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Title: A go-to-market strategy for vertebral metrics
Author: Venes, Francisco Miguel dos Santos
Advisor: Llussá, Fernanda
Quaresma, Cláudia
Vieira, Pedro
Defense Date: Nov-2011
Publisher: FCT-UNL
Abstract: “A Go-to Market Strategy for Vertebral Metrics” is a project for commercialization of a technology capable of measuring the spatial coordinates of previously marked points. The device has been initially development for spine assessment even though it can be applied in different fields. The strategy for market penetration followed outlines some of these applications but will focus on the original purpose for which de device has been created. Market research analysis has resulted in different target segments ranging from small and medium sized healthcare providers to health club and wellness facilities. The project‟s timeline proposed for the next 6 years will be the following: Product development by NGNS, Innovative Solutions (Developer of Vertebral Metrics current prototype) to be finished in 2012. Sales initiation in Portugal (2013) followed by the product‟s entrance in Spain (2014) and Italy (2015). Commercialization will depend upon the creation of a new company called IHS – Innovative Healthcare Solutions which will manage sales, marketing and financial activities. Product assembly and early technical support will be performed by NGNS. Technical assistance will be, with time, incorporated in IHS and production outsourced, with NGNS maintaining its activity as an R&D partner. Marketing objectives will focus on attracting new customers and establishing partnership with both suppliers and distributors. IHS will have its own sales force in Portugal and depend upon partners for local distribution in other countries. The project depends upon an initial investment of 500 000€ with a payback period of 4 years and 3 months. The return is expected to be 6 times higher than the initial investment after 6 years.
Description: Dissertação para obtenção do Grau de Mestre em Engenharia Biomédica
Appears in Collections:FCT: DCV - Dissertações de Mestrado

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