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Home > Sample Business
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SanaSana
Executive Summary
Management Team
M. Elizabeth
Barton, Customer Experience
Ms. Barton brings accomplishments from such companies as Booz Allen &
Hamilton and The Procter & Gamble Co., with expertise in consulting,
finance, marketing and technology. In addition, she recently designed and
oversaw implementation of the corporate intranet of a nationwide grocery
wholesaler. Ms. Barton earned with High Honors a BA in International
Studies and BS in Business Administration from the University of Missouri.
She anticipates getting her MBA with Distinction in April 2000 from the
University of Michigan.
Carlos R. De
Jesus, Marketing
Mr. De Jesus boasts a history of achievement in marketing, operations and
management, as shown by awards, sales growth and rapid advancement at Frito
Lay, Co. prior to his return to school. In addition, he recently led the
development and execution at The Procter & Gamble Co. of an e-commerce
program. Mr. De Jesus earned a BS in Business Administration from Florida
State University. He anticipates getting his MBA with High Distinction in
April 2000 from the University of Michigan.
Adam W. Farkas,
MD, Technology
From founding his own dial-up internet service to leading the American
Medical Student Association Task Force on Computers in Medicine, Dr. Farkas
brings both depth and breadth of technology-related experience to his role.
Most recently he formulated on behalf of Cerner Corporation a strategic
plan for a line of internet-based consumer healthcare software products.
Dr. Farkas earned a BS in Psychobiology (summa cum laude) from SUNY
Binghamton and an MD from the University of Michigan. He anticipates
getting his MBA with Distinction in April 2000 from the University of
Michigan.
Ricardo Fernandez,
Business Development
Mr. Fernandez has won numerous awards and received regular advancement
throughout his career. While managing financial analysis and reporting for
the E-commerce Department at Citibank Universal Card Services, he
coordinated the development of business cases for internet-related
investments. In addition, he recentiy helped KeyBank U.S.A realize $2
million in annual savings through improved processes in their loan
operations. Mr. Fernandez earned from the University of Florida a BS in
Finance and Economics with Highest Honors. He anticipates getting his MBA
with High Distinction in April 2000 from the University of Michigan.
SanaSana comprises a
B2B2C solution that provides an efficient, mutually beneficial partnership
between Hispanic consumers of health care and the businesses-payers,
providers and suppliers of health services and non-health related companies
alike-which would like to serve them. Once established in the U.S.,
SanaSana will expand abroad, where native Spanish-speakers desire access to
medical knowledge. Our concept stems from our founders' realization of five
marketplace trends:
- The Hispanic segment is
currently growing faster than and their health needs differ from
those of other ethnicities.
- Hispanics are becoming
more technologically savvy and want more Hispanic-specific.
information.
- Internet-based
information in general, and health care in particular, lacks quality
control.
- Internet-based health
information, while abundant, lacks currency, personalization and
impact.
- Many companies are
trying to understand and reach the Hispanic population.
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Consumer
Benefits.
Consumers gain a convenient way to become informed users of health services
while protecting their confidentiality through at least four features:
- Off- and On-line
Community,
which features personalized email responders, support groups, chat
rooms and partnerships with community groups-such as those in
churches, hospitals and libraries.
- HealthCapsulesTM which provide
customizable updates via our proprietary email newsletters.
- Referrals, which report consumer
recommendations on health care products and services.
- Privacy Protection, which we consider the
cornerstone of a viable relationship among our partners.
Business
Partner Benefits. By working with SanaSana, business partners benefit from
increased access to a growing population that will come to regard SanaSana
as its most trusted source of health related information. Other specific
services include:
- Online market research, which improves our
partners' understanding of Hispanics' preferences.
- New product management
tools,
which facilitate our partners' launches of new products.
- Office and practice
management applications, to allow outsourcing of non-medical related
tasks to fellow alliance partners to enhance revenue and reduce costs.
- Web hosting services, which offer hosting of
web pages with online scheduling for physician partners.
SanaSana
creates barriers to entry that stem from two sources: its content and
community.
- Content. There exists little
health information translated for Hispanics and written for
nonphysicians. Thus, SanaSana's library of understandable, Spanish
language health information and novel, proprietary HealthCapsulesTM
represent a barrier to entry and a source of revenue.
- Community. To ensure success,
SanaSana will create a vibrant community between medical institutions,
prominent Hispanic doctors, technology and Hispanic consumers. Because
of first-mover advantage and our contacts within medical institutions
and in industry, we are well positioned to create this barrier.
The management team
consists of friends who share one another's dreams and passions to drive
SanaSana forward. For instance, Carlos De Jesus, Ricardo Fernandez, and
Brian Khoury are Hispanic and see SanaSana as a way to give back to their
community. Adam Farkas and Hyung Kim are physicians and see SanaSana as a
way to extend their impact with an under-served, important population.
Combined, the founders have over 50 years of direct experience in general
management, e-commerce, finance, marketing, medicine, and operations. Each
also stands poised to earn an MBA with Distinction from the University of
Michigan Business School. In addition, the strength of the team gains
fortifications from its working well together and commitment to bringing
SanaSana to fruition.
OPERATING EARNINGS
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(In thousands)
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Startup
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Year 1
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Year 2
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Year 3
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Year 4
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Year 5
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Revenues
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Sponsorships
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$0
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$1,440
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$3,840
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$7,560
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$13,920
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$23,400
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Product
Development Services
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$0
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$3,663
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$5,598
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$8,192
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$12,267
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$17,808
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Research
Studies & Commerce
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$0
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$1,265
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$2,619
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$4,455
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$7,201
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$12,237
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Advertising
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$0
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$832
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$1,927
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$3,101
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$5,011
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$8,125
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Total
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$0
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$7,200
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$13,984
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$23,307
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$38,399
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$61,569
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Expenses
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Content
Development
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$406
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$372
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$1,224
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$2,322
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$3,526
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$5,044
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Operations
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$231
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$1,203
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$1,444
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$1,788
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$2,177
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$2,716
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Marketing
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$220
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$12,110
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$10,129
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$14,018
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$18,777
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$25,129
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G&A
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$1,065
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$2,359
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$2,716
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$3,078
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$3,496
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$3,977
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Total
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$1,922
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$16,044
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$15,514
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$21,206
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$27,976
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$36,866
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EBT
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($1,922)
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($8,844)
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($1,529)
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$2,101
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$10,423
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$24,703
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INFLATED
EBT (3% per year)
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($1,922)
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($9,110)
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($1,622)
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$2,296
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$11,731
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$28,637
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Taxes
(Assumes 35% tax rate)
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($673)
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($3,188)
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($568)
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$804
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$4,106
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$10,023
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NET
EARNINGS
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$1,249
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$5,921
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$1,055
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$1,493
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$7,625
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$18,614
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In order to launch
SanaSana, we are seeking a first round investment of $2 Million, which will
allow SanaSana to continue through the first 4 months of operations.
SanaSana faces
certain risks inherent to e-business in general and Health care in
particular.
Financial
Risks.
Our quarterly revenues and operating results are difficult to predict and
may fluctuate significantly from quarter to quarter as a result of a
variety of factors. Among these factors are:
- Changes in our own or
competitors' pricing policies
- Fluctuations in expected
revenues from advertisers, sponsors and strategic relationships
- Timing of costs related
to acquisitions or payments.
Legislative
/ Legal Landscape. Our participation in the health care arena presents unique risks:
- Malpractice and other
related liability
- Federal and State
regulations on privacy, insurance and the practice of medicine
- Storage, transmission and
disclosure of medical information and healthcare records
Operational
Risks. To
attract and retain users to the SanaSana community, we must continue to
provide unique and informative content. This confers certain risks
including the failure to:
- Anticipate and respond to
consumer preferences for content, partnerships and service
- Attract, excite and retain
a large audience of users to the SanaSana community
- Create and maintain
successful strategic alliances with high quality partners
- Deliver high quality,
"24/7" customer service and web site performance
- Build the SanaSana brand
rapidly and substantially
- Compete effectively
against better-established Internet health companies, such as DrKoop
or webMD
Two
potential exit strategies exist for the investor:
- Initial Public Offering. We seek to go public within
3 years of operations. The funds used will both help create liquidity
for investors as well as allow for additional capital to develop our
international strategy.
- Acquisition Merger with
Private or Public Company. Several web-sites are targeting our consumers;
however, they lack the components of our site. Value has been created
through novel content creation as well as partnering with groups such
as The National Hispanic Medical Assn. The content and the eyeballs
bring value to the Hispanic Portals such as StarMedia as well as
developing iMedia aspects of television networks such as Univision and
TeleMundo.
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