Best Ideas 2019 features all the nominated entries submitted under ‘Submit your Idea’ category. All the entries consist of innovative solutions or propositions for an enterprise that champions the Sustainable Development Goals. They can be on the conceptual, planning, or start-up stage.
Explain your idea in details:
Worldwide, approximately 800 women die daily due to pregnancy related complications and child birth. Some of these deaths are caused due to ignorance of pregnancy biological changes. Mother care app's objective is to in-calculate a savings culture among mothers as well as avail basic health information through a free consultancy platform and provision of online tutorials on nutrition and physical exercises relevant to pregnant women during their gestation period and post natal mothers with babies of up to 6 months . It will also be automated to estimate the date of giving birth to reduce on emergency births in homes or in absence of qualified personnel and also be in position to send reminders for the next antenatal visits to the subscribers. Uganda is one of the countries with the lowest savings culture with only 5% of the population being able to save; this has had an effect on many individuals including the health of mothers especially the low and middle income earners and teenagers since they cannot access health care on a timely basis. 90% of these maternal deaths can be avoided if mothers accessed quality health care services timely. Most of the deaths are caused by delay in accessing health care services and ignorance of the biological changes. The delay starts right from detecting a complication, to seeking care for the mother, and when the mother gets to a facility, there is further delay in providing the required care. With savings packages offered to the subscribers; services at partners health canters will be offered at subsidized costs and mothers will be able to cover both direct and indirect health expenses. I believe Mother Care app has the potential to reduce mortality rates not only Uganda but Africa as a whole by approximately 20%.
Expected impact of your idea on sustainable development
My idea has social impact on all stakeholders involved in the business. We will hold health care education to the target group in the rural and urban regions, encourage financial savings through subsidies, antenatal care attendance, and train mothers on nutritional education for the born babies. We shall also collaborate with local providers of health care products and services to have them on our online platform for easy accessibility by the target group. Products include; baby food, baby delivery kits, maternity clothing among others whereas services include; ambulance services. By doing this, we not only provide market for stakeholders but also provide a one stop platform for pre and post natal mothers. On the other hand, to decrease unemployment; citizens will be employed to work as community mobilizers and health educators. Having these operational activities on ground will spread brand awareness and promote trust in the efficiency and effectiveness of our service. Eventually; we shall encourage them to download the app and access all this basic health information, reminders, savings packages, and partner contacts among others. Commissions will be charged to savings upon withdrawals and to partner service provides who obtain market for their services on the platform. Mothers will be expected to save on a weekly either $1.33, $2.66 or $5.32 and reminders sent to them to make payments. These have been categorized to cater for low, middle and high income earners that wish to save with us. Financial health is just as important as physical health and success to us shall be measured by the number of healthy, timely and successfully births; high rated reviews from subscribers, conducting frequent interviews with those benefiting from the app and inquiring how it has helped them better their lives and how best we can improve the system.
Plans for implementation and sustainability
I will adapt inter-mediation into my business model. Given the nature of the idea; intermediaries such as ambulance, mobile money service providers, consultants, hospitals, pharmacies, product providers and nutritionists will all have to be involved. However; having health practitioners and nutritionists on the team will help me cut off the expenses of consultants for the start. As regards the savings culture; we shall utilize MTN and Airtel mobile money services where subscribers can deposit money to their Mother Care account at a cost of $0.13 or less using a merchant code provided to them. The app in itself will basically have 4 major categorical functions; (a) Sending reminders through SMS and notifications. Most pregnant mothers face a health problem called pregnancy brain that often makes them forget. Subscribers to the system will be required to fill in information about their Last Normal Menstruation Period. This will be used to estimate the pregnancy duration and remind the subscriber of the dates for antenatal visits that will be automatically generated, the system will also be able to estimate the date of child delivery (b) Updates; there will be daily updates on how to care for oneself during pregnancy and for post-natal mothers with babies of up to 6 months. This will include appropriate feeding/diet, control of emesis, habits to avoid, how to clean baby utensils, physical exercise tutorials among others (c) Consultancy services; this will be basic and professional advice left to be gotten from the health canter. The system will have dedicated staff ready to respond to queries (d) Network. This will be the market place for business partners and Mother Care subscribers to interact. Funding may be a challenge. We intend to rely on part equity funds and monetary awards. Government collaboration is sooner or later expected.
I am a lady who is driven to bring about a positive change to my community in whatever way I can. I come from the Eastern part of Uganda where I have witnessed women dying at an alarming and increasing rate. Whereas some deaths are caused due to domestic violence, most of them are because of poverty, ignorance about maternal health education and antenatal care non-attendance. This inspired me and my team to create Mother Care app, to inspire and help women and spouses understand what revolves around a woman's life during and after the nine months gestation period. I am very enthusiastic with most aspects of life but most profound is about women and youth empowerment; because of this passion, I recently won speak your mind contest organised by Master Card Foundation where I submitted a poem under the theme courage. It was dedicated to single mothers, orphans and street children that thrive each day to use small acts of courage to make change happen. Therefore, Mother Care app is not about me, its for all the women and spouses out there and I hope it inspires the youth to be innovate and creative towards providing solutions to attain the SDG goals.