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West Region SME Leaders Innovation Forum May 2014
John Power CEO
Innovate or Die
"Marketing and Innovation are the two chief
functions of business.
You get paid for creating a customer, which is
Marketing.
You get paid for creating a new dimension of
performance, which is Innovation.
Everything else is a cost centre."
Peter Drucker
“I Believe …….
Copyright © 2012 Aerogen. All rights reserved.
The Gold Standard In Critical Care Nebulisation
Copyright © 2014 Aerogen. All rights reserved.
Copyright © 2012 Aerogen. All rights reserved.
Where We Stood In 2013
Copyright © 2014 Aerogen. All rights reserved.
granted US patents(plus foreign equivalents & ~15 pending)
granted US patents(plus foreign equivalents & ~15 pending)
35Global PresenceGlobal Presence60 Countries
up 59% on 2012up 59% on 2012€25M Revnebs sold 2013(>1.5M since MBO Dec ‘07)
nebs sold 2013(>1.5M since MBO Dec ‘07)
530,000
November: American Association of Respiratory Care
Aerogen booth at AARC Annual Congress
celebrates sale of one millionth
nebuliser since MBO in Dec 2007.
Aerogen wins “Zenith Award” for
outstanding service to the respiratory
care profession.
December: Irish Medical Devices Association
2013 Irish Medical Technology Company of the Year
� 75% of new product launched by established companies
fail.
� 90% of all companies are unable to sustain above average
growth rate for more than a few years.
� 80% of Venture Capital funded start-up’s fail.
‘If you do what you have always done
you will get what you always got.’ - John’s Teacher
© Clayton Christensen
Hard Facts…..
New Market Innovation &
Blue Ocean Strategies
Blue Ocean Strategy – W.Chan Kim & Renee Mauborgne
(INSEAD) 2005
How to Create Uncontested Market Space and Make the Competition Irrelevant
Blue Ocean Strategy - Benefits
Line Extensions Blue Ocean
Business Launch
86% 14%
RevenueGenerated
62% 38%
ProfitabilityImpact
39% 61%
©Kim & Mauborgne 2005
Blue Ocean Strategy – Value Innovation
Price
Innovation & Utility
Value Innovation
= Innovation + Utility + Price
©Kim & Mauborgne 2005
Aerogen – Blue Ocean Strategy
� Primary Objective to become the market leader in pulmonary drug delivery systems in the Acute Care Setting.
� Driven by a vision of the ‘Pulmonary Infusion Pump’
� Created opportunity by positioning disruptive technology in an ‘Uncontested Market Space’ = Blue Ocean Strategy
Aerogen’s 3 Stage Strategy to winning the market :
Device ���� Integrate ���� Diffusion
Deploy disruptive product offering with a strongly differentiated VALUE PROPOSITION.
Aerogen – Four Action Framework
Aerogen Strategy Canvas
Copyright © 2012 Aerogen. All rights reserved.
New Innovation - USB Controller
Copyright © 2014 Aerogen. All rights reserved.
Copyright © 2012 Aerogen. All rights reserved.
New Innovation - USB Controller
Copyright © 2014 Aerogen. All rights reserved.
inspired to deliver
Aerogen Limited
IDA Business Park
Dangan, Galway ���� +353 (0)91 540 431
Ireland ���� ctelfer@aerogen.com
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any
means (electronic, mechanical, photocopying, recording or otherwise) without the permission of the author.
This document provides an outline of a presentation and is incomplete without the accompanying oral
commentary and discussion.
© 2014 by Aerogen Ltd
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