A marketing plan for an IoT healthcare mobile application, Motherese: Intelligent Infant Care. This presentation was created during a marketing internship under the supervision of Prof. Sameer Mathur, IIM Lucknow.

1. Motherese
Intelligent Infant Care

2. Executive
Summary

3. Overview of Situation
•IoT (Internet of Things) and Telemonitoring are
two upcoming things in the healthcare sector.
•Infant care is a niche market but a very big one.
•There are several apps with diagnostic tools and
biosensors, that have made infant care easier.
•We intend to integrate the monitoring of data
from biosensors, and supplement it with a
community to create a unified platform which
isn t available yet.'

4. Company’s Goals
To make infant care much more reliable by
infusing :Smart Application with
complimentary biosensors, audio visual
monitors and an information portal,
enabling telemonitoring for babies, and also
integrating this aggregated data from
biosensors to family physicians directly.

5. Proposed Course of Action
Motherese intends to make a
custom hardware for the
application, which will cater to
hospitals as a point of sale or
directly to consumers, while
monetizing mostly from the
application, keeping margins on
hardware low. Also in long terms it
intends to add modularity to
hardware and make application
more insightful with data from
biosensors.

6. Situation
Analysis

7. Company Overview
Motherese Technologies LLC , is a start-up
company founded for the purpose of
creating the first integrated platform for
child healthcare monitoring and diagnosis.

8. Core Competencies
Motherese is integrating several health IoT
products (Biosensing and audiovisual) into a
platform where parents can not only monitor
the data collected but also access relevant
information via a portal and receive emergency
medical suggestions.

9. We will use hardware as a service model
whereby we subsidize the hardware and
rent it to parents till they need, and
monetize via application. The application
and data will be our core business, with
every insight gained from data that is
improving our application.
Core Competencies Contd.

10. Strategic assets
1. Subsidizing hardware by a different
business model.
2. One stop Integrated platform.
3. Integrated community.
4. Providing reports and emergency
consultations.

11. Market Position
A large consumer base exists for
Telemonitoring and IoT in
healthcare..
Our technology intends to decrease the
cost while delivering similar or better
services that strongly position us in
emerging trends.

12. Market Overview
The Internet of Things (IoT) healthcare market is
estimated to grow from USD 32.4 Billion in 2015 to
USD 163.2 Billion by 2020. There are an estimated
12 crore births per year. The affordable monitoring
system that we intend to make has thus has a
potential to reach a very huge immediate
consumer. Mimo baby and Sproutling are two
major players in this market. Both of them provide
baby monitor with sleep and breath-analyzer
(Mimo only) at premium price of an average $200.

13. Target Consumers
1. Parents
2. Hospitals
3. NGOs

14. Goal

15. There are about 12 crore births per year
according to WHO. Out of this at least 10%
have the purchasing power to buy our app.
We intend to decrease the cost of hardware
and basic monitoring app, for which we will
charge a very minimum amount of 10$, and a
pro version for 50$. Considering that we
capture even 1%, it will give us a 120k consumer
base, that can create revenue stream of
minimum $1.2 million. By partnering with
hospitals , and making them profit partners we
can increase our revenue even further.

16. Strategy

17. Customers
Needs :
1. Better monitoring of infant.
2. Relevant information and reports a click
away.
3. Affordable biosensor cost.
4. A modular approach in hardware targets
consumers who ve needs for special'
biomedical sensors ( like breathing rate or
ECG), as 1 out of 33 babies is born with
birth defects.

18. Collaborators
1. NGOs.
2. Hospitals as a point of sale and
they will sell these devices sharing
profits with us.
3. Online E-commerce retailers like
Ebay, Amazon.
4. Communication partners: social
media.

19. Context
Based on a prior art search and our cross-disciplinary
technology expertise, we believe we are the only solution
provider of our kind to offer services we are providing .
However we indirectly compete against
other telemonitoring services .

20. Rival technologies include advances in physical
designs, such as improvements in chemical
reagents used in these devices; and the integration
of permselective membranes that are intended to
materially filter out interfering chemicals from
contacting the sensors. We have identified the
research efforts of the following companies as
potential competition due to their efforts to solve
the same problems, albeit through very different
approaches.
Context Contd.

21. Competitors
Mimo Baby Monitor Features:
Sleep and breathing monitors
Integrate Application
Alerts
Sproutling Features:
Sleep , breathing , temperature , Audio
Visual monitor
Monitoring Application on android and
apple
Alerts and alarms
Adjust temperature of room best
suited for baby

22. These don’t Include -
1. Forums
2. Emergency services
3. Custom information portal
and insights
4. An complimentary APP to
connect your baby to
physician.
Competitors

23. Value Proposition
Customer value:
1. Monitors baby s sleep patterns and organize'
care.
2. Sends Alerts in case of emergency.
3. Monthly report of data and insights directly
to the consumer.
4. Elastic pricing for app and hardware.

24. Collaborator value :
1. Hospitals can sell the device and get
more insights and remote monitoring
of baby.
2. The NGOs can have more data , and
use it to channelize their services to
the poor section of the population.
Value Proposition

25. Tactics

26. Product
Motherese is an integrated infant monitoring platform.
We develop a set of software products with hardware as an
enabler that provides critically needed diagnostic
functionality to current and next-generation medical
biosensors to provide a better telemonitoring system for
infants. The Motherese App will alarm , inform and predict to
give an infant the best possible care ,at the same time
making all this remote. The core is the Application , that will
assist parents to better care for their infants , this will be aided
by our cloud app service that crunches a sea of data to give
information relevant to the consumer.

27. 1. Biosensors -
Initially we will market a set of
hardware with limited bio
sensors (Breath Rate Analyzer,
Temperature, Pulse Oxymeter),
progressing later to much more
modular hardware in order to
cater to a wider range of
specialized needs.
Features

28. 2. Core Cloud Engine -
Core technology will consist of a
major portion of the data driven
algorithms that Motherese
develops. These data service tools
will crunch data received from
biosensors.
Features

29. 3. The application will be the window for understanding the
data collected. Five main features will be of this will be -
i. Forums
ii. Monitored data
iii. Emergency advice related to healthcare
iv. Safety Alerts
v. Connection to other IoT devices (e.g. thermostats,
Google Nest to optimize room temperature for the
baby)
Features

30. 4. Data Modules -
These are libraries that contain
empirical data needed to optimize
the core DSP engine for the
detection of different chemicals in
various operating environments. The
Configuration Tools will in part use
the data from these Data Modules
to customize the software for
customers various needs.'
Features

31. Brand Elements
Name of the App – Motherese
‘Motherese’ is the name given to the earliest
language a baby hears.
Logo –
Jingle – Every Mommy’s Best Friend

32. Price
Hardware - $30 (basic monitor -Temperature and breathing)
$150 (modular monitor - Overall monitoring and latency
alerts) [Hardware is rented for 5 months]
Mobile Application - $10 (basic version)
$50 (pro version)
Pro version includes emergency medical advice from experts,
personalized suggestions .and sync of report to pediatrician)
For every sale, hospitals will get 20% of profits from app,
while margin for others will be kept floating based on region
(between 10-15%)

33. Incentives
Bulk pricing will reduce the cost in following
order -
100 licenses - 20%
1000 licenses - 40%
>10,000 licenses – Terms will be decided
specifically after meeting.
Our partners such as hospitals and customers
can also increase margins by purchasing in bulk.
8% of revenue generated will be distributed as
bonus. For the sales team there will be target,
and a fair share of about 1% of profit booked
on every sale will be rewarded.

34. 1. The main point of sale for us will be
hospitals which we will collaborate with
and they will recommend our devices to
parents as after birth services.
2. Collaborating with NGOs will be on no
profit no loss basis, and to get more
visibility and marketing. The NGOs will
increase the reach of our product.
3. By a constant feedback taken from our
users we will improve our technology and
services.
Communication

35. Implementation

36. • We will have a sales team, going to
hospitals. They will report to the Sales
Manager, and subsequently, to our
Sales and Marketing Head.
•Association with NGOs will be
managed by a marketing team to
gain visibility.
Infrastructure

37. Every feature of the product, whether hardware
or software, will first be validated and tested. It will
then be rolled out to test users for free. After
collecting data and feedback, the new, improved
version will be rolled our finally. Desirability for the
feature and interest will be generated. The core
idea is to be lean startup, and scientifically move
ahead.
Processes

38. Motherese to the hardware device alone would
be enough to sustain a viable standalone venture.
However, given the minimal incremental effort
that would be needed, we will add an additional
Application subscription model, making data as a
core service and offering to create streamline
revenues and greater customer engagement
(after device purchase).
Schedule

39. The conclusion that this market should be the
company s initial focus is substantiated by the fact that'
it has all the relevant characteristics of a market we
found to be desirable -
• Large existing, robust, high-growth market.
• Converging market forces sustaining industry growth.
• Clear, immediate need for benefits provided by
technology.
• Technology delivered would be strongly positioned to
participate in emerging trends.

40. In the medium and long term
(three to four years from now),
Motherese aims to address a
very modular approach in both
hardware and software.
Customers will be given more
options in choosing biosensors
and more software
subscription services.
Future

41. Control

42. Assumptions
1. We assume a slow-growth economy,
without major recession.
2. We assume of course that there are no
unforeseen changes in technology to make
our products immediately obsolete.
3. We assume access to equity capital and
financing sufficient to maintain our financial
plan as shown in the tables.

43. Phase 1
Business Milestones:
1) Secure 1st beta letter of intent
with 3-4 Major Hospital
2) Set up HR and Finances
accordingly
3) Set up lab
4) Secure final beta Product
Phase 2
Business Milestones
1) Marketing face overhauled
2) Move to larger office
3) Determine future based on
feedback received from consumer
4) Secure 2nd beta agreement
Phase 3
Business Milestones:
1) Hire CEO and VP
2) Secure institutional
funding commitment for
3) Expand to more point of
sales to E-platforms
Phase 4
Business Milestones:
1) Secure two major paying POC
customers
2) Make Device compliant to
certifications for global
consumption
3) Make reach global , acquire
customers offshore
•4) Move to larger office
5) Increase Hiring of engineers
6)• Expand to other POC players

44. Risks
1: Corporate R&D labs of our customers/ partners may
develop competing technologies to enhance their own
electrochemical sensors based products.
2: Other technologies may be developed to improve
sensor performance.
3: Motherese may not be able to convince customers to
adopt such revolutionary platforms.
4. Despite a high confidence in the technology, we must
still create experimental data sets from tests cases and
get as much insights as we can.

45. Exhibits

46. Exhibit 1

47. North America IoT in Healthcare Market Estimates and
Forecasts, by Component, 2012 - 2022 (USD Billion)
Exhibit 2

48. Exhibit 3

49. Value-Complexity Relationship of IoT
Healthcare Devices
Exhibit 4

50. Exhibit 5

51. Exhibit 6

52. Disclaimer
This presentation was
created by Sadhika
Pant, University of
London, during a
marketing internship
under the supervision
of Prof. Sameer
Mathur, IIM Lucknow.