Bangladesh is an emerging economy with various new prospects for businesses.

Due to the
increase in people’s disposable income and the ever-increasing access to technology,
particularly mobile services and internet penetration, the country currently offers new
possibilities for e-businesses.

In this report we came up with a new e-business idea in the name of Homewell. A child and
patient care platform that connects customers to care givers. We explored the numerous facets
of an e-business in organization by coming up with our own e-business model, online market
structure, web technology, digital strategies and online security measures.

And finally, we came up with a feasible model will be highly suitable to tackle the huge market
gap in the child and patient care service industry of Bangladesh. Initially the operations will
only be conducted in Dhaka, but as time elapses, and we reach economies of scale, we will
expand to other parts of the country with proper internet access. Eventually we will reach to
areas with even remote internet access by collaborating with the leading telecom companies
and internet service providers of the country.
Homewell is an on-demand child and patient service care platform which connects caregivers
to customers. It is a B2C business that aims to make the lives of the working women of
Bangladesh easier by assisting them in taking care of the sickly elders or children in the house.
It is an app-based service with an easy refund policy, ensuring the safety and security with
proper verification and training, offers with promo codes, and a very friendly user interface.
There are features such as instant child care service, package system and pre-booking system.

Customers can easily place their order for their desired service with required date, time,
location and other details. All data is encrypted and secured, and the instant messaging option
of the app has end to end encryption so that the vital information of customers is not leaked.

We will further look into the e-business model of Homewell below in the following report.

Homewell offers a different kind of combination of premium home health care and community.
As market research indicates that there is a huge demand for quality home health care and
social services within the Dhaka city. We believe that by ensuring good quality and trained
employee and providing them with responsive management, we can become a good home care
provider in Dhaka city. Things we want to serve to our parties:

• Nannies
• Nurses
• Physiotherapists
• Social work

Vision

Addressing UN sustainable 5 which is gender equality. In this case, this platform will help
women to hire caregivers for dependent family members so that they can focus on their
career.

Mission

Our values are simple. We want to offer good and affordable home care services to
individuals and families of Dhaka.
 This is our goal is to employ suitable, caring and well-trained individuals who will be
responsive to the needs of our parties we serve. We also plan to partnership with Practical
Action and other multinational organization to ensure proper training of all caregivers. If
any worker wants to study and want more knowledge about their field we will encourage
and support them to continue their study. In addition, our agency will provide staff with
compensation, a good work environment, trustworthy management and directors.

The services that Homewell provides are as follows:

• Trained and Trustworthy Child Carers and Babysitters for taking care of children.
• Nurses and Attendants for elderly people and bedridden patients.
• Speech therapist, Physiotherapist and Psychologist for patients and special children.
• Urine Collection and blood collection from home.

Our key business focus:

• To have a home care worker come to your home is a big step so we want to ensure that
our caregivers are not only as passionate about our service but they also a part of our
business. We consider them more than just our employee, but individuals who
contribute to and benefit from an effort and vision.
• Each of our caregivers receives health and safety training and educational knowledge to
keep up with the ongoing changes in this platform.

Homewell has three interdependent customer segments:

1. Children: Although children are the end receivers of the service, this is the most
important segment because Bangladesh has a high birth rate.
2. Elderly patients: The elderly patients are the second largest segment.
3. Bedridden Patients/Special care patients: This is the smallest segment that require
24/7 care.
Homewell maintains highly recognized and trusted platform for caregivers in Bangladesh. We
offer two primary value propositions:

1. Convenience
2. Security

Value proposition for consumers: In term of the value proposition of Homewell, it has
provided parties with easy access and the possibility to choose how to receive the result of
their services. Homewell targets a wide range of customers. From a day-old baby to old
people we have different services based on their requirements. Revenue model is very
simple. Pay for the service we provide. This is a service revenue model business. If we
think about our cost, the big part goes for the developing programs for the caregivers. As
we need to cope up with the changes the continuous program for training goes on.

Channels identify how company communicates with and reaches its customer segments to
deliver a value proposition.

• Homewell’s main channel is its website, through which its customers conduct majority
of hiring.
• It also operates through the mobile channel. This is where second highest amount of
the communication takes place.
• Facebook page is where promotional offers, basic information and posts are
communicated.

• Customer preferences: customers today are very careful of their choice, both in terms
of being able to quickly and easily product and services quality across websites. And
there is always a demand for new and unique service.
• Hyper-personalization: as customers highly rely on mobile app, highly personalized
shopping is becoming the new normal.
• Delivery: based on an app the delivery or services became faster.
• Payment mode: payment modes have been forced to evolve. Starting with cash-on-
delivery, this trend quickly spread to embrace card payments and digital wallets. These
 initiatives have posed significant technological and security challenges for retailers.
And makes payment methods more convenient for customers.

Homewell is an E-business where we try to provide Child Care facility and patient care facility
with educated and trained employees.

We will be charging our clients through service charge or a subscription package. The main
intention of this business is helping a community in their troubled time.

The main problem in Bangladesh is that there is no proper service in-house patient care which
means patients who can’t go outside the house. They either need to hire someone from a direct
hospital or get no help and take care at all. The main pressure goes to the family member of
those patients.

With the help of our Application we will be trying to solve this problem in this society. Our
main motive is not generating money but to help a cause and to make a better future for people.

Another problem we will try to solve is that there are lots of day care service in Bangladesh
capital Dhaka but very little people are aware of this facility. People think this as an expensive
service which is not true at all.

By our application and website, we will be letting the people or the customer in this topic that
day care service or child care service is very much reliable, possible and not that expensive.

With these two problems and causes, we want to work on it and expand our business model in
the future.

Though this business model is more of a charitable model but we do need money to run all the
operation. This is how the revenue model of this organization will look like:

Subscription based: Our main source of income will come from subscription from the
customer. There will be monthly, half-yearly and annual subscription offers for the customer
to avail our service.
Per day basis service charge: For the people who need our service for short time of period
will be under this segment. We will generate revenue from the service charge that will incur
for availing our service.

Advertising: We will put advertise related to healthcare mainly in our app or website to
generate revenue depending on the online traffic of the website or application.

These are the primary source of revenue for our e-business model.

We will divide our market into 2 types. Online and Offline. Online are the ones that we will
persuade through our application and website. Offline customers are the one who comes
directly in our office to avail our service.

We will segment our customer as well in terms of age, profession.

Multichannel marketing refers to the practice of interacting with customers using a

combination of indirect and direct communication channels – websites, retail stores, mail order
catalogs, direct mail, email, mobile, etc. – and enabling customers to take action in response –
preferably to buy your product or service – using the channel of their choice. In the most
simplistic terms, multichannel marketing is all about choice.

We will have our different What Sapp group, Facebook Page, Email and most importantly our
Application in both Android and IOS operating system.

Any successful company would agree that its top priority is to drive revenue through their sales
process. Unfortunately, as simple as this sounds, many business owners and marketers can find
this difficult, overcomplicate the process and thus fail to reach their bottom-line goals.

Putting measurable objectives and a solid strategy in place is not only critical for business
decision-making and overall success, it also sets the initial tone for alignment between your
sales and marketing goals.
A revenue strategy is a plan that focuses on increasing company income by maximizing both
short- and long-term sales potential. Having a dedicated strategy of this kind is critical, as it is
near impossible to grow revenue without a documented plan of action.

We have basically two main services that we are trying to provide.

1. Patient care service

2. Child Care service

For Patient Care service we will imply service charge per day basis.

For Child Care Service we will have Subscription based offerings in monthly, weekly, half
yearly and annually terms.

Web based application services can used to make the operations of a business more effective
not just for online business but for traditional ones as well. E business applications behind the
scene rely heavily on the relationship between company servers and end user computers. They
provide a way for the organization and their consumers to interact with each other on the web
or to meet consumer needs by performing tasks online.

Enterprise resource planning is a management software for business that is used to collect,
interpret, manage, and store data for a plethora of business activities. Some of the benefits for
using ERP are

• Decrease Costs: Using ERP helps cut down or eliminate excessive paper work and costs
associated with travel time.
• Better Document Access for Better Patient Care: Staffs such as nurses, therapists etc.
are often assigned several clients in a month, a week, or even in a day so ERP helps
them access documents easily from anywhere and at any time such as patient records
or billing information
• Notifications and Alerts: Use of ERP to set up automated notifications and alert staff
and care givers if there’s a potential risk or issue for a client.
 • Case Management and Tracking: Ability to easily maintain client records, including
their medical history, physician visit records, symptoms list etc.
• Purchases and Payments: Using ERP makes organizations better equipped to plan and
track purchasing for equipment, treatments, and medications.
• Scheduling: Providing various scheduling features making sure clients are getting proper
hours of service and treatment and reducing costs related to unnecessary overtime.

Customer relationship management allows Homewell to manage patients and all of their health
information efficiently. The system consists of different modules.

• Communication module: schedule, initiate, and track interactions with patients

• Task management module: allows employees to add tasks, assign them to people, view
and update them, and track their progress.
• Report module: generate and customize various reports
• Patient management module: allows employees to add or update patient records,
segment patients to target groups based on their conditions, and effectively
communicate with patients.

Supply chain management system involves obtaining the resources needed to deliver goods
and services to consumers. By implementing SCM Homewell can create substantial cost-
reducing opportunities throughout the organization. Care givers or service providers may
require various equipment such as syringes, prescriptions drugs, gloves, pens, papers, and
computers or device. It is important to stock organizations with the products care givers need
and manage inventory. It enables organization to ensure delivery of services to consumers on
time and efficiently in order to ensure they are satisfied. Using SCM helps to:

• Boost Customer Service

• Reduce Operating Costs
• Improve Financial Position
Use of Intranet can help organization in many ways, from improving patient care to centralizing
resources. A well-designed intranet can provide staff member with tools they need to improve
various aspects of providing services and improved operations. Some of the benefits include:

• Improving Staff Communication: Intranets containing displays of all staff such as

doctors, nurses, orderlies etc. all in a convenient, central location online helps to
increase the ease with which employees and communicate with each other.
• Improving Patient Care: Patient care is the priority and intranet can provide various
resources to improve patient care such as patient care feedback, staff training, online
surveys/tests etc.
• Providing a Central Location for Resources: Intranet digitizes documents and
information as well as proving a central location from which all necessary documents
and forms are made available at any time. It expedites the patient care process and
makes patient experience smoother.
• Providing Organized Departmental Sites: Implementing and organizing into various
departments such as nursing, therapy etc. increases the ease with which employees or
care givers can access the information they need.

It helps to communicate and collaborate more effectively with clients, customers and partners.
Homewell extranet provides communication, collaboration, teaching, and management
applications for all participants and members can use it to send or receive personalized clinical,
financial, and operational data. Subscription based extranet based on the role or needs such as
patient, nurse, physician etc. Benefits of including extranet include increased productivity,
reduced margin of error, flexibility, timely and accurate information, shorter time to market
and build customer loyalty.

Any health care provider has an enormous number of documents and including for organization
providing home care service such as patient medical records, reimbursements etc. Using plain
old-fashioned paper can be slow, inefficient and expensive when data needs to be distributed,
retrieved, organized, and searched. Some of the benefits include:

• Standardization: enable organized, compliant, accurate, and efficient exchange of

relevant data.
• Cost savings: lower handling costs of processing documents because it helps eliminate
all paper trails and digitize all transactions.
• Security: enable secure transfer of information between service providers and payers.
• Improved productivity: enables a high-level accuracy, efficiency, and speed because
there is limited human intervention and errors are reduced.
• Faster processing: Also, benefits clients as they can access their own information more
easily or see information regarding service providers such as nurses or therapists. EDI
transactions are particularly beneficial for patients.

One of the things that has become an inevitable part of our lives of both consumers and
organizational operations is mobile and web applications. Web 2.0 allows to actively modify
web information. It enables social networking, participation, openness, and collaboration
within and between user groups. Our platform is armed with the unique features which includes
employee management, client intake, reporting, billing, invoicing etc. Also contains a
compliant messaging system allowing care providers to communicate and collaborate
internally. An Urgent care app incorporated within the main app allows care providers to search
nearby hospitals in case of emergencies and help clients to communicate with their physicians
or nurses from anywhere. Homewell app and website includes feedback widgets. Collecting
user feedback helps Homewell to drive the business in the right direction, points out flaws and
if responded properly, makes the user feel heard and cared. A tap to call widget is also
incorporated so that Homewell customer service can answer any queries clients may have or
any additional information they may require.

A site that is created in clear and intuitive way that helps to reflect consumer objectives ensures
to build customer loyalty and attract new customers. Making sure overall information
architecture of the site including site, section and page is based on business goals, site visitor
input and competitor analysis. More over having separate fields for content by breaking it into
chunks based on needs and other aspect helps it flow into different presentations and be used
in more flexible ways. Homewell uses the following practices to ensure website displays
meaningful and relevant content to its visitors. Each piece of content should:

• Reflect organization’s goals and user’s needs.

• Understand how user’s think and speak about a subject and create and structure content
based on that.
• Communicate to people in a way that they understand.
• Be useful by providing purposeful and relevant content and omitting the needless
• Stay up-to-date and remain factual.
• Be accessible to all people.
• Be consistent by following style guides, both for language and design, helps visitors
understand what we are trying to communicate.
• Be able to be found by making sure that users can find the organization’s content.
• Help define the requirements for the overall site. Content should drive design, structure
etc.

Corporate Strategy: We have discussed earlier the Corporate strategy of Homewell which
consist of Mission, vision, and objective of their business.

To recall that, the vision,

To become the number 1 choice for care-giving services in Bangladesh by addressing UN

sustainable 5 which is gender equality. In this case, this platform will help women of
Bangladesh to hire caregivers for dependent family members so that they can focus on their
career and help Bangladesh reach to great heights.

E-business strategy: It consists of strategy of internal process. Strategy of supply chain

management, Marketing and Information technology is described below.

Marketing Strategy: Marketing strategy fixes up market segmentation (described earlier),

promotional strategy, customer communication etc.
Homewell’s target segmentation shows that they are only targeting B2C. Satisfied customers
bring more customer because word of mouth is on action.

Facebook will really pull new customer to a very big extent, and Homewell is showing their
presence as they repeatedly promote themselves on social media and professional media. Since
young mothers are well versed in using social media, they will come across these ads more
frequently. We will also promote our services in online lifestyle magazines and physical media
like hospital waiting areas, and newspapers. Television ads also work fine to grab clients.

Supply Chain Management Strategy: Supply Chain management of Homewell use EDI
(electronically data interchange) software to communicate with various parties. Since we are
collaborating with hospitals, NGOs and government agencies.

Information Technology: We use oracle software platform to maintain database. All

information is processed in central server and distributed to intermediary servers to
communicate with internal process by FTP intermission. As described earlier, Homewell
maintains intranet, virtual private network and extra net as they have

Strength:

1. Ensures security concern of clients. For verification issues, NID card of maids are
collected along with the NID cards of two guardians of caregivers.
2. Clients meet expected behavior from trained caregivers. Caregivers are trained by
government hospitals and private hospitals. They are also sho0wn videos and then they
are monitored to ensure full satisfaction of clients. For training process, they have
trainers and follow certain modules.
3. It is the one and only on demand caregiving service in Bangladesh.

Weakness:

1. Currently only operating in the urban areas of Dhaka city.

Opportunity:

1. Emerging e-business in Bangladesh

2. Affiliation with international partners for getaways to broaden their business.

Threats:
 1. National and international competitors
2. Govt. regulations and restriction over e-business
3. Technical security threats

The Emerging Competitors: Homewell does not have many direct competitors in its
marketplace. The two notable competitors are Sheba XYZ and Hello Task. Both of these are
on-demand service providing platforms operating in Dhaka city. However, neither of them
provides childcare or patient care services yet. There are few hospitals that provide such
services; however, they do not have any online platform.

Marketing: Internet is free marketing zone. And that is the very reason, there is a clutter of
information. Being a B2C business Homewell can reap the benefits of Social media marketing,
particularly facebook, youtube and instagram by targeting young mothers, corporate employees
of middle and upper income. But due to an overwhelming number of ads, our target customers
might not find us reliable in the beginning. Grasping their attention and increasing stickiness
of our page and website is the biggest challenge. We can tackle this by content marketing. We
can share content about childcare, patient care etc. to inform and engage our audience. That
way, it will increase the credibility of our company.

Now a days in the age of internet Cybercrime is becoming a bigger problem every day and E-
businesses and its customers are facing the most problems data theft, DDoS attack, created card
fraud, bot network, spyware and identity fraud are just few of the headline making problems.
All Internet based business need security from this kind of threats to protect the customers and
themselves. For this e-business the

Money related extortion has burdened online organizations since their commencement.
Programmers make unapproved exchanges and crash the path costing organizations huge
measures of misfortunes.
Some fraudsters likewise record demands for counterfeit discounts or returns. Discount
misrepresentation is a typical money related extortion where organizations discount unlawfully
gained items or harmed products.
For example, Jimmy likes to exploit false exercises. He realizes that cordial extortion is a
simple medium where he can buy a thing, use it, and afterward discount it so as to recover his
cash, so he does it!

It is one of the basic security dangers of internet business where programmers take on the
appearance of genuine organizations and send messages to your customers to fool them into
uncovering their touchy data by basically giving them a similar looking duplicate of your real
site or anything that enables the client to accept the solicitation is originating from the business.
Normal phishing systems incorporate messaging your clients or your group with counterfeit
"you should make this move" messages. This method just works your clients finish the activity
and give them access to their login data or other individual information which the programmer
can misuse according to his advantage.

You may perceive bots from your great books, for example, those that slither the web and assist
you with positioning your site in Search Engine Result Pages. Be that as it may, there are
selective bots created to scratch sites for their valuing and stock data. The programmers utilise
such data to change the valuing of your online store, or to gather the smash hit stock in shopping
baskets, bringing about a decrease in deals and income.

Distributed Denial of Service (DDoS) attacks and DOS (Denial of Service) assaults intend to
upset your site and influence in general deals. These assaults flood your servers with various
solicitations until they capitulate to them and your site crashes.

Administrators and clients may have Trojan Horses downloaded on their frameworks. It is one
among the most exceedingly awful system security dangers where assailants utilise these
projects to swipe delicate data from their devices effortlessly.
In the case of Homewell the two most risky issues are the DDoS Attack and Trojan Horse,
firstly for DDoS attacks, most DDoS assaults are not huge, volumetric assaults, and DDoS
programmers focus on a wide range of associations, not just large, commonly recognized name
organizations or government offices. No site or online application is resistant to DDoS, and
any size DDoS assault is reason to worry. This kind of attack can overwhelm the systems
security as it is a minor attack to sense initially our secures system might overlook it and could
lead to server flooding turning the system down or roughing bigger viruses into the system.
As for Trojan horse is not itself a virus because it does not replicate but it carries other virus or
malicious code such as bot or rootkits it can make the app nonfunctional and worse it could
collect personal information of our users and that could lead blackmail, misuse and fraud.

Antivirus and against spyware programming framework are square measure essential
instruments that Coach or any association will do. A few antivirus or hostile to spyware devices
will really back the PC off. Mentor advocate that you simply prepare every pc in your
association with an extensive antivirus program and a different enemy of spyware program.
The instruments Coach will choose can depend somewhat on the components of the
association.

Tiny associations with exclusively various computers: Install individual antivirus and hostile
to spyware programming framework on every PC.

Associations with 10-20 computers: Think about utilizing a security suite. An assortment
licenses Coach to control programming framework midway, rather than adapting to each
workstation independently.

Associations with very twenty computers: Contemplate undertaking level instruments.

Enterprise level devices conjointly license unified organization of definition updates and
elective errands, moreover as giving further security instruments material to bigger
associations.
In this project, we came up with a new E-Business that is not prevalent in Bangladesh. It is an
on-demand child and patient service care platform which connects caregivers to customers. It
is a b2c business that aims to make the lives of the working women of Bangladesh easier by
assisting them in taking care of the sickly elders or children in the house. Our revenue streams
include subscription-based model as well as commission from our partner hospitals. Our web
presence includes our own official website, Facebook page and mobile app.

Since Bangladesh is an emerging economy with an increasing rate of internet users, it is now
the perfect time for startups to grab the opportunity to fulfill the market gap. Homewell is doing
just that by bringing such a platform to the people of Bangladesh.

Iglesia Gomez, M. (2012). European Innovation Partnership (EIP) on active and healthy
ageing. Gerontechnology, 11(2). doi: 10.4017/gt.2012.11.02.016.00

Finding Child Care - Child Care Services Association. (2019). Retrieved 23 December 2019,
from https://www.childcareservices.org/families/fs/finding/