Transcript the Business Plan

Isabos is Concierge Post
Mastectomy Care allowing
Breast Cancer Survivors to
view their post mastectomy
choices in a private
environment: office, home or
doctor's office.
Rhonda F Turner, PhD, BOCPO, CFom
SEPTEMBER 2012
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The Pitch
Isabos is Concierge Post Mastectomy Care enabling the
client to viewing and receive her post mastectomy items in a private
environment were she feels most comfortable: office, home or doctor's
office. As a one of a kind service there are no direct competitors.
Technologically grounded online Mastectomy Fitter Consultation, online
ordering and appointment scheduling capability and follow up provide
for a complete experience.
With over 2.6 Million women nationally living with breast cancer, post
mastectomy services see over $500 million annually in sales from cash,
credit and insurances. State and Federal laws mandate post mastectomy
coverage. There are approximately 100 boutique in Texas and only 5 in
Houston. The national average revenue for an independent post
mastectomy boutique is $130,000. Isabos’ revenues will be received from
insurance, cash or small item financing depending on services. Estimates
are from AABCP survey research and team’s previous business revenue
of $185,000 annually for 5+ years.
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The Problem
• 2.6 Million women & 10,000 men are LIVING with
breast cancer
• Mastectomy remains the treatment of choice for
both men and women diagnosed at most stages of
the disease.
• Breast cancer survivors are still faced with a lack
of knowledge and access to quality post
mastectomy care.
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The Solution
Concierge Post Mastectomy Care for Breast
Cancer Survivors enable the client to viewing
and receive her post mastectomy items in a
private environment were she feels most
comfortable: office, home or doctor's office.
One on one, personalize post mastectomy
service independent of medical practice or
hospital service limiting protocols make
Isabos the care of choice.
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Opportunity & Market
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Currently 2.6 million women nationally are living with
breast cancer.
Mastectomy in some form is still the treatment of choice.
60% of breast cancer survivors DO NOT have
reconstruction requiring an external breast prosthesis and
supplies: either a custom prosthesis or a premanufactured prosthesis.
Houston, Isabos’ initial city is a Internationally known
cancer center.
Estimates based on sales 2005-2009. Isabo’s revenue
during the first 3 years will be earned from two sources:
web sales & provider services. Cash, credit and insurance
sales are estimated at: Year 1-$50,000; Year 2-$95,00;
Year 3-$155,000.
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Technology
Technology is the KEY to Isabos’ Concierge Services. Isabos services are divided into two
levels. A Virtual Fitter combined with extensive information and a tailored commerce
website that provides services Nationally.
The Isabos Virtual Fitter. The first in the industry will utilize existing online
avatar / chat services to assist and follow up with those clients who
wish to use online services only.
In city. (Houston) Medical Concierge service provides a one on one
service. Many women post mastectomy can not or will not venture
into public due to the illness or the disfigure of the surgery. Isabos
Concierge component brings quality post mastectomy care to them.
In city services will serve as the expansion component within the next 3
years.
In the field. Laptops / Tablets will coordinate Intake, paperwork, billing
and payment processes.
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Competitive Advantages
The Isabos Online Virtual Fitter, is the first in the industry & profession
In city (Houston) the Isabos’ team has over 20+ years local medical
practice business experience, a 200+ existing proven marketing and
provider referral sources and a uniquely comprehensive knowledge of
the regulatory issues facing post mastectomy.
This competitive advantages is expected to last 3+ years. As most post
mastectomy boutiques are independently owned small business
unable to afford a significant level of online service or financial
commitment.
Concierge medicine is gaining in popularity. Additionally, this business
model was proven in a previous Houston business Medical Practice
that grossed over $3 million annually for 10+ years; making the HBJ’s
fastest growing women business list 3 consecutive years and the INC
500 for 2 years.
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Competitive Landscape
Current Houston competitors
• 5 brick and mortar boutiques; 1 department store
• Customers visit lingerie stores, boutiques, shop online
WITHOUT help or guidance or go without
Current Online competitors
• Online availability is two-fold. 1) ecommerce “buyer
beware” stores or inventory sale sites.
• Isabos’ customers have a Certified Fitter and medical
practitioner at their disposal in person or online.
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Go-to-Market Strategy
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The Isabos customer is a women who has had a mastectomy,
prophylactic mastectomy or who has a genetic condition of the breast
tissue.
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Post Mastectomy services are ideally provided by medical practitioners
and Certified Fitters. They are also sold inappropriately by medical
supply houses such as Liberty Medical and pharmacies and discount
stores such as Wal-Mart and Walgreen's.
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Post Mastectomy includes breast prosthesis, special bras & garments,
and accessories.
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One time, yearly payments range from $300-$5000 per breast
prosthesis and $25-$100 per garment. Lymphedema & compression
garments range $50-$600 per item.
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Isabos is unique in its service delivery method. Services will be direct
market to existing referral sources, web commerce and social media
marketing, online marketing to existing customer list.
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Financial Roadmap
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Revenues are from provision of post mastectomy services and concierge services.
Post mastectomy supplies are sold annually or when there is a change in a client’s physiological
need or condition. These items when billed to insurance including Medicare & Medicaid require a
physician’s prescription.
Isabo’s revenue during the first 3 years will be earned from two sources: web sales & provider
services. Estimates based on previous post mastectomy sales in a previous team member’s
business, 2005-2009.
Cash, credit and insurance sales are estimated at:
• Year 1- $ 60,000
• Year 2- $105,00
• Year 3- $195,000 Profit is expected in Year 3
Estimated expenses for key persons, inventory, technology asset management and advertising:
• Year 1- $ 75,000
• Year 2- $ 95,00
• Year 3- $125,000 Profit is expected in Year 3
Hiring is conservatively expected at 4-6 months & 1 year.
Second Round Funding will be necessary to expand to cities 2-5.
Expansion is tentatively planned for year 2, 3 and 4.
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The Team
Isabos Three Person Team
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Certified/Licensed Prosthetist & Post Mastectomy Medical Provider
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Client Advocate
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Senior IT advisor
Relevant accomplishments, degrees and awards
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Have previously built and maintained an award winning Prosthetic practice.
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Current Degrees & Licenses: PhD (PSY), CPO (Certified Prosthetist/Orthotist), CF-om
(Certified Fitter Mastectomy/Orthotics), Texas LPO, MBA, JD
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Nationally recognized as Post Mastectomy Business & Legislative Expert
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Author of 3 books on running a Post Mastectomy Boutique
Employees Projection
Compensation for 3 person team plus hire of 1 immediate Office & Billing administrator
individual and Part-time Fitter within 4 months
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Current Status
Current Milestones
 Business plan complete
 Incorporated as a Texas C corporation
 Provider & Management Team has committed to the project
 Product, prototype, or sample developed?
 Website in process
 business cards created
 Referral list has been finalized
 Lined up key partners and business advisors
Requested funds are considered First Round Funding. Current milestones have been achieved by
personal investments from key personnel.
Next Steps:
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launch website,
expand social network,
market to existing referral base
Finalize website
Formalize Referral source meetings
Lease office meeting & shipping space
Purchase Inventory
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Summary
Isabos is ground breaking concierge post mastectomy care services that provide quality
treatment options in a private setting restoring care and dignity to breast cancer survivors
Isabos requires a total of $56,500 for:
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Finalization of website
Purchase and integration of field technology
Advertising
Minimum Inventory sufficient to provide options and care.
Please direct business or investment questions to:
Rhonda F Turner
[email protected]
www.isabos.com
800.612.1928
@Isabos
Please consider Investing at:
http://www.40billion.com/view-raise invited.asp?rid=942346569_792012165616&emailID=noprv
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