EXECUTIVE SUMMARY

Goal

The goal of the project was intentionally left open by the company and thereby, had to be figured out by the team at the start of the project. The company provided information about challenges they are currently facing and objectives they want to achieve in the near future. Based on this information the group decided in coordination with the contact person to identify innovative technologies as well as processes in the urology home care sector and to find potential R&D opportunities along with M&A targets to pursue with the project partner. Due to no budget restrictions, the recommendations had to be either early-stage technologies which could be further developed in their R&D department or early-stage startups that have their peak still ahead of them.

Methodology

In order to get an understanding of the most promising trends in the urology industry and to get a feeling in which direction the project partner should move in the future, a trend analysis was conducted. To not miss out on any relevant trends the PESTEL framework was used. For each category of the PESTEL (Political, Economic, Social, Technological Environmental and Legal dimension) framework relevant trends were gathered. Completing the results of the secondary research, expert interviews were conducted with physicians who work in the urology sector as well as nurses who treat people with urological problems. Regarding the interviews, they were designed in a semi structured way to get the most valuable information possible.

Based on those findings extensive desk research was carried out. Numerous scientific papers, articles along with other publications were taken into consideration to find potentially interesting start-ups and technologies in this industry. All relevant findings were put together in a long list and categorized for further analysis. After consultation of the project partner, the focus shifted and thereby, a market analysis using the TAM SAM SOM model was conducted. This model narrows the Total Addressable Market (TAM) down to the Serviceable Available Market (SAM) to get to the Serviceable Obtainable Market (SOM) to determine the market share the company can actually reach. 

To get to the final recommendations all information that was gathered during the process, was connected to give the project partner profound recommendations on how they can prepare themselves best for the future. 

Results

The final recommendations for the project partner were one promising R&D technology and one early-stage M&A target that only recently introduced their product to the market. Both recommendations will give the company a competitive edge over their competitors and will prepare them well for the future. The recommendations are highly innovative and have the potential to change the lives of many patients. The goal of the project was to give people back their dignity and that’s exactly what the project partner will achieve with these innovations.

Cooperation Partner

• Teleflex Inc.
  Lazarettgasse 24,
  1090 Wien

Contact Person

• Kaye Rachel, MBA 

Student Team

• Hofstödter Thomas

• Schäfer Paul

• Spadinger Moritz

• Sulzbacher David

• Wieneroither Christina

Project Manager

• Fabian Caroline, M.Sc

• Mazzucato Melina, M.Sc