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RUNSAFE CASE
STUDY
Data Driven Decision Making
RunSafe™ is a medically-based, high-end,
add-on injury prevention and performance
improvement program for running.
UCSF CTSI – Catalyst Program
◉ Hired by UCSF (2011)
◉ Evaluate technology and business,
◉ Mentor key players, and
◉ Design...
Created by Dr. Anthony Luke M.P.H., M.D.
Board certified in primary care for sports
medicine:
◉ UCSF Concussion and Brain ...
Evaluation Services
3D Motion Evaluation
- Data Collection,
approximately 1 hour.
- Analysis, approximately
1/2 hour with ...
SWOT ANALYSIS
S
O
W
T
Strengths
- Expertise.
- University support.
- Customers.
Opportunities
- Univ. partnerships.
- Lice...
TOWS MARTIX
S
O
W
T
Min – Min
- Hire new management.
- Cut ties with university.
- Create new IP from scratch.
- Make less...
Data in Decision Making
Market
Not large
Large Market type
Existing
Resegment
New
Business
models
Price
Change
No change
C...
Market
Market
Not large
Large Market type
Existing
Resegment
New
Business
models
Price
Change
No change
Cost
Change
Labor
...
29,200,000Runners/Joggers
- National Sporting Goods Association
63%
$90+ on shoes
73.5%
$120+ on apparel
3%
5%
9%
21%
25%
37%
>$25k
$25k<$35k
$35k<$50k
$50k<$75K
$75K<$100k
$100k<$150K
-...
54.4%Took 4 or more days off in the last 12 months because of an injury.
– National Runners Survey
Market Type
Market
Not large
Large Market type
Existing
Resegment
New
Business
models
Price
Change
No change
Cost
Change
L...
Market Type
◉ Existing
- Known needs.
- Known customers.
- Known Business.
Models.
- Known basis of
competition.
◉ Resegme...
Market Type
◉ No Google or Arthur Murray in the space.
◉ No ‘apps’ from Nike, etc. at the time.
◉ Existing researchers in ...
Market Type
◉ Existing
- Known needs.
- Known customers.
- Known Business.
Models.
- Known basis of
competition.
◉ Resegme...
Business Model
Market
Not large
Large Market type
Existing
Resegment
New
Business
models
Price
Change
No change
Cost
Chang...
Business Model Canvas
Key Partners
- Universities
- Research
Inst.
- USATF
- Video game
Consoles?
- National
fitness
chain...
Value Proposition Validated
◉ 3D and other evaluations helps improve locomotion thus
preventing injury (cohort study and c...
Problem
3d testing works, but:
- Cost = Expensive:
~ $ 500,000 dollars is needed to create the facility, buy
imaging equip...
Identify and Validate
Market
Not large
Large Market type
Existing
Resegment
New
Business
models
Price
Change
No change
Cos...
Key Activities
Business
model
Price to end
user
Survey
Change
No change
Cost Study
Change
Labor
Study
Doctor
Technician
Ma...
Testing Price
Survey
◉ Voluntary email survey.
◉ Survey Monkey to facilitate.
◉ To provide context, the survey covered demographic,
inco...
Demographics and Feedback
- 84 complete survey responses.
- 42% of respondents were male and
- 57% female.
- Average age w...
Pricing
◉ Former clients were asked:
“ Since RunSafe incorporate 4
specialists into a single
integrated session at one
loc...
Key Activities
Business
model
Price to end
user
Survey
Change
No change
Cost Study
Change
Labor
Study
Doctor
Technician
Ma...
Testing Cost Reduction
2D Study
Hypothesis: “we can analyze the 2 dimensional (2D) video capture
and compare the assessment to 3 dimensional (3D)...
2D Study
◉ CHR approved for full research project (IRB #: 11-05907)
on 3/18/2011
◉ Pilot study for 20 subjects and validit...
2D Study
2D Study
◉ Preliminary findings demonstrated that physicians looking
at video could approximate many of the 3D observation...
Key Activities
Business
model
Price to end
user
Survey
Change
No change
Cost Study
Change
Labor
Study
Doctor
Technician
Ma...
Validation
Market
Not large
Large Market type
Existing
Resegment
New
Business
models
Price
Change
No change
Cost
Change
La...
Business Models
Business
models
Direct
Clinics
Franchise
Wholly
owned
Licensing
Clinics
Other
Direct to
Consumer
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Runsafe case study v2

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Business case study for the Runsafe program at the University of California at San Francisco (UCSF) to explore the commercial viability of their technology.

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Runsafe case study v2

  1. 1. RUNSAFE CASE STUDY Data Driven Decision Making
  2. 2. RunSafe™ is a medically-based, high-end, add-on injury prevention and performance improvement program for running.
  3. 3. UCSF CTSI – Catalyst Program ◉ Hired by UCSF (2011) ◉ Evaluate technology and business, ◉ Mentor key players, and ◉ Design a phased customer development plan. http://ctsi.ucsf.edu/catalyst
  4. 4. Created by Dr. Anthony Luke M.P.H., M.D. Board certified in primary care for sports medicine: ◉ UCSF Concussion and Brain Injury Program, ◉ UCSF Human Performance Center, ◉ UCSF Sports Medicine Center, and ◉ UCSF RunSafe Clinic.
  5. 5. Evaluation Services 3D Motion Evaluation - Data Collection, approximately 1 hour. - Analysis, approximately 1/2 hour with a Dr. or trained medical student. - Recommendations, provided in a report encouraging changes in the clients motion and habits. Physical Therapy The goal of the physical therapy screening is to conduct a screen of strength, flexibility, range of motion, and balance/ proprioception tests as they relate to potential injuries for runners. Nutrition The purpose of the nutrition screening is to help the client learn how nutrition can optimize both their performance and recovery. Foot and Footwear The goal of the foot and foot wear screening is to evaluate the morphology of the foot, discuss with current footwear, periodic or chronic problems, and teach clients how to best select footwear that match their habits, needs and goals.
  6. 6. SWOT ANALYSIS S O W T Strengths - Expertise. - University support. - Customers. Opportunities - Univ. partnerships. - Licensing. - Derivative products and services. Weaknesses - Lack of startup experience. - University involvement. Threats - Protectability. - Lack of Regulation.
  7. 7. TOWS MARTIX S O W T Min – Min - Hire new management. - Cut ties with university. - Create new IP from scratch. - Make less dependent on expertise. Min – Max - Create partnerships with other univ. - Hire new management. - Create new IP Min – Max - Use expertise to enhance existing IP - Encourage univ. Support, but remove from decision making. - Use existing customers and data to improve IP. Max – Max - Improve experts bus. Skills - Leverage Univ. support for $, IP and partnerships. - Push for regulation. - Use existing customers and data to improve IP.
  8. 8. Data in Decision Making Market Not large Large Market type Existing Resegment New Business models Price Change No change Cost Change Labor Technology No change Make things as quantitative as possible.
  9. 9. Market Market Not large Large Market type Existing Resegment New Business models Price Change No change Cost Change Labor Technology No change
  10. 10. 29,200,000Runners/Joggers - National Sporting Goods Association
  11. 11. 63% $90+ on shoes 73.5% $120+ on apparel 3% 5% 9% 21% 25% 37% >$25k $25k<$35k $35k<$50k $50k<$75K $75K<$100k $100k<$150K - National Runners Survey Household Income
  12. 12. 54.4%Took 4 or more days off in the last 12 months because of an injury. – National Runners Survey
  13. 13. Market Type Market Not large Large Market type Existing Resegment New Business models Price Change No change Cost Change Labor Technology No change
  14. 14. Market Type ◉ Existing - Known needs. - Known customers. - Known Business. Models. - Known basis of competition. ◉ Resegment - Monopoly/Duopoly own large part of existing market. - Niche opportunity. - Low cost opportunity. ◉ New - New class of product/customer. - Previously unavailable. - Innovation needed.
  15. 15. Market Type ◉ No Google or Arthur Murray in the space. ◉ No ‘apps’ from Nike, etc. at the time. ◉ Existing researchers in the field. ◉ Coaching: - RRCA - USATF
  16. 16. Market Type ◉ Existing - Known needs. - Known customers. - Known Business. Models. - Known basis of competition. ◉ Resegment - Monopoly/Duopoly own large part of existing market. - Niche opportunity. - Low cost opportunity. ◉ New - New class of product/customer. - Previously unavailable. - Innovation needed.
  17. 17. Business Model Market Not large Large Market type Existing Resegment New Business models Price Change No change Cost Change Labor Technology No change
  18. 18. Business Model Canvas Key Partners - Universities - Research Inst. - USATF - Video game Consoles? - National fitness chains? Key Activities - Evaluations - Business Development/Sales - Customer service - Software dev.? Key Resources - Research data - IP - Expertise - Software? Value Prop - Prevent Injury - Improve performance - Bring in new patients/custo mers (halo effect). Customer Relationships - Direct (via clinic) - Licensing - Franchise - Direct (software) Customer Segments - Runners - Hospitals - Coaches Cost Structure - Evaluations (salaries, facilities, equipment) - PR/BD/Sales - Software Dev. Revenue Streams - Pay for evaluation - Annual licensing/franchise fee - Software sales/subscription Channels - Universities - National fitness chains - Video Game consoles - USATF - Coaches
  19. 19. Value Proposition Validated ◉ 3D and other evaluations helps improve locomotion thus preventing injury (cohort study and case studies). ◉ People are paying for it. ◉ Word-of-mouth and referrals are getting new customers.
  20. 20. Problem 3d testing works, but: - Cost = Expensive: ~ $ 500,000 dollars is needed to create the facility, buy imaging equipment, and license imaging software. Additionally, there is a need to employ M.S. or higher degree level facilitators that run data collection, analyze data, interface with clients and make recommendations. - Revenue = customers pay below cost ($300).
  21. 21. Identify and Validate Market Not large Large Market type Existing Resegment New Business models Price Change No change Cost Change Labor Technology No change
  22. 22. Key Activities Business model Price to end user Survey Change No change Cost Study Change Labor Study Doctor Technician Machine Study Doctor Technicians Technology 3D 2D Human Machine Camera Kinect No change
  23. 23. Testing Price
  24. 24. Survey ◉ Voluntary email survey. ◉ Survey Monkey to facilitate. ◉ To provide context, the survey covered demographic, income, running experience, feelings about their experience with RunSafe and pricing.
  25. 25. Demographics and Feedback - 84 complete survey responses. - 42% of respondents were male and - 57% female. - Average age was 43.6 with a range of 23 to 65. - Most clients were in an income bracket >$151K. - Running for fitness (38.8%) - Runners running races were mainly experienced runners (7 or more races) (42.9%). - Based on the survey responses, a majority of the clients have participated in other types of running programs, suggesting that this is an educated group of runners who have tried other assessments and find value in RunSafe.
  26. 26. Pricing ◉ Former clients were asked: “ Since RunSafe incorporate 4 specialists into a single integrated session at one location, how much would you be willing to pay given the time can cost savings?”
  27. 27. Key Activities Business model Price to end user Survey Change No change Cost Study Change Labor Study Doctor Technician Machine Study Doctor Technicians Technology 3D 2D Human Machine Camera Kinect No change
  28. 28. Testing Cost Reduction
  29. 29. 2D Study Hypothesis: “we can analyze the 2 dimensional (2D) video capture and compare the assessment to 3 dimensional (3D) analysis in order to identify statistically relevant deviations in diagnosis between methods, address any shortcomings in the 2D analysis and seek methods to mitigate downside risks.”
  30. 30. 2D Study ◉ CHR approved for full research project (IRB #: 11-05907) on 3/18/2011 ◉ Pilot study for 20 subjects and validity study for 2D versus 3D with two experienced physicians. ◉ Subjects were evaluated with 3D and 2D simultaneously. ◉ Physicians would evaluate the 2D and their observations were compared to the 3D capture.
  31. 31. 2D Study
  32. 32. 2D Study ◉ Preliminary findings demonstrated that physicians looking at video could approximate many of the 3D observations. ◉ There were a few notable exceptions, but it may due to the small sample size of the pilot.
  33. 33. Key Activities Business model Price to end user Survey Change No change Cost Study Change Labor Study Doctor Technician Machine Study Doctor Technicians Technology 3D 2D Human Machine Camera Kinect No change
  34. 34. Validation Market Not large Large Market type Existing Resegment New Business models Price Change No change Cost Change Labor Technology No change
  35. 35. Business Models Business models Direct Clinics Franchise Wholly owned Licensing Clinics Other Direct to Consumer

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