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Sample Business Plan

Following is a business plan written by The Business Plan Store.
It is posted here with the express permission of the client
(Executive names are fictitious)

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Executive Summary 

Proposed Business

OBRA e-z, Inc. produces a program that collects and reports all the critical elements of data required for governmental reporting purposes.  The software is user friendly, produces far better reports than most of the popular programs in use, and inexpensive ($500 license fee, $125 per month maintenance).  OBRA e-z is continually acquiring new customers:



OBRA e-z proposes to upgrade its software to operate by adding significant functionality, incorporating additional features from acquired companies, strategic alliances, and business partners, and retaining its ease of use and superior reporting processes to create OBRA e-z’s Enterprise Software Solution, a total software solution to manage every business detail of the long-term care provider.  The Enterprise Software Solution will be far superior to anything on the market today and cost a fraction of what other programs are selling for.  The average license fee will be about $1,000 and the average monthly maintenance about $500.



The population is aging, and more and more people are living longer, and it will continue that way for decades to come.  This has created a dynamic and growing market for the long-term care provider, and one in which virtually thousands of data elements are collected, reported, analyzed, and used for information to provide adequate continuing care, support governmental reimbursement expenses, manage inventories and financial budgets, track pharmaceuticals, and many other uses.  There are approximately 18,000 long-term care providers in the US, and each must dedicate countless hours to collecting and recording this data. 

Software developers have created programs to capture most of the data.  Many of the programs that function adequately are very expensive; the software licenses cost from $10,000 to $15,000 and monthly maintenance fees range from $1,000 to $1,500.  Some of the programs are less expensive, but have limitations in functionality and ease of use.



Ken Smitzhe will serve as President and Chief Executive Officer.  With more than ten years of corporate experience in sales, marketing, management and long-term care, Mr. Smitzhe is a visionary 



OBRA e-z, Inc. will be operated by Ken Smitzhe who has over ten years experience in the long-term care provider field, and over ten years of sales, marketing and management experience.  Mr. Smitzhe will be joined by professionals in the healthcare and software development industries.



OBRA e-z is seeking $750,000 to support working capital requirements to upgrade its software, establish its offices and payroll, and run its sales and marketing campaigns.  No additional funds will be required, and it is expected that the entire investment will be recovered in less than two years.  We believe we can capture at least 10% of the long-term care provider market during the next five years; however, our pro forma projections conservatively estimate a capture of less than 6% of the market over the next five years will generate over $7,000,000 in current assets (cash and accounts receivable) by the end of year 5.



Our objectives are as follows:

1.      Complete software upgrade by December 31, 2001.

2.      Convert existing customer base (estimated to be 125) to upgrade by June 1, 2002.

3.      Solicit new customers from the approximately 7,200 long-term care providers with no or inadequate information systems.  Target penetration:  35%-65%.

4.      Solicit new customers from the approximately 7,200 long-term care providers using expensive software solutions.  Target penetration:  25%-50%.

5.      Solicit new customers from the approximately 3,600 long-term care providers using "mid-market" quality software.  Target penetration:  35%-65%.



OBRA e-z is a software development and customer support company that produces high quality, value-added, feature enriched, user-friendly software and delivers real-time customer support and management know how to the long-term resident care market.  OBRA e-z software collects government standard Minimum Data Set (MDS) 2.0 criteria, scheduling information, survey information for government audits, quality indicator information, care-plan and financial program information, and generates real-time management information reports and data sets to efficiently manage long-term care facilities and electronically transmit MDS 2.0 information to state governments.  Our mission is to provide these services to our customers at a cost far below the cost savings they will achieve.

Keys to Success

The keys to success for OBRA e-z are:

1.      Investment capital to upgrade software to Windows environment and add functionality to enrich features, increase functionality, and deliver a value-added product that produces cost savings for customers that far exceed the product cost.

2.      Aggressive marketing to introduce long-term care providers to the significant cost/benefit advantages of OBRA e-z.

3.      Product quality, ease of use, world-class customer service and support.

4.      Price competitiveness.


Company Summary

OBRA e-z, Inc. is a Subchapter S Corporation engaged in the development, sale, service and maintenance of software solutions for the long-term care market.


Company Ownership

OBRA e-z’s President and Chief Operating Officer, Ken Smitzhe owns 30% of the shares.  The remaining shares are owned by Tod Smitzhe (20%), Chief Financial Officer, Susan Smitzhe (20%), Director of Operations, Tad Smitzhe (20%), Director of Product Development, and Betty Smitzhe, (2%), Director of Product Development – Master Link.  8% of the stock is held by the corporation.

Company History

Spectrum Health Services developed the OBRA e-z software in 1986 to address the needs of long-term care facilities to maintain a computer based medical records system that integrated with early versions of the MDS and survey reports.  In later years when HCFA revised MDS 1.0 to MDS 2.0, Spectrum upgraded the OBRA e-z software to comply with MDS 2.0 specifications and improve functionality.  Spectrum sold all rights to the software to an investment group in May 2000.  The investment group formed the Subchapter S Corporation, OBRA e-z, Inc. in January 2001.

OBRA e-z, Inc. has since increased the customer base from 16 to 69 licensed customers. Plans are underway to upgrade the DOS-based software to the Windows platform and add significant functionality that will create the “Enterprise Software Solution” that will be a total turnkey system for the management of long-term care facilities.

Company Locations and Facilities

OBRA e-z, Inc. has corporate offices in Stamford Connecticut and an operations satellite help desk in Macon, Georgia.


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