GO REALISM PVT. LTD.

Problem & Solution

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Problem:

• Material availability, bio compatibility and its biochemical and physical testing is a major problem in our country.

• Engineering houses and 3D printing and testing labs to make prototypes are not easily available

• Getting material from raw elements to unit structures in the model is another uphill task.

• Show impact with statistics: Studies reveal that 80% of businesses report wasted time on non-essential tasks, resulting in a 25% loss in overall productivity.

 

Solution:

• The economy will be effective only and only if the entire processing is done within one umbrella. Right from raw material to processing them into making a basic structural units to assembly to design modification will make it a product of choice.

• Highlight the superiority of the solution: Our app provides a user-friendly interface and customizable features, surpassing traditional methods like paper planners. Currently in the validation stage.

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Unique selling points

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• Economy: The necessity of this ECMO circuit is that the existing imported goods are very costly and the availability of the products is also erratic. Thus, more than 90 % of our population and similar serious patients cannot afford this costly treatment. For every life is precious, and due to lack of resources, they should not be allowed to succumb.  SO, if we have an Indian product the cost will definitely be ¼ of the existing market goods

• Combination of two components into one will improve ergonomics and cost.

• Innovation: New ideas to modify design is a possibility as we have resources to put thoughts into action.

• Detail technology overview  (given in the powerpoint presentation)

• Any Patents/IP you have – NO, BUT WILL BE APPLYING SHORTLY AFTER WE VALIDATE THE CANNULA

 

Go to market strategy

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• We are into education, promotion and training of ECMO science on a nonprofitable basis since 2010 under the auspices of ECMO SOCIETY OF INDIA. We have trained more than 1000 highly skilled professionals from nearly 70 corporate hospitals across 20 states in the country. We run the ECMO fellowship courses and certification programs for doctors and paramedics.  We have our Journal as Indian Journal of ECMO (IJE) and we are shortly planning to start an Indian College of ECMO. Thus, we have a word in the field to ECMO in India and people do listen to us.

• Highlight the uniqueness of your strategy when compared to your competitors: We have a student teacher relationship for most of the ECMO doers in the country. And we have already announced about our efforts for making ECMO circuit in India, so people are eagerly waiting for us to come up with a made in India product which is economical, easily available and had added features apart being multifunctional.

 

Revenue model

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• Financial Income source

  • Sale of cannula

• Channels of revenue

  • Self Funding

  • Bank Loans

  • Start up Schemes & SEED Funding

• Pricing model being charged to the target customer

  • End user – MRP - Rs 15,000 / piece  which is less than international brands ( Say Rs 25000),

  • Stockist / Distributor (Purchase Price – Rs 10,000 / piece)

  • Around Rs 2000– 4000 profit per cannula

• Pricing slabs for different customer segments

  • Export to Asia & Africa

• Cost-Effectiveness Analysis:

  • Comparison of pricing with that of competitors absolutely needed

  •    Compare production and selling costs with imported cannula.

  •    Highlight cost savings for hospitals using local cannula (~30-40% cheaper).

• Projected Revenue overhead expenses in 3 years

  • Revenue Diversification

    • Cannula Sales: 80% of revenue.

    • After-Sales Support and Training: 10%.

    • Exports: 10% (from Year 2 onward).

This model leverages India's growing healthcare market and the need for cost-effective ECMO solutions

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Target market

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• Size of market for ECMO Cannula

  • First year – 1000 pieces – 1 crore

  • Fifth Year – 5000 pieces – 5 crores

• Data points from credible sources

  • ELSO data (USA) – 2024 May – No of ECMO done in SW Asia – 5047

  • ESOI data (India) – 2023 – No of ECMO cases in India 4000 from 200 center

• Target Market

  • All major Hospitals & Medical colleges in India ((583) and 64 PG center))

  • More than 3,00,000 ICU beds In India

  • Organ transplant center and CVTS set ups

  • Asia, Africa and middle east countries

  • 1. Hospital Segments:

  • Tier-1 Hospitals: Corporate chains like Apollo, Fortis, Medanta, and Max (60% market share).

  • Tier-2/Tier-3 Hospitals: Regional hospitals expanding critical care facilities, including neonatal and paediatric ECMO.

  • 2. Specialized Centre:

  • ECMO service providers, heart and lung transplant centre, and paediatric ICUs.

  • 3. Public Healthcare Sector:

  • Government hospitals under schemes like Ayushman Bharat, promoting affordable ECMO access.

  • 4. Emerging Markets:

  • Smaller ICUs in tier-2 and tier-3 cities seeking affordable consumables.

  • 5. Exports:

  • South Asian markets (Bangladesh, Nepal, Sri Lanka), where ECMO use is growing but remains underserved.

•  Your ideal customer

  • ECMO center = 200 at present

  • ECPR (ecmo CPR) population – 75000 at present

• Our niche

  • Critical care Intensivists

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Unit economy

(If the company is a product based company)

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• Investment to get a customer

  • Advertisement

  • Demonstration of the technique and training

  • Perks – sponsoring a trip to our training program

  • Alternative incentives

  • Scheme to give alternative consumables as free

  • Distribution of medical literature and Books

• Customer to purchase of cannula ratio

  • Individual capacity - 50 cannula / year (5000 intensivists)

  • Publicity index – 1: 5 because of a closed loop community and repeated interactions

• Business Expansion

  • With Indian per capita increase in GDP we feel the deprived group (90 %) which is atleast 45000 cases a year, will be next potential customers. Because ECMO is necessity, not a luxury in critically ill patients

 

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Traction (If any)

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• Transaction Analysis of ECMO Cannula in a Start-Up

• Empowering affordable and accessible ECMO therapy in India.

• High costs, import dependency, and limited accessibility hinder ECMO adoption in India.

• Market Opportunity in India: - The ₹500-700 crore ECMO consumables market is growing at 12-15% annually.

• Scope of ECMO in India: Expanding use in cardiac, pulmonary, neonatal, and transplant care, with untapped tier-2/3 potential.

• Product Overview: Innovative, biocompatible, and cost-effective ECMO cannulae designed for Indian needs.

• Transaction Analysis: Revenue model: B2B sales, government tenders, and collaborations with ECMO providers.

• Financial Projections (Indian Market): ₹30 crore ($3.6M) revenue by Year 3 with 60% gross margins.

• Competitive Landscape (India): 30-40% cheaper than imports, with localized manufacturing for faster delivery.

• Go-To-Market Strategy (India): Pilot in metros, scale to tier-2 cities, and secure government healthcare tenders.

• Risks & Mitigation: Proactive regulatory planning, strong supplier contracts, and targeted hospital partnerships.

• Funding Ask: ₹10 crore ($1.2M) to launch in 12 months and expand to 20+ hospitals in Year 1.

• Team: Experienced founders, technical experts, and ECMO-specialist advisors.

  

        Affordable ECMO for Every ICU in India—join us in transforming critical care.

 

Product or Services:

 

Product Overview

 

Our ECMO Cannula Features:

 

• Advanced Flow Dynamics: Ensures higher oxygenation efficiency.

• Biocompatibility: Reduces thrombosis, ensuring patient safety.

• Cost-Effective Manufacturing: Leveraging local supply chains to minimize costs by 30%.

• Tailored Designs: Paediatric, neonatal, and adult variants for diverse Indian demographics.

 

 

Competitive Landscape (India)

 

Direct Competitors:

 

• Imported Brands: Expensive and inaccessible in tier-2 and tier-3 markets.

• Local Players: Few exist, limited to lower-end consumables.

 

 

Our Advantage:

 

• 30-40% cost reduction compared to imported cannula.

• Custom designs for Indian patient demographics (smaller Paediatric variants).

• Reliable local manufacturing, avoiding import delays and forex risks.

 

 

 

Proof of concept:(If any)

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• Objective: To validate the design, performance, and market viability of locally manufactured, cost-effective ECMO cannula tailored for the Indian healthcare market.

 

• Key Steps in PoC:

• 1. Research & Design:

• Develop prototypes of venous and arterial ECMO cannula using biocompatible materials.

• Focus on flow efficiency, thrombosis prevention, and patient comfort (e.g., pediatric and adult designs).

• 2. Bench Testing:

• Conduct simulations to evaluate flow dynamics, durability, and material compatibility.

• Test against international standards (ISO 7198 for vascular prostheses and biocompatibility).

• 3. Pilot Manufacturing:

• Partner with a local medical device manufacturer for small-batch production.

• Ensure compliance with Indian regulatory standards (CDSCO) and obtain necessary certifications.

• 4. Clinical Validation:

• Collaborate with 2-3 leading hospitals (e.g., AIIMS, Medanta, RVMH) for limited clinical trials.

• Measure clinical outcomes, ease of insertion, and post-procedural complications.

• 5. Cost-Effectiveness Analysis:

• Compare production and selling costs with imported cannula.

• Highlight cost savings for hospitals using local cannula (~30-40% cheaper).

• 6. Stakeholder Feedback:

• Gather input from intensivists, ECMO specialists, and perfusionists for design optimization.

• Address pain points like delivery time, inventory management, and affordability.

• 7. Market Validation:

• Present results to hospital procurement teams and government healthcare bodies.

• Secure initial orders and demonstrate potential demand through MOUs with distributors.

• Deliverables:

• Functional prototypes that meet clinical and regulatory benchmarks.

• Positive feedback and measurable clinical outcomes from pilot trials.

• Cost-benefit analysis showing significant savings over imported alternatives.

• Stakeholder endorsements and initial purchase commitments.

• Timeline:

• 0-3 Months: Research, design, and prototype development.

• 4-6 Months: Bench testing and pilot manufacturing.

• 7-9 Months: Clinical validation and stakeholder engagement.

• 10-12 Months: Final report, certifications, and market launch.

• This PoC demonstrates feasibility, clinical reliability, and commercial viability, paving the way for scaling production and market penetration.

 

Website /Mobile application link (If Any):

ESOI (ECMO Society of India)         

• https://www.ecmosocietyofindia.com/ESOI COURSES 

• https://esoi-courses.com/SWAACELSO     

• https://www.swaacelso.com/  

• ECLS Bharat (Extracorporeal Life Support Bharat Pvt. Ltd.)

• https://www.eclsbharat.com/

• RVMH (Riddhivinayak Multispeciality Hospital)             

• https://www.rvmhhospitals.com/RVPM               

• https://www.rvmhhospitals.com/rvpm.phpRVCN               

• https://www.rvmhhospitals.com/rvcn.phpPMNH              

• https://padmawatimaternityhospital.com/index.html

• Janvi Nursing Home

• Hyderabad

Competitors name (Direct & Indirect):

• Meditronics

• Macquet

• Sorin

• Midos

• Abbot