A.

Mission Statement
Our Mission: To ensure affordable mental health service by providing the right tools
Business Objectives:
 To create a one-stop digital solution platform for mental health and well – being
 To break the stigma of mental health care that is prevalent in Bangladesh
 To create a common platform for Psychologists/Psychiatrists and patients where they can
seamlessly interact with each other
The Business: The name of our business is স্বস্তি. This is not just another app or platform; it is a
whole new ecosystem for the mental health industry based on technology.
This platform will act as a hub for Psychologists/Psychiatrists and patients where they can
seamlessly interact with each other. Both Psychologists/Psychiatrist and patients can open
personal accounts on this platform. Through স্বস্তি, anyone from anywhere will be able to look for
professionals, book appointment in five simple steps and take sessions just by sitting at any
corner in their respective homes. Using keyword matching, স্বস্তি will easily match the patients
with the desired psychologist they are looking for. So, even if a patient is unaware of the
disorder, this platform will recommend best professional based on his/her symptoms. This
platform will have both user interface for psychologists and patients where they can track their
respective activities.

B. Diagnosis: Where are we now?

Currently, we have started to provide mental health services online to our customers. However,
at the current time being, we are providing services with the help of 3 rd party software such as
Zoom and Google Meet. To communicate with our customers, we are using social media
platforms such as WhatsApp and Facebook.

C. The service
Name: স্বস্তি The name has been selected by maintaining proper naming guidelines and
procedures. It is very easy to pronounce and is understandable by almost every Bangladeshi. As
the Brand is targeted towards Bangladeshi people, language has been kept Bengali (mother
tongue) so that it’s familiar and meaningful to everyone in our country. More importantly the
name is unique because it is not colloquial. স্বস্তি means “relief” in English which also reinforces
the attribute of this brand that is to take care of the users and provide relief to them.
Logos and Symbols:

The logo denotes a human head with a brain inside which shows that it’s primarily a mental
health platform. However, the root under the human head was put to show how it’s integrated to
its root which is the “body” and hence gives an impression of overall health. Moreover, the
cross/plus sign is one of the most common symbols in the world used in medical care. The
turquoise color is an example of peace and comfort which further reassures the brand
association. These overall logo gives it an abstract form without losing original meaning. So, it
can be easily transferrable for further health care and understandable all the while successfully
grabbing everyone’s attention.
Tagline/Slogan: Our tagline is - “প্রশান্তি এখন হাতের মুঠায়”
The tagline is also in Bengali for the same purpose, which is to make it familiar and easily
understandable. It means serenity right in your hands. This helps us to instill the brand inside
people’s minds. It shows how they can use devices like smartphones and laptops to take care of
their health.
URL: shoshti.com.bd This URL protects the Brand from cybersquatting and the.com.bd shows
the platform’s origin which is “Bangladesh”.
Competitive Advantage:
Most of the existing Mental health service providers are either offline which provides traditional
services, and those that are providing online take help of third-party software like Zoom,
WhatsApp, Facebook etc to conduct sessions and other activities. This makes the existing
platforms not so secure, highly disintegrated, and cumbersome to use.
This is where স্বস্তি shines and dominates in all way from its competitors. Our business provides an
integrated platform where Psychologists/Psychiatrists and patients can seamlessly interact with
each other. Moreover, psychologists can conduct sessions from anywhere without even moving
an inch. স্বস্তি will incorporate digital technology like live chat, audio, and video to properly
connect the Psychologists and Patients/anyone in real time. As everything will be online and
integrated, স্বস্তি will be highly scalable. One of the core features of স্বস্তি is its freelancing model.
Any Psychologist can commit any number of hours (minimum 5hrs per week). Which means the
psychologist is not bound to only one organization, this gives them the freedom to work with স্বস্তি
in addition to his/her primary clinic/chamber. This also allows easy onboarding of experienced
psychologist not only from our country but also from anywhere in the world.
All of these above features make স্বস্তি a truly one-stop digital solution.
Strengths against competitors:
The platform consists of a number of strengths against its competitors. Some of the strengths
include:
1. Integrated platform with all services in one place
2. User friendly UI with easy navigation
3. It is Affordable
4. Eliminates commute time so available from anywhere in Bangladesh
5. Freelancing model for Psychologists which ensures experienced psychologist for anyone
6. End-to-end encryption
7. Simple five step keyword matching appointment booking process
8. Awareness programs and more
Weakness against competitors:
Mental health is still a very sensitive issue to most people of this country. People do not easily
trust any service for their mental health. Additionally, we are a brand new service. Thus, it is
very normal for customers to prefer the market leaders in the industry in comparison to a
completely new platform in the beginning. Thus, this will act as one of our biggest weakness in
the initial time being. Secondly, since we are a completely new business, we need to incur
different costs to create a user friendly platform for our customers. This will require a huge
investment which we need to acquire which will also fall under a weakness in the current time.
Cost of each product/service:
We will be charging a 30% commission for each of the services we will be providing through
our platform and giving the 70% share to the psychologists. For example, we will be charging
1200 taka for one family counselling session. So, the psychologist involved in that session will
get 840 taka whereas we will be getting 360 taka for the service.
Price of each product/service:
We will be providing the following services:

Another attribute that sets স্বস্তি apart from others is the pricing (starting from 900 compared to
2500 for offline). The reason we are keeping pricing at a minimum is because of its online
nature. There is no transportation cost from both patients and psychologist’s side, no additional
logistics cost, no incremental cost for customers since it is an online platform. The pricing is set
based on different customers. People always want services at a reduced price when it’s online.
So basically, the pricing has been set based on the perceived value of the interviewees and
survey. And since different customers have different value perception that’s why we are charging
different prices for different kinds of services. One size doesn’t fit all.
Personality of product/service:
The personality of our brand is Warmth and Peace. Customers/Users feel warmth as স্বস্তি takes
care of their mental health, it’s a platform of peace and comfort. The colors and logo strengthen
the claim of our personality attribute.