기업분석#13(Healthier Sciences-2)

Competition and Market/Product Differentiation

   The competition of Healthier Sciences is Febreze that is a bright spot for the company. Febreze reached its billion-dollar milestone even as the U.S. home air-freshener, potpourri and sachet category fell sharply in recent years. Last year, sales for the category came in at $915.3 million, down 8% from 2007, according to market-data firm SymphonyIRI. Febreze credits its growing business to its broadening consumer base. The brand aims for consumers with different appetites or tolerances for scent. Febreze has widened its product range in recent years. Today, Febreze's line includes specific sprays for cars, sportswear, pets, carpets and allergens. The Febreze Home Collection includes decorative candles, scented reed diffusers and flameless scented luminaries. Noticeables, the brand's plug-in devices, alternate between two fragrances so the nose won't become too accustomed to one. However, Healthier Sciences has very huge possibilities in many different industries, not many products can do that. In antimicrobial fabric spray aspect, Healthier Sciences has product competitiveness related with Febreze. Although Febreze has their own diversity of product, our company provides the product which is built functionality better than Febreze. However, market size, marketing, and brand scale is weaker than Febreze.

 

   Globally, air-freshener sales mostly have been rising. Sales reached an estimated $7.77 billion last year, up less than 1% from the prior year but 25% higher than their level in 2004, according to market-research firm Euromonitor International, which forecasts 1% growth in 2011. Recent gains in some developing markets have helped offset weaker developed markets.

Management Team / Relevant consultants or advisors

   The management team of our company is consisted of Chief Executive Officer and 3 managers. Ron Ragucci is the company’s president and Chief Executive Officer. Sojeong Moon is the Vice president of business development. Dohyun Nam is the Chief Financial Officer of the company, and Suhwan Oh is a manager of product development.  From now, our company is finding more manager on the part of medical director and operating officer.

 

   Our company has three Advisors. First advisor is Thomas M. Claffey. Dr. Claffey has over 40 years of experience on the front lines against infectious disease. He is the Infectious Diseases Director at Maine Medical Center and an epidemiologist at Mercy Hospital in Portland, Maine. He is also the President of Intermed, a 55 physician multi-specialty group where he oversees strategy and operations, as well as the Chairman of the Joint Policy Board of UniPhy of Maine. Dr. Claffey received his Bachelor of Science degree cum laude from Boston College, his medical doctor degree from the University of Vermont, and was an intern and resident at Hartford Hospital in Hartford, CT, and a resident and fellow in Infectious Diseases at the University of Iowa.

 

   Another advisor of our company is Eli N. Perencevich. Dr. Perencevich is an infectious disease physician and epidemiologist studying emerging pathogens and nosocomial infections. His research focuses on the transmission dynamics of nosocomial pathogens, including methicillin-resistant Staphylococcus aureus (MRSA), Clostridium difficile and vancomycin-resistant enterococci (VRE). He is particularly interested in identifying the most effective and cost-efficient methods for controlling these pathogens.

 

   Last advisor of the company is Edward F. Vonesh. Dr. Vonesh serves as the bio statistical advisor to our company. He is also the managing member of Vonesh Statistical Consulting, LLC. For 16 years, Dr. Vonesh filled technical leadership positions at Baxter Healthcare with a focus on statistics and its applications in clinical trials, epidemiology and outcomes research.

Marketing and Sales strategy

   Antimicrobial coatings have been developed in the market for 5 years now. Deep research and ongoing studies has continued the development of antimicrobial technologies. Through our research, studies, and development, we have a new and innovative technology which is our Antimicrobial Fabric Spray. Entering this market, we have competition that already exists in this market, but our product is the next step for this market.

 

   In addition to medical devices and physician’s hands, linens and clothing can provide a suitable environment for many bacteria, fungus, and other microorganisms to grow and spread when in contact with the human body which allows for the transmission of infectious disease. The previous products reduced the ability of microorganisms to grow. The current products in the market inhibit the ability of microorganisms to grow.

 

   The leading products currently available are X-Static Antimicrobial Fabric and PurThread Technologies. These products protects against destructive and odor-causing bacteria and germs and can be applied to any fabric. Our product, Antimicrobial Fabric Spray also protects against destructive and odor-causing bacteria and germs, and can also be applied to any fabric, but our technological advancement has given us a product differentiation and competitive advantage. Our product is the first antimicrobial spray that can penetrate the fabric fibers and continue to work for over 50 washes.  Our competition offers products that weaves in or provides a coated protection. This form of application has less uses and people at the hospital are at a higher risk of getting a hospital acquired infection. Our product protects against this same risk, but is seven times more effective against the microorganisms and hospital acquired infections than the current products on the market.

 

   A Study found that 92% of hospital privacy curtains were contaminated with pathogenic bacteria. U.S hospitals see  over 1.7 million HAI (hospital-acquired infection) patients at a cost of 16,000 to 19,000 per patient, or 45 billion per year. Also, 20-40% of bacteria can be traced to contamination of healthcare worker’s hands. The effectiveness of our product will lower costs spent by hospitals, lower risks of HAI’s to patients who come in to hospital, and improve health conditions of hospital.

 

    Currently, we plan to target hospitals and related facilities in the healthcare industry. As we enter this market, our product can be used with the privacy curtains, linen, sheets, lab coats, scrubs, and blankets that are used at these facilities. Our product has so much potential that we are not limited to these fabrics or the healthcare industry, but there is a lot of room for market expansion. In the years to come, and with the right corporate partners we can expand to the sportswear, textile, home, hospitality, and military industries. Also, we expand to wholesale and retail as we anticipate to draw industry because the power that our product has on fabrics and surfaces.