Helicopter AmbulanceYazad Adajania – 101

Rashmi Gole – 112Prathamesh Kulkarni – 116

Gulshan Vanjani – 147Prachi Vajani – 155

IDEA - Provide helicopter ambulance services

Health Care Industry includes hospitals, medicines, infrastructure, Medical equipments, health insurances, etc

Health care industry is growing at a CAGR of 15.5% in India. It is a $120 billion industry in India

Average spending on health care, of families in India, is 10%-15% of their family income

Target market – Maharashtra• Maharashtra accounts for 14% of the total road accidents in

India• 45,000 deaths in Maharashtra due to road accidents, majority of

which are due to delayed response in medical services• More than 20,000 deaths due to SCA occur in maharashtra

Criticality – Discontentment matrix

High Criticality ,High Discontentment

Feature of the air ambulance Medical escort  24/7 Availability of doctor and aero

nursein air ambulance

ICU to ICU transfers (inter-hospital intensive care patients)

Ventilator-dependent patients Cardiac emergencies Multi-trauma cases Spinal cord/head injury Transplant recipients Babies and children needing

emergency Specialized customized

services

Services Provided

Porters 5 forces

Threat of entry - HIGH - Due to large number of license requirements, Small market size which does not leave space for other players, huge investment .

Buyer Power – LOW to MEDIUM – Consumer/patients will have low buyer power whereas insurance companies will have medium buyer power

Supplier Power – MEDIUM – Helicopters not easily available for lease, Fuel at market price

Threat of Substitute – MEDIUM – Only substitute is the road ambulance

Competitive Rivalry – LOW – Air ambulance industry is at a very nascent stage

Future

Partners – Insurance Companies, Equipment Manufacturers

Customers – Hospitals

Team domain …bhaad mein jaay

Customer Segmentation

Middle Class, upper middle class and HNI

Types of patients accidents, cardiac arrests

Line of business Emergency Prior booking

Distribution Channels Tie-ups with Insurance Companies Provision of helicopter ambulance facility in the

insurance policy

Tie-ups with Hospitals For widening our customer base Take care of advertising and promotional activity

Have own Direct Sales force

Value proposition Newness

Accessibility

Speedy Service

Criticality of service

Customer Relationship Maintaining Customer Relationships will help

company’s business model to deeply influence the overall customer experience

Maintain relations with existing hospitals and have an aggressive acquisition strategy to acquire more hospitals

Maintaining good relations with insurance companies

Providing quality service so that they recommend it to others

Revenue Stream

Insurance Premium

• Target No of people opting for Cover :- 25000

• Revenue per user :- 3000

• Total Revenue :- Rs. 7.5 Crores

From Hospitals

• No of customers expected :- 2500

• Revenue per customer :- 20000

• Total Revenue :- Rs. 5 Crores

Direct Customers

• No of customers expected :- 2500

• Revenue per customer :- 20000

• Total Revenue :- Rs. 5 Crores

Total Revenue :- Rs. 17.5 Crores

Pricing Major Costs

• Helicopter Leases approx 1.1 cr * 5 = 5.5 crore

• Fuel Cost approx 6.5 cr Cost Rs 75000 per kilo litre Total Flying Hours 25*300*2 = 15,000 hours Mileage 56.7 litres per hour

• Salary & Admin Costs approx 3 cr• Parking Costs approx 1 cr

Total Cost :- Rs. 16 Crores

Cost Structure :- Value Driven

Basic Service • Distance Within 250 kms and after that Rs

50 per km• Patient and 1 family member

Premium Service • Distance Within 500 kms and after that Rs

50 per km• Patient and 2 family members• Doctor on call

Key Resources Physical – Helicopter which will be taken on

lease, various other medical equipments

Human – skilled and experienced staff, support staff

Financial – bank guarantees such as cash, lines of credit

Key Partnerships Partnership with hospitals – Apollo,

Wockhardt, AIMS

Tieups with insurance companies like LIC, SBI life insurance, ICICI prudential life insurance etc