Company
> 5,000 employees
Medical Technology
Business-to-Business
Problem
The client came to us with an initial draft for an XaaS business model in the field of medical technology, which was to combine hardware, software and services. Our task was to scrutinize the existing design and further detail the business model. A particular focus here was on the market entry strategy and pricing.
Approach
Result
The draft business model was still very abstract and the first of its kind in our client's environment, so we first had to clearly define what should be offered to customers as part of the new business model. To do this, we analyzed the value proposition to the customer, cross-industry benchmarks and our client's risk. The final business model bundles hardware, software and services and even a permanent on-site presence.
In detailing the business model, we first developed the service business model canvas and the operating model (core processes, financing setup, software landscape).
In the market entry strategy, we have worked out clear factors for identifying suitable target markets and what the distribution of this new business model should look like.
The pricing of this business model is highly complex due to the many bundled services and in this case could also vary from customer to customer. We created an Excel-based business case that reflects this complexity and allows our client to easily adjust parameters should changes occur after the end of the project. In addition, we built a dedicated pricing tool that calculates an individual price for customers based on assumptions.
To maintain the momentum from the project, we supported the planning of the first pilot project.
