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D3.4 HTA and Sustainable Business Models of the Robotic Solutions #1
Version: 1.1
Moving to the left side of the Business Model Canvas, the Key Resources, Key Activities, and Key Partners building blocks
make up the infrastructure management or activities perspective pillar, which describe HOW the company is able to
acquire the necessary inputs and operate to produce the Value Proposition. In detail, the Key Partnerships element
contains the set of relations the business has with its suppliers and other partners. Key partners of rehab robotic
companies include universities and research centers, that on one hand provide access to scientific knowledge with a
view to developing and launching new products, and on the other they can advance fundamental and applied research
based on the most advanced devices present in the market. Hospitals and clinics are key partners too, allowing
companies to introduce and test their devices in increasingly new settings, and gather feedback from operators. Finally,
strategic collaborations with other bigger companies need to be mentioned too, given the possibilities for organizations
to leverage on the strengths of the two, such as having access to additional financial resources to invest and expand
R&D, to support the manufacturing process, giving assistance in the marketing of the product in foreign markets, etc.
The Key Resources block contains the assets the organization may own, lease or acquire from key partners to conceive
and produce the Value Proposition, bring it to the market, and earn revenues on it. In the rehab robotic sector, the
intellectual resources are the most valuable, which can be embodied in the R&D activity performed by engineers,
researchers and developers, and in the patents an organization may obtain, own or acquire. Owning or having access
to a well-equipped R&D center is also a crucial element for a successful development of high-tech devices. Among key
resources it is also necessary to mention the manufacturing and marketing infrastructure necessary to produce the
products, eventually in mass, and bring them to market.
Similarly, the Key Activities building block describes the most important actions the firm must perform to operate, and
therefore, to sustain the blocks on the right side of the canvas. As before, the most important activity concerns R&D,
which is at the basis for new product development and for already existing products improvement. Providing an initial
consultancy, training, pre- and post-sale assistance on device usage is also key for a successful introduction of the
product in the rehabilitation setting. Participation in consortium and projects is another fundamental activity that
grants organizations access to excellent scientific knowledge, other than allowing them to enrich their network. To
conclude, other two key activities concern the manufacturing of the devices and their marketing, to either produce and
sell the technology.
At the bottom of the Business Model Canvas, there are the Cost Structure and Revenue Streams blocks, which address
the HOW MUCH question, hence the financial dimension of a business model. In particular, it refers to the aspects of
the model that focus on how the business generates revenue, manages costs, and achieves profitability. The financial
dimension of a business model is critical for ensuring the sustainability, profitability, and growth of the business. It
provides a framework for understanding the financial aspects of the business and making informed decisions to achieve
financial objectives.
The Cost Structure building block includes the most important costs that organizations have to sustain to operate the
business model, which can readily be calculated after having defined the elements in the infrastructure management
pillar. It includes both fixed costs (such as rent, salaries, and utilities) and variable costs (such as materials, production
costs, and distribution expenses). Based on all the above, it is possible to assert that the most prominent cost items
include those related to performing the R&D activity (researchers and engineers wages, costs of equipment, product
prototyping, IP development and renewal, etc.), all the manufacturing costs (equipment, buildings, wages, raw
materials, logistics, utilities, etc.) which can be lowered once the company is able to exploit economies of scale, as well
as all the selling and marketing costs to bring the devices to local and foreign markets (these costs include for instance
products registration costs in foreign countries).
The Revenue Streams block outlines the sources of revenue for the business, which depends on the revenue mechanism
adopted by the organization. Revenue streams can be classified into two main categories: transaction revenues or one-
time payments, when for instance the device is sold and readily paid, or recurring revenues generated by ongoing
payments from renting or leasing the device or from the after-sale service.
Other elements related to the financial aspects of the business model include:
● Profit Margins: Profit margins indicate the difference between the revenue generated by the business and its total
costs. This component of the financial dimension assesses the profitability of the business and determines the
margin or percentage of revenue that translates into profits after accounting for costs.
● Key Financial Metrics used to evaluate the financial performance and health of the business such as gross margin,
net profit margin, return on investment (ROI), cash flow, break-even point, etc.