What DOES This “REALLY” LOOK Like?
description
Transcript of What DOES This “REALLY” LOOK Like?
![Page 1: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/1.jpg)
WHAT DOES THIS “REALLY” LOOK LIKE?Lean Launch Pad – fast forward 6 weeks
1
![Page 2: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/2.jpg)
![Page 3: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/3.jpg)
![Page 4: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/4.jpg)
But,Realize They’re Hypotheses
![Page 5: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/5.jpg)
9 Guesses
Guess Guess
GuessGuess
GuessGuess
Guess
GuessGuess
![Page 6: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/6.jpg)
MammOpticsBusiness Model Canvas 1 of 4
Radiation-freeEarlier detectionNon-invasive
Pioneering radiologists inhospitals
Direct sales to hospitals
Strong clinical dataTrainingMaintenance
Product DevelopmentClinical trialsOperating Costs Capital equipment
sales and disposable item
Product DevelopmentIPClinical trialsFDA
IP Leading doctorsTechnical Expertise
HospitalsLeading doctors3rd party manufacturersDistributors
Initial g
uess
Initial g
uess
Initial g
uess
Initial g
uess
MammOpticsBusiness Model Canvas 1 of 4
Test:Customer segment
Value proposition
![Page 7: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/7.jpg)
Finding the right customerFrom radiologists to gynecologists
![Page 8: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/8.jpg)
How do you test these hypotheses?• Research• What type?• Role of secondary…..
• Role of primary……qualitative– Observation– Interviews and focus groups
• Hypothesis• Test• Interpret• Repeat
![Page 9: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/9.jpg)
MammOpticsExcursions into hospitals
Leading doctors
Patients
Hospital Managers
Technicians
Debra Ikeda Jason Davies
Jafi Alissa LipsonSunita Pal
6 women >40 8 women <40
Alicia X-ray mammography
Paul BillingsHolly V. Gautier
![Page 10: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/10.jpg)
MammOpticsHospital purchasing decision tree
![Page 11: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/11.jpg)
MammOpticsHospital purchasing decision tree
HospitalsComplex purchasing decision
tree. Several saboteours
![Page 12: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/12.jpg)
MammOpticsPrivate practice purchasing decision tree
![Page 13: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/13.jpg)
MammOpticsPrivate practice purchasing decision tree
Private practiceFaster adoption rateAttractive value proposition✔
![Page 14: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/14.jpg)
Pioneering DoctorsHospitalsOB/GYNsPCPs
Direct Sales to doctors
Strong clinical dataTrainingMaintenance
Product DevelopmentClinical trialsOperating Costs
Capital Equipment Sales and disposable item
Product DevelopmentIPClinical trialsFDA
IP Leading doctorsTechnical Expertise
Hospitals (Capital Spending Committee)Leading doctors3rd party manufacturersDistributorsResearch Hospitals
Doctors:Earlier detectionPriceAccuracy
Patients:Radiation FreeNon-Invasive
MammOpticsBusiness Model Canvas 2 of 4
![Page 15: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/15.jpg)
Pioneering DoctorsHospitalsOB/GYNsPCPs
Direct Sales to doctors
Strong clinical dataTrainingMaintenance
Product DevelopmentClinical trialsOperating Costs
Capital Equipment Sales and disposable item
Product DevelopmentIPClinical trialsFDA
IP Leading doctorsTechnical Expertise
Hospitals (Capital Spending Committee)Leading doctors3rd party manufacturersDistributorsResearch Hospitals
Doctors:Earlier detectionPriceAccuracy
Patients:Radiation FreeNon-Invasive
MammOpticsBusiness Model Canvas 2 of 4
How do we get to our customer?
Need sensitivity and specificity
![Page 16: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/16.jpg)
Getting to our customerThe world of direct sales and medical marketing
![Page 17: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/17.jpg)
MammOpticsInterviews
Breast Cancer Advocacy Groups
OB/GYNs
FDA/Clinical Trials
Medical Sales
Be Bright PinkJennifer Glover
Dr. Cindy WooDr. Jags Powers
Dr. Aaron Shuvkan
Katrina BellTanay Dudhela
Jed Hwang
Phyllis WhitelyCarl Simpson
![Page 18: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/18.jpg)
Market Adoptio
n
Key Opinion Leaders (KOLs)
Medical Journals
Continuing Medical
Education
Conferences
Breast Cancer Advocacy Groups
American College of
Obstetricians and
Gynecologists (ACOG)
MammOpticsMarketing
![Page 19: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/19.jpg)
ACOGACS
Doctor specialty
committee
Hospital Administrati
on
Technician
RadiologistMammography
MammOpticsCustomer Workflow
Current market Insurance
![Page 20: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/20.jpg)
ACOGACS
Doctor specialty
committee
Hospital Administrati
on
Technician
RadiologistMammography
MammOpticsCustomer Workflow
Current market
But what would happen if we replace mammography?
Insurance
![Page 21: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/21.jpg)
ACOGACS
Doctor specialty
committee
Hospital Administrati
on
Technician
Radiologist
Mammography
MammOpticsCustomer Workflow
Breast Radiologists
Technicians Hospitals
Loss of jobsLoss of jobs Eliminates loss leader
Puts emphasis on biopsies
Insurance
![Page 22: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/22.jpg)
ACOGACS
Doctor specialty
committee
Hospital Administrati
on
Technician
Radiologist
Mammography
MammOpticsCustomer Workflow
InsuranceSame cost as mammography
($140)Reduced number of biopsies
($1000)
ACOG/ACSImproved healthcare(mammography weak
technique)
Insurance
![Page 23: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/23.jpg)
OB/GYNsPCPs
Direct Sales to hospitalsDistributor
Strong clinical dataTrainingMaintenanceConferencesCME courses
Product DevelopmentClinical trialsOperating CostsMarketing Costs
Capital Equipment Sales and disposable itemPer use fees
Product DevelopmentIPClinical trialsFDAPublishing
IP Leading doctorsTechnical Expertise
Leading doctorsKey Opinion Leaders3rd party manufacturersDistributorsBreast Cancer FoundationsACOGACS
Doctors:Earlier detectionPriceAccuracy
Patients:Radiation FreeNon-Invasive
MammOpticsBusiness Model Canvas 3 of 4
![Page 24: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/24.jpg)
OB/GYNsPCPs
Direct Sales to hospitalsDistributor
Strong clinical dataTrainingMaintenanceConferencesCME courses
Product DevelopmentClinical trialsOperating CostsMarketing Costs
Capital Equipment Sales and disposable itemPer use fees
Product DevelopmentIPClinical trialsFDAReimbursementPublishing
IP Leading doctorsTechnical Expertise
Leading doctorsKey Opinion Leaders3rd party manufacturersDistributorsBreast Cancer FoundationsACOGACS
Doctors:Earlier detectionPriceAccuracy
Patients:Radiation FreeNon-Invasive
MammOpticsBusiness Model Canvas 3 of 4
Learned how to reach the customer
How do we build a company based on this?
![Page 25: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/25.jpg)
What did the team learn?
• To pivot on their lead customer segment• That the customer decision process has multiple
players• That the marketing ecosystem and sales channel in
the industry has established rules and many players• That the required partners and key activities are
different and more than the first hypotheses• That all of the above changes the cost structure and
revenue model
![Page 26: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/26.jpg)
Process of customer discovery
• Aim for several fast short cycles• Be prepared to – validate– pivot – or stop on a direction
• Aim is for evidence based support for your target market, value proposition and the b-model and strategy that enables this.
![Page 27: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/27.jpg)
Version 1
Version 3
Version 2
Version 4
Time as a dimension
![Page 28: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/28.jpg)
28
CustomerDiscovery
CustomerValidation
CustomerCreation
ScaleCompany
Customer Discovery
• Stop selling, start listening– There are no facts inside your building, so get outside
• Test your hypotheses – Two are fundamental: problem and product concept
![Page 29: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/29.jpg)
29
Customer Discovery: Rules
• Rule 1: Facts are outside the building, opinions are inside.
• Rule 2: Solve a problem that customers say is important and valuable
• Rule 3: Does the product concept solve that problem?
![Page 30: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/30.jpg)
30
Customer Discovery: Exit Criteria
• What are your customers top problems?– How much will they pay to solve them
• Does your product concept solve them?– Do customers agree? – How much will they pay?
• Can you draw a day-in-the-life of a customer– before & after your product
• Can you draw the org chart of users & buyers
![Page 31: What DOES This “REALLY” LOOK Like?](https://reader035.fdocuments.us/reader035/viewer/2022070501/56816974550346895de14e96/html5/thumbnails/31.jpg)
31
State Your Hypothesis
• One-time writing exercise • All other time is spent in front of customers • Assumes you’re smart – ( but guessing )