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Section 3: Team 4

Emily Bleehash, Sydney Easton, and Kamryn Willard

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Sydney Easton

Emily Bleehash

Meet Our Team!

Kamryn Willard

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AGENDA

Situation Analysis

Objectives

Strategy

Tactics

Outcomes/Projections

Questions/Appendix

5Cs and SWOT Analysis, Orientation, & Buying Process

Mission & Vision

Current Strategies, Research & Interviews, STP

Brand, Product, Price, Communication, Channel, & Customer Management

Most Likely, Best, and Worse Case Scenarios

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SITUATIONAL ANALYSIS

I.

5Cs, S.W.O.T Analysis

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The Force for Health is a medical education and technology company founded by Dr. Robert Gillio and Lucy Howells.

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Online Learning

Virtual Health Academy, 360° Human Explorer Challenge, Virtual Gym

Force for Health GO

Augmented reality app based on location

Chamber of Health

Sharing of files and discussion posts with community

Community

Engaging the community into becoming a force for health for all

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Company Analysis

Interactive, community-based health platform
Based on socio-economic model:

“Forces of health”

Individual
Friends and Family
Community Organizations
Infrastructure
Data Insights and Policy

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Customer Analysis

No clear segmentation or target market

Focus on younger generation (B2C) and community organizations (B2O)
Community leaders

Currently 400 or so users

Want to improve health (psychographic)

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Competitor Analysis

Time and routine

School curriculums

Pearson and McGraw Hill
Other competing online learning management systems
Chamber Nation
Microsoft Office, Google Suite

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Collaborator Analysis

Outsourcing to technology companies
Work from Penn State students from all majors
Medical illustration and health risk assessment partners

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Context Analysis

Most organizations focused on one problem regarding health

ex.: Breast cancer awareness, Alzheimer’s, diabetes, THON

No local organization that focuses on all health or daily health
COVID-19 pandemic

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S.W.O.T. Analysis

Strengths

Opportunities

Weaknesses

Threats

Ideas
Passion for business

Growing concern due to COVID-19
Perfect opportunity to position product

Divided focus
Lack of user friendly
Low profit

Established competitors
Time

Strengths: The company’s current perceived internal strengths are their ideas and their passion for the business. Dr. Gillio and Howell have various projects going on at all times because of their endless, innovative ideas that they are always coming up with, and how dedicated they are to making the world a better place. They are also very detail-oriented and focus a lot on the educational value of their products. For example, with their Force for Health apps, they have virtual simulations of exercises that demonstrate the exact way to do the exercise, and they have 3D interactive learning with their 360° Human Explorer Challenge that visually shows the anatomy of the human body while teaching facts and figures about it.

Weaknesses: The company’s current perceived internal weaknesses are their focus being divided up among various different projects, their product’s lack of being user-friendly, and the co-founders barely making a profit off of the company. When we went to visit Dr. Gillio’s office during the beginning of the semester, he almost had no space to actually work because of his numerous projects in boxes - taking up all of the room in his office. He also mentioned that he feels as though he is always working on multiple things at once, so it can be hard to focus on just one specific project. Unless they are able to narrow down the scope and goals of the Force for Health, we are unsure whether it will be as widely accepted as Dr. Gillio and Howell are hoping.

While their products can have many benefits to consumers, the design of the products is more of a hindrance than a help. For instance, when navigating their website, you have no idea where to click because there are so many tabs within tabs that you can click on - almost seeming like the information you want is buried on their website. A simplification for this would be helpful for users, so they do not feel overwhelmed or lost while searching their website and can actually utilize the product.

Along with those two weaknesses, at our first visit to the Force for Health, Dr. Gillio mentioned that he and Howell barely make a profit off of the company. While he did not share exact numbers, he said he is making nowhere even near what he has in the past at other jobs as a doctor. They use a lot of intern and student influence to work on their products and services in return for credit for classes to cut their costs, so they do not have to pay wages. Though this decreases costs for them, it also may contribute to their other weaknesses by not having enough professionals and experts collaborate with them on their products, which could help them with many of the issues they deal with including profitability.

Opportunities: The company’s current perceived external opportunities is the growing concern around health under the COVID-19 context. After the impacts of the COVID-19 pandemic, consumers are becoming more conscious about their state of health. Health checks and statuses have been integrated into every part of society and within organizations. The Force for Health’s Chamber of Health fits perfectly under these conditions, allowing organizations and businesses to perform functional tasks while tracking member’s health statuses. �Not only that, but the state of the pandemic can be the perfect opportunity for the Force for Health to branch into school’s curriculum. With many schools still being virtual, or limiting the number of in person activities, ensuring that students are still getting enough exercise, and maintaining a healthy lifestyle is imperative. If the Force for Health can narrow its scope and target audience, and correctly market its benefits to school districts, we believe they could have a large chance of being brought into health and wellness curricula.

Threats: The company’s current perceived external threats for the Chamber of Health platform are their established competitors, such as Microsoft 365 and Google Drive products. Both of these companies already have a significant market share among the target market and are large Fortune 500 companies. In order to gain more market share among these competitors, the Force for Health Network must differentiate themselves in a unique and valuable way.

Time is an additional threat to consider, as much of their content is outsourced to software developers. Because of this, there is little control over the amount of time it takes to develop content. This is likely to be an ongoing threat, as the company continues to publish additional resources.

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OBJECTIVES

II.

Mission & Vision

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VISION

MISSION

A world where everyone can be a force for health

To promote an interconnected community of health literacy

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STRATEGY

III.

Current STP, values, research, clustering analysis, perceptual mapping, recommended segments, positioning

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Current STP

Segmentation

Targeting

Positioning

Health conscious (Psychographic)
Virtual + State College (Geographic)

Young adults (potentially)
Schools
Community organizations

All health issues/daily health
Across all levels

5 forces of health

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Current Strategies

Global “hyperlocalization”

Chamber of Health

Partnering with well-established company to grow

Telemedicine firms
Schools or community organizations

End goal: Community engagement

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Values

Economic value

Free for Basics
$49.99 annual fee for 360° Human Ambassadors
$99.99 annual fee for Group Leaders

Functional value

Learning about health from an actual doctor (Dr. Gillio)

Derived (personal) value

“To motivate to take better care of my health”

Derived (social) value

“Taking care of my health will make others believe that they should too”

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Research & Firm Interview

Interview with Dr. Gillio
Survey administered to 100 Penn State Students

Determine importance and perceived performance by FFH and competition

Price, health education features, ease of use, communication, health monitoring, and file-sharing

Competitors

Google Product, Microsoft 365, and Chamber Nation

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Recommended STP

Segmentation

Targeting

Positioning

Focus on benefits that the product provides (quality, convenience, usability, etc.)

Schools
Community organizations

All health issues/daily health
Across all levels

5 forces of health

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— Positioning Statement

“For school districts’ health and science curricula that wish to further enhance students’ education, the Force for Health is a subscription service that offers virtual, interactive learning tools and community engagement resources, so that students can learn both in the classroom and online and connect with others in their communities because the Force for Health believes that health education is one of the most beneficial assets to our world.”

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TACTICS

IV.

Brand, product, price, communication, channel, customer management

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Brand

Collaborative community based on health education and literacy
Focus on:

Daily health
Community health
World health

Recommendations:

Narrow brand image to provide a local, community based approach

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Product

Online learning tools
Force for Health Go
Virtual Gym and Wellness Club
Chamber of Health services

Innovation #1: Incorporating daily items into workouts

Abstraction - Use Others’ Method

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Price

Basics Challenges and VIVA Human Body Library, free Force for Health Go games and challenges, having a user profile, simple health assessment, HealthTracker tools, public groups and support, and the Force for Health Daily News Digest

FREE + Custom health assessment, the 360° Human Experience (3D interactive learning), access to IDEAS & TEAMS, Virtual Gym & Wellness Clubs, and access to roundtables, mentoring, and group networking

360° Ambassadors + Enables leadership communication tools, such as creating personal challenges for groups, fundraising tools, and training and support services

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Price

Innovation #2: Force for Health Go Missions Promotional Trial Period

Causation - Induce Behavior Method

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Communication

Personal selling
Sales promotion
Online and Social media marketing

Builds strong client relationships

Recommendations

Shift personal selling to school districts
Events and experiences method�

Innovation #3: Sponsored 5K

Reduction - Partial Core Method

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Channel

No current push or pull strategy in place

Recommendations

Implement a push strategy

Go into schools to talk about subscription benefits
Advertise to academic groups

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Customer Management

No set customer management standards
No current calculation of CLV

Recommended to do for projected customers and current customers

Innovation #4: Giving out free Force for Health gifts with 360 Ambassadors Membership subscription

Abstraction - Pleasant Surprise Method

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OUTCOME

V.

Most likely case scenario, best case scenario, worst case scenario

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Outcomes

Most Likely Outcome	Best-Case Scenario	Worst-Case Scenario
Changes are beginning to be made	FFH adopts our recommendations, and they are able to gain market share	No changes are made after the project
Adopted by some of the school districts in the area ($1,296 - 3 schools, 1 district)	Surrounding school districts implement FFH into their curricula	No target audience is implemented, and marketing will not begin
Revenue is received from a few subscriptions, and community members	Revenue begins to be earned ($2,187 annually for State College))	No profits will be made, and FFH will receive no brand recognition

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THANKS!

Questions?

Please keep this slide for attribution

CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik and illustrations

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Appendix & Section 2 slides

VI.

Supplemental materials, and secondary slides

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5 Forces for Health

No specific guidelines or protocols on how exactly they build upon each other and how it is done

Inferred from own knowledge
But would be helpful

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Orientation

Product/production orientation - focusing on building products it prefers

Recommendations:

Customer orientation - focusing on what the customer wants

Benefit segmentation

Scaling down product portfolio to match

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Dashboard on the Force for Health

Dashboard to communicate with other users and groups
Updates on news �and activities within �groups

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Examples of Force for Health Lessons

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Buying Decision Process

Currently, most likely makes it to full set and awareness set
Possibly doesn’t make it into the full set

To correct for this, improve marketing efforts and awareness of brand

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Perceptual Map

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Preference Data

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Descriptor Data

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Benefits of New Positioning

More widely utilized by consumers
Take strain off of the health and science teachers in school districts that have a high turnover rate of teachers
Offers a supplemental learning tool
First step in targeting individual community members

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BCG Model

Dog
Little to no market share

Improve by beginning marketing to schools

Little market growth

Implement the developed ideas
Advertising and awareness

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Price - Free Basics

Free Basics
Access to:

All Basics challenges
VIVA Human Body Library
Free Force for Health Go games and challenges
User profile
Simple Health Assessment
HealthTracker tools
Public groups and support
Force for Health Daily News Digest

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Price - 360° Human Ambassador/Group Leaders

Access to:

Custom Health Assessment
360° Human Experience (3D interactive learning)
Access to IDEAs & TEAMS
Virtual Gym & Wellness Clubs
Access to roundtables, mentoring, and group networking

Group Leaders Membership:

Build upon:

Enabling leadership communication tools, such as creating personal challenges for groups, fundraising tools, and training and support services

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Price - Price Structure

Community Director role - $999
Group Leaders - $99
Steam Team Leaders - $69
Ambassadors - $49

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School District Pricing Structure

Bundle

$999 - Annual fee of Community Director for the school district
$99 - Annual fee of Group Leader for each school utilizing the program in the district
Remove the cost off of the students