home care business plan template

How To Write a Winning Home Health Care Agency Business Plan + Template

Creating a business plan is essential for any business, but it can be especially helpful for home health care agency businesses who want to improve their strategy and/or raise funding.

A well-crafted business plan not only outlines the vision for your company, but also documents a step-by-step roadmap of how you are going to accomplish it. In order to create an effective business plan, you must first understand the components that are essential to its success.

This article provides an overview of the key elements that every home health care agency business owner should include in their business plan.

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What is a Home Health Care Agency Business Plan?

A home health care agency business plan is a formal written document that describes your company’s business strategy and its feasibility. It documents the reasons you will be successful, your areas of competitive advantage, and it includes information about your team members. Your business plan is a key document that will convince investors and lenders (if needed) that you are positioned to become a successful venture.

Why Write a Home Health Care Agency Business Plan?

A home health care agency business plan is required for banks and investors. The document is a clear and concise guide of your business idea and the steps you will take to make it profitable.

Entrepreneurs can also use this as a roadmap when starting their new company or venture, especially if they are inexperienced in starting a business.

Writing an Effective Home Health Care Agency Business Plan

The following are the key components of a successful home health care agency business plan:

Executive Summary

The executive summary of a home health care agency business plan is a one to two page overview of your entire business plan. It should summarize the main points, which will be presented in full in the rest of your business plan.

• Start with a one-line description of your home health care agency  
• Provide a short summary of the key points in each section of your business plan, which includes information about your company’s management team, industry analysis, competitive analysis, and financial forecast among others.

Company Description

This section should include a brief history of your company. Include a short description of how your company started, and provide a timeline of milestones your company has achieved.

If you are just starting your home health care agency business, you may not have a long company history. Instead, you can include information about your professional experience in this industry and how and why you conceived your new venture. If you have worked for a similar company before or have been involved in an entrepreneurial venture before starting your home health care agency firm, mention this.

You will also include information about your chosen home health care agency business model and how, if applicable, it is different from other companies in your industry.

Industry Analysis

The industry or market analysis is an important component of a home health care agency business plan. Conduct thorough market research to determine industry trends and document the size of your market. 

Questions to answer include:

• What part of the home health care agency industry are you targeting?
• How big is the market?
• What trends are happening in the industry right now (and if applicable, how do these trends support the success of your company)?

You should also include sources for the information you provide, such as published research reports and expert opinions.

Customer Analysis

This section should include a list of your target audience(s) with demographic and psychographic profiles (e.g., age, gender, income level, profession, job titles, interests). You will need to provide a profile of each customer segment separately, including their needs and wants.

For example, the customers of a home health care agency may include:

• The elderly
• People with disabilities
• New mothers
• Patients recovering from surgery or illness

Develop a strategy for targeting those customers who are most likely to buy from you, as well as those that might be influenced to buy your products or home health care agency services with the right marketing.

Competitive Analysis

The competitive analysis helps you determine how your product or service will be different from competitors, and what your unique selling proposition (USP) might be that will set you apart in this industry.

For each competitor, list their strengths and weaknesses. Next, determine your areas of competitive differentiation and/or advantage; that is, in what ways are you different from and ideally better than your competitors.

Marketing Plan

This part of the business plan is where you determine and document your marketing plan. . Your plan should be clearly laid out, including the following 4 Ps.

• Product/Service : Detail your product/service offerings here. Document their features and benefits.
• Price : Document your pricing strategy here. In addition to stating the prices for your products/services, mention how your pricing compares to your competition.
• Place : Where will your customers find you? What channels of distribution (e.g., partnerships) will you use to reach them if applicable?
• Promotion : How will you reach your target customers? For example, you may use social media, write blog posts, create an email marketing campaign, use pay-per-click advertising, launch a direct mail campaign. Or, you may promote your home health care agency business via public relations or partner with another organization to sponsor an event.  

Operations Plan

This part of your home health care agency business plan should include the following information:

• How will you deliver your service to customers? For example, will you do it in person or over the phone only?
• What infrastructure, equipment, and resources are needed to operate successfully? How can you meet those requirements within budget constraints?

The operations plan is where you also need to include your company’s business policies. You will want to establish policies related to everything from customer service to pricing, to the overall brand image you are trying to present.

Finally, and most importantly, in your Operations Plan, you will lay out the milestones your company hopes to achieve within the next five years. Create a chart that shows the key milestone(s) you hope to achieve each quarter for the next four quarters, and then each year for the following four years. Examples of milestones for a home health care agency business include reaching $X in sales. Other examples include hiring a certain number of employees, signing on a certain number of clients, and so on.

Management Team

List your team members here including their names and titles, as well as their expertise and experience relevant to your specific home health care agency industry. Include brief biography sketches for each team member.

Particularly, if you are seeking funding, the goal of this section is to convince investors and lenders that your team has the expertise and experience to execute on your plan. If you are missing key team members, document the roles and responsibilities you plan to hire for in the future.

Financial Plan

Here you will include a summary of your complete and detailed financial plan (your full financial projections go in the Appendix). 

This includes the following three financial statements:

Income Statement

Your income statement should include:

• Revenue : how much revenue you generate.
• Cost of Goods Sold : These are your direct costs associated with generating revenue. This includes labor costs, as well as the cost of any equipment and supplies used to deliver the product/service offering.
• Net Income (or loss) : Once expenses and revenue are totaled and deducted from each other, this is the net income or loss.

Sample Income Statement for a Startup Home Health Care Agency  

Balance Sheet

Include a balance sheet that shows your assets, liabilities, and equity. Your balance sheet should include:

• Assets : All of the things you own (including cash).
• Liabilities : This is what you owe against your company’s assets, such as accounts payable or loans.
• Equity : The worth of your business after all liabilities and assets are totaled and deducted from each other.

Sample Balance Sheet for a Startup Home Health Care Agency  

Cash Flow Statement

Include a cash flow statement showing how much cash comes in, how much cash goes out and a net cash flow for each year. The cash flow statement should include:

• Cash Flow From Operations
• Cash Flow From Investments
• Cash Flow From Financing

Below is a sample of a projected cash flow statement for a startup home health care agency business.

Sample Cash Flow Statement for a Startup Home Health Care Agency  

You will also want to include an appendix section which will include:

• Your complete financial projections
• A complete list of your company’s business policies and procedures related to the rest of the business plan (marketing, operations, etc.)
• Any other documentation which supports what you included in the body of your business plan.

Writing a good business plan gives you the advantage of being fully prepared to launch and/or grow your home health care agency . It not only outlines your business vision but also provides a step-by-step process of how you are going to accomplish it.

A well-written business plan is an essential tool for any home health care agency. The tips we’ve provided in this article should help you write a winning business plan for your home health care agency.  

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How To Write a Winning Non-Medical Home Care Business Plan + Template

Home Care Business Plan Template & PDF Example

• July 24, 2024
• Business Plan

Creating a comprehensive business plan is crucial for launching and running a successful home care business. This plan serves as your roadmap, detailing your vision, operational strategies, and financial plan. It helps establish your home care business’s identity, navigate the competitive market, and secure funding for growth.

This article not only breaks down the critical components of a home care business business plan, but also provides an example of a business plan to help you craft your own.

Whether you’re an experienced entrepreneur or new to the healthcare industry, this guide, complete with a business plan example, lays the groundwork for turning your home care business concept into reality. Let’s dive in!

Our Home Care business plan is designed to address all vital elements necessary for a detailed and effective operational strategy. This plan encompasses the scope of our home care services, marketing approaches, the environment in which we operate, an analysis of our competitors, the structure of our management team, and financial projections. 

• Executive Summary : Offers a succinct overview of the Home Care business’s unique proposition, highlighting personalized and professional in-home care services tailored for seniors, market analysis showcasing the sector’s growth and demand, management’s expertise in senior care, and a financial strategy that outlines investment opportunities and revenue expectations.
• Services & Area Coverage: Describes the array of in-home care services, including personal care, medication management, specialized care for dementia, and emergency response, all delivered within a specified service radius to meet the unique needs of each senior.
• Pricing: Details the pricing strategy , designed to be transparent and competitive, offering flexible options to cater to various financial situations of clients, including hourly and flat-rate packages tailored to different care needs.
• Key Stats: Presents data underscoring the market size , growth trends, and demographics that illustrate the potential and necessity of home care services.
• Key Trends: Highlights significant trends such as the increasing preference for aging in place, the integration of technology in care, and a shift towards personalized care.
• Key Competitors: Analyzes the main competitors within the service area, their offerings, and how the business’s unique approach and technology set it apart.
• SWOT Analysis : Conducts a comprehensive analysis of Strengths, Weaknesses, Opportunities, and Threats to strategically position the business.
• Marketing Plan : Outlines marketing strategies aimed at building brand awareness, attracting new clients, and retaining them through superior service, patient satisfaction programs, and targeted marketing efforts.
• Timeline : Sets forth key milestones and objectives from the business setup to its launch and key growth phases.
• Management: Highlights the experienced team leading the business, from caregiving professionals to administrative management, emphasizing their roles in ensuring high-quality care and operational success.
• Financial Plan: Projects the financial outlook for the business over the next five years, detailing revenue models from various services, cost management strategies, profit margins, and expected return on investment, ensuring a clear route to financial sustainability and growth.

Home Care Business Plan

Fully editable 30+ slides Powerpoint presentation business plan template.

Download an expert-built 30+ slides Powerpoint business plan template

Executive Summary

The Executive Summary introduces your home care business plan, offering a concise overview of your agency and its services. It should detail your market positioning, the range of home care services you offer, including personal care, nursing care, and companion services, its service area, and an outline of day-to-day operations. 

This section should also explore how your home care agency will integrate into the local community, including the number of direct competitors within the area, identifying who they are, along with your agency’s unique selling points that differentiate it from these competitors. 

Furthermore, you should include information about the management and co-founding team, detailing their roles and contributions to the agency’s success. Additionally, a summary of your financial projections, including revenue and profits over the next five years, should be presented here to provide a clear picture of your agency’s financial plan.

Home Care Business Plan Executive Summary Example

Business Overview

The  business overview  should succinctly define the unique aspects of your home care service, including specialized care offerings and the qualifications of your care team. Emphasizing what sets your business apart in the senior care market is key for drawing interest and investment.

Example: “Compassionate Home Care,” covering a 30-mile radius in Springfield, offers personalized services such as medication management, specialized dementia care, and emergency response. The initial team of 40 skilled caregivers, including CNAs, LPNs, and RNs, are all trained in geriatric care, ensuring a high standard of service for seniors wishing to age comfortably in their homes.

Market Overview

This section should analyze the home care market’s size, growth trends, and  competitive landscape . It positions your business within the industry and highlights its potential to meet the needs of an aging population.

Example: Compassionate Home Care enters a market valued at $102 billion, growing at a 7.1% CAGR. Despite competition from four other local providers, the clinic stands out with its comprehensive, technology-integrated, and holistic approach to home care, meeting the rising preference for aging in place.

Management Team

Detailing the management team’s background and roles is vital. This part of the summary should emphasize their experience in healthcare and senior care, underscoring their ability to lead the business successfully.

Example: The CEO, with extensive experience in healthcare management, leads the business strategy and operations, while the COO, a registered nurse with specialized training in geriatric and palliative care, heads the care services. Their combined expertise ensures a strong foundation for the business and high-quality care for clients.

Financial Plan

Clearly outlining financial goals and projections is key. This section should include revenue targets and profit margins, offering insight into the business’s financial health and growth potential.

Example: Compassionate Home Care aims to achieve $3.4 million in annual revenue with a 15% profit margin by 2028. Supported by a robust business model and strategic marketing efforts, the company is positioned for significant growth in the expanding senior home care market.

For a Home Care Business, the Business Overview section can be effectively divided into 2 main slides:

Services & Area Coverage

Briefly describe the range of home care services your agency offers, emphasizing the personalized and compassionate care provided to clients in the comfort of their own homes. This can include personal care services like bathing and dressing, skilled nursing care, physical therapy, and companion services such as meal preparation and light housekeeping.

Then, mention the geographic area your agency covers, highlighting the convenience and accessibility of your services to clients within this area. Explain why your service area is strategically chosen to meet the needs of your target clientele, considering factors like population demographics and the presence of community resources.

Pricing & Payment Options

Detail your pricing structure for the various home care services offered, ensuring it reflects the quality of care provided and is competitive within the market you’re targeting. Your pricing strategy should be transparent, making it easy for clients and their families to understand the cost of care.

Also,highlight any flexible payment options, insurance partnerships, or programs that can help offset the cost for clients, such as Medicaid, Medicare, or private insurance coverage. Emphasize any packages or special programs that provide added value to your clients, such as customized care plans or discounted rates for long-term services, encouraging long-term relationships and client loyalty.

Industry size & growth

In the Market Overview of your home care business plan, start by examining the size of the home care industry and its growth potential.

This analysis is crucial for understanding the market’s scope and identifying expansion opportunities, particularly in the context of an aging population and increasing preference for aging in place.

Key market trends

Proceed to discuss recent market trends , such as the growing consumer interest in personalized home care services, the use of technology to improve service delivery, and the emphasis on holistic care that encompasses physical, emotional, and social well-being.

For example, highlight the demand for services tailored to specific health conditions or preferences, alongside the rising popularity of integrated care models that coordinate across different healthcare providers.

Competitive Landscape

A  competitive analysis  is not just a tool for gauging the position of your home care business in the market and its key competitors; it’s also a fundamental component of your business plan.

This analysis helps in identifying your home care’s unique selling points, essential for differentiating your business in a  competitive  market.

In addition, competitive analysis is integral in laying a solid foundation for your business plan. By examining various operational aspects of your competitors, you gain valuable information that ensures your business plan is robust, informed, and tailored to succeed in the current market environment.

Identifying Competitors in the Home Care Sector

Begin by mapping out local home care service providers, including agencies specializing in elderly care, disability assistance, and in-home nursing care. Don’t limit your assessment to direct competitors alone; consider indirect competitors like assisted living facilities or telehealth services that may offer alternative solutions to potential clients.

Leverage online resources such as industry directories, healthcare platforms, and review sites like Healthgrades or Care.com to identify competitors and assess their service offerings, customer reviews, and ratings. For instance, positive feedback highlighting the compassionate care at “Caring Hands Home Health” signifies a strength you might want to factor into your analysis.

Home Care Competitors’ Strategies

Delve into multiple facets when analyzing competitors in the homecare industry:

• Service Offerings:  Scrutinize the spectrum of services provided by competitors. If “Nurturing Hearts Senior Care” is gaining traction by offering specialized memory care services for seniors with dementia, this reflects an emerging trend or niche within the market.
• Care Approaches:  Consider different caregiving approaches. A home care agency like “Comfort at Home Nursing” that emphasizes holistic care might cater to a different clientele compared to “Rapid Recovery Home Services,” known for its post-surgery rehabilitation programs.
• Pricing and Payment Models:  Compare the pricing structures of competitors. Are they positioning themselves as budget-friendly, like “Economical Care Services,” or do they offer premium services like “Elite Home Health” with concierge-level care?
• Marketing Channels :  Examine competitors’  marketing strategies . Are they leveraging digital platforms effectively, emphasizing community engagement, or relying on partnerships with healthcare providers to expand their reach?
• Client Experience:  Evaluate the overall client experience. For instance, “Warm Embrace Home Care” might be recognized for its compassionate caregivers and personalized attention, fostering a positive client experience.
• Operational Innovations:  Look for technological advancements or operational efficiencies adopted by competitors, such as “TechCare Solutions” utilizing telemedicine or streamlined scheduling systems for enhanced service delivery.

What’s Your Home Care Business’s Value Proposition

Define your home care agency’s  unique value proposition . Perhaps your agency specializes in personalized Alzheimer’s care or provides bilingual caregivers, catering to a specific demographic overlooked by competitors.

Identify untapped market needs through client feedback and industry trends. For instance, the increasing demand for tech-integrated remote monitoring might present an opportunity if competitors haven’t embraced such solutions.

Tailor your services to suit the demographics and preferences of your target area. A home care agency in an urban setting might emphasize on-demand services and tech-enabled communication, while one in a suburban locale may focus on building community connections and personalized care plans.

First, conduct a SWOT analysis for the home care business, highlighting Strengths (such as compassionate and well-trained caregivers, a comprehensive range of services), Weaknesses (including potential regulatory challenges or staffing issues), Opportunities (for example, an aging population and increasing preference for home-based care), and Threats (such as changes in healthcare policies that may affect funding or reimbursement).

Marketing Plan

Next, develop a marketing strategy that outlines how to attract and retain clients through targeted outreach, informative and empathetic communication, engaging online presence, and community partnerships. Emphasize the importance of building trust with clients and their families, showcasing testimonials, and highlighting the qualifications and dedication of your caregiving team.

Marketing Channels

Deploying various marketing channels is pivotal to reaching and engaging with potential clients effectively.

Digital Marketing

• Website and SEO:  Develop a user-friendly website with informative content about services offered, testimonials, and a blog providing caregiving tips. Optimize it for local SEO to enhance visibility in online searches.
• Social Media:  Utilize platforms like Facebook and LinkedIn to share engaging content, client testimonials, and educational resources on home care. Use Instagram to showcase the compassionate side of your caregivers and their impact.

Local Advertising

• Community Engagement : Engage with local communities through sponsorships of senior events, health fairs, or support groups. Host informational sessions or workshops on home care topics at community centers or retirement communities.

Partnerships and Referral Programs

• Healthcare Partnerships:  Forge alliances with hospitals, rehabilitation centers, or medical professionals for referrals. Establish yourself as a trusted partner in providing post-hospitalization or long-term care.
• Referral Programs:  Create incentives for existing clients or healthcare providers who refer new clients to your home care services.

Promotional Activities

• Free Consultations : Offer complimentary consultations to potential clients, allowing them to experience the quality of your services firsthand.
• Special Offers:  Introduce introductory packages or discounts for new clients or seasonal promotions like ‘Holiday Care Packages’ to attract new business.

Sales Channels

Efficient  sales channels  are imperative for maximizing revenue while ensuring customer satisfaction in the home care sector.

Consultative Selling

• Tailored Care Plans:  Customize care plans based on the client’s needs and preferences during initial consultations. Emphasize the personalization and flexibility of your services.
• Transparent Pricing : Clearly outline pricing structures for different care plans, ensuring transparency and clarity for potential clients.

Client Retention Strategies

• Quality Service : Ensuring consistent and high-quality service delivery through ongoing caregiver training, quality checks, and client feedback mechanisms to guarantee satisfaction.
• Feedback Mechanisms:  Use membership programs as an avenue to gather feedback from clients. Offer surveys or feedback forms to understand their preferences better and continuously improve services.
• Continued Engagement:  Maintaining regular communication through newsletters, informative resources, health updates, and follow-up calls or visits to strengthen relationships and foster trust and loyalty.

Membership and Loyalty Programs

Incentivizing repeat business through membership and loyalty programs is a powerful strategy to foster long-term client relationships and encourage ongoing engagement.

Membership Options

• Exclusive Service Bundles:  Offer membership programs providing clients with a set number of hours of care or specific services at a discounted rate. For instance, a monthly membership could include a predetermined number of hours for companion care, personal care, or specialized medical assistance.
• Customizable Plans:  Create tiered membership levels with varying benefits to accommodate different client needs. These could range from basic caregiving services to more comprehensive care plans, providing flexibility and value to clients.

Loyalty Rewards

• Point-Based System:  Develop a digital loyalty program where clients earn points for every dollar spent on home care services. These points can be accumulated and redeemed for discounts on future services or additional perks, such as priority scheduling or complimentary consultations.
• Referral Incentives:  Reward clients for referrals by offering bonus points or discounts when they refer friends or family members to the home care services. This not only encourages loyalty but also helps expand the client base through word-of-mouth referrals.

Exclusive Benefits

• Member-Only Offers:  Provide exclusive offers or special benefits to members, such as priority access to caregivers, discounted rates on additional services, or access to educational resources and workshops related to caregiving.
• Anniversary Rewards:  Celebrate client  milestones , such as membership anniversaries, with bonus points, complimentary service upgrades, or personalized gifts to showcase appreciation and reinforce client loyalty.

Strategy Timeline

Finally, create a detailed timeline that outlines critical milestones for the home care agency’s launch, client acquisition efforts, service expansion, and strategic objectives, ensuring the business advances with clear direction and purpose. Include key benchmarks for assessing the quality of care, client satisfaction, and operational efficiency to continually improve and grow your agency.

The Management section focuses on the home care business’s management and their direct roles in daily operations and strategic direction. This part is crucial for understanding who is responsible for making key decisions and driving the home care business towards its financial and operational goals.

For your home care business plan, list the core team members, their specific responsibilities, and how their expertise supports the business.

The Financial Plan section is a comprehensive analysis of your financial projections for revenue, expenses, and profitability. It lays out your home care business’s approach to securing funding, managing cash flow, and achieving breakeven.

This section typically includes detailed forecasts for the first 5 years of operation, highlighting expected revenue, operating costs and capital expenditures.

For your home care business plan, provide a snapshot of your financial statement (profit and loss, balance sheet, cash flow statement), as well as your key assumptions (e.g. number of customers and prices, expenses, etc.).

Make sure to cover here _ Profit and Loss _ Cash Flow Statement _ Balance Sheet _ Use of Funds

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Home Health Care Business Plan

If you are planning to start a new home healthcare business, the first thing you will need is a business plan. Use our sample home health care business plan created using upmetrics business plan software to start writing your business plan in no time.

Before you start writing your business plan for your new home healthcare business, spend as much time as you can reading through some examples of healthcare-related business plans .

Reading sample business plans will give you a good idea of what you’re aiming for and also it will show you the different sections that different entrepreneurs include and the language they use to write about themselves and their business plans.

We have created this sample home health care business plan for you to get a good idea about how perfect a home health care business plan should look and what details you will need to include in your stunning business plan.

Industry Overview

The home healthcare industry stood at a massive value of 299 billion dollars in 2020 and is expected to grow at a rapid pace going forward too.

The major reason for this growth is the increase in the size of the geriatric population. Also, many people prefer to stay at home, be it because of the expenses, the comfort it offers, the long-term convenience, and so on.

It is also less expensive and helpful for the government and institutions to better arrange the healthcare sector and make it more cost-effective.

Hence, this sector has massive growth potential for years to come.

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Things to Consider Before Writing a Home Healthcare Business Plan

Figure out the type of your healthcare services.

As home healthcare provides both medical and nonmedical services, you’ll have to figure out what kind of services you want to offer before you start planning. As both businesses require different skills, resources, teams, and procedures, deciding what you want to do helps you plan better and more specifically.

Hence, figure out what kind of services you want to offer.

Decide your legal structure

Your legal structure decides the amount you’ll pay in taxes, the number of legal documents you’ll have to prepare, the liability on your personal assets, and so on. And although it might be intimidating to pick one option amongst several, it isn’t really that difficult. And with a little bit of legal help, it can be made even easier.

Also, it makes it easier for you to conduct your business and stay on the right side of the law.

Develop a marketing plan

Marketing your business right is essential. To ensure that people approach your business, it is important to let them know that your business exists. Also, your marketing should properly reflect your brand’s message and communicate what you want in the right tone.

Hence, developing a marketing plan early on is important.

Have a good team

A good team can make or break your business. As with a home healthcare business, the way you deal with people matters the most, it is important to have a good team. Your team should be able to understand different customers and deal with them accordingly.

Home Health Care Business Plan Outline

This is the standard home health care business plan outline, which will cover all important sections that you should include in your business plan.

• Mission Statement
• Vision Statement
• Keys to Success
• Financial Summary
• 3 Year profit forecast
• Financing Needed
• Management Team
• Personnel Table
• Startup cost
• Products and services
• Market Analysis
• Market Trends
• Target Market
• Market Segments
• Advertising Strategy
• Pricing Strategy
• Financial Plan
• Important Assumptions
• Brake-even Analysis
• Profit Yearly
• Gross Margin Yearly
• Projected Cash Flow
• Projected Balance Sheet
• Business Ratios

After getting started with Upmetrics , you can copy this sample business plan into your business plan and modify the required information and download your home health care business plan pdf or doc file. It’s the fastest and easiest way to start writing your business plan.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.

Download a sample home health care business plan

Need help writing your business plan from scratch? Here you go;  download our free home health care business plan pdf  to start.

It’s a modern business plan template specifically designed for your home health care business. Use the example business plan as a guide for writing your own.

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About the Author

Vinay Kevadiya

Vinay Kevadiya is the founder and CEO of Upmetrics, the #1 business planning software. His ultimate goal with Upmetrics is to revolutionize how entrepreneurs create, manage, and execute their business plans. He enjoys sharing his insights on business planning and other relevant topics through his articles and blog posts. Read more

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Non-Medical Home care Business Plan Guide + Example

July 6, 2023

Adam Hoeksema

The in-home healthcare industry has been experiencing remarkable growth over the past few years, propelled by an aging population, increased life expectancy, and a growing preference for care within the comfort of one's own home. The Global In-Home Health Care market size was valued at around USD 305.9 billion in 2021 and is expected to reach approximately USD 629.3 billion by 2028, according to data from Fortune Business Insights. Key driving factors include the prevalence of chronic diseases, increased need for cost-effective healthcare delivery systems, technological advancements, and government initiatives promoting home healthcare. Moreover, the recent COVID-19 pandemic has put a spotlight on the importance and feasibility of home healthcare, further catalyzing its growth. The industry's trajectory suggests a promising future for businesses aiming to provide high-quality, personalized care services within a patient's home.

Read more: 9 Home Healthcare Industry Financial Stats

Based on the industry growth, there is no surprise that many are starting new businesses or considering starting a new home healthcare business.  

There are two basic types of businesses that you could start:

• In Home Healthcare Business
• In Home Non-Medical Care Business

In this blog post I am going to guide you through the process of creating a business plan for a non medical home care business.  You can also download our free non-medical home care business plan template and start creating your custom plan as you follow along.  I plan to cover the following:

• Why Write a Business Plan for a Non-Medical Home Care Business?

What Should be Included in a Non-Medical Home Care Business Plan?

• Non-Medical Home Care Business Plan Outline

How to Analyze the Market Demand for a Non-Medical Home Care Business?

How to find and retain employees for a non-medical home care business, how to find customers for a non-medical home care business.

• How Much Working Capital is Needed for a Non-Medical Home Care Business?
• How to create financial projections for your non-medical home care business
• Non-Medical Home Care Example Business Plan

Non-Medical Home Care Business Plan FAQs

With that as the guide, let’s dive in! 

Why Write a Business Plan for a Non-Medical Home Care Business? 

I could say something like “if you fail to plan you plan to fail” or give you a long list of reasons why the business planning exercise could be beneficial for you, but at the end of the day, most people write a business plan because the people with the money ask for it.  Your potential investors or lenders probably are asking for your business plan, so you just have to roll up your sleeves and get it done. 

A non-medical home care business plan should include a Company Description, Market Analysis, Service Offerings, Marketing and Sales Strategy and Financial Projections.  Our business plan template has the following outline. 

Non-Medical Home Business Plan Outline

I. executive summary.

II. Business Concept

III. Market Analysis

IV. Competition Analysis

V. Marketing Strategy

VI. Menu and Kitchen Operations

VII. Service and Hospitality

VIII. Financial Plan

• Startup Costs:

Projected Financial Summary:

Annual sales, gross profit and net profit:, key financial ratios:, income statement:, balance sheet:, cash flow statement:.

IX. Organizational Structure

X. Conclusion

In order to analyze the market demand for a non-medical home care business, you first need to determine what services you might provide.  

Non-Medical Home Care Services

Non-medical home care services focus on helping individuals with their daily activities and needs, improving their quality of life without necessarily providing healthcare-specific treatments. Here are some examples:

Personal Care: This includes assistance with activities of daily living (ADLs) such as bathing, dressing, grooming, toileting, and feeding.

Companionship: This involves providing social interaction to prevent loneliness and depression. Companions may engage the individual in conversations, read books, play games, or accompany them to social events.

Meal Preparation: Some non-medical care services involve preparing meals for individuals who may have difficulty cooking for themselves. They may also assist with grocery shopping.

Light Housekeeping: This can include help with tasks like doing laundry, dishes, taking out the trash, and general tidying up around the home.

Transportation Services: Non-medical home care providers can offer non-emergency medical transportation to and from appointments, social engagements, shopping trips, or other errands.

Medication Reminders: While non-medical home care providers do not administer medication, they can remind individuals to take their medication at the appropriate times to ensure adherence to their regimen.

Respite Care: These services provide temporary relief to primary caregivers, allowing them time off for rest, personal errands, or vacations.

Mobility Assistance: Helping individuals move around, whether it's transferring from the bed to a chair or assisting with ambulation around the house or outdoors.

Once you decide what services you might want to provide, you can use Google Keyword Planner Tool to search for keyword phrases related to those services in your area and get an estimate of the number of people searching for those services each month.  This can really help analyze which services might be the most popular.  For example, I did a search for home care in Chicago and found that there are roughly 320 monthly searches for that keyword phrase.  There are roughly 90 monthly search for non-emergency medical transportation in Chicago and only 10 searches per month for companionship services in Chicago.   

This should help you get a feel for the most in demand services in your area. 

One of the biggest challenges for most non-medical home care businesses is finding and retaining employees.  You will likely need some unique plans to recruit and retain good employees.  Here are some ideas: 

Recruitment:

Clear Job Descriptions: Ensure that the roles and responsibilities are clearly stated in your job advertisements. This way, potential employees will understand exactly what is expected of them.

Strong Online Presence: A well-designed website and active social media accounts can enhance your business's credibility and reach. Post job vacancies on your website, LinkedIn, job boards, and social media platforms to attract potential employees.

Partnerships with Local Institutions: Build relationships with vocational schools, nursing schools, and community colleges. They can provide a steady stream of potential candidates.

Employee Referral Program: Your current employees might know others who would be a good fit for your business. Offering incentives for successful referrals can be a productive recruitment tool.

Competitive Pay and Benefits: Offering competitive salaries and benefits, such as health insurance, retirement plans, paid time off, can significantly increase employee retention.

Employee Recognition and Rewards: Regularly acknowledge and reward the hard work and dedication of your employees. This could be through an "Employee of the Month" program, performance bonuses, or simply a thank you note.

Professional Development: Offer ongoing training and development opportunities. This will not only improve the quality of your services but will also show your employees that you value their personal and professional growth.

Supportive Work Environment: Create a culture that supports work-life balance. This could include flexible scheduling, mental health resources, and supportive management.

Open Communication: Foster a culture of open communication where employees feel comfortable voicing their ideas and concerns. Regularly ask for feedback and be responsive to it.

Career Advancement Opportunities: Provide clear pathways for career progression within your company. This gives employees something to work towards and helps them see a future with your organization.

By combining these effective recruitment and retention strategies, your non-medical home care business can build and maintain a reliable, motivated, and highly-skilled team.

Finding customers for your non-medical home care business is all about understanding your target audience, building awareness, and establishing trust in your services. Here are several strategies to help attract clients:

Referral Networks: Build strong relationships with healthcare professionals, such as doctors, nurses, physical therapists, social workers, and hospital discharge planners. They can refer patients to your service. Also, consider forming partnerships with senior centers, retirement communities, and organizations that cater to your target demographic.

Online Marketing: Ensure your business has a robust online presence. Create a professional website detailing your services, customer testimonials, pricing, and contact information. Utilize SEO strategies to ensure your site ranks highly in search results related to home care in your area. Also, leverage social media platforms to connect with potential clients and their families.

Community Outreach: Participate in local events and sponsor activities that resonate with your target audience. Giving talks on elder care topics or offering free workshops can help establish your business as an authority in the field.

Content Marketing: Write blogs or create videos on topics that your potential clients might search for online, such as "How to choose a home care provider" or "Benefits of non-medical home care." This helps position your business as a trusted resource.

Direct Mail and Brochures: Despite the digital age, direct mail campaigns can still be effective, particularly as many seniors may not be as internet-savvy. Distribute brochures or flyers in areas frequented by your target demographic.

Customer Testimonials and Reviews: Encourage satisfied customers to share their experiences online. Positive testimonials and reviews can be powerful tools for attracting new clients.

Networking: Attend industry-related events and join professional organizations to meet others in the field who might refer clients to you.

Paid Advertising: Consider paid advertising options like Google Ads or Facebook Ads targeting your local area and specific demographics.

Follow-up Services: If a client discontinues your service (e.g., because of hospitalization), ensure to follow up. They might need your service again when they are discharged.

Remember, trust and reliability are key in this industry. By delivering high-quality service, maintaining professional standards, and putting your clients' needs first, you can build a strong reputation that will attract and retain customers.

How Much Working Capital is Needed for a Non-Medical Home Care Business? 

As we soon move into the financial projections section, one of the key questions for a non-medical home care business is how much working capital will be needed.  I spent over 10 years leading an SBA Microloan Program and we funded many loans for home care services that needed working capital.  The basic challenge was that companies often got paid through Medicare or Medicaid which could potentially have a significant delay between the time the service is provided and when you get paid.  In the meantime you have to pay your employees.  So the more clients you get the more working capital you actually need to float.  I would expect that you should have at least 45 days worth of payroll available as working capital.  So if your employees cost $50,000 per month, you should have access to a line of credit for at least $75,000 and you should be careful about how fast you grow.  

Watch: How growing too fast can lead to bankruptcy even if you are profitable

How to Create Financial Projections for a Home Healthcare Business Plan

Just like in any industry, the in-home healthcare business has its unique factors that influence financial projections, such as client acquisition, reimbursement rates, and regulatory compliance. Utilizing an in-home healthcare financial projection template can simplify the process and increase your confidence. Creating accurate financial projections goes beyond showcasing your ability to provide in-home healthcare services; it's about illustrating the financial path to profitability and the realization of your mission to deliver quality care. To develop precise projections, consider the following key steps:

• Estimate startup costs for your in-home healthcare business, including licensing and certifications, insurance, office space or administrative setup, equipment, and initial marketing efforts.
• Forecast revenue based on projected client volume, reimbursement rates, and potential growth in service offerings or specialty areas.
• Project costs related to employee wages, training and development, supplies and equipment, transportation, and administrative expenses.
• Estimate operating expenses like rent, utilities, insurance premiums, software subscriptions, and marketing costs.
• Calculate the capital needed to launch and sustain your in-home healthcare business, covering initial expenses and providing working capital for continued growth and operations.

While financial projections are a vital component of your in-home healthcare business plan, seek guidance from experienced professionals in the industry. Adapt your projections based on real-world insights, leverage industry resources, and stay informed about regulatory changes, industry standards, and evolving healthcare models to ensure your financial plan aligns with your goals and positions your business for long-term success in providing exceptional in-home care.

Example Non-Medical Care Business Plan

Explore our comprehensive Non-Medical Home Care Business Plan Guide below, complete with an example template to jumpstart your planning process. Download the editable Google Doc version and follow our video walkthrough to tailor the plan to your unique business concept.

Table of Contents

Ii. company description, iv. service offerings, v. marketing and sales strategy, vi. financial projections, use of startup funds:, vii. conclusion.

Our non-medical home care business, named "Compassionate Care", aims to provide high-quality and affordable in-home care services to seniors and people with disabilities in the Dallas-Fort Worth area. Our mission is to help people live with dignity and independence in the comfort of their own homes, by providing compassionate and trustworthy care to meet their physical, emotional, and social needs.

The home care industry has experienced significant growth in recent years, driven by the aging of the population and the increasing demand for alternatives to institutional care. Compassionate Care will differentiate itself from competitors by offering a comprehensive suite of services, including personal care, homemaking, transportation, and companionship, tailored to the individual needs and preferences of each client. Our services will be delivered by a team of experienced and qualified caregivers, who will undergo rigorous background checks and training, and be bonded and insured.

Based on market research and financial projections, we expect Compassionate Care to generate $1 million in revenue in its first year of operations, and to achieve a net profit margin of 22% by the end of year three. To finance the business, we will seek a combination of debt and equity financing, from banks, angel investors, and family and friends.

Compassionate Care was founded by two friends, Jane Doe and John Doe, who have a combined 20 years of experience in the health care and social services industries. Jane has a Bachelor's degree in Nursing and has worked as a registered nurse for 10 years, while John has a Master's degree in Social Work and has been a social worker for 10 years. Both have a passion for helping people and a vision to create a company that provides compassionate and high-quality care to seniors and people with disabilities.

Compassionate Care will be incorporated as a Limited Liability Company (LLC) and will be headquartered in Dallas, Texas. The company will be owned and operated by Jane and John, who will act as the CEO and COO, respectively. The company will employ a team of 15 caregivers, who will be supervised by a director of nursing and a director of operations. The company will also have an office manager and a marketing and sales coordinator, who will handle administrative and marketing tasks.

The home care industry is a growing and dynamic market, with an estimated value of $100 billion in the United States. The demand for home care services is driven by the aging of the population, the increasing prevalence of chronic conditions, and the preference for home-based care over institutional care. According to the U.S. Census Bureau, the number of people aged 65 and older is projected to increase from 56 million in 2020 to 84 million in 2050, representing a 50% increase. Moreover, the number of people with disabilities who require assistance with daily activities is also expected to grow, as a result of improved medical care and increased longevity.

Compassionate Care's target market will be seniors and people with disabilities in the Dallas-Fort Worth area, who need assistance with activities of daily living and desire to maintain their independence and quality of life at home. The target market will include individuals who live alone, as well as those who live with family or friends, who need additional support and companionship. The target market will also include those who are transitioning from hospital to home, who need short-term or intermittent care.

Compassionate Care will face competition from other home care agencies, as well as from informal care providers, such as family members, friends, and neighbors. However, Compassionate Care will differentiate itself from competitors by offering a comprehensive and customized approach to care, by involving clients and their families in the care planning process, and by ensuring that the caregivers are well-trained and compassionate. Our services will also be priced competitively, while maintaining high quality standards.

Compassionate Care will offer a range of in-home care services to meet the diverse needs and preferences of its clients. Our services will include the following:

• Personal Care: Assistance with activities of daily living, such as bathing, dressing, grooming, toileting, and transferring.
• Homemaking: Assistance with household tasks, such as light housekeeping, laundry, meal preparation, and shopping.
• Transportation: Assistance with errands, appointments, and recreational activities, using the client's or the company's vehicle.
• Companionship: Socialization and emotional support, through conversation, games, reading, and other activities of interest.

All of our services will be tailored to the individual needs and preferences of each client, and will be provided in accordance with a care plan that is developed in collaboration with the client and the caregiver. The care plan will be reviewed and updated regularly, based on the client's changing needs and preferences.

Compassionate Care will employ a multi-channel marketing strategy, to reach its target audience and generate leads. Our marketing and sales efforts will include the following:

• Website: A professional and user-friendly website, which will provide information about the company and its services, testimonials, and a contact form.
• Referral Network: Collaboration with hospitals, rehabilitation centers, senior centers, and other organizations that serve seniors and people with disabilities, to promote our services and receive referrals.
• Direct Mail: A targeted direct mail campaign, using mailing lists of seniors and people with disabilities in the Dallas-Fort Worth area, to introduce our services and offer a special promotion.
• Social Media: Active presence on social media platforms, such as Facebook, Twitter, and Instagram, to engage with our target audience and promote our services.
• Referral Program: A referral program, which will offer incentives to clients, caregivers, and referral sources who refer new clients to the company.

Compassionate Care expects to generate $1 million in revenue in its first year of operations, and to grow its revenue by 100% in each subsequent year. The revenue will come from the sale of home care services, which will be priced competitively, based on the number and type of services provided. 

Compassionate Care expects to achieve a profit margin of 10% by the end of year three, and to reinvest a portion of the profits into the business to support its growth and expansion.

All of the unique financial projections you see below were generated using ProjectionHub’s Home Healthcare  financial projection template . Use PH20BP to enjoy a 20% discount on the template. 

Watch how to create financial projections for your very own home care business:

Compassionate Care is poised to capture a significant share of the home care market in the Dallas-Fort Worth area, by providing high-quality and customized care services to seniors and people with disabilities. The company's experienced and dedicated management team, its commitment to excellence, and its focus on client satisfaction, will set it apart from competitors and ensure its success. We look forward to serving the needs of our clients and their families, and to making a positive impact on their lives.

Compassionate Care will also be committed to giving back to the community, by participating in volunteer and fundraising activities, and by supporting organizations that serve seniors and people with disabilities. Our goal is to be not only a trusted and respected provider of home care services, but also a responsible and engaged member of the community.

With this comprehensive business plan, we are confident that Compassionate Care will become a leading provider of non-medical home care services in the Dallas-Fort Worth area. We are eager to launch this business and to make a positive difference in the lives of our clients and the community.

How do I start a non-medical home care business?

To start an non-medical home care business, obtain the necessary licenses and certifications, establish legal and regulatory compliance, develop policies and procedures, hire qualified caregivers or nurses, establish relationships with healthcare providers, and create a marketing strategy to reach potential clients.

What types of non-medical home care services can I offer?

Non-medical home care services can include personal care assistance, medication management, medical monitoring, wound care, physical therapy, occupational therapy, speech therapy, respite care, and end-of-life care, among others.

How can I attract clients to my non-medical home care business?

To attract clients, establish relationships with hospitals, nursing homes, churches, and healthcare professionals for referrals, create a professional website with informative content, participate in local healthcare events or fairs, network with community organizations, and provide exceptional and compassionate care.

What legal and regulatory requirements do I need to comply with in the non-medical home care industry?

Legal and regulatory requirements in the non-medical home care industry can include obtaining proper licensing, complying with privacy regulations (such as HIPAA in the United States), following state and federal guidelines for caregiver qualifications, and adhering to safety and health regulations.

About the Author

Adam is the Co-founder of ProjectionHub which helps entrepreneurs create financial projections for potential investors, lenders and internal business planning. Since 2012, over 50,000 entrepreneurs from around the world have used ProjectionHub to help create financial projections.

Other Stories to Check out

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This article is a guide on learning more about how to start a non-emergency medical transportation business and the key financial assumptions necessary to create reliable financial projections.

5 Key Tips to Make Your Startup Business Plan Shine for an SBA Loan

Learn 5 key tips to make your startup business plan stand out and secure an SBA loan, from demonstrating market potential to creating realistic financial projections.

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Have some questions? Let us know and we'll be in touch.

Home Health Care Business Plan Template [2024]

Home Health Care Business Plan Template

If you want to start a Home Health Care business or expand your current Home Health Care business, you need a business plan.

The following Home Health Care business plan template gives you the key elements to include in a winning Home Health Care Agency business plan.

Below is a sample home health care plan, outlining each of the key sections of a successful home care business plan. Once you create your plan, download it to PDF to show banks and investors.

I. Executive Summary

Business overview.

[Company Name] was founded by [Founder’s Name]. [Founder’s Name] is a nurse that has worked in local hospitals for over a decade. Her years of experience has taught her how to care for aging adults in a safe and supportive manner. [Founder’s Name] realizes the need for a quality and affordable home health care company as she has a difficult time placing her patients that are being discharged from the hospital with an agency that is reliable and within the patient’s budget. [Company Name] is a high-quality home health care agency that treats elderly patients with a wide array of illnesses and issues with a friendly and supportive staff that is also affordable and works within the patients budget.

Services Offered

[Company Name] will provide nursing, physical therapy, occupational therapy, home health aides, and social work services to its patient clients. In addition, their team of healthcare specialists will also be able to provide specialized services for Alzheimer’s, dementia, arthritis, and diabetic patients.

Customer Focus

[Company Name] will serve the aging community of [company location]. Many of the aging community has diabetes, arthritis, Alzheimer’s, dementia, etc. and would prefer to receive their care in the comfort of their own home rather than the hospital or assisted living facility. The demographics of the target customer profile is as follows:

• 106,727 residents
• Average income of $65,000
• 63.4% married
• 43.2% retired and/or over the age of 55
• Median age: 42 years

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

Management Team

[Company Name] is owned and operated by [Founder’s Name], a local nurse who has worked at local hospitals for over the past ten years. She has dealt with hundreds of elderly patients and their families finding adequate and affordable home health care upon being released from the hospital. [Founder’s Name] has realized there is a lack of quality and affordable home health care agencies in [company location]. She aims to provide the best in-home health care services while also being affordable for the patient and their families.

Aside from the nurses, therapists, aides, and social worker she will have on staff, [Founder’s Name] will also employ a receptionist and Office Manager to help with the administration and operation of the home health care agency.

Success Factors

[Company Name] has several advantages over its competition. Those advantages include:

• Compassionate Staff: Knowledgeable and friendly staff of nurses, therapists, aides, and social workers who are highly knowledgeable and experienced in their field.
• Location: [Company Name] will be able to service the entire metropolitan area of [company location] and its surrounding areas.
• Quality Care: [Company Name] will provide expert services so that the patients are at the highest comfort level.
• Pricing: [Company Name]’s pricing will be more affordable than its competition. They will also work on payment arrangements with the patient and their family so that the patient won’t have to sacrifice any type of care they might require because the cost is too high.

Financial Highlights

[Company Name] is seeking $150,000 in funding to launch its home health care business. The capital will be used for funding capital expenditures, staffing, marketing and advertising expenses, and working capital.

The breakout of the funding may be seen below:

• Capital expenditures (computers, equipment, etc.): $20,000
• Marketing and advertising: $10,000
• Staffing costs: $60,000
• Working capital: $10,000

II. Company Overview

Who is [company name].

[Company Name], is located at [insert location here] is a new home health care agency that provides skilled nursing services and occupational therapy to aging adults.

[Company Name] was founded by [Founder’s Name]. [Founder’s Name] is a nurse that has worked in the local hospital for over a decade. Her years of experience has taught her how to care for aging adults in a safe and supportive manner. [Founder’s Name] realizes the need for a quality and affordable home health care company as she has a difficult time placing her patients that are being discharged from the hospital with an agency that is reliable and within the patient’s budget. Many of her patients frequently use family members or friends that are inadequately trained or knowledgeable about what it takes to care for an elderly person. They have to rely on whomever is available because they can not afford a home health care agency. Most times, the caretaker’s schedule is inconsistent and the elderly person ends up back in the hospital because they are not receiving adequate nursing or therapy care.

A large segment of [Company Location]’s population is retired and/or elderly adults. There are not enough home health care agencies to support the aging population of this community.

[Company Name]’s History

[Founder’s Name] has been consulting with an attorney and CPA over the last few months to understand the business and financial obligations that go with owning their own business. Her lawyer has advised [Founder’s Name] that [Company Name] should be incorporated as an S-Corporation on [date of incorporation].

[Company Name] has identified the home health care office it will use as its headquarters. [Founder’s Name] has begun lease negotiations and began pricing out construction build-out for the facility.

Since incorporation, the company has achieved the following milestones:

• Found office location and signed Letter of Intent to lease it
• Decided on the company name, and developed the logo and website located at www…
• Finalized list of services the company will be able to provide
• Determined the office equipment and inventory requirements
• Began recruiting key employees for the home health care operation

[Company Name]’s Services

Below is [Company Name]’s list of services. All services will be provided by a trained and licensed staff.

• Skilled Nursing Services
• Therapy and Rehabilitation
• Alzheimer’s & Dementia Care
• Diabetes Care
• Arthritis Care
• Home Health Aide
• Medical Social Worker

[Company Name] will be able to provide daily services as well as accommodate on-call services and emergency response.

III. Industry Analysis

Strong and steady revenue growth is expected for the Home Care Providers industry over the five years to 2026 as a result of an aging population, increasing interest in home healthcare and expanded access to Medicare and Medicaid under the Patient Protection and Affordable Care Act (PPACA). The aging population will likely continue to foster revenue growth because this demographic not only requires more healthcare services compared with other age groups, but it also increasingly prefers home care. Payers will progressively shift to home care because it is more affordable than inpatient hospital and nursing home care.

Large companies will grow even larger through mergers and acquisitions. Moreover, home healthcare will evolve to include more chronic disease-management services, and consolidation will help the industry unite to influence policy change and benefit from larger-scale operations. Considering these projections, revenue is forecast to increase to $138 billion in the next five years.

IV. Customer Analysis

Demographic profile of target market.

[Company Name] will serve the community residents of [company location] and its surrounding areas.

The community of [company location] has thousands of retired, elderly adults who require a greater need of attention. Many of the aging community has diabetes, arthritis, Alzheimer’s, dementia, etc. and would prefer to receive their care in the comfort of their own home rather than the hospital or assisted living facility.

Below is a demographic breakdown of this area:

Customer Segmentation

We will primarily target the following four customer segments:

• Elderly patients who are being released from the hospital and their doctors highly recommended daily nursing services and/or therapy.
• Elderly patients who had a recent fall and require physical and/or occupational therapy to heal from their injury.
• Elderly patients who are suffering from Alzheimers or dementia and would prefer to remain in their home rather than an assisted living facility.
• Elderly patients who are diabetic and/or suffer from severe arthritis and need daily assistance with medication, etc.

V. Competitive Analysis

Direct & indirect competitors.

Comanche County Home Health Comanche County Memorial Hospital’s Home Health & Hospice has provided home health services for over a decade. Their staff is comprised of dedicated professionals who are committed to providing quality care in the comfort and convenience of the patients’ home. Their home health aides can assist the patient with grooming and light chores around their home. Home health care will verify if home health aide services are covered by their insurance policy. They accept Medicare, Insurance/HMO/PPO, Medicaid, Private Pay. The home health care team works closely with the physician to plan the care and monitor the patients’ progress. The nurse will contact the physician with any laboratory results, medication changes, or alterations in their health status.

Registered nurses, licensed practical nurses, nutritionists, speech therapists, physical therapists, occupational therapists, home health aides, and medical social workers all work with the patient and their family to develop an individual plan of treatment.

Elara Caring Elara Caring is one of the nation’s largest providers of home-based care, with a footprint in the Northeast, Midwest, and South. Elara Caring brings together three award-winning organizations – Great Lakes Caring, National Home Health Care, and Jordan Health Services, into one transformational company. They provide the highest-quality comprehensive care continuum of personal care, skilled home health, hospice care, and behavioral health. Their intimate understanding of the patients’ needs allows them to apply proprietary platforms to deliver proactive, customized care that improves quality of life and keeps patients in their homes.

Elara Caring leads patients through the post-acute care journey by providing the appropriate level of care, delivered wherever our patients call home. The company’s intimate understanding of its patients’ needs allows it to apply proprietary platforms to deliver proactive, customized care that improves quality of life and keeps patients in their homes.

Encompass Health Serving the Lawton, Oklahoma area, they are one of the nation’s leading providers of home health services and continually set the standard of homecare through their people, their approach and their outcomes. The patient experience is at the core of everything they do. That’s why they work collaboratively with the patient’s team of experts to craft a plan of care that meets their specific needs. Their skilled nurses, physical therapists, occupational therapists, speech language pathologists, medical social workers and home health aides use a coordinated, interprofessional approach to deliver compassionate, specialized care in the comfort of home.

Whether recovering from a surgery, recent hospital stay, or managing a disease or injury, Encompass Health’s services are designed to meet patient’s where they are. They offer cutting-edge specialty programs that focus on patient education, self-management and reducing hospital readmission, resulting in better care and better outcomes for their patients.

Competitive Advantage

• Compassionate Staff: Knowledgeable and friendly staff of nurses, therapists, aides, and social workers who are not only knowledgeable in their field, but place a special emphasis on compassion.
• Quality Care: [Company Name] will provide expert services and their patients will receive quality treatment and care so that the patient is as comfortable as they can be.

VI. Marketing Plan

The [company name] brand.

The [Company Name] brand will focus on the Company’s unique value proposition:

• Knowledgeable, friendly, expert staff of healthcare professionals.
• Quality level of service and care.
• Offering the best nursing, therapy, social worker, and aide services at competitive prices.

Promotions Strategy

[Company Name] will target all residents of [company location] within a 20-30 mile radius. The Company’s promotions strategy to reach the most clientele include:

Local Hospitals [Company Name] already has great relationships with the local hospitals. She will work to make sure the hospitals send referrals and highly recommend [company name] to its patients and their families upon releasing them from the hospital.

Nursing Homes and Assisted Living Facilities Oftentimes, an elderly patient will be placed in a nursing home or assisted living facility right away. Sometimes they are not happy and would rather go back home. [Company Name] will work with these facilities so that they recommend their agency for when a patient highly desires to receive the care in the comfort of their own home.

Website [Company Name] will have an informative and attractive website that will feature all of its services and referrals from other satisfied patients. The website will be highly informative and be designed in a way that is friendly and eye-catching.

SEO [Company Name] will invest in a high SEO presence so that the agency is listed at the top of the Google or Bing search engine when a family member is researching home health care agencies in [company location].

Billboard [Company Name] will have a billboard in an area of town at a busy intersection where thousands of cars and pedestrians pass daily. The location of the billboard will be in an area of town where there are a lot of doctors offices, rehab facilities, and a hospital nearby.

Advertising [Company Name] will invest in advertisements in featured local publications, such as community newspapers and newsletters that focus on the retired and aging population.

Pricing Strategy

[Company Name]’s pricing will be moderate so customers feel they receive great value when purchasing its services.

VII. Operations Plan

Functional roles.

[Company Name] will need to fulfill the following functional roles in order to execute their business plan and ensure the company’s success:

Administrative Functions

• General & administrative functions including legal, marketing, bookkeeping, tax, etc.
• Staff management and scheduling
• Hiring and training staff

Health Care Functions

• Physical Therapist
• Occupational Therapist
• Home Health Aides
• Social Worker

[Company Name] will achieve the following milestones in the following [] months:

• Secure 2,000 square foot office space
• Develop website, logo, and company website
• Secure small business loan bank financing
• Develop and finalize list of home health care services
• Hire and train staff
• Begin advertising campaign with hospitals, nursing homes, billboard, and print publications
• Grand Opening of [Company Name]

VIII. Management Team

Management team members.

[Company Name] is owned and operated by [Founder’s Name], a local nurse who has worked at local hospitals for over the past ten years. She has worked in the Occupational department where there are numerous elderly patients being treated daily. She has dealt with hundreds of elderly patients and their families finding adequate and affordable home health care upon being released from the hospital. [Founder’s Name] has realized there is a lack of quality and affordable home health care agencies in [company location]. She aims to provide the best in-home health care services while also being affordable for the patient and their families.

[Founder’s Name] graduated from the University of ABC with a Bachelor’s Degree in Nursing.

Hiring Plan

[Founder’s Name] will serve as the agency Founder and Chief Executive Officer. She will hire the following personnel in order to maintain an effective and profitable home health care business:

• Office Manager will assist [Founder’s Name] run the administrative tasks to operate the agency. This person will handle bookkeeping, tax payments, payroll, and office inventory.
• Receptionist will handle all phone calls and web inquiries. This person will also manage the scheduling of the home health care staff.
• Nurses – 2-3 nurses will be on staff to provide the nursing services.
• Occupational Therapist – 1 OT will be on staff to provide occupational therapy services.
• Physical Therapist – 1 PT will be on staff to provide physical therapy services.
• Home Health Aides – 3-4 aides will be on staff to provide basic care to the patients.
• Social Worker – 1 social worker will be on staff to oversee the welfare and care of each patient.

IX. Financial Plan

Revenue and cost drivers.

The revenues for [Company Name] will come from the fees it will charge the patients and their insurance for the health care services it provides.

The cost drivers for the company will be the payroll of the staff, lease on the office building, office supplies and equipment, and marketing and advertising costs.

Capital Requirements and Use of Funds

Key assumptions.

  5 Year Annual Income Statement

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Home Health Care Business Plan Template

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1. Don't worry about finding an exact match

We have over 550 sample business plan templates . So, make sure the plan is a close match, but don't get hung up on the details.

Your business is unique and will differ from any example or template you come across. So, use this example as a starting point and customize it to your needs.

2. Remember it's just an example

Our sample business plans are examples of what one business owner did. That doesn't make them perfect or require you to cram your business idea to fit the plan structure.

Use the information, financials, and formatting for inspiration. It will speed up and guide the plan writing process.

3. Know why you're writing a business plan

To create a plan that fits your needs , you need to know what you intend to do with it.

Are you planning to use your plan to apply for a loan or pitch to investors? Then it's worth following the format from your chosen sample plan to ensure you cover all necessary information.

But, if you don't plan to share your plan with anyone outside of your business—you likely don't need everything.

More business planning resources

10 Qualities of a Good Business Plan

Simple Business Plan Outline

How to Start a Business With No Money

How to Write a Home Health Care Business Plan

How to Write a Business Plan

How to Write a Business Plan for Investors

Industry Business Planning Guides

Business Plan Template

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