Executive Summary to Business Plan DENTAL21
DENTAL21 AG seeks to obtain financing in the amount of $ 5 Million to create and develop its
portal and product line and to implement an aggressive sales and marketing program.
DENTAL21 is a business that provides the first eLearning portal for the dental community
worldwide. Its potential revenues reach to $ 8.2 Million in 2013 and $ 63.6 Million in 2016. The
break even point is reached 30 months after founding the business.
Full launch of the portal begins within 18 months after financing has been arranged. The beta
launch of the virtual academy with its first 30 - 40 seminars and workshops are to start within
10 months after financing.
DENTAL21 is prepared to offer equity return for investment in the company. The company is
considering also other arrangements to obtain the necessary finances.
DENTAL21 as an eLearning portal (Continuous Education Academy) with a high tech dental
clinic, both originating in Dubai, can benefit the UAE because it:
♦ markets UAE's cutting edge technology to the world
♦ creates model practice paradigms which allow UAE to lead in education
♦ creates additional support and interest in UAE's traditional educational institutions
♦ allows UAE to facilitate underfunded dental practitioners in neighboring lands
♦ creates multimedia and high technology job opportunities for UAE's citizens
♦ increases international recognition for UAE's research and development
♦ supports Dubai Internet City by encouraging other IT companies to migrate or be founded in Dubai
♦ increases investment opportunities in the UAE
♦ promises a good return on investment to the investor in UAE
DENTAL21 plans to be the number one eLearning portal for dentists worldwide.
This goal is to be reached by the following strategies:
♦ Supporting the industry to introduce innovations to the market quickly
♦ Offering high quality education programs from the industry to dentists
♦ Enabling members of the dental industry to benefit from affordable continuous education
♦ Supporting the medical community in underdeveloped areas of the world to participate in
continuous education programs.
An extensive market survey reveals that no other eLearning company presently on the market
compares with DENTAL21 in terms of features, benefits and attractiveness. Additional lucrative
cooperatives with organizations are established supporting the venture of DENTAL21 with marketing,
participation, and investments.
Trends in eLearning
This is a perfect time to advance in the niche of eLearning in the market of dental health.
eLearning is the number one growth niche in eCommerce (CNET News, March 2001). Major venture
capitalists are reaching out for promising business start-ups in the field of eLearning.
According to Training magazine, nearly two-thirds of all corporate training expenses involve
accommodations and travel in getting to and from a training site. Although classroom learning still
commands almost 90 percent of the corporate training market, this is changing rapidly. According to
GartnerGroup, in the health industry, eLearning represents 10% of the market in 2000 and is projected
to be 15 % in 2001. Within the education industry, eLearning will win 30% of the market in 2001.
The total corporate training market is $66 billion and will continue to increase. Web-based training will
increase from $2 billion today to $11.5 billion in 2003. This shows a strong trend pushing for eLearning
in all areas of continuous education and corporate training (Upside Magazine 12/00)
Dental Health Market
The market of DENTAL21 consists of dentists, dental technicians, and dental clinic and lab personnel
worldwide. This market contains at least 1.6 Million medical people in Europe and the USA.
German dental clinics have an average of 5 people on their staff. (Deutsche Ärzteblatt 95, Heft 7, 13.
Feb.1998). The following extrapolation reveals the potential market for DENTAL21. Considering
350,000 dental clinics in Europe about 1.75 Million employees would be part of the dental health
segment and, therefore, potential customers for DENTAL21.
The dental community in Germany produced about 35 Billion-DM in revenues in 1996. Considering 1%
of revenues being applied to continuous education DENTAL21 has a market volume of 35 Million-
DM in Germany. In the USA, the average net income of solo, full-time, private dental specialists
amounted to DM 447,546.00 ($ 203,430). There are 156,500 dentists in the USA.
Mainstream in Dental Health
In March 2001, the Journal of Dentistry reported in the Internet portal of the World Health
Organization the necessity of matching continuous education programs in dental health with the
changing health problems and technological innovations – and this with increased speed and
Health Care is changing worldwide and demands increasingly continuous education of dentists, dental
technicians and their staff to ensure quality and control spending. This includes the field of dentistry.
Dental medicine is undergoing aggressive reorientation. This change can be strongly noticed in areas
like dental hygiene and dental aesthetics.
For example in the future, dentists in Germany will have to prove their continuous education
accomplishments. At the same time, the German health care system causes shrinking revenues.
More cost effective education programs will satisfy the upcoming need for:
♦ Continuous education
♦ Education on demand
♦ Reduction of training costs
♦ Reduction of invested time
The ADEA (USA) confirms that preventive dental medicine will find its way to general medicine. Dental
Health now incorporates a scientific recognition, as the recent Surgeon General report Oral Health in
America states, that “the mouth is the mirror of health and disease” that can help diagnose disorders
such as diabetes, leukemia, heart disease or anemia. Dental health, in short, is integral to overall
health. (Dental Education and Oral Health, published by ADEA in March 2001)
This reveals that also members of general medicine must have knowledge in oral health to ensure
early detection of health risks and to be able to make a thorough diagnosis.
DENTAL21 Provides a Twofold Service:
♦ Dental Health Community: DENTAL21 provides continuous education to the dental community
by providing a virtual academy and virtual community. A B2B (business to business) market offers
direct purchase for products offered in seminars and on the web site. Beneficial links and
cooperatives complete the services provided.
♦ Dental Industry: The academy offers the dental industry product placement and advertisement
for innovative products during seminars, workshops, and other events. With this product
placement strategy, the dental industry is able to introduce and push innovations quickly into the
market. The insights shared during events and in the community of this portal provide valuable
professional information to the industry.
DENTAL21 does not rehash traditional conferences of the dental community but responds to the
market’s needs. One big need is the need for lifelong learning and continuous education for dentists
and their staff as well as dental laboratory specialists.
Different from the Others:
♦ DENTAL21’s world-recognized lecturers in conjunction with the industry bring innovations and
know-how to the homes of health care professionals in dentistry. Information brokers provide up to
date subjects and daily news. The administration of the portal manages, hosts, and moderates on-
line communication (Chats/Forums) for all members of DENTAL21. Worldwide networking of
members of the dental health community is encouraged and supported.
♦ DENTAL21 provides high quality educational materials through its high tech dental clinic and an
Internet broadcasting center. They are responsible for the technology, administration, portal, and
content management. All events are to be planned, produced, and offered by cooperation partners
♦ DENTAL21 utilizes a high tech clinic to produce educational material for its academy. This private
clinic is to be based in Dubai. It serves private patients from the region as well as countries near
by and acts as a studio for all hands-on demonstrations in dental medicine.
Unique Standpoint Compared to Traditional Education Programs
DENTAL21 has success in its business because of the technology used, the international target
group, and its locus in Dubai. Its unique standpoint benefits customers as follows:
♦ No visits to congresses
♦ No additional travel expenses
♦ Support of lifelong learning
♦ No limits for the content and content participants
♦ No limits for attendees
♦ Cost reduced participation
♦ Support of individual continuous education
♦ Support of members of the dental health community in underdeveloped countries
General Benefits of DENTAL21
Information always current and new – all about dental medicine
Time saving and optimal use of free time
High quality live events and productions with close-up demonstrations
Forums and moderation offer active participation in seminars
World-renowned lectures explain their knowledge to a broader audience
Support for individually tailored continuous education
Support for dentists in other countries who need to reach parity in dental medicine
Dentists in private practice can provide continuous education for their specialized
personnel inexpensively and at convenient time
Benefits to the Customer
No visits to congresses and meetings, no travel costs
Support of lifelong learning
No participation restrictions for members of the industry
No participation restrictions for participants
Low cost participation
Support of individual continuous education
Support for dentists in developing countries
Benefit to the Industry
Uses an elegant form of product placement
Places advertisements on the web pages of the portal
Benefits from ideal PR potential
Supports worldwide eLearning
Transfers know-how into developing countries
Actively supports continuous education in dental health worldwide
Profits from the exchange of information between research & development and clinic