--0000000000006d5fcb05f98f2e40 Content-Type: text/plain; charset="UTF-8" Content-Transfer-Encoding: quoted-printable Hi Tim, Thank you for advocating and your understanding. I can see that you are in a complex situation right now that you are managing with professionalism. Thanks, Beth On Mon, Apr 17, 2023 at 2:11=E2=80=AFPM Timothy Thomas wrot= e: > Hi Beth and Matt, > > I understand your concerns and have also voiced mine as well to Chen and > the executive team. > > Meera confirmed to me that we can onboard caregivers at an average rate o= f > $19/hr therefore I'm willing to approve a rate of $38/hr from your referr= al > sources. On the consumer lead front, we will hold the line at $40 for the > next two weeks and see how it goes. We'll be watching closely and adjust = if > needed. > > Hope this helps. > Tim > > > On Mon, Apr 17, 2023 at 9:48=E2=80=AFAM Matt Vijayan wrote: > >> Hi Beth, >> >> Thank you for these useful insights. We have already talked about the >> pricing for Waterloo. The pricing decision is not just based on competit= ive >> rates but also on the caregiver wages; the corporate mandate is to hit a= t >> least 50% gross margin. Keep Tim and I in the loop when you have a >> situation where the pricing can impact winning the client. >> >> @Timothy Thomas In the competitive market analysis from >> TheKey corporate, *Home Instead Waterloo* quoted $45 for complex care >> and $40 for market (skewing up the TheKey market rate for Waterloo). Thi= s >> is contradictory to the mystery shopping done through Beth's contacts. T= he >> other two competitors' pricing is consistent. I know we talked about the >> variable market dynamics (Waterloo vs. the GTA) and this finding just >> validates that we need to apply Toronto rates to Waterloo. >> >> Best regards, >> >> Matt >> >> Matt Vijayan, B.Sc., MBA, CCPE >> Director of Sales, Canada >> *Please note my email has changed:* >> mvijayan@TheKey.com >> >> TheKey.ca >> [image: TheKey] >> >> >> On Fri, Apr 14, 2023 at 5:44=E2=80=AFPM Elizabeth Sparrow > beth.sparrow@thekey.com> wrote: >> >>> Hi Tim >>> >>> I spoke to Matt briefly yesterday about my concern. >>> (I apologize for sending this late Friday, no need to respond until nex= t >>> 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 min= imum >>> of hours. >>> >>> I am supportive of the new structure and understand why these rates wer= e >>> set to achieve the desired margins of 50%. However, knowing this regio= n >>> and the customer decision-making trends the new rates will impact our S= OC >>> 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 di