UCSF Life Sciences Week 5 digital health: Revenue streams
 

UCSF Life Sciences Week 5 digital health: Revenue streams

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UCSF Life Sciences Week 5 digital health: Revenue streams UCSF Life Sciences Week 5 digital health: Revenue streams Presentation Transcript

  • Revenue Streams Lean Launchpad: Digital Health UCSF Entrepreneurship Center October 29, 2013 Abhas Gupta, MD Mohr Davidow Ventures @abhasguptamd v2
  • Revenue and Costs In 2 Weeks This Week With product/market fit and customer growth established, how does your company make money from each customer segment?
  • Recommended Reading “Pricing Strategies - Wikipedia” http://bit.ly/18ujldx “E-Commerce is a Bear” http://bit.ly/1eZLMpk “Pricing Experiments You Might Know, But Can Learn From” http://bit.ly/1eZLVt4
  • BIG IDEA: Strategy + Tactics Revenue Strategy Pricing Tactics Each is distinct, and only together do they make a coherent revenue model
  • Revenue Strategy Considerations What value is the customer paying for? What aligns with your long-term success? What fits with customers’ habits? When is it the right time to monetize? “Innovative” revenue models are not easy!
  • Common Revenue Strategies Advertising Intermediation Fee Licensing Subscriptions Usage Physical asset sales tend to be less relevant (obviously), and shared savings are rare!
  • Pricing Considerations Market Type Affects Pricing Ability to Pay Monopoly vs. Reimbursed Oligopoly vs. vs. Pure Competition Out-of-pocket Know Your Competition Pricing should be explored in the context of a specific revenue strategy
  • Common Pricing Tactics Fixed Cost-plus pricing, value-based pricing, volume-based/step-pricing, market-oriented pricing, premium decoy pricing, freemium Less common in digital health: target pricing, loss leader pricing Dynamic Negotiated (often dictated by enterprise need, size, and degree of support) Less common in digital health: yield management, real-time markets, auctions Though not a tactic, PMPM (Per Member Per Month) is an important pricing unit used frequently by payers & employers
  • BIG IDEA: Value-based > Cost-based Value-based Pricing Cost-based Pricing Most common pricing mistake for startups!
  • Projecting Revenue Key Considerations: Market type, competitor entrenchment/feasible growth rates, % share, sales spend, channel mix, cohort LTVs
  • Cash Management Implications Ca ure pt are Sh Hoard Cash
  • Key Milestones Product: Alpha? Beta? Upsell features? Customers: First customer in segment? First 100 customers? 10M MUVs threshold? 100K DAUs? Revenue: $100K? $1MM? Revenue growth rate? % one-time vs. recurring? Margin: 20% aggregate/per segment? 50%? Time to breakeven? Fundraising Considerations
  • For Next Week Revenue Model and Pricing Diagram of Payment Flows 3-Year Income Statement
  • Revenue Streams Lean Launchpad: Digital Health UCSF Entrepreneurship Center October 29, 2013 Abhas Gupta, MD Mohr Davidow Ventures @abhasguptamd