@pejuangreza

Part 1
Mental Health.
Why Mental Health Matter?
LEADING CAUSE OF DISABILITY
Mental illness is a term that refers to a set of medical conditions that
affect a person’s thinking, feeling, mood, ability to relate to others and
daily functioning. Sometimes referred to as mental health conditions,
these conditions affect hundreds of millions of people worldwide.1
Globally, in 2015 the total number of people with depression exceed 300
million and close to 800,000 people die from suicide each year.2
Mental health conditions are the leading cause of disability worldwide
and account for 37% of healthy life years lost from non-communicable
diseases (NCDs). Among these conditions, unipolar depressive disorder,
alcohol use disorders and schizophrenia constitute the greatest global
burden in terms of disability.1

ECONOMIC BURDEN FROM INDIRECT COST

“Cardiovascular disease and mental health conditions are the dominant contributors to the economic burden of NCDs.”

The global cost of mental health conditions in 2010 was estimated at

US$ 2.5 trillion, with the cost projected to surge to US$ 6.0 trillion by
2030. About two-thirds of the total cost comes from indirect costs. The “It is very clear that mental health conditions is the
cost-of-illness (COI) approach distinguishes between direct and indirect
costs of different health conditions. Direct costs refer to visible costs
leading cause of lost productivity and a major threat
associated with diagnosis, treatment, and care. Direct costs may include from the economic perspective.”
personal medical care costs or personal non-medical costs such as the
cost of transport to a health provider. Indirect costs refer to the invisible -@PejuangReza
costs associated with lost productivity and income owing to disability or
death.3
MENTAL HEALTH CONDITIONS IN INDONESIA
PREVALENCE & ECONOMIC BURDEN

There is an estimated 27 million people or 10.87% of Indonesian have mental health conditions,4 mostly due to depression and anxiety disorders.2 The suicide mortality rate per 100,000 population
is 3.4 (around 10,000 death per year).5

In Indonesia and globally, mental health conditions are the leading burden in Years Lived with Disability (YLD) metric, much worse than any other NCDs such as cardiovascular, cancer, and
chronic respiratory diseases. However, as predicted, mental health conditions are nothing in Years of Life Lost (YLL) metric compared to other NCDs (Figure 1).4

Figure 1. YLD, YLL, and Prevalence of NCDs in Indonesia

Trivia
What is the YLD and YLL metric?
 YLL metric measures the count years lost due to premature mortality. YLL is calculated by subtracting the age at death from the longest possible life expectancy for a person at that age.
Individual that did not result in dying younger than the longest possible life expectancy was not counted
 The YLD metric measures the burden of living with a disease or disability.

Health liabilities were expressed using the YLL and YLD metric, and the sum of these two components is called The Disability-Adjusted Life Year (DALY) metric (Figure 2).
 Figure 2. The Disability-Adjusted Life Year (DALY) Visualization

GOVERNMENT ROLE
Only a few countries have designated sufficient mental health budgets within their
national healthcare system, and Indonesia is one of the countries who lack in mental
health budgets. The government’s total expenditure on mental health as % of total
government health expenditure is only 6%.5
The lack of mental health cost studies from low-middle income countries reflects a lack
of recognition of mental health conditions, lack of funding, and training. 6
For its size, Indonesia has a severe shortage of mental health practitioners. The biggest
economy in Southeast Asia, Indonesia has a population of 270 million but only have
0.3 psychiatrists and 0.17 clinical psychologist per 100,000 population. There are only
48 mental hospitals and 269 psychiatric units from 2,800 general hospitals. 5
Placement of a psychologist at a public health post, or Puskesmas, in Indonesia has not
been considered crucial, in contrast to placements of doctors, nurses, midwives,
nutritionists, and sanitarians. The District of Sleman in Yogyakarta, for example, has
successfully placed a psychologist in all of its 18 Puskesmas since 2010. But no other
cities or districts have similar policies.7
To raise public awareness of mental health issues, the Ministry of Health has provided
online content and an Android-based application “Sehat Jiwa” that can be used for self-
screening various mental health problems.5 The app has only 5,000 but less than 10,000
users to date since its publications in 2015.

“People who suffered from mental health conditions, such as depression,

won’t be able to work well. That’s mean lost in productivity. And lost in
productivity will lead to an economic burden.”
-@PejuangReza
INDONESIA DEMOGRAPHIC DIVIDEND
OVERVIEW
Countries around the world in modern times have gone through, or are currently passing
through the so-called demographic dividend (Bonus Demografi). Indonesia will be
having a demographic dividend in 2020, and that less than a year from today. 8

One of the characteristics from demographic dividend is the population age structure.
The productive working ages (15-64 years) will dominate compared to the non-
productive group that is infant-children (0-14 years) and elderly (65 years and older). It
will have massive implications for national economic growth. The demographic
dividend is a golden era for a country to move from a low-middle income to be a high-
income country.8

THE CORRELATION BETWEEN DEMOGRAPHIC DIVIDEND AND MENTAL HEALTH PROBLEMS

The demographic dividend will last for 15 to 20 years. So
it is not a permanent condition, there is a deadline because
after the demographic dividend is over the productive
working ages will be declining and the non-productive
group will increasing.9
One of the major challenges is how to control the mental
health conditions to a desired situation. As mentioned
before, mental health conditions could severely damage
the productivity of our people. If mental health conditions
left untreated it will cause a problem for Indonesia
demographic dividend.
Earlier said 10.87% of Indonesian have mental health
conditions. If there are 10 workforces there will be only 1
unproductive worker, it looks small and has no meaning.
But remember, there are 137,000,000 workforces in
Indonesia, so there will be 1,370,000 unproductive
workers because of mental health conditions. It is sound
bad for Indonesia demographic dividend.

Out of 10 people, 1 become unproductive because of mental health issue

“To make demographic dividend a success, we should tackle mental health problems.”
-@PejuangReza
RECENT MENTAL HEALTH ISSUES IN INDONESIA
The number of persons with common mental health conditions is going up. Although depression can and does affect people of all ages, from all walks of life, the risk of becoming depressed is
increased by poverty, unemployment, life events such as the death of a loved one or a relationship break-up, physical illness and problems caused by alcohol and drug use. 2

Here are some of mental health conditions cases that happen in early 2019 in Indonesia:

Suicide
 Three students from Universitas Padjadjaran (Unpad) killed themselves in the last three months
https://news.detik.com/berita-jawa-barat/d-4463416/tiga-mahasiswa-unpad-bunuh-diri-psikiater-ungkap-penyebabnya
 Taxi drivers commit suicide as a result of being unable to pay off loan debt online
https://ekonomi.kompas.com/read/2019/02/13/180153926/sopir-taksi-bunuh-diri-karena-pinjaman-online-ini-kata-ojk
 An employee commits suicide after being dumped by a girlfriend
https://daerah.sindonews.com/read/1360924/193/diputusin-pacar-pegawai-honor-pu-nekat-gantung-diri-1544178194
 Frustration becomes unemployed, a woman commits suicide
https://www.merdeka.com/peristiwa/frustasi-belum-bekerja-seorang-wanita-bunuh-diri-lompat-dari-lantai-4-mal-di-pluit.html

Violence
 A man commits suicide after slaughtering his family
https://video.tribunnews.com/view/81279/pria-di-purworejo-bunuh-istri-ibu-mertua-hingga-lukai-anak-bapak-mertua-lalu-coba-bunuh-diri
 His wife had an affair, the husband went berserk and killed both his wife and her affair with a knife
https://news.detik.com/berita/d-4490133/suami-serahkan-diri-ke-polisi-usai-bunuh-istri-dan-selingkuhannya-di-oki
 Video of junior high school students bullied goes viral
http://manado.tribunnews.com/2019/05/26/viral-video-remaja-dibully-seorang-siswa-smp-dianiaya-cekik-tendang-sampai-sulit-bernafas
 Audrey's bullying case went on to become cyberbullying
https://www.tempo.co/abc/3985/kasus-bullying-audrey-pelaku-juga-korban

Substances Abuse
 Teenagers use glue to get drunk
http://banjarmasin.tribunnews.com/2019/05/25/di-bulan-suci-malah-ngelem-20-anak-langsung-diciduk-anggota-polsekta-banjarmasin-timur
 Three students were caught using marijuana get jailed
https://www.malangtimes.com/baca/39995/20190526/193500/tiga-mahasiswa-budak-mariyuana-dijebloskan-tahanan
 Students were drunk of alcohol, then molested by adults
https://jatimnow.com/baca-15697-dicekoki-miras-dua-siswi-smp-di-mojokerto-dicabuli-pelajar-sma

“The one on the news is still superficial, mental health condition is an iceberg phenomenon.”
-@PejuangReza
Part 2
Technology.
INDONESIA DIGITAL ENVIRONMENT: AN OVERVIEW

Internet Penetration
In 2019 Indonesia has 150 million internet users (penetration rate 56%), this number is increased by 17 million since the last year.10

Mobile Phone User

130 million of Indonesian people (penetration rate 49%) are actively using mobile phone to connect to the internet.10

Average Online Time

The average time for Indonesian using the internet daily is 8 hours and 36 minutes.10

Network Infrastructure
Mobile connectivity network score in 2019 is 42.67 out of 100, this score always increasing every year as evidence of the improving infrastructure network in Indonesia. 10

Operating System
93.5% Indonesian are using Android as their mobile operating system.10
TECHNOLOGY-BASED INNOVATIONS
Since the iPhone launch in 2007, also by the release of Android OS in the
following year, there are tons of applications made until today. Not only
game or social media applications, but also a breakthrough innovation to
make life easier. Here’s some example:

“With the current technology, it is very possible to create an idea to minimize the burden of mental health conditions.”
-@PejuangReza
Part 3
Sobat Curhat.
PROJECT DESCRIPTION
Sobat Curhat is free, 24/7 support for those in a
mental health crisis. Text or call from anywhere
“We want to be where you are. We
with a trained mental health crisis counselor want to make it as easy as possible
(Sobat Curhat) via App, privately.
for people who are in pain to get
With over 6,000 users processed to date, we’re
growing quickly, but so is the need. help.”

Strangers helping strangers. “Theoretically, to let others tell their

Sobat Curhat is a vent service and consultation problem(s) it could help people
that aims as a first line action for those who are
experiencing problems in life. Our main goal is to cope with their emotional pain.”
to be a reliever and referral, so we could help to
reduce mental health conditions burden in
Indonesia.
“Most people won’t tell anyone of their
App download : bit.ly/inmeduser problems, because they fear they will be
Website : sobatcurhat.id
Instagram : inmedsehat ashamed. That’s why we propose
anonymity for the users and we
guaranteed their privacy.”
 SOBAT CURHAT
Text or call from anywhere to communicate with trained mental health crisis counselor (Sobat Curhat).

Each user is connected with Sobat Curhat, a real-life human being to bring users from a hot moment
to a cool calm through active listening and collaborative problem solving. All of Sobat Curhat are volunteers,
donating their time to helping people from crisis.

HOW DOES SOBAT CURHAT WORK?

Sobat Curhat serves anyone, in any type of mental health crisis, confidential, providing access for free, 24/7 support and information via application by text or call.

Download the InMed App
and choose Sobat Curhat.
Contact the online
counselor in Indonesia,
anytime, anywhere about
mental health crisis.
A live, trained mental
health crisis counselor
receives the text or call and
then respond, all from our
secure platform.
The Sobat Curhat will help
you move from a hot
moment to a cool moment
by active listening.
 A BIT MORE DETAIL…
First, you’re in crisis. That
doesn’t just mean suicide:
it’s any painful emotion for
which you need support.
You text or call Sobat
Curhat at InMed App.
You’ll then text back and
forth with Sobat Curhat.
You never have to share
anything you don’t want
to.
Sobat Curhat will help you
sort through your feelings
by asking questions,
empathizing, and actively
listening.
They tell you that you're
being connected with a Sobat
Curhat, and invite you to
share a bit more.
Sobat Curhat is a trained
volunteer, not a professional.
They can provide emotional
support, but not medical
advice.
The conversation typically
ends when you and Sobat
Curhat both feel comfortable
deciding that you’re in a
“cool,” safe place.
After the conversation,
you’ll receive an optional
survey about your
experience. This helps us
help you and others like
you!
It usually takes less than
45 seconds to connect you
with a Sobat Curhat.
When you’ve reached a
Sobat Curhat, they’ll
introduce themselves,
reflect on what you’ve
said, and invite you to
share at your own pace.
The goal of any
conversation is to get you
to a calm, safe place.
Sometimes that means
providing you with a
referral to further help.
A conversation usually
lasts anywhere from 10-30
minutes.
 UI/UX
As a user, we could see a list of Sobat Curhat that are We also can see the profile of each Sobat Curhat by And before we get start to chat or call with Sobat
online (green circle), offline (grey circle), and having clicking on them. Curhat, we should agree on the informed consent.
a conversation with other users (black circle).
 SOBAT CURHAT BUSINESS MODEL CANVASS

Indonesia Psychologist 24/7 communication-line for Freemium Weekly web articles Individual with mental health
Association (HIMPSI) individuals in need Offer a services for free to conditions, especially
costumer Daily social media content common depression
Indonesia Psychiatrist IT infrastructures
Association (PDSKJI) development and On-Demand Age between 14-45 years old
maintenance Deliver services in real-time
Government(s) whenever or wherever they
Mass publications need
NGO(s)
Application-Based
Social media influencer(s) The services could easily
accessed by using
smartphone

Anonymous & Private Android & iOS Application

Sobat Curhat User privacy will be
guaranteed safe. Website
IT infrastructures
Social Media

Content creator

IT development cost Rewards for Sobat Curhat Merchandise sale

IT maintenance cost SG&A cost Donation

MARKETING MIX DEMAND PROJECTION
The term “marketing mix” is often used as shorthand for the Four Ps of CHAIN RATIO METHOD
marketing: Product, Placement, Price and Promotion. We’re also including How many individuals in Indonesia in need of using this App? Here is the
the concepts of People. projection:

At the center of these elements lies our target consumer base: the people who = (Total people affected by mental health conditions in Indonesia) x
willing to download Sobat Curhat App.
(Percentage of mobile phone user in Indonesia) x (Percentage of people that
will seek help in time of emotional crisis privately*)
By determining the right marketing mix among these elements, we can
successfully reach these consumers and convert them to long-term app users.
= 27,000,000 x 0.49 x 0.65

PRODUCT = Approximately 8,599,500 potential App users

Developing an App that will satisfies users’ needs is the first step in our marketing
strategy. Currently, Indonesia has no single 24/7 communication-line application- *: based on our internal survey to 200 individuals
based that is free of charge. Except for our App.

PRICE
Our services is free of charge.

PLACEMENT
When it comes to apps, this can be understood as the platforms and devices on which
your app will used by us. Because the majority of target users (Indonesian) owns an
Android (93.5%), currently our team want to focus on an Android App maintenance
and development before developing App for iOS.

PROMOTION
We try to utilizes brand communication strategies to increase awareness of our App
and drive downloads.

Our target users are more responsive to social media marketing than traditional
advertising methods. We will engaging more with our users by social media
(Instagram, Youtube) to boost brand recognition.

PEOPLE
It’s is necessary to ensure our volunteers are committed and passionate about the
Sobat Curhat mission. Forming a strong team will make it possible to gain consumer
trust and produce a great product. We will provide weekly meetup and monthly
agenda to strengthen the bond of our volunteers so we can achieve our goals.
SWOT ANALYSIS

STRENGTH WEAKNESS
 Freemium.  Financing.
We provide free charge of services for the costumers. We still looking for sustainable way to financing our project.
 On-demand. Currently we are running by donations.
Deliver services in real-time whenever and wherever when they  Not available yet for iOS.
need. We didn’t have IT resources that capable of developing iOS App.
 Application-based.  Brand recognition.
The services could be easily accessed by using smartphone. Not everyone knows about Sobat Curhat yet.
 Anonymous & private.  Sometimes not available.
Users privacy will be guaranteed safe. The number of our volunteers still relatively small (120), sometimes
 Core competences. our service is not available for 24 hours.
All of our volunteers are from psychology major.
 Solid support management team.
Our team consists various individuals that had rock-solid experience
in their own field, such as entrepreneurship, graphic design, etc.

OPPORTUNITY THREAT
 Internet penetration.  Internet connection.
Internet penetration in Indonesia is rising steadily fast. IT infrastructure in Indonesia only scores 42.67 out of 100 in 2019.
 The first. That means only big cities having a good internet connection.
We are the first to had on-demand, application-based, and free of
charge communication-line for mental health crisis in Indonesia.
 Positives vibe.
Indonesian Psychologist Association (HIMPSI), especially in
Greater Malang area, has given us encouragement and support to run
this project.
 Awareness
Many influencers in Indonesia are becoming more aware about
mental health conditions.
FINANCIAL ANALYSIS
Here is our financial statement since first established in February 2019 until May 2019.
Currency per 1 June 2019: US$ 1 = Rp. 14,285.50

CONSOLIDATED STATEMENT OF FINANCIAL POSITION

Unrestricted Temporarily Restricted Total
Assets
- - - -

Net Assets
Unrestricted - - -
Temporarily restricted - - -

CONSOLIDATED STATEMENT OF ACTIVITIES

UNRESTRICTED TEMPORARILY RESTRICTED TOTAL
Incomes
Donation Rp. 19,650,000 (US$ 1095.5) - Rp. 19,650,000 (US$ 1095.5)
Merchandise sales - - -

Expenses
Project Expenses
Training Rp. 450,000 (US$ 31.5) Rp. 450,000 (US$ 31.5)
Supervision - -
Sobat Curhat costs (rewards) Rp. 1,200,000 (US$ 84) Rp. 1,200,000 (US$ 84)
Engineering & technology Rp. 14,000,000 (US$ 980) - Rp. 14,000,000 (US$ 980)
Data - -
Other - - -
Total Project Expenses Rp. 15,650,000 (US$ 1095.5) - Rp. 15,650,000 (US$ 1095.5)

SGA Expenses
Selling (marketing) - - -
General & administrative Rp. 4,000,000 (US$ 280) - Rp. 4,000,000 (US$ 280)
Total SGA Expenses Rp. 4,000,000 (US$ 280) - Rp. 4,000,000 (US$ 280)

Total Expenses Rp. 19,650,000 (US$ 1375.5) - Rp. 19,650,000 (US$ 1375.5)

Total Change 0 0 0

Net Assets (Beginning, February 2019) 0 0 0

Net Assets (End of May 2019) 0 0 0
Part 4
References.
DATA
1. World Health Organization. 2011. Global Status Report on Non-Communicable Diseases 2010. Geneva: World Health Organization.

2. World Health Organization. 2017. Depression and Other Mental Health Disorders: Global Health Estimates. Geneva: World Health Organization.

3. Harvard School of Public Health, World Economic Forum. 2011. The Global Economic Burden of Non-Communicable Diseases. Geneva: World Economic Forum.

4. Reddy KS. 2016. Global Burden of Disease Study 2015 Provide GPS for Global Health 2030. Lancet.
the data could be accessed at Global Health Data Exchange website (http://ghdx.healthdata.org/gbd-results-tool)

5. World Health Organization. 2017. Mental Health Atlas Member State Profile: Indonesia. Geneva: World Health Organization.

6. Hu TW. 2006. An International Review of the Economic Costs of Mental Illness. The Journal of Mental Health Policy and Economics.

7. Isfandari S, Rahmawati T, Siahaan S, et al. 2012. Evaluasi Penempatan Psikolog Dalam Pelayanan Kesehatan Jiwa Di Puskesmas Kabupaten Sleman. Buletin Penelitian Sistem Kesehatan.

8. Hayes A, Setyonaluri D. 2015. Taking Advantage of the Demographic Dividend in Indonesia. Jakarta: United Nations Population Fund Indonesia.

9. Moertiningsih S. 2014. Indonesia on the Threshold of Population Ageing. Jakarta: United Nations Population Fund Indonesia.

10. Hootsuite, We Are Social. 2019. Digital in 2019: Essentials Insight Into Internet, Social Media, Mobile, & E-Commerce Use Around the World.

BUSINESS MODEL CANVAS

Ostewalder A, Pigneur Y. 2010. Business Model Generation.
Ostewalder A, Pigneur Y. 2014. Value Proposition Design.

MARKETING MIX
Marketing textbooks.
Ries E. 2011. The Lean Startup.

DEMAND PROJECTION
Business feasibility textbooks.

SWOT ANALYSIS
Management textbooks.

FINANCIAL ANALYSIS
Non-profit accounting textbooks.