Business Plan Screening: Health Monitor: Product Development and Marketing

BUSINESS PLAN
SCREENING: HEALTH
MONITOR
Product Development and Marketing

PREPARED BY:
Andrés Leonardo Colorado Arango
Juan Felipe Montoya Arenas
Alfonso Restrepo Jaramillo
Product Development and Marketing

1. EXECUTIVE SUMMARY
 This Business Plan Screening includes the definition

of a business plan for a company dedicated to
developing applications for Smartphones,
emphasizing Health Monitor, the first application
that will be marketed.
 Health Monitor: Will identify the caloric value of the

food consumed and compare optimal levels
according to the physical characteristics and health
of people.
 Develop healthy applications to smart mobile

phones that seek to improve the quality of life for
its users, while they become a profitable business
model and maintained over time.
2. OPPORTUNITY DESCRIPTION
 Gartner Inc: Within 10 strategic technologies for

2013, are mobile applications.
 IDC: The application downloads to mobile devices will
reach 183 billion in 2015, compared to 10.7 billion
in 2010.
 ABI Research: Revenues from mobile applications will
grow from $ 8.5 billion in 2011 to $ 46 billion in
2012.
2. OPPORTUNITY DESCRIPTION
 Mission: To become a company application

development, solid and sustainable, which is in the
ability to offer innovative products and be, in the
future, a leader in the Colombian health sector to
provide smart alternatives for health promotion and
prevention early disease.
3. BUSINESS MODEL CANVAS
4. PORTER FIVE FORCES ANALYSIS
4.1 THREAT OF NEW ENTRANTS
 IDC: In 2015 will be more than 950 million smartphones and

applications will increase to 183 million.
 It predicts a good market for Health Monitor.
 Many competitors will want to enter the business.
 Differentiation strategy: Creating value for applications that

are perceived as unique in the market.
4.2 BARGAINING POWER OF CUSTOMERS
 Development of a user friendly interface.
 Play with the strengths of the mobile.
 Suit the needs of the user.
 Market knowledge
4.3 THREAT OF SUBSTITUTE PRODUCTS
 Calorie Counter by FatSecret.
 Glucose Buddy.
 Endomondo Sport Tracker.
 Medimath Medical Calcular.
 Sthetoscope Pro.
4.3 THREAT OF SUBSTITUTE PRODUCTS
 None of them has developed a proposal for a

value equal to the Health Monitor, which makes
business prospects are very encouraging while
allowing the needs of a growing niche.
4.4 BARGAINING POWER OF SUPPLIERS
 Apple, Google, RIM, Microsoft and Nokia: 30% of the market

value of the application.
 SlideME and YAAM: Free distribution sites that let you capture
the total value of the transaction.
Health Monitor: comprehensive strategy that includes

traditional distribution lines and the free marketplace.
4.5 INTENSITY OF COMPETITIVE RIVALRY
Increased rivalry among competitors who see the

perfect opportunity in a growing market, to bite a
piece of cake.
Alternative:
 Mobile Applications intuitive, user-friendly and that
exceed their expectations.

 Innovative, with great potential to positively change
patterns.
5.1 COMMERCIAL FEASIBILITY
 Colombia: Sustained economic growth.
 Benefits of tax reform: Income tax exemption for new

medicinal products and software developed in the
country.
 Tax exemption for new micro during the first two years.
 The ICT industry reported the highest growth in the last

four years.
5.2 TECHNICAL FEASIBILITY
Positives:
 Changes in mobile technology: 4G.
 Increased technology transfer index.
Negatives:
 Capital intensive industry and international
players can become a threat to the company.
 Life cycle and speed of technological
obsolescence.
5.3 LEGAL FEASIBILITY
 Free trade agreements (FTAs).

 Apps.co and Vive Digital.
 Entrepreneurship Policy in Colombia.
 MYPIME Act.
 Science and technology Act.

5.4 FINANCIAL FEASIBILITY
Requirements: first three months of operation

Operating Expenses
Break even
Net Present Value / Internal Rate of Return / Pay Back

Net Present Value / Internal Rate of Return / Pay Back

6. RESOURCES
Human:
 Director: Systems engineer with experience in
application development and expertise in web
technologies.
 Graphic Designer: GUI development and web pages.
 Community Manager: Customer contact and

feedback.
6. RESOURCES
6. RESOURCES
 Physical.
 Economic.
 Market research.
7. CONCLUSIONS
 With the globalization of markets and the rapid

development of information technology, it is possible
to create in Colombia globally competitive
applications that respond to the particular needs of a
target audience that is increasingly concerned about
their health and physical appearance.
7. CONCLUSIONS
 The Business Plan Screening not only allowed

structuring and planning the operation of the
company and assess its financial viability, but also
identified opportunities in global and local markets to
develop and sell new mobile applications that meet
certain context and target audience.
8. RECOMMENDATIONS
 This Business Plan Screening only marks the beginning

of a collection activities necessary to move forward
with the company and each of the strategies
embodied in this document should be implemented to
determine its true effectiveness, so are subject to
constant change and restructuring; without but it is an
important point to keep clear objectives and business
projections.
THANK YOU

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BUSINESS PLAN

Product Development and Marketing

Product Development and Marketing

 This Business Plan Screening includes the definition

 Health Monitor: Will identify the caloric value of the

 Develop healthy applications to smart mobile

 Gartner Inc: Within 10 strategic technologies for

 Mission: To become a company application

 IDC: In 2015 will be more than 950 million smartphones and

 It predicts a good market for Health Monitor.

 Many competitors will want to enter the business.

 Differentiation strategy: Creating value for applications that

 Development of a user friendly interface.

 Play with the strengths of the mobile.

 Suit the needs of the user.

 Calorie Counter by FatSecret.

 Endomondo Sport Tracker.

 Medimath Medical Calcular.

 None of them has developed a proposal for a

 Apple, Google, RIM, Microsoft and Nokia: 30% of the market

Health Monitor: comprehensive strategy that includes

Increased rivalry among competitors who see the

exceed their expectations.

 Colombia: Sustained economic growth.

 Benefits of tax reform: Income tax exemption for new

 The ICT industry reported the highest growth in the last

 Free trade agreements (FTAs).

 Entrepreneurship Policy in Colombia.

 Science and technology Act.

Requirements: first three months of operation

Net Present Value / Internal Rate of Return / Pay Back

Net Present Value / Internal Rate of Return / Pay Back

 Graphic Designer: GUI development and web pages.

 Community Manager: Customer contact and

 With the globalization of markets and the rapid

 The Business Plan Screening not only allowed

 This Business Plan Screening only marks the beginning

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