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