catalogue
I. Executive summary
Second, the project background
Third, market opportunities.
Fourth, the company strategy.
Verb (abbreviation for verb) marketing
Six, production management
Seven. investment analysis
Eight. financial analysis
Nine. management system
X. Opportunities and risks
Xi。 Withdrawal of venture capital
appendix
1. Market capacity estimation table
2. Market research and qualitative analysis table
3. Financial timetable
1. Platform for Action
1. 1. Company
Study on Chitin Materials &: Development Co., Ltd. is a company to be established, which owns the patented technology of chitin fiber preparation, advocates the new concept of green life based on science and technology, and provides perfect natural biological products for human beings.
The annual market demand of medical suture in China is1500 million yuan, of which the annual market demand in absorbable sutures is 750 million yuan. In the early days of the company's establishment, in order to meet the needs of the rapidly developing absorbable suture market, medical chitin absorbable suture was produced, and the solution of investing in a factory was adopted to solve the problem that most absorbable sutures such as PGA (polyglycolic acid polyglycolic acid) were imported and expensive, which affected the improvement of people's medical level.
The company pays attention to the combination of short-term goals and long-term strategies, and the medium-and long-term goals will gradually expand the product fields, involving chitin medical antibacterial materials, drug slow-release materials, artificial organs, cosmetics, health foods, healthy clothing fabrics, new environmental protection packaging materials, fast food utensils and so on. , forming a diversified business group company with chitin as the core.
1.2. Market
The medical suture market is a group purchase market, and the purchase process belongs to group purchase behavior.
At present, the medical sutures widely used in China mainly include silk thread, catgut thread and PGA absorbable thread. The catgut material itself has defects, and the production cost of PGA suture remains high, which affects the application scope. Medical chitin suture will enter the market from this breakthrough point.
Medical chitin suture has entered the market with competitive price strategy. The production cost of the product is about 2. 1 yuan/root, which is one tenth of PGA suture. The average price 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 market price of PGA suture, so there is a large room for price reduction.
The company will establish seven regional distribution centers throughout the country and establish a sound marketing network with agents and distributors.
In the process of products entering the market, there will be a large number of products for doctors to try out as a means to promote and increase market share. 900,000 yuan in the first year, 6.5438+0.6 million yuan in the second year, and 800,000 yuan each year in the third year.
The international leading patent technology for preparing chitin fiber is the key to preparing medical chitin suture. The company will establish ISO9000 quality management system and strive to obtain international ISO9000 quality management certification.
1.3. Investment and finance
The company is located in Wuxi and enjoys the preferential tax policy of "three exemptions and three reductions".
At the beginning of the company, * * * needs 1 1 ten thousand yuan. Among them, 7 million is venture capital, 6.5438+0 million is invested by Donghua University, and 3 million is short-term loan. Among them, 6.02 million yuan is used for fixed assets investment and 4.98 million yuan is used for working capital. In addition, Tian Chun Biomaterials Co., Ltd. invested 654.38+0 million in equipment.
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 invested 7 million shares (58.33%); Xxx patent technology investment 3 million (25%), capital investment 6.5438+0 million (8.33%); The equipment shares of Xxx Company are 654.38+0 million (8.33%).
The estimated profit for the second year is RMB 654.38+million, and the annual sales profit rate thereafter is about 45%. The return on assets in the second year is 75.39%, and the payback period is two years and one month.
It is best to withdraw from venture capital in the third year to the fifth year, and the acquisition method is more suitable for our company.
1.4 organization and human resources
The nature of the company is limited liability company, and the initial organizational structure adopts linear system. The company's ownership and management rights are separated, and the general manager responsibility system is implemented. The general manager consists of the deputy general manager of marketing, the deputy general manager of technology and the deputy general manager of finance.
The patent of chitin fiber preparation technology belongs to Donghua University, and Professor Yong Zhiqing and other teachers are patent technology inventors. Professor Yong Zhiqing has many years of experience in the industrialization of scientific and technological achievements and will serve as the chairman and deputy general manager of the company. Entrepreneurial team members will participate in the marketing and financial management of the company; The company also hired Professor Gu from the Marketing Department of Donghua University as a marketing consultant.
2. Project background
2. 1. Industrial background
In recent years, China's medical device industry has developed rapidly. From 65438 to 0978, the total output value of medical device industry in China was 730 million yuan. By 1995, according to the statistics of the State Administration of Medicine, it was 8 billion yuan, and the survey of relevant parties here showed that the actual total output value of the national medical device industry reached160-18 billion yuan, equivalent to 22-25 times of 1978, accounting for about 2% of the world's total sales. The development of medical device industry in China lags behind that of chemical medicine industry. The ratio of medical devices to drug sales in developed countries is close to 1: 1, while in China, it is only1:1,which has great room for expansion.
According to the survey, the value-added range of high-performance medical textiles can reach about 1: 50.
At present, there are three kinds of medical sutures widely used in China: silk thread, catgut thread and PGA absorbable thread. Catgut suture and PGA suture are absorbable sutures.
The production technology of catgut is backward, which pollutes the environment, has poor absorption, is allergic and produces antibody reaction. At present, it only exists because of the price advantage. PGA absorbable suture is heavily dependent on imports, which not only consumes a lot of foreign exchange and increases the economic burden of the country and surgical patients, but also has a certain impact on the improvement of surgical level in China.
According to the report of Taiwan Province Industrial Technology Research Institute, the global market value of 1994 medical suture is estimated to be $654,380.5 billion, with an annual growth rate of about 4%.
According to the data of Taiwan Province Chemical Industry Research Institute, only three factories in the world produce PGA raw materials, which are extremely difficult to obtain and the price remains high. 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.
As a pure biological product, the absorbable suture made of chitin can be completely absorbed by human body, has no toxic and side effects, can meet all the indexes of absorbable suture, conforms to the theme of green society development, and is a substitute for PGA absorbable suture. On the basis of absorbing the advantages of imported absorbable suture, the development of chitin absorbable suture with superior performance and reasonable price meets the requirements of society and market.
The production of medical chitin absorbable sutures is ahead of the world, which has long-term economic and social benefits for promoting the development of China's medical device industry, improving people's medical level and reducing the country's foreign exchange burden.
2.2. Product Overview (omitted)
2.3. Advantages of chitin absorbable suture
Clinical experiments show that the main advantages of medical chitin absorbable sutures as an absorbable surgical suture are as follows:
Pure biological products, good compatibility with human body, small wound suture scar;
Raw materials are widely found in marine life, and the cost is one tenth of that of PGA products;
An environment that inhibits the growth of bacteria is formed around the thread body, which is beneficial to wound healing;
Non-toxic, non-irritating, non-antibody reaction, can be completely absorbed by human body;
Sufficient tensile strength and flexibility, completely meet the requirements of preparing absorbable sutures;
Easy to store and difficult to decompose in air;
Can withstand sterilization, dyeing, antiseptic treatment, etc. ;
Senior professors, experts and researchers are responsible for scientific research, with strong R&D strength and international leading patented technology.
2.4. Application prospect of chitin
Chitin is a natural polymer and a new environmental protection material, which is widely used in medicine, agriculture, light industry and other fields. In medicine, it can be used as artificial skin, drug slow-release material, hemostatic and wound healing agent, artificial organ (such as artificial kidney, artificial blood vessel) and so on. In agriculture, it can be used to produce chitosan, coated pesticides, degradable plastic films and so on. In light industry, it can be used to make cosmetics, health products, functional clothing, environmental protection packaging materials and so on.
3. Market opportunities
3. 1. Market characteristics
3. 1. 1. Overview
The actual consumers of medical suture are patients, the users and purchasing decision makers are surgeons and head nurses, and the actual buyers are purchasing departments. The market is characterized by the separation of users, purchasing decision makers and buyers.
Medical suture market is a group purchase market, and the purchase process belongs to group purchase behavior, and personnel promotion is the most effective sales method. Doctors first choose the types and specifications of sutures according to the types and requirements of surgery, and at the same time, they will also be influenced by factors such as usage habits, brand preferences and regional differences.
Suture belongs to medical devices, and the macro policies and regulations formulated by the State Administration of Medicine, Health Bureau and other medical and health management institutions will have an important impact on its development.
The sales of medical devices shall be complete with three certificates, namely, medical device production license, medical device sales license and product certificate. In some places, a quasi-sales certificate issued by the local health department is also needed.
3. 1.2. Purchase decision-making process
Doctors and head nurses in operating rooms play an important role in purchasing decisions. Some hospitals are even designated or purchased by the head nurse (especially hospitals below the second level), and very few hospitals are purchased by the administrative department. The decision-making mode is mainly shown in the following figure:
Figure 1. leave out
3.2 Market segmentation
According to the degree of market development, the domestic medical suture market is mainly divided into two categories:
3.2. 1. Developed absorbable suture market
Refers to the absorbable suture market using catgut and PGA.
Absorbable sutures market where PGA is widely used.
This kind of market is mainly distributed in hospitals in big cities such as Beijing, Shanghai and Guangzhou with high economic development level and high medical level. The market characteristics are as follows: the manufacturers have basically completed the pre-publicity on the use of PGA-like absorbable sutures, and the doctor's acceptance and brand loyalty are high; Absorbable suture is widely used and has been used for a long time; Low sensitivity to price; Consumer behavior is relatively mature.
The market where catgut is widely used.
This kind of market is mainly distributed in hospitals in large and medium-sized cities with relatively low economic development level, such as Xi 'an. The market characteristics are as follows: the absorbable medical suture mainly uses catgut thread, but PGA absorbable sutures has not been used on a large scale; Doctors have higher acceptance of absorbable sutures; Price-sensitive; Brand loyalty is not high.
3.2.2. Undeveloped absorbable suture market.
Refers to the market where absorbable thread should or can be used, but silk thread is still in use.
This kind of market is mainly distributed in small and medium-sized city hospitals with low economic development level and limited medical level or small hospitals in big cities. The characteristics of the market are as follows: doctors rarely touch or use PGA absorbable suture; Silk thread is widely used in surgery; Very sensitive to price; PGA absorbable suture has not yet entered this market, and the competition is relatively mild.
3.3. Analysis of sales channels
According to the survey, the main sales channels of medical suture are:
Factory direct sales/local agent sales
PGA manufacturers in absorbable sutures mainly adopt this method. Through local agents, we can reduce the barriers to entry and smoothly enter new markets. Factory direct selling is suitable for entering the market with fewer barriers. Hospitals generally trust local agents, handle problems in a timely manner, and their reputation is guaranteed.
The sales process is mainly like this:
Figure 2. leave out
. It is sold through the medical device wholesale company.
Mainly domestic silk thread and catgut thread production enterprises, they have established a huge sales network through medical device companies and distributors at all levels, with smooth sales channels and close business relations with major Chinese medicine hospitals across the country, and are relatively less affected by human factors.
Figure 3. leave out
3.4 Competition analysis
3.4. 1. Competing products and competitors
Silk thread: it is cheap, and ordinary silk thread is still widely used in surgery at present. Shanghai Pudong Jin Huan Medical Products Co., Ltd. occupies most of the national silk market, followed by American Johnson & Johnson's "Mousse Silk", which is also widely used in large hospitals in China, and domestic manufacturers in Tianjin, Hangzhou, Wuxi and Nantong.
Catgut thread: cheap, widely used in obstetrics and gynecology and other operations, inconvenient to use, easy to cause inflammation, in the stage of being gradually replaced. Manufacturers are mainly distributed in Shanghai, Tianjin, Hangzhou and other places.
PGA absorbable suture: Most of them are imported, and some are produced in Nantong, China, and the price is relatively high. The manufacturers are Johnson & Johnson and Kendal in the United States. It mainly uses door-to-door sales and a large number of product trials to occupy the market.
According to the survey, the market share of Johnson & Johnson and cyanamide in absorbable suture exceeds 80%. Secondly, Nantong "Hualikang" also has a certain proportion. The price of "Hualikang" is about 60% of that of Johnson & Johnson and melamine, but its price advantage is basically offset by imperfect after-sales service and quality problems.
3.4.2. Competitiveness analysis (omitted)
3.4.3 Competitive advantage
The superior performance of chitin suture itself; Proprietary technology and talent monopoly; Cost advantage; Strong resource availability; High-tech conforms to the development direction of government policies, etc.
3.5 Market capacity
3.5. 1. Market capacity
It is estimated that the domestic medical suture market capacity is about * * 1999 RMB. According to the survey and second-hand data, at present, the amount of absorbable suture only accounts for about 5% (including catgut thread and PGA thread), but it accounts for about 50% of the total, about 750 million. (Note: * * See Appendix 1, P29 for the estimation process).
3.5.2. Trend analysis and prediction
According to the report of Taiwan Province Industrial Technology Research Institute, the annual growth rate of the global medical suture market is 4%. According to the investigation, PGA suture products have only developed about 10% of the absorbable suture market, and the market potential is huge.
At present, medical absorbable sutures are mainly used in large-scale operations (such as thoracotomy and abdominal cavity). ), and PGA absorbable suture mainly depends on imports, and the state has strict restrictions on it.
Considering the market growth, it is estimated that the annual sales of chitin suture will reach 1 100 million in five years. (see appendix 1, page 30)
3.6. Policies and policies and the impact of WTO (omitted)