Get Fat Fast!!

Value proposition: Gain weight and get fat by eating very little. You will no longer have to eat and consume the foods you enjoy to put on weight- you can just swallow a small pill and pack on the pounds!

Customer Segment: Folks that don’t like to eat and wish to consume more calories and eat less to get bigger, faster.

Alestra – new drug that increases the body’s ability to absorb nutrients, fat, and calories

People undergoing chemotherapy or with severe Crohn’s disease have decreased ability to absorb nutrients

This leads to a ‘wasting’ condition that decreases their quality of life, their ability to ward off infection and prolongs time for recovery

Need: Ability to rapidly absorb

nutrients and/or calories

IV injection: Needs to be in clinical setting, increased cost, pain, inconvenience

Medicinal Marijuana: addresses desire to eat, but not absorption

Feeding Tube: Supplies required, doesn’t increase absorption, normalcy, discomfort

Force Feeding: Forcing oneself to eat is not pleasurable

Tom is a middle aged father of two in good health with no prior history of medical issues. He was recently diagnosed with a stage II lymphoma. As a result, he needs to undergo a regimen of chemotherapy and radiation. He has gone through a few sessions, and the side effects have been worse than he expected. He is losing weight, his energy level is gone, sleeps all the time, and can no longer enjoy playing with his kids, and the enjoyment of his life is gone.

Tom’s wife is worried about him- he’s not the same man he was, and he’s wasting away before her eyes. Concerned, she and Tom discuss alternatives with his doctor- he prescribed Alestra.

Now Tom is recovering his weight, his color and energy have improved, and he’s back to his old self!

Tom got his life back… with Alestra!

Decreased mortality and morbidity

Decreased cost over alternatives

Increased quality of life and productivity

Original idea- people want to lose weight, eating is a major activity and point of enjoyment

Gaining weight easier seemed contrary to believed needs

Rescoped to different segment of population in order to find a market