This document outlines a business plan for Second Wind, a retirement community service. It describes the target baby boomer market segment and analyzes competitive advantages in areas like healthcare, travel, and social engagement. The plan details a core service package with lifestyle and healthcare offerings, as well as facilitating and enhancing services. It proposes resident ownership structure and national/local organizational structure. Marketing strategies are outlined for the first three years, and financial projections include cash flow, sales forecasts, and break-even analyses. The conclusion reiterates the Second Wind vision.

1. SECOND
WIND

2. DEB & JIM
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 2

3. SECOND
WIND
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 3

4. DEB & JIM
Madison, WI
“This has been our
home for many
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 4

5. DEB & JIM
Madison, WI
Richmond, VA
“Lets touch base
with our son and
explore the city’s
“This has been our
home for many
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 5

6. DEB & JIM
Madison, WI
Richmond, VA
“Lets touch base
with our son and
explore the city’s
“This has been our
home for many
Dallas, TX
“We love to spoil
our grandchildren.”
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 6

7. DEB & JIM
Seattle, WA
Madison, WI
“Lets challenge
ourselves to get fit.”
Richmond, VA
“Lets touch base
with our son and
explore the city’s
“This has been our
home for many
Dallas, TX
“We love to spoil
our grandchildren.”
Key West, FL
“It’s about to soak
up some sun.”
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 7

8. DEB & JIM
Seattle, WA
Madison, WI
“Lets challenge
ourselves to get fit.”
Richmond, VA
“Lets touch base
with our son and
explore the city’s
“This has been our
home for many
Dallas, TX
“We love to spoil
our grandchildren.”
Key West, FL
“It’s about to soak
up some sun.”
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 8

9. MARKET SEGMENT
BABY BOOMERS
77
ENTERING RETIREMENT
million
STRONG
30
25
20
$500,000
$1,000,000
15
IN ASSESTS
10
59%
RELOCATE
1940 1945 1950 1955 1965 1970 1975 1980
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 9

10. TARGET MARKET
HEALTHCARE
1.6
88%
TRILLION/
YEAR
INTRO
MARKET ANALYSIS
SENIOR LIVING
OCCUPANCY
RATE
SERVICE
OWNERSHIP
ORGANIZATION
TRAVEL
157
BILLION
BOOMER
CONTRIBUTION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 10

11. UNCONTESTED MARKET SPACE
Second
Wind
CCRCs
Aging
in Place
INTRO
Accessibility
of Life
Enrichment
Activities
MARKET ANALYSIS
Progressive/
Preventative
Healthcare
SERVICE
Relocation
Accessability
Financial
Advisement
OWNERSHIP
Sense of
Home
ORGANIZATION
Social
Engagement
MARKETING &
MARCOM
Skilled
Healthcare
Options
FINANCIAL
Safety and
Security
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 11

12. SERVICE PACKAGE
Core
Product
Facilitating
Services
Enhancing
Services
- Lifestyle Enrichment Platform
- Residential Property Management
- Quality of Life Sustainment and
Progressive Healthcare Platform
- Transient Living
- Life Enrichment Services: Social,
Cultural, Educational,
Recreational
- Financial Advisement
- On-site Amenities
MARKET ANALYSIS
SERVICE
- Travel/ Relocation Concierge
- Flexible Healthcare Plan Options
- Progressive/ Preventative
Wellness and Healthcare
INTRO
Delivery
System
- Online Platform/ Website
- Physical Facilities
- Social Network
- Volunteer/ Educational Program
- Residential Property Maintanence
- Dedicated, Personalized
Assistance
- Online Support Platform
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 12

13. SERVICE PACKAGE
Core
Product
Facilitating
Services
Enhancing
Services
- Lifestyle Enrichment Platform
- Residential Property Management
- Quality of Life Sustainment and
Progressive Healthcare Platform
- Transient Living
- Life Enrichment Services: Social,
Cultural, Educational,
Recreational
- Financial Advisement
- On-site Amenities
MARKET ANALYSIS
SERVICE
- Travel/ Relocation Concierge
- Flexible Healthcare Plan Options
- Progressive/ Preventative
Wellness and Healthcare
INTRO
Delivery
System
- Online Platform/ Website
- Physical Facilities
- Social Network
- Volunteer/ Educational Program
- Residential Property Maintanence
- Dedicated, Personalized
Assistance
- Online Support Platform
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 13

14. SERVICE PACKAGE
Core
Product
Facilitating
Services
Enhancing
Services
- Lifestyle Enrichment Platform
- Residential Property Management
- Quality of Life Sustainment and
Progressive Healthcare Platform
- Transient Living
- Life Enrichment Services: Social,
Cultural, Educational,
Recreational
- Financial Advisement
- On-site Amenities
MARKET ANALYSIS
SERVICE
- Travel/ Relocation Concierge
- Flexible Healthcare Plan Options
- Progressive/ Preventative
Wellness and Healthcare
INTRO
Delivery
System
- Online Platform/ Website
- Physical Facilities
- Social Network
- Volunteer/ Educational Program
- Residential Property Maintanence
- Dedicated, Personalized
Assistance
- Online Support Platform
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 14

15. SERVICE PACKAGE
Core
Product
Facilitating
Services
Enhancing
Services
- Lifestyle Enrichment Platform
- Residential Property Management
- Quality of Life Sustainment and
Progressive Healthcare Platform
- Transient Living
- Life Enrichment Services: Social,
Cultural, Educational,
Recreational
- Financial Advisement
- On-site Amenities
MARKET ANALYSIS
SERVICE
- Travel/ Relocation Concierge
- Flexible Healthcare Plan Options
- Progressive/ Preventative
Wellness and Healthcare
INTRO
Delivery
System
- Online Platform/ Website
- Physical Facilities
- Social Network
- Volunteer/ Educational Program
- Residential Property Maintanence
- Dedicated, Personalized
Assistance
- Online Support Platform
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 15

16. FRANK & HELEN
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 16

17. FRANK & HELEN
First Eight Years
INTRO
MARKET ANALYSIS
Past Three Years
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 17

18. FEATURES & BENEFITS
TRANSIENT LIVING PERSONALIZED SERVICE BUNDLED LIFESTYLE
MATURATION COSTS
ON-SITE COMPREHENSIVE
HEALTHCARE
SUSTAINABLE LIVING
STATE RESIDENCY
FINANCIAL ADVISEMENT
FACILITY MANAGEMENT
STOCK OPTIONS
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 18

19. OWNERSHIP
51% 49%
RESIDENTS
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
INVESTORS,
ETC
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 19

20. PERSONNEL
NATIONAL
CEO
HQ
investors
Office Manager
Marketing
Finance
Sales
Asst.
Asst.
HR
IT
Asst.
SALES
Manager
Manager
Manager
Rep,
Rep,
Rep,
Rep,
Rep,
Rep,
Rep,
Rep,
Rep,
LOCAL
Location Manager
Location Manager
Location Manager
Manager's Assistant
Admissions (2)
Financial (2)
Travel Manager
Lifestyle Manager
Lifestyle Team (6)
Manager's Assistant
Admissions (2)
Financial (2)
Travel Manager
Lifestyle Manager
Lifestyle Team (6)
Manager's Assistant
Admissions (2)
Financial (2)
Travel Manager
Lifestyle Manager
Lifestyle Team (6)
Part-Time
Full-Time
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 20

21. DEVELOPMENT PROCESS
$
PARTNERS
(lease term
INVESTORS
s)
RESIDENTS
-INVESTORS
PENSION FU
NDS
+
SUBSIDIARY
DEVELOPMENT &
PROPERTY MGNT
GROUP
FOR
SALE
LEASE
$$$$$$$$$$
DEVELOPMENT
$
SECOND
WIND
$
PARTNERS
(monthly fe
INVESTORS
es)
(
entrance fe
RESIDENTS
es)
-INVESTORS
PENSION FU
NDS
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 21

22. YEAR ONE
MARKETING STRATEGY
MARCOM
-Establish one-on-one relationships
-Field sales representatives
-Stimulate market “buzz”
-Social Media
-Collaborate with industry partners
-Partner with existing services
catering to boomers
-Co-creation
-Exclusive events
-Establish resident ambassadors
-TV, internet, print advertisments
-Content Marketing
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 22

23. YEAR TWO
MARKETING STRATEGY
MARCOM
-Build upon awareness
-Continue efforts of year one
-Ambassador promote service ideals
-Market with industry partners
-Establish rapport with partners
-Spontateous gatherings
-Small-scale service representations
-Exclusive tours and co-creation
sessions
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 23

24. YEAR THREE
MARKETING STRATEGY
MARCOM
-Engage public through MARCOM
-Local ad campaigns
-Allow public to experience
offerings
-Pop-Up showrooms
-Visitation program
-Reduce individualized marketing
-Ambassador word-of-mouth
-Increase traditional marketing
INTRO
MARKET ANALYSIS
SERVICE
-Gauge younger generations’
interest
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 24

25. CASH FLOW ANALYSIS
Personnel:
Physical Resources:
Marketing:
YEAR ONE
1094000
111500
564600
YEAR TWO
1139000
111500
833000
YEAR THREE
1224000
111500
905000
Total:
1,770,100.00
2,083,500.00
2,240,500.00
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 25

26. SALES FORECAST- YEAR ONE
Entrance Fees:
Units Reserved:
Total:
Operating Costs:
INTRO
Q1
50000
6
300,000.00
Q2
50000
9
450,000.00
Q3
50000
10
500,000.00
Q4
50000
15
750,000.00
TOTAL Y1
444,025.00
(144,025.00)
444,025.00
5,975.00
444,025.00
55,975.00
444,025.00
305,975.00
1,776,100.00
223,900.00
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
40
2,000,000.00
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 26

27. BREAK-EVEN ANALYSIS
YEAR ONE
35
50000
1776100
35.522
Units Reserved:
Buy-In Revenue:
Fixed Costs:
BEP
YEAR TWO
Units Reserved:
Buy-In Revenue:
Fixed Costs:
45
50000
2083500
41.67
BEP
YEAR THREE
Units Reserved:
Buy-In Revenue:
Fixed Costs:
BEP
YEAR THREE (LOCAL)
Units Occupied:
Yearly Fees:
Fixed Costs:
BEP
INTRO
45
50000
2240500
44.81
50
9920
496000
50
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 27

28. SECOND
WIND
INTRO
MARKET ANALYSIS
SERVICE
OWNERSHIP
ORGANIZATION
MARKETING &
MARCOM
FINANCIAL
CONCLUSION
SECOND WIND | LINCOLN NEIGER | NATASHA BARRETT | 28

29. THANK
YOU