Salitas Ltd

1
Salitas Selling to the NHS
Or... Wearing a blindfold, in a dark room,
looking for a black cat that might not be
there.
Presentation for Medilink Seminar 7th May
2009 Richard M Wilson CEO
2
Overview

• Salitas brief details
• The Bradford Sling
• Legacy
• Progress
• Plaster Room Suspension System
• Origins Development
• Current Situation
• Conclusions lessons learned

3
Salitas

• Salitas was incorporated in October 2003 as
  Bradford Sling Ltd, an incubator company within
  the University of Bradford .
• From incorporation to late 2005, the company was
  run under the umbrella of the University with no
  operational staff or premises.
• Core product is the Bradford Sling, the UKs
  market-leading arm elevation sling.

4
Salitas

• The company commenced fully autonomous operation
  in April 2006, since when a number of significant
  changes have been made, including
• Rebranding
• Outsourced Manufacture
• Own Premises and Operational Staff with requisite
  skills
• Total overhaul of Product Development programme.
• Raising of Private Equity funding (approx 130K)
  to fund growth of business.

5
Salitas - the BUTS

• Small team started with one person in 2006, now
  four people.
• Only one sales person so far, so geographical
  coverage is limited.
• Limited experience in selling into the NHS
• a steep learning curve!

6
Selling to the NHS first Impressions
HOSPITALS
7
The Bradford Sling

• UKs market leading arm elevation sling.
• At the time Salitas became fully operational, the
  product was on national contract via Southern
  Syringe Services, so already established.

8
The Bradford Sling

• Sales were growing, but we had no idea who was
  and who wasnt buying the product.
• We didnt have any direct relationship with our
  customer, the NHS.
• How was this addressed and what was the outcome?

9
The Bradford Sling steps taken

• We needed to establish a direct relationship with
  the NHS at national level.
• Not easy, if you arent already in there!
• Web-based research provided initial contact
  information.
• Contact was made but NHS/PASA was in state of
  flux due to move to DHL
• 4 Months passed from initial contact to first
  meeting.
• And then......

10
Breakthrough!!
11
The Bradford Sling progress

• Relationship with Supply Chain became
  established.
• As a result, we became aware of when the contract
  for our product was due for renewal.
• We submitted a tender and won the contract in our
  own right.

12
The Bradford Sling - contract dividends

• Getting the contract in our own right has given
  us
• Security.
• Hard data on sales, enabling effective focus and
  forecasting.
• Increased sales
• Greater control over our own destiny.
• A gateway for new products in development.......

13
Plaster Room Suspension System Overview

• Staff back injuries currently cost the NHS over
  400m p.a.
• Holding a leg during application of a cast is a
  particular risk.
• The Salitas product has been specifically aimed
  at reducing this risk.
• Side benefits of using the system include
  improved patient comfort better control over
  limb movement for Technicians applying the cast.

14
Plaster Room Suspension System Background

• Original Concept developed by University of
  Bradford.
• Ready for Launch early 2006.
• Reality was that while the concept was valid, the
  product itself was far from ready
• Design issues
• CE Marking
• Route to Market

15
Plaster Room Suspension System Actions

• Designs back to the drawing board.
• Industrial partners brought in on a collaborative
  basis.
• External Consultancy brought in for CE Marking
• Discussions held with Supply Chain re
  distribution.
• Three years on....

16
Plaster Room Suspension System Current Status

• Designs CE Marking being finalised.
• On-site evaluation in progress
• Subject to acceptance of end-users, Supply Chain
  will stock the product, initially in Normanton
  and then more widely.
• After the protracted redevelopment phase, Supply
  Chain offers a quick route to market and national
  distribution.

17
and finally.....

• Establishing a direct relationship with Supply
  Chain has been hugely beneficial
• Influence on sales of existing product.
• Introduction of new products.
• Alternative distribution solutions.

18
.....the last word(s)
To some extent we have been lucky....

• Would we be where we are if we had not
  established a relationship with Supply Chain?
• In all probability, no!

19
.....the last word(s)
To some extent we have been lucky....

• Would we have been able to establish the
  relationship with Supply Chain if we had not been
  the manufacturer of a product already under
  contract?
• Possibly, but not with the same ease.

20
.....the last word(s)

• Do we understand the rest of the NHS Market any
  better?
• Have we taken the blindfold off, put the light on
  and found the black cat that might be there?

21
NOT YET!
BUT WE WILL.