The project plan is provided by Wuxi Institute of Human Resources (to be established) with a unified version suitable for the college students' entrepreneurial design competition. All rights reserved, and any use is not allowed. In both cases, references are used to avoid being too lengthy and "slightly" corresponding to the deleted part of the content.
Table of contents, executive summary
Project background
30% market opportunity
Business strategy
marketing
6 production management
7. Investment analysis
Eight financial analysis
9 management system
1 1 Opportunities and risks, venture capital exit.
appendix
1。 Market capacity estimation table
2。 Market research and qualitative analysis table
3。 Financial timetable
1。 Platform for action
1. 1 company
Chitin Material R&D Co., Ltd. is a new concept of green life based on the patent technology of chitin fiber proposed by the company, and it is a perfect natural biological product for human beings.
The annual demand for medical suture in China market is about 654.38+500 million RMB, of which the demand in absorbable sutures is about 75 billion RMB. Medical chitin absorbable suture was produced to meet the needs of the rapidly developing absorbable suture market in the early days of the company's establishment. The investment in the factory solved the problem that some polyglycolic acid and polyglycolic acid (PGA) in absorbable suture were imported, which was expensive and affected the level of people with medical problems.
Focus on the medium-and long-term goals of combining short-term goals with long-term strategies, gradually broaden the product fields, and participate in household appliances such as chitin medical antibacterial materials, slow-release drugs, artificial organs, cosmetics, health food, medical care, clothing fabrics, new environmentally-friendly packaging materials, fast food, etc., and form a diversified development group company with chitin materials as the core.
1.2。 market
The medical suture market is a group market, and the purchasing process is the purchasing behavior of the group. China
At present, there are a large number of surgical suture lines, catgut lines and PGA absorption lines. When the gut material itself has defects, the production cost of PGA suture is high, and the application scope is affected. Medical chitin suture will enter the market.
Competitive pricing strategy of medical chitin suture entering the market. The average price of PGA suture with a production cost of about 2. 1 yuan/root is 30 yuan/root (according to the survey, the market acceptable price is 30-40 yuan/root), which is about 1/2 of the average price of PGA suture market.
The company will set up seven regional distribution centers in China to build a perfect marketing network with agents, dealers and * * *.
When the product enters the market, this process will be a great gift product. As a promotion method, letting doctors try it means increasing market share and donating 900,000 yuan. In the first and second years, we will donate 65.438+0.6 billion US dollars, 800,000 more than the third New Year gift after last year.
The international leading patent technology for preparing chitin fiber is the key to preparing medical chitin suture. The company will establish an ISO9000 quality management system and strive to obtain the international ISO9000 quality management system certification.
1.3。 Investment and finance
The company is located in Wuxi and enjoys the preferential tax policy of "three exemptions and three reductions".
The initial capital of the company is 1 10000 USD. The venture capital is 7 million yuan, and Donghua University invests 1 10,000 yuan for short-term loan of 30 million yuan. The investment in fixed assets is 6.02 million, and the working capital is 4.98 million. In addition, the equipment inventory of Tian Chun Biomaterials Co., Ltd. is 1000000.
The scale and structure of share capital is tentatively set as: the registered capital of the company is 654,380,020 yuan. Foreign venture capital is 7 million shares (58.33%); Xxx patent technology shares, 3 million shares (25%), capital shares 1 10,000 shares (8.33%), equipment shares of XXX company 1 10,000 shares (8.33%).
Estimated profit100000 yuan. After the second year, the annual sales profit rate is about 45%, the return on assets is 75.39%, and the payback period is two years and one month.
Venture capital will be withdrawn within 3-5 years, and the purchase method is more suitable for our company.
1.4。 Nature of organization and human resources
The company is a limited liability company, and the initial organizational structure adopts the straight-line method system. The company's ownership and management rights are separated, and the general manager responsibility system is implemented. The general manager is the vice president of marketing, deputy general manager of technology, deputy general manager and general manager of finance department.
The patent case of chitin fiber preparation technology is owned by Donghua University, and Professor Yong Zhiqing's teacher is the inventor of the patented technology. Professors talk about young people's production experience and scientific and technological achievements, and regard service as the chairman and deputy general manager of the company; Entrepreneurial team members will participate in the company's marketing and financial management, and the company also hired Gu, a professor of marketing at Donghua University, as a marketing consultant.
2。
2. 1 project background. Industry background
In recent years, China's medical device industry has developed rapidly. 1978, the total output value of medical equipment industry is 7.3 million dollars. 1995, according to the statistics of China General Administration of Traditional Chinese Medicine, it was 8 billion US dollars. According to the survey results, the output value of the national medical device industry reached160-18 billion RMB, equivalent to 22-25 times of the world total sales 1978. The development of China's medical device industry, the backward chemical pharmaceutical industry, compared with developed countries, the sales ratio of medical devices and drugs is close to 1: 1, and we only have 1: 10, so there is great room for development.
According to the investigation, the marginal value-added performance of medical textiles is about 1: 50.
There are three kinds of medical suture: silk, catgut and PGA absorption thread. Catgut suture and PGA suture are absorbable sutures.
The backward production technology of catgut leads to environmental pollution, malabsorption, allergy and antibody reaction. At present, it only exists because of the price advantage. PGA absorbable suture relies heavily on imports instead of spending a lot of foreign exchange, which increases the economic burden of the country and surgical patients, and also improves our surgical level, which has an impact.
According to the report of Taiwan Province Industrial Technology Research Institute, the global market value of150 billion USD in 1994 was estimated, with an average annual growth rate of about 4%.
According to the introduction of Taiwan Province Chemical Industry, there are only three factories in the world to produce PGA raw materials, which is very difficult and expensive. In addition, the high water content of PGA will lead to material hydrolysis and degradation, and the mechanical strength will decrease, which will seriously affect the quality of suture.
Pure biological products, raw material chitin can absorb suture, which can be completely absorbed by human body, has no toxic and side effects, and can absorb suture. In order to meet various indicators and meet the green theme of social development, PGA is a substitute for absorbable suture. On the basis of absorbing the advantages of imported absorbable suture, the development of chitin absorbable suture with superior performance and moderate price meets the requirements of society and market.
The advance investment of global medical chitin in absorbable sutures will promote the development of China's medical device industry, improve people's medical level, reduce the country's foreign exchange burden, and generate long-term economic and social benefits.
2.2。 Product overview (omitted)
2.3。 Advantages of chitin absorbable suture
Clinical experiments show that compared with existing suture, medical chitin absorbable sutures and absorbable surgical suture, it has the following main advantages:
. Pure biological products, good compatibility with human body, small wound suture scar;
. The raw materials found in marine life are extensive, and the cost is one tenth of that of PGA products;
. An environment that inhibits the growth of bacteria is formed around it, which is conducive to wound healing;
Line. Non-toxic, non-irritating, non-antibody reaction, can be completely absorbed by human body;
. Prepare enough tensile strength and flexibility to fully meet the requirements and absorb the suture;
. Easy to store and difficult to decompose in air;
. Can withstand dyeing and antiseptic treatment during sterilization;
. Senior professor, expert and researcher, with scientific research R&D strength and international leading patented technology.
2.4。
Chitin is a kind of natural polymer chitin and a new type of environmental protection material, which is widely used in medicine, agriculture, light industry and other fields. Artificial skin can be used in medicine, drug sustained-release materials, hemostatic agents, wound healing agents, artificial organs (artificial kidneys, artificial blood vessels), etc. In agriculture, it can be used to produce chitosan, chitin pesticide, degradable plastic film, household cosmetics, health care products, functional clothing and environmental protection packaging materials, and can be applied to light industry.
3。 Market opportunity
3. 1 market characteristics
3. 1. 1 Overview
Patients receiving surgical suture, users, surgeons and nurses who make decisions on surgical purchase, and actual consumers in the purchasing department of actual buyers. Market characteristics, the particularity of separation between decision makers and buyers who buy for users.
Surgical suture market is a group market, the purchase process is a group purchase behavior, and personnel promotion is the most effective sales means. The types, requirements and specifications of suture surgery will be influenced by factors such as usage habits, brand preferences and regional differences.
Suture belongs to a class of medical devices, drugs and health management institutions, such as the State Administration for Industry and Commerce, China Traditional Medicine and Health Bureau and other macro policies and regulations, which will have a great impact on its development. accomplish
Medical device sales three certificates, three certificates "medical device production license, medical device sales license," product certificate "need to be issued in some places, as well as the" quasi-sales certificate "of the local health authorities.
3. 1.2。 Procurement decision-making process
Doctors and head nurses in the operating room play a very important role in purchasing decisions, and some even appoint an aunt or purchase (especially in the following two hospitals). In very few hospitals, procurement is decided by the administrative department. The decision-making model is shown in the following figure:
Figure 1. tiny
3.2 Market segmentation
Market development degree, the domestic medical suture market is mainly divided into two categories:
3.2 0. 1。 Developed absorbable suture market
Refers to the absorbable suture market using catgut and PGA.
. Absorbable suture is widely used in PGA market.
These markets are mainly distributed in downtown hospitals with improved economic development and high medical level, such as Beijing, Shanghai and Guangzhou. The main characteristics of the market: the preliminary publicity of PGA absorbable suture used by manufacturers has been basically completed, and doctors with high doctor acceptance have high brand loyalty. Widely used absorbable suture only needs application time; Insensitive price, more mature consumption behavior.
. Widely used catgut market
Large and medium-sized cities, such as Xi 'an, have large hospitals in these markets, and their economic development level is relatively low. The main characteristics of the market: the absorption suture of catgut is mainly used, but there is no large-scale PGA absorption suture, which is more acceptable to doctors and more sensitive to price; Brand loyalty is not high.
3.2.2。 The untapped absorbable suture market.
It should still be possible to use the absorption line and the silk market at the same time.
These markets are mainly distributed in areas with low economic development level. The medical level of hospitals in small and medium-sized cities is limited, but in big cities or small hospitals. The main characteristics of the market are: doctors are less exposed to absorbable sutures and PGA in common surgical lines is highly sensitive to price; PGA absorbable suture does not enter this market, and the competition is mild.
3.3。
According to the survey, the main sales channels of surgical suture are:
. Factory direct sales/
Local sales agent, such as PGA absorbable suture manufacturer. Through local agents, we can lower the entry threshold and successfully enter new markets. Factory direct sales are suitable for small obstacles in the entry-level market. Hospitals generally trust local agents to deal with problems in time and ensure their credibility.
In the sales process, mainly:
Figure 2. 1?o'clock
Medical equipment wholesale company mainly sells domestic silk and catgut manufacturers, and has established a huge sales network. Through the smooth flow of medical device companies, distributors and sales channels at all levels and the stable business relationship with major medical hospitals in China, the influence of human factors is relatively small.
Figure 3. 1?o'clock
3.4 Competition analysis
3.4. 1 Competing products and competitors
. Silk: it's cheap, and many ordinary silks are used for surgical treatment. Silk has the largest market share, followed by Johnson & Johnson mousse, which is also commonly used in large hospitals in China. Domestic manufacturers such as Tianjin, Hangzhou, Wuxi, Nantong and Shanghai Pudong Huan Medical Products Co., Ltd. have occupied the whole country.
. Catgut thread: cheap, mostly used in surgery, obstetrics and gynecology, inconvenient to use, easy to cause inflammation stage, and gradually replaced. Manufacturers are mainly distributed in Shanghai, Tianjin, Hangzhou and other places.
. PGA absorbable suture: most of them are imported and produced in Nantong, China, and the price is relatively high. The manufacturers are Johnson and cyanide (Kendall). Home sales and a large number of free product trials occupy the market.
According to the survey, Johnson & Johnson and cyanamide occupy more than 80% market share of Shanghai absorbable suture; Secondly, Nantong Hualikang has a certain proportion. The price of Hualikang is about 60% of that of Johnson & Johnson and melamine, but the basic price advantage is not perfect, and the service and quality problems offset it.
3.4.2。 Influence intensity of competitiveness (omitted)
Section 3.4.3. competitive edge
Advantages of chitin suture; Proprietary technology and talent monopoly, cost advantage, resource availability and high-tech development are in line with the government's policy orientation.
3.5。 capacity of the market
3.5. 1。
Estimated market capacity: 1999 The market capacity of medical suture is about * *1.500 million yuan. As for investigation and second-hand sources, only about 5% (including catgut and PGA) are used in absorbable sutures, but they account for about 50% of the total, about 750 million. (Note: * * Appendix P29 1 in the estimation process).
3.5.2。 Trend analysis and prediction
According to the report of Taiwan Province Industrial Technology Research Institute, the global market growth rate of medical suture is 4%. According to the survey, the market share of PGA suture products in absorbable suture is only about 10%, and the market potential is huge.
Medical absorbable suture (such as thoracotomy and major abdominal surgery), PGA absorbable suture mainly depends on imports, and the country has strict restrictions.
Considering the growth of the market, the annual sales of chitin suture is expected to reach 1 million in five years. (see appendix 1, page 30)
3.6 Policy Guiding Principles and the Impact of the World Trade Organization (omitted)