The objective of this business plan is to study business opportunities of a cardiac and cardiovascular centre established as a business venture under a public-private partnership. This business venture is a new business model and has never been done before. The centre operates within a public hospital located in Samut Prakarn Province. The research methodology used for this study comprising of in-debt interviews with (1) experienced management and physician doctor in specialised hospital management roles (2) patients suffering from cardiovascular disease or undergoing cardiac treatment as well as people aged 60 years or over. In additions to the research, the competitors’ data in term of their service offerings, pricing, location, etc. has been gathering from actual site visit. So that this business plan is structured with analytical of both primary and secondary data and information processing of information obtained internally and externally.
The understanding of the business environment and competitive structure within the healthcare business are used in determining the most appropriate business plan which creates highest competitive advantages. According to the research, the appropriate enterprise strategy is market penetration strategy as it targets the revenue growth. The recommended corporate strategy is differentiation of its services presenting high quality services and facilities at affordable prices in responding to the high demand of patients who is the member of the health fund. Other strategies are differentiating identity of the centre using shades and tones in the designs and decorations i.e. white and blue tones colour, and differentiating technology by invest in new medical technology advancements. Lastly, the human resource plan should be developed to define roles and responsibilities, recruitments and selections hiring process, evaluation, learning and development, and determined staff cost in order to increase utilisation and attain maximum profit.
The feasibility study shows that total project cost of the centre is Baht 90,000,000 comprising internal and external funding of Baht 70,000,000 and Baht 20,000,000, respectively. The weighted average cost of capital of this project (WACC) is 7.5%. The financial projection of this project has the positive net present value (NPV) of Baht 4,643,687 or creates a return on investment (ROI) of 9% over than the project cost. The investment payback period is 4 years and 5 months. Therefore, the cardiac and cardiovascular centre established under a public-private partnership is worth investing in
