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MindforYou offers you supported holidays for people living with dementia and their carers to enjoy together, as an alternative to traditional respite.

Industry: Health Care/ Social

Company website: www.midforyou.co.uk

business model

financial model



Leading Coach

Viktor Todorov


See the full profile HERE

Context / Challenge:

The company started with the idea to provide Supported holidays for people with dementia and their partners (carers).  They needed a working business model and sales strategy.

What they did:

Mind For You started with the idea of providing Supported holidays renting Hotels and B&Bs. During the discovery process they have realised that:

  • People with dementia become very stressed when they are not in a familiar with the environment
  • The patients and cares need time to start trusting new people

Therefore the first business model design development was to move away from hotels and B&Bs to rented properties where they can provide an environment closer to the one the clients are living in – a homely feeling. Secondly they introduced short trips, 1/2 to 1 day trips, to the clients to attempt to gain their trust before asking them to commit to a week.  Second major shift came after the third lab and after they tried to identify suitable properties in the Peak District. Following which they switched to exploring the option of acquiring and equipping own properties.

What they did:

As a result of the work done with us, in February 2015 they were one of only 2 successful candidates in the East Midlands to have been awarded a place in Social Incubator North to receive £25000 interest free loan plus coaching from Roger Moors.

During the last year the company established key connections with industry organisations, channels and customer groups and have successfully launched various services in  the Midlands and Scotland:

  • MYHoliday – Supported holidays in a safe dementia friendly environment
  • MYOutings – Supported short trips for people with dementia and their carers
  • MYLunch – Monthly lunch clubs (currently 4 in Midlands and 1 in Scotland)

Company Website: www.mindforyou.co.uk


“Viktor was my coach on NBG Programme. From my initial meeting with him I found his approach really helpful in crystallizing my thoughts and focus efforts in the most appropriate direction. Viktor has helped in many ways, but there are three areas where he had a significant impact on: Structuring the company, Financial Modelling, Fund Raising. I have no hesitation in recommending Viktor as a consultant and coach for new and developing companies.”

– Carol Sargent –

– CEO –

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