Business Pan Critique: EA Needle (Moot Corp Business Plan Competition) 1.

- Team work: The presentation was mainly performed by only one person, the rest of the team most of the time did not speak, that generates a perception of one people work rather than a team work. 2.- Lack of video Testimonials: They talk a lot about the positive feedback and support from prestigious medical centers but they did not show any video with an interview with those persons, I think that could gave a lot of credibility about the idea and the product instead of showing a video where a EA needle is going through yellow and grape. 3.- Institutional Support vs Personal Support: Most of the positive feedback is related to the willing to make beta test through a prestigious hospitals like John Hopkins and prestigious senior Radiologist, but in my experience top tier institutions and persons always want to be in safe ground, is not clear if they are supported by the institutions or persons who work in the institution. 4.- Lack of branding Strategy: Most of the intellectual property and patents are under the risk that a company or a person can turn around the legal stuff in order to modify the patent and submit a patent of their own. Companies specially in the Medical and Pharma industry also develop a very aggressive branding strategy in order establish a stronger relation with target market and I did not see during the presentation a branding strategy. 5.- Customer definition: During the presentation was not very clear, they say the marketing efforts will be applied to the senior radiologist in top institutions because the purchasing department thinks that problems does not exist with biopsies, however in my experience the purchasing department has a big role in this type of purchasing such as payment, delivery, warranty terms, etc. I think is very risky if they do not have the assumptions related to the commercial terms of the Hospitals because that can affect things as working capital as an instance. 6.- Economical benefit dilemma: The hospital will decrease their cost but also their revenues, and also the senior radiologist will take less time and could collect less money for this type of procedures. Is this convenient for the Hospital and the Radiologist? I think the document and the presentation has a lack of a clear analysis in terms of total revenue and profit why this technology is going to benefit the Radiologist and the Hospital because with current technology they are allowed to charge more specially the readiologist. 7.- Time frame for FDA approval and LOI with Medrad: They mention that they have one year to achieve a lot of things specially the 510(k) approval in order to execute the license however that is a lot of legal work to do seems to be not very realistic to me to achieve this goal.

8.- Relationship with J&J and Medrad: I think is not clear what will happen if Merad want to start a negotiation with other organization or entrepreneur and why this team do not have the exclusivity during the launching of the project in terms that block Medrad to start negotiations with other entity. Additionally they have mention that the current relation with Jonson & Jonson started via a person who works in the sales team but any contract is signed and they are under negotiation however is not clear what is the value for a company like J&J to establish a relationship with an entrepreneurial team, in my experiences big companies have big problems and priorities are based in order to find big solutions, so with the information provided is not clear why this is a great opportunity for J&J and what is going to stop them to start a negotiation directly with Medrad. 9.- Documented Sources: There are a lot of data mentioned on the witten report that is not well referenced metion the source name, report name and date, in my experience that is not a good point because make the written plan weaker in terms of credibility. 10.- Product Life Cycle vs Projected Revenue: During the presentation they explain that in this industry J&J launch a new product every 3 years but here is not clear how are they going to sustain the advantage during five years what happen if a new technology is obsolete, in the report they explain that they are not worried by new technologies for me is the same case as skype vs traditional telephone companies. 11.- Financial statements R&D expenses: Companies of this nature Medical Devices they strongly invest in R&D in order to sustain product competitiveness and positioning in the market and in the Financial statements they are assuming that in 5 years the product and the technology remains very competitive and with goods expectations after 5 years in my experience the reality says the opposite companies need to invest heavily in R&D. 12.- Product adoption: In my experience product adoptions of new technology takes time, they say that they are going to focus initially to 2 or four customers and those hospitals most of the procedures are going to be conducted by this type of product, I think that in a Hospital are several Radiologist and they have convince one by one and that takes time I think the adoption rate is very aggressive. 13. Positive Cash-Flow: Very aggressive I have never seen in my experience companies with this numbers, quick positive cash-flow and low deficit this only happens in an ideal world. 14.- Competitor reactions: The risk and the scenarios of competitors reactions are very underestimated , competition sales they equipment at $100,000 in my experience no-one let scape opportunities like that what happen if for a company is profitable a hospital because they acquire a lot of equipment from them and this company do not want to lose the hospital letting a new company goes in this competitor can subsidies the equipment because they have a stronger position.