USF Libraries
USF Digital Collections

Proposal for University of South Florida Pinellas County Hearing and Speech Center, USF-PCHSC

MISSING IMAGE

Material Information

Title:
Proposal for University of South Florida Pinellas County Hearing and Speech Center, USF-PCHSC
Physical Description:
Book
Language:
English
Creator:
Francis, Mary J
Publisher:
University of South Florida
Place of Publication:
Tampa, Fla.
Publication Date:

Subjects

Subjects / Keywords:
speech-language pathology
audiology
services
clinic
pinellas county
Dissertations, Academic -- Audiology -- Doctoral -- USF   ( lcsh )
Genre:
government publication (state, provincial, terriorial, dependent)   ( marcgt )
bibliography   ( marcgt )
theses   ( marcgt )
non-fiction   ( marcgt )

Notes

Summary:
ABSTRACT: The University of South Florida Pinellas County Hearing and Speech Center (USF-PCHSC) is a nonprofit 501 (C) 3 organization that will offer comprehensive audiology and speech-language pathology services to people of all ages. USF-PCHSC is a facility founded by The Department of Communication Sciences and Disorders of the University of South Florida, with Dr. Arthur M. Guilford as chairman. Researchers have determined that hearing loss is one of the three most prevalent medical conditions in the United States, affecting more than 28 million people over the age of sixty-five (Martin and Clark, 2002). According to yellowpages.com there are twenty-five hearing health care professions within the Pinellas County area, yet there are only five facilities that offer both audiology and speech-language pathology service. USF-PCHSC will begin offering services on May 15, 2004. It will be located in the Pinellas County area. The practice will offer a full range of speech, language and audiological services to include diagnostic audiometry; hearing aid fitting; pediatric speech and language services; hearing conservation; and aural rehabilitation. USF-PCHSC will begin operation with two clinical supervisors and up to five student clinicians. All student clinicians will have completed a bachelor's degree and will be enrolled in graduate school, in either the speech-language pathology Master's degree program or the Audiology Clinical Doctoral degree (Au.D.) program. Although services will be available to everyone, USF-PCHSC's target markets will be senior citizens, pediatrics, and industrial sites requiring hearing conservation programs. USF-PCHSC is in a strong competitive position because of their affiliation with the University of South Florida Tampa campus. USF-PCHSC's position is further strengthened by several factors; Dr. Arthur M. Guilford's background and credentials (see Appendix A for Abbreviated Curriculum Vita), the large and growing size of the target markets, affiliation with Bay Pines Veterans Hospital and the James A. Haley Veterans Hospital, and recent and continuing technological advances in speech and hearing health care. USF-PCHSC will seek donations totaling $100,000.00 to fund the start-up costs, staffing, equipment, and unanticipated expenses. The break-even point is predicted to occur after 18 months. The practice is expected to grow to the point that it will be fully self-supporting to include all professional and support staff salaries.
Bibliography:
Includes bibliographical references.
System Details:
System requirements: World Wide Web browser and PDF reader.
System Details:
Mode of access: World Wide Web.
Statement of Responsibility:
by Mary J. Francis.
General Note:
Professional research project (Au. D.)--University of South Florida, 2004.
General Note:
Title from PDF of title page.
General Note:
Document formatted into pages; contains 55 pages.

Record Information

Source Institution:
University of South Florida Library
Holding Location:
University of South Florida
Rights Management:
All applicable rights reserved by the source institution and holding location.
Resource Identifier:
aleph - 001469441
oclc - 55732497
notis - AJR1195
usfldc doi - E14-SFE0000342
usfldc handle - e14.342
System ID:
SFS0025037:00001


This item is only available as the following downloads:


Full Text
xml version 1.0 encoding UTF-8 standalone no
record xmlns http:www.loc.govMARC21slim xmlns:xsi http:www.w3.org2001XMLSchema-instance xsi:schemaLocation http:www.loc.govstandardsmarcxmlschemaMARC21slim.xsd
leader nam Ka
controlfield tag 001 001469441
003 fts
006 m||||e|||d||||||||
007 cr mnu|||uuuuu
008 040524s2004 flua sbm s000|0 eng d
datafield ind1 8 ind2 024
subfield code a E14-SFE0000342
035
(OCoLC)55732497
9
AJR1195
b SE
SFE0000342
040
FHM
c FHM
090
RF290
1 100
Francis, Mary J.
0 245
Proposal for University of South Florida Pinellas County Hearing and Speech Center, USF-PCHSC
h [electronic resource] /
by Mary J. Francis.
260
[Tampa, Fla.] :
University of South Florida,
2004.
500
Professional research project (Au. D.)--University of South Florida, 2004.
504
Includes bibliographical references.
516
Text (Electronic thesis) in PDF format.
538
System requirements: World Wide Web browser and PDF reader.
Mode of access: World Wide Web.
Title from PDF of title page.
Document formatted into pages; contains 55 pages.
520
ABSTRACT: The University of South Florida Pinellas County Hearing and Speech Center (USF-PCHSC) is a nonprofit 501 (C) 3 organization that will offer comprehensive audiology and speech-language pathology services to people of all ages. USF-PCHSC is a facility founded by The Department of Communication Sciences and Disorders of the University of South Florida, with Dr. Arthur M. Guilford as chairman. Researchers have determined that hearing loss is one of the three most prevalent medical conditions in the United States, affecting more than 28 million people over the age of sixty-five (Martin and Clark, 2002). According to yellowpages.com there are twenty-five hearing health care professions within the Pinellas County area, yet there are only five facilities that offer both audiology and speech-language pathology service. USF-PCHSC will begin offering services on May 15, 2004. It will be located in the Pinellas County area. The practice will offer a full range of speech, language and audiological services to include diagnostic audiometry; hearing aid fitting; pediatric speech and language services; hearing conservation; and aural rehabilitation. USF-PCHSC will begin operation with two clinical supervisors and up to five student clinicians. All student clinicians will have completed a bachelor's degree and will be enrolled in graduate school, in either the speech-language pathology Master's degree program or the Audiology Clinical Doctoral degree (Au.D.) program. Although services will be available to everyone, USF-PCHSC's target markets will be senior citizens, pediatrics, and industrial sites requiring hearing conservation programs. USF-PCHSC is in a strong competitive position because of their affiliation with the University of South Florida Tampa campus. USF-PCHSC's position is further strengthened by several factors; Dr. Arthur M. Guilford's background and credentials (see Appendix A for Abbreviated Curriculum Vita), the large and growing size of the target markets, affiliation with Bay Pines Veterans Hospital and the James A. Haley Veterans Hospital, and recent and continuing technological advances in speech and hearing health care. USF-PCHSC will seek donations totaling $100,000.00 to fund the start-up costs, staffing, equipment, and unanticipated expenses. The break-even point is predicted to occur after 18 months. The practice is expected to grow to the point that it will be fully self-supporting to include all professional and support staff salaries.
590
Co-adviser: Guilford, Arthur M.
Co-adviser: Zelski., Robert F.
653
speech-language pathology.
audiology.
services.
clinic.
pinellas county.
690
Dissertations, Academic
z USF
x Audiology
Doctoral.
773
t USF Electronic Theses and Dissertations.
4 856
u http://digital.lib.usf.edu/?e14.342



PAGE 1

Proposal for: University of South Florida Pinellas County Hearing and Speech Center USF PCHSC Mary J. Francis, B.A. Co Chairs: Arthur M. Guilford, Ph.D. Robert F. Zelski, Au.D. Committee members: Patricia I. Carr, Au.D. Gail V. P ashek, Ph.D. May 1, 2004

PAGE 2

2 I. Introduction Audiology and speech language pathology are professions that have been rapidly developing. The profession of audiology has its roots in speech language pathology. Since its inception only a little more than fifty years ago audiology has grown to become a separate, but partnered profession with speech language pathology (Martin and Clark, 2002). Although audiology had its birth under the aegis of the military, its growth was rapid within the civili an sector because of the general prevalence of hearing loss and the devastating impact that hearing loss had on the lives of those affected (Katz, 2002). What began as professions primarily focused to assist those World War II hearing injured veterans ree nter civilian life has grown into a profession serving all population groups and ages (Martin and Clark, 2002). Today, researchers have determined that hearing loss is one of the three most prevalent medical conditions affecting more than 28 million peo ple over the age of sixty five (Martin and Clark, 2002). Impairments of communication speech, language, and hearing disorders are among the most prevalent of human disabilities and can leave a myriad of problems in their wake. Although the number of children diagnosed with hearing loss is lower than that of adults, the prevalence is far greater when considering those children whose speech and language development and academic performances may be impacted by mild transient ear infections so common amon g children (Martin and Clark, 2002). In the United States, 90 percent of children have at least one ear infection before the age of six, although not all will have secondary problems (Northern and Downs, 1991). Studies have shown that children prone to e ar pathologies may lag behind their peers in articulatory and phonological development, in the ability to receive and

PAGE 3

3 express through spoken language, in the use of grammar and syntax, in the acquisition of vocabulary, in the development of auditory memory and auditory perception skills, and in social maturation (Clark & Jaindl, 1996). It has also been determined that insidious hearing losses in adults are primarily caused by exposure to high levels of noise (Martin and Clark, 2002). Today, many industrie s produce noise levels sufficient to cause permanent hearing loss. According to the National Institute for Occupational Safety and Health (1996), more than 30 million United States workers are exposed to hazardous noise levels, resulting in noise induced occupational hearing loss, which is the most common occupational disease. On a national average there are currently 28 million United States residents deaf or hard of hearing (HOH); 26 million are HOH and 2 million are Deaf. Of these, 15 million do not wear or use amplification but could benefit from doing so. Other related demographic statistics indicate that ten million Americans have some permanent noise induced hearing loss (NIHL) and thirty million are exposed to hazardous noise. Fifty million in dividuals report tinnitus (Martin and Clark, 2002). In Pinellas County alone there are currently over 900,000 residents, many of whom will need either audiology or speech language pathology services. It is also the fifth most populated area within the s tate, according to census reports. The St. Petersburg/Clearwater/Tampa Bay area is ranked 10 th nationally for projected population gain and employment through 2005. There are 193 speech language pathology and/or audiology establishments with average rece ipts totaling $45,628 and an annual payroll of $18,012 with 755 employees (Florida Department of Labor, 1999). According to yellowpages.com there are twenty five hearing health care professions within the Pinellas

PAGE 4

4 County area, yet there are only five faci lities that offer both audiology and speech language pathology service. With a population of approximately 921,482 within the Pinellas County area, our analysis has suggested that 35 50% of persons over the age of 65 have hearing losses that warrant amp lification. The census report also indicates that the population is getting younger every day, although not due to a decline of elderly residents, but rather a more rapid growth of the younger population. This is beneficial for both Audiology due to the increased number of industrial workers, and Speech Language Pathology due to the increasing youth population, produced by this younger generation, who is at an increased risk for otitis media and speech/language difficulties. The major market segments wit hin that population are: (1) retirees, (2) infants and younger children, and (3) industrial workers. Both audiology and speech language pathology (SLP) are beneficiaries of the demographics and population growth of Pinellas Countys because these three ma jor market segments all need the services of the two professions. II. Purpose. The purpose of this project was to explore and research the development of an ancillary speech and audiological center in Pinellas County. The University of South Florida (US F) Communication Sciences and Disorders currently operates a full service speech language hearing clinical program in Tampa, which is located in Hillsborough County. There is no presence in neighboring Pinellas County. Despite the great differences in la nd area, both counties have approximately equal populations of one million residents.

PAGE 5

5 As part of the University of South Florida, a 501 (C) 3 establishment, our hearing and speech center will provide both audiology and speech language pathology services. Our investigation indicates that currently there are not enough facilities available in the Pinellas County area offering the latest technology and diversity of services. As an educational facility with state of the art equipment and technology, our prim ary function is to provide resources to students while offering a community based service at a reduced cost. This can be accomplished with the new proposed USF PCHSC. III. Proposal The following professional research project developed a marketing/feasib ility study to investigate the development of an ancillary audiological and speech language pathology program in Pinellas County. The proposal includes the mission statement, market analysis, marketing plan, management aspects, and financial aspects of th e development of this facility. Finally, the plan summarizes a time line for implementation. It should be noted that the primary focus of this Business Plan is on audiology services. Further research and information is needed for speech language patholo gy.

PAGE 6

6 Proposed Business Plan for: University of South Florida Pinellas County Hearing and Speech Center USF PCHSC

PAGE 7

7 UNIVERSITY OF SOUTH FLORIDA PINELLAS COUNTY HEARING AND SPEECH CENTER TABLE OF CONTENTS PAGE I. Mission Sta tement 3 II. Executive Summary. 4 III. Business Concept. 6 IV. Market Analysis... 8 A. Scope.. 8 B. Customers... 11 C. Market Trends 17 D. Competition 18 V. Marketing Plan. 20 A. Revenue Forecast. 20 B. Services and Products. 25 C. Fees..... 28 D. Marketing. 29 VI. Personnel... 31 VII. Organization Chart. 32 VIII. Financial Analysis IX. References. 33 X. Appendix... 34 A. Financial Analysis.. 34 a. Pro f orma Balance Sheet.... 34 b. Proforma Income Statement.. 36 c. Cash Flow Analysis....... 37 B. Abbreviated Curriculum Vita C. CPT Codes D. Audiology and SLP Centers

PAGE 8

8 MISSION STATEMENT The mission of the University of South Florida Pinellas County Hearing and Speech Center (USF PCHSC) is to provide a broad range of comprehensive services that meet the special speech and hearing needs of both the pediatric and adult population. This is a complex facility whose basic functions include research, education, patient care, and community service. Our focus is to help our patients maintain their independence, happiness, and well being, and to provide assistance and support to their families and caretakers.

PAGE 9

9 EXECUTIVE SUMMAR Y The University of South Florida Pinellas County Hearing and Speech Center (USF PCHSC) is a nonprofit 501 (C) 3 organization that will offer comprehensive audiology and speech language pathology services to people of all ages. USF PCHSC is a facility fo unded by The Department of Communication Sciences and Disorders of the University of South Florida, with Dr. Arthur M. Guilford as chairman. Researchers have determined that hearing loss is one of the three most prevalent medical conditions in the United States, affecting more than 28 million people over the age of sixty five (Martin and Clark, 2002). According to yellowpages.com there are twenty five hearing health care professions within the Pinellas County area, yet there are only five facilities that offer both audiology and speech language pathology service. USF PCHSC will begin offering services on May 15, 2004. It will be located in the Pinellas County area. The practice will offer a full range of speech, language and audiological services to inc lude diagnostic audiometry; hearing aid fitting; pediatric speech and language services; hearing conservation; and aural rehabilitation. USF PCHSC will begin operation with two clinical supervisors and up to five student clinicians. All student clinician s will have completed a bachelors degree and will be enrolled in graduate school, in either the speech language pathology Masters degree program or the Audiology Clinical Doctoral degree (Au.D.) program. Although services will be available to everyone, USF PCHSCs target markets will be senior citizens, pediatrics, and industrial sites requiring hearing conservation programs. USF PCHSC is in a strong competitive position because of their affiliation with the University of South Florida Tampa campus. US F PCHSCs position is further

PAGE 10

10 strengthened by several factors; Dr. Arthur M. Guilfords background and credentials (see Appendix A for Abbreviated Curriculum Vita), the large and growing size of the target markets, affiliation with Bay Pines Veterans Hospi tal and the James A. Haley Veterans Hospital, and recent and continuing technological advances in speech and hearing health care. USF PCHSC will seek donations totaling $100,000.00 to fund the start up costs, staffing, equipment, and unanticipated expense s. The break even point is predicted to occur after 18 months. The practice is expected to grow to the point that it will be fully self supporting to include all professional and support staff salaries.

PAGE 11

11 BUSINESS CONCEPT USF PCHSC is affiliated with The Department of Communication Sciences and Disorders of the University of South Tampa Campus. This center will provide complete diagnostic audiology, speech language pathology services and aural rehabilitation services to patients of all ages in the Pinella s County Area. The goals of the USF PCHSC are to provide the highest quality speech and hearing services to residents in a cost effective manner while maintaining an atmosphere that is professional and friendly. USF PCHSC is outstanding for several reaso ns: 1. Its chair, Dr. Arthur M. Guilford, possesses exceptional training in management and business practice, stemming from many years of experience in a variety of service settings, including academic institutions and private hospitals; 2. Other professional st aff will be provided from a faculty that includes renowned clinicians with extensive backgrounds in clinical operations. In addition, this staff has served in leadership positions on national, state, and local levels of professional organizations; 3. Due to the Universitys strong relationship with leading speech language pathologists and audiologists throughout the Tampa Bay area, patient referrals by primary care physicians should account for at least 60% of all services provided; 4. Sophisticated test equipm ent combined with up to date knowledge and technology will allow comprehensive and accurate service delivery that is more cost effective than is available from local competitors.

PAGE 12

12 5. Services will be maintained at cutting edge because all staff will be requi red to stay technically current by participating in continuing education that is formal (e.g., conferences, continuing education) and informal (e.g., on the job training, reading peer review journal articles, and discussions with manufacturers and other p rofessionals). 6. In addition, USF PCHSC will be a training site for audiology and speech language pathology students who will work under the supervision of licensed and certified audiologists and speech language pathologists.

PAGE 13

13 MARKET ANALYSIS Scope Pinellas County is Floridas second smallest county in landmass and the most densely populated with 3,291 people per square mile. Pinellas County is included in what is called The Gateway. The Gateway is located in a region that includes more than 2 million peopl e and the cities of Tampa, St. Petersburg and Clearwater. Following three decades of development, the Gateway is regarded by many as the leading center of business and industry in Pinellas County (Pinellas County Facts, 2003). Figure 1 illustrates the c enter of the Pinellas County area. The western boundary follows 49 th street south from the Bayside Bridge to 118 th Avenue, then follows 34 th Street. The southern boundary follows Gandy Boulevard, with a jog south to 94 th Avenue. The Gateway area include s parts of St. Petersburg, Pinellas Park and unincorporated Pinellas County. FIGURE 1. Pinellas County map.

PAGE 14

14 Pinellas County is also the wealthiest market in Florida and is ranked number one in both effective buying income and retail sales. It is the second wealthiest market, following Atlanta, in the Southeast (Florida Department of Labor, 1999). The market scope of Pinellas County, with a population of approximately 981,482, is the fifth most populated in the state according to census reports. The population growth rate from 1980 1990 was 32.83% with an average of 33,000 new residents annually during the decade. Major market segments within that population are; (1) retirees, (2) high technology employees and (3) infants and young children. The three key businesses are tourism services, manufacturing and financial services. With an office located in the central Pinellas County area, USF PCHSC is expected to provide services to a large portion of this target market within the next five years. Pin ellas County has a large population of retirees due to its temperate climate with an average of 361 days of sunny weather each year. Most of these retirees have purchased homes in development enclaves throughout the county. Published figures suggest that 35 50% of persons over 65 years of age have hearing loss that warrants amplification (Florida Department of Labor, 1999). Pinellas County has a very large industrial working group in high technology medical technology companies with few services avai lable (ONeil, 2001). Within the next year, USF PCHSC plans to contract with the major industrial plants to perform yearly hearing screenings on all employees and a complete audiologic evaluation on those employees that fail the screening. USF PCHSCs lo cation will make such an arrangement convenient for patients and staff.

PAGE 15

15 Over the years, Pinellas Countys low cost of labor, liberal business tax incentives and lenient environment policies have attracted several small industrial plants. However, the shi ft to a service oriented retirement community coupled with stricter enforcement of the Occupation Safety and Health Administration (OSHA) guidelines have placed an increasing burden on these factories to protect their workers. Hearing conservation program s are being established in some plants. USF PCHSC plans to capture a large portion of this market in the next five years.

PAGE 16

16 Customers According to the 2002 U.S. Census Bureau the population of Pinellas County has grown from 924,612 in 2001 to 981,482 in 2002. Major concentrations of residential population include the Fourth Street/Ninth Street corridor. The average age in Pinellas County is 43 years, with females constituting 52.4% of the population. People 65 years and older make up approximately 22. 5% of the population. The county has about 55 percent of its population between the age of 18 and 65. The average household consists of about 2.13 persons. This is somewhat smaller than the average household in the country, which has 2.2 persons. The countys 493,996 workforce enjoys a median household income of $35,825. The 2000 U.S. Census states that the Pinellas Countys per capita income increased 39.5 percent from 1990 1998 and was expected to grow another 19.1 percent from 1998 2003. Emplo yment in the Gateway area totals more than 33,000 jobs, a number that far exceeds the residential population. Of that total, approximately 42% are service jobs, 30% are commercial jobs and 28% are industrial jobs. The largest employers include Home Shopp ing Network, Raymond James, Jabil Circuit, GTE Directories, R.P. Scherer, Equifax, MCI and Danka Business Systems, each of which employs more than 500 people. In addition, there are also many small and medium sized firms that can readily locate in the Gate way area because of the large inventory of rental space in office and business parks. Major Gateway companies are especially prominent in manufacturing, marketing and financial services.

PAGE 17

17 TABLE 1 Largest Employers in Gateway Area Company Employees Type of Operation Home Shopping Network 5,000 Televised marketing Raymond James 1,600 Financial services Equifax 1,400 Credit card, customer services, data processing Jabil Circuit 1,200 Manufactures printed circuits GTE Directories 710 Publish and prin t directories R.P. Scherer 560 Soft gelatin capsules MCI 550 Customer service, telemarketing Danka Business Systems 525 Automated office equipment Compulink Cable Assemblies 500 Cable and wiring assemblies COMPUTERPEOPLE/DCI 400 Computer related servi ces Maxxim Medical 400 Medical procedure kits Smiths Industries 350 Avionics Eva tone Soundsheets 330 Tapes, CDs, printing PSCU Service Centers 300 Credit card, customer service, technical support G.A. Food Service 240 Frozen meals, catering Olin Corp. Ordinance Div. 200 Munitions & Communication systems (Florida Department of Labor, 2003) Service employment totals about 14,000 jobs and has grown in recent years. The service category includes financial services, insurance, communications, res earch

PAGE 18

18 professions and other services. The largest employer in the service category is Raymond James and Associates, which has 1,600 employees in the Gateway area. Besides Raymond James, the Gateway has attracted Equifax, MCI and other companies to locate back office operations. Recent announcements by Aegon Western Reserve and Templeton Funds that they will relocate to the Gateway will further boost the financial service presence in the area. Table 2 Back Office Financial Operations in Gateway Area Com pany Employees Type of Operation Raymond James 1,600 Financial services Equifax 1,400 Credit card, customer service, financial services, data processing MCI 550 Customer service, telemarketing PSCU Service Center 300 Credit card, customer service technical support Associated Network Solutions 75 Technical support (Florida Department of Labor, 2003) Commercial employment represents about 10,000 jobs, including retail sales, restaurants and wholesale trade. The largest employer in the commercia l sector is Home Shopping Network, which has 5,000 employees and markets products to a national television audience. Companies specializing in marketing office equipment, electronics and computer equipment have been growing rapidly, and include Danka Busi ness Systems, America II Group, and Catalina Marketing.

PAGE 19

19 Industrial employment (manufacturing and construction) totals about 9,600 jobs. The major component is a diversified list of 167 manufacturing companies that employ 9,000 workers in the 33716 and 346 22 zip codes in Figures 2, 3, and 4. FIGURE 2. Illustration of the relation between the zip codes 33716 and 34622. FIGURE 3. Illustration of zip code 33716.

PAGE 20

20 FIGURE 4. Illustration of zip code 34622. These businesses range in size from 2 employees t o 1,200 employees, and their average size is 54 employees. Major manufacturing industries include electronics, pharmaceuticals and publishing. Other manufacturing categories include specialized machinery, bio medical equipment, optical goods, communication s equipment, avionics and computer equipment. The largest manufacturing companies include Jabil Circuit, GTE Directories, R.P. Scherer, Compulink Cable Assemblies, Maxxim Medical, Smiths Industries, and Eva Tone. Complementing the area's manufacturing base are technology firms engaged in research and engineering activities, such as the Tampa Bay Research Institute and the Center for Applied Engineering.

PAGE 21

21 Table 3 Largest Manufacturing Companies in the Gateway Area Company Employees Type of Operation Jabil Circuit 1,200 Manufactures printed circuits GTE Directories 710 Publish and print directories R.P. Scherer 560 Soft gelatin capsules Compulink Cable Assemblies 500 Cable and wiring assemblies Maxxim Medical 400 Medical procedure kits Smiths Indu stries 350 Avionics Eva Tone 330 Tapes, CDs, and printing G.A. Food Service 240 Frozen meals, catering Olin Corp. Ordannce 200 Munitions and communication systems Bay Resources 190 Computers CCH Inc. 187 Legal publications Medical Technology Systems 175 Medical packaging Halkey Roberts 150 Medical valves, pressure valves Plasma Therm I.P. 150 Semiconductor manufacturing equip Mercury Medical 150 Medical instruments (Florida Department of Labor, 2003) These three major industries of businesses i ncorporate all of our intended target market. This suggests that there is a very good market potential for a high quality, comprehensive audiology and speech language pathology practice. It also suggests that the market can accommodate more than one such practice.

PAGE 22

22 Market Trends The Gateway area continues to be attractive because of its access via I 275 to population centers on the West Coast of Florida. Access to the Gateway has been enhanced within recent years by the completion of the Bay Bridge, which connects to northern Pinellas County and southern Pasco County, and completion of a new span on the Howard Frankland Bridge. This ease of access to the Gateway area continues to develop with construction of a major highway connecting the beaches with Nort h Pinellas. In addition, the ample availability of both development sites and space for expansion in the Gateway is attracting growing companies. Some of the fastest growing firms in Pinellas County are located in the Gateway (e.g. America II Group, Medi cal Technology Systems, Danka, Catalina Marketing and Jabil Circuit). Equifax has located 1,400 employees in the former Honeywell facility, and Aegon Western Reserve and Templeton Funds have announced plans to occupy enough space to accommodate more than o ne thousand employees each in the Gateway area. Of the areas more than 900,000 residents 27 percent of the workforce is in the 25 to 44 age group. 73 percent of the population is either under 25 or over 44. These two age groups comprise the primary popu lations served by speech language pathology and audiology centers. These two fields primarily work with the pediatric population and senior citizens. Even within the 25 44 age group there will be a growing need for our services as this is primary child birth age range.

PAGE 23

23 Competition There are twenty four other audiology clinics, some with multiple offices, and ten speech language pathology clinics located within the surrounding areas of the anticipated USF PCHSC. According to the Florida Code of Regu lations, there are no restrictions as to proximity to these other locations. Only five have similar speech and hearing services to that of the USF PCHSC. These five are listed in Table 4 and shown in Figure 5 in relation to the anticipated USF PCHSC. De spite the inherent similarities, we do not expect the need to take clients away from the competition due to the growing elderly and pediatric population. These facilities are very profitable with the ability for growth. Following are the names and locati ons of these five speech and hearing clinics: (see Appendix C for an abbreviated list of Pinellas County Audiology and/or Speech Language Pathology clinics). Table 4 Speech and Hearing Services in Pinellas County Business Name Address All Childrens Hosp ital 880 6 th Street South Saint Petersburg, Florida A Center for Speech and Hearing of Sun Coast Healthcare 2025 Indian Rocks Road Largo, Florida A Speech Hearing & Stress Clinic, Inc. 6260 39 th Street North Pinellas Park, Florida Bay Pines Veterans Hospital 10000 Bay Pines Blvd. Saint Petersburg, Florida Bayfront Medical Center 9700 9 th Street North Saint Petersburg, Florida (Yellowpages.com)

PAGE 24

24 FIGURE 5. Map of the possible location of USF PCHSC in relation to our major competition

PAGE 25

25 MARKETING PLA N Revenue Forecast Hearing aid sales will constitute the majority of practice revenues for USF PCHSC, because of the large retiree target market and because of growth in the hearing aid industry. According to the Hearing Industry Association annual sal es statistics, the hearing aid industry in the United States has recently declined over the last 3 4 years, although hearing aid sales have grown in the Tampa Saint Petersburg Clearwater area (Fig. 6 & 7). The newest 2003 census data has shown the f irst national increase in hearing aid sales in several years. USF PCHSC expects to continue to grow at this rate or better over the next 3 years. Hearing aid sales will also be important to boost cash flow in the first year of the business, as revenues f rom diagnostic services slowly build with increasing physician referrals. The monthly sales forecast in Figure 8 assumes an average of five hearing aid sales per month for the rest of the year. Many of the retirees return north during the warm summer mon ths, and the sales forecast reflects this seasonal trend. Second and third year revenue forecasts from hearing aid sales predict slower growth in the second year, reaching a ceiling of 20 aids per month in the third year. Although not shown, it is predi cted that this ceiling will rise by 5 aids per month around the fifth year, due to repeat fittings or updated fittings for established patients. Diagnostic revenues are expected to constitute about 15% of total revenues in the first year of the practice, but the percentage will steadily increase in the second and third years as the number and type of physician referrals increase and the ICN hearing screening and follow up program is implemented. Our long term goal is to reach a

PAGE 26

26 position where 30% of gross profits are generated from diagnostic services. Revenues from industrial hearing conservation programs will account for 5% of total revenues in the first year, rising to a plateau of 15% over the next 2 years.

PAGE 27

27 Figure 6. 1999 Hearing Aid Units Sold By Style. 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 1999 Market Report Total Aids Sold Behind The Ear In The Ear In The Canal Completely In the Canal Other Hearing Aid Units Total Aids Sold 124,398 21,320 Behind The Ear 22,601 3,924 In The Ear 50,434 8,632 In The Canal 34,049 5,828 Completely In the Canal 16,242 2,759 Other Hearing Aid Units 1,285 222 Florida Tampa St. Pete

PAGE 28

28 Figure 7. 2004 Projected Hearing Aid Units Sold By Style 0 50,000 100,000 150,000 200,000 2004 Market Report Total Aids Sold Behind The Ear In The Ear In The Canal Completely In the Canal Other Hearing Aid Units Total Aids Sold 181,134 30,307 Behind The Ear 32,724 5,549 In The Ear 73,524 12,282 In The Canal 49,636 8,293 Completely In the Canal 23,811 3,946 Other Hearing Aid Units 1,904 319 Florida Tampa St. Pete

PAGE 29

29 USF-PCHSC Market Analysis 1st Year Hearing Aid Sales Forecast 0 5 10 15 20 25 MAY JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MONTH HEARING AIDS SOLD Figure 8 Hearing Aid Unit Sales Forecast

PAGE 30

30 Financial Outlook 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 1st Qtr 2nd Q tr 3rd Qtr 4th Qtr Quarterly Sales and Service Projected Revenue Total Hearing Aid Sales Office Visits Figure 9. Projected Revenue Forcast

PAGE 31

31 Services and Products The USF PCHSC will offer evaluation and treatment for all ages in the areas of audiology, speech language pathology, and early intervention for children who are deaf or HOH. A certified audiologist, speech language pathologist, or clinical fellow student under direct supervision will provide services. For specialized testing, such as pediatric hearing evaluations, the certified professional will take a more active role in the provision of clinical services. Services provided in audiology will include all primary diagnostic ev aluation procedures for both adults and children. At least during the initial phases of growth in USF PCHSC, special site of lesion testing, such as auditory (ABR) and balance (ENG) disorders, will be referred to the University of South Florida Communicat ion Sciences and Disorders Tampa Campus. As USF PCHSC grows, these more specialized services will be added when it is deemed professionally and financially viable to do so. Services provided in speech language pathology will include evaluation and diagno sis of all communication disorders related to speech and language function. Once a definitive diagnosis is made a full range of treatment will be offered that is appropriate for the disorder. Particular emphasis will be placed on two populations: infant s and toddlers (preschool) and the geriatric population. Hearing aid consultations, orientations, aural rehabilitation, hearing and speech services will be performed in a team approach in which the certified audiologist or speech language pathologists wor k together with each patient. In all cases, patients will be treated with respect and their needs will be given first priority by staff members. In cases of misunderstandings or product defects, every effort will be made by all staff and

PAGE 32

32 students to obta in satisfaction for the patient. A listing of the primary audiology and speech language services that will be provided at USF PCHSC are shown in Table 5. Table 5 Audiology and Speech Language Pathology Services Audiology Speech Language Pathology Hea ring Aid Fitting & Dispensing Speech language screenings Assistive Listening Devices/FM systems Speech Language evaluations Hearing Aid Seminars Swallowing Evaluation and Treatment Earmolds Hearing Aid checks Hearing Aid instruction Hearing Evaluation Hearing Conservation Hearing Protection Noise Analysis for business and Industry Aural Rehabilitation Speech Reading Instruction Free Senior Citizen Hearing Workshop Auditory Processing Disorder testing and management Cochlear Implant OAEs otoacoustic emmissions Early intervention for children who are Deaf or HOH: Parent Infant Program (Birth 36 months) Preschool Program (3 5 years) Family Education and Support Hearing Screenings Therapy for a variety of developmental and/or acquired diso rders such as: Language disorders Language delays Articulation Disorders Stuttering Voice disorders Cleft palate Laryngectonomy Accent reduction/ESL Stroke, head injury Cerebral palsy Autism Augmentative/alternative communication needs Progressive neurolog ical diseases/conditions

PAGE 33

33 Fees USF PCHSC will provide services on a fee scale that is slightly lower than those generally charged in the private sector (See Appendix C for complete fee scale). The fee schedule was determined by: 1. Pr ior surveying of all audiology providers in the area by the USF CDC Tampa Campus. 2. Procuring usual and customary values and reimbursement profiles from third party payers (i.e., Medicare) 3. Requesting recommended sale prices from hearing aid manufacturers. 4. Estimating fixed and variable costs of the practice.

PAGE 34

34 Marketing Marketing will begin with an announcement of the addition of the USF PCHSC to the USF Tampa campus facility in all major newspapers in Pinellas and Hillsborough Counties, followed by a mailing to local health professionals inviting them to an Open House. Attempts will also be made to obtain sound bites from various media in the Tampa Bay area, especially in Pinellas County. A marketing package will be created and sent to local primary care physicians, containing a cover letter of introduction, practice brochures, appointment cards and maps. To help minimize costs fundraising mailers will be the responsibility of speech and audiology University of South Florida graduate students. In t he first year of the practice, costs will be covered mainly by local donations, hearing aid sales, and reimbursement for speech and hearing services. This will require short term advertising directed to the public. Brief announcements of new speech and h earing developments will be placed as advertisements in the local newspaper. Silent auction dinners and local fundraisers will be accomplished through invitation only mailing using the University of South Floridas current donors list. The long term mark eting of the practice will focus on the primary care physicians, with a goal of increasing diagnostic services from 10% to 20% of total revenues. Typed reports will be sent to physicians within 48 hours of seeing a referred patient. A physicians luncheo n or meeting will be presented monthly, detailing new developments in auditory/vestibular research, hearing aid technology, speech language pathology research, and explaining reimbursement and insurance issues. USF PCHSC students and faculty will meet ann ually with new physicians to

PAGE 35

35 answer questions, provide information, and ensure that the quality of services is satisfactory. Other long term direct marketing will consist of an annual newsletter and an annual telephone call to all patients to insure that they are satisfied with USF PCHSC services and inform them of any changes in the field or our practice. In addition, USF PCHSC will host an annual holiday party in December for faculty, students, and local area physicians. In addition, USF PCHSC will wor k closely with the local Veterans Affairs facilities, hospital administrators, county school systems, and large industrial companies to provide speech and hearing screenings. These screenings will be for hospital health fairs, the local community, and in conjunction with other hospital promotions to the public.

PAGE 36

36 PERSONNEL As part of the University of South Florida Tampa Campus, current faculty will be in charge of the business operations. Initial staffing will include two professional staff; one mast ers level or doctorate level speech language pathologist, and one doctor of audiology (Au.D). These professionals will also be full faculty members of the Department of Communication Sciences and Disorders on the main Tampa Campus of the University of So uth Florida. There will also be a minimum of three graduate clinicians working towards their masters degree in speech language pathology (SLP) and two doctors of audiology graduate clinicians. The SLP students will be in their first or second year of st udy and the Au.D. students will be in their second or third years. There will also be a one receptionist to take care of appointments, patient check in, parking permits and billing. Staff will be responsible for monitoring all business and patient trans actions. Student clinicians will be responsible for providing personal care and related services for patients, fundraiser mailings, doctors luncheons or lectures, and the annual Christmas party. There will be an understanding that this is a teaching faci lity, but at the same time, there will be no sacrifice in the quality of patients care provided. The professional staff will also hold faculty positions on the USF Tampa campus under the supervision of the center director, and the department chair. Figur e 9 shows a schematic breakdown of positions held.

PAGE 37

37 USF PCHSC ORGANIZATION CHART University of South Florida Pinellas County Hearing and Speech Center Figure 9. Organization Chart USF/Tampa Department of Communication Sciences & Disorders Dr. Arthur M. G uilford, Chair Dr. Sandra Graham, Center Director Clinical Supervisor Audiology Clinical Supervisor Speech Language Pathology Attorney, Accountant, Banker, Equipment Service Technic ian Student Clinicians Audiology Student Clinicians Speech Language Pathology Support Staff

PAGE 38

38 FINANCIAL ANALYSIS USF PCHSC will initially seek donations in the amount of $100,000.00. This will cover projected start up costs, staffing, equipment, and unanticipated expenses. This should be sufficient, according to the attached pro forma profit and loss statement and cash flow anal ysis. Based on these analyses, the practice should break even at the end of the second year. Equipment costs should be recovered by the end of year four.

PAGE 39

39 References Florida Department of Labor (1999). Pinellas County Economic Development [On line]. A vailable: http://www.siliconbay.org Hosford Dunn, H., Dunn, D. R., & Hardord, E. R., (1995). Audiology Business and Practice Management San Diego: Singular Publishing Group, Inc. Katz, J. (2002). Handbook of Clinical Audiology (5 th ed.). Baltimore: Lippincott Williams & Wilkins. Martin, F. N., & Clark, J. G. (2002). Introduction to Audiology (8 th ed.). Boston: Allyn and Bacon. Northern, J. L., & Downs, M. P. (1991). Hearing in Children (4 th ed.). Baltimore: Williams & Wilkins ONeil, D. (2001). Census: Population surge washes over eastern Pinellas. [On line]. Available: www.sptimes.com Pinellas County Facts (2003). Pinellas County Demographics [On line ]. Available: http://www.pinellascounty.org United States Census Bureau (2000). Reference Maps [On line]. Available: http://fact finder.census.gov/servlet/ReferenceMapFrameset United States Census Bureau (2002). State and County QuickFacts [On line]. Available: http://quickfacts.census.gov

PAGE 40

40 APPENDIX Appendix A FINANCIAL ANALY SIS USF PCHSC BALANCE SHEET END OF YEAR ONE (not reliable) Account Balance ASSETS Current Assets Cash and Bank Accounts Petty Cash 100.00 Checking Balance 450.00 Savings Balance 2000.00 Accounts Receivable 50717.00 Total Current Assets 53,267.00 Fixed Assets Land Value 100,000.00 Machinery and Equipment 45,000.00 Furniture and Fixtures 5,000.00 150,000.00 Less Accumulated Depreciation (9,0 00.00) Total Fixed Assets 141,000.00

PAGE 41

41 Other Assets Refundable Deposits 500.00 TOTAL ASSETS 194,767.00 -------------------LIABILITIES AND EQUITY Current Liabilities Payroll 3,145.00 Payro ll Taxes Withheld 175.00 FICA 148.00 State Income Taxes 42.00 Salaries 120,800.00 124,310.00 Sales Tax Payable 46.00 Total Current Liabilities 124,356.00 Long Term Liabilities Mortage 12, 000.00 Utilities 2,200.00 Total Long term Liabilities 14,200.00 Owners Equity Gross Profit/Loss 56,211.00 Total Equity 56,211.00 194,767.00 -----------------

PAGE 42

42 UNIVERSITY OF SOUTH FLORIDA PINELLAS COUNTY HEARING AND SPEECH CENTER PRO FORMA INCOME PROJECTION MAY JUL AUG OCT NOV JAN FEB APR TOTAL TOTAL TOTAL 2004 2004 2004 2005 2005 YEAR 1 YEAR 2 YEAR 3 INCOME Diagnostic fees 1100 1600 1800 1900 6400 25000 5000 0 Batteries 120 228 360 516 1224 1744 2320 Hearing Aids 12100 19300 22900 30900 85200 151200 216000 TOTAL SALES 13320 21128 25060 33316 92824 177944 268320 Returns/Discounts 800 1135 1195 1630 4960 12130 20900 NET SALES 12520 19993 2 3665 31686 87864 165814 247420 Cost of Goods 4872 6856 8856 11069 31653 55006 78392 GROSS PROFIT/LOSS 7648 13137 14809 20617 56211 110808 169028 EXPENSES Accounting & Legal 0 0 0 0 0 0 0 Advertising/Promot ion 1300 325 1000 325 2950 1800 1800 Business Meals/Entertainment 186 86 86 286 644 644 200 Charitable Contributions 0 0 0 0 0 0 0 Depreciation 650 650 650 17650 19600 2600 2600 Dues & Subscriptions 0 0 0 0 0 0 0 Insurance Disability 300 300 300 300 1200 1200 1200 Life 425 0 0 0 425 500 650 Malpractice 250 0 0 0 250 250 300 Office 300 0 0 0 300 300 350 Interest 0 0 0 0 0 0 0 License 300 0 0 0 300 300 450 Office Expenses 1300 300 300 300 2200 2000 2000 Payroll Taxes 78 6 786 786 786 3145 3145 6880 Pension Plan Contribution 0 0 0 0 0 0 0 Rent 3000 3000 3000 3000 12000 12000 12000 Repairs & Maintenance 0 0 0 0 0 600 800 Salaries Two Supervisors 25000 25000 25000 25000 100000 101000 104000 Billing/Rec eptionist 5200 5200 5200 5200 20800 20800 23000 Telephone 300 300 300 300 1200 1200 300 Travel/Education 0 0 0 0 0 700 500 Utilities 300 200 200 300 1000 1000 1000 TOTAL EXPENSES 39597 36147 36822 53447 166014 150039 158030 NET PROFI T/LOSS 31949 23010 22013 32830 109802 39231 10998

PAGE 43

43 RETAINED EARNINGS, BEG 0 31949 54959 76973 109802 109802 149034 DIVIDENDS 0 0 0 0 0 0 25000 RETAINED EARNINGS, END 31949 54959 76973 109803 219604 149034 113035

PAGE 44

44 USF PCSHC CA SH FLOW ANALYSIS FIRST 12 MONTHS, 2004 2005 MAY JUL AUG OCT NOV JAN FEB APR TOTAL 2004 2004 2004 2005 2005 YEAR 1 INCOME Diagnostic fees 1,100.00 1,600.00 1,800.00 1,900.00 6,400.00 Batteries 120 228 360 516 1,224.00 Hearing Aids 12,100.00 19,300.00 22,900.00 30,900.00 85,200.00 TOTAL SALES 13,320.00 21,128.00 25,060.00 33,316.00 92,824.00 Returns/Discounts 800 1,135.00 1,195.00 1,630.00 4,960.00 NET SALES 12,520.00 19,993.00 23,665.0 0 31,686.00 87,864.00 Cost of Goods 4,872.00 6,856.00 8,856.00 11,069.00 31,653.00 GROSS PROFIT/LOSS 7,648.00 13,137.00 14,809.00 20,617.00 56,211.00 EXPENSES Accounting & Legal 0 0 0 0 0 Advertising/Promotion 1 ,300.00 325 1,000.00 325 2,950.00 Business Meals/Entertainment 186 86 86 286 644 Charitable Contributions 0 0 0 0 0 Depreciation 650 650 650 17,650.00 19,600.00 Dues & Subscriptions 0 0 0 0 0 Insurance Disability 300 300 300 300 1,200.00 Life 425 0 0 0 425 Malpractice 250 0 0 0 250 Office 300 0 0 0 300 Interest 0 0 0 0 0 License 300 0 0 0 300 Office Expenses 1,300.00 300 300 300 2,200.00 Payroll Taxes 786.24 786.24 786.24 786.24 3,144.96 Pension Plan Contribution 0 0 0 0 0 Rent 3,000.00 3,000.00 3,000 3,000.00 12,000.00 Repairs & Maintenance 0 0 0 0 0.00 Salaries Two Supervisors 25,000.00 25,000.00 25,000.00 25,000.00 100,000.00 Billing/Receptionist 5,200.00 5,200.00 5,200.00 5,200.00 20,800.00 Tele phone 300.00 300.00 300 300.00 1,200.00 Travel/Education 0.00 0.00 0 0.00 0.00 Utilities 300.00 200.00 200 300.00 1,000.00 TOTAL EXPENSES 39597.24 36147.24 36822.24 53447.24 166013.96 NET PROFIT/LOSS 31,949.24 23,010.24 22,013.24 32,8 30.24 109,802.24

PAGE 45

45 RETAINED EARNINGS, BEG 0 31,949.24 54,959.48 76,972.72 109,802.24 DIVIDENDS 0 0 0 0 0 RETAINED EARNINGS, END 31,949.24 54,959.48 76,972.72 109,802.96 219,604.48

PAGE 46

46 Appendix Appendix B Abbreviated Curriculum Vit a Arthur M. Guilford Professor and Chair Department of Communication Address: 2913 San Carlos Sciences and Disorders Tampa, FL 33629 College of Arts and Sciences Home Phone: (813) 251 3576 University of South Florida Office Phone: (813) 974 9790 Tampa, Florida 33620 Education Ph.D. Doctorate of Philosophy, Department of Physical Medicine and Rehabilitation, Speech and Hearing Science Section, The University of Michigan, 1970. M.S. Speech and Hearing Section, Department of Otorhinolaryngology, Tulane University, 1967. B.A. Speech Pathology and Audiology, Florida State University, 1965. Experience 1990 present Professor and Chair Department of Communication Sciences and Disorders Unive rsity of South Florida Tampa, FL 1976 1990 Professor and Associate Chair, Coordinator, Speech Pathology Program, Department of Communication Sciences and Disorders,University of South Florida, Tampa, Florida. 1974 75 Assistant Professor, California Sta te University, Los Angeles, Department of Speech Communication and Drama, Los Angeles, California. 1970 74 Assistant Professor, Director, Aphasia Unit Residential Program, The University of Michigan, Department of Physical Medicine and Rehabilitation, Spe ech and Hearing Science Section. 1971 74 Consultant in Language Disorders, Plymouth Center for Human Development, Northville, Michigan.

PAGE 47

47 1965 66 Speech Pathologist and Program Developer, Public Health Hospital, New Orleans, Louisiana. Recent Consultation s and Advisory Boards 1995 Member, Florida Interagency Council for Infants and Toddlers (FICCIT) Governor appointed committee 1995 1998 Member, Professional Services Board American Speech Language Hearing Association 1994 1996 Chair, Part H Communit y Advisory Committee Hillsborough and Manatee Counties 1993 Member, Part H Community Advisory Committee Hillsborough, Manatee Counties 1992 Member, Board of Directors, Northside Centers. President, Board of Directors (1996 1998) Chair, Program Eval uation and Planning Committee Honors and Awards: Teaching Incentive Program Award (USF) 1996 Distinguished Alumni Award College of Communication, Florida State Univ 1993 President's Award for Affirmative Action USF 1993 Honors, Florida Language Speec h & Hearing Assoc 1992 Professional Services Award, United Cerebral Palsy of Tampa Bay 1990 Fellow, American Speech Language Hearing Assoc 1988 Sigma Xi Member 1984 Sigma Xi, Member, Admissions Committee 1988 Recent Publications : Guilford, Arthur M., (2003) Communication Sciences and Disorders in Im a People Person: A Guide to Human Service Professions. M.A. Richard and W.C. Emener (eds) Springfield: Charles C. Thomas Publisher. Pp 76 89. Scheuerle, J., Guilford, A.M., Hab al, M.B., Abdoney, M., Boothby, R., Frans, N.P., Ford, C. & Constantine, J. (2000) Cleft Palate: Modern Technology and Neuroscience Merge. Journal of Craniofacial Surgery Vol 11 (1) 66 70. Scheuerle, J., Guilford, A.M., and Habal, M.B. (2000) Work rela ted cumulative trauma

PAGE 48

48 disorders and interpreters for the deaf. Applied Occupational and Environmental Hygiene Vol 15 (5): 1 6, 2000. Sullivan, Paula and Guilford, Arthur M. Best Practices in the Treatment of Cancer: Role of Speech Language Pathology. S an Diego: Singular Publishing Group. 1999. Guilford, Arthur M. Innovations in Academic Preparation: A Function of leadership. Proceedings of Educating Future Professionals: A Colloquy on Challenges and Solutions for Academia, Washington D.C., American S peech Language Hearing Association, January 1995. Guilford, Arthur M. Enrollment Issues: Undergraduate Escalation, Graduate Restrictions, Personnel Shortages: A Paradigm for Change. Proceedings of the Fifteenth Annual Conference onGraduate Education. Co uncil of Graduate Programs in Communication Sciences and Disorders, 1994. Scheuerle, J, Guilford, A. M., Worden, L. and Habal, M. Maternal Discourse Features Used with Language Normal Preschoolers with facial deformities. The Journal of Craniofacial S urgery 2:4, 190 93, 1992. Guilford, Arthur, M. Language Disorders in the Adolescent in Lass, McReynolds, L.V., Northern, J.L., and Yoder, D.E., Handbook of Speech Language Pathology and Audiology Dekker, 1988. Guilford, Arthur M. Language disorders in the Adolescent in Northern, J.L., Study Guide for Handbook of Speech Language Pathology and Audiology, Dekker, 1989. Guilford, Arthur M. and Nowojczyk, Diane C. Standardization of the Boston Naming Test at the Kindergarten and Elementary School Levels Language, Speech, and Hearing Services in Schools, 19: 395 400, 1988. Grants and Contracts : Guilford, Arthur M. and Tempii Champion A Educational Interpreter Training Program with emphasis in Dual Sensory and Multicultural Diversity. @ US Department of Education, Office of Special Education (2002 2007 funded $1.3 million) Champion, Tempii, Guilford, Arthur M. & Scheuerle, Jane. A Project Excellence: Preparation of students to work in demographically diverse school settings. @ US Department of Education Office of Special Education (2001 B 2005, requested $770,900). Guilford, Arthur M. and Champion, Tempii A Preparation of Graduate Students to Serve Children with communication Disorders in Urban Schools @ US. Department of Education. (Funded 1998 2001 $ 479,389)

PAGE 49

49 Guilford, Arthur M. and Crittenden, Jerry. "Development and Implementation: USF Interpreter Training Program" US Department of Education (1994 1999, Funded $473,558) Guilford, Arthur M. and Graham, Sandra. "Recruitment and Training of Critical Shortage Personnel in Speech Language Pathology". U.S. Department of Education. (Funded 1993 94, $95,879) Guilford, Arthur M. and Graham, Sandra. "Recruitment and Training of Critical Shortage Personnel in Speech Language Pathology" U.S. Department of E ducation. (Funded, 1992 93, $ 88,720.). Guilford, Arthur M. and Graham, Sandra. Personnel Preparation in Critical Shortage Areas. U.S. Department of Education Personnel Preparation. (Funded 1991 92, $ 86,857) Guilford, Arthur M. and Thomas, Daphne D. Transdisciplinary Education for Professionals Working with PreKindergraten Handicapped Children. Discretionary Grants for Handicapped Children ages 3 5, University Training Institutes Education of the Handicapped Act, Part B. Title II, 1991 92 (Funded $ 65,000). Guilford, Arthur M. and Thomas, Daphne D. Transdisciplinary Training for Preschool Personnel. Discretionary Grants for Handicapped Children ages 3 5, University Training Institutes, Education of the handicapped Act, Part B. Title II, 1990 91, (Funded $ 59,981). Guilford, Arthur M. Applications of the SpeechViewer to Apraxic Children, Research enhancement. College of Social and Behavioral Sciences Research Enhancement Grant, 1989 90, (Funded $1500). Guilford, Arthur M. and Hnath Chisolm, T. Improving Vowel Production in Hearing Impaired and Apraxic Children with the IBM SpeechViewer. Special Needs Technology Grant, ASHA Foundation and IBM, 1990 (Funded $5000). Courses Developed and Recently Taught: SPA 6232 Neuromotor Communication Disorders SPA 6401 Pediatric Language Disorders (Birth to Three Years) SPA 6410 Aphasia and Related Disorders

PAGE 50

50 SPA 7931 Seminar: Dysphagia SPA 7931 Seminar: Medical Issues in Speech Language Pathology SPA 4210 Vocal Disorders SPA 4222 Fluency Disord ers SPA 5402 Language Disorders

PAGE 51

51 Appendix C University of South Florida Fee Schedule Audiology Services Estimated Fees Complete Routine Audiometrics $85.00 Hearing Screening $25.00 Air Conduction threshold testing $35.00 Air Conduction & Bone Condu ction Threshold Testing $50.00 Immittance Battery $55.00 Tympanometry $30.00 Hearing Aids (Analog/DPA/SDP) **** Electroacoustical Analysis $25.00 Minor HA Repair @ USF $20.00 HA Repair Warranty 6 month or 1 year (replanting & recasing Additional co st) Manuf. Cost + $55.00 Earmolds $40.00 $50.00 each Tubing change $10.00 each Custom Swim Plugs $70.00 pair HA Evaluation & Selection $75.00 $100.00 Cochlear Implant Consult $60.00 Cochlear Implant Mapping (3 hr session w/ M.D. referral) $256.00 Auditory Processing Disorder Testing Follow up/Consultation (30 min = 1 unit $150.00 $25.00/unit

PAGE 52

52 Speech Language Services Estimated Fees Initial Speech Language Evaluation $150.00 Follow Up Speech Language Evaluation/Re Evaluation $100.00 Spe ech Language/Aural Rehab Therapy (per semester) Group Therapy only Individual Therapy only Combination Individual & Group (preschool, aphasia, accent $150.00 $250.00 $300.00 Consultation (per hour) 1 hour minimum $50.00 Fees for all evaluations and sc reenings are due and payable at the time services are rendered. Insurance claims and third party payments are the clients responsibility. Fees for Speech Language and Aural Rehabilitation therapy are due within the first week of therapy for the semester Therapy fees are not refundable for unattended therapy sessions. Three consecutive absences from scheduled therapy sessions without prior notification may result in termination from therapy. The Communication Disorders Center has a fee adjustment poli cy that permits a request for a fee reduction in cases of financial hardship. Full time USF students may receive speech language services at a reduced rate: $75 for Evaluation and $50.00 for Therapy. Requests for fee adjustments must be obtained from an d approved by the Center Director. FOR FURTHER INFORMATION: Contact the Director of the Communication Disorders Center, Department of Communication Sciences and Disorders, University of South Florida 4202 E. Fowler Ave., PCD1017 Tampa, FL 33620, or c alling 813 974 9844

PAGE 53

53 Appendix D Audiology: Audiology Businesses in Surrounding Area Address All Childrens Hospital 880 6 th Street South Saint Petersburg, Florida American Institute of Balance 11290 Park Blvd. Seminole, Florida Audibel 1155 Pasad ena Avenue South 1111 62 nd Avenue North 2444 Tyrone Blvd Saint Petersburg, Florida Baker, Jospeh H 1811 Shore Drive South Saint Petersburg, Florida Bay Area Hearing Aid Services 6533 Central Avenue Saint Petersburg, Florida Beachside Hearing and Bala nce 352G 150 th Avenue North Saint Petersburg, Florida Bell Hearing Instruments Serving the Tampa Bay area: 813 814 2355 Beltone, Inc. 6321 4 th Street North 1155 Pasadena Avenue South 1135 Pasadena Avenue South Saint Petersburg, Florida Broadwater Hea ring Care 4200 Central Avenue Saint Petersburg, Florida Brooks Hearing Aids 6709 1 st Avenue South Saint Petersburg, Florida Clark, Melissa Au.D. 2191 9 th Avenue North Saint Petersburg, Florida HearX Limited 945 Tyrone Blvd. North

PAGE 54

54 Saint Petersburg Ingham Hearing Aid Services 7955 66 th Street North Saint Petersburg, Florida Lang, Karen Hearing Aids 22 Park Street Pinellas Park, Florida Miracle Ear Hearing Aids 578 1 st Avenue North 2300 Tyrone Blvd. North Saint Petersburg, Florida MKC Audiology Inc. 2191 9 th Avenue North Ste 210 Saint Petersburg, Florida Northeast Hearing Aid Center 3177 4 th Street North Saint Petersburg, Florida Sears Hearing Aid Systems 2300 Tyrone Blvd. North Saint Petersburg, Florida St. Johns Hearing Institute 6399 38 th Avenue North Saint Petersburg, Florida St. Katerines Hearing Institute 6399 38 th Avenue North Saint Petersburg, Florida St Ptersburg Suncoast Medical Group Mr. Robbins, M.S. 601 7 th Street South Saint Petersburg, Florida (yellowpages.com)

PAGE 55

55 S peech Language Pathology : Speech Language Pathology Businesses in Surrounding Area Address All Childrens Hospital Speech Language Center 33 6 th Street South Saint Petersburg, Florida Bayfront Medical Center Rehab Services 500 9 th Street North Saint P etersburg, Florida Cohen, Harriet and Associates 5026 Gulfport Blvd. South Saint Petersburg Beach, Florida Community Rehabilitation Associates 5111 66 th Street North Saint Petersburg, Florida Koala Kids 2365 5 th Avenue North Saint Petersburg, Florida Moss Speech & Language Center Inc. 1224 66 th Street North Saint Petersburg, Florida Rainbow Kids Therapy, Inc. 115 112 th Avenue North E.214 Saint Petersburg, Florida Saint Anthonys Hospital Sports Medicine and Rehabilitation 500 9 th Street North Sa int Petersburg, Florida (yellowpages.com)