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Aged care is undergoing a complete transformation from being supply-determined to demand driven. The paper also seeks to identify the implications for residential care. The answer to the question “what does it take to be successful in the in-home care market?” is to approach the industry as an entrepreneur would, if he or she was seeking to build a prospectus to attract equity investors, or a business case for debt funding from a bank. The sort of rigour and discipline which the entrepreneur would bring to bear is what it will take to be successful for all participants, old or new.

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