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Chronic Care, Inc.665 Conger St. Unit F.Lake of Ozarks, MO. 657871-(800)-555-9999|1-(800)-555-9991MemoTo:Valstien Pieflie [vp@]From:Ashley Bauer [ab@]cc:Valstien Pieflie 999 Nevermind Ave, Up Creek Hill, MO. 674556Date:April 7, 2018Re:BUSINESS PROPOSAL TO FILL PATIENT NEEDS AND MARKETING TO TARGET ALL POTENTIAL CONSUMERSHello Valstien,With the recent trend in marijuana legalization for either medical/recreational or both marijuana has been on the tip of nearly everybody’s tongue. The legal marijuana industry is projected to be a $44 Billion-dollar industry by 2020, and we have already hit $8 Billion so far in 2018. Because most States start of by implementing a medical marijuana program before moving to full recreation I have devised a business proposal to help break into the industry by providing a custom blend of unique services to provide our patients with quality service. My proposal also gives what I believe to be our key strategy to target consumer segmentation early to set up a solid foundation to avoid falling victim to the eventual industry overcrowding.The State of Missouri is currently populated with roughly 6.14 million people, to which only seventy (70) families have obtained their medical marijuana card since the legalization of medical marijuana last year telling me this State is in bad shape and in desperate need of prescribing doctors and someone to help them get their medical marijuana card. What my business model is going to be based around has nothing to do with the actual touching or handling of the marijuana plant at all, but instead will focus on getting patients their medical marijuana cards as I can see nobody really knows how to go about doing so. Beings I have spent the past 15 years in the industry, I know what our patients will want and need before they do. So, why focus our company on one service when we could provide expert service packages to ensure many services with half of the cost, half the floor space to potentially double or even triple our yearly revenue? “Some complimentary business models may be so mutually reinforcing that together they turn otherwise unviable possibilities into profitable opportunities” (Casadeus-Masanell, R., Tarzijan, J. 2012 para. 9)I plan to save on our up front starting cost and increase revenue as, According to Hamstia (2017). “The adage that “two can live as cheaply as one” is being put to the test by operators around the Country who are combining two, three or more concepts into a single space to optimize efficiencies, drive traffic, and minimalize risk” (para.1). For our business we will first start by setting up our clinic for all the patients in our area to come and see our Doctors who will see our patients write them their prescription, both in the clinic and online. Then we will send out all of the necessary paperwork to the local state officials, so that they may first gain their medical marijuana card, which makes them legally able to begin using/carrying the product. By starting with this service, we will have effectively brought in and developed a relationship with all patients and growers within our area, by providing them with the means to legally: use, carry, and grow throughout the State of Missouri. By why stop there? “Opening multiple concepts within a single space allows operators to spread the cost of occupancy and high-ticket equipment across multiple revenue streams. It also creates opportunities for shared labor, procurement and other efficiencies that enhance over all profitability” (para. 2). Because our establishment is only going to provide the service to obtain medical marijuana cards who will provide our patients with their free marijuana? The growers, right? Some of the non-traditional services I would like to introduce to our clinic? include: holding monthly grow room workshops and classes to teach new growers the importance of organic gardening, and the benefits of indoor horticulture, provide reduced price and free CBD oil treatments to verified cancer patients, provide access to quality growing equipment? on a pre-pay basis only, Help to design grow rooms and custom hydroponic systems, hold clinics for our patients to meet with the doctor and learn current trends and uses of our non- THC hemp products; as well as, provide a service to match patients with potential growers and caregivers.Until recently the State of Missouri has had very strict laws governing the propagation and growing of marijuana, in fact before recent marijuana reform getting caught carrying even a small amount could land you in jail or prison for over five years. So, it is safe to assume, they are far behind in growing techniques and know how. “Don’t be afraid to embrace radical change right out the gate. Slow and steady does not always win the race. In fact, when making and sustaining cost reductions, incrementing change can be a recipe for failure” (Ecllich, A., Heimos, H., Watson, A. 2016 para. 5)Here is where we come in as I already have the resources to re-open past vender accounts and the expertise to design and obtain the growing equipment. I can deliver our patients/growers with extensive information and know how on nearly every indoor/outdoor product on the market today. Though my plan has a little is non-conventional twist that requires our customers to pre-pay for the equipment we will cut down on our operational space required, employees needed, and be able to corner the market by offering our clients quality information and product at a discounted price by passing on our savings in overhead. “Investing organizational high performers with the authority to drive cost-savings initiatives makes clear where senior leaders priorities are” (para. 10)This industry is unlike another industry entirely, it is also in its infancy and has the potential to bring substantial gains in a relatively short amount of time which makes it allure to many new investors. In the States that have already gone legal the industry is quickly becoming overcrowded. I expect the same thing will happen as the State of Missouri becomes fully legal. With that in mind, I feel it is key to fully understand who our core consumers/patients will be, learn what they want out of their products and plan an excellent marketing strategy to attract new patients early on to set up a solid client base and begin building good reputation with in our community.To carry out our goals, I plan to rely on a healthy mix of marketing investments that allow us to spread our marketing budget across different channels to target our consumers base as to make sure the word gets out quickly. I plan to allow double our budget for the first year to be spent fully online, as I also intend to set up patient appointments online from all over Missouri, to ensure we can reach everyone, and our doctor can see them online as well. “In 2018 the average firm was expected to distribute 41% of their marketing budget to online sales” (Leone, 2017, para. 7). Because most of our patients will consist of: Cancer patients, pain patients seeking alternative medicine, and patients with other medical conditions that qualify for medical marijuana card, my plan is to advertise within and all health care facilities within 100-mile radius. If at all possible we can set up meetings within these hospitals to develop a program for the doctors to begin suggesting marijuana as healthy alternative to prescription pain meds within the same hospital and have them send interested patients directly to us. I have plenty of ideas for marketing and promotion that effectively spread the word across the entire State while ensuring our adds emphasize our benefits beyond our features “you want products or services with features that customers perceive as valuable benefits by highlighting benefits in marketing and sales efforts you’ll increase your sales and profits” (Marion, 2018, para. 3). To do this we will want to make sure to hire an advanced marketing strategist to ensure our ads are conveying other messages then what the print says for example,” A salmon fishery might emphasize the health benefits of eating salmon. It’s selling health not fish” (para.8). I believe we will be able to effectively reach multiple demographics relatively cheap as according to, Recklies (2015) “It is possible to satisfy a variety of customer needs within a limited product range by using different forms, bundles, and promotional activities” (para. 5). To ensure that we are well established and successful not only are we going to strive to be the first of its kind within the community we are going to start off with strong marketing strategies that showcase our value and benefits such as ease of access, quality, all-inclusive growing packages, and above all compassion for our patients. We have all heard the saying “ people do not plan to fail, they fail to plan” I have spent over half of my life within this industry and developed this proposal to inform you of the lack of card holders within Missouri even though it is legal, and have devised this proposal to help this State get moving into the right direction. I have also laid out the problem areas I anticipate, and how we can avoid them by generating multiple revenue streams and targeting our consumers early on to develop a large client base and leave our tracks for continued loyal customers to follow. I hope that you have found this information of use and can get behind me in the beginning of our business venture.Sincerely,Ashley Bauer Annotated Bibliography1.) Casadeus-Masanell, R., Tarzijan, J. (para. 2, C. (2012). When one business model isn't enough. Harvard Business Review, (2). Retrieved April 04, 2018, from . In this writing the authors outline why it is important to generate multiple revenue streams within one company to combat social economics. The article goes onto point out how sometimes joining forces and providing multiple ideas can sometimes turn unviable possibilities into profitable opportunities. It then describes what compliments business and how to decide what to add to your company service to accentuate and complete the customer experience.2.) Ellinch, A., Heimes, H., Watson, A. (2016). Management, and generating new revenue while reducing cost. Mckensly Quarterly, 4, 22-27. Retrieved April 05, 2018, from EBSChost. The article discusses how the various companies that make up the Standard & Poor's Global 1200 index spend about 1.8 trillion dollars per year on aggregate general and administrative (G&A) expenses, and it mentions how firms can achieve and sustain G&A cost reductions by setting big organizational goals and implementing corporate cultural shifts and models. Business revenue growth and success in business are examined, along with change agents and dismissals of employees3.) Hamstia, M. (2017). The more the merrier. Restaraunt Hospitality, 101(10), (para. 1,2). Retrieved April 04, 2018, from ESBChost. The article reports that restaurant companies are opening multiple concepts within a single space that allows operators to spread the costs of occupancy and high-ticket equipment across multiple revenue streams. It mentions that Omak’s and Okine restaurants can make common use of some back-of-the-house facilities and business entities. The article was written for the hospitality industry, but the concepts still apply.4.) Leone, C. (2017, October 31). How much should you budget for marketing in 2018? (para.3). Retrieved April 05, 2018, from This article explains current business trends in marketing and advertising in a digital age. The article also provides strong statistical figures and graphs showing where budgeted marketing money has proven to be of the most use to related industries. It goes on to supply innovating and fresh new ideas to reach desired consumer base.5.) E. M. (2007, May 01). Entrepreneur Ship: Product/ service features and benefits (para.3). Retrieved April 05, 2018, from This website showcased advanced marketing strategies and provided examples of how a company can market other features through the sale of company products and services. The author highlights the putting an emphasize on benefits beyond company features. The author also suggests that the uniqueness of a product or service can set it apart from competitors.6.) Recklies, D. (2015, February 08). The manager: Market segmentation (para. 2,5). Retrieved April 03, 2018, from 2015/02/market-segmentation/ This webpage article talks about marketing and the importance of consumer segmentation. It also goes into competitors and assorted products and services and what things make services okay to be more expensive than their competitors. This article examines service price range and how segmentation strategy offers the chance to attract new customers. It looks how one can start a customer with a starter product and then upgrade those same customers to premium products. ................
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