Business Plan Hello PDF

BUSINESS PLAN
MOHD HISHAM PARMAN

MBS 161108
26 December 2017
NEW VENTURE CREATION

MBSA 2313
DR ADRIANA MOHD RIZAL
New Venture Creation – Buiness Plan 1
Chapter Page
1 Executive Summary 1
2 Industry Analysis 3
3 Market Analysis 14
4 Business Description 19
5 Marketing Plan 28
6 Operation Plan 32
7 Financial Plan 37
8 Appendix 43
9 Curriculum Vitae 45
10 References 46
1.0 Executive Summary
In line with our nation to move towards the Digital Economy, our HelloDoc ™
mobile health application is primarily aimed at revolutionizing the traditional
doctor house-call to become a “Doctor on Demand” system simply through the
touch of a button from your smartphone much like how Uber operates for
transportation services.
Today, most of the world’s population is online. Everyday activities are
dependent more on smartphones with internet connectivity - be it for personal or
for business purposes. Malaysians are Internet addict where they spend on
average 5.1 hours to surf the internet and about 2.8 hours on social networks.
The use of digital technology in Malaysia’s industries is promising as it has
generated revenue in various sectors. Malaysia’s Digital Economy has made
substantial progress over the years, whereby in 2014, it contributed 17% to
national GDP and is expected to grow at CAGR 9.5% (2014-2020).
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Waiting time is a common situation in the doctor’s waiting room. Many

studies have shown that there is an inversely relation between waiting time and
the level of patient’s satisfaction as this will reflect the administrative efficiency.
In addition to longer waiting time, the duration of consultation is also inversely
related to the satisfaction levels. The needs of the patient are not fully addressed
by the healthcare personnel including the doctors.
Based on this pain factor which requires attention, hence addressing the
needs of the patient, we have value propositions that can be translated into a
business model using software solutions for mobile platform like Android, iOS
and Windows. The mobile health software is called HelloDoc™. This mobile
health apps provides the solution for the patient for getting equal and quality is
mobile health apps provides the solution for the patient for getting equal and
quality healthcare that they are deserved to get. HelloDoc™ offers live chat or
video call, site visit and the directories to nationwide affiliated hospitals and
doctors network.
Our marketing team has positioned our product/service into middle-income
group (M40) aged between 30-70 (this age range is the most vulnerable to non-
communicable disease), living in urban area where the smartphone and internet
penetration is high, and for those younger than 30 years old who are really
concern about their health and wellness. Thus, the ideal geographical location
that has this segment of people would be in the Healthcare settings and Wellness
Centre or programs.
With the start-up capital of RM 300,000, we will be operating in
Damansara, Petaling Jaya. We are confidence for the first year, our target sales
are around RM 100 - 150,000 can be achieved. By the end year 2020 we will be
achieving our first million revenues. After the third year, we are expecting the
revenue will be around RM 3 million after rigorous efforts by our marketing
team.
The industry leader is Doctor2u who just recently adopting the digital
healthcare industry to diversify their business level strategy. Their original
business is operating the medical laboratory retails known as BP Healthcare Sdn
Bhd. HelloDoc™ is very optimistic that we will strive and can bring value into
the industry. Our unique selling proposition: the appointment scheduler with
DIRECT NETWORK of affiliated hospitals and registered doctors.
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The outlook for this business is very promising taking into account the
shift from traditional brick and mortar restaurants to mobile food services.
People value their limited time and are willing to pay a little extra just for this
convenience. Using social media and backed by its future expansion plans, the
business is set to meet it sales target.
2.0 Industry Analysis
2.1 Industry Size
Today, most of the world’s population is online. Everyday activities are

dependent more on smartphones with internet connectivity be it for personal or
for business purposes. As in mid-2017, Malaysia’s total population is 32.047
million people (DOSM, 2017). 70% of them lives in urban area where
internet penetration is around 68.5% and household broadband penetration
is 72%. There were about 44.5 million of mobile subscribers with 144% mobile
penetration. So, what do Malaysian mobile users do on their phones is shown in
the Figure 1 below:
Figure 1 Shows How Malaysian Do on Their Smartphone.
Source: Malaysia Digital Association, 2014
Malaysia is still nascent (Figure 2) in e-commerce industry and there is potential to

grow in future provided it is supported by Malaysian government initiatives and plans
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to achieve high-income nation by 2020. The vision towards a fully-developed nation

by the year 2020, has made Malaysia to embrace the global digital revolution (which
means the availability of high quality of infrastructure and services to support this
digital shift) [1].
Figure 2 Malaysia is nascent position in the digital economy industry. Source: Euromonitor by AT
Kearny analysis, 2015
Digital technology is not limited to ICT (Information and Communication

Technology) industries but also disrupting the traditional industries. It involves 3 key
elements:
1. Digitizing product and service offering (e.g. virtual telemedicine).

2. Digitizing customer engagement (e.g. digital marketing channels for sales).
3. Digitizing the internal operations to increase productivity (e.g. digitizing
the sales force).
The use of digital technology in Malaysia’s industries is promising as it has generated

revenue in various sectors as shown in Table 1 below:
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Industry (2016) Revenue (RM million) (%)

Fast-moving Consumer
Goods 192.42 34.6
Services 103.30 18.6
Pharma and Healthcare 86.29 15.6
Entertainment and Media 56.31 10.2
Automotive 28.36 5.10
Telcos 23.50 4.20
Retails 21.07 3.80
Financial Service 19.85 3.60
Travel 17.42 3.10
Electronics and Computers 7.290 1.30
555.81
Table 1 Exhibits the revenues generated through digital economy in various industries in Malaysia
Source: Statista 2016
2.2 Growth Rate

Malaysia’s Digital Economy has made substantial progress over the years,
whereby in 2014, it contributed 17% to national GDP and is expected to grow at
CAGR 9.5% (2014-2020) to achieve the RMK-11 target of 18.2% contribution [2].
Malaysia’s Digital Economy initiatives are supported by MDEC (Malaysia Digital
Economy Corporation) to ensure the continuous drive for Malaysia’s economic
success through digital economy strategies and initiatives (Figure 3).
In 2016, the Pharmaceutical and Healthcare e-commerce industry were only

contributed around RM 86.29 million of revenue and is still far behind. By 2020, with
CAGR of 9.5% the estimated Pharmaceutical and Healthcare industry will achieve
revenue of RM 124,055,763 only. There is potential for Pharmaceutical and
Healthcare e-commerce industry to grow in 2020, favored and supported by
Malaysian Digital Economy initiatives launched by Malaysian government.
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Figure 3 Source: AT Kearny analysis (Asian Digital Revolution, 2015)
2.3 Sales Projection
The projected growth in 2020 is estimated around RM 170+ billion on condition there
are efficient broadband penetration, higher worker productivity and fully-supported
new industries like e-commerce (Figure 4).
Healthcare e-commerce is lagging with minimal numbers of players. The revenue
generated by year 2020 will be around RM 124 million.
Figure 4 Projected Growth of Malaysia’s e-Commerce market in 2020.
Source: Euromonitor by AT Kearny analyst, 2015.
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2.4 Industry Structure

The digital economy’s value chain consists of devices, networks and applications.
Applications include online service, enabler technologies or content rights. Online
services are the more dynamic and visible along the digital value chain (Figure 5).
Figure 5 The Digital Economy Value Chain

Source: Euromonitor by AT Kearny analyst, 2015.
The mobile health application industry in Malaysia is relatively less competitive

because the industry is new and fragmented. They are leveraging the familiar social,
mobile, analytics and cloud technologies etc., and often add enhanced features to
further add value proposition of their platform.
Therefore, before stepping into the industry, the Porter's five forces framework can
be a useful way to analyze the current situation of the digital business industry and
how various forces may react [3]. In combination with the usual value chain
analysis, it can help to evaluate the industry structure and plan our strategy and
provide some useful insights into what may encounter along the way.
a) The threat of substitutes
In digital business, the substitute will be in the form of purely physical product
or services. For any digital platform, there is no doubt they will be using the latest
technology and innovation. There must be competitors out there who could easily
imitate and become hybrid to compete and share the market. Because of the low-cost
nature, the threat of substitution is high. In this digital health platform industry, the
switching costs are low, so the probability to substitute is high. Therefore, product
differentiation with unique selling proposition is of paramount important if we
want to retain the customers.
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b) The bargaining power of buyers
Among the 5 forces impacting industry competitiveness, the bargaining power of

buyers is the most powerful, or in the other words the bargaining power of buyers is
high. The major driver for digital business industry are driven by consumers
empowerment and expectation for more user’s experience. The bargaining power of
buyers is the reason that industry players to keep innovating and provide them with
our value-added offerings across our business models, processes, operations, products
and services. The rise in bargaining power in consumers is largely due to information
sharing, low switching cost, price sensitivity and increased industry competitiveness.
c) The bargaining power of suppliers
The suppliers have an advantage either to accelerate or decelerate their pace based on
how and what they want the impact they desire and own situation. Those adopting and
pursuing digital models themselves may form new partnerships and this may help
accelerate the business model. Example, the Microsoft through their product
Microsoft Azure has established their partnership with the local Malaysia’s Digital
Hub which will boost the digital business start-ups in Malaysia. When the industry is
new, with low numbers of players, the bargaining power of supplier is low.
d) The rivalry among the existing competitors
The rivalry among competitors is always in play, for instance there were 6 healthtech
startups registered in 2015 in the Malaysian market (Figure 6). Among the earliest
industrial players are; Door2DoorDoctor, Doctor2u, Teleme and G.P-Asia. Their
business models are mainly platform for booking a doctor for house call, video calling
and consultation, prescription and delivery of medicines etc. There is also ambulance
service booking with on-demand concepts like Uber business model using real-time
mobile application solution. Therefore, the rivalry among competitors are low to
moderate.
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Figure 6
Source: Propell Healthtech, 2015
e) Threat of entry of new entrants
Mobile Health Apps industry is considered emerging and fragmented and is more
receptive to new entrants compared to the concentrated industry. But to practice
telemedicine in Malaysia, there will be regulation and laws governed by the Ministry
of Health especially on the medical practitioner’s background profile to safeguard the
patients’ rights and safety. Thus, the threat level of new entrants is low to moderate.
In summary, the competition level is low to moderate and this industry is attractive
and will attain profitability Figure 7.
Figure 7
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2.5 Nature of Participants
Figure 8 The Mobile Health Value Chain
The nature of participants in m-Health industry in Malaysia can be illustrated from

Figure 8. It will see new industry players entering in the ecosystem especially the
software start-ups. There are 6 current local industry players, while another 3 are from
foreign entrants. There are the established players and will be challenged by the new
players like Hello Doc which can offer better m-health application with solid innovation,
style and design. Along the value chain, the network operator will provide reliable
internet penetration and infrastructure. The competing network providers will impart the
low-cost structure to the m-Health apps provider like HelloDoc. In terms of the hardware,
Malaysia has the advantage of the presence of Android and iOS devices which support
our m-Health apps. The software market is the important component of m-Health. The
market for m-health software has 2 subsegments; 1) Medical apps for smartphone and
tablets that offer direct links to health information topics and react with it, and 2)
Mobile solution for data management. In this industry, the services include the personnel
required to conduct the online consultation, monitor patients and deal with fitness and
wellness.
Looking at the complexity and competencies needed to develop and successfully

commercialize the end to end solution, it is expected there will be no single player will
satisfy the needs and wants of the customers. Thus, a strategic partnership, alliance or
even merger will be required. In the future, there will be involvement with the healthcare
providers, insurance companies, corporate and the government bodies which regulate the
law pertaining them-Healthcare industry in Malaysia. Because health insurance
companies have not yet involved in m-Health industry, the existing market focuses
primarily on consumers willing to pay the costs for their own benefits.
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2.6 Key Success Factors
1. m-Health offers several starting points to optimise the internal pharma value
chain.
Now, the pharmaceutical manufacturers are interested in m-Health solutions
which active in the fields of marketing and patient education. The loophole
currently is that there is no m-Health solution which optimize the internal
efficiency in their value chain.
Research, Proof of Concepts, Development, Submission, Launch, Patent Expiry
e.g combining crowdsourcing technologies with Hello Doc m-Health platforms
enable targeted patient recruitment for pharma drugs studies.
2. Integrating health insurance provider as the payer.
3. Offer access to network of doctors, payers and pharma companies and patients
(act as a one-stop solution)
4. The founder is a medical practitioner with almost 20 years in the industry and has
wide network in healthcare industry (health information, pharmaceutical and
clinical networks).
2.7 Industry Trend
Healthcare demand in Malaysia is growing, driven by many factors like

growing population especially the elderly where heart and chronic diseases like high
blood pressure and diabetes are ranked as the top non-communicable disease.
Globally, Malaysia contributed 75% of death in the non-communicable diseases
category (World Health Organisation, ‘Global status of NCDs’, 2014) [4]. The
healthcare expenditure in Malaysia is expected to increase with CAGR of 9% to 9.5%
between 2015 – 2020 (Business Monitor International, 2014) [5].
With the rising of digital applications, the health industry in Malaysia is just
about to embrace the integration of healthcare operation and network as seen in the
implementation of Electronic Health Records, online communication and mobile
applications.
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The infancy stage of the digital healthcare applications requires the industry
player especially HelloDoc m-Health to customize and develop the m-Health
application with Business Model that covers the disease pattern uniquely occurring in
Malaysia. Technology can bridge these two industries to give the best outcomes to the
population, however it is well known that about 70% of organizational transformation
initiatives fail to achieve their planned objectives especially in the technology-related
programs (McKinsey, 2013) [6] The digital healthcare business environment in
Malaysia will be analysed using PEST tool as described in the following;
1. Political, Legal and Governance

Malaysia as a middle-income nation had made significant reforms towards a
developed economy in terms of legal framework like the ease of doing
business. But there is weakness in the enforcement area especially in act
regarding the privacy in e-health data, underdeveloped intellect property laws
etc.
2. Economical
Malaysia is an emerging market in this industry which is characterized by its
economic potential. This economic potential is reflected in the GDP growth of
6.2% Q32017 as compared to 4.3% in the same quarter last year
3. Sociological
The population growth rate is at 1.3% to 32 million people in 2017. 69.5 % of
population are aged between 15-64 years and 6.0 % aged 65 and above
(DOSM, 2017) [8] Ageing populations with chronic medical illnesses exert a
large burden on Malaysian healthcare system, therefore it will give
opportunity for Hello Doc to give solution to alleviate the burden for the
patient for example to offer them the alternative like tele-health consultation
or offering a house-call visit.
The rise of middle class (middle 40 percent with household income between
RM 3860 to RM 8319 – DOSM, 2017) in Malaysia also provides opportunity
to us whereby they are expected to dominate the consumer demand on better
healthcare services.
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4. Technological
There are fundamental gaps in every aspect of Information Communication
Technology like infrastructure, innovation environment, technical skills and
expertise, and stakeholder’s readiness in adopting the digital healthcare model
but Malaysia has taken few initiative steps to attain the technology through
MDEC (Malaysia Digital Economy Corporation) and Ministry of Health.
2.8 Long Term Prospects
Our healthcare systems are under strain where healthcare is a big

business to meet an escalating demand and cost. Economic situation,
demographic and lifestyle factors, and new technologies will spur the
healthcare spending in coming years. With the rising of chronic health
conditions like heart disease, diabetes and hypertension in Malaysian
emerging economy is delivering services through mobile and telehealth
solutions.
Long waiting time is a common situation in the doctor’s waiting room.

Many studies have shown that there is an inversely relation between
waiting time and the level of patient’s satisfaction as thill will reflect the
administrative efficiency. Evidence had shown that the acceptable waiting
time is within 30 minutes. In Malaysia, the average waiting time in
hospital outpatient is between 1 to 2 hours [9].
The satisfaction is also affected by their experience while waiting, for

example the conditions and attractiveness of the waiting area. Among
the contributing factors for a lengthy waiting times are high number of
patients, shortage in staff and ageing equipment.
In another survey in seven countries in 2013 by Accenture Consumer

Survey [10] on Patient Engagement, they concluded that among patient’s
needs were access to medical records, book appointments and prescription
refills electronically (Figure 8).
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Figure 8 Providers m-health apps not meeting consumer’s needs
With the support from MDEC (Malaysia Digital Economy Corporation) who
provides technical support, affordable cost of doing business, high broadband
and internet penetration, access to funding, access to mentors and talent builders,
we believe and confident that there will be a good prospect in venturing into
mobile health apps business in coming years.
The Malaysian Digital Economy transformation plans which was recently

launched by our Prime Minister will increase the potential of HelloDoc in the
industry.
3.0 Market Analysis
3.1 Market Size
In Malaysia the revenue in the e-health market is estimated around RM 124

million in 2020 (CAGR 2015-2020 of 9.5%, Statista 2017).
The market largest segment is the ‘chronic heart disease’” with the market
volume of RM 28 million in 2017.
The mobile health market in scope are the connected medical devices for use at
home monitoring, paid app downloads or pay per use apps or desktop version
and telemedical services relating to remote patient monitoring. This e-Health
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market excludes the medical equipment sold for the hospitals usage by
healthcare professionals.
As discussed earlier in the Industry Trend, the healthcare demand in Malaysia is

growing, driven by many factors like growing population especially the elderly
aged more 65 where heart and chronic diseases like high blood pressure and
diabetes are ranked as the top non-communicable disease. Globally, Malaysia
contributed 75% of death in the non-communicable diseases category (World
Health Organisation, ‘Global status of Non-communicable diseases, 2014).
The healthcare expenditure in Malaysia is expected to increase with CAGR of
9% to 9.5% between 2015 – 2020 (Business Monitor International, 2014).
The rise of middle class M40 (middle 40 percent with household income
between RM 3860 to RM 8319 – DOSM, 2017) [12] in Malaysia also provides
opportunity to us whereby they are expected to dominate the consumer demand
on better healthcare services where the group has the highest death rate (disease
of affluence).
3.2 Potential for Growth
As national household income rise, it will lead to behaviour changes and certain
health risk increase. Unhealthy food intake, lack of exercise, high consumption
of alcohol and tobaccos will significantly contribute the incidence of the non-
communicable diseases (NCD) and make the healthcare costs and drive
increasing demand for expensive treatment.
The WHO in 2014, had reported that the total number of death from NCD
accounted for 73% of total death (total death is 146,000 in 2014). The
probability of premature death due to NCD aged between 30 and 70 years
is40%. There were about 42% of total population in Malaysia age between 30
and 70 years old in 2015 (Demographic Yearbook, United Nation, 2015) [13].
This report focussed on the upper middle-income group.
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Table 2 Among ASEAN countries Malaysia has the highest prevalence of diabetes and obesity.
3.3 Target Market
As for the target market for Hello Doc, we will focus on population aged
between 30 to 70 years old who income level is in the M40 group and above
(42% = 11,502,582 of Malaysia’s total population is from this age structure and
40% of death from non-communicable diseases). Ideally, we will be looking
those who are with chronic diseases visiting the healthcare settings, people who
are really concern about their wellness or fitness and he healthcare personnel
like doctors, nurses etc. The segmentation and identification of the target market
is summarized in the Figure 9 below.
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Figure 9 Shows the summary of market segmentation and target market for
HelloDoc product and services to be positioned.
3.4 Competition
The major competitors in Malaysia mobile health industry is tabulated as

below in Table 3.
Table 3 Summarise the main competitors in Malaysia mobile health industry
The industry leader is Doctor2u who just recently adopting the digital
healthcare industry to diversify their business level strategy. Their original
business is operating the medical laboratory retails known as BP Healthcare Sdn
Bhd.
The businesses are not owned by medical practitioners but by laboratory

technologists. HelloDoc will be operated by a doctor who would understand the
industry as his background is 20 years in the medical field. Our unique selling
proposition: the appointment scheduler with affiliated hospitals and registered
doctors.
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4.0 Business Description
4.1 Company’s Description
HelloDoc is an online healthcare network platform. It connects users, registered

doctors and partner private hospitals in Malaysia.
Our product is a web-based service offering online health information,

commercializing health-related products through our mobile e-commerce
platform and appointment scheduler for doctors and affiliated hospitals. Our
operating centre is in Damansara, Petaling Jaya where we will be stationed for
the initial phase of the business.
4.2 Legal Framework
HelloDoc Sdn. Bhd. is a private limited company incorporated in Malaysia.
There are four shareholders in this company namely Dr Mohd Hisham, Khairul
Anwar, Iaidahwati Parman and Herman Saniran. The share distribution is as
below:
1. Dr Mohd Hisham 50 %
2. Khairul Anwar 30 %
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3. Iaidahwati Parman 20 %
4. Herman Saniran 10 %
HelloDoc business entity is classified under the ‘limited liability partnership’

LLP category which stipulates that liability of each shareholder’s contribution to
this company is limited to the amount specified on their unpaid shares. In the
eventuality that the company becomes insolvent or goes into liquidation, neither
of us is obligated to pay off the company’s debts. In addition, our own
personal assets, employment and personal income are also not liable to any of
the company’s debts.
4.3 Mission Statement:
Our vision for HelloDoc™ is to bring improved healthcare and aim to address
through technology, pressing problems such as long waiting time.
The average waiting time in Malaysia’s hospital is about one hour and the time
taken to see a patient by a doctor is 7 min on average. For a quality healthcare
consultation, it will need more than 7 minutes to explore patient’s health needs.
Therefore, HelloDoc software was developed to facilitate the pain alleviation of

waiting by giving them the alternative to select the nearest doctors available for
consultation.
4.4 Goals and Objectives
2022
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Figure 10
For the first year, our target of sales is around RM 100 – 150,000. By the end
year 2020 we will be achieving our first one million revenue. After the third
year, we are expecting the revenue will be around RM 3 million after rigorous
efforts by our marketing team. (Figure 10)
Table 4
The Table 4 above shows HelloDoc product and service offering at the first year
of operation, second to third year in operation, and subsequent year. The drivers
for revenue is the product and service offering and the number of our potential
customers.
We will be launching the mobile health apps in July 2018 with services initially
offered are online consultation, appointment scheduler and the directories for our
registered licenced doctors and affiliated hospitals.
On the second year, HelloDoc will launch house visit, online pharmacy and
laboratory as add-on services. Our healthcare network alliance will be moving
forward into 4th year and beyond, and offer corporate clients patient transfer and
medical escorts to/from crisis area (medical evacuation services by air, ground
and marine).
Our vision is to be the regional healthcare information and service provider

tailoring the needs for healthcare access in remote and crisis area. Our future
service will include:
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1. Medical transfer or evacuation of expatriate patients in disaster or crisis

area by using land, marine or air route back to their home country after
patients have been stabilised.
2. Travel or occupational related medical advice and consulting e.g. injection
with Yellow Fever vaccine before travelling to African region
3. Provide medical and insurance coverage for expatriates who travel for
business or work-related journey to ensure their safety and well-being at the
highest possible while they are away from their native country.
4.5 Products and Services
Our product is a web-based service offering online health information selling

health-related products through our mobile e-commerce platform and
appointment scheduler for doctors and affiliated hospitals.
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hellodoc™
The website interface is using real-time experience with customers who needs
immediate consultation (except for emergency cases).
The method of communication will be achieved by video call, messaging and

live chat.
Appointment for our doctors through the website will be arranged upon the
completion on filling up the requested date and time.
If in the case that the customers require a home visit service, the request should
be made at least 2-3 hours before the deployment of our medic team to the site
and must be guaranteed by credit card or online banking transfer payment. The
visit shall serve only for non-emergency cases only.
In view of our medic staff’s safety, we have the right to deny any visit request
if we believe there is malicious intent to our staffs.
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E-commerce products available on our on-line website like health

supplements, skin care, medical devices, pregnancy kits, first aid kit etc.
HelloDoc mobile healthcare apps are capable to collect data related to uses such
as blood pressure, heart rate and calorie consumption while participating in
exercise. The data can be shared and stored in the Cloud platform. With the
capability of cloud computing technology HelloDoc with the collaboration from
Microsoft Azure (the cloud computing solution provider for healthcare) will
provide the cloud-based health record service to our future customers.
The health record of an individual can be accessible globally without bringing

the physical record everyway where it is subject to lost, stolen or damaged.
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We will assure and ensure that our customers privacy and safety in the cyber
world will be protected as governed and regulated by the law.
Description of Calling Process
Medium: Web-based and mobile platform, both iOS and Android.
Call On: Both phone and Skype call.
Appointment scheduler: Particulars of customers must be filled in

HelloDoc website.
Price: RM20 (daytime 8am-7.59pm) and RM38 (nigh time 8pm-7.59am)

per 15-minute session. GST not included.
Prescription: Patients can view and purchase their prescription through

HelloDoc e-commerce site.
Availability: This service is available 24 hours.
Legal protection:
Every form of conversation or communication either audio or visual, messaging

will be recorded to ensure both parties are legally protected in the event of any
adversities occurred in the future. A doctor will be deployed, if agreed to the
doorstep if based on our professional opinion the video consultation is not
sufficient.
Mobile Platforms
a. Mobile UI / UX Design - deliver the best experience by carefully drawing

each element in the mobile app design.
b. Android - for mobile devices running on the Java (Android SDK), which
provides everything required to start developing mobile app.
c. iOS - the latest X-Code technology provides the best environment to
delivering the perfect, cost-effective services.
d. Windows Phone - it provides a mobile device running Windows OS as the
consumers use desktop every day.
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4.5 Management Team
The Organizational Chart of HelloDoc LLP. Established and founded in October 2017.
HelloDoc management team comprises the Medical Director who is a doctor

by profession and will oversee the whole business activities along the value
chain of the business model.
The Medical Director has vast experience in the healthcare industry for20years
with wide networks from pharmaceutical, hospital administrators, physicians,
paramedics, government authorities especially the Ministry of Health. The
operational process (mainly the I.T segment) will be monitored and headed by
HelloDoc business partner, Khairul Anwar who has I.T in Healthcare
experience for 8 years.
The Marketing and Finance Department will be assisted by Herman Saniran

and Iaidahwati respectively and their services are paid on project basis only
at the start-up phase to reduce the operational cost.
For the initial phase, our operating centre or office will be located at
Damansara, Petaling Jaya since it is centrally located and all the relevant
processes pertaining to the development of HelloDoc software and platform
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and obtaining licence from the Ministry of Health in Putrajaya and the MSC in
Cyberjaya.
Job Description
Managing Director
1. To plan, implement and control the overall management of the business.
2. To plan and monitor the strategic progress of the business.
3. To be accountable for the overall performance of the business.
I.T Executive
1. To plan and organize matters pertaining I.T job description
2. To ensure the smooth running of HelloDoc I.T operation.
3. Provide effective training for new hires.
4. Handle all matters with regards to business registration and licensing.
Finance Executive
1. Preparation of financial statements, summaries, and other cost-benefit

analyses and financial management reports for the authorities and tax
purposes.
2. Ensure that company maintains a healthy cash flow.
Sales and Marketing Executive
1. To update and maintain the company’s Instagram and Twitter accounts.
2. Explore new potential customers.
3. Ensure that monthly sales targets are met.
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4.6 Uniqueness of Product or Service
The uniqueness of product is that we provide appointment schedule DIRECT with the
affiliated hospitals and specialist doctors who are registered with Hello Doc network.
We also provide our customers with the directories of our network doctors and
hospitals. Our competitors offer appointment with their own selected doctors who
are available on-line and home visits only.
4.7 Competitive Advantage
Our competitive advantage is the extensive healthcare network of doctors and

specialists in almost all discipline, pharmaceutical company, nursing
organization, medical laboratory technologist etc.
Our company is headed by a doctor who is in the industry for 20 years.
5.0 Marketing Plan
Before we venture into any business, the market analysis is very important to
position our product or service in the market segment and their target market.
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The Marketing Mix (4 P’s)
Our first-year marketing strategy is outlined below:
1. Product/service:
In the first year of operation, we are offering services for online consultation,
appointment scheduler and directories for registered doctors affiliated
hospitals only.
2. Price:
The online consultation is charged RM 20 per 15 minutes block. The
successful appointment booked with registered doctor is charged RM 20 per
successful booking. All prices charged are subject to 6% GST.
3. Place:
The distribution channel will follow special strategy as it involves the
‘marketplace’.
4. Promotion:
As we are still new in the business, the promotion mix is omitted during the
first year.
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Marketing Strategy for HelloDoc
The diagram above illustrates the marketing strategy for HelloDoc. Our focus is
to acquire the customer (Customer Acquisition) during the first and second
year of operation through sales campaigns and marketing activity.
The next strategy will be focussing on the Customer Retention Program (2nd
and 3rd year of operation) like promotional discounts, customer loyalty
programme and membership card which giving the member benefits. As
business operation will grow with time, the marketing strategy will be in tandem
with level of services being offered and the grow of the business after 5 th year of
operation.
29
Customer Acquisition
There are three activities that must be done at early year of operation to acquire
the customers namely sales, campaigns and marketing to gain attraction from
the potential customers. The sales are achieved through direct mail to customers,
telemarketing, publicity, media and events to promote HelloDoc.
The campaign will take in the form of Search Engine Optimization (SEO),
social media, email marketing and online advertising.
As the number of our customers developed into large number, the marketing
team will look into the aspect of customer retention programme and business
development.
The Marketing Plan Strategy by stage of operating years.
In the second year, the price will be increased between 10 to 30 % to support the
operating cost due to its complexity and technical operation.
30
We have included add-on services in each year we progress. As the business

grow, the operation and logistics will become larger and this need geographical
expansion to other states and eventually nationwide.
6.0 Operational Plan
6.1 General Approach to Operation
1. Video consultations with our doctors are available 24/7.
2. HelloDoc Video Consultations allow our Medical Doctors to provide focused

care without having to leave customers home. With video call, they can look,
listen, examine and engage with you to diagnose your issues and provide an
effective treatment plan. They can also issue prescriptions when medication is
required.
31
3. Doctors use two main skills to diagnose most common medical conditions:
looking and listening. Through HelloDoc Video Consultation, each provider
will determine if a focused or more comprehensive medical history needs to
be performed. Our doctors will also perform a remote physical examination
to ensure that your visit achieves the same level of quality as an in-person
visit. Many of the most common illnesses cases can be treated by Video Visit,
but our doctors may recommend the patient to see a Medical Doctor in person
if he or she feels that is in customer’s best interest. In these cases, the
customer can request a doctor to their doorstep using HelloDoc House Call
feature. If a prescription is needed, our doctor can provide the prescription to
our pharmacy partner, and have the medication delivered right to customer’s
doorstep.
4. During the last minute of your 15-minute consultation, customer will receive a
pop-up asking if he/she would like to extend the consultation. If he/she
accepts the time extension, the consultation will be extended for another 15
minutes.
5. Our latest version of the Video Consultation allows customer to make

appointment bookings. Consumer may now schedule an appointment with our
chosen doctor at their desired time and date.
6. HelloDoc have a large team of well qualified doctors who have experiences in
various specialties. Doctors wishing to join the HelloDoc network must be
fully registered with the Malaysian Medical Council (MMC) and must have at
least 5 years' prior experience.
7. Request a Doctor
HelloDoc allows you to request a fully-licensed and experienced doctor on-
demand, to your home, office or hotel. Your visit will cost a flat fee of RM200
(8am-8pm) and RM380 (8pm-8am) per request, and your doctor will arrive
within 60minutes!
32
Disclaimer; The Video Visit is not for emergency case treatment. It shall
serve as early screening for certain illness and provide only verbal consultation
for information and for minor ailment.
6.3 Business Location

Our operating centre is located in Damansara, Petaling Jaya.
Business address:
Hello Doc Health Information and Call Centre
C-12-07 Block SOHO 1, Empire Damansara,
Damansara Perdana,
47820 Petaling Jaya,
Malaysia.
E-mail: drhishamparman@gmail.com
Operation hour: 24 hours
6.4 Facilities and Equipment
33
Call Centre System Equipment
Social Media Management
34
Centium Healthcare Software Development

Other equipment required to be purchased or leased are office tables, chairs,
computers, fixed line telephone, fax machine, photocopier, cupboards, network
cables, power supply back-up like generator which is important during
interruption of power supply.
6.5 Supply Chain
The Supply-Value Chain of Mobile Health Apps Business Model
Our suppliers are Microsoft Azure and Centium the software developer for
HelloDoc.
35
The diagram above depicts the supply-value chain of mobile health apps
platform. One example is HelloDoc which uses the software as a platform to
provide services to end consumers.
The supplier is the cloud computing technology provider like Microsoft Azure
who offers the cloud data storage service to HelloDoc as the software user. As
infrastructure provider, telecommunication companies will provide network for
the data to be encoded and transferred. This encoded data will be transmitted to
user’s smartphone (hardware) where HelloDoc software (health data
management and electronic health record) was installed. This encoded data is
processed and transformed into information through decoding process by the
software.
Services: In the context of m-health, it includes the personnel required to

conduct and process online consultation. Upon receiving the health
information, the consumers are charged based on the transaction occurred as e-
commerce transaction.
The final information will be relayed to the consumers in the form of health
data, for example the laboratory results, drugs prescription, the genetic sequence
and so on, just to name a few. The promotion is normally communicated as
mobile promotion in the social media, youtube etc.
The competitors like Doctor2u.com, GP-Asia.com and Doc2u are also having
the similar type supply-value chain.
7.0 Financial Plan
7.1 Sources and Use of Fund

The capital available to HelloDoc company is RM 300,000.
The amount of share is based on the percentage that were agreed before
venturing
into the business.
The amount of fund based on the percentage is listed as below:
1. Dr Mohd Hisham 50 % = 150,000
36
2. Khairul Anwar 30 % = 90,000
3. Iaidahwati Parman 10 % = 30,000
4. Herman Saniran 10 % = 30,000
The fund will be used to purchase mobile health software, the call centre
equipment system and the social media management system to run the
operation. There is no intention to fund the business from any commercial or
personal loan at this start-up phase.
The business is largely dependent on the:
1. The mobile application software development
2. The call centre system.
3. The cloud service provider
4. Social media management system
5. Desktops computer, internet connection phone services
6. Headphones
Various types of headphones

7.2 Assumption
Inventory – no inventory input or output for HelloDoc
Depreciation
37
Sales Forecast
The sales forecast for 5 years 2018 -2022
Year 2018 2019 2020 2021 2022

RM 100,000 240,000 300,000 500,00 1,000,000
Marketing Expenditure (Digital Marketing Content)

Included in the software
Operating Cost
Maintained RM 4300 monthly for the first year
Corporate Tax
LHDN Year Assessment 2017

Company with paid up capital not more than RM2.5 mil
On first RM500,000 18%
Subsequent Balance 24%
www.hasil.gov.my
38
Income Statement
HelloDoc Forecast Income Statement
39
Pre-start-up Year 1: Year 2: Year 3: Year 4: Year 5: Totals
Sales
Cash Sales 100,000 240,000 300,000 500,000 1,000,000 2,140,000.0

Cash Capital 300,000 300,000
Total Sales 100,000 150,000 300,000 500,000 1,000,000 2,440,000
Less Cost of Goods Sold

Materials (Call centre system) 0
Labor(admin staffs) 24,000 36,000 36,000 54,000 72,000 222,000
Overhead 0
Social Media Management System 0
Total Cost of Goods Sold 24,000 36,000 36,000 54,000 72,000 222,000
Gross Profit 76,000 114,000 264,000 446,000 928,000 2,218,000
Operating Expenses
Salaries and wages 36,000 48,000 96,000 180,000
Employee benefits 500 500 2,000 4,000 8,000 15,000
Payroll taxes 0
Rent 24,000 24,000 30,000 30,000 30,000 138,000
Utilities 9,600 9,600 9,600 9,600 9,600 48,000
Software maintenance
Insurance 0
Travel 2,400 3,000 5,000 7,000 10,000 27,400
Telephone 2,400 2,400 2,400 2,400 2,400 12,000
Postage 0
Office supplies 1,000 1,500 2,000 3,000 5,000 12,500
Advertising 1,000 2,000 3,000 4,000 100,000 110,000
Marketing/promotion 1,000 2,000 4,000 8,000 10,000 25,000
HelloDoc Software 20,000 20,000
Training and development 1,500 3,000 3,000 5,000 12,500
SSM Registration 1,000 1,000
Cloud computing 20,000 20,000
Call centre system 15,000 15,000
Social Media System 15,000 15,000
Total Operating Expenses 112,900 46,500 97,000 119,000 276,000 651,400
Operating Income (36,900) 67,500 167,000 327,000 652,000 1,566,600
Interest income (expense) 0

Other income (expense) 0 0
Total Nonoperating Income (Expense) 0 0 0 0 0 0
Income (Loss) Before Taxes (36,900) 67,500 167,000 327,000 652,000 1,566,600
Income Taxes 0 10,800 31,600 63,700 128,700 234,800
Net Income (Loss) (36,900) 56,700 135,400 263,300 523,300 1,331,800
Cash Flow - 12 Month in First Year

Cumulative Net Income (Loss) (36,900) 19,800 155,200 418,500 941,800 1,331,800
40
Month: Pre-Start 1 2 3 4 5 6 7 8 9 10 11 12 Totals
41
New Venture Creation – Buiness Plan
Receipts
Cash sales 0 0 0 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 20,000 100,000
Collections from credit sales 0 0 0 0 0 0 0
New equity inflow 300,000 300,000
Loans received 0
Other 0
Total Receipts 0 0 0 0 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 20,000 100,000
Payments
Call Centre System (3 payments) 15,000 15,000
Social Media Management System 15,000 15,000
Salaries and wages 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 24,000
Employee benefits 500 500 500 500 500 500 500 500 500 500 500 500 6,000
Payroll taxes 0
Rent 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 24,000
Utiltities 800 800 800 800 800 800 800 800 800 800 800 800 9,600
Repairs and maintenance 0
Insurance 0
Travel 200 200 200 200 200 200 200 200 200 200 200 200 2,400
41
Telephone 200 200 200 200 200 200 200 200 200 200 200 200 2,400
Postage 0
Office supplies 500 500 1,000
Advertising 1,000 1,000
Marketing/promotion 1,000 1,000
Cloud Computing 20,000 20,000
Training and development 0
SSM 1,000 1,000
HelloDoc Software 20,000 20,000
Owner's drawings 0
Loan repayments 0
Key Ratios
Tax payments 0
Capital purchases 0
Other 0
Total Payments 71,000 8,200 5,700 5,700 5,700 5,700 5,700 6,200 5,700 5,700 5,700 5,700 5,700 142,400
Cashflow Surplus/Deficit (-) 229,000 (8,200) (5,700) (5,700) 4,300 4,300 4,300 3,800 4,300 4,300 4,300 4,300 14,300 257,600
Opening Cash Balance 0 229,000 220,800 215,100 209,400 213,700 218,000 222,300 226,100 230,400 234,700 239,000 243,300
Closing Cash Balance 229,000 220,800 215,100 209,400 213,700 218,000 222,300 226,100 230,400 234,700 239,000 243,300 257,600
42
Break-Even Analysis New Venture Creation – Buiness Plan 43
43
Appendix
Market SurveyQuestion for Mobile Health Apps
Mark (√) your zone:
Pasir Gudang Specialist

Hospital
Regency Specialist Hospital
1. What is your gender?
Male
Female
2. What is your occupation?
Student
Professional
Non-professional
Unemployed
3. What is your age?
17-20
21-25
44
25-35
>35
4. Do you have a smartphone?
Yes
No
5. How long is you doctor see you in the consultation room?
< 5 minutes
5 -10 min
10 – 20 min
> 20min
6. Are you more likely to try a mobile health apps from a well-established brand or one that is
from an unknown brand and why?
A well-established brand because …………………

Any brand because …………………………..............
Not sure because …………………………………….
7. How much would you be willing to pay for a product/service they are offering you currently
Free
Less than RM 20
Between RM25 -50
Maximum RM100
8. If you were to choose between health-related apps and ordinary mobile apps what will be your
choice?
Health related apps

Entertainment
Shopping
9. Would you be interested in purchasing this newly launched product?
Yes
No
Not sure
10. How do you prefer the design or appearance of the mobile apps?
45
User friendly
Easy to use - simple
Unsure
9.0 Curriculum Vitae
46
10. References
1. DOSM, Department of Statistic, Malaysia, 2017

2. Malaysia Digital Association, 2014
3. Asian Digital Revolution, 2015
4. Source: Euromonitor by AT Kearny analyst, 2015.
5. World Health Organisation, ‘Global status of NCDs’, 2014.
6. Business Monitor International, 2014
7. Entrepreneurship. Pearson
47

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BUSINESS PLAN

MOHD HISHAM PARMAN

NEW VENTURE CREATION

1.0 Executive Summary

Waiting time is a common situation in the doctor’s waiting room. Many

2.0 Industry Analysis

2.1 Industry Size

Today, most of the world’s population is online. Everyday activities are

Figure 1 Shows How Malaysian Do on Their Smartphone.

Source: Malaysia Digital Association, 2014

Malaysia is still nascent (Figure 2) in e-commerce industry and there is potential to

to achieve high-income nation by 2020. The vision towards a fully-developed nation

Digital technology is not limited to ICT (Information and Communication

1. Digitizing product and service offering (e.g. virtual telemedicine).

The use of digital technology in Malaysia’s industries is promising as it has generated

Industry (2016) Revenue (RM million) (%)

2.2 Growth Rate

In 2016, the Pharmaceutical and Healthcare e-commerce industry were only

Figure 3 Source: AT Kearny analysis (Asian Digital Revolution, 2015)

2.3 Sales Projection

Figure 4 Projected Growth of Malaysia’s e-Commerce market in 2020.

Source: Euromonitor by AT Kearny analyst, 2015.

2.4 Industry Structure

Figure 5 The Digital Economy Value Chain

The mobile health application industry in Malaysia is relatively less competitive

a) The threat of substitutes

b) The bargaining power of buyers

Among the 5 forces impacting industry competitiveness, the bargaining power of

c) The bargaining power of suppliers

d) The rivalry among the existing competitors

Source: Propell Healthtech, 2015

e) Threat of entry of new entrants

2.5 Nature of Participants

Figure 8 The Mobile Health Value Chain

The nature of participants in m-Health industry in Malaysia can be illustrated from

Looking at the complexity and competencies needed to develop and successfully

2.6 Key Success Factors

2.7 Industry Trend

Healthcare demand in Malaysia is growing, driven by many factors like

1. Political, Legal and Governance

2.8 Long Term Prospects

Our healthcare systems are under strain where healthcare is a big

Long waiting time is a common situation in the doctor’s waiting room.

The satisfaction is also affected by their experience while waiting, for

In another survey in seven countries in 2013 by Accenture Consumer

Figure 8 Providers m-health apps not meeting consumer’s needs

The Malaysian Digital Economy transformation plans which was recently

3.0 Market Analysis

3.1 Market Size

In Malaysia the revenue in the e-health market is estimated around RM 124

As discussed earlier in the Industry Trend, the healthcare demand in Malaysia is

3.2 Potential for Growth

3.3 Target Market

The major competitors in Malaysia mobile health industry is tabulated as

Table 3 Summarise the main competitors in Malaysia mobile health industry

The businesses are not owned by medical practitioners but by laboratory

4.0 Business Description

4.1 Company’s Description

HelloDoc is an online healthcare network platform. It connects users, registered

Our product is a web-based service offering online health information,

4.2 Legal Framework

HelloDoc Sdn. Bhd. is a private limited company incorporated in Malaysia.

HelloDoc business entity is classified under the ‘limited liability partnership’