CONCEPT DESCRIPTION REPORT Atanas Bozhikov
Monika Jørgensen
Graduated 3D Designer. Worked as graphic designer and CMS system administrator for Glostrup Kommune.
Graduated multimedia designer. Currently working as a teacher in a preeschool.
atanaslb1@gmail.com Mobile: +45 61 77 19 19
monikajoergensen@hotmail.com Mobile: +45 21 75 46 62
Teodor Voicila
Monika Jørgensen
Graduated Computer Science and looking forward to develop new creative skills.
Has experience with usability user experience and mobile design. Loves music, sailing and photography.
teocris92@gmail.com Mobile: +45 71 60 52 49
madsdonkin@gmail.com Mobile: +45 27 89 57 01
Ronja Kate Jøns
Elena Bernard
Graduated Multimedia Designer. Freelancer in digital design and front end development.
Multimedia And Interior Designer. My philosophy of life is not to miss a second, life is too short. I believe the details makes the difference.
ronja.kate@gmail.com Mobile: +45 31 36 84 84
elenabernads@gmail.com Mobile: 31 13 71 22
CONCEPT DESCRIPTION REPORT INTRODUCTION 4 1. PROBLEM AREA 4 2. PROBLEM FORMULATION 4 2.1 SUB-FORMULATION 4 3. HYPOTHESIS 4 4. ANALYSIS 5 4.1. RESEARCH 5 4.1.1. DESKTOP RESEARCH 5 4.1.2. QUANTITATIVE RESEARCH 5 4.1.3. QUALITATIVE RESEARCH NUTRITIONIST CLINICS 5 4.1.4. QUALITATIVE RESEARCH NUTRITIONIST CLIENTS 6 4.2. SEGMENTATION AND TARGET GROUP 6
4.3. PORTER’S FIVE FORCES 8
5. CONCEPT DESCRIPTION 9
5.1. WHAT IS IT? 9
5.2. HOW WILL IT WORK? 10 5.3. WHY WILL IT WORK? 10 5.4. FUTURE OPPORTUNITIES 10 6. STRATEGY 12 7. BUDGET & ROI 13 8. CONCLUSION 15 9. PROJRCT MANAGEMENT BRAKE DOWN 15 APPENDIX 1 - BRAINSTORM 17 APPENDIX 2 - INFORMATION RADIATOR 18 APPENDIX 3 - QUANTITATIVE RESEARCH 19
CONCEPT DESCRIPTION REPORT INTRODUCTION On the 5th of May we were asked to make a concept based on one of four different presented areas. We decided to work on the Quantified Self area that contains the following problem: “There is a trend where people tracked themselves in all various situations. They do it to stay healthy, perform better in their daily life or within sports etc. People analyse the data themselves, or go to their doctor or other professionals.”
even recommended to patients from the nutritionists. Still, there isn’t a unique app that both users and nutritionists use in cooperation, to communicate and synchronize goals.
2. PROBLEM FORMULATION How to create a successful business based on the fact that people like to track themselves on their smartphones in order to stay healthy.
2.1 SUB-FORMULATION - What segments should be addressed?
We approached this project with a brainstorm on the problem (Appendix 1) and came up with the idea of making an app for nutritionists. The nutritionists would communicate with their clients and give them a toolbox to stay healthy. Because of the limited time we had for this project, we went with the first realisable concept. The following report describes our work and research of this idea.
- What are the needs in the health tracking sector?
1. PROBLEM AREA
To aid the problem formulation we have created three hypotheses that will be described in this paragraph. The hypothesis will examine these assumptions in order to validate or disapprove them later in the report.
Tracking yourself is becoming a trend. We do it to stay healthy, perform better in life as a whole or within sports etc.1. But, in order to maintain good health people need to be aware of what they expose their bodies to. The easiest way to do this is to measure or further analyse things as food intake, training and the physical condition of their body (weight, body measure, etc.). There are many tracking apps in the market that offer these possibilities. Some of them are 1. Client Presentation
- What channel of communication creates the most value for the end users?
3. HYPOTHESIS
1. People are willing to have a good healthy life. Therefore people make use of app to track their progress regarding food habits and exercise. 2. Nutritionist clinics suggest to their patients different apps in order
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CONCEPT DESCRIPTION REPORT to track personal eating habits and exercise data. The nutritionist clinics provide the patients also with recipes or diets on paper. 1.We have an expectation that there is a need for a smartphone App that can gauge the intake of the users’ four main nutritios items2 (Calories, Vitamins, Proteins and Minerals). this is implemented in future opportunities.
4. ANALYSIS As mentioned in the problem area, the health tracking app sector is massive. Nowadays people use their smartphones more than 150 times a day3, and Denmark has one of the highest numbers of smartphones per capita in the world4. Therefore the easiest way for people to keep track of themselves will be to develop a smartphone app solution. In order to analyse the potentiality for self tracking smartphone app, desktop research was conducted.
4.1. RESEARCH 4.1.1. DESKTOP RESEARCH The desktop research was conducted in the Apple and Google Store, by searching with keywords such as: health, weight, exercise, fitness, calories, etc. It was impressive to find out how many apps came out related to this field of self tracking and personal health care. From the 2. https://www.sundhed.dk/borger/sygdomme-a-aa/sundhedsoplysning/kost/vitaminer-og-mineraler/ 3. http://tech.firstpost.com/news-analysis/smartphone-users-check-their-phones-an-average-of-150-times-a-day-86984.html 4. http://think.withgoogle.com/mobileplanet/da/graph/?country=dk&category=DETAILS&topic=Q00&stat=Q00_1&wave=2011&wave=2012&wave=2013&age=all&gender=all&chart_type=&active=wave
visited apps we can detect that they have similar feature. Lifesum is the one that has most in common with all the other apps. Lifesum is very specific regarding food calories and brands. The smart approach that Lifesum has is combining all foods consumed with exercises done.
4.1.2. QUANTITATIVE RESEARCH After receiving answers from 60 research participants we were able to support the initial supposition that there is a need for tracking app. 97% of the participants answered that they would like to use a smartphone app in order to keep track of their treatment progress. They would also like to be able to view a workout schedule, weekly diets, visual weight progress and have an easy way of communication with the nutritionists (listed from most needed to less desired options). For more detail results go to Appendix 3. The findings in the survey validates our first hypothesis in section 3, that people do make use of apps to track their progress regarding food habits and exercise.
4.1.3. QUALITATIVE RESEARCH NUTRITIONIST CLINICS Østerbro diætisterne: They recommend MADLOG in order for the clients to register what they consume. They don’t use an app and the diet plans are sent out by email. Diætist enheden: If they should use an app it should make it easier to deal with IBS (irritated bowel syndrome) - but they don’t have the need for an app like this at the moment.
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CONCEPT DESCRIPTION REPORT Et liv i balance: They use MADLOG Vita and the “Low FODMAP diet” app. They said that our idea can only be used if it is simple and if it addresses clients that want to gain or lose weight. Diætisthuset: They use MADLOG Vita and “Low FODMAP diet” app. Fitness Dk: Don´t have nutritionist but diet supervisors, that guide their members on nutrition diets and on physical exercises while in the gym.
4.1.4. QUALITATIVE RESEARCH NUTRITIONIST CLIENTS Interview with Monika Jørgensen How was your experience at the nutritionist? “At my nutritionist I had a my schedule on a paper and I had meeting every second week to measure my body weight, fat, muscle mass etc. My schedule changed from now and then depending on my experience throughout the two weeks. I had a hard time keeping track of how much I actually lost due to the fact that my nutritionist kept the paper with the info. Another issue that addressed me was the schedule. I had to keep it on me everyday since there is about 6 meals a day and it can be hard to remember what to eat and what not to eat. This paper was torn apart last weeks by going from purse to pocket, but I also forgot it at home and then sometimes I didn’t follow the diet to the end.” Interview with Charo Bernad How was your experience at the nutritionist? “My experience was taking place once every two weeks.I got the diets and the progress on paper. The consult was for free and at the end of
the visit they will offered me diet cookies, tea and artichoke tablets.”
SUB-CONCLUSION The conclusion in the qualitative research is that Nutritionists are suggesting their patients to use different apps, already existing in the market. MADLOG Vita is the most popular responsive website in the food field. In the workout field the most popular apps are the ones owned by the fitness companies such as Fitness World or Fitness Dk. Endomondo App is a free and popular App among people that practice outside of the fitness centers. No one is using any app that applies both fields, food and working out, or keeps track of the users’ eating and exercising progress. The Lifesum app combines both food and workout habits but this has been just mentioned by people that don’t make use of professional help from nutritionists. After gathering the information given by the nutritionists and the clients we can assume that the third hypothesis is correct.
4.2. SEGMENTATION AND TARGET GROUP After making the interviews and the analysis of the self tracking market and being aware that the health tracking app B2C market is huge, the best idea of create a new profitable smartphone app will be to address the needs in the B2B nutrition market. The segmentation matrix and the targeting can be found in the following graphic. A brief explanation of the graph segmentation follows as the nutritionists market is divided in different sectors: Medium/Big Private Clinics belonging to the Diætist Union, Private Small Clinics and Public Institutions. Once this is exposed, the strategy is to target as first approach the Clinics linked to the Union5, knowing that this 5. http://diaetist.dk
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CONCEPT DESCRIPTION REPORT
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CONCEPT DESCRIPTION REPORT sector is more trusted by the customers and has a big community where the word can be spread fast. The positioning of the product in the market is described in the the strategy section.
4.3. PORTER’S FIVE FORCES Porter’s Five Forces allow us to get a better understanding of the competition within the nutritionist market. Through analyzing the five market forces we can identify whether or not the B2B market, we are attempting to penetrate, is in fact profitable.6 Threat of substitute products The threat of substitute products is affected by the ability of the consumers to find another service similar. In the Danish market the threat of substitution is high regarding this service, is because the nutritionists already have a solid use of scheduling, recipes, exercise etc. Bargaining power of buyers Buyers’ price awareness and bargaining power will be low as there are not direct competitors offering the same product. The nutritionists can’t put any prices up against each other. But on the other hand; the nutritionists have been using their methods (as email, phone, paperwork) for decades and it can therefore be very difficult to convince them to use the App. We can assume that they will put their current methods against the app and compare parameters such as price, transparency, manageability and necessity. 6. Andersen, Finn Rolighed, International Markedsføring, 4. edition, 2012, Trojka, pp. 210, chapter 9.
Therefore, it’s important that this App will be made as user friendly as possible, so it’s an easy transition for them to switch to it. Bargaining powers of suppliers The suppliers’ bargaining power will be low as there is an industry with many suppliers who have the ability to produce this kind of smartphone app. If we talk about the suppliers of software to be used to encrypt and protect data, it is likely that suppliers of this software may have a strong bargaining power if they are the only or there are few on the market as providers. This is something that must be taken into account later in the process. Threat of new entrants The threat of new entrants is set at low or high barriers to entry. The app is made directly to nutritionists and since there hasn’t been done anything like this before, it will be possible to get patent and it will set a high barrier. When the patent expires and potential new entrants try to enter, it can be assumed that the app already has an advantage like the image and awareness. For new entrants will therefore require economies of scale by coming into direct competition. This requires a certain credibility to reach the same level. Rivalry among existing competitors The competitors are set by a strategic group, which focuses on products that are similar to our solution, of B2B users and the content,
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CONCEPT DESCRIPTION REPORT which is based on the interviews with the nutritionists. We found out that they use MADLOG, MADLOG Vita and an app / diet called Low FodMap. In the following these will be looked closer at, to know where at how to differentiate.
24/7, therefore the best way to achieve a better communication between nutritionist and clients is to develop a self tracking mobile app that can help both nutritionists and their clients keep track on individual treatment progress.
MADLOG has a responsive website for users that want to keep a track of what they eat. It is subscription based and allows you to get a personal calorie profile that automatically is setting up a weight loss-, maintenance or a profile to just keep an eye of what you eat. MADLOG makes it easy and fast to count calories and they claim that it takes a maximum of 5 minutes to type a meal anywhere in their system - even from your mobile. MADLOG Vita is the same programme, but is made for professionals to print diet plans.
5.1. WHAT IS IT?
The Low FodMap app is developed as a quick and easy tool to reduce or prevent symptoms associated with irritable bowel syndrome (IBS). It content lists of food so you know what you can eat and not and costs 45 kr. The two competitors are not to compare but makes it clear that there is a need for an easy user friendly app that contains both. From the desktop research we also found out that most of the existing apps has features where you have to write everything down, which is very time consuming.
5. CONCEPT DESCRIPTION The concept description elaborates on a solution that helps nutritionists and their clients work more efficiently together, in order for the nutritionist to provide better service and the clients to maintain a better health condition. As mentioned in the analysis people use phones
NutriApp is a smartphone app connected to a web based platform that will improve the service nutritionists give their clients. NutriApp will function as a personal helper and motivator to the clients and it will further simplify the communication between nutritionists and clients. The app will contain a visual module, a weekly schedule, exercise implementation, recipes, an appointment feature and internal mail. The nutritionist will add the clients body information in the database which will be displayed for the client throughout the visual module in the app. The visual module will change so the client can easily see the progress in the weight loss. The weekly food schedule will be part of NutriApp and it will be updated simultaneously with the implementation of a certain workout. In the recipe module the recipes will be divided into categories. This means that the client will have a nice and easy overview of the food in the schedule. The implemented appointment system will provide the client with an easier and faster way to make an appointment with the nutritionist via a digital booking system. At the same time it will spare the nutritionist time for calling or booking an appointments. NutriApp will rather create a more direct relation between nutritionist and client, therefore an internal mail system will be implemented. in the app settings there will be the option of adding push notifications for when the client have an appointment, need to exercise and when he/she needs to eat.
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CONCEPT DESCRIPTION REPORT 5.2. HOW WILL IT WORK?
Ones the client visits the clinic, nutritionists offer a two weeks free login to NutriApp with an unique login code. NutriApp will be found in Google and Apple Store. The app will be web based platform that both client and nutritionists will have access to with their own personal logins. This way the nutritionists can have access to their clients personal profile and data. After those two free weeks the client will have to pay a monthly fee in order to continue using NutriApp.
5.3. WHY WILL IT WORK?
Throughout the research and the results, the findings prove that the interest in the app is high. To be exact 97% of the asked people, think it would benefit both them and the nutritionists, therefor NutriApp will be a sufficient tool. The need of having an easier access to the schedule and a visual motivator is also high. Since every nutritionist, at this current time, is giving the schedule and the weight loss on paper. With NutriApp there will be no need of paper since the schedule and progress will be virtually displayed. The issue of keeping track of your body and diet will be more efficient and easier for the client with NutriApp.
5.4. FUTURE OPPORTUNITIES
The future opportunities will suggest additional app functionalities regarded as the next level for development and service. The NutriApp could also collect information about the user’s diet. Besides data collection the App will further visualize and describe the daily consumption of the four main nutritiositems: - Calories - Vitamins
The user will have a quick overview within a chosen time frame, such as per hour, day, week, month, year etc. Furthermore the Apps main focus will be to provide the user with a gauge that measures the four main nutritious items. The gauge should suggest a healthy recipe, based on the already consumed daily nutritious items. For example the user registered eating a danish pastry and a donut for breakfast and the total calorie intake is measured to 600 cals. The App should then show the user a recipe and food items suggestions for lunch and dinner in order to stay with the maximum daily calorie intake and the other nutritious items. To begin with the user must register all the food items consumed. After certain time the App will know what the user typically eats for breakfast, lunch and dinner and with this functionality the App can narrow down and suggest the preferred food items in a suggested menu structure. In case of consuming too much dairy products, fast food, snacks or chips, the App should warn the user of increased cholesterol levels. We assume that developing such a intelligent app feature could delay the product release and at the same time increase the production cost. Therefore we introduce these functionalities as a potential future opportunity that can bring NutriApp to a higher level among its competitors.
- Proteins - Minerals
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CONCEPT DESCRIPTION REPORT
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CONCEPT DESCRIPTION REPORT 6. STRATEGY Based on the Harvard’s Business Review: “In a five-year study involving more than 500 managers and customers in multiple countries and across a wide range of B2B industries, we found that the 4 P’s model undercuts B2B marketers in three important ways: It leads their marketing and sales teams to stress product technology and quality even though these are no longer differentiators but are simply the cost of entry. It under emphasizes the need to build a robust case for the superior value of their solutions. And it distracts them from leveraging their advantage as a trusted source of diagnostics, advice, and problem solving7.” It’s not that the 4 P’s are irrelevant, just that they need to be reinterpreted to serve B2B marketers. Our model shifts the emphasis from products to solutions, place to access, price to value, and promotion to education—SAVE, for short.
SOLUTION (PRODUCT)
Health track app for professional nutritionists connected privately with all their patients. Both, nutritionists and patients will be able to follow the progress as the app is planned to be linked with the web platform that the nutritionist will use as a database. The App is based on the following different functions: - Visual weight and volume progress - Workout schedule - Weekly diets - Recipes - Online booking - Communication with your doctor 7. http://hbr.org/2013/01/rethinking-the-4-ps/ar/1
ACCESS (PLACE)
NutriApp will be given to the nutritionists and those will recommend it as an option to the patients. The end user will be able to download it from the Apple or Google store, but in order to make it work the user will need a login with a code and password also provided by the Nutritionist. Diætetist Huset is an example of one of the largest private chains in Denmark. If they use the app it will generate self promotion to the small private clinics.
VALUE (PRICE)
NutriApp will track the weight of the user avoiding the inconvenience of the diet schedules in paper, mentioned in the qualitative research and gaining a visual overview of the personal progress. The patient will be able to chose between different functions such as weight progress, exercises, diets, recipes, etc, without shifting apps. It creates a better communication between the nutritionist and the patient, thanks to an internal chat and easy online appointment booking. Every end user is paying a monthly subscription at 40 dkk, 10 DKK goes to the nutritionist.
EDUCATION (PROMOTION)
As mentioned in the segmentation and targeting section, NutriApp will be first sold to clinics belonging to the Diætist Union. To promote the product will be news about the NutriApp posted on the Unions website, this way the nutrition sector will be aware of the new app. At the same time those clinics has their own websites where the app can be shown to their clients. A more personal and direct way of promotion the app will be provided from the nutritionist. They will educate the patient within this new app explaining the advantages that it will offer to both.
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CONCEPT DESCRIPTION REPORT 7. BUDGET & ROI The budget is divided into three main groups: Backend development is covering the development of the whole data and system architecture. Web platform development is covering the top layer of the online solution, mostly the system that the professionals are going to use. Cross Platform App Development is the development of the native mobile apps developed in a cross platform environment like eg. Xmarin or Appcelerator.
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CONCEPT DESCRIPTION REPORT The ROI is set up in quarters and shows that a Breakeven is possible at the start of Q6 (18 months).
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CONCEPT DESCRIPTION REPORT 8. CONCLUSION People are willing to live a good healthy life, therefore they could make use of an app that helps them along the process of maintaining a good health. After a thorough analysis of the self tracking mobile market and feedback from the interviews with professionals and users, we can support our initial idea of developing an app for nutritionists and their clients. That is how, the needs in the nutrition business, found through the analysis, will be fulfilled and implemented into the different features covered by NutriApp. The research showed that the most valuable solution for the future users would be a smartphone app, that could help both nutritionists keep a close contact with the clients and clients maintain healthy lifestyle.
9. PROJECT MANAGEMENT BREAKDOWN We approached the Start Up project with a structured mind, considering the short delivery deadline for the Concept Description Report on the 8th of May. Information Radiator Tool was created to view the tasks and each team member was encouraged to take ownership of specific part of the project. This project management approach helped our group get more done by making milestones and assigning members to the different tasks with a given time estimation. These individual tasks were defined by all of us. The workflow was more efficient in this way and furthermore we could always quickly overview the time frame progress and focus on a task in case of time lack. By breaking down the project management we would like to state the risks of the assignment, which is the short deadline. Therefore the qualitative research might not be as thorough as if the time frame hadn’t been so limited. We agreed on online group work in order to
keep refining and testing the solution. But that on the other hand can be a never-ending process. That is why we applied milestones in the Information Radiator Tool, which helped us with the time frame and worked out in our favor. Image of the Information Radiator Tool in progres will be included in the Appendix, part 2. We decided to use Google Calendar as a project management tool, since some of our group members were not able to meet personally for group work, but contributed to the report from a distance. For the same reason we use Google docs, where each group member could choose tasks and contribute to the report from at a suitable time and place, keeping the deadline in mind. Within our project we felt it necessary to manage a certain role allocation. First we all served as part of every role, since we gathered up and discussed every bit (see appendix 1 for brainstorming process). After that we spread out the work and each group member contributed on the project individually from a distance, by using Google Docs. At the end we were able to put group title on the given tasks and therefore the given persons can be described as:
Elena: Project Management and strategy development Ronja: Graphic Design and analysis Monica: Research and analysis Atanas: Research and analysis Teo: Statistical survey and analysis Mads: Strategy development
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CONCEPT DESCRIPTION REPORT A factor that we could have done better was implementing milestones and roles faster or even a burndown chart, so that we had a better overlook over the specific tasks that still needed to be done. All our thoughts and decision regarding structuring this project made the workflow a lot easier. We agreed that working individually from a distance was efficient and productive, because we were focused more on the project itself, rather than using time for conversation when working as a group. On the other hand we believe that we could have been better oriented towards the project management process, considering the short deadline.
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CONCEPT DESCRIPTION REPORT APPENDIX 1 - BRAINSTORM
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CONCEPT DESCRIPTION REPORT APPENDIX 2 - INFORMATION RADIATOR
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CONCEPT DESCRIPTION REPORT APPENDIX 3 - QUANTITATIVE RESEARCH
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CONCEPT DESCRIPTION REPORT APPENDIX 3 - QUANTITATIVE RESEARCH
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