PROJECT REPORT

MGT 1030
Entrepreneurship Development

BiliCure- Intelligent BiliBlank

Submitted by:
HARIHARAN RAJU - 17BME0343
V.KRISHNA BALAJI YADAV - 17BME0469
PENTAPATI VISHNU VARDHAN - 17BME0063
BAYAPUREDDY ASHOK - 17BME0689
CHANDRA TEJA.P - 17BIT0294
 ACKNOWLEDGEMENT

We would like to take this opportunity to thank VIT University for encouraging
PBL and giving us the opportunity to perform this project.
The SENSE and SMEC schools had equipped us with all the materials in their labs
which we required in our project. We could never have proceeded with our
project if we did not get the correct resources.
We would also like to thank our Project Guide, Prof. Moovendhan.V for guiding us
through every step of this project. Lastly, we would like to thank our family and
friends for their unconditional support towards us.
 General Company Description

Some 60% of normal newborns become jaundiced sometime during the first week
of life. It can result in abnormalities in the brain if left untreated.

Jaundice in neonates has been traditionally treated using phototherapy where

infants are kept under bili lights. The light triggers the breakdown of bilirubin and
biliverdin and the infant gets cured in few days to one week. Cool daylight lamps
(fluorescent tube lights 6 to 8, 20 W each) with a principal peak at 550 to 600 nm
and a range of 380 to 700 nm are most commonly used phototherapy units in
India.

Problems with current technology

● No parent baby contact which can be detrimental to the baby’s growth.

● Maternal depression post-delivery.
● The infant’s eyes have to be covered with the eye mask and he/she has to
be continuously monitored.
● The traditional lights are not very effective
● Nursing staff needed to monitoring the baby at regular intervals.

Our Solution
Our product provides the phototherapy treatment in an effective way. It is
innovatively designed to provide the light treatment inside the blanket. It is-
● More efficient
Covers larger surface area as compared to traditional lights
● Baby-Mother Contact
Mother can hold the baby while the baby receives the phototherapy
● Baby friendly
The baby does not need to wear an eye mask
● Cost Effective
Use of LED lights makes it cheaper and last longer
● Nursing staff not needed

Why us?
● We offer the most cost-efficient product available in the market.
● We provide the most inexpensive service options available should any part
of the product causes any problem.
● We strive for customer satisfaction and our staff is always ready to look
after any problems you face with the product.
● We also provide trained nurses to look after the baby at home for a very
economical price.

Process Flow
Gantt Chart

Our Design
The design is based on demand of a more compact product in the market
● The current products are -
○ Bulky
○ Expensive
○ Require extensive maintenance
○ Power consuming
○ Not intelligent
● The proposed design is -
○ Compact
○ Affordable
○ Reusable
○ Maintenance free
○ Power efficient
○ Intelligent and interactive
DESIGN DEVELOPMENT PLAN

Product representation using CAD software-

MINIMUM VIABLE PRODUCT
Our MVP is based on some standard principles of Product design and
development
● Testing product hypothesis with minimal resources
● Conceptualizing and accelerating the learning of the concept
● Iterating the design and strategy based on early customer/market feedback
● Providing a base for the production line
● Providing an idea for optimizing the time and resources of engineering
efforts in production

TABLE 1- MVP specifications of our product

Core Competencies
● The strengths identified for our product are competitive pricing, quality,
larger surface area and efficiency.
● The challenges identified are low awareness of product, new entry to
existing market, brand value.
● The competitive strategy to be adopted consists awareness campaigns,
distribution to smaller hospitals and maternity clinics, lower price and extensive
promotion and advertising.
● Capturing attention and creating awareness of infant jaundice and
phototherapy is a major goal for our product in the Indian market.

The Opportunity, Industry & Market Description

a)The Opportunity

● Conventional bilibeds are expensive and tend to isolate the baby from the
mother, while available biliblankets are not as efficient in terms of area of skin
exposed.
● A demand for phototherapy allowing the baby to be nursed and held, while
also providing efficiency as bilibeds arises.
● At a lower cost than available solutions, our product is also a viable
investment for smaller neonatal clinics and rural hospitals in preventing jaundice
in newborns.
● The primary customers will be hospitals and neonatal clinics. Many
hospitals and clinics already employ conventional phototherapy technology.
● The secondary market will consist of biliblankets for at-home phototherapy
solutions.

b)The Industry

● In the Indian market, bili lights to prevent jaundice is a relatively new

addition. Major hospitals employ bilibeds, and biliblankets are slowly appearing in
use. However, hospital treatment is expensive and not accessible to a large
population. Biliblankets are relatively less known, and available products are less
efficient than conventional bilibeds.
● The first step to capturing the market for our product is education about
the need for phototherapy in infants. We aim to target smaller hospitals and
neonatal clinics with our product and make it affordable for India’s new parents in
all parts and classes of the country.
● Our secondary market, families that do not wish to keep the baby in
hospital after birth, can access our product for affordable, at-home treatment of
the baby. Our product allows the baby to be comfortably held and protected
while receiving quality therapy.

c)Market Analysis

The global phototherapy market equipment is expected to reach a value of USD

788.7 million by 2025, according to a new report by Grand View Research, Inc.
Rising prevalence of skin diseases has led to huge growth of phototherapy
equipment market. According to health line data, nearly 150,000 new psoriasis
cases develop each year among the U.S. population. With such huge population
developing psoriasis, there is a growing need for phototherapy devices,
particularly biliblanket in the near future. Eczema, one of the severe skin diseases
also has contributed towards the growth of the market. The following graph
shows the trend in increasing and the expected increase in the use of biliblanket
to cure the diseases related to infants.
Strategy
Competitive Analysis - Primary Competitors
The market for biliblanket phototherapy in India is relatively open. The largest
player is Wipro GE Healthcare; however phototherapy, either as bilibeds or as
biliblankets, is still inaccessible to a large population in India due to price, bulk,
power consumption, or general lack of awareness of its benefits.
Direct competition: Bililight blankets distributed by GE Healthcare, Biophoton
Technologies, Martand Medical Services.
Indirect competition: Bilibed phototherapy units by various distributors, like
Medela’s Bilibed and Bilicombi, and GE’s Lullaby.

Competitive Analysis - Direct competitors

Our product GE GE Martand Biophoton Medela Bilibed and
Healthcare Healthcare Medical Technologies Bilicombi blanket
BiliSoft Lullaby Biliblanket
Blue Soft

Product Photothera Photothera Bililigh Photother Phototherapy Bililight bed unit

py blanket py blanket t bed apy blanket
unit blanket
Price <10,000/pi ~35,000/pi ~50,000/p ~90,000/p ~85,000/piec N.A.
ece ece iece iece e

Distributio n Small Hospitals Hospitals Hospitals Hospitals and Hospitals and clinics
hospitals, and clinics, and and homes (local (local distributors)
clinics, individual clinics clinics distributors
individual consumers (local (local , online
consumers (local distributor distributor wholesale)
(online distributor s, s
retail, local s, ,
distributors online
) online wholesale online
wholesale) ) wholesale
)
Advertisin g Social GE GE Brochures Brochures Brochures and online
& media, and online and online advertiseme nt;
Promotion television blog, blog and advertise advertisem nationwide distributors
and social brochures m ent ent
 media and ; Won
radio, brochures, FICCI
newspaper newspaper Healthcar
articles and s. e
product Excellenc
brochures e

Award
2012
Features Different Two sizes; Adjustabl Soft Flexible pad; No need for eye
sizes; quiet e LED protection; blanket
adjustable operation; irradiance pad life: secures baby; low
prevents operating cost;
irradiance; allows ; 50,000hrs
fluorescent tube
skin- baby to be compact; rashes;
life: 1500hrs
friendly; held; soft quiet Total
baby can straps, operation; usage
be held; skin- LED life: timer;
friendly; 50,000hrs
hour meter; LED life:
LED life: 10,000hrs LED
20,000hrs
life:
20,000hrs

Growth Strategy
● Customer Centered
● Replacement of the expensive components by state-of-the-art inexpensive
components
● Variety of products
● Buy Need, not Potential - Just In Time (JIT) procurement policy
● In-house production or local partnering for production of the inexpensive
components
● Finance: Seed funding from private as well as government organizations
and growing as a publicly backed company for future expansion.
● Demand for the product may increase with time as more people get to
know about its advantages.
Unique Selling Proposition
● Biliblankets provide phototherapy treatment for newborn babies suffering
from jaundice without taking them away from the contact of the parents.
● The traditional treatments require the child to be kept inside the
phototherapy chamber and no one is allowed inside for more than a few minutes.
● The blanket is safe for the child and unlike in the chamber, the vision of the
child is not compromised as the eyes are not exposed to the light.
● Due to high side-effects during the treatment and lack of portability of the
bulky instrument, the market is Demand-rich currently
● Each product can be manufactured and monitored for performance closely
individually
● The product can also help in reducing the need of hospitalization due to
extreme case of jaundice.

Team: Management & Organization

Required Personnel
● Financing representative: - helps the company manage the initial start-up
funds responsibly and also keep track of inflows of revenue and outflows of cash
to cover expenses
● Sales & Marketing team: - identify the target market, test the product on
the market
● Electrical engineer: - Testing of quality of raw material obtained and the
finished product. Improvements and corrections to be done in product model.
● Labourers- Manufacturing assembly of the finished product
● Administrative Worker: - sending and receiving correspondence, as well as
greeting clients and customers.
Marketing Plan
● Target Customers and Market Demand
The primary customers will be hospitals and neonatal clinics. Many hospitals and
clinics already employ conventional phototherapy technology.
The secondary market will consist of biliblankets for at-home phototherapy
solutions.
Conventional bilibeds are expensive and tend to isolate the baby from the
mother, while available biliblankets are not as efficient in terms of area of skin
exposed.
A demand for phototherapy allowing the baby to be nursed and held, while also
providing efficiency as bilibeds arises. At a lower cost than available solutions, our
product is also a viable investment for smaller neonatal clinics and rural hospitals
in preventing jaundice in newborns.
● Distribution
The primary market for our biliblanket will be the hospitals in Vellore. For this we
will sell directly to them according to their requirements.
The secondary market will be the general public in need of household treatments
for their newborn. This market can be catered with the help of retail distributors
as this will reduce our stock holding and distribution costs.
Major expenses include packaging and transportation of the biliblanket to the
hospitals and retailers.

● Promotion Plan
The plan includes sending E-mails to various hospitals and newspaper journalists
describing the product and its benefits
Also, we will be sending press releases/notices to various media outlets.
The plan also includes advertising on the internet and through social media along
with offering free samples and discounts on biliblankets as part of sales
promotion.
Advertisements on television highlighting the benefits of the product are also part
of the plan.
 Customers % Sales

Hospitals 60

Nursery Homes 20

Individual Maternity 15
Clinics

Homes 5

Operational Plan
● RAW MATERIALS
Development Budget
(Estimated for production of approx 20 units.)

Raw materials 34,794 Rs

Direct Labour 31,393 Rs

Overhead cost 35,713 Rs

23,500 Rs
Administrative cost

Marketing & Sales 24,000 Rs

Professional services 21,600 Rs

Miscellaneous 41,240 Rs

TOTAL 2,12,240 Rs
Financial Plan
PRODUCT PRICING AND PROFIT ESTIMATES
● Total Cost Of Production/Unit Of Biliblanket = 5345 Rs
● Adding Contingencies Upto 5% Of The Calculated Production Cost = 267.25
Rs
● Manufacturing Cost = 5612.25 Rs
● 18% Gst On Rs = 962.1 Rs
● Markup Percentage = 30%
● Profit Amount Before Taxation = 1683.675 Rs
● Selling Price Inclusive Of Taxes = 8258 Rs
● Estimated Gross Profit After Covering The Break Even Is = 5102 Rs
● Estimated S.P After Discount For Regular Customers Like Hospitals And
Clinics = 15% Off The Production Cost = 4810 + 962.1 + 1683.675 = 7455 Rs
Summary of Business Plan
Conclusion
Biliblanket offers several advantages to the other products available in the
market. Our product focuses on providing this product with maximum efficiency
and reduced costs. With increasing market share, we will focus on private
hospitals to meet the required sales for our product. The design being simple,
offers special care to the baby and helps to maintain a proper contact with
mother thus, supplementing proper nourishment. Future prospects of this project
may extend to startup a new business to sell this product.

References
1.Tan KL. Efficacy of bidirectional fiber-optic
phototherapy for neonatal hyperbilirubinemia. Pediatrics.
1997;99(5):E13. doi:10.1542/peds.99.5.e13.
2. Ennever JF. Phototherapy for neonatal jaundice.
[Review]. Photochem Photobiol. 1988;47:871-876.