Timing

1. MedTech’s
Got Talent
Actuator
the
WHY NOW?
POWERED
BY:

2. • Communicate why the timing is right for
your startup
LEARNING OUTCOMES
By the end of this workshop, you should be able to:

3. A great product at the
wrong time will still fail

4. WHY
NOW?

5. ”Because
we’re smart
and
insightful”

6. ”Because
we’re smart
and
insightful”x

7. ”Because our
product is
awesome-
sauce”

8. ”Because our
product is
awesome-
sauce”x

9. 1.Demand
2.Qualification
3.Supply
3 Categories of Answer to
‘Why Now?’

10. •Recent shifts in customer’s external world that
increases need for your product (creates a larger
TAM)
• Changes in societal norms, preferences, or behaviors,
including new uses of technology
• Shifts in population demographics
• Shifts in your customer’s industry dynamics (especially
ones that reduce profitability of the status quo)
• Changes in your customer’s competitive landscape
(including recent, widespread disappointment with
competitor products)
• Regulatory changes that spur demand for your offering
Demand

11. •Personal (B2C) or organizational (B2B)
changes internal to your customer that make buying
more likely
•Qualification + demand why-nows establish market
size
•Great for identifying high-value prospects through
data analysis
Qualification

12. •Recent developments that make your solution
possible, more affordable, or more profitable
•Newly available technologies or data
•Changes in the economics of supply, production or
distribution
•Regulatory changes that make it possible to deliver
your offering
•Changes in your competitive landscape
•Most powerful when combined with demand why-
nows
Supply

13. Can you answer these
common investor questions?
Why has no one built it
before?
Why can’t someone else
build it better in 12 months?

14. Just about everyone likes to say they
love trying new things, but when it
comes down to it, many of us are
creatures of habit
Adopting technology that tries to
break old habits doesn’t come
naturally if there’s no pressing need to
do so
Is the market ready for your
product?

15. Supporting technology and
infrastructure needs to be fully baked
if your product relies on them
Is the Enabling Technology
Ready for the Main Stage?

16. Do market trends seem
favourable for the start
of your business and its
future growth?
Economy?
Competition?

17. • Identify similar startups to yours
that have tried and failed
• Conduct a comprehensive ‘post-
mortem’ to analyse all the
factors that contributed to their
failure
• What can you learn from this?
Challenge: Do Intensive Post-Mortems

18. • ‘Under the radar’ may be hard to
discover, but what can you learn
about what your competitors are
interested in (e.g. patenting patterns,
hiring patterns)
• Do their indications validate timing?
Or perhaps highlight that there is a
gap that you can capitalise on?
Challenge: Do Intensive Competitive
Landscaping

19. • Customers
• Product Development Team
• Data
Where to find answers to
‘Why Now?’

20. Elon Musk pitching
Tesla Powerwall
If we do nothing, [CO2
concentration in the atmosphere is]
headed to levels that we don’t even
see in the fossil record.

21. Dr. Laura Faulconer
CTO
laura@medtechactuator.com
0413 467 201
REACH OUT
www.medtechchallenge.com