runsafe case study v2
TRANSCRIPT
RUNSAFE CASE STUDY
Data Driven Decision Making
RunSafe™ is a medically-based, high-end, add-on injury prevention and performance
improvement program for running.
UCSF CTSI – Catalyst Program
◉ Hired by UCSF (2011)
◉ Evaluate technology and business,
◉ Mentor key players, and
◉ Design a phased customer development plan.
http://ctsi.ucsf.edu/catalyst
Created by Dr. Anthony Luke M.P.H., M.D.
Board certified in primary care for sports medicine:
◉ UCSF Concussion and Brain Injury Program,
◉ UCSF Human Performance Center,
◉ UCSF Sports Medicine Center, and
◉ UCSF RunSafe Clinic.
Evaluation Services3D Motion Evaluation- Data Collection,
approximately 1 hour.- Analysis, approximately
1/2 hour with a Dr. or trained medical student.
- Recommendations, provided in a report encouraging changes in the clients motion and habits.
Physical TherapyThe goal of the physical therapy screening is to conduct a screen of strength, flexibility, range of motion, and balance/ proprioception tests as they relate to potential injuries for runners.
NutritionThe purpose of the nutrition screening is to help the client learn how nutrition can optimize both their performance and recovery.
Foot and FootwearThe goal of the foot and foot wear screening is to evaluate the morphology of the foot, discuss with current footwear, periodic or chronic problems, and teach clients how to best select footwear that match their habits, needs and goals.
SWOT ANALYSIS
S
O
W
T
Strengths- Expertise.- University support.- Customers.
Opportunities- Univ. partnerships.- Licensing.- Derivative products
and services.
Weaknesses- Lack of startup
experience.- University involvement.
Threats- Protectability.- Lack of Regulation.
TOWS MARTIXS
O
W
TMin – Min- Hire new management.- Cut ties with university.- Create new IP from scratch.- Make less dependent on expertise.
Min – Max- Create partnerships with other univ.- Hire new management.- Create new IP
Min – Max- Use expertise to enhance existing IP- Encourage univ. Support, but remove
from decision making.- Use existing customers and data to
improve IP.
Max – Max- Improve experts bus. Skills - Leverage Univ. support for $, IP and
partnerships.- Push for regulation.- Use existing customers and data to
improve IP.
Data in Decision Making
Market
Not large
Large Market type
Existing
Resegment
New Business models
Price
Change
No change
Cost
Change
Labor
Technology
No change
Make things as quantitative as possible.
Market
Market
Not large
Large Market type
Existing
Resegment
New Business models
Price
Change
No change
Cost
Change
Labor
Technology
No change
29,200,000
Runners/Joggers- National Sporting Goods Association
63% $90+ on shoes73.5
% $120+ on apparel
3%
5%
9%
21%
25%
37%
>$25k$25k<$35k$35k<$50k$50k<$75K$75K<$100k$100k<$150K
- National Runners Survey
Household Income
54.4%Took 4 or more days off in the last 12 months because of an injury.
– National Runners Survey
Market Type
Market
Not large
Large Market type
Existing
Resegment
New Business models
Price
Change
No change
Cost
Change
Labor
Technology
No change
Market Type◉ Existing
- Known needs.
- Known customers.
- Known Business.
Models.
- Known basis of
competition.
◉ Resegment
- Monopoly/Duopoly
own large part of
existing market.
- Niche opportunity.
- Low cost opportunity.
◉ New
- New class of
product/customer.
- Previously unavailable.
- Innovation needed.
Market Type◉ No Google or Arthur Murray in the space.
◉ No ‘apps’ from Nike, etc. at the time.
◉ Existing researchers in the field.
◉ Coaching:
- RRCA
- USATF
Market Type◉ Existing
- Known needs.
- Known customers.
- Known Business.
Models.
- Known basis of
competition.
◉ Resegment
- Monopoly/Duopoly
own large part of
existing market.
- Niche opportunity.
- Low cost opportunity.
◉ New
- New class of
product/customer.
- Previously unavailable.
- Innovation needed.
Business Model
Market
Not large
Large Market type
Existing
Resegment
New Business models
Price
Change
No change
Cost
Change
Labor
Technology
No change
Business Model CanvasKey Partners- Universities
- Research Inst.
- USATF
- Video game Consoles?
- National fitness chains?
Key Activities- Evaluations- Business
Development/Sales- Customer service- Software dev.?
Key Resources- Research data- IP- Expertise- Software?
Value Prop- Prevent Injury
- Improve performance
- Bring in new patients/customers (halo effect).
Customer Relationships- Direct (via clinic)- Licensing- Franchise- Direct (software)
Customer Segments- Runners
- Hospitals
- Coaches
Cost Structure- Evaluations (salaries, facilities, equipment)- PR/BD/Sales- Software Dev.
Revenue Streams- Pay for evaluation- Annual licensing/franchise fee- Software sales/subscription
Channels- Universities- National fitness chains- Video Game consoles- USATF- Coaches
Value Proposition Validated
◉ 3D and other evaluations helps improve locomotion thus
preventing injury (cohort study and case studies).
◉ People are paying for it.
◉ Word-of-mouth and referrals are getting new customers.
Problem3d testing works, but:- Cost = Expensive:
~ $ 500,000 dollars is needed to create the facility, buy imaging equipment, and license imaging software.
Additionally, there is a need to employ M.S. or higher degree level facilitators that run data collection, analyze data, interface with clients and make recommendations.
- Revenue = customers pay below cost ($300).
Identify and Validate
Market
Not large
Large Market type
Existing
Resegment
New Business models
Price
Change
No change
Cost
Change
Labor
Technology
No change
Key Activities
Business model
Price to end user Survey
Change
No change
Cost Study
Change
Labor
Study
Doctor
Technician
Machine
Study
Doctor
Technicians
Technology
3D
2D
Human
Machine
Camera
Kinect
No change
Testing Price
Survey◉ Voluntary email survey.
◉ Survey Monkey to facilitate.
◉ To provide context, the survey covered demographic,
income, running experience, feelings about their experience
with RunSafe and pricing.
Demographics and Feedback
- 84 complete survey responses. - 42% of respondents were male and - 57% female. - Average age was 43.6 with a range of 23 to 65. - Most clients were in an income bracket >$151K. - Running for fitness (38.8%) - Runners running races were mainly experienced runners (7 or more races) (42.9%). - Based on the survey responses, a majority of the clients have participated in other
types of running programs, suggesting that this is an educated group of runners who have tried other assessments and find value in RunSafe.
Pricing◉ Former clients were asked:
“ Since RunSafe incorporate 4
specialists into a single integrated
session at one location, how much
would you be willing to pay given
the time can cost savings?”
Key Activities
Business model
Price to end user Survey
Change
No change
Cost Study
Change
Labor
Study
Doctor
Technician
Machine
Study
Doctor
Technicians
Technology
3D
2D
Human
Machine
Camera
Kinect
No change
Testing Cost Reduction
2D StudyHypothesis: “we can analyze the 2 dimensional (2D) video capture and
compare the assessment to 3 dimensional (3D) analysis in order to
identify statistically relevant deviations in diagnosis between methods,
address any shortcomings in the 2D analysis and seek methods to
mitigate downside risks.”
2D Study◉ CHR approved for full research project (IRB #: 11-05907) on
3/18/2011
◉ Pilot study for 20 subjects and validity study for 2D versus
3D with two experienced physicians.
◉ Subjects were evaluated with 3D and 2D simultaneously.
◉ Physicians would evaluate the 2D and their observations
were compared to the 3D capture.
2D Study
2D Study◉ Preliminary findings demonstrated that physicians looking
at video could approximate many of the 3D observations.
◉ There were a few notable exceptions, but it may due to the
small sample size of the pilot.
Key Activities
Business model
Price to end user Survey
Change
No change
Cost Study
Change
Labor
Study
Doctor
Technician
Machine
Study
Doctor
Technicians
Technology
3D
2D
Human
Machine
Camera
Kinect
No change
Validation
Market
Not large
Large Market type
Existing
Resegment
New Business models
Price
Change
No change
Cost
Change
Labor
Technology
No change
Business Models
Business models
Direct Clinics
Franchise
Wholly owned
LicensingClinics
OtherDirect to Consume
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