2017

Income

73 | P a g e

30%

50%

70%

2018

2019

2020

2021

Service Fees

$591,820.00

$710,184.00

$923,239.20

$1,384,858.80

$2,354,259.96

Total Expenses

$647,118.20

$714,821.84

$858,496.39

$1,202,818.19

$1,806,997.00

Net Income

-$55,298.20

-$4,637.84

$64,742.81

$182,040.61

$547,262.96

Break-Even Analysis
2500000

(

2000000
A
m 1500000 o u n 1000000 t 500000

)

$

0
2017
-500000

2019

2020

Year
Service Fees

74 | P a g e

2018

Total Expenses

Net Income

2021

The above graph illustrates Break-Even point in year 2. It also displays the progress for subsequent years. First two years focuses on building clients and increasing caregiver base.
Years 2 and 3 focuses on increasing volume of usage for service provided with existing clients and reaching out to potential new clients. Year 4 is where the business will soar up as the base will be built and clients would rigorously use the service provided. Good relationship with the clients and caregivers will also enhance usage of service and help generate more revenue for the business.

Growth Strategies
Growth strategies include
1.
2.
3.
4.

Diversification
Market Development
Product Development
Market Penetration

Diversification → New Products in new markets
Once the brand is established and the company generates sustainable profits, we will expand the product line to incorporate shopping for the seniors in Sonoma. We will also diversify by introducing the products to the wider demographics and target other age group such as baby sitting.
75 | P a g e

Market Development → Existing Products in new markets
After a few years, we will expand to Napa and Marin County and the entire state of
California eventually to expand demographic base and revenue. Based on the response, we will explore the option of introducing the service of getting the services for babysitting.
Product Development → New Products in existing markets
We plan to leverage the brand name through constant research and development to add more efficient and effective service of the growing technology to expand our reach.
Incremental costs will be minimal as the existing infrastructure can be leveraged to market the additional services.
Market Penetration → Existing Products in existing markets
We can target to reach a wider audience (different age groups) for the services that are already provided by our company so that a revenue of $2.3 million can be reached by the fifth year, by expanding our marketing efforts to specifically target the extended customer base. Once the business is profitable and sustainable revenue is established (anticipated in 3 years or so), we will also explore the option of vertical integration by assessing the feasibility of merging with Caregivers, have flexibility in expanding the product line quickly and efficiently and derive cost efficiencies. We could also pursue horizontal integration strategy by merging with another company that has the same values and ethics as
CareBridge, LLP and combine the distribution channels to expand markets quickly and also gain additional market share.

Exit Plan
An exit plan is necessary as a measure of caution to ensure the founders/owners do not lose their investment totally. Some forms of exit plan that are available to dwindling companies are Liquidation, Mergers and Acquisition, Friendly sale, Initial Public Offering
(IPO).
Liquidation is the direct sale of company assets to convert them to cash. The three categories of liquidation are:




business with assets used indirectly in production of income business with assets that directly produce income business with assets used as tools in the direct production of income

76 | P a g e

Mergers and Acquisition is either merging or getting two separate business to operate as one with new.
Initial Public Offering (IPO) - This involves selling the shares of a private company to the public and converting it to a public company. This does not guarantee money for the owners as shareholders may demand that all money raised be reinvested into the business.
We have decided that if ever a situation arises where we would have to exit the industry, we would engage in acquisition. We will be working hard to build sales and brand value to get attention of potential suitors. Since the company will be marketed at a predetermined level of profit and we will build the brand name, we anticipate that a competitor or conglomerate will see our business as a good fit to its long term strategy.

Conclusion
We are excited about our service and its potential. Its ability to disrupt the industry is clear.
Join us as we revolutionize the way we care for seniors.

77 | P a g e

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3.
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