Period. App

There is a Lack of information and services for women’s menstrual needs. In many cases the topic itself is considered taboo and a lot of misinformation exists. It will be solved by providing a one stop mobile based application solution consisting of the following elements - 

An MHM (Menstrual Hygiene Management) calendar, informative materials about MHM and SRHR, Emergency services numbers

Online store for MHM and other medical products like contraceptives, maternity products, as well as other products like makeup, cosmetics, etc. with home delivery. 

It will also integrate a Doctor and Hospital Directory with appointment systems and a location map.

This will make an easy, all encompassing app, orbiting around women and their menstrual needs, making women's lives easier. This will contribute to SDG 3 and 5 directly while with growth of the service it can also contribute to SDG 8.

Nearly half the population of Bangladesh are women, a growing number of whom have smartphones. From the learnings of our existing Ritu project (rituonline.org) we have observed, below 10% of adolescent girls who are menstruating, use sanitary napkins. An even smaller number of those girls have proper knowledge or access to proper knowledge itself on the matter. These girls will then go on to add to the growing number of women in the country's working population, thus aiding in the country's economic growth. Even when the women have proper knowledge, they are not able to access the services with enough ease to continue their personal and professional lives with confidence. Social taboo and misconceptions, lack of adequate services and in many cases, access to these services all contribute to this scenario. This all together leads to various physical and mental barriers that keep pushing women behind  the ladder. For the country's continued growth in the international stage, the women of the country must be ensured that they are adequately and equally equipped in comparison to men. To do that, menstrual hygiene plays a vital role. Our solution intends to reach out to all these women and better their lives.

The Primary audience : Women from the collective masses of Bangladesh

Through our existing Ritu Project, which has been running from 2017, where we have provided knowledge generation, management and dissemination on MHM for adolescent girls in Bangladesh to over 10million people solely online, and the larger masses through all other forms of media, we have learned about the situation of MHM information and services among the women of Bangladesh. We have identified the lack of proper knowledge among the masses as well as policy makers and teachers. All together this has created an environment where information and access to services regarding MHM for these women are little to none. However, there is a growing demand for proper knowledge, even more so for proper services, among the women, especially the younger age groups. There are many women who use period tracker apps right now, however, they are solely calendar apps that track the dates with no added services. By providing a tracking calendar, information source and a marketplace 3 different categories with differing needs can be served under one umbrella. With growing use of mobile phones, the number of users reached will only increase with time.

Center

The period app will open to a menstrual tracking calendar. This calendar will hold notes segments and other alarm setting features. 

First Right

On first right swipe the app will give a large library of materials including books, toolkits, images and various different posts related to women's health and welfare. The section will also provide magazines, individual articles and other women related writings. Search facilities will enable users to search for older archives and newer topics. Different writers, signing up with the platform, will be able to write articles in the form of blogs. Vendors will be able to publish women related magazines, books and other items for easy access. Latest regulation activities and technologies such as dictionary, will be used to make sure appropriate content is published. 

Second Right 

Second right swipe will be the marketplace of the app where all women and girls related products will be listed from various vendors for sale. This section will also hold suggestions, featured products and most popular products segments for better shopping experience. Users will also be able to search for products.  Easy carting system will enable users to purchase using different payments gateways such as bKash, DBBL Rocket, Ucash and many more. 

First Left

From the calendar the first left swipe will hold list of doctors, hospitals, ambulance service and many more. The section will hold appointment systems, contact details and a map which will point out closest doctors and hospitals. This section will also hold facilities for ‘on the fly doctors’ to activate their availability status, so that they show up on the map for any kind of emergency medical advice. The section will also hold chat and call systems so that users can connect with available doctors at anytime. Users can also search for services and share notes with doctors exported from the menstrual calendar. 

Second left

Second left swipe will hold a list of all the emergency numbers such as ‘999’, police, fire service, civil society organisations and so on. 

An emergency facility will be hotkeys where the app will enable the users to press and hold the hotkeys of the phones to dial and send location to the ‘999’ emergency service for any emergency response.

The system will consist of a CMS and mobile application available on popular platforms with various different user access and user management.

Our solution covers the fundamental requirements for change. We are providing the knowledge surrounding the problem and the access to tools to achieving the solution. A combination of these will allow for practise of the intended behavior.

Our solution encompasses a wider array of areas unlike most other products or services in the market. There are individual period trackers, individual information hubs, individual marketplaces, some appointment makers and some amalgamations of these. However, there is no combination of all of these under one roof. Given the requirement of having multiple applications with multiple different interfaces and pre-requisites to use, all the while people are shifting to a more time efficient and multi-purposed application paradigm, we are offering a one stop solution with all the services put together. By doing so, we are allowing for a common user-friendly and tailor made custom interface solely for providing the user with all the demanded services for MHM at the touch of an icon.

The solution does not intend on creating its own products or services but rather connecting time-tested, proven and trusted products and services that already exist in the market and being utilised by the consumers, to the consumers, in a simpler and easier ecosystem where they can have everything at their fingertips from the comfort of their phones. We are connecting the users with the vendors, medical service providers, knowledge resources and the medical practitioners.

It is a 360 degree solution to all the MHM needs.

We have successfully run the Ritu project since 2017 around the Theory of Change given below -

Prior to beginning the project research was conducted to identify the needs and set a baseline. Throughout the project, various results and findings were identified through various research and project monitoring and evaluation. This has helped identify the requirement of a solution along the lines of what we are proposing.

The research and articles can all be found in www.rituonline.org . Throughout the run of the project various key informants and individuals were interviewed to use their expert opinions to identify ways of enhancing access to MHM information and services further.

The solution is based similarly to the Ritu project ToC but with a more narrowed focus. Rather than bringing about overall behavior change in the entire mass audience, the solution aims to bring about better MHM practises among the user base and the surrounding support systems that provide MHM products and services. 

With the input/activities being the maintenance of the system, upgradation of the system, content generation, constant networking and linkage with the services and products the output will be more MHM information and services available to the users. This will result in the outcome of more users of the application. Overall this will lead to the primary objective of providing better information and access to products and services around MHM.

Currently we have reached over 10 million people (men and women) through Ritu online and other communication materials developed under the project. The messages on MHM have been spread among the target beneficiaries as well as among the mass audience.

In one year, if the system is developed and accessible to the public, we hope to serve over 50 Million men and women. These people will be the number reached through the system and its various services.

In five years we hope to expand the system beyond the borders of Bangladesh to other countries with similar need for such services. Especially so towards countries neighboring Bangladesh who have a similar scenario, hence similar needs for such services.

We plan to make the system a daily utility app for the women where all the useful elements for women will be available at their fingertips. As the country’s economy continues to grow more women will be empowered and our vision is to support this as much as it is possible. As part of further expansion of the system we plan to avail 24hrs medical help, chat services, video and audio calling services to our Doctors-Hospitals sections and the Emergency Contacts sections. We plan to add map tracking to the nearest available doctors and hospitals. This map will be more like a ride sharing application where doctors will be able to activate their available status and be available for emergency calls and supports. This can turn into a very good platform for emerging doctors who can sign up with minimal cost and offer their services to the users. Furthermore, we plan to expand the system to all the popular platforms to make sure easy accessibility. More research on the contents and UI/UX and quality assurance will also be done to improve the quality of the system. Even in many developed countries women are struggling with menstrual hygiene management.  Hence, this system also has scopes of expansion beyond Bangladeshi borders. We plan to make the system a globally popular platform where brands and support services will be available from all parts of the globe. Once the system is global we plan on conducting more research to make the system sustainable.

Given the various different sections and elements of each section, they carry their own challenges, along with some overarching challenges for the application as a whole.

Overall, initially the application will require mass advertising in order for enough public awareness to acquire sufficient downloads to gain traction and spark the marketplace growth.

Section wise barriers are as follows -

Marketplace - Initial startup of vendors are required to make the marketplace have products up for sale at launch. Without some early birds who adopt the marketplace as a place to sell their products, bigger and more widespread vendors will not opt in down the road.

Knowledge Hub - the knowledge hub will have an initial archive of content from prior findings of the Ritu project and from the added knowledge from Share-Net, however, its growth may be slow to start as without a large user base and public knowledge about the app, individuals and institutions may not be quick to adopt the platform to publish their findings.

Doctor Consultation - Initially getting partnered individual consultants as well as medical service providers will be a challenge as the app will not have widespread initial reach on launch. Also, given the nature of service provided confidentiality and medical ethics as well as code of conduct will need to be maintained. Such issues may be questioned by the users or governing bodies as well.

Various legal barriers exist regarding the registration of suppliers, vendors, consultants, etc.

The overarching barrier of initial reach and exposure can be overcome by using the existing networks and resources of the Ritu project. Primary advertising will be done through social and online media and to have efficient marketing costs, the already established network of 90+ journalists who were trained on MHM and MHM reporting will be utilized to spread awareness on the application and its features through newspaper, TV, radio and online mediums. For each medium both Bangla and English will be covered. Through this initial advertising the early adopters will be gathered and the user base will be established.

Initially the challenge of populating the marketplace will be tackled by giving better incentives to early adopting vendors and suppliers. We will waive the subscription charge or take little to no sales cut to gain several vendors/suppliers to use for advertising and promoting the application and attracting more in the future.

The same method will be followed for the individual consultants and medical service providers.

The privacy issues will be tackled by ensuring encryption and EU data protection protocols as well as mentioning to the users how their private information will be handled when they download and use the application for the first time and sign up.

The legal issues will require assistance and guidance from legal experts in order to identify the specific hurdles and how they may be addressed.

30 Full time staff are currently working in RedOrange and have been working on the Ritu project since its inception. These 30 people are contributing to the development of the system.

RedOrange has been working in the field of development focused SBCC communication for over 7 years and has amassed a wealth of knowledge and experience working with various international organisations on development issues. The organisation consists of in house teams for AV production, graphics design, ICT and an international communications team with SRHR, MHM and SBCC specialists. With the experience of working on the Ritu project and developing many successful communication packages and tools as well as experience from developing and running IT based solutions for platforms such as Share-Net Bangladesh and Ritu online, the RedOrange team is tailor made for developing an effective IT based solution to meet the MHM needs of Bangladesh.

Each and every member of the team is not only specialised in their field of expertise, they are also trained and experienced in terms of SBCC and MHM from their time working on various development focused assignments. Each member takes into consideration various elements of SBCC from inception to production and delivery. This allows for a higher standard of tailor made production for each and every assignment.

The highly experienced programme team will consult and coordinate the design and upgradation of the entire application and its overarching team while the graphics and ICT team are adept at designing an effective and efficient means of reflecting the conceived solution.

We have partnered with SIMAVI and other organisations during the run of the Ritu project. However, this application will not include them as RedOrange was the strategic and communications partner of the entire project, developing and disseminating the SBCC tools as well as developing and maintaining the online platform. Initially we will collaborate with share-net for knowledge management expertise and resources, which will be added on to the existing resources of the online platform and project findings. All initial content and the application itself will be developed by RedOrange from the ground up by its in house teams.

For the users of the application, all services are free and open. Only form of monetary transactions they will need to make are those required for purchasing anything from the marketplace. For vendors and service providers listed in the application we will follow a subscription model. Initially they will need to pay a registration fee and we will take a small cut from their revenue of product and service sales. We are cutting out the middle-man for the customers and service/product providers while reaping revenue from advertisements and sales cuts. All these revenue will be used for maintenance, improvements, research and further marketing for the app.

The business initially plans to utilise the funding for development, testing and launching the system. Marketing of the system is an essential part that would exist for the whole lifespan of the system. However, a substantial part of the funding will be used for placing the system in the market and to reach out to initial target audience.

The marketplace will generate revenue in the form of sales cuts, commissions or service charges.The knowledge hub section will enable paid publications of magazines, books and others to publish items on the platform with subscription fees. Paid top search results will also enable vendors to reach out to users easily. Doctors, hospitals and ambulances will be able to provide services with subscriptions. Paid search results can be offered to the hospitals and other organisations who come in as vendors. Subscription for women related organisations and their article and blog publishing services will produce further revenue. Google Adsense and advertisements on specific banner positions can be pushed onto the app as paid services. 

Maintenance is deemed to be minimal provided that the software is well built, properly tested and properly deployed. However, regular security updates, UI improvements and server maintenance will require some costs. The main expenses will be allocated to research for more on the knowledge hub and the security of the software and marketing of the app. The software will be protected with EU’s General Data Protection Regulation (GDPR) to protect all the data. 

Tiger Challenge is a great opportunity to achieve development through innovative ICT approaches. The platform provides a launching pad for ideas that can bring about social change.

We are applying in hopes of gaining not only exposure for our proposed solution, but also as a means of gaining initial funding to expand on the idea and implement as well as grow it in the field. Continued support throughout the run of the solution would add a new dimension and stability as well as sustainability to the solution.

As we have already tested the waters of such an approach, to an extent, in the Ritu project, we believe the Tiger Challenge would be the best place to take it to the next level and implement a new and innovative amalgamated approach to tackling the issues surrounding MHM in the country. 

The network connected to the Tiger Challenge would provide exponential growth potential as it would only boost the development and dissemination. The Tiger Challenge would make for an ideal mix of development and technology and provide substantial networking, support and growth in both fields. With it, proper implementation and realisation of the goals can be achieved from our solution.

Given the multidimensional reach of our proposed solution we would have various outlets of potential partnerships for different segments of the application.

Above all, the Government and its various ministries would be the ideal partners. The government would be able to provide their assistance in knowledge management and service delivery as well as distribution of the application itself through its various communication channels. If the government is interested enough they can integrate it into their national service infrastructure and promote it among the mass audience as well as host it on their own servers effectively taking over the service itself.

Given the potential of the marketplace various private organisation and manufacturers can also partner up to provide their products and services. This can range from big corporations to mid and lower tier distributors as well as individual stores and pharmacies.

In terms of product distribution some are -

Square toiletries

ACI

Beximco

Lazz pharma

The knowledge hub also has a scope of partnership with various national, international organisations as well as having a scope for institutes and individuals to publish their own research related to the themes covered by the service.

In terms of the knowledge hub and resource gathering some potential partners are -

BNPS

UN Women

The applications service directory segment also opens up potential to partner with various medical and healthcare service providers as well as individual consultants and doctors. Some potential partners are -

Apollo hospitals

Medinova

Praava Healthcare

Ibne Sina

Popular Diagnostics

Crescent Hospital