Caps and Crowns Dental Clinic: Exploring Business Opportunities

In 2019, after completing her postgraduate work in dentistry in Mangalore, India, an entrepreneur decided to set up a chain of clinics in Bengaluru, in the Indian state of Karnataka. She was not considering any partnerships for her venture, which she planned to fund with personal capital and a bank loan. The entrepreneur consulted her long-time friend, an independent business consultant, who introduced her to the manager of the Indian government-owned Syndicate Bank. The bank agreed to review her detailed financial and marketing plans, and consider funding the venture. The independent business consultant offered to help with the task of financial forecasting for the development of a marketing plan to increase foot traffic to the proposed clinics.

This case can be used as a capstone assignment to integrate the concepts of finance and marketing. It is suitable for use in graduate-level courses on financial accounting, marketing management, integrated marketing communication, corporate finance, or business valuation. It is also suitable for modules on project- or corporate financing and entrepreneurship. The case can be highly effective with finance and marketing instructors jointly teaching and discussing the case with the class. It is also highly amenable to online teaching with the instructions provided. <br><br><br><br><br>This exercise highlights the need for marketing and financial projections when starting a new venture. It brings to light the key areas of focus for the entrepreneur, especially with regard to raising capital for a new venture and marketing the business to reach the target consumer group. The exercise is also helpful in teaching basic financial accounting concepts. The instructor can use this exercise to explain the concepts of accounting equations, the analysis of business transactions, and the preparation of financial statements. After working through the exercise and assignment questions, students will be able to:<ul><li>Analyze business transactions.</li><li>Understand the concept of segmentation and marketing communication.</li><li>Determine the break-even number of patients required to meet expenses.</li><li>Prepare a forecasted income statement and balance sheet.</li><li>Understand the methodology to calculate external funding requirements.</li></ul>

• segmentation
• marketing communication
• 6M Model
• breakeven
• financial forecasting
• additional fund requirement
• transaction analysis