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Opportunity Analysis Project

         11/20/2012
Main Idea
• To build a portable ultrasound device that is
  easy to use, affordable and still has good
  image quality for correct diagnosis.
• The device would fill the gap that are not
  targeted by present existing models.




11/20/2012       © Nexus Inc., Company Confidential   2
Team
• Pi Sheng Chang
• Co-founder – Responsible for hardware and
  software/firmware development, product design,
  device prototyping and system integration.
• Peter Chang
• Co-founder – Responsible for product marketing,
  operations, manufacturing oversight, FDA regulatory
  compliance certification and quality assurance.


11/20/2012         © Nexus Inc., Company Confidential   3
Market Analysis
• Total Global Ultrasound Market: $5B (2009)
• U.S. market size: 22%, Europe: 32%
• Compound annual growth rate (CAGR, 2009):
• Worldwide: 6.5%, China: 9.3%, U.S.: 1%,
  Europe: 1%
• Hand carried CAGR: 32%
• Portable CAGR: 17%

11/20/2012      © Nexus Inc., Company Confidential   4
Target Customers
•   Worldwide unit shipment (2010):
•   Cardiologists: 30810 units
•   OBGYN: 38090 units
•   Internal Medicine: 6893 units
•   Radiologists: 47465 units
•   Emergency Medicine: 4996 units



11/20/2012        © Nexus Inc., Company Confidential   5
Customers Feedback
• It needs to be easy to use: doctors are not usually trained as sonographers
  to use the full potential of a ultrasound device. If the device is easier to
  use and meet the doctors’ diagnostic expectations, doctors would use it
  more often.
• It needs to be affordable: Cost is very sensitive to doctors. We need to
  show how long is the return of investment (ROI) and how doctors can
  charge for an exam using the device.
• The product needs better differentiation compared to existing products:
  There are other portable ultrasound devices in the market. It is not very
  clear how the proposed product differentiate from those.
• How can it help the doctors to make better diagnosis: Currently,
  ultrasound imaging is only requested when there is a suspicion of a
  problem. Early detection is missed if there is no suspicion. An ultrasound
  scan from the test order to getting the results could take weeks. Having
  the device in the doctors’ office could shorten the time of getting the
  results to hours. It is akin to instant gratification.


11/20/2012                  © Nexus Inc., Company Confidential               6
Business Model Changes
• Targeted customer segment should be limited
  to those for whom the portable device is more
  useful: Internal medicine doctors, doctors in
  rural areas, emergency medicine doctors,
  military doctors, etc.
• The portable device should be easy to use in
  the office and in the field. Product
  differentiation should be focused on ease of
  use, image quality and portability.

11/20/2012         © Nexus Inc., Company Confidential   7
Nexus Product




             Breakthrough advances in user interface and workflow
              Breakthrough advances in user interface and workflow
11/20/2012                  © Nexus Inc., Company Confidential              8

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Nexus OAP slide deck

  • 2. Main Idea • To build a portable ultrasound device that is easy to use, affordable and still has good image quality for correct diagnosis. • The device would fill the gap that are not targeted by present existing models. 11/20/2012 © Nexus Inc., Company Confidential 2
  • 3. Team • Pi Sheng Chang • Co-founder – Responsible for hardware and software/firmware development, product design, device prototyping and system integration. • Peter Chang • Co-founder – Responsible for product marketing, operations, manufacturing oversight, FDA regulatory compliance certification and quality assurance. 11/20/2012 © Nexus Inc., Company Confidential 3
  • 4. Market Analysis • Total Global Ultrasound Market: $5B (2009) • U.S. market size: 22%, Europe: 32% • Compound annual growth rate (CAGR, 2009): • Worldwide: 6.5%, China: 9.3%, U.S.: 1%, Europe: 1% • Hand carried CAGR: 32% • Portable CAGR: 17% 11/20/2012 © Nexus Inc., Company Confidential 4
  • 5. Target Customers • Worldwide unit shipment (2010): • Cardiologists: 30810 units • OBGYN: 38090 units • Internal Medicine: 6893 units • Radiologists: 47465 units • Emergency Medicine: 4996 units 11/20/2012 © Nexus Inc., Company Confidential 5
  • 6. Customers Feedback • It needs to be easy to use: doctors are not usually trained as sonographers to use the full potential of a ultrasound device. If the device is easier to use and meet the doctors’ diagnostic expectations, doctors would use it more often. • It needs to be affordable: Cost is very sensitive to doctors. We need to show how long is the return of investment (ROI) and how doctors can charge for an exam using the device. • The product needs better differentiation compared to existing products: There are other portable ultrasound devices in the market. It is not very clear how the proposed product differentiate from those. • How can it help the doctors to make better diagnosis: Currently, ultrasound imaging is only requested when there is a suspicion of a problem. Early detection is missed if there is no suspicion. An ultrasound scan from the test order to getting the results could take weeks. Having the device in the doctors’ office could shorten the time of getting the results to hours. It is akin to instant gratification. 11/20/2012 © Nexus Inc., Company Confidential 6
  • 7. Business Model Changes • Targeted customer segment should be limited to those for whom the portable device is more useful: Internal medicine doctors, doctors in rural areas, emergency medicine doctors, military doctors, etc. • The portable device should be easy to use in the office and in the field. Product differentiation should be focused on ease of use, image quality and portability. 11/20/2012 © Nexus Inc., Company Confidential 7
  • 8. Nexus Product Breakthrough advances in user interface and workflow Breakthrough advances in user interface and workflow 11/20/2012 © Nexus Inc., Company Confidential 8