Petlife Investment Project (Telemedicine OÜ)
Development and release of veterinary telemedicine blockchain-based service for the owners of pets and farm animals and data storage - Petlife for IOS, Android and Windows.
Project initiator - Telemedicine OÜ
Randla tn 13-201, 10315 Tallinn
reg. number 14514949
All calculations are made 04.08.2018
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Disclaimer and Risk Prevention
Since the Whitepaper is being changed, corrected and completed by relevant information there is the link to the latest version of it http://icopet.life/white-paper-en/.
Telemedicine, OÜ (Company) will distribute the PETL Coin tokens (Tokens) to buyers (Buyer) pursuant to the PETL Distribution Contract (the Contract). Company makes no representations or warranties, express or implied, including any warranties of title or implied warranties of merchantability or fitness for a particular purpose with respect to the Contract or Tokens or their utility or the ability of anyone to purchase or use Tokens. Without limiting the foregoing, none of the Company parties represent or warrant that the process of purchasing and /or receiving Tokens will be uninterrupted or error-free or that Tokens are reliable and error-free. As a result, Buyer acknowledges and understands that Buyer may never receive Tokens and may lose the entire amount Buyer paid to Company. Buyer shall provide an accurate digital wallet address to Company for receipt of any Tokens distributed to Buyer pursuant to the Contract. The sale of Tokens and Tokens themselves are not securities, commodities, swaps on either securities or commodities, or a financial instrument of any kind. We have received a memo from our attorneys stating that our token is a utility token. Accordingly, this document does not constitute investment council, advice, or solicitation for investment in any security. Purchases and sales of Tokens are not subject to the protections of any laws governing those types of financial instruments. This Agreement and all other documents referred to in this Agreement, including the White Paper, do not constitute a prospectus or offering document and are not an offer to sell nor the solicitation of an offer to buy an investment, a security, commodity, or a swap on either a security or commodity. Buyer should not participate in the PETL Coin Distribution or purchase Tokens for investment purposes. Tokens are not designed for investment purposes and should not be considered as a type of investment. Company has prepared this white paper for the sole purpose of introducing the technical aspects of the Petlife network, its associated platform components, and its underlying blockchain protocol. This document does not constitute any offer, solicitation, recommendation, or invitation for or in relation to the securities of any company described herein. The White Paper is not an offering document or prospectus and is not intended to provide the basis of any investment decision or contract. The information presented herein has not been subject to independent audit, verification, or analysis by any professional legal, accounting, engineering, or financial advisors. The White Paper does not purport to include information that Buyer might require to form any purchase decision nor does it comprehensively address risks of Tokens, which are numerous and significant. Company (along with its directors, officers, and employees) does not assume any liability or responsibility whatsoever for the accuracy or completeness of information contained in the White Paper or for correcting any errors herein. Furthermore, should Buyer choose to participate in the initial sale of Tokens, Company does not assume any liability or responsibility whatsoever for any loss of market value of Tokens. The content of the White Paper may be challenging and require a high degree of familiarity with distributed ledger technology to comprehend Tokens and associated risks. Readers of this document are encouraged to seek external advice and are solely responsible for making their own assessment of the matters herein, including assessing risks and consulting technical and professional advisors.
Summary of Whitepaper and Petlife Investment Project
According to American Veterinary Association, 81 million US families have owned at least one pet and this figure will increase to 100 million by 2025. The report by China Pet Industry stated that in 2017 59 million families have had at least 1 pet and this figure rose by 17% compared to 2016.
According to Business Research Company, international veterinary market, which includes medical and rehabilitation services for animals, was estimated at $27 billion in 2017 with the total annual growth rate of 8.1%. The European market of private veterinary practice is estimated at €11 billion and the market of animal medicines is estimated at $18.1 billion (2017).
According to United States Department of Agriculture, the shortage of veterinarians in densely populated cities is 60% and up to 40% in Europe. While in Europe 243 000 eterinarians treat 157 million pets and 342 million heads of livestock. From 2006 to 2016 the cost pets and livestock expenses has increased by 73%. But even given the sharp shortage and rising cost of veterinary care, according to European Veterinary Association, 17% of veterinarians are in part-time work and 23% cannot find a job for more than a year. This is due to the place of residence and population.
Shortage of veterinary care on the one hand and growing demand for food on the other hand cause a sharp increase in zoonotic diseases such as avian influenza, bird salmonellosis, toxoplasmosis, leptospirosis campylobacteriosis and SARS virus. Pets or farm animals can be the source of zoonotic infections. Over 5 years 50 million people catch zoonotic diseases spread by dogs, cattle and chickens; 78 000 people die. Infections can take place in different forms. For example, outbreak of haemorrhagic fever caused by the Ebola virus in 2014 resulted in more than 14 000 deaths.
Veterinary care providers are looking for a way to cover the growing demand for veterinary care. IT technologies is one of
the solutions. According to Grand View Research the global market of veterinary software reached $322.8 million in 2016 and
by 2025 it is projected at $699.0 million. If this forecast is correct, the average annual growth rate of IT solutions
in veterinary medicine will be 8,9% per year.
Veterinary software industry is dominated by IDEXX Laboratories, Patterson Companies and Henry Schein, Hippo Manager Software, VetZ Limited, Esaote SpA, ClienTrax, Onward Systems and VIA information systems. These companies have completely occupied the sector of clinic management technologies and radiological information systems.
Blockchain, telemedicine and artificial intelligence are transforming the market and creating new players. The American veterinary telemedicine startup Fuzzy Pet Health raised $4.5 million from Eniac Ventures, Presenter Ventures, Crosscut Ventures, SV Angel Accelerator Ventures and FJ Labs. The Swedish team Firstvet raised €5.1 million from Creandum, and the Canadian video consultation service together with a veterinarian Healthy Pets raised $500,000 from Arlene Dickinson’s District Ventures Capital. Blockchain -startup Medicalchain attracted $20M for the development of electronic medical record.
The Telemedicine company sees opportunities in the veterinary service market in Europe and the USA:
Given these factors, we are developing our project - Petlife: for pet owners, farmers, farms, industrial producers of poultry and meat, as well as for veterinary care providers - private practitioners and clinics. Application for iOS, Android and web-version will incorporate the advantages of telemedicine and blockchain:
In case we attract 60% external investments or more of the total amount of investments, we will invest into the development of ML-based clinical assistant module.
We are opening the first round of investment - public announcement of the crowdfunding project - “Sale of PETL tokens for the release and monetization of Petlife”. At this stage all investors receive non-monetary reward - 8-100% discount for the unlimited use of all Petlife services, products or solutions. The discount can be used by investors or their trustees. Starting October 2018 investors will be able to utilize native PETL tokens to use the application, pay for veterinary services, online and brand store products and/or services of our partner-clinics, private practitioners, insurance and pharmaceutical companies, manufacturers of pet feed, products and gadgets for pets.
Project name: Mobile application for iOS, Android and web-version - Petlife.
Project initiator: Telemedicine, OÜ, Randla tn 13-201, 10315 Tallinn, reg. number 14514949.
Legal form: OÜ - limited liability partnership. In case of one channel of investments (one investor), it is possible to change the legal form to AS - joint-stock company.
Aim: to meet the growing demand for professional veterinary services and to create a working project for online consultation and data storage.
Total investment: € 3.5M - € 12.3M ($ 4M - $ 14M) + € 800K ($ 900K) of own investments.
Method of attracting investments: sale of 88,700,000 PETL tokens (native Petlife service tokens) at a price of 0.1 to 0.2 $ for each token at a discount from 5% to 30%.
Payback period: not more than 5 years. The payback period is calculated on the basis of economic and financial indicators used for this project, taking into account the actual situation on the veterinary market in Europe, USA and China, official indicators and the level of consumption of veterinary medical services. Payback period can be reduced in the event of a change in financial indicators and provision of additional governmental and/or investment support.
Main risks: state regulation of economy, quality of partner services, new legislation or changes in it, regulation of telemedicine in veterinary medicine, solvency of customers, rapid technological change, government technology, Internet communications, intellectual property, business strategy, performance of obligations by partners, growth of wages.
Petlife is an international blockchain-based platform for pet owners and providers of veterinary care. The service brings together animal owners with doctors and clinics around the world. It is a platform to provide 24/7 veterinary care.
With our application pet owners can provide their pets with necessary care - remote consultation, interpretation of test results, data storage and electronic prescription. Veterinarians perform consultations, prepare reports and summaries and receive payment.
Choosing your vet and mode of communication
Pet owner chooses a vet - general practitioner or specialist, for example, surgeon, dermatologist, oncologist, then convenient time and mode of communication - video conference, online chat or telephone call.
Vet analyzes veterinary record, history of diseases, prior tests and prescriptions and questions the patient. After the consultation the vet prepares a detailed report, electronic prescription and gives recommendations.
Electronic medical record stores all treatment-related data introduced by the vet or pet owner. All people participating in the treatment are indicated in the record. In case you want to sell your pet, the record will be sold together with the animal.
How does it look like?
Diagnose, define treatment, analyze test results and consult online
Price, time of consultation, type of patients is determined by the vet.
Your vet will receive your instant message even offline. If the vet can’t respond quickly, the message will be answered by other specialists.
The vet examines your pet, writes a prescription, prepares treatment plan and gives recommendation.
Smart contracts are encrypted and distributed between nods. It guarantees that the nod will not be lost or altered without permission.
Payment and billing (fiat or crypto).
Petlife. Why do we use blockchain?
To store data. Veterinary record: Reports of veterinarians, preoperative diagnoses, surgery protocols, results of ultrasound, functional and X-ray diagnostics, prescriptions and recommendations. Petlife App will update the entire chain of blocks in real time and show the changes in the treatment process and animal's condition.
To treat. Access to medical data and veterinary record. Chain inalterability allows the doctor to assess the quality of treatment and to prepare a competent answer or report for court. Veterinary record is a clinical tool for treatment quality control, monitoring of previous treatment and results.
To pay for services. Solution to 2 problems associated with payment:
Overall market growth
According to American Pet Products Association (APPA), veterinary services are second only to pet food in terms of spending on animals. According to Business Research Company, international veterinary market, which includes medical and rehabilitation services for animals, was estimated at $27 billion in 2017 with the total annual growth rate of 8.1%. The U.S. Department of Commerce report in Industry Focus: Animal Healthcare estimated the international market of veterinary healthcare at $30 billion in 2016 at a 4% compound annual growth (chart).
Increase in the number of telemedicine consultations
According to Health Industry Distributors Association (HIDA) most patients (53% of respondents) are ready to use telemedicine and 18% are already using it. Convenience, cost, quality and non-critical condition are three main reasons for choosing telemedicine. By the end of 2018 about 7 million patients will be receiving remote consultations (15% annual growth rate). A survey of 360 respondents by Gansu Provincial Telemedicine Consultation Center showed that 204 (56,67%) patients are familiar with the advantages of telemedicine and 156 (43,3%) respondents are less informed. 282 respondents (78%) reckon that telemedicine services are convenient, but 78 (21,7%) disagree. 200 (55,5%) participants of the survey were satisfied with treatment results, 123 (34,2%) didn't have any certain assessment and 37 (10,3%) were dissatisfied with the results of treatment.
By 2020 the telehealth market is projected to reach $36 billion and the total volume of international digital healthcare market - $200 billion with projected annual growth of 21%. while in 2015 this market amounted to $80 billion.
A veterinary business expert Ed Blach claims that 70% veterinarians hope to improve the quality of their treatment with telemedicine and 85% of pet owners find remote consultations convenient.
Role of Blockchain in Healthcare And Veterinary Medicine
BIS Research study showed that the use of blockchain in healthcare will continue to grow from 2018 to 2025 with a total annual growth rate of 63,85% and will reach $5,61 billion by 2025.
By 2025 the medical data exchange segment will reach $1,89 billion. 0.25% ($20 billion) of global GDP is now stored in blockchain,but this number will grow significantly in the next decade because banks, insurance and tech companies see this technology as a way to increase calculation speed and reduce costs.
IBM states that 16% of 200 interviewed customers and providers of medical care anticipate practical commercial implementation of blockchain. The Economist Intelligence Unit survey for IBM Institute for Business Value shows that 6 out of 10 medical startups expect that blockchain will give access to new markets and 7 out of 10 expect blockchain to be useful to store information, record clinical tests which will meet all necessary regulatory requirements. 7 out of 10 innovators expect blockchain to radically change the business model of 6 out of 9 areas. 7 out of 10 respondents indentified 4 main areas in which blockchain can improve the quality of medical care: medical record, data exchange and integration, clinical trials and protection against unauthorized intervention.
According to Premier healthcare alliance blockchain-based data exchange between hospitals and organisations will save $93 billion over 5 years in the USA.
Growth of veterinary software market
Information technologies are changing the traditional approach to veterinary medicine and provide new solutions for animal care market. International veterinary software market is expected to reach, $298,8 million by 2023 with projected total annual growth of ~ 5,1% from 2017 to 2023.
One of the promising areas - processing and analysis of radiological images obtained from radiography, computer and magnetic resonance imaging. According to Research And Markets the world market of veterinary radiology will reach $3,27 billion by 2025.
Activ4pets founded in 2014, subsidiary of Activ Doctors Online (ADO), a global telemedicine company. The company provides 2 main services - veterinary record and remote consultations. Revenue - $7.4 million. USA
TeleVet - a service for video consultations with your veterinarian. Pet owner can receive consultation via video conference, chat or telephone talk. Revenue - no data. USA
PawSquad is an online platform that offers video consultation, chan or telephone services. Revenue - no data. UK
Fuzzy is a telemedicine online platform that allows pet owners to get veterinary help in real time. Revenue - no data. USA
Blockchain medical record
Digital data storage improves the quality of medical and veterinary care and, at the same time, reduces costs. Analysis by Dwight Evans, Paul Nichol and Jonathan Perlin of the University of Cambridge confirms that electronic medical record improves overall efficiency of medical care by 6% per year. A study by Basit Chaudhry and Jerome Wang from the University of California showed that the implementation of electronic medical records saves up to 73% of time required for processing a prescription and preparation for medication distribution, up to 43% of time required for the preparation of radiological report an up to 25% for medical reports.
In 2016 Estonian e-Health Foundation in cooperation with Guardtime launched a development project aimed at protecting health-related records with the help of blockchain. E-Health Foundation in Estonia includes personal medical record for the registration and control of medical data for patients. The aim is to instantly restrict access in case of unauthorized intrusion.
Petlife medical record is a "chain of veterinary services" which includes information on initial registration of an animal, test results and treatment control. Blocks store pet's medical history: prescribed drugs and treatment results, immunization results, conclusions of laboratory tests and ultrasound diagnostics, DICOM-files, personal info - age, weight and also account information.
Veterinary medical record will utilize personal blockchain based on Ethereum. It gives the owner full access and control over his/her pet-related data. The user of a personal account can set access levels for vets, insurance companies and any other member of the ecosystem using Access Permission. Permission can be temporary, for example, for an insurance company to evaluate treatment quality.
Access to veterinary record from the side of Petlife will be granted only to approved specialists for data audit - error correction, analytical data for AI module and elimination of irrelevant temporary permissions.
Investment in telemedicine startups is growing at a rate of 45% per year. Telemedicine holds the 4th place out of all investment areas in digital healthcare. For example, telemedicine startups attracted $285 million of investments in 2014. Experts claim the potential of veterinary telemedicine to be high. The market is expected to reach $48,8 billion from 2018 to 2023 (14.8% annual growth).
Petlife allows to perform remote real-time consultations. Veterinarians can consult pet owners in routine and emergency situations. Up to 16 doctors from different medical centers will be able to discuss complex clinical cases.
Pet Life provides video conferencing with medical experts around the world. Animal owner can send the medical information necessary for a qualified conclusion - reports, X-rays, CT and MRI scans, ultrasound images and laboratory test results.
Video consultation screen:
Pet owner can use Petlife and consult with veterinarian in the following situations:
Petlife monetization - direct sale of online consultations for b2b and b2c segments. The user pick a specialization, for example, surgery or dermatology, qualification level, means of connection and payment.
The cost of consultation - from €4 (general veterinary medicine, chat) to €42 (specialized veterinary medicine, for example, oncology or rehabilitation, PhDs, video consultation). We estimate an average bill to be €35. If the user has insured his or her pet, than the insurance company (registered in the application) can compensate for Petlife services after prior approval. You can find all detailed financial calculations on this link.
Users get free access to medical record, consultations of other pet owners, services of insurance and pharmaceutical companies.
Projected volume of sales
|Period||Number of consultations||Expected revenue, thousand euros|
|September 2018 - January 2019||200||4 520|
|February 2019 - June 2019||9 000||226 210|
|July 2019 - September 2019||18.200||378 480|
|October 2019 - December 2019||28 500||599 100|
|January 2020 - March 2020||40 816||867 250|
|April 2020 - June 2020||50 225||1 078 360|
|July 2020 - September 2020||57 023||1 238 620|
|October 2020 - December 2020||60 467||1 328 550|
|January 2021 - March 2021||62 300||1 381 100|
|April 2021 - June 2021||64 188||1 433 100|
|July 2021 - September 2021||66 132||1 487 890|
|October 2021 - December 2021||68 136||1 544 320|
|January 2022 - March 2022||70 201||1 597 610|
|April 2022 - June 2022||72 328||1 650 120|
|July 2022 - September 2022||74 520||1 704 350|
|October 2022 - December 2022||76 778||1 760 370|
|January 2023 - March 2023||79 104||1 818 230|
|April 2023 - June 2023||81 501||1 877 190|
|July 2023 - September 2023||83 971||1 939 710|
|October 2023 - December 2023||86 515||1 980 730|
|Projected gross revenue over 5 years||25 897 000|
Distribution of sales (5-year forecast)
Sales by animal species:
Distribution of sales by country:
Distribution by customers:
A young family, 28-32, 1-2 children under 5 years, the first pet in the family. Average income, high employment. Pay attention to benefits, poorly susceptible to advertising - 22%
Women born after 80's, often single, stable career, quality oriented. Pay attention to pet-related ads - 18%
Men born in the 90's, focused on new trends, high-tech enthusiasts, higher education, high income, often not married, more often cat owners, pay attention to reviews and feedback - 18%
Men and women born in 60-70's, see pets as a trend same as fitness or Apple watch, often - business owners, less often - employees. Often pay attention to advertising in mass-media - 12%
Young farmer born in the 90's, member of farmers' association, interested in new veterinary technologies, analyzed the market and other farmers. Often - cattle, rarely - poultry. Aware of all of the trends, perfectly knows the law. Pays attention to reviews and scientific information - 8%
Office workers, students born in the 90's, not spouses or children, rented apartment. High and medium level of education and income. Often own small pets and treat them as friends. Pay attention to the reviews online - 7%
Family of farmers, several generations have been engaged in livestock breeding, often - large herds of cattle, pigs, goats and sheep. In the family there is a high-tech enthusiast. Family doesn't participate in conferences or communicate with other farmers. Susceptible to advertising on social networks - 5%
Other - 10%
Distribution by purpose of consultation:
Purpose of token emission
Attracting third-party investments in the amount of $4M - $15M for the development of veterinary blockchain record, mobile app, investment marketing and monetization in the target markets.
Purpose of token purchase
Payment for Petlife services. PETL token is connected to the use of the product/service and gives the user exclusive access to it or grants the right to interaction - unlimited 30% discount on all services provided by Telemedicine OÜ in mobile and web application Petlife - consulting with veterinarians, products of insurance companies, veterinary products and drugs and all of the new services which will be implemented in these applications.
Earnings on the user experience - exchange of tokens within the service - communication between users and exchange of experience, for example, paid consultation on rare animals care.
Distribution of investments received from token sale
|Item of expenses||4M||8M||12M||15M|
|Marketing and promotion||1||3.5||4.5||5|
|R & D (Research and Development)||0.25||0.25||0.5||0.5|
July 2018 - MVP.
July 2018 - reviews from veterinary community after clinical testing.
August 2018 - start of monetization in the Russian Federation.
August-September 2018 - emission and sale of tokens
September-November 2018 - start of monetization in Europe
January 2019 - mobile app with blockchain veterinary record
July 2019 - beta-testing of the app
September-November 2019 - start of monetization in the USA
According to Health Industry Distributors Association (HIDA) 53% of pet owners in 2017 are ready to use telemedicine services and 18% are doing it. The USA spent $30 billion on veterinary services in 2017. This number is projected to be $58 billion in 2025. Startup are in the middle of it: in the last 5 months 3 startups attracted third-party investments: Fuzzy Pet Health from the United States - $4.5 million, the Swedish team Firstvet €5.1 million and Healthy Pets from Canada - $500 000.
Companies offer remote consultation with general veterinarians. The number of specialists is often limited to 1-2 clinics and it is only up to 20 doctors. Services work without universal medical record, cross-border payment system, electronic prescriptions and online medicine sale after consultation with a veterinarian.
With an investment of $4-15 million dollars, of which $500 000 are already invested own funds, and $500 000- future own investment, Petlife will reach the point of profitability in 2021 and will be fully paid back by 2023.
For investments of $4-15 million in Bitcoin or Ethereum we offer from 28 500 000 to 88 700 000 PETL tokens with a bonus of up to 30%. Initial token price - $0.2
We estimate 18-fold rate of return for investors to be 5 months.