H4MEN/Prevent-4-Men Business Plan M.A.J Invest AB & IndVelop AB Stockholm 2013-02-20
Prevent - Status - - Nästa steg - Bolag bildat som äger patentet och produkten (Prevent Hygiene Products AB) Produktnamn och grafisk profil: Prevent Prevent+ Prototyper framtagna Design fastslagen Förpackning framtagen Produktionslösning och distributionsledning definierad (samarbete med underleverantör) Klassning som hygienartikel (inskickade underlag till läkemedelsverket) Förserie planerad inom 3 veckor Studie genomförs med förserieartiklar i början på mars Säkerställa efterlevnad av hygien- och kosmetikadirektiv Utreda och utvärdera samarbete med apoteksbolag Produktionsstart i slutet på mars Instruktions- och utbildningsmaterial Hemsida under utveckling Samarbete med några referensanvändare (sjukhus, vårdcentral, kockar, polis, etc.) Lansering under våren 2013 november 15, 2013 2 Prevent Hygiene Products AB
H4MEN/Prevent-4-Men Business Plan M.A.J Invest AB & IndVelop AB Stockholm 2012-08-10
Executive summary Male hygiene device developed and patented by H4MEN Product treats a common long term (>one year) condition/symptom No similar product for men on the market today Targets a potential market of 5-15% of all men giving a product sales of 2,6-6,8 billion units within EU alone Initial focus to introduce product in Sweden Estimated annual turnover of 600 MSEK in Sweden with an EBIT margin in excess of 20% november 15, 2013 4 H4MEN AB
Vision / Mission of Prevent (H4MEN) Provide products that deal with moisture-related skin problems without or in combination with drugs by keeping the skin clean and dry in the problem area november 15, 2013 5 H4MEN AB
During Q4 2011 H4MEN received a Swedish patent approval with internationalization secured until Q2 2013 Patented product november 15, 2013 6 H4MEN AB
The name of the product is planned to be Prevent-4-Men in a package of 14 pcs. Two variants Preventive and Active november 15, 2013 7 H4MEN AB
The patented hygiene device by H4MEN targets a common long term condition/symptom among men Background Condition/Symptom: Klicka Itching, här rashes, för att irritation, ändra infection format and discomfort in the groin (Tinea cruris) and the area between the buttocks / around the anus (Perianal itching / Dermatitis) are very common symptoms among men Symptoms often occur at night when it is warm and slightly humid. Anything that makes these skin areas damp can cause itching Condition/symptom is often lengthy (majority over one year) Causes: Tinea cruris: Predisposing factors for fungal development is heat, humidity, sweating, obesity and diabetes Perianal itching / Dermatitis: Root cause can be many and varied: Sweat, poor hygiene, loose stools, fecal incontinence, PILES, inflammatory bowel disease, diabetes, certain skin diseases, and many others. Medical treatment: Preventive: Good personal hygiene and keep the skin clean and dry Active: Treat affected areas with one or more active components / drugs like local anesthetics, corticosteroids, vasoconstrictor, painkillers, astringents, antiseptics, anti-fungal agents, antibacterial agents, protectants november 15, 2013 8 H4MEN AB
Market potential H4MEN product targets a potential market consisting of 5-15% of all men giving a potential product sales of 2,6-6,8 billion units within EU alone EU US East Asia & Total Pacific Male populafon* [million] 250 156 981 1 387 Prevalence 5% [million] 2 600 1 622 10 202 14 425 - Ac%ve treatment** 350 218 1 373 1 942 - Preven%ve treatment*** 2 250 1 404 8 829 12483 Prevalence 15% [million] 7 800 4 867 26 487 37 449 - Ac%ve treatment** 1 050 655 4 120 5 825 - Preven%ve treatment*** 6 750 4 212 26 487 37 449 Total [million] 2 600-6 750 1 622-4 212 10 202-26 487 14 425-43 274 *) Estimated that 50% are men **) Treatment for 14 days with 2 products per day ***) Treatment 90 days with 2 products per day november 15, 2013 9 H4MEN AB
Market potential Price per unit in store is set to 16 sek för active treatment version and 5 sek för preventive version. Distributer have 50% margin In store Klicka här för att ändra End format customer Distributor Apoteket Margin sek Margin % Price per unit (sek) - Ac%ve treatment 16 (20*) 8 8 50 - Preven%ve treatment 5 (6,25*) 2,5 2,5 50 *) Incl VAT 25% november 15, 2013 10 H4MEN AB
Market potential H4MEN product targets a potential market for Sweden consisting of 5-15% of all men giving a potential product sales of 37-112 mllion units per year PotenKal market Male populafon* [million] 3,6 ELer 3 mån st/12 month ELer 6 mån st/12 month ELer 12 mån st/12 month Percent of potenfal 10% 20% 30% Prevalence 5% [million] 37 0,31 0,62 0,93 - Ac%ve treatment** 5,0 0,04 0,08 0,12 - Preven%ve treatment*** 32 0,27 0,54 0,81 Prevalence 15% [million] 112 0,94 1,87 2,81 - Ac%ve treatment** 15 0,13 0,26 0,38 - Preven%ve treatment*** 97 0,81 1,62 2,43 Total [million] 37-112 0,31 0,94 0,62 1,87 0,93 2,81 *) Estimated acc http://sv.wikipedia.org/wiki/sveriges_demografi **) Treatment for 14 days with 2 products per day ***) Treatment 90 days with 2 products per day november 15, 2013 11 H4MEN AB
Market potential Set prices and estimated volumes gives an taget sale of 242-728 msek with a margin of 121-364 msek for distributors PotenKal market Male populafon* [million] 3,6 ELer 3 mån msek/mån ELer 6 mån msek/mån ELer 12 mån msek/mån Percent of potenfal 10% 20% 30% Prevalence 5% [msek] 7,5 11,7 - Sales* 242 2,0 4,0 6,0 - Margin 121 1,0 2,0 3,0 Prevalence 15% [msek] - Sales* 728 6,0 12,2 18,2 - Margin 364 3,0 6,1 9,1 *) Excl VAT november 15, 2013 12 H4MEN AB
Strategy Sequence and responsibilities of acivities Now Product revision Start of sales Initial products Production start up Production ramp up H4MEN Set final product Prepare OtD-process Set product package Start of production Set organization and logistics Preparing Advertising/ Marketing Deliver initial volumes Provide education of Apoteket staff Secure capacity Continuous improvements OtD process Execute planed advertising and Marketing DISTRIBUTOR Prepare Product revision Call off initial volymes 250000 pcs of each version Sales in store Place products in all stores Aug12 Feb13 Jun13 november 15, 2013 13 H4MEN AB
Organization H4MEN organization and Medical Advisory Board Board Chairman: MaXas Eriksson Founder & Partner of Indvelop AB Senior Project Manager Euromaint Rail AB OperaFons Manager Assa AB Management ConsulFng Accenture AB CEO: Per Guvå Founder & Partner of Indvelop AB Manager RPS Office Euromaint Rail AB Business Area Manager Assa AB ProducFon Manager Scania AB Board member & Head of Medical board: Vilyam Melki MD, Specialist in cardiothoracic surgery. Inventor of H4MEN Founder of Laser & EsteFk - a chain of esthefc surgery units Co- founder of Foxfarmaci - Sweden s first chain of private pharmacies CEO of M.A.J Invest AB a company of advanced medical consultancy Anesthesiology: Vascular Surgery: Thoracic Surgery: Radiology: Pediatrics: PlasKc Surgery: Medical Advisory Board Ove Jonsson Achilles Karkmanis Erik Wassberg Rafael Astudillo Ley Laila Hellgren Cecilia Wassberg Minas Kapetanakis Patrik Höijer Mahas Elmér november 15, 2013 14 H4MEN AB