Milestone 1 outlineGASTRO

Daniel Almirall

Warakorn Bunkanokwong ( Win)

Larkin D. Folsom

Ketan Shah

Jahan Taheri

Andrew Parker AJ Medford

Ryan Brotman

Agenda

• Background• Project charter• Business analysis• Customer analysis• Reverse engineering• Preliminary concepts• Plan for Next milestone• Q&A

Agenda

• Background• Project charter• Business analysis• Customer analysis• Reverse engineering• Preliminary concepts• Plan for Next milestone• Q&A

Foreign Body Removal

Foreign Body Removal

Foreign Body Removal

Endoscope

Removal tool

Insert Endoscope

It’s hurt!

Remove Foreign Body Object

NeedOvertube

ForProtection

Problem NowCurrent Overtube

Too complicated

Too Expensive

Agenda

• Background• Project charter• Business analysis• Customer analysis• Reverse engineering• Preliminary concepts• Plan for Next milestone• Q&A

Mission Statement

• Develop an economic endoscopic overtube with an improved method of insertion over the Guardus model overtube from US Endoscopy.

Benefit Proposition

• Safety and comfort

• Simplified procedures

• Lower cost

Agenda

• Background• Project charter• Business analysis• Customer analysis• Reverse engineering• Preliminary concepts• Plan for Next milestone• Q&A

Market Opportunity

10,500,000Endoscope procedures per yr.

36,000Foreign body ingestions

Degree of existing Rivalry:

MediumMedium

Five Forces Analysis

Degree of existing Rivalry:

High High

Five Forces Analysis

Many types of substitutes such as hood, snare, forcep, roth net

Degree of existing Rivalry:

High High

Five Forces Analysis

• Small market• Easily reverse engineer• FDA approval

Degree of existing Rivalry:

High High

Five Forces Analysis

• Widely available raw material

• Meet FDA requirement

Degree of existing Rivalry:

High High

Five Forces Analysis

Degree of existing Rivalry:

High High

Five Forces Analysis

• Knowledgeable customers• Low switching cost

We are

SO

WT

SO

WT• Our Product portfolio

• Specialize and well know in endoscope accessories

SO

WT• Relatively small in size

• Bad perception from expensive product• Only accessories

SO

WT

• Growth in GI market• No direct competitor• New endoscope technique• Current overtube is expensive• Health conscious trend

SO

WT

• FDA regulation• Easy to copy• Large size competitors

STEEP

Analysis

Societal

Technological

EconomicEnvironmental

Political/Legal Older population

Societal

Technological

EconomicEnvironmental

Political/LegalImprove in endoscopy technology

Societal

Technological

EconomicEnvironmental

Political/LegalRecession

Societal

Technological

EconomicEnvironmental

Political/LegalDisposable and easy to destroy

Societal

Technological

EconomicEnvironmental

Political/Legal FDA approval

Competitors

Agenda

• Background• Project charter• Business analysis• Customer analysis• Reverse engineering• Preliminary concepts• Plan for Next milestone• Q&A

Customer Interview Plan

Doctors Nurses Others

4/15 1/5 1/10

Sample Questions?

Major Findings

Agenda

• Background• Project charter• Business analysis• Customer analysis• Reverse engineering• Preliminary concepts• Plan for Next milestone• Q&A

Reverse Engineering

• Gruadus overtube

• Patent point

Reverse Engineering

• Gruadus overtube

Problem NowGruadus Overtube

Solid work dimension

Agenda

• Background• Project charter• Business analysis• Customer analysis• Reverse engineering• Preliminary concepts• Plan for Next milestone• Q&A

Preliminary Concept

• 1 ( pros and cons)

• 2

• 3

Agenda

• Background• Project charter• Business analysis• Customer analysis• Reverse engineering• Preliminary concepts• Plan for Next milestone• Q&A

Next step

Agenda

• Background• Project charter• Business analysis• Customer analysis• Reverse engineering• Preliminary concepts• Plan for Next milestone• Q&A