Lecture 3 NSF I-Corps March 2012 customers

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  • Opportunity to innovate in the EHR Future of medicine is in EHR no competitive products that are compatible with HER Is a great opportunity and we need to understand how to capitalize and offer the first an only HER enabled pump New CPT code $2-3MM; Approval not guaranteed ~2-3 years review process (lost sales)
  • This is how our product would be deployed in the cosmetic market and how the money flows … This only possible because we can offer and inexpensive and simple device that can be broadly deployed. The example of the market size is taken from Prestige and In-home sales.
  • Lecture 3 NSF I-Corps March 2012 customers

    1. DesignSources and Heat Exchanger Technical Manufacturer Experts
    2. Payment Insurance Doctor Company MedicalPayment Services Data Service Service Provider Patient In House Care ServicesPayment GlucoSentient
    3. What We Found: Patient Care FlowElectronic Partners/ Health Fluid Synchrony OEMS Records Electroni Support Pump + Bundled c ServicesControlle Kits Actionable feedback Records r to doctors/institutions E-prescription / closing loop Surgery/Rx/ PatientDischarged reprogrammin g Hospitals (Anesthesiologists Neurosurgeons)Trial period/ Scheduled Home follow-up setting - Process shortened to days - Improves outcomes
    4. What We Found: Value ChainCPT reimbursementPump $13,305 Pay for coverage Service providedSurgical Kit $2887Refill Kit $200 Fluid Synchrony Product Hospital purchase Reimbursement 4
    5. Product and Payment Flows $250 $200 Year unit Cosmetics DepartmentContractManufacturer MySkin Tech Firm or Spas / Stores or Salons Sales Reps Increased $500 - $1K Sales unit Consumer MySkinTone Product Money Cosmetics Cosmetic Money• B2B2C customer relationship• MySkin Technology customer are also strategic partners• Instrument is simple and inexpensive enough for broad deployment 5
    6. Precursor Synthesis Precursor in Cassette Cassette (device) Finished product 6I-Corps Final Presentation 12/14/11
    7. Sourcing for Expanded Product Offering Electronic Health Fluid Synchrony OEMS Records Electroni Support Pump + er er Bundled c ServicesControlle Kits tn tn Records r P ar P ar Hospitals (Anesthesiologists Patients Neurosurgeons) Pain Clinic (Anesthesiologists Neurosurgeons) 7
    8. The Lean LaunchPad Lecture 3: Customers Steve Blank Jon Feiber Jon Burke Jerry Engel #leanlaunchpad
    9. Agenda• Team Bus Model Presentations• Customer Segment – Business model = b-to-b, b-to-c, b-to-b-to-c – Ecosystem= payers, users, saboteurs, advocates
    10. VALUE PROPOSITIONSwhat are you offering them? what is that getting done for them? do they care? images by JAM
    11. CUSTOMER SEGMENTSwhich customers and users are you serving? which jobs do they really want to get done? images by JAM
    12. CUSTOMER SEGMENTSwhich customers and users are you serving? which jobs do they really want to get done? images by JAM
    13. Where we are…
    14. TestHypotheses:• Problem• Customer• User• Payer
    15. Test Hypotheses: • ProblemDon’t Confuse • CustomerCustomer • Userwith the Sales • PayerChannel!
    16. Who’s The Customer?
    17. Canvas (11/15/11) Chronic Pain v7 FS Team Trade shows • Personalized relief Training Patients Formulary Acceptance • ComfortKOLs Clinical data FDAFoundations • Efficient patient Clinicians management Support CMS (Medicare)Advocacy Groups • Dosing flexibility • Simpler surgeryOEMs (placement) InstitutionsElectronic health IP Access to high-value Hospitalsrecord providers therapies and Proprietary pharmacoeconomics knowledge Pain clinics Payors/ICA Human pharmacoeconomics Resources Product Dev Costs Unit sales Manufacturing Costs Support ServicesMarketing Costs FDA/Clinical Trials Bundled kits Electronic records 17
    18. Canvas (11/15/11) Chronic Pain v7 FS Team Trade shows • Personalized relief Training Patients Formulary Acceptance • ComfortKOLs Clinical data FDAFoundations • Efficient patient Clinicians management Support CMS (Medicare)Advocacy Groups • Dosing flexibility • Simpler surgeryOEMs (placement) InstitutionsElectronic health IP Access to high-value Hospitalsrecord providers therapies and Proprietary pharmacoeconomics knowledge Pain clinics Payors/ICA Human pharmacoeconomics Resources Product Dev Costs Unit sales Manufacturing Costs Support ServicesMarketing Costs FDA/Clinical Trials Bundled kits Electronic records 18
    19. Business Canvas -
    20. Business Canvas -
    21. The Business Model Canvas Technical AssistancecGMP manufacturer SOPs for precursors (Image Atlas) RadiopharmaciesRadiopharmacies and drugs Accessibility (RCY) FDA regulatory supportNuclear Medicine and Recruit clinical sites Purity Equipment producersRadiology departments In vivo animal studies Speed Develop regulatory PET/SPECT Prescribing physicians plan for pre IND Multiplatform Technical assistance meeting Sensitivity (nca) Radiologist who perform ID cGMP CRO Pharmaceutical Specific compounds studies Fund-raising development companies General IP methodology for PoP data Direct sales of precursor Drug developers adding fluorine to lead compounds of IP R&D and clinical studies interest PoP data presented in journals and meetings Radiologists Regulatory plan Understanding of the regulatory process Sales of intermediates Contract cGMP precursor manufacture Salary, Rents Technology license Clinical trials Product license (royalty)
    22. The Business Model Canvas Technical AssistancecGMP manufacturer SOPs for precursors (Image Atlas) RadiopharmaciesRadiopharmacies and drugs Accessibility (RCY) FDA regulatory supportNuclear Medicine and Recruit clinical sites Purity Equipment producersRadiology departments In vivo animal studies Speed Develop regulatory PET/SPECT Prescribing physicians plan for pre IND Multiplatform Technical assistance meeting Sensitivity (nca) Radiologist who perform ID cGMP CRO Pharmaceutical Specific compounds studies Fund-raising development companies General IP methodology for PoP data Direct sales of precursor Drug developers adding fluorine to lead compounds of IP R&D and clinical studies interest PoP data presented in journals and meetings Radiologists Regulatory plan Understanding of the regulatory process Sales of intermediates Contract cGMP precursor manufacture Salary, Rents Technology license Clinical trials Product license (royalty)
    23. The Business Model Canvas - #1 Air Quality Landowners- Crew Training Improvement Wood wasteLandowners generators Secure feedstock Waste Removal C - Sequestration Blanket R.E.CreditsManufacturer IP Know How Relationships With Landowners Franchise Field Blanket sale/ Operation Franchise Service For Capital Waste Removal Fixed costs
    24. The Business Model Canvas - #1 Air Quality Landowners- Crew Training Improvement Wood waste PersonalLandowners Assistance generators Secure feedstock Waste Removal Biochar user C - Sequestration Industrial Blanket Marketing R.E.CreditsManufacturer Increased Soil Productivity with Biochar user IP Lower inputs Retail Gardening Know How Direct Distributors Reduce Run Off Sale Relationships Retail Biochar user With Agricultural Landowners Low cost Reliable Char Wholesale Biochar Biochar users Low cost source Energy Advocates Franchise Supply Field Blanket sale/ Distribution Franchise Sale of Biochar Operation Service For People Capital Waste Removal Fixed costs
    25. The Business Model Canvas - #1 Air Quality Landowners- Crew Training Improvement Wood waste PersonalLandowners Assistance generators Secure feedstock Waste Removal Biochar user C - Sequestration Industrial Blanket Marketing R.E.CreditsManufacturer Increased Soil Productivity with Biochar user IP Lower inputs Retail Gardening Know How Direct Distributors Reduce Run Off Sale Relationships Retail Biochar user With Agricultural Landowners Low cost Reliable Char Wholesale Biochar Biochar users Low cost source Energy Advocates Franchise Supply Field Blanket sale/ Distribution Franchise Sale of Biochar Operation Service For People Capital Waste Removal Fixed costs
    26. Contract Design Product 26 H2/HC Monitoring Provide Severe Shops + Development In Severe infrastructure EnvironmentSuppliers/Manufa Operators Production Environments Component cturers sourcing Domain Specific Research Efficiency Suppliers Institutes and Regulatory/Insuran (especially if R&D Journals ce is needed)Domain Suppliers, Applications Minimum Viable Regulatory and Product Government IP and Expertise Direct Chlorine Reliably detect Production Capital Assets species of interest Domain Specific Oil and Gas Easy to use Suppliers Power Sync with other Distributors Infrastructure maint. cycle Wireless(if volume) … Supplier Monitoring Fixed Economics Sensor Sales Services Sales and Royalties Marketing
    27. Contract Design Product 27 H2/HC Monitoring Provide Severe Shops + Development In Severe infrastructure EnvironmentSuppliers/Manufa Operators Production Environments Component cturers sourcing Domain Specific Research Efficiency Suppliers Institutes and Regulatory/Insuran (especially if R&D Journals ce is needed)Domain Suppliers, Applications Minimum Viable Regulatory and Product Government IP and Expertise Direct Chlorine Reliably detect Production Capital Assets species of interest Domain Specific Oil and Gas Easy to use Suppliers Power Sync with other Distributors Infrastructure maint. cycle Wireless(if volume) … Supplier Monitoring Fixed Economics Sensor Sales Services Sales and Royalties Marketing
    28. M a m m O p t ic st e p r a c t ic e p u r c h a s in g d e c is io n t r e
    29. M a m m O p t ic s p it a l p u r c h a s in g d e c is io n t r e e
    30. M a m m O p t ic sC u s t o m e r W o r k f lo w In s u r a n c e P a t ie PC P Ma mmog r R a d io lo g i nt O B /G a phy st YN T e c h n ic ia n H o s p it a l Ma mmOpt A d m in is t r a t io n ic s AC OG D o c to r AC S s p e c ia lt y c o m m it t e e
    31. Corporate CustomersBusiness to Business (B to B)
    32. What do they want you to do?• Increase revenue?• Decrease costs?• Get them new customers?• Keep up with or pass competitors?• How important is it?
    33. Market Type & Ignoring Customers• Existing Market?• Resegmenting an Existing Market? – niche or low cost• New Market?• When do I ignore customer feedback?
    34. Who’s the Customer in a Company?• User?• Influencer?• Recommender?• Decision Maker?• Economic Buyer?• Saboteur?• Archetypes for each?
    35. How Do They Interact to Buy?• Organization Chart• Influence Map• Sales Road Map
    36. Pass/Fail Signals & Experiments• How do you test interest?• Where do you test interest?• What kind of experiments can you run?• How many do you test?
    37. How Do They Hear About You?• Demand Creation• Network effect• Sales
    38. Consumer CustomersBusiness to Consumer (B to C)
    39. What do they want you to do?• Does it entertain them?• Does it connect them with others?• Does it make their lives easier?• Does it satisfy a basic need?• How important is it?• Can they afford it?
    40. Market Type & Ignoring Customers• Existing Market?• Resegmenting an Existing Market? – niche or low cost• New Market?• When do I ignore customer feedback?
    41. Consumer Customers• Do they buy it by themselves?• Do they need approval of others?• Do they use it alone or with others?
    42. How Do They Decide to Buy?• Demand Creation• Viral?• SEO/SEM• Network effect?• AARRR (Dave McClure)
    43. Pass/Fail Signals & Experiments• How do you test interest?• Where do you test interest?• What kind of experiments can you run?• How many do you test?
    44. The Consumer Sales Channel• A product that’s bits can use the web• But getting a physical consumer product into retail distribution is hard• Is Wal-Mart a customer?• More next week
    45. Multi-Sided MarketsBusiness to Business to Consumer (B to B to C)
    46. Who’s The Customer?• Consumer End Users, Corporate Customers Pay• Multiple Consumers• Etc.
    47. Multiple Customer Segments• Each has its own Value Proposition• Each has its own Revenue Stream• One segment cannot exist without the other• Which one do you start with?

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