In our fifth presentation, we share with you our market analysis. In particular, a Porter's five forces analysis has been conducted to analyze the level of competition within our product. Following, we investigated market positioning, target market and distribution channels. The presentation ends with a summary of the key success factors of SynCH.

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Rolando Brondolin rolando.brondolin@mail.polimi.it
Luca Cerina luca.cerina@mail.polimi.it
Alessandra Fusco alessandra1.fusco@mail.polimi.it
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2. Index
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1. Porter’s Five Forces
2. Market Positioning
3. Target Market
4. Distribution Channels
5. Key Success Factors

3. Threat of
new entrants
Bargaining
power
of suppliers
Bargaining
power
of buyers
Threat of
substitute
products
Porter's Five Forces
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Rivalry among
existing
competitors

4. Porter's Five Forces
3
Rivalry among existing competitors
→ High
•Some competitors of the same size
•Existing players have close customer relations
•New low-cost market

5. Porter's Five Forces
Threat of new entrants
→ Low
•High initial investments and fixed costs
•Limited access to specialized resources
•Barriers to exit are high (governmental regulations)
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6. Porter's Five Forces
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Bargaining power of suppliers
→ Low
•Buy small volumes
•Product itself of strategic importance to customer
•Customer knows about the production cost of the product

7. Porter's Five Forces
Bargaining power of buyers
→ Medium
•Supplier’s products are customized and valuably differentiated
•High switching costs to alternative suppliers
•Slow adoption curve
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8. Porter's Five Forces
Threat of substitute products or services
→ High
•Close customer relationship
•Medical prescription of standard brands
•Current trends
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9. Market Positioning
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Basic Design Complex Design
Advanced Functionalities
(distinct hand gestures)
No Functionalities
(aesthetic device)
Market Gap
Competitors
Current Position
Ideal Position

10. Target Market
Even though the Italian National
Health Service provides prosthesis to
amputees, doctors refer to a list of
devices compiled on 1999, 17 years ago.
Our target market is therefore
the Italian one.
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11. Distribution Channels
Structural materials are available
worldwide, to allow
manufacturing on site.
Product distribution and customer
assistance through online shop.
Device installation with the
assistance of local specialists.
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12. Key Success Factors
RE-USABILITY
Prosthesis need be to be adjusted to the patient, e.g. in case of a growing
child, and usually the older device would be wasted. To avoid this eventuality,
SynCH is built with materials that can be recycled and reused.
REPAIRABILITY
An open source device should be fully repairable with tools and components
available off the shelf. Anyone will be able to repair his/her prosthesis without
sending it back to the factory.
RE-CONFIGURATION
In case of further improvements e.g. in the sensors, it is possible to adapt both
the 3D structure and the firmware, easily.
CUSTOMIZATION
Our aim is to build personalized prostheses that are more comfortable and
aesthetically transparent to the user.
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13. Main Competitors
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