1. VISION, MISSION, OBJECTIVES
 Vision: To eliminate lifestyle-based suffering from heart disease and stroke
 Mission: To educate, empower, and galvanize people to improve their heart health through innovative technology
and intelligent partnerships
 Overall objective: Reduce risk of heart attack and stroke for those at greatest susceptibility
Year 1 Year 2 Year 3 Year 4 Year 5
1 2 3 4 5
1
 Partnership and Introduction. The first priority will be widespread adoption by establishing commercial and sponsored city
government promotion. Commercial adoption channels will include 50 to 75 retail clinics, extensive online communities, 2
major payers, and Partners Healthcare. By the end of the first year, 90,000 to 100,000 users should be attained. 45,000 will be
attained through commercial payer sales.
2
 Growth. Commercial adoption will continue as a high priority. 300,000 to 400,000 will be attained through 100 retail clinics, 3
major payers, and multiple hospital systems. Participating cities will contribute 200,000 to 250,000 additional users.
3
 Accelerated Growth. Momentum will encourage rapid adoption to over 1.5 million users. Sales to commercial entities will be
managed by the Heart Spotters distribution channel.
4
 Healthy Communities. Culture of prioritized healthy behavior will be established through Heart Spotters behavioral
incentivizing, coordinated community networks, and widespread adoption. By the end of 2016, total users will exceed 3 million
5
 Reducing Risk. Commercial adoption will continue with over 1,000 retail clinics, five major payers, and numerous health care
entities. Online communities will have evolved around health promotion. With over 5 million users collectively improving
health, a marked reduction in the incidence of heart attack and stroke will be realized. Million Hearts Initiative will meet goal
of a million heart attacks and strokes averted.

2. PLANS TO OPERATIONALIZE AND OPTIMIZE HEART
SPOTTERS FOR FIRST YEAR OF PROMOTION
 Users Capable of Supporting: 1 million ($10,000)
 Maintenance: 2 developers part-time for 20 hours per week each ($40,000)
Technology-
related Costs  Technical Support: 1 full-time representative ($30,000)
 Marketing/sales representative: 1 part-time representative ($20,000)
 Integration with Surescripts (Q4 2012)
App  Integration with Groupon (Q1 2013)
Enhancement  Integration with WellCoin (Q2 2013)
and Release  Integration with Sparkpeople (Q3 2013)
 Version 2 release (Q4 2013)
 App Usage Indicators – Stratified by user demographics (age, gender, risk)
 Usage per week
 Distance navigated through app features
 Retention of users
**Analytics and reports will be facilitated by mixpanel.com
Performance
Coding Accuracy Indicators
Measures and 
 Error and Bug Frequency
Usage Reports
 Qualitative Grading and Feedback (By users and active demoing)
 Tool Efficacy – Stratified by user demographics (age, gender, risk)
 Risk Reduction (de-identified tracking of signed up users)
 Health and Fitness Event Participation
 Retail clinic, payer, and health care entity adoption

3. MARKET ANALYSIS - SWOT
Strengths Weaknesses
 Heart Spotters is highly accessible to a diverse  No previous commercial experience with launching
demographic of patients, especially the underserved new products
given the web-based and mobile platform  Heart Spotters tool was not developed by an
 Heart Spotters uniquely connects users to existing established company
community resources and provides incentives to  Reliance on other companies APIs makes it difficult to
motivate greater usage (e.g. WellCoin) manage development.
 There is strong national and state government  Heart Spotters relies on reliable and useful network of
support for Heart Spotters partnerships
 Funding is in place to support the initiative and tool  A number of heart risk solutions are already available
 Extensive research and feedback into user experience and have failed
and communicating risk has been conducted and
lessons learned from users and clinicians
 Team includes clinical and policy experts
Opportunities Threats
 Established health care entity and broad support (e.g.  Technological developments are fast moving and a
Beth Israel Deaconess Medical Center, Sparkpeople, replacement technology could be introduced removing
Groupon, WellCoin, Surescripts, Archimedes, NCQA, the need for Heart Spotters
and Harvard Medical School affiliates)  Proprietary software could be introduced by the major
 Million Hearts Initiative and competition promotion is players like Microsoft or Apple obviating the need for
a good way to lead by example to the business Heart Spotters
community, individual users, and help achieve an  Malpractice lawsuits if a patient misuses the app
early critical mass
 Growth of broadband market being stimulated by
mobile operators
 Health care entities and payers are seeking
innovative solutions for reducing rising incidence and
severity of heart attack and stroke

4. STARTING YEAR 2, HEART SPOTTERS IS EXPECTED
TO MAKE A PROFIT OF $2.6M
Heart Spotters expects to make $5.4M revenue starting year 2 based on sales to payers for
physician treatment to insured patients
 Revenue $5.4M per year based on $120 WTP * 1.5 M users * 3% adoption rate
 Assumptions
Revenue  Willingness to Pay at modest 10% of purchase price of comparable solution for
diabetes
 Users: Highest risk and costliest patients (top 5%) for 2 major payers (15% of
private insurance market of 200 million insured)
 Adoption rate: Considering computer literacy, as well as patient and doctor
receptivity to using app as treatment
Annual cost for Heart Spotters is expected to be $2.8M based off of annual user adoption
(taking into consideration people, technology, and facility costs)
Costs  People: $2.5 M (5 developers, 5 marketing and sales, and 2 HR) including benefits
and equity
 Technology: $50,000 (server) + $200,000 (licenses)
 Facility: $50,000 (2,000 sq ft office space in Boston)
Heart spotters is expected to make profit $2.6M considering
revenue $5.4 M and cost $2.8 M

5. STRATEGIC VISION
 The operating plan and business plan will create a platform for growth from which
Heart Spotters will generate additional sources of revenue and users
 3 additional revenue streams to this source of revenue:
Hospitals and private practices
 Waiting rooms
Horizon
3  Patient-doctor risk
communication (not to compete
with IndiGO)
Partnerships with health promoting companies
Horizon  Ex) Groupon health and fitness deals (5-10% sales commission)
2  WTP sourced from Affiliate Program representative at Groupon
Retail clinics are a rapidly growing market
Horizon  1,350 retail clinics nationwide as of Jan ‘12
1  Target Minute Clinic and Take Care (66% of market)