STRATEGIC BUSINESS PLAN   FOR RAINMAKING DENMARK  TO ENTER UK FERTILITY CLINICS INDUSTRY

Abstract

EXECUTIVE SUMMARY Rainmaking Denmark, a vibrant venture capitalist firm, with the support of its business angels is looking forward to enter the UK Fertility Clinics Industry. This report presents a detailed business plan backed by extensive market research and analysis on more than 100 fertility clinics in the UK. The business plan is prepared by a group of four MBAs from the Nottingham University Business School. The goals are to clarify these questions: 1.Shall Rainmaking enter the UK market for fertility clinics? 2.How shall Rainmaking deliver superior value for customers and execute the strategy in an efficient and cost effective way? 3.What are the investment need and the ROI for such a project? The key deliverables of the project are: 1.Create a market survey and evaluate if the market is interesting according to Rainmaking’s 8 decision criteria 2.Create a Superior Value Curve based on the Blue Ocean concept and tools (i.e. how do we create value for the customers?) 3.Define a unique delivery model for executing the strategy (i.e. how do we execute the strategy in an efficient and cost effective way?) 4.Create a business case including an estimation of the investment need and expected Return on Investment Research and Analysis UK has a history of almost 2 decades in regulated infertility treatments since HFEA was formed in 1990. Currently there are over 100 fertility clinics in the UK approved by HFEA. Rainmaking will be entering the face of the competition with these clinics. Well-known tools like PEST Analysis, Porter’s Five Forces, Blue Ocean Strategy etc are used to identify the Macro/Micro forces which will affect the Fertility Clinics Business and also to identify the uncontested market space. Primary Strategies The four key strategies of the Rainmaking Fertility Specialists clinics are: 1. Web-based consultation and operations 2. Web-based Marketing 3. Streamlined clinic operations 4. Single Embryo Transfer to patients under the age of Rainmaking Investment Criteria Rainmaking is willing to invest a total sum of £2.6 Million to buy or to take a stake of not less than 40% in the fertility clinic business in UK. This total sum is divided into three parts : Hard capital investment of nearly 45%, by Rainmaking’s business angels and Soft capital investment of nearly 45% by Rainmaking’s four partner and the remaining 10% constitute for Rainmaking’ working hours contribution to run the business without charging anything. On the investment of £2.6 Million they are also looking forward for 20% - 25% return on investment (ROI). Thus, our task is to find a list of clinics that fits in the investment criteria. Together with the formulation of most appropriate equity structure that can provide the maximum return on investment. The Exit Rainmaking is willing to exit in year five and therefore look forward for the most viable and profitable option to exit