EmergEx Medical is a start-up company that has developed a life-saving medical device that can be used in emergency rooms, on battle field clinics and in other trauma related facilities. The device is patent protected and is almost through the required FDA testing and approval. The company hopes to get the product to market in the next 9 months. The founders are a team comprised of an emergency room doctor who developed the concept, an engineer who developed the product and a former VP of sales for another medical device company. While the company does not yet have sales, they have had a lot of interest from hospital emergency room doctors.

Carefully look at the information (or lack of information) provided in the above scenario. Using the Berkus method, determine the value of each element in the model (sound idea, prototype, quality management team, strategic relationships, product rollout or sales). Explain why you estimated the value of each as you did.

Element:

Value:

Why?:

Sound Idea

Prototype

Quality Team

Strategic relationships

Rollout or sales