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A-dec 300 on 511 Product Training – August 2011. Agenda ► Project Scope ► What is N53? ► Benefits/Target Customer ► Product Positioning ► Features & Value.

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Presentation on theme: "A-dec 300 on 511 Product Training – August 2011. Agenda ► Project Scope ► What is N53? ► Benefits/Target Customer ► Product Positioning ► Features & Value."— Presentation transcript:

1 A-dec 300 on 511 Product Training – August 2011

2 Agenda ► Project Scope ► What is N53? ► Benefits/Target Customer ► Product Positioning ► Features & Value ► Nuts & Bolts ► 511 Exclusionary Feature ► Installation Review ► Product Marketing ► Support Materials ► Positioning/Competitive Landscape ► Ordering/Pricing Product Training – August 2011

3 PROJECT SCOPE 300 on 511 Product Training – August 2011

4 What is N53? A-dec Radius ® -style Monitor Mount A-dec 372 & 572 Lights A-dec 332/333 Radius-style Controls A-dec 511 Product Training – August 2011

5 Package Flexibility (Module Mixing) A-dec 500 System (same as today) AND 500 Support Side 511 Chair New Module Combinations OR Radius-Style Monitor Mount 332/333 Delivery 372/572 Lights Product Training – August 2011

6 Package Flexibility (Module Mixing) ► A-dec 311 mounting constraints: Monitor Mount

7 Benefits (Project/Customer) ► Global solution offering choice and price flexibility ► Extends product reach in price sensitive markets ► Leverages A-dec’s existing platforms to shore up our mid-high price point offering. ► Targeted Customer: ► Want A-dec 500, however…  Prefer a smaller, more nimble delivery  Don’t require 500 level integration  Higher sensitivity to 500 system level price point Product Training – August 2011

8 Key Product Launch Dates ► Start Taking Orders: Globally August 15 th, 2011 ► Shipments Begin: Week of September 6 th Product Training – August 2011

9 FEATURES & VALUE Product Module Product Training – August 2011

10 300 on 511 Features ► A-dec 511 ► Dual mounting capability for select 300 modules ► A-dec 332/333 Radius-style Controls ► Ability to (single or dual) front mount on A-dec 511 ► New A-dec 372 & 572 Lights ► Radius-style front mounted design for single or dual mounting on 511 ► Local on/off switching on A-dec 372 ► New A-dec Radius ® -style Monitor Mount ► Radius-style front mounted design for single or dual mounting on 511 ► Based on 7530 design; lower price Product Training – August 2011

11 300 on 511 Features (Differentiation) Features A-dec 500 Powerful and Sophisticated A-dec 300 Compact and Versatile Ancillary Integration4 Ancillaries2 Ancillaries Control Block Positions4-position standard3-position standard – 4-position optional Continental Whip PositionabilitySide-to-SideFixed Traditional Handpiece HoldersIndividual holder adjustabilityFixed Control Brake HandleDual handles standardOne handle standard – 2 nd handle optional Quad Voltage Intraoral Light SourceStandardOptional System LevelingArm and ControlControl Only

12 A-dec 372 Radius-Style Light New Feature: ► Local On/Off Switch

13 ► Design Comparison / Features ► Features ► Arm is 5” taller than 531 for improved monitor viewing ► Allows monitors up to 19” and 20 lbs. ► No handle or back cover ► Dual front mount capability A-dec Radius-Style Monitor Mount Radius-Style Monitor Mount 500

14 NUTS & BOLTS Product Module Product Training – August 2011

15 ► Radius–Style Arm Geometry Comparison A-dec 332/333 Controls (Lower Arms) Height/Angle Differences Control Arm for 311 Control Arm for 511

16 A-dec Radius-Style Lights 372 & 572 ► Rigid Arm Design

17 A-dec 511 ► Product Changes ► Ductile Upper Structure ► Exclusionary Feature ► Toeboard Ramp / Cylinder Stop ► Mounting Hardware ► Rotation Stop Product Training – August 2011

18 A-dec 511 (Exclusionary Feature) Implemented: ► April 2011 ► SN D Product Training – August 2011

19 A-dec 511 (Exclusionary Feature) Product Training – August 2011

20 A-dec 511 (chair low point/toeboard angle) 13.5” 14.25” Standalone and Single mounted A-dec 500 modules Dual mounted A-dec 300 modules <2° “No perceived effect on comfort”.75” Difference and 1.5° Product Training – August 2011

21 Hardware (Toeboard Ramp and Cylinder Spacer) Cylinder Spacer Toeboard Ramp

22 ► Ships with Control module ► Single Mount (unit) ► If single mount unit, use all parts in the kit ► Dual Mount ► Dual mount systems, do not use spacer Hardware (Control)

23 ► Ships with Light & Monitor modules ► Single Mount (light or monitor) ► If single mount light or monitor, do not use cylinder spacer or toeboard ramps ► Dual Mount ► Dual mount systems, do not use bolt or bearing cap Hardware (Light & Monitor)

24 Installation (332/333 Control Only)

25 Installation (372/572 Light or Monitor Only)

26 Installation (332/333 Control & Light or Monitor)

27 Installation (Rotation Stop) ► Required when combined with the A-dec 561 Support Center Product Training – August 2011

28 Packaging (300 on 500 modules) (Included with unit) (Ordered as component) (Configured)

29 PRODUCT MARKETING 300 on 500 Product Training – August 2011

30 Support Materials (Marketing Publications) ► A-dec 500 brochure – updated to include 300 modules. ► Catalog ► Full Version – Electronic only (available 8/1) ► Addendum – Electronic and print (order from Customer Service) ► ► Advertising (ADA News) Product Training – August 2011

31 Support Materials (Technical Publications) ► New install – A-dec 300 delivery, light and monitor on 511 chair ► Less text; more visual ► New/Updated IUs – delivery, assistant’s, lights and monitors ► Additional Updates: Product Training – August 2011 ► 500 template ► CAD blocks ► Pre-install guide ► 500 service guide ► Service Solutions DVD ► Instructions for Use DVD New: ► 300 on 511 template ► 300 Service Guide supplement

32 Product Positioning (domestic) A-dec 300/500 Module Mixing ~$22,000 ret.

33 Product Positioning (domestic) A-dec 300/500 Module Mixing ~$24,500 ret.

34 Product Positioning (international) A-dec 300/500 Module Mixing: ~$25,000 ret. Product Training – August 2011

35 Product Positioning (300 on 500 configuration) ► Package Price

36 COMPETITIVE LANDSCAPE Product Training – August 2011

37 A-dec 511 with 300 Radius-Style Modules $24,568 / $20,594 Retail / Street Chair (A-dec 511):$11,480 / $ 9,623 Sewn upholstery, floor box, no footswitch Unit (A-dec 332):$6,568 / $5,506 Traditional w/Deluxe TP/IOLS 3 pos. Ctrl Block Std. “QD” Syringe Silicone 4-hole (x2), Silicone 6 pin Std. Tray Holder 511 Dual Mount Assistant (A-dec 551):$1,430 / $1,199 3 pos. Holder w/ TP Support (A-dec 561):$2,815 / $2,360 Cuspidor, Support Center, Link Arm Light (A-dec 571):$2,275 / $1,907 Chair mounted light (not shown) Product Training – August 2011

38 A-dec 511 with 300 Radius vs. Pelton & Crane Chair (3001):$10,300 / $8,331 Unit, Cuspidor & Assistant:$12,005 / $9,710 (Spirit 2120 with RM 85) Light (LFIISE Ellipse Sys Mt.): $3,100 / $2,507 *2011 Retail $ 25,405 / $20,548 Retail / Street* Product Training – August 2011 Chair (A-dec 511):$11,480 / $ 9,623 Unit (A-dec 332): $6,568 / $5,506 Assistant (A-dec 551): $1,430 / $1,199 Support (A-dec 561): $2,815 / $2,360 Light (A-dec 571): $2,275 / $1,907 $24,568 / $20,594 Retail / Street

39 A-dec 511 with 300 Radius vs. Dental EZ $25,838 / $20,898 Retail / Street* Chair (J/V Generation): $111,978 / $9,688 Unit, Cuspidor & Assistant:$10,570 / $8,549 (Galaxy Magellan L/R) Light (Lumina Light):$3,290 / $2,661 *2011 Retail Product Training – August 2011 Chair (A-dec 511):$11,480 / $ 9,623 Unit (A-dec 332): $6,568 / $5,506 Assistant (A-dec 551): $1,430 / $1,199 Support (A-dec 561): $2,815 / $2,360 Light (A-dec 571): $2,275 / $1,907 $24,568 / $20,594 Retail / Street

40 A-dec 511 with 300 Radius vs. Midmark $24,729 / $20,001 Retail / Street* Chair (Elevance): $11,474 / $9,280 Unit (Procenter LR):$7,420 / $6,001 Cuspidor & Assistant (LR):$3,363 / $2,720 Light (Midmark LR):$2,472 / $1,999 *2011 Retail Product Training – August 2011 Chair (A-dec 511):$11,480 / $ 9,623 Unit (A-dec 332): $6,568 / $5,506 Assistant (A-dec 551): $1,430 / $1,199 Support (A-dec 561): $2,815 / $2,360 Light (A-dec 571): $2,275 / $1,907 $24,568 / $20,594 Retail / Street

41 A-dec 511 with 300 Radius vs. Belmont $30,435 / $24,617 Retail / Street* Chair (Quolis 5000): $10,895 / $8,812 Unit, Cuspidor, Assistants, & Light (Quolis 5000 #5370):$19,540 / $15,804 *2010 Retail Product Training – August 2011 Chair (A-dec 511):$11,480 / $ 9,623 Unit (A-dec 332): $6,568 / $5,506 Assistant (A-dec 551): $1,430 / $1,199 Support (A-dec 561): $2,815 / $2,360 Light (A-dec 571): $2,275 / $1,907 $24,568 / $20,594 Retail / Street

42 Competitive Overview High Level Package w/ Radius-Style Modules NOTE: A-dec retail is 2011 pricing, all other packages are as marked. BrandRetailDiscountWholesale Street (32% Margin) Street $ Difference Street % Difference A-dec $ 24,56843%$ 14,004$ 20,594 Pelton & Crane$ 25,40545%$ 13,973$ 20,548$ (46)0% Dental EZ$ 25,83845%$ 14,211$ 20,898$ 3051% Midmark$ 24,72945%$ 13,601$ 20,001$ (592)-3% Belmont $ 30,43545%$ 16,739$ 24,617$ 4,02320% Product Training – August 2011

43 Ordering/Pricing ► Catalog Addendum ► Includes full 300 and 500 sections ► New 300 on 500 reference page ► Options and Pricing – Affects new and existing product modules ► Ordering Constraints Product Training – August 2011 Review Notes

44 Ordering /Pricing (300 on 500 Package) Changes: ► New 300 on 500 package reference page at beginning of A-dec 500 section. ► Shows available modules and where to order (page number). 300 on 500 package Reference page… Highlights applicable modules and where to order. PICTURE UPDATE

45 Ordering /Pricing (511 Chair) Changes: ► Moving floor box (as an option) to the 511 Chair ► Dual mount capability and affect on chair low point ► New 400lbs. maximum stated patient weight Chair catalog page… Highlight weight, floor box option, dual mounting bullet, and chair low point PICTURE UPDATE

46 Ordering /Pricing (532/533 Controls) Changes: ► Foundation price for 532/533 based on removal of floor box: ► 532 std TP = $7570 ► 532 dlx TP = $8380 ► 533 std TP = $8380 ► 533 dlx TP = $9190 ► Removal of floor box text 532 Controls page… Highlight 500 foundation pricing, removal of floor box text PICTURE UPDATE

47 Ordering /Pricing (551/561 Support Modules) Changes: ► Dealer-Installed, optional 3’ Umbilical & Utilities: ► Remove floor box cover and frame ► Adjust price to $ Assistant’s Arm page… Highlight 551 optional umbilical price and content change. 561 Support Center page… Highlight 561 optional umbilical price and content change. PICTURE UPDATE

48 Ordering /Pricing (572 Light) Changes: ► New A-dec 572 Radius-Style Light - $2450 ► Mount included with control or ordered separately for single mount applications – , $ Lights page… Highlight 372 Light Module & 511 mount kit PICTURE UPDATE

49 Ordering /Pricing (Monitor Mounts) Changes: ► New A-dec Radius-Style Monitor Mount - $950 ► Mount included with control or ordered separately for single mount applications – , $330 ► ~5” higher based on 7530 design 500 Monitor Mount page… Highlight new Radius-style Monitor Mount, 511 mount kit, feature text PICTURE UPDATE

50 Ordering /Pricing (332/333 Controls) Changes: ► Foundation price for 300 Controls on 500: ► 332 = $4260 ► 333 = $4660 ► Mount is included as standard ► Dealer installed 2 nd Brake Handle Kit – Controls page… Highlight 500 mounting option/price & 2 nd brake handle kit PICTURE UPDATE

51 Ordering /Pricing (372 Light) Changes: ► New A-dec 372 Radius-Style Light - $2300 ► Mount included with control or ordered separately for single mount applications – , $330 ► New Local On/Off Switch for all 371 & 372 Lights 300 Lights page… Highlight 372 Light Module, 511 mount kit, on/off switch. PICTURE UPDATE

52 Pricing Exercise ► Form groups of 3-4 individuals ► Use the provided addendum to correctly price the following packages: Package 2: 511 Chair, Seamless-Black, Contoured Floor Box, No Foot Switch 332 Trad. Control, Std. TP, QD syr., 2 6-pin silicone, 1 4-hole silicone, IOLS Small tray holder 372 Light 551 Asst. Arm, Short, 3 pos. Package 1: 511 Chair, Sewn-Ebony, No Floor Box, Footswitch Radius-style Monitor Mount VERIFY PACKAGE & PRICING

53 Pricing Exercise 561 Support Center/Cuspidor 551 Asst. Arm, Long, 4 pos., auto-electric holders Light Monitor Mount International Package: 511 Chair, Sewn-Parrot, Contoured Floor Box, No Foot Switch 333 Cont. Control, Dlx. TP, 4 th block position/whip, QD Syr., Electric Hdpc., 1 6-pin, 1 4- hole, silicone, Camera VERIFY PACKAGE & PRICING

54 Pricing Exercise ► Package 1: $_________ ► Need 511 mount kit, $330 ► Package 2: $_________ ► Mount included with control ► Remember to order the floor box? ► International Package: $_________ ► Use 571 ► Use 561 Monitor Mount VERIFY PACKAGE & PRICING

55 Key Product Launch Dates ► Start Taking Orders: Globally August 15 th, 2011 ► Shipments Begin: Week of September 6 th Product Training – August 2011

56 QUESTIONS? 300 on 511 Product Training – August 2011

57

58 Light Post for 311 ► L-Shaped Light Post: ► For use when mounting a 300 monitor mount and/or 371 & Light to a standalone 311 chair. ► 8-digit part – OTC ► Estimated Retail ~$ ► Available late August


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