H. Spectrum’s Startups in Their Own Words: ATHome, Assistive Device Information Platform
ATHome, an assistive device information platform aiming to improve the lives of assistive device users, is one of the many outstanding startups in H. Spectrum’s healthcare accelerator program. We were delighted to interview the COO of ATHome and professional physical therapist, Ms. Min-Yi Liu ( 劉旻宜 ) about the market opportunities of assistive devices and her experiences as an entrepreneur.
The Opportunity for Assistive Devices in Asia
Asia is currently aging the fastest, with Japan having 28% of its population over the age of 65. Taiwan is already an aging society (over 14% of its population over 65 years old) and is estimated to become a hyper-aged society (over 20% of its population over 65 years old) by 2030. The market for assistive device is substantial in Asia, and Taiwan and Japan are both good places to start.
“It may surprise you that Taiwan is actually a manufacturing behemoth when it comes to assistive devices.”, said Min-Yi. “On average, in the past decade, Taiwan exports 6.6 billion assistive devices yearly.” Although Taiwan is currently powerful in this aspect, Min-Yi expressed the concern of being substituted by China. There are various manufacturers in China producing high-end products with very competitive prices, so there is an urgency for Taiwanese companies to develop their own specialities. Min-Yi believes that ATHome is grasping an opportunity to shine as it demonstrates and communicates with people the value of each assistive device, which is providing a different value to the community rather than joining the battle by accelerating the price competition.
Besides aging societies, the emergence of home care also serve as an opportunity for assistive devices. Japan is one of the pioneers of home care and Taiwan is following up too. “I was very surprised at the amount of times people mentioned assistive devices during home care conference and meetings.”, said Min-Yi, “A lot of rehabilitation and home care requires assistive devices such as electronic beds, wheelchairs, just to name a few.”
The Need for an Assistive Device Information Platform
Most integrated information on assistive devices in Taiwan are on public sector platforms. With years of working experience in the Ministry of Health and Welfare in Taiwan, Min-Yi believes that assistive device users deserve better service. “These public platforms have categorized information, but they are not intuitive”, said Ms. Liu. “Additionally, choosing assistive devices requires professional knowledge and most people do not know which kind of devices are suitable for them.”
Besides being counterintuitive, public sector platforms lack direct connection to the market, namely that users cannot directly buy products they find suitable from information given on the platform. As for current online retailers, they don’t have the sufficient information to educate assistive device users or the ability to satisfy their actual needs — finding “the right one”. “AT aims to fill this gap and values itself as a third-party professional assistive device online platform.”, stated Min-Yi. In order to achieve this goal, ATHome offers a 60-second-screening for assistive device users (you can try it here but is currently only in Mandarin) in hopes of increasing the efficiency for matching the right assistive device to its rightful user.
Connecting with Offline Stores As Well
“About 70 % of assistive device users buy products offline, meaning that ATHome needs to focus on its connection to offline stores.”, emphasized Min-Yi. The 60-second-screening not only serves the assistive device users, but is actually a benefit for the stores as well, serving the purpose of connecting with offline stores. “It takes time and effort to train an employee, so our system aids stores in directing their target audiences to them, therefore decreasing their costs.”
ATHome is also planning to develop an upgraded system where its target audience is not solely assistive device users but also assistive device offline stores. “We plan to build a customer managing system, so we can provide an incentive for offline stores to use ATHome and in return, and they would be more willing to deliver more information to our platform. The goal is to bridge users with stores, offline to online and the professionals to the market.”
“A lot of people ask us why we don’t sell assistive devices ourselves?”, smiled Min-Yi. “The reason is because we value local offline stores, and believe that they are better at providing services. One of the biggest differences between assistive device and consumer products is the importance of after-sales maintenance service (think about wheelchairs). This is not easy for online retailers to achieve, but not for offline stores. That is why we hope that the transaction happens offline, because this is best for the community and is also aligned with the users’ consuming habits. Our job is to just make sure that information exchange is thorough and efficient.”
The Journey So Far
“H. Spectrum has brought a lot to us, mostly resources and support.”, said Min-Yi, “ We are very thankful for your guidance.” Min-Yi encouraged those who are willing to start a startup to consider twice before jumping in, and if decided to, be prepared to work 24 hours a day. “However, I have been enjoying the journey so far because I am gradually completing what I had in mind, but of course, my journey won’t stop here.”
The purpose of a company is to not be demanded anymore, because that means that you have completely solved the problem. But don’t worry, by then ATHome would have already found a way to transform and serve other needs.
Author: Jeffrey Wu
Interviewer: Po Hua
Reviser: Sarah Wang, Ariel Cho
