E-CommerceFinal Project

Name & Batch Adnan Akhtar KianiAli Shafqat Usama GillaniShayan KhalidShzaa Ehsan

(MBA-2K13 Section B)

Instructor:Dr. Zainab Riaz

Submission Date: 26th May 2014

NUST Business School

Contents1Introduction12Market Research12.1Target Market Identification and Market Needs12.2User Attitude and Behaviour22.3Primary Research22.4Reviewing the Existing Systems22.4.1Existing Organizational Element, Features and Structures of Information System32.5Competitors Analysis32.5.1Shaukat Khanum Cancer Memorial Hospital32.5.2Shifa International Hospital, Islamabad32.5.3Pakistan Institute of Medical Sciences (PIMS)42.6PESTEL Analysis42.6.1Political Environment42.6.2Economic Environment42.6.3Technological and Legal Environment43Formalities43.1Name43.2Legal and Regulatory Requirements53.3Designing Website53.4Bank Accounts54Business Model55Business Strategy65.1Vision65.2Mission65.3Where we are now? Where we want to go? How and when will we get there?65.4SWOT65.4.1Strengths65.4.2Weaknesses75.4.3Opportunities75.4.4Threats75.5Market Positioning86Marketing and Sales86.1Customers86.2Competition96.3Image97Marketing Mix97.1Product97.2Price107.2.1Registration Fee107.2.2Advertisement Fee107.3Promotion107.4Placement118Sales Forecast119Website129.1Brand and Image of Medi-Data129.2Updating the website129.3Search Engine Listings129.4Services for Registered Users129.5For Patients129.6For Doctors/Hospitals1210Business Process1411People1512Budget and Finances1512.1Required Start-Funds1512.2Sources of Funds to meet the Start-Up Cost1612.3Expenses1612.4Salaries1612.5Total Expenses1712.6Total Revenue and Profit17131714Future Planning (10-20 Years)1715Appendixes1915.1Questionnaire and Their Justification and Results1915.2Website24

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IntroductionCurrently, there is a big problem that doctors and patients are facing with respect to their treatments, hassle of managing medical records. The basic problem that we have acknowledged is that in order to identify the real cause to the patients' disease, doctors want tests from private laboratories and hospitals. Patients have to go to labs, collect tests and then come to doctor, which is a bother. Therefore, keeping track of medical history is complex, too many tests and previous doctors' prescriptions. Besides that, in case of emergency, it is difficult to search for entire medical history and to go through it. Even if there is not an emergency, in many cases it is hard to track a patients history in a society where many people are illiterate and cannot explain their history to the doctor. In addition, it is hard to know details of patients in a very short span of time; and keeping hard copies of all tests and reports is even more complicated; also there is a fear of losing them. The inconvenience factor is also included for patients, when they have to collect test reports from different laboratories, and have to travel back to doctor; they might have to cover long distances for this matter.To counter this issue faced by our hospitals, we are suggesting the establishment of a Central Network which would include multidimensional information about patients in detail that would be available to all the renowned doctors and big hospitals and so that it is available for use centrally, is accurate and authenticated. The purpose of such comprehensive information would be to reduce the hassle of managing files and reports and it will provide readily available information. Instead of spending time in collecting information about patients, related to their previous diseases or problems, time and resources will be utilized in solving the current issues of patients. In addition to that it would reduce inconvenience for patients to run to grab all important reports that are required by doctors. A network would be designed that would include patients medical records like test reports, doctors diagnosis and prescription, drugs used, surgeries performed and any other relevant data. A unique identity number would be assigned to each patient, and doctor can access the database by entering patients' identity number, which would provide the doctor with all the necessary details. This data, then, can be used by the doctor for patients' treatment. This network would also be of great help to laboratories, as they can update the test results on this site eliminating the need to wait for collection of reports. It will be safer and more reliable, plus record keeping would be easier and of high quality, because it would be taken once and in detail. The only need would be to keep updating it whenever necessary. Market Research Target Market Identification and Market NeedsInitially, our target market consists of renowned big hospitals of Pakistan such as PIMS, Holy Family, Maroof International, Shifa International, Poly Clinic, AFIC, Fauji Foundation CDA Hospital, Hearts International, CMH, Jinnah Hospital, Quaid-e-Azam International and so on. We will consolidate these with Certain renowned labs such as Excel Labs, Alfa Labs, Shifa Labs, Diagnostic Centre, Super Labs, Nayab Labs etc within the Pakistan so that it gets quicker to get the reports of patients in a more consolidated way via getting connected with labs. As the results of tests will be updated by these laboratories, they will be accessible to doctors in hospitals as soon as they are updated. It will significantly reduce the hassle of carrying hard copies of reports, delayed services, mismatched reports. Moreover keeping track of medical history of each patient with its constant updates will provide a more structures, time saving and convenient manner. As this venture will require complex technological infrastructure, the financial investment will be considerably heavy.The users of this system will be the Doctors and Patients. The details of what would be accessible to who would differ depending on the capability, requirement and need of the specified user. We recognize the sensitivity of the information that is the basis of this venture and many ethical dilemmas pose a threat however we have taken measure to combat that. Although the only approved medical personnel will have the authority and skills to use this software but registered patients will have a passcode and key information needed to access their account, hence it cannot be accessed without approval from patients to protect their medical privacy. For instance, the diminutive and in depth details of the medical history of patients would be available to the specific doctors subject to approval of student. This is because it is important for them to have those details for accurate diagnosis of patients. Additionally the Pakistans medical treatment facilities have significantly improved over the last three decades and there has been a shift towards a semi paper less environment if not a completely paperless one.User Attitude and BehaviourHere in this case, both the patients and the doctors will have be the users however it will be the Hospitals that will be our primary customers because this will a large investment and it is through the credibility of the doctors who recommend the use of our software to the patients and encourage them to register on it. Nowadays the youth and middle age people are technologically fluent and operate computers as well as softwares. The database system is designed to be user friendly and the convenience resulting from its use should be result in a positive response. People trust their doctors and if the doctor encourages them to put their medical history on a database, most people would not object to it.Primary ResearchA questionnaire was developed and distributed among doctors of different hospital to assess the need of the product. A sample of 30 was used. The overall result of the questionnaire conducted has been positive and it seems like the target market understands the concept and is keen to try it. People from this specific sector (Medicine) are well educated, technologically fluent. Majority agrees that the medical history of a patient is imperative to good results but seldom is it available. Even though most think that the patients are able to recall the information correctly and in little time but it would be a better, more accurate and more efficient idea to use a database to store such information. Majority uses paper files to record information; few use technological software to store it although some are using a combination of both. The doctors have felt the need for this kind of service as shown in the results section and feel that if this kind of convenient database facility is provided they would avail it. The results of research are in Appendix.Reviewing the Existing SystemsFirst of all we need to summarize the data at different levels by making an inventory of the medical reports, forms of different hospitals. This can be done by asking hospitals to disclose their database to the authority designing HMIS. The quality of the data being collected should be analyzed as well as the problems with the existing system should be identified. The results should then be summarized in a formal report. This information will provide bases for the new system.This task is very challenging as to review it we need to convince the relevant authorities, organizations of the need of new system and ask them to disclose private information of the patients. The information currently available about the existing HMIS system of Islamabad hospitals is:Existing Organizational Element, Features and Structures of Information SystemDuring 1990-93 the Ministry of Health, Government of Pakistan Developed a National HMIS (Health Management Information System) in collaboration with the provincial health department and international agencies. A report was published in April 1991, after a research of almost six month under Ministry of Health, according to which existing health information system as a rule did not provide adequate timely information for decision making neither to the health manager for system planning management, nor to the health workers for facility or patient management. The reasons pointed out were following; The overall HMIS was weak, did not product specify information. The method of data collection was poorly organized; the data is presenting simple numbers. The flow of information was fragmented. The data collection and storage was done manually this cause too much of time and also may have opportunity of human error.Competitors AnalysisCurrently the HIS have very limited scope in Pakistan. Most of public hospital as well as private dont have their own HIS. There are some hospitals such as Shaukat Khanum Cancer Memorial Hospital, Lahore has well developed HIS. The Shifa International Hospital, Islamabad also developed their HIS and Pakistan Institute of Medical Sciences, Islamabad (PIMS) is also working on their HIS.Shaukat Khanum Cancer Memorial HospitalAt Shukat Khanum more than 20 people developed their HIS for working more than 5 years. The system was implemented back in 2007. Since that time they a continuously refining their system and a team is continuously working on it to meet the international standards. At the backend the system is developed in Oracle 8i on the other hand at front end it is develop in Oracle 6i and ICD9 coding scheme is used for disease encoding. They are spending huge money on this system; the yearly renewal cost of Oracle is around 1 million rupees which is very difficult for any organization to pay for and especially a non-profit organization. The purchase cost of oracle for first time is around 5 million rupee. This shows how much they are interested in the better outcome of their system and for achieving their mission.Shifa International Hospital, IslamabadThey have developed a well-structured Information system. Main objectives of Shifa International Hospital MIS department are to continuously manage, improve and enhance the workflow of the business in achieving overall success. For that matter they are using oracle based system, which is helping them inintegrating all the analyzers in the laboratory, for achieving operational excellence and steady workflow. The oracle application and database servers have been upgraded to 10G R2. A PACS solution is used for information sharing and Virtual Network (VLAN) infrastructure has been developed to increase data integration and to protect data loss, misuse and unauthorized access. They have integrated all their Medical Centers, Lab Pick points and Pharmacies to facilitate the hospital in providing medical services beyond its wall through High end Routers, Fiber Optics and DSL lines. The intranet solution/ internal mailing system have been developed in hospital to be cost effective and so that it can disseminate information timely. Pakistan Institute of Medical Sciences (PIMS)PIMS has started a program for improving their HMIS according to international standards. The Ministry of Information Technology has approved 37.8 million for PC-1 (Pacific Crossing 1) for PIMS. PIMS is the first public hospital in the Pakistan which has its HMIS PC-1 approved.PESTEL AnalysisPolitical EnvironmentPakistans political environment can at best be described as volatile. The precarious conditions can be threatening but since the Hospitals cannot be closed down abruptly and regulations are not likely to affect this industry hence our business is in the safe zone.Economic EnvironmentAs medical facilities are a necessity, patients simply cannot skip it and once a year investment in our software can save patients and doctor other costs in the long run. According to the Pakistan Economic Surevy (2012-2013) the real GDP growth has fallen from 4.4% to 3.6%.Pakistans economy has been on a falling trend with inflation rising, purchasing power falling, and the energy shortage wreaking havoc on the economy. Technological and Legal EnvironmentPeople are becoming more technologically friendly and it is slowly covering every aspect of life. In Pakistan, unfortunately, the patents and copyrights do not hold much meaning and the law finds it difficult to protect infringement. The Electronic Transaction Ordinance, 2002 has helped matters but a lot of the issues are not dealt with. Additionally technology based product or service has a very short life cycle if not updated frequently.Formalities Name As an online service provider it is absolutely vital to register a domain name. The very first thing that needs to be done is register the name which should be easy to remember and locate. As no two domain names can be the same it is essential to get it right. The URL (Uniform Resource Allocator) will be its web address. Our domain name is www.medidata.com.pk

Legal and Regulatory RequirementsOur website will comply with all legal regulatory requirements as mentioned in The Electronic Transaction Ordinance, 2002. Designing WebsiteThe website has been designed using Adobe Photoshop. The look of the website is very clean, professional and organized in sync with the image it wants to send to the user of credibility and professionalism. It has been designed keeping in mind the convenience and ease of use method. The technical staff will make sure it runs without snags and its test run will ensure it does not encounter any problem. It will be update keeping in mind any technological updates. The website will be advertised on a popular search engine to divert traffic.Bank AccountsFor receiving payments and the expenses incurred Standard Chartered Bank has been chosen based on its credibility and efficient online banking system.Business ModelAccording to Weill and Vitale (2001) Types of Business Models, our business model is Full Service Provider, we own the data of the individuals and share it with the hospitals, we know either is data is being accessed by the hospital or not. We know when the data is being utilized & update and who performed this task, so by this we own the transactions. Lastly we have a strong relationship both the hospitals and individuals because we are providing them very important information at the right time. I

HospitalsIndividual Patients

$$ I IIMedi-Data IIndividual Patients

I

Hospitals

Revenue ModelOnly those parties will have access to the network that will get registered with us. There will be a registration fee as for the hospitals and doctors. In the initial stage there will be free registration for individuals and they will be allow to update their information and medical history. Once the network will get popular among society, then we can refine the revenue model in term of individual and may charge fee from them as well on registration. The advertising of hospitals and medical companies will also be used as a source of revenue. The details of revenue are in the budget portion. Business StrategyVision To ensure the appropriate use of information for improving patient care through the best possible use of technology. Mission To use the concept of information sharing such that it facilitates hospitals all over Pakistan in improving their efficiency and providing optimal patient care.Where we are now? Where we want to go? How and when will we get there?We are currently in the process of attracting the big and famous hospitals of Pakistan by offering them software that would enable them to develop a database for the medical records of all their patients. By having all these hospitals register with us we will be able to establish a central network, where the databases developed by all these hospitals will be available at one central point for the sake of information sharing with all the authorized users. This will benefit both the patients as well as the doctors; saving the patients from inconvenience and helping the doctors improve their efficiency.We plan to gradually sell the idea throughout Pakistan and be able to establish a central network consisting of all big hospitals, individual clinics, as well as laboratories in order to really achieve the intended goal and make the whole process of getting or providing medical care more convenient.SWOTStrengthsReduced possibility of lost records: Since patient records, test results and other critical data are stored in electronic form, there is little tendency of data to be incomplete, fragmented, hard to find, or sometimes hard to read, as in the case of paper based storage of records.Easy access to information: The greater the number of registered users, the easier will be the access to information. A patient getting his treatment from any hospital will be able to go to any other hospital and access his medical records or test results without having to carry his documents along.Increased efficiency: The medical history that previously had to be recalled by the patient himself, consuming a lot of doctors time, will now be readily available. As a result, doctors will be able to focus more on patient care and spend lesser time doing paper work. They will also be able to see more patients, increasing their efficiency as well as that of hospital as a whole.Emergency cases will be handled better: Patients brought in as emergency cases will have no disadvantage of not having their previous medical records with them because they will be able to access from any authorized hospital. So, in case of emergency patients can go to any nearby hospital and they will have all information just one click away, including every minor detail such as allergies etc. that could prove very vital in treatment.First in the market: Although many hospitals and laboratories have their own central databases confined to the use of their own staff and doctors, no company or hospital has established such a network for data sharing. So, we expect to have the first mover advantage.

WeaknessesHigh data storage and server costs: Since our business plan is to accumulate all patient data/records in a central hub, the enormity and complexity of said data, not to mention patient profiling, will drive our costs high. Additionally, creating an online platform and website for these purposes will be no small feat and hiring a software company for accomplishing this will further add to our initial business setup costs.Individuals ability to access and edit their data: Our business model is such that individuals will be given the authority to view and edit their data as provided by their respective hospitals. This may hinder the achievement of our basic agenda because they may remove any information that is vital but considered confidential by them. Also, if they add information it may sometimes be not be as reliable as that provided by the doctor himself. The authenticity of data may be challenged. However, to overcome this weakness we have decided to give patients/individuals this authority over their personal data for a price; they will be charged for it at later stages.OpportunitiesHealthcare in Pakistan is administered mainly in the private sector which accounts for approximately 80% of all outpatient visits. As a result, we have the opportunity to attract individuals and position ourselves such that they prefer only those hospitals that are registered with medi-data and are authorized to use the central database.Literacy levels in Pakistan are among the lowest in South Asia. As unfortunate as that is, the illiteracy of patients hinders their best possible treatment most of the times. It is very difficult for such patients to understand their medical condition let alone explaining it to another doctor. For such cases, our idea of central network is the best opportunity for doctors to give and patients to get the appropriate medical care.ThreatsHigh adoption costs for hospitals: To some risk-averse hospital administration all of this means added costs such as registering with medi-data, buying the software, hiring and training staff to use it appropriately. Such hospitals may resist the idea and be difficult to convince.Information confidentiality: On one hand sharing of information ensures improved medical care whereas on the other, the central network and easy access risks the doctor-patient confidentiality. The medical records in the central database would also include some sensitive personal information that patients are reluctant to share. Therefore, some people and hospitals may not approve of our idea. Moreover, we cannot ensure that doctors will not be manipulated or enticed into sell that data to other interested parties for various reasons such as politics or criminal activities etc.Competitor threat/new entrant threat: If new competitors come in the market with the same business idea, and offer this service at reduced rates to hospitals, then hospitals would find it easy to switch over to them due to low switching costs. This is because all it takes is one click to transfer the data to other entities since it will all be online. Furthermore, it is also possible that doctors may be bribed by said companies into giving up their passwords etc. so that these new entrants gain access to patient information. Ease of new entrant in the market: Since all big hospitals and laboratories have intranet helping them store all patients medical records, they already have well established databases of their own. It is thus, very easy for a few big hospitals and laboratories to come together and share data through a single connection of their networks. This will pose a major threat because they will have already built reputation to enter the market whereas we are yet to build the trust.Market PositioningAlthough, our target market includes all the hospitals, individual clinics, and laboratories, the benefits of our network are not intended solely for them. Patients are equally, rather more benefitted. We will position our business such that not only hospitals will identify the opportunity for increasing their efficiency but, individuals/patients will also realize how significant this network is for their personal health care. As a result, increased individual preference to visit only those hospitals that are part of this network will encourage hospitals throughout Pakistan to register with us.However, advertising is must to create this kind of awareness along with the sales team that will try and sell the idea to hospitals etc.Marketing and Sales Customers The target market of our network is all the hospital, individual, laboratories and biomedical companies which are located in Pakistan. Initially in the start of the year our main customers will be hospitals and big medical clinics, later we will expand our customer base to laboratories and individuals. At the initial stage laboratories and individual will be connected with us but will not be our source of revenue. Once the network will become popular among masses they will become our direct customers and we will start charging from them as well.

Other than direct network users (doctors and patients) we are also targeting different biomedical companies and hospitals as a source of revenue though providing them advertising facilities. We will charge them advertising fee.

Most of the hospitals have their own intranet which help them storing the patients medical records and it cost them in millions every year in the renewal of software cost specially if they using the oracle software. Their own intranet can be a competitor for us because it will resist them to use our network. Our network will provide them access to the additional information about the new patients which will be very vital for them.

With the development of internet infrastructure now every big and small hospital has easy access to the internet with in the Pakistan at very low cost. Other than this many hospitals have already shifted toward the usage of computer system for the treatment as well for the record keeping of patients. These are very positive sign for our business. If something adds value and make the process easily then people definitely purchase it, our network also adds value in the treatment process and save the time of doctors and give them accurate information regarding patient. On the other hand patient also feel comfortable to have their information online rather than in files, because they dont want to involve in the hassle of protecting their files for long time.

So if the network is properly implemented then our customers will definitely be willing to buy it. Secondly for the point of view of biomedical companies, they spend lot of time and cost on arranging conferences and seminars for advertising their brand name. Through our network they will find their whole target market at one stop and they can easily advertise over there.

CompetitionThe centralized health care concept has got a lot of fame with the development of internet and it is widely used in developed countries. Initially Europe decentralized the health care system for decades but after financial crises European countries are moving towards centralized health care system with the name of Nordic health care system.

As for as Pakistan is concern there is no as such any centralized health care system which provides information regarding patients medical information across the Pakistan. Only Shaukat Khanum Hospital currently provide online reports to its patients and even they just provide Pathology reports and no other sort of reports. Our network will be the first one in this category which will provide this sort of services. Some alternatives to network are hospitals owned software but they have very limited scope that restrict them to their own patients. It doesnt give them information about other patients if patient first time walk over at their place.

Since we dont have any direct competitor in the Pakistan, we can consider the hospital owned networks as the indirect competitors. The hospitals are not that expert in IT and network development because their core competencies are in medical treatment and information network is a supporting thing for their business.

One threat that our business can face is, if two or three big hospitals come together and start sharing their data via the single connection of their networks. This thing can hit our business badly in the future. The counter this problem we will make sure we provide them the value for their cost so they shall remain satisfied with our network.

Image Value: Our focus in on providing timely online medical information that will add value in the process of treatment. For patient point of view, it will save their life and they will remain safe by the wrong treatment especially in the case emergency.

Convenient: Our target market is the doctors of hospitals who dont have enough knowledge of dealing with the complexities of software. Our network will provide them the convenience, not in term of just accessing the information but also uploading it. Secondly, it will also provide convenient to patient by reduce the hassle of saving their medical file.

Marketing MixProductOur product Medi-Data is a network that will provide the access to the doctors about the medical history of the patients which are visiting them. This network will include the test reports, doctors diagnosis and prescription, drugs used, surgeries performed and any other relevant data which can be thought of as important in the point of view of the doctors. This data will be used by the doctors for the treatment of the patients. It will also be used by the laboratories where they can just upload the results of the tests thus eliminating the need for the paper report. Doctors as well as the hospitals willing to keep the track record of the medical history of their customers will register with Medi-Data in order to access the and add the information about their customers (Patients). There will be a space to place the ads where hospitals and medical companies can place their ads. Our targeting audience can make the use of these ads and can access them for the sake of services. At Medi-Data, record keeping will be much easier and safer for the doctors, laboratories, medical companies and the individuals.PriceThe price will be charged in terms of Registration fee on behalf of the hospitals and doctors and along with that the advertisement fee will also be charged. Advertisement fee will be charged from the companies and hospitals placing their ads on the website. All the hospitals, doctors and people will be provided the service for free during the trial period of the service, but after the period of 3 months the fee will be charged from them. The fee can be divided intoRegistration FeeSr. #TypeTime periodChargesRenewal Time

1.Registration Fee (for individual doctors)One YearPKR. 5,000After 1 Year

2.Registration Fee (for Hospitals having 2 to 10 doctors)One YearPKR. 25,000After 1 Year

3.Registration Fee (for Hospitals having >1020 doctors)One YearPKR. 40,000After 1 Year

4.Registration Fee (for Hospitals having >20 doctors)One YearPKR. 70,000After 1 Year

Advertisement FeeSr. #TypeTime periodChargesRenewal Time

1.Top AdWeeklyPKR. 1,000Non

2.Bottom AdWeeklyPKR. 700Non

PromotionThere are several ways of promoting Medi-Data. Nowadays most common source of advertisement and promotion technique for the products and services is through social media and internet. Other than this, it can also be promoted through pamphlets, local magazines etc. Our network can be promoted on facebook, twitter and other such types of websites. Seminars can be organized initially to introduce the service and create awareness among the people. Three months of free trial period will also be a technique for the promotion of our network. Videos can be uploaded on Youtube and other social networking sites about this service. As most of the educated people use e-newspapers and e-magazines, so ads can be placed on such popular websites to approach maximum number of people. Other than that, we will buy stalls on medical expos and market and introduce our network. Along with all these activities, we will identify a target market and will focus them by providing flyovers and doing personal meetings with them. These flyovers/pamphlets will contain important information regarding the network, its benefits, registration and other fees and a brief introduction on how to use and register on Medi-Data. The provided information will also address the important of the network along with the ease to access the information, no matter how old it is about the patient.PlacementThe network will be launched with the domain name www.medidata.com.pk. Sales ForecastIt is actually the process of estimating the sales of your product, services or business which is going to be in future. To do the sales forecast of our service i.e. Medi-Data we used some assumptions based on our study and some realistic data. Sales forecasting is one of the most important part of any business, without which you cannot get to know where your business will be in the coming future.

In the month of June, July and August, no sales will be made as we will be providing the Medi-data services for free on a trial period. Once the trial period is over, the price will be charged from the users. The forecasted sales are shown above for the different months.

WebsiteBrand and Image of Medi-DataA brand image is very important for any company as it determines its success in the market. Medi-Data website will be professional and very easy to use and the same time, will be portrayed as a necessity for the medical institutions and a source of comfort for the people. Being the first of its kind, Medi-data will provide customers with not only a place to keep their medical history but will provide a way for them to help the doctors as well. Everything you need, all in one place. Safe and sound under a secure roof. Only accessible by those you allow.Updating the websiteUpdating the entire website costs resources, be it time or money. The good and honest answer to this is as soon as anything worth updating is available.(Marcus Ledbetter, itd interactive) Website maintenance is a crucial part of marketing strategy and another important factor to update the website is the fact that Google ignores your website if its not updated. The website will be updated when there are changes in the following categories:FAQsHome Page (change will inform the customers that the website is not stagnant)Contact Us/Support update Search Engine ListingsThe website will be listed on the search engines. There are many SEO services available in Pakistan like jibranseo.com and uexel.com that cost ranging from Rs. 15000 or more depending on the type and duration of the required service.Services for Registered UsersThere will be two kinds of customers on our website1.Doctors, under the registered hospitals.2.Patients, who register online.For PatientsThe website will offer a complete list of tools for a patient to view and edit his or her medical history using the unique Medi-ID and the cellphone verification system to ensure no intruders can access anyone elses data. The patients will access to the support section of our website which will contain FAQs and other helpful material including tutorials on how to use the different tools at their disposal. Along with this, they will also have access to the Contact Us section where they can ask questions not listed in the FAQs, provide feedback and give testimonials or critique, all is welcome.The patients will have access to a complete My Profile system where they can view and edit their history, personal information, request new Medi-ID, recent visits, medicine list with dosage instructions.For Doctors/HospitalsDoctors will have access to something similar of an administrator panel. They will be able to view and edit the medical history of a patient provided he or she has a Medi-ID. If the doctor, does not have a medi-ID, he will not be able to access a patients data. Doctor UI will contain last login information so that he will know when did he or she last login the system. Business Process

People1. A team of software engineers and technical staff that will monitor and maintain the sheer size of data accumulated in one central database. Their job will be to prevent any kind of technical glitches and identify any required improvements or additions in the software developed.2. Three sales teams (number increasing as we expand) that will have to visit hospitals and give persuasive presentations and arguments in order to sell the idea to their administrations. This team will also visit several medical conferences to convince doctors etc. who in turn might convince their respective hospitals for the great opportunity that lies for them in our business idea.3. Three teams (number increasing as sales increase) of trainers accompanied by technical staff that will help set up the whole system in the registered hospitals as well as train their staff for its appropriate use.Budget and Finances

The budgeting and finance part for a firm is as important as oxygen is for life. The reason for this is that without knowing the start-up funds for the business and without knowing from where the funds will be generated one cannot start the business. So budgeting is important before starting a business.

First of all, the required start up funds is to be calculated, which comes up to be PKR 240,000. The different types of costs and assets needed to be acquired are shown below.

Required Start-Funds

- Equipments include different kinds of wires, extensions, office supplies etc.- Rent Deposits is the rent of the building in which we will set up our system.- Advertising and promotions include the costs which will be incurred during conducting seminars and conferences with the hospitals.- Website and software development are the costs of developing the website and software- Other initial start up costs is the miscellaneous costs to be incur.- Hardware and computer costs are the cost incurred due to the purchase of computers (4 in number).Sources of Funds to meet the Start-Up CostThe funds will be divided in 80-20 proportion. 20% of the Outside investors will be the people interested in our idea and willing to invest in the business. The rest of 80% of financing will be provided personally.

ExpensesThe different kinds of expenses and their amount is shown below:

SalariesThe following employees will be hired for the purpose of running the business smoothly. The position and their salary are shown below:SalariesHired PeopleMonthlyTotalYear One

Software Engineers225,00050,000 600,000

Technical Staff320,00060,000 720,000

Sale Person625,000150,000 1,800,000

Training staff420,00080,000 960,000

Total1590,000340,000 4,080,000

Total ExpensesThe total expenses to be incurred during the month and year one is shown below

Total Revenue and ProfitThe tables below shows the Monthly profit or loss which is expected to incur.MonthsJun-14Jul-14Aug-14Sep-14Oct-14Nov-14Dec-14

Monthly Revenue---421,000452,800563,800601,400

Monthly Expenses691,500451,500451,500451,500451,500451,500451,500

Monthly Profit of Loss(691,500)(451,500)(451,500)(30,500)1,300112,300149,900

MonthsJan-15Feb-15Mar-15Apr-15May-15Annual Totals

Monthly Revenue560,200834,400810,600949,400591,6005,785,200

Monthly Expenses451,500451,500451,500451,500451,5005,658,000

Monthly Profit of Loss108,700382,900359,100497,900140,100127,200

Future Planning (10-20 Years)In a nutshell, what we are offering is a central database for patient medical record developed by gathering from various sources the data including information regarding patient treatment, diagnosis, lab tests, history, prescriptions and allergies. This data can be accessed from various registered sites or hospitals throughout Pakistan, also providing the required level of security, patient privacy and confidentiality. In the long run, however, the data is not only intended to improve medical care through convenience and cutting back process time but also by giving doctors an insight into several medical conditions and their successful treatment. In the next 10-15 years we expect our database to hold detailed information regarding many successfully cured patients. We will then enable authorized doctors to have access to all such information and be able to filter through it in order find data relevant to the particular case he is handling. This will help all doctors learn from the experience of others. Consequently, with the passage of time our central network will help further improve the medical care provided to patients in ways never thought of before.

Appendixes Questionnaire and Their Justification and ResultsAge, Place of Work and Designation (These are the demographical requirements that will help us ascertain the credibility of the person who fills the questionnaire. The age will indicate the years they have been in the field and can be positively correlated with experience.)1. How important is it to know the medical history of a patient before treatment? Especially in case of emergency (This question will signify the importance of having sufficient medical history thus indicating the importance of our data base.)Not at all important00%

Slightly important13%

Important27%

Fairly important413%

Very Important2377%

77% of the sample target market finds it very important to have medical history prior to treating any patient while 20 % find it from important to fairly important. A meagre 3% find it slightly important while none found it not at all important. This signifies the value of our Database which could provide exactly that. Since it is crucial to treatment our database is of great value to hospitals and doctors.Do you have timely access to patient medical history? In the case of emergency (This is will show whether doctors have access to information they need to make decisions which is one of the offered benefits of our database.)Yes310%

No517%

Sometimes2273%

The response to this question should ideally be Yes to avoid any uncertainty which could potentially save someones life how it is only an astoundingly low 10%. 17% find that they do not have timely information while 73% feel that it happens sometimes which is still not a good thing. Given any other industry it would have been fine but since knowing and not knowing could be the difference between alive and dead, it is imperative that timely information is provided. This again stresses the importance of the benefit of our service.3. How much time does it take to know the complete medical history of a patient? (This will show the time spent by a doctor to get to know the patients medical background every time they visit.)Less than 5 minutes723%

5-10 minutes1653%

10-15 minutes517%

More than 15 minutes27%

53% claimed that it takes 5-10 minutes to know the complete history of patients while 23% claimed it takes less than 5 minutes. 17% said took 10-15 minutes to find it and only 7 % said more than 15 minutes. Even majority most claim that it takes less than 10 minutes however having a database could endure that minimal time wasted on these details and only absolutely necessary questions are asked. In todays era time is money and doctors are very busy, less time per patient could mean increase in the number of patients seen per day and that could result in profits. Also a database could be provide unbiased information without the risk of hiding any conditions due to patients perceived unimportance or shame.4. Patients are accurately able to recall and explain their medical history when asked? (This will tell us whether patients ability to recall has the same accuracy as our database)

Strongly Agree413%

Agree1137%

Neutral1240%

Disagree310%

Strongly Disagree00%

Only 4% strongly agreed that patients were able to explain their medical history accurately while 37% agree. However majorities of 50% were neutral and/or disagreed with the statement. This signifies the importance of having an accurate database that would perfectly describe patient history and save any medical complication as miscommunication can result in fatal errors.5. How long does it takes for a patient to get the recommended test reports after you have diagnosed a problem? (It shows the average time spent in getting reports, whether it is long periods which could be improved by Medi-Data.) 2-3 days1757%

Within 1 week1137%

Within 2 weeks00%

More than 2 weeks27%

When asked about the time frame it takes to get patient reports done, a hefty 57%claimed it to be 2-3 days while 37% claimed it to be within 1 week. Only 7% selected the option more than two weeks. The time frame described by the sample target market is very good and needs very little improvement which could be offered by our devices after all efficiency is vital in such situations and any improvement could make major changes.6. Where do the patients mostly get their test reports done from? (To identify the preference in medical testing services.) Hospital testing services2790%

External laboratory310%

90% of the medical practitioners claimed that reports are done from hospital testing services with only a meagre 10% are done from outside. This could help us integrate the system more closely with the hospital as they already have back records of the testing.7. For the patients previously being treated elsewhere, do you suggest they get their tests done again at your hospital? (To identify whether the medical record storage is somehow linked to hospital or not) Always00%

Never00%

Only when necessary30100%

Everyone sided with the option only when necessary which is a good sign in terms of medical practice.8. How do you store patients medical history? (Since ours is essentially a paperless mechanism, it will identify which method are they fluent in and the difficulty level if transferring to Medi-Data.)Paper files1447%

Computer software413%

A combination of both 1240%

Other00%

A huge 47% still store records on paper files which can easily be destroyed, get lost in the huge paper file or get tempered with. In this new era of technological advancement it is important to store records on database as they can be easily viewed, found and accessed. They have relatively more security than paper files. As the world is moving forward in technology developments most are using both methods of storage as indicated in 40% of the results above. Only a meagre 13% use only computer software. This shows that we have huge market to cover and a huge market to convince to use our service. We could additionally bag the first movers advantage in this market as there is a lot of scope for customers.9. You are able to effectively and soundly use technological devices and softwares such as Microsoft office, LinkedIn, Facebook. (Since ours is technology based service, a person should have the basic understanding of technological devices to operate it and it could indicate the ability of the user as well as identify difficulty in transferring to our service.Strongly Agree620%

Agree1963%

Neutral517%

Disagree00%

Strongly Disagree00%

This question is very important as it indicates the percentage of our target market that can fluently operate our software and the percentage that will have difficulty. Fortunately, 20% and 63% strongly agree and agree, respectively. Only 17% are neutral but everyone knows the basic of operating a computer which is a huge advantage in our line of business.10. It would be a more efficient and accurate if patients entire medical history was stored on software that could be accessed by doctors rather than having patients explain it. (This show the perceived demand and acceptance for our service.)Strongly Agree1447%

Agree1033%

Neutral00%

Disagree310%

Strongly Disagree310%

47% and 33% of the patients strongly agreed that having a database could be greatly beneficial to them and a better option than patients having to explain it while 20% disagreed as well strongly disagreed with it. This clearly indicates that people are receptive to this idea.11. Would you use information storing software to deal with patients if available? (This will indicate their preference to use this service.)Yes2377%

No13%

Not sure620%

A very healthy 77% agreed that they would use this kid of software, which is a healthy sign for our service and 20% were not sure. The uncertainty could come from not knowing details of the service but they have potentials to be swayed in the yes category. Only a 3% chose a clear no but cynics of technology and the ethics dilemma of sharing information could be the reason for it however a majority is ready to use such software.13. It would benefit the hospital and the patients if the information recording software would help all doctors across country could access it reducing redundancy.Strongly agree1757%

Agree1240%

Neutral00%

Strongly Disagree00%

Disagree13%

The results of this question were extremely encouraging with 57% strongly agreeing to the statement and 40% agreeing to it. Only 3% disagreed to it. The results show that the audience understands the idea and is keen to try it if providedWebsite

Sheet1Medi-DataRequired Start-Up Funds

Required Start-Up FundsAmountEquipment10,000Rent Deposits10,000Advertising and Promotions50,000Website and Software Development60,000Other Initial Start-Up Costs10,000Hardware and Computers100,000Total Operating CapitalTotal Required Funds240,000

Sheet1Sources of FundingAmountTotalsOwner's Equity80.00%192,000Outside Investors20.00%48,000100.00%240,000

Sheet1Medi-DataOperating Expenses

Fixed Operating ExpensesMonthlyYear OneExpensesAdvertising5,00060,000Conferences & Seminars50,000600,000Miscellaneous2,00024,000Rent10,000120,000Sales & Marketing25,000300,000Maintenance Cost15,000180,000Domain Fee4,00048,000Server Rent5006,000Total Expenses111,5001,338,000

Sheet1Total ExpensesMonthYear OneSalaries340,0004,080,000Operating Expenses111,5001,338,000Start-Up Funds0240,000451,5005,658,000