business plan summary

1. Music and Reminiscence
Service Overview
For a sole proprietorship
Revised January 1, 2013
James Kershaw
905-371-1813
www.jkershaw.info

2. Mission Statement
Seniors want to feel that the past has significance to them in this
present time. To help make this a reality we provide a service
which brings back the things that nurture memory: the visuals,
the collectibles, and the music that have stood the test of time.

3. The Team
During his years of experience, James’ role as a
reminiscence facilitator has connected him with others in
the community. His target market is Niagara’s seniors who
reside at residences and long term care settings. He
coordinates his program with activity directors who are
employed at the facilities and collaborates with the
following individuals:
Audrey Henry & Pierrette Morin (sheet music resource)
Dovetail Associates (resource)
R.T. Respiratory Services Inc., Lifetime Financial Planning
Group (sponsors)
Nancy Grampola (mezzo-soprano)

4. Market Summary
About Niagara’s Present Market:
Population is skewed to the elderly more so than in the rest of
province. In the next ten years, the 80+ population will
increase from 52% to 73%
Alzheimer’s and related dementias will double by 2021
After 2012 a dramatic escalation in number of retirees will
further alter the demographics
Future Market:
Secure with 65 facilities and a growing infrastructure
Rehabilitation centres in Canada and U.S. offer marketing
opportunities for innovative tools

5. Needs
Needs:
Many seniors suffer from the blues and diminishing self
esteem as well as loss of cognition
Seniors need to share within their group in order to raise
their self esteem, feel valued and included
Seniors need diversions for relaxation and to be stimulated
both mentally and physically with appropriate activities
In order to address the above needs, our programs provide
live music and personal stories within a positive group
experience

6. Business Concept
The service has been established within the 24 hour care milieu
at seniors nursing homes and seniors adult living centres
Opportunities to use the senses may often trigger past
memories. Over time, with many clients, positive changes take
place: changes in mood states, along with improvements in
emotional, spiritual, psychological, and physical sense of well-
being point to a healthier outlook
(ref. Canadian Music Therapy Association)
We base our service on reminiscence and music intervention in
order to improve the quality of life of our seniors in beneficial
ways

7. Competitive Advantage
85%-90% of the competition uses vocal/instrumental
presentation as the sole program medium
Our competitive advantage consists of the following:
• A variety of relevant activities including memorabilia.
• Use of piano on site or one brought by facilitator
• Presentations conducted with a variety of audiences.
• Vocal and piano accompaniment of best loved songs
• Twelve years experience
• Media used as “sparkers” as attention grabbers
• A proven dependable, affordable, reliable service
• Easy contact from web page

8. Goals & Objectives
Five-year goals:
Create new partnerships and sustain present relationships with
staff who work at Niagara region facilities
Increase client growth and engagement numbers with at least 1
new steady client per year
Establish newsletter readership

9. Risks
Risks:
More people are encouraged to stay at home as long as possible.
This may mean more admitted residents having lower cognitive
states.
Interaction becomes more challenging
Funding issues at residences.
Facilities decide that external services may not be used.
More volunteerism, less reimbursement
Addressing Risk:
Develop new ways of doing things in the now
Create more innovative approaches
Seek to address changing needs
Partner with others in order to combine programs

10. Key Issues
Present Issues:
Managing budgets to secure profit. Manage revenue to put back into
product development and sales.
Long Term:
Plan for more collaboration with others (facility staff, suppliers, and
the community at large) to increase effectiveness of services by
sharing and reaching common goals
Funding to be considered:
Partnership with an umbrella not for profit to secure sustainable
funding

11. Acknowledgements
Foot, David K., Richard A. Loreto, and Thomas W. McCormack. A
Competitive Analysis of Niagara's Business Opportunities
Associated With Adult Lifestyle: A Demographic Perspective The
Madison Avenue Demographic Group. November 1999
http://www.footwork.com/niagara.asp
Employment Help Centre (Career Information)
Job Finders Club (Career Support and Guidance)
Joseph Polgrabia (Web Design Instructor)
My patient and loving wife, Olha Petrenko, who has succeeded in
the face of overwhelming obstacles
My parents