Industry Overview

Industry Description
The healthcare industry of the Philippines, including history and recent changes, will be the target of the start-up, specifically telehealth.

Current Industry Trends, Potential, and Challenges

In the past five years, both private and public medical institutions started incorporating modern technological platforms to improve the distribution of
health services for Filipino citizens. Telecom companies and medical institutions are coming up with ways to produce IT-integrated technological
solutions for pressing healthcare issues. KonsultaMD, a joint project by Globe Telecom and Salud Interactiva, is an example of such services. While
the advent of telehealth service shows a promising prospect for the future of the local healthcare industry, online healthcare apps are still largely
undeveloped, unlike its Western counterparts. The lack of competitors in the telehealth industry in the country is a great opportunity to set the
benchmark and become a trailblazer in the field by introducing a groundbreaking innovation.

However, the difficulty in establishing this innovator role is the high level of risk. Without a surplus of existing business models that have already
been tried and tested in the market, the probability of failure is still relatively high. On a closer demographic scale, issues such as long queues in
hospitals and clinics and ineffective scheduling are problems that require extensive research and data analysis in an attempt to even achieve the
first phase in solving these. With a thoroughly researched and well-planned business model, however, it is possible to produce a service that is both
profitable and positively impactful at the same time.

Description of the App (AcceCare)

The app provides ease of communication between a patient and a doctor. In signing up for the app, users can do so by using email or social media
accounts. Users will have a profile in the app to see their medical history. The app allows patients to schedule an appointment with a doctor,
depending on the problem the user has or the doctor the user wants. Nearby hospitals from the user is shown in the app. The app shows the queue
of patients, so users would know if it is their turn. In addition to that, if a hospital has a large queue, the app suggests alternative hospitals with
shorter queues. In case of internet connection being unavailable to the user, the app can integrate Amazon SNS, so a text message can be sent to
inform the user about the queue status. Integration with Amazon Connect and HERE Location Suite is done for routing and traffic purposes so that
the user would know the estimated travel time. During the appointment itself, the doctor notes the prescription given, in case the user loses and
forgets the prescription. After the appointment, through the integration with Amazon DevPay, the user can be billed online. Ideally, the payment can
be done through a variety of ways such as credit/debit card, bank transfer, and other online payment methods.

Marketing Plan

Trends Target Market Possible Promotions

-Smartphone application- Filipino -Millenials and Gen-z -Social Media Pages or Accounts
users of smartphones are -those in college and already part of the -Facebook Ads- can reach 75 million internet users
expected to increase to 40% by workforce -Instagram Ads- can reach 11 million internet users
2020 -around ages 18-30- 83.7% of the -Youtube Ads- top search in Google, since 99% of internet
-Convenience (appendix C) social media users in the Philippines are users stream content by watching videos online
-Internet Usage- 60.1% of the ages 18-34 -Google Ad- leading search engine with 87.96% market share
population use the Internet -National Capital Region -Search Engine Optimization

Operations Plan (Appendix I)

Year 0 (2020) - Extensive research about the needs and wants of the target market. Utilize a smoke screen test.

2021 2022 2023 2024 2025

•Begin with Wireframing and •Integrate the geolocation feature •Partner with the •Apply additional •Add doctors outside of
Prototyping of the user interface and and personal user profiles. Department of Health advertisement Metro Manila to
the software development. •Geolocation feature suggests and Health Research methods to accommodate an
• Meet with public hospital officials available hospitals, routes, and Institutes to offer generate profit. increase in online
inside Metro Manila and their doctors alternatives when the user’s valuable data for •Include consultations.
for a partnership. hospital of choice is not researchers. insurance •Increase its users and
•User testing sites will be utilized. available. •Offer user company profit by widening its
•Host the service online through •The improved user profile stores consented data to advertisements. scope.
Amazon Web Services and made data from hospital visits and these organizations •Open •Partner with a
available for public downloads. online consultations safely to accelerate clinical applications for telecommunications
•Include in-app advertisements and a through AWS. research and doctors in the company to allow use
paid feature for online consultations •Contact Philippine Medical improve healthcare Philippines and of the application for
to generate revenue. Association for doctors for online services. private hospitals free using mobile data.
• Offers a list of hospitals and doctors consultations. •Acquire to cater to •Start a yearly free
inside Metro Manila, appointment •Increase hospital partnerships accreditation for additional users. check-ups initiatives for
scheduling and online queues, and by including clinics in Metro online prescriptions. the less fortunate with
online consultations. Manila. partner hospitals and
doctors.

Financial Plan
With application development costs pegged at Php 3,000,000.00 for both iOS and Android devices, the startup expects to breakeven by the third
year of operations. Expect that the initial development costs will soften, depending on which features for the MVP are launched based on
research. Fortunately, revenue growth is driven by two factors: a growing number of yearly active users where the company is expected to gain
10% from in-app purchases for doctor consultations, and through ad revenues. Once the application launch breaks even and begins to roll
out its features at full, expect a CAGR of 98.92%. For a moderate operation, expect Php 17,406,576.00 revenues from the application alone, and
profit is at Php 13,456,576.00.
 References

Albert, J. R., Gaspar, R., & Raymundo, M. J. (2015, July 8). Who are the middle class? Retrieved from
https://www.rappler.com/thought-leaders/98624-who-are-middle-class?fbclid=IwAR12PjIrLzRiLPxHgo-
cC0a9177yr6gg4WH9wHwQFCoYqiPNbaHS4jhki5o

ABS-CBN News. (2018, February 1). Philippines is world's top social media user: study. Retrieved from
https://news.abs-cbn.com/focus/02/01/18/philippines-is-worlds-top-social-media-user-study

BizNewsAsia. (2018, August 13). PH Convenience Stores: Highest growth rate of 17% in grocery retail segment. Retrieved from
http://www.biznewsasia.com/ph-convenience-stores-highest-growth-rate-of-17-in-grocery-retail-segment/

Charm, N. (2019, August 29). More Pinoys buying meals at convenience stores - Nielsen report. Retrieved from
https://www.bworldonline.com/more-pinoys-buying-meals-at-convenience-stores-nielsen-report/

Clement, J. (2020, February 5). Search engine market share worldwide 2019. Retrieved from https://www.statista.com/statistics/216573/worldwide-
market-share-of-search-engines/

Communications Department. (2018, August 15). Time-starved, hyperconnected Filipino consumers seek out convenience. Retrieved from
https://www.philretailers.com/time-starved-hyperconnected-filipino-consumers-seek-out-convenience/

CPG, FMCG & Retail. (2015, June 25). Convenience is key to appealing to busy Filipinos. Retrieved from
https://www.nielsen.com/ph/en/insights/article/2015/convenience-is-key-to-appealing-to-busy-filipinos/

Dan. (2019, August 7). Social media statistics in the Philippines. Retrieved from https://www.talkwalker.com/blog/social-media-statistics-philippines

Guno, N. V. (2017, November 7). More Filipinos embrace mobile banking for convenience with bill payments, money transfer-survey. Retrieved
from https://business.inquirer.net/240416/more-filipinos-embrace-mobile-banking-for-convenience-with-bill-payments-money-transfer-
survey

Kemp, S. (2019, January 31). Digital 2019: The Philippines - DataReportal – Global Digital Insights. Retrieved from
https://datareportal.com/reports/digital-2019-philippines

Lucas, D. L. (2019, September 6). More Filipinos getting everyday meals from convenience stores. Retrieved from
https://business.inquirer.net/278309/more-filipinos-getting-everyday-meals-from-convenience-stores

Rey, A. (2018, May 2). Grab: Only 35,000 drivers serve 600,000 bookings per day. Retrieved from https://www.rappler.com/business/201597-grab-
philippines-drivers-not-enough-passenger-bookings

Sanchez, M. J. (2020, March 10). Philippines: number of internet users 2023. Retrieved from https://www.statista.com/statistics/221179/internet-
users-philippines/

Sanchez, M. J. (2020, March 10). Smartphone users in the Philippines 2017. Retrieved from
https://www.statista.com/statistics/467186/forecast-of-smartphone-users-in-the-philippines/

Appendix A

Income Classes in the Income Distribution, Income Thresholds and Sizes of Income Classes in 2012

(Albert et al., 2015)

Income Class Definition Range of Monthly Family Size of Class (i.e. Number of Households
Incomes (for a Family Size
of 5 members)

Poor Per capita income Less than PHP 4.2 million

less than official 7,890 per month
poverty threshold

Low income Per capita Between PHP 7.1 million

(but not poor) incomes between 7,890 to PHP
the poverty line 15,780 per month
and twice the
poverty line

Lower middle Per capita Between PHP 5.8 million

income incomes between 15,780 to PHP
twice the poverty 31,560 per month
line and four
times the poverty
line

Middle class Per capita Between PHP 3.6 million

incomes between 31,560 to PHP
four times the 78,900 per month
poverty line and
ten times the
poverty line

Upper middle Per capita Between 470 thousand

income incomes between PHP78,900 to
ten times the PHP 118,350 per
poverty line and month
fifteen times the
poverty line

Upper income Per capita Between PHP 170 thousand

(but not rich) incomes between 118,350 to PHP
fifteen times the 157,800
poverty line and
twenty times the
poverty line

Rich Per capita At least PHP 150 thousand

incomes at least 157,800
equal to twenty
times the poverty
line

Appendix B
Income Distribution by Income Group and by Urban/Rural Classification

(Albert et al., 2015)

Appendix C

List of Articles Proving that Convenience is a Trend

● Convenience is Key to Appealing to Busy Filipinos (CPG, FMCG & Retail, 2015)

● More Filipinos embrace mobile banking for convenience with bill payments, money transfer—survey (Guno, 2017)

● PH Convenience Stores: Highest Growth Rate of 17% in Grocery Retail Segment (BizNewsAsia, 2018)

● Time-starved, hyperconnected Filipino consumers seek out convenience (Communications Department, 2018)

● Grab: Only 35,000 Drivers Serve 600,000 Bookings per Day (Rey, 2018)

● More Filipinos getting everyday meals from convenience stores (Lucas, 2019)

● More Pinoys buying meals at convenience stores — Nielsen report (Charm, 2019)

Appendix D

Number of Internet Users in the Philippines from 2017 to 2023

 (Sanchez, 2020)

Appendix E

Number of Smartphone Users in the Philippines from 2015 to 2022

 (Sanchez, 2020)

Appendix F

Percentage of Internet Users in Content Streaming Activities

 (Kemp, 2019)

Appendix G

List of the Percentages of Internet Users in Social Media Platforms

 (Kemp, 2019)

Appendix H

Age Distribution on Social Media in the Philippines

 (Dan, 2019)

Appendix I: Detailed Operations Plan

Year Action Plans End-of-Year Checkpoints Contingency Plans

2020 - Extensive research about the needs and wants of the

target market through analyzing available data and
statistics as well as conducting surveys on hospitals
 regarding overcrowding and long wait lines.
- Smoke screen testing. Offer paid pre-ordering of the
application.

2021 - Begin the application development through Wireframing - First working version is - If the first working version is
and Prototyping of the user interface. presented to hospital not ready, opt to present the
- Start the software development after completion of the officials. prototype to hospital officials to
Prototype. - 60% of hospitals agree avoid delay if the first working
- Meet with hospital officials around Metro Manila and with the partnership. version is not ready.
present the application for a possible partnership. - The application is hosted -Get in touch with select
- Pitch the application to the doctors in partner hospitals on a server via Amazon hospitals outside Metro Manila
and get them to participate in the paid online consultation Web Services via its Free within a close proximity if the
services feature. Trier service. target number of hospital
- Avail the services of user testing sites (e.g. - 60% of doctors that were partnerships is not attained.
usertesting.com) in order to improve the User Experience of contacted signed up for an - Increase budget allocation for
the application before allowing public downloads. account. marketing and search engine
- Apply marketing strategies before product launch. - App downloads and user optimization if active users and
- Utilize Amazon Web Services to host the application accounts increase per downloads decrease.
online. month. - Offer the paid service for free
- Beta release of the Minimum Viable Product (MVP) - Daily Active Users number for a limited time if hospitals
catered to Metro Manila users. does not fall below the initial would not avail of the service.
- App includes list of hospitals, doctors, scheduling, queues, data on the first month.
and online consultation.
- Integrate in-app advertisements.
- Include a paid feature for hospitals to access data
analytics generated through machine learning which allows
them to make data-driven decisions for their patients.

2022 - Partner with Philippine Medical Association to have - Generate revenue from in- - Adjustment of features
additional doctors sign up. app advertisements while according to user interaction
- Increase hospital partnerships by including additional minimizing the loss of users. analytics.
hospitals and small clinics in Metro Manila. - Added features increase - Use the API of Google Maps
- Include advertisements page for clinics. the app downloads and or Waze instead of having a
- Launch the geolocation feature of the app and customize users. standalone geolocation feature
user profiles to store data securely in the cloud via AWS. - Doctor partnerships to save money if profit is not
- Update MVP based on user ratings and reviews, and data increased by at least 50% generated from having
analytics from the application. from the previous year. additional partner hospitals.
- Hospital Partnership Develop additional geolocation
Increased by at least 25% features in the next updates.
from the previous year

2023 - Partner with the Department of Health and Health - Secured funding from the - Partner with other institutions
Research Institutes to offer the database of user consented government as part of the in the Healthcare industry
data to accelerate clinical research and improve healthcare partnership with the located in Metro Manila if the
services via AWS. Department of Health. Department of Health denies
- Get accreditation from the Department of Health to - Boosted revenue from the partnership.
acknowledge digital prescriptions in pharmacies. additional features and .
users.

2024 - Include Health Insurance Company advertisements. - Generate revenue from - Use the existing database of
- Include private hospitals in Metro Manila. additional advertisement doctors in public hospitals, and
- Add list of medicines and their information. methods. check where they also work for
- Doctor partnerships in private hospitals to secure
increased by at least 50% partnership with private
from the previous year. hospitals.

2025 - Increase doctor partnerships for online consultations by - Doctor partnerships - Push IPO for succeeding
partnering with doctors outside Metro Manila. increased by at least 50% years
- Open an online application for all doctors in the from the previous year. - Include free or reduced priced
Philippines. - Hospital Partnership advertisements for
- Partner with a telecommunication company for unbilled Increased by at least 50% telecommunication companies
access using mobile data. from the previous year on the app.
- Start a yearly free check-ups initiatives for the less - Secure partnership with a
fortunate with partner hospitals and doctors. telecommunication
- Get approval from regulators for an initial public offering company.
(IPO).
Appendix J: Financial Projections
Computation for number of active users

Computation for Revenue Streams

Profit and Revenue computations