Table of ContentsExecutive SummarySWOT AnalysisCom.docx

Table of Contents
Executive Summary
SWOT Analysis
Competitive Analysis
Key Competitors
Market at a Glance
Competitive Analysis – Marketing
Competitive Analysis – Operations
Competitive Analysis – Finance
Key Economic Indicators
Interest Rate Forecast
Unemployment Forecast
Recommendations & Conclusions
Marketing
Operations
Finance
Appendix
Executive Summary
Dr. Khanh Nguyen’s Clinic (hereafter referred to as “Client”) is
in the process of being founded by Dr. Khanh Nguyen, MD.
With techniques originating primarily in Russia, vascular
surgery is a decade old method of treating vascular diseases,
through a variety of invasive and minimally invasive methods.
Dr. Khanh Nguyen, MD is a vascular surgeon and has over 12
years of experience. Prior to the inception of the Client’s

enterprise, Dr. Khanh Nguyen, MD graduated from Tufts
University in 2006 and has worked in the field of vascular
surgery ever since, and is currently employed at OHSU. She
recently decided to offer her expertise in a private clinic and
began offering her services to the general public inside
***Proposed Location***, Oregon.
Other services provided by the Client are a plethora of vascular
surgery procedures such as greater saphenous vein stripping,
Laser treatment of veins of legs, arms, torso of face. Likewise, a
substantial part of the growth plan is the evolution of our
programs such as our fitness consultation as well as medical
supervised weight loss program. Future endeavors include
providing a patient driven mobile device application providing a
post surgical interface between patients and Physicians.
The Client applied for and was accepted to the Portland State
University Capstone Strategic Management program. Westside
Consultants (“Consultants”), a group of students in Section BA
495-WKD Fall 2018, conducted a thorough review of the
Client’s business opportunities, including a SWOT analysis,
marketing studies, financial forecasts and operational reviews,
as well as strategic conclusions and recommendations. The work
product contained herein is archetypical of client and third party
oral representations and written documents, visual observations,
internet searches and other means of data compilation. Logical
analysis and hypothetical research was used when information
was not available on a first hand basis. The Consultants
specifically focused on creating a business plan for the Client’s
future business, as well as a marketing plan that better suits the
concept of a Vascular Surgery Clinic operations. The other
conclusions and recommendations that follow are based upon
the pursuit of that emerging clinic model. Due to a lack of time,
the Consultants only focused on the clinic and did not fully
evaluate other business opportunities, such as App, mentioned
by the Client. Finally, there was minimal weight given to a
scenario in which the Client remained in its current position.

SWOT
Strengths
· Experience
· Dr. Khanh Nguyen, MD is a vascular surgeon and has over 12
enterprise Dr. Khanh Nguyen, MD graduated from Tufts
University in 2006 and has worked in the field of vascular
surgery ever since. She is currently employed at OHSU.
Khanh’s experience in this field is very beneficial to the
patients who want to feel secure receiving medical care.
· Broad network in the medical field
· Dr. Khanh Nguyen has been working over 12 years in the
medical field. She knows many colleagues and other doctors
who have the experience in the vascular and vascular cosmetic
surgeries all over the west coast including Portland, OR along
with fellow doctors from Alma Mater, Tufts University. Her
professional network and the communications are very
important to her success, especially, at the beginning as an start
up point for the business.
· Good reviews from patients
· Dr. Khanh Nguyen was weighted on a five star rating and
received 4.5 out of those five stars. With only one bad rating,
Khanh is known for showing promptness, accurate Diagnosis,
bedside manner, and appropriate follow ups. With these good
reviews from the patients word of mouth will be another
beneficier for Khanh’s clinic to gain the proper exposure
necessary to obtain customers.
Weaknesses

· No investors
· Currently there are no investors to help with the funding of the
formation of the clinic. This will place all responsibility on our
client to fund the clinic, or potentially court investors for a
contribution. Given that the client does not have experience in
courting investors, the learning curve associated with this may
delay the founding of the clinic.
·
· No business experience
· The client has limited business experience and currently does
not have a known mentor for this business venture. Which can
be catastrophic for a new business, unless she takes the time to
learn and get the proper guidance necessary for this venture.
· No capital
· She does not want to use her personal money at the beginning
to establish the business. However, she is planning to get a bank
loan in the amount of $100,000 or more.
Opportunities
· Increased market need
· Demand for the Plastic Surgeons industry has been on the rise.
The aging population and an increasingly favorable public
perception of plastic surgery have been driving forces behind
the recent rise in industry demand. An increased need for
perfecting visual presence become a great opportunity for our
client to fulfill this gap through vascular and other cosmetic
surgeries.
· Congressional Budget Office estimates that 28 million more
U.S. residents will have health insurance by 2023 that they can
use towards cosmetic procedures.
· Social Media Presence
· Facebook page, social media marketing allows you to share
valuable and appealing information that will educate followers

and encourage them to engage with you.
· Increased social media presence would be a great opportunity
for our client, because over 90% of cosmetic surgeons are found
through social media and word of mouth. Unlike regular
surgeries, the success of cosmetic surgeons depends on reviews,
success rates and reputation because clients are taking a huge
risk when undergoing these procedures.
· Lines of Services
· Broadening lines of services means a huge opportunity for the
client because it means that the client is entering multiple
markets, and potentially offering services that are never
provided by competitors.
· Potential Partners
· Potential partners can increase the presence of the business
through the combined reputation of our client and the potential
partner. Potential partners and our client will collaborate and
potentially impose more in-depth and constructive
measurements for growing and perfecting the businesses.
· The client currently has a partner in Florida who is helping her
out on the website and App
· Potential Investors
· Potential investors can increase the probability of the business
success. The business can benefit from the investor’s network
and experience. Since the business is starting small, potential
investors will raise capital to make it more profitable. Funding
the business is important to pay for marketing effort and keep
up with overhead costs.
· Good Economy
· When there is a rise in the economy, it can deliver several
opportunity to the business. Good economy growth means more

certainty in the market. Beside that, higher average income will
enable customers to enjoy more services. High economy growth
helps the businesses to be more profitable, so they can spend
more on development and research which leads to higher
demand on the service.
· As the economy continues to improve over the five years to
2022, IBISWorld projects that revenue will continue to grow
with an annual growth rate of 6.6%
Threats
· High competition
· In the Portland Metro/Vancouver area there are approximately
27 clinics operating in the field of vascular surgery. The
offerings range from private clinics to large hospitals with
vascular surgery departments. There are also plastic surgery
clinics in the area that have treatments for vascular diseases.
· Bad economy
· When there is a downturn in the economy, such as during a
recession, a persons discretionary budget may be limited or non
existent. When this happens, people are less likely to spend
money on non-life threatening cosmetic procedures. This would
significantly impact the clinics business.
· Insurance fraud
· There are situations when dishonest customers provide
misleading or false information and clinic doesn’t get paid for
the services provided to those customers. It negatively impacts
financial situation of the clinic and affects a future patient-
clinician communication.
· Bad reputation (fake negative reviews)
· Reputation of the clinic is one of the most important factors
that define clinic’s success. More than 70% of consumers search
for health information online, according to Pew Research
Center, and 77% of consumers say they use online reviews as
the first step in finding a new clinic. Negative patients’ reviews

will keep new potential customers away from the clinic.

Key Competitors
Competitive Analysis - Finance
Industry Outlook
The Census shows projections that there will be a demographic
shift by 2030, because at least one in five Americans is
estimated to be 65 or older. This expected change in
demographics has a huge benefit on the Specialist Doctors
Industry, as well as our client’s vascular surgery practice,
because elderly people have a huge need for specialty care.
According to American Association of Medical Colleges,
elderly individuals require two to three times more specialty
care than the younger population.
Profit (earnings before interests and taxes):

As shown in the image above, the increase in the elderly
population along with disposable income of Americans has led
to a rising industry profit margin, from 14.4% in 2013 to 16% in
2018. However, along with the increase of profits, there is a
huge increase in industry costs as well.
Costs
The biggest industry expense is represented by the wages
expense which is approximately 49.5% of the revenue, which is
due to the high expertise required from
· Media Expenses:
Budget: $40,000/year-Sole Proprietorship ($70,000/year-
Partnership)
$4,000/months in the first year
$5,700/month for the second year
· Advertising Rates:
Categories
Monthly Rates
# of ad days
Production rate
Total
TV
$200-$3,000
30 seconds TV spot
60

$1,500-$150,000
$400-$6,000 (+production costs)
Comcast Spotlight
Starting from $175 for 30 second spot
60
$1,500-$150,000
$5,600-$8,000
(+one-time production cost)
Radio
$800-$20,000
60
$300-$1,000
$1,600-$40,000 (+one-time production cost)
Billboard
$700-$3,000 per ad/month
60
$64-$336
8’ by 16’-14’by 48’
$1,400-$6,000 (+one-time production cost)
Magazine
$500-$20,000
60
None
$1,000-$40,000
Social Media
(Facebook, Twitter, Pinterest, Instagram)
$500
(CPC=$0.31- $0.61)
180
One-time set up fee of $200
$3,200
Google Adwords and Display
$700
(CPC=$2.62 on the search network and 0.63 on the display
network)

180
(6 ads)
None
$4,300
· Traditional Media Marketing Strategy
Effective campaign would include use of Cable TV with about
100 30-seconds spots per month during prime-time. Prime-time
setting is $175-$200 per spot.
Cable TV
· Cable TV usage is highest among adults with income over 75K
during prime-time (44%)
· Adults 35-49 represent the largest segment of the Cable TV
audience in Hillsboro and surrounding areas (29%)
· Cable reaches over 90% of TV Households
· Consumers spend over 99 hrs per month with cable on TV and
Internet combined
· Digital Media Marketing Strategy
The Website marketing strategy will be focused on increasing
placement in search engines. The major content of the website
will be information about the clinic, hours of operation,
location, biographical information about the surgeons,
procedures, insurance accepted and appointment scheduling.
The Website will allow to connect with current and potential
patients and develop relationships that encourage patients to use
services provided by the clinic. We’ll use multiple social media
platforms such as Facebook, Twitter, Pinterest and Instagram to
promote our clinic.
The statistics show that social media can be a vehicle to help
scale both positive and negative word of mouth, which makes it
an important channel for an individual or organization in the
healthcare industry to focus on to attract and retain patients.
Doctors as respected members of society are also highly revered
for their opinions when they are shared on social media.

Social Media
· 60% of social media users are the most likely to trust social
media posts and activity by doctors over any other group
· 41% of people said social media would affect their choice of a
specific doctor, hospital, or medical facility
· 30% of adults are likely to share information about their
health on social media sites with other patients, 47% with
doctors, 43% with hospitals, 38% with a health insurance
company
· 28% of health-related conversations on Facebook are
supporting health-related causes, followed by 27% of people
commenting on health experiences or updates
· 53% of physician practices in the United States have a
Facebook page
https://getreferralmd.com/2013/09/healthcare-social-media-
statistics/
Google AdWords
· 80% of Internet users, or about 93 million Americans, have
searched for a health-related topic online, according to a study
released Wednesday by the Pew Internet & American Life
Project
· Health and Medical business boasts one of the highest CTRs
(Click-through rate) in search (possibly due to medical ad
formats with strong visual appeal)
· The average conversion rate in AdWords across all industries
is 3.75% for search and 0.77% for display
http://www.nbcnews.com/id/3077086/t/more-people-search-
health-online/#.W-s6kJNKg2w

Market research For Surgery Clinic
· Demographics
Total Population of Portland Metro Area (Portland,Vancouver,
Beaverton, Gresham, Hillsboro, Milwaukie, Lake Oswego,
Fairview, Wood Village,Troutdale, Tualatin, Tigard, West Linn)
is 2,389,228. The median age in Portland-Vancouver-Hillsboro
Metro Area is 37.3
· Target Market Segmentation Strategy
Demographic Segmentation
Our Vascular Surgery Clinic will focus its efforts on the
specific demographics - Caucasian females ages 35-55 with
income over 75K living within 25 miles from the clinic. Our
segmentation strategy is demographic for a number of reasons:
1. According to Census Report, there are 1.79MCaucasians that
live in Portland Metro Area (75% of the Portland metro area
population)
2. There are 895K females (50% of all Caucasians) that live in
Portland metro area. 92% of all cosmetic procedures are
provided to women ages 35-55 years old.
3. 660K of 895K Caucasian women living in Portland metro
area are females between ages 35-55
4. 83.7K households with caucasian women between ages 35-55
in Portland metro area have incomes over $75K

Geographic Segmentation
1. Top 5 richest neighborhoods in Portland within 15 miles from
our clinic (Tanasbourne area):
1. Forest Park - the median income is $130,959; median home
value is $627,750; own homes 75%; population 9,514
2. Alameda – the median income is $105,707; median home
3. Linnton – the median income is $105,693; median home
4. Southwest Hills – the median income is $105,675; median
home value is $656,342 ; own homes 73%; population 13,652
5. Bridlemile – the median income is $103,252; median home
2. Cities in Portland Metro area within 25 miles of our clinic:
1.Vancouver
Total: 175.673
Ethnicity: Caucasians
There are 134,463 Caucasians that live in Vancouver (77% of
all people living in that area), 69K of which are women
(51.34%) according to Census Reporter.
Gender: Females (92% of all cosmetic procedures)
Age: 35-55 years old (21.7k)
2. Beaverton
Total: 97,514
There are 70,381 Caucasians that live in Beaverton (72% of all
people living in that area), 35.5K of which are women (50.5%)
according to Census Reporter.

3.Gresham
Total: 111,053
There are 85,816 Caucasians that live in Gresham (77.2% of all
people living in that area), 42.7K of which are women (49.8%)
Age: 35-55 years old (12k)
4.Hillsboro
Total: 106,894
There are 74,137 Caucasians that live in Hillsboro (69.3% of all
people living in this area), 37.88K of which are women (51.1%)
5.Milwaukie
Total: 20,801
There are 18,277 Caucasians that live in Milwaukie (87.86% of
all people living in this area), 9.12K of which are women
Age: 35-55 years old (2.37K)
6. Lake Oswego
Total: 39,196
There are 33.838 Caucasians that live in Lake Oswego (86.3%
of all the people living in this area), 18.2K of which are women

7. Fairview
Total: 9,302
There are 7.878 Caucasians that live in Fairview (84.7% of all
8.Portland
Total ; 647,805
There are 482,410 Caucasians that live in Portland (77.7% of all
people living in this area), 31K of which are women (50.63%)
9.West Linn
Total: 26,703
There are 23,357 Caucasians that live in West Linn (87% of all
people living in this area), 244K of which are women (51.1%)
10.Tualatin
Total: 27478
There are 23,671 Caucasians that live in Tualatin (86% of all

11. Troutdale
Total: 16554
There are 13,483 Caucasians that live in Troutdale (81% of all
12. Wood Village
Total: 4040
There are 3,074 Caucasians that live in Wood Village (76% of
all people living in this area), 1.6K of which are women
13. Tigard
Total: 53,148
There are 41,760 Caucasians that live in Tigard (78.5% of all
· Market size is 16,740 (20% of all Caucasian women between
ages 35-55 with household income over 75K that live in
Portland Metro Area)
· Market Analysis Summary
Demand for surgical specialists, including vascular surgeons

has been on the rise and is expected to increase, primarily due
to population growth and aging. Specifically, the population of
Hillsboro area (within 25 miles from our clinic) is predicted to
grow 1.91% per year and has a population roughly around
106,894 people as of 2017.
There are currently 2-3 Vascular Surgery Clinics in Hillsboro
area, with 4,192 people living within 1 mile. With a limited
number of competition in given area and excellent patient - to -
surgeon ratio, these are favorable statistics.
https://censusreporter.org/profiles/31000US38900-
portlandvancouverhillsboro-orwa-metro-area/
https://statisticalatlas.com/metro-area/Oregon/Portland/Age-
and-Sex
https://factfinder.census.gov/faces/tableservices/jsf/pages/produ
ctview.xhtml?src=CF
https://guides.library.pdx.edu/c.php?g=271294&p=1811001
https://datausa.io/profile/geo/portland-vancouver-hillsboro-or-
wa-metro-area/?compare=minneapolis-st.-paul-bloomington-mn-
wi-metro-area
https://www.bestplaces.net/people/metro/oregon/portland-
vancouver-hillsboro
http://www.medicaleconomics.com/practice-management/going-
solo-start-basics
https://www.bplans.com/family_medicine_clinic_business_plan/
management_summary_fc.php
https://blog.projectionhub.com/financial-projections-for-a-
startup-medical-practice/
· Vascular Surgery Procedures: (sole proprietorship)
- Radiofrequency ablation of greater saphenous vein or short
saphenous vein
Duration: 30-60 minutes
Cost: $600-$3000 1800
- Greater saphenous vein stripping

Cost: $1,500-$3,000 2250
- Phlebectomy/Microphlebectomy
Cost: $1350- $1,700 1526
- Sealing of greater saphenous vein or short saphenous vein
with cyanoacrylate glue
Duration: 15 minutes
Cost: $900-$3000 1950
- Sclerotherapy with sclerosants such as sodium tetradecyl or
hypertonic saline
Cost: $250-$550 400
- Laser treatment of veins of legs, arms, torso of face
Duration: 10 minutes
Cost: $250-$750 500
- Duplex venous ultrasound examinations of the lower
extremities
Chronic venous reflux/insufficiency study
Standard bilateral duplex venous ultrasound of lower
extremities
Duration: 15-30 mins
Cost: $400-$1,750 1075
Total average cost for each procedure: $1,336
· Noninvasive Procedures: (Partnership)
· Botulinum toxin type A
Duration: Up to an hour
Cost: $385
· Soft tissue fillers
Cost: $650-$1200
· Chemical peels
Cost: $150
· Lip Implants

Cost: $2500
·
Total average cost of procedures: $990
· Sales Forecast
The 1st month prior to opening will be used to begin marketing
activities, get clinic in order and start appointment scheduling.
It will take a lot of cash to get startup practice off the ground,
because there will be a 90 day pay cycle once the clinic sees its
first patients. That means the clinic need to have the cash to
operate the business, to pay rent/lease, employee payrolls,
utilities, etc for at least 3 months before the first reimbursement
for services. To cover some of the startup expenses of the first
few months of operation, we suggest to find an investor or get a
business loan. Also, in order to increase billing and decrease
expenses, we suggest to work more hours, see more patients and
decrease overhead expenses.
The following charts represent the amount of money that the
clinic expects to be making from cosmetic procedures.
Column1
# of work days
# of clinic days
# of administrative days
# of work hours
# of clients
# of procedures
Average $ per procedure
Total for all procedures
Week
3
2
1
40
4 to 6

2 to 3
$1,336
$5,344 - $8,016
First 6 months
72
48
24
960
192 to 288
96 to 144
$1,336
$128,256 - $192,384
1st year
144
96
48
1,920
384 to 576
192 to 288
$1,336
$256,512 - $384,768
2. Partnership (1 Partner)
· Success/Failure Rates

Revenue
Annual Growth 2012-17
Forecast growth 2017-22
$16.7 Billions
5%
4.3%
Total # of cosmetic procedures in 2018
Employment
Businesses
1,790,832
50,606
7,660
.
· Startup cost
1. For a midscale design, the estimated startup costs would be
about $300,000 for approximately 1,500 sq ft.
2. That covers only the build-out and assumes that equipment
would be leased, rather than bought, which is additional, as is
cabinets, furniture, and other amenities.
3. If you are planning to buy equipment, then the average high
end costs for furniture, equipment, copiers, computers, and
telephones can range from $50,000 to $65,000. A first-class
practice management computer system can cost in upwards of
$25,000, while some are available for as little as $10,000.
4. As a plastic clinics, it should have fundamental functions
including three kinds surgeries, each of them need equipments.
We will have exactly numbers after we know how many
programs she wants to have:
a. Face Surgeries (Facelift; Brow lift; Liposuction of neck; Fat
transfer to face; Nose surgery...).
b. Body Surgeries (Arm lift; Mommy makeover; Tummy
tuck...).
c. Breast Surgeries (Breast augmentation; Breast lift; Breast
reduction; Breast implant exchange...)

Market research For App
· Startup cost. Asim
· Potential profit. Asim
· Demographics. Artuz
· Competitors. Artuz
Failure Rates Luis“Gartner Says Less Than 0.01 Percent of
Consumer Mobile Apps Will Be Considered a Financial Success
by Their Developers Through 2018”
(https://www.gartner.com/newsroom/id/2648515).
Market sizeLuis
Key Points:
· Between 4,459(ReferenceUSA) and 7,750 (IBISWorld) Plastic
surgery clinics nationwide
· 59 Plastic surgery clinics in Oregon (ReferenceUSA)
· 840 Plastic surgery clinics in California (ReferenceUSA)
· 120 Plastic surgery clinics in Washington (ReferenceUSA)
Competitors
· Legacy Health- Legacy Health is leading the mobile-
friendly patient experience in Oregon. First, the Portland,
Oregon-based health system launched a responsive website;
then it rolled out a mobile app for iOS and Android—the first in
its city.
· Mychart- is a free service that offers you online access to
your health record. Whether you are at work, at home or on the
go, you can view test results, send messages to your care team,
pay bills and much more. You can even schedule your next
primary-care appointment online.
· Aetna, ITriage- This patient-facing mobile app allows
patients to directly find information on their health conditions

and gives them step-by-step guidance to treat conditions in the
most effective way possible.
· Cerner, CareAware Connect - CareAware Connect offers
providers a mobile solution to complete workflows and manage
clinical communications on a single device. Multiple teams —
from care teams to ancillary staff — can collaborate and
communicate for the purpose of improving care coordination.
Users can also view patient data from a list that includes vitals,
measurements, allergies, and orders on medication and care
services.
· DSS Inc.- gives providers a suite of EHR-based mobile
features that enhance care coordination, patient care and safety,
and provides interoperable workflows aimed at reducing
administrative costs. DSS provides both clinical and
administrative tools that range from emergency room and home
health mobile care management to automatic billing systems and
scheduling tools.
· MEDITECH, Ambulatory HER - Ambulatory EHR allows
providers to access complete web charts, giving them instant
access to patient records across healthcare organizations on a
single mobile device. Providers can tap on a patient’s record to
view test results, order prescriptions, schedule appointments
and procedures, and note the progress of health conditions.
Demographics.
Market size is 39,217
Demographic segmentation:
5. Ethnicity- Caucasians
6. Gender – Females (92% of all cosmetic procedures)
7. Age – 35-55 years old
8. Children in household – 15% - 20%
9. Income – $103,252 - $130,959
10. Education – Master’s 24% - 43%; Bachelor’s 26% - 37%;
Associate’s 15% - 24%
11. Home ownership – 73% - 87%

Note: Nationwide stats for U.S.
Startup Costs
· Initial cost for simple apps with small platform starts from
$25,000, but more complex apps can start from $1,000,000.
(median cost $171,000)
· Apps built by small shops (2-3 people) cost $50,000~$100,000
· Apps built by agencies such as Savvy Apps cost
$150,000~$450,000
· Apps build by largest app companies cost
$500,000~$1,000,000
· Apps that are built for smartphone and tablet have a complex
user interface, which can require a significant backend cost
$250,000-$1,500,000.
· First round raise in the first 18 months is $750,000
· $120,000 of operational fees for accounting, legal, and
comparable fees.
· $35,000 per month for a team of four (standard team size for
an app)
· $23,000 per month for building teams and prototyping
· Bringing an app to the market is beyond the numbers of initial
budget, UX, design, or project management fees. Need to
consider:
· Advertising, marketing
· UX design is an ongoing cost
· Budget for updates, server costs
· Net Income (own profit)

https://www.healthcareglobal.com/top-10/cosmetic-surgery-apps
https://www.northtexasplasticsurgery.com/blog/4-free-cosmetic-
surgery-apps-you-can-trust
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4413494/
Slogan:
Better legs, for a better tomorrow
One small change, a big difference
Give your beauty a chance
Give your legs a new life
Lose your veins, find your smile
New legs, new you
Better care, better legs, better life
Dr. Khanh’s mission is to provide compassionate and sensitive
care to her patients. Better care, better legs, better life!
Dr. Khanh’s expertise and professionalism allows her to provide
patients with the highest quality of care that will help you to
regain your legs’ natural beauty. Give your legs a new life!
Regain your power, regain your beauty
Gift of beauty
2/2/2025
XYZ International Inc.
Team members
J
Wyle E Coyote Bugs Bunny Jessica Rabbit Lois Lane Clark
Kent Popeye the Sailor Olive Oil

2/2/2025
????Side Consultants
Table of Contents
Executive Summary
SWOT Analysis
Key Competitors
Market at a Glance
Competitive Analysis – Marketing
Competitive Analysis – Operations
Competitive Analysis – Finance
Interest Rate Forecast
Unemployment Forecast
Marketing
Operations
Finance
Appendix
????Side Consultants

XYZ International Inc.
· Executive Summary – A one page overview of the client, the
clients business some PSU legalese and a summary of what was
not looked at (See below)
XXXXXX (hereafter referred to as “Client”) was founded by
XXXXX XXXXXX in 2012. Originating primarily in China,
India and the Middle East, Threading is a centuries old method
of shaping and removing unwanted hair on the eyebrows, facial
area and other parts of the body. XXXXXX is a licensed
esthetician who has mastered this ancient art and has over 25

enterprise, XXXXXX worked for many years out of her home
doing threading for family and friends, until she decided to
share with others her skill and passion for the art and began
offering her services to the general public inside XXX Salon
near XXXXXXX in Tigard, Oregon.
Other services provided by the Client include facials, waxing,
eyebrow and eyelash tinting. Additionally, the Client also
offers their own line of cosmetic products, which includes
organic castor oil, grape seed oil, and a kit for maintenance of
the eyebrows between services. Likewise, a substantial part of
the growth plan is the evolution of a threading teaching facility
within a larger space than the Client currently occupies. Future
endeavors include the publishing of a book centered on the
history of Threading and potential incorporation of activities of
a nonprofit affiliate.
The Client applied for and was accepted to the Portland State
University Capstone Strategic Management program. Westside
Consultants (“Consultants”), a group of students in Section BA
495-001 Spring 2063, conducted a thorough review of the
Client’s business platform, including a SWOT analysis,
marketing studies, financial forecasts and operational reviews,
as well as strategic conclusions and recommendations. The work
product contained herein is archetypical of client and third party
oral representations and written documents, visual observations,
internet searches and other means of data compilation. The
Consultants specifically focused on evaluating the propriety of
relocating the Client’s business from its current location to
three other potential sites, as well as a marketing plan that
better suits the concept of a retail storefront operation. The
other conclusions and recommendations that follow are based
upon the pursuit of that emerging retail model. Due to time and
logistical constraints, the Consultant’s did not fully evaluate the
merits of book publishing by the Client, nor was any

consideration given to incorporating a nonprofit enterprise into
the current operation. Finally, there was minimal weight given
to a scenario in which the Client remained in its current facility,
given that the lease on said property expired prior to the
issuance date of this report.
SWOT ANALYSIS
· SWOT Analysis – The SWOT Chart
S/B somewhat colorful, brief and to the point…this is just
suggested formatting so be original and no using screenshots!
J

· Strengths, Weaknesses, Opportunities & Threats– A sample
outline expanding on the chart above…
S
Expertise –The client is considered a subject matter
expert...(blah, blah, blah…no more than four sentences!)
S
New Product –The client’s cutting edge product…(blah, blah,
blah… no more than four sentences!)
S
Location –The client’s facility is located on a high
traffic…(blah, blah, blah… no more than four sentences!)
Other Strengths include: Quality Control, years in the industry,
uniqueness of product…(blah, blah, blah…!)
W

Expertise –The client is not considered a subject matter
W
New Product –The client is considered a subject matter
W
Expertise –The client is considered a subject matter
And so on with Opportunities and Threats…
Key Competitors
Location Specialty Customers/Clients/Users Annual
Revenue

Portland, OR
Steel wires,
Aluminum
15k
$2.8 mil
Cleveland, OH
Steel wires,
Aluminum,
Titanium
105k
$27.8 mil
Redding, CA

Steel wires,
Titanium
1.1 mil
$248.8 mil
Islip, NY
Titanium,
Aluminum
3.4 mil
$644.2 mil

Market at a Glance
Overall Market Summary
Sales are increasing! – The market for this product has
increased by blah…..
This part of the paper is largely the “who” part of your
discussion boards. This includes the market of the clients
product or service in broad terms!
Marketing
Client’s Marketing Efforts (or proposed) – The Client currently
deploys a combination of social media along with search engine
optimization (SEO) as well as direct sales methodology (cold
calling, etc…) While there have been some successes in this
approach , the Clients competitors appear to reach more key
customers (Stray Cats) at a lesser cost.
However, the consultants closely analyzed (Blah,
blah……………
In sum, the Client is standing toe to toe with much larger
competitors, but as mentioned in the SWOT analysis, this could
be problematic in the future (Blah,
Blah……………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………

………………..)
What we wanna do here is describe what the client is up
against marketing wise. What types of
methods are used by the
competition? Is it wreaking havoc on the
client or other
competitors? Lotta questions to be
answered here so use 2-3 pages
including lots of graphs that pique the
clients interest!
Operations
Client’s Operational Challenges – The Client operations are
currently located in a 10.000 square foot industrial park in
Portland, OR, within the Southeast Business district. The cost
of occupancy on a square foot is at the mid-range when
compared to the rest of the metropolitan area. A survey
conducted by Melvin Mark LLC indicates that these costs could
rise dramatically in the future. (Blah, blah……………
In sum, the Client has somewhat of an advantage when
compared to the competitors in this regard (Blah,
Blah……………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
………………..)

against operationally. Is the cost of
labor and/or occupancy in the
area that the client is located? What are the
trends and forecasts?
No conclusions here, but lots of insight so
use 2-3 pages
including lots of graphs…
Finance
Client’s Financial Analysis – The Client currently deploys a
combination of social media along with search engine
blah……………
Blah……………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
………………..)
against financially. What types of
methods are used by the
competition? Is it wreaking havoc on the
client or other
competitors? Lotta questions to be
answered here so use 2-3 pages
including lots of graphs…

Interest Rates
Client’s Financial Analysis – There are several widely
published inflation indices. (why is this important to the
client……………… (Blah, blah……………
Blah, Blah, blah blah
Blah……………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
………………..)
This should be a summation of a threat or opportunity
that ties to some leading economic indicator, which are
government published indexes or data used to gauge the
movement of an industry as a whole

Marketing
Client’s Marketing Efforts – The Client currently deploys a
blah……………
Blah……………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
………………..)
What we wanna do here is fix what you have identified in
the SWOT marketing wise. Lotta questions to be answered here
so use 2-3 pages
clients interest!
Operations

Client’s Operational Challenges – The Client operations are
currently located in a 10.000 square foot industrial park in
Portland, OR, within the Southeast Business district. The cost
of occupancy on a square foot is at the mid-range when
compared to the rest of the metropolitan area. A survey
conducted by Melvin Mark LLC indicates that these costs could
rise dramatically in the future. (Blah, blah……………
In sum, the Client has somewhat of an advantage when
compared to the competitors in this regard (Blah,
Blah……………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
………………..)
What we wanna do here is fix what you have identified in
the SWOT operationally wise. Lotta questions to be answered
here so use 2-3 pages
clients interest!
…
Finance
Client’s Financial Analysis – The Client currently deploys a
blah……………

Blah……………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
………………..)
What we wanna do here is describe financial effect of the
marketing and operational plan! Also included is resources for
debt or equity!.
Appendix
All spreadsheets, works cited, expansive data ends up here!

Table of ContentsExecutive SummarySWOT AnalysisCom.docx

Table of ContentsExecutive SummarySWOT AnalysisCom.docx

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