ETP3703
Assignment 2 Semester 1 2026
Unique number:
Due Date: April 2026
This document includes:
Helpful answers and guidelines
Detailed explanations and/ or calculations
References
Connect with the tutor on
+27 81 278 3372
, EXECUTIVE SUMMARY
CareCircle Elderly Companion Services is a small local business that aims to
support older people in their daily lives through care, companionship and simple
assistance. Many elderly people in South Africa live alone and struggle with
loneliness and daily tasks because their families work far away or do not have
enough time. This service responds to that need by offering reliable and caring
support that helps older people feel valued and less isolated. Visits can be arranged
daily or at set times and include activities like talking, reading, playing games and
going for short walks. The service also helps with basic tasks such as shopping,
collecting medication, attending appointments and light household duties, while
focusing on social wellbeing and independence rather than medical care.
The main clients are elderly people who live alone, as well as their family members
who want peace of mind about their care. Retirement homes and healthcare
providers can also refer clients. The business will operate within the local community
using trained caregivers who are trustworthy and compassionate, with proper checks
and basic training in place. Bookings and communication will be managed using
simple mobile tools. Income will come from hourly rates, monthly packages and
flexible service plans, while costs will include wages, transport and training. There is
a growing demand for such services due to longer life expectancy and changing
family structures. Social support also improves wellbeing and reduces isolation
among older people.
© Study Shack 2026. All rights Reserved +27 81 278 3372
, 1. BUSINESS MODEL CANVAS
1.1. Customer segments
The business targets clearly defined customer groups based on their needs, living
conditions and ability to access support. These segments are divided into primary
and secondary groups to show a deeper understanding of the market.
Primary Customer Segment
The main customers are elderly people who live alone or have limited daily support.
These individuals are usually aged 60 years and above and may struggle with
loneliness, reduced mobility or difficulty managing daily tasks. Many of them value
independence but still need assistance with simple activities such as shopping,
attending appointments or having regular social interaction.
This group also includes elderly people living in suburban homes, townships and
small communities where access to formal care services is limited. Their main needs
include companionship, emotional support, safety and assistance with everyday
responsibilities. Social isolation among older adults is a serious concern and can
negatively affect both mental and physical health (Chiu et al. 2014).
Secondary Customer Segment
The second group includes adult children and family members of elderly individuals.
These customers are often working full-time or living far from their parents or
relatives. They are concerned about the safety, wellbeing and emotional state of
their loved ones. Their main need is peace of mind, knowing that someone reliable is
checking on and supporting their family member regularly.
This segment is important because they are often the ones who pay for the service
and make decisions about care arrangements.
Tertiary Customer Segment
The third group includes organisations such as retirement homes, clinics, community
centres and social workers. These stakeholders may refer elderly clients who need
additional support beyond what is already available. They may also partner with the
business to extend care services into the community.
© Study Shack 2026. All rights Reserved +27 81 278 3372
Assignment 2 Semester 1 2026
Unique number:
Due Date: April 2026
This document includes:
Helpful answers and guidelines
Detailed explanations and/ or calculations
References
Connect with the tutor on
+27 81 278 3372
, EXECUTIVE SUMMARY
CareCircle Elderly Companion Services is a small local business that aims to
support older people in their daily lives through care, companionship and simple
assistance. Many elderly people in South Africa live alone and struggle with
loneliness and daily tasks because their families work far away or do not have
enough time. This service responds to that need by offering reliable and caring
support that helps older people feel valued and less isolated. Visits can be arranged
daily or at set times and include activities like talking, reading, playing games and
going for short walks. The service also helps with basic tasks such as shopping,
collecting medication, attending appointments and light household duties, while
focusing on social wellbeing and independence rather than medical care.
The main clients are elderly people who live alone, as well as their family members
who want peace of mind about their care. Retirement homes and healthcare
providers can also refer clients. The business will operate within the local community
using trained caregivers who are trustworthy and compassionate, with proper checks
and basic training in place. Bookings and communication will be managed using
simple mobile tools. Income will come from hourly rates, monthly packages and
flexible service plans, while costs will include wages, transport and training. There is
a growing demand for such services due to longer life expectancy and changing
family structures. Social support also improves wellbeing and reduces isolation
among older people.
© Study Shack 2026. All rights Reserved +27 81 278 3372
, 1. BUSINESS MODEL CANVAS
1.1. Customer segments
The business targets clearly defined customer groups based on their needs, living
conditions and ability to access support. These segments are divided into primary
and secondary groups to show a deeper understanding of the market.
Primary Customer Segment
The main customers are elderly people who live alone or have limited daily support.
These individuals are usually aged 60 years and above and may struggle with
loneliness, reduced mobility or difficulty managing daily tasks. Many of them value
independence but still need assistance with simple activities such as shopping,
attending appointments or having regular social interaction.
This group also includes elderly people living in suburban homes, townships and
small communities where access to formal care services is limited. Their main needs
include companionship, emotional support, safety and assistance with everyday
responsibilities. Social isolation among older adults is a serious concern and can
negatively affect both mental and physical health (Chiu et al. 2014).
Secondary Customer Segment
The second group includes adult children and family members of elderly individuals.
These customers are often working full-time or living far from their parents or
relatives. They are concerned about the safety, wellbeing and emotional state of
their loved ones. Their main need is peace of mind, knowing that someone reliable is
checking on and supporting their family member regularly.
This segment is important because they are often the ones who pay for the service
and make decisions about care arrangements.
Tertiary Customer Segment
The third group includes organisations such as retirement homes, clinics, community
centres and social workers. These stakeholders may refer elderly clients who need
additional support beyond what is already available. They may also partner with the
business to extend care services into the community.
© Study Shack 2026. All rights Reserved +27 81 278 3372
