LivEase is a proposed one-stop marketplace mobile app that aims to provide goods and services tailored to the elderly population in a convenient and trustworthy manner. It seeks to address the day-to-day needs of seniors through curating quality suppliers and offering a simple platform for purchases to be delivered directly. Currently, competition in the space lacks focus on the elderly and credibility issues have arisen. LivEase aims to differentiate through specialization and quality assurance and control, though initial funding is needed to cover startup costs until revenue streams from commissions, subscriptions and advertising can be established.

1. LivEase
One-stop shop marketplace for the elderly
By Deev Jain, Kunaal Dhawan and Raghav Rajgarhia

2. Idea description
LivEase is a one-stop-shop marketplace of goods and services (e.g., COVID-
19 vaccine, physiotherapy, body care products, clothes, shoes, walking
sticks, earphones, household services) for the elderly.
• The elderly (people above age 60) have a variety of day-to-day needs that are
different from the rest of the demographic groups.
• However, there are no offerings in the market that serve them as the primary
focus group for their product and service needs.
• Presently, people of all demographics (especially the elderly) are not comfortable
and efficient in using multiple Apps on the smartphone or on the internet, through
our app they will get an easy access for their needs to be met in an efficient
manner.

3. Value Proposition
Elderly and ageing population is on a rise worldwide. They need to be
looked after in their golden years. LivEase pampers them!
• LivEase is a marketplace app that can be downloaded on smartphones. The
purpose of this app is to act as a one-stop concierge for the goods and
services. It makes doing everything very convenient – delivered with a smile,
at your doorstep.
• It is easy and convenient to use, even for those individuals who are not as
technology and user-friendly
• It connects the providers of goods and services to the consumers on one
platform

4. Competition
• Our main competition is with UrbanClap and 24hourservices.
• Both of these are diffused service providers – they do not focus on
any key demographic group.
• Also, they are not a one-stop-shop across products and services.
• In addition, social media chatter and online reviews show that these
two ventures are low on credibility and the users have limited trust in
them. Incidents such as losing money to theft by workers, provided by
this association have made them unreliable
• LivEase fills this gap as a “specialist” for the elderly target group

5. LivEase Unique Proposition
• LivEase is a user-friendly service where there is interaction between
customers and there is also a rating system
• LivEase curates goods and services specially for the elderly
• LivEase goes for high quality suppliers – quality over quantity – and
gives quality assurance. If there is any loss to the customer, we will
pay full compensation or offer a discount as appropriate.
• To compete with UrbanClap and 24hourservices, we aim at achieving
full credibility and trust from our customers, in addition to giving a
specialist service for the elderly

6. Business Model
Money in Money out
Subscription fee for the app (Paid by the elderly
or their remote living children)
Brand-building advertisement cost
Commission from the sellers Sales force commissions to attract sellers on the
app
Advertisement revenue Salaries of employees
In the initial years, the money in is less than money out.
Therefore, investor funds are needed to bridge this gap.

7. Expenses estimation to seek initial funding
One-time Expenses Total = Rs 335,000
Item Rs (One-time)
1. App Design and Development 190,000
2. Insurance 75,000
3. Miscellaneous 70,000
Fixed Expenses Total = Rs 500,000 monthly
Item Rs (monthly)
1. Advertising 100,000
2. Employees 175,000
3. Internet 5,000
4. Cost of maintaining web page 50,000
5. Shipping and couriers 45,000
6. Rent 125,000

8. LivEase Business Model Canvas
Key partners Value
Proposition
Key
Activities
Customer
Relation-
ships
Customer
Segment
Key
Resources
Channels Cost
Structures
Revenue
Streams
20-25
suppliers of
key goods
and services
Payment &
banking
partners
Curated
assortment
for the
elderly
Trust and
quality
guarantee
App
develop-
ment
Enlist
suppliers
Set up
delivery
supply chain
Formed on
the back of
trust
generated
through
incentivizing
trials
Word-of-
mouth
Target group
60+ and
their families
who seek to
take care of
the elderly
but don’t
have the
time
Urban and
semi-urban
Technical
core team of
2-3 people
Salesforce to
get suppliers
listed
Advertising
campaigns
team
Smartphone
app (LivEase)
Website
gateway
Redirected
from
payment
partners
Fixed cost
approx. Rs 5
lacs monthly
One-time
costs Rs 3-4
lacs
Supplier
commissions
Subscription
by the family
Advertising
revenues