1. The Problem
The risk of a child dying before age one is five times higher in the WHO
African region than in the WHO European region.
Many of these deaths are as a result of babies; born too early and too
small, born with infections, born malnourished or asphyxiated at the time
of birth.
2. The Solution – Infant Care
A mobile application that teaches expectant mothers, literate or not, the best
possible care for themselves and their unborn child.
Lessons are localized and presented in audio (English, Twi, Huasa, French),
visual and text formats and conclude with a quiz intended to test the mothers
understanding of the lessons learnt and promote mastery.
Lessons are on; Food, Harmful substances, Schedules for antenatal visits,
Fitness etcetera.
3. The Market
We have calculated the
Total Addressable Market to be 3,100,000 users,
Served Addressable Market to be 825,714 users
Target Market to be 500,000 users
Based on our estimation of the TAM this market is valued at more than
Ghc 18,000,000 a year
4. The Relevance
1) Reduce infant mortality.
40 deaths per every thousand live births in Ghana
60 deaths per every thousand live births in Africa
2) Save the government costs in the health sector.
3) An opportunity to use data collected via the app to evaluate health policies
and programmes
5. Going Forward
1) Complete the app in collaboration with partners
2) Pilot the app at two teaching hospitals in Ghana
3) Collect, analyse and evaluate feedback after the pilot
4) Re develop the app based on feedback.
5) Go to market
6) Scale to other West African Countries
6. Going to Market
1) License the app to major hospitals and clinics nationwide.
2) A Freemium model were users pay to access premium content like videos
and devoid the app of ads.
11. The Team
Simon Ontoyin – Business Development Manager at eyeghana.com
Yahay Sakordie – Computer Science Student at Cape Coast University
Timothy Yankee – Market Researcher
Vivian Danquah – Medical Officer at Ghana Health Service (Business
Liaison)
