Home Nursing Services Inc. (HNS) has experienced slow revenue growth in recent years due to internal inefficiencies. HNS generates revenue from sources like insurance companies but this has been negatively impacted by internal factors like a weakened agency image and low referrals. As a result, HNS's revenue of $2.2 million is just enough to break even. To ensure future success, HNS should expand its services to a full range of home health care. This will capture growing market demand, attract more referrals, and make better use of existing resources. An action plan includes hiring paraprofessionals and staff, providing training, revising compensation, and promoting the new services.

1. Home Nursing Services Inc.
Strategies to ensure a future as promising as its services
Ralph Mao | St.# -135813178 | MRK718-MMS
Image Source : www.inhomenursingservices.com

2. Contents
1. Recent Context
2. Market Conditions and Underlying Opportunities
3. Recommendation for Success
4. Action Plan
5. Implementation Timeline

3. HNS’s revenue growth in the past 2 years have been slow, due to internal inefficiencies in
the past
Recent Context
• Personnel Problems
• Managerial Inefficiencies
• Clients
• Insurance Companies
• Health Maintenance
Organizations (HMO’s)
• Federal Government
• Medicare or Medicaid Services
Sources of Revenue
Factors Affecting Revenue
• Weakened Agency Image
• Low Referrals from Local
Agencies
Internal Factors
External Effects
HNS has a low revenue that is just enough to
breakeven (around $2.2 Million)
At a Glance
Good Sources for revenue but
negatively affected due to external
effects caused by internal factors,
which has led to a revenue of around
$2.2 Million, that is just enough to
Break-even

4. If drastic measures are not taken, the demand for services offered by HNS may reduce
drastically and can cause losses for the business
Demand for
services offered
by HNS will
decrease
drastically
For-profit
organizations may
charge lower prices
than HNS, due to
surplus from
profits
Change in
government
regulations leading
to reduction in
payment for services
offered by HNS
Various
hospitals now
expanding into
home health
care services
Emergence of new
organizations who
provide full range
of nursing and
home health care
services
Revenue and Profit for HNS will decline due
to which the business will face
unprecedented losses
Recent Context

5. Contents
1. Recent Context
2. Evaluation of Alternatives
3. Recommendation for Success
4. Action Plan
5. Implementation Timeline

6. Just increasing the prices will help HNS increase revenue, but will still lack the
competitive advantage in terms of offering full range of home and health care services
Stick to home
nursing services and
Increase prices for
services offered
Revenue will increase
Financial security to deal with
situations like decrease in
demand or change in
government regulations
Can cover operating
expenses and still have
disposable revenue
Stay true to its brand image of
providing quality nursing
services
Action
Positive Outcomes Lack of variety in home and
health care services
Less likely to get referrals
from local organizations
Miss out on huge
opportunity to increase
revenues further as demand
for other services grow
Well developed organization
structure and computer system
will be underutilized
May cause existing clients to
churn
Negative Outcomes
HNS should not consider this alternative as this approach helps increase revenue but HNS will rapidly lose number of clients due
to lack of services offered and new competitors
Evaluation of Alternatives - Alternative #1

7. Expanding into full range of home and health care services will enable HNS to capture major
opportunities and increase revenues drastically while minimizing the negative outcomes
Expand into full
range of home and
health services
Revenue will increase
Financial security to deal with
situations like decrease in
demand or change in
government regulations
Can cover operating
expenses and still have
disposable revenue
Capture the growing market
demand for various home
services
Action
Positive Outcomes
Variety of home and health
care services
Attractive to local agencies
for referrals
Well developed organization
structure and computer
system will be FULLY utilized
May affect the brand image that
HNS has maintained for 25 years
of providing quality Nursing
Services
And Some More
Positive Outcomes!!
Higher operating costs as it may
involve more employees and
incur cost for training and
incentives
Negative Outcomes
HNS should choose this alternative as this approach helps increase revenue and will ensure HNS’s survival as it will increase the number
of clients
Evaluation of Alternatives - Alternative #2

8. Evaluation of alternatives suggests HNS should expand into full range of home and health
care services to address major problems currently faced by the company
#1 - HNS can stick to providing home nursing services only, but at an increased price of services offered
Increase in Revenues Maintain Brand Image
Gain Competitive
Advantage
Efficient Use of Resources
Attractive to Local
Referrals
YES YES NO NO NO
Increase in Revenues Maintain Brand Image
Gain Competitive
Advantage
Efficient Use of Resources
Attractive to Local
Referrals
YES Somewhat YES YES YES
#2 - HNS can expand to providing full range of home and health care services
Evaluation of Alternatives - Summary

9. Contents
1. Recent Context
2. Evaluation of Alternatives
3. Recommendation for Success
4. Action Plan
5. Implementation Timeline

10. HNS should start its expansion into full range of home and health care services by taking 4
major steps immediately
• Paraprofessionals for extended services
• Relatively unskilled people who are mature and
honest for extended services
• Clerical staff to handle more clients
Hire more people to
support expansion
• New paraprofessionals
• New clerical Staff
Provide training for
new employees
•Revised incentives for nurses
•Reasonable incentives for
paraprofessionals and other employees
Revise the wage and
incentive structure
•To present customers
•To referral agencies
•To the general public
Promote the
expanded range of
services
• Relatively cheaper than Nurses, so doesn’t add a lot of financial
pressure compared to the expected revenues
• Extended clerical staff will ensure operational efficiency
• Efficient use of the well developed organizational structure and
computer systems
• Enhance operational efficiency
• Enhance service quality and customer satisfaction
• Maintain the reputation of the nurses in terms of service
• Ample motivation to work
• Proper balance between revenues and expenditure
• Make people aware about its expansion in services offered
• Invite more people to choose services offered by HNS
• Relatively cheaper than Nurses, so doesn’t add a lot of financial
pressure compared to the expected revenues
• Extended clerical staff will ensure operational efficiency
• Efficient use of the well developed organizational structure and
computer systems
• Enhance operational efficiency
• Enhance service quality and customer satisfaction
• Maintain the reputation of the nurses in terms of service
Reasons to believe
Recommendations for Success

11. Contents
1. Recent Context
2. Evaluation of Alternatives
3. Recommendation for Success
4. Action Plan
5. Implementation Timeline

12. HNS can significantly improve operational efficiency and service variety by hiring
paraprofessionals and clerical staff to support expansion
• For What? To carry out expanded home
and health care services offered by HNS
• Why? Demand for such services are
growing rapidly
• For What? To carry out clerical jobs (ex-
front office), for HNS
• Why? HNS is expected to face an increase
in number of clients after the expansion
Hire
Paraprofessionals
Hire
Clerical Staff
Improved
Service
Variety
Improved
Operational
Efficiency
Hire More People to Support Expansion

13. Improvement in
Service Quality
Nurses’ Image
Brand Image
Training the new employees can help maintain and build the image of the nurses as well as the
quality of services HNS has offered for 25 Years
Training for
Para-
professionals
Debrief them about
goals of the
business and the
company’s
expectations from
them
Workshops about
health and safety
through trained
professionals or
through videos
On-the-job
training to
effectively
coordinate with
the nurses of HNS
Obtaining
licenses and
permits if
applicable
Training for
Clerical Staff
Debrief them about
the goals of the
business and the
company’s
expectations from
them On-the-job
training through
existing
experienced
clerical staff
Management
workshops
Team bonding
sessions to
encourage
teamwork
Provide Training For New Employees

14. To ensure success, HNS needs to keep its employees well motivated by providing them with
sufficient and reasonable remuneration
Wage for Nurses
• $65 - $75 per hour
• Added Benefits
Wage for Paraprofessionals
• $9 - $16 per hour
• $75 per 24 hours (With Room and board
supplied by the client)
Wage for Clerical Staff
• Minimum Wage and onwards
(depends on experience and responsibilities
taken care of)
Added Incentives
• Discounts for family
members
• Paid leave
• Performance Bonus
High Motivation
To Perform Well
Revise The Wage and Incentive Structure

15. HNS must promote its new range of expanded services to existing customers and local referral
agencies to gain new customers
Promote new range of expanded services
To Existing Customers To Local Hospitals To Everyone Else
Direct mail
Direct Email
Front Desk Flyers and Pamphlets
Discounts and Offers
In-Office Banners and Hoardings
First-Time Free Service
Direct Mail
Direct Email
Discounts and Offers
Place Banner Ads if Permitted
Offer Commission for Referrals
Tele-Marketing
Television Ads
Radio Ads
Print Ads/Newspaper Ads
Yellow Pages Ads
Social Media Marketing
Community Events
Tele-Marketing
Promote The Expanded Range of Services

16. HNS must start implementing the recommendations immediately and follow a specific timeline
to ensure success
Implementation Timeline
0-3 Months 3-6 Months 6-9 Months 9-12 Months 12-15 Months 15-18 Months 18-21 Months 21-24 Months
Develop Marketing and
Promotion Plans
Run Ad Campaigns and Promotional Campaigns
Initial training for
Employees
Intermediate – Advance Training to handle complex
situations
Occasional Training and Workshops if required
Actively Hire New
People
Hire People on the go as and when required
Make Necessary
Infrastructural Changes
Make Occasional Changes as and when required
1st Year 2nd Year
I m p l e m e n t a t i o n T i m e l i n e

17. Contact us today! Book an appointment
Ralph Mao
rmao5@myseneca.ca
To reassure Home Nursing Services Inc.’s position as a leader
Thank You