Sunteți pe pagina 1din 21

The Runners Annex LLC 1900 South Blvd Charlotte NC 28203 (704)333-8924 TheRunnersAnnex@gmail.

com

Core Values The Runners Annex will provide client care which reflects compassion, maintains patient integrity, and excellence. The Runners Annexs physical therapists will showcase attributes such as accountability, altruism, and professional duty. Vision Statement The vision of the runners annex is to provide the Charlotte running community with a high quality service that will allow the clientele to prevent and recover from injuries. The runners annex would like to be recognized in the Charlotte running community as a trusted and respected service which places patient care and experience above all. Mission Statement The mission of the runners annex is to provide consistent evidence based physical therapy treatment to help our patients prevent injuries as well as treat injuries which occur while participating in hobbies like running. Our mission is to provide our clients with the highest quality, respectful and safe physical therapy care delivered by doctoral physical therapists. Description of Program The Runners Annex will provide local runners that have current injuries or wish to prevent injuries that are specifically related to running a community resource to help them get back to prior running level. The runners will engage in the current physical therapy model of completing evaluation, treatment sessions, re-evaluation, and being discharged. The runners will receive evidence based physical therapy that is patient centered and focused on preventing and rehabilitating running related injuries. The Runners Annex will provide clients with injury specific or preventative therapeutic exercises along with a home exercise program. Manual therapy techniques will also be utilized along with neuromuscular re-education when the client will benefit from these services. Clients will receive physical therapy treatment which can be altered at anytime to take into account any changes in patient condition.

Marketing

Executive Summary South End Outpatient Physical Therapy is an established, locally owned small business that has additional underutilized space within its facility that allows us the opportunity to expand our offerings to runners for the prevention and treatment of running associated injuries via creation of the Runners Annex. We believe runners represent an untapped niche group within the community that in time will increase our revenue stream and lead to greater brand recognition for our other OPPT services. To aid in our market growth and create public awareness of our new service, we will create new signage within and without our clinic to alert current cliental and the local community of our new service. We will educate runners via speaking events about running injuries, prevention, and injury recovery. Staff will volunteer time at running and sporting events within the community to increase brand awareness and promote our services as appropriate. We will focus on building a strong web presence. Fostering an online community in which our runners can participate before, during, and after their care with us. As well as working to create a runners group that will meet weekly at our clinic for group runs and socializing with a long term goal of creating significant interest and participation to offer a charity run to benefit those in need of the surrounding community.

Environmental Data

Service Area: The Runners Annex is being established to serve the South End community as defined by the 28203 zip code. It will be located within our current facility within the historic Tompkins Toolworx Building at 1900 South Blvd. Charlotte, NC 28203.

28203 Area

Demographics: As of 2012, within a 5 mile radius of our clinic; we have a resident population of 156,000 with 48.92% being male and 51.08% being female, the median age is 33, total day time adult population is 379,237 with many from surrounding areas coming to work, shop, and play in this historic neighborhood, Average household income in 5 miles of our location is $73,684, with $29,432,634 being spent at health and personal care stores1. Charlotte was ranked 15th in the nation for total miles ran per week at 6.25 miles per week2. According to data pulled from RunKeeper, a GPS based running App that allows its users to make their data and their running routes public, we are located within and around some of the most frequently ran routes within Charlotte3.

RunKeeper Run Routes Logged in Charlotte, NC

Competitor Profiles Competition within the South End neighborhood for Outpatient Physical Therapy Services is significant, with 4 independent OPPT clinics. However, we are the only clinic looking to offer PT services specifically for runners as well as the only clinic open on Saturday in our service area.

Ropers Physical Therapy 301 E. Tremont Ave. Suite B Charlotte NC 28203 Hours: 8am-6pm, M-F Specializes in: Pain management, Myofascial Release (MFR) and Craniosacral Therapy (CST)

St. George Physical Therapy 1809 East Blvd #100, Charlotte, NC 28203 Hours: 8am-6pm, M-F Specializes in: Orthopedic and neurological disorders, dry needling Amy Ferrick Physical Therapy 1614 South Blvd. Charlotte, NC 28203 Hours: Not Listed Specializes in: Not Listed

Roy Smith Physical Therapy 1408 East Blvd. Charlotte, NC 28203 Hours: Not Listed Specializes in: Not Listed

SWOT Analysis Strengths Location Established clinic Direct access Reputation and relationships Client base Community presence Experience Infrastructure Evidence based practices Staff are runners Opportunities Untapped niche market/lack of specific competition Can feed new clients into existing practice Raise profile Growth/Expansion Wellness and Health promotion Get clinic name out to injury prone group Failure of many policies to cover health and wellness, or injury prevention Weaknesses Limited advertising budget Unknown demand for service Clinic not currently known for sport specific therapy Failure of many policies to cover health and wellness, or injury prevention

Threats New or increased competition in service area Health care reform uncertainty Insufficient public perception of need for service Sport Specific OPPT Centers in Greater Charlotte Area Podiatry practices

Marketing Strategies Marketing for the Runners Annex will be a low budget affair and will rely on heavily on current and new staff and their patient and community interactions to help get the word out. Initially, our focus will be in establishing awareness of our new offerings through a combination of new signage, web presence, and community outreach and education. The five initial marketing strategies we will employ are:

1. Increase Web Presence Additional website, Facebook, Forum, Blog 2. Signage External signage will be added, as well as internal signage indicating our new service 3. Speaking spots for local running groups, athletic teams/organizations, running shoe stores, in clinic events. Staff members will do educational/promotional speaking spots on common injuries in runners, injury prevention, and rehabilitation and recovery. 4. Establish Weekly Running Group Lead Annex PT will recruit for and lead weekly runs starting and ending at our clinic suitable for novice and veteran runners. 5. Volunteer at local area school athletic events and area running events Staff will volunteer/participate at local running events

Marketing Action Plans

1. Increased Web Presence We will create a standalone web site linked from our current webpage for the Runners Annex that will include a weekly Blog addressing running and runner health issues, a forum for our clients, and a section for video tutorials demonstrating HEP activities. A Facebook page will be created and maintained for the Runners Annex and the associated running group we will initiate.

Task

Responsible Party

Completed By

Accomplished Yes/No Yes

Design Website, forum, and blog using Square Space and link to current website Establish Facebook Page

Dan Woods

4/1/14

Alex Korman

4/1/14

Yes

Write or post hosted Zack Edney weekly Blog topic on website and Facebook page Provide Moderator Dan Woods and site management training to Zack Edney Film HEP Tutorials and post online Moderate forums Alex Korman and Zack Edney Dan woods and Zack Edney

Ongoing/weekly

In Process

4/29/14

4/29/14

Ongoing/weekly

2. Signage External signage will be added, as well as internal signage indicating our new service Task Responsible Party Completed By Accomplished Yes/No Yes

Order indoor sign from Signarama Order outdoor sign from rocket Banners Contact building Maintenance for sign mounting indoor and outdoor Install Signs

Alex Korman

3/25/14

Alex Korman

3/25/14

Yes

Dan Woods

3/27/14

Yes

Building Maintenance

4/01/14

Yes

3. Speaking spots for local running groups, athletic teams/organizations, running shoe stores, in clinic events. Staff members will do educational/promotional speaking spots on common injuries in runners, injury prevention, and rehabilitation and recovery. Task Responsible Party Completed By Accomplished Yes/No In process

Contact groups Zack Edney organizations for speaking events/spots Speaking Programs Dan woods and Zack Edney

Ongoing

Ongoing, Minimum 1 per week for first 3 months

In process

4. Establish Weekly Running Group Lead Annex PT will recruit for and lead weekly runs starting and ending at our clinic suitable for novice and veteran runners. Recruitment via webpage, Facebook, community calendar announcement and in clinic flyers.

Task

Responsible Party

Completed By

Accomplished Yes/No Yes

Advertise group formation Contact interested parties Initial run led Lead runs and programing

Dan Woods

4/01/14

Zack Edney

4/15/14

Zack Edney Zack Edney

4/20/14 Weekly

5. Volunteer at local area school athletic events and area running events Staff will volunteer/participate at local running events to increase name recognition and promote services via word of mouth and free assessments when appropriate

Task

Responsible Party

Completed By

Accomplished Yes/No

Contact area schools Contact race organizers Coordinate Event volunteer scheduling

Alex Korman Alex Korman

4/29/14 4/29/14

Alex Korman

5/01/14

Financials

To determine revenue and expected units in a given period we made the following assumptions: The average revenue from each CPT code reflects a patient population of 90% private insurance and 10% Medicare Weighted by Pay Source 90% Priv, 10% Medicare Medicare 73.25 73.745

CPT Code

Description

Charge 123

Commercial Insurance (60%) 73.8

97001 PT Eval Neuro Re-ed (15 97112 min.) Manual Therapy (15 97140 min.) 97110 Ther Ex (15 min.)

76

45.6

32.36

44.276

62 57

37.2 34.2

28.98 31.03

36.378 33.883

Two new patients and 6 returning patients will be scheduled each day, and there will be a 15% no-show rate. During a new patient visit, the PT will bill two units PT Eval and one unit Manual Therapy for three units total. During a returning patient visit, the PT will bill two units Neuro Re-ed, one unit Manual Therapy, and one unit Ther Ex.

Each month consists of 20 work days. Adjusted 15% No Pts/Day Show Eval Treatment Units/Day Units/Month (20 Days) Service Revenue/Yr 2 6 1.7 5.1

Units/Day Revenue 5.1 20.4 25.5 $187.21 $809.95 $997.16

510 6120

$19,943.11 $239,317.30

One Year Break Even Analysis: P = avg price of 1 unit = daily revenue / daily units = 997.16 / 25.5 = $39.10 FC = fixed cost for 1 year = total expenses = $113,255.73 Number of units to break even = FC / P = $113,255.73 / $39.10 =2896.26

One Year Operating Budget - Runners' Annex, LLC 30-Apr-15 Gross Revenue Services Equipment Total Revenue Expenses Salaries Benefits FICA Education Sole Fitness R80 Treadmill Dell Inspiron Small Desktop Computer 3000 Series Oakworks Classic Clinician Stationary Table (Plinth) Universal Medical Adjustable Rolling Stool Custom Vinyl Banner 4x8 from Rocket Banner Custom Lobby Sign from Signarama Supplies Rent Electricity Total Expenses Net Income $81,446.33 $20,361.58 $6,230.64 $1,000.00 $1,499.99 $329.99 $865.00 $173.00 $49.19 $300.00 $1,000.00 $13,755.00 $851.88 $113,255.73 $126,061.57 $239,317.30 $0.00 $239,317.30

According to loopnet.com rent for commercial space in the 28203 zip code is $18.34/sf/yr. 750 sf assumed. Salaries of 1 full-time PT and 1/3-time receptionist based on Salary.com. Electricity estimated at $70.99/month by calc.myenergy.com.

Income Statement (6 mo) - Runners' Annex, LLC 30-Sep-15 Gross Revenue Services Equipment Total Revenue Expenses Salaries Benefits FICA Education Sole Fitness R80 Treadmill Dell Inspiron Small Desktop Computer 3000 Series Oakworks Classic Clinician Stationary Table (Plinth) Universal Medical Adjustable Rolling Stool Custom Vinyl Banner 4x8 from Rocket Banner Custom Loby Sign from Signarama Supplies Rent Electricity Total Expenses Net Income $40,723.17 $10,180.79 $3,115.32 $500.00 $1,499.99 $119,658.65 $0.00 $119,658.65

$329.99

$865.00 $173.00 $49.19 $300.00 $500.00 $6,877.50 $425.94 $58,236.45 $61,422.20

Expenses Salaries Benefits FICA Education Sole Fitness R80 Treadmill Dell Inspiron Small Desktop Computer 3000 Series Oakworks Classic Clinician Stationary Table (Plinth) Universal Medical Adjustable Rolling Stool Custom Vinyl Banner 4x8 from Rocket Banner Custom Loby Sign from Signarama Supplies Rent Electricity Total Expenses Units 1 mo Cost per unit 1 mo

year 1

Second First Month Month $6,787.19 $1,696.80 $649.03 $83.33

$81,446.33 $6,787.19 $20,361.58 $1,696.80 $7,788.31 $1,000.00 $1,499.99 $649.03 $83.33 $1,499.99

$329.99

$329.99

$865.00 $173.00 $49.19 $300.00 $1,000.00

$865.00 $173.00 $49.19 $300.00 $500.00 $83.33 $1,146.25 $70.99 $10,516.92 510 $20.62

$13,755.00 $1,146.25 $851.88 $70.99 $14,150.76 510 $27.75

Cost per unit for the first and second months was calculated by dividing total expenses for each time period by number of units billed for each time period.

Outcome Assessment

Outcome Assessment At the Runners Annex outcomes will be assessed utilizing patient satisfaction surveys, productivity measurements of the physical therapists, and injury specific functional outcome measure. Patient satisfaction will be measured utilizing a patient satisfaction survey, which will be completed by the patient before the start of physical therapy and when the patient is discharged. The target for patient satisfaction is 95%. Physical therapist productivity is another area that will be assessed. Physical therapist productivity will consist of number patients treated, number of patient visits, hours of patient care given, and total number of billable hours. Productivity will be assessed by the supervisor who will compile and analyze the data on a monthly basis. Productivity standards will be set at 90% or higher for a physical therapist. The Runners Annex will also utilize injury specific functional outcome measures which will compare evaluation, re-assessment, and discharge objective data. This data will be collected by the physical therapist monthly and will be analyzed by the supervisor. The injury specific functional outcome measure will allow for the analysis of treatment technique effectiveness in specific running injury classes to allow for the most effective and efficient treatment for the clients. The results for injury specific functional outcome measures would be patient improvement in objective measures during re-assessment periods.

References 1.http://www.loopnet.com/xNet/MainSite/Listing/Profile/ListingDemographics.aspx?LID=1581 2181&PgCxtGuid=0bf23750-b885-4193-aafe2a2b87f24c4b&PgCxtFLKey=&PgCxtCurFLKey=ProfileSE&PgCxtDir=Down 2. http://www.thedailybeast.com/articles/2010/11/04/new-york-marathon-ranking-whichcities-runners-run-the-longest.html 3. http://www.charlottemagazine.com/Blogs/Way-Out/February-2014/You-People-Really-LikeThe-Booty-Loop/

S-ar putea să vă placă și