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Save Billy

Marketing Plan

Final Project

Dan Saguy, Avi Kletzel, Lapid Levi, Shai Zamir

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Introduction

Naa Kai, a 16 year old teenager, used first aid skills to save the life of a 14 month old baby. Having

completed an Ambulance course, she knew to pat Hector’s back as he seemed to be choking. Her

action worked, as the baby began breathing again.

“Because I knew what to do I wasn’t scared,” said Naa Kai. “He was freezing

cold, but then his heart started beating really fast. I was calm, but even calmer

when I heard his heart beat”.

Executive Summary

The opening paragraph describes the most valuable human capability in modern life: the ability to save

life. Since most of the time we are surrounded by people we care about, family, friends and colleagues,

chances are that these are the people who will need it. Unfortunately, Naa Kai is not a representative

example for the rest of the population or how we as individuals are prepared to save lives.

Research shows that 59% of the world’s population would not feel confident trying to save a life; 24%

would do nothing and wait for an ambulance to arrive or hope that a passer-by would know first aid;

Only 28% said they would know what to do .These statistics illustrate the society’s need for acquiring

first aid knowledge without going to a long and formal first aid course.

Save Billy’s vision: to increase first aid awareness in a fun, easy and popular method. “Save Billy” is

an educational game app that provides users with basic knowledge in first aid procedures. Save Billy is

the only application that combines medical essential knowledge for many social groups (parents,

caretakers, travelers) with an exciting interactive game and would be free for all users.

Our product will penetrate the mobile social games arena which is the new mass-market powerhouse.

Our potential customers are companies seeking an original advertising platform which we can provide.

The marketing actions will be coordinate with three circles of promotion: word of mouth marketing

(WOMM), healthcare and education institutes (medical faculties, universities, schools) and public

space and social media (Facebook, magazines, outdoor ads).

The Game applications arena and its characteristics

There is a tectonic shift in the landscape of video gaming. The era of marketing singularly to the 18-34

hardcore male gamer is officially over. The emergence of a “mobile casual gamer” (someone who

plays games on their mobile device for fun) is becoming ever clearer. Mobile gamers are the new

mass-market powerhouse. The age range has changed, it is made up of more females, more educated

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and more affluent. The majority of players fall within the 18-49 year old bracket, which indicates that

games are attracting users during their earning years versus, in particular, their teenage years, where

they likely cannot afford more expensive mobile devices.

So who is this mobile casual gamer? Taking an average across the demographics, the person is: 28

years old, female (53% chance), North American (64% chance), has a household income of $66.1K,

holds a bachelor’s degree (61% chance) and is white (66% chance).

A recent study indicates that the rate of iOS and Android smartphone devices adoption is more than

four times faster than that of personal computers. The average smartphone user is spending more time

in their mobile applications than they do browsing the web. In terms of usage behavior, customers use

games more often than they watch prime-time television shows.

Users and Customers

Our Users and their Needs

We wish to merge the strong need of people to learn how to give first aid procedures into this

megatrend of social gaming. We recognize that this need gets stronger within certain groups who are

taking after other individuals, or feel a stronger responsibility towards their community. This our the

users we will address. While the game is not limited to these groups, our marketing strategy is to focus

on these users:

1. Parents - who are concerned about being able to take care of their child in case of an emergency.

2. Caregivers- nurses, teachers, nannies, paramedics, scouts, babysitters, etc.

3. Students- who are more society aware and may feel a duty to those around them.

4. Travelers- who are about to go on a trip.

These groups have a strong interest in having the ability to respond in the event of an emergency.

While they would probably not take a full first aid course, they do want to learn how to save lives. This

is where Save Billy would answer their need.

Our Customers and their Needs

It is important to distinguish between our users and our paying customers.

Our customers are companies looking for an advertising platform. They are mostly located in the arena

of healthcare products, pharmaceutical (especially companies with OTC products) and educational

companies (see examples in appendix 2).

It is important to note that the game has a strong advantage with the ability to customize and match the

games features to our customers and user’s needs. For example: to reward parents for acquiring

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knowledge the game will reward with a certain coupon or free sample, like a 10% coupon at Shilav, or

free Materna package in Superpharm.

Customization will allow us to better match between users and customers. Thus, while healthcare

companies would be our main target customer, other advertisers could include any company wanting

to reach the specific users, for example: Travel agencies for travelers, travel insurance, web sites for

flights and hotels, etc.

It is also important to note that advertising within an educational first aid product, the customers are

promoting themselves through a positive cause, and implementing a strategic sustainable cause. In the

long run this can prove out to be a valuable rare resource and a competitive advantage over other

games and/or methods of advertising.

The 4 P's marketing mix

Product

“Save Billy” is an educational game app. The main idea is to provide users with basic knowledge and

awareness to first aid procedures and medical treatments. This is done by a fun game with the main

character Billy, who keeps getting himself in medical trouble. A player will face different levels where

he will be challenged in a variety of situations in different locations, where the objective would be to

save Billy's life by giving him proper medical attention. Advancing in the levels of the game will earn

the player points based on the performance and knowledge he demonstrated in the level.

While the knowledge acquired will supply the player with actual lifesaving skills, the learning process

with the game will be filled with humor and would even be provocative at times (blood effects, funny

screaming, etc.). The design of the game is colorful and young in order to attract gamers of all kinds

and not just medical-oriented users. The design will include high graphic screens with an interactive

game experience, to make the product fun and addictive. The user interface will incorporate ideas and

methods of interaction from the most popular games on the market (with millions of downloads1),

mentioning some: Angry Birds, Fruit Ninja, Talking Tom, Ninjump.

Milestones for development will include:

Phase 1: Graphic user interface planning

Phase 2: Design and animation

Phase 3: Programming (platforms, social media such as Facebook)

1 Number of downloads of each app: http://www.dailymail.co.uk/home/moslive/article-2079371/Angry-Birds-Talking-Tom-Cat-The-worlds-popular-iPhone-apps.html

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Phase 4: Pilot tests with users and bug fixes. The above focus groups will play the game, review and

give feedback and suggestions for improvement.

Competition: Save Billy faces two main competitions, the first competition is against other tools and

games that seek to increase learning of first aid procedures (see appendix 2 for examples). Our

application offer a unique platform for advertisements, therefore our second competition is in the

advertising market, specifically online marketing. There are other apps for learning emergency

procedures, however none are built in the game format. We are the first ones to create an app that is an

all-inclusive integration of first aid concepts transmitted in a gaming format. We believe that this

creates an opportunity for capturing a market segment that has not been dealt with.

Price

The app will be free of charge for all users. The business model is based on income from the

advertisers. The price will be determined by the number of users and traffic. The game will be able to

give reliable measures of the number of downloads as well as usage time. The amount of users will

generate traffic, which in turn will determine our profit. The more users we have the more

advertisements we can sell and charge.

Place: Save Billy will be conveniently placed online and will be downloadable from app stores. for

different mobile phone platforms and well as Facebook

Distribution channels: Three circles of promotion:

1. Word of mouth marketing (WOMM)

2. Healthcare and education institutions (schools, medical faculties, universities)

3. Public space and social media (Facebook, magazines, outdoor ads)

Our Promoters and their Needs

In order for the product to succeed we must provide our customers with high traffic (many users). Our

intention is to form partnerships with the leading professional industries and authorities, who have the

need to decrease the amount of accidents related to lack of first responder attention for different

reasons. The medical field has the purpose of saving lives, per their core values. Health insurance

companies can decrease the price of their policies by effectively managing the risk of accidents when

educating people on first aid practices. NGO’s have a duty to society and promote the values of life

and health..

The idea is to create “win-win” partnerships, where the promoters would be able to promote their

cause, while in the meantime adding users and increasing downloads of the game.

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We aim to form B2B partnership with these organizations. They all can utilize Save Billy in order to

provide a platform to transmit their message to their followers, while at the same time increasing

traffic, and making the game profitable.

The idea is to have our promoters display the game during promotional events (such as fairs, carnivals,

conferences, etc) in order to create interactive experiences with the users. Naturally, after their first

interaction with Save Billy, the users can download the application for free into their smart phones and

keep playing after the event where they attend. This way, the users can remain as an active platform

for advertisement long after their involvement in the event. In addition to events, some promoters

could maintain regular “Save Billy” stations in their service centers, where they interact with the game.

Ministries of Education – The average student spends at least half of their day in educational

institutions. Therefore, it is extremely important to increase the amount of readily potential prepared

responders in case of an emergency. The app can also be customized for addressing the topic of sexual

education. Our new app will allow students to follow up on the materials discussed in class and acquire

additional knowledge without the feeling of embarrassment. In terms of promotion, in order to

generate traffic we plan to reward users. We aim to launch the "National high school save Billy

league". The winner will be publicly awarded. Our app also allows the users to play online against

other users in real time and gain recognition. The users have the ability to publish their achievements

on their own Facebook page.

International Medical Organizations: International Red Cross, National Emergency and

Medical Services. The game can (1) promote the organization and generate new volunteers. We can

incorporate info and online applications for potential volunteers, publish blood donations dates and

locations and more (2) Develop unique program to prepare new volunteers and first aid responders to

study (3) fun platform to refresh the course material.

Health Insurance companies - we aim to combine these companies to promote our game through

their websites and services. Because these organizations have a strong interest to promote lifesaving

skills, the game can be part of a CSR program to increase awareness, while at the same time saving

high costs in the long run. We plan to station the game on LCD screens in day clinics and hospitals,

which will provide a fun way to acquire knowledge while waiting for the doctor.

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Appendix 1

Research information about the games arena

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Appendix 2

Customers examples

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Appendix 3

Competing Apps

The market features a variety of applications regarding First Aid. There is still no application in the

form of a game, like "Save Billy". The variety of applications that exists in platforms such as the

iTunes Store are free and are purely informational. Some contain graphics and basic animations. There

is an application developed by the US Army that is pretty sharp looking and comprehensive in terms of

content. It is called "Army First Aid" and it is sold by $1.99 USD in the App Store as of early

February 2012. The rest are basically established under the premise that no matter how prepared you

might be for life’s unexpected bumps and contusions—first aid kits in the cars, a Red Cross CPR

certification in your wallet—there’s always the possibility that when a real medical emergency

arises. Costing applications examples include:

ResQr First Aid & CPR Coach Healthcare & Fitness $3.99

Pocket First Aid & CPR from the American... Healthcare & Fitness $3.99

American Medical Aid Healthcare & Fitness $2.99

CPR Buddy Medical $0.99

CPR Buddy is meant to help users time the rate at which they

administer chest compressions—click “respiratory CPR” or “cardiac

CPR”—via a series of timed beeps. However, this requires users to

be familiar with the distinction between the two types of CPR. If

someone’s relying on an iPhone application to help them in an

emergency, is it safe to assume they understand the difference? It

seems unlikely, given who this app is aimed at.

Creative Coefficient’s American Medical Aid is a combination first

aid manual/emergency contact sheet. The $3 app’s Resources section

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provides clear instructions by different emergency category (drug

interaction, road side incident, and so on). The app’s Call area, which

lets you program in your medical and emergency contacts, is a smart idea, as

is the feature that lets you convert your iPhone into a blinking distress

beacon.However, it has a problem with how it presents some info. If

there's a need to look up instructions on how to survive a hotel fire

(under Survival), for example, it might help if the instructions were

less wordy and more step-by-step with pictures. Nobody wants to

read in an emergency.

Pocket First Aid & CPR organizes its content via a series of drill-

down menus. One of the nicer features in this $4 app is the

hyperlinking: terms that are printed in red with a thin line around

them are clickable, and users can then drill through to learn more

information. This comes in handy when you’re trying to treat one

malady (a head injury, for example) and it turns out to have been

caused by another (a seizure).

ResQr First Aid and CPR Coach from Think Safe is a great

layperson’s tool for emergency situations. The navigation buttons at

the bottom of the screen let someone look up CPR instructions, call

911, look up the nearest emergency room, or get quick instructions

on treating injuries.

When you click the $6 app’s Injury button, a graphic, color-coded group of icons comes up—again,

perfect for helping panicky people find the information they need quickly. Once the user clicks on the

injury category—Breathing, Choking, Drowning, for example, the software asks yes and no questions

(“Is the victim breathing?”) and displays treatment instructions depending on the input. This is a great

way to walk people through performing unfamiliar tasks in stressful situations.