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Business Plan - Development of a Donation Management Application in the Health Sector

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Business Plan - Development of a Donation Management Application in the Health Sector André Filipe Siopa Master in management Supervisor: Prof. Doutora Alexandra Fernandes, Professora Auxiliar, ISCTE - IUL October, 2020 Department of Marketing, Operation and Management (IBS) Business Plan - Development of a Donation Management Application in the Health Sector André Filipe Siopa Master in management Supervisor: Prof. Doutora Alexandra Fernandes, Professora Auxiliar, ISCTE - IUL October, 2020 Acknowledgements This thesis represents the final stage of my Master´s Degree in Management, it is a victory for me and a huge victory in my life, academic and personal. It has not been an easy path much less an easy year due to being working and there being a Pandemic crisis all over the World (Covid-19). Regardless, several people in my life, in one way or another, have helped me, motivated me and given me strength to continue this thesis and finish it, and to them I wish to express my thanks. To Professor Alexandra Fernandes, not only for accepting to be my supervisor, thank you as well for all of the knowledge shared and all your guidance that allowed me to finish my thesis. To my parents, brothers and grandparents, especially to my mum that never gave up on me and helped me to conclude the final step of my masters, thank you for your love, kind words and support over the years. To rest of my family and friends, that in one way or another have helped me to make this thesis possible. Finally, to my dear friend Jorge, for all the discussions and debates that allowed me to achieve more and to think outside the box, to João for all the work and hours spent helping me with my thesis, and to Marta that did not let me give up and, by giving me strength and support, forced me to continue the thesis and deliver it on time, thank you. It has been a long journey and a lot of learning, thank you all. iii iv Resumo Cada vez mais os donativos estão presentes na nossa sociedade para diversas causas sociais e o crescimento das novas tecnologias, principalmente da internet, permitiu dar um maior destaque a um número de causas em todo o mundo, causas estas a que hoje é mais fácil de chegar. Apesar de existirem plataformas e meios de ajudar os mais necessitados, não existe uma ferramenta completa que permita um controlo, uma maior transparência e sentido de pertença dos doadores, nesse sentido, surgiu uma ideia de um plano de negócios para o desenvolvimento de uma aplicação de gestão de donativos na área da saúde. A ideia surgiu tendo como base casos passados que aconteceram em contexto nacional e que levantaram uma série de dúvidas quanto ao processo de transparência e finalidade do dinheiro. Foi tida em consideração a grave pandemia que se vive (Covid- 19) onde foi ajustado o plano de negócio, este plano tem como objetivo a criação de uma ferramenta, aplicação de telemóvel (android/ios) e website, que permita uma melhor gestão e transparência no processo de donativos, gratuita e disponível a toda a sociedade, aumentando assim o grau de consciencialização das dificuldades em todo o mundo e como podemos ajudar os mais necessitados através de uma plataforma digital. Foi realizado um levantamento e análise de plataformas com o mesmo objetivo, de maneira a fazer-se um estudo prévio do que já existe e o seu funcionamento, assim, foi possível desenvolver um plano de negócio inovador que permita uma maior gestão e transparência de donativos. Palavras-chave: Donativos, Aplicação, Saúde, Internet, Tecnologia, Covid-19. Sistema de Classificação JEL: O31 - Innovation and Invention: Processes and Incentives O33 - Technological Change: Choices and Consequences • Diffusion Processes v vi Abstract Increasingly, donations are present in our society for various social causes, and the advent of new technologies, especially the internet, has made it possible to give greater prominence to the number of causes worldwide. Causes that today can be reached through donations. Although there are platforms and ways to help those most in need, there is no complete tool that allows control, greater transparency, and a sense of belonging from donors. Thus, an idea arose for a business plan for the development of management of donations in the health area. The idea came up based on past cases that happened in a national context and that raised a series of doubts about the process of transparency and the purpose of the money. Taking into account the full pandemic that is happening (Covid-19) came the business plan which aims to create a tool, a mobile application (android/ios) and a website, which allow for better management and transparency in the donation process. Making it free and available to society, thus increasing the awareness of difficulties around the world and how we can help those most in need through a digital platform. A survey and analysis of platforms were carried out with the same objective, in order to make a preliminary study of what already exists and how it works, thus, it was possible to develop an innovative business plan that allows for greater management and transparency in the donation process. Keywords: Donations, Application, Health, Internet, Technology, Covid-19. JEL Classification System: O31 - Innovation and Invention: Processes and Incentives O33 - Technological Change: Choices and Consequences • Diffusion Processes vii viii Index Acknowledgements ...................................................................................................... iii Resumo ......................................................................................................................... v Abstract ...................................................................................................................... vii Chapter 1 – Literature Review....................................................................................... 1 1.1. Internet ............................................................................................................... 1 1.2. Health ................................................................................................................. 3 1.3. Fundraising ......................................................................................................... 6 Chapter 2 – Methodology .............................................................................................. 9 2.1. Data collection .................................................................................................. 10 Chapter 3 – Market Analysis ....................................................................................... 11 3.1. Ordem dos médicos, enfermeiros e farmacêuticos ............................................. 11 3.2. Watsi ................................................................................................................ 12 3.3. Transparent Hands ............................................................................................ 14 3.4. Discussion of Results ........................................................................................ 15 Chapter 4 – Competitive analysis ................................................................................ 19 4.1. SWOT Analysis ................................................................................................ 19 4.2. Critical Success Factor ...................................................................................... 20 Chapter 5 - Objectives of the Plan ............................................................................... 21 Chapter 6 - Development Strategy............................................................................... 23 6. 1. Marketing ........................................................................................................ 23 6.2. Organization ..................................................................................................... 24 6.3. Financial evaluation .......................................................................................... 25 Conclusion .................................................................................................................. 32 Bibliography ............................................................................................................... 33 Appendices ................................................................................................................. 35 ix x Chapter 1 – Literature Review 1.1. Internet Over the years, society has gone through several industrial revolutions, and as such, in the past few years we have experienced a new revolution: the creation of technologies of information processing and communication. Today, information technology is what new sources of energy were to the previous industrial revolutions (Castells, 1996). OECD defines ICT as the merger between manufacturing and service industries that capture, transmit and display data and information electronically (OECD, 1998). This new era of information technology began with the creation of the Internet. The internet was created, during the late 1950´s, by the US Defense Department´s Advance Research Project Agency (ARPA) for military use. But with its constant development in the beginning of the twentieth century and with the unique blend of military strategy, scientific cooperation, technological entrepreneurship and countercultural innovation it became global and accessible for most of the population. Thus, the internet emerged as a global network of interconnected computer hardware and software systems,
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