Embed Size (px)
Citation preview
1
The A.M.I. EasyInstrument Opportunity!
EasyAct Instrument & the Market of Laparoscopic Cutting!
Int‘l Partner Meeting 2013| Walter Egle
2013 – EasyShears TIP‘sIs it a competitive Product in Int‘l Markets?
Yes, it is!#1: RAR Flexi Probes RAR2081#2: ATOMS Implant ATS5011#3: HAL II Systems AHD 204#4: EasyShears Disp. TIP‘s ESI1131
ESI* Products Sales Comparison:YtD* 2012: 4800 Units soldYtD* 2013: 6352 Units sold Growth 2013 vs. 2012: +32%* as of Sept. 23rd.
How comes? How can we succeed in such a competitive environment?
Int‘l Partner Meeting 2013| Walter Egle
Int‘l Partner Meeting 2013 / Walter Egle
A.M.I. EasyInstrumentsan exciting success story and an exciting business opportunity to ALL of us!
2002
2004
2007
2013
2014:AMI EasyInstruments Micro /3mmAMI MicroPort / 3mmAMI EasyShears MicroAMI EasyClinch MicroAMI EasyHook 5mmAMI EasyHook Flexible 5mmAMI EasyDissect 5mm....and more is coming in 2014!
Int‘l Partner Meeting 2013| Walter Egle
A.M.I. EasyInstrumentsan exciting success story and an exciting business opportunity to ALL of us!
Actual Sales 2002: 90.000,- EURO *Since then, an average annual growth rate of + 30 % was realisedActual Sales in 2013: approx. 1 Mio EURO ** = considering Distributor retail 1,6 x Transfer Price.
The new proprietary A.M.I. technology of EasyAct Instruments, the existing line of EasyPremium Instruments & the growing line of DLU‘s will help us and our partners to continue to grow far above market average in sales of these products for many years to come!
Int‘l Partner Meeting 2013 | Walter Egle
A.M.I. EasyInstrumentsan exciting success story and an exciting business opportunity to ALL of us!
Let’s find out- How big is the market of laparoscopic cutting in your Markets?- What is the most cost effective way a laparoscopic cutting?- What would a 10% market share mean to your business?
A.M.I. EasyInstrumentsan exciting success story and an exciting business opportunity to ALL of us!
Let’s find out- How big is the market of laparoscopic cutting in some our markets?
Country # of hospitals performing LAP Surgery?
Average # of lap. procedures / hospital
Total case load of lap. cutting / year!
UK 1200 1000 1.200.000
Germany 1800 1000 1.800.000
Italy 1200 800 960.000
Switzerland 100 1000 100.000
France 1500 1000 1.500.000
Benelux 200 1000 200.000
Int‘l Partner Meeting 2013| Walter Egle
High end: 25.000 cases of lap. cutting / Mio. Population
Low end: 10.000 cases of lap. cutting / Mio. Population
A.M.I. EasyInstrumentsan exciting success story and an exciting business opportunity to ALL of us!
Let’s find out- How big is the market of laparoscopic cutting in some European countries?
Country # of hospitals performing LAP Surgery?
Average # of lap. procedures / hospital
Total case load of lap. cutting / year!
UK 1200 1000 1.200.000
Germany 1800 1000 1.800.000
Italy 1200 800 960.000
Switzerland 100 1000 100.000
France 1500 1000 1.500.000
Benelux 200 1000 200.000
In other words…….
UK surgeons do apply 1,2 Mio. times / year lap. cutting!Germany …………………………………….1,8 Mio. times France ……………………………….……… 1,5 Mio. timesItaly ……………………………………..…… 1,0 Mio. timesBenelux ………………………………..…… 240.000 timesSwitzerland, Austria, CZ ………………..… 120.000 timesNorway …………………………………….… 80.000 times
Int‘l Partner Meeting 2013 | Walter Egle
A.M.I. EasyInstrumentsan exciting success story and an exciting business opportunity to ALL of us!
Let’s find out- What is the most cost effective way a laparoscopic cutting?
Use of re-usable instruments? (STORZ / WOLF / AESCULAP / etc…).- Initial cost: 600,- to 1.000,- EURO / Instrument (we assume 800,-).- Re-placement of instrument after 100 to 200 x use ( we assume 200 times, after 2 years of
extensive use, handle and insulation is damaged).- Re-sharpening required after 10 to 20 times use (we assume after 15 times).- Re-sharpening cost or exchange of central part: 100,- to 150,- EURO (we assume 120,- EURO).
- Re-usable lap. Scissor Instrument, true cost per 1 x use:800,- : 150 = 5,00 EURO Instrument depreciation / case.120,- : 15 = 8,00 EURO re-sharpening cost / case.
Total cost / case: 13,00 EURO!
Int‘l Partner Meeting 2013 | Walter Egle
A.M.I. EasyInstrumentsan exciting success story and an exciting business opportunity to ALL of us!
Let’s find out- What is the most cost effective way a laparoscopic cutting?
Use of fully Disposable Instruments?- No repair / no initial instrument investment / no sterilization, but- waste / garbage cost / stock keeping cost / compromised performance with low cost devices. - Total cost / case:
Chinese and other low cost provider: 20 to 30,- EURO / case.High quality instruments, with excellent cutting and excellent tactile feeling (COVIDIEN / ETHICON / APPLIED…) 50,- to 80,- EURO / case.
Even when re-sterilizing disposable instruments – which cannot be cleaned properly and not steam autoclaved either – they do not cut in an acceptable fashion more than 2 to 3 times, since their blades are not hardened! Cost/case: 10,- to 20,- EURO!
A.M.I. EasyInstrumentsan exciting success story and an exciting business opportunity to ALL of us!
Let’s find out- What is the most cost effective way a laparoscopic cutting?
Use of A.M.I. EasyACT Instruments with re-usable TIPS?- Initial Instrument purchase: 650,- EURO- Instrument carries a warranty of 2 years and will withstand at least 200 steam cycles and more.- Re-usable EasyShears TIP’s, good for 10 to 20 x use; we assume 15 x as for other high quality
instruments from STORZ, AESCULAP, etc…- Total cost / case:
Instrument depreciation; 650,- : 200 = 3,25EasyShear re-usable TIP: 52,- : 15 = 3,46Total cost / procedure: 6,71 EURO / case!
A.M.I. provides a cost effective way of laparoscopic cutting, along with superior cutting performance, perfect tactile feeling and most versatile technology (EasyHook / EasyClinch / EasyFinger / MiniShears..)!
A.M.I. EasyInstrumentsan exciting success story and an exciting business opportunity to ALL of us!
A.M.I. provides the most cost effective way of laparoscopic cutting, along with a superior cutting performance, perfect tactile feeling and most versatile technology (EasyHook / EasyClinch / EasyFinger / MiniShears..)!
Cost: 6,71 EURO / Case
Plus offering• EasyAct Instrument - proprietary State of the Art Technology
(Electrocautery trigger on the handle / easy, fast and safe cleaning / shaft rotation stop)
• versatile system – 1 Instruments to carry EasyHook / EasyFinger and EasyDisscet TIP’s).
A.M.I. EasyInstrumentsan exciting success story and an exciting business opportunity to ALL of us!
Let’s find out- How big is the market of laparoscopic cutting in our markets?
Country # of hospitals performing LAP Surgery?
Average # of lap. procedures / hospital
Total case load of lap. cutting / year!
UK 1200 1000 1.200.000
Germany 1800 1000 1.800.000
Italy 1200 800 960.000
Switzerland 100 1000 100.000
France 1500 1000 1.500.000
Benelux 200 1000 200.000
Provided that you are able to obtain a 10 % market share by end of 2014?
UK surgeons do apply 1,2 Mio. times / year lap. cutting!Germany …………………………………….1,8 Mio. times France ……………………………….……… 1,5 Mio. timesItaly ……………………………………..…… 1,0 Mio. timesBenelux ………………………………..…… 240.000 timesSwitzerland, Austria, CZ ………………..… 120.000 timesNorway …………………………………….… 80.000 times
* Formula applied?• low assumption of lap. surgery cases• 15 x use of reusable EasyShears TIP’s• EasyShears TIP’s sold for 52,- EURO
Int‘l Partner Meeting 2013| Walter Egle
A.M.I. EasyInstrumentsan exciting success story and an exciting business opportunity to ALL of us!
Please find our yourself…..
- What would a 10% market share in laparoscopic cutting mean to my business?
- Am I able to attain a 10% market share, or even more with such products on hand?
- Why shall I leave this huge market to competition with inferior products on hand?
- How will my action plan look like in Q4 and beyond, in order to obtain a 10 % market share in laparoscopic cutting by the end of 2015!
Int‘l Partner Meeting 2013| Walter Egle
Laparoscopic Cutting & A.M.I. Easy Instruments opportunity:
Int‘l Partner Meeting 2013| Walter Egle
The question is: Where do I want to place myself in this huge market?Do I want to compete in the lowest segment of the market, where low quality and cheap products are sold, Or do I want to position myself, in the high quality, innovation driven segment of this market!
Qingdao Comp. ChinaMin. order quantity: 500 piecesMonthly capacity: 50.000 Units / month.Price: 15,- to 20,- EURO / Unit.
Hangzhou China, min. order 1 piece / supply ability: 2000 Units / week.This product comes with your own label (depending upon your order quantity) and is sold to int’l distributors for 20,- to 25,- EURO / piece, again depending upon your order quantity. This product is meanwhile offered by 100+ small medical distributors throughout Europe.
Shenyan Ltd. / ChinaMin. Order: 500 Packs
FOB Price: US $27.4-28.7 / Pack Supply Ability: 1000 Pack/Packs per Quarter
And there are 10 more cheap instrument providers in China!FYI: AMI would not even pass TUEV Testing for electrical safety with such kind of cable connectors!These are cheap instruments, but in no way cost effective for the enduser!
Again, at the end of the day, you will have to decide, how do I want to place my company in this huge market!
Do I want to compete against other companies, offering exactly the same, cheap product (but of course for 1,- EURO less than you), or
Do I want to make a difference and place my company in a market segment where technology, innovation, quality and COST EFFECTIVENESS counts and where I have a chance to make some money, also in future!
If this the place you want to position your company, together with AMI………..let’s then move on and have a more specific look of what we can offer!
Int‘l Partner Meeting 2013 | Walter Egle
Happy Selling!
EasyAct Instruments 5mmEasyAct Micro Instruments 3mmEasyInstruments Premium 5mm – with / without ratchet.EasyShears disposable TipsEasyShears re-usable TipsEasyClinch disposable TipsEasyClinch re-usable TipsEasyDissect re-usable TipsEasyHook disposable TipsEasyHook flexible tipsEasyFinger disposable Tip
EasyShears Micro disposable TipsEasyShears Micro re-usable TipsEasyClinch Micro disposable TipsEasyClinch Micro re-usable TipsEasyDissect Micro disposable TipsEasyDissect Micro re-usable Tips.
