This document provides a go-to-market plan for launching GluCheck, a painless glucose monitoring device, in India and other markets. The plan aims to sell 1 lakh devices in India by the end of 2020, obtain necessary approvals, and launch in APAC, Africa, and Western markets. Key user groups are identified as those experiencing pain from current methods or needing frequent monitoring. Competition and market size analysis is presented. The marketing strategy focuses on digital advertising, PR, sales training and targets. Distribution partnerships with pharma companies are suggested to quickly capture domestic and global markets. Metrics like CAC, LTV and ARPU will measure marketing impact.

1. Biofi – GluCheck – GoToMarket
NO MORE PAIN

2. BUSINESS OBJECTIVE
1. Launch GluCheck in India by July 2020.
2. Sell 1 lakh devices by this year end.
3. After taking necessary approvals, Launch in
APAC followed by Africa and then US/Europe.

3. USER RESEARCH FINDINGS
Key Findings
• Pain is an issue among children, elderly, newly diagnosed and Type 1 Diabetics patients
• Severe the problem, more the need for a painless product
• Launching this device as a Clinical device in the initial phases will slow down the Launch.
• It will not be easy to convince the Doctors, need to incentivize them.
• Accuracy of measurement/Calibration of the device is an important aspect, hence if not the
exact measurement, a trend is the next best option.
Recommendations
• Launching GluCheck as a Wellness/Consumer device but with clinical level accuracy
• We need to price this device aggressively to match with the competition and capture the
market.
• An option to measure repeatedly can be added, to simulate continuous monitoring

4. COMPETITION
Low Cost
High Cost
Painful
Painless

5. SEGMENTATION
01 02 03 04
Type1 Diabetics
Children and Senior
Citizens
This Segment is the
2nd best category as
they need to measure
frequently but Physical
pain is not that big an
issue. Psychological
Pain is definitely an
issue.
This Segment is the 3rd
best category as they
are under time
constraint with multiple
responsibilities and
need an easy to
measure/ Non-Invasive
device. Cost of the
device is not a problem.
Need to measure is not
much as sugar levels
are under control, due
to conscious effort.
This Segment is the 4th
best category as the
need is not that critical,
they have free time, and
usually love to
periodically visit the
doctor, as they need
more physical contact
due to loneliness. Usually
offspring's emotionally
buy non-invasive
devices, as they want to
spare them the pain.
05
This is a good
segment to explore.
Pregnant Ladies in
their later stages need
to monitor their
Glucose level
frequently including
other vitals. A Non-
Invasive device will
help in reducing their
pain.
Type1 Diabetics
Adults
Type2
Diabetics/Borderline
Middle aged[30-50Y]
Type2
Diabetics/BorderLine
Senior Citizens
Pregnancy related
Diabetics
This segment have the
Major need as they
need to measure
frequently, and
Physical Pain is a
bigger issue.
They are the bigger
market for BIOFI.

6. MARKET SIZE on 2020
70+ million
patients
5 million
patients
15 million
patients
*INDIA region only
*Based on 2018 diabetic patients in India

7. Product Launch Plan (July-Sep 2020)
Product Marketing
Landing page/ video
campaign
Budgeting
Outreach to
bloggers
Asset Creation
Media Analysis
Affiliate Marketing
Launch Events 1, 2 ..…5, sales deck, flyers
Offline Media
Plan
Competition
Analysis
Sales Training Sales
Closing Deals
Sales
Case Studies
Measure
Pre-Launch July Aug Sep Post-Launch
Testimonials
Google ads, Linked in and Facebook campaign
Email Campaign
Bill Boards
Content Marketing

8. PRICING
Suggested pricing of the device is around 5k-7k
*Based on the competitive products and consumables pricing
Feature based Pricing to be followed.
Very less variation in the prices for the product catalogue.
*Based on insights from the competition

9. SALES STRATEGY
We suggest to manufacture 1 million devices by the end of this year.
SalesTargets
-Expected sales is 1 million in 6 months.
-Expected sales is 5 million in 1 year.
-Expected sales is 15 million in 2 years.
Sales Revenue
1lakh * 7k = Rs. 70 Cr (Target for end of year 2020)
1 million * 7k = 700 Cr (Target for mid of year 2021)

10. MARKETING CHANNELS
Customer Segment: IT Crowd andTech savvy
- Through adverting on Digital (Social media channels).
- Amazon and Flipkart ecommerce websites
- Google ad words for the product, Search engine optimization.
Customer Segment: Senior citizens and Children
- Physical channels (Hospitals, Pharmacies and Diabetic clinics).

11. DEMAND GENERATION
Advertising
• Digital Media
• Brochures to be
put in Hospitals,
Pharmacies and
Diabetic Clinics
• Flyers
Sales Promotion
• Trade Shows,
Exhibits
• Sampling to
Doctors and
Hospitals
Public Relations
• Medical
Conferences/Sem
inars
• Doctors Meetup

12. DISTRIBUTION STRATEGY
Distribution networks:
• Start with Indian Pharma majors like Sun Pharma, Lupin,
Aurobindo Pharma, Cipla.
• Partner with Big Pharma companies like Johnson&Johnson
and Bayer for International Markets
*Capture the domestic and International Market faster
and Kill the competition.

13. METRICSTO CAPTURE MARKETING
IMPACT
- CAC (Customer acquisition cost)
- LTV (Lifetime value)
- ARPU ( Average revenue per user)

14. THANKYOU !!