A marketing plan for a game app designed to teach first aid procedures.

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Marketing Plan
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Final Project
Dan Saguy, Avi Kletzel, Lapid Levi, Shai Zamir
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Introduction
Naa Kai, a 16 year old teenager, used first aid skills to save the life of a 14 month old baby. Having
completed an Ambulance course, she knew to pat Hector’s back as he seemed to be choking. Her
action worked, as the baby began breathing again.
“Because I knew what to do I wasn’t scared,” said Naa Kai. “He was freezing
cold, but then his heart started beating really fast. I was calm, but even calmer
when I heard his heart beat”.
Executive Summary
The opening paragraph describes the most valuable human capability in modern life: the ability to save
life. Since most of the time we are surrounded by people we care about, family, friends and colleagues,
chances are that these are the people who will need it. Unfortunately, Naa Kai is not a representative
example for the rest of the population or how we as individuals are prepared to save lives.
Research shows that 59% of the world’s population would not feel confident trying to save a life; 24%
would do nothing and wait for an ambulance to arrive or hope that a passer-by would know first aid;
Only 28% said they would know what to do .These statistics illustrate the society’s need for acquiring
first aid knowledge without going to a long and formal first aid course.
Save Billy’s vision: to increase first aid awareness in a fun, easy and popular method. “Save Billy” is
an educational game app that provides users with basic knowledge in first aid procedures. Save Billy is
the only application that combines medical essential knowledge for many social groups (parents,
caretakers, travelers) with an exciting interactive game and would be free for all users.
Our product will penetrate the mobile social games arena which is the new mass-market powerhouse.
Our potential customers are companies seeking an original advertising platform which we can provide.
The marketing actions will be coordinate with three circles of promotion: word of mouth marketing
(WOMM), healthcare and education institutes (medical faculties, universities, schools) and public
space and social media (Facebook, magazines, outdoor ads).
The Game applications arena and its characteristics
There is a tectonic shift in the landscape of video gaming. The era of marketing singularly to the 18-34
hardcore male gamer is officially over. The emergence of a “mobile casual gamer” (someone who
plays games on their mobile device for fun) is becoming ever clearer. Mobile gamers are the new
mass-market powerhouse. The age range has changed, it is made up of more females, more educated

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and more affluent. The majority of players fall within the 18-49 year old bracket, which indicates that
games are attracting users during their earning years versus, in particular, their teenage years, where
they likely cannot afford more expensive mobile devices.
So who is this mobile casual gamer? Taking an average across the demographics, the person is: 28
years old, female (53% chance), North American (64% chance), has a household income of $66.1K,
holds a bachelor’s degree (61% chance) and is white (66% chance).
A recent study indicates that the rate of iOS and Android smartphone devices adoption is more than
four times faster than that of personal computers. The average smartphone user is spending more time
in their mobile applications than they do browsing the web. In terms of usage behavior, customers use
games more often than they watch prime-time television shows.
Users and Customers
Our Users and their Needs
We wish to merge the strong need of people to learn how to give first aid procedures into this
megatrend of social gaming. We recognize that this need gets stronger within certain groups who are
taking after other individuals, or feel a stronger responsibility towards their community. This our the
users we will address. While the game is not limited to these groups, our marketing strategy is to focus
on these users:
1. Parents - who are concerned about being able to take care of their child in case of an emergency.
2. Caregivers- nurses, teachers, nannies, paramedics, scouts, babysitters, etc.
3. Students- who are more society aware and may feel a duty to those around them.
4. Travelers- who are about to go on a trip.
These groups have a strong interest in having the ability to respond in the event of an emergency.
While they would probably not take a full first aid course, they do want to learn how to save lives. This
is where Save Billy would answer their need.
Our Customers and their Needs
It is important to distinguish between our users and our paying customers.
Our customers are companies looking for an advertising platform. They are mostly located in the arena
of healthcare products, pharmaceutical (especially companies with OTC products) and educational
companies (see examples in appendix 2).
It is important to note that the game has a strong advantage with the ability to customize and match the
games features to our customers and user’s needs. For example: to reward parents for acquiring

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knowledge the game will reward with a certain coupon or free sample, like a 10% coupon at Shilav, or
free Materna package in Superpharm.
Customization will allow us to better match between users and customers. Thus, while healthcare
companies would be our main target customer, other advertisers could include any company wanting
to reach the specific users, for example: Travel agencies for travelers, travel insurance, web sites for
flights and hotels, etc.
It is also important to note that advertising within an educational first aid product, the customers are
promoting themselves through a positive cause, and implementing a strategic sustainable cause. In the
long run this can prove out to be a valuable rare resource and a competitive advantage over other
games and/or methods of advertising.
The 4 P's marketing mix
Product
“Save Billy” is an educational game app. The main idea is to provide users with basic knowledge and
awareness to first aid procedures and medical treatments. This is done by a fun game with the main
character Billy, who keeps getting himself in medical trouble. A player will face different levels where
he will be challenged in a variety of situations in different locations, where the objective would be to
save Billy's life by giving him proper medical attention. Advancing in the levels of the game will earn
the player points based on the performance and knowledge he demonstrated in the level.
While the knowledge acquired will supply the player with actual lifesaving skills, the learning process
with the game will be filled with humor and would even be provocative at times (blood effects, funny
screaming, etc.). The design of the game is colorful and young in order to attract gamers of all kinds
and not just medical-oriented users. The design will include high graphic screens with an interactive
game experience, to make the product fun and addictive. The user interface will incorporate ideas and
methods of interaction from the most popular games on the market (with millions of downloads1),
mentioning some: Angry Birds, Fruit Ninja, Talking Tom, Ninjump.
Milestones for development will include:
Phase 1: Graphic user interface planning
Phase 2: Design and animation
Phase 3: Programming (platforms, social media such as Facebook)
1
Number of downloads of each app: http://www.dailymail.co.uk/home/moslive/article-2079371/Angry-Birds-
Talking-Tom-Cat-The-worlds-popular-iPhone-apps.html

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Phase 4: Pilot tests with users and bug fixes. The above focus groups will play the game, review and
give feedback and suggestions for improvement.
Competition: Save Billy faces two main competitions, the first competition is against other tools and
games that seek to increase learning of first aid procedures (see appendix 2 for examples). Our
application offer a unique platform for advertisements, therefore our second competition is in the
advertising market, specifically online marketing. There are other apps for learning emergency
procedures, however none are built in the game format. We are the first ones to create an app that is an
all-inclusive integration of first aid concepts transmitted in a gaming format. We believe that this
creates an opportunity for capturing a market segment that has not been dealt with.
Price
The app will be free of charge for all users. The business model is based on income from the
advertisers. The price will be determined by the number of users and traffic. The game will be able to
give reliable measures of the number of downloads as well as usage time. The amount of users will
generate traffic, which in turn will determine our profit. The more users we have the more
advertisements we can sell and charge.
Place: Save Billy will be conveniently placed online and will be downloadable from app stores. for
different mobile phone platforms and well as Facebook
Distribution channels: Three circles of promotion:
1. Word of mouth marketing (WOMM)
2. Healthcare and education institutions (schools, medical faculties, universities)
3. Public space and social media (Facebook, magazines, outdoor ads)
Our Promoters and their Needs
In order for the product to succeed we must provide our customers with high traffic (many users). Our
intention is to form partnerships with the leading professional industries and authorities, who have the
need to decrease the amount of accidents related to lack of first responder attention for different
reasons. The medical field has the purpose of saving lives, per their core values. Health insurance
companies can decrease the price of their policies by effectively managing the risk of accidents when
educating people on first aid practices. NGO’s have a duty to society and promote the values of life
and health..
The idea is to create “win-win” partnerships, where the promoters would be able to promote their
cause, while in the meantime adding users and increasing downloads of the game.

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We aim to form B2B partnership with these organizations. They all can utilize Save Billy in order to
provide a platform to transmit their message to their followers, while at the same time increasing
traffic, and making the game profitable.
The idea is to have our promoters display the game during promotional events (such as fairs, carnivals,
conferences, etc) in order to create interactive experiences with the users. Naturally, after their first
interaction with Save Billy, the users can download the application for free into their smart phones and
keep playing after the event where they attend. This way, the users can remain as an active platform
for advertisement long after their involvement in the event. In addition to events, some promoters
could maintain regular “Save Billy” stations in their service centers, where they interact with the game.
Ministries of Education – The average student spends at least half of their day in educational
institutions. Therefore, it is extremely important to increase the amount of readily potential prepared
responders in case of an emergency. The app can also be customized for addressing the topic of sexual
education. Our new app will allow students to follow up on the materials discussed in class and acquire
additional knowledge without the feeling of embarrassment. In terms of promotion, in order to
generate traffic we plan to reward users. We aim to launch the "National high school save Billy
league". The winner will be publicly awarded. Our app also allows the users to play online against
other users in real time and gain recognition. The users have the ability to publish their achievements
on their own Facebook page.
International Medical Organizations: International Red Cross, National Emergency and
Medical Services. The game can (1) promote the organization and generate new volunteers. We can
incorporate info and online applications for potential volunteers, publish blood donations dates and
locations and more (2) Develop unique program to prepare new volunteers and first aid responders to
study (3) fun platform to refresh the course material.
Health Insurance companies - we aim to combine these companies to promote our game through
their websites and services. Because these organizations have a strong interest to promote lifesaving
skills, the game can be part of a CSR program to increase awareness, while at the same time saving
high costs in the long run. We plan to station the game on LCD screens in day clinics and hospitals,
which will provide a fun way to acquire knowledge while waiting for the doctor.

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Appendix 1
Research information about the games arena

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Appendix 2
Customers examples

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Appendix 3
Competing Apps
The market features a variety of applications regarding First Aid. There is still no application in the
form of a game, like "Save Billy". The variety of applications that exists in platforms such as the
iTunes Store are free and are purely informational. Some contain graphics and basic animations. There
is an application developed by the US Army that is pretty sharp looking and comprehensive in terms of
content. It is called "Army First Aid" and it is sold by $1.99 USD in the App Store as of early
February 2012. The rest are basically established under the premise that no matter how prepared you
might be for life’s unexpected bumps and contusions—first aid kits in the cars, a Red Cross CPR
certification in your wallet—there’s always the possibility that when a real medical emergency
arises. Costing applications examples include:
ResQr First Aid & CPR Coach Healthcare & Fitness $3.99
$3.99
Pocket First Aid & CPR from the American... Healthcare & Fitness
American Medical Aid Healthcare & Fitness $2.99
CPR Buddy Medical $0.99
CPR Buddy is meant to help users time the rate at which they
administer chest compressions—click “respiratory CPR” or “cardiac
CPR”—via a series of timed beeps. However, this requires users to
be familiar with the distinction between the two types of CPR. If
someone’s relying on an iPhone application to help them in an
emergency, is it safe to assume they understand the difference? It
seems unlikely, given who this app is aimed at.
Creative Coefficient’s American Medical Aid is a combination first
aid manual/emergency contact sheet. The $3 app’s Resources section

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provides clear instructions by different emergency category (drug
interaction, road side incident, and so on). The app’s Call area, which
lets you program in your medical and emergency contacts, is a smart idea, as
is the feature that lets you convert your iPhone into a blinking distress
beacon.However, it has a problem with how it presents some info. If
there's a need to look up instructions on how to survive a hotel fire
(under Survival), for example, it might help if the instructions were
less wordy and more step-by-step with pictures. Nobody wants to
read in an emergency.
Pocket First Aid & CPR organizes its content via a series of drill-
down menus. One of the nicer features in this $4 app is the
hyperlinking: terms that are printed in red with a thin line around
them are clickable, and users can then drill through to learn more
information. This comes in handy when you’re trying to treat one
malady (a head injury, for example) and it turns out to have been
caused by another (a seizure).
ResQr First Aid and CPR Coach from Think Safe is a great
layperson’s tool for emergency situations. The navigation buttons at
the bottom of the screen let someone look up CPR instructions, call
911, look up the nearest emergency room, or get quick instructions
on treating injuries.
When you click the $6 app’s Injury button, a graphic, color-coded group of icons comes up—again,
perfect for helping panicky people find the information they need quickly. Once the user clicks on the
injury category—Breathing, Choking, Drowning, for example, the software asks yes and no questions
(“Is the victim breathing?”) and displays treatment instructions depending on the input. This is a great
way to walk people through performing unfamiliar tasks in stressful situations.