Health guardian - Little green monsters team (Squared September, Group 2, We are going (definitely) to make millions assignment)

1. HEALTH GUARDIAN
‘The all-in-one automated
Health Monitoring Solution’
Developed by the Little Green Monsters
Hristo Deliolanov, David Mann, Alison Yarrow, Emily Strang, Olivia Moss, Owen Lee, Emily Galloway, Kate Lloyd, Elizabeth White

2. THE
MARKET

3. The number of UK smartphone users continues to grow, as does the time people are spending on a
variety of apps, such as gaming and social networking.

4. Source: eDigital Research (2013)

5. Predicted SmartPhone Usage
UK smartphone users and adoption rate, 20112017:
- 2011: 21.6 million (44.1% of mobile phone users /
34.3% of population)
- 2012: 26.4 million (52.5% / 41.7%)
- 2013: 30.9 million (60.4% / 48.4%)
- 2014: 34.6 million (66.7% / 53.7%)
- 2015: 37.8 million (71.7% / 58.2%)
- 2016: 40.7 million (76.6% / 62.2%)
- 2017: 43.4 million (80.9% / 65.8%)
Among adults, smartphone usage decreases with age, and this will continue to be the case throughout the forecast period. This year,
62.3% of mobile phone users ages 45 to 54 and 37% of those ages 55 to 64 will own and use a smartphone. eMarketer estimates that
only 13% of mobile phone users 65 and older will be smartphone users in 2013. (eMarketer, June 2013)

6. Fitness App Usage
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Health tracking apps usage is most prevalent with ABC1 male and females aged 16 - 44
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This usage is predicted to continue to grow significantly in the future

7. Current Health Market: Data Gathering Devices.
FitBit Flex
Samsung Galaxy Gear
Jawbone UP
Nike + Fuel Band
Angel Health Monitor
MWI Technology

8. Current Health Market: Software/Apps
My Fitness Pal
Nike +
JawBone Up App
FitBit

9. THE
INSIGHT

10. “Innovation and technology can revolutionise
the health service, and we are looking at how
the NHS can use these apps for the benefit of
patients, including how GPs could offer them
for free.”
- Andrew Lansley (Former Health Secretary)

11. Market Insight
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Fast paced, busy lifestyles
Everything ‘on the go’ attitude
Increasing desire to take control of health issues
Advancing Technology and mobile device usage.
Monitoring complex health issues.
Saving NHS Resources - regularly collected data inputted onto central data
system.
Post Discharge Monitoring - prevents unnecessary readmittance.

12. Consumer Insight
"Every patient carries her or his own doctor inside."
– Albert Schweitzer
Today’s consumers rely on technology to better process and understand personal choices and
behaviours.
Deepening access to intelligence-laden technology is allowing individuals to collect real-time data
about their every movement both seamlessly and effortlessly - and to have it analysed and
interpreted in easily-digestible and personalised chunks of information.
Instant manipulation of hard data now enables consumers to rectify poor choices immediately and
to adjust behaviours to gain optimum benefits. Soon, no-one will tolerate estimates; we will become
our own personal trainers and account managers across so many areas of our lives.

13. Competitor Analysis - Hardware

14. Competitor Analysis - Software

15. Competitive Environment

16. The Opportunity
A Website
and App
Manually input or
automatically records health
data via bluetooth from any
enabled devices
Designed for
Professionals
Our Pro service is designed
for use in professional care
environments. Monitor patient
health wire-free.
Bespoke
Extras
Add specific functions you
need, enable remote alarm
functions, even send data to
your doctor.
Electronic Tattoo
Launching soon: our new
“electronic tattoo” - a hardy
adhesive chip that collects
and sends data to the app.

17. THE IDEA

18. Welcome to the future of Personal and Professional Health Monitoring
Health Guardian
All-in-one automated Health Monitoring Solution
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Central App, Website and partnered devices that work in harmony
to provide a complete system to monitor multiple conditions
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Continuously collects data from a patient - creating
the most accurate and detailed health charts - live!
Works everywhere - designed for use in home and professional environments.

19. The Health Guardian App
The App is the Core of the system
Collects data from the monitoring device automatically
Available for Android and Apple mobile devices
(Windows & other platforms coming soon)
Manually input or automatically records health data via bluetooth from any
enabled devices
Health
Monitor
Free
Basic app free - covers heart
rate and other main
functions. Can be linked to a
pro-account. Encourages
take up.
Health
Guardian +
Purchase extra modules:
Enable remote alarm
functions, send data to
your doctor, add extra
functions to the app
Designed for
Professional
Manage multiple user
accounts. Subs based
service for use in
professional health care
institutions.

20. The Website
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Manage your account - Pro users can
manage multiple accounts.
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Clear, simple to use and easy to navigate.
Accessible on all devices, responsive
design.
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Packed with information.
News and features sections with advice and
reviews of new devices, health advice and
tips. Community and forum.

21. Product Partnerships
Under development - ‘Electronic Tattoos’
(or flexible "epidermal electronics”)
Epidermal Electronics:
The next step in patient monitoring
Devices are being developed that can already
measure heart rate, temperature, strain
and hydration - with more to follow - already
capable of doing the work of several
expensive and cumbersome machines!
Health Guardian will be the go-to app, ideal
for patients to continue to use at home.
Fully automated, secure data collection.
Product developers already have ties with Hospitals
and Care facilities - our partnership would open doors
to many health trusts.
Can be combined with images. Can convey visual
data such as ward number, or even customised for
children so they can have favourite character badges.

22. Situational Analysis
Political
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Depending on how integrated the app becomes in the health
service and the way in which it could be used it may need to be
government regulated in order to comply with law.
Standardisation.
Issues with law, data being recorded is personal, needs to
comply with data protection, privacy laws etc
Potential Conflict with Health related laws, industry regulations
Economical
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Social
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Lifestyle changes, in this case how an app would change
someones everyday life
Gaps between social classes, people who cannot afford to have
a mobile phone that has the right software to support this app or
even can’t afford to have a mobile phone.
Generational issues, young unlikely to use this app and elderly
narrowing the target market.
Levels of consumerism, How many people are likely to pay for a
service like this.
Public opinion and attitudes to using this sort of app, levels of
trust of the technology
Buying trends/Lifestyle trends
If app was used within the public sector would have to consider
the current state of finance within NHS and restraint on funding
Customer/end user drivers
Technological
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How well the app is adopted by users, if it is fit for purpose and
whether something like this becomes obsolete quickly and could
be easily replaced by something else more technically advanced.
Impact of emerging technologies
How an app like this would be integrated into something like the
national service, what effect would this have on other
technologies in the public health sector and how things are
supported by different technologies in this industry.
Development and testing
Security of data, technology infrastructure, exchange of data etc
Rate of technological diffusion

23. Audience Analysis
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It is often a family member that will encourage someone to seek medical advice whether that be for a new or existing condition.
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People want to stay in control of their life and medical conditions can render a
person feeling helpless. Apps such as MyFitnessPal allows a visual aid to see
how their efforts are beneficial.
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More government powered adverts and campaigns to live healthy lifestyles
resulting in people thinking more about changes that may need to be made.
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Morality is an issue that resonates with everyone, anything that effects that
results in the flight or flight response- either take control or let it happen.

24. Our Audience Goal
To empower the individual, enabling them to
take greater personal control and make
better, more informed decisions about their
everyday lives

25. Our Audiences
Health Challenged
● Interested in latest
developments in their own
health issues
● Family members play an
active role in helping with
their relative’s well being
Medically Savvy
● Well informed and interested
in the latest developments in
scientific and technology in
the treatment of health
issues
Well-being Aware
● Index highly against strong
motivation to keep
themselves looking and
feeling good
● Up to date on the latest health
apps
● Proactive in getting health
checks

26. Media Consumption

27. SWOT Analysis
Strengths
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Life-saving
Potentially disruptive
In the long term would prove very cost effective
Help people to monitor their health
independently
Relevant to the emerging trend in medical
health sector
Weaknesses
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Opportunities
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Expansion into other specialist areas
Revenue from sponsorship
Highly customisable
Revenue potential from data collected
People are resistant towards change
People will be unsure in trusting technology with
something so important
Difficult for some people to adopt new
technology
Initially funding would be slow
If launching app as free version - would people
then trust it?
Would need to overcome establishing
consumer’s confidence in brand
Threats
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Other companies already attempting this
More ‘focussed’ products could be considered
more trustworthy
Constant technology changes could have
negative impact

28. SWOT - other considerations
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Training and cost implementation if rolling out across public sector
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Across-device compatibility
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Security considerations
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Hard to test
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Would require multiple sources to maintain the service and system

29. SMART Objectives
Specific
To create a medical health app which is disruptive, fit for purpose and
accurately records vitals.
Measurable
Need to monitor adoption rate, feedback, reviews, secure routes to
market and brand awareness
Achievable
Assess marketing environment, target consumers and competition to
realise level of viability
Realistic
Timescaled
Need to review resources, budget and set a deadline for completed
functionality and release to market after development and testing
Set and monitor Timescales and milestones allowing for contingency
and potential setbacks

30. KPI’s
Objective/ goals
Strategy
KPI
Acquisition Objective- 5000 user
per day.
- Active promotion.
- Key words for top position on
natural research.
- NHS trust contract.
- Free trial of pro for new customers
who sign up.
- Advertising on other apps
- Study current users.
- Usage, daily entries to apps.
- New customers accounts
(subscribers).
- NHS contract- pro version.
- Upgrade to pro versions.
- Profits
Lifetime Value.
- Updates
- Frequent feedbacks from
customers
- Customers’ usage rate.
- Upgrade rate.
- Reviews.
Retention.
- Customers satisfaction, strive for
longevity.
- Upgrades, and new features
within the app.
- Check on usage of new customers
in the first 30 days.
- App store ranking.
Active users.
- See what the daily active users
like most about the app.
- With pro users, see what features
they use and promote to free users.
- Account accessed daily.
- Features regularly used.
- If customer upgrade, what
features is used most

31. KPI’s continued
Objective/ goals
Strategy
KPI
Season Length.
- Prolong usage.
- Make app more inviting.
- Create a more engaging app.
- With every login, monitor changes
created on app to length spent using
the app.
App Load time/Launch.
- Make app size small and practical
- App launches with in 6 seconds so
not to lose customers to competitors.
- File size small so when running out
of memory space on the phone it isn’t
deleted.
- How many people downloaded but
not used.
User Experience/Happiness
- Use Helpshift and in-app
messaging for feedbacks.
- Review customers feedbacks and
see if they are still users after a
feedback is left.

32. Opportunity to Disrupt
Introducing an app that works with all ‘open’ devices which means that the app
has limitless capabilities.
Software longevity - the information collected and uploaded by the software will
revolutionise patient - doctor communication channels.
Integration of technology into ongoing medical services will make the software a
necessity - Modernising traditional data collection methods and essentially
save valuable time and money.

33. MARKETING AND
SALES STRATEGY

34. Build hype
Celebrity Endorsement - Sports Stars, Music Performers, Health and
Fitness Gurus.
Tech Blog Coverage - (9 days before release) (eg:http://www.techeblog.
com/)
Demos
Previews
Teaser Videos
TV Mentions: (On-Screen Features) eg: The Gadget Man, The Gadget
Show, ITV This Morning, BBC/SKY News.
Magazine Promotion: (Informative Articles and Promotion) eg: Stuff
Magazine, Mens Health, Discover (Medical)

35. Press Kit
App Logo
High Quality ScreenShots
Press Releases
Endorsement Imagery
Personal Experience Quotes

36. Direct Marketing
Target Marketing – due to the specifics of the product, the experts in the health field
and their recommendations would be crucial for the consumers end-decision.
4 key focuses for the direct marketing:
1
Collaborations with universities/research teams
2
Collaborations with hospitals (doctors and staff included)
3
Collaborations with dedicated health media – magazines, TV programs,
websites, etc.
4
Collaborations with pharmaceutical companies.

37. Online Marketing
Social Media
Online Advertising Networks (PPC) ●
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Google Adwords
Google Adsense
Real Time Bidding - Ads reaching relevant consumers
Real Time Optimisation
E-mail Marketing - Consumers who have downloaded the basic Health
Guardian App; explain the benefits of upgrading (include offers eg: 50% off
upgrade price)
In App Promotion - Banners promoting Health Guardian Upgrade Benefits.

38. Social Media In More Depth
Facebook: Online Profile explaining app benefits, compatible technology, troubleshooting,
offers, In-App imagery published, product reviews, success stories, track ads/ learn
customers behaviours Also advertise through real time bidding to promote on “Suggested
Apps”
Twitter: Online Profile, troubleshooting, customer feedback and support, imagery,
advertise offers, link to product partnerships, allows real time uploads of results by
consumers, promote success stories, increase exposure through mentions, In Twitter
Advertisement - track ads/ learn customers behaviours.
YouTube: Create a youtube channel showing videos demonstrating the product, previews
of new software, taster videos, produce an online video marketing campaign - Viral?,
Interactive videos; link straight to app download/ website,
Google +: Remarket on Google + (track from search to your website then back to google
+ using adwords) Use this information to send out offers to consumers, Advertise business
profile therefore increasing awareness of google + profile, create targeted ads and
searches based on actions on G+ (behavioural targeting), Create Social Ads targeting
circles and communities.

39. Wordpress (Blog): Ongoing Technical blog that can be shared with other tech bloggers and
used to promote product to industry professionals. Users can share bookmark and email
content therefore promoting further the product. Blog also promotes new software, technicals
faults/fixes, upgrade details and Hints and Tips.
Health Guardian Website: Official site promoting the brand, app and its features. Link to sales
platform. Any troubleshooting queries addressed, contact us forum, Detailed feature
explanation. Site can be shared and promoted through other online platforms. (see website
slide)
LinkedIn: Allows a connection platform for communication with industry professionals about
future product collaboration and expansion. Use LinkedIn sponsored updates to reach industry
professionals, Create Targeted self service ads that focus on consumer by job or industry.
Extend link to LinkedIn feed through web, mobile and tablet. Create precision B2B Targeting
through product sponsorship.
App-Store: Get the app noticed through Apple’s ‘What’s hot, new and noteworthy’ promotions,
Get on the top 25 or 100 App lists. Get noticed by Apple through high profile press coverage of
the launch of the App. Offer a free basic App as a hook and then offer premium products as an
upgrade to increase revenue.

40. Discover and Target the Right Users
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Source: http://urbanairship.com
Build Detailed User Profiles.
Enable High Targeted Mobile
Engagement
Monitor User Preferences
Record In-App Behaviour - eg: Which
features are used most commonly.
Look at highest value users and create
a look-a-like audience profile.
Study and improve ARPU (Average
Revenue Per Customer), Customer
Lifetime Value and ROI.

41. Post Download Data Collection (Service Improvement)
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Consumer Feedback Pop Up Within App.
Marketing Attribution Analytics - measure and improve ROI
Collect location data - use this to increase consumer specific
promotion (personalisation)
Track Customer usage and funnel abandonment
Correlate upgrade statistics - this can be used to create goals and
work on KPI
Collect consumer post details (eg how often they upload, access the
app, clicks?)
Re-evaluate customer lifetime value - analyse upgrades and usage how can this improve.

42. Marketing Analysis and Improvements
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Measure ROI on all online marketing campaigns
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Lower Levels of funnel abandonment
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Use Google Analytics to create company goals and monitor these with
funnel data analysis. Use this information to create a funnel conversion
rate

43. Internal NHS Marketing
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Staff Intranet - Promotion through internal mail, staff bulletins, independent
reports published on software
Free Training Courses to ensure correct software usage
Individual collaborations from independent NHS Trusts
Managers to emphasise the importance of the software in each department.
Patient feedback on effectiveness of technology - adapt to increase
effectiveness of product.
Quick and efficient tech support available for all staff.

44. THE
REVENUE
MODEL

45. Outline
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Free Version
In-App Purchase
Pro Version
Product Tie-ins
Endorsement- Campaigns and charities
Funding- Private, NHS, Government
Advertising from third parties
Affiliate- Other products which can be used in conjunction with the App

46. Revenue Model
REVENUE
App Download - (FREE)
£0.00
ADVERTISING
Cost per ad (Monthly)
Number of rolling Ad's per day
£3,000
3
Total revenue per month
£9,000.00
CLICK-THROUGH
Avg. Clickthrough
Number of users each day
No. of days per month
2%
5000
30
Number of users click through per month
3000
Commission per click through
£0.50
Total revenue per month
£1,500.00

47. IN-APP PURCHASES/ EXTENSIONS
Upgrade 1 - e.g. Blood Sugars
Cost of expansion
£1.99
Number of users each day
5000
Avg. upgrade rate
0.30%
No, of days per month
30
Number of upgrades per month
450
Total revenue per month
£895.50
Upgrade 2 - e.g. Reminders & Alarms
Cost of expansion
£0.69
Number of users each day
5000
Avg. upgrade rate
No, of days per month
Number of upgrades per month
1.00%
30
1500
Total revenue per month
£1,035.00

48. PRO-VERSION
Cost of pro-version
£4.99
Number of users each day
5000
Avg. upgrade rate
0.10%
No, of days per month
30
Number of upgrades per month
150
Total revenue per month
£748.50
Grand total of Revenue per month
£13,179.00
Grand total of Revenue per year
£160,344.50

49. Potential for Expansion
Product Partnerships - As the software is a core data system the possible hardware expansion is
endless. As hardware develops as can the app to accommodate ever moving technological advances.
Alongside this the potential for medical partnership with experimental healthcare companies could
lead to further development of monitoring software which could be used with the device.
Expanding Worldwide - Once U.K. success has been experienced the opportunity to pitch the
technology on a global scale would be highly possible. As the patterns of mobile device usage are
very similar globally to the U.K. adaptation would be smooth and successful.
Specialised Treatment - Creating software to monitor specific conditions would allow the product to
be adapted to the individual. Personalising the service and increasing capabilities.
Future Investment - Future investment from global medical and technological companies would allow
the product to be developed. For example by connecting with Virgins space travel plans the software
could be used to monitor passengers on the flights throughout their journey.

50. Why is this a good investment?
(not just a product, but a process)
The potential for making profit makes Health help a good investment. The nature of the app makes it not just a product,
but more a process that will further evolve and have much longer life-cycle than a standard product or a trend, proves
even more that Health help is a good investment.
- The app combines top-notch technologies and concepts in a fast growing and demanding market.
- The application refers to the widespread use of mobile telecommunication and multimedia technology involved in the
delivery of health services and distribution of health information. The opportunities offered by modern technology are
already changing really fast the social marketing framework. Many researches have already shown that mobile devices
can serve as powerful tools for maintaining strong relationships that originated in person.
- The application would be very useful in monitoring behavior and providing feedback for individuals in a very easy way.
Many psychological and social barriers that prevent people from accessing public health services will be overcomed.
- Live, recorded, or stored media can be listened to on the device through the internet or an alternative data network.
- Use of different devices allows for consistent communication. Health information can be provided on demand to
individuals whenever they desire access.

51. SUMMARY

52. Summary
Our ‘Health Guardian’ monitoring solution will target a wide range of people-from the
elderly, to the health conscious, to health professionals.
Our monitoring solution bridges the gap for these people to not only monitor theirs
and others health, but to take action on it.
This is the future for health care, individuals will gain independence and knowledge.
The way in which we view our health will become a lot less naive and uneducated.
Our product will open up a solution to many of the current staff and funding issues
held by the NHS-revolutionising the way we view and monitor our our health.

53. THANK YOU