School of Business

CMBA Business Plan Rubric

Feedback for Orthogon Medical

Julien Prevost

Area / Feedback / Points
Executive Summary / Your executive summary is complete and thorough. You included the final outcome from each section of your business plan. Your summary is complete, thorough and easy to follow / 10/10
Vision, Mission, Goals and Objectives / Great job on your vision, mission and goals. You have a clear path. / 10/10
Company Overview / Your overview is well done. Each section is clear and complete. You have identified the important players in addition to the basics of your company. Make sure you expand upon the government regulations as these will play a large role in your business. / 9/10
Product Strategy / Your product strategy is good. Make sure you separate your product from the competitors. How will your product be better? What will make surgeons select your product over Depuy’s? Also, how will you obtain the surgeons based on the royalty incentive? What will the incentive consist of? / 9/10
Market analysis / You did a good job identifying the industry analysis and the market segments for your product. You have also looked at a number of competitors. In your SWOT analysis, you discuss that you do not have any sales representatives. I think this could be a huge problem since you already have stiff competition within your market. As a new competitor, this is an area you will need to work on. Most medical companies spend a large portion of their income on marketing. / 12/15
Operations / Make sure you identify the manufacturers who can outsource your product. This is a product that consists of a large amount of intellectual property. You must identify who will produce the product and for how much. You also need to include information regarding quality. In the medical field, nothing less than 100% quality is usually acceptable. / 8/10
Financial Plan / Obviously, your assumptions here are important. I do struggle with not having an office of any type for the creation of a medical device. You do indicate your expenses for the first five years in bullet format. Your cash flows are complete, but only at a summary level. Make sure you include the details. I do not see the manufacturing details. You need to know exactly how much each device will cost to manufacture and test. This is critical when determining your profit margin. I need to see more detail at the product level. Once you have the product level numbers, you can expand that to your expected sales numbers. / 10/15
Exit Strategy / Great job on the exit strategy. You have covered your bases on this section and determined several potential options. Make sure you identify how you will get out of the market. Put some financials to each potential method so that you can determine when AND how to exit / 9/10
Format/ grammar / Outstanding job with your format and grammar. Your presentation was professional and well put together. Great job! / 10/10

Grade: 87/100

You have a great start on your business plan.Make sure you identify the potential risks of your business. In addition, you need to identify specific financials related to each individual product. You were missing the manufacturing numbers as well. Try to do some research to determine whether or not the manufacturers will work out. You need to have some in mind in addition to potential costs. Also, make sure you target specific doctors. Because you are lacking a sales department, the doctors will be your best marketing plan!