Presagen Business Model Canvas: An Analysis of AI in Medical Imaging

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Central Queensland University, Australia
Term – 2019
MGMT20143 ASSIGNMENT 1
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Executive Summary
This is a Business Model Canvas that will depict information about Presagen. Presagen is a
startup company that uses Artificial intelligence platforms to analyse the medical images and
also have a diagnosis of the medical conditions. The medical diagnostic tool can be used
worldwide by medical institutes. The company is specialised in artificial intelligence software
development and training. The tools and software developed by Presagen are widely used in the
fertility sector to analyse the healthy embryos during the IVF. The key sounder members of the
company are Dr Michelle Perugini, Dr Jonathan Hall, Dr Don Perugini and Andrew Murphy.
This report will reflect on the important business model aspects such as the key partners of
Presagen, a key resource used by the company. Distribution channel and profit generation
sources of the company are also discussed in the report/.
In the dynamic business environment, there are major changes and innovations taking place in
the medical sector also. Presage has rightly taken advantage of the market opportunity and has
developed various artificial intelligence software. The company aims to create web-based
medical imaging software that can diagnose the problems in patients and then proper treatment
can be provided to the patients.
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Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Business model canvas....................................................................................................................4
Customer segments......................................................................................................................4
Key partner..................................................................................................................................6
Value propositions.......................................................................................................................6
Key activities...............................................................................................................................6
Channels......................................................................................................................................7
Revenue streams..........................................................................................................................7
Cost structure...............................................................................................................................7
Key resources...............................................................................................................................7
Customer relationship..................................................................................................................7
Interrelationship...........................................................................................................................7
Critical success factors................................................................................................................8
Downside risks.............................................................................................................................8
Business model changes..................................................................................................................8
Conclusion...................................................................................................................................8
Recommendations............................................................................................................................9
Appendix 1.....................................................................................................................................10
References......................................................................................................................................11
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Introduction
Presagen is an Australian company founded in the year 2016. The company is a specialised firm
in the web-based imaging diagnosis of problems in the patients. The company is a co-creator and
commercialise of artificial intelligence software to treat the patients. The company offers the
diagnosis to the patients at a very low cost which is beneficial for the patients. Presagen creates
artificial intelligence platforms that are widely used by the medical institutes especially in the
fertility sector to help couples to have a child (Presagen, 2019). The company creates software
that is capable of handling and analysis large sets of medical data and helps out the patients with
their treatments. There is a decentralised delivery system and training system in Presagen that
helps to keep the private health data local.
Business model canvas
The business model canvas is the reflection of the business aspects of the company. Presagen is
startup, and various factors have a direct impact on the working of the business. The business
model canvas will show the key partners and cost structure of the company. The model will also
show the target customers segments of the company and also provide information about the key
activities and values of the firm that helps the firm to work effectively.
Customer segments
The target customers of Presagen are the patients suffering from major diseases and the couples
who are under IVF treatment. The customer segmentation of the company are based on the
different sectors and their needs (Lead, 2017) The major sectors and the professionals on which
the company have focused on are listed below:
Customers
Health care professionals
Automation platform professionals
Financial sector investing in Automation
Fertility Sector
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Key partner
Key partners are the people and the organisation with Presagen has collaborated to co-create the
artificial Intelligence web-based imaging software. These partners assist the company in research
and development and also to commercialise the products in the market. The lists of key partners
are listed below:
Key Partners Role
Blue prism Vendor
Automation Anywhere Vendor
University of South Australia Research and Development
TechInSa Commercialize
Faster Capital Funding and technical expertise
Techstar Start-up Accelerator
Value propositions
The value prepositions of the company are given below:
 Deep Learning and AI platforms to analyze medical imaging.
 Web-based Diagnostic.
 Identification of Healthy Embryo in IVF to help couples.
 Life-Whisperer and Ovation fertility.
Key activities
The major activities of Presagen are listed beneath:
 Development of artificial intelligence web-based imaging software so that effective
diagnostic of patients’ diseases can be done over a low cost.
 Deals in the development and delivery of the cloud-based computer products that assist in
web-based imaging.
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 To help the health care professionals in analyzing the medical images faster, better and at
a very low cost.
 Artificial intelligence training (Presagen, 2019).
Channels
Distribution channels are the ways by which the products and services are delivered to the target
customers. In the case of Presagen, the products are delivered to the partners and the customers
like Blue prism, Automation Anywhere and other partners.
Revenue streams
The company generates revenue by selling its products to customer segments. The revenues
generated by Presagen are increasing with the years of its incorporation. The company assisted
the other businesses to automate the human-centric tasks by the use of AI technology (Owler,
2019). The revenues of Presagen are given below:
Year 2017 2018
Revenue $ 1 million $ 1.5 million
Cost structure
The cost structure of the company is the designing and pricing strategy of the firm. In the case of
Presagen, the company offers its products and services at a very reasonable cost to its target
customers. The company offers the products and services to the customers at low prices so that
the patients can have a low-cost diagnosis for their diseases.
Key resources
The key resources used by the firm are technical resources, human resources and the financial
resources. The combination of all the three resources makes it possible for the company in the
development and delivery of AI medical imaging software.
Customer relationship
The company maintains its customer relationship by providing them assistance in providing
effective treatment to the patients. The company also offers the customers with low-cost products
which strengthens the customer relationship.
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Interrelationship
The business operations of the firm are divided into various major parts such as the research and
design, development testing, resource management, quality control and risk management. The
company aims to have collaboration with a smaller but large number of clients so that more and
more people can have the benefits of the latest AI technology developed by Presagen. The
business is focused on converting the human cognitive behaviour into the software so that
complex medical problems of the patients can be solved. The emphasis of the firm is to have
more creative and productive tasks (Lead, 2017). Presagen operates on an approach that is value
driven and has a high impact on the customers. Apart from the development and
commercialisation of the AI medical systems; the company also partners with other smaller
companies that operate in a similar segment. The company assists smaller companies.
Critical success factors
The critical success factors of Presagen are the developments of the medical diagnosis AI
systems and the cloud technologies to provide solutions to the client’s needs. This is the unique
selling point of the company. The firm is ready to implement changes in the development and
commercialisation processes as per the needs of the customer which makes it more successful in
the dynamic business environment (Withers, 2017). The marketing of the firm is with
collaboration with other ventures which creates goodwill of Presagen in the market. The success
factors also include the initiatives of Presagen to have sustainable development.
Downside risks
Some downsizing risks might hurt the working of the company. The major risk is that the
company works in partnership with other companies which mean that there can be a risk to the
intellectual property of Presagen. It is important for the firm to comply with the rules and
regulatory requirements of the medical institutions. The security of medical images on the cloud
is also a risk factor for Presagen. If the data is not protected with proper security, it can have an
impact on the health of the patients (Pace, 2017).
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Business model changes
There are certain changes that the company needs to make in its business models. Firstly the
business needs to make changes in the cloud security systems. The interrelationships of the firm
with the partners and the other smaller companies must be revised.
Conclusion
The business model canvas of Presagen reflects that the company is operating and doing well in
the market. The company is experiencing success and positive trends in the market. Life-
whisperer is the latest technology that is developed by Presagen with collaboration with other
partners. The system is capable of helping couples under IVF treatment. The company will have
positive growth in the future as it is aware of its business deconstruction and taking effective,
effective measures to have reduced risks of the business.
Recommendations
Given below are some of the recommendations that can be applied in Presagen so that the
company can improve its performance:
 There must be an effective feedback collection from the customers.
 Adoption of Agile methods in the development and advancement processes.
 Improve the quality management system.
 Improve the risk management system.
 Maintenance of regulatory documents.
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Appendix 1
(Business Model Canvas of Presagen)
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References
 Lead, (2017). Australian AI startup takes on Google. [Online]. Lead. Retrieved from:
http://theleadsouthaustralia.com.au/industries/technology/australian-ai-startup-takes-on-
google/. on 6 April 2019.
 Newsmaker, (2017). AI automation FinTech startup Presagen secures competitive
commercialization funding. [Online]. Newsmaker. Retrieved from:
https://www.newsmaker.com.au/news/275673/ai-automation-fintech-startup-presagen-
secures-competitive-commercialization-funding#.XKilDtIzbIU on 6 April 2019.
 Owler, (2019). Presagen’s comeptitors, revenues, number of employees, funding and
acquisition. [Online]. Owler. Retrieved from: https://www.owler.com/company/presagen
on 6 April 2019.
 Pace, (2017). Presagen launches AI platform for image-based medical diagnostics.
[Online]. Pace. Retrieved from: https://pacetoday.com.au/presagen-launches-ai-platform-
image-based-medical-diagnostics/ on 6 April 2019.
 Presagen, (2019). Home. [Online]. Presagen. Retrieved from: https://www.presagen.com/
on 6 April 2019.
 Withers, S., (2017). Aussie startups has a different take on AI. [Online]. Bit business it.
Retrieved from: https://www.bit.com.au/news/aussie-startup-has-a-different-take-on-ai-
452359 on 6 April 2019.
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