• by Kenechukwu Muoghalu
  • August 14, 2023
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  • 8 minute read

domiciliary care business plan

Table of Contents Hide

What is a domiciliary care business , what services do domiciliary care offer, what is a domiciliary care business plan, #1. executive summary, #2. company overview, #3. market analysis, #4. management team , #5. services description , #6. marketing plan, #7. operational plan, #8. financial projections, #9. appendix, how do i get clients for domiciliary care uk, what are the advantages and disadvantages of domiciliary care, what are the mandatory training for domiciliary care workers, how long does it take to train to be a carer, is the care certificate mandatory, how long is care training, need help writing your domiciliary care business plan, final thoughts, what is an example of domiciliary care, what qualifications do i need to open a care agency, how does a care agency make money.

The domiciliary care industry is valued at £7.7bn in the UK, which signifies that it is a stable and secure business to invest in, but not in the absence of a plan. A business plan sets the groundwork for the growth of your business, so for your UK domiciliary care business to run successfully, you will need a plan. To this effect, we have created a guide that would carefully explain the basics of your home care business while directing you on how you can create a plan for yourself. We also made provisions for a ready-made UK Domiciliary Care business plan that comes in the form of a PDF and a Doc format. In any case, you don’t want to go through the stress of creating a new one. 

Without further ado, let’s look at what we have in stock for you. 

The term “domiciliary” originated from the Latin word “Domus,” which means “home”. Domiciliary care, sometimes known as home care, involves an individual or agencies that provide daily assistance for those who need help in their home. These paid professionals specialise in assisting the elderly and disabled to help keep them living independently in their houses. 

They are mainly hired by relatives of the house owner or the local authorities. Domiciliary care business does not just provide help to some vulnerable people, this business also potentially generates lucrative returns.

As a home caregiver, you should be able to handle some day-to-day living services and certain health care issues. Your services might also differ depending on what your client needs and the kind of agreement of services you have signed during your contract. Some of the common services you can offer include:

  • Household chores
  • Dietary needs
  • Personal and continence care
  • Companionship 
  • Errands that include doctor visits
  • Support with advice and information 
  • Medication management 

A domiciliary care business plan has multiple functions which range from helping you run your business in the right way to helping you secure some form of finance to make your dreams a reality. A domiciliary care business plan is a plan, a blueprint or roadmap on paper that serves as a guide to attain growth in your business. 

Creating a business plan all depends on how best your resources can handle your business. If you want to run your business based on your personal savings, then you need a simple UK domiciliary care business plan that will just help you stay on track. However, if you are seeking investors or lenders, you need to create a more comprehensive plan. 

How do I Write a Business Plan for Domiciliary Care?

Having read all of this, it’s now time to create your UK domiciliary care business plan but before we proceed, you should know that

creating a business plan requires some form of pattern to follow, either constructing it in a PDF or doc format. With this template below, you will get a hang of it. Let’s look at what should be included in your plan. 

The executive summary is basically the overview of your whole business plan. It should contain other sub-sections of your domiciliary care business plan including financial projections, marketing plans, organisational structure and market research among others. This section is usually the first to appear but the last to construct. 

Most readers will glance through this section to get the information they need to know about the business, instead of reading the whole business plan. So while creating your executive summary, it should be brief, clear and concise. 

Your company overview should contain an in-depth analysis of the vision you have for your domiciliary care business. You can also talk about your mission statement and where you wish your business to be in the nearest future. How about your company’s history? You can add that too if you are already an existing business. Include your strengths, weaknesses, threats and opportunities and tell your reader how you plan to tackle each of them. 

Before you construct this section of your market analysis , you need to have a thorough study of your domiciliary care industry. During your market research, you should focus on important points like your ideal target audience, their demographic data, what services they might like more, your market value, and a host of other viable information. When you have a solid understanding of the market and industry you are working in, then you can effectively write this section. 

Just as the name implies, your management or organizational team and the structure of your organisation shouldn’t be left out in your business plan. Starting domiciliary care will involve you employing staff that will help the growth of the company. This is where you identify who your carers are and their different skills. You should also introduce yourself as the head of the organisation. 

What kind of services do you offer in your domiciliary care business? You will need to answer that question under your service description. You can either offer a broad range of services or settle in a particular niche. If possible, you can list all of them and be specific about the ones you offer. 

Your sales and marketing plan should cover the strategies you plan on employing on your business. It should include the plans you have to create awareness for your brand and attract new clients while keeping the existing clients satisfied. Tell your readers the marketing campaigns you will use to carry out the function. Will you create an online presence or use a manual form of marketing which includes creating fliers, magazines and the likes? You can also include the personnel that will be handling the section.

All the plans and activities you have been making from the very first beginning of this article, how will you implement them? This is what you are going to explain in this section of your operational plan. What are the channels, policies, procedures and systems you will use to implement those plans and also ensure that nothing goes wrong? All this information should not be left out. 

Your financial projection is one of the most essential pieces of information that requires a clear and definite analysis. If you do not know how to go about it, you should see an advisor or reach out to us here for professional work. In this section, you should include an overview of your finances over the short, medium, and long-term basis. You should also include a balance sheet, cash flow statement, and income statement. If you are also requesting financial aid, then this is your time to make the move. 

In this section, make sure to attach all valid documents that would validate your plan and the data you have given above. 

If you are always stuck with creating marketing campaigns and not getting a positive response from your potential clients, then you need to try other effective ways. There are some steps you can take to get clients for your domiciliary care business and they include:

  • Opening a website
  • Using a referral strategy
  • Increase your online presence by using social media
  • Create leaflets or fliers

Running a domiciliary care business comes with both positive and negative effects that might not always be avoided. On the positive part, a domiciliary care business can help you maintain independence, flexibility, financial benefits and companionship among others. 

While the disadvantage is that, it is always harder to manage and build up trust with different people that come and go each time. Another disadvantage is that most times, you will be left with offering more of your services outside the agreed time and contract you had with your partner. As a caregiver, your number one priority is to offer help irrespective of the situation. 

The mandatory training for domiciliary care workers is not limited to the following:

  • Health and Safety
  • Fire safety 
  • Safeguarding adults
  • Infection, prevention and control
  • Manual handling
  • Food hygiene
  • Human rights

As a caregiver, you can train for either a long or short period depending on the level of knowledge and skill you wish to acquire. Having this training always leaves a good impact on your side. 

Yes, a care certificate is mandatory for any care worker. A care certificate is a group of standards that caregivers need to adhere to when offering their services. This certificate is mainly to ensure that all UK’s non-regulated workforce of caregivers has the same skills and knowledge to provide high-quality care to their clients. 

Care training can last up to 12 weeks and approximately a year. This time duration can either be reduced or increased depending on the number of hours you work and your previous education and experience. 

Writing a business plan might not be as easy as it seems but because of the importance of having a business plan, you need to make provisions for it, irrespective of its daunting nature.

If you find yourself in this tight situation, it’s better to opt-in for a professional pre-made domiciliary care business plan , which can also be accessed in a PDF or doc format. 

Over the years, businessyield consult has solely invested its time and efforts into creating professional business plans for entrepreneurs. We have so far helped millions of businesses stand on their feet, and we are happy to help you too. Get hold of your business plan here and watch your home care grow.

I know that handling a domiciliary care business might not pose as a big deal, but there is always a difference when you employ a plan in it. Creating a domiciliary care business plan, on the other hand, requires a special form of time and attention for it to work effectively when applied, but in any case, if you find it too hard to manoeuvre, you can use our pre-made plan , either in PDF or doc format. 

As a domiciliary caregiver, you will need to perform some basic duties to your clients including cooking, general housekeeping, personal care, medical support, pet care and other forms of support your client might be in need of. 

Before starting as a caregiver you will need some sort of legal qualifications that would make your business legit and validate its existence. Whether you are the owner or another person handling the business, you will need qualifications. To obtain this, simply reach out to your local authorities. 

If you own a domiciliary care business, then you can make money from receiving contracts from clients that need your services. You can reach out to these clients by employing some marketing strategies and creating awareness for your brand. 

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domiciliary care business plan pdf

Home Health Care Business Plan Template

Written by Dave Lavinsky

home health care business plan template

Over the past 20+ years, we have helped over 10,000 entrepreneurs and business owners create business plans to start and grow their home health care businesses. On this page, we will first give you some background information with regards to the importance of business planning. We will then go through a home health care business plan template step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What Is a Business Plan?

A business plan provides a snapshot of your home health care business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan

If you’re looking to start a home health care business, or grow your existing home health care business, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your home health care business in order to improve your chances of success. Your home health care business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Home Health Care Businesses

With regards to funding, the main sources of funding for a home health care business are personal savings, credit cards, bank loans and angel investors. With regards to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to confirm that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business.

The second most common form of funding for a home health care business is angel investors. Angel investors are wealthy individuals who will write you a check. They will either take equity in return for their funding, or, like a bank, they will give you a loan. Venture capitalists will not fund a home health care business. They might consider funding a home health care business with a national presence, but never an individual location. This is because most venture capitalists are looking for millions of dollars in return when they make an investment, and an individual location could never achieve such results.

Home Health care Business Plan Template

If you want to start a home health care business or expand your current one, you need a business plan. Below are links to each section of your home health care business plan template:

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of home health care business you are operating and the status. For example, are you a startup, do you have a home health care business that you would like to grow, or are you operating a chain of home health care businesses.

Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the home health care industry. Discuss the type of home health care business you are operating. Detail your direct competitors. Give an overview of your target customers. Provide a snapshot of your marketing plan. Identify the key members of your team. And offer an overview of your financial plan.

Company Analysis

In your company analysis, you will detail the type of home health care business you are operating.

For example, you might operate one of the following types of home health care businesses:

  • Nursing care business : this type of home health care business is the most common, where the patient is given a doctor-approved plan of care specific to the patient’s clinical needs and delivered within the comfort of their home.  
  • Physical home health care business : this type of home health care business provides physical therapy to patients who need help regaining their muscle and joint strength. 
  • Home health care aides : this type of home health care business provides patients with home health care aides who assist them with basic daily tasks, such as bathing, cooking, and dressing.  

In addition to explaining the type of home health care business you will operate, the Company Analysis section of your business plan needs to provide background on the business.

Include answers to question such as:

  • When and why did you start the business?
  • What milestones have you achieved to date? Milestones could include the number of home health care patients, growth year over year, etc.
  • Your legal structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry analysis, you need to provide an overview of the home health care business.

While this may seem unnecessary, it serves multiple purposes.

First, researching the home health care industry educates you. It helps you understand the market in which you are operating. 

Secondly, market research can improve your strategy, particularly if your research identifies market trends.

The third reason for market research is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your home health care business plan:

  • How big is the home health care industry (in dollars)?
  • Is the market declining or increasing?
  • Who are the key competitors in the market?
  • Who are the key suppliers in the market?
  • What trends are affecting the industry?
  • What is the industry’s growth forecast over the next 5 – 10 years?
  • What is the relevant market size? That is, how big is the potential market for your home health care business? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your home care agency business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: parents of elderly individuals, retired seniors, senior community program managers, etc.  

As you can imagine, the customer segment(s) you choose will have a great impact on the type of home health care business you operate. Clearly, parents of elderly individuals would want different service options and would respond to different marketing promotions than senior community program managers, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, include a discussion of the ages, genders, locations and income levels of the customers you seek to serve. Because most home health care businesses primarily serve customers living in their same city or town, such demographic information is easy to find on government websites.

Psychographic profiles explain the wants and needs of your target customers. The more you can understand and define these needs, the better you will do in attracting and retaining your customers.

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other home health care businesses. 

Indirect competitors are other care options that people have that aren’t direct competitors. This includes hospitals, nursing homes, and people who help relatives with home health care needs. You need to mention such competition to show you understand that not everyone who needs healthcare assistance will utilize a home health care company.

With regards to direct competition, you want to describe the other home health care businesses with which you compete. Most likely, your direct competitors will be home health care businesses located very close to your location.

For each such competitor, provide an overview of their businesses and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as:

  • What types of patients do they help?
  • What types of services do they offer?
  • What is their pricing (premium, low, etc.)?
  • What are they good at?
  • What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

  • Will you provide superior services?
  • Will you provide services that your competitors don’t offer?
  • Will you make it easier or faster for customers to use your services?
  • Will you provide better customer service?
  • Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a home health care business plan, your marketing plan should include the following:

Product : In the product section, you should reiterate the type of home health care business that you documented in your Company Analysis. Then, detail the specific products you will be offering. For example, in addition to home health care, will you provide superior customer service, 24/7 call centers, or emergency services?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your marketing plan, you are presenting the services you offer and their prices.

Place : Place refers to the location of your home health care business office. Document your location and mention how the location will impact your success. For example, is your home health care business office operated remotely, located near a main highway, near public transportation, etc. Discuss how your location might provide a steady stream of customers. 

Promotions : The final part of your home health care marketing plan is the promotions section. Here you will document how you will drive customers to your location(s). The following are some promotional methods you might consider:

  • Advertising in local papers and magazines
  • Reaching out to local websites 
  • Social media marketing
  • Local radio advertising

Operations Plan

While the earlier sections of your home health agency business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your home health care business, including hiring quality home care professionals, training employees, and administrative tasks.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to serve your 100th patient, or when you hope to reach $X in revenue. It could also be when you expect to expand your facility or launch in a new location.

Management Team

To demonstrate your home health care business’ ability to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company. 

Ideally you and/or your team members have direct experience in managing home health care businesses. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act like mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing home health care companies or successfully running small businesses.

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet and cash flow statements.

Income Statement : an income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenues and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you assist 50 patients per month or 100? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets : Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $100,000 on building out your home health care business, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a bank writes you a check for $100,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement : Your cash flow statement will help determine how much money you need to start or grow your business, and make sure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt. For example, let’s say a local senior living community approached you with a $50,000 partnership contract to provide home health care services for their occupants. Let’s further assume the contract would cost you $50,000 to fulfill in terms of increased staffing costs. Well, in most cases, you would have to pay that $50,000 now for employee salaries, utilities, etc. But let’s say the company didn’t pay you for 180 days. During that 180-day period, you could run out of money.

In developing your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a home health care business:

  • Cost of equipment like standard nursing supplies, sanitary products, and emergency medications
  • Payroll or salaries paid to staff
  • Business insurance
  • Taxes and permits
  • Legal expenses

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your Medicaid and Medicare certifications.

Putting together a business plan for your home health care business is a worthwhile endeavor. If you follow the example template above, by the time you are done, you will have an expert home health care business plan; download it to PDF to show banks and investors. You will really understand the home health care industry, your competition, and your customers. You will have developed a marketing plan and will really understand what it takes to launch and grow a successful home health care business.

Don’t you wish there was a faster, easier way to finish your Home Health Care business plan?

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Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.

Click here to see how Growthink’s professional business plan consulting services can create your business plan for you.  

Home Health Business Plan FAQs

What is the easiest way to complete my home health care business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily complete your Home Health Care Business Plan.

What is the Goal of a Business Plan's Executive Summary?

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of home health care business you are operating and the status; for example, are you a startup, do you have a home health care business that you would like to grow, or are you operating a chain of home health care businesses?

Other Helpful Business Plan Articles & Templates

Business Plan Template For Small Businesses & Entrepreneurs

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Home Health Care Business Plan Template

Home health care business plan.

You’ve come to the right place to create your Home Health Care business plan.

We have helped over 5,000 entrepreneurs and business owners create business plans and many have used them to start or grow their home health care businesses.

Home Care Business Plan Example

Below is a template to help you create each section of your home health agency business plan.

Executive Summary

Business overview.

St. Helen’s Home Care is a new home healthcare business that serves the aging population of Austin, Texas. As individuals age, they are more susceptible to diseases and other conditions and need extra help to receive health care. However, many individuals wish to receive care in the comfort of their homes instead of going to a nursing home or hospital. St. Helen’s will provide this population with the care they need without them needing to travel. Our services include physical therapy, nursing, and other healthcare services that can be conducted in the home. We also provide warmth, compassion, and companionship to create lasting relationships with our clients.

St. Helen’s Home Care is run by Helen Parker, who has been a nurse for twenty years. She has specialized in working with aging populations and has extensive knowledge of the common conditions and needs of this age group. Her experience and connections have helped her find other medical professionals who want to join our company. Furthermore, she was able to establish an initial client base from the list of patients she has been helping for years.

Services Offered

St. Helen’s Home Care offers a variety of home health care services that serve the aging population of Austin, Texas. These services include but are not limited to:

  • Physical therapy
  • Occupational therapy
  • Speech-language therapy
  • Personal care and housekeeping

Customer Focus

St. Helen’s Home Care will serve the aging population of Austin, Texas, primarily residents over the age of 65. This population is susceptible to many conditions that make daily living difficult such as Alzheimer’s, dementia, arthritis, and diabetes. This population needs more health care than other age groups, but not all services require a visit to the hospital or doctor’s office. St. Helen’s will provide any medical service that can easily be conducted in a home setting.

Management Team

St. Helen’s Home Care is owned and operated by Helen Parker, a local nurse who has worked at local hospitals for over the past twenty years. She has worked with hundreds of elderly patients and their families and has helped them find adequate and affordable home health care upon being released from the hospital. Helen Parker has realized there is a lack of quality and affordable home healthcare agencies in Austin. She aims to provide the best in-home health care services while also being affordable for the patient and their families.

Aside from the medical professionals she will have on staff, Helen has also employed an Administrative Assistant, Accountant, and Marketing Specialist to help her operate the company.

Success Factors

St. Helen’s Home Care will be able to achieve success by offering the following competitive advantages:

  • Compassionate Staff: Helen’s will employ a compassionate and friendly staff of nurses, therapists, aides, and social workers who are highly knowledgeable and experienced in their field.
  • Quality Care: Helen’s will provide expert services so that the patients are at the highest comfort level.
  • Pricing: Helen’s pricing will be more affordable than its competition. They will also work on payment arrangements with the patient and their family so that the patient won’t have to sacrifice any type of care because the cost is too high. The company is also working to partner with local and national insurance companies so that our patients can have their care partially or fully covered by their insurance plans.

Financial Highlights

St. Helen’s Home Care is seeking $340,000 in funding to launch the home healthcare business. The capital will be used for funding equipment and supplies, staffing, marketing expenses, and working capital.

The breakdown of the funding may be seen below:

  • Equipment and supplies (such as computers and medical equipment): $150,000
  • Marketing costs: $50,000
  • Staffing costs: $60,000
  • Working capital (to include three months of overhead expenditures): $80,000

The following graph outlines the pro forma financial projections for St. Helens’ Home Care over the next five years:

domiciliary care business plan pdf

Company Overview

Who is St. Helen’s Home Care?

St. Helen’s Home Care History

Helen Parker has worked with thousands of elderly patients during her career as a nurse. She often found that many people did not need to travel to a doctor’s office or hospital for their care. Instead, these patients often enjoyed a higher quality of life when they received care from their homes. This revelation inspired her to start a business where she and other professionals could provide care to local elderly patients in the comfort of their homes. After conducting the research needed to establish the company, Helen incorporated St. Helen’s Home Care as an S-corporation on May 15th, 2022.

Since incorporation, St. Helen’s has achieved the following milestones:

  • Found an office location and signed a Letter of Intent to lease it
  • Developed the logo and website for the company
  • Finalized list of services the company will be able to provide
  • Determined the office equipment and inventory requirements
  • Created an initial client base from Helen’s pre-existing patient list
  • Started creating partnerships with local and national medical insurance companies
  • Began recruiting key employees, including medical and administrative staff

St. Helen’s Home Care Services

Industry Analysis

According to Grand View Research, the global home healthcare industry was valued at $336 billion USD in 2021. It is also expected to grow at a compound annual growth rate of 7.93% from 2022 to 2030 and reach a value of $666.9 billion USD by 2030. This shows that these services will be in great demand, which means it is a great time to start a home healthcare business.

This growth is primarily driven by a growing geriatric population. People are living longer than ever before, and therefore, they will need comfortable healthcare services for much longer. Furthermore, baby boomers comprise a large population and are now entering their retirement years. It is expected that this enormous population will have a significant need for healthcare (whether in the home or doctor’s office) and may create a strain on the current industry. However, this also means there is an enormous opportunity for healthcare businesses to be extremely profitable in the near future.

This is especially true for home healthcare services, which are increasing in demand. Most aging people would rather receive medical care at home than go to a nursing home or hospital. Therefore, there is an incredible demand for these particular services.

The only challenge affecting the industry is a lack of properly trained staff who can take on a healthcare career. However, this will only mean that home healthcare services will be even more valued. These industry trends will only help boost the popularity and success of St. Helen’s Home Care.

Customer Analysis

Demographic profile of target market.

St. Helen’s Home Care will primarily target the aging population of Austin, Texas. This includes anyone over the age of 65, especially those who live with diabetes, Alzheimer’s, arthritis, or other conditions that affect their quality of life.

The precise demographics of Austin, Texas, are:

Customer Segmentation

St. Helen’s will primarily target the following customer profiles:

  • Aging individuals over the age of 65
  • Individuals living with Alzheimer’s and dementia
  • Elderly individuals with other health conditions

Competitive Analysis

Direct and indirect competitors.

St. Helen’s Home Care will face competition from other companies with similar business profiles. A description of each competitor company is below.

Travis County Home Health

Travis County Memorial Hospital’s Home Health & Hospice has provided home health services for over a decade. Their staff is composed of dedicated professionals who are committed to providing quality care in the comfort and convenience of their patients’ homes. Their home health aides can assist the patient with grooming and light chores around their home. Home health care will verify if home health aide services are covered by their insurance policy. They accept Medicare, Insurance/HMO/PPO, Medicaid, and Private Pay. The home health care team works closely with the physician to plan the care and monitor the patients’ progress. The nurse will contact the physician with any laboratory results, medication changes, or alterations in their health status.

Elara Caring

Elara Caring is one of the nation’s largest providers of home-based care, with a footprint in most regions of the United States. Elara Caring brings together three award-winning organizations – Great Lakes Caring, National Home Health Care, and Jordan Health Services, into one transformational company. They provide the highest-quality comprehensive care continuum of personal care, skilled home health, hospice care, and behavioral health. Their intimate understanding of their patients’ needs allows them to apply proprietary platforms to deliver proactive, customized care that improves quality of life and keeps patients in their homes.

Encompass Health

Encompass Health is one of the nation’s leading providers of home health services. They continually set the standard of homecare through their people, their approach, and their outcomes.

The patient experience is at the core of everything they do. That’s why they work collaboratively with the patient’s team of experts to craft a plan of care that meets their specific needs. Their skilled nurses, physical therapists, occupational therapists, speech-language pathologists, medical social workers, and home health aides use a coordinated, interprofessional approach to deliver compassionate, specialized care in the comfort of home. Whether recovering from a surgery, a recent hospital stay, or managing a disease or injury, Encompass Health’s services are designed to meet patients where they are.

Competitive Advantage

Marketing plan, brand & value proposition.

The St. Helen’s brand will focus on the company’s unique value proposition:

  • Knowledgeable, friendly, compassionate staff of healthcare professionals.
  • Quality level of service and care.
  • Offering the best nursing, therapy, social worker, and home aide services at competitive prices.

Promotions Strategy

St Helen’s Home Care will target elderly residents living in the Austin, Texas area. The company’s promotions strategy to reach the most clientele include:

Local Hospitals

Helen Parker already has great relationships with the local hospitals. She will work to make sure the hospitals send referrals and highly recommend the company to its patients and their families upon releasing them from the hospital.

Website/SEO Marketing

St. Helen’s has a website that is well-organized and informative and lists all our available services. The website also lists the company’s contact information and information about the medical professionals who provide our services.  We will utilize SEO marketing tactics so that anytime someone types in the Google or Bing search engine “Austin home health care” or “Austin health care,” St. Helen’s will be listed at the top of the search results.

St. Helen’s Home Care will have a billboard at a busy intersection where thousands of cars and pedestrians pass daily. The location of the billboard will be in an area of town where there are a lot of doctors’ offices, rehab facilities, and a hospital nearby.

Insurance Partnerships

St. Helens will partner with local and national insurance companies so that our patients can be partially or fully covered for the services we provide. We will ask the insurance companies to recommend our services to their customers and have our business listed on their websites.

St Helen’s pricing will be moderate so customers feel they receive great value when purchasing its services. Services will either be charged directly to the patient or to their insurance plan.

Operations Plan

The following will be the operations plan for St. Helen’s Home Care.

Operation Functions:

  • Helen Parker will be the Chief Executive Officer of the company. She will be in charge of the operations side of the business and provide home healthcare services until we have a full staff of medical professionals.
  • Helen is assisted by her longtime colleague Mary Green. Mary will be the Administrative Assistant and help with all general administration tasks, including taking phone calls and scheduling appointments.
  • Keith O’Reilly will serve as the Staff Accountant. He will provide all accounting, tax payments, and monthly financial reporting.
  • Betty Lopez will work as the Marketing Specialist. She will run the website, social media, and other marketing efforts.
  • Helen will hire a large team of medical professionals to serve our growing client base. So far, some of her former colleagues have agreed to work for her business.


St. Helen’s Home Care will have the following milestones completed in the next six months.

8/1/202X – Finalize lease for the office space.

8/15/202X – Finalize personnel and staff employment contracts.

9/1/202X – Begin refurbishment and furnishing of the office space.

9/15/202X – Begin networking at medical industry events.

9/22/202X – Begin marketing campaign to attract the first clients.

11/1/202X – St. Helen’s Home Care opens for business.

Financial Plan

Key revenue & costs.

The revenues for St. Helen’s Home Care will come from the fees it will charge the patients and their insurance for the provided health care services.

The major cost drivers for the company will be the staff payroll, marketing expenses, lease, and office equipment.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials as well as pay off the startup business loan.

  • Number of clients per month: 100
  • Annual lease: $50,000
  • Overhead costs per year: $100,000

Financial Projections

Income statement, balance sheet, cash flow statement, home health care business plan faqs, what is a home health care business plan.

A home health care business plan is a plan to start and/or grow your home health care business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can easily complete your Home Health Care business plan using our Home Health Care Business Plan Template here .

What are the Main Types of Home Health Care businesses?

There are a number of different kinds of Home Health Care businesses , some examples include: Nursing care business, Physical home health care business, and Home health care aides.

How Do You Get Funding for Your Home Health Care Business Plan?

Home Health Care businesses are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding.

What are the Steps To Start a Home Health Care Business?

Starting a home health care business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.

1. Develop A Home Health Care Business Plan - The first step in starting a business is to create a detailed home health care business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.  

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your home health care business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your home health care business is in compliance with local laws.

3. Register Your Home Health Care Business - Once you have chosen a legal structure, the next step is to register your home health care business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 

4. Identify Financing Options - It’s likely that you’ll need some capital to start your home health care business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 

7. Acquire Necessary Home Health Care Equipment & Supplies - In order to start your home health care business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your home health care business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising. 

Learn more about how to start a successful home health care business:

  • How to Start a Home Health Care Business
  • Tel: 0161 737 5290

Your Domiciliary Care Agency Business Plan: A Simple Guide

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If you’re considering setting up a care agency that supports people in their own homes, then the first task is to write a detailed business plan.

This step-by-step guide to creating a domiciliary care agency business plan will help you to design your dream business. It will include the following:

Step 1: Remind Yourself Why You’re Writing A Business Plan

Step 2: all about you, step 3: overview summary of your business, step 4: your services in more detail, step 5: deep dive on the market.

Step 6: Analyse Your Competition

Step 7: Your Plan for Marketing

Domiciliary Care Agency Business Plan

Before you put pen to paper or open up your laptop to start typing, first remind yourself why a thorough, considered business plan is so important.

Starting a new business in any sector involves a lot of initial planning and consideration. Scrimp on this and your start-up could fail spectacularly. But put time, effort and attention into the early preparation and your business is more likely to succeed and grow exponentially.

A comprehensive business plan will not only help to ensure success in the long term, it will also aid you in securing funding, as it clearly demonstrates you have done your homework. It will direct your attention and assist you with organising your time. And, in the future, you can refer back to it to help you expand, or guide you back on track if you’ve lost focus.

With this in mind, make sure you put aside dedicated time to research, write and prepare your home care agency business plan . It will make all the difference in the long run.

Home Care Agency Business Plan

Now that your mindset is in the right place, start writing your domiciliary care agency business plan . The first step is to introduce yourself.

A detailed section upfront about who you are and why you are qualified to run a business of this kind will reassure potential investors, as well as help you to sell yourself and your business to new clients.

This summary should include the following points:

1. Your career background and experience in the industry

If you, personally, don’t have extensive experience in the industry, then detail how you plan to expand your knowledge. Perhaps you have a mentor, or plan to employ someone who is an expert in the home healthcare field.

2. Your qualifications for adult care

There are many rules and industry regulations when it comes to providing care . And those providing support in people’s own homes must have the required qualifications.

England’s independent regulator of health and social care is called the Care Quality Commission (CQC) . All domiciliary care agencies must be registered, and it carries out regular inspections and enforces high standards. The details of the relevant qualifications required are noted on the website.

If you already have these qualifications, then ensure they’re listed in your business plan. And if you don’t, then include a plan for how you will train to acquire them. Or, if your strategy is to hire qualified staff, then ensure this is explained clearly.

You, and anyone you plan to employ, must have a Disclosure Barring Service (DBS) check to ensure you’re eligible to work in healthcare.

3. Any existing connections you can utilise

Detail here any relationships you have, for example with suppliers or potential clients, that you can leverage for your business.

This section needs to showcase the most important and relevant points about you and your career history. Don’t be tempted to simply copy and paste your three-page CV here. That can be attached to the end of the business plan as an appendix, or supplied if requested.

Your Business Overview

This executive summary should clearly state what your business is, who you intend to target and how you plan to operate. You can go into more detail in supporting sections later on in the document.

This succinct statement of intent should include the following:

  • The name of your business
  • What services you plan to offer
  • Who you plan to offer those services to (your target market)
  • How you plan to operate and staff the business

This section should also contain:

Your business vision

A business vision is future-based and states, at the highest level, what a company wants to achieve in the long term. Its purpose is to inspire the leadership and employees, rather than customers, and give a purpose and meaning to the organisation. It should encapsulate where your business is going and be aspirational.

Business vision statements can feel lofty, but they should be meaningful. A famous example is Disney’s vision ‘to make people happy’.

Your mission statement

This differs from the vision in that it’s all about what you’re doing right now. A mission statement is present-based and should demonstrate how you plan to fulfil your vision. It should be actionable.

For example, if your vision is to ‘make people happy in their old-age’ then your mission might be: ‘by providing around-the-clock high-quality and affordable care to the elderly in their own homes in the city of xxx’.

SWOT analysis

A SWOT analysis details your business’ strengths, weaknesses, opportunities and threats.

In the strengths section you can detail your unique selling points and what sets you apart from your competition.

Break down your business weaknesses, such as low public awareness, recruitment difficulties or client retention.

The opportunities can highlight the number of potential customers in your target location, or other areas that you can expand to. You can illustrate your plans for future growth by using SMART goals which are specific, measurable, attainable, relevant and timely.

And the threats could include competition, change in government policies meaning expensive re-training or economic downtown impacting the elderly’s spending habits.

How you plan to finance your business

Detail here how you will fund the start-up investment required to launch your new business. Create a detailed budget which includes all the expected expenditures to get up and running. This could include premises rent, utilities bills, website development, travel, insurance, printing business cards, training etc.

Note down if you have already secured funding, for example from personal savings or private loans from family and friends, and what investment you still require. Explain what additional investment or loans you might also require and where / how you plan to acquire these, such as loans from banks or specialist providers.

This section should also include sales forecasts for the first three years, as well as any time period breakdown you would like to include (e.g. monthly, quarterly etc.). You’ll need to project what sales you need to make to cover your regular outgoings (e.g. monthly expenses), and make a profit.

Following your overview summary, this section of your domiciliary care agency business plan should go into depth about your business’ services.

This can include:

The home care services you plan to offer

For example, nursing, companionship, domestic or housekeeping, personal care or emergency care. It might also include mental health counselling or assisting with home medication management.

How you’ll carry out the services

Such as 30-minute appointments, eight-hour shifts, 24-hour live-in care or emergency call outs.

How much the services will cost you to deliver

Detail here the equipment, training, travel, business software etc. that you require to operate effectively.

Pricing strategy

This strategy includes the rate card prices you plan to charge for all your services. Include whether you will offer payment plans, contracts or pay-as-you-go hourly billing. What the payment options will be (e.g. cash, Direct Debit, mobile card machine) and any discounts for repeat business or longer-term contracts.

Sales strategy

The sales strategy determines how you’ll sell these services to customers. For example, customers can book a package of home care visits online through your website, in-person at a physical office, or over the phone etc.

Legal and insurance requirements

As noted above, the home care industry is strictly regulated. You can’t start operating until you’re registered with the CQC and staff have the appropriate qualifications.

Also detail the insurance your business will require to be able to care for clients in their own homes, administer medication and be responsible for their wellbeing.

Essential procedures and policies you’ll put in place

The CQC looks for specific procedures and policies to ensure a high standard of governance.

These could include a grievance policy, a confidentiality policy, a procedure on bullying or harassment, as well as specific policies on showering and bathing clients. You should also consider application forms for new customers, employment contracts and cancellation procedures.

Growth potential for your services

This can include your plans to expand into new locations, upsell or cross-sell different services to existing clients as well as signing up clients to annual contracts.

market deep dive

Following the top-line overview on your target market in your summary, this section takes a deep dive on your ideal customers.

This market evaluation can be pulled together from desk research including online searches and by consuming media such as newspapers. You can also undertake field research in the form of interviewing your potential customers, conducting questionnaires and gathering first-hand feedback on your proposed offering.

This section will help strengthen your home care agency business plan with quotes and soundbites, statistics from credible sources and industry forecasts.

Incorporate the following:

  • General standing of the UK domiciliary care market, predictions for growth, industry forecasts
  • Who your target customers are e.g. age, gender, location, needs and desires, lifestyle and hobbies etc.
  • How many of these customers will your business potentially be able to reach
  • Any existing relationships with these target customers that you can leverage
  • Why will these customers buy your services over the competition

Step 6: Analyse Your Competition  

You might have touched upon your competition in the ‘threats’ part of your SWOT analysis, however this part of your home care agency business plan will further explore your competitors.

As with your market research, scrutinising your competitors will involve desk and field research. By getting out and about in the community you plan to target, you’ll be able to identify other similar companies that operate in the same location. They might advertise in local media or on prominent billboards, or they could have signage outside their offices or branded vehicles.

Evaluate your competition by:

  • identifying direct competition to your business and map out their strengths, weakness and differences (e.g. operating in the same target geography, offering the same services, offering similar prices etc.)
  • identifying indirect competition (e.g. residential care homes or nursing homes) and identify their strengths and weaknesses
  • mapping out how you plan to differentiate from this competition

Having a thorough understanding of your competition will enable you to see clearly any ‘gaps’ e.g. how your business can stand out from the crowd; what services aren’t currently being offered; what price points aren’t available; and what target customers’ needs aren’t being met.

A marketing strategy is an important part of your domiciliary care agency business plan . Effective marketing will target the right audience at the appropriate time and via the most relevant channels. This will ensure that you have customers flocking to your new business.

Your strategy should detail:

  • any tasks that need to be completed before marketing begins e.g. creating a logo, setting up a website and business phone number etc.
  • when you plan to promote your business, for example during the launch period, and then ongoing activity
  • what tactics you plan to use, e.g. advertising, leaflet drops, website, branded vehicles etc.
  • proposed budget for marketing activity

You can also detail incentive schemes for clients to prompt word of mouth, and any other ways you plan to promote your business, such as networking.

Write Your Home Care Agency Business Plan Today

Launching a new business takes careful consideration. Dedicating time and focus to creating a comprehensive business plan will ensure your domiciliary care agency booms rather than goes bust.

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Home Health Care Business Plan

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If you are planning to start a new home healthcare business, the first thing you will need is a business plan. Use our sample home health care business plan created using upmetrics business plan software to start writing your business plan in no time.

Before you start writing your business plan for your new home healthcare business, spend as much time as you can reading through some examples of healthcare-related business plans .

Reading sample business plans will give you a good idea of what you’re aiming for and also it will show you the different sections that different entrepreneurs include and the language they use to write about themselves and their business plans.

We have created this sample home health care business plan for you to get a good idea about how perfect a home health care business plan should look and what details you will need to include in your stunning business plan.

Industry Overview

The home healthcare industry stood at a massive value of 299 billion dollars in 2020 and is expected to grow at a rapid pace going forward too.

The major reason for this growth is the increase in the size of the geriatric population. Also, many people prefer to stay at home, be it because of the expenses, the comfort it offers, the long-term convenience, and so on.

It is also less expensive and helpful for the government and institutions to better arrange the healthcare sector and make it more cost-effective.

Hence, this sector has massive growth potential for years to come.

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domiciliary care business plan pdf

Things to Consider Before Writing a Home Healthcare Business Plan

Figure out the type of your healthcare services.

As home healthcare provides both medical and nonmedical services, you’ll have to figure out what kind of services you want to offer before you start planning. As both businesses require different skills, resources, teams, and procedures, deciding what you want to do helps you plan better and more specifically.

Decide your legal structure

Your legal structure decides the amount you’ll pay in taxes, the number of legal documents you’ll have to prepare, the liability on your personal assets, and so on. And although it might be intimidating to pick one option amongst several, it isn’t really that difficult. And with a little bit of legal help, it can be made even easier.

Also, it makes it easier for you to conduct your business and stay on the right side of the law.

Develop a marketing plan

Marketing your business right is essential. To ensure that people approach your business, it is important to let them know that your business exists. Also, your marketing should properly reflect your brand’s message and communicate what you want in the right tone.

Have a good team

Home health care business plan outline.

This is the standard home health care business plan outline, which will cover all important sections that you should include in your business plan.

  • Mission Statement
  • Vision Statement
  • Keys to Success
  • Financial Summary
  • 3 Year profit forecast
  • Financing Needed
  • Management Team
  • Personnel Table
  • Startup cost
  • Products and services
  • Market Analysis
  • Market Trends
  • Target Market
  • Market Segments
  • Advertising Strategy
  • Pricing Strategy
  • Financial Plan
  • Important Assumptions
  • Brake-even Analysis
  • Profit Yearly
  • Gross Margin Yearly
  • Projected Cash Flow
  • Projected Balance Sheet
  • Business Ratios

After getting started with Upmetrics , you can copy this sample business plan into your business plan and modify the required information and download your home health care business plan pdf or doc file. It’s the fastest and easiest way to start writing your business plan.

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Download a sample home health care business plan

Need help writing your business plan from scratch? Here you go;  download our free home health care business plan pdf  to start.

It’s a modern business plan template specifically designed for your home health care business. Use the example business plan as a guide for writing your own.

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About the Author

domiciliary care business plan pdf

Vinay Kevadiya

Vinay Kevadiya is the founder and CEO of Upmetrics, the #1 business planning software. His ultimate goal with Upmetrics is to revolutionize how entrepreneurs create, manage, and execute their business plans. He enjoys sharing his insights on business planning and other relevant topics through his articles and blog posts. Read more

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Download Home Health Care Business Plan

How to Write a Home Health Care Business Plan

Home health care business owner cares for patient inside of their home.

Elon Glucklich

8 min. read

Updated November 13, 2023

Free Download:  Sample Home Health Care Business Plan Template

The world’s population is aging. One in six people worldwide will be 60 years old or older by 2030, and the share of the overall population over 60 will double over the next quarter century, according to World Health Organization estimates .

This demographic shift has driven a surge in demand for custom senior and disability care options. So, if you’re an experienced health care worker with an entrepreneurial streak this presents an opportunity to start your own home health care business.

But the home health care industry is complex and layered—with issues ranging from licensing and staffing to liability concerns. Even with your industry-specific experience, you’ll need to write a business plan to navigate these challenges and focus your time on providing the best care possible.

In this guide, we’ll show you how to tailor your business plan to tackle the complexities of the home health care industry. And you can even download a free home health care business plan template to help get you started.

  • Why You Need a Business Plan for Your Home Health Care Business

Do you have a service and staffing plan? Do you know which agency or agencies have regulatory authority over your business? How much funding do you need to pay for equipment?

You’ll need to have answers to these questions and more before launching your business. 

That’s why writing a business plan is necessary when starting any sort of health care business. It ensures that you are thinking beyond your expertise as a health care professional and able to easily manage day-to-day operations, insurance and billing snafus, and extensive startup costs.

You can enter this industry with extensive knowledge and the best of intentions. But without a plan in place, you won’t be prepared to run a successful business. 

  • How to write a home health care business plan

For this guide, we’ll be highlighting specific areas that you should focus on when creating a home health care business plan. You can check out or full step-by-step walkthrough on how to write a business plan for additional guidance for creating a detailed plan.

1. Define your vision

What does your business offer that other health care services in the area don’t?

What’s your biggest business challenge right now?

Answering this question is your first step to lay out a roadmap for your business. And it goes beyond just describing the type of home health care business you will open. This is an opportunity to state your core values , long-term goals and the impact you hope to have on the lives of your clients.

Then, discuss what niche it will fill in the market. For instance, will you open your business to fill a need in an area with few health care options? Or will you round out the offerings in a city with a wide range of services? 

Remember to keep this relatively short. This opportunity section can introduce lenders or investors to the unique services you plan to provide, like specialized care offerings, tailored care plans, or uses of advanced medical technology. But you don’t want them to get bored with an overly lengthy statement. 

You can always go into greater detail about your services in the products and services section of your business plan. 

2. Be specific about your service offering

As a home health care business, you will likely provide a variety of services. But will you have a specific focus—such as elder care or post-surgery care? Or will you offer a wider range of general services like medication management?

Additionally, it’s worth stating if your home health care business will be able to manage requests for specialized services based on individual client needs. 

Whatever you choose, the important thing is to make your service offerings clear and to back them up with market and customer data. Make sure you describe why these services are essential and how they will benefit your clients. And remember to make a clear connection between your services and your target market , which we will go over next.

3. Define who your customers are

Not everyone with a medical condition will be interested in home health care services—so it’s essential that you focus on a specific set of people.

A home health care service specializing in senior or disability care will cater to that specific customer base. But a home health care business that provides post-operative or palliative care would likely appeal to an entirely different market. 

To start your research, try and get an estimate of the population of residents aged 65 and older in the area you plan to serve—which can be found from sources like the U.S. Census Bureau . You may also be able to find the approximate number of nursing and elderly care beds in your area from sources like state licensing records. 

This kind of information will give you a broad sense of how many people you could serve in your area. From there, begin to refine your target audience by taking into account competitors, your services, and what you believe you’ll be able to reasonably handle. 

4. Understand pricing and insurance

When pricing your services, it’s helpful to research the prices of other home health care providers in your area. This provides you with a benchmark and allows you to position your business based on the value and/or quality of your services.  

Now, another factor to consider before solidifying prices is insurance expenses for both your business and patient coverage.

From Medicare and Medicaid to private insurers, you’ll want to document all relevant insurance providers in your business plan. Then, research their reimbursement policies and rates for home health care services to better understand your potential revenue sources.

Different insurance plans may also cover varying degrees of home health care services—with some offering comprehensive coverage and others only covering specific treatments or services. Identify the limitations and requirements of each plan, such as the need for prior authorization or a physician’s referral, to ensure your services are eligible for reimbursement.

Then, make sure you understand the reimbursement rates offered by insurance providers for the services your business will offer. These rates will directly affect your revenue and should be factored into your pricing strategy. 

Just keep in mind that these reimbursement rates may change periodically, so it’s essential to stay up-to-date on the latest information.

5. Identify your staffing and licensing needs

Worker shortages are especially prevalent in the health care industry. Without the right number of employees in the necessary roles, you can expect to see fewer customer visits, worse service quality, and potentially increasing employee expenses. This is why you need to have a well-documented personnel plan that takes into account the roles of your employees, how many you’ll need, and forecast potential expenses.

To start this section, carefully consider the services you plan to offer and the number of clients you expect to serve. That will help determine the number of staff members you’ll need and the qualifications necessary for them to do their jobs well. Additionally, be sure to document any training programs and processes your staff members will receive on topics like client care, safety procedures, and documentation.

Home health care businesses also require a variety of licenses and permits. What’s required may vary depending on your location and the services you plan to offer. So, it’s crucial that you understand the specific requirements in your area to avoid any legal issues down the road. And for your own internal management, it may be useful to detail the local, state, and federal regulations and agencies that will be responsible for regulating your business.

You will need to demonstrate knowledge of the operating requirements in your area to receive a license anyway. So take the extra step of detailing the full range of legal and regulatory issues in your business plan. Otherwise, you raise the risk of facing legal consequences, fines, or even the risk of being shut down.

6. Develop a risk management plan

In such a regulation-heavy industry it’s important to think about–and document–internal and external risks. These can be anything from negligence to malpractice claims and even elder abuse. 

Consider conducting a risk assessment that takes into account your location, services offered, and employee qualifications. Once you’ve identified potential risks, outline what you’ll do to minimize or avoid them altogether. For example, you can implement employee training programs to prevent theft or malpractice, or you can invest in insurance to protect your business from liability claims.

By protecting your business from potential risks, you can increase your chances of success and longevity. And you can show lenders, investors, and regulators that you have considered the risks and developed the right strategies if they arise.

7. Marketing and PR

As home health care demand rises competion is bound to rise with it—especially if you plan to operate in an urban area where consumers are more likely to have multiple options. As part of your plan you need to not only take your competitors into account but outline how you will raise awareness and attract customers.

Some strategies to consider include:

  • Creating a website or online portfolio that showcases your services and provides potential clients with your contact information.
  • Using social media platforms to communicate directly with clients, and keep them informed about your services and any special offers.
  • Investing in advertising by targeting your ideal clients through print or digital media.
  • Partnering with other businesses, such as senior centers, to expand your reach and offer added value.
  • You can also consider hiring a PR consultant, but make sure they have experience with home health care businesses or similar industries.
  • Download a free home health care business plan template and example

To help get you started on your home health care business, check out our free home health care business plan template . You can download this document in Word form and use it as a foundation for your own business plan. In addition to these resources, you may want to brush up on how to write specific sections of a traditional business plan. If so, take a look at our step-by-step guide on how to write a business plan .

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Content Author: Elon Glucklich

Elon is a marketing specialist at Palo Alto Software, working with consultants, accountants, business instructors and others who use LivePlan at scale. He has a bachelor's degree in journalism and an MBA from the University of Oregon.

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Home Health Care Business Plan Sample

OCT.12, 2016

home health care agency business plan

Home health care business plan for starting your own agency

Home healthcare is an $84 billion industry in the US alone and it is not going to slow down anytime soon. It covers both non-medical healthcare and skilled home health care, teams. Currently, the US has over 386,000 home health care businesses and employed more than 1.7 million people approx. But this home care agency business plan is not for everyone. It involves high stress and peer pressure in its environment.

If you have a strong desire and passion for helping others, this industry is very rewarding and you can earn a lot with compassion. If you are eager in starting a home health care business and you are raising funds, it is highly recommended to come up with a well-detailed home health care agency business plan .

Executive Summary

In this section, you need to explain all the basics of your homecare business model. Explain how much amount you want to raise for the growth of your home care agency business plan while presenting the expected operations and financials over the upcoming 3 years. For Example,

Wheatland Home Healthcare Agency (Your Company Name) is a Kansas-based home healthcare agency aimed to provide home health care agency business plan services to the targeted market.

The business

If you are wondering how to start a home care agency business plan , you first need to start with arranging for sophisticated medical equipment. Make a detailed list of all the business equipment you will have to arrange.

In addition, your company should also be licensed by your respective state and who will be your partners.

When making a homecare business model, you should also include who will be the owner and main operator of the home care agency business plan . For example, Wheatland Home Health Care Agency will be based in Wilson County (the area) and owned by its operators and investors. The office will be managed in a lavish office space in Kansas.

Your customers are basically the families and individuals looking for social services and/or home health care. If you are asking how to get clients for non-medical home care business, you can generally ask attorneys, physicians, healthcare facilities and insurance companies who can refer those patients to you.

Business Target

Consider this example when writing a business plan for home health care.

Home Helth Care Business Plan - 3 Years Profit Forecast

Company Summary

When setting up a care company, you need to explain how you are going to make a presence in the market. For example, “Our agency will be based on a central location of Kansas and provide different services to clients and patients coming from Wilson, Neodesha, and Labette Counties, within the radius of 90 miles of our corporate offices.”

Here, you need to define your company and goals when you start a home health agency. You may want to promote and market your business and make an online presence by starting a website.

Company Owner

As a limited liability company, Wheatland Home Healthcare Agency is going to be operated and owned by Ethan J. Peter (name of company owner).

Along with years of experience in healthcare industry, explain the specialization and qualification of the owner.

Why the home health care business is being started?

When making a non-medical home care business plan, explain what the inspiration behind starting a home health care business is. Do you have a strong desire to help people in need which drives you to make it your profession? Do you have years of experience working with a healthcare organization and want to start your own home care agency business ?

How the home health care business will be started?

Since your company is being started, you will definitely need to address your funding matters and startup costs. In this sample business plan for home health care agency, we have listed the assets required for start-up, a breakdown of start-up expenses, total cash required, total funding, investment, capital, and other liabilities along with the startup cost diagram to illustrate the expected expenses, investment, assets, bank loans for the business plan , etc.

Home Helth Care Business Plan - Startup Cost

Services for Customers

The home health care agency’s business plan  should be aimed to help people with special needs as well as elderly in their daily activities and providing all the living help at the home. The company should also retain a skilled team of healthcare professionals, in case any specific treatment is required or in an emergency.

Along with at-home facilities, your company should also provide facilities to take them out if they are not able to drive their car. In this section of a home care business plan , you need to describe the services you have planned to offer.

As a home care agency business plan , you should ensure that all your clients/patients have been treated well. The following services should be provided by specialized health care nurses, physicians, mental health counselors, physical therapists, chiropractors, rehab counselors, and other professionals who are well versed in providing valuable services. Your non-medical home care agency business plan should include the following services –

  • Nursing Aide
  • Skilled Nursing
  • Social Work
  • Personal Injury Case Management
  • Physical, Occupational, and Speech Therapy
  • Personal Assistance Services
  • Home Medication Management

When creating a business plan for home health care agency , you may also want to provide resource linkage, assessment, planning, and reporting services for injury case management.

Marketing Analysis of Home Health Care Business

When raising funds, the best thing you can have is a foolproof business plan for home care agency to stand out in the competition and market your home care agency business . It goes without saying that home health care is a growing industry on both the national and international levels. If your community has become an over-saturated market with a lot of home health care services out there, you must have a lot of competition to face.

However, a strong marketing analysis on home care services business plan can save you and drive you to penetrate the market in the short term. You need to figure out the weak point of your competitors and make proper marketing strategies.

For better insight, consider the following home health care business plan example in this segment.

The Wheatland Home Health Care Agency’s customer base would generally consist of patients who are referred by health care facilities, physicians, and other professionals in the industry. Only a small percentage of patients will be covered by any private insurance company because most of them will be insured by Medicare.

For the Personal Injury Case Management part of our business plan for domiciliary care agency , the customer base generally includes the patients who have been injured in any kind of accident or in the job. These patients will usually get referred from lawyers looking for case management services for them or insurance providers seeking help to mitigate the loss of their clients and injuries.

Market Trends

The target customers of personal injury case management, as well as home health care agency business plans , usually don’t do comparison shopping directly. They usually prefer the health care providers who are referred by their physicians.

When it comes to assessing competition in the field of home health care, the most vital aspect here is consulting with other professionals and asking them to refer their clients to your agency. For doing this, your agency should provide the best patient care and showcase professional business management and organization, and pertinent and current qualifications. It will help you to capture most of the personal injury case management and home healthcare market in your respective area.

Marketing Segmentation

The target market for home health care business should be an aging population who prefer to stay in their homes most of the time and go out mostly for seeing doctors instead of being admitted to a nursing home. Your target market should cover especially the patients who are aging and need proper health care services from a well-trained nursing team. They may also call for other home care services like social work, to gather important resources from the community.

Home Helth Care Business Plan - Market Analysis

Next up, you may want to target the people who need personal injury case management solutions. You can help them in dealing with financial, medical, and work-related issues.

Since you are specialized in community-oriented services and home health care services, your target should be the segments where your services are needed the most. By working for those market segments, which need home care services only, you can save overhead expenses significantly, as you will not have to set up another office space.

Product Pricing

When acquiring home health care services, trust is the major aspect for both referring professionals and customers. They should have faith in your home care service for reliability, professionalism, and quality.

The customer’s choices do not get affected with the pricing of your services. A lot of those services are covered under Medicaid, Medicare, and private insurance providers and the rates are set by them.

Pricing is a very determining factor for personal injury case management. It varies from case to case and is paid on an hourly basis, which is subject to negotiation. When it comes to providing personal injury case management, the pricing would be estimated on the total time required for the client.

Absolutely great experience I am really …

Absolutely great experience I am really impressed thanks Alex

Home Health Care Marketing Strategy

So you have developed a full-fledged domiciliary care agency business plan and go through all the complex processes of Medicare and state certificate. You have also recruited experienced professionals.

The next thing to consider in a free business plan for home health care agency is the way to attract clients. This is where you need proper marketing strategies to ensure success.

Competitive Analysis

In this free home health care agency business plan , we will start with your competitive edge. If you have learned a lot of daily administrative duties and have experience in home care agency business plan , you can make it successful. Your reputation can help you build a solid client base even before starting your home care agency business plan .

Sales Strategy

Here, you need to provide the best patient service and ensure complete satisfaction from referring to healthcare facilities and physicians.

Sales Monthly

This part should contain your projected monthly sales in home  care agency business .

Home Helth Care Business Plan - Sales Monthly

Sales Yearly

Define annual projected sales from your home care agency business  for three years in this section.

Home Helth Care Business Plan - Sales Yearly

Sales Forecast

It reflects the conservative average of your patients during the first year along with modest year-by-year rise. It should be based on the total patients you are seeing currently in your home health care business.

Home Helth Care Business Plan - Unit Sales

Personnel plan

In this sample business plan for home care agency, the following points should explain your staff requirements, benefits, and costs needed to hire them. You should also consider the cost of living of employees without affecting your administration. Project the growth of the client base without any impact on payroll because of increased working hours.

Company Staff

In this part of home health care agency business plan free, explain the number of employees as well as who will be hired for what services and for how many hours.

Average Salary of Employees

This part should contain the breakdown of an average salary of each employee in your organization for the next three years.

Financial Plan

As discussed, you may want to use your cash flow to finance your growth. It will ensure slow but steady growth. The collection of dues plays a very vital role in non-medical home care business profits. The services will be mainly reimbursed by insurance providers.

Important Assumptions

The assumptions table showcases major annual assumptions based on tax rates, interest rates as well as staff requirements. For example, we assume no major recession and strong economy, as well as no major and unexpected change in federal policy.

Brake-even Analysis

In a home health care agency business plan , the brake-even analysis is based on Average Variable cost (per unit) and fixed monthly costs.

Home Helth Care Business Plan - Break-even Analysis

Projected Profit and Loss

You need to project the overall profit and loss, with sales, rise over the next three years and profits should be notable in the beginning. Also, project your expenses and primary costs in providing services on a monthly and annual basis.

Profit Monthly

In this section, you need to show the detailed overview of your monthly profits for the 12 months in the next 3 years.

Home Helth Care Business Plan - Profit Monthly

Profit Yearly

Your investors may also want to know the annual profits your business can make. It will also help you determine the estimate annual profits for the next 3 years

Home Helth Care Business Plan - Profit Yearly

Gross Margin Monthly

Home Helth Care Business Plan - Gross Margin Monthly

Gross Margin Yearly

Home Helth Care Business Plan - Gross Margin Yearly

Projected Cash Flow

Home Helth Care Business Plan - Project Cash Flow

Projected Balance Sheet

The projected balance sheet of your home care business should show sufficient net worth growth and healthy financial state.

Business Ratios

The projected business ratios should be based in comparison with home health care standards. Expect to have healthy ratios for risk, profitability, and returns.

Download Home Health Care Business Plan Sample in pdf

OGS capital writers specialize in business plan themes such as cannabis producer business plan , business plan for a medical clinic , healthcare business plan , medical waste management business plan , medical marijuana dispensary business plan , business plan for Herbalife and many other business plans.

OGSCapital’s team has assisted thousands of entrepreneurs with top-rate business plan development, consultancy and analysis. They’ve helped thousands of SME owners secure more than $1.5 billion in funding, and they can do the same for you.

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Home Care Business Plan Template

        You will have a clear, concise idea of what the business is about and how the founder and current president, [owner name], intends to start, grow and continue strong and steady growth.

        The purpose of a business plan is to create a plan, a blueprint or roadmap on paper to follow. It’s for you to really think through how your business will operate and about areas of the business you haven’t thought about. You’ll be most successful when you put in the effort and really THINK about it. Your goal is to develop a fairly simple plan first to start your Home Care Agency which often is enough for most small businesses getting started using their own capital. If you’re seeking one or more investors, a different, more comprehensive plan will serve you better with much more consideration in which case.

Executive Summary

        The Executive Summary is a summary of the highlights of your business plan. While it appears first in the layout of your plan, most find it easiest to complete the Executive Summary last. It should be succinct and no more than 2 pages.

Business Description

        The Business Description provides a complete overview about your business idea/concept/ service/ etc. It differs from the Executive Summary in that it goes into detail about the description. Challenge to yourself to truly THINK about what you see your business described as. Your business should be unique, differing from your competition. Describe who, what, why, where and how it’s different. Use the example to help get you started.

Your  Home Care

        provides  [medical / non-medical]  care services to  [elderly, disabled and people of all ages physical conditions and cognitive abilities]  who would like to remain living at home, yet require assistance with certain daily or weekly activities. Working closely with clients and their families we provide personalized assistance in client’s own home, the hospital, long-term assisted living facilities and other places of residence with things like:

Non-Medical Services

  •  Warm Companionship
  •  Meal Preparation
  •  Incidental Transportation
  •  Light Housekeeping
  •  Errands & Shopping
  •  Medication Reminders
  •  Laundry & Linen Washing
  •  Recreational Activities
  •  Personal Hygiene & Dressing Assistance
  •  Senior Information Resource
  •  Alzheimer’s care / Dementia care
  •  Respite Care

Home Health Care Services (Medical)

  •  Professional Nursing
  •  Personal care
  •  Senior care
  •  Pediatric nursing
  •  IV therapy
  •  Physical Therapy
  •  Occupational Therapy
  •  Speech Therapy

        To be known as the crème-de-la-crème of home care providers in our market, providing the very best, first-rate care to clients in our geographical market by employing only proven, hard-working, professional, honest, compassionate and ethical home care providers in the market who are dedicated provide outstanding home care services and improving the quality of clients’ lives.

        To assist every client with improving their quality of life, encouraging independence and allowing them to be comfortable with excellent care in their own homes by providing first-class, professional care with respect, dignity, compassion, the highest ethical standards and honor

Value Proposition

        What makes your home care agency services/products better than all the others? This shouldn’t be price – it will be difficult to defend and by differentiating yourself solely by price, it sets your business up as a commodity driven service – often suffering with poor service in lieu of charging a fair price for excellent services .

Industry Analysis

        What does the home care industry look like? Are there trends in your geographic area? What do your target clients buy, eat, education, income, habits, health levels, lifestyles, etc. The more detail you have the better your chances of success. This is an opportunity to find a specific niche that may be present in your own backyard. No example is provided in this area because you should know this. If you don’t – you need to do the homework to know and understand your market and the industry if you plan to enter it.


        Who are your competitors? Specifically, by name, location, age of the agency, what they specialize in and how they are different from you. What market share do they have? Are there any other service companies that could be considered competitors? (i/e: really inexpensive care homes, private caregiver market, etc). Even if there are no “direct” competitors, there will ALWAYS be some that are close

Marketing Strategies

        How will you get your product into the marketplace? Think of non-conventional (viral  Marketing) methods that are cheaper than traditional (TV, radio, print) and have a higher  Impact. Examples:

Networking –meeting people and creating the relationships with the many faces who refer clients to various home care service providers. By attending the opportunities for networking, meeting business leaders and more.

Online Promotions

          Website.   Develop an informative website and will include the website address in all online and offline marketing collateral.

          Press Releases.   Work with online press release distribution firms  to generate awareness of our services by issuing press releases to leading search engines and online news sites.

          Social Media Marketing.  Promote your agency on Facebook, Twitter, LinkedIn and other social media channels that may be frequented by your target market. All social sites will be used to generate a buzz about your services and build your agency’s image. The goal is solely to build connections with the health care industry and consumers and convince them to avail your services.

          E-mail Marketing.   Implement an e-mail marketing campaign to target local health care facilities and professionals that could provide client referrals to agency.

          E-mail Program.  Regularly distribute a newsletter to highlight new services, employees, agency certifications and home care industry news. Include links to lure subscribers to visit your website for further information.

Offline Promotions

  • Cold Calls.   Develop a list of local health care facilities, senior organizations and social centers to cold call in an effort to gain client referrals.
  • Brochures/Flyers.  Develop informational (postcard) brochures and flyers and distribute via a targeted direct mail campaign.
  • Press Releases.   Share press releases highlighting news about our agency to print news outlets in our target area.
  • Business Cards.  Distribute business cards in high-profile gatherings and share them indiscriminately to spread word of mouth regarding your services.
  • Exhibitions.   Participate in health care industry trade shows and events hosted by senior organizations and other relevant industry events, workshops and seminars to generate buzz about your agency.
  • Organization Affiliation  – Joining local and regional organizations like Health Care Industry Orgs, and Insurance company orgs.
  • Public Speaking  – By speaking to organizations, senior centers, doctor, nurse and discharge planner meetings, etc. we’ll become seen as experts in our given niche. 

Business & Health Fairs – Attending and showing the presence at these shows brings more

  Barriers to Entry

        What will stop you from entering your market place? Regulations, competition, cost of entry, monopoly, syndication? Also, how will your setup your own barriers to entry for other potential entrants into the marketplace?

        State and county laws can thwart certain services from being provided by increasing the requirements and certification levels. Are there any present in your area? Maybe it’s obtaining the State Survey sign off or Medicare certification. List the obstacles that could keep you from getting started and growing.

Distribution Channel

        How will you get your services/product to your market? For example – if you cover 3 counties – how will you manage logistics? Who will provide the care? Who will do the follow up visits and ensure care quality? Will you team with another company that provides a complimentary business where you can team with one another?

Team Summary

        Often this can be the most important part of your business plan. Who else believes in the idea of you entering the home care industry and the experience of your team in the various areas?  (Technical, business, marketing, operations, HR, etc.)

Personnel Plan

        You will initially hire four staff members to manage the agency’s operations. Each hired staff member will meet the state of Colorado educational and training requirements. Additional recruiting will occur as the agency enters the expansion phase.

Organizational Hierarchy (example):

  • CEO/ Administrative Director
  • Administrative Assistant
  • Home Care Aide  

        The  Administrative Director  will be responsible for planning, implementing, organizing, and developing in-home care services. This work includes, but is not limited to: operations administration, community/client education and staff supervision. This individual also will assume all social work services during the agency’s initial phase.

        The  Administrative Assistant  will perform routine clerical and organizational tasks. This individual will organize files, draft messages, schedule in-home care appointments and support other staff.

          Home Care Aides  will administer in-home client services. These individuals will assist with activities such as bathing and dressing, and will provide services such as light housekeeping, errand services, personal care and companionship.

  Financial Analysis

Insert all the financial projections and forecasts here. Cash flow, income statements,  balance sheet, as well as start-up income required. This is arguably the most important  part of your business plan, spend plenty of time on this and be able to justify any  assumptions.

SWOT Analysis

        S trengths  W eaknesses  O pportunities  T hreats

        Consider the conditions in which your service business will operate. What are your Strengths and Weaknesses? These are internal (team, company, service). Opportunities and threats are external (local, regional and national market place, trends, etc.)

  • Comprehensive Home Care and Geriatric Services.   Custom home care and geriatric services aimed at enabling staff to deliver reliable, responsive care.
  • Experienced, Well-Trained Staff.  Staff members will undergo initial and continuing education and training programs required by the home care industry.
  • Long Operational Hours.   Provide service during normal business hours and also will be available for on-call emergencies 24 hours, seven days a week.
  • Lack of Brand Identity and Image.  As a start-up business, currently lack a brand identity and image.  Will need adequate time to create awareness of your agency.
  • Low Staffing Numbers.  Professionals hired to manage the agency’s initial operations will be experienced, yet you may not have enough staff to effectively cover the needs of the market. This could cause slow growth of your operation, which management could not afford.
  • Small Marketing Budget.  A sizable marketing budget is required to get the most out of the agency’s initial launch. Anticipate needing a larger budget to make a substantial impact on the market.


  • Growing Market.  The home care market is rapidly increasing which presents extensive opportunities for new agencies entering the sector.
  • Aging Population.  As the U.S. population continues to age, the demand for personal home care and companionship is expected to significantly increase.
  • Affordability and Comfort.  Home care services are less expensive than nursing homes and assisted living facilities. Studies show that most people would prefer to receive care in their own homes versus a facility or hospital.
  • Expandable Business Model.  Home care agencies have the ability to expand into other markets as consumer needs grow.
  • v   Local Competition.  Several local competitors have national, well-recognized and trusted brands.
  • v   Professional Staff.  Recruiting, hiring and retaining quality, professional staff pose substantial risks. You will conduct extensive candidate research and background checks to eliminate some of the risks associated with employee recruitment and retention. Because studies predict patients will outnumber caregivers in the near future, you will need to position the agency as an attractive place to work with competitive and fair pay and benefits.
  • v   Business Cash Flow and Funding.  While the owner is using personal cash flow to cover start-up expenses, continuing to maintain adequate cash flow and solicit funding from outside sources presents a challenge you must overcome to succeed.
  • v   Regulatory Changes.  Federal health care laws like the Affordable Health Care Act and changes to Medicare and Medicaid payments can greatly affect your agency. In addition, state home care aide certification laws also could impact your business.

  Goals and Objectives

        What are your overall business goals? Your financials should include a lot of the income and expense goals. These goals/objectives are about identifying what you plan to accomplish with your business. It could be as simple as create a new career of owning a business or more in depth like using 10% of net profits going to a certain cause you believe in. The possibility of these things

Critical Success Factors

        What needs to be achieved that will enhance chances of your agency’s success? Identify what the possibility of these things happening are.

Exit Strategies

        How will you (or any investors) exit out of this project (if you want to) and make excellent return or to move onto your next “big idea”?

Future Developments

        What future plans do you have for your services (and products, if any)? As your company grows, what other plans do you have for your services? Do you want to grow into a regional or state-wide provider? Maybe you want to expand into medical and non-medical. The sky is the limit to what you’d like to do.

        Add any additional information here that may not fit into the sections above (quotes,  Recommendations, statistics, etc.). Your completed financials & projections should be included in the Financial Projections, however, you could place them in this section.

  • Expert Insights
  • Ask the Care Specialists
  • Case Studies
  • Policy Updates
  • Useful Guides

A guide to launching a domiciliary care agency

Click here to download this guide ».

Setting up a new business is often a daunting task. There are many things to consider and pitfalls to avoid. Launching a domiciliary care agency has the added burden of ensuring that you are successfully registered with the Care Quality Commission. Turning your dream into reality requires many things; you need to know where to begin, an organised approach and a thorough understanding of the marketplace in which you will be operating.

Statistics from the King’s Fund show that in 2019/20 838,530 adults received funded long-term social care, primarily in care/nursing homes or their own homes. These are substantial figures and are indicative of how important the domiciliary care market is in the delivery of care. There are now in excess of 8,800 providers of homecare in England registered with the CQC.

To get started it is essential to have the right policies and procedures in place to ensure that you successfully register with the regulator and are able to pass future inspections. This applies just as much as to registration with the Care Inspectorate in Scotland and Care Inspectorate Wales, as it does with the CQC in England. Quality Compliance Systems is here to help you with this essential element of launching your domiciliary care business. The following pages provide advice and guidance on the other start-up elements you need to consider.


First things first, before you offer any care services in England, you need to register with the Care Quality Commission (CQC). It is a legal requirement under the Health and Social Care Act 2008 to register your organisation and the individual who will be your Registered Manager. This may be you if you have the relevant qualifications and are not employing or entering into partnership with someone who is to fulfil those requirements.

QCS provides advice and guidance about successfully registering in England, as well as providing accompanying policies and procedures that are required. To begin your registration in England, visit the following CQC webpage:

Before registering you need to consider whether you have the relevant qualifications and experience to provide homecare, whether you have experience and understanding of relevant legislation including

  • Health and Social Care Act 2008 and its associated regulations
  • Mental Capacity Act 2005 and the Deprivation of Liberty Safeguards

And, whether you truly are committed to the vocation of providing excellent standards of care that respect and enrich the lives of those to whom you provide services. It’s an important consideration and one which the CQC will ascertain through your registration and delivery of services. Here are the key elements of registration on which you need to concentrate.

  • You need to apply for a CQC-countersigned DBS (Disclosure Barring Service) check. Formerly known as a CRB check, the DBS ensures that you can lawfully work with vulnerable adults. This is the very first action which you must undertake and can take up to eight weeks to receive back. The DBS check needs to be carried out for the following
  • Individuals registering to provide a care service
  • All partners (if there are any)

Registered Manager

Click the following link to apply for your DBS check:

Further information can also be found here:

  • References - You will need to provide the following information:
  • Details of employment history
  • GP name and contact details
  • Last employer’s name and contact details
  • Declaration of medical fitness

Where it is a partnership, the same information should be supplied for all partners.

  • Financial Viability - You will need to have the financial resources to provide the services you are applying for and need to provide assurance of your financial position to CQC. A statement letter from a financial specialist, such as a registered accountant, should be submitted with the application.
  • Fill in the right registration form. The forms vary according to whether you intend to supply services as an organisation, a partnership or as an
  • Fill in the Registered Manager
  • You must have a Statement of Purpose in place. This is quite information-rich so to ensure nothing is omitted, QCS provides you with a template which you can adapt to your Much information needs to be included within the Statement of Purpose, including but not limited to:
  • Details of the services  provided
  • Contact details
  • The provider’s aims and objectives
  • Once you have received your CQC-countersigned DBS and fulfilled the above, you are ready to submit your It should be sent by email, alongside all the supporting documentation.

The CQC provide a useful webpage which highlights the most common errors found in applications. Read this list and ensure that you do not make these mistakes, as it will only delay your application and the start of your business:

Qualifications & Training

All care professionals must satisfy the CQC’s requirement that “care providers show that they are complying with the relevant regulations covering staff competence and training”. This means that all care staff must have completed the Care Certificate which is applicable to the adult social care sector. These standards must also be completed within 12 weeks of commencing employment.

Beyond the Care Certificate, certain roles require that specific qualifications be in place before care is provided, and in one case, before a service is provided. This position is that of the Registered Manager, perhaps the single most important position recruited into any care business. When sourcing a Registered Manager, you must make absolutely certain that they have the relevant skills and experience before a care service is provided. This is a critical role within your establishment and one which will be scrutinised by the CQC from the registration stage.

The current qualification which the Registered Manager should possess is the QCF Level 5 Diploma in Leadership for Health and Social Care, choosing one of the following pathways:

  • Management of Adult Services
  • Management of Adult Residential Services

If the Registered Manager does not have the Level 5 Diploma, then he/she ought to register on to the programme within 3 months of appointment and expect to complete it within 18 months to 2 years. This advice has been provided by Skills for Care and is utilised by the CQC in making a proportionate judgment about any Registered Manager that does not possess either the Level 5 Diploma or an equivalent older qualification.   When making a decision the CQC takes into consideration such factors as the impact this could have on service users; whether the individual has registered on to the programme; previous experience and relevant qualifications.

Qualifications which are no longer offered, but are still valid in satisfying the CQC’s requirements are:

  • Registered Manager’s Award (RMA)
  • NVQ Level 4 in Leadership and Management for Care Services

It’s important to remember that the two general qualifications above need to be supplemented with a further qualification which demonstrates that the Registered Manager has the right skills and knowledge for the specific care setting. An NVQ Level 4 in Health and Social Care or a relevant nursing qualification are two examples.

Ensure that proof of all qualifications upon preparing your official registration with the CQC is supplied.

Responsible Individual

The Responsible Individual is a key management position, whereby the post holder must demonstrate that they have all the key skills and experience for overseeing the running of a care business. This is not necessarily a position where the post holder provides care. However, it is reasonably common for the Registered Manager and the Responsible Individual to be the same person in a start-up business. In this case, all of the above requirements for the Registered Manager apply.

For further guidance please visit the Skills for Care website. You can view relevant material and resources to help you ensure that you have the right qualifications and skills in place for all your employees, not just the Registered Manager:

Establishing an adequate cash-flow is one of the most significant challenges for start-up businesses.  Winning tenders is likely to be a significant element in securing the income you need and understanding the essentials of the process is one of the keys to success.

Once a tender has been advertised, say by a Local Authority, you need to register your expression of interest with the tendering body. Following this a Pre-Qualification Questionnaire (PQQ) is sent out to you with a deadline for completion and return. The shortlist of providers is drawn from the submitted PQQs. Having successfully made the shortlist you are then able to officially tender to provide the service(s).

The structure of the PQQ may vary from one tendering body to another and may include, but is not limited to:

  • Evidence of financial viability of the applicant organisation
  • Evidence of registration with the CQC
  • Evidence of relevant experience in the provision of similar services
  • Evidence of previous businesses including director prosecutions, insolvency,
  • Evidence of suitably qualified and trained staff
  • Contact details for suitable referees
  • Personnel information about both the provider and any staff
  • Certificate of incorporation
  • Health and safety information
  • Company financial information
  • Business Continuity Plans

It may take time to establish that you have enough history to successfully win a tender contract for the provision of care services, so finding income from independent paying clients is often crucial. Effective marketing can help enormously, but so does having a prudent cash-flow policy and start-up fund.

Employing Staff

Running a domiciliary care agency is a very challenging undertaking. The logistics of providing care in multiple locations requires the recruitment of suitably qualified, trustworthy staff. When sourcing suitable candidates, you need to be certain about the qualifications and experience that are required. We have a qualifications page which gives you essential guidance on this. You also need to think about background checks via the DBS where appropriate, where to advertise, which agency to use and how an interview must be conducted.

Helpful advice about employing staff can be found at the following websites:

  • Department of Business, Innovation and Skills:
  • Chartered Institute of Personnel and Development:

The QCS Management System contains a comprehensive Human Resources section and includes an accompanying folder. This provides you with policies and procedures covering everything from absence, sickness, contracts, employee handbooks, equality and disability and job descriptions, through to performance and discipline, recruitment, training, and induction. Our aim here is to provide you with solid support, enhanced by our HR partners and expert contributors, Napthens Solicitors.

  • Registration with the CQC, Care Inspectorate or CIW: Both your agency and the Registered Manager
  • Setting up your business: Sole trader; Limited Company; Partnerships
  • Recruitment, induction, and training
  • Pay and VAT
  • Disclosure Barring Service
  • Company registration
  • Funding – tendering, direct payments, cashflow

Quality Compliance Systems (QCS) offers a unique approach to CQC Compliance with an online based service specifically tailored to the individual needs of your organisation.

Whether you are an established Care Provider or a start-up organisation, our service is provided with the aim of ensuring that all aspects of compliance are being attended to.

Our industry experts continually update existing policies and procedures, whilst introducing new ones in response to the latest changes issued by the Care Quality Commission (England) and the Care Inspectorate (Scotland).

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Try QCS with a FREE trial

Find out more or enjoy a FREE trial of our CQC management system to see how QCS can help you save time, stay compliant and improve standards:

  • Full Access to up to 2,300+ online pages of easy to use guidance with 300+ policies & procedures
  • It's completely, totally, absolutely FREE!
  • PLUS! Gain FREE online trial access to our Mock Inspection Toolkit

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Or Call one of our Compliance Advisors now on  0333 405 33 33 or email: [email protected]

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Guide topics:.

  • Fundamental Standards 5
  • QCS Useful Guide 23


Domiciliary Care Agency Business Plan UK [Sample Template]

By: Author Tony Martins Ajaero

Categories Business Plans

A domiciliary care agency business is one of those businesses that require you to first look at the existing laws in the country or state you reside before you can start the business.

This is because there is hardly any country that does not pay serious attention to their health sector. The health industry is usually highly regulated so as to guard against the infiltration of quacks.

If you have an interest in starting your own domiciliary care agency in the UK, then you need to pay a visit to the health and medical regulatory body in your council (the department of domiciliary health care services) to get all the required information.

You also have to do all the necessary research, as well as get all the medical knowledge you will need. This is very vital so that you are not perceived as clueless at any point. You may also consider paying some experts to help you operate on the right footing.

Also, business plan is something you have to tackle before you start. Very vital information such as the vision, mission, marketing plans, legal documents, as well as many other things will be looked into in the business plan. Here is a sample domiciliary care agency business plan that is capable of leading you all the way.

How to Write a Domiciliary Care Agency Business Plan

1. industry overview.

The healthcare cum medical industry is perhaps one of the fastest growing and largest industries in the world because the wealth of any nation depends on the health of the nation.

There is hardly any country where the health care industry is not handled with all seriousness. As a matter of fact, the healthcare industry is known to gulp well over 10 percent of gross domestic product (GDP) of most developed countries.

Domiciliary care is provided to people who still live in their own homes but require additional support with household tasks, personal care and any other activity that allows them to maintain both their independence and quality of life.

As a domiciliary care worker, you would be providing a full range of personal care from assisting with washing and dressing in the morning to aiding with toileting during the day.

On a different day you might be assisting someone who is fully mobile but has dementia and requires assistance with cooking and cleaning. There is indeed a very large market for domiciliary care service providers in the United Kingdom and of course in most parts of the world.

Statistics has it that in 2011, healthcare costs paid to hospitals, physicians, nursing homes, diagnostic laboratories, pharmacies, medical device manufacturers and other players in the business value chain, consumed an estimated value of 17.9 percent of the Gross Domestic Product (GDP) of the United Kingdom.

This indeed the largest of any country in the world. As a matter of fact, experts projected that the healthcare share of the GDP of the United Kingdom will continue to grow, reaching 19.6 percent of GDP by 2016.

Those who need the services of domiciliary care providers (nurse’s aides, personal assistance services, mental health counselors, chiropractors, home care agencies, medication management counselors, physical therapists, county aging workers, and rehabilitation counselors, home health caregivers or home caregivers) are not restricted to the old and the elderly but also young adults and all those who can afford the services.

Generally, patients prefer that their physician or nurse or healthcare giver take care of them in the comfort of their homes, especially in psychiatric cases and permanent or temporary disability et al.

When it comes to paying domiciliary care service providers, the model that is adopted by the health sector usually hold sway. For instance, in the United Kingdom, domiciliary care service providers are either paid directly by the patient or the insurance company that covers the patient takes responsibility of the payment.

2. Executive Summary

McQueen Williams™ Domiciliary Care Agency is a standard and certified healthcare service provider that will be located in East London – United Kingdom.

We will cover other counties such as Kent, Essex, Middlesex, Surrey, River Thames, Greater London and Hertfordshire et al. We chose to operate in these cities because we know that our services will be in high demand due to the growing number of the aging population and disable people in these areas.

McQueen Williams™ Domiciliary Care Agency offers domiciliary health care services by providing a full range of personal care from assisting with washing and dressing in the morning to aiding with toileting during the day, administering medications, preparing meals, household tasks and assisting with physical exercise et al.

We are open to also assisting someone who is fully mobile but has dementia and requires assistance with cooking and cleaning. We are well trained and equipped to service the market segments that require only home-based services.

We are in the domiciliary care agency business to deliver excellent healthcare services to all those who will patronize our services.

We will also ensure that in the line of carrying out our duty, we comply with the laws and health regulations in East London and The United Kingdom. Our employees are well trained and qualified to handle a wide range of domiciliary health care services.

McQueen Williams™ Domiciliary Care Agency will operate a 24 hours 7 days a week service; our office facility will be opened round the clock to attend to clients. We have a standard medical call center that is manned by trained health workers. Our work force are going to be well trained to operate within the framework of our organization’s corporate culture.

McQueen Williams™ Domiciliary Care Agency will ensure that all our patients cum customers are given first class treatment whenever they visit our store. We have a CRM software that will enable us manage a one on one relationship with our customers.

McQueen Williams™ Domiciliary Care Agency is a family business that is owned and managed by Mrs. McQueen Williams and her family.

Mrs. McQueen Williams is a licensed Assisted Living Administrator, nurse and social health worker with over 25 years experience working for leading brands in the industry. She has a Master’s Degree in Public Health and she is truly passionate when it comes to taking care of the aged.

3. Our Services

McQueen Williams™ Domiciliary Care Agency is in the business of ensuring that our clients are well taken care of and our services will be carried out by highly trained:

Professional physicians, nurses, nurse’s aides, mental health counselors, chiropractors, medication management counselors, physical therapists, county aging workers, rehabilitation counselors, home health caregivers and home caregivers who know what it takes to give our highly esteemed customers value for their money.

These are the domiciliary health care services that McQueen Williams™ Domiciliary Care Agency will be offering;

  • Continuing care retirement communities
  • Assisted living facilities and homes for the elderly
  • Independent-living facilities
  • Providing room and board
  • Nursing and other supervision
  • Assistance in daily living
  • Housekeeping services
  • Social Work
  • Home Medication Management
  • Personal Assistance Services

4. Our Mission and Vision Statement

  • Our vision is to become the number one choice when it comes to domiciliary care service delivery in the whole of East London and also to be amongst the top 20 domiciliary care service providers in the United Kingdom within the next 10 years.
  • McQueen Williams™ Domiciliary Care Agency is in business is to establish a first class domiciliary care service that will take care of both highly placed clients and lowly placed clients as long as they can afford our services.
  • We want to become one of the leaders in the domiciliary health care services industry in East London, and in The United Kingdom.

Our Business Structure

McQueen Williams™ Domiciliary Care Agency will be built on a solid foundation. From the outset, we have decided to recruit only qualified professionals (physicians, nurses, nurse’s aides, mental health counselors, chiropractors, medication management counselors, physical therapists, county aging workers, rehabilitation counselors, home health caregivers and home caregivers) to man various job positions in our organization.

We are quite aware of the rules and regulations governing the healthcare industry which is why we decided to recruit only experienced and qualified employees as foundational staff of the organization. We hope to leverage on their expertise to build our business brand to be well accepted in East London and the whole of the United Kingdom.

When hiring, we will look out for applicants that are not just qualified and experienced, but honest, customer centric and are ready to work to help us build a prosperous business that will benefit all our stakeholders (the owners, workforce, and customers).

As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of five years or more. These are the positions that will be available at McQueen Williams™ Domiciliary Care Agency;

  • Chief Executive Officer
  • Medication Management Counselors
  • Assisted Living Administrator (Human Resources and Admin Manager)
  • Domiciliary Care Workers
  • Marketing Executive

5. Job Roles and Responsibilities

Chief Executive Officer:

  • Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results
  • Creating, communicating, and implementing the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
  • Responsible for fixing prices and signing business deals
  • Responsible for providing direction for the business
  • Responsible for signing checks and documents on behalf of the company
  • Evaluates the success of the organization
  • Reports to the board.

Assisted Living Administrator (Admin and HR Manager)

  • Responsible for overseeing the smooth running of HR and administrative tasks for the organization
  • Regularly hold meetings with key stakeholders to review the effectiveness of HR Policies, Procedures and Processes
  • Maintains office supplies by checking stocks; placing and expediting orders; evaluating new products.
  • Ensures operation of equipment by completing preventive maintenance requirements; calling for repairs.
  • Defining job positions for recruitment and managing interviewing process
  • Carrying out staff induction for new team members
  • Responsible for training, evaluation and assessment of employees
  • Responsible for arranging travel, meetings and appointments
  • Oversee the smooth running of the daily office activities.

Domiciliary Care Worker

  • Provide personal care and support to clients with a wide range of needs, illnesses and disabilities
  • Undertake the tasks detailed in the Client’s care and support plan using a person centred approach and in the least intrusive way
  • Encourage the independence and motivation of the Client and not foster dependent behaviour
  • Provide input into the care and support plans of Clients by regularly feeding back to the Field Care Supervisor
  • Assist Clients getting up in the morning and going to bed at night
  • Assist Clients to wash, bath and shower
  • Assist Clients to dress and undress
  • Assist Clients to look after their skin, teeth, hair and nails
  • Assist Clients with toileting, continence management and personal hygiene
  • Assist Clients with their medication at the agreed level of support and as detailed in their Medication Care Needs Assessment
  • Prepare food and drink for the Client, being aware of the Client’s choice, likes/dislikes, nutritional needs and cultural requirements
  • Provide light general household domestic duties, including housework and laundry, as detailed in the care plan or instructed by Management
  • Take responsibility for the safe handling of property and equipment belonging to the Client
  • Maintain good communication and develop effective working relationships with Clients
  • Provide companionship to the Client, actively talking and listening to them about their interests
  • Help the Client to maintain contact with their family and friends
  • Accompany the Client on trips into the community
  • Assist the Client to manage their personal affairs

Marketing and Sales Executive

  • Identify, prioritize, and reach out to new clients, and business opportunities et al
  • Writing winning proposal documents, negotiate fees and rates in line with organizations’ policy
  • Responsible for handling business research, market surveys and feasibility studies for the organization
  • Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
  • Document all customer contact and information
  • Represent McQueen Williams™ Domiciliary Care Agency in strategic meetings
  • Help increase sales and growth for McQueen Williams™ Domiciliary Care Agency.


  • Responsible for preparing financial reports, budgets, and financial statements for the organization
  • Provides management with financial analyses, development budgets, and accounting reports
  • Responsible for financial forecasting and risks analysis.
  • Performs cash management, general ledger accounting, and financial reporting for the organization
  • Responsible for developing and managing financial systems and policies
  • Responsible for administering payrolls
  • Ensuring compliance with taxation legislation
  • Handles all financial transactions for McQueen Williams™ Domiciliary Care Agency
  • Serves as internal auditor for McQueen Williams™ Domiciliary Care Agency.
  • Responsible for cleaning the facility at all times
  • Ensure that toiletries and supplies don’t run out of stock
  • Handle any other duty as assigned by the facility manager

6. SWOT Analysis

McQueen Williams™ Domiciliary Care Agency is set to become one of the leading domiciliary care service providers in East London which is why we are willing to cross every ‘Ts’ and dot every ‘Is’ as it relates to our business. We want our domiciliary care company to be the number one choice of all residents in East London.

We know that if we are going to achieve the goals that we have set for our business, then we must ensure that we build our business on a solid foundation.

Even though our Chief Executive Officer (owner) has a robust experience in social work and taking care of the aging population, we still went ahead to hire the services of business consultants that are specialized in setting up new businesses to help our organization conduct detailed SWOT analysis and to also provide professional support in helping us structure our business to become a leader in the assisted living facility industry.

This is the summary of the SWOT analysis that was conducted for McQueen Williams™ Domiciliary Care Agency;

Our strength lies in the fact that we have a team of qualified professionals manning various job positions in our organization.

As a matter of fact, they are some of the best hands in the whole of East London. Our location, the business model we will be operating on, multiple payment options, well equipped call center and our excellent customer service culture will definitely count as a strong strength for us.

Our perceived weakness lies in the point that we are just starting out and we may not have the required finance to sustain the kind of publicity that we intend giving the business and also the finance needed for the acquiring ambulance to facilitate rapid response in cases of emergencies.

  • Opportunities:

The opportunities that are available to domiciliary care agency providers are unlimited considering the fact that we have growing aging population in the United Kingdom and we are going to position our business to make the best out of the opportunities that will be available to us in East London.

Just like any other business, one of the major threats that we are likely going to face is economic downturn and unfavorable government policies (healthcare reform). It is a fact that economic downturn affects purchasing power. Another threat that may likely confront us is the arrival of a new and bigger/well established domiciliary care agency in same location where our outlet is located.


  • Market Trends

One thing is certain in the home healthcare services industry, the fact that there are growing aging population and people with one form of disability or the other in the United Kingdom, the trend will continue to benefit the industry. The trend in the industry is that, players in the industry are now flexible enough to adjust their services and facilities to attract more knowledgeable and educated residents by incorporating more technology and adapting to new markets.

Another trend in the industry is that in other to make domiciliary care services more affordable for low income individuals, many counties in the United Kingdom are enacting changes to the portion of Medicaid which can be applied to Assisted Living Facilities.

Before now, only individuals living in nursing homes were typically provided Medicaid assistance, but in recent time, there are now a growing number of states that have recognized the importance of offering Medicaid dollars to senior citizens living in Assisted Living Facilities.

7. Target Market

McQueen Williams™ Domiciliary Care Agency is in business to service a wide range of customers in East London – United Kingdom and other cities such as Kent, Essex, Middlesex, Surrey, River Thames, Greater London and Hertfordshire et al.

We will ensure that we target but self-pay customers (who do not have health insurance cover), and those who have health insurance cover.

The fact that we are going to open our doors to a wide range of customers does not in any way stop us from abiding by the rules and regulations governing the home health care industry in the United Kingdom. Our staff are well – trained to effectively service our customers and give them value for their money.

Our customers can be categorized into the following;

  • Elderly people
  • Expectant Mothers
  • Injured Sports Men and Women
  • Disable/Physically Challenged People
  • People with mental/psychiatric challenges
  • The aged who might suffer from severe joint pains, and every other age category that falls under the conditions listed by the physician.

Competitive Advantage

Aside from the competitions that exist amongst various domiciliary care service providers, they also compete against other healthcare service providers such as supported living facility, nursing homes and assisted living facilities. To be highly competitive in the home healthcare industry means that you should be able to deliver consistent quality patient service and should be able to meet the expectations of the physicians that referred patients to you.

McQueen Williams™ Domiciliary Care Agency is coming into the market well prepared to favorably compete in the industry. Our office facility is well positioned (centrally positioned) and visible, we have enough parking space with good security.

Our staff are well groomed in all aspects of home healthcare service delivery and all our employees are trained to provide customized customer service to all our clients.

Our services will be carried out by highly trained professional physicians, nurses, nurse’s aides, mental health counselors, chiropractors, medication management counselors, physical therapists, county aging workers, rehabilitation counselors, home health caregivers and domiciliary caregivers who know what it takes to give our highly esteemed customers value for their money.

We are one of the few home healthcare service providers in the whole of East London that will run a standard medical call center for 24 hours a day and 7 days a week. We have enough trained health workers that are ready to run a shift system.


  • Sources of Income

McQueen Williams™ Domiciliary Care Agency will ensure that we maximize the business by generating income from every legal means within the scope of our industry. Below are the sources we intend exploring to generate income for McQueen Williams™ Domiciliary Care Agency;

9. Sales Forecast

It is important to state that our sales forecast is based on the data gathered during our feasibility studies, market survey and also some of the assumptions readily available on the field. Below are the sales projections that we were able to come up with for the first three years of operations;

First Fiscal Year (FY1):  £50,000 (From Self – Pay Clients / Patients)

£150,000 (From Health Insurance Companies)

Second Fiscal Year (FY2): £75,000 (From Self – Pay Clients / Patients)

£170,000 (From Health Insurance Companies)

Third Fiscal Year (FY3): £100,000 (From Self – Pay Clients / Patients)

£200,000 (From Health Insurance Companies)

N.B: This projection is done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and natural disasters within the period stated above. Please note that the above projection might be lower and at the same time it might be higher.

Marketing Strategy and Sales Strategy

The marketing and sales strategy of McQueen Williams™ Domiciliary Care Agency Store will be based on generating long-term personalized relationships with customers. In order to achieve that, we will ensure that we offer top notch all-round domiciliary care services at affordable prices compare to what is obtainable in East London.

All our employees will be well trained and equipped to provide excellent and knowledgeable domiciliary care services. We know that if we are consistent with offering high quality domiciliary care service delivery and excellent customer service, we will increase the number of our customers by more than 25 percent for the first year and then more than 40 percent subsequently.

Before choosing a location for our domiciliary care service, we conducted a thorough market survey and feasibility studies in order for us to be able to penetrate the available market and become the preferred choice for residents of East London – United Kingdom and other cities where our services will be available.

We have detailed information and data that we were able to utilize to structure our business to attract the number of customers we want to attract per time.

We hired experts who have good understanding of the home health care industry to help us develop marketing strategies that will help us achieve our business goal of winning a larger percentage of the available market in East London.

In summary, McQueen Williams™ Domiciliary Care Agency will adopt the following sales and marketing approach to win customers over;

  • Introduce our business by sending introductory letters to residents, business owners and corporate organizations
  • Advertise our business in community based newspapers, local TV and local radio stations
  • List our business on yellow pages ads (local directories)
  • Leverage on the internet to promote our business
  • Engage in direct marketing
  • Leverage on word of mouth marketing (referrals)
  • Enter into business partnership with hospitals, government agencies and health insurance companies.
  • Attend health care related exhibitions/expos.

10. Publicity and Advertising Strategy

We in the domiciliary care services business -to become one of the market leaders and also to maximize profits hence we are going to explore all available means to promote our domiciliary care agency business.

McQueen Williams™ Domiciliary Care Agency has a long term plan of offering domiciliary care agencies in various locations all around East London which is why we will deliberately build our brand to be well accepted in East London before venturing out.

As a matter of fact, our publicity and advertising strategy is not solely for winning customers over but to effectively communicate our brand to the general public. Here are the platforms we intend leveraging on to promote McQueen Williams™ Domiciliary Care Agency;

  • Place adverts on both print (community based newspapers and health related magazines) and electronic media platforms
  • Sponsor relevant community health programs
  • Leverage on the internet and social media platforms like; Instagram, Facebook, twitter, YouTube, Google + et al to promote our brand
  • Install our Bill Boards in strategic locations all around East London.
  • Distribute our fliers and handbills in target areas
  • Ensure that all our workers wear our branded shirts and all our vehicles and ambulances are well branded with our company’s logo et al.

Our Pricing Strategy

McQueen Williams™ Domiciliary Care Agency will work towards ensuring that all our services are offered at highly competitive prices compared to what is obtainable in The United Kingdom.

On the average, domiciliary care service providers usually leverage on the fact that a good number of their clients do not pay the service charge from their pockets; private insurance companies, Medicare and Medicaid are responsible for the payment.

In view of that, it is easier for home health care service providers to bill their clients based in their discretion. Be that as it may, we have put plans in place to offer discount services once in a while and also to reward our loyal customers especially when they refer clients to us.

  • Payment Options

At McQueen Williams™ Domiciliary Care Agency, our payment policy is all inclusive because we are quite aware that different people prefer different payment options as it suits them. Here are the payment options that will be available in all our outlets;

  • Payment by cash
  • Payment via Point of Sale (POS) Machine
  • Payment via online bank transfer (online payment portal)
  • Payment via Mobile money

In view of the above, we have chosen banking platforms that will help us achieve our payment plans without any itches.

11. Startup Expenditure (Budget)

If you are looking towards starting a domiciliary care services company, then you should be ready to raise enough capital to cover some of the basic expenditure that you are going to incur. The truth is that starting this type of business does not come cheap.

You would need money to secure a standard office facility, acquire medical equipment and you would need money to pay your workforce and pay bills for a while until the revenue you generate from the business becomes enough to pay them.

Also it is expensive to acquire a standard well – equipped ambulance. The items listed below are the basics we would need when starting our home domiciliary health care services business in the United Kingdom, although costs might vary slightly;

  • The Total Fee for Registering the Business in Maryland – £12.
  • Legal expenses for obtaining licenses and permits – £1,200.
  • Marketing promotion expenses for the grand opening of People’s Choice Retail Store in the amount of £2,500 and as well as flyer printing (2,000 flyers at £0.04 per copy) for the total amount of £1,580.
  • The cost for hiring Business Consultant – £2,500.
  • The cost for Computer Software (Accounting Software, Payroll Software, CRM Software, Microsoft Office, QuickBooks Pro, drug interaction software, Physician Desk Reference software) – £3,000
  • Insurance (general liability, workers’ compensation and property casualty) coverage at a total premium – £3,400.
  • The cost for payment of rent for 12 month at £1.76 per square feet in the total amount of £75,600.
  • The cost for office remodeling (construction of racks and shelves) – £2,000.
  • Other start-up expenses including stationery (£50) and phone and utility deposits (£2,500).
  • Operational cost for the first 3 months (salaries of employees, payments of bills et al) – £75,000
  • The cost for Start-up inventory (stocking a wide range of products such as toiletries, food stuff and drugs et al) – £5,000
  • The cost for the purchase of storage hardware (bins, rack, shelves,) – £750
  • The cost for Nurse and Drugs Supplies (Injections, Bandages, Scissors, et al) – £3,000
  • The cost for medical equipment – £20,750
  • The cost of purchase of ambulance and other vehicles – £80,000
  • The cost for the purchase of furniture and gadgets (Computers, Printers, Telephone, TVs, tables and chairs et al): £4,000.
  • The cost of Launching a Website: £700
  • Miscellaneous: £5,000

We would need an estimate of two hundred and fifty thousand Pounds (£250,000) to successfully set up our domiciliary care services company in East London – United Kingdom. Please note that this amount includes the salaries of all the staff for the first month of operation.

Generating Funding/Startup Capital for McQueen Williams™ Domiciliary Care Agency

McQueen Williams™ Domiciliary Care Agency is a private business that is solely owned and financed by Mrs. McQueen Williams and her family members. They do not intend to welcome any external business partners which is why she decided to restrict the sourcing of startup capital to 3 major sources.

These are the areas McQueen Williams™ Domiciliary Care Agency intends to generate our startup capital;

  • Generate part of the startup capital from personal savings
  • Source for soft loans from family members and friends
  • Apply for loan from my Bank

N.B: We have been able to generate about £50,000 (Personal savings £45,000 and soft loan from family members £5,000) and we are at the final stages of obtaining a loan facility of £200,000 from our bank. All the papers and documents have been signed and submitted, the loan has been approved and any moment from now our account will be credited with the amount.

12. Sustainability and Expansion Strategy

The future of a business lies in the number of loyal customers that they have, the capacity and competence of their employees, their investment strategy and business structure. If all these factors are missing from a business (company), then it won’t be too long before the business closes shop.

One of our major goals of starting McQueen Williams™ Domiciliary Care Agency is to build a business that will survive off its own cash flow without injecting finance from external sources once the business is officially running.

We know that one of the ways of gaining approval and winning customers over is to sell our domiciliary care services a little bit cheaper than what is obtainable in the market and we are well prepared to survive on lower profit margin for a while.

McQueen Williams™ Domiciliary Care Agency will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and re – training of our workforce is at the top burner.

As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of three years or more. We know that if all these are put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Check List/Milestone

  • Business Name Availability Check: Completed
  • Business Registration: Completed
  • Opening of Corporate Bank Accounts: Completed
  • Securing Point of Sales (POS) Machines: Completed
  • Opening Mobile Money Accounts: Completed
  • Opening Online Payment Platforms: Completed
  • Application and Obtaining Tax Payer’s ID: In Progress
  • Application for business license and permit: Completed
  • Purchase of Insurance for the Business: Completed
  • Leasing of facility and remodeling the facility: In Progress
  • Conducting Feasibility Studies: Completed
  • Generating capital from family members: Completed
  • Applications for Loan from the bank: In Progress
  • Writing of Business Plan: Completed
  • Drafting of Employee’s Handbook: Completed
  • Drafting of Contract Documents and other relevant Legal Documents: In Progress
  • Design of The Company’s Logo: Completed
  • Printing of Promotional Materials: In Progress
  • Recruitment of employees: In Progress
  • Purchase of Medical Equipment and Ambulances et al: In Progress
  • Purchase of the Needed furniture, racks, shelves, computers, electronic appliances, office appliances and CCTV: In progress
  • Creating Official Website for the Company: In Progress
  • Creating Awareness for the business both online and around the community: In Progress
  • Health and Safety and Fire Safety Arrangement (License): Secured
  • Compilation of our list of products that will be available in our pharmacy store: Completed
  • Establishing business relationship with vendors (wholesale pharmaceutical companies): In Progress
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Supporting documents (domiciliary care agencies)

You must include all these documents with your application.

We will return your application if you do not do so.

Save each document as a separate file. Name each file so we know what it is. For example 'business plan'.

Your application must include a business plan that describes your core business activities and objectives, and how your business plans to achieve its goals.

Your plan should include at least:

  • an executive summary
  • a description of the company
  • details of the services
  • information on market research you’ve done
  • the company’s management structure
  • 2 years' financial forecast

You must include a governance policy.

Governance is the system of rules, practices and processes you use to manage your business effectively.

This document shows us that you have effective governance to run a well-led service and provide a high standard of care. It should be specific to your service and should at least include how you will:

  • manage and govern your organisation
  • continually assess and improve your governance practice
  • seek and act on feedback from people using the service
  • assess, monitor and improve the quality and safety of the services you provide
  • securely maintain accurate, complete and detailed records of each person using the service and records relating the employment of staff
  • meet statutory requirements such as the General Data Protection Regulation (GDPR). See the Information Commissioners Office (ICO) guide to data protection (opens in new tab) .

You must provide information on how you will assess the risk of infection and how you will prevent, detect and control its spread. The document should include at least:

  • your systems to manage and monitor the prevention and control of infection
  • how you will assess the risk of infection – you should consider how susceptible the users of your service are and any risks their environment and other people may pose to them
  • reference to the Code of Practice on the prevention and control of infections , issued under The Health and Social Care Act 2008
  • the protocols in relation to COVID-19 and staff vaccination status
  • access to Personal Protective Equipment (PPE) and what will be available

You must tell us if you intend to support people with their medicine and demonstrate to us that you have the appropriate procedures for the safe and effective management of medicines and associated equipment.

This document should at least:

  • reflect relevant guidance from the National Institute for Health and Care Excellence (NICE)
  • include the process for administering someone's medicine in their home
  • reflect the '6 rights of administration'
  • set out governance arrangements for medicines administration records to make sure they are accurate and up to date
  • set out the training that staff who will administer medicines receive and how you will monitor their competence
  • explain how you will monitor records for medication errors and omissions
  • reflect guidance specific to the service user groups you apply for. For example, 'Stopping over medication of people with a learning disability, autism or both' (STOMP)

You must provide information about your policy and procedures on safeguarding, and provide guidance about how people can raise concerns about abuse. Your policy must set out the specific procedures for the different types of services and age groups.

This information must be accessible to people who use your service, their advocates, those lawfully acting on their behalf and those close to them, as well as to your staff.

This document should at least include:

  • what constitutes abuse
  • the different types of abuse
  • preventative measures
  • overview of the safeguarding procedures, with reference to current legislation
  • the systems for staff and people using the service to raise concerns
  • the safeguarding lead for the organisation
  • responsibilities for handling an allegation of abuse
  • the local authority safeguarding contact details

The statement of purpose is a legally required document that must include a range of information about you and the care services you will provide.

We may return, reject or refuse your application if your statement of purpose does not include all the required information and match your application.

Your statement of purpose must include at least all the information listed under Schedule 3 of the Care Quality Commission (Registration) Regulations 2009 (as amended 2012).

Find out what your statement of purpose must include.

Register as a new provider | 5. Statement of purpose

Related content

Key lines of enquiry for adult social care services: what we look at when we inspect and monitor

Applications from domiciliary care agencies (DCAs) to provide personal care

If you're applying as a domiciliary care agency (DCA) to provide the regulated activity of personal care, check you meet the requirements .

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domiciliary care business plan pdf

Domiciliary Care Business Plan

March 27, 2023.

Domiciliary care , also known as home care, is a rapidly growing sector within the United Kingdom. With an ageing population and an increasing desire for individuals to remain in their homes for as long as possible, the demand for quality home care services continues to rise. Consequently, starting a domiciliary care business can be both a rewarding and lucrative venture.

However, establishing a successful domiciliary care business requires careful planning and a comprehensive understanding of the various aspects involved.

This blog will delve into the process of writing a robust domiciliary care business plan, touching on the key components and offering tips on how to craft a compelling document that will help secure funding and attract clients.

Executive Summary

Begin your business plan with an executive summary. This section should provide an overview of your business, highlighting the key points that will be covered in more detail throughout the document. Include information on the market opportunity, your unique selling points, and the goals you hope to achieve. Be concise and clear, as this section should pique the interest of potential investors and partners.

Company Overview

In this section, outline the basic details of your business, including:

  • Business name and legal structure (e.g., sole proprietorship, partnership, limited company).
  • Ownership and management team, including their relevant experience and qualifications.
  • The location of your business and the areas you plan to serve.
  • Your company mission statement and values.

Market Analysis

A thorough market analysis is crucial to understanding the competitive landscape and identifying opportunities for your domiciliary care business. Research and include the following:

  • An overview of the UK domiciliary care market, including current trends and growth projections.
  • An analysis of your local market, including demographics, demand for care services, and existing providers.
  • A SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, identifies areas where your business can excel and potential challenges you may face.
  • A clear definition of your target audience, including their needs and preferences.

Services Offered

Clearly define the range of services your domiciliary care business will offer. It’s important to strike a balance between providing a comprehensive range of services and specialising in specific areas. Consider the following:

  • Personal care (e.g., assistance with bathing, dressing, grooming).
  • Domestic support (e.g., housekeeping, laundry, meal preparation).
  • Companionship and social care (e.g., conversation, social outings, emotional support).
  • Specialist care (e.g., dementia care, end-of-life care, disability support).
  • Respite care for family carers.

Marketing and Sales Strategy

A well-thought-out marketing and sales strategy is essential for attracting clients and building your business’s reputation. Outline your approach to promoting your services and engaging with potential clients, considering the following:

  • Branding and positioning, including logo, colours, and key messages.
  • Marketing channels, such as local newspapers, radio, social media, and online directories.
  • Networking opportunities, including partnerships with local healthcare providers, community groups, and care associations.
  • Client acquisition strategies, such as referrals, word of mouth, and targeted advertising campaigns.
  • Customer retention tactics, including exceptional care quality, regular communication, and ongoing support for clients and their families.

Operations and Staffing

The success of your domiciliary care business hinges on the quality and efficiency of your operations. Detail your plans for managing day-to-day activities, including:

  • Staff recruitment and training, ensuring that all carers meet the necessary qualifications and experience levels.
  • Policies and procedures for safeguarding clients, maintaining confidentiality, and adhering to industry regulations and standards.
  • Quality assurance measures, such as regular staff evaluations, client feedback, and continuous improvement initiatives.
  • A system for managing client schedules, care plans, and staff rosters.
  • Transportation arrangements for staff members, if required
  • Plans for investing in technology and software to streamline operations and improve client care.

Regulatory Compliance and Accreditation

Domiciliary care providers must comply with a variety of regulations and guidelines in the UK. In this section, outline your plans for ensuring compliance and obtaining relevant accreditations, including:

  • Registering with the Care Quality Commission ( CQC ) in England, the Care Inspectorate Wales (CIW) in Wales, or the Care Inspectorate in Scotland, depending on your location.
  • Developing and implementing robust policies and procedures that adhere to the relevant regulatory frameworks (e.g., Health and Social Care Act 2008, Essential Standards of Quality and Safety).
  • Ensuring staff are trained in and adhere to key legislation, such as the General Data Protection Regulation (GDPR), the Equality Act 2010, and the Health and Safety at Work Act 1974.
  • Pursuing relevant industry accreditations, such as ISO 9001 or Investors in People, to demonstrate your commitment to quality and continuous improvement.

Financial Projections and Funding Requirements

A strong financial plan is essential for demonstrating the viability of your domiciliary care business and securing funding from investors or lenders. This includes:

  • A detailed start-up budget, outlining the costs of setting up your business, such as registration fees, insurance, equipment, marketing, and initial staff recruitment and training.
  • Revenue projections for the first three to five years of operation, based on your market analysis and projected client base.
  • A cash flow forecast, illustrating your expected income and expenses on a monthly basis, including staff wages, rent, utilities, marketing, and other operational costs.
  • A break-even analysis indicates when your business will become profitable.
  • Funding requirements, detailing the amount of investment needed to launch and grow your business, and how the funds will be used.
  • A contingency plan, outlining how your business will manage potential risks and setbacks, such as changes in regulations, market downturns, or staff shortages.

Risk Management and Mitigation

Every business faces risks, and it’s crucial to identify and plan for potential challenges in your domiciliary care business. In this section, discuss the key risks associated with your business and the strategies you’ll employ to mitigate them. Some common risks and mitigation strategies include:

  • Staff shortages: Implement an effective recruitment and retention strategy, offering competitive wages, comprehensive training, and opportunities for career development.
  • Client safety and well-being: Develop and enforce robust policies and procedures for safeguarding clients, providing ongoing staff training, and maintaining high care standards.
  • Regulatory compliance: Stay up to date with industry regulations and guidelines, conducting regular internal audits and seeking external guidance as needed.
  • Market competition: Continuously improve your services and marketing efforts, differentiating your business from competitors and building a strong reputation in the community.

Exit Strategy

While it may seem counterintuitive to plan for the end of your business at the outset, having an exit strategy in place can be beneficial for both you and potential investors. Your exit strategy should outline the circumstances under which you might consider selling or closing your business, as well as the steps you would take to ensure a smooth transition. Common exit strategies include:

  • Selling the business to a larger domiciliary care provider or another interested party.
  • Merging with another care provider to create a larger, more competitive entity.
  • Passing the business on to a family member or trusted employee.
  • Liquidating the business and distributing assets to stakeholders.

Let’s sum it up!

Writing a comprehensive domiciliary care business plan is a crucial step in establishing a successful and sustainable business in this growing sector. By thoroughly researching and addressing each aspect of your business, from market analysis and services offered to financial projections and risk management, you can create a robust roadmap for your domiciliary care venture. Not only will a well-crafted business plan help you secure funding and attract clients, but it will also serve as a valuable tool for guiding your business’s growth and development over time.

Remember, the business plan is a living document, and it’s essential to revisit and update it regularly to reflect changes in the market, regulations, and your business’s evolving needs. By staying proactive and adaptive, you can ensure that your domiciliary care business remains competitive and continues to provide exceptional care to your clients.

In summary, crafting a compelling and comprehensive domiciliary care business plan involves:

  • Writing a clear and concise executive summary.
  • Providing an overview of your company’s structure and values.
  • Conducting thorough market analysis and defining your target audience.
  • Detailing the services, you’ll offer and any specialisations.
  • Outlining your marketing and sales strategy for client acquisition and retention.
  • Developing plans for efficient operations and staffing.
  • Ensuring regulatory compliance and pursuing relevant accreditations.
  • Creating detailed financial projections and identifying funding requirements.
  • Addressing risk management and mitigation strategies.
  • Considering exit strategies for potential future scenarios.

By addressing these key components in your business plan, you will be well-prepared to navigate the challenges and opportunities that come with running a domiciliary care business. As you embark on this rewarding journey, always keep your client’s needs and well-being at the heart of your decision-making and strive for continuous improvement in both your services and operations. With dedication, passion, and a solid plan in place, you can make a meaningful impact on the lives of those in need of quality home care, while building a thriving and sustainable business in the process.

Need help with developing a business plan?

Now you know about Business Plans, you may wonder how we can help you.

At Hudson, we specialise in writing bespoke business plans for Care Agencies for your marketing endeavour or as a part of the tender response. If you want an outsourced approach to writing a business plan for your care agency, our Succeed division is here to help. Our  Bid Management Consultants have over 60 years of experience in bid writing and an 87% success rate, allowing us to create a business plan funders like to see.

Need Tender Writing Help?

Tender writing.

Once you’ve found the perfect bid for your business,  send it  our way. Our  Bid Writers  can take care of the whole thing for you they’ll even submit it on your behalf. They’ll let you know what they need from you, providing you with a full  Tender Writing  breakdown.

Tender Ready

Our  Tender Ready  4-week programme is perfect for businesses that have never tendered before. A Bid Writer will work with you to ensure you have everything in place to tender successfully. Tender Ready offers your business:

  • A 12-month subscription to one  Hudson Discover
  • Access to Global Bid Directors and Senior Bidding Professionals.
  • An Organisation-wide Bid library, including 3  case studies , 5 CVs and policies.
  • Additional flexible benefits.

Tender Improvement

If you’ve been tendering but aren’t seeing success from your current efforts, our  Tender Improvement  package can help. Our Bid Team will assess your previous responses and  tender documents . They will work with you to improve for future submissions. This package includes a 12-month subscription to a Hudson Discover portal and additional tendering development services.

Tender Mentor

If you’ve written your tender response and need it double-checked for errors, Tender Mentor can help. A Bid Writer will proofread your work for any inconsistencies, grammar, or spelling mistakes. They will also ensure it’s in line with the specification before you submit it. This is a great way of improving your skills and understanding of how to polish your tender.

Additional support:

Do you only require assistance with PQQs or SQs? We can help!

Submit the relevant information regarding the work you need, and we will provide a quote for the work agreed upon.

We provide support at all levels of the bid writing process, so if you simply need it proofread before you submit it, we can also help with that!

Discover Elite

Need help finding healthcare tenders ? At Hudson, we can help you find the right tenders for your business through our sector-specific portals!

Upgrading to Discover Elite can optimise your tendering efforts!

Our two new time-saving tools can improve competitor awareness and success rate when bidding for a contract:

The Ultimate Time Save Package (for those on the go!)

  • Five tender breakdowns per month.
  • Annual subscription to two sector-specific portals.
  • Dedicated account manager.

The Become a Pre-Bid Master package

  • All of the above.
  • Seven tender breakdowns per month.
  • Bid Strategy delivered by a Senior Bid Manager (minimum five years experience). Our Global Bid Director will manage the bid strategy.

Our other divisions:

Wanting to impress a buyer? Our creative content agency Vocal is always on hand to help!

Our Vocal team are never afraid to be heard – we’re a loud bunch!

From micro-businesses to large organisations, we provide ways to make your business stand out from the crowd. We can transform your bid into a professionally designed tender document!

Vocal specialises in:

  • Copywriting
  • Illustration

Our online virtual learning environment for Education, Enterprise and Home Learners is currently being used to power our platforms – Tender VLE and Procure VLE (Coming soon).

We believe in learning at your own pace, wherever you are!

Find more helpful tips and advice in our blogs. We cover topics including:

How to prepare your graphic design business plan.

  • How to Write a Good Business Plan: 7 Tips from the Experts
  • Cleaning Services Business Plan: Explained 

How to Make a Business Plan Step by Step

How to write up a business plan: 6 tips you need to know.

  • How to Prepare a Business Plan in 8 Steps

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Contact a consultant, care agency business plan, cleaning services business plan: explained.

  • Get Help Writing a Business Plan from the Experts!

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