A-dec 300 on 511
Product Training – August 2011
Agenda
►
Project Scope
►
►
►
What is N53?
Benefits/Target Customer
Product Positioning
►
Features & Value
►
Nuts & Bolts
►
►
►
511 Exclusionary Feature
Installation Review
Product Marketing
►
►
►
Support Materials
Positioning/Competitive Landscape
Ordering/Pricing
Product Training – August 2011
300 on 511
PROJECT SCOPE
Product Training – August 2011
What is N53?
A-dec 511
A-dec 332/333
Radius-style Controls
A-dec 372 & 572 Lights
A-dec Radius®-style
Monitor Mount
Product Training – August 2011
Package Flexibility (Module Mixing)
A-dec 500 System
New Module Combinations
(same as today)
332/333 Delivery
AND
511 Chair
372/572
Lights
OR
Radius-Style
Monitor
Mount
500 Support Side
Product Training – August 2011
Package Flexibility (Module Mixing)
► A-dec
311 mounting constraints:
372
572
Monitor Mount
Benefits (Project/Customer)
► Global
solution offering choice and price flexibility
► Extends product reach in price sensitive markets
► Leverages A-dec’s existing platforms to shore up
our mid-high price point offering.
► Targeted
►
Customer:
Want A-dec 500, however…
 Prefer a smaller, more nimble delivery
 Don’t require 500 level integration
 Higher sensitivity to 500 system level price point
Product Training – August 2011
Product Module
FEATURES & VALUE
Product Training – August 2011
300 on 511 Features
►
A-dec 511
►
►
A-dec 332/333 Radius-style Controls
►
►
Ability to (single or dual) front mount on A-dec 511
New A-dec 372 & 572 Lights
►
►
►
Dual mounting capability for select 300 modules
Radius-style front mounted design for single or dual mounting on 511
Local on/off switching on A-dec 372
New A-dec Radius®-style Monitor Mount
►
►
Radius-style front mounted design for single or dual mounting on 511
Based on 7530 design; lower price
Product Training – August 2011
300 on 511 Features (Differentiation)
Features
A-dec 500
Powerful and Sophisticated
A-dec 300
Compact and Versatile
Ancillary Integration
4 Ancillaries
2 Ancillaries
Control Block Positions
4-position standard
3-position standard –
4-position optional
Continental Whip Positionability
Side-to-Side
Fixed
Traditional Handpiece Holders
Individual holder adjustability
Fixed
Control Brake Handle
Dual handles standard
One handle standard –
2nd handle optional
Quad Voltage Intraoral Light Source
Standard
Optional
System Leveling
Arm and Control
Control Only
A-dec 372 Radius-Style Light
New Feature:
► Local On/Off Switch
A-dec Radius-Style Monitor Mount
► Design
Comparison / Features
500
► Features
►
►
►
►
Radius-Style
Monitor Mount
Arm is 5” taller than 531 for improved monitor viewing
Allows monitors up to 19” and 20 lbs.
No handle or back cover
Dual front mount capability
Product Module
NUTS & BOLTS
Product Training – August 2011
A-dec 332/333 Controls (Lower Arms)
► Radius–Style
Arm Geometry Comparison
Height/Angle Differences
Control Arm for 311
Control Arm for 511
A-dec Radius-Style Lights
372 & 572
► Rigid Arm Design
A-dec 511
► Product
Changes
Ductile Upper Structure
► Exclusionary Feature
► Toeboard Ramp / Cylinder Stop
► Mounting Hardware
► Rotation Stop
►
Product Training – August 2011
A-dec 511 (Exclusionary Feature)
Implemented:
►
April 2011
►
SN D125124
Product Training – August 2011
A-dec 511 (Exclusionary Feature)
Product Training – August 2011
A-dec 511 (chair low point/toeboard angle)
Standalone
and
Single mounted A-dec
500 modules
Dual mounted A-dec
300 modules
.75” Difference and 1.5°
<2°
13.5”
14.25”
“No perceived effect on comfort”
Product Training – August 2011
Hardware (Toeboard Ramp and Cylinder Spacer)
Toeboard Ramp
Cylinder Spacer
Hardware (Control)
Ships with Control module
► Single Mount (unit)
►
►
►
If single mount unit, use all parts
in the kit
Dual Mount
►
Dual mount systems, do not use
spacer
Hardware (Light & Monitor)
Ships with Light & Monitor
modules
► Single Mount (light or monitor)
►
►
►
If single mount light or monitor, do
not use cylinder spacer or toeboard
ramps
Dual Mount
►
Dual mount systems, do not use bolt
or bearing cap
Installation (332/333 Control Only)
Installation (372/572 Light or Monitor Only)
Installation (332/333 Control & Light or Monitor)
Installation (Rotation Stop)
► Required
when combined with the A-dec 561 Support
Center
Product Training – August 2011
Packaging (300 on 500 modules)
(Included with unit)
(Configured)
(Ordered as component)
300 on 500
PRODUCT MARKETING
Product Training – August 2011
Support Materials (Marketing Publications)
► A-dec
500 brochure – updated to
include 300 modules.
► Catalog
►
►
Full Version – Electronic only (available 8/1)
Addendum – Electronic and print (order from
Customer Service)
► www.a-dec.com
► Advertising (ADA News)
Product Training – August 2011
Support Materials (Technical Publications)
►
New install – A-dec 300 delivery, light
and monitor on 511 chair
►
Less text; more visual
►
New/Updated IUs – delivery,
assistant’s, lights and monitors
►
Additional Updates:
►
►
►
►
►
500 template
CAD blocks
Pre-install guide
500 service guide
Service Solutions DVD
►
Instructions for Use DVD
New:
► 300 on 511 template
► 300 Service Guide supplement
Product Training – August 2011
Product Positioning (domestic)
A-dec 300/500
Module Mixing
~$22,000 ret.
Product Positioning (domestic)
A-dec 300/500
Module Mixing
~$24,500 ret.
Product Positioning (international)
A-dec 300/500
Module Mixing:
~$25,000 ret.
Product Training – August 2011
COMPETITIVE LANDSCAPE
Product Training – August 2011
A-dec 511 with 300 Radius-Style Modules
Chair (A-dec 511):
$11,480 / $ 9,623
• Sewn upholstery, floor box, no footswitch
Unit (A-dec 332):
$6,568 / $5,506
• Traditional w/Deluxe TP/IOLS
•3 pos. Ctrl Block
• Std. “QD” Syringe
• Silicone 4-hole (x2), Silicone 6 pin
•Std. Tray Holder
•511 Dual Mount
Assistant (A-dec 551): $1,430 / $1,199
• 3 pos. Holder w/ TP
Support (A-dec 561): $2,815 / $2,360
• Cuspidor, Support Center, Link Arm
Light (A-dec 571):
$2,275 / $1,907
•Chair mounted light (not shown)
$24,568 / $20,594
Retail / Street
Product Training – August 2011
A-dec 511 with 300 Radius vs. Pelton & Crane
$24,568 / $20,594
Retail / Street
Chair (A-dec 511):
$11,480 / $ 9,623
Unit (A-dec 332):
$6,568 / $5,506
Assistant (A-dec 551):
$1,430 / $1,199
Support (A-dec 561):
$2,815 / $2,360
Light (A-dec 571):
$2,275 / $1,907
$ 25,405 / $20,548
Retail / Street*
Chair (3001):
$10,300 / $8,331
Unit, Cuspidor & Assistant: $12,005 / $9,710
(Spirit 2120 with RM 85)
Light (LFIISE Ellipse Sys Mt.): $3,100 / $2,507
*2011 Retail
Product Training – August 2011
A-dec 511 with 300 Radius vs. Dental EZ
$24,568 / $20,594
Retail / Street
$25,838 / $20,898
Retail / Street*
Chair (A-dec 511):
$11,480 / $ 9,623
Unit (A-dec 332):
$6,568 / $5,506
Assistant (A-dec 551):
$1,430 / $1,199
Support (A-dec 561):
$2,815 / $2,360
Light (A-dec 571):
$2,275 / $1,907
Chair (J/V Generation):
$111,978 / $9,688
Unit, Cuspidor & Assistant: $10,570 / $8,549
(Galaxy Magellan L/R)
Light (Lumina Light):
$3,290 / $2,661
*2011 Retail
Product Training – August 2011
A-dec 511 with 300 Radius vs. Midmark
$24,568 / $20,594
Retail / Street
$24,729 / $20,001
Retail / Street*
Chair (A-dec 511):
$11,480 / $ 9,623
Unit (A-dec 332):
$6,568 / $5,506
Assistant (A-dec 551):
$1,430 / $1,199
Support (A-dec 561):
$2,815 / $2,360
Light (A-dec 571):
$2,275 / $1,907
Chair (Elevance):
$11,474 / $9,280
Unit (Procenter LR):
$7,420 / $6,001
Cuspidor & Assistant (LR):
$3,363 / $2,720
Light (Midmark LR):
$2,472 / $1,999
*2011 Retail
Product Training – August 2011
A-dec 511 with 300 Radius vs. Belmont
$24,568 / $20,594
Retail / Street
$30,435 / $24,617
Retail / Street*
Chair (A-dec 511):
$11,480 / $ 9,623
Unit (A-dec 332):
$6,568 / $5,506
Assistant (A-dec 551):
$1,430 / $1,199
Support (A-dec 561):
$2,815 / $2,360
Light (A-dec 571):
$2,275 / $1,907
Chair (Quolis 5000):
$10,895 / $8,812
Unit, Cuspidor, Assistants, & Light
(Quolis 5000 #5370):
$19,540 / $15,804
*2010 Retail
Product Training – August 2011
Competitive Overview
High Level Package w/ Radius-Style Modules
NOTE: A-dec retail is 2011 pricing, all other packages are as marked.
Brand
Retail
Discount
Wholesale
Street
(32% Margin)
Street $
Difference
Street %
Difference
A-dec
$
24,568
43%
$
14,004 $
20,594
Pelton & Crane
$
25,405
45%
$
13,973 $
20,548 $
(46)
0%
Dental EZ
$
25,838
45%
$
14,211 $
20,898 $
305
1%
Midmark
$
24,729
45%
$
13,601 $
20,001 $
(592)
-3%
Belmont
$
30,435
45%
$
16,739 $
24,617 $
4,023
20%
Product Training – August 2011
Ordering/Pricing
► Catalog
Review Notes
Addendum
Includes full 300 and 500
sections
► New 300 on 500 reference page
►
► Options
and Pricing – Affects
new and existing product
modules
► Ordering
Constraints
Product Training – August 2011
PICTURE UPDATE
Ordering /Pricing (300 on 500 Package)
Changes:
►
New 300 on 500 package
reference page at beginning
of A-dec 500 section.
►
Shows available modules and
where to order (page number).
300 on 500 package Reference page…
Highlights applicable modules and where to
order.
Ordering /Pricing (511 Chair)
PICTURE UPDATE
Changes:
►
Moving floor box (as an
option) to the 511 Chair
►
Dual mount capability and
affect on chair low point
►
New 400lbs. maximum stated
patient weight
Chair catalog page…
Highlight weight, floor box option, dual
mounting bullet, and chair low point
Ordering /Pricing (532/533 Controls)
PICTURE UPDATE
Changes:
►
Foundation price for 532/533
based on removal of floor box:
►
►
►
►
►
532 std TP = $7570
532 dlx TP = $8380
533 std TP = $8380
533 dlx TP = $9190
Removal of floor box text
532 Controls page…
Highlight 500 foundation pricing, removal of
floor box text
PICTURE UPDATE
Ordering /Pricing (551/561 Support Modules)
Changes:
►
Dealer-Installed, optional 3’
Umbilical & Utilities:
►
►
Remove floor box cover and frame
Adjust price to $500
551 Assistant’s Arm page…
Highlight 551 optional umbilical price and
content change.
561 Support Center page…
Highlight 561 optional umbilical price and
content change.
Ordering /Pricing (572 Light)
PICTURE UPDATE
Changes:
►
New A-dec 572 Radius-Style
Light - $2450
►
Mount included with control
or ordered separately for
single mount applications –
77.1165.00, $330
500 Lights page…
Highlight 372 Light Module & 511 mount kit
Ordering /Pricing (Monitor Mounts)
PICTURE UPDATE
Changes:
►
New A-dec Radius-Style
Monitor Mount - $950
►
Mount included with control
or ordered separately for
single mount applications –
77.1165.00, $330
►
~5” higher based on 7530
design
500 Monitor Mount page…
Highlight new Radius-style Monitor Mount, 511
mount kit, feature text
Ordering /Pricing (332/333 Controls)
PICTURE UPDATE
Changes:
►
Foundation price for 300
Controls on 500:
►
►
332 = $4260
333 = $4660
►
Mount is included as standard
►
Dealer installed 2nd Brake
Handle Kit – 90.1281.00
332 Controls page…
Highlight 500 mounting option/price & 2nd
brake handle kit
Ordering /Pricing (372 Light)
PICTURE UPDATE
Changes:
►
New A-dec 372 Radius-Style
Light - $2300
►
Mount included with control
or ordered separately for
single mount applications –
77.1165.00, $330
►
New Local On/Off Switch for
all 371 & 372 Lights
300 Lights page…
Highlight 372 Light Module, 511 mount kit,
on/off switch.
Pricing Exercise
VERIFY PACKAGE & PRICING
► Form
groups of 3-4 individuals
► Use the provided addendum to correctly price the
following packages:
Package 1:
511 Chair, Sewn-Ebony, No
Floor Box, Footswitch
Radius-style Monitor Mount
Package 2:
511 Chair, Seamless-Black,
Contoured Floor Box, No Foot
Switch
332 Trad. Control, Std. TP, QD syr.,
2 6-pin silicone, 1 4-hole
silicone, IOLS
Small tray holder
372 Light
551 Asst. Arm, Short, 3 pos.
Pricing Exercise
International Package:
511 Chair, Sewn-Parrot,
Contoured Floor Box, No
Foot Switch
333 Cont. Control, Dlx. TP, 4th
block position/whip, QD Syr.,
Electric Hdpc., 1 6-pin, 1 4hole, silicone, Camera
VERIFY PACKAGE & PRICING
561 Support Center/Cuspidor
551 Asst. Arm, Long, 4 pos.,
auto-electric holders
Light
Monitor Mount
Pricing Exercise
► Package
►
1: $_________
Need 511 mount kit, $330
► Package
2: $_________
Mount included with control
► Remember to order the floor box?
►
► International
Package: $_________
Use 571
► Use 561 Monitor Mount
►
VERIFY PACKAGE & PRICING
Key Product Launch Dates
► Start
Taking Orders:
► Shipments
Begin:
Globally August 15th, 2011
Week of September 6th
Product Training – August 2011
300 on 511
QUESTIONS?
Product Training – August 2011
Light Post for 311
► L-Shaped
►
Light Post:
For use when mounting a 300
monitor mount and/or 371 &
571-300 Light to a standalone
311 chair.
► 8-digit
part – OTC
► Estimated Retail ~$375-400
► Available late August