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 3.1 DE S C RIB E P RO DU C T/S E RV IC E DE S IRA B IL ITY

Does it make sense? Is it reasonable? It is something consumers

Yes. will get excited about?
• Promotes health awareness by giving
options for the people to do test at Consumers will get excited about they can
home take their own test sample at home without
• Reducing the amount of effort for go to hospital or clinic.
consumer
• Allow to collect the test sample in their
own pace with a stress free
environment protecting their privacy

Group 1 - Presentation Week 5

 3.1 DE S C RIB E P RO DU C T/S E RV IC E DE S IRA B IL ITY
Does it take advantage of an environmental trend, solve a
problem, or take advantage of gap in the market place?

Social Force
• Feel embarrassed or shy when we are doing some of the tests in
hospital.
• Launched our service to let consumers do the tests in their
home or somewhere they feel stress-free.
• We help them to deliver the test sample to lab and inform
them the result.
• Need to follow the availability of hospital appointment times.
• Just test it anytime
• Make appointment with us if necessary

Group 1 - Presentation Week 5

3.1 DE S C RIB E P RO DU C T/S E RV IC E DE S IRA B IL ITY

Is this a good time to introduce the product or service to the market?

Yes, this is a good time for us to enter the market, because:

• Pandemic occurs, risk to diagnose increases
• A lot of suspected confirmed cases go to the hospital or clinic to a make the PCR test.

Are there any fatal flaws in the product / service's basic design or concept?

• Possibility of consumer's carelessness or negligence when storing the test sample before
we deliver it to the lab --> this will cause inaccurate result.
• Some test might be difficult to be interpreted from the guideline video.
• First-timer to use the test kit
• Elderly

Group 1 - Presentation Week 5

 3.2 DE S C RIB E P RO DU C T/S E RV IC E DE M A N D
M E T H OD 1 - GOOGL E F ORM

• Busy with their business

• Do not have time to go hospital/clinic to do test
• Medical facilities are not well-prepared.

Group 1 - Presentation Week 5

3.2 DE S C RIB E P RO DU C T/S E RV IC E DE M A N D

M E T H OD 2 - ON L I N E RE S E A RC H

From both diagram we can see the frequency of health related articles being publish on
newspaper are increasing and maintaining the highest frequency of publication compared to other
topics. This show that the people are more curious about their health and health awareness of the
people are improving.
Group 1 - Presentation Week 5
3.2 DE S C RIB E P RO DU C T/S E RV IC E DE M A N D
M E T H OD 3 - GOOGL E T RE N DS

From google trends, we can see many of the search regarding most common health test option
are increasing on this past decade especially blood test. including online health test, it has also a
positive trend and show it has a high demand in the market.

Group 1 - Presentation Week 5

3.2 DE S C RIB E P RO DU C T/S E RV IC E DE M A N D
M E T H OD 3 - GOOGL E T RE N DS

CircleDNA offer similar service for DNA testing only, show that there has a high
demand in the market.

Group 1 - Presentation Week 5

 3.3 DE S C RIB E O U R B U S IN E S S M O DE L

WHY?
Inspired from pandemic:
• Have a high risk when having test in hospital or clinic.
• For rural area, it was difficult to having test.

P ROBL E M A N D S OL UTI ON

Problem Statement: During pandemic, due to outbreaks of covid-19 cases hospital are cramming, who want to receive
covid-19 tests may need to take a risk to expose themselves in crowd. The second scenario is in daily life, people who
would like to know their healthy status, but due to time consuming to do tests in hospital or private issue they may need
a platform to service them privately.

UNSDG - Goal 3 (Good health and well-being): We promote health awareness by giving options for consumer to do test
at home, reducing the amount of effort for the consumer and allow them to collect the test sample in their own pace with
a stress-free environment protecting their privacy.

Group 1 - Presentation Week 5

3.3 DE S C RIB E O U R B U S IN E S S M O DE L
BUS I N E S S M ODE L
1 2 3 4

Provide guideline Provide medical

Purchase Customer test
(Video/graphic/ consultant to Deliver the test Packing by
from website herself
word) assist kit to customer customer

5 6 7 8
The picture can't
be displayed.

Set appointment
with us to collect Parcel collected Waiting for result Receive the result
the parcel and send to lab release via email

Group 1 - Presentation Week 5

 3.3 DE S C RIB E O U R B U S IN E S S M O DE L
L E GI S L A T I ON I S S UE S

Requirement for packaging

• Container must be labelled with the name of patient/
How we follow？
tester, IC or hospital registration number, specimen
type (if necessary) and test require. Triple layer packaging will be implemented.
• Primary receptacles shall be packed in secondary
packaging in such a way that under normal conditions
For platform (website/application), emergency
of transport, they cannot break, be punctured or leak. if
contact details will be collected from consumers, with
multiple receptacles are placed in s single secondary
packaging, they shall be secured together, individual
their name, address, emergency contact.
wrapped or separated to prevent contact between
them.
• Specimens sent in liquid nitrogen should be placed in a
dry shipper.

Group 1 - Presentation Week 5

 3.3 DE S C RIB E O U R B U S IN E S S M O DE L
H OW W E GE N E RA T E RE VE N UE ?

Test
We collaborate with
Shipping credible lab to do tests
Product We provide shipping to for our customers. Value
the customers and will be captured via the
The product will be
shipping return to the lab. gap between the lab and
supplied from the test
Basically, we will directly the price setting by our
supplier. Revenue will
charge the shipping fee. platform.
taking the gap between the
supplier and the price set
by our platform.
Group 1 - Presentation Week 5
 3.4.1 O U R B U S IN E S S M IS S IO N

Health screening tests Privacy Convienience

Group 1 - Presentation Week 5

3.4.2 DIF F E RE N TIA TIO N F RO M O TH E R B U S IN E S S

Distribution Cheaper
Various
Differentiation Testing Solution
Test Kits

Group 1 - Presentation Week 5

3.5.1 M A RK E T S E G M E N TA TIO N

PE OPL E W HO W A NT
PE RSONA L SPA CE

Market PE OPL E W HO
Segmentation PRE FE R CONVE NIE NCE

PE OPL E W HO A RE
CURIOUS A B OUT THE IR B ODIE S

Group 1 - Presentation Week 5

 3.5.2 TA RG E T M A RK E T S E L E C TIO N
• P E OP L E WH O WA N T P E RS ON S P A C E & S E C URI TY 2 . P E OP L E WHO P RE F E R C ON VE N I E N C E

As shown in those graphs, term like" Home health test" and "Can I health test at home" are well
interested by people. One of the reason is that people want to do health test at home to protect their
health information or want convenience. Another reason is during pandemic, people are tend to
protect themselves from crowed place, such as hospital. Our service can supplement their
requirement, delivery the test kits to their home and then collected the sample and shipping to the
lab.

Group 1 - Presentation Week 5

3.5.2 TA RG E T M A RK E T S E L E C TIO N

3 . P E OP L E WH O A RE C URI OUS A BOUT TH E I R BODI E S

There are a lot of people who have a feeling that they are sick but often does not have a way to
validate it individually. The figure above shows generally that the people has been curious about
themselves. Our business is to facility people to know their bodies.
Group 1 - Presentation Week 5
3.5.3 B U YE R B E H A V IO U R
T A RGE T I N G C US T OM E R

This kind of product usually has higher price and various with different function, thus, before
purchasing people will involve a lot. Certain type of test kit will only have few difference between
brands. Thus, our customer will be dissonance-reducing buying behavior.

Group 1 - Presentation Week 5

3.5.4 C O M P E TITIO R A N A L YS IS • Our business focus on providing
various health test kits.
• Shipping service.
• Report will state the final result
directly to our customer, thus it will be
readable.
• For normal test kits, results will be
available for 6-7 business days.

• Circle DNA mainly focus on DNA test,

thus, result will be based on the gene
analysis.
• No shipping service.
• Result will be available for 18 business
Group 1 - Presentation Week 5
days.
3.5.5 E N V IRO N M E N T TRE N DS
S OC I A L
• According to Big Think, in fact, 40% of people
misdiagnosed themselves online.
• Another article by CBS News states that one-third of
adults self-diagnose themselves online.
• As shown in this figure, in the UK, in 2016, 68% of the
respondents has the tendency to self diagnose by using
the internet.

Group 1 - Presentation Week 5

 3.5.6 O P P O RTU N ITIE S

• Ever since Covid-19, because of lock-down, many people has

been staying at home. If they fell uncomfortable, they may feel
very stressful since during epidemic situation the hospital are
crowded.
• With the increasing health awareness, people would urgent to
know their health status with convenience and professional
suggestions for they health.
• Health tests kit are developed, with small sample size, lab can
perform the test for subject.
• Transportation and shipping service are well developed, which
shorted the time ship to the customers and return the sample
to lab.
Group 1 - Presentation Week 5
THANK YOU