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.

Name
TP Number
Lecturer
Hand Out Date
Hand In Date
1 | P a g e

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
2 | P a g e

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.
1 | P a g e

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)
2 | P a g e

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.
3 | P a g e

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.
4 | P a g e

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.
5 | P a g e

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.
6 | P a g e

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)
7 | P a g e

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.)
8 | P a g e

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
9 | P a g e

(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,
10 | P a g e