Ratan and Sumita were riding their new bike on the road.

The wind blew into their faces and they laughed. All of a sudden, a truck zoomed into their way. Ratan tried to swerve his bike to give way to the truck. Yet the truck bumped into their bike knocking Sumita onto the road and seriously injuring her. The bike was damaged. Ratan called the nearby Continental Hospital and requested them to send their ambulance quickly. Whenever some car or bike passed the road, he called them but no one stopped to help. Rickshaw drivers were unwilling to take fares. Ratan waited and waited. The ambulance came after 30 min. The doctor told Ratan that delay had caused his wife to lose a lot of blood. He should have brought her earlier. Ratan blamed the hospital's slow ambulance service. In Mumbai, there were 4103 road accidents registered between January 2012 and November 2012, with 1945 people having trauma cases (severe injury and a matter of life-and-death). If a critical patient is not admitted to the hospital within 10 min, complications may occur leading to death.

As an entrepreneur, you decide to create a business to provide quick and affordable ambulance services. You have a maximum budget of 1 crore which you utilize to buy ambulances (e.g.>A Maruti Omni ambulance costs Rs. 2, 15,655), equipment, staff training and accommodation space. Prepare a business plan and business model based on this idea.

Note: Low-cost models will be given more consideration and weightage. Answer the following questions (All questions are compulsory):

1. Create an innovative marketing plan to spread awareness. Include market segments, target market, growth strategies, competitive strategy, value proposition and USP.

2. Provide the link to financial statements. Include balance sheet, profit and loss statement, pricing model, revenue model, Statement of Cost, profitability margins and breakeven point.(Use forecasting) Equipment may include ambulances, stretcher, oxygen cylinder, burn packs, thermal blankets, disinfectants, cellular mobile services for contacting the hospital, etc.

Note: Your equipment may be different and specific to your business idea. Cost of equipment required must be mentioned clearly. Please mention the number of ambulances bought and how much population they will cover. Your maximum budget is 1 crore.

3. Response time is the gap between the ambulance receiving the call and it reaching the spot. What is your response time? How will you ensure that the ambulance reaches its destination within that time? How will you solve the traffic problems which may delay your service? 4. What are your constraints? Include social, political, legal and other constraints. How will you solve them?

5. How will you train your staff to handle critical cases? Include capacity planning, motion study, training costs and method in your answer.

The responses to the above questions have to be submitted in the form of a word document to 2013mashup@gmail.com on or before 3rd February. The subject line to the e-mail should be MashUp2013-<<Team Name>>. Thank you! We are looking forward to your participation!