TechFirst: Swelly Robot - Business Plan for Elderly Care Solution

This project presents a business plan for TechFirst's Swelly robot, an AI-powered companion designed to address the growing problem of elderly isolation and loneliness. The project begins with a company background, problem analysis, and objective statement, highlighting the increasing life expectancy and aging population, particularly in Malaysia. The business plan includes idea generation through concept fans and mind mapping, followed by a detailed competitor analysis of similar products like ElliQ and MiRo, comparing their features, limitations, and unique selling points. The project then identifies the target market, discusses pricing and promotion strategies, and evaluates the Swelly robot's viability through SWOT and force field analyses. The project concludes with a summary of the findings and a discussion of the potential impact of the Swelly robot on the lives of the elderly, emphasizing its role in helping them stay connected, active, and engaged, and collaborating with IKEA for distribution.

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Table of Contents
1.0 Company Background.......................................................................................................1
1.1 Problem Analysis............................................................................................................2
1.2 Objective Statement.......................................................................................................4
2.0 Idea Generation.............................................................................................................5
2.1 Concept Fan...............................................................................................................5
2.1 Mind Mapping...........................................................................................................6
3.0 Competitor Analysis...........................................................................................................7
3.1 Overall Competitors’ Profile.........................................................................................7
3.1.1 Intuition Robotics..................................................................................................7
3.1.2 Consequential Robotics.........................................................................................8
3 Product Description........................................................................................................12
3.1 Product Design..............................................................................................................12
3.2 Product Description......................................................................................................12
4 Market identification......................................................................................................15
4.1 Price...............................................................................................................................15
4.2 Product..........................................................................................................................15
4.3 Specific geographical location.....................................................................................16
4.4 Promotion......................................................................................................................16
5 Idea Evaluation...............................................................................................................17
5.3 SWOT analysis.........................................................................................................18
5.4 Force Field Analysis.................................................................................................20
6 Conclusion.......................................................................................................................21
7 References........................................................................................................................22
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1.0 Company Background
TechFirst specializes in implementing robot systems. Founded in 2020, with the goal of
providing consultation to customers through our technology firm in our store. With
technology being a part of our lives TechFirst is now seeking to improve to help older
persons avoid isolation and loneliness, which can lead to bad health among the elderly. To
help the elderly stay in touch with loved ones, engage in healthy behaviours (including
nudges to take medication), and stay connected to the outside world, the proactive cognitive
artificial intelligence product initiate’s dialogue. For this project, TechFirst will be
collaborating with IKEA the largest home products supplier to distribute the product.
Vision
Long-term connections between people and technology are made possible by our sympathetic
digital companions. Starting with the elderly, we're leveraging this discovery to improve their
quality of life.
Mission
providing a link between home health care clients and their medical providers and keeping
them active and healthy at home.
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1.1 Problem Analysis
Life expectancy is increasing over the world. In today's world, most people may expect to
live into their sixties and beyond, if not longer. As the world's population ages, the proportion
of older people in the population grows as well. One in six individuals on the planet will be
over 60 by 2030. In 2020, there will be 1.4 billion people over the age of 60, up from the
current 1 billion. There will be a twofold increase in the world's elderly population by the
year 2050. (2.1 billion). Between 2020 and 2050, the number of people over the age of 80 is
predicted to treble to 426 million. In high-income countries, such as Japan, 30 percent of the
population is already over 60 years old; in low- and middle-income countries, this shift in
population distribution toward older ages, known as population ageing, is becoming more
pronounced. One in three people over 60 will reside in low- and middle-income nations by
the year 2050. (World Health Organization, 2021)
Having a longer lifespan provides a wealth of options for both elderly persons and society. It
is possible to explore new interests, such as a new career or a long-neglected hobby, when
you have more time on your hands. The contributions of older individuals to their families
and communities are numerous. These opportunities and contributions, however, are mostly
dependent on one factor: one's health. Many elderly people is helpless and a financial drain
on the system. As a public health professional and as a culture, we must address these and
other ageist beliefs, which can lead to discrimination and undermine policy development and
chances for healthy aging. (WebMD, n.d.)
Our population is aging as well, much like Japan's. Ageism in Malaysia is on the rise, with
increasing allegations of elderly maltreatment and abandonment and caregivers struggling to
care for their children and parents at the same time. There are currently 1.4 million
Malaysians aged 60 and over, and that figure is expected to rise to 3.3 million by 2020. When
it comes to people 60 and older, the percentage has risen steadily since 1970: it was 5.2% at
the beginning of the decade, then 5.7% by 1990, and now 6.3%. This percentage is predicted
to rise to 9.8% of the total population by 2020. As of 2020, Malaysia's populace would rise
from 18.4 million to 33.3 million, an 80 percent increase. There will be a 210 percent growth
in the elderly population, however, from 1.05 million in 1990 to 3.26 million in the same
period.(Mafauzy, 2000)
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In addition to an increase in the elderly population, life expectancy has also increased.
Because women typically live longer than men, the gender disparity grows with age. The
male-to-female sex ratio will drop from 90,1 in 1990 to 85,8 by 2020, according to the Pew
Research Centre. Because the elderly has a lower health status than younger people, an
increase in the proportion of the elderly means that more people will be sick. Debilitating
effects of various, acute, and chronic diseases are compounded by age-related physical and
social changes. Urinary incontinence, instability, falls, and severe confessional episodes can
all contribute to frailty. Chronic diseases are common in the elderly, and few people can avoid
them as they age.(The Problems and Challenges of the Aging Population of Malaysia, n.d.)
A wide range of factors, including changes in gender roles and cultural norms, have an
impact on the lives of older people directly and indirectly. It is imperative that a public health
response take stock of these current and predicted trends and formulate policies accordingly.
Elderly people's health and well-being is becoming an increasingly serious issue for society.
Because of this, unique and novel solutions are needed to address the aging population in
Malaysia's healthy and active contributors.
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1.2 Objective Statement
To help older adults stay sharp, connected, and involved, Swelly will created with and for
them. It will simplify and enjoyable to communicate with Swelly and the rest of the world,
and thanks to artificial intelligence (AI), she gets even more helpful as she learns your
preferences and needs. It will help any user and their family to spend more quality time
together no matter where you live thanks to Swelly check-in and assistance features. Swelly
helps you stay sharp, active, and engaged by suggesting tailored activities at the correct time.
With time, Swelly learns more about you and tailors her recommendations to what you might
be looking for.
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2.0Idea Generation
2.1 Concept Fan
Having a robot can have a variety of effects on a person's physical fitness, communication,
isolation feelings, and lifestyle, and stay connected with their loved ones all of which can
assist lower the likelihood of problems faced by the elderly.
People are plagued by a variety of issues, including poor health, medicine, solitude, and
depression. Robots can address most of their difficulties. Which, in turn, can improve their
well-being. Having a better quality of life reduces the number of illnesses on their medical
records. A better quality of life makes people more inspired to do anything, which may be
effective, which can better boost their work efficiency in the workplace.
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2.1 Mind Mapping
A wide range of factors, including changes in gender roles and cultural norms, have an
impact on the lives of older people directly and indirectly. It is imperative that a public health
response take stock of these current and predicted trends and formulate policies accordingly.
Elderly people's health and well-being is becoming an increasingly serious issue for society.
Because of this, unique and novel solutions are needed to address the aging population in
Malaysia's healthy and active contributors.
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3.0 Competitor Analysis
3.1 Overall Competitors’ Profile
It's critical for an organization to stay up to date on the latest trends and make the necessary
adjustments to keep pace. You can't keep up with the times and you'll go out of business.
Competitors serve as a mirror to help you see yourself in a new light. It's like looking into a
mirror. They can discover their own aims and direction by analysing them. Commercial firms
would benefit from being aware of their direct and indirect competitors to engage with their
target consumers in a unique way. Eliiq and MiRo are considered indirect rivals because they
are tied to the product model in a way that doesn't directly compete with the product. There
are two competitors that have a similar concept with Swelly.
3.1.1 Intuition Robotics
Figure 1 Intuition Robotics Company Logo
ElliQ was founded by the CEO and co-founder in 2016 by the Intuition Robotics. Social
companion technologies developed by Intuition have a favourable impact on aging persons'
life. (Consequential Robotics, n.d.) AI-powered robots can link elderly folks with loved ones,
make technology more accessible, and encourage a more active lifestyle using its
technologies. Cognition-based decision-making technology for digital companions. This is
the company's most popular product, ElliQ, a social robot for the elderly, which helps
alleviate loneliness, social isolation, and poor health. Actively ageing ElliQ is an ElliQ. Even
if you're sitting at a desk all day, it can speak English and will help with anything from
reminding you to take your medication to letting you know if your favourite TV show is on
and even booking your vacations for you. In the future, she may be able to do even more,
such as scare away the stray cat that's been ruining your plants. (Ackerman, 2019)
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3.1.2 Consequential Robotics
Figure 2 Consequential Robotics Company Logo
Consequential Robotics produced MiRo. Sebastien Conran, an internationally recognized
industrial designer, was responsible for creating MiRo, an endearing system that has
enormous potential. It is MiRo, the robot dog, that functions as a pill regimen manager, a
friend, and a reminder of scheduled appointments. Robot dog MiRo is designed to help
elderly people stay safe by reminding them to take their prescription, recommending a cup of
tea to help them stay hydrated, and alerting their caregivers if they fall. It is well known that
MiRo can display a wide range of emotions; one of the nice things about MiRo is that he can
learn patterns and behaviors and respond emotionally by displaying different colors in the
shell area of its body. As a result, companion robots are utilized as a supplement to human
care rather than a replacement for it totally. (Miro, n.d.)
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Product ElliQ MiRo
Uniqueness Designing ElliQ was inspired by the
attractive tabletop product, with a
screen and "companion" structure,
which is a distinctive form factor aimed
to foster comfort and familiarity and
challenge the usual robot vernacular.
You can use it to remind the elderly of
their impending appointments, show
them photos from the family's album or
give them a note. As a companion, it's
also meant to be a source of social
connection.
If you want to listen to jazz, you can
use it to stream radio stations.
If you like, you can ask it to
recommend something to do.
When asked to play a game, it can do
so.
(Ackerman, 2019)
Consequential Robotics
produced MiRo. Sebastien
Conran, an internationally
recognized industrial
designer, was responsible for
creating MiRo, an endearing
system that has enormous
potential.
MiRo's design is based on
the simple assumption that
today's social robots should
possess animal-like traits.
They are strong, adaptable,
and skilled at expressing
their emotions.
To avoid falling off a table or
a flight of steps, the robot
dog relies on a sonar sense
like that of bats and
dolphins.
Stereo vision and hearing,
ultrasonic range, light level
sensors, infrared cliff
sensors, tactile sensors on
the body and head, and
interceptive sensors such as
twin accelerometers, joint
position sensors
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(proprioception),
temperature, and battery-
level sensors.
(Miro, n.d.)
Limitation According to Intuition Robotics, ElliQ
costs $1,499 and comes with free in-
home installation.
They Need Constant Power.
They're Restricted to their
Programming.
Hig ElliQ costs
$3000.00 and comes with
free in-home installation.
Therefore, it has high
Maintenance and Installation
Costs.
Technology Deep learning is based on cognitive AI,
which is a hybrid of conventional
artificial intelligence.
It is a cognitive platform named "Q"
that identifies signals based on data
points like user reaction and pleasure
and adjusts according to the reward.
ElliQ is a cognitive platform.
(Consequential Robotics, n.d.)
Stereo vision and hearing,
ultrasonic range, light level
sensors, infrared cliff
sensors, tactile sensors on
the body and head, and
interceptive sensors such as
twin accelerometers, joint
position sensors
(proprioception),
temperature, and battery-
level sensors.
Good range of motion (tail
wagging and drooping, ear-
rotation, head movements
and coloured lights), as well
as numerous more degrees of
freedom.
To speed up development,
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the 3D robot simulator
(Gazebo) has WiFi and
Bluetooth connectivity.
Ready to use multiprocessor
architecture with a handy set
of foundation behaviours.
ROS and our own brain-
based biomimetic control
system, 3BCS, are supported
by this system.
u-SD card has high-level
control software.
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3 Product Description
3.1 Product Design
This is an application prototype design that is going to be developed through the idea
generation.
Figure 3.0 Product Design
3.2 Product Description
To help the elderly stay in touch with loved ones, engage in healthy behaviours (including
nudges to take medication), and stay connected to the outside world, the proactive cognitive
artificial intelligence product initiate’s dialogue. To keep seniors connected with loved ones,
the Swelly encourages them to engage in healthy habits such as nagging them to take their
medication, as well as keeping them linked to the outside world. It is possible to say "good
morning, good night" in 117 distinct ways using Swelly. This may begin by checking the
weather and seeing whether the senior would like to go for a walk. Swelly can also be used
by loved ones to communicate with the elderly, allowing them to see and respond to photos
sent through the app. Other than that, it'll be able to assist the user in Conversation, Health
check-ins, Music streaming, Mindfulness, Physical activity as well as Sports and Weather,
Cognitive games, and Messaging with relatives.
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Personal activities and conversation that improve the well-being are proactively arranged by
Swelly, which understands when, when, and how to interact with you. With time, Swelly
learns more about you, and its recommendations become more suited to your specific
requirements and tastes.
It is easy to use and understand. In ways that are effortless and natural, Swelly responds to
you in ways that go well beyond speech alone – to your voice, your look, and even your
touch. Swelly LEDs, movement, and body language instinctively let you comprehend Swelly
and communicate with Swelly at a deeper level. Additionally, it has a wide range of motion
(head movements in addition to coloured lights). Wi-Fi and Bluetooth connectivity are built
into the 3D robot simulator (Gazebo). Foundational behaviours for a ready-to-use
multiprocessor architecture. Many different responses can be found in the way Swelly
responds to various stimuli such as sound, touch, and movement and its identified by 12
capacitive touch sensors. Six RGB LEDs allow it to express its emotions, and the DOF
allows its body to move. Four 16-bit microphones and a loudspeaker are also found in its
ears. Splendid mobility is aided by two differential drive wheels equipped with optical
sensors.
A lot of intelligence is packed into it, but it's supposed to not seem like a robot. Having its
rounded head bobbing while it speaks is meant to make it appear nice and approachable. You
may use the bundled tablet to make video calls and see the other person on the integrated
camera, which is essentially a smart display that responds to voice instructions. An air quality
and temperature sensor are included in Swelly. If you don't want to use it as a touchscreen
tablet, you can remove it. the audio for the device, which will be used is by fuseproject. It
employs cameras that use computer vision to learn about its surroundings. Its goal is to keep
your older loved one from feeling isolated and let them stay in their own homes for as long as
possible.
3.3 Functions
The key functionality of the TechFirst’s Swelly Robot are as follows:
 Communicate with the elderly
 Weather analysis
 Medication reminders
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 Music streaming
 Mindfulness
 Physical activity as well as sports
 Cognitive games
 Messaging feature with relatives
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4 Market identification
4.1 Price
Businesses' performance can be strongly influenced by the price they charge for their
products and services. The pricing strategy for a product is complex, and the price must cover
both the product's costs and its profit margins before the product is launched. a pair of
identical twins due in 2020 As a result, before establishing a pricing, the company must
conduct market research to see what other businesses are charging. A decision was made after
serious consideration by our organization. They company decided to price the Swelly robot
for RM 6000.00 (PitchBook, n.d.)
4.2 Product
The suggested swelly system is depicted in this way. Swelly will be developed with and for
the benefit of older individuals to keep them active and engaged. Swelly and the rest of the
world will find it easier and more pleasurable to communicate with each other owing to
artificial intelligence (AI). As a result of the Swelly check-in and support capabilities, any
user and their family will be able to spend more quality time together. You can keep your
mind bright and your body active with Swelly's personalised recommendations at the right
time. Swelly gets to know you over time and tailors her recommendations to what you might
be looking for in the future.
We want to reach 55% of the country in the next six months, improve the system with new
features, and create $50 million in income within a year with our joint partner IKEA and
TechFirst. The year is 2020 in Verhoeven's book. To maintain a healthy lifestyle, buyers will
use the product. As a result, this device will be made available to the public at a lower cost
than other items now on the market that offer most of its characteristics. In addition, the
product would be the first to offer these facilities, which would satisfy some of the current
customer's needs.
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4.3 Specific geographical location
It is the process through which products are transferred from the manufacturer to the intended
consumer. A business can increase and maintain profits for a longer period if it chooses the
correct location. In 2019, (Luenendonk, 2019. Thus, the application will target them more
than those from other ethnic groups from all over the country from both genders. Those
between the ages of 50 and above will be the primary target audience for this firm, which
focuses on preventing loneliness and isolation of elders among this demographic.
4.4 Promotion
The IKEA household products company has partnered with the robot launch to promote it.
Ikea has a large customer base that already trusts their brand, therefore the product can easily
be pushed through them as an ambassador of the robot swelly, because it is easy to catch the
consumers' trust and desire to use a product recommended by them. Using the Pull marketing
strategy, the company plans for long-term market expansion. Advertisement banners and
flyers will be utilized to publicize the application and highlight its various membership
options, advantages, and features.
For additional promotion, they plan to use social media sites like Facebook and Instagram to
attract the 50 years old and above demographic, who are constantly on the go and constantly
needs hep to keep them occupied.
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5 Idea Evaluation
After running a survey to test my Swelly Robot proposal, a few benefits and weaknesses were
identified by the community. At this point in time, it can be said that the idea created has been
acknowledged as distinctive, clear, and practically everyone who participated agreed on it for
the target users, and it offers superior value as an alternative to other competing products
because it delivers most features at a lower price. This is a list of each of the following (S1,
S2, S3, S4, S6, S8, S9, S11)
For the system's limitations, participants mentioned a lack of mental stability and lack of self-
motivation among users (S1, S2, S4, S7), a limited task database (S3, S9), other competitors
in the market (S5), and finally that the system does not guarantee strict follow-up with users
to keep them engaged with the service (S12).
All participants agreed that the proposed system could be put to the market within the next
five years, making my concept generation acceptable and allowing the system to proceed.
Users can overcome these health concerns and start living a healthy life by addressing these
restrictions that have been identified by other rivals in the market.
A SWOT analysis and a Force Field Analysis will be used for additional idea evaluation. The
following are the findings of the investigation:
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5.3SWOT analysis
Strategy and management technique SWOT analysis (or SWOT matrix) helps a person or
organization assess their strengths, weaknesses, opportunities, and threats in relation to
business competitiveness or project planning. Situational assessment or situational analysis is
another name for it. (MindTools, n.d.)
Strength Weakness
● Brand Recognition – collaborating
with ikea developed authenticity
and trustworthiness from the
community.
● Clear proposed idea generation
with specific target market and
users. (S1:S4, S6, S8, S9, S11)
● The application is highly relevant
and innovative bringing great value
to the targeted users to reduce
elderly issues currently faces in the
society. (S1, S3, S4, S6: S9, S11,
S12)
● The proposed idea has the potential
to be introduced in the market
within five years from now (S1:
S10)
● Not much technical difficulties in
developing the product (S1:S10)
● Poor Internet Connection
community struggle to use the
application features (S1)
● Lack all some features database
(S9, S3)
● Inability to force users to be
mentally invested (S2)
● Getting support and motivation can
be quite subjective (S7)
● does not ensure user would really
stick to the diet they made or assist
them in the exercise (S10)
Opportunity Threats
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● Innovative approaches used (S1:S4,
S6, S8, S9, S11)
● value provided by the proposed
idea is relevant to the target user
(S1, S3, S4, S6: S9, S11, S12)
● The diverse communities living in
Malaysia and the different
backgrounds and socio-economic
status. (S3)
● Change in economic conditions
such as nutrients could lose jobs
(S12) Heavy competition through
other direct competitors (S8)
● Fully depending on the customers
motivation to use the robot (S10,
S8, S7, s4)
● Cheaper alternatives.
● Limited to a specific target issue
(S5)
SWOT analysis is done to find out the strengths and opportunities that we can exploit to
better our service and bring in more users to the community. While we can see the strengths
and opportunities, we are also able to verify our weaknesses and potential threats, which will
help us prepare for when the time comes for us to face these hardships. Analysing these
factors, we can further discuss our approach with team members to decide how we will be
facing them to improve our proposed system.
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5.4 Force Field Analysis
In the context of strategic planning, execution, or change management, the Force Field
Analysis (FFA) is a useful tool. The structure suggests that both pro- and anti-decision forces
are at play. The cost of the decision, the long-term impact on efficiency, and the opportunities
and rewards that can be realized can all influence a company's decision-making process.
Strategies for reducing the impact of the forces for change and those resisting change can be
devised when the force's observation is completed. Use it to create a strategy for
implementing the change. (Lewin, 2020)
With more favorable than negative results, the application will continue. Even in Malaysia,
where elderly population rates continue to rise, this robots’ features are incredibly relevant to
modern society. Even though some users may be concerned about the system's usability, it is
thought to have minimal technical difficulty.
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6 Conclusion
Life expectancy is increasing over the world. In today's world, most people may expect to
live into their sixties and beyond, if not longer. As the world's population ages, the proportion
of older people in the population grows as well. Ageism in Malaysia is on the rise, with
increasing allegations of elderly maltreatment and abandonment and caregivers struggling to
care for their children and parents at the same time. There are currently 1.4 million
Malaysians aged 60 and over, and that figure is expected to rise to 3.3 million by 2020. A
wide range of factors, including changes in gender roles and cultural norms, have an impact
on the lives of older people directly and indirectly. Elderly people's health and well-being is
becoming an increasingly serious issue for society. Because of this, unique and novel
solutions are needed to address the aging population in Malaysia's healthy and active
contributors.
A robot has a wide range of strengths, weaknesses, opportunities, and threats, which we
discovered in our evaluation of the proposed idea. In spite of the fact that the proposed robot
has some powerful opponents, a great majority of people support its deployment. In spite of
these findings, the application appears to have a bigger number of strengths and opportunities
than it does threats and vulnerabilities. This swelly robot's installation is also a positive step
toward solving Malaysia's elderly population problem.
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7 References
Ackerman, E. (2019, January 9). ElliQ, A Social Home Robot for Older Adults, Now Available for
Pre-Order - IEEE Spectrum. IEEE Spectrum. https://spectrum.ieee.org/elliq-a-social-home-
robot-for-older-adults-now-available-for-preorder#toggle-gdpr
Consequential Robotics. (n.d.). Technical Specification. Consequential Robotics. Retrieved
November 10, 2021, from http://consequentialrobotics.com/technical-specifications
Lewin, K. (2020, September 12). Lewin’s Force Field Analysis Explained. Change Coach.
https://www.change-management-coach.com/force-field-analysis.html
Mafauzy, M. (2000). The Problems and Challenges of the Aging Population of Malaysia. The
Malaysian Journal of Medical Sciences : MJMS, 7(1), 1. /pmc/articles/PMC3406209/
MindTools. (n.d.). SWOT Analysis Model and Examples - Strategy Skills. MindTools. Retrieved
November 10, 2021, from https://www.mindtools.com/pages/article/newTMC_05.htm
Miro. (n.d.). Miro Company Profile - Office Locations, Competitors, Revenue, Financials,
Employees, Key People, Subsidiaries . Craft.Co. Retrieved November 10, 2021, from
https://craft.co/realtimeboard
PitchBook. (n.d.). Intuition Robotics Company Profile: Valuation & Investors . PitchBook.
Retrieved November 10, 2021, from https://pitchbook.com/profiles/company/159288-
22#competitors
The Problems and Challenges of the Aging Population of Malaysia. (n.d.). Retrieved November
10, 2021, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3406209/
WebMD. (n.d.). 5 Surprising Health Challenges You’ll Face in Middle Age and Beyond. WebMD.
Retrieved November 10, 2021, from https://www.webmd.com/healthy-aging/challenges-of-
aging#1
World Health Organization. (2021, October 4). Ageing and health. World Health Organization.
https://www.who.int/news-room/fact-sheets/detail/ageing-and-health
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