Concierge Care Services (Hong Kong) Limited, GenderRe: Business Plan

全文

(1)國立臺灣師範大學管理學院國際企業管理雙碩士學位學程碩士論文 Double Degree Program for International Master of Business Administration College of Management National Taiwan Normal University Master Thesis. Concierge Care Services (Hong Kong) Limited GenderRe: Business Plan. Dominick Michael Finlayson. 指導教授：蕭中強博士 Advisor：Chung-Chiang Hsiao Ph.D.. 中華民國 106 年 8 月 August 2017.

(2) Notice This business plan has been authored by Dominick Michael Finlayson, Executive Director of Concierge Care Services (Hong Kong) Limited; 801, Pacific House, 20 Queens Road Central Hong Kong Island Hong Kong S.A.R (China) Under the supervision of Professor C. Hsiao of National Taiwan Normal University, Taipei, Taiwan. Its contents and forecasts are deemed accurate and up to date as of 28 August 2017. The right to view any material contained within should be considered privileged and remains the property of the Author, Concierge Care Services Limited., with all Copy & Intellectual Property Rights Reserved.. Dominick Michael Finlayson 31 August 2017 2. Page.

(3) Executive Summary The purpose of this business plain is to clearly define the purpose, strategy and nature of business by which Concierge Care Services (A Hong Kong Limited Company) is to operate as a commercial entity. This information is targeted specifically towards our key stakeholders, prospective institutional providers of banking and financial services as well as to support the business by defining a clear strategy and course of action to achieve its ultimate goals and act as an tool to measure the desired vs actual performance as operations develop. The company’s primary presence is an online platform where individuals can seek medically curated information regarding gender and gender-identity related conditions. Thus presenting an opportunity to provide help and support to people in need. Should the surgeon sees fit, after at least one year of life of his or her intended gender (with the hormone therapy under the supervision of a qualified endocrinologist), the individual, identified as transgender and diagnosed by two (independent) psychiatrists, may be deemed a candidate to surgically complete their transition. Beyond providing a community, where patients, families and the community at large are able to make more informed decision about gender identity issues, Concierge Care Services, is able to generate revenue from such individuals by providing a concierge service to help undergo this often confusing and expensive process of transitioning. Our firm is better positioned to capture this market opportunity rather than others due to the relative strengths of the relationships we have with our partners and the critical position held by them in this industry. Similarly, we are uniquely positioned to receive considerable media publicity which although short term in its broadcast, 3 Page.

(4) through the talent of our advisors, will be able to accelerate our companies promotion. Our value proposition as a concierge provider, whose partners are the best in their field, is further enhanced by the passion they have for this community and their extensive networks. Thus in the eyes of the consumer in a market where prices are transparent and uniform, the total perceived value derived from our service is greater than that of our competitors To sustain this competitive edge, the firm relies strongly on its partners, who are very much engaged with the community allowing the firm to remain responsive to changes and consumer opinion. This responsiveness would be a core competency of the firm, which is further aided by its lean organizational structure and partner/network business model. External stakeholder engagement through the intended relationship with ‘Susans Network’ by way of corporate sponsorship will further enhance the competitive strengths of the firm. We believe that the uniqueness of this model is unparalleled and by combining these two complementary (revenue & non-revenue generating) activities, we can attain a first-mover advantage and maintain a dominant position. As far as the uniqueness of this business model compared to competitors, we are in the market of only a handful of such dedicated concierge services, and our business is the only one that has a transgender partner involved in it so closely. Similarly, in a market where the majority of potential patients are native English speakers (the competitor is Thai), our strength to better communicate and understand the customer is a clear advantage. The limited scope of the market also lends us to believe that only one business can maintain such a position. Keywords: medical, tourism, gender reassignment, Thailand, concierge. 4. Page.

(5) Table of Contents Executive Summary .................................................................................................... 3 1.0 Business Description & Vision ............................................................................ 6. 1.1 Our Vision ........................................................................................................................................................ 6 1.2 What we do ......................................................................................................................................................... 6 1.2.1 An information Resource Center (generally non-revenue generating) ............................... 6. 2.0 Concierge Care Services (Defining the Markets) ................................................. 9 2.1 Australian patients .......................................................................................................................................... 9 2.2 International (predominantly ‘Western) Patients ............................................................................. 9 2.3 Female to Male Patients ................................................................................................................................ 9 3.0 3.1 3.2 3.3 3.4. Industry Analysis ............................................................................................. 10. SWOT Analysis ........................................................................................................................................... 10 Competition ................................................................................................................................................. 11 Five Forces Framework .......................................................................................................................... 12 Industry Potential........... .......................................................................................................................... 13. 4.0 GenderRe Brand Positioning & Value Proposition ............................................ 13 4.1 Service Offering .............................................................................................................................................. 14 4.1.1 Key Partnerships .................................................................................................................................... 14 4.1.2 Key Activities ............................................................................................................................................ 17 4.1.3 Key Resources .......................................................................................................................................... 18 5.0 Sales, Marketing & Customer Centric Areas ..................................................... 20 5.1 Customer Relationships ............................................................................................................................. 21 5.2 Marketing Channels ..................................................................................................................................... 21 5.2.1 GenderRe Website ...................................................................................................................................... 21 5.2.2 Social Media and Online Promotion .................................................................................................. 21 5.2.3 Media Coverage & Associated Publicity ........................................................................................... 22 5.2.4 Yanhee (International) Phone Line .................................................................................................... 24 5.3 Internal Organization and Management ............................................................................................. 24 6.0 Financials ......................................................................................................... 25 6.1 Costs ................................................................................................................................................................ 25 6.1.1 Fixed Overheads ..................................................................................................................................... 25 6.1.2 Variable Costs .......................................................................................................................................... 25 6.2 Revenues ....................................................................................................................................................... 26 6.3 Typical Patient Breakdown .................................................................................................................. 27 7.0 Business Strategy ............................................................................................. 28 7.1 Content & IP Strategy .............................................................................................................................. 29 7.2 Litigation Minimization .......................................................................................................................... 30 7.2.1 Yanhee Hospitals Guarantee ............................................................................................................. 30 7.2.2 Corporate Indemnity ............................................................................................................................ 30 7.2.3 Partnership & Contractor Structure .............................................................................................. 30 8.0 Current Business Position ................................................................................ 30 8.1 Bodyline Patient Care Pty Ltd (Australia) ...................................................................................... 31 8.2 Yahnee Hospital (Thailand) Limited ................................................................................................ 31 9.0 Major Achievements & Moving Forward .......................................................... 32 References ............................................................................................................... 33 Appendix .................................................................................................................. 34 5. Page.

(6) 1.0 Business Description & Vision 1.1 Our Vision Our Vision is to support the trans-gender community by providing a wellreferenced digital resource library, moderated discussion forum and a concierge service that allows candidates to access surgical and travel services as required.. 1.2 What we do First and foremost this is a for-profit business, but does actively pursue larger stakeholder objectives that are non-direct revenue seeking in nature. . Despite this, the business has an underlying and sustainable business model driven by a motive to bring about a positive return on the shareholders equity (and time) investment. Naturally through this mutually beneficial relationship with our associated partners their own person business interests are exposed to greater opportunities. The business is by in large a service provider operating in two distinct but intuitively related areas as discussed below;. 1.2.1 An information Resource Center (generally non-revenue generating) o Individuals §. Experiencing gender identity issues of some description;. §. Identified as transsexual or intersexual;. §. Undergoing some stage of the transition process.. o Families §. This is primarily through helping them understand general concepts and terminology (which is often complex and poorly comprehended). General education and . §. If required, referrals to other resources such as professional services.. . 6. Page.

(7) In terms of the sources of this information, we rely on existing online forums where transgender and people transitioning frequently discuss their experience, review doctors and local physicians, and discuss the general experience of undergoing (and importantly recovering) such an involved procedure. For example, Susan’s Place Transgender Resources, (2015) is probably the largest of these forums, with a membership of over 28,000 individuals. Appendix Item 11 refers to a message from the Moderator of this forum and outlines corporate sponsorship available to the website. This would help us make use of the forum through prominent advertising. At the same time we would answer member questions and post articles of interest to fascilitate dialogue and raise awareness of our resource centre and its services. The scope of our reporting in this area will be limited in breath, given this reports specific focus on the sales, operations and revenue generating aspects; however, additional reporting could be warranted, given the mounting areas of research that supports the stance of those firms who have a ambitions beyond solely their profit center. In return for taking a genuinely strong stance on potentially risky social issues (Transgender rights being a case in point) such firms actually experience greater firm value compared to their less righteous competitors (Weinzimmer & Esken, 2016) Concierge Care Services is a service platform that coordinates the activities of its partners to meet the customers needs. Customers engage with the company to seek information regarding assistance in receiving information about gender-disphoria and gender reassignment surgery. The strengths of the relationships the company has with its partner organizations, the growing acceptance and accessibility to affordable surgical options such as in Thailand provide for an environment that can foster the development of this business.. 7. Page.

(8) Furthermore, this business commits its coordinated endeavor to foster the community aspect of the organization by the provision of a medically curated forum, where real patients can share their experiences and interactions with; •. Hospitals. •. Surgeons. •. Endocrinologists. •. Gynecologists. •. Psychologists and Psychiatrists. Our own forum, would include content that we may have already psoted on the Susan’s Forum, however it would also include stories and our own material that for editorial reasons may not be allowed on Susan’s. In that sense the two can be considered differentiated, but complimentary. This community aspect is further enhanced by the company’s commitment to devote 20% of its post tax profits to our preferred outreach organizations. To be posted annually. Examples of such would include the previously mentioned paid membership/ Sponsorship of Susan’s. 1.2.2 A Concierge Care Service (the revenue generating aspect) to, Primarily the target consists of groups of individuals previously identified, who can be broadly categorized as non-traditionally gender conforming (inter- or transsexual), and in many cases are interested in a surgical and/ or depending on previous contact with practitioners clinical consultation. In short, due to prohibitive home country costs (sometimes stemming from a lack of access to public or private health care benefits and less experienced (or too busy) local practitioners many patients turn to strategic foreign destinations to undergo such operations. That is where the value proposition of our offering is derived.. 8. Page.

(9) The various professional service providers that we would typically work to serve our patients are explained in depth in the 2nd & 4th sections of this report.. 2.0 Concierge Care Services (Defining the Markets) The market, whilst being quite specific to individuals interested in gender reassignment and related surgical procedures can be segmented along a number of lines.. 2.1 Australian patients o Pre-operative Australian transgender men §. This includes full reassignment surgical procedures. o Post-operative Australian transgender men; §. Seeking related procedures to compliment their existing transitory operation. 2.2 International (predominantly ‘Western) Patients o Pre-operative international transgender men §. This includes full reassignment surgical procedures. o Post-operative International transgender men; §. Seeking related procedures to compliment their existing transitory operations •. Facial Feminization. •. Voice box surgery. •. Hair transplants/ grafts. 2.3 Female to Male Patients o Anecdotal research suggests this segment is 1/10th of which Yanhee Hospital has indicated that the majority of inquiries directly from Japan via an agent. o Our focus on this segmentation is going to be held off until the planned system under the name of GenderRe is proved successful, with the associated media coverage. At which point it will be spun off as a unique brand “Bodyline-Menz”. 9. Page.

(10) 3.0 Industry Analysis The medical tourism industry, particularly for Australian patients is well developed, with multiple local and international firms offering essentially every procedure imaginable, including of course GRS and related procedures. However there is really no single player in the market who is so solely devoted to this area of medicine, let alone providing as robust of a community and psychiatric support network for patients. Competitively, domestic surgeons in Australia cannot match the offerings of Thai doctors on most measures including; •. Price. •. Level of post operative care. •. Experience of practitioners. Our recent experiences with patient further point towards the competitiveness of our business model, with Natinoal Health Insurance (Medicare in Australia) not covering the procedure.. 3.1 SWOT Analysis The ‘SWOT’ Analysis below is a study we have conducted to identify our firms Internal Strengths (& weaknesses) as well as the External Opportunities and threats, specifically; •. Strengths: characteristics of the business or project that give it an advantage over others. •. Weaknesses: characteristics of the business that place the business or project at a disadvantage relative to others. •. Opportunities: elements in the environment that the business or project could exploit to its advantage. •. Threats: elements in the environment that could cause trouble for the business or project. With it’s history being obscure (although widely credited to the great management consultant, Albert Humphrey, a house name at Standford, MIT & Harvard and both academic & business practice seldom aligning, this framework it widely regarded. 10. Page.

(11) as a useful tool help a firm evaluates itself and the market in which it operates to. External Origin. Internal Origin. understand the relative strategic fit. Helpful Harmful Strengths Weaknesses • Lean organizational Structure • Privately funded (low cash and low fixed costs. reserves); limited reach advertising budget. • Relevant experience of partners and passion for the industry. • Limited prior customer testimonials • Media exposure to support launch from patient 1’s show on • ‘Busyness’ of partners Channel 9 • Preparedness to respond to a • Media contacts in Australia surge in customers (access to Channel 9 & SBS) (maintaining level of service) • Understanding cultural sensitivities when translating business model Opportunities Threats • No other strong direct • Low barriers to entry, room competitors for competitors to enter and undercut market share • Growing awareness and acceptance of industry • Market size (potential growth but always limited) • Exclusive agreement with Yanhee Hospital & taking over • Independent patients going the international SRS devison directly to clinics • Australian Department of • Exchange rate fluctuations Human Services allowing make doing business less patients to access predictable and creates superannuation fund to pay for exposure to currency risk surgery • Litigation (minimized through • Opportunity to market in previously discussed different markets mechanisms). 3.2 Competition As previously mentioned in the SWOT and initial industry analysis there are no specialized/ direct competitors with this company. However competition is seen from companies such as •. Other medical tourism agencies and concierge service providers. Their number is large and geographic dispersion high. Example of which include Estica Thailand;. 11. Page.

(12) o. http://www.transgendersurgerythailand.com/contact-ustransgender-surgery-sex-change-operation-sex-reassignmentthailand-bangkok. •. Hospitals & Surgeons actively who market their services directly; o In Thailand §. Kamal Hospital (Bangkok). §. Piyavate Hospital (Bangkok). §. Samitivej Srinakarin Hospital (Bangkok). o Other locations §. Numerous spread globally. 3.3 Five Forces Framework. 12. Page.

(13) 3.4 Industry Potential After using these tools to analyze the industry in general we can look at some more specific quantitative data to exam it’s size and market potential. Statistically speaking, stimates surrounding the prevalence of transsexualism vary from source to source, however indicatively, however the Amsterdam Gender Dysphoria Clinic (van Kesteren & Henk Asscheman, 1997) has over four has treated roughly 95% of Dutch transsexual clients, and it suggests a prevalence of 1: 10,000 among assigned males and 1: 30,000 among assigned females. A 2008 study of the number of New Zealand passport holders who changed the sex on their passport estimated that 1:3,639 birth-assigned males and 1: 22,714 birthassigned females were transsexual (Veale, 2008). The variance between these figures is not high and in terms of being able to reach these individuals, through our contact and sponsorship with Susans network we will have access to an already educated and engaged community of more than 20,000 who could be potential customers. This does not include the very engaged, private groups that Fran Hirst is involved in.. 4.0 GenderRe Brand Positioning & Value Proposition. (Strategyzer AG, 2017) This model is an adaption of Osterwelder’s (2004) strategization modelling technique, particularly useful for the application of a lean startup. It has helped our 13 Page.

(14) firm to better understand our value proposition and given the level of infancy, build on that through our core competancies. However it’s limitations have meant that I have included further industry and internal/external frameworks to compare the company aginst competeitors, both local and international given the globally competitive environment we operate in. With specific reference to the above business marketing canvas (typically used to explain the business plan and make adaptive changes accordingly) we can begin to understand each of the business elements. The center showing the value position offered and how Operations (Left) and Sales/ Marketing (right) create this. The associated revenues and costs are represented accordingly. The specifics of each service will be outlined and discussed in detail in proceeding sections, as will the financials in Section 5.. Trading as; “GenderRe” via www.GenderRe.com.. 4.1 Service Offering Concierge Care Services is in essence a service platform that coordinates the activities of its partners to formulate a customized package, tailored to individual needs. The relative partners who provide these individual services are outlined below; 4.1.1 Key Partnerships These partnerships describe the key relationships that the company has with its related parties. Memorandums of Understanding (MOU’s) and/or associated contracts are located in the appendix as noted. Bodyline Patient Care (Australia) Limited o Initial patient/ doctor consultation at hospital 14 Page.

(15) o Care & Custodial Services in Country §. Attending and arranging meeting with doctors and hospitals. §. Post operative care •. During hospital stay (to ensure that standards and patient comfort is being upheld). •. 2 weeks of monitoring (as needed) following discharge from hospital in Thailand.. §. Assistance in keeping patients local physicians informed of the. process. (endocrinologists,. general. practitioners,. gynecologists, psychiatrists etc) o Travel (all as per the level of standard/ budget of the patient) §. Accommodation. §. Flights. §. Transport. o Staff training in Thailand §. This particularly concerns the operators of the call center desk that will we be running out of the international department at the hospital.. §. A full time nurse is currently being interviewed to oversee all the care patients will receive.. Trading through; www.bodyline.com.au. Yahnee International Hospital (Thailand) •. Primary provider of surgical procedures. •. Source of international patients through our dedicated staff at their international office and control of their phone lines. o Australia, New Zealand, USA & Canada. •. MTF surgeries performed by Dr Greetchart Poonsirisikit. 15. Page.

(16) Website contact; www.yahnee.net. Dr Zachariah Turner (Australia) o Company consultative Physician o Doctor responsible for providing follow-up with (Australian) patients up to 6 moths from returning to Australia o Source of publicity and media for the company through existing contacts with the large Australian TV broadcast media o Bio on §. https://www.drzac.co/projects/. Dr Diana Hamilton (Australia) o Psychiatrist responsible for screening patient inquiries using the Harry Benjamin protocol o Source of patient referrals from, §. Her practice in Queensland, Australia. §. Her network of professionals globally.. o Advisor on potential areas of liability and best work practices and auditor of surgical providers to ensure compliance with SRS international framework (Harry Benjamin Protocol) o Support for families before surgery and also following return to Australia. o Bio on §. http://www.drdianahamilton.com.au. Ms Yumiko Kigoshi (Japan/ Australia)- (ADACREST Consulting Pty Ltd) o Well experienced in proving medical (largely cosmetic surgical) concierge procedures to patients both western and in Japan. o Well connected with Dr Ito in Nagoya, a pioneer in HARG Therapy (Penetrative injection Therapy of Carbonic Acid gas jet), which may prove a popular choice for hair regrowth among interested patients.. 16. Page.

(17) o Whilst Ms Kigoshi’s primary input will be in the “Menz” area further along, she is currently referring a second MTF patient. AVOXI •. Telecom Services for; o USA o UK o Australia o Canada o New Zealand. Drew Lambert (Australia) (Didcomms Pty LTD) Consultant publicist. With particular experience with bookings from the Australian Woman’s Day Magazine, SBS News Media Network and Bauer Media.. David Clune (Australia) Is an experienced social media manager, and advises GenderRe for content creation and html optimization for promotional purposes. He has kindly offered his services pro-bono. Partner resumes, profiles and accreditations available via personal website or upon request.. 4.1.2 Key Activities Concierge The underlying concept behind our business model is the provision of a concierge service that is the linking of our partners and management of the interaction between them to ensure every patients experience is as smooth as possible. The importance of this service to non-native Thais and those who are less experienced in international travel (let alone medical tourism) is clearer communication with non-native English speakers, access to discount and taking on the burden of scheduling appointments and offering a variety of 17. Page.

(18) options. This is particularly important in a market where substitutes are available. Similarly, to have dedicated staff with experience and compassion towards these unique patients aides in the overall customer experience. Customer Relations The success of many businesses, especially related to elective surgery and travel can be determined by how the customer views their relationship/ experience with the company. Whilst the day to day care of patients and organizing of hospital visits and accommodation etc is provided by our partner; Bodyline Patient Care Pty LTD. Through GenderRe’s ERP & CRM system we can check to see if our partners are fulfilling deadlines and following SOP’s to meet the expectations of our company and the patients expected level of service.. The enhancement in the customer relationship and value added by employing patient care specialists is contrasted by the alternative recovery situation had a patient gone directly to a hospital. They would either have to care for themselves in a private hotel or apartment, or incur additional costs by spending an additional two weeks in hospital (non an ideal place to convalesce, particularly when Thailand offer such comfortable lodgings). Community Engagement As previously introduced, GenderRe, as being a part of a wider community, commits itself to supporting the LGBTQI community at large, our chosen partners for providing monetary support include; •. Victoria LGBTGI Support Network. •. Rainbow Youth (Australia). •. More to be announced. 4.1.3 Key Resources Desk at Yahnee Hospital Through negotiation with Dr Ismael Naypa, head of the international department of Yahnee Hospital, GenderRe gained unprecedented access to the existing resources of the hospital. Allowing us to choose an existing member of their staff to be trained. . 18. Page.

(19) by Bodyline for the exclusive purpose of taking calls related to SRS as a representative of GenderRe. This relationship is currently limited to calls originating from Australia, New Zealand, The UK, USA and Canada. But with the continued success of the relationship and proven increase in throughput (inquiry conversion) due to more well trained staff, our psychiatric network and premium care service along with media publicity we would expect this to be extended to more European locales. This agreement was reached with Yahnee on Tuesday 11th July 2017, formal MOU just awaiting legal review before final cosigning. Appendix item 7 is copy of confirmed points. Human Capital Janese Ritchie Of Bodyline (Australia) brings along 15 years of experience in navigating the medical tourism industry in Thailand, having spent this time negotiating with hospitals and providing patient care, along with her sister Judith Remar (a licensed Chaplain). The knowledge is extremely tacit and is arguably not transferable i.e. is difficult to transfer from one person to another but instead is learnt through experience. As previously mentioned, Bodyline Patientcare LTD is a partner of GenderRe and their services are contracted. Dr Zachariah Turner A registered General Practicing doctor, with a specialization in cosmetic and aesthetic medicine, with regular appearances on Australia’s Channel 10 Morning show he brings a breath of experience and exposure that the company can leverage to its advantage. Beyond his own personal involvement in medicine in Australia, Dr Zac has been referring patients to for general procedures through Bodyline and can be considered as both an ambassador for and advisor to GenderRe.. 19. Page.

(20) Fran Hirst A registered Nurse and trans advocate who underwent her surgery more than 30 years ago is excited to moderate our online forums and also collaborate on future areas such as patient care and liaising with key allies in the LGBT community. In the future Fran would like to take over all the patient care and initial interaction for customers. Technical Assets & Infrastructure The operation of linking all these key partners and organizations is built upon a system consisting of contractual obligations, formalized SOP’s and an interactive (cloud-based) Customer Service & Enterprise Resource planning tool provided by Work (etc), Australia. The ERP (Enterprise Resource Planning) & CRM (Customer Relationship Management system is cloud based, allowing the users (with appropriate permissions) to follow the input and throughput of customer details and follow the evolving stages of the relationship. Follows patients from the initial inquiry onwards, presenting a system of balances and checks to ensure procedure is followed and customers are always attended to. Similarly from an ERP perspective when patients are being cared for in Thailand the associated careers needed and organization of transfers and relevant travel needs can be monitored and where necessary additional resources deployed. The technical suite allows for restrictions based access to the data and workflow monitoring between the previously mentioned key partners. This is particularly important, not only given the value of a database as a resource (and the importance of capitalising upon that data) but also given the nature of each partner’s geographical dispersion and the importance of remaining responsive to customer needs and changing working environments.. 5.0 Sales, Marketing & Customer Centric Areas The marketing and sales strategy of the firm is multi-dimensional in relies on multiple channels to reach prospective patients. . 20. Page.

(21) 5.1 Customer Relationships Given the long-term relationships we expect to have with patients, customer servicing is a key area we have identified as requiring attention. This can be attributed to anecdotal evidence that patients can take a long time to decide to going ahead with a procedure from there initial point of contact. As such a secure cloud based database has been established to record details of inquiries from all sources and regions. o This allows to follow with patients and remain in contact so that we can catch them at the moment they are ready o Also it allows us to continually offer promotions for other related procedures such as facial feminization (Bone sculpting), breast augmentation, hair transplants etc.. 5.2 Marketing Channels In terms of reaching our target audience we rely on a number of channels to communicate our value proposition. 5.2.1 GenderRe Website Our main point of contact and introduction of services to patients will be via our website, which outlines the services provided as well as the details of our preferred partners & community engagement. Our key partners have provided a large majority of its content so that the description of services provided is accurate. Furthermore, this content as been optimized for search engine indexing to ensure that results from searches are relevant and lead to our page and not providers/ competitors. The optimization has been conducted in conjunction with Yahnee’s IT team as well as contractors in the Indian sub-continent. 5.2.2 Social Media and Online Promotion Content on the GenderRe.com homepage has been edited to allow for searches by prospective patients to results optimized (google, yahoo, etc) this maximizes the resulting searches of potential customers towards our page. Fran Hirst, who will also be able to perform the role a source of information, will moderate the forum discussions. 21. Page.

(22) We are using regular outlets such as Facebook, Instagram to project company information and funnel more leads towards our main information resources. The content/ stories that will be pushed out through these mediums take two forms;. •. Internally Derived (created in-house) Video interviews with o Doctors at Yahnee Hospital o Dr Diana Hamilton (our consultative psychiatrist in Australia o Testimonials from our own patients. •. Externally Derived Current events of interest to our target demographic (item below shows such posts in draft to be released on the GenderRe Facebook page o E.g. ABC & SBS Australia. •. Medical news and updates . •. Human interest stories. •. Hospital promotional material. (GenderRe, 2017) 5.2.3 Media Coverage & Associated Publicity Patient 1 is currently already signed to a mass-market television show that has followed and will continue to follow her through her transition (along with other similar stories of a human interest nature). This is a continuation of a series from. . 22. Page.

(23) one year ago, which is expected to air September 18 2017, hosted by leading Australia Broadcaster, Karl Stefanovic.. New studio entertainment show, This Time Next Year, features everyday Aussies from across the country with extraordinary ambitions, who pledge to change their lives by “this time next year” – whether it’s to overcome a setback, find love, reunite with a relative or achieve a world record.. Hosted by Karl Stefanovic, many of the stories take unexpected turns over the course of the year, with the result of each story revealed in an instant.. - (Nine Entertainment Co (Australia), 2017). Similarly we are in negotiation with Patient 2 to have Bauer Media (Australia) follow both of their experiences in Thailand (a discount has been offered to each patient to schedule their surgeries at the same time to spread the associated media costs.. Negotiations are underway with “Woman’s Day (Australia)” to report on a 40 year old story of a rural Indigenous Australian girl (Fran Hirst) who decided to undergo surgical transition. The relationship between Fran, Bodyline & Dr Zac has been ongoing for the last 10 years, as she has undergone various facial feminization procedures to complete her desired Aesthetic following the independent gender reassignment surgery she underwent in Singapore (independently).. . 23. Page.

(24) Following further discussions, Fran has expressed interest in working with GenderRe, most particularly in the areas of patient care, family support and as a community ambassador. 5.2.4 Yanhee (International) Phone Line As per the discussed MOU with Yahnee (Full copy to be appendixed), the phone lines listed on Yahnees web site will be all under the control of GenderRe. Whilst this increases the burden on us of initially answering the inquiries, it essentially means we have the bulk of inquiries to the hospital. This means that we can strategically manage the interaction with our customers.. Through our partnership with telecommunications provider AVOXI, we have local telephone numbers for the following markets; •. USA & Canada (0800-029-4622). •. UK (0800-029-4622). •. New Zealand (0800-441-692). •. Australia (1800-870-396). All calls are diverted to a central line, which will either be to Dominick or Janese at Bodyline (answering on behalf of GenderRe). During after hours calls are managed by an Australian based answering service (Business 1300 Limited). 5.3 Internal Organization and Management As a concierge service that bundles the particular specialties of our partners the structure is very lean, with management being through the consolidated in the form of the executive director, Dominick Finlayson.. This allows the company to keep overheads low, and exercise a consistent and well-monitored customer experience. This structure is supported via an effective enterprise management system provided by Work (etc) an Australian firm.. . 24. Page.

(25) 6.0 Financials The “Strategizer” framework introduced in part 2 introduces some of the revenues and costs associated with the operation of the business as planned. These are simplified below, with detailed Cash flow and Income projections added to the appendix accordingly.. 6.1 Costs Overhead costs of the business are minimal, as the majority of which are outsourced to the experienced partner organizations with whom we engage.. With FC remaining low and VC high, the firm is safe in knowing that the majority of costs that are incurred are done following the successful conversion of an inquiry to customer. 6.1.1 Fixed Overheads As per appendix item 2 (2017 budget forecast), total fixed costs are estimated to be $AU 3640 (Less than $AU 303 per month).. Digital ($TBA, ~$200) •. Domain hosting o Godaddy.com. •. AVOXI o Call forwarding and line rental. . •. Business 1300 o Messaging service. Thailand (~TBH 20,000) •. Desk at Yahnee (call center) . •. Permanent office. •. Nurse (Jannine) 6.1.2 Variable Costs. Digital. . •. Google ad-words (TBA). •. Content creation (on-going) 25. Page.

(26) o Contracted as needed from India (Fiverr.com) o David Clune (Pro-bono until 2018) •. CapitalTV & Bauer Media to film and document individual patients experience o 10,000TBH per day. Thailand (per patient basis) •. Desk at Yahnee (commission upon successful signing of patient). •. Bodyline (Australia) Limited o Nurses on a per-patient basis for after care (Polly) o Attending initial consultation with doctor/ surgeon (Judith/ Polly) o $AU6,500 per-converted patient. Australia (per patient basis) •. Referral fees to partners ( $AU150 for inquiry, 5% for conversion) o Dr Diana Hamilton (consultant psychiatrist) o Dr Zachariah Turner. •. Post-op checkup provided by either (~$AU90, billed to and paid by patient, or Medicare where applicable) o Dr Zachariah Turner o Australian Home Doctor Service o GP/ Endocrinologist/ Gynecologist. As per the agreement of all partners, individual travel expenses to/ from Thailand will be individually covered.. 6.2 Revenues Revenue is acquired through a number of streams, which allow for the firm to maintain its operating costs and eventually turn a profit. These are almost entirely variable in nature. Through whichever entity it is received, it is ultimately realized by Concierge Care Services (Hong Kong) Limited, which provides a stable and well developed financial system along with strategic geographic positioning considering the activities of the firm.. . 26. Page.

(27) Thailand •. 25% deposit of medical quotation is required before proceeding, o If the patient fails to proceed with surgery this can be with held indefinitely or until they are ready to re-start the process.. •. Previously mentioned commissions from Hospital for patient conversion o Initially 20%, increasing to 30% as throughput is realized.. Australia •. Commission is received through GenderRe (Australia) Limited on all travel and accommodation booked for patients, o This can also be in the form of industry discounts given by Airlines & Hotel chains. o Approximately 20% of bundled care and travel package will be added. §. Varies dependent on requirement of patient i.e. economy or business, 4/5 star accommodation.. •. Media o In the case of providing an outlet with a story, generally 10% of the fee paid to the patient is retained by the company.. 6.3 Typical Patient Breakdown Example quotation of patient 1 referenced in appendix item 3 to 5. Typically, 20% of all surgical and non-surgical fees are representative of the margin provided by each patient.. Package total ($30-40,000 AUD) • ~$8,000 @ 20% Commission. Less Overhead (~$500 Month) • = ~$7,500. Ongoing royalty from Agency fee • Variable/ Case by case. . 27. Page.

(28) 6.4 Forecasting & Budgeting Using the above figures, we can forecast the expected revenues and expenses for the firm.. The resulting analysis has been prepared in Appendix item 2. In brief; the company will be able to break-even if a second patient is acquired in the first . 7.0 Business Strategy Given that the business relies on the support of its subcontractors/ partners the strategy of the business centers around the strength of these relationships and continuing to foster and develop them- this would be considered one of the key core competencies of the firm.. As we have already discussed the key partners required to pull the business strategy together it is important to understand the mechanisms behind this.. Given its infancy, it is premature to define the business as operating under one unified strategy. It is fair to say that currently the strategy for future growth revolves around the word of mouth (be this from discussion boards such as theose offered on the “Susans Network’ forum (where we plan to become a corporate donor), publicity and attention garnered from Patient 1s experience. With a specific focus on the Australian transgender community, especially given its contextual proximity to GenderRe (as an Australian firm).. Following the publicity and with the support of our the key partners previously identified, international expansion is not only a locus point, but a priority, given the limited size of the domestic market and exponential potential of markets such as China and Japan that we have existing access to and some limited experience with.. To summarize, in a traditional business strategic sense, we have a strategy that combines elements of our value proposition, being a cost-effective, quality concierge provided which is uniquely focused towards a demographic that is currently under served.. . 28. Page.

(29) To roughly describe the business strategy within the bounds of traditional theory, GenderRe, as a distinct business unit of Concierge Care Services uses elements of multiple strategies;. •. Differentiation o Based around service offering (more specialized) o Imagery and feel of the company is not comparable to any competitor. •. Value-based pricing o We don’t see this as an area to compete on. §. Transparent pricing by hospitals and booking agencies mean that all companies are priced similarly, so instead the service should be focused on.. o Fair cost given to customer due to the above, so whilst prices with direct competitors may be very similar. It is the added value received by our patients from a superior well-attentive service that is customized on a per-patient basis in such as way that the total perceived value received exceeds the cost paid.. •. Focus o Limited resources centered on a focused market to target o With experiences and developing, collaborative partnerships more prospective services will be developed to target specific new segments.. 7.1 Content & IP Strategy The Deed of Agency & Grant of Intellectual property license gives the company 2 years exclusive control over the patient with regard to using their image and identity for any form of promotion. Similar perpetual rights to any content created during engagements are granted to the company perpetually.. A copy of this agreement is appended as item 10. . 29. Page.

(30) This strategy builds the intangible assets of the business and ensures that competitors cannot use our intellectual property, as promotional material for their businesses. . 7.2 Litigation Minimization Working in a medical space inherently lends itself towards potential litigation should something unforeseen happen to a patient or the outcome of a procedure not meet their expectations. We have employed a number of mechanisms to minimize this risk, whereby not only reducing companies liability but also maximizing the overall customer experience. 7.2.1 Yanhee Hospitals Guarantee Our partner hospital provides an unrivaled guarantee for their surgeries. With a guarantee of 6 months to notify of a defective surgery and then lowing up to one year to undergo a corrective surgery. Full details can be viewed in the Appendix.. Appendixed as item 9 7.2.2 Corporate Indemnity All patients upon entering into a concierge package must sign an indemnity agreement which essentially outlines the our company is a concierge service and that whilst we arrange with hospitals for appointments and help communication flows, medical procedures and surgeries are the responsibility of the Hospitals and that we accordingly assume no liability. 7.2.3 Partnership & Contractor Structure The structure and nature of the business inherently minimizes the potential risk of litigation as all services and procedures are contracted, outsourced or provided by third parties or one of our partner organizations.. 8.0 Current Business Position As an independent business, Concierge Care Services has solid contracts with all of its partner organizations, which provide services to our patients. These relations have been chosen not only upon the great deal of skill and knowledge that they. . 30. Page.

(31) have in their related fields, but most importantly the passion that they have for their line of work.. Concierge Care Services, as a new entity with customers already onboard and funds that have already been collected on the company’s behalf, needs access to banking instruments and infrastructure to continue its day-to-day operations. Hong Kong being the location of choice because of the development of financial tools and location compared with Australia and Thailand.. 8.1 Bodyline Patient Care Pty Ltd (Australia) Bodyline provides all the support and care for customers who choose to undergo any procedure in Thailand and is involved in the process well before they make the decision to proceed.. Bodyline has 12 years experience in providing (aesthetic) medical tourism for Australian and international patients, seeking plastic and cosmetic surgery in Thailand and more recently Malaysia and the Philippines.. 8.2 Yahnee Hospital (Thailand) Limited Yahnee hospital is located in Bangkok Thailand and has always been a provider of general and alternative medical services (by in-large to local patients), however the international division is a large portion of their revenues (and growing rapidly), so much so that hey have an entire team of Pilipino doctors and nurses to aid In patient communication care and marketing. . They have been well known as a low-cost/ high volume provider, with a simple and straight forward approach to pricing and as such are relatively inflexible in their approach to individual patients (proving to be difficult at times but reliable in terms of managing patient expectations).. In technical terms the hospital has all JCI accreditations and provisions for 400 beds amongst its 14 story main building and is remarkably in the process of building an entire wing to service a groups of Chinese patients who come on package tours, a sign of their dedication to the growth of its international business.. . 31. Page.

(32) The founder, Dr Supot, now in his 90’s gets along well with our team and is eagerly awaiting our partnerships success.. 9.0 Major Achievements & Moving Forward Having secured our relationships with our partners and our first patient having surgery in September is a significant milestone for the company and will essentially be a platform from which to market our services. Capitalizing on the publicity and channeling it towards promotion of our services and brand will be the driver of our growth.. Once the model is confirmed sustainable and efficient, then Concierge Care Services will start to focus on different brands for different areas of patient interest i.e. •. FTM surgeries- Bodyline-Menz, targeting Japan.. •. Hair transplant & other complimentary surgeries/ procedures.. Whilst the interest has been established, we are taking an incremental approach to ensure that we learn as much as possible from current activities and apply this knowledge as best practices for future activities.. September 14 2017, being the day of our first patients’ surgery marks a milestone for the company and the focus moving forward will be to extract the maximum benefit from media coverage whilst at the same time organically generating a discussion that engages our target audience.. Importantly, this is also an opportunity to learn from the experience of having our first patient and make systems and processes that reflect any challenges that may occur.. . 32. Page.

(33) . References GenderRe. (2017). GenderRe: Concierge Care Services. Retrieved August 28, 2017, from Facebook: https://www.facebook.com/GenderReThailand/. Nine Entertainment Co (Australia). (2017, May 21). Nine Network Australia. Retrieved August 21, 2017, from This Time Next year: http://www.nineentertainmentco.com.au/brand-this-time-next-year. Osterwelder, A. (2004). THE BUSINESS MODEL ONTOLOGY A PROPOSITION IN A DESIGN SCIENCE APPROACH . Retrieved Jun 18, 2017, from Pré senté e à l’Ecole des Hautes Etudes Commerciales de l’Université de Lausanne: http://www.hec.unil.ch/aosterwa/PhD/Osterwalder_PhD_BM_Ontology.pdf. Strategyzer AG. (2017). CCS Business Value Proposition and Competitive Canvas. Retrieved 2017, from https://strategyzer.com/. Susan's Place Transgender Resources. (2015). Susan's Place Transgender Resources. Retrieved June 18, 2017, from Susan's Story: https://www.susans.org/susan-larsons-bio/. Van Kesteren, P. J., & Henk Asscheman, J. A. (1997). Mortality and morbidity in transsexual subjects treated with cross-sex hormones. J. Clin. Endocrinol, pp. 337-343.. Veale, J. (2008, October). Prevalence of transsexualism among New Zealand passport holders. Australian and New Zealand Journal of Psychiatry, 887889.. Weinzimmer, L., & Esken, C. (2016, May/ June). Risky business: Taking a stand on social issues. Business Horizons:, 59(3), 331-337.. . 33. Page.

(34) . Appendix •. #1 Certificate of Incorporation. . 34. Page.

(35) . Forecast Revenue: Concierge Service Net Commission on SRS. Forecast Expenditure: Concierge accommodation. Bodyline Fees Postage/Office Expenses Domain Registry Telephone Bank Charges. June. 0.00. 830.00 20.00. 50.00. Bodyrenew. Concierge Care Services Limited. 20.00. 0.00. August. 50.00. 400.00. 20.00. 830.00. 0.00. 6000. September. 50.00. 20.00. 0.00. October. 50.00. 20.00. 0.00. 6000. November. 50.00. 20.00. 830.00. 0.00. December. 50.00. 20.00. 0.00. 6000. January. 50.00. 20.00. 0.00. February. Budget Forecast 2017 (AUD or AUD Equilivent) July. 0.00. 20.00. 50.00. March. 0.00. 6000. 830.00 20.00. 50.00. April. 0.00. 20.00. 50.00. May. 24000. Total. 0.00. 0.00 0.00. 0.00. 600.00. 0.00. 0.00 400.00. 0.00. 0.00. 240.00. 3,320.00 0.00. 6000. 20.00. 50.00. 220.00. 1,650.00 330.00. 50.00. 0.00. 0.00. 30.00. 0.00. 20.00. 150.00. 365.00. 30.00. 150.00. 20.00. 20.00. 30.00. 150.00. 20.00. 20.00. 30.00. 150.00. 20.00. 20.00. 30.00. 150.00. 20.00. 20.00. 30.00. 150.00. 20.00. 20.00. 30.00. 150.00. 20.00. 20.00. 30.00. 150.00. 20.00. 20.00. 30.00. 150.00. 20.00. 0.00. 20.00. 30.00. 150.00. 20.00. 0.00. 20.00. 30.00. 20.00. 0.00. 20.00. 20.00. 0.00. 14,630.00. 9,370.00. 0.00. 1,400.00. 750.00. 220.00. 240.00. 150.00. 20.00. 0.00. 290.00 Operating Profit/Loss:. 655.00. 0.00. 1,120.00. 0.00. 290.00. 0.00. 290.00. 0.00 750.00. 1,120.00. 0.00. 600.00. 220.00 800.00. 2,870.00. 290.00. 0.00. 1,310.00. 290.00. 0.00. 290.00. 4/09/2017. Sundry/Miscellaneous expenses Staff (Yanhee Hospital) Trainer. Parking. Airfares (Concierge). Staff (Miscellaneous costs) Travel Expenses:. HKG Tax Filings. Bookkeeper/BAS Agent. Professional Services:. Company Registration Fee (2250HKDl) Line Rentals (AVOIX) Fixed Line Rentals (4Countries) Variable Call Costs Messaging/ Forwarding Service Digital Domain Registry (GoDaddy.com) Web Hosting Web Designs Polly (Concierge assistant Thailand) Wages (Concierge). 920.00. 35. Page. . #2 Budget Forecast •.

(36) . •. #3 Quotation. Quotation Client: Travel Details: Accommodation: Mobile: Email: Hospital: Procedure(s): Surgeon:. Date: 05/05/17 Patient ID #: 201. Kim Meehan 29/8/17 - 3/10//17 Windsor Suites Hotel/ Royal River Hotel 0410 888 103 k.e.meehan1@gmail.com Yanhee Hospital Gender Reassignment and Hair Transplant Dr Greechart/Dr Prasert. Procedure Breakdown: (Payable to Genderre) Hair transplant 3,500 grafts at 80thb a graft Less 20% Gender reassignment Less 20%. Price in Baht: 280,000thb less 20% 234,000thb 400,000thb less 20% 320,000thb. 20% Deposit for GenderRe and Hair Transplant. 110.800thb. Surgery confirmation is subject to a 20% deposit of your Surgery costs, to Genderre account: (Bodyline/ Genderre bank details) Reference: Patient ID # and BODYLINE or GENDERRE Surgery Component Includes: • Your Surgical Consultation fee; • Your Surgical Procedure, Implants, Prosthetics or sundry materials; • The Operating Room Fee; • All Surgeon & Anesthesiologist Fees; • All Nursing Services; • All Surgery Medications • The fee for your Post-Surgery Check-Up • 14 nights’ Accommodation in VIP Single Private Hospital Room (as required per procedure). Price in AUD: Airfares & Accommodation: Payable …BODYLINE PATIENT CARE • Thai Airways airfares ……. Business class return • 19 nights’ accommodation at • 14 X Windsor Suits Hotel • 4 X Royal River Hotel x Medical Concierge Package: • Collection from the airport and transfer to Royal River Hotel • Transfer to Hospital and accompany you during consultations • Pain management after you come back from surgery • Following days come in hospital and assist if you have any challenges.. . 36. Page. $4,196.00AUD No Charge.

(37) • Our driver takes you back to your hotel after 14 days and we settle you in. • Daily checks with Pollyy for following for next 14 days in Hotel Sight-seeing excursions with Pollyy when recovered. • 6-months of Medical follow-up with Dr Zac Turner and his team in Australia There will be Total of two transfers …Under Patient ID#:201 BODYLINE ( as reference )is in AUD………$4,196.00 GENDERRE (as reference ) deposit will be 110,800thb Your bank will convert 110,800thb to Aussie dollars (their own rate) Payable to: BODYLINE PATIENT CARE BSB: 084-402 Acct No: 924886729 Reference: Patient ID # and BODYLINE or GENDERRE. Payment Terms and Cancellation Policy: Once you have decided and confirmed your surgery date the following conditions will apply: • • • •. •. Surgery confirmation is subject to a 25% deposit of your Surgery costs, payable direct into Yanhee Hospital’s account. If for some unforeseen reason your surgery date changes an additional fee is charged by the Airline for any changes. If for some unforeseen reason your surgery date changes both your Surgery deposit is transferable to your revised travel dates. If you cancel your Surgery with-in 14 days of your nominated surgery date, your Surgery deposit is refundable however Airfares are not refundable and accommodation bookings are subject to one night’s accommodation charge with the balance refundable. An additional 25% of your Surgery Cost is payable direct into Yanhee Hospital’s account - 30 days in advance of your travel date.. •. #4 Example Itinerary Travel dates 7/09/17-11/10/17. Kim Meehan. DEPART…TG 478. . Surgery Treatments Gender Reassignment Hair Transplant ITINERARY 7/9/17…..11.40pm Arrive at Bangkok International Airport Airline: Thai Airways Flight #: TG 478. 37. Page.

(38) at 6:00am Judith will meet you at Starbucks on 3nd floor after you exit customs at the airport (Just ask anyone that looks official and they all know where Starbucks is) and take you to Royal River Hotel. 8/09/2017 10:00am Hair Transplant Consultation 12:00pm Genderre Consultation 4:30pm Blood Tests.. Yanhee Hospital full day Judith will be with you for the day. This takes about 4 hrs. There is a charge from the hospital for all the tests that are carried out. The tests are to ensure you are in a healthy condition for surgery. 9/09/2017 Hair Transplant. 10/09/2017 Rest day 11/09/2017 Yanhee Hospital for check-up and additional tests for Dr Greechart. 12/09/2017 – 13/09/2017. 14/09/2017 9:00am Hair Transplant Check-up and removal of stitches. 10:00am Prepare for Surgery. 14/09/2017 – 25/09/2017 Yanhee Hospital 25/09/2017 – 10/10/2017 Windsor Suites Hotel. 11/10/2017 DEPARTURE DAY. Judith will meet you in lobby 9.00am Take you to Yanhee Hospital This takes about 7 hrs Judith will bring you back to your hotel Judith comes at 9.00am for check up Judith meets you in lobby. Polly/Judith will check on you each day There may be additional tests etc for Dr Greechart that is required during this time. Judith meets you at 7.30 in Lobby DO NOT EAT OR DRINK ANY FOOD OR WATER - 6 hours prior to surgery Judith will be waiting in your room following surgery and will stay until you are settled Polly will check you each day from the 15th Polly will check on you daily. Light activities are advised each day.. 9:00pm transfer to the Bangkok International Airport. Flight #: TG 477 Departs: 12:01am. Arrive Brisbane – 11.50am. . 38. Page.

(39) Please give the following numbers to your friends and family to contact you in Bangkok: Bodyline Patient Care:. Judith – Thailand (mobile: +66 61 451 8450). •. . #5 Example invoice. 39. Page.

(40) . . 40. Page.

(41) . . 41. Page.

(42) GenderRe is a concierge service provided by Concierge Care Services Limited (Hong Kong). !3. •. . #6 Resolutions from First Board Meeting. 42. Page.

(43) . 43. Page.

(44) •. . Item #7- Yahnee MOU Contents. 44. Page.

(45) From: Subject: Date: To:. ismael.naypa@yanhee.net RE: Monday 10 July Meeting 10 July 2017 at 8:50 am Dom Finlayson dom@drzac.co. Hi Dom, I presume that as I write this you are already in Bangkok. I and my colleague Dr. Jeremy Valleramos went through your points and we agree that each should be discussed and agreed to. As for your proposal to meet at 4 PM today, I'm sorry but I have scheduled to meet someone at that time. That person leaves for Dubai tonight so I can't arrange a reschedule. I am available however the whole morning today. Otherwise, I am proposing that we do everything tomorrow at Yanhee. I will arrange for your pick-up at 8:30 AM and allowing 1 hour travel time to Yanhee, we start our discussions at 9:30. I will arrange for our team to be available for the topics relevant for each member of the team. I will also arrange for us to have lunch nearby and continue the discussions afterwards. Please let me know at which hotel you are staying and of course if you are agreeable to my suggestion above. Thank you and looking forward to meeting you and Dr. Zac. (Just in case: my mobile number is +668 77998816). Dr. Ismael Naypa Manager, International Department. Yanhee International Hospital 454 Charansanitwong Road, Bang-o, Bangplad Bangkok, Thailand 10700 www.yanhee.net. -------- Original Message -------Subject: Monday 10 July Meeting From: Dom Finlayson <dom@drzac.co> Date: Sat, July 08, 2017 7:03 pm To: Dr Naypa <ismael.naypa@yanhee.net> Cc: Zac Turner <zac@drzac.co>, Bodyline Patient Care <info@bodylinepatientcare.com> Hi Dr Naypa, Thanks for getting in touch regarding the holiday, as we are arriving very late on Sunday (past midnight), perhaps the afternoon is good.. . 45. Page.

(46) on Sunday (past midnight), perhaps the afternoon is good. We are staying in Silom. Would we be able to meet perhaps at 4pm on Monday for a general chat before spending the day Tuesday focusing on finer details. Perhaps some where convenient for you and us. The most important points to be covered being; We will not have any business other than GenderRe phone no on Yahnee website being answered and directed to Janese and our employees. Yanhee SRS telephone team, meet with the current operators and discuss; • The work flow process, • commonly encountered queries uniquely related to this area. • For example 5 Questions risen from currently asked patients etc With regard to the training of the SRS staff, when is the ideal time (Janese will coincide this with one of her visits 31/7/17 is the only full free week she has available. Ideally a meeting with this entire team on the Tuesday to prepare for this training and any suggested alterations to the status quo.. Start date for GenderRe/ Yahnee page launch Out website is online but just needs content adddeed.. Yanhee international patient relationship management system, storing of records, followup procedures and existing systems to manage this information. • • • •. Partnership and digital branding Our phones on the Yahnee page (Canada, Australia, USA Uk etc) Consulatative services from Bodyline patients from these countries Timing for this digital integration/ launch. Furthermore, can we have Polly to be present at all meetings going forward, to understand the dynamics of the hospital • Media7 • Kim Meehans segment will be airing in Australia towards the end of July • We would be looking at having any production in Bangkok (for both of our promotional purposes filmed only on 13/7 & 14/7 Also discussing Worst case scenario process and past experiences Insurance(what does Yanhee cover already). . 46. Page.

(47) Look forward t hearing form you soon, sorry for the late email, but it seems that our server is down at the moment so for the mean time keep contact to the addresses i this mail chain. Best regards, Dominick Finlayson Phone/ Whatsapp: +61-427-765-966 (Australia) Wechat/ Line: domfinlayson. . 47. Page.

(48) •. Item 9- Yanhee Hospital Guarantee. Our Commitment and Guarantee: If, in the case that a problem does arise as a direct result of the surgery that requires corrective surgery, the hospital offers a 6 month conditional guarantee on all their surgeries. Airfares are not covered.. Review Process: If a client has a complication then the hospital should be immediately advised including full details of that complication along with any evidence such as photos, medical reports or statements. A review committee consisting of the attending Plastic Surgeon, and the Medical Director of the hospital will review the complication. The review committee will review the evidence and make a determination. This determination will essentially be: That the complication is related to surgery, hospital treatment or admission. 2. That the complication is related to unrealistic expectations of the client, previous medical or pre-existing conditions, the client not fully following post operative or surgeons instructions.. 1.. After a determination of the above, the amount and extent of responsibility between the hospital and the client will be allocated. In some cases, responsibility will be 100% allocated to the hospital, in others, 50% to the hospital and 50% to the client, and in others 100% responsibility to the client. Allocation of responsibility will be made on a case by case basis.. Conditions:. Clients should be aware that: All post-operative advice provided by surgeons, including medication recommendations, restricted activities, follow up care must be followed 2. Compression garments where recommended must be worn according to the surgeons instructions 3. In cases that a client considers to be an emergency, such as acute pain, acute swelling or infection, the client should seek immediate medical assistance from a licensed medical practitioner. The client should obtain a medical report or statement detailing the diagnosis,. 1.. . 48. Page.

(49) treatment provided and cost of treatment and forward this information to Surgery Getaways. 4. The hospital will not reimburse treatment costs that have not been pre approved in writing. 5. Generally, except in the cases of emergency or acute complications, no determination will be made by the hospital for 6 months following surgery. This is to allow ample time for the minimisation of any swelling and to allow normal healing, scar minimisation etc 6. No procedures, except in emergencies or acute complications, may be performed by another surgeon without the consent of the hospital. Failure to pre-notify will result in cancellation of the guarantee. Patients with any of the following risk factors should ensure that this information has been provided to their surgeon before undertaking any surgical procedure and declared fully and truthfully on the pre admission form, including but not limited to:. § § § § § § § § § § § § § § § § § §. . Patients who smoke or are alcohol or drug dependent Patients outside a healthy BMI range Patients with diabetes or thyroid disease Patients with blood pressure disorders including hypertension, limb ischemia, varicose vein or hemorrhoids Patients with heart conditions including valvular disease or ischemia Patients with renal conditions including chronic renal failure or stone Patients with urinary conditions including benign prostatic hypertrophy, stricture of the urethra Patients with liver conditions including cirrhosis or hepatitis Patients with lung conditions including COPD, asthma or TB Patients with gastrointestinal conditions including peptic ulcer Patients with marrow conditions including dysplastic marrow Patients with nerve conditions including sensory, motor or autonomic disturbance Patients with muscle conditions including weakness, myastheniaGravis or Guilain-barre syndrome Patients with uterine conditions including dysmenorrhea and endometriosis Patients with joint conditions including arthritis Patients with eye conditions including glaucoma Patients with psychiatric conditions depression, schizophrenia or anxiety Patients with systemic conditions including autoimmune disease allergy or cancer 49. Page.

(50) § § § § § §. Patients with degenerative conditions to the spine, bone, joints, eye or brain Patients with keloid scarring problems Patients with vascular or heart problems Patients who take medications which could interfere with recovery Patients who are allergic to medications or other non disclosed allergies Patients who are HIV positive, or have hepatitis or syphilis. Exclusions: Clients should be aware that the following exclusions will not be covered by this guarantee. Non-surgical procedures, laser or dental procedures Inherent risks associated with surgery which are not a result of surgery error, including but not limited to: capsular contracture and skin rippling (in the case of breast implants), numbness and changes in sensation, asymmetry 3. Changes associated with weight gain/loss or pregnancy since the surgery 4. Applicable only to patients who have stayed the minimum recommended amount of nights recommended to recovery of the named procedure 5. Case where patients who have been identified and advised that a) they are high risk b) surgical outcomes may not be fully attained as expected by the patient c) prior to surgery, the surgery technique used, or any other factor provided to the patient which may result in a complication. This particularly applies to patients who insist on having a procedure, when they have been informed by the surgeon that the results may not be optimal 6. Any revision surgery or secondary surgery not originally performed by the original surgeon, or any corrective surgery originally performed by a non appointed hospital surgeon.. 1. 2.. Note: All corrective surgery procedures must be. finalised within 1 year of the original surgery. . http://www.surgerygetaways.com/guarantee.html. 50. Page.

(51) . •. Item 10. From: Subject: Date: To:. Susan's Place Transgender Resources susan@susans.org New Personal Message: Susan's Place Transgender Resources: August Newsletter 16 August 2017 at 5:05 pm swamp123@gmail.com. You have just been sent a personal message by Susan on Susan's Place Transgender Resources. IMPORTANT: Remember, this is just a notification. Please do not reply to this email. The message they sent you was: Editor's note: Some people may have received this message more than once, and for that you have my apologies. I accidentally closed the send window before it completed. I will try to ensure that it does not happen in the future. - Susan Larson We are sending this newsletter out as monthly forum private message to keep you up to date on the web site, and all the goings on. In this edition we will be covering: [*] A note from Susan [*] Welcome [*] We need your Support & Subscriber Drive [*] Follow us on Social Networks [*] Secure Server [*] Chat [*] Forums [*] Links [*] Minecraft [*] News [*] Wiki [*] Notifications [/list] A note from Susan Current events The recovery from my voice surgery in May is going well, I can at last talk once more. I am already quite happy with the results, but it will be a little while longer days before the voice is at it's final state. I can't wait to hear how it sounds then! We are running on the new server at long last. The Susan's Place web site is now being served from Dell PowerEdge R710 server with 2 Xenon X5680 CPU's running at 3.33GHZ (6 cores each cpu, so 12 cores total). 128GB of Ram, 12 Terabytes of Storage running a redundant Raid 6 using H700 raid controller with 512mb cache, 2 870W Power Supplies so that if one dies the other takes over, DVD-Rom Drive, and 3 year full warranty; includes replacement part shipping both ways up to the full server, and tech support. It's a huge upgrade from the previous server! This is all thanks to 3 special members! Kendra who stepped up and donated most of the money required for the upgrade! Beverly, who's been a friend of mine since before time or least since Susan's Place Transgender Resources began and who's always stood by me and the site! And, last but not least Sarah1972 a wholehearted supporter, and dedicated member of our links staff! I want to thank each of them for their support!t My GRS In January, I was in Thailand at the Preecha Aesthetic Institute for my Penile Inversion Gender Reassignment Surgery. While there they gave me a mind-blowing gift as a thank you for the contributions made by me and my web site Susan's Place Transgender Resources to the transgender community over the past 21 years! The amazing Dr. Sutin did a full set of facial feminization procedures on me including a brow shave, lowering the hairline, an eyebrow lift, and jaw contouring! He also did a full face and neck lift as well shaving years off my appearance! You can see the results in my new profile picture. This was in addition to the Gender Reassignment Surgery which was so generously provided by an anonymous Susan’s Place Member, and which was performed by the world renowned Dr Burin! I had no problems or issues during my surgery or recovery, and almost no pain afterwards (your personal experience may vary), and the results were to put it simply were absolutely amazing. I cannot begin to express my sincere gratitude to the doctors and staff of the Preecha Aesthetic Institute who along with the anonymous Susan’s Place Member together have given me my life, and a debt I can never fully repay! As a personal thank you from me to the Preecha Aesthetic Institute for their wonderful gift, I will be giving them a corporate sponsorship to the web site later this year. This will include a banner on the site, and on a new sponsor’s page. This is something I have been working on for some time as part of my goal for the site is to lift the burden of the site expenses from the members as much as possible by allowing large companies to show their support for the Transgender Community. The Preecha Aesthetic Institute will simply be the first. Again I cannot say enough good things about the Preecha Aesthetic Institute, Dr. Preecha Tiewtranon, MD the godfather of plastic surgery in Thailand; Peera Tiewtranon the Managing Director of the Preecha Aesthetic Institute; Dr. Sutin Khobunsongserm, MD who performed my Facial Feminization Surgery; and Dr. Burin Wangjiraniran MD who did my Gender Confirmation Surgery! Along with the rest of their hard working staff!. . 51. Page.