1. Greenhealth
next gen healthcare
Institute of Product Leadership
International Certificate in Product Management
(2012-13)

2. Value Build GTM Plan
Introduction
Agenda
Team
Kannan Program Manager, Aris Global
Pratima Manager, Alcatel-Lucent
Ravi Product Manager, Impetus
Chandan Product Manager, Intel

3. Value Build GTM Summary
Meet Kasturi
Kasturi Joshi
24 yrs, Bangalore
Research Scientist
Nutrition Supplements,
Body Care
Nandu
6 months old
Kasturi’s son
Vaccines,
Baby Care
Ramgopal Das
72 yrs, Delhi
Retired teacher
Daily medicines
for BP, Diabetes;
Medical tests
Reema Kapoor
30 yrs, Bangalore
Housewife
Weekly injections for
Multiple Sclerosis,
Ayurvedic
Home Delivery,
Refills
Door service
for Medical Tests
Digitized Records
for the Family
Urban
Gen Y
“I use flipkart, myntra, jabong frequently, and wish there was an online
option to buy healthcare products too”

4. Value Build GTM Summary
Proposed Solution
Match the healthcare experience to the next gen expectations
– Convenient, personal and digitized
– From a transaction to a lifelong relationship
Greenhealth
Focus:
Urban Gen Y
“Planned” Demand
Online booking
and Home Delivery
For Drugs and Tests
Digitized Records
Product
Info, Communities

5. Value Build GTM Summary
Estimated Market Size
Indian Tier 1 Cities
22 Million Gen Y
Active Web users
20-35 years
Bangalore 88L
Penetration
10%
___
1st year
22k
___
Estimated spending range
Rs 500 – Rs 3000 per month
(Planned Drugs, Supplements, Tests)

6. Value Build GTM Summary
Long-term Strategy
Home
Service
Diagnotic
Tests
Medicals
History
Loyalty
Benefits
Phase 1: Pilot in Metros Phase 2: Expand to Tier II
Ailments Fitness
Baby care
Fitness &
Sports
Drugs
Suppleme
nts
Body Care
• One-stop Portal for health related products and services
• Sub-sites for Sports & Fitness, Ayurvedic, Veterinary
• Differentiated services, based on scale and data
• Retain with compelling personalized experience
Ayurveda
Second
Opinion
Hospitals
& Camps
Veterinary
Info,
Communi
ties

7. Value Build GTM Summary
Greenhealth Local retail stores
Upcoming
Online store
Buy Trust of a national brand
Full spectrum
Door delivery
Refills/Packages
Cheaper Substitutes
Alerts : Personal Allergy, Banned
O
Labs, Doctors (Second Opinion)
Hospital & NGO
O Partnerships
Organize Reprint Bills O
Medical History (family) O Sticky base
Research &
Connect
Rich information, Expert blogs O
Communities of interest O Sticky base
Assistance 24x7 helpline - Dosage , Allergy,
Emergency
O
Competitive Advantage

8. Value Build GTM Summary
Logistics Planning
• Inventory Management: Hybrid model
– Own Warehouse/city + Opportunistic Drop-
shipping
– Schedule per Refill orders, Seasonal patterns
– Manage Perishable Inventory effectively
• Contracted Delivery service
• Tie-ups with Local Diagnostic Labs
– Verification; Semi-automated data collection

9. Value Build GTM Summary
Marketing Goals
9
• Awareness in Pilot Cities – Bangalore, Delhi
– 150000 impressions within a year
– 22000 site visitors in a year
• Experience Score of 4.5 or above

10. Value Build GTM Summary
Funnel Planning
10
•Social Media ads
•Malls and Hospital demos
with Discounted products
• GKiosk*
•Old Age Homes, Laughing clubs
•Referral schemes
Goal 3000 transactions in 1st year
Sales Readiness
Visitors
Registrations
Catalog
Order
Repeat
150000
50000
30000
22000
10000

11. Value Build GTM Summary
Messaging

12. Value Build GTM Summary
Projections
-200
0
200
400
600
800
1000
1200
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Bookings
Total Cost
Operting Margin
Year 1 Year 2 Year 3
RsLacs

13. Value Build GTM Summary
Investment proposal
Year 1 Year 2 Year 3
Metric Unit Q1 Q2
Q3 -
BLR Q4 Q1 Q2
Q3 +
DEL Q4 Q1 Q2 Q3 Q4
Revenue Acquisition Customers 0 0 9 13 18 22 23 30 30 38 45 53
Activation Customers 0 0 2 3 4 6 6 8 9 11 14 16
Retention Customers 0 0 2 3 6 9 10 12 15 18 23 27
Revenue Rs Lacs 0 0 32 48 169 238 351 432 540 664 810 956
Cost Fixed Rs Lacs 20 21 21 21 28 28 38 38 48 48 48 48
Variable Rs Lacs 0 0 39 56 152 209 310 378 473 577 697 818
Total Rs Lacs 20 21 60 77 180 237 348 416 521 625 745 866
Net Profit -20 -21 -29 -30 -11 1 3 16 19 40 65 90
Total Ask: Rs 1.5 Crores over first 6 quarters
Expected return : Rs 2.5 Crores at end of 3rd year

14. Value Build GTM Summary
Backup

15. Value Build GTM Summary
GKiosk concept
1. Call the number displayed
2. “Keep the receipt on
the glass left corner, and type # when
ready” – Localized IVR. Green light blinks.
3. User follows the instruction
Camera uploads the image to register the case.
4. Call center Agent joins,
SMS intimation for the callback.
Verification, Quote, Address