Binus mm executive - batch 20 - ike evergreen project - group i

Binus Business School

MM Executive Batch 20

Evergreen Project

One-Stop Age-Friendly

Solutions for Seniors

Alexander Christian

Dina Sandri Fani

Jenna Widyawati

Ridwan Martawidjaja

Why Evergreen Project? – The World’s ContextSeniors are the fastest growing population in the world…

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11%

22%

Proportion of the world’s population over 60 years will double from about 11% to 22% between 2000 and 2050 (http://www.who.int/ageing/en/)

2 billion people will be aged 60 and older by 2050. This represents both challenges and opportunities (http://www.who.int/ageing/en/)

4-6%of older persons in high-income countries have experienced some form of maltreatment at home

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http://www.who.int/ageing/en/


Why Evergreen Project? – The World’s Context… lead to the rise of the need for long-term care

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25-30%of people aged 85 or older have some degree of cognitive decline (http://www.who.int/ageing/en/)

The world will have more people who live to see their 80s or 90s than ever before

The number of people aged 80 years or older will have almost quadrupled between 2000 and 2050 to 395 million.

Lose of their ability to live independently

Resulted to the need of long-term care, that include home nursing, community care and assisted living, residential care and long stays in hospitals

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Why Evergreen Project? – The World’s ContextDramatic increase in the number of people with forms of dementia

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Why Evergreen Project? – The World’s ContextAs an impact, number of people living with Alzheimer’s disease will be also increasing

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Why Evergreen Project? – Indonesia’s ContextProportion of seniors will be doubled up over two decades while Alzheimer’s on the rise in Indonesia

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The proportion of aging population will grow larger over the two decades.

Indonesia will be having 14.4% seniors out of its population by the end of 2035.

6.9% 8.0% 9.8% 11.9% 14.4%

2015 2020 2025 2030 2035

1 millionof Indonesian suffer from Alzheimer’s disease in 2011

3 millionPatients with Alzheimer’s disease in 2050

http://www.antaranews.com/berita/394044/satu-juta-penduduk-indonesia-penderita-alzheimer

ASEAN+6 Population Forecast: Global Share, Aging, and Dependency Ratio. 2013 Report

Potential market for OAFS business!!!

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http://www.antaranews.com/berita/394044/satu-juta-penduduk-indonesia-penderita-alzheimer

Evergreen Project – The Prototypes2 business model ready to be tested further, i.e. Alzheimer’s Center for Seniors and All-in-One Day Care Center

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Alzheimer’s Family Services Center

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All-in-One Day Care Services

A home for senior lives with Alzheimer. Provides expert daily care and family support tailored to individual needs to improve the quality of life for families challenged by Alzheimer’s disease

A multi-functional care facility provided to the elderly and the kids under one single roof

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Evergreen Project – The Theory U JourneyDirect observations through several day care services for elderly people

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• 2-day direct observations at RukunSenior Living, Sentul

• Live interview with the seniors, care givers, and marketing team

• Direct observation at Panti JompoWisma Mulia Jelambar

• Live interview with care givers and the seniors

• Direct observation at Panti SosialTresna Wredha Budhi Dharma Bekasi

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Evergreen Project – The Theory U JourneyWhat we saw with an open mind (1/2)

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Voice of Judgment Confirmed Not confirmed

Seniors do not want to spend their remaining life at day care center

Voluntary enrollment in some cases

They will not be happy if they choose to stay at day care center – feeling of being dumped

At the first 2 weeks, but feel happy afterwards

Asian people are turning their backs on tradition with regards to their ageing parents

Wise thoughtful before placing the ageing parents into day care center

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Elderly people have a simple need – not to be on their own

They hate being lonely and being dumped

Physical fitness of elderly people become the biggest challenge for the care givers

Mental fitness is more challenging for most of the care givers

Elderly people are inactive and not creative

They are quite creative and being able to produce a beautiful art works

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Elderly people have a simple need – not to be on their own

They hate being lonely and being dumped

Physical fitness of elderly people become the biggest challenge for the care givers

Mental fitness is more challenging for most of the care givers

Elderly people are inactive and not creative

They are quite creative and being able to produce a beautiful art works

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Evergreen Project – The Theory U JourneyWhat we saw with an open heart

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Alzheimer’s on the rise in Indonesia in very near future

Family members often fail to recognize dementia and Alzheimer's symptoms: create a stressful environment for elderly people with Alzheimer’s

Lead to mismanage and improper treatment of elderly people with Alzheimer’s

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Evergreen Project – The Theory U JourneyWhat we saw with an open heart

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There is a need for elderly people to be at the center of their extended families even if they are living at day care centers

We see no need to separate the elderly from the children

The children’s presence alone is enough to make the seniors smile

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Evergreen Project – The Theory U JourneyVoice of Cynicism Fear (VoC) and Voice of Fear (VoF)

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Market is not ready for the proposed concept

It is more into charitable rather than profitable organization

Long break-even period even if it is profitable business

Market acceptance level: low acceptance level due to Asian tradition

Business sustainability

Low differentiation as compared to the existing business model

Target market readiness

Ever

gree

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Evergreen Project – Proposed Business Model CanvasAlzheimer’s Family Services (AFS) Center – Alternative 1

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Customer Segments

Niche market: Alzheimer patient from middle up income level

Customer Relationships

Personal assisted living

Full services

Value Proposition

1st Alzheimer’s specialty provider

Innovative programs & services dedicated for Alzheimer’s patients

Compassionate & individualized care

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Key Resources

Physical assets and facilities

Certified and well-trained caregivers

Affiliates hospital and partners

Expert staffs

Key Activities

Health and personal care

Full and personal services to resident

Staff certification and trainings

Key Partners

Insurance companies

Hospital/health service provider

NGO: YayasanAlzheimer Indonesia


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Channels

Owned facility

Traditional and digital marketing media

Cost structure

Labor cost

Physical asset maintenance cost

Marketing cost

Revenue Streams

Monthly fee

Membership fee


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Evergreen Project – Proposed Business Model CanvasAll-in-One Day Care Services – Alternative 2

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Customer Segments

Segmented market

Targeted middle income level

Customer Relationships

Personal assisted living

Full services

Value Proposition

One single roof of services

Unique concept

Family closeness

Personalized services

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Key Resources

Physical assets and facilities

Compassionate caregivers

Affiliates hospital and partners

Expert staffs

Key Activities

Kids and elderly care

Education

Health therapy

Recreational activities

Key Partners

Health service provider

Educational institution

Recreation centers


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Channels

Owned facility

Traditional & digital marketing media

Cost structure

Labor cost

Physical asset maintenance cost

Marketing cost

Revenue Streams

Monthly fee

Membership fee


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Evergreen ProjectOur Unique Selling Proposition

Selling Proposition Our Concept Traditional concept

Organization type

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Profits organization Non-profit organizations, very rare of profit oriented

Target market Niche market, i.e. seniors living with Alzheimer’s disease and/or middle up segment

Broader market, i.e. empty-nester seniors; mostly for low-middle income class

Concept Communal place for fun-loving seniors taking form of residential resort and club

More into hospital looks and feel; creating a depression feeling of the resident

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Evergreen ProjectOur Unique Selling Proposition

Selling Proposition Our Concept Traditional concept

Revenue stream

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Move-in fee Member fee Assisted living fee Additional consultation

fee for certified caregivers and/or therapy session

Non-fixed membership fee (usually quite low)

Subsidy from the philanthropist

Facilities Extensive facilities under one roof. Includes facilities for physical and mental disorders. Equipped by experts and certified caregivers

Limited facilities; mostly bed & breakfast facilities. Recreational and health facilities depends on the donor. Is not equipped by experts and certified caregivers

Back-up Slides

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Outdoor Facilities and Nursing Station Room Facilities

Back-up Slides

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Fitness Center Physical Recovery Center

Creativity Room

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Health & Medicine

Binus mm executive - batch 20 - ike evergreen project - group i