1 Running Head: STEPPING STONES RECOVERY CENTER 1 Stepping Stones Recovery Center Rochelle Rehm Minnesota School of Business
2 STEPPING STONES RECOVERY CENTER 2 Table of Contents Executive Summary 3 Introduction 3 Vision 3 Vision 3 Mission 4 Values 4 Leadership Development 5 Culture Development 5 The Market 5 Market Analysis 6 Competition and Competitive Strategy 8 Competitive Advantage 9 SWOT Anyalysis 9 Strategic Risks 10 Strengths 10 Weaknesses 11 Opportunities 11 Threats 12 Strategies 13 Goals 13 Short-term 13 Long-term 14 Summary 15 References 16 Appendix A 17 Appendix B 18
3 STEPPING STONES RECOVERY CENTER 3 Executive Summary Stepping Stones Recovery Center s (SSRC) goal is simple: help suffering addicts and alcoholics find a better way to live. SSRC will provide a powerful message to clients: That no addict or alcoholic need ever die from the horrors of addiction without finding a better way to live. Stepping Stones Recovery Center will create a safe and healing environment for the addicted person. SSRC will achieve this by offering an extended treatment program, which is a unique style of treatment for Kanabec County. Introduction Stepping Stones Recovery Center (SSRC) is a new outpatient drug and alcohol rehabilitation center that will be established in January 2014 to fill the need for more rehabilitation centers with extended treatment options. Stepping Stones Recovery Center views the recovery center process in a new light, making its program more than the usual 28 day center. SSRC is offering extended treatment for up to 6 months intensive outpatient with aftercare and relapse prevention to follow. Vision Vision Stepping Stones Recovery Center will fulfill the need for education in alcoholism and addiction. Through a rigorous extended six month program clients will attend group therapy, family groups, and one-on-one therapy. Clients days will be filled with learning new ways to cope and accept their addiction.
4 STEPPING STONES RECOVERY CENTER 4 Clients of SSRC will attend these various forms of therapies three hours a day, four days a week. The different variations of group therapies will be; coping skills, self-esteem, relationship skills, life skills, anger management, and spirituality. Family groups will meet on Wednesday evenings and there will be a total of five separate phases that the client must attend before he/she is allowed to graduate. Each phase topic will be; understanding anger, understanding codependency, relationships in recovery, post acute withdrawal, grief group. During the clients one-on-one group they will meet with their counselor once a week to go over their weekly review. This will consist of the various dimensions from the DSM-IV Alcohol Abuse and Dependence to see where their risk level is at for the week (Grant, B., Dawson, D., Stinson, F., Chou, S., Dufour, M., & Pickering, R., 2006). The counselor will also assign homework for the clients to work on depending on their level of need and will suggest individual goals for clients. Mission The mission of Stepping Stones Recovery Center is to benefit the clients from the recovery process as a whole; integrating mind, body, and spirit, and giving clients a focus on a new beginning. The goal is to help them achieve a better understanding and desire for a healthier lifestyle, free from chemicals. Stepping Stones Recovery Center is here to give clients a new outlook and desire to achieve a better life for themselves and the people closest to them. Values The values that drive Stepping Stones Recovery Center are providing the highest levels of respect and support in building relationships between clients and their friends and family. SSRC encourages a safe environment where the clients can express themselves without the fear
5 STEPPING STONES RECOVERY CENTER 5 of rejection. SSRC encourages the teachings of morals and values to our clients and their family and friends. Leadership Development SSRC will provide leadership training to improve counselor and technician skills. Enhancing their communication and crisis prevention skills are of utmost concern. SSRC will also provide leadership training to all office personnel to maintain an efficient workplace and understanding of client confidentiality. Culture Development Having a highly diverse level of clients is a very important component of success at SSRC. By marketing the company as a safe haven from all discriminations it will allow for a wide variety of clients and will aid in teaching tolerance to the clients. SSRC will develop a deep feeling of cultural inclusion, and will help teach the clients the importance of cultural differences. The Market The need for an extended outpatient treatment center has become more obvious as the numbers of addicts/alcoholics rise and the success rate of recovery falls (National Institute on Drug Abuse, 2012). This type of recovery center is much needed in this area. There are no extended outpatient treatment centers available within a 100 mile radius (Substance Use In Minnesota, 2011). The old idea that addiction could be cured in a 28 day treatment program has been disregarded as clients continue to relapse and return multiple times to treatment centers (Grant, B., Dawson, D., Stinson, F., Chou, S., Dufour, M., & Pickering, R., 2006). These people, who do not grasp sober living in an expedited treatment center, are the ones SSRC is targeting. These people are in need of more in depth living and coping skills. Since
6 Percentage of Use in Past 30 days STEPPING STONES RECOVERY CENTER 6 there are no other extended outpatient treatment centers in the near area, SSRC predicts a highly profitable venture in being an extended treatment option. The start up costs for an outpatient center is considerably lower than an inpatient facility. The clients insurance will pay on average $35/hour to SSRC depending on the type of insurance (Center for Disease Control, 2010). Growth of the company will depend on the number of clients taken in, and since substance abuse is continually on the rise, profits are to be expected. Market Analysis and Potential The opportunity for a successful recovery center becomes clear when one looks at the growing number of people struggling with alcohol and drugs everyday and how many of these people are going untreated, or are being pushed through the recovery system too fast. While there may be times when the percentage of alcohol and drug users lowers slightly it always rebounds with greatness. In our recent economic downturn we have seen a great flux in drug and alcohol abuse among adults and a decrease in available treatment programs (National Institute on Drug Abuse, 2012). Stepping 70% 60% Kanabec County Alcohol Use in Adolecents Stones Recovery Center is a much needed program to help those 50% 40% 30% 20% 10% 0% th 9th 12th All Grades Table 1
7 Percentage of Use in Past 30 Days STEPPING STONES RECOVERY CENTER 7 suffering get back on track. The area which needs an outpatient recovery center is in Kanabec County. This county currently does not have a recovery center as unique as SSRC. According to the CDC, 64% of Americans drink alcohol, with 50% to be considered regular drinkers (Center for Disease Control, 30% Kanabec County Marijuana Use in Adolecents 2010). These regular drinkers are 25% 20% 15% 10% 5% 6th 9th 12th All Grades usually suffering Table 2 0% from alcoholism. The figures to the right reflect the alcohol and Marijuana use among adolescents in Kanabec County (Substance Use In Minnesota, 2011). While SSRC is intended to be an adult facility I am trying to open, it is these suffering teens that will be of adult age within only a couple of years. These numbers alone prove that addiction is starting at a much younger age and is transferring into adulthood. As more adults struggle with their addiction there are no new recovery centers being put in places where there is the greatest need. Kanabec County is only a few places behind in being the most chemically dependent county in Minnesota (Substance Use In Minnesota, 2011). So why is there not a treatment center in this county? The increase in chemical use in Kanabec County by youth shows there is a great need for a treatment center. Yet no one has sought to establish one. As adults and youth alike continue to abuse
8 STEPPING STONES RECOVERY CENTER 8 chemicals and have nowhere to go for help, the abuse epidemic continues to rise. SSRC will strive to provide the people of Kanabec County with a way to recover from their illness. Promoting Stepping Stones Recovery Center will start out by getting itself on the web with a very user friendly website that describes the staff and mission. The web site will have all information needed for the potential client such as how to get funding and what the treatment options are. Next SSRC will be put into the local phone book and all the local papers. Having constant advertisement in the papers will be a persistent push for those who need help and continually pass by our advertisement. Finally, brochures of Stepping Stones Recovery Center made up and will deliver them to all local hospitals, clinics, government offices, public bulletin boards, and local AA and NA meetings. Competition and Competitive Strategy The competition Stepping Stones Recovery Center would be facing would not be very strong when it comes to local treatment centers. There are only 5 other treatment centers within a 30 mile radius of Mora, MN. All of which are at least 15+ miles from Mora, MN. Since the majority of people who need treatment are probably unemployed or have little money, they would probably not have the money to travel to further treatment centers. Stepping Stones Recovery Center s biggest competitive threat comes from Dellwood Treatment Center in Cambridge, MN. Dellwood has the most contracts with local hospitals and insurances. They are the first place assessors look to place clients when they are in need of a treatment center. Also Dellwood has been around the longest of all the treatment centers and has a credible reputation. To aid in their strength they are connected to the Cambridge Medical Center and Hospital and can provide medical, psychiatric, and detox aid all in one building. Dellwood s biggest downfall though, is their client turn over. They are pushing their clients in
9 STEPPING STONES RECOVERY CENTER 9 and out of the doors in just 28 days, and because of this they have many repeat clients coming back for relapse prevention. Competitive Advantages Stepping Stones Recovery Center has three primary competitive advantages that will help to position is as the leader in this industry. First, SSRC is going to be a brand new entity in the treatment center world. SSRC will have yet to establish a reputation and insurance agents will be quick to sign contracts over to SSRC since they are the new treatment center and may possibly hold the key to recovery. It is unlikely that SSRC will find the cure, so to speak, of addiction, but the aspect of a new way to address the disease will definitely bring in a flood of new clients. Second, Stepping Stones Recovery Center is offering an extended program that is unheard of in other outpatient treatment centers. SSRC will be offering 6 months of intensive treatment at 3 hours a day, 4 days a week. Once the client has completed the six months they will then step down to one month of 2 days a week for 3 hours a day. After this the client will step down to aftercare, which will be one day a week for three hours a day for four weeks. Finally the client will attend relapse prevention once every other week for 3 hours for one month. This brings the client in treatment for a total of 9 months instead of the average time of 28 days. Third, Stepping Stones Recovery Center will provide transportation to those who do not have any. Providing transportation for an adult client is completely unheard of, which will give SSRC a competitive advantage in the industry. While some insurance will cover taxi services; most do not. By providing transportation we are going to reach the clients who do not have a license, do not have a car, or just simply cannot afford to drive to treatment every day. SWOT Analysis
10 STEPPING STONES RECOVERY CENTER 10 As with any new start-up, Stepping Stones Recovery Center faces several risks that come with a new business. The biggest risks SSRC will face are strategic and financial risks. The following will be an assessment of the strategic risks and how SSRC can work to overcome them. Strategic Risks The biggest strategic risk is creating a treatment center in close proximity to another recovery center that is well known, has a very good reputation and many insurance contracts already in place. Dellwood is the most powerful treatment center in the area but, Stepping Stones Recovery Center will be offering a whole new form of recovery program that no other center can match. The following is an evaluation of SSRC s Internal Strengths and Weaknesses: Strengths Employment staff is extremely knowledgeable in addiction All staff members have a combined 45 years of addiction experience be it personal or professional. Due to insurance, there will be next to no client cost Most treatment clients have state insurance which means there would be no cost to the client. For the clients with personal insurance, the insurance usually covers 50% - 85% of all treatment costs. Offering a new form of recovery program Right now, in the treatment world, the focus is turning over clients as quickly as possible. SSRC will be focusing on the client s recovery, not the turnover of a client. Transportation for clients Most addicts and alcoholics are either without a driver s license or cannot afford gas costs. By offering transportation SSRC will be able to reach the clients without a vehicle.
11 STEPPING STONES RECOVERY CENTER 11 Only a handful of employees By having a small amount of employees we will be able to work closely together to customize the client s treatment plan. This is a crucial step for the success of the client. Unique company Not many treatment centers are offering such a one-on-one extended treatment option. Once started, operating costs will be low The only expenses incurred will be general upkeep of the buildings and equipment, gas for the vehicle, payroll, and activities for the clients. Weaknesses High financial start up Since SSRC will be a new business starting with nothing, everything will need to be purchased, including: a building, a vehicle, office supplies, and more. Getting SSRC known to the public Just establishing the centers name and credibility will be tough going up against another major treatment center. Absolutely no starting contracts As a new treatment center SSRC will have to do the foot work of going to hospitals and offering SSRC s services. Not a known recovery center People will be leery of a new treatment center opening up and since there is no reputation to back it up, we could lose potential clients. Opportunities Addiction and Alcoholism are on the rise According to NSDUH, overall prevalence of underage alcohol use and binge drinking has shown a gradual decline, but of age alcohol use and binge drinking is rising at a rapid pace (National Institute on Drug Abuse, 2012).
12 STEPPING STONES RECOVERY CENTER 12 More people want recovery Now more than ever, being an addict or alcoholic is not a shameful thing. Four out of every five people have some sort of addiction (Center for Disease Control, 2010). There is no shame in admitting there is a problem and seeking help. Already have all employees lined up SSRC has all the necessary employees ready and willing to start working even before the doors are open. The appeal of a smaller recovery center is strong With a small treatment center, clients get more one-on-one attention and feel important. They will not get lost in the massive amounts of clients that many large recovery centers hold. Having the only extended treatment program Currently there are not recovery centers offering any form or extended treatment options as long and thorough as SSRC within the area. With high gas prices, clients will turn to our transportation Many people seeking help Threats are down on their luck. They do not have jobs, or have very little income. Offering transportation guarantees the clients can make it to treatment. Five other outpatient treatment centers within 30 miles Even though SSRC is the only extended treatment center, there are 5 other established and reputable treatment centers in the area. One other treatment center is well known and has a good reputation Dellwood is an Allina Hospital backed treatment center and SSRC s biggest threat. High gas prices causing SSRC to do a lot of transporting Gas prices could be a major expense, especially if clients are coming from far away.
13 STEPPING STONES RECOVERY CENTER 13 Constant changes in laws There are always new laws and more red tape to get through. SSRC has to stay on top of changes in laws to ensure they are within the parameters. Inability to gain insurance contracts since SSRC is brand new Many insurance companies are not going to want to gamble on a new treatment center. SSRC will have to persuade many insurance companies to send clients there. Strategies Strategy Plan Objectives Stepping Stones Recovery Center will work towards expanding our strengths in order to overcome the weaknesses. At the same time SSRC will continue to pursue all opportunities and will avoid threats from both of the internal and external areas. The current focus will be on restructuring the general treatment plans to custom fit each client. By having an extended program designed around each individual client, SSRC is hoping to have a higher sobriety rate than the traditional 28 day treatment centers. Goals Short Term Goals Stepping Stones Recovery Center has many obstacles to go around and objectives to reach before it can even open the doors. SSRC s short term goals include: Establish funding for business Financial lending is offered through a local credit union that supports small business start-ups. Purchase or rent a building to operate out of Finding a building is easy in the Mora area, it is the decision to rent or own the building which could hold SSRC back. Purchase a client transportation vehicle A good used 18 passenger van would be sufficient. SSRC would also get funding from the credit union.
14 STEPPING STONES RECOVERY CENTER 14 Purchase all materials needed i.e.: Office equipment, tables, chairs, recovery based books and work books, etc - Many office supply stores offer great discounts when items are bought in mass quantities. Establish beginning clientele through insurance recommendations Most clients will come from other treatment centers that do not have room for them, other Rule 25 Assessors, and detox centers. Long Term Goals In order to become successful Stepping Stones Recovery Center needs to have a 5 year long term goal strategy. Even though it may seem like the distant future, time will move fast and SSRC must be prepared for it. Some of SSRC s long term goals are: Gain insurance trust All clients that are referred to SSRC will first have to be approved by their health insurance. If SSRC does not have a good reputation, insurance companies will not allow the client to attend, which in turn would mean no financial income for SSRC. Gain financial strength Because SSRC will be a brand new business it can be hard to get a company out of debt within the first few years. If SSRC can prove itself as a reputable treatment center, the number of clients will increase, which means the financial profit will increase. Maintain successful program Since SSRC will be one of its kind in the area, it will be important that SSRC can prove an extended treatment option is what the suffering addict and alcoholic needs. Turnover rates need to be low while recovery rates are high.
15 STEPPING STONES RECOVERY CENTER 15 Summary Stepping Stones Recovery Center as a business and a refuge, knows where the individualized program is headed in the near future. The foundation and basis for creating this business is strong and the resources are coming together to make SSRC a successful treatment center. Over the next few years SSRC will focus on establishing financial strengths and consistent clientele referrals. By following this strategic plan over the next 5 years, SSRC will stay on track for future opportunities in the market, such as creating an inpatient facility. If Stepping Stones Recovery Center can keep its strengths stronger than its weaknesses and take advantage of opportunities while still being mindful of threats, it can achieve its goals over the next 5 years.
16 STEPPING STONES RECOVERY CENTER 16 References Center for Disease Control. (2010, June 03). Alcohol & drug use. Retrieved January 20, 2012 from Grant, B., Dawson, D., Stinson, F., Chou, S., Dufour, M., & Pickering, R. (2006). The 12-month prevalence and trends in DSM-IV alcohol abuse and dependence: United States, and reprinted from Drug and Alcohol Dependence 74(3). Alcohol Research & Health, 29(2), Retrieved from CINAHL Plus database. Ireland, R. D., Hoskisson, R. E., & Hitt. M. A. (2012). Understanding business strategy. Mason: South-Western Cenage Learning. National Institute on Drug Abuse. (2012). Trends & statistics. Retrieved January 20, 2012 from Substance Use In Minnesota. (2011). Kanabec county substance use and consequences, Retrieved January 20, 2012 from
17 STEPPING STONES RECOVERY CENTER 17 Appendix A Stepping Stones Recovery Center Membership Prospectus January 2014 Primary Contact Rochelle Rehm (Tollefsrud) 123 ABC Drive Mora, MN Confidential Property of Stepping Stones Recovery Center
18 STEPPING STONES RECOVERY CENTER 18 Appendix B Management Team Rochelle Rehm Owner/Director Taylor Bedouine Senior LADC/Rule 25 Assessor Marry Kehller LADC/Clinical Supervisor Jodi Hall RN Seth Rehm Chemical Health Technician Helina Schmitt Chemical Health Technician Nicole Nyquist Office Manager