Music and Reminiscence

Business Plan SummaryFor a sole proprietorshipRevised September 2014

James Kershaw905-397-8804www.momentostudios.ca

Mission Statement

Seniors want to feel that the past has significance to them in this present time. To help make this a reality we provide a service which brings back the things that nurture memory: the visuals, the memorabilia, 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)

Nancy Grampola (mezzo-soprano)

Dovetail Associates (resource)

Lifetime Financial Planning Group, R.T. Respiratory Services Inc. PharmaViva Pharmacy (sponsors)

Market Summary

About Niagara’s Present Market:Population is skewed to the elderly more so than in the

rest of provinceIn the next ten years, the 80+ population will increase

from 52% to 73% Alzheimer’s and related dementias will double by 2021After 2012 a dramatic escalation in number of retirees

will further alter the demographics

Future Market:Secure with 65 facilities and a growing infrastructureRehabilitation centres in Canada and U.S. offer marketing

opportunities for innovative tools

Needs

Needs:Many seniors suffer from the blues and diminishing self-esteem as

well as loss of cognitionSeniors need to share within their group in order to raise their self-

esteem, feel valued and includedSeniors need diversions for relaxation and to be stimulated both

mentally and physically with appropriate activities

In order to address the above needs, our programs provide live music and personal stories within a positive group experience

Business Concept

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

Opportunities to use the senses may often trigger past memories. Over time, with many clients, positive changes take place: changes in mood states, along with improvements in emotional, 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 in order to improve the quality of life of our seniors in beneficial ways

Competitive Advantage

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

Our competitive advantage consists of the following:

• A variety of relevant activities including memorabilia.• Preference to use facility’s piano on site • Presentations conducted with a variety of audiences.• Fifteen years experience• Media used as “sparkers” as attention grabbers• A proven dependable, affordable, reliable service• Easy scheduling and booking with contact information• http://www.momentostudios.ca

Goals & Objectives

Five-year goals:

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

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

Partner with Toronto recreationists for afternoon engagements

Advertising/Sponsorships

With the assistance of Dovetail Associates we have created community awareness with the following media:

Web Site: an informational site about James Kershaw, personal stories, sheet music database, references, schedule, news articles

Brochure: displayed in doctors’ offices, government resource centres, and community centres

Sponsorships: secured Lifetime Financial Planning Group, PharmaViva Pharmacy, R.T. Respiratory Services Inc

Reminiscence Audio CD: compilation of natural and man-made sounds presented as a guided journey.

Resources

We presently use the following resources:

Local Library: has many music selections of all genres to photocopy for my own use

My Picture Collection: about 3000 magazine references My Sheet Music Collection: approximately 2500 shelved copies of

sheet music indexed and searchable on website

Resources: Dovetail Associates

My Memorabilia Collection: tactile objects from 20th Century

Equipment: KR-33 Roland portable keyboard, speaker, and amp

Risks

Risks:More people are encouraged to stay at home as long as possible. This

may mean more admitted residents having lower cognitive states. Interaction becomes more challenging for staff and families

Funding issues at residences. 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 identify and address changing needsPartner with other professionals

Key Issues

Present Issues:Managing budgets. Manage revenue to put back into product

development and sales.Understand copyrightPlan for more collaboration with others (facility staff, suppliers, and

the community at large) to increase effectiveness of services by sharing and reaching common goals

New Engagements: Identify locations that match service characteristics. Partner with

Toronto residential homes near transportation routes.

Acknowledgements

Foot, David K., Richard A. Loreto, and Thomas W. McCormack. A Competitive Analysis of Niagara's Business Opportunities Associated With Adult Lifestyle: A Demographic Perspective The Madison Avenue Demographic Group. November 1999http://www.footwork.com/niagara.asp

Employment Help Centre (Career Information)Job Finders Club (Career Support and Guidance)Joseph Polgrabia (Web Design Instructor) My patient and loving wife, Olha Petrenko, who has succeeded in

the face of overwhelming obstaclesMy parents