Partner Management Guidelines

Partner Management Guidelines

Hvorfor skal vi have en PMG? Vores mål Midlet til at nå målet Tiltrække de rette partnere Demonstrere professionalitet Fundamentet for forhandling Hurtigere og mere målrettet implementering Sikre fælles forståelse Ensartethed i styringen og ledelsen af alle partnere Større kontrol Information Opgavedeling Mål og krav Support Strukturer

Part I Business fundamentals Part II Practicalities Feedback system Part III Our Co-operation Business plan Måling Support

Business Plan Businessplanen er et værktøj til fastlæggelse af det kommende års aktiviteter. I businessplanen fastlægges bl.a.: budget afsætningsmængde priser aktiviteter fokus på segmenter Ydermere fastholdes i businessplanen de udviklingstiltag, der i samarbejde er fastlagt. Businessplanen udarbejdes en gang årligt i samarbejde mellem partner og virksomhed.

Krav: Stil krav til din partner! men: de skal være fair og afbalancerede du skal være villig til at give support brug tid på at få partneren til at forstå kravene Krav til personale - antal, kvalifikationer, politikker Krav til investering - faciliteter, demo-udstyr, promotion etc.

Support Det betaler sig at investere i afsætningskanalen! Templates og Guidelines IT Systemer Træning Ressource Back-up Tender preparation Besøgsrapporter Check-lists Kundeviden CRM System Kalkulationsmodeller Kalkulationssystemer Extranet Elektronisk katalog Lagerstyring Salgstræning Produkttræning Forhandling Marketing IT træning Sales back-up Deltagelse i messer Demo-udstyr Personale Konkurrentviden Service management

Måling: Markedspotentiale Høj Medium 5 4 3 Overveje forward integration (finde partner - eget datterselskab ) Fastholde position Udvikle partner Udvikle partner Fastholde Ændre entry mode" til datterselskab (nødvendigt med ny ledelse) Få ny partner Lav 2 Fastholde position Overveje low cost mode Exit 1 5 Høj 4 3 Medium 2 Lav 1 Partner Performance

World market per region Market potential 4,00 3,50 3,00 2,50 2,00 1,50 1,00 North America Latin America Asia Pacific Mideast Africa Europe 0,50 0,00 0,00 0,50 1,00 1,50 2,00 2,50 3,00 3,50 4,00 AXA Performance

Europe 4,00 3,50 Spain Germany United Kingdom France 3,00 Market Potential 2,50 2,00 1,50 1,00 Romania Croatia Moldova Bosnia Herz. Malta Slovakia Armenia Serbia Macedonia Austria Czech Rep. Hungary Lith. Latvia & Bulgaria Poland Cyprus Greece Turkey Luxembourg Monaco Russia Switzerland Netherlands Iceland Estonia Slovenia Ukraine Bealrus Portugal Italy Norway Finland Denmark Ireland & Belgium Sweden 0,50 0,00 0,00 0,50 1,00 1,50 2,00 2,50 3,00 3,50 4,00 AXA performance

Business Concept Part I History of B-K Medical Strategy The market for ultrasound Segments Customer Groups Our distributors B-K Medical Partner Guide

Our distributors The partner will: Invest in demo equipment for sales demos, training of personnel and customers and for service back-up. Attend regular service training in Denmark.The course is free of charge, participants cover accommodation and travel costs only. Attend product launch meetings and regional meetings for product and clinical training. Cover expenses for local marketing e.g. local congresses and advertising. Cover travel expenses for their own people and for local doctors visiting to Denmark for clinical training. Provide the Area Manager with a list of potential customers (pipeline) and various feed-back from the market concerning new products, pricing trends etc. Provide the Area Manager with a sales report on a monthly basis and an annual business plan with details of the budget and the related strategy and activities. B-K Medical will: Design the configuration with you and provide you a favorable demo system price. Conduct service training and assist you with a 24 hours service on products. Give you an exchange policy for certain products. Assist you in local training of your sales staff, visits to key customers etc. when needed. Cover part of the expenses related to international marketing. Cover the travel expenses for B-K sales, service and application people and part of the airfare and salary for Danish doctors invited to a distributor territory to assist in clinical training and promotion. This must be agreed upon with the Area Manager. Offers discount for: Demo equipment Refurbished equipment Reference centers Volume discounts Extraordinary competitive situation Will together with the distributor design a roadmap containing the strategy for the coming three years. Give quarterly feed-back on the budget situation. Make sure you will feel as a part of the B-K Green Team family and always treat you as an important business partner. B-K Medical Partner Guide Latest revision: 23-12-2005

Typical profile of B-K Medical s local partner Our partner must be specialized in distribution of medical equipment. Expertise and experience in Diagnostic Imaging equipment and/or Urology and/or surgical equipment is a must. Our partner must possess and document experience in sales, marketing and prove technical and clinical skills Our partner must have experience in managing governmental and private tenders, and experiences negotiating with local authorities. Our partner must be financially strong (documented, references). When entering the distributor business agreement with B-K, our partner must invest and purchase sufficient demo equipment to cover the territory and be in a position to fulfil the agreed targets. Our partner must posses and document that he has sufficient staff and/or sub dealers to cover the designated territory and further the company must have a location and an organisation permitting easy market access to the entire country. It is a must that communication can be done in English on management level (e.g. service and marketing managers as well as clinical application staff). Our partner must allocate the necessary human resources in the company and secure that these are trained in B-K products (sales / marketing / technical / clinical). Our partner must have experience in product registration if applicable in the country. Our partner must have its own service and after sales department/network. Our partner must follow the B-K Medical corporate strategy. Our partner may be a previous distributor for other ultrasound brands, or selling non competing ultrasound brands. B-K Medical Partner Guide

Viking 2400 A fully digital scanner that combines premium class image quality with expertise from B-K Medical. Viking is versatile and adaptable to accommodate most doctor s needs. Strong Points of Viking: Pro Packages, where you can create and store any number of set-ups Make your own short-cuts and customize your workflow A very Versatile system A Mobile scanner for its class Support of 3D and Dicom Optional Palm control unit PCU Frequency range 1-20 MHz Around 20 different transducers for all kinds of applications Fully Doppler functionality True Echo Harmonics Simultaneous split screen Low noise level Sliding dynamic range B-K Medical Partner Guide

Customer Groups K e y A c c o u n t C u s t o m e r T h e i n d e p e n d e n t P u b l i c c u s t o m e r O u r r e f e r e n c e C u s t o m e r T h e p r i v a t e C u s t o m e r T h e S m a l l i n d e p e n d e n t T h e I m p o s s i b l e H i g h T e c h F r e a k H o s p i t a l O w n e r s h i p P u b l i c P u b l i c P u b l i c P r i v a t e P r i v a t e P u b l i c / P r i v a t e B u y i n g P o w e r S t r o n g R e l a t i v e l y S t r o n g M i d d l e S m a l l S t r o n g D e c e n t r a l i z e d w i t h D e c i s i o n d o c t o r s a s m a k i n g i n f l u e n c e. D e m o i s D e c e n t r a l i z e d w i t h d o c t o r s a s i n f l u e n c e. D e m o i s C e n t r a l i z e d a n d m a d e i n c o - o p e r a t i o n w i t h s u p p l i e r. D e m o i s C e n t r a l i z e d a n d d i r e c t n e g o t i a t i o n w i t h t h e u s e r. D e m o i s C e n t r a l i z e d a n d d i r e c t n e g o t i a t i o n w i t h t h e u s e r. D e m o i s n o t! M o s t l y d e c e n t r a l i z e d a n d h e a v y n e g o t i a t i o n s. D e m o i s n o t a v o i d a b l e! T e c h n i c a l F e a t u r e s V a r i e s V a r i e s V a r i e s V a r i e s L i m i t e d d e m a n d h i g h d e m a n d A p p l i c a t i o n F e a t u r e s H i g h d e m a n d H i g h d e m a n d H i g h d e m a n d M e d i u m d e m a n d L i m i t e d d e m a n d L i m i t e d d e m a n d P r i c e N o c r u c i a l i m p o r t a n c e I m p o r t a n t I m p o r t a n t I m p o r t a n t I m p o r t a n t Q u a l i t y R e l a t i v e l y S e r v i c e I m p o r t a n t N o t I m p o r t a n t B-K Medical Partner Guide