Please read the ENDONAV Case Study and answer the following case questions:

Value Proposition What is the company is central value proposition? Is It:

a) Medical (improving the standard of care)

b) Financial (improving the economics of the procedure)

c) Psychological perception (improving peoples psychological comfort with the procedure)

In terms of Value choices:

1. Eliminating sedation

2. Reducing sedation

3. Normalizing difficult cases How would you rank these 3 items in terms of importance?

2 Human Capital

a) What skills and which individuals must EndoNav keep?

b) Which people and positions should be eliminated from the plan?

3 Benchmarks

a) What should the companys key benchmarks be?

Key milestones will remain successful animal and human trials:

But: will potential investors be more concerned with questions of whether the device works, instead of whether the company could scale up the devices manufacturing?

4 How much money should Endonav try to raise immediately in order to generate and complete animal data testing?