1. MJ Card
Strategic Visualization Plan
"To assist physicians in delivery of medical marijuana evaluations and provide the best
customer experience anywhere, anytime using the best people and technology.”
Market Opportunity
Physicians who perform evaluations/examinations for medical marijuana (MMJ) recommendations are
limited in their ability to reach new patient populations, homebound/hospice patients, and/or patients
who live out of the area. Patients must find in-person evaluators and thus be inconvenienced and lose
anonymity. In addition, non-ambulatory patients must rely on caregivers support to obtain a MMJ
evaluation.
Our Solution
Leverage mobile peer-to-peer video technology to allow physicians to reach new MMJ patients for
evaluation. Telemedicine, including video chat, is widely accepted in California as a reliable way to
evaluate patients and determine their diagnoses and this concept is being used on small-scale by
individual physicians for MMJ recommendations. (Small scale users include Craig S. Cohen, MD,
Can-Care Wellness, Compassionate Harvest Medical Clinic, and others).
Implementation
A patient with a record(s) of a previously diagnosed condition(s) would use the app to fill out a
confidential medical and health evaluation form. The completed medical evaluation form would
provide a pool of California-licensed physicians with the patient's relevant medical history and other
criteria that will help determine if the patient medically qualifies to receive a MMJ recommendation. If
the patient has a current medical marijuana recommendation s/he Patients will then be followed-up
with by a HIPAA-compliant peer-to-peer video medical consultation with the physician over the
Internet. If the patient qualifies, the physician's medical marijuana recommendation will be e-mailed
directly to the patient and if the patient requests, a designated dispensary can receive a copy as well. In
compliance with California Health and Safety Code 11362.5, a hard-copy original of the
recommendation will follow by mail to the patient. The physician's recommendation will allow the
patient to legally possess, grow and purchase medical marijuana for medicinal purposes and in
accordance with California law. Then scale to other states with medical marijuana programs and
legalized telemedicine.
Business Model
Fee per patient connection to physician, split between physician and our service, to be paid regardless
of whether a recommendation or renewal is issued. In addition, targeted advertising of dispensaries and
delivery services for MMJ near the patient's registered address. Annual or biannual renewal with a
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2. medical evaluation is required in all states offering medical marijuana. California has voluntary
registration, as opposed to mandatory registration, but does require the patient to have a copy of his/her
recommendation.
Additionally, once the user has entered their address we will be advertising for MMJ dispensaries and
MMJ delivery services in the patient's local area.
If the MJCard.me model works and proves to be scalable, it is easily portable to the other 21 medical
marijuana states and the District of Columbia. In addition, as of June 2, 2014, 4 additional states have
pending legislation to legalize medical marijuana.
Markets & Channels
Dispensaries, AdSense, YouTube, Facebook, Twitter, Instagram
Web & iOS+ with eventual roll-out to Android, WindowsMobile, Mobile Web
35-55, 35K+, male, chronic pain, muscle spasms
Competition
United Health and Wellness, a division of Qualite Medical, Inc provides TeleHealth services to existing
or start-up medical cannabis evaluation centers, they do not offer a web or mobile app.
Our Advantages
First to market in the online virtual medical marijuana recommmencation field. Greater reach of
potential patients/caregivers. Highest quality.
Risks
Stigma; although this is a physician service and not a medical marijuana direct business, it inDepends
on VC funding. Risks include inability to gain market share due to low-Dispensary buy-in. Relies
heavily on partnerships.
Accomplishments to Date
Initial market research identifying market segment & providers. Launch landing page
(http://mjcard.me). Alpha build.
Next Steps
What are the things you are going to accomplish in the next 60/90 days?
Run 10 tests. (90)
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3. Meet with qualified physicians and physician groups. (60)
Meet with dispensaries. (60)
Identify channels. (30)
Recruit marketing/customer success advisor. (30)
Workspace & meeting space (60)
Key Metrics and Financial Projections (Advertising Revenue Projections not included)
California: Serviceable addressable market (SAM): 553,684K, first year projection %3 of SAM for
16,611 subscribers. $95 fee for renewal evaluation, $48 to physician, $47 to MJ Card. Total Revenue
prior to customer acquisision: $780,717.
National: Serviceable addressable market (SAM) minus CA: 1.87M, first year projection %3 of SAM
for 56,100 subscribers. $95 fee for renewal evaluation, $48 to physician, $47 to MJ Card. Total
Revenue prior to customer acquisision: $2,636,700.
Total: $3,417,417.
Employee Costs: $360,000. Capital Expenditure: $200,000. Executive Expenditure: 600,000 Total
Expenditure: $1,160,000
Gross Profit Margin: $2,257,417
Conclusion
Move forward with MJ Card plan. Implement prototype. Create crowd-funding campaign. Get Seed or
Series A funding. Develop beta, launch.
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4. Attachment A
Management Team
Heidi Heffelfinger – Co-founder
A San Francisco Bay Area native, Heidi has worked in technology since the mid 1990's. She studied
Communication and Information Systems at California State University, Chico. Her career has mainly
focused on software quality assurance engineering but also has development experience and a
background working with service animals. She has worked in software management at the global level
within several market areas, her favorites being 'Edutainment' and digital health. After successfully
founding a dog training business in 2007, Heidi had a family health scare which prompted her to
complete a nursing degree where she focused on nursing informatics and at graduation, received
several awards including Doctor's Hospital Best All-Around Nursing Student and Kaiser Permanente's
Nursing Student Service Award. She then returned to the technology-realm and became driven to move
forward in mobile health. Heidi's main strength is her inter-business group communication, she has an
excellent ability to speak to, understand, and effectively liaison with development, marketing,
production, leadership, and administrative teams.
Chandra Duggirala, MD 'Dr. Duggi” - Co-founder
Chandra is a serial entrepreneur and an inventor. He is a physician and an innovator always on the
lookout for new and interesting ideas and technologies in medicine. He has startup experience on
multiple fronts. He founded Novobionics where he invented a minimally invasive device to treat
diabetes and obesity without surgery, leading to multiple US and international patents. He lead
Novobionics through Series A funding, recruited engineering, business and regulatory teams, built a
world-renowned scientific advisory board, built relationships with development partners and lead the
company through preclinical trials. He was also the founder of Yesleo.com, a demand based
marketplace for consumer products that has automated escrow and payment processing systems linked
to shipping and logistics providers. At Yesleo, he recruited his technical team and raised seed funding.
Chandra's strengths are his ability to build a strong management team and his unwavering focus on
directing passsions and visions to building the right teams.
Physician, Innovator, Serial Entrepreneur, Inventor. Founder, Yesleo.com, Novobionics.
Prashanth Chogadiri – Co-founder/Chief Product Officer
Prashanth studied Biomedical Engineering at the University of Rochester, where he also worked as a
research assitant in biomedical and chemical engineering. His passion has always been for design, in
particular, design for human-technology interaction in the healthcare space. His expertise is in user
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5. experience, user interface, and product design. Prashanth strengths is focusing his passion into strong
and usable products.
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