J o y d
Ethics Statement
I confirm that this work has gained a favourable ethics opinion and that I have faithfully observed the terms of the opinion in the conduct of this project.
Signed:
Printed Name: Emily Meeson
Date: 02/05/2023
Introduction
2023 is a tough time to be a young person. With the amount of uncertainty our futures are facing it is no wonder that many are feeling the strain of mental health issues, leaving them feeling isolated. Many are turning to groups and organisations to find the sense of belonging that they are missing.
This report will synthesise research from the Future Thinking and Stage 1 of this project. It will use previous insights to develop an effective business plan with a compelling marketing and communications plan to penetrate the market correctly.
Rationale
Mental health and well-being platforms have become crucial to young people because of the mental health crisis facing Gen Z. 1 in 4 Gen Z have reported feeling emotionally distressed, 1 in 3 struggle to seek help. NHS-funded mental health treatment can have extremely long waiting times, with many having to wait over a year. These delays can end up deteriorating the mental health of the people waiting, especially those who can’t afford private mental health care. We at Joy have witnessed the damaging effects of mental health issues and we hope to make a positive impact.
Aims and Objectives
Aim:
This business plan aims to create a viable business solution to current issues that are facing the mental health community.
Empowering Insights
Insights from Previous Research
The basis of Joy has stemmed from previous research carried out in the first stage of this project, which provided a variety of useful insights to build the DAO. This previous research aimed to understand how collectivism has impacted Web3 and ascertain what draws consumers to online communities.
There were four main insights found due to this research:
Incentivise:
Having rewards and incentives for community members can make consumers more likely to become members and interact in the community.
Belonging:
Consumers want to belong to communities with members who have similar interests to them. They want to feel a sense of group identification with the community that they are a part of.
Back-and-forth:
Research shows that brands shouldn’t just talk to their consumers. There should be a back-and-forth
Consideration:
Consumers want the brands they interact with to be considerate of their community.
Scenario Plan
This scenario plan highlights the possible different futures that are dependent on two axes. Future Stability or Disruption, and Individualist or Collectivist Future. The future that has been selected is Future 4. This is due to the current climate we are living in, and it has been deemed that this is the way the future may be headed due to different factors such as climate change and political unrest.
There is little future disruption, but a bigger focus on individual identity rather than group identity. The world is in a good place, but people feel isolated and unable to relate to others. This takes a toll on consumer mental health.
Individualist
Society is fractured and displaced. People are focused on themselves and feel negative to those different from them. Mental health is still stigmatised.
Future Stability
There is little future disruption, there is a larger focus on collaboration. Consumers have access to communities for support. Mental health is less stigmatised, and support is easy to access.
Collectivist
The future is uncertain and dystopian. But humans have developed communities to provide support to each other through difficult times. They feel more comfortable talking to their groups about how they are feeling and want to support others in the same
mental health apps.
The Gap
We hope that a new system will help mental health patients take agency over their mental health. There is also a lack of mental health presence in the Web3 space, as it is still in its very early stages. So as this is yet to be explored we want to be the first to explore this!
Introducing
Tracking Treatment Progress
One of the main features of our dApp is to provide our users with an easy way to track their treatment. The dApp will begin with a focus on tracking talking therapies such as CBT, Counselling and Psychotherapy. The user will be able to select their treatment from a variety of treatment plans or create their custom plan. They will then be able to add their treatment sessions to the calendar provided, which will serve as a reminder. They will then also be able to make notes after the session and track their progress. We plan to work in partnership with mental health practitioners so they will also be able to add their notes to the patient’s profile. This means that patients can use these notes when seeing their doctors or when transferring to other mental health practitioners.
Self-care Scorecard
A second feature of the dApp is healthy habit development and tracking. Almost like a reflective diary, our users can keep track of the healthy habits that they complete each day. The concept for this is for the users to rack up points by keeping up to date tracking these habits. By collecting points, the users will be able to access rewards from our partners and sponsors, such as discounts to their brands. The dApp will also provide positive reminders to the users when they have less active days about how they have been successful in completing tasks on other days.
Customer Journey
The consumer feels isolated and depressed, suffering from mental illness.
Mental Health Practitioner suggests Joydao as a way to assist their treatment.
They purchase a token that gives them access to our tracking system and community.
They begin to interact with the Joydao community and make connections with others.
Decide to seek out mental health treatment.
Consumer searches for the Joydao website and reads through the simple introduction page.
They begin tracking their mental health treatment and self-care tasks they complete, and they gain points for consistently updating their “Self-care Scorecard”.
Their sense of self is uplifted, and they start the healing process.
Golden Circle
Why?
To make talk-based therapy more accessible, whilst making mental health feel more manageable, and encouraging a supportive network.
How?
By creating a dApp that will fund earlier access to mental health services whilst providing treatment tracking and habit tracking. We will set up the dApp. Gain sponsorships and investors through advertising and the metaverse. Advertise to mental health professionals and patients.
What?
Provide treatment and habit tracking, with a supportive community to mental health patients who require it. Provide funding to patients who struggle to afford quick access to mental health services. This will result in better access for patients to services before their condition worsens. A way to incentivise users’ positive habits through a decentralised system which will help them take ownership and agency over their mental health treatment.
Our Core
Our Mission
Our mission is to provide our users with a platform that will encourage them to take charge of their mental health treatment by tracking their progress and habits.
Our Vision
Our Vision is to make high-quality mental health treatment more accessible in the UK to improve the mental health crisis.
Through expert interviews and a consumer survey, we have been able to develop Joydao to be the best version of itself, like how we want our consumers to be. Talking to industry experts has validated our core brand ideas and provided suggestions and constructive criticism. A consumer survey has solidified our beliefs that there is a consumer need for our brand.
Concept Testing Expert Opinions
Dr Juliet Wakefield – Senior Lecturer in Psychology, with a focus on groups, identities and health research.
Idea Validation:
“It sounds like it taps into a lot of the key ideas and findings from my research and how to benefit people’s mental health through group membership and group belongings. So, it certainly sounds consistent with the social cure approach. So yeah, really, really interesting.”
“The issue of long waiting lists for mental health services is a huge issue right now, and it’s only got worse post-pandemic because so many people struggled at that time and are needing mental health help… that’s a useful, timely element to the project that, you know, really would be very valuable for people who are struggling with their mental health.”
“Allowing people to work together in a community is really powerful and will give people almost a sort of transformative aspect of the organisation you want to produce.”
Anonymous – Journalist for Glossy Magazine
Is there space for JoyDao in the Web3 Market?
“Yes, I think that a lot of Web3 programs and even those linked by blockchain are focused on community. When it comes to mental health, like it might be useful, you know, to extend that DAO that people understand you know, that this is a shared ownership kind of system that they’re able to make those kinds of decisions”.
Educating Consumers on our dApp
“Just make it as simple as possible like if you need to don’t even use like web three terms like they’ll just focus on community make those blockchain aspects, something that’s, you know, on the back end”.
Yalor Tackson – DAO Builder and Web3 Expert
Suggestions for the dApp:
“So, there’s something called soul bound tokens which are tokens that are tied to your wallet forever and then you’re going to want privacy guarantees inside of the patient data so I think that providing that is a really clear like owning your data owning your patient information and then licensing people to view it in order to help you in order to work with you”
“That could also be a valuable thing to healthcare providers if you have a large data set of patient data and records that might be anonymised but that is like on the blockchain I think that in the future we’re going to see a lot more of that”.
Consumer Survey
As a part of our research, we conducted a short survey to validate our business idea. Below highlights the important insights that we found. You can find the full list of questions and results in Appendix 1.
65% of the 100 respondents hadn’t heard of Web3.
53% of the 100 respondents believe a digital community might ease their mental health symptoms
Branding
Brand Guidelines Joy’s Identity
As mentioned before at Joy we like to think of ourselves as approachable, down-to-earth, friendly, empathetic, and a kind friend to talk to.
We want our users to feel welcome when using our platform as if they can tell us anything without judgement.
Our platform and community will be a comradely place where people can relate to others and support one another.
We also want our users to feel grounded whilst using this platform. Whilst we want to be friendly, we also want to be sensible, to make sure our users are making the right decisions.
Joy wants its users to feel heard by the platform and understood. We never want our users to feel like their feelings are not valid.
Joy’s Voice
We want Joy’s voice to be akin to its personality; empathetic and supportive in tone, and additionally offering knowledge to its users surrounding mental health and the world of Web3. Whilst the focus of our platform is to improve the mental health of our users, we also don’t want them left in the dark about Web3, where the platform is based. So, it is key to have insight throughout our brand to teach them how a dApp works. As seen from our concept testing, our demographic is not generally knowledgeable when it comes to Web3. We won’t use complex language as we don’t want to be accused of talking down to our users. However, we don’t want to oversimplify either to appear condescending. We will tend to use collective language when referring to Joydao as this links in with our focus on community and being a decentralised collective.
Do
“We will” “Our Platform/Brand”
Don’t
Symbols of Joy
We have two logos for Joydao. One brand name logo is used for most of the branding; and one symbol logo is used for favicons, smaller print, etc. We opted for a three-dimensional logo to give the brand the modern flair of a Web3 brand but then opted for a more relaxed typeface (Gardez) to have a more comforting feel that a mental health brand should have. Our second logo which came together by chance, is representative of a person, which is what our brand is centred on, the people that are a part of it. These logos can also be presented in 2D if required but only in the same colour palette.
Main Logo
Mini Logo
Main 2D Logo
Mini 2D Logo
We also have graphic assets or emotes as we have named them which will be used throughout our branding to provide dimension to our brand.
Examples
Joy’s Palette
Our palette is made of 8 colours that fit the quality of our brand. We wanted a clean yet comforting aesthetic. Below you can see each of our colours and what they are used for.
Serene Green (2D) (For 2D Logo and 2D aspects)
R=1 G=167 B=91
C=82.38 M=6.03 Y=88.58 K=0.2
Tranquil Turquoise (For design elements and title text)
Serene Green (3D) (For Logo and other three-dimensional aspects such as emotes)
R=0 G=140 B=76
C=86.96 M=20.31 Y=93.03 K=6.4
Lavendar Aura (For design elements and title text)
R=74 G=191 B=180
C=64.99 M=0.13 Y=35.81 K=0
Enchanted Orchid (For design elements and title text)
R=183 G=197 B=243
C=25.71 M=17.75 Y=0 K=0
Midnight Black (Limited use, but can be if needed)
R=183 G=155 B=242
C=30.59 M=39.51 Y=0 K=0
Smoky Charcoal (For text)
R=67 G=67 B=69
C=0 M=0 Y=0 K=89
R=35 G=31 B=32 C=0 M=0 Y=0 K=100
Pure White (For backgrounds)
R=255 G=255 B=255
C=0 M=0 Y=0 K=0
Font of Joy
Three fonts are used within Joydao.
For our logo and 3D text, the edges are rounded to soften the font.
FreightBig Pro Semibold
Futura PT Book
For 2D titles and subtitles, with a 40 kerning. For body text.
Mental WealthCommercial Viability
Size of the Prize
Joydao’s size of the prize has been worked out by calculating an approximate consumer base and multiplying this by the conversion rate, frequency of purchase, and retail price. The full breakdown of this is available in Appendix 12 and 15. Our consumer base was established through previous research and statistics. Through working this out the size of the prize/sales revenue, and net income were worked out.
Start Up Costs
Here is an overview of the costs required to set up the dApp. For a full breakdown see Appendix 11.
Here is an overview of the monthly costs required to maintain the dApp. For a full breakdown see Appendix 11.
Market Health
Joydao sits within three markets: Mental Health, Web3 and Generation Z. Each of these markets have its own needs and trends that blend well into our dApp.
Mental Health
Web3
Gen Z
Mental Health Market
With our platform being a dApp it was essential to research centralised applications as this is a market we will want to filter towards our brand. The global mental health app market was valued at USD 5.2 billion in 2022 and is expected to expand at a CAGR of 15.9% from 2023 to 2030. There is opportunity in this market as research has shown that the Covid-19 pandemic exacerbated people’s mental health issues. This shows there is a need within society for platforms to help people cope with their issues.
Web3 Market
The current Web3 blockchain market is valued at USD 2.86 billion and is expected to grow at a CAGR of 44.9% over the next 10 years, reaching a high of USD 116.51 billion by 2033. There is a large opportunity within this market as Web3 is also expected to be adopted by many more people within the next 10 years which may be the reason for such a large, predicted growth. There is currently little mental health presence within Web3, but it has been suggested by researchers as a great way for people to provide support to each other digitally.
Gen Z Market
Our third market is Generation Z (Gen Z). Gen Z accounts for the people born between 1995 and 2010. Within this age bracket, they have over $140 billion in spending power, which is one of the reasons they are such a desirable market to tap into. Where we believe Joydao can be relevant to this market is within their need for mental health and well-being support. Gen Z is the generation who think the most about their mental health but are the most underserved when it comes to their mental health. Research has also shown that Gen Z is moving online to find communities to support each other. Additionally, rather than looking towards traditional mental health apps (these will be highlighted within “Competitors”), they are looking for a digital platform that is dedicated towards their generation.
