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Author
Farràs Tasias, Laia ; Gil Miró, Oriol
Pedret Laborda, Àlex
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Abstract
The purpose of this thesis is to carry out a study and develop a Business Plan of a Startup dedicated to health. A digital product aimed at elder people living alone is developed. The product is a smartwatch together with an online platform that will allow older people to know the vital signs (pulse, blood oxygen, temperature, and movement detection) of the adult using the smartwatch. Moreover, it has a panic button that allows a family member, care manager, monitoring center, or health center to help the adult in case the adult pressed the button or in case the vital signs were altered and were outside the parameters considered stable.
Firstly, the problem has been detected and defined.
In the residential environment, there is a periodic taking of vital signs in patients manually. However, these constants are not taken continuously so it can happen that the person may suffer health complications unnoticed by caregivers. The most common death in nursing homes is due to cardiorespiratory failure during sleeping hours.
In private homes, the main need is to monitor the person in real-time. As an elderly dependent, with possible health complications, in many cases, there may not be the option of actively alerting emergencies. This situation causes concern for both the family members and the person himself.
Secondly, it has been ensured that there is an opportunity in the market. It has been conducted a market study and an estimated evolution of it, as well as an analysis of the existing competition.
In relation to the target audience that this product is intended to be addressed, it can be differentiated into 4 profiles:
- Assisted living facilities (ARC)
- Residential Day Care Centers (DCC)
- Private customers
- Institutions that market the product to individuals (Insurance Companies)
The main target is private customers, corresponding to elderly people that are living alone and even though is capable of doing the daily tasks on his/her own, they can suffer a complication in health or a fall.
Once the external analysis has been completed, the company’s business model is defined. There it is defined what will our income channels be and how will revenues be generated.
In terms of financial information, the unit purchase price of each device is 124€ plus an additional cost of 3€ per month of SIM maintenance. In order to simulate the different scenarios, some financial hypotheses have been carried out.
Supposing an optimist case of selling 100 units at the begging and increasing sales by 12% each year, it would be possible to recover the accumulated debt in 3 and a half years. However, if some external investment or financing is obtained this time would be reduced.
A human resources plan, CSR, and internal policies of the company have been defined. Moreover, a marketing mix has been specified so as to know the product in detail.
Following, a company's organizational structure is defined. Later, an operation plan has been done which allowed us to know the actions will considered. Finally, a study of legal aspects has been done in three stages that the company has considered relevant to take into account.
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