Executive Summary

The following report details a product named Mantra Okhati Application- a mobile application that is designed for the health care of children in our city. A team of professionals in the field will create and implement the algorithms and software as well as provide business experience to the company. An application was developed with the main purpose of providing solutions to existing health problems of children.

Idea generation techniques such as force-fitting triggers and Mind mapping have been used to generate productive ideas. These techniques have been used to assist in the solution of problems as well as the evaluation of the effect of ideas generated. Application is then introduced which includes its prototypes, technology used, and the principles of application. After the completion of the prototype, the market is recognized and an advertising campaign for the application is conducted. The last stage of the report assesses the idea with a SWOT analysis to determine whether the idea should be pursued or discarded.

Introduction

Company Background

Mantra Tech is an Information Technology (IT) Consultant Company established in 2010 A.D. is experiencing consistent rapid growth and progress over the years. This company is A well-known and dedicated IT company in Nepal since its formation. This company helps to deliver innovative solutions for customer services/products. Mantra Tech is committed to actively listening to the community and assisting them in every way possible by bringing appropriate solutions in response to their problems. Mantra Tech intends to introduce a brand-new application (Mantra Okhati) seeking solutions to existing health problems among city children as a result of its excellent involvement in the fields of creativity and innovation. Thus, the company aspires to develop a solution that is commercial and able to sustain for at least 5 years, if not longer.

Problem Analysis

Problem Statement

Hectic schedule, transiences, inconsistencies, and lack of appropriate knowledge about children’s health is creating fatal issues, among the younger age group.

Objective Statement

To construct a prescription reminder mobile application that is integrated with almost every hospital and pharmacies in the city, and can assist patients virtually.

Competitor Analysis

After studying the market, few companies which can be considered as competitors of Mantra Okhati came under our sight. The companies are :

Divine Med

‘Divine Med’ is the first online prescription reminder application in Pokhara city. This application was introduced by a group of business stakeholders back in 2016. Divine Med aims to remind people who are a regular medicine consumer. By affixing a particular type of alarm inside the app, patients are reminded of the time to take their medicine. Additionally, the application also provides basic information on some medicines that prevent users from any sort of confusion.

Hamro Medico

‘Hamro Medico’ is a health-related application, that provides information about medicine from anywhere, at any time. The app comprises a feature that allows users to scan the code in the medicine bottle and receive the details (Acharya, 2000). This application system was developed for users to let them know if they are using the correct medicine. This is statistically the most popular medical application in Pokhara city of Nepal until 2019. However, due to some uncertainties within application features, users started opting alternatives.

Attribute Comparision

Product Concept

Product Concept Description

‘Mantra Okhati’ is a smartphone application designed to provide a trustworthy way to lessen patient disobedience. Our application focuses on improving children’s health by facilitating them with reminders and other medical details. Since children’s health is taken care of by their guardians, our app reminds them to feed medicines to their children in between their hectic schedules. Moreover, it also furnishes clients with a suitable way of keeping the path of pill count. The additional feature that creates a private group among the community who share a common illness can also assist users in learning more about the disorder and treat it accordingly. The application is designed with a user-friendly interface and will be unified with medical centers and clinics to automatically store patient records in the database. During emergencies, users can also video call doctors and seek help virtually through our application.

Features & Functions

Secured Authorization

Figure: Security feature in application

One of the prime objectives of our application will be to keep our user’s data protected from any sort of online threats. To facilitate users with this service, our application will ask for a prescription ID as a credential so that only authorized users can access the system. Once a user is approved, he/ she can set a 4-digit pin, which will make login easier and quicker. To maintain maximum security, users will also be able to let the system know if their prescription ID is stolen or misplaced.

Medication Details

Figure: Medication Details in application

This feature will allow users to search for obtainable medicines and get detailed information about them. To make things easier, there will be a in-built scanner, that detects medicines from the QR/ barcode present on bottles. Users can research medicines that their children will be fed. Furthermore, parents can consult doctors through the app in case of any dilemma.

Prescription Reminder and Progress Report

Figure: Prescription reminder and progress report features

The ‘prescription reminder’ will set a prompt that reminds guardians (application users) about the medicine time. This feature can be lifesaving to thousands of daily prescription children, who are victimized with chronic diseases such as congenital heart disease, attention-deficit, etc. As our application will be integrated into health institutions, children’s health will be analyzed virtually, and weekly reports will be provided accordingly. The application will notify users about medicine quantity and whether they need more refills.

Medical Institutions and Communities

Figure: Hospitals and community discussion features

With this feature, users can search their prioritized hospitals and receive details about services. With mutual acceptance from both parties, members of the application can also communicate with doctors via video calls. These features will help users to find the nearest clinics or hospitals that will be advantageous during emergencies. What’s more, there is also a community group created among the users facing the same illness. It allows people to get assistance from experienced people which might be effective in taking care of children. Users will be allowed to share reviews of hospital services that will help people choose the best alternatives.

Technologies

Observing technical points, we will use Object Oriented Java for interface design. With OOPs concepts in Java programming language, a productive user-friendly interface can be designed. Google Sheets will be used as a spreadsheet software while MySQL will be providing database management service. Similarly, there will be usage of 'Python P.L.’ for the succession of machine learning and virtual communication while ‘Amazon Web Service’ will be used for backup cloud storage.

Information Structure

Figure: Information Structure of Application

Market Identification

Target Market

Our inceptive target market will incorporate children who are victimized by chronic diseases. Along with them, we will also be considering hospitals and medical institutions that primarily focus on children suffering from chronic illness.

Market Size

According to Nepal DHS (Demographic and Health Survey) 2016, about 7.6% of children suffer from diarrhea, 2.4% from ARI, and 21.2% are affected with fever annually because of carelessness in health treatment (Singh et al., 2019). On the other hand, UNICEF in 2020 mentioned that about 23,000 children could be in trouble from pneumonia due to a lack of vaccines and antibiotics. Aiming every child in Pokhara to get necessary medical assistance, the projected market size is around 25,000 users initially.

Marketing

Despite having four main areas to focus for marketing (i.e, Price, Place, Product and Promotion), our product can be considered as a platform itself. Therefore, the market plan will primarily focus mainly on other three areas (CRAWFORD, 1984).

Price

Application users will be provided with 45 45-day trial period. Once the trial period ends, the cost of one subscription will be Rs.150 per month. Moreover, there will also be semi-annual and annual subscription packages at Rs.800 and Rs.1500 respectively. The application will accept cash as well as online payments via Esewa and Khalti.

Place

Our application will be available for free on Google Play Store for Android users and on App Store for (Apple/iOS users). Users having complications on those two places can also access our application through website (GÜREL, 2017). Furthermore, we will also be available on social media platforms such as Facebook, Twitter and Instagram.

Promotion

The promotion planning of our application relies on several distinctive medias. Our main target will be to generate partnerships and gain mutual understanding with hospitals and clinics in and around the city. The second way will be ‘Word-of-Mouth’ (WOM), where our facilities will be demonstrated in our users' conversation (HAYES, 2021). The ’45- days free of charge subscription’ will also be one of our promotion plan.

Sales

As for sales, the leading plan is to create a user-friendly, functional application that will motivate users to choose us from all available platforms. We will also build a long-term relationship with hospitals and add up honesty awards for users who will use the application in a genuine way.

Idea Evaluation

SWOT Analysis

Strengths

• Project development around motivated individuals

The whole team, leaded by the company CEO Mr. Krishna Gurung comprise of visionary and inspiring individuals who will give all for project to end up at the highest level.



• Support of Provincial Health Emergency Operation Center (PHEOC), Gandaki

PHEOC of Gandaki province is contributing in our platform with trading and developmental strengths. They will aware majority of medical institutions about our application and why they should choose us over anyone else.

Weaknesses

• Connection Issues

Pokhara, despite being one of the major city of the country still faces multiple issues regarding network and other communications modes. Since the application requires swift internet connection to function, it might create inconvenience.



• Language Barriers

The ‘Mantra Okhati’ application will support two languages: English and Nepali. Nepal, being a multi-lingual nation includes people who speak over 120 languages. While majority of population can clearly understand Nepali, there are also people who can only understand the language of their culture.

Opportunities

• Business Enhancements

Creating partnerships with medical institutions and getting backed by provincial health centers, there will be a larger business opportunity in upcoming future. We will have a golden chance to expand our services within the health sectors all over the country or even globally.



• Support of Introduction of Premium Activities

Our market research uncovered that a lot parents want doctors, nurses or physicians to visit their child rather going to hospitals, especially during this COVID-19 pandemic. So one of the opportunities will be to introduce a new home visit service, which we believe will help in growing our market size in future.

Threats

• Inconvenience from health institutions

The ample threat for ‘Mantra Okhati’ arises from hospitals and other medical institutions. We might not be able to provide them with the actual solution they are searching for. Or, they might even decide to create their own version of the application rather than integrate it with ours.

Cost-benefit Analysis

Crucial Suppositions

• 25,000 regular drug using children

The initial goal is to reach up to 20% of total assumed users(i.e, 5,000) within the first two years, directly through the application. With monthly and annual subscriptions costing Rs.150 and Rs.1500 respectively, the aim is : 2500 * Rs.150 (buying regular sub) and 2500 * Rs.1,500 (buying annual sub), the total ie expected to be : (375,000 + 3,750,000) * 2 years = 4,125,000

• About 800 hospitals and pharmacies

Among all these medical institutions providing health facilities within the valley, the goal is to integrate about 50% of total health centers (i.e., 400), within the first two years. Assuming 3 users per day on average from each institution, it will be 1,095 users annually making it 2,190 users in the first two years. (2190*150) + (2190* Rs.1,500) = (328,50 + 328,500) = NPR 3,613,500




If our goals are achieved, we can receive a revenue of about Rs.7,738,500 after 2 years.

Revenue by Year

Figure: Revenue by Fiscal Year (2021-2023)

Financing

In financing department, we have done calculations dividing the funds into two sections : fixed charges and variable charges.

Fixed Charges

• Legal and Authorization cost : NPR 200,000
• Graphics and logo scheming : NPR 75,000

Varying Charges

• Promotion and Marketing cost : NPR 16,000 per month = 192,000 per year
• Developmental costs: NPR 85,000 per month = 425,000 for 5 months of completion (assumed)

Sources of finance

• Originator Investment : NPR 500,000
• Sponsors and Partnership : NPR 250,000

Statement

Projected Costs and Benefits

Figure: Bar chart demonstrating profit/loss by year

References

Acharya, L. B. (2000). Maternal and child health services in rural Nepal: does access or quality matter more? Health Policy and Planning, 15(2), 223–229. https:// doi.org/10.1093/heapol/15.2.223

Auerbach, A. J., Chetty, R., Feldstein, M., & Saez, E. (2013). Handbook of Public Economics (Volume 5) (Handbooks in Economics: Different Titles) (1st ed.). North Holland.

CRAWFORD, M. (1995). Abstracts. Journal of Product Innovation Management, 12(5), 441–442. https://doi.org/10.1016/0737-6782(95)90174-4

GÜREL, E. (2017). SWOT ANALYSIS: A THEORETICAL REVIEW. Journal of International Social Research, 10(51), 994–1006. https://doi.org/10.17719/ jisr.2017.1832

HAYES, A. D. A. M. (n.d.). What Is Word-of-Mouth Marketing? Investopedia. Retrieved June 21, 2021, from https://www.investopedia.com/terms/w/word-of-mouth- marketing.asp

Singh, S., Shrestha, G., Joshi, D., & Gebreselassie, T. (2019, January). Childhood Illness and Mortality in Nepal: Trends and Determinants (No. 120). DHS Further Analysis Reports No. 120. https://dhsprogram.com/pubs/pdf/FA120/FA120.pdf

UNICEF. (2020, January 19). More than 23,000 children in Nepal could die in a decade unless world acts on pneumonia, leading agencies warn. UNICEF Nepal. https://www.unicef.org/nepal/press-releases/more-23000-children-nepal-could- die-decade-unless-world-acts-pneumonia-leading