PetMed
Veterinary prevention and diagnostics
system for vets and pet owners
The problems
For the owners
• Pet owners has uncertain information about how to
treat their loving friend (feeding, exercising, etc.)
For the vets
• Thick textbooks, dictionaries – hard to seek, lots of
unsettled information
• When urgent reaction is needed there is no time for
research
• Diagnosis quality is uncertain – treatment could fail
• Decision is hard on what to examine
The solution
PetMed – the ultimate prevention and diagnosis helper
system
Application modules for:
• prevention, PV (Phase I)
• emergency and toxicology, QR (Phase II)
• diagnostics, DA (Phase III)
Possible users:
• vets
• pet owners
For vets (1/3)
• Helps prevention
• Asks for pet’s breed, age, gender, circumstances, etc.
• Asks for breed specific typical illnesses symptoms
• Specialized in dermatology, epilepsy, gastrointestinal
problems
• Result: a leaflet printed for the pet owner which gives
recommendation for feeding, treating, supplements
• Makes higher income for the vet by offering complex
service (veterinary service and vet product sales)
For vets (2/3)
• Helps diagnosis
• Based on initial symptoms
• Recommends examinations and asks questions on other
possible symptoms
• Reminds to possible illnesses
• Shows other vets’ recorded experiences – if possible
• Searches inside its knowledge base and decision matrix
• Result: a list of possible illnesses - weighted
• Source is audited, lectured, trustable and always upto-date
• Diagnosis quality is constantly high – makes better
treatment, healthier pets, happier owners
For vets (3/3)
• Possible users:
• Vet franchise networks – every network can have its own
and different knowledge base
• Inexperienced vets – not enough practice, PetMed helps
to improve diagnosis quality
• Advantages:
• Easy update – new, refreshed information is instantly
accessible
• Quick, effective decision – systems recommends questions
and examinations to achieve the fastest / most effective
diagnosis
• Maximal efficiency due to integration of prevention and
treatment
For pet owners
• Helps prevention
• Result: offering veterinary foods, supplementary products
• Helps diagnosis, gives recommendation
• Result: possible illness - offering veterinary foods,
supplementary products – if applicable
• Important – we do not offer treatment protocol to
owners!
• Targeted advertisement and sales to pet owners
Product portfolio and services
• Core: flexible, searchable diagnostics database with
decision support
• Extensions:
• Species own knowledge base, special cases
• Interface for search engines
• Professional information exchange forum
• The technology: multi-dimensional search-engine and
artificial intelligence
Market and potential
• Number of vets
Country
Vets
US
UK
FR
ES
RO
54 200 20 700 19 944 18 300 5 200
PT
4 100
HU
3 500
DK
2 800
SK
1 820
FI
1 600
SI
833
• Primary market: veterinary praxis: pets and horse
• Secondary markets: pet owners, universities, research
centers,
• Market size (US, 2004): vet care: 8.3 billion USD
• Average visit cost (US, 2006): cat 172 USD, dog 219 USD
• Veterinary practice software (that is only for registration not
for diagnostics!) pricing (US, 2010): 70..200 USD/month
Incomes
Prevention module (Phase I)
• Pet food and vet medicine manufacturers pay for
participation, product representation. Targeted price 199
USD/year/vet
• Prevention module is free for vets!
Quick-response modules (Phase II)
• Targeted price: 199 USD/year/vet
Diagnostic module (Phase III)
• Targeted price: 999 USD/year/vet
Sales, marketing (1/2)
Sales
• Medical sales rep
• Vet franchises
• Veterinary chambers
Marketing
• Recommended by
experts
• Accredited as
methodology
• Trial version
• Dedicated PR
Younger vets, students
• Social and university
networking
• Online advertising,
resources
Senior vets
• Conferences
• Printed and online
advertising, resources
Sales, marketing (2/2)
Pet owners
• Usage of the petowner module is
completely free
• Targeted sales and
advertisements
Partners for the
prevention module
• Pet supply sellers
• Pet food manufacturers
• Vet medicine
manufacturers
Timeline, numbers (1/4)
Phase I (year 1): introducing the Prevention (PV) module
Expenses
• Development: PV-100.000 USD
• Initial knowledge base build up: PV-100.000 USD
• Lecturing, fine tune: PV-70.000 USD
• Sales, marketing (US, EU): PV-250.000 USD
• Office & company: 110.000 USD
• Product operation and support: 50.000 USD
• Incomes
• US sales (PV penetration 2%) 230.000 USD
• EU sales (PV penetration 3%) 300.000 USD
Timeline, numbers (2/4)
Phase II (year 2): introducing the Quick Response (QR) module, getting more
users for the Prevention (PV) module
Expenses
• Development: QR-200.000, PV-50.000 USD
• Initial knowledge base build up: QR-100.000 USD
• Knowledge base actualization: PV-50.000 USD
•
•
•
•
Lecturing, fine tune: QR-80.000 USD
Sales, marketing: QR-300.000 USD, PV-150.000 USD
Office & company: 170.000 USD
Product operation and support: 250.000 USD
Incomes
• US sales (penetration: PV 7%, QR 3%) 1.200.000 USD
• EU sales (penetration: PV 9%, QR 4%) 1.300.000 USD
Timeline, numbers (3/4)
Phase III (year 3): introducing the Diagnostic (DA) module, getting more users for
the Quick response (QR) and Prevention (PV) modules
Expenses
• Development: DA-650.000 USD, QR-90.000, PV-50.000 USD
• Initial knowledge base build up: DA-300.000 USD
• Knowledge base actualization: QR-60.000 USD, PV-50.000 USD
•
•
•
•
Lecturing, fine tune: DA-150.000 USD
Sales, marketing: DA-550.000 USD, QR-300.000 USD, PV-150.000 USD
Office & company: 400.000 USD
Product operation and support: 420.000 USD
Incomes
• US sales (penetration: PV 15%, QR 12%, DA 3%) 5.000.000 USD
• EU sales (penetration: PV 15%, QR 12%, DA 3%) 4.200.000 USD
Timeline, numbers (4/4)
Year 4: Operating the PetMed solution
Expenses
• Development: DA-250.000 USD, QR-90.000, PV-50.000 USD
• Initial knowledge base build up:
• Knowledge base actualization: DA-200.000 USD, QR-60.000 USD, PV50.000 USD
•
•
•
•
Lecturing, fine tune:
Sales, marketing: DA-750.000 USD, QR-400.000 USD, PV-200.000 USD
Office & company: 600.000 USD
Product operation and support: 600.000 USD
Incomes
• US sales (penetration: PV 20%, QR 15%, DA 12%) 11.350.000 USD
• EU sales (penetration: PV 20%, QR 15%, DA 10%) 8.500.000 USD
Incomes - expenses
Incomes - expenses
20 000 000
18 000 000
16 000 000
14 000 000
12 000 000
USD 10 000 000
8 000 000
6 000 000
4 000 000
2 000 000
Incomes
0
Expenses
Incomes
1
2
years
Conclusion: ROI is less then 2 years
Expenses
3
4
Why to invest?
Gradual market introduction
Easy selling points
Methodology is from real life
No direct competitor
The vet science is global, English is the main language
US market can be effectively penetrated through
franchise networks
• No special skills or training before usage
• Huge advantage for users
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The team
Project owner:
• FSCI Kft.
• Virág Sárközi, István Zsenák
Veterinary partners:
• FeliCaVet Kft.
• Antal Seregi DVM, Péter Egerszegi DVM
• Endrődi utcai rendelő, Veszprém
• Gábor Kocsis DVM