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MammOptics
Ramin Miri – Pedro Hernandez – Emma Medjuck – Josef Miller
Value Proposition
MammOptics
Strategy
Test Value Proposition
Radiation-free Non-invasive Earlier
detection
Find the Right Customer
Researchers Doctors
Technicians
Patients
MammOptics
Research
hospitals
Customer discovery
Mainstream
hospitals
Patients
Technicians
Director of Breast Imaging Department
at Stanford Cancer Center
“Optical Spectroscopy is one of the
emerging techniques for breast cancer
and your technology seems superior…”
“We would be happy to collaborate with
you once the prototype is ready and
you begin clinical experiments”
Debra M. Ikeda,
M.D.
Purchased experimental IR-based
breast imaging machine
MammOptics
Research
hospitals
Customer discovery
Mainstream
hospitals
Patients
Technicians
Clinical Assistant Professor
Stanford Cancer Center
Problems with current mammograms
- Current technologies cannot detect all kinds of
cancer
- High rate of false positives
- Controversy on effects of X-rays
- Patients are afraid of pain and discomfort
Sunita Pal, M.D.
Ideal mammogram
- High contrast
- Detection of backgroung metabolism
- High sensitivity and specificity
MammOptics
Research
hospitals
Customer discovery
Mainstream
hospitals
Patients
Technicians
Palo Alto Medical Foundation:
- Enough funds
- Not a research hospital
UCSF General Hospital
- Limited funds
- Research oriented
Santa Clara Hospital
- Limited funds
- Not a research hospital
MammOptics
Research
hospitals
Customer discovery
Mainstream
hospitals
Patients
Technicians
Interview 6 women who regularly perform mammography
and 8 young women who have never performed
mammography
Selection bias: all educated, middle/upper class
-Radiation free method is the main value
women see in our device
- Comfort and non-invasivness is a benefit but
not very important to most women
- Doctors are the major influence over what
method of screening women choose
MammOptics
Research
hospitals
Customer discovery
Mainstream
hospitals
Patients
Technicians
Alicia – X-Ray mammography technician
in the Stanford Cancer Center
“X-Ray machines are perfect”
Research
hospitals
Patients
Technicians
Comfortable with
current techniques
Mainstream
hospitals
Rely on doctors
opinion
In progress
Earlyvangelists
MammOptics
Summary
Research
hospitals
Patients
Technicians
Comfortable with
current techniques
Mainstream
hospitals
Rely on doctors
opinion
In progress
Earlyvangelists
MammOptics
Summary