Overall feedback
You have identified an important and growing lifestyle trend in healthcare and health management. Given the budget cuts to the NHS in the UK and pressures on getting personal attention and care from Doctors and GP’s at an affordable cost, personal management of long term health conditions is a key concern of patients.
The proposal is quite comprehensive, covering and providing a level of detail on all the major headings such as market opportunity, customer segments, product features and benefits, business projection of revenue and costs etc.
However your overall brand and marketing solution and response to this significant trend and market opportunity, is centred predominantly on a ‘Super-Me’ smartphone …show more content…
For example, the same NESTA study referred to in the Market opportunity definition also states that there is huge resistance by LTC sufferers to sharing personal data, even with medical professionals. 54% of patients believe there is no value in sharing their daily health records even with their doctors. While nine out of ten GPs find this data useful, only 16 per cent of people with on-going health issues are choosing to actively share this information - generated by wearable’s, apps or from peer support groups - with their …show more content…
This would include significant investment in paid/owned and earned media targeting all of these disparate groups to gain awareness and participation.
More detail is required on how the ‘Super-Me’ business model would work. The funding required (£1.5 m) has been provided with certain assumptions which should be revaluated in terms of how much will need to be spent on paid media. Further through the current five year projection of revenue, it is unclear how many paid subscriptions are required each year and how the app revenue would be built up. Actual numbers rather than top line revenues would be more tangible. It also appears from the graphs that the start-up company, even with current marketing spend levels would not break even within the 5 year period, which could potentially reduce its attractiveness to a potential buyer. Though if credible rationale is given to the rapid adoption of the ‘Super-Me’ health management ecosystem, which leads to rapid sales acceleration, this may not pose much of a