Mothercraf t Ottawa Business Plan Proposal Birth Doula Brokerage Katelin Turcotte, Erin Vanhorne, Rehan Khan
Mothercraft Birth Doula Challenge - Team Age Mutant Ninja Turtles
May 19, 2015
A presentation given at the Ottawa Community Challenge (www.communityottawa.com) :a solution to the Mothercraft Birth Doula Challenge.
The Challenge: The current challenge is to develop a business model that would be attractive to professional doulas and would help Mothercraft in its endeavour to create a more sustainable revenue stream. In order to do this, Mothercraft must focus on four key areas, in the following order of importance:
• establishing a successful revenue generating business model,
• building a product that is attractive to both professional doulas and clientele, and
• develop a suitable platform that can support the new business model,
• attracting new business to the Mothercraft brokerage.
The Challenge: The current challenge is to develop a business model that would be attractive to professional doulas and would help Mothercraft in its endeavour to create a more sustainable revenue stream. In order to do this, Mothercraft must focus on four key areas, in the following order of importance:
• establishing a successful revenue generating business model,
• building a product that is attractive to both professional doulas and clientele, and
• develop a suitable platform that can support the new business model,
• attracting new business to the Mothercraft brokerage.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Mothercraft Ottawa
Business Plan ProposalBirth Doula Brokerage
Katelin Turcotte, Erin Vanhorne, Rehan Khan
PROBLEM STATEMENT
• In order to create a sustainable revenue for Mothercraft through a brokerage structure, we feel Mothercraft should separate and establish a separate entity in which to represent this work structure in order to avoid jeopardizing the social message of the organization.
MARKETING STRATEGY
PHASE ONE
PHASE THREE
PHASE TWO START-UP COSTS
AWARENESS
OPERATIONS
Awareness Marketing Campaign
Awareness
Interest
Educate & Engage
Consultation
Decision
Awareness •Promotional Material (Posters, Pamphlet, Business Cards etc.)•Online Networks (Twitter, Facebook, LinkedIn)•Newsletter
Interest •Gather client information •Take phone calls, return messages and emails
Educate & Engage •Information Sessions
-Inform mothers-to-be in the community about your services
-Doula and mother testimonials
Consultation •Free consultation•Fill out forms.•Explain matching process•Duties of a doula.•Discuss packages & go over financial breakdown of costs. •Personality analysis for the matching process.
Decision •Decides what package to purchase.•Down payment and established date for second and final next payment.
MOTHERS-TO-BE
PROFESSIONAL DOULASAwareness •Promotional Material (Posters, Pamphlet, Business Cards etc.)
•Online Networks (Kijiji, Craigslist, Facebook, Employment Ontario, iWIN)•Newsletter
Interest •Gather client information •Take phone calls, return messages and emails
Educate & Engage •Information Sessions
- What is a doula, what do they do?
-Certification & educational courses•Benefits of working through/ with Mothercraft
Consultation •Interview birth doula.•Fill out forms.•Background check.•Explain the referral process.•Discuss part/ full time availability.•Emphasize the benefits of working through Mothercraft, networking, educational materials available.•Establish rate of pay.
Decision •Decides to be apart of your referral database.•Agrees to referral commission price and rate of pay.
DOULA START-UP COSTS
• Approximate start-up costs for starting a brokerage system-$2,000- $4,000 (outline of requirements required)
• Early stage advertisement-$1,000
What is the market charging?• Currently the market charges $600- $1,200• Uncertainty about new target market and willingness to pay.
How to recover costs?• Charging an extra $100 per referral.• Can reover start-up costs within first 50 doula registrations.
Raising Funds
• Local businesses may be willing to donate brokerage system to advertise within your promotional materials.
• College and university students may be willing to donate time to gain experience.
Weekly/ Monthly Ideas• Volunteer-run yoga classes• Dinner event• Mother and baby movie day• Children book reading by author
OPERATIONS
• Add a portal for clients and doulas– In-depth information– Networking opportunities– FAQ and Forum updated regularly– Newsletter signup page
• Separate phone line with answering machine/service
• Office Space
Related Documents
