MacMedia - Tollgate 2

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Enterprise project Assessment

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MacMedia - Tollgate 2

  1. 1. Today’s Agenda •Business Strategy •Business Plan •Competition •Go-to-Market Plan
  2. 2. MacMediaAn internet channel support forAcademic Detailing delivery Luis Quiroz MEEI Candidate
  3. 3. Business Strategy: Current Situation Year 1 2 3 4 5 Projected No of Canada physicians 66,405 67,593 68,782 69,970 71,158 Market Size for A.D. rating 0.69 45,819 46,639 47,460 48,279 49,099 Web-based A.D Technology Factor 0.63 28,866 29,383 29,900 30,416 30,932 Adjustment for adoption rate 4,089 6,515 10,375 16,519 26,293 Year 1 2 3 4 5 Projected No of Ontario physicians 24,115 24,567 25,019 25,471 25,923 A.D. Rating 0.69 16,639 16,951 17,263 17,575 17,887 Market Size for Web-based A.D Technology Factor 0.65 10,816 11,018 11,221 11,424 11,626 Adjustment for adoption rate 1,532 2,443 3,894 6,204 9,882 Year 1 2 3 4 5 Proportion of adoption 14.17% 22.17% 34.70% 54.31% 85.00% Adoption Rate Adoption rate in Effective year 5 85.00% (datum) growth 500% (datum) Annual growth of adoption Years 4 (datum) rate 56.51%
  4. 4. Business Strategy: Analysis KEY FINANCIAL PROJECTIONS (in thousand CAD) Advertisers’ Reasons Y1 Y2 Y3 Y4 Y5 expectationsEnd-Users 1,200 1,913 3,050 4,859 7,740 •Service needs to •Service must be be testedRevenues $ 242.40 $ 463.71 $ 739.32 $ 1,177.82 $ 1,876.18 attractive •Unknown marketExpenses $624.38 $655.60 $780.25 $868.72 $1,239.41 •Steady growth responseNet Profit ($381.98) ($191.89) ($40.93) $ 309.11 $ 636.77 •Stable online •See to believeCash Balance before community attitudefinancing ($381.10) ($191.39) $41.33 $354.87 $681.98Financing $ 400.00 $ 300.00Cash Balance after financing $ 18.90 $ 108.61 $ (48.68) $ (45.85) $ 281.26Ending Cash (Accumulated) $ 30.90 $ 139.51 $ 90.83 $ 44.98 $ 326.24 KEY FINANCIAL PROJECTIONS (in thousand CAD) Academic Detailing Reasons Y1 Y2 Y3 Y4 Y5 expectationsEnd-Users 500 625 781 977 1,221 •Academic DetailingRevenues $ 242.40 $ 151.50 $ 189.31 $ 236.82 $ 295.97 needs to be promoted in OntarioExpenses $624.38 $639.99 $752.75 $739.01 $767.75 •Conservative number of enrolments •Unknown marketNet Profit ($381.98) ($488.49) ($563.44) ($502.19) ($471.78) responseCash Balance before •Conservative rate offinancing ($381.10) ($487.99) ($481.17) ($456.43) ($426.57) growth •Service needs to be displayed &Financing $ 400.00 $ 300.00 testedCash Balance after financing $ 18.90 ($187.99) ($571.19) ($857.14) ($827.28) •Limited resources have been allocatedEnding Cash (Accumulated) $ 30.90 ($157.09) ($728.28) ($1,585.42) ($2,412.70) for similar programs
  5. 5. Analysis of the Situation: A.D. Ontario Service Expectations Reasons •Conservative number of •Academic Detailing needs to be promoted in enrollments Ontario •Conservative rate of growth •Unknown real market response •Service needs to be presented and tested for web-based service •Unknown amount of resources effectively allocated from sources Direct Impact on Financial Model Infrastructure Growth Service costs Attractiveness Revenues cover a •Drastically below market •Outside the range of advertisers’ fraction of tendency in Ontario interest to choose for this web-based infrastructure costs channel
  6. 6. Analysis of the Situation: Conclusion Different Areas of Ways to Establishment Views Uncertainty Reduce of Metrics Uncertainty •Number of familyAcademic Conservative physicians enrolled inDetailing expectation of •Service needs to •Building trust the serviceService growth be presented and tested •Physician enrollment rate growth •Unknown real •Creating awareness market response •Number of one-hour sessions requiredAdvertisers High and demanding rate •Testing the service of enrollment & •Number of sponsors growth attracted per advertising package
  7. 7. Alternatives Paths for the Market Launch Alternative Pros Cons •Unexpected challengesEstablish the service Know impressions directly from •Face inefficiencies not customers & end-users previously uncovered •Lack of learning curve •Waste of resourcesPerform more Market Customers & Lack of service experience &Research end-users insights about the expected feedback serviceBuild a prototype •Not costly Functionality is not fully tested •Controlled trial •Expose to real environmentTeam up with the (Knowledge, system channel,Academic Detailing in interactive technology, advertising,Ontario for a Pilot end-users) Add extra costs to the entireEducation Program •Learn from inefficiencies due to project materials, processes and learning curve •Optimize and refine the service •Reduce uncertainty •Compare metrics •Promote the service
  8. 8. Strategic Path for the Market Launch System Development Full SystemCost Visual Pilot Education Pilot Education Full Scaled & Program Program Service in Functional Year 1 Prototype Time 6 months 1 year 1 year Continuing Market Research & Voice of the Customer Academic Detailing Academic Detailing Pilot Program in Ontario Launch
  9. 9. Strategic Path for Market Launch Visual & Pilot Education Pilot Education Full Functional Program Program System PrototypeDuration 6 months 1 year 1 year ContinuingRecruitment 100 200 500 >500ObjectiveNo. of Physicians 100 300 800 >1,300enrolledNo. of Advertisers 1 3 >6participatingHeadquarters McMaster Family Practice - West End Clinic (CBRT) - Hamilton Own rental officeArea of promotion West End Clinic Kitchener-Waterloo Brampton (CBRT) Mississauga& expansion (CBRT) Hamilton (CBRT) & area & area Hamilton/ Niagara corridorProspective 2,400 990 828 1,474physicians in thearea (1997)*CBRT (Community Based Residency Training): It is provided by McMaster Family Practice.CBRT provides residents with the opportunity to train in a ”typical” community practice* McMaster University, 2008. The Ontario Physician Human Resources Data Centre
  10. 10. Visual & Functional Prototype •Create a verification tool for design and functionalityPurpose •Converge toward a system acceptable to all users and feasible for developers •Unified Process Cycle (UPC)Development Emphasis on Elaboration & Construction phasesTechniques •Rapid Application Development (RAD) A team approach that works in a continuous design process and makes necessary modifications as the design evolvesDeliverables Interface designs, screen shots, simulated functions found in physicians, Academic Detailing and Advertisers modules (Software Development Plan, Software Requirement Specification)Ways to CDs and computer walk-throughsdeliverSupported by Surveys and VOC Staff Systems Engineer Programmer Analyst Project Manager Requirement 1 1 1 Time Allocated 40 hours 150 hours 20 hoursResources Estimate Costs CAD 1,400 CAD 3,875 CAD 800 Estimate Costs for CAD 6,000 Subtotal CAD 12,075 Equipment & Software 10% additional CAD 1,811 Estimate Total CAD 13,886 (visits, transportation) Costs
  11. 11. Pilot Education Program •Test the system under real environment and correct deficienciesPurpose •Gain learning curveDevelopment •Unified Process Cycle (UPC)Techniques Emphasis on Construction & Transition phases •Rapid Application Development (RAD) A team approach that works in a continuous design process and makes necessary modifications as the design evolvesDeliverables System Documentation, Functional Description Package, Quality Control Plan,Ways to Live sessionsdeliverSupported by Surveys and VOC Staff Systems Engineer Programmer Analyst Project Manager Recruiter/ Promoter Requirement 1 2 1 1 Time Allocated 80 hours (1 yr) 310 hours (1yr) 45 hours (1 yr) 200 hours + 500 hoursResources Estimate Costs CAD 2,800 (x2 yrs) CAD 7,750 (x2 yrs) CAD 1,800 (x2 yrs) CAD 9,100 Purchase of CAD 1,500 Subtotal CAD 35,300 server 10% CAD 3,530 Estimate Total Costs CAD 38,830 Contingency
  12. 12. Pilot Education Program: Detailers Pilot Education Program Year 1 Year 2 Physicians 300 800 Enrolled Sessions of one- 900 hrs 2,400 hrs hour a year: 3 Number of Detailers per Category Full-Time - 2 Part-Time 2 2 Funding Required to pay detailers (in thousand CAD) Full-Time $500.00 Part-Time $250.00 $321.46 Total funding $250.00 $821.46 Required
  13. 13. The Organization Visual & Pilot Education Service Functional Program Launch Prototype System 1 1 Engineer Programmer 1 1 2 Analyst Project 1 1 Manager Recruiter/ 1 Promoter Sales Staff 1 Office 1 Administrator Manager 1 Total 3 4 5
  14. 14. Evaluation: Continue vs. Close out Assessed Area Criteria •Enrollment objective was achieved Business Perspective •Service growth was in line with market tendency •Hours of education estimated were accomplished and fully covered •Number of participating advertisers was accomplished •Confirm advertisers commitment to pay for the service MacMedia System •System inefficiencies were corrected • All users gained exposure to the system •Proven influence on physicians in prescribing certain recommended Academic drugs Detailing Content & Interventions •Proven influence on physicians to apply knowledge on patients (Patient list) •Impact on time and motion •Evaluation & feedback on sessions, materials and interventions
  15. 15. Marketing Strategy Area Strategy Service •Create prototype •Articulate with A.D. in a pilot education program • Apply more market research and VOC Place •Use of the Family Medicine infrastructure in CBRT (Community Based Residency Training) and surrounding areas •Move to own headquarters during service launch •Create awareness by visiting physicians personally Promotion •Invite health care professionals by using physicians databases •Hire a service promoter for pilot education program •Invite advertisers to try and test the service Prices •No charge during the first year of pilot •Pursue commitment from advertisers to enroll as service sponsors during second year of pilot
  16. 16. The Competition Area Strategy Service •Create prototype •Articulate with A.D. in a pilot education program • Apply more market research and VOC Place •Use of the Family Medicine infrastructure in CBRT (Community Based Residency Training) and surrounding areas •Move to own headquarters during service launch •Create awareness by visiting physicians personally Promotion •Invite health care professionals by using physicians databases •Hire a service promoter for pilot education program •Invite advertisers to try and test the service Prices •No charge during the first year of pilot •Pursue commitment from advertisers to enroll as service sponsors during second year of pilot
  17. 17. Thanks for your attention

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