Table of Contents

1. EXECTIVE SUMMARY ................................................................................................................................. 2

2. INDUSTRY ANALYSIS.................................................................................................................................. 2
Competition and Competitors: ............................................................................................................. 2
Cost and Profit Margins: ....................................................................................................................... 2
Barriers to Entry: ................................................................................................................................... 2
Participants: .......................................................................................................................................... 2
Key Success Factors:.............................................................................................................................. 2
Industry Trends: .................................................................................................................................... 2
Long Term Prospects:............................................................................................................................ 3
3. COMPANY DESCRIPTION ........................................................................................................................... 3
4. MARKET ANALYSIS .................................................................................................................................... 3
5. ECONOMICS OF THE BUISNESS ................................................................................................................. 4
Initial Investment: ................................................................................................................................. 4
Fixed Costs: ........................................................................................................................................... 4
Variable Costs: ...................................................................................................................................... 4
Break Even Analysis: ............................................................................................................................. 5
6. MARKETING PLAN ..................................................................................................................................... 5
Value Proposition: ................................................................................................................................. 5
Positioning: ........................................................................................................................................... 5
Pricing Strategy: .................................................................................................................................... 5
Special Packages: .................................................................................................................................. 5
Promotion: ............................................................................................................................................ 6
Marketing Strategy: .............................................................................................................................. 6
7. DESIGN AND DEVELOPMENT PLAN ........................................................................................................... 6
Developing a New Product: .................................................................................................................. 6
Recent Project: ...................................................................................................................................... 6
8. OPERATIONS PLAN .................................................................................................................................... 7
Back Stage: ............................................................................................................................................ 7
Front Stage: ........................................................................................................................................... 7
9. MANAGEMENT TEAM AND COMPANY STRUCTURE ................................................................................. 8
10. OVERALL SCHEDULE ................................................................................................................................ 9
11. FINANCIAL PROJECTIONS ........................................................................................................................ 9
Financial Details: ................................................................................................................................. 10
1. EXECTIVE SUMMARY
Diabetic Retinopathy is a disease of retina which affects patients with diabetes mellitus and it is a main
reason for blindness. It is a disease in which the retinal blood vessels swell. This damages the retina of eye
and may lead to blindness if the level of diabetes is very high. The most effective treatment is early
detection through regular screenings. Automatic screening of these images would help the doctors to
easily detect the patient's condition in more accurate way. This emphasizes on determination of retinal
images using appropriate image processing and machine learning techniques.

2. INDUSTRY ANALYSIS
Diabetes is a chronic disorder associated with defects in the secretion of insulin from the pancreas or
hyperglycemia linked to insulin resistance which ultimately leads to long term multi-organ complications
of eye, kidneys, nerves, blood vessels and heart. The most common and severe sight threatening
complication of diabetes is Diabetic Retinopathy (DR) with some form of DR present in around 25-33%
diabetic persons at any time. It leads to damaging of the blood vessels present in the retina of the eye. As
per WHO (world health organization) estimates, DR contributes around 4.8% of blindness globally. In
Pakistan, it is the leading cause of vision loss and new-onset of blindness in working adults. Growing
incidence and prevalence of diabetes, growing cases of diabetes-associated blindness, rising geriatric
population and improved awareness related to early diagnosis are some of the key factors forecast to
drive the global diabetic retinopathy diagnosis industry.

At present diabetes effects 336 million people worldwide which are projected to increase by 54% in 2030
and more than 75% among these diabetic for more than 20 years are likely to have some form of diabetic
retinopathy.

Competition and Competitors: Up till now, there is no such system for automated detection of Diabetic
Retinopathy is deployed anywhere in any hospital of Pakistan. Therefore there are no competitors in
existence here in Pakistan’s market for our product.

Cost and Profit Margins: The profit margins in this industry are very high, due to increasing demand. The
operating costs are moderately low.

Barriers to Entry: There are no barriers to entry in this business, from either legal or political side. Others
factor like competitors, operations and material are also not hurdles for this business.

Participants: Participants, in this implementation, will include students from various educational
backgrounds.

Key Success Factors: Since the software can provide a more advanced Diabetic Retinopathy screening
and time consumption is also very low, therefore this product will ensure getting a lead on the upcoming
competition.

Industry Trends: Not much progress has been made in this field, however since 2011, there has been a
growing realization of its importance. Despite this, there hasn’t any significant work done.
Long Term Prospects: Not only will this system satisfy a growing need, but will continue to be in demand
for generations to come.

3. COMPANY DESCRIPTION
I keep dreaming of a future, a future with a long and healthy life, not lived in the shadow of darkness but
in the light.

This was the reason why HOPE OF LIGHT was born, with express goal of providing world class method of
Diabetic Retinopathy Detection.

HOPE OF LIGHT is a new company that will provide high quality screening and predictions services to its
clients, with computer vision at its cornerstone. HOPE OF LIGHT is scheduled to begin operations on
December 26, 2017. A partnership, owned and operated by Shahid Jamil and Ayesha Hanif.

All partners have undergone intense selective studies, and specialized in image processing, computer
vision and machine learning.

HOPE OF LIGHT will target small to medium sized health care institutes and the populace as a whole on a
web platform, while seeking contracts with medium sized firms. Those contracts will be served with the
assistance of strategic alliances, both with other medical research institutes, as well as other professional
groups. This will give the company the flexibility it needs to successfully secure and complete projects
with varying elements. By using existing contracts, HOPE OF LIGHT is in a position to corner the on-site
assessments market. By year 3, HOPE OF LIGHT will have expanded to other markets. The Partners have
both recognized that there is a high demand for these services. Through their extensive contacts, they
have determined that most medical institutes don't have the capacity to carry out such activities and as
such, and only offer this kind of service manually. Therefore, HOPE OF LIGHT has initially set the stages as
a possible “Go-To” company for other professional groups that don't have this capacity.

Strengths: Highly certified

Motivated

Have mastery modern tools

Weakness: Low on resources (Hardware and financial)

4. MARKET ANALYSIS
Today’s market (relative to our concern) can be divided into the following segments:

 Hospitals

 Eye clinics

 Research Institutes

These categories are further fragmented, based on the exact target audience, bases of which could be
age, gender etc. HOPE OF LGHT will introduce itself in the Dynamic screening and prediction Systems in
market, with intention to target audience including both genders having diabetes in Pakistan. The target
audience will be the users of the end application which are doctors, but the buyers would be the
authorities of their corresponding health care institutes and hospitals.

5. ECONOMICS OF THE BUISNESS

Initial Investment: Initial investments of the startup are as follows:

INITIAL INVESTMENT

Computers PRs 2,00,000

Hiring workers PRs 1,50,000
Office Allocation PRs 1,00,000
Miscellaneous Costs PRs 30,000
Total PRs 4,80,000

Fixed Costs:
The following items will have a fixed cost:

 Office Rental

 Office Supplies

 Office Utilities

 Computers

Variable Costs:
The following items will have variable costs:

 Advertisements

 Transport Costs

 Product Placement
Break Even Analysis:

6. MARKETING PLAN

Value Proposition:
HOPE OF LIFE offers an efficient solution, to a universal problem. The Automated Screening and Prediction
System will be able to optimize time factor, while providing an interactive and individualized information
regarding the disease. It will also help the Doctors, managing and guiding their patients with the diagnosis
and prevention of DR.

Positioning:
Through social media, and on spot advertisements, HOPE OF LIFE will take the stance of the first ever
Automated Retinopathy Detection System in Pakistan.

Pricing Strategy:
The application will go as a onetime sale product. The basic features will be added along with the more
advanced (and ultimately, the core) functionalities. For updates and revisions, clients will be asked to pay
more. Payment can be made online, or through PayPal and similar services (including EasyPaisa).

Special Packages:
Should an institute be buying the application in bulk, for their doctors to use in different branches, then
the application will be sold at a great discount, to further encourage institutes to buy the software.
Promotion:
The primary focus will be on social media, however other efforts will also be made. Awareness seminars
at different hospitals and health care organizations, press conferences, welfare campaigns, etc.

Marketing Strategy:
The main focus will be that HOPE OF LIGHT provides a unique application. One that others cannot produce,
and is in high demand. Also, that it is for a brighter future of their patients.

The target audience (hospital/clinic authorities) will be introduced to that concept, and will be shown
proof of concept.

7. DESIGN AND DEVELOPMENT PLAN

Developing a New Product:

When creating a new application, intensive effort is made in accurately understanding the needs of the
project, and setting a base line. Then, after some abstract views are green lighted, coding begins, to
produce a prototype, displaying simple implementation. This is then de-bugged, and showed to the client.
If it is met by approval, it is enhanced a bit before being launched to the general public. If it is met with
criticism, then after making the necessary changes, the process restarts, until a satisfactory result is
achieved.

Recent Project:
HOPE OF LIGHT is currently working on a new product, called DRD (Diabetic Retinopathy Detection)

This product is an implementation of Automated Screening and Prediction System, and originated due to
lack of quality diagnosis, despite of an ever increasing demand.

Some abstract functionalities it provides:

 Assess Annotated retina images

 Predicts the severity of diabetic retinopathy

 Guide doctor along best course of action

DRD’s development will go through the aforementioned stages of developing a new product. Currently it
is in the prototyping phase.

The risk this venture currently faces, is the daunting notion that it would not be completed in intended
time.

Regarding development costs, as of yet, there are none. However, in the near future, there will be a need
of a professional doctor that will tally and confirm the predictions made by our product and approve them
to be right or wrong.

After the prototype is approved, patents and copyrights will be drawn up by a legal team. This would
involve either hiring a legal department.
8. OPERATIONS PLAN
Back Stage:
In the back end, all the necessary operations on the input image will take places.

Due to security reason, more information cannot be disclosed.

Front Stage:
There will be only one interface, having multiple viewing windows. All those windows will be descriptive,
and user-friendly.

This will be the user interface of our product:

9. MANAGEMENT TEAM AND COMPANY STRUCTURE
HOPE OF LIGHT is a company owned and operated by Shahid Jamil and Ayesha Hanif.

Name: Shahid Jamil

Position: CEO, Technical Operations Head, Quality Assurance Head, Sales

Qualification: BSCS

Mr. Shahid underwent bachelors at Air University, graduating Cum Laude in 2017. After a period of free
lancing and moonlighting as an official consultant, started his own business. He is the CEO and co-founder
of HOPE OF LIGHT.

A methodical honest, hard worker, striving for the peak of excellence at any given task. Willing to learn
new skills, and able to work in a team.

Name: Ayesha Hanif

Position: Marketing Head, Accounts Head, Business Development Head, Finance

Qualification: BSCS

Madam Ayesha Hanif also underwent bachelors at Air University, graduating Cum Laude in 2017. She is
he co-founder, and executive advisor of HOPE OF LIGHT.

Creative, and highly adaptable, with a wide range of skills. A people person, always thinking of the group
before herself. Able to work under pressure.
10. OVERALL SCHEDULE

11. FINANCIAL PROJECTIONS

Financial Details: