Marketing Analysis
Esengo
Rania El Ghalbzouri – R0936748
Entreprenurial Management 2022-2023
Prof. Alexander Deblond
, Executive Summary
Esengo is a company that sells 3D scanning- and modelling software for the
prosthetics industry. This marketing plan aims to highlight the unique opportunity to
enter an undersaturated market.
Market Need
There are currently over 35 million people in developing countries who require
prosthetics due to war, traffic accidents, and various diseases, but are unable to
obtain them due to slow local manufacturing, high costs, and lack of scalability.
Market Scope
To better understand and illustrate our market scope, we will be utilizing the TAM –
SAM – SOM concept.
The Total Addressable Market (TAM) for a 3D scanning software designed to
create prosthetics in developing countries, is all individuals and organizations in these
152 countries that require prosthetics.
The Serviceable Addressable Market (SAM) is made up of those in the TAM with
the necessary hardware, expertise, and budget to use and purchase our software.
We are initially focusing on setting up business in Morocco.
The Share of Market (SOM) is determined by factors such as the software's quality,
price, and competitive advantage, as well as the availability and effectiveness of
alternative solutions. We are currently focussing on the rural areas such as the Rif
Mountains.
Marketing Strategies
We believe the best marketing strategy would be comprised of networking as well as
creating an online presence. Via e-mail marketing and networking events we could
come into contact with not only clinics and hospitals who could benefit from our
product but also with charities and non-profits who share similar values. Which could
help these local clinics cover the initial cost and/or licencing fees, making the
product more accessible. Via a website and social media, we could create a strong
online presence, which would enable us to reach a wider audience and generate
leads. Via these channels, we could create informative and educational content as
well as provide excellent customer service & support.
Competition
Possible competitors in this market include companies that offer 3D scanning-and
modelling software for prosthetics, such as Prosthetix, OpenBionics, and
E-Nable. These companies may lack a user-friendly interface or focus only on a
specific type of prosthetic, such as arms for below-elbow amputees.
Esengo offers a user-friendly interface specifically designed for the ease of
healthcare workers. Furthermore, our scanning software is able to meet the needs of
Esengo
Rania El Ghalbzouri – R0936748
Entreprenurial Management 2022-2023
Prof. Alexander Deblond
, Executive Summary
Esengo is a company that sells 3D scanning- and modelling software for the
prosthetics industry. This marketing plan aims to highlight the unique opportunity to
enter an undersaturated market.
Market Need
There are currently over 35 million people in developing countries who require
prosthetics due to war, traffic accidents, and various diseases, but are unable to
obtain them due to slow local manufacturing, high costs, and lack of scalability.
Market Scope
To better understand and illustrate our market scope, we will be utilizing the TAM –
SAM – SOM concept.
The Total Addressable Market (TAM) for a 3D scanning software designed to
create prosthetics in developing countries, is all individuals and organizations in these
152 countries that require prosthetics.
The Serviceable Addressable Market (SAM) is made up of those in the TAM with
the necessary hardware, expertise, and budget to use and purchase our software.
We are initially focusing on setting up business in Morocco.
The Share of Market (SOM) is determined by factors such as the software's quality,
price, and competitive advantage, as well as the availability and effectiveness of
alternative solutions. We are currently focussing on the rural areas such as the Rif
Mountains.
Marketing Strategies
We believe the best marketing strategy would be comprised of networking as well as
creating an online presence. Via e-mail marketing and networking events we could
come into contact with not only clinics and hospitals who could benefit from our
product but also with charities and non-profits who share similar values. Which could
help these local clinics cover the initial cost and/or licencing fees, making the
product more accessible. Via a website and social media, we could create a strong
online presence, which would enable us to reach a wider audience and generate
leads. Via these channels, we could create informative and educational content as
well as provide excellent customer service & support.
Competition
Possible competitors in this market include companies that offer 3D scanning-and
modelling software for prosthetics, such as Prosthetix, OpenBionics, and
E-Nable. These companies may lack a user-friendly interface or focus only on a
specific type of prosthetic, such as arms for below-elbow amputees.
Esengo offers a user-friendly interface specifically designed for the ease of
healthcare workers. Furthermore, our scanning software is able to meet the needs of
