#1

Did JP MORGAN give

Edison all the money to
invent and sell an Electric
Bulb?
#2
Did EDISON make all
money selling Electric
Bulbs?
 BUSINESS POTENTIAL
Selling
Electric Bulbs X
 BUSINESS POTENTIAL
Selling
Electric Bulbs X
Selling
Electric Power

10 X
6
A BILLION DOLLAR BUSINESS

TECH

BUSINESS
MODEL

Power Generation Power Transmission Power Distribution

Electric BULB is
INNOVATION

myth
Electric BULB is
(RE)INVENTION

debunked
Electric LIGHT is
INNOVATION

decoded
 (RE)INVENTION INNOVATION

Solved a tech problem Solved a HUMAN problem

EFFECTIVELY PROFITABLY & SCALABLY

insight
Electric LIGHT DISRUPTIVE
INNOVATION
a profitable solution
that solves a very severe human
problem completely,
in the most usable & affordable
way, and
is available for every human that
faces this problem
 VALUE is not
in the DEVICE
but BEYOND!
ICEBERG MODEL OF MARKETS

MARKET INVASION MARKET EXPANSION

(Existing) (Niches & Adjacencies)

MARKET
CREATION
VALUE BEYOND DEVICES
BUSINESS MODEL BUSINESS POTENTIAL

Selling
DEVICES X
Selling

10 X
HW-AS-A-SERVICE (HAAS)
CONTENT
VA-SERVICES
6
DATA (ANALYTICS)
Your
Complete
Health
Ecosystem
“…” brings you
personalized healthy
lifestyle coaching along
with comprehensive health
management to reach your
goals
Hardware is
NOT HARD!
 Hardware* is
NOT ENOUGH!
*Inspired by every Device brand that made more money from
everything other than the Device;
 Hardware is
NOT PRODUCT!
 Hardware* is
PLATFORM!
*Inspired by many like GOQii!
ECG DEVICE WHAT PROBLEM
DOES IT SOLVE?
ECG equipment is not
affordable for more than
95% of hospitals or
clinics in India;

Low cost ECG

WHY WILL IT SELL?
WHO WILL BUY?
Point of REFERENCE for Customer Value

Low COST (QUALITY)

v/s Low PRICE (CHEAP )

Affordability v/s Desirability

Defensibility???
 BUSINESS POTENTIAL
Selling
ECG Devices 0.2X
 REDEFINED
PROBLEM
ECG Tests are not
affordable for more than
98% of India’s
populations;

One-size fits all ECG

Test @ Rs.1500
 REDEFINED Offering #1
ECG-Test as a Service
PROBLEM
Target Segments
Lower-tier hospitals & clinics (private)
ECG Tests are not PHCs & CHCs (public)
affordable for more than
98% of India’s
Revenue
populations; Device Price = 80% Discount on MRP
Usage Fee = Rs. 20 per Test

‘Good is GOOD enough’ Product

GREAT VALUE
Low cost
ECG-Test at Rs.100
 REDEFINED Offering #2
ECG-Test Kiosks
PROBLEM
Target Segments
Pharmacy stores
ECG Tests are not Department stores
affordable for more than
98% of India’s
Revenue
populations; Kiosk setup = Fixed fee Rs. 10000
Usage fee = Rs. 20 per Test

‘Good is GOOD enough’ Product

GREAT VALUE
Low cost
ECG-Test at Rs.100
 VALUE BEYOND DEVICES
BUSINESS MODEL BUSINESS POTENTIAL

Selling
DEVICES 0.2X
Selling

10 X
HW-AS-A-SERVICE (HAAS)
CONTENT
VA-SERVICES
3
DATA (ANALYTICS)
 REDEFINED
PROBLEM
ECG Tests are not

Data???
affordable for more than
98% of India’s
populations;

Low cost
ECG-Test at Rs.100
VALUE BEYOND DEVICES
BUSINESS MODEL BUSINESS POTENTIAL

Selling
DEVICES X
Selling

10 X
HW-AS-A-SERVICE (HAAS)
CONTENT
VA-SERVICES
6
DATA (ANALYTICS)
THANK
YOU
vishwanath@forgeforward.in