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Part One: Product Description
‘Sometimes, reaching out and taking someone's hand is the beginning of a journey.’
The product or service that we intend to develop is called ‘A Touch of Love’- ATOL. We plan to build a luxury retirement home for the elderly. The physical location of the home will be in quiet and peaceful neighborhood and we will either build on a vacant site or take over an existing nursing home or small apartment, so that it can be refurbished to the needs of our business.
The Home will comprise of 4 apartments to a floor, with a total of 10 floors. Each apartment will be uniquely styled and customized according to the customer’s need but will include furnished drawing room, dining and kitchenette with 2 furnished bedrooms and attached bathroom/toilet, one master bedroom and one guest bedroom – totaling 150-200 sq. m.
The number of occupants will be restricted to 2 per apartment and guests will be permitted to stay for a period not exceeding a week. Customers have an option to pay for a long term lease for the apartment (15/20 years) or purchase it from the company. In addition, customers will need to pay a monthly fee for the management and operations.
The company will also charge separately for the various on-site services on a transaction basis. In the leasing model, the ownership of the apartment reverts to the company while in the purchase model, the apartment can be nominated to any person that the owner wishes to – based on a legal Will. The customer will not be able to sell the apartment to anyone they choose except back to the company at the prevalent market price.
The design of the Home will be based on modern technology, ergonomics and design features to suit the needs of the elderly (Ludden, 2010). All the facilities will be made ‘Accessible’ and have proper slip/fall- resistant flooring and luxury décor – silk furnishing, big screen HD TV with Netflix, Microwave, Jacuzzi, fully equipped bar, dinnerware, luxury bath fittings and so on. Each apartment will have access to one parking slot for the owner and there will be about 50 employee/guest parking slots.
All the facilities and access will be elder-friendly and equipped with Braille boards. Each apartment room will be equipped with an emergency phone, in addition to compliance with building codes with regard to fire safety and other emergencies. For the purposes of security, all the floors and facilities will be equipped with 24 hour security guards with CCTV cameras. Access to rooms and facilities will be governed by digital technology – a card (Henry, 2017). Each apartment will be provided with 2 access cards for the occupants and for guests as need be. In addition, every floor of the building will have basic emergency medical gadgets such as a first aid kit, BP machine, Defibrillator, Oxygen tank, wheelchairs and related equipment. The business will cater to the retired and elderly audience to whom we will fashion a unique lifestyle service. ATOL will provide comfortable living, medical and entertainment services to luxury seeking elderly customers.
Unique and differentiated services that will be offered - barbershop or hair salon, hobby center, exercise room, spa, open dining, housekeeping, auditorium, sports center, medical center and tour and travel services. The Home will also have an open lawn area with a swimming pool supported by lifeguards. It will also feature an open bar and restaurant.
The company will also organize special events on a ticket fee basis. Various themes will be selected based on customer choice and feedback. The company will organize special comedy shows, plays, films, concerts, and festival specials for Halloween, Christmas and Thanksgiving. Every birthday and anniversary will be celebrated and the company will organize a monthly ‘Elders Day Out’ – outdoor trips and visits. Customers will also have options to participate in Yoga, religious discourse and community service.
Part Two: Feature and Benefits
References
Henry. R. (2017). Ideas for Elder-Friendly Design: Smart ways to update a home for the not-
so-young. thisoldhouse.com. Retrieved from https://www.thisoldhouse.com/ideas/6-ideas-elder-friendly-design.
Ludden. J. (2010). Building Homes to Age In. npr.org. Retrieved from
http://www.npr.org/templates/story/story.php?storyId=129260583.
