This document summarizes a team's work on developing an app and marketplace to address antibiotic overuse and resistance. It outlines: - The team members and their skills/backgrounds. - The problem of antibiotic overuse in agriculture, medicine, and food industries leading to resistance. - The lack of awareness about antibiotic alternatives and side effects. - The prototype app's features to raise awareness, facilitate discussion, and serve as a marketplace. - A pilot focused on urinary tract infections, which many women experience recurrently with antibiotics. - Survey results found most people rely only on antibiotics and lack alternative knowledge. - Plans for the app's implementation, future capabilities like suggesting

1. JULY 9TH

2. Our Team
Duarte Maksym Marianna Stefan
M.Sc. Student in
Robotics Cognition
Intelligence
M.Sc. Student in
Management in
Technology
M.Sc. Student in
Informatics
M.Sc. Student in
Robotics Cognition
Intelligence
Skills: Ideation and
Implementation
Skills: Programming
and Designing
Skills: Market
Research & Sales
Skills: Ideation and
contact to pharma
industry
+Specialist in the field of
medicine and alternative
treatments
Different Backgrounds > create
great synergies

3. Background
PROBLEM: Antibiotic Crisis OUR VALIDATION
Agriculture
Lack of diverse
treatments
Over-
prescription
Short patient-
doctor face
time
Human
Medicine
Food Industry
Lack of knowledge
about alternative
treatments
Lack of awareness
about downsides
of antibiotics
Patient
Unawareness
Antibiotic resistance can
be traced to three
different industries
Usage of antibiotics in
animals reach the end user
and also have a big influence
in humans
There is a lack of alternative
treatments to antibiotics
The only real alternatives are
homeopathic and herbal
There are already some
medicines being developed,
like phages, but there are still
in the early times of
development
There exists a problem with
over-prescription:
First, patients and doctors
have little facetime.
But our focus will be on what
we nicknamed patient
unawareness
From our research we
were able to find two
points that leads to
patient unawareness
The lack of
unawareness to the
downsides of
antibiotics:
1) The antibiotic
resistance crisis
2) The side effects on
the human body of
taking antibiotics,
like the attack on
the natural body
flora and the
weakening on the
immune system
Although, they are mostly
herbal and homeopathic,
they help prevent infections
and therefore prevent
antibiotic treatments being
used

4. Value Proposition and Prototype
PROBLEM SOLUTION PROTOTYPE
Lack of knowledge
about alternatives
Raise awareness
about antibiotics
resistance crisis
Raise awareness
about effects on the
human body
Raise exposure of
alternative
treatments
Facilitate discussion
about alternatives
Informative Pages
Market place for
Alternatives
Forum
App +
Web
App
App
Lack of awareness
about downsides of
antibiotics
Features: likes,
comments, and official
product description
About the respective
infection, alternative
treatments and
antibiotics (can be found
in our app and website)
Kick-off: Flyer as
marketing tool
antibiotics seen as first
resort and downsides are
not considered
antibiotics will be
prescribed more without
knowledge about
alternatives
macroscopic
downside of
antibiotic misuse
microscopic
downside of
antibiotic misuse
Solving by
informing
leads to a higher
demand for
alternative
treatments
discussion leads well
informed patients
and increases
exposure of products
by recommending
them

5. Pilot run: Urinary Tract Infection
SEVERITY SCALE CAPABILITY
Recurrence
Higher chance of
developing antibiotic
resistance
Affects ca. 50%
of all women (age
18-30)
Young target group
Easily reached
through apps and
online services
Multiple antibiotic
treatment over
lifetime
Affinity towards
online shopping
Around 40% of the
woman get recurrent
UTI’s
Only 24% of the people
who had an UTI do not
have it for the second
time
This means a woman will
have probably have to
take multiple antibiotic
treatments over lifetime
This creates a higher
chance of developing
antibiotic resistance
A woman will have to take stronger antibiotics
with every time she has an UTI, in order to
have get cured
Urinary tract infections
are the most common
infections
It affects around 50% of
the of all women.
The age group with the
biggest occurrence of
this infection is women
between 18-30 age.
Therefore our target
group are young
women (between 18
and 30)
This means a young
age group can be
reached easily
through apps and
online services
It is also an age group
that is used to shop
online
Having an app with
an online market
creates a possibility
of bigger usage group
To start our project
we did a pilot, here
we focused on
Urinary Tract
Infections

6. Pilot run: Customer Need
How many times
have you had UTIs?
Know of alternative treatment
without medical counsel?
Have you had recurrent
UTI?
No
Yes
Customers need a centralized system where they can inform themselves
about and acquire alternative treatments
47%
7%
10%
12%
24%
0
1
2
3 4 or more
58%
Yes
No
42%
36%
64%
We did a survey to find
out about the urinary
tract infections!
We found out that:
53% of people have had
an UTI
24% had it one time
12% of the people had it
twice
7% have had it more than
4 times
From the people that had
UTI’s, 42% of them have
recurrent UTI’s
Besides only 36% of
people know about
alternative treatments
Which means 64% of
people only rely on
antibiotic treatments to
treat and prevent UTI’s
Our bottom line:

7. Competition and Differentiation
COMPETITION
Web Campaigns
against antibiotic
crisis
Online Markets for
homeopathic products
Informative pages about antibiotic crisis
DIFFERENTIATION
Interactive Forum
Quality assurance through user recommendation
OTHER
SERVICE
PROVIDERS
Holistic
approach
to
antibiotic
resistance
crisis
Campaign with flyers and social media
Publicity for unknown products
Centralized
Synergy
leads
to
trustworthy
market
place
URESIST
World Health Organization:
Antibiotic awareness week
campaign:
https://www.who.int/campaigns
/world-antibiotic-awareness-
week
e.g. Feelgood shop: only possible
to buy, no feature to like and
rate which creates valuable
information for decision making
of customers
e.g. Feelgood shop: no
information provided about
specific infections and how to
prevent
The following points are all
incorporated in our app, making
us an app with a holistic
approach to the antibiotic
resistance from the perspective
of treatments and mostly
prevention

8. Future Roadmap
Ship to our application
to iOS and Android
TODAY T u R E
F U
Implementation
and Launch
Suggest
alternative
treatment
Sell
alternative
treatment
Become a market
place for alternative
treatments After Deeper
Market Analysis
&
Acquiring a larger
user base
NOVEMBER
2019
SEPTEMBER
2020
Become the main
market place instead of
pointing to other
online shops.
UP TO 5
YEARS
Market Strategy:
Product Bundling
Created by users ->Users
get money for it
Complementary products
and topic specific
Discount for buying
bundles
The implementation of our App
and launch to the market should
be completed in November. For
this still need a specialist on the
field antibiotics and medicine to
support and back up our
information sources
The future “suggest alternative treatment” should
become a feature for selling alternative treatments by
September 2020. For this we still need to work on the
feasibility of the implementation by looking at the
regulations, make a deeper market analysis into the
alternative products and providers. Meanwhile the app
will acquire a larger quantity of users
Our ultimate goal is to become
the main market place for selling
alternative treatments. Our
strategy is to create and sell
“product bundles”. These will be
created based on user
experience.

9. Appendices (1) Survey (Main Questions)

10. Appendices (2) Flyer
FRONT BACK