TEAM2 Final Presentation ESA
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Transcript of TEAM2 Final Presentation ESA
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CEMS-ESABlockSeminar2010
"TurningTechnologyintoBusiness
JosAlfredoCRUZMartaNARDIN
Sebas8anSCHAEFER
SzilveszterBUKOVSKY
VanessaKIKKO
August27,2010
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1.ProductIdea2.ManagementTeam3.MarkeDng4.BusinessSystem5.
Finance6.Risks
TableofContent
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1.ProductIdea
TheProblems.
-ImpreciseSimula8onTools-Malprac8cecases
-Lawsuitcosts
TheSolu8on.
Advantagesoftheexoskeleton:
-ForceFeedback
-Preciseness
-Samehardware,differentsoware
-Adaptability
-Differentscenarios
SurgeryTrainer
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2.ManagementTeam
-ManagementTeamwithdifferentbackgrounds-Differenttasksandfunc8ons-Hirethreeengineers(soware,hardwareproduc8on,management)
JoseCruz CEO
MartaNardin DirectorofHR
VanessaKikko COO
SzilveszterBukovszky CFO
Sebas8anSchaefer Chairman
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3.MarkeDng
-Healthcareisamul8billiondollarindustry.Top5MedicalEquipmentManufacturers:
-CardinalHealth,Johnson&Johnson,St.JudeMedical,BostonScien8ficCorpora8onandMedtronic.
CompaniesproducingMedicalSimula8on:
-CAE,MSRandSimulab
Market&Compe99on
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3.MarkeDngTargetMarket
Bestmedicalschoolsintheworld.
Why?
-Interestedinhightecheduca8on-Resources(budget)-OpportunityofCollabora8on(Research/Feedback)-OpinionLeadersPoten8alMarketGrowth:
-Allothermedicalschoolsintheworld-Othersectors(eg.bombdetona8ons)
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3.MarkeDngMarke9ngStrategy
Product
GuaranteetheExclusiveLicenseeApplyforthesowarepatentUSandEUOffices
Price
Hardware:smallprofitSoware:highmargins11firstconsumers:FreeSoware
Place
TopMedicalSchoolsHarvardUniversityUniversityofPennsylvaniaCambridgeUniversity
Promo9on
SpecializedMagazines/FairsDirectChannel11firstconsumers
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4.BusinessSystem
2010:
WinCEMSbusinessplancompe88on
LicensingagreementwithAndrSchieles
AcceptancetoESAincubator
2011:
Firstversionofvirtualrealityheartsoware
Partnershipwithtopmedicalschool
Firstroundoffinancing(universitypartnershipandgovernmentgrants)
Adapta8onofexoskeletonformedicaltrainingpurposes
PatentsowareintheUSA
Milestone
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4.BusinessSystem
2012:
Smallseriesproduc8onwithassemblycontractor
Firstsalesofexoskeleton
Commercializa8onoffirstorganheartsoware
Secondroundoffinancing(OpenSkyFund,subsidizedloans)
StartdevelopmentofkidneysowareOpensalesofficeintheUSAandAsia
2013:
Firstposi8vecashflow
Producesecondseriesofexoskeletons(40pieces)
Break-evenpoint
2014:
Producethirdseriesofexoskeletons(100pieces)
Startsowaredevelopmentoflung,liverandteeth
Startrepayingdebt
Milestone
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4.BusinessSystem
Research&Development
-R&Disneededintwoareas:sowaredevelopment&engineering
-CTOneedstobehiredanwilldirectlyreporttoCEO
-R&Dincoopera8onwithourfirstcustomer
Produc9on
-DuringStartupPhase:onlyPrototypesandsowaredevelopmentneeded
-Firstprototypeproducedaccordingtotherequirementsofthefirstcustomer
-Fromyear3on:outsourcedserialproduc8onMarke9ng&Sales
-Successofventureheavilydependsoncoopera8onwithoneofthebestmed
schools
-CEOCruzandCOOKikkohandleMarke8ngandSalesduringStartup-Phase
-Fromyear3on:salesofficeswillbeopenedindifferentregions
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4.BusinessSystemService
-Businessmodeldependsheavilyoncoopera8onwithmedicalschools
-Thereforeserviceisatthecoreofourbusiness
-Anycustomerfeedbackwillbeimmediatelydealtwith-Asventureexpandsandsalesofficesopenservicetechnicianswillbe
employedinthedifferentregionsCorporateCulture
-Ini8almanagementteamhassimilareduca8onalbackground
-Differentpersonalbackgroundscomplementeachother
-Strongbelieveinprojectisneeded-Commitmentandreciprocalinterdependencywillleadto
collec8vis8cenvironment
Distribu9on
-Distribu8onandlogis8csnotatthecoreofbusinessmodel
-Hardwarecanbeshippedwithanyreliablelogis8cscompany
-Whenproduc8onisoutsourcedthecontractorhandlestheshippingaswell-ExoskeletonwillalwaysbeinstalledofaHandsOnmechatronic
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5.Finance
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Year1 Year2
Euros
SourcesofFundraising
Governmentloan
Venturecapital
UniversityR&Dsoloan
UniversityR&Dinvestment
Govermentsubsidy
Equity
- Company valuation of 48.8 Million in 5 years- 93% annual ROI for VC capital injection- 43% annual ROI for Univesity R&D partnership
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5.Finance
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
Revenue ProfitSoware
Exoskeleton
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
Costs
Salaries
Licensing
R&D
Produc8on
costs
Distribu9onofrevenuesandcosts
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6.RisksBusinessRisk Impact Likelihood RiskMgmt.Strategy
andMonitoring
Levelof
prepara9on
Asimilar
productalready
exist
MedicalSchools
noteagerto
change
High Acompe8tor
analysisandagood
marke8ngstrategy
High
Patentalready
granted
Nomorechanges Medium Useeverything
includedinallpossibleways
High
Alotofmoney
investedand
insufficientcash
flow
Noliquidityatall
andlossofmoney
and8me
Medium Averywelldone
budget
Medium
Slowsowaredevelopment
Companynotabletoproduceitall
on8me
High Specificaen8ontoR&Ddepartment
Low
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6.Risks
-5,000,000
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
Year1 Year2 Year3 Year4 Year5
Euros
Scenario-dependentprofits
Op8mis8c
Realis8c
Pessimis8c
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THANKYOUFORYOURATTENTION