What's Your Question?

How Much Does Nursing Home Care Cost?

Many factors contribute to the cost of nursing home care. Some of these include the services provided, location and length of care. The following guidelines will help you understand the various pricing and care plans for nursing homes.

Costs of Nursing Homes

When searching for the best nursing home care, you will want to have 24-hour medical care available, in addition to ’round-the-clock nursing care. It isn’t uncommon for seniors to transition into nursing home care permanently, but short-term care is also available. It’s critical for families to factor in how long their loved one will be staying, the care they’ll need and any additional services that will be necessary during their stay when calculating the cost of nursing home care.

Factors Affecting Nursing Home Average Prices

There are a lot of factors that affect the cost of nursing home care. Some of these factors include the provider you select for you loved one and any special considerations you select. Some facilities charge extra for services that fall beyond the basic housekeeping, food and housing expenses. These expenses could include fees for memory care, speech therapy, physical therapy and so on. Other facilities are all-inclusive. When researching the average nursing home prices, families should also look for reviews on nursing homes, and any complaints that former residents have made. In doing so, they’ll be able to find good nursing homes at fair rates.

Should Families Choose Assisted Living?

Families that have concerns about nursing home prices may be wondering if they should opt for assisted living. While this is an affordable option under many circumstances, it may become costly if your loved ones need specialized care. For example, those who need a memory-care nursing home will often pay more for assisted living service. Therefore, it’s best for families to look closely at their budgets and determine if their loved ones need specialized care.

Nursing Home Care or In-Home Care?

The cost of nursing homes may seem out of reach, so many families consider in-home care as an option. If your loved one needs assistance performing basic activities, completing light housekeeping and getting to appointments, this may be a viable option. However, keep in mind that loved ones who need focused care often benefit from ’round-the-clock care.

The Average Costs Vary by State

No matter if families are looking at large or small nursing homes, the costs are going to vary significantly by state. A family’s best recourse is to begin by researching the names of nursing homes and looking up nursing home reviews. In addition to learning what the cost of each nursing home is, they’ll pick up on what previous clients have experienced. Obtaining this information will help them decide which is the best nursing home for their loved one, as well as which they can best afford.


sample business plan for nursing home logo

Nursing Home Business Plan Template

Written by Dave Lavinsky

nursing home business plan

Nursing Home Business Plan

Over the past 20+ years, we have helped over 1,000 entrepreneurs and business owners create business plans to start and grow their nursing homes. 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 nursing home 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 nursing homes 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 nursing homes, or grow your existing nursing homes, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your nursing facilities in order to improve your chances of success. Your nursing home business plan is a living document that should be updated annually as your company grows and changes.  

Sources of Funding for Nursing Home Businesses

With regards to funding, the main sources of funding for a nursing homes 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. Personal savings and bank loans are the most common funding paths for nursing homes.

How to Write a Business Plan for a Nursing Home

If you want to start a nursing home or expand your current one, you need a business plan. Below we detail a sample of what should be included in each section of a business plan for a nursing home.  

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 nursing homes you are operating and the status. For example, are you a startup, do you have nursing homes that you would like to grow, or are you operating nursing facilities in multiple markets?

Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the senior care industry. Discuss the type of nursing homes you are operating. Detail your direct competitors. Give an overview of your target market. 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 nursing homes you are operating.

For example, you might operate one of the following types of nursing homes:

  • Skilled Nursing Care Facilities : this type of nursing home provides skilled nursing care, rehabilitation, activities, meals, supervision, etc.
  • Assisted Living Facilities: this type of nursing home provides 24-hour supervision, including meals, assistance with daily activities, healthcare service, and common services that include assistance with eating, bathing, dressing, using the bathroom, taking medication, transportation, and housekeeping.
  • Independent Living Facilities: this type of nursing home are communities that offer fully equipped homes or apartments to residents. They are ideal for seniors who can maintain their independence with few medical issues impeding them.
  • Alzheimer’s & Specialty Care Facilities : this type of nursing home offers 24-hour support for residents suffering from Alzheimer’s or dementia.

In addition to explaining the type of nursing facility you will operate, the Company Analysis section 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 patients in care, number of positive reviews, reaching X amount of patients served, 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 nursing home industry.

industry growth outlook

While this may seem unnecessary, it serves multiple purposes.

First, researching the senior 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:

  • How big is the senior 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 nursing homes? 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 must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: elderly and aging adults, retirees, those suffering from Alzheimer’s or dementia, etc.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of business you operate. Clearly, Alzheimer’s or dementia patients would respond to different marketing promotions than recent retirees, 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.

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.

Finish Your Nursing Home Business Plan in 1 Day!

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

With Growthink’s Ultimate Business Plan Template you can finish your plan in just 8 hours or less!

Click here to finish your business plan today.

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 nursing homes.

Indirect competitors are other options that customers have to purchase from that aren’t direct competitors. This includes rehabilitation facilities, adult daycare programs, family of the aging adult, etc. You need to mention such competition as well.

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

nursing home competition

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 elderly care do they provide?
  • What type of nursing home are they?
  • 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 exercise and activities for the elderly?
  • Will you provide services that your competitors don’t offer?
  • 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 residential care home business plan, your marketing plan should include the following:

Product : In the product section, you should reiterate the type of nursing home company that you documented in your Company Analysis. Then, detail the specific products you will be offering. For example, in addition to a nursing home, will you provide nutritional advice and meal preparation, daily activities, rehabilitation, and any other 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 nursing home company. Document your location and mention how the location will impact your success. For example, is your nursing homes located in a busy retail district, a residential neighborhood, near a hospital, etc. Discuss how your location might be the ideal location for your customers.

Promotions : The final part of your nursing home 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 websites
  • Partnering with hospitals and rehab facilities
  • Social media marketing
  • Local radio advertising

Operations Plan

While the earlier sections 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 nursing homes, including coordinating nurses’ patient schedules, coordinating with doctors, communicating with family and loved ones of the elderly, managing staff duties, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to acquire your Xth patient, or when you hope to reach $X in revenue. It could also be when you expect to expand your nursing homes to a new city.  

Management Team

To demonstrate your nursing homes’ 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 nursing homes. 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 a nursing home or successfully running a hospital or rehabilitation facility .  

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.

sales growth

In developing your income statement, you need to devise assumptions. For example, will you take on one new patient at a time or multiple new patients ? 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 $50,000 on building out your nursing homes, 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 $50,000, 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.

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

  • Cost of licensing and training
  • Cost of equipment and supplies
  • 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 nursing home location lease or list of nursing, assisted living, and rehab services you are working on.  

Putting together a business plan for your nursing home is a worthwhile endeavor. If you follow the sample template above, by the time you are done, you will truly be an expert. You will really understand the senior 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 nursing homes.  

Nursing Home Business Plan FAQs

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

Growthink's Ultimate Business Plan Template allows you to quickly and easily complete your Nursing Home 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 nursing home you are operating and the status; for example, are you a startup, do you have a nursing home that you would like to grow, or are you operating a chain of nursing homes?

OR, Let Us Develop Your Plan For You

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.  

Other Helpful Business Plan Articles & Templates

Business Plan Template & Guide For Small Businesses

Don't bother with copy and paste.

Get this complete sample business plan as a free text document.

Nursing Home Business Plan

Start your own nursing home business plan

Bright House

Executive summary executive summary is a brief introduction to your business plan. it describes your business, the problem that it solves, your target market, and financial highlights.">, opportunity.

There is a lack of full-time assisted living facilities available that offer skilled and respectful care to residents. In addition, there are not enough medically skilled short-term care facilities for patients in CT.

Bright House aims to be that home for 14 lucky full-time assisted living residents, offering medically-skilled care in a respectful, self-sustaining community, and offering skilled nursing care for short-term residents. On our beautiful, newly remodeled 6 acre property (the former Wayfield Bed and Breakfast) in the small college town of Middletown, CT, Bright House brings together decades of experience and innovative, alternative visions of the potential in our elderly family members’ latest years.

The aging of the Baby Boomers is a well-known and much discussed fact of our times. More and more of this population, many of whom were instrumental in creating the counter-culture of the 1960’s and 70’s, are unhappily surprised about the options available to them as they age. Fortunately, just as AARP (formerly known as the American Association of Retired Persons) has become a major representative of this non-traditional group, elder-care alternatives along the Eden Care model are being founded.

Residents’/Patients’ Needs

Our own experience, based on years of caring for elderly patients, is that people seeking assisted living care and skilled nursing care have many of the same needs:

  • To be treated with respect and dignity
  • To be actively engaged in a community of some kind
  • To be involved in his/her own treatment and living plan
  • To be cared for by skilled, medically-knowledgeable clinicians and caregivers, working as a team

You may notice that our list of "needs" seems to go in the opposite order to that of most hospital-model nursing homes; this is not an accident. Unfortunately, most of our elderly population who need care are treated with the billing system’s needs, and not their own, in mind. 

Families’ Needs

Similarly, the families of people seeking caring environments have their own set of needs they are seeking to fulfill:

  • Peace of mind about their loved-ones’ physical and mental state
  • Relief from the time-consuming job of caring for their family members themselves
  • Relief from the feelings of guilt which often overcome them when they find they do not have the physical, emotional, or intellectual resources to personally provide appropriate care for those they love

The big, unstated elephant-in-the-room for families seeking care is the feeling of being a bad daughter or son or spouse, who is not willing or able to put her life on hold to take care of a much-loved family member. At Bright House, we do not seek to dismiss this feeling, but to reassure families in everything we do that the choice to let us take care of their family member is a loving, kind, and generous act.


There are a number of different options for families seeking nursing home care, from in-hospital recovery centers, to for-profit chains, to specialized care for people with Alzheimer’s, AIDS, diabetes, and so on. The specialized care facilities, which are usually nonprofit, and offer individualized nursing care, come closest to our care model, but are usually reserved for people with a particular ailment in need of intensive medical assistance.

At Bright House, we promote the dignity and self-worth of all of our residents, and strive to give them excellent quality of life, as defined by the residents, individually and as a group. To that end, we encourage resident group decision-making through the House Councils, access to all areas of their homes here at Bright House, and self-determination in activities, socialization, and food preferences. Bright House is not just a caregiving facility—it is their home, and their community.​​​​​​


Financial highlights by year.

Start your own business plan

Your business plan can look as polished and professional as this sample plan. It's fast and easy, with LivePlan.

Garrett's Bike Shop

The quickest way to turn a business idea into a business plan

Fill-in-the-blanks and automatic financials make it easy.

No thanks, I prefer writing 40-page documents.

LivePlan pitch example

Discover the world’s #1 plan building software

sample business plan for nursing home

  • Business Plan for Investors
  • Bank/SBA Business Plan
  • Strategic/Operational Business Plan
  • L1 Visa Business Plan
  • E1 Treaty Trader Visa Business Plan
  • E2 Treaty Investor Visa Business Plan
  • EB-1 Business Plan
  • EB-2 NIW Business Plan
  • EB-5 Business Plan
  • Innovator Founder Visa Business Plan
  • Start-Up Visa Business Plan
  • Expansion Worker Visa Business Plan
  • Manitoba MPNP Visa Business Plan
  • Nova Scotia NSNP Visa Business Plan
  • British Columbia BC PNP Visa Business Plan
  • Self-Employed Visa Business Plan
  • OINP Entrepreneur Stream Business Plan
  • LMIA Owner Operator Business Plan
  • ICT Work Permit Business Plan
  • LMIA Mobility Program – C11 Entrepreneur Business Plan
  • USMCA (ex-NAFTA) Business Plan
  • Franchise Business Plan
  • Landlord business plan
  • Nonprofit Start-Up Business Plan
  • Cannabis business plan
  • Ecommerce business plan
  • Online boutique business plan
  • Mobile application business plan
  • Daycare business plan
  • Restaurant business plan
  • Food delivery business plan
  • Real estate business plan
  • Business Continuity Plan
  • Buy Side Due Diligence Services
  • ICO whitepaper
  • ICO consulting services
  • Confidential Information Memorandum
  • Private Placement Memorandum
  • Feasibility study
  • How it works
  • Business Plan Examples

Nursing Home Business Plan Sample

AUG.01, 2018

Nursing Home Business Plan Sample

Do you want to start nursing home business?

Do you want to start a nursing home business? Well, it may prove the right choice if you want to serve people besides earning money. A nursing home is like a residential care center for elderly people who can’t be cared at home and are too healthy to be admitted to a hospital. Due to the advancements in medical science, life expectancy has been increased, especially in the developed countries. So, the elderly people who don’t have any caretakers at home or who choose not to live independently needs a timeless service in which they are provided with mental, medical, occupational, speech and physical assistance.

If you are determined to help the retired and elderly people and also want to generate a surplus amount of money, then this is the most suitable profession for you. Before you start the nursing home business, the first step is to make its comprehensive business plan, in which you include all the details about how to open a retirement home and how will you manage it etc. In case, you don’t know how to start a home nursing care business , you can take help from this sample business plan written for a nursing home business startup named ‘Kate Nursing Home’ owned by Kate Greene.

Executive Summary

2.1 the business.

Kate Nursing Home owned by Kate Greene, will be a home to elderly people who need daily assistance and care, located at a 5 minutes’ drive from DMC Heart Hospital, Detroit. Kate Nursing Home will be a 3-floored vast building with the capacity to accommodate about 35 people.

2.2 Management

Opening a nursing home is not just a business, it is a task of great responsibility and accountability. The owner of the business will be responsible for routine works of about 35 people. The whole system will be managed by Kate, her daughter and a hired manager. Moreover, Kate will hire recreational staff to meet social, emotional, intellectual and spiritual needs of elderly people, skilled nurses, nursing assistants, accountants, housekeepers, therapists and guards.

2.3 Customers

Before starting a nursing home business, you must acknowledge the type of your customers to plan your business according to their demands and needs. The customers of a nursing home will be usually the people living in Detroit of age 60 or above. You have to use all means to provide proper care and attention to the residents of your nursing home.

2.4 Target of the Company

Our target is to fill out all our rooms within the two or three months of our launch. We aim at providing excellent temporary and permanent caring services to the elderly people of our town, and to make them feel at home. Our major purpose is to provide the elderly people of our home with comfortable and friendly environment. Besides, we also have some monetary targets; the fundamental one will be to balance the cost of startup within the next three years of launch.

Our sales and revenue targets for the next three years are summarized in the chart below:

Nursing Home Business Plan - 3 Years Profit Forecast

Company Summary

3.1 company owner.

Kate Greene will be the owner of Kate Nursing Home. Kate had been awarded an MD (Doctor of Medicine) degree by the University of Michigan. She had been working in the DMC Heart Hospital for the past 20 years. Now, she has taken retirement because she wants to open a nursing home. She will work on her nursing business plan ideas , with the assistance of her daughter, who is also a doctor, and an experienced and caring team.

3.2 Why the Business is being started

Kate was interested in serving and helping people since her childhood. She didn’t become a doctor for the sake of salary, but for improving the life qualities for others. Now she had enough money and time to open up a nursing home for the people who need assistance with their daily routine, but don’t have anyone at home to pay attention to them and their needs.

3.3 How the Business will be started

Starting a nursing business  requires a lot of effort, time and money. If you don’t just want to open a nursing home but also want to run it successfully benefitting more and more people, you have to put loads of effort into it.

Kate has decided to procure an existing building and turn it into a nursing home. She will rent a large building with 3 floors, at least 8 private rooms with attached baths, and 20 general bedrooms. Each floor will have five bathrooms, a kitchen, and a big sitting lounge. There will be a lawn with walking and running tracks and a therapy gym with basic equipment and machines. Each room will be well-furnished and every comfort will be provided to the residents. Kate will hire a team of housekeepers, nurses, assistants and therapists for the 24-hour assistance of the residents.

If you want to jump into this business but don’t have an idea of how to start a retirement home , we are here to help you by this sample business plan.

The costs for startup are as follows:

Bridal Shop Business Plan - Startup Cost

The startup requirements are as follows:

Services for customers

After getting the basic knowledge about how to open nursing home business , the next step is to add the services, you are going to provide, in your nursing agency business plan . Your services will decide whether you will be able to compete in the market or not.

If you want guideline on the services you should provide, you can take help from this sample business plan on how to start up a nursing home  and run it successfully. Kate Nursing Home will provide the following services:

  • Specialty Care: For the disabled persons who need acute care and attention, we have licensed nurses and nursing assistants who will provide them with daily assistance and personal care by serving meals, taking care of their medicinal needs, transferring them from bed to chair etc. Besides, our skilled nurses will make a daily nutrition plan for them, to assist them in improving their health.
  • Temporary Assistance (of 2 months): This type of assistance will be given to your loved ones if they are ill and need proper care and therapy until they are fit and healthy again. Usually, the temporary residents of a nursing home are fighting with some physical, mental or emotional disorder. For them we’ll provide three types of therapies:
  • Occupational Therapy to assist residents in fighting with some illness or injury.
  • Physical Therapy for assisting them to regain their strength and flexibility.
  • Speech Therapy given to the persons who have trouble producing and evaluating speech.
  • Permanent Assistance: We’ll assist our permanent residents by taking care of all their needs and requirements including physical, mental and emotional needs. Elderly people usually get emotional and behavioral sickness. So, we will hire a recreational staff for arranging birthday parties, musical events, religious services, art and crafts, adopting pets, outdoor activities and picnics for them to refresh their moods.
  • Evening Activities: For the people above age 60, whether they are our residents or not, we’ll arrange evening activities like playing cards or chess or learning the use of technology, to assist them in maintaining their intellect and memory.

Marketing Analysis of nursing home business

If you are going to start a nursing home business , then you surely need to make a nursing home business plan . While designing your nursing home business plan template , you must focus on the marketing analysis segment. The accuracy of your nursing business plan depends upon how keenly you focus on your target market and analyze it in your personal care home business plan .

If you are finding difficulty at writing residential care home business plan , you will be glad to know that we are providing a nursing home business plan free of cost. You can take help from this sample personal care home business plan  or can also find more nursing home business plans  available online. However, if you are starting this business on a very large scale then instead of writing a plan by yourself by taking help from a sample business plan personal care home , you should hire services of experts to make for you an accurate personal home care business plan  according to your dimensions and finances.

5.1 Marketing Trends

Before starting a new business, you must study the marketing trends in detail to help you demonstrate the market potential of a new startup. A careful marketing analysis will help you to decide the most favorable location for your business. According to a report by IBISWorld, there are more than 31,000 nursing home businesses in the United States running successfully. The business is expanding at a rate of 2.3% and is expected to continue expanding at a much faster rate over the coming years. Because an estimate shows that 22% of the world population in 2050 will be comprised of the people of age above 60. The business is generating a revenue of $136 billion annually and is serving as a source of employment for more than 1.8 million people in the United States. These statistics clearly demonstrate that this is the good time to enter in this industry, and the business can prove extremely profitable for you if you plan it wisely and successfully.

5.2 Marketing Segmentation

While writing a business plan, you must clearly acknowledge the groups or segments of the society that can prove your prospective or potential customers. An accurate marketing segmentation can help you in devising your policies according to the demand of your customers. Our customers will include the non-acutely ill or companionless people of age 60 or above living in Detroit, or the one who has some disability and need 2-3 months of full-time rest and proper care. We will also be serving the people, whose family may be going to somewhere else for a short period of time and need a trusted care center for their loved ones. We also have arranged evening activities for the people who want some recreational and intellectual activity for themselves. Evening Activities will be available for the temporary and permanent residents of the nursing home as well as non-residents. Our experts have identified the following target groups for our services:

Nursing Home Business Plan - Marketing Segmentation

The detailed marketing segmentation of our target audience is as follows:

5.2.1 Elderly & Alone People: The first group of our customers will be the elderly people, who don’t have a family or any caretaker at home, who want to spend time in productive and recreational activities and can afford the charges of full-time assistance at a nursing home. Such elderly people can prove our permanent residents and we’ll provide them with our best services fulfilling all their nutritional, medical and recreational needs.

5.2.2 Disabled or Diseased: The second category includes the people who have some serious disorder or disease, and whose loved ones want them to be in a homey environment rather than a hospital. Such people need daily therapies to enhance their workability, besides the routine assistance. For such residents, Kate Nursing Home has hired experienced nurses and therapist who will make sure that the residents are given occupational, speech and physical therapies according to their needs. They will mostly be kept in specialty care or under temporary assistance.

5.2.3 Non-acutely Ill: The people whom we cannot declare as healthy, and who are not much seriously ill to be cared in a hospital will be our third and the biggest target group. Our honest and hard-working professionals will ensure that the best possible care is being delivered for such permanent residents. We will ensure that our caring and compassionate staff will treat the residents as their family. We’ll ensure extra care and attention along with the daily routine assistance to this category of our residents.

The detailed and comprehensive market analysis of our potential customers is given in the following table:

5.3 Business Target

Kate is not opening the nursing home just for the sake of money, but because she has the passion to serve humanity by helping the helpless. Our major target will be to provide a homey and comfortable environment for the elderly and disabled old people. We’ll hire the persons who are skilled, ethical, compassionate and ready to treat our residents as their own family members. Our target is to provide them with the care and assistance they need and deserve in this old age. For the sake of giving proper attention to our residents, we are not going to accommodate hundreds of people in our nursing home, instead, we will accommodate a maximum of 35 people and will comfort them with our best efforts and services.

To serve more and more elderly people efficiently, we have to make our business financially strong. For that monetary advancements, our business targets are:

  • To become the most trusted and most successful nursing home in Detroit
  • To achieve the net profit margin of $10k per month by the end of the first year, $15k per month by the end of the second year, and $25k per month by the end of the third year
  • To balance the initial cost of the startup with earned profits by the end of the first year

5.4 Product Pricing

Product Pricing is the major leading factor in deciding the success and failure of a startup. If you are starting a new business, you have to keep your prices low at the initial stage, so that more and more people are attracted towards you. In this sample business plan, we are giving the product pricing scheme of Kate Nursing Home.

We haven’t priced our services very highly; we have the rates which are currently offered by other nursing homes in the city. However, we haven’t compromised on the quality of our business. All the inventory and things which our residents will need for daily usage will be available every time, and the rooms and furniture will be maintained on a daily basis.

Basically, we’ll have these three types of memberships:

  • Membership for Permanent Residence for $600 per month
  • Membership for Specialty care for $800 per month
  • Membership for Temporary Residence for $400 per month
  • Membership for Evening Activities for $150 per month

These are the charges for general accommodation, if you want a private and more comfortable room for your loved ones or for yourself, you have to pay additional charges for it. Moreover, for the people who need intense professional therapy, we’ll be taking a little bit more money to meet their medicinal needs.

If you are working on how to start a nursing home business , the most important part you should consider is your sales strategy in the business plan . Kate has done a lot of research on the sales, marketing, and advertisement techniques, so that more and more people will know about the new startup and can use the services of Kate Nursing Home either for themselves if they are above 60; or for their parents if they are unable to give them proper time or care.

Here is starting a nursing home business plan , which we have provided in order to help you in formulating yours.

6.1 Competitive Analysis

Our biggest competitive advantage is the devotion and determination of all our team. We have an excellent team which believe in serving the people who are unable to serve themselves. Our second biggest competitive advantage is the range of indoor and outdoor services we will provide to our residents. No other nursing home in this vicinity arrange the hobbies and activities for old people like adopting pets, playing games etc. Most significantly, we will teach our permanent residents to use latest social networks and websites so that they will conceive that they are not outdated and can compete with the new generation. Lastly, we have a wide parking area for the vehicles of the visitors whenever they visit their loved ones.

6.2 Sales Strategy

We will attract our customers towards us by various efforts, such as:

  • We will advertise our nursing home in magazines, newspapers and social media
  • We will arrange seminars and awareness sessions on giving the elders the required care and attention
  • We will arrange transportation facilities with caretakers for our residents when they want to go out
  • We will give 5% discount to the first 10 customers

6.3 Sales Forecast

Our sales are forecasted in the following column charts:

Bridal Shop Business Plan - Unit Sales

The detailed information about sales forecast is given in the following table:

6.4 Sales Monthly

Our forecasted monthly sales for the first year of startup are given below:

Nursing Home Business Plan - Sales Monthly

6.5 Sales Yearly

Our forecasted yearly sales for the first three years of startup are given below:

Nursing Home Business Plan - Sales Yearly

Personnel plan

If you are starting a nursing home care business , you must focus on the staff you are going to hire. You will need the staff which is compassionate enough to understand the misery and distress of the elderly people when they find that they are not cared like the way they deserve. You should keep in mind that you will be dealing with those people who get emotional at small things and hire your members accordingly if you really want to serve them.

7.1 Company Staff

Kate will hire the following staff for starting a personal home care business:

  • 1 General Manager for managing the overall operations
  • 2 Accountants for maintaining financial records
  • 2 Cooks for preparing meals
  • 5 Nurses for examining and treating the residents
  • 10 Nursing Assistants for aiding the residents with their daily works
  • 5 Recreational Workers for indulging residents in indoor and outdoor activities
  • 5 Cleaners to maintain extreme cleanliness
  • 2 Drivers for providing transportation facility
  • 2 Physiotherapists for the therapy and physical exercise of the residents
  • 2 Security Guards

7.2 Average Salary of Employees

The average salary of our staff is summarized in the following table:

Financial Plan

To run a nursing home business successfully you don’t only require the passion for it but also a large amount of money to meet with the daily expenses of so many people, among whom some can be disabled or suffering from any disease. For balancing your incomes with your expenses, you need a financial plan. A detailed and accurate financial plan must be devised before a personal care home business start up . In your financial plan, you have to develop an outline defining nursing home business profit and a record of your investment group business plan and expenses.

If you need some help regarding the formulation of a financial plan for your business, you can take help from this sample business plan on how to open a nursing home business. But if you are opening the nursing home on a very large scale, you must seek the help of financial experts to make you a financial plan according to your actual expenses and investments. The detailed financial plan of Kate Nursing Home for the next three years is given below.

8.1 Important Assumptions

8.2 brake-even analysis.

Nursing Home Business Plan - Brake-even Analysis

8.3 Projected Profit and Loss

8.3.1 profit monthly.

Nursing Home Business Plan - Profit Monthly

8.3.2 Profit Yearly

Nursing Home Business Plan - Profit Yearly

8.3.3 Gross Margin Monthly

Nursing Home Business Plan - Gross Margin Monthly

8.3.4 Gross Margin Yearly

Nursing Home Business Plan - Gross Margin Yearly

8.4 Projected Cash Flow

Nursing Home Business Plan - Projected Cash Flow

8.5 Projected Balance Sheet

8.6 business ratios.

Download Nursing Home Business Plan Sample in pdf

Professional OGS capital writers specialized also in themes such as occupational business plan , reiki marketing plan , senior citizen daycare center business plan , holistic wellness center business plan , dentistry business plans , non-emergency medical transportation business plan , etc.

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.

sample business plan for nursing home

Add comment

E-mail is already registered on the site. Please use the Login form or enter another .

You entered an incorrect username or password

Comments (0)

mentioned in the press:

Search the site:

sample business plan for nursing home

OGScapital website is not supported for your current browser. Please use:

sample business plan for nursing home - The World's Leading Business Plan Template Directory

Nursing Home Business Plan Template [Updated 2023]


I. Executive Summary

This Section's Contents

Business Overview

Services offered, customer focus, management team, success factors, financial highlights.

[Company Name] is founded by [Founder’s Name], a Registered Nurse who has worked for the past twenty years in various nursing homes around [company location]. He specializes in providing skilled nursing care and light therapy for elderly and disabled patients. [Company Name] will be a clean, comfortable, and highly capable facility that will be able to provide the highest quality of care for this special segment of the population. It will be moderately priced and will work with all types of insurance.

[Company Name] will provide rooms, meals, social activities, personal care, 24-hour nursing supervision and access to medical services when needed. In addition, the facility will offer interim medical care (after a hospital stay) and respite care.

[Company Name] will serve the aging and disabled community of [company location]. Many of the aging and disabled community has special and severe conditions that prevent them from living independently and require constant oversight and 24-hour care in a comfortable facility.

The demographics of the target customer profile is as follows:

  • 900,652 residents
  • Average income of $60,000
  • 75.4% married
  • 45.7% retired and/or over the age of 55
  • Median age: 39 years

[Company Name] is owned and operated by [Founder’s Name], a Registered Nurse who has worked for the past twenty years in various nursing homes around [company location]. At each nursing home he worked at, he was never satisfied with the level of care, compassion, and cleanliness of each facility. He knew in his heart that this disadvantaged segment of the population deserved a better quality of care and he set out to find a building where he could lead a team in providing the best level of nursing and rehab services in the area.

Aside from the nurses, therapists, kitchen staff, janitorial, and social worker he will have on staff, [Founder’s Name] will also employ a receptionist and Office Manager to help with the administration and operation of the nursing home.

[Company Name] has several advantages over its competition. Those advantages include:

  • Compassionate Staff: Knowledgeable and friendly staff of nurses, therapists, aides, and social workers who are not only knowledgeable in their field, but place a special emphasis on compassion.
  • Location: [Company Name] will be able to service the entire metropolitan area of [company location] and its surrounding areas.
  • Quality Care: [Company Name] will provide expert services, and patients will receive quality treatment and care so that the resident is as comfortable as possible.
  • Facility: [Company Name]’s facility will be constructed ADA-compliant, spacious, clean, and comfortable to ensure each resident enjoys maximum comfort.
  • Pricing: [Company Name]’s pricing will be more affordable than its competition. The company will also work on payment arrangements with the resident and their family so that the patient won’t have to sacrifice any type of care they might require because the cost is too high. The company will also accept most types of insurance, as well as Medicare and Medicaid.

[Company Name] is seeking $250,000 in funding to launch its nursing home. The capital will be used for funding capital expenditures, construction build-out, staffing, training, marketing and advertising expenses, and working capital.

The breakout of the funding may be seen below:

  • Facility design/build-out: $100,000
  • Capital expenditures: $20,000
  • Furniture, fixture, and equipment: $35,000
  • Marketing and advertising: $10,000
  • Staffing costs: $75,000
  • Working capital: $10,000

Comments are closed.

Nursing Home Business Plan Home I. Executive Summary II. Company Overview III. Industry Analysis IV. Customer Analysis V. Competitive Analysis VI. Marketing Plan VII. Operations Plan VIII. Management Team IX. Financial Plan

download business plan template

  • Search 500+ financial model templates
  • Food & Beverage
  • Hospitality
  • Marketplace
  • Medical Clinic
  • Dental Practice
  • Nursing Home
  • Coffee shop
  • Ghost Kitchen
  • Retail store
  • Car Dealership
  • Convenience store
  • Equipment rental
  • Auto Repair
  • Fitness club

How to Write a Business Plan for a Nursing Home: Complete Guide

Avatar photo

  • January 3, 2023

nursing home business plan

Whether you’re looking to raise funding from private investors or to get a loan from a bank (like a SBA loan) for your nursing home, you will need to prepare a solid business plan.

In this article we go through, step-by-step, all the different sections you need in your nursing home business plan. Use this template to create a complete, clear and solid business plan that get you funded.

1. Executive Summary

The executive summary of a business plan gives a sneak peek of the information about your business plan to lenders and/or investors.

If the information you provide here is not concise, informative, and scannable, potential lenders and investors will lose interest.

Though the executive summary is the first and the most important section, it should normally be the last section you write because it will have the summary of different sections included in the entire business plan below.

Why do you need a business plan for your nursing home?

The purpose of a business plan is to secure funding through one of the following channels:

  • Obtain bank financing or secure a loan from other lenders (such as a SBA loan )
  • Obtain private investments from investment funds, angel investors, etc.
  • Obtain a public or a private grant

How to write an executive summary for your nursing home?

Provide a precise and high-level summary of every section that you have included in the business plan. The information and the data you include in this segment should grab the attention of potential investors and lenders immediately. Also make sure that the executive summary doesn’t exceed 2 pages.

The executive summary usually consists of the 5 main paragraphs:

  • Business overview : introduce your nursing home facility: what is your business model (franchise vs. independent business; medical vs. assisted senior living facility), how many rooms will you have / how many residents will you care for? Where will the nursing home be located? Etc.
  • Market overview : briefly analyze the nursing home industry in your area (market size and growth), your competitors and target customers (average income of the residents, demographic distribution, etc.). Also outline the specific problems your competitors may have that you intend to solve and how you differ vs. competition
  • Management & people : introduce the management team and their industry experience. Mention your business partner(s), if any. Also give here an overview of the different teams, roles and their reporting lines
  • Financial plan : how much profit and revenue do you expect in the next 5 years? When will you reach the break-even point and start making profits? Also include here a small chart with your key financials (revenue, net profit )
  • Funding ask : what loan/investment/grant are you seeking? How much do you need? How long will this last? How will you spend the money?

sample business plan for nursing home

2. Nursing Home Business Overview

The business overview section of your business plan should cover crucial aspects of your nursing home business. You must try to address the following questions in this section:

  • What services do you plan to offer in your nursing home?
  • How will you make profits from your business?
  • Who would be your target market?
  • What would be the structure of your company?

Here is what you must include in the business overview section:

a) History, Mission & Vision

Briefly explain how did you come up with the plan to start a nursing home business. What motivated you to get into this business venture? 

Address these questions in such a manner that your investors or lenders understand why you are so passionate about starting a nursing home. For example, you might have worked in a nursing home before and found immense growth potential for this type of business in your area as there is less or no competition.

You must also focus on your mission and vision for starting the nursing home. What type of service do you intend to offer to the community through your nursing home, and where do you aim to reach (it should reflect your vision. Also, include your financial and non-financial goals. 

b) Business Model

Here, explain what business model you choose for your nursing home. You need to mention the following:

  • What type of services would you offer? Would your nursing home focus on elderly care and disabled people or cater to everyone?
  • Do you plan to offer niche services that would distinguish your nursing home from the competition? For example, long-term care facilities, Alzheimer’s care facilities, convalescent homes, or convalescent care.

How would your business make money? Provide here details on the revenue model, such as membership plans, private or semi-private room charges, personal care services, etc.

sample business plan for nursing home

c) Legal Structure

Explain the legal structure of your nursing home in this section. Are you starting a corporation, a limited liability company, or a partnership? Who are the investors? How much equity do they actually own? Is there a board of directors? Do they have prior industry experience?

sample business plan for nursing home

Nursing Home Financial Model

All you need to get funded

All you need to get funded: startup costs, profits, breakeven, charts, valuation

sample business plan for nursing home

Rated 4.8/5 from 5,900+ downloads

3. Nursing Home Market Overview

A complete understanding of the market where you want to operate is important for the success of your business.

You must cover here 3 important areas:

  • Market trends : how big is the nursing home industry in your area? How fast is the market growing? What are the trends fuelling this growth (or decline)?
  • Competition overview : how many competitors are there? How do they compare vs. your business? How can you differentiate yourself from them?
  • Customer analysis: what are your target customers (residents)? How old are they? What gender? What is their average disposable income?

a) Market trends

In this section, we include the market trends where you plan to start your nursing home. It should include the total number of nursing homes in the US, the number of seniors they have, their revenue estimates, etc. 

Here are some of the other specific details that you must mention in this section:

  • What is the size of the nursing home industry in the US?
  • Is the nursing home market expanding or declining?
  • Who are the key competitors?
  • What trends affect the nursing home industry?
  • What is the growth forecast for the nursing home industry for the next 5 to 10 years?

b) Competition overview

Here we look at the nearest competition to your nursing home. For example, if you plan to open a nursing home in Illinois, you need to check all the nearest nursing homes in the area. Check how many seniors they have (20, 50, 100+ residents per home), what type of senior facility it is (affordable or premium?), etc.

Briefly describe each of these competitors’ firms and list their advantages and disadvantages. It won’t be possible for you to know everything about your competitor nursing homes unless you previously worked there. However, you should be able to learn important details about them, such as:

  • What kinds of senior care do they offer? 
  • What type of nursing homes are they?
  • How much do they charge (premium, inexpensive, etc.)? 
  • What do they excel at? 
  • What are their weaknesses?  

sample business plan for nursing home

c) Customer analysis

Here we look at the area’s target customers (the senior residents).  

Your target customers may be retirees, people with Alzheimer’s or dementia, old and ageing adults, and seniors. So try to find out: 

  • Who are the seniors in the area where you want to start a nursing home (age, gender, disposable income, etc.)
  • What kind of facilities do they need? Do they need medical facilities or assisted living facilities?

As you may expect, the customer segment you select will significantly affect the kind of business you run. It goes without saying that those with Alzheimer’s or dementia would react differently to marketing campaigns than, say, recent retirees. 

Try to segment your target market based on their psychographic and demographic characteristics. Include a discussion of the ages, genders, locations, and income levels of the customers you hope to serve in your demographics section.

sample business plan for nursing home

4. Sales & Marketing

This is the segment where you outline your customer acquisition strategy for your nursing home. Try to answer the following questions:

What are your Unique Selling Propositions (USPs)?

  • What marketing strategies will you use?
  • How will you measure the profitability and success of your marketing campaigns?
  • What is your customer acquisition cost (CAC)?
  • What is your marketing budget?

What marketing channels do nursing home facilities use?

Typically, nursing homes benefit from organic growth (word-of-mouth, recommendations, etc.) yet it can take years to build trust with your residents and their relatives. Therefore, you will have to invest heavily at the beginning to get yourself known.

A few marketing channels that nursing home and assisted living facilities typically use are:

  • Print media (local newspapers and magazines)
  • Word-of-mouth, local listing
  • Partnerships with medical clinics, etc.
  • TV & radio ads

sample business plan for nursing home

Also, you must have a fair and nearly accurate estimate of your marketing budget. Failure to display a well-planned and adequate cash flow for advertising and marketing may lead to investors losing confidence.

In other words, how do you differentiate yourself vs. competitors? This is very important as you might need to win residents from competitors.

A few examples of USPs for nursing homes are:

  • Medical support : do you offer onsite medical assistance (doctors)?
  • Quality of service : you may offer the highest level of assistance, also known as enhanced assisted living, such as hands-on assistance with multiple activities of daily living (ADLs)
  • Quality of the amenities : you may offer extra amenities your competitors don’t have (for social and recreational activities for example)
  • Pricing : your facility might be more affordable vs. competitors

Your USP will depend on your business model, competitor analysis, and target audience. Whatever your USPs are, it should appeal to your target audience.

5. Management & People

You must address 2 things here:

  • The management team and their experience/track record
  • The organizational structure : different team members and who reports to whom?

a) Management

Small businesses often fail because of managerial weaknesses. Thus, having a strong management team is vital. Highlight the experience and education of senior managers and medical staff that you intend to hire to oversee your nursing home.

Describe their duties, responsibilities, and roles. Also, highlight their previous experience and explain how they succeeded in their previous roles. This is especially important for the medical staff (doctors, psychologists, etc.).

b) Organization Structure

Even if you haven’t already hired anyone yet, you must provide a chart of the organizational structure of your company. Include roles from Administration (Finance, HR), to Nursing (registered nurses, supervisors, coordinators) and rehabilitation doctors / psychologists.

sample business plan for nursing home

6. Financial Plan

The financial plan is perhaps, with the executive summary, the most important section of any business plan.

Indeed, a solid financial plan tells lenders that your business is viable and can repay the loan you need from them. If you’re looking to raise equity from private investors, a solid financial plan will prove them your nursing home is an attractive investment.

There should be 3 sections to your financial plan section:

  • Your historical financials (only if you already operate the business and have financial accounts to show)
  • Your startup costs of your project (if you plan to start a new nursing home, or add a few rooms to your nursing home, renovate the facilities, etc.)
  • Your 5-year financial projections

a) Historical Financials (optional)

In the scenario where you already have some historical financials (a few quarters or a few years), include them. A summary of your financial statements in the form of charts e.g. revenue, gross profit and net profit is enough, save the rest for the appendix.

If you don’t have any, don’t worry, most new businesses don’t have any historical financials and that’s ok. If so, jump to Startup Costs instead.

b) Startup Costs

Before we expand on 5-year financial projections in the following section, it’s always best practice to start with listing the startup costs of your project. For an assisted living facility, startup costs are all the expenses you incur before you open your facility. These expenses typically include:

  • The lease deposit and renovation costs (if you rent an existing building)
  • Construction costs (if you build a facility from the ground up)
  • Furniture and medical equipment

Below is an estimation of the startup costs you can expect for a 40-units nursing home facility based on 2 scenarios:

Option 1: you rent and renovate an existing building ($675,000 – $1,290,000) Option 2: you buy land and build from scratch the facility ($2,020,000 – $3,600,000)

Note that these costs are purely for illustrative purposes and may not be relevant for you. For more information on how much it costs to start and run an assisted living facility, read our complete guide here .

sample business plan for nursing home

c) Financial Projections

In addition to startup costs, you will now need to build a solid 5-year financial model for your nursing home.

Your financial projections should be built using a spreadsheet (e.g. Excel or Google Sheets) and presented in the form of tables and charts in your business plan.

As usual, keep it concise here and save details (for example detailed financial statements, financial metrics, key assumptions used for the projections) for the appendix instead.

Your financial projections should answer at least the following questions:

  • How much revenue do you expect to generate over the next 5 years?
  • When do you expect to break even?
  • How much cash will you burn until you get there?
  • What’s the impact of a change in pricing (say 15%) on your margins?
  • What is your average customer acquisition cost?

You should include here your 3 financial statements (income statement, balance sheet and cash flow statement). This means you must forecast:

  • The number of residents you will care for over time ;
  • Your expected revenue ;
  • Operating costs to run the business ;
  • Any other cash flow items (e.g. capex, debt repayment, etc.).

When projecting your revenue, make sure to sensitize pricing and the number of residents as a small change in these assumptions will have a big impact on your revenues.

sample business plan for nursing home

7. Funding Ask

This is the last section of your nursing home business plan. Now that we have explained what your nursing home is about, what’s your strategy, where you go and how you get there, this section must answer the following questions:

  • How much funding do you need?
  • What financial instrument(s) do you need: is this equity or debt, or even a free-money public grant?
  • How long will this funding last?
  • Where else does the money come from? If you apply for a SBA loan for example, where does the other part of the investment come from (your own capital, private investors?)

If you raise debt:

  • What percentage of the total funding the loan represents?
  • What is the corresponding Debt Service Coverage Ratio ?

If you raise equity

  • What percentage ownership are you selling as part of this funding round?
  • What is the corresponding valuation of your business?

Use of Funds

Any coworking business plan should include a clear use of funds section. This is where you explain how the money will be spent.

Will you spend most of the loan / investment in paying your employees’ salaries the first few months? Or will it cover mostly the cost for building the facility?

Those are very important questions you should be able to answer in the blink of an eye. Don’t worry, this should come straight from your financial projections. If you’ve built solid projections like in our nursing home financial model , you won’t have any issues answering these questions.

For the use of funds, we recommend using a pie chart like the one we have in our financial model template where we outline the main expenses categories as shown below.

Privacy Overview

The Fox Group

Nursing Home Business Plan – 7 Key Points

Nursing home business plan drawing and coffee cup

A nursing home business plan should contain seven key elements. Incorporating them into your document will help to ensure your success.

The U.S. is currently experiencing a shift in demographics. According to the U.S. Census Bureau , by the year 2034, older adults will outnumber children for the first time in U.S. history. By 2030, all Baby Boomers will be over the age of 65. As a result, this cohort will create more of a demand than ever for communities and facilities that care for the older adult population.

If you’re considering getting involved in the nursing home business, the first step you need to follow, after conducting a market feasibility study , as well as a financial feasibility analysis , is to create your nursing home business plan. A well-written and comprehensive business plan will not only help you focus on the vision for your business, but it will show investors and/or lenders that you’re committed to succeeding.

The skilled nursing business is a unique market, and success in this field requires a complete understanding of its many challenges. A business plan will help you convince financial institutions and investors that you’re well versed in the industry and have a clear picture of what you need to accomplish.

Challenges in Starting a Nursing Home Business

Operating skilled nursing facilities can be challenging in today’s market due to increased care costs for higher acuity patients, staffing shortages, reimbursement concerns, increased care alternatives, regulatory challenges, and liability issues.

This is why it’s crucial to guarantee your nursing home business plan is thorough and well-researched. Consequently, you’ll want to complete it before embarking on your new venture or attempting to procure funding. A properly formulated plan will not only convince lenders and investors that you have a viable business concept but it will also serve to hone your vision for your nursing home business.

Keep in mind that this is a brief overview of the many facets of information you’ll need to provide for your nursing home business plan. The nursing home business can be complicated, with a lot of information to cover.

The plan should contain s even main categories: (1) the executive summary, (2) a company summary, (3) the customer plan, (4) a market analysis, (5) a strategy for implementation, (6) the selection of a management team and (7) financial planning.

Items to Include in Your Nursing Home Business Plan

(1) executive summary.

The purpose of the executive summary is to give readers a brief description of your business. Thus, it must be well-written and concise. You want to draw your readers in and give them a brief synopsis of what your nursing home business plan is all about. So, keep it simple and make it engaging.

It may be the first part of your business plan, but it helps to write it last. Therefore, once you’ve covered all of the other details, it will be easier to write up the executive summary.

The executive summary should contain the following information:

(2) Company summary

In a company summary, you should state who you are, how you will operate your business, and what your goals are. The intent here is to provide your reader with a brief overview. Your company summary should include the following:

(3) Customer plan

Next, your customer plan should be a clear description of the service you’ll offer that emphasizes the benefits to your patients. One of the benefits of having a clear customer plan is it demonstrates that you have a firm and specific understanding of what your services are. You may include some of the following services:

(4) Market analysis

The market analysis is the section where you get to illustrate your knowledge of the industry and highlight your thorough research. Your intent should be to establish that you completely understand the market. This section should include the following:

(5) Strategy for implementation

In the next section, you need to summarize your sales strategy and describe your plans for implementation. “Failing to plan is planning to fail.” Thus, it is essential to articulate your implementation plan in detail.

(6) Management team

You’ll need to include a section detailing your business’s organizational team. An experienced and knowledgeable management is a key to operational success. Therefore, it is important to identify your team and their background. The following categories are relevant:

(7) Financial plan

Your financial plan is the final section of your business plan. You will not be able to complete this section until you’ve finished your market analysis and set your goals. If you engaged a third party to formulate a financial feasibility analysis, this is the section where you would place that analysis. You will need to include the following financial statements:

Do you need help creating your nursing home business plan?  If so, experts can help you dive into each of these categories to create a comprehensive plan.  Review some sample consulting engagements in nursing homes and assisted living to get started.

When you need proven expertise and performance

Craig fukushima, nha, mba.

Mr. Craig T. Fukushima’s health care experience spans more than 35 years with special expertise in the long term care sector, including implementation of innovative health care projects in domestic and international locations.

Comments are closed.

"I would highly recommend you and The Fox Group …our business is much more organized, thanks to you…"

…evaluations have consistently been excellent …knowledgeable, enthusiastic, very qualified and stimulating…(his) experience and expertise…an asset to our faculty.”

“…it is apparent that you have a wide experience in the very things we need to know.”

“I would be pleased to recommend the consulting services of The Fox Group … your staff completed a comprehensive diagnostic process, substantial cost reductions, and a downsized, reorganized staff.”

“We have worked with The Fox Group since the inception of our company. They have been instrumental in our expansion from service in one location to our current size, offering service in 20 different locations.”

“…through your leadership, our company grew to achieve over $500,000 in net revenue after the first twelve months of operation.”

Through your assistance we have been able to reach far beyond what we ever dreamed of. Your expert advice has helped us prevent long-lasting mistakes with lasting consequences.

Get expert advice in your inbox for free.

  • Are you a human?
  • Email This field is for validation purposes and should be left unchanged.

Speak with a certified HIPAA expert for free

Financial Model, Business Plan and Dashboard Templates - FinModelsLab

Nursing Home Business Plan

$59.00 $39.00 5 reviews

Instant Download, Editable on MAC & PC

  • Description

Executive Summary

Products & services, market analysis, marketing plan.

  • Management Plan
  • Financial Plan

The elderly population is increasing in the United States, with Texas being no exception. As people age, they require more specialized care, which can sometimes be unaffordable. Many nursing homes offer all-inclusive packages, which often include services that residents do not need or want. Additionally, there is a significant need for high-quality nursing homes that offer personalized care to their residents. Golden Care Nursing Home aims to solve this problem by offering a pay-per-day model where residents pay for only the services and amenities they use. This will ensure that our residents receive the care they need without having to pay for unnecessary services. Our business model aims to meet an identifiable need in the market by offering affordable and accessible nursing home care that is personalized to the needs of our residents.

The solution offered by Golden Care Nursing Home is a pay-per-day model where residents pay only for the services and amenities they use during their stay at the nursing home. We provide a comprehensive range of high-quality services, including 24-hour medical care, assisted living, recreational activities, physical therapy, and nutritional meals. Our personalized care approach ensures that each resident is provided with the care they need according to their individual needs and preferences. Our goal is to provide a comfortable and safe environment that meets the needs of our residents, while ensuring our services are affordable and accessible to all.

Target Market

The target market of Golden Care Nursing Home is the elderly population who require nursing home care. Our services are designed to cater to the needs of residents who require 24-hour medical care, physical therapy, and nutritional meals. We aim to provide a personalized experience to our residents, ensuring that their needs are met with care and compassion.

Our pay-per-day model makes our services affordable and accessible to all residents, irrespective of their financial backgrounds. Our facility is equipped with the necessary infrastructure and equipment to deliver high-quality care, which is vital for the overall well-being of our residents.

We will directly market our services to nursing homes, building relationships with them to receive referrals for specialized care. Our target market also includes family members and caregivers who are responsible for making decisions about nursing home care for their loved ones. We aim to provide them with peace of mind, knowing that their loved ones are receiving the best possible care.


The nursing home industry is highly competitive, with various alternatives and substitutes in the market. Our main competition includes other nursing homes in the Dallas, Texas area that offer similar services. Additionally, in-home care providers and retirement communities that offer independent living options also pose a threat in the market.

However, we believe that our personalized approach to care and pay-per-day model sets us apart from our competition. By offering affordable and high-quality services and amenities, we are confident that we can attract and retain residents and become a leading nursing home provider in the state of Texas.

Financial Summary

Key highlights of the financial plan for Golden Care Nursing Home include:

  • We will operate on a pay-per-day model, where residents pay only for the services and amenities they use during their stay at the nursing home.
  • Our cost structure will be based on operating costs and staff salaries.
  • We aim to reduce operating costs by introducing efficient systems and processes.
  • We will seek to secure investment from private investors and financial institutions.
  • Our financial goal is to break-even within the first 2 years of operations and achieve a profit margin of 15% by the end of Year 5.

Overall, we are confident that our financial plan will enable us to provide high-quality care to our nursing home residents, while achieving our goal of becoming a leading nursing home provider in the state of Texas.

Funding Requirements:

Golden Care Nursing Home is seeking funding from private investors and financial institutions to start the business. The estimated amount needed to start the business is as follows:

  • Facility Costs - $2,000,000
  • Equipment Costs - $500,000
  • Staff Salaries - $500,000
  • Operating Costs - $1,000,000
  • Marketing and Promotion - $100,000
  • Total Funding Requirement - $4,100,000

We are confident that with the required funding, we will be able to establish a high-quality nursing home facility that will provide excellent care to our residents. We believe that the pay-per-day model will attract a large number of customers, resulting in a profitable business in the long run.

Milestones and Traction

At Golden Care Nursing Home, we have a clearly defined roadmap to success. We plan to hit the following milestones within the next five years:

These milestones will be supported by our pay-per-day model and personalized customer relationships. We are committed to delivering high-quality care to our residents while staying financially sustainable. With our experienced staff and well-equipped nursing home facilities, we are confident in our ability to achieve these milestones and become a leading nursing home provider in Texas.

Problem Worth Solving

Our solution: products & services, validation of problem and solution, product overview, roadmap: products & services, market segmentation.

Our potential customer base is primarily made up of elderly individuals who require round-the-clock care and assistance with daily activities. We aim to segment our market based on specific characteristics to better tailor our services and marketing efforts.

Target market segment strategy

Our ideal customer segment consists of elderly individuals who require assistance in their daily activities and prefer a comfortable living environment. These individuals seek flexibility in their stay at the nursing home and want to pay only for the services they need. They value personalized care and attention to their needs and want access to a range of amenities. By targeting this customer segment, we can provide a value proposition that meets their specific needs, ensuring customer satisfaction and loyalty.

Key Customers

Our ideal customer archetype is a senior citizen who values their independence and quality of life. This individual is actively seeking a comfortable and safe environment where they can receive the care they need while maintaining their personal autonomy. They value flexibility and convenience and are willing to pay for the services and amenities they require on a daily basis.

We believe that this type of customer will be the main advocate for our business, as they appreciate the personalized and affordable approach we take to providing care in our nursing homes. They will spread the word to their friends and family, creating a positive reputation and attracting more potential residents to our facilities.

Future Markets

Based on the market analysis, the potential market for our nursing home business is promising. With the aging population and the increasing need for elderly care, there is a considerable demand for affordable nursing homes with high-quality services and amenities. Our pay-per-day model provides flexibility and cost-effectiveness, making it an attractive option for many aging individuals and their families. By partnering with different nursing homes, we can expand our reach and provide our services to more people in need. As the healthcare industry continues to evolve, we are committed to adapting our business strategy to meet the changing needs of our customers and the market.

A market analysis has been conducted to identify potential competitors in the nursing home industry. Below is a summary of the main players:

While these competitors offer similar services, our pay-per-day model differentiates us by allowing residents to pay only for the services and amenities they use during their stay.

Marketing and Sales Plan

Our marketing and advertising strategy revolves primarily around direct marketing to nursing homes, where our target customers reside. We will establish partnerships with nursing homes to promote our pay-per-day model, and our personalized customer relationships will help in building word-of-mouth promotion.

Our advertising channels will include print ads in nursing home newsletters and brochures, online ads targeted towards senior citizens, and social media advertising. We will also attend nursing home trade shows and conferences to promote our services to both nursing homes and potential residents.

Our advertising costs will be primarily focused on online advertising and attending trade shows. Our goal for the first year of operations is to establish partnerships with at least 10 nursing homes and maintain a steady stream of residents throughout the year. As our reputation grows, we hope to attract additional customers through positive referrals and testimonials from our existing customers.

Location and Facilities

Our new nursing home will be located in the vibrant city of Dallas, Texas. We have secured a prime location within the city that is easily accessible by public transport. The location is also close to major hospitals which can act as a referral source for us. The nursing home facility will be designed to provide our residents with a comfortable and safe environment. The facility will consist of private and semi-private rooms, as well as communal areas for recreational activities and socialization. We will ensure that our facilities are equipped with the latest infrastructure and equipment to deliver high-quality care to our residents.

The cost of operating our nursing home will be a significant factor in our cost structure. We have conducted a thorough cost analysis and have identified various cost-saving measures that we can implement. We will also ensure that our staff is trained to be efficient and effective in delivering our services. Our goal is to offer affordable and accessible care to all our residents without compromising on quality.

Marketing and Sales Plan: Equipment and Tools

As a nursing home that operates on a pay-per-day model, we understand the importance of providing high-quality services and amenities to our residents. In order to do so, we require various equipment and tools that aid us in delivering exceptional care to our customers.

These are the basic equipment and tools that we need to provide exceptional care to our residents. The cost of purchasing or renting them will depend on various factors such as the quality and quantity required. Our focus is on providing the best care possible, and we are willing to invest in the equipment and tools required to achieve this goal.

Management and Organization

Organizational structure.

Our nursing home business has a relatively flat organizational structure to ensure efficient communication and decision-making. Our structure is divided into three levels: management, operational, and frontline staff.

We prioritize open communication and transparency between levels of the organization to ensure effective delivery of our pay-per-day model and personalized customer relationships with residents.

Management Team

In order to ensure the success of our pay-per-day nursing home model, we anticipate hiring a skilled and experienced management team to oversee our operations. Below is a table of potential candidates we are considering for high-level management roles within our company:

We are confident that with the right team in place, our nursing home will be able to provide top-notch care and services while efficiently managing costs and maintaining a sustainable business model.

Management team gaps

Currently, our nursing home business plan does not have candidates ready to fill certain positions or areas of expertise. We may need to recruit individuals who have experience in managing nursing home finances, overseeing staff, and developing marketing strategies. Additionally, we may need to hire professionals with legal knowledge to ensure compliance with regulations and protect the nursing home from any legal issues. Identifying these gaps early on will allow us to prioritize recruitment efforts and build a strong management team.

Personnel Plan

Running a successful nursing home requires dedicated and skilled staff to ensure that residents receive the highest quality of care and attention. The following table outlines the potential positions that will be necessary to operate our business effectively:

We will carefully select and train our staff to ensure that they are equipped with the necessary skills and compassion required to provide the highest level of care to our residents. Our personnel plan supports our commitment to providing personalized and exceptional service to all of our customers.

Company History and Ownership

Golden Care Nursing Home is a newly established company that plans to open its first nursing home in Dallas, Texas, in 2023. The company was founded by a team of healthcare professionals who have extensive experience in managing nursing homes and providing senior care services.

The founders of Golden Care Nursing Home noticed a gap in the nursing home industry, where residents were not benefitting from the pay-per-day model. They realized that residents should only pay for the services and amenities they use and that this would make nursing home care more affordable and accessible to all residents. Thus, Golden Care Nursing Home was born.

The company will be privately owned, and the founders are committed to ensuring that it maintains its principles of high-quality, personalized care, and affordability for all residents.

As part of our management and organization plan, we have developed a detailed roadmap of specific goals and objectives that will help us manage and steer our nursing home business. The following table outlines our key milestones:

Key Metrics

As a nursing home business, it is vital to track several Key Performance Indicators (KPIs) that help gauge the overall performance and health of the business. These KPIs include the occupancy rate, average length of stay, daily rate, customer satisfaction, employee turnover rate, and revenue per resident. A high occupancy rate and longer length of stay indicate satisfied customers who are happy to continue using our services. A fair daily rate ensures both affordability for residents and profitability for the business. Customer satisfaction is crucial for maintaining a positive reputation and drawing in new residents. A low employee turnover rate indicates a healthy and supportive work environment that can lead to higher job satisfaction among employees and better care for residents. Finally, tracking revenue per resident ensures a clear understanding of the financial stability and profitability of the business.

Financial Plan and Metrics

Sales forecast.

Our projected sales for the first three years of operations are as follows:

Based on our financial goals and business model, we are confident that we will be able to achieve these sales targets and break even within the first 2 years of operations and achieve a profit margin of 15% by the end of Year 5.

Starting and operating a nursing home requires significant investment and ongoing expenses. The following tables outline the expected or incurred costs for our nursing home business:

Startup Costs

Operational expenses.

These expenses will be tracked and managed closely to ensure the financial health and sustainability of our nursing home business.

Projected Profit and Loss

Golden Care Nursing Home aims to break-even within the first two years of operations and achieve a profit margin of 15% by the end of Year 5. Below is the profit and loss statement for three years (2023, 2024, 2025).

As shown in the table, Golden Care Nursing Home expects to generate revenue of $250,000 in its first year of operation, increasing to $500,000 and $750,000 in the following years. The cost of goods sold (COGS) is projected to be $50,000, $100,000, and $150,000 in the same years, respectively. As a result, the gross margin is expected to be $200,000, $400,000, and $600,000, respectively, with a stable gross margin percentage of 80% throughout. The business's expenses are expected to increase to $150,000 in the first year of operation, $350,000 in the second year, and $525,000 in the third year. The projected profits are $50,000, $50,000, and $75,000 for the years 2023, 2024, and 2025, respectively. The projected profit percentages are 20%, 10%, and 10% for the same years, respectively.

Projected Cash Flow

Below is the projected cash flow statement for Golden Care Nursing Home for the first three years of operation:

As shown in the table, the projected cash inflow is expected to increase over the years while the projected cash outflow is also expected to increase. The net cash flow will increase each year due to the increased cash inflow while the cumulative net cash flow will show a gradual increase. Our financial goal is to break-even within the first 2 years of operations and achieve a profit margin of 15% by the end of Year 5. We aim to achieve this through effective cost management and by offering high-quality and personalized services to our residents.

Projected Balance Sheet

Our projected balance sheet for the next three years shows steady growth in our assets, as well as in our liabilities and equity. We will continue to maintain our focus on providing quality services to our customers, as well as investing in our staff and facilities to ensure that we can meet the demands of an increasingly competitive market.

Our nursing home will require a staff of trained professionals to provide excellent services to our residents. We intend to hire certified nursing assistants, licensed practical nurses, and registered nurses to provide care within our facility. In addition, we plan to hire administrative staff to assist with billing, housekeeping, and food preparation.

Compensation for our staff members will be competitive with the industry standards, and we will offer a benefits package that includes medical, dental, and vision insurance, as well as paid time off. We believe that providing our employees with excellent compensation and benefits will help us to attract and retain the best talent in the industry.

Our employees will fit into our business operations by providing excellent service to our residents. We believe that our staff will be our most valuable asset, and we will work to create a positive work environment that promotes teamwork and collaboration. Our training program will ensure that all employees are equipped with the skills and knowledge they need to provide the best care possible to our residents.

Use of Funds

Below is an explanation of how funds will be used:

These funds will be used to ensure that Golden Care Nursing Home has the resources it needs to provide high-quality care to its residents. They will be allocated strategically to ensure that all areas of the nursing home are adequately equipped and staffed.

Exit Strategy

The eventual exit strategy for the nursing home business could be through acquisition by a larger healthcare provider. Alternatively, the business could be sold to a private investor or passed along to a family member/employee. The final decision will depend on the circumstances and goals of the business owner.

Excel financial model

$199.00 $119.00 Get Bundle

Customer Reviews

The plan was so detailed and they send me in two languages . Efficient and professional with excellent costumer service.


Frequently Asked Questions

Default Title

  • Current item: Nursing Home Business Plan $59.00 $39.00
  • Financial Projection Model, Financial Model, Financial Modeling For Startups, Startup Financial Analysis $49.00 $29.00


  1. Nursing Home Business Plan

    sample business plan for nursing home

  2. Home Health Care Business Plan Template Sample Pages

    sample business plan for nursing home

  3. Pin by CharmaineGrace torred on Nursing school essential

    sample business plan for nursing home

  4. Nursing Home Care Plans Template Beautiful Nursing Care Plan format

    sample business plan for nursing home

  5. Nursing Home Care Plans Template in 2020 (With images)

    sample business plan for nursing home

  6. Nursing Home Care Plans Template in 2020

    sample business plan for nursing home


  1. Top 3 Tips For Successfully Starting Your Home Care Business

  2. Living Business Plans Final

  3. From Nurse to Business program! Approved! #studyabroad #shorts

  4. Benefits of planning


  6. Sample Business Plan Overview


  1. What Is Included in a Nursing Peer Review Sample?

    A nursing peer review sample should include multiple sections that cover the practical knowledge and abilities of the nurse under review, including both qualitative and quantitative areas to provide a full spectrum of critiques.

  2. How Much Does Nursing Home Care Cost?

    Many factors contribute to the cost of nursing home care. Some of these include the services provided, location and length of care. The following guidelines will help you understand the various pricing and care plans for nursing homes.

  3. What Is a Sample Employee Transition Plan?

    A sample employee transition plan is a template that outlines the kind of information that is included in an employee transition plan. This document is used to outline the actions an employee needs to take when transitioning out of a job.

  4. Nursing Home Business Plan Template & Guide [Updated 2023]

    A business plan provides a snapshot of your nursing homes as it stands today, and lays out your growth plan for the next five years. It explains your business

  5. Nursing Home Business Plan

    There is a lack of full-time assisted living facilities available that offer skilled and

  6. Nursing Home Business Plan Sample [2023]

    In case, you don't know how to start a home nursing care business, you can take help from this sample business plan written for a nursing

  7. Nursing Home Business Plan Template [Updated 2023]

    Use this free nursing home business plan template to easily create a great business plan to start or grow your business.

  8. How to Write a Business Plan for a Nursing Home: Complete Guide

    You must also focus on your mission and vision for starting the nursing home. What type of service do you intend to offer to the community

  9. Nursing Home Business Plan

    Items to Include in Your Nursing Home Business Plan · (1) Executive summary · (2) Company summary · (3) Customer plan · (4) Market analysis · (5)

  10. Nursing Home Business Plan [Sample Template for 2023]

    Are you about starting a nursing home business? If YES, here is a detailed sample nursing home business plan template and FREE feasibility report.

  11. Nursing Home Business Plan

    With LivePlan, you can easily use this sample as inspiration and createyour own plan, complete with financial tables and graphs. You'll alsobe able to:•Save ti

  12. Nursing Home Business Plan

    In your home, of course. Bright Houseaims to be that home for 14 lucky full-time assisted living residents, offering medically-skilled care in

  13. Nursing Home Business Plan

    Crafting a successful Nursing Home Business Plan takes strategic planning and creativity. Let our Example and Sample plans inspire you to create a winning

  14. How to Write a Residential Care Home Business Plan

    But how do you actually create a business plan for UK care homes? Are they the same as standard plans or do you need to include something