The document discusses problems in Brazil's dental industry and proposes a solution. Specifically: 1. There are issues for both citizens and dentists - citizens don't have transparency on pricing or ways to build trust, while dentists struggle with empty hours and reputation. 2. The proposed solution is a multilateral platform that connects dentists and citizens through a website and apps. 3. This platform would provide value to citizens through transparent pricing, reviews/ratings, and discounts, and to dentists by helping them fill hours and build their brand. It aims to improve oral health access for all citizens.

1. Is there a
problem
we can
solve?

2. “¿What can I offer,
how will I offer it &
what for?”
El Mapa del Tesoro,
A. Rovira & F. Miralles

3. Why don’t we turn it around…?
What for?
How? &
What?

5. 192,376,496 citizens

6. 192,376,496 citizens
67% won’t EVER see a dentist
75% over 60 do NOT have their teeth
90% has caries/pathological mouth problems

7. Here...?

8. Class C amounts to 53%
Classes ABC amount to 75%

9. Class C R$1,120 – 4,810 mhi
AB +R$10,380 monthly household income

10. 192,376,496 citizens

11. 192,376,496 citizens
+128M won’t EVER see a dentist
+20M over 60 do NOT have their teeth
+173M has pathological mouth problems

13. Oral hygiene market expects
20% annual growth rate
Brazil will become 3rd/4th
market worldwide
(after US, Japan & Canada)

14. 219,575 dentists in Brazil
Average of 1/877 citizens,
above WHO recommended average
of 1/1500

15. 19% world dentists
are in Brazil…
(while having just 2,73%
of population)

16. Out of the
+219,000 dentists,
+72,000
located in
Sao Paulo

17. Out of the
+219,000 dentists,
+26,000
located in
Rio de Janeiro

18. Just a USA example
27,753
located in
California
* State highest #
* Average of 1/1351
* US has around 150,000

19. Population of Population of
+192M +312M
Dentists in Brazil Dentists in USA
219,000 150,000
* Average of 1/877 * Average of 1/2083

20. Why…?
Because Brazil is
(very much) about…

22. “the desire to have
beautiful and
healthy teeth is
becoming constantly
greater in Brazil, a
country where youth
& beauty are
extremely
important (…)”

23. Last data shows that
hospital market was
expected to grow
8% in 2009 while
dental market
expected 16%

24. Is there a problem?

26. 736,000 results
or 3,860,000

27. 1,560,000 results
or 3,720,000

28. This is a mess…
But you still need to choose.
BASED on what?

33. This is STILL a mess!
You choose a provider with no
idea of the cost…

35. Or you can do…
4 dentists
4 appointments
4 exams
4 estimates

36. There’s another problem…
- It is expensive
- That’s why many
people can’t go
(67% WON’T!)
(It’s 128M…!)

37. Similar business models offer…
Average of
20-60% off

38. It’s not only about cost!
Who do I believe?

39. This is not just a mess for
citizens… Dentists are facing
tough problems too!!

40. * Empty hours
Dentistry is a
business of
fixed costs, free
time is too
expensive...

41. * Management
skills…?

42. In a
* Ratings… business
where trust
is key, there
are no tools
for them to
build
reputation

43. So…

44. CITIZENS do NOT have:
- a criteria for choosing
- knowledge of pricing
- access to discounts
- a trusted point of view

45. DENTISTS can NOT:
- fill empty hours
- use management skills
- build a reputation

46. From a business
perspective, it feels like
a huge mess…
Could we turn this…

48. …into this?

49. One more thing…

50. 167M people

51. If our goal is to
help citizens
(and it is!), we
can’t forget those
who can’t pay…

52. Through
probono work
& sponsorships,
we should
promote oral
health!

53. “For every smile
you improve
through us,
we’ll improve
someone else’s
for FREE!”

54. Back to business…

55. So, turning it around…
What for?
How? &
What?

56. 1. What for…?
Citizens
Make choosing easier Smarter practices
Transparent info Increased revenues
Lower costs Ability to build a brand
Dentists

57. Let’s turn it around…
What for?
How? &
What?

59. 2. How…?
Multilateral
platform
Dentists & Citizens
represent two sides
of the platform that
links them
+ Society will benefit

60. Let’s turn it around…
What for?
How? &
What?

61. 3. What…?
Multilateral Platform
as a webpage
with iOS/Android apps
…a community!

62. 3. What…?
Dentists
Have their profiles
Build a reputation
Improve their practices
Advertise to their real target
Multilateral Platform
as a webpage
with iOS/Android apps
…a community!

63. 3. What…?
Citizens
Log in & search
Find ratings & reviews
Obtain huge discounts
Multilateral Platform * Even in your dentist
as a webpage Choose best alternative:
with iOS/Android apps * According to Price
* Or financing-wise
…a community! Schedule appointment
Obtain neutral consulting

64. 3. What…?
Dentists
Have their profiles
Build a reputation Citizens
Improve their practices Log in & search
Advertise to their real target Find ratings & reviews
Obtain huge discounts
Multilateral Platform * Even in your dentist
as a webpage Choose best alternative:
with iOS/Android apps * According to Price
* Or financing-wise
…a community! Schedule appointment
Obtain neutral consulting

65. Let’s check the business model…
Business Model Generation,
A. Osterwalder & Y. Pigneur

66. Key Key Value Customer Customer
Partners Activities Propositions Relationships Segments
Key Channels
Resources
Cost Structure Revenue Streams

67. Key Key Value Customer Customer
Partners Activities Propositions Relationships Segments
Key Channels
Resources
Cost Structure Revenue Streams

68. Key Partners Key Activities Value Propositions Customer Customer
Relationships Segments
Transparent
Classes ABC
market (+ info)
Major discounts
Class C
(lower cost)
Consulting Complex oral
services (trust) health situation
Key Channels
Resources
Cost Structure Revenue Streams

69. Key Partners Key Activities Value Propositions Customer Customer
Relationships Segments
Key Channels
Resources
Increase revenues
Mosts dentists
(working more)
Create reputation
All dentists!
- a brand!
Cost Structure Revenue Streams

70. Key Partners Key Activities Value Propositions Customer Customer
Relationships Segments
Key Channels
Resources
More loyal
Most companies
employees
Cost Structure Revenue Streams

71. Key Partners Key Activities Value Propositions Customer Customer
Relationships Segments
Transparent
Classes ABC
market (+ info)
Major discounts
Class C
(lower cost)
Consulting Complex oral
services (trust) health situation
Key Channels
Resources
Increase revenues
Mosts dentists
(working more)
Create reputation
All dentists!
- a brand!
Cost Structure Revenue Streams
Ads & Sponsorhips

73. Since it’s a MULTILATERAL
platform, this is about
DENTISTS
CITIZENS
STAKEHOLDERS

74. From dentists…
FREE registration
PREMIUM profile
BASIC certification
PREMIUM services

75. Água Rasa Consolação Mandaqui São Miguel
Alto de Pinheiros Cursino Marsilac São Rafael
Anhanguera Ermelino Matarazzo Moema Sapopemba
Aricanduva Freguesia do Ó Mooca Saúde
Artur Alvim Grajau Morumbi Sé
Barra Funda Guaianases Parelheiros Socorro
Bela Vista Iguatemi Pari Tatuapé
Belém Ipiranga Parque do Carmo Tremembé
Bom Retiro Itaim Bibi Pedreira Tucuruvi
Brás Itaim Paulista Penha Vila Andrade
Brasilândia Itaquera Perdizes Vila Curuça
Butantã Jabaquara Perus Vila Formosa
Cachoeirinha Jaçanã Pinheiros Vila Guilherme
Cambuci Jaguara Pirituba Vila Jacuí
Campo Belo Jaguaré Ponte Rasa Vila Leopoldina
Campo Grande Jaraguá Raposo Tavares Vila Maria
Campo Limpo Jardim Ângela República Vila Mariana
Cangaíba Jardim Helena Rio Pequeno Vila Matilde
Capão Redondo Jardim Paulista Sacomã Vila Medeiros
Carrão Jardim São Luís Santa Cecilia Vila Prudente
Casa Verde José Bonifácio Santana Vila Sônia
Cidade Ademar Lajeado Santo Amaro
Cidade Dutra Lapa São Domingos 96 neighborhoods
Cidade Líder Liberdade São Lucas just in São Paulo city
Cidade Tiradentes Limão São Mateus

76. Abolição Cidade Universitária Guaratiba Paciência Santa Teresa
Acari Cocotá Higienópolis Padre Miguel Santíssimo
Água Santa Coelho Neto Honório Gurgel Paquetá Santo Cristo Centro
Aldeia Campista Colégio Humaitá Parada de Lucas Senador Camará
Alto da Boa Vista Colônia Inhaúma Parque Anchieta Senador Vasconcelos
Anchieta Complexo do Alemão Inhoaíba Parque Colúmbia Sepetiba
Andaraí Complexo da Maré Ipanema Pavuna São Conrado
Anil Copacabana Irajá Pechincha São Cristóvão
Bancários Cordovil Itanhangá Pedra de Guaratiba São Franscisco Xavier
Bangu Cosme Velho Jacarepaguá Penha Tanque
Barra da Tijuca Cosmos Jacarezinho Penha Circular Taquara
Barra de Guaratiba Costa Barros Jacaré Piedade Tauá
Barros Filho Curicica Jardim América Pilares Tijuca
Benfica Del Castilho Jardim Botânico Pitangueiras Todos os Santos
Bento Ribeiro Deodoro Jardim Carioca Portuguesa Tomás Coelho
Bonsucesso Encantado Jardim Guanabara Praia da Bandeira Triagem
Botafogo Engenheiro Leal Jardim acap Praça da Bandeira Turiaçu
Brás de Pina Engenho de Dentro Joá Praça Seca Urca
Cachambi Engenho da Rainha Lagoa Quintino Bocaiúva Vargem Grande
Cacuia Engenho Novo Laranjeiras Ramos Vargem Pequena
Caju Estácio Leblon Realengo Vasco da Gama
Camorim Flamengo Leme Recreio dos Bandeirantes Vaz Lobo
Campinho Freguesia da Ilha Lins de Vasconcelos Riachuelo Vicente de Carvalho
Campo dos Afonsos Freguesia de Jacarepaguá Madureira Ribeira Vidigal
Campo Grande Galeão Magalhães Bastos Ricardo de Albuquerque Vila Aliança
Cascadura Gamboa Manguinhos Rio Comprido Vila da Penha
Castelo Gardênia Azul Maracanã Rocha Vila Isabel
Catete Gávea Marechal Hermes Rocinha Vila Militar
Catumbi Gericinó Maria da Graça Rocha Miranda Vila Kosmos
Cavalcante Glória Moneró Saúde Vila Valqueire
Centro Grajaú Méier Sampaio Vista Alegre
Cidade de Deus Grumari Olaria Santa Cruz Zumbi
Cidade Nova Guadalupe Oswaldo Cruz

77. Example 1
SP + RJ = 96 + 163 = 249 bairros
2 promoted dentists per bairro
R$100-200/month = 300k-600k/y

78. Example 2
SP + RJ = 72k + 26k = 98k dentists
yearly certification fee of R$100-300
w/penetration of 5% = 490k-1,47M

79. - Free profile
- Premium profile w/adv features
- Basic certification of quality
- Positive ratings promotion
- Targeted ads & promotions
- Consulting services
* Fee-per-service

80. From citizens…
FREE registration
PREMIUM services
* Higher discounts
* ASAP visit

81. From partners…
ADVERTISING
SPONSORSHIP
From employers…
CORP PLANS

82. There’s still lots of room to
maximize revenues.
Back to the business
model…

83. Key Partners Key Activities Value Customer Customer
Propositions Relationships Segments
Mgmt.
Platform
Dentistry Promotion
KOL/DB Platform
Quality
control
Key Channels
Resources
Platform
SW Platform
”supplier”
PR/Web
Mgmt
Cost Structure Revenue Streams

84. Key Partners Key Activities Value Customer Customer
Propositions Relationships Segments
Mgmt.
Platform
Dentistry Promotion
KOL/DB Platform
Quality
control
Key Channels
Resources
Platform
SW Platform
”supplier”
PR/Web
Mgmt
Cost Structure Revenue Streams
Marketing Develop
Expenses SW Platform

86. A deeper analysis should follow
but there’s only 2 similar
business models out there.

87. Brighter.com
Started May 2011 by
Jake Winebaum
Benchmark Capital
& Mayfield F, $13M
25,000 dentists
from SMonica, CA

89. “The way this works, is we have pre-negotiated prices
with 25,000 dentists nationwide. That's a quarter of
all dentists. Those prices are 20 to 60 percent less (…)
- Consumers can access those discounts
through our free plan, with a 20 to 30 percent
discount, or our paid plan, which is less than $7 a
month or $79 a year.
- We've also got a small business plan, which
costs $49 per employee per year.
- The model is a subscription membership
model, where you get the benefits of being in the
network, where we can offer these discounted rates,
which are attractive to patients.”
Jake Wineboum, CEO & F.

90. HealthSouk.com
Eye care, dental
and cosmetic
Signing patients &
doctors since 09/2011
by Dr. Patel & others
Mountain View, CA

92. Challenges…

93. Create a community

94. How do we do it…?
Free first oral exam?
Incentives for participation?
Excellent community mgmt?

95. Generate trust

96. Leverage
across
LatAM

98. Establish & manage
partnerships

99. What for…?
Software platform
Databases with dentists
Stakeholders & Partners:
Dental plans &KOL in dentristry

100. Future development…
…into other areas

101. Back to the basics…

103. Citizens
Dentists
Partners