Mitalee Parikh 14 April 2020 AMD-SHIELD // BUSINESS MODEL
The AMD-SHIELD is a reusable face-protection shield developed for the police, healthcare professionals and other unsung heroes who are most vulnerable to Covid-19 infections. It is ideally meant to be used in addition to the N95 / 3-ply breathing masks, creating an extra layer of protection against droplets and fluids. The AMD-SHIELD has been conceptualized and created in Ahmedabad to meet the growing need for locally manufactured PPE in the current pandemic situation.
Design Features
Full Face Protection Washable & Reusable Simple & Comfortable design Adjustable for different head sizes
Technical Specifications Dimensions / 17 x 17 x 22 cm Weight / 45 grams Materials / Acrylic and Cellulose Acetate Fabrication Techniques / Lasercutting and some hand assembly Usage / Over masks Wash with / Sanitizer / Soap and Water Replaceable parts / Visor Manufacturing Cost Per Unit / 75 per shield ₹
Core Team Mitalee Parikh / Project Co-ordinator and Designer Jaydip Biniwale / Research and Web Development
KEY PARTNERS Material Partners: Shree Chamunda Traders - for cellulose acetate sheets (175 micron 12”x18”) Gopi Plastics - for acrylic sheets (4mm 4’x8’) Fabrication Partner: Amazing Laser Technology - for laser cutting parts All these people are approved by the AMC to work for essential services during lockdown. And they provide materials/services at cost.
KEY ACTIVITIES 1. Design development according to testing trials, user feedback, and limited material availability. 2. Collection of public funds to produce and assemble parts. 3. Deliver to Ahmedabad Police and the 2 govt. Hospitals for workers in direct contact with CoViD-19 infected patients.
Special features: Quick manufacturing at a local scale, help meet the shortage of Personal Protective Equipment in the current pandemic situation. Completely funded by the people of the city.
KEY RESOURCES One car with lockdown exemption permit - for transportation of raw material and distribution of product
VALUE PROPOSITION 1. Rapid Production - @200 pieces per day, helping meet high demand of PPE in the pandemic lockdown situation. 2. Local procurement - because global supply chains are broken currently. 3. Distributed Design - using collective intelligence to reduce time for testing, design development. 4. Distributed Manufacturing - Laser cutting at local fabricators and assembly at a different place to comply with social distancing guidelines and safety. 5. Collaboration with users - continuous feedback from the healthcare personnel and police to improve design. 6. No-profit work - public funding at cost, cost at ₹75 per shield. 7. Reusable and washable - with sanitizer or soap and water to maintain healthy sanitation and not produce disposable waste.
CUSTOMER RELATIONSHIP Continuous communication for feedback from users through the POC as per distribution channels. For Ahmedabad City Police: Police Inspector FM Qureshi For Government Hospitals: Superintendent Dr. Gunwant Rathod - Ahmedabad Civil Hospital Deputy Superintendent Dr. Bhavesh Dave - SVP Hospital Ahmedabad
CHANNELS Marketing and Communication Marketing through Whatsapp, Instagram, Facebook, Twitter, to reach out to as many people as possible
Supply / Distribution For Ahmedabad City Police: Police Inspector FM Qureshi For Government Hospitals: Superintendent Dr. Gunwant Rathod - Ahmedabad Civil Hospital Deputy Superintendent Dr. Bhavesh Dave - SVP Hospital Ahmedabad They take care of internal distribution, and provide feedback over the phone.
USER SEGMENT The AMD-SHIELDs are meant for people who are most vulnerable to CoViD-19 infected people - these include Police who patrol and are posted at the most affected areas of the city, Ahmedabad - Jamalpur, Rakhial, Mirzapur, etc. and the doctors, nurses, anesthetics who treat and care for infected patients or test potential patients at govt. Hospitals - Civil and SVP.
COST STRUCTURE MATERIAL COSTS: Material /acrylic 4531 per sheet ₹ Material / cellulose acetate 11 per sheet ₹ Material / foam lining and elastic band 120 per roll ₹
PER UNIT: Material /acrylic 42.3 ₹ Material / cellulose acetate 5.3 ₹ Material / foam lining and elastic band 3.6 ₹ Fabrication / laser-cut 22.5 ₹ Assembly / 1.2 ₹ Marketing and Communication / - TOTAL ₹74.9
While maintaining these costs, AMD-SHIELD focuses on value-addition at this crucial time and using optimum limited available resources to achieve this in the fastest way possible.
REVENUE STREAMS Being not-for-profit, we accept public funding in multiples of ₹75 as to keep costs at par with production. We do this through the website https://amdshield.org/# linked to Razorpay as the sole form of payment. We have started accepting donations as of 14 April 2020.
GOAL Our goal is to reach 10,000 shield donations to the police and hospitals. Equal to ₹7,50,000 in donation. This is subject to change as per demand, funding, operations, lockdown measures.