SWOT analysis.

Your goals as a student in this class are to….

1) To identify and articulate the shared values that unite Mrs. Bell, Mrs. Graham, Breast & Body Health Inc., and Breast & Body Health Boutique.

2) To identify and articulate a vision statement that unites and clearly states what Mrs. Bell and Mrs. Graham want Breast & Body Health Inc., and Breast & Body Health Boutique to become.

3) To identify and articulate a unifying mission statement for Breast & Body Health Inc., and Breast & Body Health Boutique that declares their reason for being; what their business is.

4) To formulate a strategic plan that exploits current opportunities while creating new and different opportunities for the future. Integrating the management, marketing, accounting/finance, operations, and information systems of Breast & Body Health Inc., and Breast & Body Health Boutique to achieve the vision.

Background….

Two organizations with one vision; to help men, women, and children with cancer (primarily breast cancer). These two organizations have multiple published mission/vision/purpose statements. There is a lack of clarity and focus. There is a need to focus this organization and to develop a clearly articulated a 3 to 5 year strategic plan.

Organization 1: Breast and Body Health Inc. - Breast and Body Health Inc. is a 501c3 not-for-profit organization.

Organization 2: Breast and Body Health Boutique - Breast and Body Health Boutique is a for profit organization.

These two organizations exist symbiotically to help men, women, and children with cancer. Their primary focus is breast cancer. From screening, to diagnosis, treatment, and post treatment, the goal is to help women obtain the products and services they need to be healthy and to feel confident in their own skin. Breast & Body Health Incorporated, the not-for-profit 501c3, raises funds to help cover the costs associated with cancer products and services, primarily traditional and custom-made prosthetic breasts, bras, wigs, and other breast cancer related supplies. The second organization, Breast & Body Health Boutique, is a for profit organization that sells the products previously mentioned as well as a full line of women’s intimate apparel, hand-made lotions and soaps, and clothing. The revenue generated from Breast and Body Health Boutique is directed into Breast and Body Health Incorporated which donates the funds to cover the cancer related costs for patients/customers who lack health insurance or have inadequate health insurance to obtain the products and services they need. From the perspective of a patient or customer, these two organizations are on in the same.

The World Health Organization defines health as “a state of complete physical, mental, and social well-being and not merely the absence of disease or infirmity” (World Health Organization, 2014, p. 1). As a 4-time cancer survivor, the founder and co-owner these two organizations, Mrs. Bonnie Bell, is keenly aware of the essential roles that knowledge, confidence, and community, play in the journey from the discovery of a lump, to breast cancer survivor, and from cancer survivor, to thriver; the complementary roles that physical, mental, and social well-being play in the pursuit of health.

From the perspective of a patient/customer, these two organizations are one in the same. They reside in two primary locations, northern Virginia and central Alabama, as well as two satellite locations, northern Virginia and eastern West Virginia. Their specific addresses are as follows:

Primary Locations:

1) Breast & Body Health Boutique - 2217 Papermill Road, Winchester, VA 22601

2) Breast & Body Health Boutique - 102 Court Street, Wetumpka, AL 36092

3) Breast & Body Health, Inc headquarters – 62 Niblick Court, Martinsburg, WV 25405

Satellite Locations:

1) Mary Washington Regional Cancer Center, 1300 Hospital Drive #101, Fredericksburg, VA 22401

2) Gateway Home Care, 1353 Edwin Miller Boulevard, Martinsburg, WV 25404

Populations Served:

The primary population served by these organizations are women and their families afflicted by breast cancer within a 100-mile radius of each location. More specifically, the target population are women afflicted by breast cancer who lack health insurance or have inadequate health insurance. That being said, these organizations serve all individuals in within the geographic regions served.

On top of helping those with cancer, these organizations engage in various community outreach and educational events that work to spread awareness of cancer, the importance of cancer screening, and how to access available resources.

Again, these organizations have never clearly defined their primary population beyond “men, women, and children with cancer”. This will be a major aspect of clarifying and focusing this organization through the development of a 3 to 5 year strategic plan.

These two organizations are co-owned by a mother and daughter team; Bonnie Bell (mother) and Natacha Graham (daughter). With limited resources these organizations are being operated to achieve the mission of helping those with cancer. The impact these two organizations have had since their inception is amazing. With no formal business training, the owners have grown these organizations from an idea and a few thousand dollars into two full retail locations with approximately 6 full time equivalent employees; they have touched hundreds of lives. With growth comes opportunities and new challenges. There are legitimate regulatory and business reasons for maintaining two distinct entities (for-profit and not-for-profit), but this also adds to the confusion. There is not a clearly defined vision that unities these organizations. There is not a clear mission providing direction. There are no stated goals that the organizations are operating toward. There is no strategy. Mrs. Bell and Mrs. Graham work endlessly to raise funds to help men, women, and children with cancer. They direct all profits from Breast and Body Health Boutique into Breast and Body Health Incorporated which donates funds to cover the cancer related costs of uninsured and underinsured patients/customers. They have developed a successful model in a unique niche, but they are working at their capacity.