Navia Pharm business plan

1. Navia Pharm – Your Personal Treatment
Manager
www.navialifecare.com
New Delhi
info@navialifecare.com
+91-9873248387
14-Jan-16 1

2. The Founding Team
• Co-founder and CEO: Kunal Kishore Dhawan
– Business Strategy, Strategic Marketing, Project Management and Supply Chain Management
at Fresenius Kabi – a leading global pharmaceutical company
– Master of Science in Biotechnology and Management from Carnegie Mellon University, USA,
and Bachelor of Science in Biochemistry (with Honors) from University of Delhi
• Co-founder and COO: Gaurav Gupta
– A second generation entrepreneur with 5 years of experience in Biotechnology-based clean-
tech business, has worked from trainee to the top management level at Value Addition Papers
Private Limited
– Experience in Marketing, Sales, Operations, Product Development (Biochemical formulations)
and Management, as well as in initiatives for rural development
– Bachelor of Engineering in Biotechnology from NSIT, University of Delhi
14-Jan-16 2

3. The Founding Team
• Co-founder and CTO: Shourjo Banerjee
– 4 years experience in Computer Architecture and Hardware Verification in Digital Networking
for Freescale Semiconductors - A leading global semiconductor product company.
– Bachelors in Computer Engineering from University Of Wisconsin-Madison, specializing in
Computer Architecture and Cellular Networking
• Technology Strategy: Nikaash Puri (Founding member)
– Graduated from Delhi Technological University in Information Technology
– Worked on several applications such as a dating app called Tryst and the AIIMS@Delhi official
Android application for booking appointments
• Employees:
– 4 FTEs for pharmacy integration roles (Sales/BD reps)
– 1 digital marketing expert
– 1 Android developer
– In advanced talks with 1 iOS developer and 1 android developer
14-Jan-16 3

4. Why is there a need for Navia Pharm?
• For users:
– Low adherence rates to prescribed treatments
– Lack of caregivers for geriatric population
– Unavailability of good quality and genuine medicines
• For pharmacies:
– Increasing competition from online/web-based pharmacies
– Lack of online/automated pharmacy management/inventory management system
– Tracking orders and consumption data or target demographics and regions
• For pharmaceutical companies:
– Low compliance and adherence rates to new drugs
– Lack of data on drug consumption and treatment compliance
– High costs to run own digital or manual initiatives for tracking of drug consumption
14-Jan-16 4

5. What is Navia Pharm?
• Mobile-application based Treatment Management System
– Dosage-based reminder system via push notifications and SMS messages
– Further expansion to bilingual reminders and IVR system envisioned
• Online marketplace for offline pharmacies
• Compliance and adherence tool for pharmaceutical companies
• Adherence tracking tool for doctors and medical practitioners
• Platform for making lifestyle decisions based on disease history and/or health condition
• First module of Navia Life Care’s overall “One-stop” health management system
• Navia Life Care aims to build a pharmacy management and ordering software that will replace
current offline inventory management systems
14-Jan-16 5

6. How does Navia Life Care make
money?
• From users:
– Monthly/annual subscription for SMS reminders
• From stand-alone pharmacies/retail pharmacy chains:
– Promoted listings
– Advertising
• From pharmaceutical companies and OTC/health product manufacturers:
– Digital compliance and adherence programs
– Patient consumption data
– Advertising of OTC/health products
• From online sales partners:
– Profit-sharing from product sales through platform
14-Jan-16 6

7. Our Target Market Opportunity
• Primary Market: Chronic disease patients
• Total pharmacy retail market is around Rs. 75k-80k Cr, out of which Rs. 3k Cr is
the organized retail sector – Poised to touch Rs. 100k Cr by end-2016
• Pharmacy management software and service could represent a huge market
opportunity:
– Over 800,000 retail pharmacies in the country
– Several don’t have a inventory management software
• Low compliance and adherence is a big problem for pharmaceutical companies,
where low outcomes are directly linked to sales
– Companies spend millions of dollars to run digital initiatives to increase adherence, and
track consumption data
14-Jan-16 7

8. What has Navia Pharm achieved till now?
14-Jan-16 8
Our simple and easy-to-use template for input of treatment
details, giving a customized view of their pending medications in
calendar and list formats
Locate a pharmacy
close to you

9. What has Navia Pharm achieved till now?
14-Jan-16 9
Opportunity for users to act as caregivers
for loved ones
• Android version launched
• Alpha version launched: 20th October 2015
• Beta version launched: 12th November 2015
• Beta version made public: 24th November 2015
• No. of total installs: ~520 (as of 12th Jan 2016)
• No. of registered users: 300 (as of 13th Jan 2016)
• iOS version in pre-publishing. Awaiting
• Operations with pharmacies to begin in Q1 2016
• Currently recruiting pharmacies on the seller
platform. ~100 signed MoUs (as of 10th Jan 2016)
• Average no. of MoUs being signed per day: 2-3

10. Who are our competitors?
• Healthkart and 1mg.com:
– Partners with local pharmacies and sources straight from them to users
– User doesn’t have choice of pharmacy
– Variable delivery times
• Netmeds.com:
– Delivery of meds between 2-4 days of order placement, as all orders routed through one
hub
• Mchemist:
– Order processing time of at least 12 hours.
• Zigy.com (PM Health and Life Care):
– Partners with local pharmacies and sources straight from them to users
– User doesn’t have choice of pharmacy
– Variable delivery times
• Other self-funded web-based pharmacies include Pharmeasy.in,
medidart.com, medist.com, meramedicare.com etc.
14-Jan-16 10

11. • For users:
– Never forget to take your pills again!
– Customizable and interactive way for patients to manage their prescriptions
– Facility to help not only themselves, but also act as caregivers for others
– Wide variety of choices in terms of prices, products and delivery times for their medical
and daily care needs
– Reminders to be provided in English and Hindi starting phase 2, along with IVR
mechanisms
• For pharmaceutical companies:
– Run digital compliance and adherence programs for drugs for chronic diseases through a
third-party saving costs and effort
– Track consumption and adherence rates for new drugs
14-Jan-16 11
How do we gain competitive advantage?

12. • For pharmacies:
– Sellers to have visibility on the platform, as well as opportunity to promote their own
reward points systems, pricing, discounts, delivery time etc.
– Traditional chemists to get an online presence, and open a new sales channel
– Zero commission model
– Delivery in own designated areas
– To receive option to switch to online pharmacy management software designed by Navia
Life Care
• Technical advantages:
– Highly scalable model, as manual input is minimal – the patient themselves enter
prescription details, and Navia’s systems take care of the rest
– Integrating the pharmacy’s inventory systems into Navia’s database, reducing manual
intervention
14-Jan-16 12
How do we gain competitive advantage?

13. Go-To-Market Strategies
• Digital / Online
– Social Media: Facebook/LinkedIn/Twitter/Google Plus
– Online medical support groups
– Google Adwords
– Email blasting and digital marketing
– Native advertising through health content and blogs
– Online/social media influencers
– Video posts
– App review submissions
– Partner offers with Coupon/discount-based websites
• Offline
– Partnering with hospitals and specialty/super-specialty clinics
– Co-branding with pharmacies
– Direct engagement with patients outside pharmacies, clinics etc.
– Health camps
– Participation/sponsorships in health events
14-Jan-16 13

14. What will Navia Life Care do next?
• Bilingual reminders in both SMS and push-notification forms
• IVR system of medication reminders for geriatric populations
• Development of an ERP/PoS-enabled pharmacy management system, to replace
existing offline inventory management software or manual entry methods, and
bring pharmacies online
• Initiation of development of Navia Fit – fitness and nutrition module with
integration into wearable technologies
• Preventive and predictive diagnosis module to leverage big data and provide
disease management and prevention methods to users
• Enable E-commerce module – production and sale of customized nutraceuticals to
aid preventive health
14-Jan-16 14

15. 14-Jan-16 15
How much money will we need?
CATEGORY Total Amount Justification Phase-1 Phase-2
TOTAL ₹101,362,500
Expected expenses for 1 year post
commercial launch
₹14,245,000 ₹87,117,500
Technology-Related
Expenses
₹2,625,000 Technology Capex ₹1,695,000 ₹930,000
Staff/Team-related
Expenses
₹23,655,000 Personnel Opex ₹3,035,000 ₹20,620,000
Operating Costs ₹64,632,500 Operating Expenses (Opex) ₹7,285,000 ₹57,347,500
New Product Development
and Expansion
₹10,450,000
Development of new modules and
next steps of Navia Life Care
₹2,230,000 ₹8,220,000
• Phase-1: July 2015 (Started) – September 2016
• Capital to be raised: ₹2.5 Cr

16. What will we get with the money?
• Expected users/downloads for Navia Pharm:
– Year 1: 150,000
– Year 2: 500,000
– Year 3: 1,500,000
• Expected no. of pharmacies on platform:
– Year 1: 800+
– Year 2: 2,000+
– Year 3: 5,000+
– 2 Retail pharmacy chains
• Expected no. of pharmaceutical companies’ digital programs:
– Year 1: 1-2
– Year 2: 3-5
– Year 3: 8-10
• Additional users for Navia Fit, and Preventive diagnosis module
• Total expected revenue for year 1: ₹3,255,000
– Pharmacy promotion revenues: ₹1,575,000
– In-app advertising: ₹840,000
– Product promotions: ₹840,000
– Drug adherence programs: Additional (Not yet factored in)
14-Jan-16 16

17. Some Basic Numbers
14-Jan-16 17
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
Expected Users
• Growth rate of users is
around 100% for the
first 6-8 months, but
tapers to around 50%
by the end of 2016.
• Only a conservative
estimate
• Target to reach
150,000 users by
end-2016
• Deliverables for Phase-1:
• Completed pharmacy integration module (back and front-end) and Android
and iOS apps
• Initiation of transactions and operations in Delhi-NCR
• Around 30000 users/downloads of the app
• Initiation of marketing plan, and signing up of advertising/promoted listings
partners for application
• Development of preventive health and predictive analytics module

18. How will investors exit?
• Navia Pharm is the first module of the complete Personal Health Manager
being developed by Navia Life Care
– Plan to develop and release Navia Fit (Wellness module) by Q3 2016
– Move to preventive diagnosis and genomic analysis
• Plan to raise pre-Series A, Series A and Series B rounds where seed level
investors may choose to exit and take fresh positions
• Open to moving to IPO stage after building Navia Life Care as health
brand
– Opportunity for investors to exit again
14-Jan-16 18

19. Back-up
14-Jan-16 19

20. Chronic Disease Demographics
• Diabetes: ~100M patients
• Hypertension: ~30% of all Indians are hypertensive; prevalence of
treatment in around 25% Indians
• Chronic renal failure: ~20,000 patients
• Chronic cancers: ~1M cases every year, with over half a million deaths per
year due to cancer
• Neural and psychiatric problems
• Orthopedic issues
• Autoimmune diseases
• Sexual health problems
14-Jan-16 20

21. Competitor Updates
• Healthkart and 1mg.com:
– 1mg spun-off from Healthkart. Is now the prescription medicine selling unit
– Healthkart sells nutrition and dietary supplements
– Raised $6m from MakeMyTrip’s Deep Kalra, Omidyar Network, Kae Capital, Intel Capital and Sequoia Capital
– Launched “Doctors by 1mg” recently (lets you locate doctors nearby). Also have “1mg Labs” which lets one
book lab tests
– “Reminders” app reminds you of medicines to take – 5,000 to 10,000 installs till now
• Netmeds.com:
– Launched in June 2015
– Upload prescription and order medicines
– Delivery within 2-4 working days in most pin codes
– Raised Rs. 30 crore from MAPE Advisory prior to launch in May 2016
– Raised $50M through Orbimed in a Series A round
• Mchemist:
– Launched in Jan 2015 – Licensed online pharmacy
– Self-funded, and headed by former Ranbaxy VP and US-based supply chain entrepreneur
– Order processing time of at least 12 hours. Also provide dosage reminders
– App launched in July 2015: 5-10 installs till now
• Zigy.com (PM Health and Life Care):
– Launched in March 2015, expected to be fully functional in one year
– Phaneesh Murthy backed- and seed-funded venture ($3.2M). Expecting to raise $5-7M more
– Connects health providers with consumers. Starting with online marketplace for druggists and chemists
14-Jan-16 21