1. Opportunity Analysis Project
11/20/2012

2. Main Idea
• To build a portable ultrasound device that is
easy to use, affordable and still has good
image quality for correct diagnosis.
• The device would fill the gap that are not
targeted by present existing models.
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3. Team
• Pi Sheng Chang
• Co-founder – Responsible for hardware and
software/firmware development, product design,
device prototyping and system integration.
• Peter Chang
• Co-founder – Responsible for product marketing,
operations, manufacturing oversight, FDA regulatory
compliance certification and quality assurance.
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4. Market Analysis
• Total Global Ultrasound Market: $5B (2009)
• U.S. market size: 22%, Europe: 32%
• Compound annual growth rate (CAGR, 2009):
• Worldwide: 6.5%, China: 9.3%, U.S.: 1%,
Europe: 1%
• Hand carried CAGR: 32%
• Portable CAGR: 17%
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5. Target Customers
• Worldwide unit shipment (2010):
• Cardiologists: 30810 units
• OBGYN: 38090 units
• Internal Medicine: 6893 units
• Radiologists: 47465 units
• Emergency Medicine: 4996 units
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6. Customers Feedback
• It needs to be easy to use: doctors are not usually trained as sonographers
to use the full potential of a ultrasound device. If the device is easier to
use and meet the doctors’ diagnostic expectations, doctors would use it
more often.
• It needs to be affordable: Cost is very sensitive to doctors. We need to
show how long is the return of investment (ROI) and how doctors can
charge for an exam using the device.
• The product needs better differentiation compared to existing products:
There are other portable ultrasound devices in the market. It is not very
clear how the proposed product differentiate from those.
• How can it help the doctors to make better diagnosis: Currently,
ultrasound imaging is only requested when there is a suspicion of a
problem. Early detection is missed if there is no suspicion. An ultrasound
scan from the test order to getting the results could take weeks. Having
the device in the doctors’ office could shorten the time of getting the
results to hours. It is akin to instant gratification.
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7. Business Model Changes
• Targeted customer segment should be limited
to those for whom the portable device is more
useful: Internal medicine doctors, doctors in
rural areas, emergency medicine doctors,
military doctors, etc.
• The portable device should be easy to use in
the office and in the field. Product
differentiation should be focused on ease of
use, image quality and portability.
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8. Nexus Product
Breakthrough advances in user interface and workflow
Breakthrough advances in user interface and workflow
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