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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

Laparoscopic robot

Núria Carrió

Carlos Enrique

Eva Haro

Carlos López

slide2

Agenda

  • Opportunity
  • Product description
  • Market study
  • Marketing
  • Organization
  • Financial Planning
  • SWOT
slide3

Opportunity

  • Business opportunity
    • Improve worldwide laparoscopic surgery.
    • Start-up capital: 700,000 €.
    • Return of investment in 4 years.
slide4

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.
slide5

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
slide6

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.
slide7

Product description

  • Robotic system
    • Operation station + Remote control + Control unit
  • Claws
    • Replaced every 10-12 operations
  • Technical support
    • 365 days, 24h. at day
slide8

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.
slide9

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.
slide10

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
slide11

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.
slide12

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
slide13

Organization

  • Public Corporation
  • Industrial Partnership
  • Externalized Distribution
  • Licensed Patent
  • Value Chain

Client

slide14

Financial Planning

  • Product commercialization:
slide15

Financial Planning

  • Company share:
slide16

Financial Planning

  • Market Share
slide17

Financial Planning

  • Break Even Point
slide18

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