Presentation examples used in Class 4 - Customer Segments

The Lean LaunchPad

07/02/12

Customer Segment Examples

Meet Xing Xie

• Engineering graduate student– Receives financial package to cover tuition,

fees, insurance and living expenses

• Chinese 4-2-1 family– No siblings, spoiled by parents– High disposable income

• 1st time to America– No credit score, SSN, or US address– Strong ties to his community in China

• Academically responsible – Completes all homework on time

• Financially responsible– Pays all bills on time and in full

• Social network is similarly responsible

ArtXing

International Graduate Student at Stanford

Our Customers• Professional Kite Surfers

• Solely concerned with performance

• Average Kite Surfer• Performance and cost sensitive• “One less thing to carry” effect

• Prospective Kite Surfer• Cost sensitive• Learning barrier

Results:

Joe “Dude” Marrama

• Loves to ski, surf, rock climb• Salary ~100K/year• Looking for something to do

when the surf’s blown out• Intimidated by cost and learning

curve of kiting

“Companies need to offer more entry level packages."

Matt SextonFounder Collegiate Kiteboarding Association

Customer Archetype:

Customer Workflow

6

™

5/23/2012

Phase I:Design

Phase II:Prototyping

Phase III:Manufacturing

Phase IV:Final Product

6-8 weeks 3-4 weeks 8-12 weeks 3-4 weeks

CTO

Farmers

Gov’t subsidi

es

Hungry folks or

cars

Seed banks, Ag-Bio

Heavy equipmen

t

Water systems

Seeds, pest/ weed control

Planting/tilling/harvest

Controlled irr

igation

IT

Nutrient manageme

nt

Regulatory fees

The Ecosystem

Mitigate fines$$

Customer Segments

• Commercial Institutions: – Primary Market– $1.4B (Globally)– License and Revenue

sharing agreements

• Academic Labs: – Secondary Market– Increase Visibility of Tech– $140 M (North America)– Product Sales

Everything is an effortPost-poning couple time

Planning the next visit

Don’t communicate trivial things

Send each other things through email/text

Living different lives

Laugh less

Multitasking

Missing out

Disconnected

Lonely Left aside

Frustrated

Many short call throughout day

I’m busy

The Problem

MARKET FLOW – Iteration 3

Heat Exchanger Manufacturer

Design Sources and

Technical Experts

12

• Oncologists decide what tests to order, when, and how often

• Primary customer

Sample management Patient managementPathologistOncologist

• Pathologists perform in-house tests and facilitate contracts with service providers

• Less important

Determining our customers

12

Hospital

CanScanUse and Payment Model (Hospital)

Oncologists

CROsHospital

Pathology Lab

CanScan

Patient

HMO$

$

$

$

Decider

InfluencerBuyer / Payer

Class 3 - Update 2.6.2012

1

2

CanScan

Hospital / Clinic

CanScanReimbursement Model

Oncologists

CMS Private payer/MAC

Class 4 - Update 2.13.2012

ASCO / NCCN

Lab Advisory Committee

InfluencePaymentSets rate

1

1

1

2

2

3

3

3

2

2

5

4

4

5

Generate physician interestPhysician lobbies payer/hospitalRegional payer reimburses

National CMS coverage decidedHospital reimburses CanScan

Health insurance reimbursement is a necessary precondition for hospitals to use our service

CanScan

Class 4 - Update 2.13.2012

• Codes are assigned by the AMA (CPT code) and CMS (HCPCS code) semi-annually with editorial panel approval (12-18 mo)

− CanScan’s likely coding: HCPCS Level II or CPT category III*

− Veridex CellSearch received code in Nov. 2011 for CTCs

− CanScan will likley need new code (non-immunologic)

Private insurance or Medicare reimbursement requires:

Assignment of a Billing Code

* Coding used for non-FDA approved service billed by suppliers other than physicians

• Double-blinded, placebo controlled clinical trial with several hundred participants will be needed

− Must demonstrate the detection is accurate and repeatable

− Must demonstrate improved decision-making ability for physician linked to better patient outcomes

Evidence of Clinical Utility

Fluid SynchronyElectronic

Health Records

.

Hospitals

(Anesthesiologists

Neurosurgeons)

Pump + Controlle

r

Support Services

Bundled Kits

Electronic

Records

Scheduled follow-up

Patient Discharged

Surgery/Rx/

reprogramming

Trial period/ Home setting

Partners/

OEMS

Actionable feedbackto doctors/institutions

E-prescription / closing loop

- Process shortened to days - Improves outcomes

What We Found: Patient Care Flow

17

Fluid Synchrony

Pay for coverage

Hospital Reimbursement

Product purchase

Service provided

CPT reimbursementPump $13,305Surgical Kit $2887Refill Kit $200

What We Found: Value Chain

Position in Value Chain

OmegaChem

Surfactants: new market ($24bn)Monomer

manufacturer

Surfactant Formulator

Polymerformulator

Polymer user

Surfactant user

Consumer facingcompany

Consumer

Value Proposition, Customer Segments: Results

Monomer manufacturer

Polymerformulator

Polymer user

Consumer facingcompany

Consumer

“Have you considered surfactants

space?” - DSM

Product and Payment Flows

20

• B2B2C customer relationship• MySkin Technology customer are also strategic partners• Instrument is simple and inexpensive enough for broad deployment

Contract Manufacturer

Cosmetics Firm or Spas / Salons

MySkin TechDepartment Stores or Sales Reps

Consumer

MySkinTone Product Money Cosmetics

$200unit

$500 - $1Kunit

Cosmetic Money

$250Year

IncreasedSales

Patients

Sourcing for Expanded Product Offering

Fluid SynchronyElectronic

Health Records

.OEMS

Hospitals

(Anesthesiologists

Neurosurgeons)

Pain Clinic

(Anesthesiologists

Neurosurgeons)

Pump + Controlle

r

Support Services

Bundled Kits

Electronic

Records

21

PartnerPartner

Insurance

Doctor specialty

committee

Hospital Administrati

on

Technician

RadiologistMammography

MammOpticsCustomer Workflow

ACOGACS

MammOptics

Patient

PCPOB/GYN

MammOpticsPrivate practice purchasing decision tree

MammOpticsHospital purchasing decision tree