CASE STUDY 2.2Tamara Rossegger 0a20f366
Uguumur ma2n0248Trung Sơn Nguyen Hoang
products: FLAVOURx
to cover the bitter taste of liquid medicine for children (adults), pets
pill glide spray with good taste to help taking pills with bad
taste Yo Gabba Gabba! Spray
A few sprays before and after taking medicine will help to get the bad taste away
Service for hospital Patients report about their health condition
(blog) and get support from users
QUESTION 1
To what extent do FLAVORx and CarePages meet each of the tests of an opportunity?
Attractive: market for flavor additives is highly attractive
because of a great level of demand and no product available which works well Evidence: …….
Timely: yes, took a lot of time to create the „perfect“ taste.
And there is no product available at the time of creation to cover the bitter taste of medicine. Only a few competitors – still bitter taste!
Durable: yes. Always sick persons who need medicine and cannot
take it because of the bitter taste, especially children. adds value for its buyer or end user:
yes, child, adults, pets helps to take the necessary medicine
customer comments
Lauren N., 10 years oldEvans, GA
“I love this stuff because it works. I used the Strawberry FLAVORx flavor when I was younger and it helped so much when I took liquid medication. But I take swallowers [pills] now.”
http://flavorx.com/parents/our-products/flavorx-pediatrics/reviews/
Attractive: yes, because the hospital improves its image and
could attract prospective patients „sucess stories“ of recovered patients could be
shared easily and give hope and support to patients
Timely: yes, no competitive webpages at the time of
launching
Durable: Yes, increasing number of page views a great chance for new-founded hospitals to promote
their services
creates or adds value Yes, improves the image of hospital attract prospectieve patients
QUESTION 2
Why do you think the idea for FLAVORx was not developed by a large pharmaceutical company long before Kenny Kramm came along, and the idea for CarePages wasn‘t developed by a hospital long before Eric Langshur came up with the idea?
QUESTION 2
Flavorx: Maybe in big pharma companies they don‘t want to specialize in „just“ better flavours. For them the „usefullness“ of the medicine is the most important one.
Not depanding on taste, customer has no choice, they have to take the medicine
CarePages: Maybe Hospitals just don‘t think about this option
more acess to the internet, not focus on individual patients [http://www.infoplease.com/ipa/A0193167.html]
Sources: Organovo, FDA, Pharmaceutical Research Manufacturers of America.http://www.dailyfinance.com/2013/08/23/how-big-is-organovos-market-opportunity/
http://www.drugchannels.net/2013/03/drugstore-sales-drop-along-with-drug.html
QUESTION 3
Why do you think CarePages markets its product to hospitals rather than directly to consumers, like MySpace and Facebook do?
TARGET IS HOSPITAL Its make available to
patients and family members who were leading their care The hospitals could
promote the service and attach the brand, and benefit through improved patient satisfaction and patients and families who were receiving through Carepages community
HOW IT WORKS? Consumer is free to join Health care facilities pay Carepages
for the service and offer it to their patients for free Over 700 healthcare facilities
that can make their good PR via Carepages Advertisement Sponsored by Provided by
The health care farcicalities benefit through improved customer satisfaction – 30% on average people who use the Carepage service
DIFFRENCE BETWEEN FACEBOOK AND CAREPAGES
Facebook is more growth but who need advise of some illness or injury its hard to find information from Facebook. People still need centralized healthcare website.
the ‘author’ of a Carepage site is usually not the ‘patient’ — its not the patient talking about themselves giving updates on their status – its usually the caregiver speaking on their behalf — that is not Facebook
QUESTION 4
What similarities do you see between FLAVORx and CarePages? What does each company teach you about the opportunity recognition process?
FULL VIEW OF THE OPPORTUNITY RECOGNITION PROCESS
Depicts the connection between an awareness of emerging trends and the personal characteristics of the entrepreneur
SIMILARITIES• Flavorx & CarePages concern to products and services for
health.• Business ideas came from real issues. Initially, both of
Flavorx & Carepages were used for themselves and non-profit.
• Each research group include 5 to 10 people and some among them are expert.
THE POINTS WE CAN LEARN FROM EACH BUSINESS
Business idea may come from the most common troubles we have face everyday. We have to recognize and make it become real business.
The product or services must be supported by social or many people pay attention to it.
We need a team.
APPLICATION QUESTION 1
How could FLAVORx and CarePages effectively use focus groups to strengthen their existing products and solicit suggestions for related product ideas?
FlavorX: to create „new tastes“ Maybe get customers feedback and inspiration for
future product (pet, baby….) to recognize complaints about their product to talk about competitor brand survey before creating new products
CarePages: to get insights to create new tools for the blog – eg daily video
reports, interactive staff like chats,… to improve design, to take wishes from the patients in
account to present the hospital better
APPLICATION QUESTION 2
Think about the service that CarePages offers. Brainstorm other situations that people are in where it might make sense to set up a Web site or blog that allows a person to provide frequent updates and receive notes of encouragement and support from friends. Pick your best idea. Could a business be set up to facilitate the process for others?
APPLICATION QUESTION 2
IDEAS: Tourism Felix Baumgartner - blog for extreme sport
http://felix-baumgartner.blogspot.tw/
Keep fans updated , improve image of sponsor (red bull
Food Webpage in Taiwan for foreigners in English Webpage with city map and reviews of restaurants Users can add comments financed by advertisements of restaurants
TELICIOUS
attractive: Yes for foreigners in Taiwan it‘s not easy to find
an attractive restaurant when you cannot speak chinese
timely: yes there is no competitive hompage and
always new foreigners (number increasing) durable
Yes useful for many years, improve number of restaurant and areas
adds value yes difficulties to find good restaurants ,
people know where they can eat and the menu is in english