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Binus mm executive - batch 20 - ike evergreen project - group i

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Innovation project providing one-stop age friendly solution for Seniors. It is either the 1st Alzheimer's Family Service Center in Indonesia or day-care services for infant and seniors under one-roof services

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Binus mm executive - batch 20 - ike evergreen project - group i

  1. 1. Binus Business School MM Executive Batch 20 Evergreen Project One-Stop Age-Friendly Solutions for Seniors Alexander Christian Dina Sandri Fani Jenna Widyawati Ridwan Martawidjaja
  2. 2. WhyEvergreenProject?–TheWorld’sContext Seniorsarethefastestgrowingpopulationintheworld… 1/14/2015EvergreenProject 11% 22% Proportion of the world’s population over 60 years will double from about 11% to 22% between 2000 and 2050 (http://www.who.int/ageing/en/) 2 billion people will be aged 60 and older by 2050. This represents both challenges and opportunities (http://www.who.int/ageing/en/) 4-6% of older persons in high-income countries have experienced some form of maltreatment at home 2
  3. 3. WhyEvergreenProject?–TheWorld’sContext …leadtotheriseoftheneedforlong-termcare 1/14/2015EvergreenProject 25-30% of people aged 85 or older have some degree of cognitive decline (http://www.who.int/ageing/en/) The world will have more people who live to see their 80s or 90s than ever before The number of people aged 80 years or older will have almost quadrupled between 2000 and 2050 to 395 million. Lose of their ability to live independently Resulted to the need of long-term care, that include home nursing, community care and assisted living, residential care and long stays in hospitals 3
  4. 4. WhyEvergreenProject?–TheWorld’sContext Dramaticincreaseinthenumberofpeoplewithformsofdementia 1/14/2015EvergreenProject 4
  5. 5. WhyEvergreenProject?–TheWorld’sContext Asanimpact,numberofpeoplelivingwithAlzheimer’sdiseasewillbealsoincreasing 1/14/2015EvergreenProject 5
  6. 6. WhyEvergreenProject?–Indonesia’sContext ProportionofseniorswillbedoubledupovertwodecadeswhileAlzheimer’sonthe riseinIndonesia 1/14/2015EvergreenProject  The proportion of aging population will grow larger over the two decades.  Indonesia will be having 14.4% seniors out of its population by the end of 2035. 6.9% 8.0% 9.8% 11.9% 14.4% 2015 2020 2025 2030 2035 1 million of Indonesian suffer from Alzheimer’s disease in 2011 3 million Patients with Alzheimer’s disease in 2050 http://www.antaranews.com/berita/394044/ satu-juta-penduduk-indonesia-penderita- alzheimer ASEAN+6 Population Forecast: Global Share, Aging, and Dependency Ratio. 2013 Report Potential market for OAFS business!!! 6
  7. 7. EvergreenProject–ThePrototypes 2businessmodelreadytobetestedfurther,i.e.Alzheimer’sCenterforSeniorsandAll-in-OneDay CareCenter 1/14/2015EvergreenProject Alzheimer’s Family Services Center 1 2 All-in-One Day Care Services A home for senior lives with Alzheimer. Provides expert daily care and family support tailored to individual needs to improve the quality of life for families challenged by Alzheimer’s disease A multi-functional care facility provided to the elderly and the kids under one single roof 7
  8. 8. EvergreenProject–TheTheoryUJourney Directobservationsthroughseveraldaycareservicesforelderlypeople 1/14/2015EvergreenProject • 2-day direct observations at Rukun Senior Living, Sentul • Live interview with the seniors, care givers, and marketing team • Direct observation at Panti Jompo Wisma Mulia Jelambar • Live interview with care givers and the seniors • Direct observation at Panti Sosial Tresna Wredha Budhi Dharma Bekasi 8
  9. 9. EvergreenProject–TheTheoryUJourney Whatwesawwithanopenmind(1/2) 1/14/2015EvergreenProject Voice of Judgment Confirmed Not confirmed Seniors do not want to spend their remaining life at day care center Voluntary enrollment in some cases They will not be happy if they choose to stay at day care center – feeling of being dumped At the first 2 weeks, but feel happy afterwards Asian people are turning their backs on tradition with regards to their ageing parents Wise thoughtful before placing the ageing parents into day care center 9
  10. 10. EvergreenProject–TheTheoryUJourney Whatwesawwithanopenmind(2/2) 1/14/2015EvergreenProject Voice of Judgment Confirmed Not confirmed Elderly people have a simple need – not to be on their own They hate being lonely and being dumped Physical fitness of elderly people become the biggest challenge for the care givers Mental fitness is more challenging for most of the care givers Elderly people are inactive and not creative They are quite creative and being able to produce a beautiful art works 10
  11. 11. EvergreenProject–TheTheoryUJourney Whatwesawwithanopenmind(2/2) 1/14/2015EvergreenProject Voice of Judgment Confirmed Not confirmed Elderly people have a simple need – not to be on their own They hate being lonely and being dumped Physical fitness of elderly people become the biggest challenge for the care givers Mental fitness is more challenging for most of the care givers Elderly people are inactive and not creative They are quite creative and being able to produce a beautiful art works 11
  12. 12. EvergreenProject–TheTheoryUJourney Whatwesawwithanopenheart 1/14/2015EvergreenProject  Alzheimer’s on the rise in Indonesia in very near future  Family members often fail to recognize dementia and Alzheimer's symptoms: create a stressful environment for elderly people with Alzheimer’s  Lead to mismanage and improper treatment of elderly people with Alzheimer’s 12
  13. 13. EvergreenProject–TheTheoryUJourney Whatwesawwithanopenheart 1/14/2015EvergreenProject  There is a need for elderly people to be at the center of their extended families even if they are living at day care centers  We see no need to separate the elderly from the children  The children’s presence alone is enough to make the seniors smile 13
  14. 14. EvergreenProject–TheTheoryUJourney VoiceofCynicismFear(VoC)andVoiceofFear(VoF) 1/14/2015  Market is not ready for the proposed concept  It is more into charitable rather than profitable organization  Long break-even period even if it is profitable business  Market acceptance level: low acceptance level due to Asian tradition  Business sustainability  Low differentiation as compared to the existing business model  Target market readiness EvergreenProject 14
  15. 15. EvergreenProject–ProposedBusinessModelCanvas Alzheimer’sFamilyServices(AFS)Center–Alternative1 1/14/2015EvergreenProject Customer Segments Niche market: Alzheimer patient from middle up income level Customer Relationships Personal assisted living Full services Value Proposition 1st Alzheimer’s specialty provider Innovative programs & services dedicated for Alzheimer’s patients Compassionate & individualized care 15
  16. 16. 1/14/2015EvergreenProject Key Resources Physical assets and facilities Certified and well- trained caregivers Affiliates hospital and partners Expert staffs Key Activities Health and personal care Full and personal services to resident Staff certification and trainings Key Partners Insurance companies Hospital/health service provider NGO: Yayasan Alzheimer Indonesia EvergreenProject–ProposedBusinessModelCanvas Alzheimer’sFamilyServices(AFS)Center–Alternative1 16
  17. 17. 1/14/2015EvergreenProject Channels Owned facility Traditional and digital marketing media Cost structure Labor cost Physical asset maintenance cost Marketing cost Revenue Streams Monthly fee Membership fee EvergreenProject–ProposedBusinessModelCanvas Alzheimer’sFamilyServices(AFS)Center–Alternative1 17
  18. 18. EvergreenProject–ProposedBusinessModelCanvas All-in-OneDayCareServices–Alternative2 1/14/2015EvergreenProject Customer Segments Segmented market Targeted middle income level Customer Relationships Personal assisted living Full services Value Proposition One single roof of services Unique concept Family closeness Personalized services 18
  19. 19. 1/14/2015EvergreenProject Key Resources Physical assets and facilities Compassionate caregivers Affiliates hospital and partners Expert staffs Key Activities Kids and elderly care Education Health therapy Recreational activities Key Partners Health service provider Educational institution Recreation centers EvergreenProject–ProposedBusinessModelCanvas All-in-OneDayCareServices–Alternative2 19
  20. 20. 1/14/2015EvergreenProject Channels Owned facility Traditional & digital marketing media Cost structure Labor cost Physical asset maintenance cost Marketing cost Revenue Streams Monthly fee Membership fee EvergreenProject–ProposedBusinessModelCanvas All-in-OneDayCareServices–Alternative2 20
  21. 21. 1/14/2015EvergreenProject EvergreenProject OurUniqueSellingProposition Selling Proposition Our Concept Traditional concept Organization type 21 Profits organization Non-profit organizations, very rare of profit oriented Target market Niche market, i.e. seniors living with Alzheimer’s disease and/or middle up segment Broader market, i.e. empty-nester seniors; mostly for low-middle income class Concept Communal place for fun- loving seniors taking form of residential resort and club More into hospital looks and feel; creating a depression feeling of the resident
  22. 22. 1/14/2015EvergreenProject EvergreenProject OurUniqueSellingProposition Selling Proposition Our Concept Traditional concept Revenue stream 22  Move-in fee  Member fee  Assisted living fee  Additional consultation fee for certified caregivers and/or therapy session  Non-fixed membership fee (usually quite low)  Subsidy from the philanthropist Facilities Extensive facilities under one roof. Includes facilities for physical and mental disorders. Equipped by experts and certified caregivers Limited facilities; mostly bed & breakfast facilities. Recreational and health facilities depends on the donor. Is not equipped by experts and certified caregivers
  23. 23. Back-upSlides 1/14/2015EvergreenProject 23 Outdoor Facilities and Nursing Station Room Facilities
  24. 24. Back-upSlides 1/14/2015EvergreenProject 24 Fitness Center Physical Recovery Center Creativity Room
  25. 25. 1/14/2015EvergreenProject 25

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