Define what you think you’re selling and test it in the market
Company: REaladi, Inc.
Industry: Medical devices.
Situation: Introducing new medical device that decreases cost and improves patient outcomes.
Success measure: Get a launch customer.
BentonsEdge developed a one-page visual story outlining the client’s current understanding of the industry. Together, BentonsEdge and the client tested the story in fact-finding conversations among industry participants.
BentonsEdge helped REaldi engage potential laboratory partners in fact-finding PAIN – SOLUTION – BENEFIT conversations. We identified the hurdles that REaladi would face bringing a prosthetic socket to market. For example, insurance companies would have to list the socket for reimbursement. The highly skilled technicians — called “prosthetists” — employed by labs to work with and fit patients would have to be convinced that a more automatic and data-driven process, less reliant on the apparent fit, would be better for patients.
BentonsEdge looked for landmines that could have sunk the project. For example, BentonsEdge identified that certain labor savings were not on the table. After all it was the skilled prosthetists that referred business to fabrication laboratories from doctor and hospital connections. We worked with lab owners and technicians to define the economic trade-offs in the industry and expose opportunities for the new approach.
How will you safely identify hidden threats that might otherwise blow your project out of the water?
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