Bright Photomedicine Columbia
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Bright Photomedicine Columbia
- 1. Development of portable device for pain relief without side effects Team: Marcelo Sousa Caroline Arede Interviews since last class: 11 Total # of interviews: 54
- 2. Key partners Selling partners • Research centers • Hospitals • Pharmacies • Doctors • Nurses • Physical therapists • Clinics • Insurance companies Suppliers • Maker spaces • Electronics companies • Engineers • Designers • Plastic materials Key activities • Software development • Hardware development • Clinical test • Hardware manufacturing • Sales • Distribution Value propositions Hospitals • Fewer patients occupying rooms Insurance companies • Fewer hospital costs Patients • Effective pain treatment • Pain treatment without: • Collateral effects • Addiction • Hospital visits • Surgeries Clinics • ? Physical therapists • ? Doctors • ? Customer relationships • Adds • Support team • Workshops Customer segments • Hospitals • Insurance companies • Patients • Clinics • Physical therapists • Doctors Key resources • Human resources • Network • Intellectual property • Financial Channels Hardware • Retail • Internet • Sales team Online treatment • Internet • App Treatment development • Sales agent Cost structure • People • Intellectual property • FDA • Prototyping • Production • Marketing Revenue streams • Direct sale • Renting • Consulting • Licensing Day 0 - Business Model Canvas
- 3. Silicon suppliers Electronics suppliers Distributor Internet Drugstores 1st Vision of the Product Flow
- 5. Key partners Selling partners • Research centers • Hospitals • Pharmacies • Doctors • Nurses • Physical therapists • Clinics • Insurance companies Suppliers • Maker spaces • Electronics companies • Engineers • Designers • Plastic materials Key activities • Software development • Hardware development • Clinical test • Hardware manufacturing • Sales • Distribution Value propositions Hospitals • Fewer patients occupying rooms Insurance companies • Fewer hospital costs Patients • Effective pain treatment • Pain treatment without: • Collateral effects • Addiction • Hospital visits • Surgeries Clinics • ? Physical therapists • ? Doctors • ? Customer relationships • Adds • Support team • Workshops Customer segments • Hospitals • Insurance companies • Patients • Clinics • Physical therapists • Doctors Key resources • Human resources • Network • Intellectual property • Financial Channels Hardware • Retail • Internet • Sales team Online treatment • Internet • App Treatment development • Sales agent Cost structure • People • Intellectual property • FDA • Prototyping • Production • Marketing Revenue streams • Direct sale • Renting • Consulting • Licensing Day 1 - Customer Segments & Value Proposition Too many value propositions These value propositions would require different products
- 6. Key partners Selling partners • Research centers • Hospitals • Pharmacies • Doctors • Nurses • Physical therapists • Clinics • Insurance companies Suppliers • Maker spaces • Electronics companies • Engineers • Designers • Plastic materials Key activities • Software development • Hardware development • Clinical test • Hardware manufacturing • Sales • Distribution Value propositions Hospitals • Fewer patients occupying rooms Insurance companies • Fewer hospital costs Patients • Effective pain treatment • Pain treatment without: • Collateral effects • Addiction • Hospital visits • Surgeries Clinics • ? Physical therapists • ? Doctors • ? Customer relationships • Adds • Support team • Workshops Customer segments • Hospitals • Insurance companies • Patients • Clinics • Physical therapists • Doctors Key resources • Human resources • Network • Intellectual property • Financial Channels Hardware • Retail • Internet • Sales team Online treatment • Internet • App Treatment development • Sales agent Cost structure • People • Intellectual property • FDA • Prototyping • Production • Marketing Revenue streams • Direct sale • Renting • Consulting • Licensing Day 1 - Customer Segments & Value Proposition Too many segments We would sell different products for different customers through different channels
- 7. Key partners Selling partners • Research centers • Hospitals • Pharmacies • Doctors • Nurses • Physical therapists • Clinics • Insurance companies Suppliers • Maker spaces • Electronics companies • Engineers • Designers • Plastic materials Key activities • Software development • Hardware development • Clinical test • Hardware manufacturing • Sales • Distribution Value propositions Hospitals • Fewer patients occupying rooms Insurance companies • Fewer hospital costs Patients • Effective pain treatment • Pain treatment without: • Collateral effects • Addiction • Hospital visits • Surgeries Clinics • ? Physical therapists • ? Doctors • ? Customer relationships • Adds • Support team • Workshops Customer segments • Hospitals • Insurance companies • Patients • Clinics • Physical therapists • Doctors Key resources • Human resources • Network • Intellectual property • Financial Channels Hardware • Retail • Internet • Sales team Online treatment • Internet • App Treatment development • Sales agent Cost structure • People • Intellectual property • FDA • Prototyping • Production • Marketing Revenue streams • Direct sale • Renting • Consulting • Licensing Days 2 & 3 - “Left side of the canvas” Turns out some partners were actually saboteurs Surgeons want to make surgeries, while hospitals and clinics want to have the equipment for themselves to sell
- 8. Key partners Selling partners • Research centers • Hospitals • Pharmacies • Doctors • Nurses • Physical therapists • Clinics • Insurance companies Suppliers • Maker spaces • Electronics companies • Engineers • Designers • Plastic materials Key activities • Software development • Hardware development • Clinical test • Hardware manufacturing • Sales • Distribution Value propositions Hospitals • Fewer patients occupying rooms Insurance companies • Fewer hospital costs Patients • Effective pain treatment • Pain treatment without: • Collateral effects • Addiction • Hospital visits • Surgeries Clinics • ? Physical therapists • ? Doctors • ? Customer relationships • Adds • Support team • Workshops Customer segments • Hospitals • Insurance companies • Patients • Clinics • Physical therapists • Doctors Key resources • Human resources • Network • Intellectual property • Financial Channels Hardware • Retail • Internet • Sales team Online treatment • Internet • App Treatment development • Sales agent Cost structure • People • Intellectual property • FDA • Prototyping • Production • Marketing Revenue streams • Direct sale • Renting • Consulting • Licensing Days 2 & 3 - “Left side of the canvas” Regulation in the USA is different There is a long process to get the required approvals
- 9. Key partners Selling partners • Research centers • Hospitals • Pharmacies • Doctors • Nurses • Physical therapists • Clinics • Insurance companies Suppliers • Maker spaces • Electronics companies • Engineers • Designers • Plastic materials Key activities • Software development • Hardware development • Clinical test • Hardware manufacturing • Sales • Distribution Value propositions Hospitals • Fewer patients occupying rooms Insurance companies • Fewer hospital costs Patients • Effective pain treatment • Pain treatment without: • Collateral effects • Addiction • Hospital visits • Surgeries Clinics • ? Physical therapists • ? Doctors • ? Customer relationships • Adds • Support team • Workshops Customer segments • Hospitals • Insurance companies • Patients • Clinics • Physical therapists • Doctors Key resources • Human resources • Network • Intellectual property • Financial Channels Hardware • Retail • Internet • Sales team Online treatment • Internet • App Treatment development • Sales agent Cost structure • People • Intellectual property • FDA • Prototyping • Production • Marketing Revenue streams • Direct sale • Renting • Consulting • Licensing Days 2 & 3 - “Left side of the canvas” Regulation in the USA is different To enter the market, we still need the patent and FDA approval
- 10. Key partners Selling partners • Research centers • Hospitals • Pharmacies • Doctors • Nurses • Physical therapists • Clinics • Insurance companies Suppliers • Maker spaces • Electronics companies • Engineers • Designers • Plastic materials Key activities • Software development • Hardware development • Clinical test • Hardware manufacturing • Sales • Distribution Value propositions Hospitals • Fewer patients occupying rooms Insurance companies • Fewer hospital costs Patients • Effective pain treatment • Pain treatment without: • Collateral effects • Addiction • Hospital visits • Surgeries Clinics • ? Physical therapists • ? Doctors • ? Customer relationships • Adds • Support team • Workshops Customer segments • Hospitals • Insurance companies • Patients • Clinics • Physical therapists • Doctors Key resources • Human resources • Network • Intellectual property • Financial Channels Hardware • Retail • Internet • Sales team Online treatment • Internet • App Treatment development • Sales agent Cost structure • People • Intellectual property • FDA • Prototyping • Production • Marketing Revenue streams • Direct sale • Renting • Consulting • Licensing Days 2 & 3 - “Left side of the canvas” During the interviews, we found some new costs In the US, the company pays for the clinical trials. There is also significant distribution costs
- 11. Key partners Selling partners • Research centers • Hospitals • Pharmacies • Doctors • Nurses • Physical therapists • Clinics • Insurance companies Suppliers • Maker spaces • Electronics companies • Engineers • Designers • Plastic materials Key activities • Software development • Hardware development • Clinical test • Hardware manufacturing • Sales • Distribution Value propositions Hospitals • Fewer patients occupying rooms Insurance companies • Fewer hospital costs Patients • Effective pain treatment • Pain treatment without: • Collateral effects • Addiction • Hospital visits • Surgeries Clinics • ? Physical therapists • ? Doctors • ? Customer relationships • Adds • Support team • Workshops Customer segments • Hospitals • Insurance companies • Patients • Clinics • Physical therapists • Doctors Key resources • Human resources • Network • Intellectual property • Financial Channels Hardware • Retail • Internet • Sales team Online treatment • Internet • App Treatment development • Sales agent Cost structure • People • Intellectual property • FDA • Prototyping • Production • Marketing Revenue streams • Direct sale • Renting • Consulting • Licensing Days 4 - Channels, Cust. Relationships & Revenues Similar devices are not sold in regular retail stores People usually go to specialized stores or internet to get them
- 12. Key partners Selling partners • Research centers • Hospitals • Pharmacies • Doctors • Nurses • Physical therapists • Clinics • Insurance companies Suppliers • Maker spaces • Electronics companies • Engineers • Designers • Plastic materials Key activities • Software development • Hardware development • Clinical test • Hardware manufacturing • Sales • Distribution Value propositions Hospitals • Fewer patients occupying rooms Insurance companies • Fewer hospital costs Patients • Effective pain treatment • Pain treatment without: • Collateral effects • Addiction • Hospital visits • Surgeries Clinics • ? Physical therapists • ? Doctors • ? Customer relationships • Adds • Support team • Workshops Customer segments • Hospitals • Insurance companies • Patients • Clinics • Physical therapists • Doctors Key resources • Human resources • Network • Intellectual property • Financial Channels Hardware • Retail • Internet • Sales team Online treatment • Internet • App Treatment development • Sales agent Cost structure • People • Intellectual property • FDA • Prototyping • Production • Marketing Revenue streams • Direct sale • Renting • Consulting • Licensing Days 4 - Channels, Cust. Relationships & Revenues Medical devices require more than adds Customers will only rely on the product if they see science behind it
- 13. Key partners Selling partners • Research centers • Hospitals • Pharmacies • Doctors • Nurses • Physical therapists • Clinics • Insurance companies Suppliers • Maker spaces • Electronics companies • Engineers • Designers • Plastic materials Key activities • Software development • Hardware development • Clinical test • Hardware manufacturing • Sales • Distribution Value propositions Hospitals • Fewer patients occupying rooms Insurance companies • Fewer hospital costs Patients • Effective pain treatment • Pain treatment without: • Collateral effects • Addiction • Hospital visits • Surgeries Clinics • ? Physical therapists • ? Doctors • ? Customer relationships • Adds • Support team • Workshops Customer segments • Hospitals • Insurance companies • Patients • Clinics • Physical therapists • Doctors Key resources • Human resources • Network • Intellectual property • Financial Channels Hardware • Retail • Internet • Sales team Online treatment • Internet • App Treatment development • Sales agent Cost structure • People • Intellectual property • FDA • Prototyping • Production • Marketing Revenue streams • Direct sale • Renting • Consulting • Licensing Days 4 - Channels, Cust. Relationships & Revenues Direct sales are too expensive and would only make sense for few big clients Patients buy similar products online, while physical therapists usually rent it
- 14. Results So Far
- 15. Key partners Key activities Value propositions Customer relationships Customer segments Key resources Channels Cost structure Revenue streams Day 5 - Business Model Canvas Selling partners • Research center • Pharmacies • Clinical doctors • Physical therapists • Insurance companies • Distributors • Surgeons • Nurses • Hospitals • Clinics Suppliers • Maker spaces • Electronics companies • Engineers • Designers • Plastic materials • Get patent in US • Get FDA approval • Get methodology patent • Software develop. • Hardware develop. • Clinical test • Hardware manufac. • Sales • Distribution • Human resources • Network • Intellectual property • Financial • Licences to sell • People • IP • FDA • Prototyping • Production • Marketing • Clinical trial in US • Distribution • Lawyers • Adds • Support team • Website • Healthcare content • Messages in App • Workshops Hardware • Retail: specialized stores • Internet • Sales team Online treatment • Internet • App Treatment develop. • Sales agent • Hospitals • Insurance companies • Patients with specific pain • Patients in labor • Clinics • Physical therapists • Doctors • Surgeons • Companies • Fewer patients occupying rooms • Less spending with patients • Effective pain treatment • No side effects • Less hospital visits • Not invasive • Less time spent • No medicine • Personalization • Revenue from therapy sessions • Less employees’ absence • Consulting • Direct sale • Renting • E-commerce • Licensing • Direct sales
- 16. Silicon suppliers Electronics suppliers Market Places Current Vision of the Product Flow US Regulations! Bright scientific background & Content 30% of sales $$$ 0.7*$$ $$
- 17. What We Are Going To Do Next
- 18. Key partners Key activities Value propositions Customer relationships Customer segments Key resources Channels Cost structure Revenue streams Next Steps