Vous êtes sur la page 1sur 10

Wesley Barbosa: Final

To: Dr. Castle From: Wesley Barbosa Date: August 19, 2010 RE: Final, Rocky Mountain Sleep Scoring 1. Executive Summary Rocky Mountain sleep scoring started over a year ago as a company which solely scores sleep studies. Over the last year we have expanded the business to cover several aspects of sleep medicine and acquired several contracts and staff members. Our main business remains to be analyzing and scoring sleep studies as well as interpreting sleep studies. We also go on location to different sleep labs in order to get the lab up to standards, usually for accreditation. Three of our employees are registered sleep technologists so we also can run sleep studies for a sleep lab which does not have qualified personnel, and we also train people in becoming registered sleep technologists. Recently we have begun negotiating with a large trucking company to screen their drivers and employees for sleep disorders. The American Academy of Sleep Medicine has recently approved two new devices for screening people for sleep apnea while they sleep at home.

2. Proposal Section There are several different types of screen devices available on the market today. They are classified into different types from type one through type five. The different types have different

Wesley Barbosa: Final

levels of monitoring patients during the night. For example the type one device only monitors one aspect of the patients in this case the patients oxygen level, whereas a type five device can monitor up to 32 channels. At this point in time most insurance companies as well as the AASM, recommends a type three, four, or five monitoring device at a minimum. The most common devices are type three and type four monitoring devices. Types three and type for devices monitor enough physiological data to acquire sufficient information in order to successfully diagnose obstructive sleep apnea. The level five device will give a much more detailed observation however there are many more leads and is not strongly recommended for unattended use. The cost of these devices range anywhere from $1000 a year up to $10,000 a year with a nightly cost per study of as little as $1.00 up to $75.00. Insurance companies reimburse as little as $12.00 per study up to $150 per study.

3. Rationale for the proposal I want to continue to grow my business and expand. Expansion of the business into different realms in the field of sleep medicine makes sense and has potential to greatly increase business. This expansion can be handled by the knowledge and experience of the current staff and will help to differentiate us from the competition. 4. Research/Best Practices Market Opportunity Analysis  Market Summary  Environment

Wesley Barbosa: Final

 Demographics  Market Needs  Market Trends  Market Growth

SWOT Analysis  Strengths  Very little competition  Highly qualified staff  Lots of professional support  Great references  Opportunities  The sky is the limit  Work with sleep labs and hospitals  Accreditation  Being involved in such a new field of medicine, you never know what is around the corner

Wesley Barbosa: Final

 Weakness  Small company  Only been in business one year  Only have 4 employees who all specialize in sleep, would be helpful to have other specialists on staff such as HR, accounting, and marketing.  Threats  Other scoring companies  Sleep labs scoring in house instead of outsourcing  AASM accreditation is near impossible for our situation and may be required in the near future for scoring sleep studies

5. Research Findings The sleep scoring market is a rather small population in the US. There are about 20,000 sleep labs and centers in the US. There are about 20 companies who do the same thing as RMSS. There are 12,500 registered sleep technologists. The major competition RMSS has is the fact that about 35% of sleep labs and centers have their night technologists score the records during the night and about 50% of sleep labs and centers have a day staff to score sleep records. The need for sleep studies had been growing over the years as more and more people

Wesley Barbosa: Final

become aware of the issue. Even in this depression sleep centers across the country are still seeing growth. RMSS has several strengths and opportunities as well as weaknesses and threats. RMSS will have to use its strengths and opportunities to overcome its weaknesses and threats. I believe that our weaknesses can and will become our strengths in a short tie by utilizing this marketing plan. RMSS sales forecast is inconsistent as we are a new company selling a specialized service. The only issue that RMSS could run into if we take on new clients is the ability to handle the extra work with the staff on hand. RMSS receives an average of 20 applications per month and we call or email each individual to interview them. Successful candidates applications are put on file so that RMSS always has access to qualified staff if needed. RMSS has very little overhead. The major cost that RMSS has is it's employees, who are all independent contractors. RMSS takes on new contractors as needed so there is not much of an issue in financials. Other monthly bills include Internet, phone, and equipment maintenance. RMSS budgets for these expenses by paying ahead one month so that there is never an issue. Annual expenses include taxes, business license, and URL fees. RMSS sets aside 30% of all profits to cover these annual expenses. RMSS's objective is to acquire five more clients in the next six months. RMSS will market to any and all sleep centers throughout the US, trucking companies, and also begin to contact home health care companies. RMSS's positioning statement is RMSS will provide quality, safe, and comprehensive services to better your sleep center at a fair cost. RMSS has

Wesley Barbosa: Final

chosen it's position by utilizing positioning by price and by quality. This has been an effective strategy thus far as it has created a large amount of word of mouth referrals.\ RMSS strategies include market penetration, customer loyalty and satisfaction, positioning by price and quality, niche marketing, and innovation. By utilizing several marketing strategies RMSS change of meeting the growth objective of five new clients in the next six months becomes an easily obtainable goal. RMSS has taken the market share penetration approach to pricing. We have compared prices from competitors on line and have called multiple sleep consulting companies in order to find out what they charge. We have then Set our price below their prices and have also offered discounts. RMSS also offer currently offers to score two records for free for any new clients. This gives potential new clients an opportunity to sample RMSS's services. RMSS also offer a discount to clients who need larger quantities of study scored. For example, if the client can guarantee 20 studies per week RMSS will offer a 10% discount and if a client can guarantee 40 studies per week RMSS offers a 15% discount. RMSS also offer a discount in terms of billing. All of RMSS's clients are offered 2/10 net 30. This simply means if they pay their bill within 10 days then RMSS offers them a 2% discount off of their bill. A similar pricing strategy can be applied to the new services. RMSS distributes its services in many different ways based on the customers needs. RMSS offers many services, most of which is provided to the customer through the Internet. One of our clients prefers that we meet in person once a week to receive new work and drop off completed work, another prefers fax. RMSS prefers to provide its customers with the most

Wesley Barbosa: Final

efficient and secure delivery of our services while meeting the needs of our customers. RMSS is very flexible in distribution as the number one goal is customer satisfaction. Competition will always be a hurdle to overcome in at RMSS. Currently direct competition is not a major issue as there are only about 20 companies who provide the same services as us. The largest competition is competitors who provide customers with the same result but in a different way. 35% of sleep labs and centers have their night technologists score the records during the night and about 50% of sleep labs and centers have a day staff to score sleep records. This leave about 15% of the market untapped or likely contracted with our direct competitors. However, even if we had 1% of the remaining 15% business that would leave us with 30 clients! Currently we have 4 clients and that keeps us very busy, to take on a fifth we will have to hire a new employee. RMSS also must worry about competitors who supply a substitute product or service. Recently home sleep studies have begun to saturate the market. These studies are often performed by home health care companies as well as sleep centers. While these home sleep tests have a ways to go before they will have the ability to replace a sleep test in a sleep center, it would be wise of us to follow the technology and get involved as home sleep testing may be the future of sleep. 6. Recommendation

RMSS sales forecast is inconsistent as we are a new company selling a specialized service. The only issue that RMSS could run into if we take on new clients is the ability to handle the

Wesley Barbosa: Final

extra work with the staff on hand. RMSS receives an average of 20 applications per month and we call or email each individual to interview them. Successful candidates applications are put on file so that RMSS always has access to qualified staff if needed. RMSS has very little overhead. The major cost that RMSS has is its employees, who are all independent contractors. RMSS takes on new contractors as needed so there is not much of an issue in financials. Other monthly bills include Internet, phone, and equipment maintenance. RMSS budgets for these expenses by paying ahead one month so that there is never an issue. Annual expenses include taxes, business license, and URL fees. RMSS sets aside 30% of all profits to cover these annual expenses. There are about 20,000 sleep centers in the US and it is important to focus on sleep centers who show interest in our services. By focusing sales efforts on sleep centers who show at least a mild interest we can give them extra attention and make them feel better about doing business with RMSS. RMSS prides itself on the quality of work, the protection of its clients information, and the promptness of services. By letting potential clients know about these qualities that RMSS possesses through referrals and sample work, RMSS should be able to get potential clients interested in our services. RMSS does not require any company to sign an agreement for any amount of time. We also install our software for free and provide any of our services at no cost the first time to give the potential client a sample of the quality of our work.

Wesley Barbosa: Final

Follow up is one of the most important parts of marketing. It is important to periodically contact interested parties with new sales promotions and or useful information. Most people do not buy anything on the spot so it is important to let them know you exist and have their best interest in mind. We are excited about this new technology and the possibility of expanding the business. While there have been negative effects on the business the potential of utilizing this technology by performing home sleep tests on truck drivers has potential to drive business in a very positive direction.

7. Appendices

(July/August 2007). CPAP Today: All about Compliance. Sleep Review, The Journal For Sleep Specialists, Retrieved January 13, 2010, from http://www.sleepreviewmag.com/issues/articles/2007-07_10.asp (2009, December 11). The Evolution of CPAP. Wall Street Journal - Eastern Edition, p. B8B. Retrieved from Academic Search Premier database. ResMed Announces Further Favorable AutoSet CS Trial Results On Congestive Heart Failure Patients. (21 May). PR Newswire,1. Retrieved January 13, 2010, from ABI/INFORM Dateline. (Document ID: 120673054). rockymountainsleepscoring.com (2010)

Wesley Barbosa: Final

10

aasmnet.org (2010) brpt.org (2010)