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2 IntroductionNaa Kai, a 16 year old teenager, used first aid skills to save the life of a 14 month old baby. Havingcompleted an Ambulance course, she knew to pat Hector’s back as he seemed to be choking. Heraction worked, as the baby began breathing again. “Because I knew what to do I wasn’t scared,” said Naa Kai. “He was freezing cold, but then his heart started beating really fast. I was calm, but even calmer when I heard his heart beat”. Executive SummaryThe opening paragraph describes the most valuable human capability in modern life: the ability to savelife. Since most of the time we are surrounded by people we care about, family, friends and colleagues,chances are that these are the people who will need it. Unfortunately, Naa Kai is not a representativeexample for the rest of the population or how we as individuals are prepared to save lives.Research shows that 59% of the world’s population would not feel confident trying to save a life; 24%would do nothing and wait for an ambulance to arrive or hope that a passer-by would know first aid;Only 28% said they would know what to do .These statistics illustrate the society’s need for acquiringfirst aid knowledge without going to a long and formal first aid course.Save Billy’s vision: to increase first aid awareness in a fun, easy and popular method. “Save Billy” isan educational game app that provides users with basic knowledge in first aid procedures. Save Billy isthe only application that combines medical essential knowledge for many social groups (parents,caretakers, travelers) with an exciting interactive game and would be free for all users.Our product will penetrate the mobile social games arena which is the new mass-market powerhouse.Our potential customers are companies seeking an original advertising platform which we can provide.The marketing actions will be coordinate with three circles of promotion: word of mouth marketing(WOMM), healthcare and education institutes (medical faculties, universities, schools) and publicspace and social media (Facebook, magazines, outdoor ads). The Game applications arena and its characteristicsThere is a tectonic shift in the landscape of video gaming. The era of marketing singularly to the 18-34hardcore male gamer is officially over. The emergence of a “mobile casual gamer” (someone whoplays games on their mobile device for fun) is becoming ever clearer. Mobile gamers are the newmass-market powerhouse. The age range has changed, it is made up of more females, more educated
3and more affluent. The majority of players fall within the 18-49 year old bracket, which indicates thatgames are attracting users during their earning years versus, in particular, their teenage years, wherethey likely cannot afford more expensive mobile devices.So who is this mobile casual gamer? Taking an average across the demographics, the person is: 28years old, female (53% chance), North American (64% chance), has a household income of $66.1K,holds a bachelor’s degree (61% chance) and is white (66% chance).A recent study indicates that the rate of iOS and Android smartphone devices adoption is more thanfour times faster than that of personal computers. The average smartphone user is spending more timein their mobile applications than they do browsing the web. In terms of usage behavior, customers usegames more often than they watch prime-time television shows. Users and CustomersOur Users and their NeedsWe wish to merge the strong need of people to learn how to give first aid procedures into thismegatrend of social gaming. We recognize that this need gets stronger within certain groups who aretaking after other individuals, or feel a stronger responsibility towards their community. This our theusers we will address. While the game is not limited to these groups, our marketing strategy is to focuson these users:1. Parents - who are concerned about being able to take care of their child in case of an emergency.2. Caregivers- nurses, teachers, nannies, paramedics, scouts, babysitters, etc.3. Students- who are more society aware and may feel a duty to those around them.4. Travelers- who are about to go on a trip.These groups have a strong interest in having the ability to respond in the event of an emergency.While they would probably not take a full first aid course, they do want to learn how to save lives. Thisis where Save Billy would answer their need.Our Customers and their NeedsIt is important to distinguish between our users and our paying customers.Our customers are companies looking for an advertising platform. They are mostly located in the arenaof healthcare products, pharmaceutical (especially companies with OTC products) and educationalcompanies (see examples in appendix 2).It is important to note that the game has a strong advantage with the ability to customize and match thegames features to our customers and user’s needs. For example: to reward parents for acquiring
4knowledge the game will reward with a certain coupon or free sample, like a 10% coupon at Shilav, orfree Materna package in Superpharm.Customization will allow us to better match between users and customers. Thus, while healthcarecompanies would be our main target customer, other advertisers could include any company wantingto reach the specific users, for example: Travel agencies for travelers, travel insurance, web sites forflights and hotels, etc.It is also important to note that advertising within an educational first aid product, the customers arepromoting themselves through a positive cause, and implementing a strategic sustainable cause. In thelong run this can prove out to be a valuable rare resource and a competitive advantage over othergames and/or methods of advertising. The 4 Ps marketing mixProduct“Save Billy” is an educational game app. The main idea is to provide users with basic knowledge andawareness to first aid procedures and medical treatments. This is done by a fun game with the maincharacter Billy, who keeps getting himself in medical trouble. A player will face different levels wherehe will be challenged in a variety of situations in different locations, where the objective would be tosave Billys life by giving him proper medical attention. Advancing in the levels of the game will earnthe player points based on the performance and knowledge he demonstrated in the level.While the knowledge acquired will supply the player with actual lifesaving skills, the learning processwith the game will be filled with humor and would even be provocative at times (blood effects, funnyscreaming, etc.). The design of the game is colorful and young in order to attract gamers of all kindsand not just medical-oriented users. The design will include high graphic screens with an interactivegame experience, to make the product fun and addictive. The user interface will incorporate ideas andmethods of interaction from the most popular games on the market (with millions of downloads1),mentioning some: Angry Birds, Fruit Ninja, Talking Tom, Ninjump.Milestones for development will include:Phase 1: Graphic user interface planningPhase 2: Design and animationPhase 3: Programming (platforms, social media such as Facebook)1 Number of downloads of each app: http://www.dailymail.co.uk/home/moslive/article-2079371/Angry-Birds-Talking-Tom-Cat-The-worlds-popular-iPhone-apps.html
5Phase 4: Pilot tests with users and bug fixes. The above focus groups will play the game, review andgive feedback and suggestions for improvement.Competition: Save Billy faces two main competitions, the first competition is against other tools andgames that seek to increase learning of first aid procedures (see appendix 2 for examples). Ourapplication offer a unique platform for advertisements, therefore our second competition is in theadvertising market, specifically online marketing. There are other apps for learning emergencyprocedures, however none are built in the game format. We are the first ones to create an app that is anall-inclusive integration of first aid concepts transmitted in a gaming format. We believe that thiscreates an opportunity for capturing a market segment that has not been dealt with.PriceThe app will be free of charge for all users. The business model is based on income from theadvertisers. The price will be determined by the number of users and traffic. The game will be able togive reliable measures of the number of downloads as well as usage time. The amount of users willgenerate traffic, which in turn will determine our profit. The more users we have the moreadvertisements we can sell and charge.Place: Save Billy will be conveniently placed online and will be downloadable from app stores. fordifferent mobile phone platforms and well as FacebookDistribution channels: Three circles of promotion:1. Word of mouth marketing (WOMM)2. Healthcare and education institutions (schools, medical faculties, universities)3. Public space and social media (Facebook, magazines, outdoor ads)Our Promoters and their NeedsIn order for the product to succeed we must provide our customers with high traffic (many users). Ourintention is to form partnerships with the leading professional industries and authorities, who have theneed to decrease the amount of accidents related to lack of first responder attention for differentreasons. The medical field has the purpose of saving lives, per their core values. Health insurancecompanies can decrease the price of their policies by effectively managing the risk of accidents wheneducating people on first aid practices. NGO’s have a duty to society and promote the values of lifeand health..The idea is to create “win-win” partnerships, where the promoters would be able to promote theircause, while in the meantime adding users and increasing downloads of the game.
6We aim to form B2B partnership with these organizations. They all can utilize Save Billy in order toprovide a platform to transmit their message to their followers, while at the same time increasingtraffic, and making the game profitable.The idea is to have our promoters display the game during promotional events (such as fairs, carnivals,conferences, etc) in order to create interactive experiences with the users. Naturally, after their firstinteraction with Save Billy, the users can download the application for free into their smart phones andkeep playing after the event where they attend. This way, the users can remain as an active platformfor advertisement long after their involvement in the event. In addition to events, some promoterscould maintain regular “Save Billy” stations in their service centers, where they interact with the game.Ministries of Education – The average student spends at least half of their day in educationalinstitutions. Therefore, it is extremely important to increase the amount of readily potential preparedresponders in case of an emergency. The app can also be customized for addressing the topic of sexualeducation. Our new app will allow students to follow up on the materials discussed in class and acquireadditional knowledge without the feeling of embarrassment. In terms of promotion, in order togenerate traffic we plan to reward users. We aim to launch the "National high school save Billyleague". The winner will be publicly awarded. Our app also allows the users to play online againstother users in real time and gain recognition. The users have the ability to publish their achievementson their own Facebook page.International Medical Organizations: International Red Cross, National Emergency andMedical Services. The game can (1) promote the organization and generate new volunteers. We canincorporate info and online applications for potential volunteers, publish blood donations dates andlocations and more (2) Develop unique program to prepare new volunteers and first aid responders tostudy (3) fun platform to refresh the course material.Health Insurance companies - we aim to combine these companies to promote our game throughtheir websites and services. Because these organizations have a strong interest to promote lifesavingskills, the game can be part of a CSR program to increase awareness, while at the same time savinghigh costs in the long run. We plan to station the game on LCD screens in day clinics and hospitals,which will provide a fun way to acquire knowledge while waiting for the doctor.
7 Appendix 1 Research information about the games arena
9 Appendix 3 Competing AppsThe market features a variety of applications regarding First Aid. There is still no application in theform of a game, like "Save Billy". The variety of applications that exists in platforms such as theiTunes Store are free and are purely informational. Some contain graphics and basic animations. Thereis an application developed by the US Army that is pretty sharp looking and comprehensive in terms ofcontent. It is called "Army First Aid" and it is sold by $1.99 USD in the App Store as of earlyFebruary 2012. The rest are basically established under the premise that no matter how prepared youmight be for life’s unexpected bumps and contusions—first aid kits in the cars, a Red Cross CPRcertification in your wallet—there’s always the possibility that when a real medical emergencyarises. Costing applications examples include: ResQr First Aid & CPR Coach Healthcare & Fitness $3.99 $3.99 Pocket First Aid & CPR from the American... Healthcare & Fitness American Medical Aid Healthcare & Fitness $2.99 CPR Buddy Medical $0.99CPR Buddy is meant to help users time the rate at which theyadminister chest compressions—click “respiratory CPR” or “cardiacCPR”—via a series of timed beeps. However, this requires users tobe familiar with the distinction between the two types of CPR. Ifsomeone’s relying on an iPhone application to help them in anemergency, is it safe to assume they understand the difference? Itseems unlikely, given who this app is aimed at.Creative Coefficient’s American Medical Aid is a combination firstaid manual/emergency contact sheet. The $3 app’s Resources section
10provides clear instructions by different emergency category (druginteraction, road side incident, and so on). The app’s Call area, whichlets you program in your medical and emergency contacts, is a smart idea, asis the feature that lets you convert your iPhone into a blinking distressbeacon.However, it has a problem with how it presents some info. Iftheres a need to look up instructions on how to survive a hotel fire(under Survival), for example, it might help if the instructions wereless wordy and more step-by-step with pictures. Nobody wants toread in an emergency.Pocket First Aid & CPR organizes its content via a series of drill-down menus. One of the nicer features in this $4 app is thehyperlinking: terms that are printed in red with a thin line aroundthem are clickable, and users can then drill through to learn moreinformation. This comes in handy when you’re trying to treat onemalady (a head injury, for example) and it turns out to have beencaused by another (a seizure).ResQr First Aid and CPR Coach from Think Safe is a greatlayperson’s tool for emergency situations. The navigation buttons atthe bottom of the screen let someone look up CPR instructions, call911, look up the nearest emergency room, or get quick instructionson treating injuries.When you click the $6 app’s Injury button, a graphic, color-coded group of icons comes up—again,perfect for helping panicky people find the information they need quickly. Once the user clicks on theinjury category—Breathing, Choking, Drowning, for example, the software asks yes and no questions(“Is the victim breathing?”) and displays treatment instructions depending on the input. This is a greatway to walk people through performing unfamiliar tasks in stressful situations.