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UCSF Diagnostics Cohort
Fall 2013
Todd Morrill

Channels
1
Remember how we will fit DX into the BMC?

2
But to simplify your discovery process…
week 4/5

week 2/3

3
This week you presented your understanding of:
Value Propositions
(syllabus)

Critical for product-market fit

Some validation from
interviews

Customer Segments
(syllabus)

Critical for product-market fit

Some validation with
interviews

Ecosystem diagram
(additional for Dx)

The ecosystem affects almost
all relationships for the business

Initial guesses

Reimbursement
(additional for Dx)

Reimbursement decisions
grossly affect your Customer
Segments and further
development of the BMC

Preliminary hypotheses

4
Next week you will present :
Value Propositions
(syllabus)

Critical for product-market fit

More validation from
interviews

Customer Segments
(syllabus)

Critical for product-market fit

More validation from
interviews

Channels

How your product reaches your
customer

Some validation from
interviews

Ecosystem diagram
(additional for Dx)

The ecosystem affects almost
all relationships for the business

Flow directions and units
($, data, restrictions, etc.)

Reimbursement
(additional for Dx)

Reimbursement decisions
grossly affect your Customer
Segments and further
development of the BMC

Preliminary hypotheses,
any new data you have
collected.
5
6

© 2012 Steve Blank
Where do you buy?
Purchase

Best source

Also ok

Not so good

Never

Clothing

Boutique on
Union St.

Gilt.com

Chain store in
the mall

Gas station,
restaurant

Gasoline

Gas station

Freeway rest
stop area

Costco

Internet

Fast food

Specialized
restaurant

Franchised
food chain

Safeway

Macy’s

Groceries

Safeway

Local food
exchange

Internet

Your neighbor

Air ticket

Kayak.com

Airline website

Costco Travel

Street vendor

Higher
education

Research
university

Private medical Community
foundation
college

Vocational
institute

You make choices every day about where and from whom you will buy.

So will your customers

7
From whom do your Customers want to
get the product?









Yourself
Through someone else (Abbott, Roche, etc.)
At a lab (Quest, your CLIA lab, specialty
reference laboratory)

At a drugstore
Bundled with other goods or services (panel
testing)
On-line
On their cell phone
8
Channels in Dx
• “Direct” sales to a laboratory
•
•
•
•

Hospital labs
Quest / Labcorp
CLIA labs
$350,000+ per supported salesperson (T&E, field tech
support, etc.) and can be as much as $500,000

• “Direct” sales as a laboratory
– Building a CLIA lab
– Still need salespeople!

• Distributors (esp. outside the US) will take 35%+ margin

Reimbursement

• Retail requires many intermediaries
• Direct to consumer (?)
9
Remember from week 1:
Largest Dx Companies
•
•
•
•
•
•
•
•
•
•
•

Roche
Siemens
Danaher
Abbott
ThermoFisher
Becton Dickinson
Johnson & Johnson
Alere
Sysmex
bioMerieux
Bio-Rad

Smaller Dx Companies
•
•
•
•
•
•
•
•
•
•
•

Idexx
Digene/Qiagen
Genomic Health
OraSure
Myriad Genetics
GE
Hologic
Complete Genomics
Illumina
Asuragen
Sequenom

10
Platform
Executors

Technology
Innovators

Entrepreneurial
Innovators
This industry
does not have
many flexible
channels

•
•
•
•

Established platforms
Routine analyses
Sell to laboratories
Large sales force

•
•
•
•

Niche markets
Complex analyses
Focused sales
Technology
superiority
• Novel platforms

• Novel technology
• Technological
superiority
• Niche markets
• Channel innovation?
• (so what is the bad
news?)
11
Channel Innovation
Retail (!)
Direct to Consumer – DTC
Companion Dx
WalMart
13
Physical and Virtual Channels:

IMPORTANT OPPORTUNTIES
Channel:

Product:

Physical

Product:

Virtual

Physical

Concrete from Al’s Cement
Food from Safeway

Insurance policy from Hal
Lean Launchpad course

Channel:

Virtual
Amazon.com
Netflix DVDs

Angry Birds phone app
Ebooks

14
Physical and Virtual Channels:

IMPORTANT OPPORTUNTIES (someday)
Channel:

Product:

Physical

Product:

Virtual

Physical

Channel:

Virtual

Concrete from Al’s Cement
Food from Safeway

Amazon.com
Netflix DVDs
Food from Safeway.com

Insurance policy from Hal
Lean Launchpad course
Disneyland eTicket from Safeway

Angry Birds phone app
Ebooks
On-line movie viewing from
Safeway.com

Safeway is trying to reach you through MULTIPLE channels.
Why?
15
Physical and Virtual Channels:

IMPORTANT OPPORTUNTIES (someday)
Channel:

Product:

Physical

Product:

Virtual

Physical

Channel:

Virtual

IVD assay kit
CLIA lab test
Laboratory Developed Test (LDT)

• Usage monitoring and
consumables replacement
• On-line purchase of DTC
diagnostics
• Health status testing

Kiosk for testing using proprietary
algorithms

Mobile app for with health
status algorithm

Don’t be afraid to consider novel channel approaches.
Be aware of the realities of the industry.
16
Customer interviews?

17
Next week you will present :
Value Propositions
(syllabus)

Critical for product-market fit

More validation from
interviews

Customer Segments
(syllabus)

Critical for product-market fit

More validation from
interviews

Channels

How your product reaches your
customer

Some validation from
interviews

Ecosystem diagram
(additional for Dx)

The ecosystem affects almost
all relationships for the business

Flow directions and units
($, data, restrictions, etc.)

Reimbursement
(additional for Dx)

Reimbursement decisions
grossly affect your Customer
Segments and further
development of the BMC

Preliminary hypotheses,
any new data you have
collected.
18
Buck says:

Get me sum‘em
Kustama Intviyus!
Tuenny auda
doot.

19

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USCSF Life Sciences Week 3 Diagnostics: Channel

  • 1. UCSF Diagnostics Cohort Fall 2013 Todd Morrill Channels 1
  • 2. Remember how we will fit DX into the BMC? 2
  • 3. But to simplify your discovery process… week 4/5 week 2/3 3
  • 4. This week you presented your understanding of: Value Propositions (syllabus) Critical for product-market fit Some validation from interviews Customer Segments (syllabus) Critical for product-market fit Some validation with interviews Ecosystem diagram (additional for Dx) The ecosystem affects almost all relationships for the business Initial guesses Reimbursement (additional for Dx) Reimbursement decisions grossly affect your Customer Segments and further development of the BMC Preliminary hypotheses 4
  • 5. Next week you will present : Value Propositions (syllabus) Critical for product-market fit More validation from interviews Customer Segments (syllabus) Critical for product-market fit More validation from interviews Channels How your product reaches your customer Some validation from interviews Ecosystem diagram (additional for Dx) The ecosystem affects almost all relationships for the business Flow directions and units ($, data, restrictions, etc.) Reimbursement (additional for Dx) Reimbursement decisions grossly affect your Customer Segments and further development of the BMC Preliminary hypotheses, any new data you have collected. 5
  • 7. Where do you buy? Purchase Best source Also ok Not so good Never Clothing Boutique on Union St. Gilt.com Chain store in the mall Gas station, restaurant Gasoline Gas station Freeway rest stop area Costco Internet Fast food Specialized restaurant Franchised food chain Safeway Macy’s Groceries Safeway Local food exchange Internet Your neighbor Air ticket Kayak.com Airline website Costco Travel Street vendor Higher education Research university Private medical Community foundation college Vocational institute You make choices every day about where and from whom you will buy. So will your customers 7
  • 8. From whom do your Customers want to get the product?        Yourself Through someone else (Abbott, Roche, etc.) At a lab (Quest, your CLIA lab, specialty reference laboratory) At a drugstore Bundled with other goods or services (panel testing) On-line On their cell phone 8
  • 9. Channels in Dx • “Direct” sales to a laboratory • • • • Hospital labs Quest / Labcorp CLIA labs $350,000+ per supported salesperson (T&E, field tech support, etc.) and can be as much as $500,000 • “Direct” sales as a laboratory – Building a CLIA lab – Still need salespeople! • Distributors (esp. outside the US) will take 35%+ margin Reimbursement • Retail requires many intermediaries • Direct to consumer (?) 9
  • 10. Remember from week 1: Largest Dx Companies • • • • • • • • • • • Roche Siemens Danaher Abbott ThermoFisher Becton Dickinson Johnson & Johnson Alere Sysmex bioMerieux Bio-Rad Smaller Dx Companies • • • • • • • • • • • Idexx Digene/Qiagen Genomic Health OraSure Myriad Genetics GE Hologic Complete Genomics Illumina Asuragen Sequenom 10
  • 11. Platform Executors Technology Innovators Entrepreneurial Innovators This industry does not have many flexible channels • • • • Established platforms Routine analyses Sell to laboratories Large sales force • • • • Niche markets Complex analyses Focused sales Technology superiority • Novel platforms • Novel technology • Technological superiority • Niche markets • Channel innovation? • (so what is the bad news?) 11
  • 12. Channel Innovation Retail (!) Direct to Consumer – DTC Companion Dx WalMart
  • 13. 13
  • 14. Physical and Virtual Channels: IMPORTANT OPPORTUNTIES Channel: Product: Physical Product: Virtual Physical Concrete from Al’s Cement Food from Safeway Insurance policy from Hal Lean Launchpad course Channel: Virtual Amazon.com Netflix DVDs Angry Birds phone app Ebooks 14
  • 15. Physical and Virtual Channels: IMPORTANT OPPORTUNTIES (someday) Channel: Product: Physical Product: Virtual Physical Channel: Virtual Concrete from Al’s Cement Food from Safeway Amazon.com Netflix DVDs Food from Safeway.com Insurance policy from Hal Lean Launchpad course Disneyland eTicket from Safeway Angry Birds phone app Ebooks On-line movie viewing from Safeway.com Safeway is trying to reach you through MULTIPLE channels. Why? 15
  • 16. Physical and Virtual Channels: IMPORTANT OPPORTUNTIES (someday) Channel: Product: Physical Product: Virtual Physical Channel: Virtual IVD assay kit CLIA lab test Laboratory Developed Test (LDT) • Usage monitoring and consumables replacement • On-line purchase of DTC diagnostics • Health status testing Kiosk for testing using proprietary algorithms Mobile app for with health status algorithm Don’t be afraid to consider novel channel approaches. Be aware of the realities of the industry. 16
  • 18. Next week you will present : Value Propositions (syllabus) Critical for product-market fit More validation from interviews Customer Segments (syllabus) Critical for product-market fit More validation from interviews Channels How your product reaches your customer Some validation from interviews Ecosystem diagram (additional for Dx) The ecosystem affects almost all relationships for the business Flow directions and units ($, data, restrictions, etc.) Reimbursement (additional for Dx) Reimbursement decisions grossly affect your Customer Segments and further development of the BMC Preliminary hypotheses, any new data you have collected. 18
  • 19. Buck says: Get me sum‘em Kustama Intviyus! Tuenny auda doot. 19

Notas del editor

  1. Generally impacts some part of your business model diagram (usually NOT the product component)