The EVVE Experience Building a Business and Marketing Plan The Consultant’s Perspective June 5 , 2013 Phoenix, Arizona

1. The EVVE Experience Building a Business and Marketing Plan The Consultant’s Perspective June 5, 2013 Phoenix, Arizona

2. It Started with an RFP • On June 27, 2012 NAPHSIS issued an RFP • Seeking a planning partner • Business Plan • Marketing Plan • Plan goals • Increase EVVE customer base of Federal and State government agencies • Expand EVVE use to commercial organizations • Time of the essence

3. The Scope Per the RFP • Assess current state of the market (general economic, political, and legal conditions) • Define current market trends and analyze competition • Identify new Federal/State agencies or uses and estimate transaction volume • Identify new commercial markets and estimate transaction volume • Identify EVVE functionality enhancements and technical changes required • Develop a pricing model • Recommend NAPHSIS staff levels required to execute the plan • Develop marketing and communication strategy • Define marketing, advertising, promotion plan with costs • Produce a financial forecast including detailed monthly, quarterly and annual query volume goals • Develop an exit strategy

4. What Else Did the RFP Reveal? • Few customers • Federal Government • Social Security Administration • Office of Personnel Management • Department of State • Army National Guard • State Government • Medicaid in five states • Mississippi District Health Offices • Oklahoma State Treasurer • One known barrier: price

5. What Else Did the RFP Reveal? • Public Death Master File Opportunity • Non-governmental customer set • Accustomed to receiving a very different product from EVVE • Low pricing • High volume • Low match rate

6. Product Adoption Curve

7. Our Proposal • Feasibility Assessment • Business Model • Marketing Plan including pricing model

8. Feasibility Assessment • The goal: Establish a set of metrics that best characterize acceptability of investing in the EVVE product and/or market expansion • Feasibility criteria types: • Markets • Products • Organizational Capacity • Financial Feasibility

9. Business Model • The goals: • Foster understanding, discussion, creativity and analysis • Get everybody on the same page • Document the agreed upon hypotheses regarding the EVVE system expansion for validation by current and potential customers before significant resources are expended.

10. Business Model Format

11. Business Model Components

12. Marketing Plan • The goal: Provide the strategic and tactical details for NAPHSIS to validate the business model and expand market penetration of the EVVE system: • Define market tactics • Apply the market tactics to market segments

13. Tactics/Market Segment Map

14. Lessons Learned • Projects require: • Flexibility • Open mindedness • Trust • Teamwork • Challenging projects can still be: • On time • On budget • And produce an actionable outcome

15. Thank You Contact information: Suzanne March QuantumMark, LLC suzanne@quantummark.com