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Biotech / Medical : ACMI - Accumed Inc.
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To: Dana Winrow who wrote (1503)3/6/1998 11:43:00 AM
From: Sigmund  Read Replies (1) of 1894
 
What is this slide usage fee and how does it compare to what NeoPath charges?

I have a lot of experience in developing market forecasts and marketing plans for information technology companies in a wide range of products and services but not as I recall specifically medical laboratories. But I think the experience of other segments is applicable to your market as well and that is why I think you really need to segment your market and target your efforts.

Of course most products have some appeal to a large spectrum of users. And of course it takes a lot of discipline to go beyond that to really identify where a sales effort is most likely to bear fruit. Also there may be a need for a different type of sales effort and different pricing to different categories of customers.

Generally when a company has not done this type of segmentation it is an indication that their thinking has not progressed to the point where they really understand their markets. There are a lot of labs out there and the selling effort per lab must be very high not to mention the lead time. A focused effort is critical.

Also there is the question of distribution channels. What will be sold direct and what will be sold through distributors etc. In particular when I think of ACMIC, and I am not that familiar with how you are organized and the details of your products, I none the less think about how your products might be part of a larger systems integration effort within a laboratory.

I don't know who the key systems integrators are for laboratories. They probably differ from the major systems integrators with whom I work. There are probably also a number of package software suppliers catering to laboratories. You may be duplicating some of what they do but I am sure their software provides additional capabilities that you don't provide.

Understanding how systems integrators and package software suppliers segment your target market may also be helpful to you. It may also suggest potential partners and other forms of cooperation for certain segments of your market. It is far better to know who you might want to partner with than to base alliances on who approaches you first which is the way most companies do this.......to their detriment.

The reason that I bring this up on this thread is that having a well thought out plan for how you are going to penetrate your target market would provide comfort to investors. It would also provide investors with a way of tracking progress against this plan.
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