5. Business Strategy
5.1. Competitor Analysis
5.1.2. Government Intervention
國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
5.1.2. Government Intervention
Swaziland has been recently creating ties with a number of countries and a closer bond with countries such as Taiwan. This interrelations between Swaziland and such countries has seen a number of donations received by Swaziland Hospitals and Construction of Schools for the development of the country.
Recently the Taiwan government has donated hospital beds to one of the largest hospitals in Swaziland. Such ties may in the future see the government of Swaziland offering such a facility to disabled citizens at a lower or free rate. Below is inserts from Swaziland local newspaper depicting the depth of relations between Swaziland.
Figure 3 Insert from local newspaper about Taiwan donations
Source: Swaziland Local Newspaper – Times of Swaziland
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Figure 4 Insert from local newspaper
Source: Swaziland local newspaper-Times of Swaziland
5.2. Vision
We are aware that there are many children with various forms of disabilities for whom there is no suitable facility to cater for their individual high care needs. Lilita Care Centre is committed to providing safe and loving facilities to such children and provides more than a home for them-it is a place where we care and provide daily physical and mental stimulation programmes.
It is a place where we develop such children to enable them to create income-generating work opportunities in the future. This will allow family members a time-out period and a much needed respite from the on-going care and stresses that come with looking after a person with severe or profound disabilities.
‧
To contribute to the mental, social, spiritual, emotional, and physical development of children with severe and profound mental and physical disability by providing affordable places of safety, love and care.
5.4. Strategy and Key Success Factors
What gives Lilita a competitive edge is that our facility provides professionally trained care takers (midwives and social workers) and occupational therapists and physiotherapy. They have the skills and attributes that enhance the quality of life for persons living with a disability and facilitate the desired degree of independence sought by the person and their family.
Midwives use health promotion strategies and take into account the social view of health, emphasizing education and participation in the prevention of avoidable disability and the achievement of human potential.
Below is a list of models that will be used in the development of children with disabilities
5.4.1. Water Therapy
Hydrotherapy is used as a treatment for children with disabilities and motor delays.
Hydrotherapy has been used for musculoskeletal and neuromuscular rehabilitation for over 100 years. It has been shown to improve motor performance in children with muscular dystrophy, cerebral palsy, cystic fibrosis, spina bifida, and Rett syndrome. Hydrotherapy is based on the principles of hydrodynamics (buoyancy, relative density, viscosity, resistance, hydrostatic pressure, turbulence, and flow) and is thought to provide multiple sensory stimuli through water temperature, weight relief, and vestibular input.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Figure 5 A physiotherapist conducting water therapy
The properties of water assist active movement, provide postural support, and promote relaxation of spastic muscles, improved circulation, and strengthening, allowing a variety of fundamental motor skills to be performed, relative to an individual’s skill level. Aquatic activities also provide opportunities for social interaction and play, which can facilitate
language development and improve self-esteem, self-awareness, and sense of accomplishment.
A survey of 18 occupational therapists using hydrotherapy to treat young children with ASDs reported a substantial increase in attention, muscle strength, balance, toleration of touch, initiation and maintenance of eye contact, and social participation. Additionally, children with ASDs and their parents described aquatic therapy, water play skills, and swimming as
enjoyable.
‧
Light is essential to maintaining normal, healthy physiology. Exposure to the sunrise is a key factor in synchronizing our internal body cycles or circadian rhythms to the external world (so we sleep when it is dark and are alert during the day).
Scientists believe that bright light therapy works on several different levels, producing a combined beneficial effect. When used at an appropriate morning hour (or in rare cases, evening hour), it corrects the misalignment of the internal body clock, known as the circadian rhythm, with external night and day. Bright light therapy, acting on the body’s own response to light, may also stimulate the brain's production of the neurochemicals responsible for positive moods. This may explain why people not getting the light they require feel lethargic, less motivated and experience the blues.
5.4.3. Sound Therapy
Sound therapy is the application of sound waves to encourage cellular reorganization, optimal physical health, mood enhancement and psychological well-being (source). When we talk, sing and listen to music we are catching the vibration of the sound waves. We live in a vibrational universe and we are vibrational beings. Our bodies are 60% wa ter. Our fluid-filled cells vibrate continuously at their own unique resonant frequency. Sound waves also vibrate through the air at a certain frequency and can be transmitted through fluids or our body at an even faster frequency.
Through the ear we can perceive and process sounds and maintain our physical equilibrium. The sound waves (movement of air molecules) travel along it’s passage until they hit the eardrum and cause it to vibrate. As a result, the ear, translates these vibrations
‧
into nerve impulses, which travel to the brain where they are decoded. Through the larynx or the voice box, we can produce sound with the vibration of the vocal cords.
The vibrations of the sounds (mantra) we hear and sing can penetrate through our skin, ears, bones, and viscera. Our physical bodies act like big resonators, responding to the vibrational patterns around us. When we observe two pendulums in close contact, they synchronize and resonate at the same frequency. This phenomena is known as entrainment, and it accounts for why our heartbeat and our breathing tend to synchronize with the beat of music we listen or chant.
5.4.4. Exercises and games
The primary goals for increasing physical activity in children with disabilities are to reverse deconditioning secondary to impaired mobility, optimize physical functioning, and enhance overall well-being. Regular physical activity is essential for the maintenance of normal muscle strength, flexibility, and joint structure and function and may slow the functional decline often associated with disabling conditions.
Children with cerebral palsy (CP) are significantly weaker than age-matched controls, and strengthening and weight-bearing programs are recommended. Moreover, female adolescents with CP have a lower self-concept than their counterparts without disability in the domains of physical appearance, social acceptance, athletic competence, and scholastic competence. Adequate levels of muscular strength and endurance are associated with increased bone mass, reduction in injury from falls, and a greater ability to complete activities of daily living.
‧
A strength-training program for young patients with CP demonstrated increased strength, improved mental well-being, and better overall function. Another example is that of children with Down syndrome; although they have less muscle strength than typical children, they show increased exercise endurance and work capacity after participation in a specialized aerobic training program.
The current epidemic of obesity associated with inactivity is a global health care concern for all children, including those with disabilities. Children with disabilities are more likely than other children to be sedentary, placing them at higher risk of obesity and associated health conditions. In fact, children with certain developmental disorders have higher prevalence’s of being at risk of overweight and being overweight than do children without developmental disorders.
Physical consequences of inactivity for persons with disabilities include reduced cardiovascular fitness, osteoporosis, and impaired circulation. In addition, the psychosocial implications of inactivity include decreased self-esteem, decreased social acceptance, and ultimately, greater dependence on others for daily living. Overall, the participation of children with disabilities in sports and physical activities can decrease complications of immobility.
‧
Marketing our service-oriented business requires establishing a reputation for expertise and excellence. It starts with our known contacts who are in positions to recommend us and make referrals to us, and continues with long-term efforts to develop recognition among social service fields.
6.1. Market Segmentation
Our market segmentation will be children with disability ranging from the birth to 19 years. In most cases children with chronic diseases have a short span of life-so the majority will be dead by the time they are teenagers. Recent study has shown that there are more children born with disability than those who develop a disability after birth.
Causes of disability
Causes %
From birth/congenital 47.1
Disease/illness 28.3
Accident 18.5
Witchcraft 3.6
Figure 6 list of causes of disability in Swaziland
Source: A Natural Representative Study - Living Conditions Among People with disability in Swaziland
The main message is that the causes related to birth are pronounced. Disease and illness is also high, and for the most related to early age and childhood. Accident is also an important cause, and witchcraft ranks as number four with 3.6%
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
6.2. Market Target
Our target will be mostly the children in the rural areas as about 83% of children with disability live in the rural areas. Our clients will be divided into two divisions-one being those that live in the facility and the other being those that are dropped in and picked up by their parents after hours.
Full-Time Working Couples
The company wants to establish a significantly large full-time regular client base in order to establish a healthy, consistent revenue base to ensure stability of the business. Customer relations are extremely important, as it is imperative to keep the parents pleased in order to keep their children in the facility.
Part-Time Workers / Drop-Ins
Part-time workers and drop-ins comprise approximately 20% of revenues. While this market is not the primary focus, sufficient flexibility to handle this secondary market is important to producing supplemental revenues.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
6.3. Marketing Mix
6.3.1. ProductThe centre will offer a more personalised interaction between children with disability and caretakers to enhance their learning abilities and monitor their everyday progress and experiences. We have the staff that specialises in the many different areas of children with disabilities and have the resources available to work effectively with the children.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Figure 7 A trained worker reading for a disabled child 6.3.2. Place
Lilita Care Centre will be located in a semi urban area which will be a central point to target the majority of our customers from rural area and those from urban areas. Our building facility will be accessible to wheel chair users and strollers to move around.
6.3.3. Promotion
We will be sending out fliers to market ourselves and to create awareness about disability and we will have several advertisements located mostly in rural areas and some also in the urban areas. Our promotion fliers will include our service offering to the disabled which is:
psychosocial development
provide effective physical care
conduct health assessments and develop individualized plans of care
maintain successful interdisciplinary collaboration with other professionals
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
address the issues associated with autism, Down syndrome, cerebral palsy, fragile X, sensory impairment, and medical and behavioral health problems
support developmental transitions across the lifespan
expand their knowledge of genetics and apply it to nursing practice
6.3.4. Price
Because of the developmental and physical care, the best equipment and the highly skilled personnel we will be charging a premium price to be able to cover our overhead costs. The standard of living in Swaziland is quite low however the increase in the number of parents dependent of two incomes it is possible and feasible for such a facility to be operational and profit making.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
7. Financials
Since this will be a new business venture and with the investments of assets and human resources - we expect the company to make a loss the first 4 months. However, from the 9th month we expect to see steady growth as the clients get to realize the value of our service and as the company gains popularity across the country through aggressive marketing and through word of mouth.
As the Profit and Loss table shows, the company expects to continue its steady growth in profitability over the next three years of operations.
As people get to realise the value that is created by the facility to the disabled-they will trust us with their children and more and more children will be served by our facility.
That would be sales growth for the business.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Financial Breakdown
Our start-up costs are $207,575, which includes of concept research and development, business and marketing software, educational brochures, stationary, legal and accounting cost, office furniture and computers, initial month's rent/security deposit, and initial advertising cost, including production of printed reports.
Long-term assets include a key of diagnostic equipment, Treatment table and chiropractic tables.
Much of this will be financed by direct owner investment. The projected loan to aid in the purchase of equipment and working capital is shown as a long term liability. The assumptions are shown in the following table and chart.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Start Up Requirements
Start Up Expenses
Item $
Legal 2900
Stationery 1000
Insurance 1000
Rent 5675
Licensing 6000
Research & Development 6000
Computer & Software 8000
Office Furniture 3000
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Item $
Cash Required 69000
Long Term Assets 104000
Total Assets 173000
Total Requirements 207575
Item $
Non Cash Assets from Strat Up 104000
Cash Requirements from start up 69000
Cash balance at start date 69000
Total Assets 173000
Total Assets
Total Start up Expenses
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Fundraising Strategy
The facility will be sending and accepting donations and funding from institutions such as UNICEF, World Bank, grants from private foundations, business sponsorship and private donations to ensure that the facility operates at its best with the best equipment and space to accommodate more children as the business grows.
Item $
Long Term Liabilities 164000
Start up Cost Funded by Owner 33575
Additional Investment 10000
Start up expenses 34575
Total Capital & Liabilities 173000
Total Funding 207 575
Total Liabilities and Capital
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
8. Conclusion:
The issue of people living with a disability in Swaziland has been long ignored by the government solely because they do not realize any economic contribution derived from them.
Most efforts to present a cost-benefit analysis of disability have focused on the cost side. This calls for more work to be done to create awareness and educate the leaders of Swaziland about disability, and most importantly to improve the health system of our country to minimize the number of births of disabled children.
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
9. References
1. http://www.adry.up.ac.za/index.php/section-b-country-reports/swaziland
2. Government of Swaziland: Central Statistics Office (CSO) 2007 Population and housing census: Fertility, nuptiality, disability & mortality (2010) 4
3. Human Rights Council ‘Report of the Working Group on the Universal Periodic Review-Swaziland’ A/HRC/19/6 (2011).
4. Times of Swaziland 18 September 2012 http://www.times.co.sz/News/79799.html (accessed 25 March 2015)
5. AH Elde & B Jele ‘Living conditions of persons with disabilities in Swaziland – A national representative study’ (2011).
6. R Lang ‘Disability policy audit in Namibia, Swaziland, Malawi And Mozambique: Final report’(2008)
7. The Secretariat of the African Decade of Persons with Disabilities ‘Study on education for children with disabilities in Southern Africa’ (2012)