Arterial Stiffness Inc.

One Line Pitch

Arterial Stiffness Inc. (ASI) has developed a portable and non-invasive personalized heart health feedback system that enables a person to measure and compare their arterial stiffness within 30 seconds. ASI’s system can be built at a fraction of the price of current devices.

Business Summary

ASI will use predatory pricing to sell the Arterial Stiffness Measurement Device (ASMD) first to the established and growing market of health care professionals using arterial stiffness measurement devices. ASI will then reduce prices and sell directly to consumers ordering heart health supplements.

Management

Open. ASI is seeking investors and business champions to move this opportunity forward.

Customer Problem

Health Care Practices currently purchase similar ASMD devices but they are expensive due to antiquated design specs. ASI can reduce price points by over 50% enhancing the ROI of an ASMD. Secondly, an unmet market need exists to provide feedback to consumers of heart health supplements on the optimal amount of supplements to ingest. For example, to buy a supplement called Q-SORB™ CO Q-10 on the Puritan web site, one can choose potencies ranging from 50 mg. to 400 mg. at prices of roughly $0.30 per 50 mg. pill to $0.80 per 400 mg. pill. The unmet market need is to provide real-time, personalized feedback for optimal supplement consumption.

Product / Services

ASI has developed an Arterial Stiffness Measurement Device (ASMD). The ASMD is a non-invasive, portable device that clips onto a person’s finger tip. The device then measures the person’s digital volume pulse (DVP) to generate a value of stiffness index (SI). SI is a measurement that can be used to calculate arterial stiffness. Accurate measurements of arterial stiffness are accepted as independent markers of cardio-vascular disease (CVD), the most common cause of morbidity and pre-mature mortality in the Western world. Health Care Practices are beginning to purchase these devices. The ASMD is fully developed and currently in use with two clinical trials measuring the impacts of functional foods on SI.

Target Market

Health Care Practices implementing arterial stiffness measurement into patient care are the primary target market, while a secondary target market are customers consuming heart health supplements. This market currently exceeds $1 billion and is forecast for continued growth. A positive condition in the market is that heart health supplements are not cures but are instead coping or health management strategies. This means that a person taking the supplements typically engages in a regular routine. This market characteristic makes a feedback system capable of aiding in health management a useful tool.

Sales/Marketing Strategy

Direct sales and marketing to Health Care Practices and advertising on websites of heart health supplement retailers already serving our target market. Strategic marketing alliances and co-branding with heart health supplement retailers and manufacturers is also envisioned.

Business Model

Direct sales to clinics and customers interested in personalized heart health information.

Competitors

Three competing products are in the market.

Competitive Advantage

ASI’s competitive advantages of having a lower price point, self-administration, and a comparison of SI against known SI categories enable a new business model of direct retail.