Case Study 2 x 2 Market Segmentation Model

Case Study 2 x 2 Market Segmentation Model Background • New company is formed to develop treatments for all types of Sleep Apnea • First product they created is a new device for sleep apnea • It is an oral/mandibular advancement splint to improve airflow (MAS) • Custom molded/high comfort/produced by 3 D printing • Improved compliance, less costly • You are meeting with a Venture Capital firm to raise funds • The firm has asked you questions about the sleep apnea market. • They want to have a thorough understanding of the market segments that make up sleep apnea Assignment • Use the 2 x 2 segmentation model to illustrate the Sleep Apnea Market Segments. • Once the segments have been identified, use the workshop materials to characterize and, where possible, to quantify the segments. • Consider the following variables to construct the 2 x 2 model and segments: • Different Type of Sleep Apnea • Severity of Sleep Apnea

Case Study 2 Worksheet 2 x 2 Sleep Apnea Market Segments Step 1 – Create The Variables

Case Study 2 Worksheet 2 x 2 Sleep Apnea Market Segments Step 2 – Identify The Unique Market Segments

Case Study 2 Worksheet 2 x 2 Sleep Apnea Market Segments Step 3 – Characterize/Quantify The Segments 30% of market opportunity 45% of market Opportunity 2/3 of patients not at goal, representing large opportunity Product x holds 48% market share

Case Study 2 Worksheet 2 x 2 Sleep Apnea Market Segments Working Template