SME instrument phase 1

COVER PAGE
Title of Proposal myAllergy
List of participants
Participant No *

Participant
name

1 (Coordinator)

myAllergy

organisation

Country
UK

* Please use the same participant numbering as that used in the administrative
proposal forms.
Table of Contents

1.

Excellence: 1.1

Objectives

The overall objective of myAllergy is to provide allergy

sufferers and caretakers of allergy sufferers with
freedom from food allergies and intolerances.
MyAllergy aims to become the preferred website
connecting food allergy sufferers, informing and
empowering them to reduce their stress and anxiety
around understanding their allergy better and eating
safely. The site will accomplish this by offering
carefully tailored user profiles, which will present food
allergy or intolerance sufferers with information and
tools related specifically to their situation, while at the
same time presenting free from food suppliers and
retailers with a venue through which to market their
products.
The objective of the feasibility study. MyAllergy
seeks funding to conduct a feasibility study to prove
technical and commercial viability, conducting an
analytical exercise to position the product. The
objective is to test the economic viability of the
concept and platform among potential clients,
including food allergy and intolerance sufferers, as
well as free from food suppliers and retailers. By
using research, experience and business principles,
this feasibility study will determine the probability of
the project to sustain itself and offer insight into
future expansion prospects. The expected outcomes
of the feasibility study are: to validate the business
concept by demonstrating the need for a product like
myAllergy for the general public; engage with customers to demonstrate how
myAllergy will empower them to take control of their allergy or intolerance and
improve their quality of life, engage with free from food suppliers and retailers to
demonstrate how myAllergy will allow them to increase their profits, and prepare for
European growth and international expansion.
The output of the study will be (1) a written report and (2) market outreach to
demonstrate various aspects of the market which are critical for the success of the
business. The (1) written report, will include assessments of (a) users, (b) the market,
(c) technology (d) impact assessment (e) legality and (f) sustainability. From this
feasibility study, myAllergy will prove commercial viability and subsequently raise a
larger funding round to take this product into the market as a mainstream product.
1.2

Relation to the work programme

The topic for this call ICT-37-2014 is Open Disruptive Innovation Scheme
(implemented through the SME instrument) whose aim is to provide support to a
large set of early stage high risk innovative SMEs in the ICT sector. As an early stage
ICT-SME, MyAllergy focuses on how new digital and social media can help allergy and
food intolerance sufferers to better manage their situation and improve their quality of
life. This is an innovative solution which will impact European and global consumers,
making myAllergy in line with the SME Instrument goals.
The launch of the platform and the concept of managing a health condition online falls
under the scope of the nurture of promising innovative and disruptive ideas set by
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the call. This tool offers in fact an innovative ICT service, has high disruptive potential,
and can be implemented across Europe and beyond to reach a large, worldwide
market. The feasibility study will help validate the B2C business model and test real
world conditions, while helping assess prospects for wider deployment and market
uptake. Thus, this proposal and work packages addresses the main goals of the SME
instrument programme phase I.

1.3

Concept and approach

Problem Detected : MyAllergy is a comprehensive response to a growing, global

problem. Food allergies and intolerances are a rising issue and, according to the World
Health Organization, represent the number one epidemic facing children in the
developed world. In the UK, over two million children and adults have food allergies.
Allergic and food intolerance reactions can range from a mild skin rash to anaphylaxis,
a serious reaction that requires immediate medical attention and is potentially fatal.
There is currently no cure for food allergies, intolerances or coeliac disease. Avoidance
of foods is the best and only option, through careful storage, cooking and cleaning of
food/ food preparation areas, review of food labelling when purchasing packaged foods
and discussion of food requirements with restauranteurs, or food retailers when eating
out, or fellow travellers and staff when travelling on airplanes and other enclosed
transportation environments.
If symptoms occur, a mild reaction may be relieved by taking antihistamines, but, in
some cases, severe reactions may require a shot of adrenalin. The situation is
extremely stressful for those affected, their caregivers and families and can result in
social isolation.
However, while this represents discomfort and potentially danger for those affected,
the growth in allergies and intolerances has also lead to an increasing market. The
demand for products that are free from has grown exponentially in recent years,
rising from 173 million pounds in 2009, to 355 million pounds in 2014, and, according
to market intelligence agency Mintel, will attain a value of 538 million pounds by 2018.
Meanwhile, online resources responding to the needs of both sides of this issue
-allergy sufferers, their families and caregivers, as well as free from food suppliers
and retailers - are extremely limited, cumbersome and difficult to manipulate. In the
case of allergy sufferers, most informational web sites are information heavy, offering
a bland design, little personalisation, and users are forced to search for relevant
information amongst information that is not relevant. Free from food selling websites
generally do not meet the needs of either sellers or consumers. MyAllergy aims to
resolve this by becoming the worlds leading online portal, which will provide
customised information, products and a community for allergy sufferers and their
family/carers.
MyAllergy will connect, inform and empower allergy sufferers to better understand
their allergies, while enabling people to easily source food and meal options that are
safe, and simultaneously provide free from food suppliers and retailers with an
effective e-commerce site for their products.
MyAllergy is based in Europe (London, UK) and therefore is sensitive to the
requirements of Europeans, including that of privacy. In fact all data will be stored in
servers based in the EU and is formatted in AES-256 encryption - the same level of
encryption formatting that is used by online banks.
Proposed Solution MyAllergy aims to reduce the stress and anxiety associated with
food allergies and intolerance for millions of sufferers throughout the UK. MyAllergys
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general approach will be to provide a combination of clear, concise information about

food allergies, to establish a strong and active community, and to offer a place to
purchase free-from products, all within a forum that is perfectly tailored to the
individual needs of the user. The site will offer: (1) convenience, access to critical
information about the allergy or intolerance that can be accessed anytime, from any
internet connected device. The information presented will be specifically tailored to
the needs of the individual user, in order to avoid the user being overwhelmed with
information that is not relevant. MyAllergy will also facilitate the cooking and purchase
of foods that are safe. (2) Peace of mind by offering clear, concise information, and a
forum where allergy sufferers, their family and carers can onnect, myAllergy will help
alleviate food-related anxieties. (3) Privacy, and assurance information will never be
lost. MyAllergy will take security and privacy of all users information very seriously
and will store everything in an encrypted format.
How Does MyAllergy Work ? MyAllergy will function by providing endusers with the
following tools :
1. Learn a tool that will
integrate clear, up-to-date
and validated allergy
information.
2. Cook an instrument that
will provide instructions for
preparing safe and nutritious
allergy-free meals.
3. Eat an interface that will
allow users to easily seek out restaurants offering free from food options.
4. Buy an easy solution to the purchasing of allergy-free foods, that will enable
free from food suppliers to connect readily with potential customers, and will
eliminate the need for customers to spend hours searching for safe foods.
Signing up for myAllergy will be easy and will help end-users outline their needs by
following theses steps : (1)user completes registration. (2)After completing
registration,myAllergy will ask users to add information about their allergies or
intolerances. (3)The user adds information about other aspects of their life, such as
interests. Users can subsequently add or edit information on either the web or mobile
applications. (4)MyAllergy maintains engagement and continues to provide users with
updated information and tools. (5)Users receive regular, customised information about
their allergy or intolerance, alongside recipes and food purchasing options that will
allow them to eat safely and enjoyably.
MyAllergy EndUsers : myAllergy endusers will include food allergy and intolerane
sufferers, their families and carers, as well as those who are simply trying to pursue a
healthier lifestyle. MyAllergy will reach end-users primarily through a social web site
marketing campaign that will include use of Facebook, twitter and others.
Current Stage of Development: MyAllergy is currently at the TRL-2 (technology
concept formulated) stage of development.
Design of the feasibility study: myAllergy is seeking funds to undertake a sixmonth feasibility study WHEN. This feasibility study will include (1) a written report
and (2) market outreach to demonstrate various aspects of the market that are critical
for the success of the business.
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In the first month, a study leading to a written report will commence to verify the
needs of both food allergy and intolerance sufferers and free from food suppliers and
retailers. The economic viability and sustainability of such a platform depends on the
correct identification of users needs and interests. It will show whether myAllergy can
improve sales of free from food suppliers and retailers by articulating the
demographics of the target user. The resulting suggested enhancements will be
prioritized into a workflow to drive the business plan.
The study will evaluate six aspects of the platform: (A) Users assessment: the
economic viability and sustainability of such a platform depends on the correct
identification of users needs and interests; (B) Market assessment: a validation of the
marketing targets and the forecast of customers/users interest in the service; (C)
Technological assessment: will test both the adaptability (technical customization)
toward users/customers and the real scalability of the service, with an eye to the costs
of the integration other systems (D) Impact assessment: how can the platform provide
the maximum impact to empower customers (E) Legal assessment: will evaluate
whether the collected data conflicts with legal/ethical requirements in Europe,
including privacy concerns. (F) Sustainability assessment: will the reactions collected
through the feasibility study dissemination, along with possible investors interest
raised by the detailed business plan produced, offer follow-up opportunities?
The study will help to facilitate understanding of demand, the expected conversion
rates, as well as compile and aggregate information on difficulties/issues for our users
and business partners. The results from these user studies will be incorporated into
the business plan and subsequently impact the remainder of the feasibility study. The
target location is London and the surrounding area, mostly due to the location of the
team and the known languages and legal requirements. The study will generate
information about the system to incorporate into the business plan and feed into the
next stages of the business.
This study will produce an output of a written report. The feedback and conclusions
from this study will be included in the business plan of myAllergy, including the SWOT
analysis and other perspectives. The Feasibility Study report will produce information
to include in marketing materials such as brochures and flyers to communicate the
service to potential B2B2C customers, while also increasing online engagement using
social media to connect to the right people. It will then allow myAllergy to participate
in various events linked to the life-planning and legacy gift sectors, reaching out to
potential customers and collecting feedback.
The second target of the feasibility assessment is a test of a practical sales approach.
MyAllergy will conduct a (2) market outreach to validate the business concept.
MyAllergy will pitch the business to B2B customers, including free from food
suppliers and reatilers and will show them the benefits of using the service, focusing
primarily on market expansion, the ease of advertising to and maintaining connections
with customers. MyAllergy will also include estimates of business generated,
demonstrating a return on food suppliers and retailers investment.
1.4

Ambition

MyAllergy seeks to position itself as the industry leader in enabling food

allergy/intolerance sufferers to be informed about and manage their condition with online
account information. It will begin by focusing on the UK market, then the market in the
United States.
Novelty: MyAllergy is a comprehensive web site addressing the needs of both allergy
sufferers and free from food suppliers and retailers, launched in response to a growing
need and a current vacuum. While web sites for allergy sufferers offer large amounts of
information, myAllergy is innovative in that it will offer information, content and products
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that are specifically tailored to the needs of individual users, in accordance with their
single or multiple allergies.
Envisaged Solution: MyAllergy will be unique in that it will deliver four key product
solutions in a personalised, easy-to-use experience, through creation of a database of
detailed user profiles. The site will include the following tools: (1) Learn: myAllergy will
offer food allergy-related information feeds that are personalised, credible, externally
validated, and up-to-date. Thus, users will receive only information that is specifically
related to their needs. (2) Cook The site will also include recipes, individualised tools
and solutions for cooking, that are tailored to the needs of the individual user. (3) Buy
myAllergy will offer an online store that will customise itself, based on individuals buying
needs and behaviours, and will connect users to specialist and free from food suppliers
using myAllergy as their preferred online e-commercial site. (4) Eat The site will also
help users select restaurants where they can safely eat.
Meanwhile, all of the aforementioned product solutions will be integrated within a social
community of food allergy sufferers, who will contribute to the content, information and
advice on potential food solutions for fellow sufferers.
Competitors/Advantages of MyAllergy: This market is still developing and different
organizations and companies are presenting different individual solutions. The concept of
MyAllergy incorporating all of these individual services in one platform is a novelty.
Examining this market does not produce any market leader offering complete multimarket solutions. This sector is still very niche and there is very little competition and
any competitors that exist do not offer the combination of technology and innovation,
the usefulness for allergy sufferers and their families, and the refinement of the basic
product offering.
As such, myAllergy will offer numerous advantages over other sites catering to food
allergy sufferers, including the following: (1) A solution for both allergy sufferers and
free from food suppliers and retailers, as it provides a dual platform for the
development of an online community dedicated to food allergies, alongside a forum for
food suppliers and retailers to market their free from foods. The site will offer a simple
and seamless e-commerce solution, showcasing products, offering convenient delivery
slots and clever content. (2) The creation of a community, allowing users to connect by
location, allergy and interest. (3) Knowledge, Personalisation and Tools: One of
myAllergys key features is that it will offer personalisation and will be totally customised
to the individual needs of each user. The result will be a flexible allergy profile that will
tell the whole story about a person that users can share to help family and friends better
understand their situation. It will also offer a robust set of tools to help solve every day
problems that result from food allergies and intolerances, such as food shopping and
eating out.
MyAllergy will be continually tailored and refined over time, as its offerings are refined to
reflect the evolving needs of users.
2.

Impact: 2.1 Expected Impacts: a) Users/Market

MyAllergy will have a total of six target markets, including child food allergy/intolerance
sufferers who have been identified with one or more food allergies, family members or
carers for those with food allergies/intolerances, adult food allergy/intolerance sufferers,
indirect carers of sufferers, people who are choosing a healthier lifestyle and
professionals (including small and large suppliers and retailers of free from foods,
healthcare practitioners, and legal entities, such as government, labelling initiatives and
consumer protection agencies). Users are located throughout the UK and will be reached
via a marketing campaign that will focus primarily on the use of social networking sites.

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Together, these groups represent a high volume, mature market, which doubled
between 2009 and 2014 (to its current value of 355 million pounds), and continues to
grow exponentially.
MyAllergy will meet the need for allergy sufferers and their families to have access to
clear, concise information about their condition, as well as tools that will alleviate
anxiety and improve quality of life. It will also allow free from food suppliers and
retailers to have vastly improved access to their market. The economic benefits of this
are clear, as it will reduce the need for allergy sufferers or their families to spend
hours searching for products that are safe for them to eat, while it will allow suppliers
and retailers to connect directly with their customers.
The most unique selling point of myAllergy will be the fact that all content will be
specifically tailored to the individual user, their single or multiple allergies, as well as
their buying habits. It will also provide a community where allergy sufferers and their
families can discuss and share information.
There are no competitors to myAllergy, which will be unique in that it offers content
specifically and carefully tailored to individual user needs, and will marry information
about allergies with tools and potential solutions. Web sites directed at allergy and food
intolerance sufferers are generally cumbersome and frequently offer information that is
irrelevant to the individual user. Market barriers are limited to non-existent and there is
a strong need for this type of initiative.
Stakeholders: MyAllergy requires the involvement of the following stakeholders, in
order to be successful: (1) Users: MyAllergy will require the proactive involvement of
users, so that the site can continue to be tailored and adapted to their needs. (2) Food
Suppliers/Retailers: The site will also require proactive involvement of free from
food suppliers and retailers.
Market Trends: Current trends and market conditions make this an excellent business
opportunity. MyAllergy has large-scale growth potential, as food allergies and
intolerances, and the related market are increasing annually. Currently, in the UK alone,
there is an estimated customer base of 2.7 million people for free from food, which is
rising at a rate of five per cent per annum. Addressing these individuals needs has
become a mainstream aspect of society. These trends point to growth in the market,
making myAllergy positioned for success.
Market Barriers: Through the feasibility study, it will be possible to identify tools and
strategies to contrast market barriers. So far, the high costs to develop the platform, to
characterize it and to make it viable are the strongest internal barrier. From the market
side, the absence of a market leading platform (with a dominant paradigm) can affect
the market uptake of the company given that there are no consolidate market figures.
Expansion to new European markets will also bring new challenges. The platform is
going then to face two different entry obstacles, consisting of: from a side each country
connectivity regulations on data traffic and local operators settings, while on the other a
further customization of the solutions offered that, from sector-based, will also turn into
locally-based. Eventually, this will disclose a last challenge that is: marketing and clients
acquisition in these new countries. Once more, the feasibility study will be used to
assess future expansion opportunities, and identify potential partners and sales
opportunities.
Addressing the Risks: There is the risk that myAllergys competitors will gain a
foothold on the market before myAllergy is able to scale, but myAllergy can mitigate this
risk by establishing partnerships now and continuous value addition to users through
innovative features. Finally, any subsequent laws and legislation on online assets or
privacy concerns will be incorporated in myAllergy, mitigating this risk. We expect that
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any evolutions of this sort will favour better control for individuals and empower them to
further manage their food allergy or intolerance.
b) Company
The MyAllergy web site is the entire focus of this SME, and thus, as a project, it fits within
the strategy and is highly relevant. MyAllergy is a British firm, incorporated WHEN which
will provide tools for food allergy and intolerance sufferers to manage their eating, with a
vision to empower them by giving them control over the food it is safe for them to
consumer.
The business model of myAllergy is one where basic B2C customers will not pay a
subscription fee, however, revenue will be generated through general advertising, sales,
data, various subscription models (suppliers to receive anonymised information on
customers, restaurant partnerships, customer loyalty schemes.)
Profit and Loss: The value of the business is difficult to estimate as it is new and
disruptive. However, it is estimated that, with investment, myAllergy will move quickly in
the target market, will register many endusers, and build key partnerships to lock out
any competitors.s
2.2 Measures to maximise impact: a) Dissemination and exploitation of
results
Once Phase I of the SME instrument is complete, myAllergy will have a report that will
contribute to the overall, long-term objective of penetrating the food allergy/intolerance
market. Following the study, myAllergy will have a sound assessment of the commercial
viability of the business which will allow for growth and rapid scaling-up. All feedback,
findings and results of the feasibility study and outreach to users will be incorporated
into the business plan immediately, allowing for growth and adaptaition of the business
model.
b) Intellectual Property, knowledge protection and regulatory issues
The IPR practice will be internally managed and if necessary, due to the legal complexity,
it will be outsourced. At this time myAllergy has features which are unique and innovative,
but no patents are foreseen at the moment. However, an evaluation of the IPR practice
during this feasibility study may show that it is necessary and myAllergy will heed advice
if this position is supported. The feasibility assessment will help to articulate any
regulatory and standard requirements, which will in turn be fulfilled and met.
3.

Implementation: 3.1

Work plan Work package and deliverable

The feasibility study will identify problems and opportunities, determining if objectives
need to be adjusted, and allow for successful outcomes in Phase 2. It will also
generate customers through targeted market outreach. Below is a short description of
the implementation deliverables in this Feasibility Study.
Action type
User study

Technology
study

Description
Conduct survey (eg Markettest)
to ask specific questions of the
targeted user group to better
understand customers needs.
Conduct end-user survey (B2C)
and B2B survey for free from
food suppliers and retailers
Evaluate: various options from
in-house stack to hosted
solutions for everything;
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Deliverables
Complete understanding
of demand, information
on difficulties/issues for
our users and business
partners.

Time
Mont
h 1-4

After evaluating various

options, finalise
technology, platform, and

Mont
h 2-4

Commercialis
ation plan/
price strategy

Partners/
stakeholders
acquisition
strategy
Dissemination
&
Communicati
on

3.2

different platforms and

technical stacks for scalability,
security, operational support,
price and availability of
resources; frameworks and
programming languages.
Revenue from free from food
suppliers and retailers who will
pay commission on sales,
product listing fees, supplier
monthly service fees. Revenue
from advertising, including paid
promotion of products, and third
party adverts in the information
section.
Sales and marketing team in
place to build partnerships with
free from food suppliers and
retailers.
Participate in various events
related to the sector; Use of
social media platforms (eg
LinkedIn and Twitter) to make
connections with the right
people and conduct advertising
campaigns; Directory listing and
networking groups.

architecture to ensure
that it can support a
globally scalable system.

Determine a commercially
viable model.

Mont
h 1-6

Existing team already

targeting food suppliers
and retailers

Mont
h 2-6

15-20% of the total

budget would be spent in
various marketing and
advertising activities.

Mont
h 4-6

Management structure and procedures (only to the extent relevant in

single
entity
proposals)

Management structure and procedures. The MyAllergy staffing will ultimately

include a CEO, Community Administrator, Content and Community Manager, Online
Retail Operations Manager, Business Analyst/Developer, a Chief Technology Officer
and Support Administrator.
The MyAllergy team has a mix of skill and experience, ranging from business and IT
project management to medical. The technical capabilities are a key differentiator for
myAllergy; both co-founders bring complementary skills.
With our capable team, myAllergy will ensure that our value proposition is the best in
the marketplace and also ensure access to the right people at the right level. There will
initially be a team of two working on this project, Chief Executive Officer and co-founder,
Mittun Sharma, who will be responsible for all IT-related aspects and also brings
personal experience and passion to the project, as he is the father of a child with
multiple food allergies. Meanwhile, Dr. Selwyn Ho, co-founder and advisor, brings
lengthy medical experience, with a background in the pharmaceutical industry, as well
as strategic marketing and planning product launch, sales and commercial
opportunities.
3.3 Consortium as a whole (if applicable) myAllergy intends to apply to Phase 1
of SME Instrument as the sole member of the consortium, since it has the right
experience to perform the entire feasibility study and business plan.
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3.4

Resources to be committed
A. Costs of the feasibility
study/Direct and indirect
costs of the action

Total
costs

Reimburse
ment rate
%

Maximum
EU
contributi
on

Maximum
grant
amount

50.000 (Lump sum)

71.429

70%

50.000

50.000

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Table 3.1 a:

Work package description

Work Package Title

Feasibility Study

Objectives
The objective of this feasibility study will be to test the economic viability of the
myAllergy concept amongst end users and free from food suppliers and retailers.

Description of work (where appropriate, broken down into tasks), lead partner and
role of participants
MyAllergy will be the lead partner for all tasks, which will be as follows:
(1) User Study: MyAllergy will conduct a survey to ask specific questions to the
targeted user groups, in order to better understand their needs. This will take
place during months 1-4.
(2) Technology Study: Evaluate: various options from in-house stack to hosted
solutions for everything;
different platforms and technical stacks for scalability, security, operational
support, price and availability of resources; frameworks and programming
languages. This will take place during months 2-4.
(3) Intellectual Property Rights (IPR) Study: A standard IPR examination will be
conducted. This will take place during month 3.
(4) Commercialisation Plan: This will allow myAllergy to determine revenues
including from general advertising sales, data, various subscription models
(suppliers, to receive anonymised info on consumers, restaurant partnerships,
customer loyalty schemes).This will take place during months 1-6.
(5) Partners/Stakeholders Acquisition Strategy- Sales and marketing team in place
to build partnerships with free from food suppliers and retailers. This will
take place during months 2-6.
(6) Participate in various events related to the sector; Use of social media platforms
(eg LinkedIn and Twitter) to make connections with the right people and conduct
advertising campaigns; Traditional marketing material such as brochures, flyers,
etc.; Directory listing and networking groups. This will take place during months
4-6.

Deliverables:
The primary deliverables will be a feasibility report, including a business plan, that will
be delivered in month six. In addition to this, this initiative will result in the following
deliverables:
Task 1 - Complete understanding of demand, expected conversion rates, information
on difficulties/issues for our users and business partners.
Task 2 - Technology, platform, and architecture are finalised.
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Task 3 Exisitng IPR policy is confirmed/changed.

Task 4 - A commercially viable model is determined.
Task 5 - Existing team already targeting free from food suppliers and retailers.
Task 6 - 15-20% of the total budget would be spent in various marketing and
advertising activities.

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