Life Access Health eServices aims to improve healthcare access in India by creating digital solutions for better communication between health stakeholders. The initiative relies on partnerships between non-profit and for-profit sectors to deliver healthcare knowledge resources tailored for various demographics, including marginalized groups. Focused on localization, the program plans to generate sustainable revenues and develop a minimum viable product while addressing technical, financial, and market risks.

1. Life Access Health eServices
”Making access to life crucial Information & Health Services a reality for all”
Opportunity Execution Plan
Team: eHealthServices
Dolly Bhasin (Team Lead), Mike Trainum,
Laura Kelly & Graham Kojo Annointing Ablodevi
Technology Entrepreneurship II
Venture Lab, Stanford University

2. FUNDAMENTAL PROBLEM & Our Solution
The Healthcare value chain in India is not fully
integrated. In large measure this is due to a
lack of timely, context-sensitive access to
life-crucial information, and communication
failure between stakeholders.
Life Access Health eServices works with
public & private partners to make access to
life-crucial information and Health eServices
a reality for all...
The result is poorer health at higher cost.

3. Product : Knowledge Resources for Healthcare
Life Access Health eServices provides
digital solutions to support and manage
Healthcare Communication & Services
for both urban & rural contexts by creating
meaningful engagement models.
The Healthcare Knowledge resources are in two categories
Health Consumers
• Behavioral Change Communications
• Health awareness Communications
• Preventive care Communications
Other Healthcare Stakeholders
• Branding and Marketing Communications
• Information Exchange Mechanisms
• Capacity Building Resources

4. Team
Mike TrainumDolly Bhasin
A Serial Entrepreneur
Trying to Explore
Knowledge
Entrepreneurship
Based in India
Dolly Bhasin is truly amazing! I was aware of Dolly
and her insights through forums in three previous
Stanford courses. But I didn’t truly appreciate her gifts
as a serial entrepreneur in knowledge management,
ePublishing and other areas -- or how vast her
network is in India -- and beyond! -- until we began
collaborating in Technology Entrepreneurship. I’m
convinced her business acumen and experience are
a perfect complement to mine as a linguist & social
entrepreneur.
I have been exploring how to improve lives through
technology driven knowledge interventions in education,
health, tourism and livelihood options. My biggest challenge
was to find a tool and methodology to reach the
marginalized who have such limited access to information
they can understand well, and can help them to lead a
respectable life. After meeting Mike and knowing about his
localisation methods and Shellbook technology, I was really
amazed! There was no doubt that I had found someone who
could complement my own work and fill the missing gap to
address access to life-crucial information for all!
Graham Kojo
Annointing
Ablodevi
Student in IT
based in Ghana
Laura Kelly
A Health and
Wellness
practitioner based
in LA, USA
A Linguist who has
devoted his life to the
cause of improving
access to information for
the marginalized at the
bottom of the pyramid

5. Business Model
Life Access Health eServices is a partnership
between non-profit & for-profit agencies...
The Localization Alliance for Integral Human
Development (TLA) forms partnerships & develops projects
in the non-profit sector.
SPH Consultancy & eServices (SPHCES) works within the
commercial sector to coordinate collaborative public-private
knowledge management initiatives and communication
channel integration.
We work together on public–private partnership projects, and
with service oriented projects that improve healthcare for all
in India.

6. Sales and Marketing Strategy
We collaborate with a range of partners to
address critical needs in these Target Market
Segments in three Product/Service Categories…
Localisation/
Personalisation
Products
Lower
Income
(Urban/Rural)
Marginalized
(women, children,
ethinic minorities,
disabled
Healthcare Consumer
Communication
(Patient and non Patient
Communications)
Middle Income
(Urban/Rural)
Upper Income
(Rural/Urban)
Healthcare Service
Delivery related
Health Care
Service
Providers
Other Health Care
Stakeholders
Target Markets
TARGETMARK
Type of
Product/Service

7. Marketing Strategy – Hybrid Model
As a public-private partnership, our products will
be distributed through both businesses and non-
profits. For this reason, we have adopted a two
pronged marketing strategy.
We have conducted many stakeholder interviews
and experiments to determine the best product
offerings and product mix for each market
segment…
B2B oriented proposals, partnerships, contracts
B2C direct marketing on the web
A detailed report is available here and a presentation
is available at lifeaccesshealth.com

8. Partnership Models
We work with partners in the following areas. Most of
these relationships have bi-directional relevance.
Government and large
Healthcare Projects
Support for Localisation, Knowledge
gathering and epublishing initiatives
Healthcare Communication
Agencies
Healthcare Marketing communication
Mobile and eHealth solution
developers
mApps and eHealth Devices for BCC,
Remote diagnostics and Tele-healthcare
Healthcare Research and
Educational Institutions
Quality assurance and Health Knowledge
capacity-building
Knowledge Repositories and
Registries
Membership driven Knowledge Exchange
amongst Healthcare Stakeholders in the form of
Knowledge Capsules & Shellbooks
Capacity Building & CSR
agencies & NGO
Support for Localisation, knowledge
dissemination and ePublishing initiatives

9. Partners in Our Public-Private Networks
Capacity
Building & CSR
Agencies
& NGOs
Knowledge
Repositories
Research
& Education
Institutions
eHealth
Solution
Developers
Healthcare
Communication
Agencies
Govt. & large
Healthcare
Projects
Life
Access
Health
eServices
Indian Public
Health Institute
All India Institute
Of Medical Sciences
INMAS
DIMAGI
AROGYA TRUST
BioSense Akhil Systems
BrandWagon
World Vision
eHealth Magazine
eHealth
Apps
Disease
Registeries
NABH
Health Tourism Committee
Min of TourismMin of Health
AYush
Intel
Microsoft
Min. of Child &
Family Welfare

10. Distribution Channels
The distribution channels for our products and
services depend on the product/service being
delivered. Some of them are identified by us as:
Our own website
Shellbook Online Library
Publishers
Telecom Service Providers
Telecom Handset Providers
Partners in our current public-private networks (see slide
10)
The Healthcare Knowledge Exchange (platform &
repositories)
We have approached current partners in each of
these channels, and many have shown interest.
To know more, see Partnerships and Distribution.

11. Costs-Revenues and Funding
As founding partners of The Localization Alliance, we have unlimited
access to over USD 2M of existing Shellbook Publishing System
technology. To leverage this & keeping startup costs low, we will focus
our initial efforts on forming income-generating partnerships with public &
private agencies that have a vested interest in the localisation of life-
crucial information in lower income and other marginalised communities.
In the PRE MARKET phase, we will require to develop a MVP Prototype
that demonstrates the proof of concept of the overall project (please see
this one for the Texas Dept of State Health Services as an example) at
an estimated cost of USD 25,000 to pitch for funding.
We estimate that knowledge framework and repositories would be
developed in months 0-36 at USD 3M with necessary libraries and
software for multi language/ mobile support. This would manage and
distribute the products & services of Knowledge Capsules, Shellbooks
other value added content developed with partner agencies.
We estimate costs in the POST MARKET Phase to be USD 1M p.a. for
the initial year, to be increased based on projects we work with (as per
market feedback).
The estimated revenues flow are as follows:
• Between 12-24 months from Service deliveries and some shell book sales - 1 M USD
• Between 24-36 months from Service, shellbooks and knowledge products - 1.5 M USD
• We aim to be able to have a sustainable business model by year 5.
COSTS & FUNDING
REVENUES

12. Risks and Risk Mitigation
1. TECHNICAL
• Shell book on the Web
• Knowledge Repository
• Shellbook Library
• Mobile Web Cloud
• Payment Gateway integration
2. FINANCIAL

Limited Revenue steams in
beginning

R & D costs

Development Costs

Project Deployment Costs
3. PEOPLE

Getting/Retain right talent

Diverse skills needed

High Salary burn as projects
may come slow
4. MARKET

Market Acceptance

Managing cohesion with
too many stakeholders

Critical mass for sustenance
RISK MITIGATION
1. Work with existing partners of LAT and SPHCES to tap some existing
clients
2. Apply for some Grant/award for innovative business idea on LIFE
CRUCIAL HEALTH for ALL…for the seed money.
3. SPHCES works to get Technology support from IBM (existing partner),
Microsoft and some Telecom players & healthcare communication
partners.
4. We will work initially with project partners like Worldvision and Dimagi
whom LAT has worked in USA and are also working in Indian Public