SECTION I: The product
| 1a | The innovation potential of this product is related to:
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| 1b | What added value for end-users does the product hold? • higher quality • Better technical characteristics • Other … |
| • Higher quality, safe diagnosis
• Better technical characteristics by means of selectivity and sensitivity • Cost-effective, point of care diagnosis • Does not need direct manipulations with the pathogen • Simple, does not require instruments, laboratory and skilled caretakers |
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| 1c | What is the Unique Sales Proposition of the potential product? |
| Diagnostic tool with the above characteristics is missing; appearance of a TB diagnostics of this type is expected by the WHO not earlier than 2015.
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SECTION 2: The Market
| 2a | What is the target market for the product?
National ¨ European ¨ Global X¨ Please describe the characteristics of your target market. |
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The robust, simple and inexpensive diagnostic tool with high specificity and selectivity will be offered to healthcare providers in low-income countries where TB is endemic, as well as in rapidly developing countries including Russian Federation, Republic of India, and People’s Republic of China, where tuberculosis poses an obstacle for economic development. Sub-Saharan Africa is a target market as well. Implementation of our diagnostic tool needs support of the WHO and governments of the industrialized world. As European market beyond Russian Federation Romania should take into consideration, where the prevalence of TB is among the highest in the continent. |
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| 2b | How the product is characterized from the following options? Number of companies producing similar products in the field.
• Base – applied by all companies in the industry • Leading – applied by a single or limited number of competitive companies • Key –at a development stage, but has already proven its potential |
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At the moment this product does not exist. To create a robust, simple and inexpensive diagnostic tool for TB is highly desired by WHO. These research efforts are basically funded by governments of the industrialized world and by private foundations following recognition TB as global burden of the mankind. Basically, development takes place in developed countries, whereas the tools in combating against TB will be applied in less developed or resource-poor countries. Producing of the product is at base level, applied by all companies in the pharmaceutical industry.
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| 2c | What type of market demand will be satisfied?
• Existing demand – the market is already developed • hidden (latent) demand – the market has yet to be developed |
| Existing demand – the market is already developed; implementations of new technologies against TB, including new diagnostic tools are highly desired. | |
| 2d | What is the current stage of the product’s market life cycle?
• Implementation, implementation in production (leading to a radically new product offers) • Growth (rapid spread within the industry or outside it) • maturity (parameters of the technical characteristics of manufactured products reached their maximum, higher-grade products can be manufactured on the basis of technological substitution) |
| • Implementation, implementation in production (leading to a radically new product offers)
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| 2e | Strategic partnerships (existing or potential). |
| Allan Riting Liu, M.D., Ph.D., M.B.A.
Vice President, Wanbang Biopharmaceutical Co. Ltd Chief Director of Business Development, Fosun Pharmaceutical Group Jennie, Wenjing Zhong, BD Manager 268 South Zhongshan Road, Building 1, Floor 17, Shanghai 200010, P.R.China 86-21-63325521 (Office); 86-13472551087 (Mobile) 86-21-63325580 (Fax)
Professor Dragulescu I. Stefan M.D., Ph.D. – Rector Phone:+40-56-293389 Fax:+40-56-190626 CLINICAL DEPARTMENTS of Hygienics, Infectious Diseases FACULTY OF GENERAL MEDICINE The University of Medicine and Pharmacy of Timisoara Romania |
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SECTION 3: The Competition
| 3a | What is the competition within your target market? |
| At the moment no company offers simple diagnostic tool for TB.
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| 3b | What competitive advantages will the introduction of the new product ensue?
• lower prices based on lower production costs • product differentiation (uniqueness of the product proposal) |
| Simplicity, robustness, less laborious, requires medium-trained health providers, high throughput enables ~60 diagnoses daily by one health provider, lower prices (USD 10/diagnosis)
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| 3c | Potential products relate to the following price range:
• High price range • Average price range • Low price range |
| • Low price range
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| 3d | Potential products will be marketed:
• To regulated markets (e.g. heat supply, water supply, universal telecommunication services, agricultural products, fishing industry, architectural services) • To markets operating on the principle of free negotiation between agents on the market |
| To markets operating on the principle of free negotiation between agents on the market, as usually happens in the field of health industry.
Prices will depend on community support (government, civil organizations) in low resource countries. |
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SECTION 4: Indicators
| Estimated cost of the new products | € 80 |
| Expected market volume (potential / maximum number of users) | Hundreds of millions |
| Expected sales volume | Tens of millions |
| Expected market share of the company (proportion between sales and total company sales in the relevant market) | 0.1-5 % |
KEYWORDS QUANTITATIVE ASSESSMENT (0-5).
| Please put X as appropriate. | 1 | 2 | 3 | 4 | 5 |
| Added-value potential | X | ||||
| Size of future market demand | X | ||||
| Competitive positioning of the product | X |
Tivadar Lippényi
