殘障兒童復健中心企業營運計畫書 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 碩士論文政治. 大. 立Master’s Thesis. ‧. ‧ 國. 學 Business Plan for. er. io. sit. y. Nat. 殘障兒童復健中心企業營運計畫書 a. n. v l C for Children Rehabilitation Centre n iwith Disability hengchi U. Student: Xolisile Cherry Advisor: Professor George Kuo. 中華民國一〇五年六月 June 2016.

(2) 殘障兒童復健中心企業營運計畫書 Business Plan for Rehabilitation Centre for Children With Disability 研究生：何歌夢. Student: Xolisile Cherry. 指導教授：郭維裕. Advisor: George Kuo. 國立政治大學. 學. ‧ 國. 立. 政治大. ‧. 商學院國際經營管理英語碩士學位學程. er. io. A Thesis. sit. y. Nat. 碩士論文. n. a l to International MBA Program Submitted iv n U i National Chengchi e n g c hUniversity. Ch. in partial fulfilment of the Requirements for the degree of Master in Business Administration. 中華民國一〇五年六月 June 2016.

(3) Acknowledgements I am grateful to God for being the supreme God. I would also like to thank ICDF for sponsoring my studies. To my family who have been my strength and the engines that kept me going-I will forever be grateful. A special thanks to my beautiful daughter Nkazimulo who cheers me on – you are my sunshine. To my boyfriend, Siyabonga Khumalo, thank you for your support.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i. i n U. v.

(4) Abstract Raising and living with a disability is hard for anyone. It is however harder in Swaziland. Disability is seen as a curse, a bad omen, and a punishment by the ancestors. The future of such kids is bleak in a society that discriminates them and make them face harsh stigmatization. The increase in the number of children born with disability or living with a disability has remained high. Regardless of this increase, which has also been aggravated by the high numbers of births by people living with HIV/AIDS, there is no professional facility that will provide the best care for children living with a disability. Parents are left with such a. 政治大 Swaziland has adopted policies and rights for people living with disability with the aim to 立 integrate them into economic and social activities and to ensure the integration of programmes burden on their shoulders, with very little knowledge of how to take care of their children. ‧ 國. 學. for persons with disabilities into mainstream education and provided infra-structure for rehabilitation for those who cannot be integrated. However, these rights and policies have. ‧. remained on paper with no implementation. This has left children with disability secluded in the society, worn out each day and waited for the day to die.. y. Nat. sit. Lilita Care Centre is a facility that provides professional care for children living with. n. al. er. io. disability. It is a facility that will provide physiotherapists and well trained care takers who understand such children and their needs and who will make the appropriate accommodations to support their learning and developments.. Ch. engchi. i n U. v. The central mission will promote the advancement of people with disabilities so as to enable them to attain their maximum level of independence and integration in the community and to prevent the occurrence of physical disablement. This will be achieved by providing daily physical and mental stimulation programmes for the children and moreover teach and support their parents by providing disability sensitisation training programmes.. ii.

(5) Table of Contents 1. Introduction .......................................................................................................................... 1 2. Overview of Industry ........................................................................................................... 4 2.1. Supply of Services ............................................................................................................ 4 2.2. Demand for Service ......................................................................................................... 5. 政治大. 3. Policies and Rights Of People Living With Disability in Swaziland ................................ 9. 立. ‧ 國. 學. 4. SWOT Analysis for Rehabilitation Centre for Disabled ................................................. 13 4.1. Internal Factors - Weaknesses and Strengths ................................................................ 13. ‧. 4.2. External Factors – Opportunities and Threats .............................................................. 14. y. Nat. al. er. io. sit. 4.3. Competitive Forces ........................................................................................................ 14. v. n. 5. Business Strategy ................................................................................................................ 16. Ch. engchi. i n U. 5.1. Competitor Analysis ...................................................................................................... 16 5.1.1. Mzimpofu – Andrew James Walsh Memorial Trust ............................................. 16 5.1.2. Government Intervention ...................................................................................... 17 5.2. Vision ............................................................................................................................. 18 5.3. Mission .......................................................................................................................... 19 5.4. Strategy and Key Success Factors ................................................................................. 19 5.4.1. Water Therapy ...................................................................................................... 19 5.4.2. Light Therapy ....................................................................................................... 21. iii.

(6) 5.4.3. Sound Therapy ...................................................................................................... 21 5.4.4. Exercises and games ............................................................................................. 22 6. Marketing Strategy ............................................................................................................. 24 6.1. Market Segmentation ..................................................................................................... 24 6.2. Market Target................................................................................................................. 25 6.3. Marketing Mix ............................................................................................................... 26. 政治大. 6.3.1. Product .................................................................................................................. 26. 立. 6.3.2. Place ..................................................................................................................... 27. ‧ 國. 學. 6.3.3. Promotion ............................................................................................................. 27 6.3.4. Price ...................................................................................................................... 28. ‧ sit. y. Nat. 7. Financials............................................................................................................................. 29. er. io. 8. Conclusion: .......................................................................................................................... 34. al. n. v i n Ch 9. References............................................................................................................................ 35 engchi U. iv.

(7) List of Figures and Tables Figure 1 Business Life Cycle .................................................................................................... 8 Figure 2 A disabled child in class at Andrew James Walsh Memorial Trust .................... 16 Figure 3 Insert from local newspaper about Taiwan donations ......................................... 17 Figure 4 Insert from local newspaper ................................................................................... 18 Figure 5 A physiotherapist conducting water therapy ........................................................ 20 Figure 6 list of causes of disability in Swaziland.................................................................. 24. 政治大. Figure 7 A trained worker reading for a disabled child ..................................................... 27. 立. ‧ 國. 學. Table 1 Statistic of Children with disability in Swaziland .................................................... 6. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. v. i n U. v.

(8) 1. Introduction Living with a disability in Swaziland presents significant challenges. There is a general belief that those who have a disability are bewitched or inflicted by bad spirits. Many believe that being around people with disabilities can bring bad luck. As a result, many people with disabilities are hidden in their homesteads and are not given an opportunity to participate and contribute to society. People with disabilities in Swaziland remain marginalized and vulnerable.. 政治大. The impact of poverty, HIV/AIDS, and the gender imbalance in society compounds the. 立. problems of disability and discrimination. The absence of any comprehensive laws and policies. ‧ 國. 學. to address people with disabilities’ access to equal opportunities reflect a lack of political will and a failure to recognize disability rights as human rights. The failure by the society to. ‧. recognize disability as a human right issue contributes to the devaluing and dehumanization of. y. Nat. sit. people with disabilities. People with disabilities have the same rights as able bodied and they. er. io. are entitled to enjoy all citizenry rights.. al. n. v i n Affording equal opportunities toC people disabilities will achieve the most important and h e with ngchi U cherished goals for them. It will result in a maximum degree of autonomy and independence. for people with disabilities and the benefit will be for the whole society. The attitude of government and the community of treating disability as a medical condition rather than a reflection of many existing social challenges are limiting the participation of people with disabilities in society. It is worth noting that it is the society and inaccessible environment that makes people disabled rather than their physical being. It is therefore important to address the attitudes of society and the inaccessibility of our physical environment so that the integration of people with disabilities is automatic.. 1.

(9) My first encounter with a parent of disabled children made me realize the gap that existed in the market. After a long conversation with her-she opened up to me about the difficulties she faces raising a disabled child in a society that is discriminative an in an environment that is not handicapped friendly. It was the confusion of what the future of his child will be and the lack of know of how on how to raise one that tormented her everyday. I began to make close observation of the situation and in my findings there was no professional facility with fully skilled and trained professionals to look out for people with disability in Swaziland.. 立. 政治大. This is how the idea of having a facility for children with disability was born i.e to open a. ‧ 國. 學. facility that will be a home for such children, where they will enjoy rehabilitation services and can identify with others in a similar condition.. ‧ sit. y. Nat. Lilita Child Care is a start-up non profit making organization committed to providing a home. io. er. for children with disability. This facility will serve children from three months to 19 years of. al. v i n C h from the Department services e n g c h i U of. n. age. The centre will be professionally managed by social workers, midwives and with assistance of professional. Health who will provide. occupational therapy and physiotherapy.. The central mission is to promote the advancement of people with disabilities so as to enable them to attain their maximum level of independence and integration in the community and to prevent the occurrence of physical disablement. This will be achieved by providing daily physical and mental stimulation programmes for the children and moreover teach and support their parents by providing disability sensitisation training programmes.. 2.

(10) We believe that children with special needs are children first. They have the same needs as all children – Lilita Care Centre is a home for such children. It is a place where they feel physically comfortable, loved and secured with opportunities to play and learn. Children with special needs often are not so different from typically-developing children. They may need more time to learn and practice certain skills. They may need more praise and encouragement to gain the skills typical for their age group and they may need specific adaptations to help them succeed at certain activities.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 3. i n U. v.

(11) 2. Overview of Industry Swaziland, a small landlocked country in Southern Africa, has the highest HIV prevalence in the world, with 27% of their population living with HIV. HIV and AIDS has continued to play a major role in the declining economy of Swaziland today. Faced with a high HIV prevalence of 39.2 percent among pregnant women, the epidemic is drawing resources from other priority areas, placing the health system under considerable stress, and directly affecting capital accumulation and productivity.. 政治大 More than 200,000 people are living with HIV out of the country’s population of 1.1 million, 立 and approximately 17,000 children are exposed to HIV infection at birth annually. This has. ‧ 國. 學. played a significant role in rise in children born with disability.. ‧. With more resources in the country being directed towards the HIV/AIDS plight, less (or no). y. Nat. sit. resources have been directed towards providing facilities that will look out for e.g children. n. al. er. io. born and living with disability. Raising a child with a disability is a huge challenge in. i n U. v. Swaziland-not only because of lack of facilities to nurture the children and train parents on. Ch. engchi. how to take care of them but also because of the societal and ‘cultural’ stigmatisation that is attached to raising one. Disability is seen as a curse by the gods and this has seen such kids kept away from the society. With parents and guardians having little or zero know-how of caring for such kids they have been left to deteriorate in their homes.. 2.1. Supply of Services Currently there is only one facility in Swaziland that caters for children with disability, however it is located in the outskirts of the country and with lack of competent skill set from care givers and equipments to develop children with disabilities – it has not been the best 4.

(12) place to leave your child in their care. Parents take their disabled children to this facility not because they offer the best care but just so their kids can identify with others like them. People with disabilities in Swaziland have over the years been at the receiving end of government developmental processes and service delivery, hence it is necessary that persons with disabilities be emancipated enough to be agents of their own course. With a workforce across the country of only 184 doctors, 3,070 staff nurses, 275 nurse assistants, 46 pharmacists and a number of allied health professionals and support staff this is evident of the short supply. 政治大. of health professionals across the country.(WHO, 2004).. 立. According to the WHO situational analysis of the health workforce in Swaziland (2004) the. ‧ 國. 學. ratio of doctors and nurses to the population was 1: 5 953 and 1: 356, respectively.. ‧. 2.2. Demand for Service. sit. y. Nat. People with disabilities in Swaziland are estimated to be at 171 347. Accordingly, people with disabilities accounts for 16.8 per cent of the country’s population. Of note is. er. io. n. that the prevalence of disability a in Swaziland is higher than v the average found in other. i l C n developing countries (which is ath 10eper cent of the n g c h i Utotal population). The prevalence of disability is much higher in rural areas. Eighty-two per cent of people with disabilities lives in rural areas whilst the remaining 18 per cent lives in urban areas.. 5.

(13) Below is the statistics of children with disability in Swaziland: Age. Statistics. 0-4. 4238. 5-9. 8457. 10-14. 10424. 15-19. 9323. Table 1 Statistic of Children with disability in Swaziland. 政治大. Source: Government of Swaziland: Central Statistics Office (CSO) 2007 Population and housing census: Fertility,. 立. nuptiality, disability & mortality (2010). ‧ 國. 學. The incidence of disability is the greatest amongst children, especially between 5 and 14 years, suggesting a strong link between the conditions in which the majority of young children live. ‧. and the incidence of disability.. y. Nat. io. sit. The most prevalent forms of disability in Swaziland are autism, bipolar disorder, cerebral palsy. n. al. er. and chronic fatigue syndrome. People with disabilities in Swaziland have over the years been. Ch. i n U. v. at the receiving end of government developmental processes and service delivery, hence it is. engchi. necessary that persons with disabilities be emancipated enough to be agents of their own course.. Parents and guardians have had difficulties in raising children with disabilities let alone raising them in a way that would stimulate their skills and well being. Due to societal stigmatization that is tied to raising a child with disabilities, such kids have been kept away from the society and have been burdensome to their parents. There are no facilities that support and educate parents on how to raise them and bring them up in the best way to accommodate their disabilities. 6.

(14) Due to the fear of being discriminated and lack of involvement by our government to empower parents and guardians by providing a future plan for people living with disability, parents have opted to hide their children. Below is an insert from our local newspaper dated 11 April 2016 titled “Hiding a person with disability is a crime”. This is evidence how serious the discrimination of people living with disability is in Swaziland.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. The business life cycle is shown in Figure 1, its success will depend highly in the ability of the business to educate the customers and be able to take advantage of the lack of competitors in. 7.

(15) order to obtain a strong positioning in the market.. With the cultural and societal stigmatization pervading the country, we foresee the embryotic stage of the business tougher as people will be scared to come to the facility to bring their loved ones. This is will call for the society being educated about children with a disability as this lack of comprehension of the disabled has lead to misunderstandings, exclusion and wrong conclusions on how their needs should be appropriately addressed.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. al. sit. y. Nat. Figure 1 Business Life Cycle. Ch. engchi. 8. i n U. v.

(16) 3. Policies and Rights Of People Living With Disability in Swaziland There are several policy frameworks which the government of Swaziland has put in place to address disability and they are: . National Development Strategy (NDS) August 1999;. . National population policy framework for Swaziland 2002;. . National Education Policy 1999; and. . 治政 National Disability Policy June 2013. 大立 ‧ 國. 學. The National Development Strategy (NDS) includes persons with disabilities amongst the disadvantaged groups and the government of Swaziland has adopted strategies in addressing. ‧. issues of PWDs (People With Disabilities) Swaziland. The strategy recommends measures to. Nat. sit er. io. . y. improve the situation of PWDs as follows:. Integration and Awareness: The policy aims to integrate PWDs into economic and. n. al. Ch. i n U. v. social activities; ensure the integration of programmes for persons with disabilities into. engchi. mainstream education; provide infra-structure for rehabilitation for those who cannot be integrated. Institutions catering for disable people (for example, school for the blind, deaf and vocational training) must be expanded to cater for the existing and expected demand; create institutional and policy mechanisms through which persons with disabilities can be rehabilitated and integrated effectively with the rest of society; and raise awareness on how to prevent the various forms of disabilities. . Equity: The NDS further calls for the enactment of legislation to protect the disadvantaged groups from abuse and discrimination; ensuring that all infra-structural. 9.

(17) designs are inclusive of the needs of persons with disabilities; introducing measures that will support the operations of NGOs to help specific groups; and enacting legislation to ensure equal opportunities for persons with disabilities.. The Population Policy in thematic area six and eight adopts strategies for the addressing issues of PWDs Swaziland. These include, the establishment of a National Unit/framework to deal with issues of persons with disabilities; strengthening and expansion of activities to integrate. 政治大. persons with disabilities into mainstream society; developing a national programme to deal. 立. with issues of disability, including improving the capacity for testing and early detection of. ‧ 國. 學. disabilities and the rehabilitation of persons with disabilities; improving the enforcement of laws and regulations on safety standards; discouraging cultural practices that discriminate. ‧. against persons with disabilities; improving access to social and public services including. y. Nat. io. sit. transport for persons with disabilities; sensitising the public on issues concerning persons with. n. al. er. disabilities; and empowering communities and extended families to care for persons with disabilities.. Ch. engchi. i n U. v. The 1999 National Education Policy is the official policy of the Ministry of Education and is based on the overall objective of the provision of opportunities for all pupils of school-going age and adults to develop themselves in order to improve the quality of their own lives and the standard of living of their communities.. Section 5 of the Education Policy specifically addresses special needs. The policy aims at including children with disabilities in the mainstream school system. Section 5.3 of the policy states that:. 10.

(18) The Ministry of Education shall facilitate access to education for all learners with disabilities by improving the infrastructure to make it user-friendly from basic through tertiary level [and] shall support the integration and inclusion of children with special learning needs in the Education System. The 2013 National Disability Policy’s vision envisages a Swaziland where persons with disabilities have equal opportunities to participate freely as equal partners in society and be empowered to realise their full potential in all spheres of life without discrimination. The. 政治大 fundamental freedoms by persons with disabilities. The National Disability Policy adopts the 立 policy’s goal is to promote and ensure the full and equal enjoyment of all human rights and. To improve the socio-economic status of men and women, boys and girls with. ‧. disabilities.. y. Nat. To ensure that all persons with disability have equal access and opportunities to. io. sit. . ‧ 國. . 學. following objectives:. n. al. er. education and health services at all levels.. i n U. v. . To ensure that all buildings and infrastructure are accessible to persons with disabilities.. . To promote inclusiveness and ensure that all institutions provide services to persons. Ch. engchi. with disabilities in the same manner as they provide to the non-disabled except where necessary.. In light of all these policies, Swaziland has not been instrumental in implementing them. People with multiple disabilities, mental disabilities, invisible disabilities, congenital disabilities and severe disabilities are special groupings who require special attention; as mainstream services do not, most of the time, address their social needs adequately. Lack of comprehension of their needs often leads to misunderstandings, exclusion and wrong. 11.

(19) conclusions on how their needs should be appropriately addressed and their rights promoted.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 12. i n U. v.

(20) 4. SWOT Analysis for Rehabilitation Centre for Disabled 4.1. Internal Factors - Weaknesses and Strengths Strengths. Weaknesses. Skilled staff and passionate physiotherapists Social workers stiffness in adapting their with experience. evaluation methods to the type of disability and to the intellectual or physical potential of the. Regular training sessions for the social worker disabled students.. 政治大 Mismanagement. Closely monitoring between social worker and. 立. children with disability. of the time for disabled. ‧ 國. 學. children and social workers which may delay. Resources and equipment adapted to assist in the development process of the child.. ‧. the development of children with disability. Less developed research skills at some of the. y. Nat. al. n. disabilities.. Ch. engchi. 13. er. io. experts who trained in naturing children with. sit. Interesting practical experiences offered by the practitioners involved in the project. i n U. v.

(21) 4.2.. External Factors – Opportunities and Threats. Opportunities. Threats. Expand to other African countries such as Social barriers that sometimes occur in the Lesotho, Botswana, Mozambique. personal and professional development of child with disability. Partner with the government in expanding the facility across the country. mean inability for 政治大 children to facility. parents. to take. 學. ‧ 國. 立. Unfavorable economic conditions may. 4.3. Competitive Forces. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Threats of new entrants: this is affected by the ability of competitors to enter into the market. In this industry this threat is considered low to medium since there is who is professionally qualified to provide rehabilitation services to the disabled. In order to lower the risk of competitors it would mean obtaining a patent for the business and creating brand loyalty to customers. 14.

(22) Threat of new substitute: Rehabilitation service is a unique service that has no close substitution.. Bargaining Power of Customer: Buyers have low to medium bargaining power as there is no other service as such anywhere yet they need it.. Bargaining Power of Suppliers: with this being the only rehabilitation centre for the disabled, this gives the supplier more bargaining power. 政治大 disabled, there is a threat of them expanding to proving rehabilitation services which is a 立. Competitive Rivalry with the Industry: However, since there is a special school for the. ‧. ‧ 國. 學. threat to our business.. n. er. io. sit. y. Nat. al. Ch. engchi. 15. i n U. v.

(23) 5. Business Strategy 5.1. Competitor Analysis 5.1.1. Mzimpofu – Andrew James Walsh Memorial Trust. 立. 政治大. ‧ 國. 學. Figure 2 A disabled child in class at Andrew James Walsh Memorial Trust Mzimpofu -as popularly known-is the only facility in the country to educate the blind and. ‧. children with the most severe learning disabilities. The school also support physically disabled. y. Nat. io. sit. children. All the children are taught in a fully integrated way by specially trained teachers. n. al. er. Situated just outside Swaziland's largest city Manzini, it has over 2000 students of all. Ch. i n U. v. denominations with a further 500 children attending its primary school. It was founded in 1914.. engchi. Mzimpofu poses as a potential competitor in the long run if it decides to expand its services and later offer rehabilitation services. It is locate in the rural area where a majority of children with disability are found. Since it has being in operation for many years and having built its brand name - it poses as a potential competitor threat to the success and growth of Lilita Care Centre.. 16.

(24) 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. 政治大 newspaper depicting the depth of relations between Swaziland. 立. facility to disabled citizens at a lower or free rate. Below is inserts from Swaziland local. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 3 Insert from local newspaper about Taiwan donations Source: Swaziland Local Newspaper – Times of Swaziland. 17.

(25) 立. 政治大. ‧. ‧ 國. 學 sit. y. Nat. al. er. io. Figure 4 Insert from local newspaper. v. n. Source: Swaziland local newspaper-Times of Swaziland. 5.2. Vision. Ch. engchi. i n U. 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. 18.

(26) 5.3. Mission 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. 政治大 and facilitate the desired degree of independence sought by the person and their family. 立. have the skills and attributes that enhance the quality of life for persons living with a disability. ‧ 國. 學. 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.. y. Nat. n. al. er. io 5.4.1. Water Therapy. sit. Below is a list of models that will be used in the development of children with disabilities. Ch. engchi. i n U. v. 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.. 19.

(27) 立. 政治大. ‧. ‧ 國. 學. Figure 5 A physiotherapist conducting water therapy. y. Nat. sit. The properties of water assist active movement, provide postural support, and promote. n. al. er. io. relaxation of spastic muscles, improved circulation, and strengthening, allowing a variety of. i n U. v. fundamental motor skills to be performed, relative to an individual’s skill level. Aquatic. Ch. engchi. 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.. 20.

(28) 5.4.2. Light Therapy 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. 政治大. rhythm, with external night and day. Bright light therapy, acting on the body’s own response to. 立. light, may also stimulate the brain's production of the neurochemicals responsible for positive. ‧ 國. 學. moods. This may explain why people not getting the light they require feel lethargic, less motivated and experience the blues.. ‧ sit. y. Nat. 5.4.3. Sound Therapy. io. er. Sound therapy is the application of sound waves to encourage cellular reorganization, optimal physical health, mood enhancement and psychological well-being (source). When. al. n. v i n we talk, sing and listen to musicCwe are catching the vibration of the sound waves. We live hengchi U. in a vibrational universe and we are vibrational beings. Our bodies are 60% water. 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. 21.

(29) 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.. 立. 政治大. 5.4.4. Exercises and games. ‧ 國. 學. 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. y. Nat. io. sit. maintenance of normal muscle strength, flexibility, and joint structure and function and. er. may slow the functional decline often associated with disabling conditions.. al. n. v i n C Children with cerebral palsy (CP)hare e nsignificantly g c h i Uweaker 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.. 22.

(30) 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. 政治大 and associated health conditions. In fact, children with certain developmental disorders 立 more likely than other children to be sedentary, placing them at higher risk of obesity. ‧ 國. 學. 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. y. Nat. io. sit. cardiovascular fitness, osteoporosis, and impaired circulation. In addition, the. v. n. a. er. psychosocial implications of inactivity include decreased self-esteem, decreased social acceptance, and ultimately, lgreater dependence on others n i for daily living. Overall, the. Ch. U i e h n c g participation of children with disabilities in sports and physical activities can decrease complications of immobility.. 23.

(31) 6. Marketing Strategy 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. 政治大. most cases children with chronic diseases have a short span of life-so the majority will be. 立. with disability than those who develop a disability after birth.. 學. ‧ 國. dead by the time they are teenagers. Recent study has shown that there are more children born. Nat. %. Accident Witchcraft. al. 28.3. Ch. 18.5. e n g c3.6h i. er. 47.1. n. Disease/illness. io. From birth/congenital. sit. Causes. y. ‧. Causes of disability. i n U. v. 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%. 24.

(32) 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. 政治大. establish a healthy, consistent revenue base to ensure stability of the business. Customer. 立. relations are extremely important, as it is imperative to keep the parents pleased in order to keep. ‧ 國. 學. their children in the facility.. ‧. Part-Time Workers / Drop-Ins. y. Nat. io. sit. Part-time workers and drop-ins comprise approximately 20% of revenues. While this market is. n. al. er. not the primary focus, sufficient flexibility to handle this secondary market is important to. Ch. producing supplemental revenues.. engchi. 25. i n U. v.

(33) 立. 政治大. ‧ 國. 學. 6.3. Marketing Mix. ‧. 6.3.1. Product. The centre will offer a more personalised interaction between children with disability and. y. Nat. sit. caretakers to enhance their learning abilities and monitor their everyday progress and. al. er. io. experiences. We have the staff that specialises in the many different areas of children with. n. disabilities and have the resources available to work effectively with the children.. Ch. engchi. 26. i n U. v.

(34) 立. 政治大. ‧ 國. 學. 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. y. Nat. io. sit. the majority of our customers from rural area and those from urban areas. Our building. n. al. er. facility will be accessible to wheel chair users and strollers to move around.. 6.3.3. Promotion. Ch. engchi. i n U. v. 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. 27.

(35)  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. 政治大 dependent of two incomes it is possible and feasible for such a facility to be operational and 立. standard of living in Swaziland is quite low however the increase in the number of parents. ‧. ‧ 國. 學. io. sit. y. Nat. n. al. er. profit making.. Ch. engchi. 28. i n U. v.

(36) 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. 政治大. profitability over the next three years of operations.. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 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.. 29.

(37) 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.. 政治大 Much of this will be financed by direct owner investment. The projected loan to aid in the 立. ‧ 國. 學. purchase of equipment and working capital is shown as a long term liability. The assumptions are shown in the following table and chart.. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. 30. i n U. v.

(38) Start Up Requirements Start Up Expenses. Item. $. Legal. 2900. Stationery. 1000. Insurance. 1000. Rent. 5675. 政治大. Licensing. 立. 6000. Research & Development. 6000. ‧ 國. 學. Computer & Software. 3000. ‧. Office Furniture. 8000. n. er. io. sit. y. Nat. al. Ch. engchi. 31. i n U. v.

(39) Total Start up Expenses Item. $. Cash Required. 69000. Long Term Assets. 104000. Total Assets. 173000. Total Requirements. 207575. 政治大. 學. Item. $. Non Cash Assets from Strat Up. 104000. Cash Requirements from start up. 69000. Total Assets. n. er. io. sit. y. Nat. al. Cash balance at start date Total Assets. Ch. ‧. ‧ 國. 立. engchi. 32. i n U. v. 69000. 173000.

(40) Total Liabilities and Capital. Item. $. Long Term Liabilities. 164000. Start up Cost Funded by Owner. 33575. Additional Investment. 10000. Start up expenses. 立. 政治大. 34575. Total Capital & Liabilities. 173000. ‧ 國. 學. Total Funding. 207 575. ‧ sit. y. Nat. io. n. al. er. Fundraising Strategy. i n U. v. The facility will be sending and accepting donations and funding from institutions such as. Ch. engchi. 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.. 33.

(41) 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.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 34. i n U. v.

(42) 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. 政治大 AH Elde & B Jele ‘Living conditions of persons with disabilities in Swaziland – A national 立 25 March 2015). 5.. representative study’ (2011).. ‧ 國. 學. 6. R Lang ‘Disability policy audit in Namibia, Swaziland, Malawi And Mozambique: Final. ‧. report’(2008). y. Nat. 7. The Secretariat of the African Decade of Persons with Disabilities ‘Study on education for. n. er. io. al. sit. children with disabilities in Southern Africa’ (2012). Ch. engchi. 35. i n U. v.

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