Southeast Health Plans, Inc. is a service company that will provide health plan administrative services to self-insured employers. The company will focus its efforts on employers with 50-50 workers. Many of these employers have current HMO, PPO, or major national insurance carrier health plans. Most employers with 500 employees and more have at minimum some self-insurance. But, this market is often ignored or overlooked by national insurance companies. More than 80% of 500-plus employees have their own insurance, but Southeast Health Plans discovered that 25% to 25% of Atlanta’s 50-500-employee-owned businesses have no self-insured plans.
Companies who are currently self insured and those with other types of insurance will have to transition to self-insurance. High quality consulting and administrative services are key factors in the transition to auto-insurance. Southeast Health Plans, Inc.’s experienced management has formed a strategic alliance of Blue Cross/Blue Shield Pennsylvania’s subsidiary Blair Mill Administrator to offer first-class benefits management service to its target market.
Southeast Health Plans, Inc., will grow its revenue to more than $5,000,000 over five consecutive years, and earn a net income after tax of $1.6million. After-tax earnings of $560 million will make the company profitable by year three. Margins as a marketing company and service provider will be high. Gross margins exceed 80% (less sales incentives costs) and close to 50% after operating expenses. Once market penetration has reached maturity, the company will turn profitable.
Southeast Plans, Inc. will succeed if it can attract the initial capital needed to market its services throughout the Atlanta metropolitan area and northern Georgia. A professional sales team is crucial. The company will then need to expand its success in the Southeastern markets. The company must control costs, especially with respect to marketing programs and sales, in order to expand within the Southeastern markets. This will be possible by utilizing internal cash flow to fully fund expansion.
1.1 Objectives
The company has the following objectives:
- To create co-operative marketing with Blair Mill advertising executions using media in the Atlanta Metro Market.
- To hire sales staff both currently identified and unidentified to implement sales lead follow-up strategy.
- At least 4,800 employees total under management by year end.
- To break even by the end year two with a net loss of less than $100,000. While increasing market share,
- To move to earnings in the third year and to increase gross margin contributions through market maturity.
- To expand regionally with both media and sales personnel to penetrate new markets while consolidating service capability.
- To continually achieve cost-savings through an expanding provider network without compromising patient care.
- To have more than 98,000 cumulative employees under management by the end of year five.
1.2 Mission
Southeast Health Plans, Inc. is dedicated to providing small and mid-size employers with a comprehensive benefits administration program that will enable employers to control health benefits costs while allowing employees within the plan to have access to quality health care. Southeast will provide the best quality health care to both its employees and clients by combining self insurance with stop-loss programmes and efficient plan management. Southeast will provide quality care at a fair cost.
1.3 Keys To Success
These are the keys to your success in this industry:
- Marketing. Southeast Health Plans can be sold directly to employers or through independent agents and insurance brokers. It will be necessary to establish name recognition among more established programs. Media budgets must be managed and closing ratios of at most 5% per year maintained.
- Quality service. Blair Mill Administrators’ services are considered the best among small-employer providers. Customers will be satisfied due to the value-added experience of the Southeast Health Plans, Inc. Management Team and their provider network.
Client satisfaction is essential to avoid client erosion and fight competition. Renewals should be at least 85% of existing clients.