The document discusses the health benefits of squatting over sitting on the toilet and introduces Duneze, a product that allows users to squat while using a standard toilet. It notes the explosion of bowel issues in the last century coinciding with the popularization of sitting toilets. Duneze is presented as an add-on device that facilitates squatting, has safety and usability benefits, and received patents. Large potential markets are identified in Western countries where sitting toilets dominate. The document makes the case that Duneze can address this need and build a brand around health and lifestyle benefits.

2. Duneze - The Need
• The natural way of
evacuation.
• Extensive research
supporting the vast long
term advantages of
squatting.
• Lack of intervention of
authoritative medical
professionals in the
toilet design process.
• Explosion of bowel
cancer and bowel
dysfunction in last 100
years -coinciding with
commercialization of
the sitting toilet.

3. Duneze - The Need : Health hazards
• Appendicitis - Virtually
unknown in the 18th century.
Why does appendix get
blocked with fecal matter ?
• Inflammatory Bowel
Disease(IBD).
• Colon Cancer - Virtually
unknown in developing
nations with squatting
cultures.
• Constipation.
• Diverticulosis.
• Hemorrhoids.
• Prostate Disorders.
• Bladder Incontinence

4. Duneze - The Solution
• An add on device facilitating
squatting using existing
toilet pedestals.
• Easy to install and maintain.
• Internally powered - no
external power supply
required.
• Safe and sturdy to use.
• Usable by all age groups.
• Flexible technology allowing
partial and full squats.
• Light weight and stylish.

5. Duneze - The Product
• Foot operated - No need to
touch with hands to adjust
positions.
• Safety - curved edges, no
electric or gas power
required, stable and does not
collide even on standing on
the tip.
• Easily replaceable parts.
• Light weight, stylish and
easily cleanable.
• Height adjustable - singular
device for the entire family.

6. Duneze - The Patents
• Patents applied for and
granted in Australia and
USA for a device used for
assisting squatting while
evacuation
• Duneze brand name and logo
Trademark registered.

7. Duneze - The Competition
• Small scale businesses.
• Rigid designs - less
commercial scope as 'near
squat' position not possible.
• No established brand with
sizable market share.
Duneze

8. Duneze - The Advantage
• The patents.
• First Mover.
• The science and research.
• The design : extensive
product engineering research
and developments.
• The device : working
prototypes.
• Authoritative scientific
backing for concept.
• Self funded.

9. Duneze - The market : children
• Foot support during toileting
.
• Toilet training.
• Children naturally squat for
evacuation - so to maintain
the healthy habits.

10. Duneze - The Market : Adults
• Patients with clinical needs
related to pelvic health -
appendicitis, hemorrhoids,
constipation, colon cancer,
hiatus hernia, Crohn's
disease, colitis,
contamination of small
intestine, bladder
incontinence.
• Health conscious individuals
updated about the health
hazards due to sitting and not
squatting.

11. Duneze - The Market :Pregnant females.
• Reduce the possibility of
•
constipation - considered
'normal' during pregnancy.
• Preventing hemorrhoids -
affecting 50% of pregnant
females.
• Squatting fully opens birth
canal - developing the
flexibility needed for giving
birth.
• sitting toilet makes females
incapable of prolonged
squatting - which is a natural
position for giving birth.

12. Duneze - The Market : Target and Size 1
• 350 mn western toilets in
USA.
• 600 Mn in Europe.
• 30 Mn in Australia.
• 1.2Mn cases of Colorectal
cancer in US alone.
• NZ, Canada and US - highest
rate of incidence of colorectal
cancer. Algeria, India and
thailand - lowest rate of
incidence in the world.

13. Duneze - SWOT
Strengths
• Patents
Weakness
• New Concept - need for concept selling.
• Research and science. • lack of supply chain and distribution industry
• Prototypes and testing. experience.
• First Mover.
• Design and engineering.
• Good track record in PR industry with toiletting.
Opportunities Threats
• Pioneers - being a first mover gives the immense • Copy Cats.
opportunity to build a brand around a cause. • Larger player establishing stronger distribution and
• Make the brand a generic name for the product. leveraging efforts of awareness campaigns.
• Possibility of institutional, government and
organisational backing for promoting cause.

14. Duneze - The marketing Mix
Product : Positioned as a
lifestyle healthcare product.
Place : distribution strategy :
Mass.
Promotion : Push for y1-2 and
then pull campaigning.
Pricing : Introduction between
skimming and mass penetration
levels and lowered eventually
with increase in awareness

15. Duneze - Forecast - Revenue and Profits
Sales forecast for year 5 : Profit forecast for year 5 :
$598Mn 99.5Mn

16. Duneze - Forecast : Number of units
Number of Units sold in Y-5 targetted at 6Mn units. Still covering
about 1.5% of teh overall broad market.

17. Duneze - What We Want
• Licence the concept.
• Global distribution partner
with strong domain
experience.
• A strong medical devices
/healthcare industry partner.

18. Duneze - Better Position. Better Health.

19. Thank you.
Professor Ajay Rane
MBBS MSc MD FRCS FRCOG
FRANZCOG CU FICOG (Hon)
Professor and Head, Obstetrics and
Gynaecology,
Consultant Urogynaecologist,
James Cook University,
Townsville, Queensland, Australia
Hon. Treasurer and Board Member,