laparoscopic robot
DESCRIPTION
Laparoscopic robot. Núria Carrió Carlos Enrique Eva Haro Carlos López. Agenda. Opportunity Product description Market study Marketing Organization Financial Planning SWOT. Opportunity. Business opportunity Improve worldwide laparoscopic surgery. Start-up capital: 700,000 €. - PowerPoint PPT PresentationTRANSCRIPT
Laparoscopic robot
Núria Carrió
Carlos EnriqueEva Haro
Carlos López
OpportunityProduct descriptionMarket studyMarketingOrganizationFinancial PlanningSWOT
Agenda
Business opportunityImprove worldwide laparoscopic surgery.Start-up capital: 700,000 €.Return of investment in 4 years.
Opportunity
1
Vision:Laparoscopic is a minimally invasive
surgery based in the use of small incisions.Market in expansion.High market opportunities.
Opportunity
2
1999 2000 2001 2002 2003 2004 2005 2006 20070
50
100
150
200
250
300
Year
Rob
otic
Uni
ts in
the
mar
ket
Mission:Create a product capable to fulfil the
market requirements.Advantages respect other competitive
products in the market.Highly involved to innovation and quality.
Advantages of the robotic surgery:Advantages for the patient:
Reduction of the body trauma Reduction in the blood loss and transfusions Less post-operative pain Less risk of infection Shorter hospital stay Faster recovery Reduced scars and improved cosmetic
Opportunity
3
Advantages for the surgeon: Scale Change Improvement in the precision Simplicity Increase in the number of operations:
More types can be achieved Makes the difficult surgery easier
Advantages for the hospital: Increase patient satisfaction New patients and referrals Recruitment and retention of surgeons Enhancement in the hospital reputation Decreased length patient state Decreased operation complications Decreased blood transfusions Decreased nursing staff Decreased post-operation pain management New opportunities and applications
Nowadays, there is only one product in the robotic laparoscopic surgery market:Da Vinci Robot produced by Intuitive
Surgical Inc.
Our business policy can be divided in three main parts:The robotic system.The claws.Technical support.
Product description
4
Robotic systemOperation station + Remote control +
Control unitClaws
Replaced every 10-12 operationsTechnical support
365 days, 24h. at day
Product description
5
Why we are the best option? – Added ValueModularity:
Improves operation options and types, adjusting the robot to the application.
Reduced patient anxiety.Guard Angel:
Software incorporated into the control unit. Prevent human mistakes. Makes easier the surgeon task, improving the
efficiency.
Product description
6
Potential Customers:Every entity that provides laparoscopic
procedures to achieve its services: Entities that have own a robot. Entities that provides traditional laparoscopic
techniques. Other entities related to laparoscopic procedures:
Aesthetic clinics.
Big market possibilities.Secondary customers have an important
paper on the market.
Market study - Customers
7
Competitors:Intuitive Surgical:
Dominates the actual medical robotic market with a monopolist state.
600.8 million $ of benefits last year (61% more than 2006).
946 robots units sold at July ’08: Increase of 30% in the units sold between 2006-07.
1.1 to 1.7 million $ by unit.
Hansen MedicalProsurgicsSubstitutive Products: Traditional techniques
6,000 units required worldwide.Market Penetration
Currently 946 robots in the market 15 % of the total market
Market study - Competitors
8
Competitors15%
Market85%
Market Penetration
The firm offers: Confidence. Security. Highly related to innovation respect to the
competitors.Differentiation:
Product advantages respect to the competitors. Constant evolution.
Market segmentation:Market focused in big hospitals:
More than 325 beds. Specialized entities.
Market study - Position
9
Specialized Hospital TYPE 1
Revenues: above 400 million $
Can buy 2 robots
Objective:Establish the product as an standard device
to execute MIS surgery.Focus and expansion inside the client.Show the advantages to the scientific
community.Keep a constant innovation to maintain the
leadership
Marketing
10
Value Chain
Tech. Product Production Distribution
Public CorporationIndustrial Partnership
Externalized DistributionLicensed Patent
20%
20%60%
Organization
11
Client
Product commercialization:
Financial Planning
12
Product Quantity Price (€)Pack nº1Complete Robot (4 arms)
1 1.500.00020 claws setTechnical Support (1 year)Pack nº2Aditional Unit (2 arms)
1 475.00020 claws setRobotComplete Robot (4 arms) 1 1.100.000
Aditional Unit (2 arms) 1 450.000
Pinzas100 claws set 1 120.000
50 claws set 1 65.000
20 claws set 1 30.000
Servicio técnicoTechnical Support (1 year) 1 100.000
Financial Planning
13
Company share:
11,3%
34,6%
34,6%
19,5%
Financial Planning
14
Market Share
Financial Planning
15
Break Even Point
SWOT:Strengths:
Product qualityContinuously innovationCustomization
Weaknesses:High investmentHigh productive costCertifications
SWOT
16
SWOT:Opportunities:
Market in growthHigh benefitsFinal customers can offer improvements
Threats:Future technology evolutionIncrease in production costVulnerability respect big competitorsCurrent financial crisis
QUESTIONS AND DOUBTS