bright photomedicine columbia
TRANSCRIPT
![Page 1: Bright Photomedicine Columbia](https://reader035.vdocuments.mx/reader035/viewer/2022070509/58a3ac321a28ab9e6a8b5d17/html5/thumbnails/1.jpg)
Development of portable device for pain relief without side effects
Team:Marcelo SousaCaroline Arede
Interviews since last class: 11Total # of interviews: 54
![Page 2: Bright Photomedicine Columbia](https://reader035.vdocuments.mx/reader035/viewer/2022070509/58a3ac321a28ab9e6a8b5d17/html5/thumbnails/2.jpg)
Key partners
Selling partners• Research centers• Hospitals• Pharmacies• Doctors• Nurses• Physical therapists• Clinics• Insurance companies
Suppliers• Maker spaces• Electronics companies• Engineers• Designers• Plastic materials
Key activities
• Software development• Hardware
development• Clinical test• Hardware
manufacturing• Sales• Distribution
Value propositions
Hospitals• Fewer patients
occupying rooms
Insurance companies• Fewer hospital costs
Patients• Effective pain
treatment• Pain treatment
without:• Collateral
effects• Addiction• Hospital visits• Surgeries
Clinics• ?Physical therapists• ?Doctors• ?
Customer relationships
• Adds• Support team• Workshops
Customer segments
• Hospitals• Insurance companies• Patients• Clinics• Physical therapists• Doctors
Key resources
• Human resources• Network• Intellectual property• Financial
Channels
Hardware• Retail• Internet• Sales team
Online treatment• Internet• AppTreatment development• Sales agent
Cost structure
• People• Intellectual property• FDA• Prototyping
• Production
• Marketing
Revenue streams
• Direct sale• Renting• Consulting• Licensing
Day 0 - Business Model Canvas
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Silicon suppliers
Electronics suppliers
Distributor
Internet
Drugstores
1st Vision of the Product Flow
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Testing and Iterations
![Page 5: Bright Photomedicine Columbia](https://reader035.vdocuments.mx/reader035/viewer/2022070509/58a3ac321a28ab9e6a8b5d17/html5/thumbnails/5.jpg)
Key partners
Selling partners• Research centers• Hospitals• Pharmacies• Doctors• Nurses• Physical therapists• Clinics• Insurance companies
Suppliers• Maker spaces• Electronics companies• Engineers• Designers• Plastic materials
Key activities
• Software development• Hardware
development• Clinical test• Hardware
manufacturing• Sales• Distribution
Value propositions
Hospitals• Fewer patients
occupying rooms
Insurance companies• Fewer hospital costs
Patients• Effective pain
treatment• Pain treatment
without:• Collateral
effects• Addiction• Hospital visits• Surgeries
Clinics• ?Physical therapists• ?Doctors• ?
Customer relationships
• Adds• Support team• Workshops
Customer segments
• Hospitals• Insurance companies• Patients• Clinics• Physical therapists• Doctors
Key resources
• Human resources• Network• Intellectual property• Financial
Channels
Hardware• Retail• Internet• Sales team
Online treatment• Internet• AppTreatment development• Sales agent
Cost structure
• People• Intellectual property• FDA• Prototyping
• Production
• Marketing
Revenue streams
• Direct sale• Renting• Consulting• Licensing
Day 1 - Customer Segments & Value Proposition
Too many value propositions
These value propositions would require different products
![Page 6: Bright Photomedicine Columbia](https://reader035.vdocuments.mx/reader035/viewer/2022070509/58a3ac321a28ab9e6a8b5d17/html5/thumbnails/6.jpg)
Key partners
Selling partners• Research centers• Hospitals• Pharmacies• Doctors• Nurses• Physical therapists• Clinics• Insurance companies
Suppliers• Maker spaces• Electronics companies• Engineers• Designers• Plastic materials
Key activities
• Software development• Hardware
development• Clinical test• Hardware
manufacturing• Sales• Distribution
Value propositions
Hospitals• Fewer patients
occupying rooms
Insurance companies• Fewer hospital costs
Patients• Effective pain
treatment• Pain treatment
without:• Collateral
effects• Addiction• Hospital visits• Surgeries
Clinics• ?Physical therapists• ?Doctors• ?
Customer relationships
• Adds• Support team• Workshops
Customer segments
• Hospitals• Insurance companies• Patients• Clinics• Physical therapists• Doctors
Key resources
• Human resources• Network• Intellectual property• Financial
Channels
Hardware• Retail• Internet• Sales team
Online treatment• Internet• AppTreatment development• Sales agent
Cost structure
• People• Intellectual property• FDA• Prototyping
• Production
• Marketing
Revenue streams
• Direct sale• Renting• Consulting• Licensing
Day 1 - Customer Segments & Value Proposition
Too many segments
We would sell different products for different customers through different channels
![Page 7: Bright Photomedicine Columbia](https://reader035.vdocuments.mx/reader035/viewer/2022070509/58a3ac321a28ab9e6a8b5d17/html5/thumbnails/7.jpg)
Key partners
Selling partners• Research centers• Hospitals• Pharmacies• Doctors• Nurses• Physical therapists• Clinics• Insurance companies
Suppliers• Maker spaces• Electronics companies• Engineers• Designers• Plastic materials
Key activities
• Software development• Hardware
development• Clinical test• Hardware
manufacturing• Sales• Distribution
Value propositions
Hospitals• Fewer patients
occupying rooms
Insurance companies• Fewer hospital costs
Patients• Effective pain
treatment• Pain treatment
without:• Collateral
effects• Addiction• Hospital visits• Surgeries
Clinics• ?Physical therapists• ?Doctors• ?
Customer relationships
• Adds• Support team• Workshops
Customer segments
• Hospitals• Insurance companies• Patients• Clinics• Physical therapists• Doctors
Key resources
• Human resources• Network• Intellectual property• Financial
Channels
Hardware• Retail• Internet• Sales team
Online treatment• Internet• AppTreatment development• Sales agent
Cost structure
• People• Intellectual property• FDA• Prototyping
• Production
• Marketing
Revenue streams
• Direct sale• Renting• Consulting• Licensing
Days 2 & 3 - “Left side of the canvas”
Turns out some partners were actually saboteurs
Surgeons want to make surgeries, while hospitals and clinics want to have the equipment for themselves to sell
![Page 8: Bright Photomedicine Columbia](https://reader035.vdocuments.mx/reader035/viewer/2022070509/58a3ac321a28ab9e6a8b5d17/html5/thumbnails/8.jpg)
Key partners
Selling partners• Research centers• Hospitals• Pharmacies• Doctors• Nurses• Physical therapists• Clinics• Insurance companies
Suppliers• Maker spaces• Electronics companies• Engineers• Designers• Plastic materials
Key activities
• Software development• Hardware
development• Clinical test• Hardware
manufacturing• Sales• Distribution
Value propositions
Hospitals• Fewer patients
occupying rooms
Insurance companies• Fewer hospital costs
Patients• Effective pain
treatment• Pain treatment
without:• Collateral
effects• Addiction• Hospital visits• Surgeries
Clinics• ?Physical therapists• ?Doctors• ?
Customer relationships
• Adds• Support team• Workshops
Customer segments
• Hospitals• Insurance companies• Patients• Clinics• Physical therapists• Doctors
Key resources
• Human resources• Network• Intellectual property• Financial
Channels
Hardware• Retail• Internet• Sales team
Online treatment• Internet• AppTreatment development• Sales agent
Cost structure
• People• Intellectual property• FDA• Prototyping
• Production
• Marketing
Revenue streams
• Direct sale• Renting• Consulting• Licensing
Days 2 & 3 - “Left side of the canvas”
Regulation in the USA is different
There is a long process to get the required approvals
![Page 9: Bright Photomedicine Columbia](https://reader035.vdocuments.mx/reader035/viewer/2022070509/58a3ac321a28ab9e6a8b5d17/html5/thumbnails/9.jpg)
Key partners
Selling partners• Research centers• Hospitals• Pharmacies• Doctors• Nurses• Physical therapists• Clinics• Insurance companies
Suppliers• Maker spaces• Electronics companies• Engineers• Designers• Plastic materials
Key activities
• Software development• Hardware
development• Clinical test• Hardware
manufacturing• Sales• Distribution
Value propositions
Hospitals• Fewer patients
occupying rooms
Insurance companies• Fewer hospital costs
Patients• Effective pain
treatment• Pain treatment
without:• Collateral
effects• Addiction• Hospital visits• Surgeries
Clinics• ?Physical therapists• ?Doctors• ?
Customer relationships
• Adds• Support team• Workshops
Customer segments
• Hospitals• Insurance companies• Patients• Clinics• Physical therapists• Doctors
Key resources
• Human resources• Network• Intellectual property• Financial
Channels
Hardware• Retail• Internet• Sales team
Online treatment• Internet• AppTreatment development• Sales agent
Cost structure
• People• Intellectual property• FDA• Prototyping
• Production
• Marketing
Revenue streams
• Direct sale• Renting• Consulting• Licensing
Days 2 & 3 - “Left side of the canvas”
Regulation in the USA is different
To enter the market, we still need the patent and FDA approval
![Page 10: Bright Photomedicine Columbia](https://reader035.vdocuments.mx/reader035/viewer/2022070509/58a3ac321a28ab9e6a8b5d17/html5/thumbnails/10.jpg)
Key partners
Selling partners• Research centers• Hospitals• Pharmacies• Doctors• Nurses• Physical therapists• Clinics• Insurance companies
Suppliers• Maker spaces• Electronics companies• Engineers• Designers• Plastic materials
Key activities
• Software development• Hardware
development• Clinical test• Hardware
manufacturing• Sales• Distribution
Value propositions
Hospitals• Fewer patients
occupying rooms
Insurance companies• Fewer hospital costs
Patients• Effective pain
treatment• Pain treatment
without:• Collateral
effects• Addiction• Hospital visits• Surgeries
Clinics• ?Physical therapists• ?Doctors• ?
Customer relationships
• Adds• Support team• Workshops
Customer segments
• Hospitals• Insurance companies• Patients• Clinics• Physical therapists• Doctors
Key resources
• Human resources• Network• Intellectual property• Financial
Channels
Hardware• Retail• Internet• Sales team
Online treatment• Internet• AppTreatment development• Sales agent
Cost structure
• People• Intellectual property• FDA• Prototyping
• Production
• Marketing
Revenue streams
• Direct sale• Renting• Consulting• Licensing
Days 2 & 3 - “Left side of the canvas”
During the interviews, we found some new costs
In the US, the company pays for the clinical trials. There is also significant distribution costs
![Page 11: Bright Photomedicine Columbia](https://reader035.vdocuments.mx/reader035/viewer/2022070509/58a3ac321a28ab9e6a8b5d17/html5/thumbnails/11.jpg)
Key partners
Selling partners• Research centers• Hospitals• Pharmacies• Doctors• Nurses• Physical therapists• Clinics• Insurance companies
Suppliers• Maker spaces• Electronics companies• Engineers• Designers• Plastic materials
Key activities
• Software development• Hardware
development• Clinical test• Hardware
manufacturing• Sales• Distribution
Value propositions
Hospitals• Fewer patients
occupying rooms
Insurance companies• Fewer hospital costs
Patients• Effective pain
treatment• Pain treatment
without:• Collateral
effects• Addiction• Hospital visits• Surgeries
Clinics• ?Physical therapists• ?Doctors• ?
Customer relationships
• Adds• Support team• Workshops
Customer segments
• Hospitals• Insurance companies• Patients• Clinics• Physical therapists• Doctors
Key resources
• Human resources• Network• Intellectual property• Financial
Channels
Hardware• Retail• Internet• Sales team
Online treatment• Internet• AppTreatment development• Sales agent
Cost structure
• People• Intellectual property• FDA• Prototyping
• Production
• Marketing
Revenue streams
• Direct sale• Renting• Consulting• Licensing
Days 4 - Channels, Cust. Relationships & Revenues
Similar devices are not sold in regular retail stores
People usually go to specialized stores or internet to get them
![Page 12: Bright Photomedicine Columbia](https://reader035.vdocuments.mx/reader035/viewer/2022070509/58a3ac321a28ab9e6a8b5d17/html5/thumbnails/12.jpg)
Key partners
Selling partners• Research centers• Hospitals• Pharmacies• Doctors• Nurses• Physical therapists• Clinics• Insurance companies
Suppliers• Maker spaces• Electronics companies• Engineers• Designers• Plastic materials
Key activities
• Software development• Hardware
development• Clinical test• Hardware
manufacturing• Sales• Distribution
Value propositions
Hospitals• Fewer patients
occupying rooms
Insurance companies• Fewer hospital costs
Patients• Effective pain
treatment• Pain treatment
without:• Collateral
effects• Addiction• Hospital visits• Surgeries
Clinics• ?Physical therapists• ?Doctors• ?
Customer relationships
• Adds• Support team• Workshops
Customer segments
• Hospitals• Insurance companies• Patients• Clinics• Physical therapists• Doctors
Key resources
• Human resources• Network• Intellectual property• Financial
Channels
Hardware• Retail• Internet• Sales team
Online treatment• Internet• AppTreatment development• Sales agent
Cost structure
• People• Intellectual property• FDA• Prototyping
• Production
• Marketing
Revenue streams
• Direct sale• Renting• Consulting• Licensing
Days 4 - Channels, Cust. Relationships & RevenuesMedical devices require more than adds
Customers will only rely on the product if they see science behind it
![Page 13: Bright Photomedicine Columbia](https://reader035.vdocuments.mx/reader035/viewer/2022070509/58a3ac321a28ab9e6a8b5d17/html5/thumbnails/13.jpg)
Key partners
Selling partners• Research centers• Hospitals• Pharmacies• Doctors• Nurses• Physical therapists• Clinics• Insurance companies
Suppliers• Maker spaces• Electronics companies• Engineers• Designers• Plastic materials
Key activities
• Software development• Hardware
development• Clinical test• Hardware
manufacturing• Sales• Distribution
Value propositions
Hospitals• Fewer patients
occupying rooms
Insurance companies• Fewer hospital costs
Patients• Effective pain
treatment• Pain treatment
without:• Collateral
effects• Addiction• Hospital visits• Surgeries
Clinics• ?Physical therapists• ?Doctors• ?
Customer relationships
• Adds• Support team• Workshops
Customer segments
• Hospitals• Insurance companies• Patients• Clinics• Physical therapists• Doctors
Key resources
• Human resources• Network• Intellectual property• Financial
Channels
Hardware• Retail• Internet• Sales team
Online treatment• Internet• AppTreatment development• Sales agent
Cost structure
• People• Intellectual property• FDA• Prototyping
• Production
• Marketing
Revenue streams
• Direct sale• Renting• Consulting• Licensing
Days 4 - Channels, Cust. Relationships & Revenues
Direct sales are too expensive and would only make sense for few big clients
Patients buy similar products online, while physical therapists usually rent it
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Results So Far
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Key partners Key activities Value propositions Customer relationships Customer segments
Key resources Channels
Cost structure Revenue streams
Day 5 - Business Model Canvas
Selling partners• Research center• Pharmacies• Clinical doctors• Physical
therapists• Insurance
companies• Distributors• Surgeons• Nurses• Hospitals• Clinics
Suppliers• Maker spaces• Electronics
companies• Engineers• Designers• Plastic materials
• Get patent in US• Get FDA approval• Get methodology
patent• Software develop.• Hardware develop.• Clinical test• Hardware manufac.• Sales• Distribution
• Human resources
• Network• Intellectual
property• Financial• Licences to sell
• People• IP• FDA• Prototyping
• Production• Marketing• Clinical trial in
US• Distribution• Lawyers
• Adds• Support team• Website• Healthcare
content• Messages in App• Workshops
Hardware• Retail: specialized
stores• Internet• Sales teamOnline treatment• Internet• AppTreatment develop.• Sales agent
• Hospitals
• Insurance companies
• Patients with specific pain
• Patients in labor
• Clinics
• Physical therapists
• Doctors• Surgeons
• Companies
• Fewer patients occupying rooms
• Less spending with patients
• Effective pain treatment
• No side effects• Less hospital
visits• Not invasive• Less time spent• No medicine• Personalization
• Revenue from therapy sessions
• Less employees’ absence
• Consulting• Direct sale
• Renting
• E-commerce• Licensing• Direct sales
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Silicon suppliers
Electronics suppliers
Market Places
Current Vision of the Product Flow
US Regulations
!
Bright scientific background & Content
30% of sales
$$$
0.7*$$
$$
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What We Are Going To Do Next
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Key partners Key activities Value propositions Customer relationships Customer segments
Key resources Channels
Cost structure Revenue streams
Next Steps
Conclude clinical
trial in Brazil Create blog for healthcare discussions and Bright’s content presentation
Launch landing page for potential acquisitions
Interview
hospitals in Brazil
Interview
insurance
companies in
Brazil Register IP
File for FDA
registration
Fundraise