--0000000000000cf36305f952bf1f Content-Type: text/plain; charset="UTF-8" Hi Tim I spoke to Matt briefly yesterday about my concern. (I apologize for sending this late Friday, no need to respond until next week.) My first concern is that the new market rate of $40 and complex rate of $45 will price us out of the market in Waterloo Region. We already have "sticker shock" issues when $36-38 is quoted. We also have a higher minimum of hours. I am supportive of the new structure and understand why these rates were set to achieve the desired margins of 50%. However, knowing this region and the customer decision-making trends the new rates will impact our SOC and our ability to have any success in this Region. Secondly, the HCLs are still establishing referral sources. The importance of taking the majority of leads given to us from referrals, (non-elephants) is essential. Otherwise, referrals will refer directly to competitors. I am hearing regularly right now that Retirement homes are completely overwhelmed by home care sales consultants. They have piles of collateral on their desks and daily calls/drop-ins trying to get referrals. There are challenges already to be a top referral if we turn down too many leads due to low hours/usage they will move on to a competitor who will. Below are mystery shop quotes given just in the past month in Waterloo Region: $36 Home Instead (3 hr min, 12 hrs/week) $38 Nurse Next Door (4 hr min, 12 hrs/week.) $36-42 First Light Home Care ( 3 hr shift) $30-35/hr (KW care (1 hr min.) $38 Warm Embrace $38 promise As we are trying to establish a new brand we are at a major risk of pricing ourselves out of the market. Competitors are hot on our heels to be a top referral. Prioritizing all leads from referrals is essential for future elephants. -- Beth Sparrow Home Care Liaison / Business Development *Please note my email has changed:* beth.sparrow@TheKey.com (226) 771-9243 Direct (519) 954-2111 Office 24/7 coverage TheKey.com [image: TheKey] --0000000000000cf36305f952bf1f Content-Type: text/html; charset="UTF-8" Content-Transfer-Encoding: quoted-printable Hi Tim=C2=A0 I sp= oke to Matt briefly yesterday about my concern.=C2=A0 (I apologiz= e for sending this late Friday, no need to respond until next week.) My first concern is that the=C2=A0new market rate of $40= and complex rate of $45 will price us out of the market in Waterloo Region= . We already have "sticker shock" issues when $36-38 is quoted. W= e also have a higher minimum of hours. I am suppor= tive of the new structure and understand why these rates were set to=C2=A0a= chieve the desired margins of 50%.=C2=A0 However, knowing this region and t= he customer=C2=A0decision-making trends the new rates will impact our SOC a= nd our ability to have any success in this Region. Secondly, the HCLs are still establishing referral=C2=A0sources. The impor= tance of taking the majority of leads given to us from referrals, (non-elep= hants) is essential.=C2=A0 Otherwise