1. The Wise Club
Abhi, Agil, Ajeesh, Lloyd,
Sharath

2. Flow
Need Analysis
Business
Model Canvas
Vision Segmentation
Benefits
Flower of
Services
7 Ps of
Marketing
Services
Recovery
Performance
Monitoring

3. Flow
Need Analysis
Business
Model Canvas
Vision Segmentation
Benefits
Flower of
Services
7 Ps of
Marketing
Services
Recovery
Performance
Monitoring

4. What is the need?
 The biggest worries of working couples today
 Day care centres, although expensive, are
available for children, such facilities are absent
for elders
 Working couples constantly worry about the
safety of the elderly at home

5. A Short Story
A working couple had the responsibility of taking care
of the 77-year-old father of the man , and their two-
year-old child. They made arrangements with a good
baby care centre to take care of the child. But they
were constantly worried about the old man. He was
not allowed to enter the kitchen or open the door for
any stranger.

6. A Short Story
Food, water, fruits, medicines and tea were neatly
arranged in containers so that he did not have to
struggle for anything. But making such arrangements
meant spending more energy and time.
The man and the woman called him twice a day to
make sure whether everything was ok.

7. A Short Story
One day, he did not answer the phone. The couple
panicked and called their neighbours, who had
spare keys to their house. The neighbours found
the old man lying dead in the bathroom, caused by
a short circuit in the water heater.

8. PROBLEMS OF ELDERS STAYING
ALONE
The Wise Club

9. Elders Staying Alone???
Loneliness

10. Health Care
Elders Staying Alone???

11. Flow
Need Analysis
Business
Model Canvas
Vision Segmentation
Benifits
Flower of
Services
7 Ps of
Marketing
Services
Recovery
Performance
Monitoring

12. Key Partners Key Activities Value
Propositions
Customer
Relationships
Customer
Segments
Key Resources Channels
Cost Structure Revenue Streams
Key Partners
Hospital
Orphanage
NGO
Meditation
Medication
Celebration of Events
Monthly Outings
Orphanage Visit
Library
Nature’s Club
Workshop
Land
Building
Employees
Canteen
Transport Facility
Books
Speakers
Stress Relief,
Recreation Opportunity,
Healthy and Homely Food,
Timely Medical Assistance
Brick and mortar.
Geographic
Country Region : South
City : Tier 1 Cities
Demographic
Age: 60 -75
Gender – Both
Income - Strivers & above
Nationality – Indian
Psychographic
Social Class : Upper Middle
Class
Monthly Membership fees
Outsourcing Canteen
Various other offerings
Employees Salary
Rent
Library Expense
Miscellaneous Expense
Detailed Information is
specified in the
following slides

13. Flow
Need Analysis
Business
Model Canvas
Vision Segmentation
Benifits
Flower of
Services
7 Ps of
Marketing
Services
Recovery
Performance
Monitoring

14. Our Vision
An organization, that provides a platform
to our customers to share their wisdom
to the world.

15. Flow
Need Analysis
Business
Model Canvas
Vision Segmentation
Benifits
Flower of
Services
7 Ps of
Marketing
Services
Recovery
Performance
Monitoring

16. Customer Choice
Health
Socialization
Recreation

17. Customer Segmentation
Upper middle class elders of age between
(60- 75) who wishes to spend their time
socially, requires moderate medical attention
and lives in the cities of Southern India

18. Customer Segmentation
Geographic
– Country Region : South
– City : Tier 1 Cities
Demographic
– Age: 60 -75
– Gender – Both
– Income - Strivers & above
– Nationality – Indian
Psychographic
– Social Class : Upper Middle Class

19. Value proposition
A pleasant environment, for lonely retired
people to get together, rejoice and spend
their time productively, happily, and safely.

20. Flow
Need Analysis
Business
Model Canvas
Vision Segmentation
Benefits
Flower of
Services
7 Ps of
Marketing
Services
Recovery
Performance
Monitoring

21. Benefits proposed
 Relief from stress, loneliness
 Medication
 Meditation
 Healthy and homely food
 Activities of interest – Clubs for music, poetry,
literature, reading, gardening etc…

22. Benefits proposed
 Serene and calm environment
 Outdoor activities – Once a month visit
for music shows, cultural events,
gatherings, etc…
 Pick up and drop facility if required

23. Benefits
Potential
Product
Augmented
Product
Expected
Product
Generic
Product
Core
Benefit

24. Potential
Product
Augmented
Product
Expected
Product
Generic
Product
Core
Benefit
An avenue and platform
for the older generation
for recreation and
socializing

25. Potential
Product
Augmented
Product
Expected
Product
Generic
Product
Core
Benefit
Basic facilities include
Health care facilities
Counselling
Guest houses
Library
Internet browsing centre
Lounges
A mix of modern recreation club which is
adapted to fit in for the old people to spend their
time productively.

26. Potential
Product
Augmented
Product
Expected
Product
Generic
Product
Core
Benefit
A place to spend their time productively
and get engaged in meaningful work on
regular basis.
Socializing with peer group
High class facilities and quality service
To pursue their hobbies and activities of
personal interest.
Freedom from boredom
and solitude

27. Potential
Product
Augmented
Product
Expected
Product
Generic
Product
Core
Benefit
 A health care unit including
nurses, dieticians, doctor through
which a personal record of every
members is kept.
 Every member will be given
opportunity to exercise their job
experiences by taking seminars,
talks etc in possible platforms
 Opportunities to do their hobbies
like reading, gardening, music,
net surfing etc.

28. Potential
Product
Augmented
Product
Expected
Product
Generic
Product
Core
Benefit
 Members can avail guest
house facilities on temporary
basis.
 Extensive recreation, sports
facilities will be provided to
engage the members
 Health club to make sure the
fitness condition of members.
 Transportation, Food etc will
be provided.

29. Potential
Product
Augmented
Product
Expected
Product
Generic
Product
Core
Benefit
To create a brand name for the
club and thus start a chain of
club in leading cities of India.
To design and implement
programs for the members.
To associate with NGO’s, cultural
clubs etc

30. The Line Between Tangibility And
Intangibility

31. PHYSICAL ELEMENTS INTANGIBLE ELEMENTS
Infrastructure for the club Service of employees
Sports & recreation facilities Brand Identity
Health care facilities Satisfaction of members
Furnishing goods
Time utilization, exposure through
NGO’s, other clubs.
Transport facilities
Guest house, Mess.

32. Flow
Need Analysis
Business
Model Canvas
Vision Segmentation
Benefits
Flower of
Services
7 Ps of
Marketing
Services
Recovery
Performance
Monitoring

33. The Flower Of Services
Information
 Membership details, facilities, various packages,
services provided etc… will be mentioned in our
website.
 Through physical exchanges like reception
counters, stalls, promotion counters etc.
 Through telephone, electronic medium.

34. The Flower of Services
Consultation
 Personal counselling will be given to
members.
 Every member will be given individual
attention regarding their health

35. The Flower of Services
Order Taking
 Pick up from home, Online booking of
facilities of the club like guest house, party
hall etc.
 Membership packages, offers etc…

36. The Flower Of Service
Payment
 Online payment of membership and
monthly fees is available.
 Offline payment
 Credit period for few services like the
restaurant, guest house etc…

37. The Flower Of Service
Billing
 Instant bill messaging service,
 Monthly delivery of account statements

38. Flow
Need Analysis
Business
Model Canvas
Vision Segmentation
Benefits
Flower of
Services
7 Ps of
Marketing
Services
Recovery
Performance
Monitoring

39. 7 Ps of Marketing
Product Elements
Modern recreation club which is adapted to fit in for
the old people to spend their time productively.
 Health care facilities
 Counselling
 Guest houses
 Library
 Internet browsing centre
 Lounges

40. 7 Ps of Marketing
Place and Time
 Initially going to be launched in a metro
city
 Expansion plans to other cities as well
 Service scheduled from 9 AM to 8 PM
 Back end processes will be scheduled
24/7

41. 7 Ps of Marketing
Place and Time
 Services delivered through Wise Club.
 Delivery of some facilities including
 e payment,
 booking facilities,
 queries etc…
through electronic channels

42. 7 Ps of Marketing
Pricing
 Value Based Pricing
 One time membership fee
 Monthly payment
 Different levels of membership.
 Special incentive for membership referrals.

43. 7 Ps of Marketing
Promotion
– Two targets: Users and Decision Makers
– Users are people who actually avail the
wise club services
– While we assume decision makers as the
family members.
– Online Promotional activities

44. 7 Ps of Marketing
Promotion
 Local TV channel advertisement
 BTL activities like seminars and programs
held in our club
 BTL activities in housing colony, flats etc.

45. 7 Ps of Marketing
Process
 Continuously and constantly engaging
customers
 Activities within the club and outside the
club
 Example: Cooking, Gardening and other
NGO activities.

46. 7 Ps of Marketing
Process
 Contact personnel will do a person to
person interaction.
 Billing process involves high technological
orientation

47. 7 Ps of Marketing
Physical Environment
 High class facilities
 Interior designs will show off an elegant
feeling
 Staff will have a uniform clothing

48. 7 Ps of Marketing
People
 Personalized friendly and caring
interaction.
 Staff will be divided into 3 levels: House
keeping Administrative and Service Staff
 People who are genuinely interested in
hospitality services will be recruited.

49. Flow
Need Analysis
Business
Model Canvas
Vision Segmentation
Benefits
Flower of
Services
7 Ps of
Marketing
Services
Recovery
Performance
Monitoring

50. Services Recovery
 Services recovery needed in following
 Complaints in guest house booking
 Complaints regarding health care facilities
 Payment problems
 Problems in other facilities like lounge, library
etc.
Problems regarding comfortableness

51. Ways To Recover Service Failures
 Effective complaint solving procedures.
 In case of guest house facilities booking will
be done through proper methods.
 In case of facilities breakdown proper repair
will be done without any delay.
 Personalized feedback from each customer
for improvement.
 ERP implementation regarding the billing
procedures.

52. Flow
Need Analysis
Business
Model Canvas
Vision Segmentation
Benefits
Flower of
Services
7 Ps of
Marketing
Services
Recovery
Performance
Monitoring

53. Performance Monitoring
Standards Measurements Results and Indicators
Health care assistants
Health care • Regular check up of blood
pressure and blood glucose
level
• Assistance to improve food
habits (Quantity of food types
of food)
 Healthy blood pressure,
Glucose level and other
Other health check-ups
Behavior with the customers • Empathetic behavior
• Customer focus and
personalized care
• Giving psychological support
whenever required
 Happy and satisfied
customers
 Joyous environment in the
organization
Record keeping • Maintaining records of periodic
health checkups
 Complete medical recode
available for spot
reference

54. Standards Measurements Results and Indicators
Managers
Administration • How well they coordinate different
departments
 Daily transportation without fail
 Sufficient staffs available
Organizational communication • How each is contributing to build the
organizational culture
• Empathetic behavior to customers and
employees
• Encourage and mentor employees
who regularly interact with customers
to behave respectfully and
empathetically
 Happy and satisfied customers
 Satisfied and energetic employees
 Joyful and free environment in the
organization
Record keeping • Ensure maintaining records of periodic
health checkups
• Attendance registers
• Activity charts
 Complete medical recode available
for spot reference
 All activities in the club recoded and
maintained
Performance Monitoring

55. Value Assessment
 Continuous feedback system from the
employees and elders
 Taking suggestions from guardians
 Formulate plans to make changes
considering its feasibility
 Continuous evaluation of every department-
hospitality, indoor/outdoor activities, food
and transport

56. Many among the indicators can be measured qualitatively
like live monitoring, supervisor opinion etc. Still a lot can be
converted based on quantitative measures as well.
For employees
 Response of the feedback survey from club members
 Medical records of the members
 Supervisor feedback
For Managers
 Performance of other employees
 Churn rate and acquisition rate
 Other measures like administrative effectiveness
Performance Monitoring Mechanism

57. Tђnk Y☻u