A-dec 300 on 511 Product Training – August 2011. Agenda ► Project Scope ► What is N53? ►...

A-dec 300 on 511

Product Training – August 2011

Agenda► Project Scope

► What is N53?► Benefits/Target Customer► Product Positioning

► Features & Value

► Nuts & Bolts► 511 Exclusionary Feature► Installation Review

► Product Marketing► Support Materials► Positioning/Competitive Landscape► Ordering/Pricing


PROJECT SCOPE300 on 511


What is N53?

A-dec Radius®-style Monitor Mount

A-dec 372 & 572 Lights

A-dec 332/333 Radius-style

ControlsA-dec 511


Package Flexibility (Module Mixing)

A-dec 500 System(same as today)

AND

500 Support Side

511 Chair

New Module Combinations

OR

Radius-Style MonitorMount

332/333 Delivery

372/572 Lights


Package Flexibility (Module Mixing)

► A-dec 311 mounting constraints:

372

572

Monitor Mount

Benefits (Project/Customer)

► Global solution offering choice and price flexibility

► Extends product reach in price sensitive markets► Leverages A-dec’s existing platforms to shore up

our mid-high price point offering.

► Targeted Customer: ► Want A-dec 500, however…

Prefer a smaller, more nimble delivery Don’t require 500 level integration Higher sensitivity to 500 system level price point


FEATURES & VALUEProduct Module


300 on 511 Features► A-dec 511

► Dual mounting capability for select 300 modules

► A-dec 332/333 Radius-style Controls► Ability to (single or dual) front mount on A-dec 511

► New A-dec 372 & 572 Lights► Radius-style front mounted design for single or dual mounting on 511► Local on/off switching on A-dec 372

► New A-dec Radius®-style Monitor Mount► Radius-style front mounted design for single or dual mounting on 511► Based on 7530 design; lower price


300 on 511 Features (Differentiation)

FeaturesA-dec 500Powerful and Sophisticated

A-dec 300Compact and Versatile

Ancillary Integration 4 Ancillaries 2 Ancillaries

Control Block Positions 4-position standard 3-position standard – 4-position optional

Continental Whip Positionability

Side-to-Side Fixed

Traditional Handpiece Holders Individual holder adjustability Fixed

Control Brake Handle Dual handles standard One handle standard – 2nd handle optional

Quad Voltage Intraoral Light Source

Standard Optional

System Leveling Arm and Control Control Only

A-dec 372 Radius-Style Light

New Feature:► Local On/Off Switch

► Design Comparison / Features

► Features► Arm is 5” taller than 531 for improved monitor viewing► Allows monitors up to 19” and 20 lbs.► No handle or back cover► Dual front mount capability

A-dec Radius-Style Monitor Mount

Radius-Style Monitor Mount

500

NUTS & BOLTS Product Module


► Radius–Style Arm Geometry Comparison

A-dec 332/333 Controls (Lower Arms)

Height/Angle Differences

Control Arm for 311 Control Arm for 511

A-dec Radius-Style Lights

372 & 572► Rigid Arm Design

A-dec 511► Product Changes

► Ductile Upper Structure► Exclusionary Feature► Toeboard Ramp / Cylinder Stop► Mounting Hardware► Rotation Stop


A-dec 511 (Exclusionary Feature)

Implemented: ►April 2011►SN D125124


A-dec 511 (Exclusionary Feature)


A-dec 511 (chair low point/toeboard angle)

13.5” 14.25”

Standalone and

Single mounted A-dec 500 modules

Dual mounted A-dec 300 modules

<2°

“No perceived effect on comfort”

.75” Difference and 1.5°


Hardware (Toeboard Ramp and Cylinder Spacer)

Cylinder Spacer

Toeboard Ramp

► Ships with Control module► Single Mount (unit)

► If single mount unit, use all parts in the kit

► Dual Mount► Dual mount systems, do not

use spacer

Hardware (Control)

► Ships with Light & Monitor modules

► Single Mount (light or monitor)► If single mount light or monitor,

do not use cylinder spacer or toeboard ramps

► Dual Mount► Dual mount systems, do not

use bolt or bearing cap

Hardware (Light & Monitor)

Installation (332/333 Control Only)

Installation (372/572 Light or Monitor Only)

Installation (332/333 Control & Light or Monitor)

Installation (Rotation Stop)

► Required when combined with the A-dec 561 Support Center


Packaging (300 on 500 modules)

(Included with unit)

(Ordered as component)

(Configured)

PRODUCT MARKETING300 on 500


Support Materials (Marketing Publications)

► A-dec 500 brochure – updated to include 300 modules.

► Catalog► Full Version – Electronic only (available 8/1)

► Addendum – Electronic and print (order from Customer Service)

► www.a-dec.com

► Advertising (ADA News)


http://www.a-dec.com/

Support Materials (Technical Publications)

► New install – A-dec 300 delivery, light and monitor on 511 chair► Less text; more visual

► New/Updated IUs – delivery, assistant’s, lights and monitors

► Additional Updates:


► 500 template► CAD blocks► Pre-install guide► 500 service guide► Service Solutions DVD

► Instructions for Use DVD

New:► 300 on 511 template► 300 Service Guide supplement

Product Positioning (domestic)

A-dec 300/500 Module Mixing~$22,000 ret.

Product Positioning (domestic)

A-dec 300/500 Module Mixing~$24,500 ret.

Product Positioning (international)

A-dec 300/500 Module Mixing: ~$25,000 ret.


COMPETITIVE LANDSCAPE


http://midmarktst.midmark.com/Lists/Logo%20Library/Midmark_blue.jpg

A-dec 511 with 300 Radius-Style Modules

$24,568 / $20,594

Retail / Street

Chair (A-dec 511): $11,480 / $ 9,623• Sewn upholstery, floor box, no

footswitch

Unit (A-dec 332): $6,568 / $5,506• Traditional w/Deluxe TP/IOLS• 3 pos. Ctrl Block• Std. “QD” Syringe• Silicone 4-hole (x2), Silicone 6 pin• Std. Tray Holder• 511 Dual Mount

Assistant (A-dec 551):$1,430 / $1,199• 3 pos. Holder w/ TP

Support (A-dec 561):$2,815 / $2,360• Cuspidor, Support Center, Link Arm

Light (A-dec 571): $2,275 / $1,907• Chair mounted light (not shown)


A-dec 511 with 300 Radius vs. Pelton & Crane

Chair (3001): $10,300 / $8,331

Unit, Cuspidor & Assistant:

$12,005 / $9,710

(Spirit 2120 with RM 85)

Light (LFIISE Ellipse Sys Mt.):

$3,100 / $2,507

*2011 Retail

$ 25,405 / $20,548

Retail / Street*


Chair (A-dec 511):$11,480 / $

9,623

Unit (A-dec 332): $6,568 / $5,506

Assistant (A-dec 551): $1,430 /

$1,199

Support (A-dec 561): $2,815 /

$2,360

Light (A-dec 571): $2,275 / $1,907

$24,568 / $20,594Retail / Street

A-dec 511 with 300 Radius vs. Dental EZ

$25,838 / $20,898

Retail / Street*

Chair (J/V Generation): $111,978 /

$9,688

Unit, Cuspidor & Assistant:

$10,570 / $8,549

(Galaxy Magellan L/R)

Light (Lumina Light):$3,290 /

$2,661

*2011 Retail


Chair (A-dec 511):$11,480 / $

9,623

Unit (A-dec 332): $6,568 / $5,506


$1,199

Support (A-dec 561): $2,815 /

$2,360

Light (A-dec 571): $2,275 / $1,907

$24,568 / $20,594Retail / Street

A-dec 511 with 300 Radius vs. Midmark

$24,729 / $20,001

Retail / Street*

Chair (Elevance): $11,474 / $9,280

Unit (Procenter LR):$7,420 / $6,001

Cuspidor & Assistant (LR):

$3,363 / $2,720

Light (Midmark LR):$2,472 / $1,999

*2011 RetailProduct Training – August 2011

Chair (A-dec 511):$11,480 / $

9,623

Unit (A-dec 332): $6,568 / $5,506


$1,199

Support (A-dec 561): $2,815 /

$2,360

Light (A-dec 571): $2,275 / $1,907

$24,568 / $20,594Retail / Street

A-dec 511 with 300 Radius vs. Belmont

$30,435 / $24,617Retail / Street*

Chair (Quolis 5000): $10,895

/ $8,812

Unit, Cuspidor, Assistants, & Light

(Quolis 5000 #5370):$19,540 /

$15,804

*2010 Retail


Chair (A-dec 511):$11,480 / $

9,623

Unit (A-dec 332): $6,568 / $5,506


$1,199

Support (A-dec 561): $2,815 /

$2,360

Light (A-dec 571): $2,275 / $1,907

$24,568 / $20,594Retail / Street

Competitive Overview

High Level Package w/ Radius-Style ModulesNOTE: A-dec retail is 2011 pricing, all other packages are as marked.

Brand Retail Discount WholesaleStreet

(32% Margin)

Street $ Difference

Street % Difference

A-dec $ 24,568 43% $ 14,004 $ 20,594

Pelton & Crane $ 25,405 45% $ 13,973 $ 20,548 $ (46) 0%

Dental EZ $ 25,838 45% $ 14,211 $ 20,898 $ 305 1%

Midmark $ 24,729 45% $ 13,601 $ 20,001 $ (592) -3%

Belmont $ 30,435 45% $ 16,739 $ 24,617 $ 4,023 20%


Ordering/Pricing► Catalog Addendum

► Includes full 300 and 500 sections

► New 300 on 500 reference page

► Options and Pricing – Affects new and existing product modules

► Ordering Constraints


Review Notes

Ordering /Pricing (300 on 500 Package)

Changes:

► New 300 on 500 package reference page at beginning of A-dec 500 section.

► Shows available modules and where to order (page number).

300 on 500 package Reference page…

Highlights applicable modules and where to order.

PICTURE UPDATE

Ordering /Pricing (511 Chair)

Changes:

► Moving floor box (as an option) to the 511 Chair

► Dual mount capability and affect on chair low point

► New 400lbs. maximum stated patient weight

Chair catalog page…

Highlight weight, floor box option, dual mounting bullet, and chair low point

PICTURE UPDATE

Ordering /Pricing (532/533 Controls)

Changes:

► Foundation price for 532/533 based on removal of floor box:► 532 std TP = $7570► 532 dlx TP = $8380

► 533 std TP = $8380► 533 dlx TP = $9190

► Removal of floor box text

532 Controls page…

Highlight 500 foundation pricing, removal of floor box text

PICTURE UPDATE

Ordering /Pricing (551/561 Support Modules)

Changes:

► Dealer-Installed, optional 3’ Umbilical & Utilities:► Remove floor box cover and

frame► Adjust price to $500

551 Assistant’s Arm page…

Highlight 551 optional umbilical price and content change.

561 Support Center page…

Highlight 561 optional umbilical price and content change.

PICTURE UPDATE

Ordering /Pricing (572 Light)

Changes:

► New A-dec 572 Radius-Style Light - $2450

► Mount included with control or ordered separately for single mount applications – 77.1165.00, $330

500 Lights page…

Highlight 372 Light Module & 511 mount kit

PICTURE UPDATE

Ordering /Pricing (Monitor Mounts)

Changes:► New A-dec Radius-Style

Monitor Mount - $950


► ~5” higher based on 7530 design

500 Monitor Mount page…

Highlight new Radius-style Monitor Mount, 511 mount kit, feature text

PICTURE UPDATE

Ordering /Pricing (332/333 Controls)

Changes:

► Foundation price for 300 Controls on 500:► 332 = $4260► 333 = $4660

► Mount is included as standard

► Dealer installed 2nd Brake Handle Kit – 90.1281.00

332 Controls page…

Highlight 500 mounting option/price & 2nd brake handle kit

PICTURE UPDATE

Ordering /Pricing (372 Light)

Changes:

► New A-dec 372 Radius-Style Light - $2300


► New Local On/Off Switch for all 371 & 372 Lights

300 Lights page…

Highlight 372 Light Module, 511 mount kit, on/off switch.

PICTURE UPDATE

Pricing Exercise► Form groups of 3-4 individuals► Use the provided addendum to correctly

price the following packages:Package 2:511 Chair, Seamless-Black,

Contoured Floor Box, No Foot Switch

332 Trad. Control, Std. TP, QD syr., 2 6-pin silicone, 1 4-hole silicone, IOLS

Small tray holder372 Light551 Asst. Arm, Short, 3 pos.

Package 1:511 Chair, Sewn-Ebony, No

Floor Box, FootswitchRadius-style Monitor Mount

VERIFY PACKAGE & PRICING

Pricing Exercise

561 Support Center/Cuspidor

551 Asst. Arm, Long, 4 pos., auto-electric holders

LightMonitor Mount

International Package:511 Chair, Sewn-Parrot,

Contoured Floor Box, No Foot Switch

333 Cont. Control, Dlx. TP, 4th block position/whip, QD Syr., Electric Hdpc., 1 6-pin, 1 4-hole, silicone, Camera


Pricing Exercise► Package 1: $_________

► Need 511 mount kit, $330

► Package 2: $_________► Mount included with control► Remember to order the floor box?

► International Package: $_________► Use 571► Use 561 Monitor Mount


Key Product Launch Dates

► Start Taking Orders: Globally August 15th, 2011

► Shipments Begin: Week of September 6th


QUESTIONS?300 on 511


Light Post for 311► L-Shaped Light Post:

► For use when mounting a 300 monitor mount and/or 371 & 571-300 Light to a standalone 311 chair.

► 8-digit part – OTC► Estimated Retail ~$375-

400► Available late August

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A-dec 300 on 511 Product Training – August 2011. Agenda ► Project Scope ► What is N53? ►...

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