A one stop digital care giving and private nursing support in partnership with the entire health services industry.

1. JOTNO
WITH YOU FOR YOUR CARE
Presentation on Marketing Plan of JOTNO

2. ID: 1611476030
Tasin Ibna
Jahur Chowdhury
ID: 1731661630
Tanvir Sadik
Fahim
ID: 1812234630
Saadman Sakib
Obak
ID: 18131510330
Ashraful Islam
Akash
ID: 192166630
Mahin Ahmed
Mughdo
TEAM MEMBERS
01 02 03 04 05

3. In our country, homecare and
nursing services are mostly
traditional. That means the care
receivers need to go the
caregiving support centre which is
a hassle for the care receivers
and its family members.
The only big competitor of JOTNO is
Sajida homecare.
It’s a digitized caregiving platform from
Sajida Foundation.
Sajida Home Care recently launched
their app.
Promotional activities, brand awareness
of Sajida homecare is unseen.
Apart from Sajida home care, Sajida
foundation has other services programs
to concentrate on.
1 2 3
Current caregiving support is mostly traditional.
Caregiving and Private nursing are not
provided together by any brand/ caregiving
support centres.
Fair pricing is an issue for traditional
caregiving.
Sajida homecare also kept their price
undisclosed.
The app development of Sajida home care is
not up to date.
Skilled manpower is an obvious issue.
GAP ANALYSIS
T r a d i t i o n a l
C A R E G I V I N G S U P P O R T
D i g i t i z e d H o m e C a r e O v e r a l l L a c k i n g

4. JOTNO
About JOTNO
Company Vision, Mission, Goals & objectives
Vision Mission Goals Objectives
A one stop digital care
giving and private nursing
support in partnership with
the entire health services
industry
Our goal is to deliver
personalized, value-based
care, earn, keep stakeholder
trust and prioritize people's
experiences first and
foremost.
Build a strong customer base and brand
awareness respectively with at least
10% and 40% growth in the end of 1st
year and the upgradation of service
quality in 2nd year than the 1st year of
the operation.
Providing superior
personal care to
ensure wellness and
health care.

5. JOTNO
Business Canvas

6. JOTNO
Resource Based
Approach to
Internal
Analysis

7. SWOT
ANALYSIS
STRENGTHS
OPPORTUNITIES
. THREATS
WEAKNESSES
A new service and less
competitors
Innovativeness in the service
Skilled caregivers and nurses
Absence o the market
knowledge
Gaps in capabilities
Technological lagging in digital
service
Geographical barrier or poor
road conditions.
Niche market
The availability of new
technology
Vulnerability of competitors
New service in new area
Imitation of our service
Improved service of competitors
The market demand
JOTNO

8. P E S T E L
3
Economical
2
POLITICAL
1
Current political
status
Establishing long
term business
Democratic country
Situation during
election
Rapidly growing
economy
GDP per capita
Inflation rate
Custom clearance
Social
Current population
Convenient
medical service
Service design
Innovative and
effective methods
JOTNO

9. P E S T E L
5
Environ-
mental
NGO’s regarding
environmental
issues.
Carefulness of
newly started
business.
Disposing waste.
4
Percentage of
Smart phone
users.
Tech oriented
people.
Positive about
online services.
Responsive
towards digital
marketing.
6
Legal
Standard legal
system
Corruption
Political issues
Technology
JOTNO

10. COMPETITIVE
ANALYS IS
PORTERS 5 FORCES
Porter’s five model is most eligible to evaluate start-up businesses. This
model resembles the overall competitive scenarios. Porter's five model
demonstrates a bigger scenario than the SWOT analysis. Porter's five
model helps to adapt with strategic environment.
Supplier power
Customers directly ask
about the brands
Contractual
relationship with Private
hospitals, caregiving
and nursing training
institutes, mobile
financial service.
Buyer Power
Money is not a major
factor
Care giver and
Nursing serving is not
very advanced
The market is still not
saturated
Competitive
Rivalry
A few competitors
Clinic and others
hospice care can
become powerful
Competitive prices
and advanced methods
Threats of
substitutes
High chance of
substitution
Protecting our trade
secrets
Must be cautious
Threats of new
entrants
Ready for new
competitors
High chance of
imitation
Diversifying our
business strategies

11. JOTNO
Segmentation
Geographic
Segmentation
Demographic
Segmentation
Psychographic
Segmentation
Behavioral Segmentation
Region: Dhaka City
Age Group:
Children and age
20-65/above
years.
Gender: Male and
Female both.
Education: All
Categories.
Occupation:
Service/
Self-employed,
businessmen
Level of Family
Income: Average
Annual disposal
income of BDT
40000 and above.
Family Life Cycle:
A significant
proportion of
regular shoppers
are urban working
women and
housewives.
Social Status:
Middle,
Higher Middle &
Upper Class.
Core Values:
 Freedom of
thought.
 Mastery.
 Harmony.
Lifestyle:
 Moderates.
 caring
 Health Conscious
 Timesavers.
 Self dependent
Personality Traits:
 Elegant.
 High Family
orientation.
 Innovative.
 Compulsive and
ambitious.
Attitude:
Resembles positive and
similar outlook towards
both categories and
brands of the products.
User Type:
From Non-user to
Potential User.
Loyalty Type:
 Mid-level brand loyal.
 Switchers/Shifting.
Sought Benefits:
 Service features.
 Discounts and
associated offers.
 Check for guarantees
and warranties.
 Flexible payment
process
Usage Rate:
From Light to Heavy.

12. JOTNO
Personalized
At JOTNO, we are delivering
customized and personalized service
to the individuals only for the Dhaka
city people at the primary stage.
Targeting
.
Prioritize
JOTNO will micromarketing as our
service is based on the needs of the
individuals.
JOTNO is offering different types of
care giving and nursing services and
based on the demand one can
choose his/her desire service/s at
their own time as needed.
Service offerings
Micro
Marketing

13. POSITIONING
S T R A T E G Y
Positioning based on Attributes and Benefits
The main positioning of our service will be "Attributes
& Benefits". We will offer caregiving and nursing
services to the market under a single brand and each
of the services have different sets of activities to
perform which will discuss in our service section.
POSITIONING
STATEMENT
We will work with our
care recipients to
develop a personalized
care plan based on
their health status, care
requirements, and
additional preferences.
JOTNO

14. 01
Clarity
02
Credibility
Our claim must be believed by our target groups. We can achieve this by including
health tech professionals, top doctors’ and our customers’ recommendation related to our
service, which will encourage target buyers to utilize it.
We will be upfront about our offerings and our different unique trustworthy services
to our target market. With clear information to the target customers, we will highlight
the distinctive qualities of our service.
4
’
C
JOTNO

15. 03
Competitiveness
04
Consistency
We must provide our consumers with a consistent message or service. We will focus on our
quality, attributes of service and build an image for our brand.
We will provide target customers with 24/7customer service and enticing bundles.
They will be able to distinguish our service from that of our competitors.
4
’
C
JOTNO

16. Marketing Mix
Product
Core Services: The core services of ‘JOTNO’ are caregiving and
private nursing.
Care Giving Private Nursing

17. Marketing Mix
Product
Expected Services of Caregiving :
Duties of Caregiving

18. Marketing Mix
Product
Expected Services of Private Nursing :
Nurse will assist the person to perform
daily activities such as – bathing, eating,
getting dressed, toileting, transferring.
Nurse will take care of wound and push
injections if necessary and monitor,
administer ‘Tube Feeding’ procedure if
required.
Nurses are trained to follow doctors
prescribed plans given for the care
needing person to improve bodily
functions.
Nurses are aware of seeking medical
advice, doing simple medical
procedures at home.
Nurses are well trained to facilitate
transport and accompany the persons
for medical appointments, scans and
treatments.
The family member can take a break
while our trained nurses take on the
duties.

19. Marketing Mix
Product
Augmented Services:
Care receivers can call us at
given numbers or request to
make a call back to their
numbers so that we can help
them.
We will develop a
customized care plan with
the contribution of care
receivers and/or their liable
family members.
We will provide the best
caregiver/private nurse that fits the
customized care plan of the care
needed person.
A detailed report of the service will
be provided on the ‘JOTNO’ app.

20. Marketing Mix
Price
By local certified
caregivers

21. Marketing Mix
Our care receivers can pay using
JOTNO’s E-wallet or they can also
make Bkash payment.
Payment Method

22. JOTNO E-WALLET
JOTNO

23. JOTNO E-WALLET
JOTNO

24. JOTNO E-WALLET
JOTNO

25. P
L
AC
E
JOTNO
Bashundhara
Mirpur Gulshan,
Banani
Cantonment
Uttara
Dhanmondi

26. Promotion
IMC tools SEMs RM Media
Content
Marketing
Content 1: Relate, Think,
Act
Content 2: Sense, Feel,
Think, Act, Relate
Content 3:
Feel, Sense, Think, Act
1:1, Interactive
Interactive
1:1, Interactive
Content 1: Digital Media (FB)
Content 2: Support Media (Mobile
Billboard)
Content 3: Print Media (Newspaper )

27. Promotion
Sales
Promotion
al
Keys
Key 1: Sense, Feel,
Think, Act-
- Discounts
Key 2: Relate, Act
- Premiums
1:1,Interactiv
e,
Customized
1:1,Permissio
n
Personalized
Key 1: Digital Media (Facebook)
Key 2: Print Media: Newspaper
PR
Activities
Partnership event
Newsletter
Interactive
Sense, Feel,
Act, Relate,
Think
MOU signing with private
hospitals, nursing colleges,
caregiving training institute
TV, Social Media (Facebook,
Instagram, YouTube)
Digital Media, Print Media.

28. Promotion
Content-1

29. Promotion
Content-2

30. Promotion
Content-3

31. Service Blueprint

32. Physical
Evidence
Customer,
Care giver,
Nurse Action
Frontstage
Employee
Contract
Back-stage
Employee
Contract
Supporting
Process
Line Of Interaction
Line Of Visibility
Line Of Internal Interaction
Appearance-
App UI / UX
Website/
Phone Call/
social media
page
Communicate
Physical
Office
Provide
Service
Exit
Download “Jotno”
/ “ Jotno Pro”
Application
Get to know
offers from
our end
Contract us
through phone
Call/ Website/
App
Give us an
idea of what
they want
Get to our
office
Make
reservation( For
Care receivers)
End the
service
process
App
development/
management/
maintains
The core services we will provide to the
customer
Train employees
with proper
behavioral
pattern
Assign specific
personal for
specific
customer
Attend
Customers/
potential care
giver, nurse
Make customer/
Care giver/
Nurse feel
welcomed
Accept the
reservation
Help customers/
Care giver/ nurse
get better service
Get to know
customers/
Nurse/ Care
givers desire
Expert
employees with
adequate info
about company
Process the
reservation
Receive feedback from the customers
about our service/ Influence customer to
get repeat service
Recruit people/ Train people properly as
a care giver/ Nurse for providing core
service
Receive
request for
service

33. Physical Evidence
J o t n o . b n i s
t h e o f f i c i a l
w e b s i t e o f
‘ J O T N O ’
WEBSITE
OFFICE
J o t n o w i l l h a v e i t s
o f f i c e w h e r e
c u s t o m e r s c a n c o m e
a n d m a k e t h e i r
p e r s o n a l i z e d c a r e
p l a n s i n o f f l i n e w i t h
o u r t r a i n e d s u p p o r t
e x e c u t i v e s .

34. Physical Evidence
J O T N O h a s t w o
a p p s . O n e f o r i t s
c u s t o m e r s a n d
o t h e r f o r i t s c a r e
p r o f e s s i o n a l s
APP

35. Physical Evidence
J O T N O h a s t w o
a p p s . O n e f o r i t s
c u s t o m e r s a n d
o t h e r f o r i t s c a r e
p r o f e s s i o n a l s
APP

36. People
Te c h s taf f, manage me nt, mar ke ti ng
and brandi ng pro ce ssional
Affiliation
Top private hospitals
Private nursing
colleges
Caregiving training
institution
50 Caregivers
50 Nurses
Our tech staff will be responsible for website, app development,
maintenance. For the high availability, tech superiority ‘Jotno’ will use
cloud service and our tech staff will monitor and analyze the cloud
service performance. Jotno’s top management will be responsible for
taking decision, monitoring the overall activities and we will have our
HR and marketing professionals.
Qualified and skilled caregivers
and nurse.

37. Financial
Fo re cast
C a s h F l o w

38. Financial
Fo re cast
B r e a k e v e n

39. R e a d y t o e x p e r i e n c e ‘ J O T N O ’ ?
- W e a r e w i t h y o u t o g i v e y o u p e a c e o f m i n d