Presentation examples for class 4 customer segments


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  • Piggyback on infrastructure
  • While we have looked at one company in the market, lets take a broader look at the entire market.The US protein expression kit market was estimated at 200 M in 2008 and had experienced 20% growthThe global market for cells and cells lines was over 1.4B in 2011 and experiencing 10% growth
  • What oncologists do, what pathologists do. Focus on oncologists.Need a new approach to get interviews with oncologists. Hit the rolodex, plan interviews far in advance, daisy-chain to new contactsPathologists do not order tests, and usually don’t decide where to source a test from, so are less important to our business
  • Opportunity to innovate in the EHR Future of medicine is in EHR no competitive products that are compatible with HERIs a great opportunity and we need to understand how to capitalize and offer the first an only HER enabled pumpNew CPT code $2-3MM; Approval not guaranteed ~2-3 years review process (lost sales)
  • Then I will say that until now, we had been focusing on Tech Development and Integrated Bio/Chem companies like DSM, Elevance, Solazyme. After talking to some of these companies, we realized that we need to shift our focus!
  • 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.
  • Presentation examples for class 4 customer segments

    1. The Lean LaunchPadPresentation examplesused inClass 4 - Customer Segments 07/02/12
    2. Customer Segment Examples
    3. Meet Xing XieInternational Graduate Student at Stanford • Engineering graduate student – Receives financial package to cover tuition, fees, insurance and living expenses Xing Art • Chinese 4-2-1 family – No siblings, spoiled by parents – High disposable income • 1st time to America – No credit score, SSN, or US address – Strong ties to his community in China • Academically responsible – Completes all homework on time • Financially responsible – Pays all bills on time and in full • Social network is similarly responsible
    4. Results: Our Customers • Professional Kite Surfers • Solely concerned with performance • Average Kite Surfer • Performance and cost sensitive • “One less thing to carry” effect • Prospective Kite Surfer • Cost sensitive • Learning barrier
    5. Customer Archetype: Joe “Dude” Marrama • Loves to ski, surf, rock climb • Salary ~100K/year • Looking for something to do when the surf’s blown out • Intimidated by cost and learning curve of kiting “Companies need to offer more entry level packages." Matt Sexton Founder Collegiate Kiteboarding Association
    6. ™ Customer Workflow Phase I: Phase II: Phase III: Phase IV: Design Prototyping Manufacturing Final Product 6-8 weeks 3-4 weeks 8-12 weeks 3-4 weeks5/23/2012 6
    7. IT The Gov’tsubsidi Water Ecosystem es systems Nutrient manageme nt Planting/tilling/harvest Heavy Farmers equipmen tHungryfolks or Seed cars banks, Ag-Bio Regulato ry fees $$ Mitigate fines
    8. CustomerSegments• Commercial Institutions: – Primary Market – $1.4B (Globally) – License and Revenue sharing agreements• Academic Labs: – Secondary Market – Increase Visibility of Tech – $140 M (North America) – Product Sales
    9. The Problem Missing out Lonely Left aside Disconnected Frustrated Multitasking I’m busy Living different lives Send each other things Laugh less through email/text Planning the next visitMany short call Everything is an effortthroughout day Post-poning couple time Don’t communicate trivial things
    10. Design ArkaSources and Heat Exchanger Technical Lights Manufacturer Experts Division? Partnership? Market Market …
    11. Determining our customersOncologist PathologistPatient management Sample management• Oncologists decide • Pathologists perform in- what tests to order, house tests and when, and how often facilitate contracts with service providers• Primary customer • Less important 12 12
    12. Use and Payment Model (Hospital) Hospital Oncologists Patient $ HospitalCROs Pathology HMO 2 $ Lab Decider 1 $ Influence r $ Buyer / CanScan Payer Class 3 - Update 2.6.2012
    13. Reimbursement Model 3 Private CMS 3 payer/MAC 4 2 Hospital / Clinic 2 Lab Advisory Oncologists ASCO / Committee 2 NCCN 1 5 CanScan1 Generate physician 12 interest lobbies Physician3 payer/hospital reimburses Regional payer Influence4 National CMS coverage Payment5 decided reimburses Hospital Sets rate CanScan Class 4 - Update 2.13.2012
    14. Health insurance reimbursement is a necessary precondition for hospitals to use our service Private insurance or Medicare reimbursement requires: Evidence of • Double-blinded, placebo controlled clinical trial with several hundred participants will be needed Clinical Utility − Must demonstrate the detection is accurate and repeatable − Must demonstrate improved decision-making ability for physician linked to better patient outcomes Assignment of • Codes are assigned by the AMA (CPT code) and CMS (HCPCS code) semi-annually with editorial panel approval a Billing Code (12-18 mo) − CanScan’s likely coding: HCPCS Level II or CPT category III* − VeridexCellSearch received code in Nov. 2011 for CTCs − CanScan will likley need new code (non-immunologic)* Coding used for non-FDA approved service billed by suppliers other than physicians Class 4 - Update 2.13.2012
    15. 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
    16. What We Found: Value Chain PatientsCPT reimbursementPump $13,305 Pay for coverage Service providedSurgical Kit $2887Refill Kit $200 Hospitals / Fluid Synchrony Insurance Clinics Product Hospital purchase Reimbursement 17
    17. Position in Value Chain OmegaChem
    18. Value Proposition, Customer Segments: Results Surfactants: new market ($24bn) Monomer Monomer manufacturer “Have you manufacturer considered surfactants Polymer space?” formulator Polymer Surfactant - DSM formulator Formulator Polymer Polymer Surfactant user user user Consumer facing Consumer facing company company Consumer Consumer
    19. Product and Payment Flows $250 $200 Year unit Cosmetics DepartmentContractManufacturer MySkin Tech Firm or Spas / Stores Salons orSales 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 20
    20. Sourcing for Expanded Product Offering Electronic Health Fluid Synchrony OEMS Records Electroni Support Pump + Bundled c ServicesControlle Kits Records r Hospitals (Anesthesiologists Patients Neurosurgeons) Pain Clinic (Anesthesiologists Neurosurgeons) 21