1. Sales Manual October 2017

2. LAPSIM®essence – PORTABLE AND AFFORDABLE
As reflected by our value proposition, it’s now easier than ever to be a sim customer!
Convenient online subscription to avoid investment budgets
Stay updated automatically with the latest software
Worry-free usage with 100% hardware replacement guarantee included
With published validated transfer of skills from VR to OR
Objective and extensive metrics & feedback
Instructive video tutorials
Desktop setup, ideal for mobile course programs

3. TARGET CUSTOMERS
LapSim essence shall attract customers who do not have the capital to invest the €60,000+ needed for fully loaded systems, but who still want the standardized measurable training provided only by virtual reality simulators. On all markets.
LapSim essence shall trigger multiple sales at large university hospitals with high throughput of course attendees.
LapSim essence shall attract satellite hospitals who want to offer basic training, and have a full LapSim within reach at a central hospital.

4. SELLING LAPSIM®essence
LapSim essence is a smaller product than LapSim Haptic System with less initial revenue. To maximize output, we should strive to spend less sales efforts on LapSim essence:
Surgical Science will make no on-site demonstrations
No installations on-site are included; open the box and connect
Tutorial videos to take most first line customer support
You pay the subscription, and all is included. No add-on options such as update programs to consider.

5. SALES MATERIALS Printed folder – first instance
flyer – first instance
Product Overview, with and without price – second instance, if customer shows interest
Product video (to be published)
Sales presentations: a new one with Lapsim essence only, and an updated main LapSim presentation, now with both LapSim Haptic (LSH) and LapSim essence (LSE)

6. SALES PROCESS Web E-mailing Trade show Folder, flyer
First instance
Web
ing
Trade show
Folder, flyer
Interest
Send Product Sheet
Needs analysis
No demo
Purchase decision
No individual quotes
Order completion form
When ordered: Surgical Science sends out an ’Order completion form’ – to be filled out. Includes sales terms and conditions. Customer to choose localization (language) of laptop keyboard.

7. NEEDS ANALYSIS
If you have a general discussion with a prospect on their training situation, before focusing on a specific product, please use the positioning chart on next page to match the best product with the customer’s needs.
If the customer is missing any feature in LapSim essence, a LapSim Haptic opportunity may unfold.
Remember that LapSim Haptic addresses most needs as it has procedural modules, haptics, configuration possibilities, camera, and direct certificate function. LapSim Haptic is still our flagship product.

8. SALES GUIDE: MATCHING CUSTOMER NEEDS
Identified Needs:
Product Benefits:
LSE
LSH TS
Comment
Increase skills levels before meeting 1:st patient ++
+++ -
LSH provides most possibilities
Train different/specific procedures
Train suturing +
Train complications
TeamSim=bleeding guaranteed
Get more experience (has too little OR time)
Train communication
Warm-up
Is done without instructor
Get more access/time to training
LSE possible to bring from sim center
FLS accreditation
Only LSH has all the exercises
Complete course package with instructor
Possible disadvantage towards comp.
Wants to give a few courses per year
LSH expensive for occasional courses
Will certify residents
Is required to provide simulation
Needs to attract residents to education program
VR/Digital training is cool
Wants to predict performance (selection)
Early residency=only Basic Skills
Wants to do reassessment of surgeons
Needs help to develop curricula
LSH provides most functions
Needs to keep budget
Needs to spend budget
Seeks to facilitate/ease purchase
Rent is possible
Needs to renew simulation park
TS n/a, no others on market
Needs to provide many courses
Needs hassle-free equipment
LSE easy-peasy
Needs mobile equipment
LSH difficult to roll around
Conclusion #1: LSH is the most comprehensive simulator
Surgeon /Individual
Conclusion #2: Buy LapSim Essence when portability or low cost is important
Program Director/ Professor/
Head of Dept.
Sim Center
LSE=LapSim Essence
LSH=LapSim Haptic
TS=TeamSim

9. PRICING Monthly fee €599/$699
Distributor discount 20% (your price €480/$560)
Distributors invoiced every 6 months (€2880/$3360)
Customs and freight costs will add on. No other startup costs.
3 months notice period
Software subscription, including hardware warranty
Payment period:
6mo
12mo
18mo
24mo

10. PRICING, CONT’D Customer cannot purchase hardware rig alone
Distributors can buy demo hardware unit including hardcase for our non-profit price €4900/$5900
Distributors provided with demo software for free
LapSim essence only to be used with bundled laptop – no possibility to purchase software separately

11. BUSINESS SETUP Surgical Science Distributor End User
License and software update
Rental contract
Distributor
End User
Rental contract

12. HERE’S THE COMPLETE SETUP
Desktop Simulator unit
Grasper handles (2pcs)
Pedal set
USB cable
15” laptop, Win 10, with power cable, and localized keyboard
Hardware license key