James kershaw

Music and Reminiscence

Service OverviewFor a sole proprietorshipRevised January 1, 2013

James Kershaw905-371-1813www.jkershaw.info

Mission Statement

Seniors want to feel that the past has significance to them in thispresent time. To help make this a reality we provide a servicewhich brings back the things that nurture memory: the visuals,the collectibles, and the music that have stood the test of time.

The Team

During his years of experience, James’ role as a reminiscence facilitator has connected him with others in the community. His target market is Niagara’s seniors who reside at residences and long term care settings. He coordinates his program with activity directors who are employed at the facilities and collaborates with the following individuals:

Audrey Henry & Pierrette Morin (sheet music resource) Dovetail Associates (resource)R.T. Respiratory Services Inc., Lifetime Financial Planning Group (sponsors)Nancy Grampola (mezzo-soprano)

Market Summary

About Niagara’s Present Market:Population is skewed to the elderly more so than in the rest ofprovince. In the next ten years, the 80+ population willincrease from 52% to 73%

Alzheimer’s and related dementias will double by 2021After 2012 a dramatic escalation in number of retirees willfurther alter the demographics

Future Market:Secure with 65 facilities and a growing infrastructureRehabilitation centres in Canada and U.S. offer marketingopportunities for innovative tools

Needs

Needs:

Many seniors suffer from the blues and diminishing selfesteem as well as loss of cognition

Seniors need to share within their group in order to raisetheir self esteem, feel valued and included

Seniors need diversions for relaxation and to be stimulatedboth mentally and physically with appropriate activities

In order to address the above needs, our programs providelive music and personal stories within a positive groupexperience

Business Concept

The service has been established within the 24 hour care milieuat seniors nursing homes and seniors adult living centres

Opportunities to use the senses may often trigger pastmemories. Over time, with many clients, positive changes takeplace: changes in mood states, along with improvements inemotional, spiritual, psychological, and physical sense of well-being point to a healthier outlook

(ref. Canadian Music Therapy Association)

We base our service on reminiscence and music intervention inorder to improve the quality of life of our seniors in beneficialways

Competitive Advantage

85%-90% of the competition uses vocal/instrumentalpresentation as the sole program medium

Our competitive advantage consists of the following:

• A variety of relevant activities including memorabilia.• Use of piano on site or one brought by facilitator• Presentations conducted with a variety of audiences.• Vocal and piano accompaniment of best loved songs• Twelve years experience• Media used as “sparkers” as attention grabbers• A proven dependable, affordable, reliable service• Easy contact from web page

Goals & Objectives

Five-year goals:

Create new partnerships and sustain present relationships withstaff who work at Niagara region facilities

Increase client growth and engagement numbers with at least 1new steady client per year

Establish newsletter readership

Risks

Risks:

More people are encouraged to stay at home as long as possible.This may mean more admitted residents having lower cognitivestates.Interaction becomes more challengingFunding issues at residences. Facilities decide that external services may not be used. More volunteerism, less reimbursement

Addressing Risk:

Develop new ways of doing things in the nowCreate more innovative approachesSeek to address changing needsPartner with others in order to combine programs

Key Issues

Present Issues:

Managing budgets to secure profit. Manage revenue to put back intoproduct development and sales.

Long Term:

Plan for more collaboration with others (facility staff, suppliers, andthe community at large) to increase effectiveness of services bysharing and reaching common goals

Funding to be considered:

Partnership with an umbrella not for profit to secure sustainablefunding

Acknowledgements

Foot, David K., Richard A. Loreto, and Thomas W. McCormack. A Competitive Analysis of Niagara's Business OpportunitiesAssociated With Adult Lifestyle: A Demographic Perspective TheMadison Avenue Demographic Group. November 1999

http://www.footwork.com/niagara.asp

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