SED Investment Proposal

Investment under the Socio & Economic (SED) pillar of the BBBEE Scorecard

Prepared by: Isobel McAleenan, Project Development Consultant


PROCASA, the Professional Caregivers Association of SA, operates under the auspices of the Association for the Physically Disabled (the APD), NGO 000-865, and PBO 930006515.

Conceived in 2011, formally launched in 2014, the PROCASA objective is:

  • To provide a forum to speak on behalf of thousands of appropriately qualified home-based Caregivers, to Medical Aids, to Tender Opportunities (including the proposed National Health Plan)
  • To formalise home-based caregiving
  • To develop a data base Nationally of qualified, verified Caregivers who comply with a strict code of conduct
  • To consistently provide Training, Skills Development and Job Creation opportunities

BBBEE Scorecard

PROCASA offers a unique and valuable opportunity to the Socio Economic Development component of your scorecard as follows:

  • Job Creation – Code 500, contributing to the promotion of access to the economy for black people.
  • Skills Development – Code 300, carrying out initiatives designed to develop competencies
  • Enterprise Development – 100% black owned, 100% female, incubator training and entrepreneur development programme – PROCASA Step Up

Why would you invest in PROCASA?

Correctly managed in accordance with our plans, PROCASA is an investment in training, skills development and job creation, not a donation. With regard to the reintegration of the disabled back into the workplace, it is also an opportunity to enhance your HR functioning – in training and headcount.

PROCASA is unique in that:

  1. The research, development and set up costs have been covered by private business. All future corporate investment will be exclusively allocated to the implementation of Skills Creation and Job Development plans
    PROCASA touch points include:
    1. Access to 5 000 trained Caregivers who are ready to enter the workplace
    2. The provision of home-based Caregiving assistance for temporary disabled individuals
    3. The provision of home-based Caregiving assistance to disabled individuals who can re-enter the workplace
    4. Ongoing skills development of the home-based Caregivers who are already employed
    5. Job Creation – PROCASA is one of the most exciting job creation projects available within a unique landscape that benefits black women and covers EVERY industry andmarket segment. We can all find ourselves in need of a home-based Caregiver.
    6. Enterprise Development “Step UP” project

The current landscape

There is a clear need in the market for home-based Caregiving services. It is difficult for the “recipient” to access qualified Caregivers because the current access is through unqualified providers, who have a narrow footprint and are not verified - who source and place Caregivers using labour broking business models (almost suburb-by-suburb). The result of this is that the limited income (paid by the recipient of care) for services rendered is split between Labour Broker and Caregiver. To address this, PROCASA is set up in such a way that Caregivers will earn a market related salary that is not affected by the middle-man (labour broker).

Presently those who need care are vulnerable. They do not have experience in the recruitment, interview, selection, and verification of staff. They have no idea of how to prepare a job description or how to define and articulate their requirements as they align to Caregiving. PROCASA has a process in place that allows for a home review and personal needs analysis – rendered by professionals effectively and timeously. The result has been that when the vulnerable realise that
this service is available, they engage the services of PROCASA – and each time that they do so, another Caregiver becomes gainfully employed.

There is no scope for the validation of Caregiver qualifications and bona-fides outside of PROCASA. PROCASA offers membership to Caregivers and subsidise their validation – Credit, qualification, criminal and residential address confirmation. PROCASA provided peace of mind by providing this information to those that employ home-based Caregivers – whether on a part time, full time, temporary or permanent basis.

There has, until now, been no supporting, regulatory or training body. Not only has compliance and availability been ignored, but there has been no promotion of the availability of home-based Caregivers within our market. Access to home-based care can be a life-changer, as is testified to those that have received said care.

Those that need home-based care – some recent examples

Mrs I, 73 years old, husband 77 years old: Hip-replacement, husband could not manage toileting and moving from wheelchair to bed. Solution: Caregiver, mornings, 5 days a week. Result: Husband could maintain outside activities, recipient was well cared for, mobility was improved within a short time, and stress level was reduced.

Family K, 13 year old, autistic child, unmanageable in public. The family had not been out together for 5 years, wife was stressed, 2 siblings felt overlooked. Solution: Caregiver employed on Saturdays, 8 – 4. Result: Family quality of life improved as the family spent time outside of the home – movie, breakfast….; Caregiver employed and earning, autistic child remains happy and well cared for.

18 year old T, injured on rugby field. Temporary disabled cannot be left at home on his own. Mom is a single parent, can’t give up job. Solution: Caregiver employed on 3-month fixed term contract, Monday – Saturday, 8-4. Result: T left for only 2 hours per day on his own, mom working and comfortable that he is well looked after. Caregiver does light housework as well as caring for T, and home life has been enhanced by the experience.

Moving on: Job Creation opportunity – bringing the Caregiver to the Recipient

There are many more examples of people needing care and not knowing where to find it. PROCASA will invest heavily in ensuring effective communication within the target market. This includes alliances with various support organisations such as SANEL (epilepsy); SABTA (taxi association, keen to support PROCASA), and so on.

SED in the true sense - the financial value of job opportunities stemming from the placement of Caregivers

Each caregiver earns R3 500 per month. We have registered and placed 25 Caregivers in the greater Johannesburg region, a total of R87 500 per month, or R1.05m per annum.

The intention is to role this out within the provinces of SA, with all 9 provinces completed by the end of 2017.

By this stage, we will have created 225 paid jobs with a total salary bill of R9.45m per annum. In addition to this, we will add value to the indigent with assistance where caregiving is not affordable.

SED – the training and skills development value of PROCASA

Each caregiver will be provided with 12 hours of general training per annum, following the principals of CPD
The result of this is that the “niche” market will open up further with the training of the Caregiver in various “specialities”, including, but not limited to:

  • Caring for the aged
  • Caring for paraplegics
  • Caring for quadriplegics
  • Caring for those recovering from surgery
  • Caring for baby’s

Life skills:

  • financial management skills
  • driving lessons (sponsored)
  • learning to use a PC (sponsored)

Enterprise Development

  • 9 caregivers will be selected and trained to run a business – a team of caregivers - which they will purchase through our Lean on Us franchise model. Mentorship will function through an incubator system for 3 years.

We are a registered NPO, NGO and in addition have a level 4, 135 points registered entity all of which will provide immediate recognition in terms of BBBEE on receipt of your investment.

What can we offer in return for your support?

  1. Platinum Sponsorship: R650 000
    1. Founding partner, excellent cause-related media coverage to the value of R1.2m
    2. Title Sponsor on the annual PROCASA conference
    3. Title Sponsor on the website
      1. Company profile on “Learnership Opportunities” on the website and newsletter
    4. Promotion as an employer of choice for the disabled
    5. Access via HR to the disabled returning to the workplace
    6. Strategic introduction of disabled candidates via Recruitment Dynamix
    7. Access to support the Step Up ® Enterprise Development Programme
    8. Reasonable Accommodation (for the employment of the Disabled) survey and report of recommendation. Published as an Employer of Choice on our web-site and relevant communication documents. This is hugely valuable to your HR and employment efforts. Exclusivity by market segment, we will not promote competitors
  2. Gold Sponsorship: R450 000
    1. Sponsoring partner, involved in media coverage to the value of R500 000
    2. Sponsorship of the annual PROCASA conference
    3. Promotion as an employer of choice for the disabled
    4. Reasonable Accommodation (for the employment of the Disabled) survey and report of recommendation. Published as an Employer of Choice on our web-site and relevant communication documents. This is hugely valuable to your HR and employment efforts
  3. Skills Development sponsor: R150 000 (The “Liberty Life Caregivers Skills Development Programme”)
  4. Membership Drive Sponsor: R100 000 (The “Coca-Cola Caregivers Membership Drive”)

Practically, what can you expect to receive and see as a result of your investment?

  1. BBBEE - SED Certificate provided
  2. National rollout
  3. National membership drive to source, register, verify and register Caregivers with PROCASA
  4. Discussion and brief from your HR Department to facilitate the provision of Disabled (in HR circles, referred to as “differently abled”)
    1. Accommodation survey (accommodating the disabled in the workplace)
  5. Job creation - Communication drive – “Lean on Us” marketing campaign, resulting in immediate requests from those in need of care:
    1. Community radio
      1. Success stories – Caregiver
      2. Human interest story – family and caregiver
      3. Information provision – interviews with PROCASA – how to find a caregiver
    2. Community TV
    3. Various magazine spotlights
  6. Skills Development, Wellness Programmed and the development of a Caregiver’s Benevolent Fund
  7. Tender participation (National Health Plan) resulting in Caregivers being employed through PROCASA at full salary, rather than the current Labour Broking method
  8. Those who were temporary disabled return to the work place
  9. Newly disabled enter the workplace (whether at experienced or Learnership level, our sponsors will have fist access to these employees, who are significantly valuable in the management of the employment aspect of the Scorecard

Ring-fencing: through the APD, the investments will be channelled into Caregiver SED; Caregiver ED; and reinvestment into the APD. Outcome based reports will be provided annually and more frequently as requested.

Sustainability: R1.3m added to salary pool for Caregivers in 2014; this will increase quarterly until we reach the 9 province target of R9.45m in Caregivers salaries by 2016. There are indications that growth should gain added momentum at this stage.

We look forward to welcoming and confirming your participation in PROCASA – The heart of Caregiving. Please call Isobel at 082 327 9575. The PROCASA web site (developed Pro-Bono by Helena at “Get-Me-Online”) is available at - why not take a look at it for some further insight into this wonderful project?

We have a monthly Caregivers meeting, where we discuss issues facing our team of home-based Caregivers in the Johannesburg area. It takes place next to the Hope School and Westcliffe Hotel. If you would like to meet some of these wonderful people, and get a sense of who we are working on in this initiative, please join us? Isobel will facilitate this request.