Kaiser Permanente is looking to enter into the preventative care space to help their patient base increase physical activity and improve on healthy habits. While the overall goal is improved patient satisfaction and well being, the specific financial goal is reduced cost by emphasizing improved health prior to any adverse conditions developing. Overall, KP wants to decrease spending on conditions such as type 2 diabetes.
Your team is tasked with researching the potential costs, features and benefits of a mobile application that communicates with KP patients and helps them improve on healthy habits.
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- Initial Focus
- Opportunity
- Proposal
- ROI
- Measurement
- Competitors
- Advantages
- Roadmap and Vision:
Business Case:
Initial Focus
Identify problems to solve by creating a compelling story using evidence and metrics
clearly articulated what that pain is
- Included specific metrics to back up your claim
- Included potential cause(s)
- Included a call to action that would resonate with stakeholders
Opportunity
Calculate the total addressable market (TAM) for your product
quantified the size of the opportunity? It can’t be something as all-encompassing as “the market for diabetes treatment is $300B”.
What piece of this market are you approaching? How big is it? Why only this piece? TAM (Total Addressable Market) should usually be counted in billions. Anything with a B in front of it is probably a good TAM. That said, your focus area will have a return significantly lower than the total TAM.
Use links and sources where possible. This doesn’t need to be comprehensively footnoted, but quotes and numbers are always more believable when the source is mentioned
Proposal
Define product use cases and target user(s)
State what you want to build. Give brief details at a high level of functionality, just enough for readers to understand the proposal
Have you outlined a clear solution to that problem? Will a reader or viewer understand what you’re proposing to build? It can’t be something vague like “I will build a marketplace!” It has to be specific. What kind of marketplace? What does it do? How is it special? What audience does it address?
ROI
Calculate the return on investment
What do you think this will cost? What do you think this will produce in terms of revenue or cost savings? What is the return on investment?
You don’t need to provide an extremely detailed business case here, that’s usually provided as supporting material. Detailed spreadsheets are often too brittle because they rely on numerous assumptions, any one of which being wrong will throw the entire ROI calculation off. Think simple calculations instead. X months of development * 10k each / some simple measure of return.