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Initial Draft

  1. 1. Is there a problem we can solve?
  2. 2. “¿What can I offer,how will I offer it & what for?” El Mapa del Tesoro, A. Rovira & F. Miralles
  3. 3. Why don’t we turn it around…? What for? How? & What?
  4. 4. 192,376,496 citizens
  5. 5. 192,376,496 citizens 67% won’t EVER see a dentist 75% over 60 do NOT have their teeth90% has caries/pathological mouth problems
  6. 6. Here...?
  7. 7. Class C amounts to 53%Classes ABC amount to 75%
  8. 8. Class C R$1,120 – 4,810 mhiAB +R$10,380 monthly household income
  9. 9. 192,376,496 citizens
  10. 10. 192,376,496 citizens +128M won’t EVER see a dentist +20M over 60 do NOT have their teeth+173M has pathological mouth problems
  11. 11. Oral hygiene market expects 20% annual growth rateBrazil will become 3rd/4th market worldwide(after US, Japan & Canada)
  12. 12. 219,575 dentists in Brazil Average of 1/877 citizens, above WHO recommended average of 1/1500
  13. 13. 19% world dentists are in Brazil… (while having just 2,73% of population)
  14. 14. Out of the+219,000 dentists,+72,000 located in Sao Paulo
  15. 15. Out of the+219,000 dentists,+26,000 located inRio de Janeiro
  16. 16. Just a USA example 27,753 located in California * State highest # * Average of 1/1351* US has around 150,000
  17. 17. Population of Population of +192M +312MDentists in Brazil Dentists in USA219,000 150,000* Average of 1/877 * Average of 1/2083
  18. 18. Why…? Because Brazil is(very much) about…
  19. 19. “the desire to have beautiful and healthy teeth isbecoming constantly greater in Brazil, acountry where youth & beauty are extremely important (…)”
  20. 20. Last data shows thathospital market was expected to grow 8% in 2009 while dental market expected 16%
  21. 21. Is there a problem?
  22. 22. 736,000 results or 3,860,000
  23. 23. 1,560,000 results or 3,720,000
  24. 24. This is a mess…But you still need to choose. BASED on what?
  25. 25. This is STILL a mess!You choose a provider with no idea of the cost…
  26. 26. Or you can do… 4 dentists4 appointments 4 exams 4 estimates
  27. 27. There’s another problem…- It is expensive- That’s why many people can’t go (67% WON’T!) (It’s 128M…!)
  28. 28. Similar business models offer… Average of20-60% off
  29. 29. It’s not only about cost!Who do I believe?
  30. 30. This is not just a mess forcitizens… Dentists are facing tough problems too!!
  31. 31. * Empty hours Dentistry is a business offixed costs, free time is too expensive...
  32. 32. * Management skills…?
  33. 33. In a* Ratings… business where trust is key, there are no tools for them to build reputation
  34. 34. So…
  35. 35. CITIZENS do NOT have:- a criteria for choosing- knowledge of pricing- access to discounts- a trusted point of view
  36. 36. DENTISTS can NOT:- fill empty hours- use management skills- build a reputation
  37. 37. From a businessperspective, it feels like a huge mess…Could we turn this…
  38. 38. …into this?
  39. 39. One more thing…
  40. 40. 167M people
  41. 41. If our goal is to help citizens (and it is!), wecan’t forget those who can’t pay…
  42. 42. Throughprobono work& sponsorships, we should promote oral health!
  43. 43. “For every smile you improve through us, we’ll improvesomeone else’s for FREE!”
  44. 44. Back to business…
  45. 45. So, turning it around… What for? How? & What?
  46. 46. 1. What for…? CitizensMake choosing easier Smarter practices Transparent info Increased revenues Lower costs Ability to build a brand Dentists
  47. 47. Let’s turn it around… What for? How? & What?
  48. 48. 2. How…? Multilateral platform Dentists & Citizensrepresent two sidesof the platform that links them+ Society will benefit
  49. 49. Let’s turn it around… What for? How? & What?
  50. 50. 3. What…?Multilateral Platform as a webpagewith iOS/Android apps …a community!
  51. 51. 3. What…?DentistsHave their profilesBuild a reputationImprove their practicesAdvertise to their real target Multilateral Platform as a webpage with iOS/Android apps …a community!
  52. 52. 3. What…? Citizens Log in & search Find ratings & reviews Obtain huge discountsMultilateral Platform * Even in your dentist as a webpage Choose best alternative:with iOS/Android apps * According to Price * Or financing-wise …a community! Schedule appointment Obtain neutral consulting
  53. 53. 3. What…?DentistsHave their profilesBuild a reputation CitizensImprove their practices Log in & searchAdvertise to their real target Find ratings & reviews Obtain huge discounts Multilateral Platform * Even in your dentist as a webpage Choose best alternative: with iOS/Android apps * According to Price * Or financing-wise …a community! Schedule appointment Obtain neutral consulting
  54. 54. Let’s check the business model… Business Model Generation, A. Osterwalder & Y. Pigneur
  55. 55. Key Key Value Customer CustomerPartners Activities Propositions Relationships Segments Key Channels ResourcesCost Structure Revenue Streams
  56. 56. Key Key Value Customer CustomerPartners Activities Propositions Relationships Segments Key Channels ResourcesCost Structure Revenue Streams
  57. 57. Key Partners Key Activities Value Propositions Customer Customer Relationships Segments Transparent Classes ABC market (+ info) Major discounts Class C (lower cost) Consulting Complex oral services (trust) health situation Key Channels ResourcesCost Structure Revenue Streams
  58. 58. Key Partners Key Activities Value Propositions Customer Customer Relationships Segments Key Channels Resources Increase revenues Mosts dentists (working more) Create reputation All dentists! - a brand!Cost Structure Revenue Streams
  59. 59. Key Partners Key Activities Value Propositions Customer Customer Relationships Segments Key Channels Resources More loyal Most companies employeesCost Structure Revenue Streams
  60. 60. Key Partners Key Activities Value Propositions Customer Customer Relationships Segments Transparent Classes ABC market (+ info) Major discounts Class C (lower cost) Consulting Complex oral services (trust) health situation Key Channels Resources Increase revenues Mosts dentists (working more) Create reputation All dentists! - a brand!Cost Structure Revenue Streams Ads & Sponsorhips
  61. 61. Since it’s a MULTILATERAL platform, this is about DENTISTS CITIZENS STAKEHOLDERS
  62. 62. From dentists… FREE registration PREMIUM profileBASIC certificationPREMIUM services
  63. 63. Água Rasa Consolação Mandaqui São MiguelAlto de Pinheiros Cursino Marsilac São Rafael Anhanguera Ermelino Matarazzo Moema Sapopemba Aricanduva Freguesia do Ó Mooca Saúde Artur Alvim Grajau Morumbi Sé Barra Funda Guaianases Parelheiros Socorro Bela Vista Iguatemi Pari Tatuapé Belém Ipiranga Parque do Carmo Tremembé Bom Retiro Itaim Bibi Pedreira Tucuruvi Brás Itaim Paulista Penha Vila Andrade Brasilândia Itaquera Perdizes Vila Curuça Butantã Jabaquara Perus Vila Formosa Cachoeirinha Jaçanã Pinheiros Vila Guilherme Cambuci Jaguara Pirituba Vila Jacuí Campo Belo Jaguaré Ponte Rasa Vila Leopoldina Campo Grande Jaraguá Raposo Tavares Vila Maria Campo Limpo Jardim Ângela República Vila Mariana Cangaíba Jardim Helena Rio Pequeno Vila Matilde Capão Redondo Jardim Paulista Sacomã Vila Medeiros Carrão Jardim São Luís Santa Cecilia Vila Prudente Casa Verde José Bonifácio Santana Vila Sônia Cidade Ademar Lajeado Santo Amaro Cidade Dutra Lapa São Domingos 96 neighborhoods Cidade Líder Liberdade São Lucas just in São Paulo cityCidade Tiradentes Limão São Mateus
  64. 64. Abolição Cidade Universitária Guaratiba Paciência Santa Teresa Acari Cocotá Higienópolis Padre Miguel Santíssimo Água Santa Coelho Neto Honório Gurgel Paquetá Santo Cristo Centro Aldeia Campista Colégio Humaitá Parada de Lucas Senador Camará Alto da Boa Vista Colônia Inhaúma Parque Anchieta Senador Vasconcelos Anchieta Complexo do Alemão Inhoaíba Parque Colúmbia Sepetiba Andaraí Complexo da Maré Ipanema Pavuna São Conrado Anil Copacabana Irajá Pechincha São Cristóvão Bancários Cordovil Itanhangá Pedra de Guaratiba São Franscisco Xavier Bangu Cosme Velho Jacarepaguá Penha Tanque Barra da Tijuca Cosmos Jacarezinho Penha Circular TaquaraBarra de Guaratiba Costa Barros Jacaré Piedade Tauá Barros Filho Curicica Jardim América Pilares Tijuca Benfica Del Castilho Jardim Botânico Pitangueiras Todos os Santos Bento Ribeiro Deodoro Jardim Carioca Portuguesa Tomás Coelho Bonsucesso Encantado Jardim Guanabara Praia da Bandeira Triagem Botafogo Engenheiro Leal Jardim acap Praça da Bandeira Turiaçu Brás de Pina Engenho de Dentro Joá Praça Seca Urca Cachambi Engenho da Rainha Lagoa Quintino Bocaiúva Vargem Grande Cacuia Engenho Novo Laranjeiras Ramos Vargem Pequena Caju Estácio Leblon Realengo Vasco da Gama Camorim Flamengo Leme Recreio dos Bandeirantes Vaz Lobo Campinho Freguesia da Ilha Lins de Vasconcelos Riachuelo Vicente de CarvalhoCampo dos Afonsos Freguesia de Jacarepaguá Madureira Ribeira Vidigal Campo Grande Galeão Magalhães Bastos Ricardo de Albuquerque Vila Aliança Cascadura Gamboa Manguinhos Rio Comprido Vila da Penha Castelo Gardênia Azul Maracanã Rocha Vila Isabel Catete Gávea Marechal Hermes Rocinha Vila Militar Catumbi Gericinó Maria da Graça Rocha Miranda Vila Kosmos Cavalcante Glória Moneró Saúde Vila Valqueire Centro Grajaú Méier Sampaio Vista Alegre Cidade de Deus Grumari Olaria Santa Cruz Zumbi Cidade Nova Guadalupe Oswaldo Cruz
  65. 65. Example 1SP + RJ = 96 + 163 = 249 bairros 2 promoted dentists per bairroR$100-200/month = 300k-600k/y
  66. 66. Example 2 SP + RJ = 72k + 26k = 98k dentistsyearly certification fee of R$100-300w/penetration of 5% = 490k-1,47M
  67. 67. - Free profile- Premium profile w/adv features- Basic certification of quality- Positive ratings promotion- Targeted ads & promotions- Consulting services * Fee-per-service
  68. 68. From citizens… FREE registrationPREMIUM services* Higher discounts * ASAP visit
  69. 69. From partners… ADVERTISING SPONSORSHIPFrom employers… CORP PLANS
  70. 70. There’s still lots of room to maximize revenues. Back to the business model…
  71. 71. Key Partners Key Activities Value Customer Customer Propositions Relationships Segments Mgmt. Platform Dentistry Promotion KOL/DB Platform Quality control Key Channels Resources Platform SW Platform ”supplier” PR/Web MgmtCost Structure Revenue Streams
  72. 72. Key Partners Key Activities Value Customer Customer Propositions Relationships Segments Mgmt. Platform Dentistry Promotion KOL/DB Platform Quality control Key Channels Resources Platform SW Platform ”supplier” PR/Web MgmtCost Structure Revenue Streams Marketing Develop Expenses SW Platform
  73. 73. A deeper analysis should follow but there’s only 2 similar business models out there.
  74. 74. Brighter.comStarted May 2011 by Jake Winebaum Benchmark Capital & Mayfield F, $13M 25,000 dentists from SMonica, CA
  75. 75. “The way this works, is we have pre-negotiated priceswith 25,000 dentists nationwide. Thats a quarter ofall dentists. Those prices are 20 to 60 percent less (…) - Consumers can access those discountsthrough our free plan, with a 20 to 30 percentdiscount, or our paid plan, which is less than $7 amonth or $79 a year. - Weve also got a small business plan, whichcosts $49 per employee per year. - The model is a subscription membershipmodel, where you get the benefits of being in thenetwork, where we can offer these discounted rates,which are attractive to patients.” Jake Wineboum, CEO & F.
  76. 76. HealthSouk.com Eye care, dental and cosmetic Signing patients &doctors since 09/2011 by Dr. Patel & others Mountain View, CA
  77. 77. Challenges…
  78. 78. Create a community
  79. 79. How do we do it…? Free first oral exam?Incentives for participation?Excellent community mgmt?
  80. 80. Generate trust
  81. 81. LeverageacrossLatAM
  82. 82. Establish & manage partnerships
  83. 83. What for…? Software platformDatabases with dentistsStakeholders & Partners:Dental plans &KOL in dentristry
  84. 84. Future development… …into other areas
  85. 85. Back to the basics…
  86. 86. CitizensDentistsPartners

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