The BeHeartSmart.com operating plan aims to support the Million Hearts Risk Check Challenge campaign by offering its heart health assessment tool free to consumers. It plans to target direct consumers to build usage and licensed organizations to increase outreach. Operations will include secure hosting, minimal technical support needs, and phone-based customer support. Potential revenue sources are prizes, licensing, and advertising. Estimated expenses are under $100k. Management is provided by Videntity Inc, which has experience with health campaigns and is led by founder Alan Viars who has development and business experience.

1. BeHeartSmart.com
Operating Plan Overview
Operating Plan Objective: To support the Million Hearts
Risk Check Challenge Campaign by offering and
supporting the BeHeartSmart.com solution free to
consumers while maintaining industry standard uptime
and availability, technical and customer support and
pursuing other revenue generating opportunities.

2. Marketing
Two distinct market segments are targeted:
(1) Direct-to-Consumer – Initial segment targeted as part of the
Million Hearts campaign. Made available for free to
consumers to drive traffic and utilization; build critical mass.
Revenue generation through targeted advertising
opportunities on BeHeartSmart.com (after initial year).
(2) Accountable / Managed Care Organizations – Secondary
segment targeted. Offered as a licensed, branded option to
organizations wishing to increase outreach and awareness
of heart disease to existing or potentially new beneficiaries.

3. Operations
Hosting
 HIPAA-compliant secure hosting via Videntity/Amazon Web
Services
Technical Support
 Bug Fixes – Expected to be minimal due to simplistic design
and extensive testing. Handled through ad-hoc updates
during off-peak hours
 Planned Releases - Quarterly updates to fix minor issues
and improve performance and functionality; handled during
off-peak hours
Customer Support
 Handled via calls to 1-855-HRT-SMRT
 Expected to be minimal due to sites ease-of-use

4. Finances
Potential Revenue Sources
 $100k prize money
 Licensing revenue
 Advertising revenue
Estimated Expenses
 $8K Front-end user interface enhancement
 $6K Hosting
 $4K Test Messaging Service
 $12K Telephony Interface for 1-855-HRT-SMRT
 $35K Misc. Enhancements to software (per HHS) and support)
 $25K FDA 501(k)

5. Management
Videntity Inc
• 6 years experience with a growing customer base
• Specializing in helping health related organization collect and
manage information using our open source and shared
source stack
• Built other successful health campaign application including
Physique7 and TweatWell.com
• Alan Viars, Founder and CEO
• 15 years experience as systems architect, standards
contributor, and developer
• B.S., M.S., in Computer Science, M.B.A.