MLS Roadmap Mobility Lift Systems Martin Davies September 24 th 2008

Mobility Lift Systems

Martin Davies

September 24 th 2008

Goals and Objectives Goals Sell 400 plus “reach-out” lifts by June 2009 Secure funding next phases Re-Branding Engage and go-to-market at ATL Medtrade Expo Objectives Make the business case Re-Brand H2O Boarding as Mobility Lift Systems in time for ATL Medtrade Expo Create website and web capability

Goals

Sell 400 plus “reach-out” lifts by June 2009

Secure funding next phases

Re-Branding

Engage and go-to-market at ATL Medtrade Expo

Objectives

Make the business case

Re-Brand H2O Boarding as Mobility Lift Systems in time for ATL Medtrade Expo

Create website and web capability

How Do We Get There? Know our minds and business case Re-Brand Website and Web Capability

Know our minds and business case

Re-Brand

Website and Web Capability

Know Our Minds Who We Are - Management/ Talent - Ideas/ Vision Who Does Our Lift Impact and Why? What gives us confidence in this market? The Business Case

Who We Are

- Management/ Talent

- Ideas/ Vision

Who Does Our Lift Impact and Why?

What gives us confidence in this market? The Business Case

Who does it Impact and Why? Who it Impacts Patients with mobility impairment Caregivers of patients Hospitals and other 3 rd parties Who Benefits from Leaving Hospital and Living at Home? (80% go home) Patient – Better care and self mobility Those paying expenses of hospital care – e.g the patient themselves, patient’s family, insurance company, hospital, Govt agencies and others Once Home: What are the activities of the patient? Away from home & yard Den/ Family Rooms Toilet/ shower Bed Range of Mobility Diagram

Who it Impacts

Patients with mobility impairment

Caregivers of patients

Hospitals and other 3 rd parties

Who Benefits from Leaving Hospital and Living at Home? (80% go home)

Patient – Better care and self mobility

Those paying expenses of hospital care – e.g the patient themselves, patient’s family, insurance company, hospital, Govt agencies and others

Once Home: What are the activities of the patient?

Confidence in the market/ The Business Case Size and Nature of the Market 1.6M in wheelchairs in USA alone Demographics 1:200 wheelchairs Country Pop/Mil GDP/$T 66.1% of World GDP 12.8% of World Population 28.3M Wheelchair bound 36.10 861.6 / 6.723 Total 1.4 33.3 Canada 4.3 127 Japan 13.8 305 USA 16.6 396.3 European Union

Size and Nature of the Market

1.6M in wheelchairs in USA alone

Demographics 1:200 wheelchairs

Confidence in the Market/ The Business Case Legislation and States Laws compels need for lift Medical Practices Competition is developed and mature Anecdotal stories

Legislation and States Laws compels need for lift

Medical Practices

Competition is developed and mature

Anecdotal stories

MLS Ecosystem Virtual Web Enabled Enterprise MLS Suppliers Customers Owners/Management Manufacturing Distributors Legislation/Laws/Govt Interested 3 rd Parties Operations Personnel Marketing Sales MLS

How Do We Get There? Know Our Minds Re-Branding Website and Web Capability

Know Our Minds

Re-Branding

Website and Web Capability

Re- Branding Logo Created Commercial Graphics– Brochures. Business Cards, Letter Heading, Display Panels etc. Web Domain Name Website (in progress ) Sample Website main page tabs Contact Us Philanthropy&Charity Laws & Legislation PR Press Distributors Testimonials About Us Products & Services Home

Logo Created

Commercial Graphics– Brochures. Business Cards, Letter Heading, Display Panels etc.

Web Domain Name

Website (in progress )

Web Enabled Enterprise Traditional – Brick and Mortar Need property - offices Personal & Corp computers Location based telecommunication services Need to acquire applications - Accounting, Inventory, Manufacturing, HR, PR, Sales & Marketing. etc Office machines - printers, fax People / Staff on pay roll Manual application integration Capital Costs Pros: Own capability Cons: Expensive in start up and day-to-day in time and money, slow startup, bricks and mortar – admin offices. No guarantee of performance Web Enabled Enterprise Virtual - function from anywhere Virtual - command and control Capacity/resources added incrementally as needed/ performance based Application integration and evolution Costs are operating vs capital Pros: Low start-up, low operating expenses, quick respond to changing circumstances, operational agility, application integration, no/few IT resources onsite. Cons: Dependent on 3 rd party- skills, capability, performance and service, Cost are recurring and perpetual

Traditional – Brick and Mortar

Need property - offices

Personal & Corp computers

Location based telecommunication services

Need to acquire applications - Accounting, Inventory, Manufacturing, HR, PR, Sales & Marketing. etc

Office machines - printers, fax

People / Staff on pay roll

Manual application integration

Capital Costs

Pros: Own capability

Cons: Expensive in start up and day-to-day in time and money, slow startup, bricks and mortar – admin offices. No guarantee of performance

Web Enabled Enterprise

Virtual - function from anywhere

Virtual - command and control

Capacity/resources added incrementally as needed/ performance based

Application integration and evolution

Costs are operating vs capital

Pros: Low start-up, low operating expenses, quick respond to changing circumstances, operational agility, application integration, no/few IT resources onsite.

Cons: Dependent on 3 rd party- skills, capability, performance and service, Cost are recurring and perpetual

Atlanta MedTrade Expo Oct 28 th – 30 th World Class trade show: Hundreds of exhibitors Thousands of attendees: Our opportunity to look and be world class with product that is ready for market Model “T” of the lifting world – Makes us unique and desirable

World Class trade show:

Hundreds of exhibitors

Thousands of attendees: Our opportunity to look and be world class with product that is ready for market

Model “T” of the lifting world – Makes us unique and desirable

Atlanta Trade Expo We need to be Trade Show Ready - Functional Website Branded MLS Capable of making sales and deals with distributors Minimum needed for website About Us: Branding message: Information about company E-mail Functioning/Contact Us/Lead Capture Videos that Deliver and Reinforce the Branding Message - Opening page “reach out” device demo (4 min) - 4 Testimonials (2-3min) Distributor Section: Informational and contract

We need to be Trade Show Ready -

Functional Website

Branded MLS

Capable of making sales and deals with distributors

Minimum needed for website

About Us: Branding message: Information about company

E-mail Functioning/Contact Us/Lead Capture

Videos that Deliver and Reinforce the Branding Message

- Opening page “reach out” device demo (4 min)

- 4 Testimonials (2-3min)

Distributor Section: Informational and contract

Post Atlanta and Beyond Channels Sales Force: “ Do it yourself” Create your own Pros: control over behavior and branding Cons: Slow, expensive, complex Distribution: Pros: Quick, many exist, leverage sales force, territories, services, Cons: You only control by enticement, need to locate, recruit, and convince by branding message. Big Box/National Accounts: Strong Brand, Financial Strength, SLA, operating and logistical agility, low unit cost Product Development/ Evolution of Brand: Ceiling track: Extreme Home Makeover Mobile: SUV, Van, Govt carts, Airports Campaigns: High schools American Riding Handicap Association Veterans Nursing Homes State specific Development of additional capabilities

Channels

Sales Force:

“ Do it yourself”

Create your own

Pros: control over behavior and branding

Cons: Slow, expensive, complex

Distribution:

Pros: Quick, many exist, leverage sales force, territories, services,

Cons: You only control by enticement, need to locate, recruit, and convince by branding message.

Big Box/National Accounts:

Strong Brand, Financial Strength, SLA, operating and logistical agility, low unit cost

Product Development/ Evolution of Brand:

Ceiling track: Extreme Home Makeover

Mobile: SUV, Van, Govt carts, Airports

Campaigns:

High schools

American Riding Handicap Association

Veterans

Nursing Homes

State specific

Lets Get it Right This is our chance to go to the ball… Looking like a world class brand will help us become one!

This is our chance to go to the ball…

Looking like a world class brand will help us become one!