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SUBMITTED TO:

Proff.Deepali Bhardwaj

IT SUBMITTED BY: GROUP 5


Rishabh Shah (162/2018)
Anurag Agarwal (163/2018)
INFRASTRUCTURE Shikha Prasad (164/2018)
Ankit Khullar (165/2018)
Navdeep Singh Oberoi (166/2018)

PLAN
Kishan Vora (167/2018)
INDEX
1. Introduction
2. SWOT Analysis
3. Value chain at wEcare
4. Business Processes
4.1 Ordering
4.2 Order Processing and delivery
4.3 Payment gateway
5. Business functions
5.1 Warehouse operations
5.2 Supply Chain Management
5.3 Enterprise resource planning
5.4 Customer Relationship Management
6. Total cost of ownership
7. Challenges and risks
1.Introduction:

‘wEcare’ is a Delhi, NCR based start-up, which focuses on providing online pharmaceutical
services. Apart from online medicine ordering it also provides services such as medical
appointment scheduling, diagnostic tests facilitation, online prescription, consultation etc. It
fulfils medicine orders using its warehouses and order delivery fleet spread across Delhi,NCR
region.
As ‘wEcare’ is in its nascent stage, it will rely on this 4-year market plan for analysing market
trends, needs and implement strategy and tactics to position itself differently from the
competitors and achieve sustainability by using technological intervention.

Objectives :
• Meeting the inadequacies in the healthcare delivery system through technological
interventions.
• The e-pharmacy start-up aims at providing a platform which would enable a consumer to
gain access to healthcare services at all levels, starting from having all their clinic visits
and prescriptions recorded and stored to buy medicines online and getting them delivered
to their doorstep to e-consultation with doctors and scheduling diagnostic tests, consultation
, thereby making it a one-stop platform for healthcare needs.
• In approximately four years, the start-up aims to process over 4000-5000 deliveries a day
and expects 20-30% business growth month-on-month.
2.SWOT Analysis:
Strengths:
Core strength is its ability to deliver a quality retail pharmaceutical product and provision of a
superior level of quality customer service & convenience via the following offerings:
• Rapid prescription service times
• Provision of Ayurvedic and naturopathic pharmaceutical products along with allopathic
and over the counter pharma products.
• Diverse range of pharmaceutical services divided in 7 unique categories:
o Online Consultancy, Prescription based services, Diagnostic test services,
Medicine Info and review, Patient Support and follow up
• Partnerships with Doctors, medical practitioners and pharmacists
• Availability of delivery service
• Empower patients by providing information about new medications, adverse effects of
medications, and health conditions.
• 24 / 7 patient support services.
• Overcomes the limitations of traditional pharmaceutical stores.
• One stop shops for major pharmaceutical requirements.
• Offer privacy that is often lacking in a traditional pharmacy.
• Lower price than retail stores.
Weakness:
• Limited awareness/recognition of the wEcare E-pharma brand.
• Limited company resources:
o Employee resources
o Inventory
o Business operations
o Capital
• Accessibility of E- platform by technologically deprived sections.
• Delivery time
Opportunities:

1. Establishment of strategic partnerships.


2. Expected increase in demand for healthcare services, particularly pharmaceuticals, due
to the growth within the senior population demographic.
3. Rising government expenditure towards Health care, might lead to an increase in
demand.
4. Unsaturated market of E-pharmaceutical products and services.
5. Lack of dominant competition in the field.

Threats:

1. Uncertainty arising from ethical principles in the use of cyber medicine.


2. Increase in market competition.
3. Unpredictability of consumer purchasing behaviour.
4. Additional governmental regulations & tax policies.
5. Pricing pressures presented by both international and online pharmacies.
6. Expected shortfall of qualified pharmacists by 2020
3.Value chain @wEcare

Porter’s value chain model of wEcare pharmacy


Based on the 9 components of the value chain, we developed a value chain for the wEcare
pharmacy.
The various function for the same are:
1) Firm infrastructure: This refers to the firm’s organisation structure, the general
management and various departments like finance, accounting and legal. Here as the
business of a pharmacy/healthcare is very sensitive and cannot afford any mistakes
related to illegal medications, unprescribed drugs and so on. Legal aspects become
very much important to keep a track of all the activities happening around.
2) Human resources: Various aspects related to the human resources of the
organisation like recruitment, training, retention and R & D. Here, this becomes
important as we provide services which needs Doctors, Pharmacists, Engineers, fleet,
and managers. Creating a value for them for proper functioning of the organisation is
also an important aspect for us.
3) Technological Development: Staying updated with the recent technological
developments, our team for technology will be working on research and development,
data analytics for using the customer data for better service experiences and
segmenting them based on the products they buy. Also, they will be working on the
new product development in the e-pharma sector.
4) Procurement: We procure the products directly from the manufacturer. Being a long-
term relationship, there should be proper communication and functioning with the
manufacturer and inventory managers so that the customer lead time can be reduced,
and we can deliver them at proper time.
5) Inbound logistics: As we procure from the manufacturer, the transportation of the
products to the correct ware house at right time has to be foreseen and the storage of
the products as well. The optimizing of inventory is important function in this
component so as we can get better margins.
6) Operations: Based on order received, the next task is to fulfil the requirement and
task related to packaging and re-packaging of the order.
7) Marketing and Sales: functions under this component include sales promotion,
advertising, pricing and managing the final product. This become important to attract
as many potential customers towards buying the product from the company and
providing them the price that will yield maximum profits is important.
8) Service: Customer support centres, online consultation and call-to-order are the
services that are provided to enhance customer experience. All these process will help
us in making brand advocates and mutual benefits.
4.Business Proceeses:
4.1 Ordering

This is the process flow diagram of the interface, that will directly interact with the end users.
When a customer arrives to the homepage of the website/app, we ask them to login or continue
as a guest as they can explore more as a guest and can access offers if they login. Further, there
are 2 types of services that we provide, so they have to select between them and the new screen
will appear after this. If they want an online consultation we will direct them to the customer
care centres, and if they want to buy some product then we will direct them to the e-shopping
platform where they can buy and check out via payment getaways.
4.2 Order Processing & Delivery

This is the process flow diagram for order processing and delivery, once the order has been
placed by the customer using the app/website, this comes into action where the system will
locate the nearest warehouse with availability of product, these warehouses use the inventory
management system for functioning. If the product is not available in the warehouse then it
will redirect to the next nearest warehouse with availability, for the final delivery. If the
product is very rare then it will direct this information to the manufacturer regarding the
order, which will help us make the product delivery successful and on-time.
4.3 Payment gateway
Payment Gateway is a way of software development that allows making payments for e-
commerce services within websites and applications.

We Care will have the following payment options to facilitate the transaction payment
between the customer and the merchant:

1. Amazon Payments- Amazon has analyzed and reported with statistical of 300+
million active customer accounts. Amazon Payments is the best payment gateway for
small business and leading in responsiveness
• Integration with our e-platforms is API driven.Often, it is as easy as adding a
free plugin plus, transactions are completed on our site.
• Amazon Payments is a leader in responsiveness. It’s available across devices
and mobile capability is critical for users; in the last six months, 62 percent of
smartphone users have made a purchase online using their mobile device.
• Price: 2.9% + $0.30 per domestic transaction
2. CC Avenue- CCAvenue is one of the oldest payment gateways in India. CCAvenue
supports almost every bank and payment option out there. Its reliable and used by
high volume eCommerce websites.
One of the major advantages about CCAvenue is that it supports multiple currencies.
That means we can accept payments not only in INR but also in USD, EURO, etc.
CCAvenue also seems to have the support for the largest number of banks and
payment options. For example, it supports EMI as a payment option from over 7
banks, 100+ debit cards, 53+ net banking, 4 cash cards, 2 mobile wallets and 40+
bank’s IMPS.
Setup Fee: Zero for Startup Pro Plan, Rs. 30,000 for Privilege Plan
Transaction Fee: From 1.99% + Rs.3 to 2.99% + Rs.3
3. PayTM- It is a mobile wallet which accepts payments from PayTM users using their
PayTM wallets. We can integrate this payment gateway in our website.
5.Business Functions:
5.1 Warehouse Operations
Following are the technological interjections which will complement the business functions and
improve productivity:

• RFID (Radio Frequency Identification) Tracking - Radio Frequency Identification


(RFID) is already a major force in warehousing, . It uses radio waves to feed information
between tags attached to stock and readers that pick up the signal.
The RFID implementation will provide greater stock visibility and transparency, which
offers ease of inventory as well as a reduction in theft. The combination of drone technology
with RFID can be utilized to further automate the inventory process. By attaching a reader
to a drone, inventory can be catalogued at a much faster pace. Floor space can also be saved
as the RFID technology, plus the manoeuvrability of the drone, allows stock to be stacked
as a high as possible.

• Drones - Drones can aid with tasks that could require a large number of man-hours. They
can be used for barcode scanning, as warehouses are often stacked to the roof with
inventory. This makes certain barcodes tricky to reach and could require the use of a
forklift, cage, and staff to scan them. Drones, carrying scanners, can count as much stock
in two days than an 80-strong team, complete with lift trucks and handheld scanners, could
in three days. Navigating inside warehouses safely is the final challenge to complete before
drones.
• Robotics- Automation is key in the logistics and supply chain sectors. Often, the greater
the automation in processes, the more efficient they become. Robots are playing a big part
in improving levels of automation in warehousing. Each robot has its own area to cover,
learning where to take its inventory from, which is then picked and taken to a member of
the warehouse staff for further distribution or directly onto trucks.
Benefits:
a) Reduced operational and labor costs
b) Improved productivity
c) Higher order accuracy
d) Faster cycle times
e) Reduced safety incidents
For wEcare, robotics implementation will be on small scale and will be limited to
certain processes.
• Electronic Data Interchange (EDI) Communication- EDI technology allows for sharing
of documents, with a shared format, between two computer systems. The standard format,
and compatibility, of EDI documents allows for greater efficiency, visibility, and
collaboration between all parties for smoother operations.
EDI can be used for:
• Purchase orders
• Warehouse shipping orders
• Warehouse stock transfer receipts
• Warehouse shipping advice
• Warehouse inventory advice
• Cloud Storage- Cloud storage offers many benefits to warehousing include cutting down
on maintenance, infrastructure, and labor costs that come from the installation and
upgrading of warehouse management systems. All warehousing data & reports can be
saved digitally on a remote location server or cloud-based storage. It enables users to create
a backup related to inventory, sales, billing, etc. which can be used for reference at any
point in time in future. Another benefit is that cloud storage systems are often self-updating.
This means that, instead of replacing talented tech-savvy members of the team once they
leave, a system can be implemented that is cost effective and easy to use by all members
of staff.

• Automated Material Handling (AMH) System- AMH is a trending warehouse


technology which improves work efficiency & reduces human intervention to a good level.
A list of AMH based machines like conveyors, stackers, cranes, forklifts, bins, and barcode
scanners can reduce the turn-around time and hence, increases customer service level for a
long-term business arcade.

• Warehouse Management System (WMS)- WMS assists in managing the warehouse in a


much better way. This warehouse technology helps in managing multi-user warehouses. It
includes many features like:

a) Creation of Goods Received Note (GRN)


b) Managing throughput & dispatch
c) Visibility of data in the form of reports for sales
d) Important add-on of Inventory Management
e) Consideration of all SKUs, their location and cycle count to keep physical & system
inventory at par
f) Paperwork and data entry- WMS has reduced the need for people to spend time
completing paper forms or entering data from documents into spreadsheets and
other data-management applications.
g) Picking efficiency- Warehouse operatives can pick faster with WMS, because the
technology helps to organise warehouses more efficiently and (with features such
as system-guided picking) enable more efficient working practices to be followed.
h) Task Interleaving- As WMS solutions have become more powerful, they have
extended the concept of system-guidance across all activities, especially those
performed by forklift operators.

• Voice tasking Technology- By adding voice-guidance to the range of WMS


functionalities, a warehouse operation becomes even more efficient, as operatives no
longer need even to look down at a display to see their work instructions.
Benefits:
a) Improved picking productivity
b) Increased picking accuracy
c) Requires less operator training
d) Improved system control
e) Real-time data analysis and communications
f) Higher ROI

• Machine-to-Machine Technology- It helps in monitoring and streamlining all automation


aspects of warehouse operations. When combined with warehouse management systems
(WMS), the latest M2M systems can be used to control all equipment within the warehouse
that is vital to the order-fulfilment process. This technology helps collect and trade
information that provides warehouse managers with actionable information that can verify
operational procedures and expedite decisions.
• Labor Management Systems- These systems can be used to effectively manage and
control warehouse operational expenses. Measuring productivity can seem challenging but
investing in labor management systems helps take out the guesswork in this critical
measurement. When combined with warehouse management systems, one can easily drive
reductions in labor costs.
• Order Fulfilment Optimization Technology- These technologies help maximize order
picking productivity and boost accuracy. There are two main solutions: Pick-by-Light and
Put-by-Light. These technologies help automate warehouse processes and offer a more
efficient and lower cost solution over manual picking methods.
a) Pick-to-Light Systems-These systems use specific light displays to direct
warehouse operators to product locations. They make it easier for operators to know
which products to pick and how many. These systems are highly flexible, and the
technology comes with the ability to plan, control, and analyze volumes of orders
picked.
Benefits:
• Increased picking productivity
• Better accountability
• Real-time product or order sorting
• Fewer errors
b) Put-to-Light Systems-This technology helps direct operators how and where to
allocate products in a warehouse for orders. These systems are highly efficient when
it comes to picking from bulk stock.
Benefits:
• High-speed order sorting capability
• Lower cost operation
• Ideal for smaller but consistent daily orders
• Requires less floor space
5.2 Supply chain Management
Steps in SCM:

1) Receipt generation: Order generation id with all the information like product code,
date of purchase, reference number and deliver area code for better tracking.
2) Online tracking: To get Realtime update of the order
3) After sales service: Unsatisfied customer-customer care centre-product collection by
fleet-replacement of the order after checking.
4) Inbound logistics: Maintaining of inventory levels with rare ordered products,
procuring them directly from the manufacturer and stocking them directly to the
allotted warehouse.
Product stocking strategy:
1) Rare medications are kept les in stock and are procured based on order.
2) Products that are old, not expired can be sold at a discounted rate, an algorithm can
be developed for managing the same.
3) Combo offers.
5) Delivery/outbound logistics: Post the order placement, it will locate the nearest ware
house with availability of product, if not it will locate the other warehouse with
availability, if that also doesn’t have it then it will order the manufacturer about the
order and hence fulfil the order demand. Also, simultaneously it will locate the
nearest fleet person, and allot him with the duty of delivering the product to the
assigned location.

5.3 ERP (Enterprise resource planning):


To integrate all the processes for an operational excellence this can be a boon to the e-
pharma industry as the customer data can be used for better planning for the resources,
forecasting, and scheduling the procurement and delivery.
5 Big Benefits of eCommerce ERP Integration

1. Reduce manual entry to save time and increase output while reducing errors, when
entering order, inventory, item, customer and shipping data.
2. Streamline inventory synchronization, track updates, and provide accurate
inventory levels to customers, without hiring staff to manage these tasks.
3. Automatic notifications for customers when orders have been delivered and allow
them to track the delivery of products.
4. Simplify how you manage price and product changes to inventory.
5. Handle increased demand in online orders without the need to add extra
resources to cater for it.

GPS tracking: The interface for the user and fleet persons will have a live tracking system to
track their orders and enhance the operations, so that nothing is miscommunicated. This can
help us build better customer connect and satisfaction.
Security: Digital business creates a complex, evolving security environment. The use of
increasingly sophisticated tools increases the threat potential. Continuous adaptive risk and
trust assessment (CARTA) allows for real-time, risk and trust-based decision making with
adaptive responses to security-enabled digital business. Traditional security techniques using
ownership and control rather than trust will not work in the digital world. Infrastructure and
perimeter protection won’t ensure accurate detection and can’t protect against behind-the-
perimeter insider attacks.
This requires embracing people-centric security and empowering developers to take
responsibility for security measures. Integrating security into your DevOps efforts to deliver a
continuous “DevSecOps” process and exploring deception technologies (e.g., adaptive
honeypots) to catch bad guys that have penetrated your network are two of the new
techniques that should be explored to make CARTA a reality.

5.4 Customer Relationship Management

wEcare will utilize a vertical CRM solution that enables the company to automate industry-
specific business processes and improve customer experience. It helps to increase revenue by
empowering the field force with tools for cycle activities planning, marketing, sales, and
comprehensive analytics.
Some useful features include:
a) A comprehensive CRM database which will allow for keeping a complete history of
all customer interactions in one place.
• Account and contact management
• Interactions and communication history
• Relations between customers
• Data enrichment through social media
• Smart duplicate search and merge to keep data clean and up-to-date
b) Coordinated campaigns and marketing communications- It will offer a set of tools for
marketing automation and promotion of pharmaceutical products.
• Segmentation and targeting
• Campaign management
• Event schedules and target audience management
• Marketing resource management
• Closed loop marketing tools
c) Key Account Management- It will also help to gain a better understanding of our key
customers and take advantage of an account-based selling model.
• Tools to identify key accounts and maintain successful communications with
primary and specialty care clinics, preferred pharmacy networks, etc.
• Develop relationship strategies and plan target activities with each of the key
accounts
• Market new products with a reduced time frame
• Measure quality of relationship with each account
d) Field Force Management- It will enable our field force employees to work smarter by
providing them with mobile access to key information anywhere at any time.
• Access to complete customer database
• Route planner
• Capabilities to view geographic locations (maps, GPS or GSM)
• Offline mode

e) Sales planning and sales process management- To empower our sales efforts with
vital information about sales plans and distribution channels.
• Capabilities to automate industry specific processes
• Sales automation tools to remain flexible in sales planning and instantly
monitor plan execution
• Unified database of products with detailed description for each drug that can
be used to successfully plan sales, manage pricing, develop product-segment
matrix, etc.
• Automatic data import to analyze the results of the work with distributors and
pharmacy networks

f) Enhanced customer service- To provide more efficient and effective service with an
accurate and complete view of our customers across all channels.
• Contact center automation
• Registering cases and assigning an agent to work on the case
• Monitoring the status and duration of the case resolution
• Omnichannel service management
g) Data-driven decisions and actionable insights- To leverage a variety of tools for
analyzing results and generating real time reports.
• Interactive customizable dashboards for simplified analysis of long-term and
short-term results
• Preconfigured industry specific reports to analyze visits, plan vs. actual
results, cyclic tasks, etc.
• Custom report builder
• KPI monitoring tools
OPERATIONS-
h) Collaborative Planning-Align our internal operations and manage our healthcare
relationship-building activities effectively by using collaborative tools.
i) Email Templates- Boost our customer engagement by setting up mailer lists and
groups, and swiftly deliver relevant information to our potential clients using email
templates.
j) Regulatory Compliance- Monitor our representatives’ activities in real-time and
ensure that they are meeting up to the set medical standards on a single-view
dashboard on the CRM.
k) Joint Operations- Partner with leading physicians, KOLs, and medical institutions to
execute promotional strategies for new products and maximize customer satisfaction.
l) Event Automation- Always stay in touch with our customers using automated
invitations, timely reminders for events and follow-ups, as well as confirmation
notifications.
SUPPORT-
m) Process Compliance- Understand our customers’ preferences by building profiles for
leading physicians and chemists, and clearly visualizing their spheres of influence for
maximum patient reach.
n) Complaint Management- Defragment complaints and issues brought up by our
physicians and patients by storing them in a single, central service repository in the
CRM software.
o) Internal Collaboration- Get the right people working on every individual service
request in order to reduce turn-around times (TATs) and ensure that resolution is
effective.
p) Knowledge Base- Make it easier for our relationship managers to interact with
chemists and physicians with an always-online and extensive knowledge base.
q) Team Accountability- With escalations and alerts, impart accountability to our
departmental teams and maintain a top-notch pharmaceutical support with minimal
opportunities for service requests.
RELATIONSHIPS-
r) Physicians and Chemists- Understand our customers’ preferences by building profiles
for leading physicians and chemists, and clearly visualizing their spheres of influence
for maximum patient reach.
s) Product Awareness- Understand key partnerships better by analyzing drug
perceptions, and how they are prescribing them to their patients, as well as monitoring
shifts in preferences.
t) Key Opinion Leaders (KOLs)- Boost our marketing efforts by building relationships
with key players in the pharmaceutical industry, who maintain credibility and have
significant product knowledge.
u) Quality Relationships- Gauge the potential gain from each pharmaceutical
relationship with detailed reports, and objectively rank our best-performing
partnerships to identify gold-standard clients.
PLANNING AND DEVELOPMENT-
v) Medicinal Marketing- Optimize our marketing timelines by clearly laying out the
target customer groups and their spheres of influence, including key opinion leaders
(KOLs), physicians and medical institutions.
w) Demand Forecasting- Accurately predict market demand for our drugs and medicines
by analyzing your chemist’s purchase patterns, inventory cycles and our physician’s
prescription patterns.
x) Drug Market Potential- Gauge customer perceptions on existing medicines and drugs
and modify our marketing and sales mix to perfectly suit our customers’ healthcare
requirements.
y) Competitor Analysis- Understand how our customers perceive our peers’ products
with pharmaceutical planning and come up with strategies to reduce business wastage.
z) Central Repository- Store our important information and metadata about our
medicinal products, all under one roof.
aa) Feedback Loop- Create feedback cycles for all our products and services by collecting
and recording physician and patient insight. Dynamically map out future trends by
processing and incorporating these insights.

6. Total Cost of Ownership

Hardware Acquisition 1,02,25,000


Software Acquisition 10,00,000
Installation 2,00,000
Training 50,000
Maintenance and Support 10,00,000
Infrastructure and Energy 30,00,000
Downtime 5,00,000

Hardware Acquisition: Since we have total 500 employees, 1 corporate office, 4


warehouses in Delhi-NCR, there will be a need of computers for customer support,
operations in the corporate office and for stock count in the warehouses, mobile phones for
fleet, printers, scanners and photocopier, projectors for the conference room, modems, routers
and networking cables for internet systems and UPS systems.
Software Acquisition: There will be a need of various software for providing better services
to our customers. We have a cloud based platform so all the relevant data will be stored there.
Software like CRM for customer support at call centres, ERP which will be used for order
tracking, dispatch, user management, attendance, salary management, etc., SCM for routing
delivery paths and scheduling orders, Point of Sale (POS) for the warehouses. The employees
will need a software for tracking the orders and contact the delivery person whenever needed,
it will also enable the employees to cater to all the needs of the customers like editing or
cancelling their orders. The fleet will use mobile phones in which a customized application
for orders, delivery time and delivery address will be updated on real time basis.
Installation: There will be certain installation costs such as installing the computers in all the
locations and the warehouses, the internet systems will also be installed at all the locations
and UPS systems as well.
Training: Trainings will be provided to all the employees in customer support area and to the
fleet so that they are able to serve the customers well and there are no delays the delivery of
orders. A trainer from outside will train all the employees during the three-day period so that
they get used to all the situations they might face during the work.
Maintenance and Support: The computer systems, internet cables, mobile phones will need
maintenance during the year so that all the defective items are repaired or replaced, and the
work is not disturbed. For this an IT support team will be ever present so that everything can
be taken care of on time.
Infrastructure and Energy: We will acquire 10,000 sq. Feet area for operations which will
require maintenance and support. Since modems and routers generate a lot of heat, there will
be a need for ACs as well to keep the servers cool. We will need storage devices to keep all
the important customer data safe and secure.
Downtime: The downtime costs will also be considered when there will be lost of
productivity if there are certain hardware or software failures as systems will be unavailable
for processing and user tasks.

7. Challenges and Risks

Challenges

• Online pharmacies themselves are facing many challenges such as difficulty in


verifying the authenticity of prescriptions, regulatory issues, supplying medicines that
require appropriate storage (temperature) for retaining potency. There is no assurance
of temperature control either at their storage points or during transport.
• Another major challenge they face is logistics. Unlike other items, drugs and
medicines must be delivered within a given time frame.

• Online pharmacies operating in India are abided to follow certain techno legal
requirements of Indian laws which they fail to comply with are as below:

• Privacy
• Data protection
• Encryption
• Cyber law due diligence
• Internet intermediary obligations
• Cloud computing

• Absence of concrete laws for e-pharmacies in India.


• Reach of technology driven model to illiterate people due to lack of knowledge about
internet.
• Regulatory control over e-pharmacies operating outside the jurisdiction of India
• Security and confidentiality of information exchanged
• Selling or shipment of drugs to minors
• Identity and reliability of legal e-pharmacy
• Prescription related issues
• Unclear laws on inter-state transfer of drugs/medicines.
• Drug importation and re-importation issue

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