Damon Isaac's E-Portfolio

Dear CEO,

Currently there are dozens of application in the iTunes store that are fitness-related. However, all of these applications do the same few things: calorie counting, step counting, and a calorie-burning guide. All of these applications fall short because they are impersonal apps made for personal devices. I propose that we introduce an application where medical records are integrated with the workout and nutrition planning stages.

Our application will focus on three things that are missing from all current apps: personal medical history, actively tailored workout guidelines, and life integration. Medical history is an important set of information that will both differentiate us and make our product better. We will make the application have a direct link to user provided medical documents. This will be easily implementable because in today’s world, more medical records are being digitized in order to improve quality of care. We are leveraging this innovation to provide the best service. By having access to patient history we can for example design an exercise for a user that has bad knees by creating an exercise routine that moves more of the wear and tear away from their knees and provides more upper body workouts to avoid damaging the knees further. For example we could design a workout for an asthma sufferer that is high on weight training but low on cardio to avoid exercise induced asthma attacks. The tailored workouts will be done by gym nutritionists that subscribe to our application in return we will provide them with private access to our end users. We can provide targeted ads and promotions for their organizations that will prove to be lucrative and effective. The life integration will be accomplished by simply integrating into the IOS device calendar; updating it with the suggested workout schedule. This will be a simple and easy to implement idea and will provide an easier and more seamless integration of the workout into the users life. Programed reminders and timed instruction delivery for preforming exercises will simulate having a trainer.

This application provides countless money making opportunities. Revenue generation will be through suggesting supplements, personal trainers, gyms, and other health related products. The revenue will come in the form of both the initial $5 payment, the corresponding companies paying to be in the app, and the referral bonuses we receive from their business. We will have a highly targeted and captive audience. The only unusual requirements are the medical records, and the nutritionists. Our app heavily relies on having both the nutritionists being interested, and the users being comfortable with providing us with this data. Additionally, doctors will need to certify workouts for safety, which includes keeping a lawyer on retainer, and having a board of doctors willing to certify these workouts. Because of these peculiar requirements, our costs will be relatively high, but the revenue streams should offset the cost.