a 2. Given below is a small portion of interview conducted by CEO of MedznMore, a Pakistan based health tech startup. Read the interview and answer the following. Analyze MedznMore using the value chain and competitive forces models. What competitive forces does the company have to deal with? What is its value proposition? b. Explain how MedznMore's business model works. How does the company generate revenue? Interview: Q:"How does the Medzn More platform work? ANS: At MedznMore, our ambition is to make healthcare more accessible and affordable for the masses. The platform is designed to provide customers with a seamless experience to order medicines online and get it delivered within four hours consistently. Our goal is to make the whole experience more convenient, more affordable, and more reliable than walking to your local pharmacy. Over time we will add Lab Test, Telehealth, and Health Insurance to our platform, however, at this stage we are focusing on three major issues facing customers at retail pharmacies: Authenticity: Pakistan has a chronic problem of counterfeit medicines, in order to ensure 100% authenticity of our medicine, we only procure directly from manufacturers or authorized distributors. Availability: The advantage of central distribution is that we have a much larger range of health and wellness products than a typical retail pharmacy, hence customers don't have to visit multiple pharmacies to fill their prescription. Accessibility: In addition, we have built, the best in class technology solution which tracks order at every stage. This has enabled us to promise that every order will be delivered within 4 hours, anywhere in Karachi for now and soon across major cities in Pakistan. Q:You will be bringing in diagnostic, telehealth, and personalized health insurance products soon. How important do you believe technology is to the progression of MedznMore and the healthcare industry overall? ANS:If we are to provide an easy to use and integrated healthcare platform, technology has to play a pivotal role. Adding services like Telehealth or Lab tests to our platform is the easy part, the more interesting work is then to sync these services together. For example, if you get a prescription from telehealth then all your meds and lab tests should be automatically ordered, and customers should get a personalized and seamless experience of interconnected services. The same goes for health insurance, customer should have the option of buying insurance and then cover telehealth, lab, or medicine as part of that insurance cover seamlessly with a few clicks. We believe, access to essential healthcare services should be as easy as ordering food or shopping for groceries online, so we are spending most of our time and resources to build the foundation of technology that will simplify the access to healthcare services for our customers over time to come. Q:Have you faced any challenges with user behaviour in Pakistan? E.g. do people struggle to trust in a digital health platform? And how have you overcome this? ANS:If you think about how people use banking and e-commerce apps, especially in more developed countries, this is where healthcare needs to be. Healthcare as an industry, is where financial services or retail was 20 years ago, so there is a lot of catching up to do but thankfully customer behaviour is quickly shifting in Pakistan, primarily due to a lot of confidence-building measures, combined with massive subsidies given by companies like Careem, Uber and other big e-commerce players. These days consumers are increasingly more comfortable using digital mediums for ordering everyday services. In terms of medicine delivery, we need to ensure that their experience with us is better than what they currently get in an offline setting and we are already witnessing that customers who order from us are buying more frequently and getting friends and family to use our platform too