HTML Preview Powerpoint Presentation page number 4.
CUSTOMERS OTHER
Successful Product
• Who (researcher?
clinician?)
• Need (analytical assay vs.
diagnostic tool?)
• Want (convenience? price?)
• Now vs. future (tattoos)
• Reach them (ads, shows,
conferences, papers…)
• Keep them (customer
service, improvements,
consumables, barriers to
move)
• Costs to launch (R&D,
regulations, infrastructure,
marketing…)
• … vs. abilities (grant vs. cost)
• Profit (luxury car vs. pen)
• Infrastructure? (lab space?
machinery?)
• Management? (researchers
vs. MBAs?)
• Suppliers? (uranium vs. NaCl)
• Channels? (CVS vs. hospitals
only)