1.3. Developing a Business Plan

Market Analysis Summary

The market analysis summary (needs assessment) provides information about the oral health care “market.” Some questions that parallel the business model are listed below.

• How big a social problem is the lack of access to oral health care for underserved populations?
• What are the consequences of lack of oral health care?
• What types of individuals are affected (e.g., minority populations, individuals with low incomes, individuals with disabilities, individuals who are homeless)?
• What is safety net dental care?
• Why is safety net dental care important?
• Why can’t private dentists meet the needs of underserved patients?
• What types of organizations provide safety net dental services? How are they supported financially?
• What are the challenges in operating a clinic?
  • Reimbursement and funding
  • Other needs of high-risk populations
• What are the forecasted needs for oral health services and for the availability of clinics?
• What current events (national, regional, or local) constitute a need or opportunity for expansion (e.g., economic downturns, cutbacks in other programs)?
• Who will the clinic serve (target population)?
  • What are the geographic boundaries of the service area?
  • How would you characterize the patients who will be eligible for the clinic’s services?
    • Of those patients eligible for services, what proportion do you expect to serve? What assumptions did you use to arrive at that figure?
• What other oral health care resources exist in your area (competition)?
  • Other safety net dental clinics?
    • Are they overburdened, or is there unused capacity?
  • Private dentists that accept public insurance?
• What is the clinic’s niche in terms of the type of oral health services it will provide and the patients it will serve?
• What will the clinic charge for oral health services? How does your fee structure compare to that of competitors?

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