Sunapto will manufacture, market and sell an automated pill dispenser unit, the MedCabinet. It also offers a companion monitoring service that helps with medication compliance. Many elderly suffer from multiple diseases or chronic conditions. On average, they consume between four and five prescription drugs and two OTC drugs each day. Nearly 67% fail to follow the instructions regarding medication dosage. The risk of hospitalization due to adverse medication outcomes in elderly patients is almost 6 times greater than that for the general population.

Sunapto&#8217’s mission it to make people live better, healthier lives with technology. They will provide medical systems for the home that will use patentable technology to ensure safety, ease of use and a continuous partnership with healthcare providers. The target market for their products is the 65+ age group. Thirty-five million Americans are in this group and the group is growing at 1% per year. They plan to expand the business and establish their brand as an innovator and product leader in home healthcare devices.

Sunapto&#8217’s marketing strategy will be based on industry/trade awareness campaigns and physician/pharmacist awareness campaigns. Specific executions will then be directed at particular customer segments. Sunapto’s initial sales strategy is for the MedCabinet direct to consumers. The MedCabinet is expected to be sold for $700 and will provide the right medication at the right time.

Sunapto faces competition from reminder devices, automated medicine dispensers, and compliance service providers in the medication enforcement market. The closest competitor in the automated medication dispenser or compliance service market should be considered. Its weak points include its low cost, limited dosing events, and poor marketing and distribution channels. It is therefore vulnerable to an improved entry.

Sunapto is currently in pre-startup. Sunapto will be formed as a start-up LLC in MidWest, USA. The management team has experience in growth-oriented technology, business unit development, finance, and team leadership and development. Having witnessed the problems of medication compliance in their families, the management team is committed to being part of the solution that addresses the compliance issue that plagues the elderly. Sunapto is looking to add sales, marketing and medical device product development experience to its management team.

The MedCabinet is in the concept development stage. Sunapto hopes to have a working prototype by five months from plan initiation. Sales are expected to start 12 months later. Sales projections for Year 2: 11,077 and 13,419 respectively.

Sunapto will require substantial investment to bring MedCabinet onto the market. They anticipate two rounds. Round 1 is expected to see personal contributions from the founders. Sunapto is seeking additional outside investors before launching the company. These funds will be used to fill in gaps in the management team, for prototype development, and for initial product marketing expenses. They expect round 1 outside investors to generate a positive return on investment over three-years. Round 2 funding will be needed during the seventh month of operations. Round 2 funds will be used for management team gaps, prototype to product development, product marketing and for their contract manufacturing production expenses. Sunapto expects Round 2 to bring in a decent return over the three-year period.

1.1 Mission

Sunapto is a home-based healthcare technology company that aims to improve people’s lives by bringing quality healthcare home. Sunapto provides home medical systems. These systems make use of technology to offer safety, simplicity, and a long-term partnership with healthcare providers. Sunapto intends to seek a fair, yet aggressive profit, which will allow the company to be financially healthy for the long term as well as provide compensation to both owners and investors for their money and risk. They plan to expand the business and establish themselves as an innovator and product leader in home healthcare devices. They plan to finance their continued growth with a mix of equity investment and internally generated capital flow. Sunapto will continue to develop new product extensions once their marketing platform is established. Sunapto will maintain a strong and cohesive work environment with a shared ethos and a passion to grow with the intensity that only comes from belief.

1.

Two Keys to Success

Sunapto’s success is dependent on these key factors:

• Product QUALITY A product that is safe, reliable and easy to use. It features a well-engineered design with quality workmanship, easy-to-follow programming, accurate dispensing, and uncomplicated to use.
• Marketing – Once a quality product has been developed, Sunapto’s success rests on its marketing strategy. MedCabinet can be a new product. It is important that people understand the benefits of this product in order to make it popular in a market that often has difficulty accepting new technology.
• Partnerships: Sunapto is a management/marketing/technology company, not a manufacturing company. Partners will be required to produce and deliver product. The establishment and maintenance of partnerships will be crucial.
• Philosophy Sunapto’s goal is to make a higher return than the average for its business partner. To achieve this, they will employ a balanced approach to managing the company. Sunapto will not be driven blindly from the financial perspective, but will be guided by four perspectives: Financial, Customer, Internal Process, and Learning & Growth.

1.3 Objectives

1. By Year 3, more than 24,000 MedCabinets will be sold.
2. By Year 3, seven per cent of all units had subscribed at least to monitoring and notification service.