Presentation examples for class 4 customer segments
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Transcript of Presentation examples for class 4 customer segments
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