5 - synch: market analysis

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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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Index

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1. Porter’s Five Forces

2. Market Positioning

3. Target Market

4. Distribution Channels

5. Key Success Factors

Threat ofnew entrants

Bargainingpower

of suppliers

Bargainingpower

of buyers

Threat ofsubstituteproducts

Porter's Five Forces

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Rivalry amongexisting

competitors

Porter's Five Forces

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Rivalry among existing competitors

→ High

•Some competitors of the same size

•Existing players have close customer relations

•New low-cost market

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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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

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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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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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

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 thereforethe Italian one.

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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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Key Success Factors

RE-USABILITYProsthesis 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.

REPAIRABILITYAn 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-CONFIGURATIONIn case of further improvements e.g. in the sensors, it is possible to adapt both the 3D structure and the firmware, easily.

CUSTOMIZATIONOur aim is to build personalized prostheses that are more comfortable andaesthetically transparent to the user.

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Main Competitors

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