Case Study
New Peer-to-Peer Help Technology for the COVID-19 Crisis
A free mobile application connecting volunteers with vulnerable populations, enabling errand running and community sharing of critical supplies during the global pandemic
Challenge
The Challenge
R2 Consulting was primed to kick off 2020 with a bang. Then COVID-19 struck, prompting lockdowns in many nations throughout the world. People began to suffer tremendous burdens and face considerable risks. The global health crisis had begun, and the death toll was mounting.
As cases started to explode in the US and the NBA was suspended as a result of Rudy Gobert's positive test, R2 held an all-hands meeting. The founders planned to leverage the company's brainpower, competencies, and resources to aid in the fight against the coronavirus pandemic.
Early data showed the impact of COVID-19 infection to be more severe in certain populations like the elderly and immunocompromised. So severe that these vulnerable populations bore the risk of serious complications and even death if infected with the virus. Risk of infection now extended to trivial but life-sustaining tasks like shopping for groceries, picking up medication, and gathering critical supplies.
The discussion had illuminated a common problem worth solving: one with a well-defined target market of over 70 million Americans aged 60 or over and 10+ million immunocompromised individuals who needed protection from exposure.
Approach
The Approach
When thinking about ways to innovate, R2 incorporates components of several different mindsets, theories, and practices including customer discovery, lean methodology, agile development, disruptive innovation, Service 4.0, and blue ocean strategy. The urgency of the pandemic necessitated an abbreviated product innovation process.
R2 chose to look at the growing health crisis from a simple viewpoint by asking one fundamental question: How can we help? This question was framed within the context of R2's particular realm of expertise, as one of R2's core competencies is building innovative software products.
Like any two-sided digital platform, whether a marketplace or gig-app, the idea required a second target market to serve the first: volunteers. R2 began exploring which solutions currently existed that enable volunteers to help others. Before long, it became evident that though technology was being utilized to facilitate helping others, it was wholly inefficient.
Current apps did a poor job at connecting those in need of help with those desiring to help. There was no need to involve unnecessary steps like creating groups with different goals, inviting and approving members, or direct messaging. R2 could build an app that simply allowed people to connect more easily for the sole purpose of giving or receiving a specific type of help.
Solution
The Solution
The PitchN solution envisioned a native mobile application and corresponding informational website that enables volunteers to easily connect with and run errands on behalf of the most vulnerable populations with regard to COVID-19 risk.
The Get Help feature allows users to create a shopping list for critically needed supplies or create a pre-order pickup for food, groceries, and medication. The Give Help feature lets volunteers see help lists and pre-order pickups, then volunteer to shop and deliver the items.
The Pantry feature provides a community marketplace for sharing critically needed goods like diapers, toilet paper, PPE, and other supplies affected by panic buying and supply chain disruptions. This addressed another consequence of COVID-19: barren shelves of critically needed items leaving many in desperate need.
Key enhancements include integration with grocery, pharmacy, and supply store APIs for easier shopping list creation and fulfillment, deep links to peer-to-peer payment apps like PayPal and Venmo for reimbursement, social logins via Facebook and Google, and geolocation with map interface for connecting people locally and providing real-time tracking from fulfillment to delivery.
Solution
Community Programs
Beyond the technology, PitchN established community programs to amplify its impact. The Volunteer Program recruits and coordinates individuals willing to run errands, pick up prescriptions, and deliver supplies to those who cannot safely leave their homes.
The Ambassador Program empowers community leaders to spread awareness about PitchN in their neighborhoods, workplaces, and social networks. Ambassadors help onboard new users, both those seeking help and those wanting to volunteer, ensuring the platform reaches the people who need it most.
These programs recognize that technology alone cannot solve a crisis. The human connections facilitated by volunteers and ambassadors create a safety net for vulnerable community members. Hero medical professionals save lives at the risk of their own. Essential workers risk their lives to ensure critical items remain available. And PitchN volunteers spread across communities lending a hand whenever possible.
Since the app was never intended to generate revenue or yield profit, R2 decided to gift it to a newly established charitable organization called PitchN Inc. The only hope was that it helps. Built with love from R2.
Details
The Results
From idea to market in under 10 weeks. PitchN App launched as a free download on Google Play for Android and Apple App Store for iOS devices. R2 worked diligently on parallel paths to develop the product with a comprehensive branding solution and Go-to-Market strategy for the US launch.
The marketing solution included a complete Go-to-Market plan, branding solution, app explainer video, and multi-channel content creation. Social media marketing combined organic growth with paid campaigns, supported by technical SEO, on-page SEO, and Google Display Network advertising.
The target market represents a massive opportunity for impact: 70 million Americans aged 60 or over, 10+ million immunocompromised individuals, 1.1 million doctors, 3.8 million nurses, 250,000 EMTs and paramedics, and 40+ million recently unemployed who could volunteer. Helping these vulnerable populations makes a real difference.
There are a great many in need and a great many willing to help. Technology dedicated to connecting people seamlessly to facilitate peer-to-peer help did not previously exist. Nor was there a dedicated technology to enable the free sharing of critically needed items within a local community. Now there is. PitchN has helped thousands and counting.