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Savita NYU 2015
1. Savita Tech
We utilize emerging UV-C LED technology to combat hospital-acquired
infections (HAIs), saving lives and reducing healthcare costs.
Jeff Chen, PhD
NYU MBA Candidate
David McLaughlin
NYU MBA Candidate
Casey Clark, CFA
NYU MBA Candidate
Total # of Interviews: 49
Interviews Since Last Presentation: 9
2. VALUE
PROPOSITIONS
CHANNELS
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEY
PARTNERS
KEY
RESOURCES
KEY
ACTIVITIES
Day 1 Business Model Canvas
Reduce hospital-
acquired infections,
saving hospitals lives
and millions of
dollars per year.
Disinfect more
efficiently, allowing
for faster turnaround
times in operating
rooms.
Controlled light
source, so patients
do not have to leave
the room.
Clean technology that
does not rely on
chemicals.
Marketing & Sales
FDA Approval
Safety approval
Supplier of UVC LED
Manufacturers /
subcontractor
Langone Medical
Center
Infectious Disease
Society of America
(ISDA)
American Hospital
Corporation
Committee to Reduce
Infection Deaths
Association of
Professionals of
Infection Control and
Epidemiology (APIC)
CDC Healthcare
Infection Control
Practices
Physical product sales, upgrades, service
contracts (warranty)
Option: Lower upfront revenue, but receive a
percent of the money saved from lower HAIs
Ultraviolet-C LEDs
Intellectual property
(patents)
Human resources
given its a
knowledge-intensive
business
Production
Regulatory approvals
Demonstrate
effectiveness
Education/training
Dedicated personal
assistant
Long-term relationships
based on trust
Website
Conferences &
tradeshows for
hospitals, medical
devices, & infection
control divisions
Industry publications
Hospitals
Medical cleaning
companies
Freestanding, 24-
hour ERs
Primary care
physicians
R&D
Academic testing to prove
effectiveness
Production cost - Ultraviolet-C LEDs
3. Day 1 Summary
Value proposition
We listed “Reduce hospital-acquired infections (HAI), saving hospitals lives and
millions of dollars per year” and some features of the product
We didn’t know which type/source of HAIs we should focus on
Customer segment
Hospitals, medical cleaning companies, freestanding, 24-hour ERs, primary care
physicians
We didn’t know who we were selling our product to
Channels
Website; conferences/tradeshows for hospitals, medical devices, infection control
divisions; industry publications
We didn’t know the current practice of selling medical devices to hospitals
Revenue Model
Physical product sales, upgrades, service contracts (warranty), pricing based on cost
No cross/up/continuous selling
4. What We Learned – Days 2 to 4
Hand hygiene is No. 1 issue in reducing HAIs
Infections from catheters and scopes are major concerns for infection-control
professionals
WOWs (workstations on wheels) used by nurses are dirty and potential source
of HAIs
Biggest problems with UVC LEDs is cost and perceived safety
Buying process for medical devices is intricate
High risk of human error in disinfection procedures
Cell phones used in hospital by staff and visitors are dirty but no evidence they
are source of HAIs
Sterilization process for surgical tools is working
Medical professional know phones are dirty; consumers often don’t know/care
Details of terminal cleaning process
Health, safety, comfort of custodial staff cleaning rooms is crucial
Monitoring of terminal cleaning is inconsistent and not always effective
Hospital staffs take pride in not being on list of hospitals penalized by Medicare
for HAIs
5. Reduced HAIs
Save lives
Save billions
of dollars/yr
Director/Committee
Infection Control
Purchasing
Committee/CFO
Environmental
Services
Director/Committee
Infection Control
Purchasing
Committee/CFO
Environmental
Services
Professional
achievement
Patient safety
Hospital’s safety
reputation
Employee safety
Cost
savings/increased
profit
Insulation from
mistakes
What We Learned – Days 2 to 4
Value Proposition
7. Savita Tech
Customers
Direct sales
5-10% discount
GPO
10-50% discount
Distributors
40% discount
Directors of infection
control
Infection Control
Committee members
Directors of
Environmental
Services
Hospital administrators
What We Learned – Days 2 to 4
Distribution channels
8. VALUE
PROPOSITIONS
CHANNELS
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEY
PARTNERS
KEY
RESOURCES
KEY
ACTIVITIES
Reduce HAIs, saving
lives and hospitals
billions of dollars per
year.
Automatic monitoring of
disinfecting process
Clean technology, not
reliant on chemicals.
Marketing & Sales
FDA Approval
UL Safety approval
Joint Commission
Langone Medical Center
Supplier of UVC LED
Manufacturers /
subcontractor
Centers for Disease
Control & Prevention
Infectious Disease Society
of America (ISDA)
Committee to Reduce
Infection Deaths
Association of
Professionals of Infection
Control and Epidemiology
(APIC)
American Hospital
Association
Physical product sales, upgrades, service contracts
Option: Lower upfront revenue, but receive a percent of the
money saved from lower HAIs
Ultraviolet-C LEDs
Intellectual property
(patents)
Human resources, given
this is a knowledge-
intensive business
Clinical trials
UL Safety Approval
Production & design
Education/training
Dedicated Personal
Assistant
Long-term relationships
based on trust
Third Party Distributor
Architecture Design Firms
Website
Conferences for hospitals,
medical devices, &
infection control divisions
Industry publications
Infection Control
Committee / Director
of Infection Control
Hospital Admin
(COO/CEO)
Environmental
Services, Central
Sterile, & Eco-Labs
R&D
Academic testing to prove
effectiveness
Production cost - Ultraviolet-C LEDs
Patents
Medical cleaning
companies
Freestanding, 24-hour
ERs
Primary care physicians
Hospitals
FDA Approval for
“Critical” Devices
EPA Approval for
Non-Critical Devices
Germophobes,
Women 25-45
Personal Assistant
Self-Service
Website & Retail
Disinfect your cell
phone w/o using soap
and water
Peace of mind for
germophobes
Disinfect rooms more
efficiently, allowing for
faster turnaround times
Patients do not have to
leave the room
Disinfecting reusable
“critical” devices more
efficiently
Production, design,
marketing, UL safety
EPA Approval
FDA Approval
Financial (to make it
through FDA approval)
EPA
FDA
Buyer-supplier,
optimize economies
of scale
Physical product sales
Day 2 Business Model Canvas
9. VALUE
PROPOSITIONS
CHANNELS
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEY
PARTNERS
KEY
RESOURCES
KEY
ACTIVITIES
Reduce HAIs, saving
lives and hospitals
billions of dollars/yr
Reduce opportunity for
human error when
cleaning rooms
Reduce infections
caused by unsanitized
cell phones
Automatic monitoring of
disinfecting process
Clean technology, not
reliant on chemicals.
Marketing & Sales
EPA & FDA Approval
UL Safety approval
Langone Medical Center
Supplier of UVC LED
Group Purchasing
Organizations (GPOs)
Healthcare Supply Chain
Expo
Manufacturers
CDC
Joint Commission
Infectious Disease Society
of America (ISDA)
Committee to Reduce
Infection Deaths
Assoc. of Prof. of
Infection Control and
Epidemiology (APIC)
American Hospital
Association
Physical product sales, cross-selling, upgrades, service
contracts
Option: Lower upfront revenue, but receive a percent of the
money saved from lower HAIs
Ultraviolet-C LEDs
Intellectual property
(patents)
Human resources, given
this is a knowledge-
intensive business
Prototyping
UL safety Approval
Clinical trial
Production
Education/training
Dedicated Personal
Assistant
Long-term relationships
based on trust
Group Purchasing Orgs
Conferences for hospitals,
GPOs, medical devices, &
infection control divisions
Website
Architecture Design Firms
Industry publications
Infection Control
Committee / Director
of Infection Control
Head of Purchasing
Committee
Directors of Product
Selection Committee
at GPOs (e.g.,
MedAssets)
Directors of
Environmental
Services, Central
Sterile, & Eco-Labs
Other Hospital Admin
(CFO/CEO)
R&D
Academic testing to prove
effectiveness
Production cost - Ultraviolet-C LEDs
Patents
Hospitals
Medical cleaning
Companies
Freestanding, 24-hour
Ers
Primary care physicians
Germophobes,
Women 25-45
Personal Assistant
Self-Service
Website & Retail
Faster turnaround times
Patients do not have to
leave the room
Save lives by
disinfecting “critical
devices”
EPA approval for non-
critical devices
FDA approval for “critical”
devices
Financial (to make it
through FDA approval)
EPA
FDA
Buyer-supplier,
economies of scale
Physical product sales
Peace of mind for
germophobes
Day 3 Business Model Canvas
10. VALUE
PROPOSITIONS
CHANNELS
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEY
PARTNERS
KEY
RESOURCES
KEY
ACTIVITIES
Reduce HAIs, saving
lives and hospitals
billions of dollars/yr
Clean technology, not
reliant on chemicals.
Marketing & Sales
EPA & FDA Approval
UL Safety approval
Langone Medical Center
Supplier of UVC LED
Group Purchasing
Organizations (GPOs)
Healthcare Supply Chain
Expo
Manufacturers
CDC
Joint Commission
Infectious Disease Society
of America (ISDA)
Committee to Reduce
Infection Deaths
Assoc. of Prof. of
Infection Control and
Epidemiology (APIC)
American Hospital
Association
Physical product sales, cross-selling, upgrades, service
contracts
Option: Lower upfront revenue, but receive a percent of the
money saved from lower HAIs
Ultraviolet-C LEDs
Intellectual property
(patents)
Human resources, given
this is a knowledge-
intensive business
Prototyping
UL safety Approval
Clinical trial
Production
Education/training
Dedicated Personal
Assistant
Long-term relationships
based on trust
GPOs
Direct Selling
Conferences for hospitals,
GPOs, medical devices
Website
Architecture design firms
Industry publications
Infection Control
Committee / Director
of Infection Control
Head of Purchasing
Directors of Product
Selection Committee
at GPOs (e.g.,
MedAssets)
Eco-Labs, Central
Sterile
Other Hospital Admin
(CFO/CEO)
R&D
Academic testing to prove
effectiveness
Production cost - Ultraviolet-C LEDs
Patents
Hospitals
Medical cleaning
Companies
Freestanding, 24-hour
Ers
Primary care physicians
Germophobes,
Women 25-45
Personal Assistant
Self-Service
Website & Retail
Faster turnaround times
Patients do not have to
leave the room
Save lives by
disinfecting “critical
devices”
EPA approval for non-
critical devices
FDA approval for “critical”
devices
Financial (to make it
through FDA approval)
EPA
FDA
Buyer-supplier,
economies of scale
Physical product sales
Peace of mind for
germophobes
FDA approval
EPA approval
Environmental
services
Reduce infections
caused by unsanitized
cell phones
Reduce opportunity for
human error in cleaning
rooms
Status for doctors,
hospital execs from
reducing HAIs
Day 4 Business Model Canvas
11. Here’s Where We Ended
The long-term goal is to produce FDA approved products that reduce HAIs. We
will solve the following problems:
• Inadequate hand hygiene: UVC LED light that shines on hands after washing
(pivot)
• Catheter-related infections: UVC LED ring around the point of insertion (pivot)
• Reduce human error in the terminal cleaning process: Develop a fixture on
the ceiling that will zap high touch areas
Over the near-term, we will create products that need EPA approval, allowing us
to enter the market quickly. We will solve the following problems:
• Infections spreading via visitor and patient cell phones: Install equipment at
the entrance of high risk rooms which disinfects phones (pivot)
• Infections spreading through the terminal cleaning process: Equip custodial
staff with a “flashlight” that they will shine on high touch areas
• Inadequate cleanliness of nurses workstation on wheels (WOWs): With
“flashlight” (pivot)
At the moment, we are not focusing on products that reduce surgical site
infections and clean surgical instruments (pivot)
12. VALUE
PROPOSITIONS
CHANNELS
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEY
PARTNERS
KEY
RESOURCES
KEY
ACTIVITIES
Reduce HAIs, saving
lives and hospitals
billions of dollars/yr
Clean technology, not
reliant on chemicals.
Marketing & Sales
EPA & FDA Approval
UL Safety approval
NYU
SBIR/SBTT
Langone Medical
Center
Supplier of UVC LED
CDC
Joint Commission
Manufacturers
Group Purchasing
Organizations (GPOs)
Infectious Disease
Society of America
(ISDA)
Assoc. of Prof. of
Infection Control and
Epidemiology (APIC)
Physical product sales, cross-selling, upgrades, service
contracts
Option: Lower upfront revenue, but receive a percent of the
money saved from lower HAIs
Financial
Intellectual property
(patents)
Ultraviolet-C LEDs
Human resources, given
this is a knowledge-
intensive business
Raising capital
Prototyping
UL safety Approval
Clinical trials
Production
Dedicated Personal
Assistant
Long-term relationships
based on trust
Direct Selling (website and
sales force)
GPOs
Conferences/Industry
publications
Architecture design firms
Infection Control
Committee / Director
of Infection Control
Head of Purchasing
Directors of Product
Selection Committee
at GPOs (e.g.,
MedAssets)
Manager of
environmental
Other Hospital Admin
(CFO/CEO)
R&D
Academic testing to prove
effectiveness
Production cost - Ultraviolet-C LEDs
Patents
Personal Assistant
Save lives by
disinfecting “critical
devices”
EPA approval for non-
critical devices
FDA approval for “critical”
devicesEPA
FDA
FDA approval
EPA approval
Reduce infections
caused by unsanitized
cell phones
Reduce opportunity for
human error when
cleaning rooms
Status for doctors,
hospital execs from
reducing HAIs
Day 5 Business Model Canvas
13. Here’s What We’re Doing Next:
1) Keep interviewing
2) Obtain non-dilutive financing to build prototype (month 0-3)
• NYU Healthcare Innovation Makerthon
• NYU Business Plan Competition
• VentureWell grants and competitions
• SBIR / SBTT grants (other grants from government organizations?)
• Public/private grants to test for efficacy
3) Build prototypes that will receive UL safety and EPA approvals (month 3-6)
4) Test the effects of prolonged skin exposure to UVC LED light (month 0-6)
5) Efficacy test in Langone Medical Center (month 8-18 month)
Langone Medical center verbally agreed to apply for grants with us and potentially test in live hospital
environment
6) Quick full-time jobs and start the startup (month 16)
7) Begin developing relationships with manufacturers and suppliers for production (month 13-18 months)
8) Build direct channel and distribution networks (month 16-18)
9) Try to acquire capital first round of capital to scale up production, from VCs or other sources (month
16-20)
10) Acquire second round financing for products that need FDA approval (month 26-30)
11) Build a billion dollar business with UVC LEDs as the core technology