Business Plan Presentation

MobiHealth
 MobiHealth
• Venture Mission and Strategy
• Business environment
• Execution
• Risk Analysis
• Key Asumptions and Financials
 Mission

We want to deliver an application

which helps Lady Health Workers
execute their work in Pakistan.
 Strategic Intent
To be an essential part of the
work of Lady Health Workers

Key actions:
• Partners in Pakistan (government, health organizations
etc)
• Local know-how and insights
 Our Earnings Logic

The application is downloadable from

the company home page at a price of X.
International health organizations and
governments can buy multiple copies
 Business Environment
• Target market
• The users of the application are Lady Health Workers in
rural areas of Pakistan
• Product/Service concept
• Mobile phone application that provides useful tools for
Lady Health Workers
• Competition (direct and substitution)
• Other health applications available for mobile phones
• Telemedicine (not mobile application)
 Project Execution
Key Milestones:
• Prototype
• Business plan
• Getting partners
• Demo version
• Selling the application / license
 Risk Analysis
RISKS
• Market
– Promotion, how and when?
– LHWs reluctant to adopt mobile
phone applications
• Technology/Product
– S40 technology is limited
– Lack of knowledge of S40
technology
ACTIONS
• Market
– Making contacts in market area,
develop further application
– Contact LHWs in Pakistan and
inquire needs, opinions etc.
• Technology/Product
– Possible R&D partners in market
area
Key Assumptions And Financials
• Lady Health Workers have the ability and
need to use mobile phone applications
Market Research & Marketing plan
MobiHealth
 The Plan

• What kind of healthcare application can assist LHWs in Pakistan ?

• The purpose
Collect relevant information about Pakistan healthcare system (private and public
sector, in cities and rural areas)
what kind of mobile phones people have
how familiar people are with mobile applications and is there demand on our
service
• Pakistani contacts in Aalto University
They have contacts in Pakistan
We are going to discuss with our Pakistani contacts about specific needs of LHW
(next week?)
• How can we make LHWs working easier?
 The Plan

• contacting government and organizations who are working in Pakistan and propose
co-operation
• Nokia’s research material ?
• We have been told some kind of information and connection tool is needed
• Problems
Competitors, reluctance towards mobile apps
 The Plan

Gruop / profile Number of persons Goal of contact How Ready by

(interview,
survey...)
 Market size and trends

• About 100000 LHWs in Pakistan

• LHWs could buy the application or government would buy it for LHWs
• Financial sheet (costs 1€/application)
• Need for simple application for LHWs
• The biggest obstacle is how can we convince LHWs and organizations that our
service is useful
 Offering

• Ideas
1. First aid guide for LHWs
More just a fag, something new for LHWs
Communication system for LHW (future)
Service where LHWs could be in touch
MIM? Chat? Mobile community?
• LHW is the end user, Government and NGO’s are customers
• We could also try to sell the application for MobiLink
 Customers

• Idea is that Pakistani government or some healt care organization buys our
application for use of Lady Health Care workers, which are our end users.
• Mobilink and other mobile service providers are also our potential customers.
• For now there are no non-paying end users.
 Competitors

• There are hundreds of healt related applications on the mobile market. (Ovi Store,
Android market, AppStore).
• Most of the applications are some sort of databases like first aid guides, so they
can be applied in any country, not specialized on some specific area or market.
• Mobilink released an Lady Health Worker program in 2008. They gave free phones
bundled with mobilink sim-card.
• Mobilink is one of the biggest Pakistani mobile service providers. They have
millions of customers and a lot of resources.
• Mobilink could also become our customer instead of a competitor. They don’t have
a running application for now, just the phones.
 Market share and Sales

• There is not existing mobile health application for LHWs

• We believe that every LHW use our application in the next summer
• Application will be downloadable
Any other health worker or individual can download it from our web page
 What we are going to do

• Survey
• Key people
Experinced contacts in mobile phone market
Gregory Smiley form Nokia
Pakistani contacts value our plans and the application
Connection to LHWs and other locals
Possibility co-operate with Indian developers
• Questionary
Word document
Gruop / profile Number of persons Goal of contact How Ready by
(interview,
survey...)