3. Meet Xing Xie
International 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
7. IT The
Gov’t
subsidi Water Ecosystem
es systems
Nutrient
manageme
nt
Planting/tilling/harvest Heavy
Farmers equipmen
t
Hungry
folks 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 visit
Many short call Everything is an effort
throughout day Post-poning couple time
Don’t communicate trivial things
10. Design Arka
Sources and Heat Exchanger
Technical Lights Manufacturer
Experts
Division?
Partnership?
Market
Market
…
11.
12. Determining our customers
Oncologist Pathologist
Patient 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
13. Use and Payment Model (Hospital)
Hospital
Oncologists
Patient
$ Hospital
CROs Pathology HMO
2 $
Lab
Decider
1 $ Influence
r
$ Buyer /
CanScan Payer
Class 3 - Update 2.6.2012
15. 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
16. What We Found: Patient Care Flow
Electronic 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/
Patient
Discharged reprogrammin
g Hospitals
(Anesthesiologists
Neurosurgeons)
Trial period/
Scheduled
Home
follow-up
setting
- Process shortened to days
- Improves outcomes
17. What We Found: Value Chain
Patients
CPT reimbursement
Pump $13,305 Pay for coverage
Service provided
Surgical Kit $2887
Refill Kit $200
Hospitals /
Fluid Synchrony Insurance
Clinics
Product Hospital
purchase Reimbursement
17
19. 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
20. Product and Payment Flows
$250
$200 Year
unit
Cosmetics Department
Contract
Manufacturer
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
21. 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
Editor's Notes
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.