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Laparoscopic robot

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 €.

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Laparoscopic robot

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  1. Laparoscopic robot Núria Carrió Carlos Enrique Eva Haro Carlos López

  2. Agenda • Opportunity • Product description • Market study • Marketing • Organization • Financial Planning • SWOT

  3. Opportunity • Business opportunity • Improve worldwide laparoscopic surgery. • Start-up capital: 700,000 €. • Return of investment in 4 years.

  4. Opportunity • Mission: • Create a product capable to fulfil the market requirements. • Advantages respect other competitive products in the market. • Highly involved to innovation and quality. • Vision: • Laparoscopic is a minimally invasive surgery based in the use of small incisions. • Market in expansion. • High market opportunities.

  5. Opportunity • 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 • 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

  6. Product description • 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.

  7. Product description • Robotic system • Operation station + Remote control + Control unit • Claws • Replaced every 10-12 operations • Technical support • 365 days, 24h. at day

  8. Product description • Why we are the best option? – Added Value • Modularity: • 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.

  9. Market study - Customers • 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.

  10. Market study - Competitors • 6,000 units required worldwide. • Market Penetration • Currently 946 robots in the market • 15 % of the total market • 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 Medical • Prosurgics • Substitutive Products: Traditional techniques

  11. Market study - Position • 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.

  12. Marketing • 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

  13. Organization • Public Corporation • Industrial Partnership • Externalized Distribution • Licensed Patent • Value Chain Client

  14. Financial Planning • Product commercialization:

  15. Financial Planning • Company share:

  16. Financial Planning • Market Share

  17. Financial Planning • Break Even Point

  18. SWOT • SWOT: • Opportunities: • Market in growth • High benefits • Final customers can offer improvements • Threats: • Future technology evolution • Increase in production cost • Vulnerability respect big competitors • Current financial crisis • SWOT: • Strengths: • Product quality • Continuously innovation • Customization • Weaknesses: • High investment • High productive cost • Certifications

  19. QUESTIONS AND DOUBTS

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