In-home support services, namely, non-medical custodial care, namely, personal care assistance of activities of daily living, such as bathing, grooming and personal mobility for mentally or physically challenged people, companionship services for the elderly and physically challenged people, medication management in the nature of coordinating the procurement and administration of medication and providing personal reminders in the area of taking medications, daily living activity assistance, providing non-medical personal assistant services for others in the nature of planning, organizing, coordinating, arranging and assisting individuals to perform daily tasks, personal concierge services comprising making requested personal arrangements and reservations and providing customer-specific information to meet individual needs; In-home support services to senior persons, namely, geriatric care management services in the nature of the coordination of necessary services and personal care for older individuals