[php]the_title();[/php]
Competitive Overview
Vintage Home & Residential Care is classified as being in the Homes for the Elderly Industry, with a focus on the San Diego area. These homes vary in skill and specialization of elderly care, but all provide the same basic service; to provide a safe and healthy environment for individuals to reside in. This may vary in the care of individuals to help meet their daily physical, medical, social and psychological needs.
The direct competition is made up of other establishments that are categorized as assisted living, independent living and micro community for seniors. They are residential facilities which provide personal care services for elderly that are unable or need assistance in doing their daily activities. This includes taking their medication, bathing, eating and moving without assistance. Residents or family members of the residents must schedule their own doctor and dental appointments. The facility may provide transportation to health care appointments but residents are free to come and go from the facility as they are able. Normally assistant living homes provide social and outdoor activities to make day to day living easier and more enjoyable for those who need assistance. Direct competitors of Vintage who offer these services are Erachel Board & Care, Sun life Manor, Bonita K Care, Bermuda Dunes Stellar Care, Bonita Valley Ranch, D&B Bonita View, Loving Care Home for the Elderly, and Richview.
Indirect competitors will consist of nursing homes, also known as Skilled Nursing Facilities, rest homes or Rehabilitation Centers. They are intended for seniors who require continuous medical care along with various daily activities. These needs surpass the assistance of daily medication intake but complex medications, IVs, wound care, catheters, ventilators and more. Certified nursing staff check patients vitals daily and keep detailed records of the residents health. These indirect competitors have larger volume of bed capacity and may be located on a hospital site. These indirect competitors are located in and around Bonita such as Sunrise Living at Bonita, Grossmont Skilled Nursing Facility and St. Pauls Health Care Center.
Market Share Analysis
There are 68 assisted living centers in Bonita alone, and 881 in San Diego county. Many of these facilities are privately owned and run from a residential home.[1] The limitations of this type of home is the size of the facility. Vintage will only have six beds and is only looking for a large enough market to fill the facility. In the future they look to expand to a new facility to fill the demand.
Direct Competitors
| Vintage Home & Residential Care, Inc | Erachel Board & Care, Inc | Sun Life Manor | Bonita K Care | Bermuda Dunes Stellar Care | |
| Name of Owner/CEO | Alice Smith | Ricarido & Neomi Victa | Edna Mae C. Bay | Remy Gomez | N/A |
| Company Headquarters | 415 Merlot Drive, Bonita, CA 91902 |
3857 Alameda Way, Bonita, CA 91902 |
3417 Kennelworth Lane, Bonita, CA 91902 |
5735 Sunny View Drive, Bonita, CA 91902 |
4030 Bermuda Dunes Place, Bonita, CA 91902 |
| Year Founded | 1984 | 1998 | 2004 | ||
| Contact Info | (619) 271 3834 | (619) 203 4727 | (619) 475 4036 | (619) 472 8884 | (619) 292-2439 |
| Website URL | erachelboardandcare.org | sunlifept.com | kcareresidential.com | stellarcaresd.com | |
| Type of Entity (corporation, partnership, etc.) | Corporation | Corporation | proprietorship | proprietorship | Corporation |
| # of Locations/Stores | 1 | 7 | 1 | 2 | 2 |
| Region of Focus | San Diego | San Diego | San Diego | San Diego | San Diego |
| Product/Service Summary |
|
|
|
|
|
| Target Market | 60 years and older | 55 years and older | 60 years and older | 60 years and older | 60 years and older |
| Pricing | Assisted Living: 3,500- 5,100/mo | Assisted Living – Private: $6,020/mo | Nursing Home – Private: $6,520/mo
Nursing Home – Semi-Private: $6,020/mo Assisted Living – Private: $6,020/mo |
Nursing Home – Private: $6,520/mo
Nursing Home – Semi-Private: $6,020/mo In-Home Care With Certified Professional: $21,730/mo In-Home Care With Only a Licensed Professional: $3,900/mo A Licensed Homemaker: $3,880/mo |
Private Bedroom: starts at $3,500/mo plus a one-time $1,500 community fee and $500 room deposit |
| Strengths | Daily activities outside the home. Pool activities. | Takes Veterans Benefits | Close to other facility, fire department, and police department | They take Medicare, Medicaid, Veteran’s Benefits and Long Term Care Insurance | Brings outside entertainment to the establishment, different site location for dementia care |
| Weaknesses | charges a fee for transportation to outside events and outside. Entertainment is not brought in. | Website not informative. No pool | Website lacks vital information, not very professional | website lacks vital information, no plan activities, or interaction with seniors | Expensive, community fee |
Direct Competitors (cont.)
| Vintage Home & Residential Care, Inc | Bonita Valley Ranch | D&B Bonita View | Loving Care Home for the Elderly | Richview | |
| Name of Owner/CEO | Alice Smith | Stephen Streib | Dave and Brenda DeMars, Owners | Brenda Jones | Marylynne Navarro |
| Company Headquarters | 415 Merlot Drive, Bonita, CA 91902 | 3698 Valley Vista Road, Bonita, CA 91902 |
310 Camino Del Cerro Grande, Bonita CA 91902 |
3743 Bonita Glen Terrace, Bonita CA 91902 |
1086 Calle Mesita, Bonita, CA 91902 |
| Year Founded | 2008 | 1998 | |||
| Contact Info | (619) 271-3834 | (619) 479-6147 | (619) 434-4930 | (619) 479-7386 | (619) 475-4244 |
| Website URL | None | bonitavalleyranch.com | dbbonitaview.com | None | None |
| Type of Entity | Corporation | Private | Private | Private | Private |
| # of Locations | 1 | 1 | 1 | 1 | 1 |
| Region of Focus | San Diego | San Diego | San Diego | San Diego | San Diego |
| Product/ Service Summary |
|
|
|
|
|
| Target Market | 60 years and older | 60 years and older | 60 years and older | 60 years and older | 60 years and older |
| Pricing | Assisted Living: 3,500- 5,100/mo | Independent Living: $2,500-$3,800/mo
Assisted Living: $3,950-$6,500/mo |
Shared Rooms: $3,000-$5,000/mo
Private Rooms: $3,500-$5,000/mo |
Starting Price: $3,000/mo
Preferential Care: $3,500/mo |
Level 1 Private Rooms: $3,200/mo
Level 1 Semi Private Rooms: $2,900/mo Preferential Care: $3,700/mo |
| Strengths | Daily activities outside the home. Pool activities. | Experienced staff, 90% are caregiver certified, all have at least 5+ years of experience | Run by the elderly for the elderly | Owner is caring and provides excellent customer service | Certified care giver is always on site, hospice certified |
| Weaknesses | Fee for transportation and outside entertainment is not brought in. | No outside entertainment, no pool | No in-house entertainment such as local musicians | Only three rooms, limited caregiving options, no website | Additional transportation costs, no website |
Indirect Competitors
| Vintage Home & Residential Care, Inc | Sunrise Senior Living at Bonita | St. Pauls Health Care Center | Grossmont Hospital D/P Snf | |
| Name of Owner/CEO | Alice Smith | Mark S. Ordan, CEO | St. Pauls Episcopal Home, Inc | |
| Company Headquarters | 415 Merlot Drive, Bonita, CA 91902 | Sunrise Senior Living, Inc., 7900 Westpark Drive, Ste T-900, McLean, VA 22102 |
235 Nutmeg St, San Diego, CA 92103 |
5555 Grossmont Center Dr, La Mesa, CA 91942 |
| Year Founded | 2010 | 1981 | 1953 | |
| Contact Info | (619) 271 3834 | (703) 273 7500 (HQ)
(619) 470 2220 (Bonita) |
(619) 236 0034 | (619) 465 0711 |
| Website URL | sunriseseniorliving.com | stpaulseniors.org | sharp.com/grossmont | |
| Type of Entity (corporation, partnership, etc.) | Corporation | Corporation | Corp: Non Profit | Corp: Non Profit |
| # of Locations/Stores | 1 | 6 | 5 | 8 |
| Focus Region | San Diego | International | San Diego | San Diego |
| Product/Service Summary |
|
|
|
|
| Target Market | 60 years and older | 60 years and older | 62 years and older | 60 years and older |
| Pricing | Assisted Living: 3,500- 5,100/mo | Assisted Living – Private: $6,020/mo
In-Home Care With Certified Professional: $21,730/mo In-Home Care With Only a Licensed Professional: $3,900/mo A Licensed Homemaker: $3,880/mo |
Nursing Home – Private: $7,220/mo
Nursing Home – Semi-Private: $5,890/mo Assisted Living – Private: $5,890/mo In-Home Care With Certified Professional: $4,480/mo In-Home Care With Only a Licensed Professional: $4,070/mo A Licensed Homemaker: $3,950/mo |
Nursing Home – Private: $6,520/mo
Nursing Home – Semi-Private: $6,020/mo[2] |
| Strengths | Daily activities outside the home. Pool activities. | Financial Services, Veteran’s Benefits, Long Term Care Insurance, Nationwide, let residents to bring their senior pet | Accept payments from Medicare, Medicaid, Veteran’s Benefits, Long Term Care Insurance. This is a nonprofit facility | Accept payments from Medicare, Medicaid. Hospital on site |
| Weaknesses | No transportation to outside events and outside entertainment is not brought in. | Extremely large home, which makes it feel more of a facility than a home. Multi story making it difficult for seniors with arthritis | Large establishment not focused on individual care | Residents stay on the premise and do not venture out. |
Competitive Advantages
Vintages competitive advantage relies on the experience of care which Alice Smith has already established. Through her care for seniors she has created a detailed activity list in which many assisted living homes do not have. The residential home has a pool which allows for recreational use during warm weather, which benefits seniors who cannot endure difficult resistance training or workouts.
Barriers To Entry
Depending on the type of facility, California laws and regulations must be met in order to be a legitimate institution. In 2006 Governor Arnold Schwarzenegger of California raised standards of senior home facilities. This legislation raises home inspection standards, improves the rights of residents in uncertified nursing homes, and requires training of residential care facility employees who distribute medication to seniors.
This thorough home inspection can make it more difficult to establish a facility. The California Department of Health Services must inspect all nursing homes for violations of both Federal and California laws (Ch.895, SB 1312). This includes laws of minimum staffing requirements, nurses assistants requirements and details regarding nursing home abuse. Facilities must also contract liability insurance when handling and administering medication to others. Not having funds to adhere to regulations and insurance payments can be difficult for business owners enter the market.
[1] https://sandiego.citysearch.com/listings/san-diego-ca-metro/assisted_living_facilities/82034_1809
[2] https://www.ourparents.com