X
Idea Phase - Marketing:
Design Thinking
Use Design Thinking principles. Define the "as is" user journey and identify problems/pains.
How can you relive your customers pains and create more gains for them? Create a Value Proposition Canvas and list your assumptions for each field.
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Idea Phase - Product:
Concept Design
Based on the user's needs, define the requirements for your solution.
Analyse the feasibility regarding technology, risks and economics.
Possibly you can create small mockups to visualise your potential solution and show it to users.
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Idea Phase - Strategy:
Problem-Solution validation
Run desk research about the market size, competition and potential buyers/users. Identify and differentiate between users, buyers and decision-makers.
Validate or refute.
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Idea Phase - People
You and your friends
Think you need to find a CTO right away? Forget it. --> get creative. Or find a Sales person on commission? Forget it --> get your hands dirty. Get started now and people join along the way based on their motivation and skills. As long as you do not pay any salaries and everybody is on fire for your idea, you’re good.
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Concept Phase - Legal:
Legal check
Check if there are any legal implications on your business model. Is the market regulated? What licenses or certificates does it require? Can you avoid them somehow by adjusting your business model, at least for the beginning?
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Concept Phase - Financial:
Financial Plan
Create a first financial plan to check if your venture is worth pursuing. Make assumptions and calculate bottom up. Understand the Unit Economics.
Identify how much money you will need and estimate your runway. We can help with your financial plan and to extend your runway.
Get familiar with fundraising if you need. The longer you can bootstrap, the better.
Check for Grants, Awards and other Non-dilutive funding, see our HealthTech Map.
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Concept Phase - Sales:
Pre-Sales
Develop an understanding of the market mechanism, i.e. who are the decision-makers, who controls the budget etc. Use our MUTE-BANT Matrix.
Find the innovators and understand your value. Define pricing.
Build a landing page with good SEO and target your potential clients with cheap ads (SEA).
If possible, you can already generate pre-signups or pre-orders.
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Concept Phase - Marketing:
User Interviews
Define your Brand, incl. Company name, Logo, CI, etc.
Run more user interviews with open questions to validate/refute your hypothesis. Watch them use your solution without guidance. Identify where they see the most value. Based on that, create user segments and select a target group.
Start writing blogs and other content to position yourself as a thought leader.
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Concept Phase - Product:
Prototyping
Draw a new User Journey, draft a simple UI/UX and create a clickdummy.
Validate your requirements and create more detailed specifications. Document everything according to industry standards. Start creating prototypes/ clickdummies and get them out to users asap. Iterate based on the feedback.
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Concept Phase - Strategy:
Value Proposition, Business Plan
What value do you provide for your users? Do you save them time, money, or do you bring additional benefits?
Create a Business Model Canvas and list your assumptions.
Update your Value Proposition based on your learnings. Use the Business Model Navigator to find multiple applicable business models.
Is your business model scalable and needs funding, or do you want to bootstrap and stay independent?
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Concept Phase - People
Co-Founders Forming
Equity Splitting. Don't wait too long. Start tracking time and value everyone's contributions. Get familiar with static and dynamic equity splitting. Don't avoid conflict; the earlier you get past this stage, the better. Communication and trust are the foundations of a good team.
Reflect on your values and personal brand and set the direction for your corporate culture.
Not sure how to do it? Contact us.
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Market validation & Testing - Legal:
Incorporation
Decide on the legal form. You will need an AG to raise money in Switzerland.
Split equity with co-founders and set up a co-founder/shareholder agreement and By-Laws.
Apply for necessary licenses and certificates.
Protect your IP (i.e. trademarks, patents, etc.).
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Market validation & Testing - Financial:
Fundraising or Bootstrapping
Keep costs to a minimum, variable over fixed costs, rather rent than buy. Collect early and pay late.
Calculate your cash flow (bottom-up, willingness to pay, obtainable market) and run some scenarios for your company valuation. Is it attractive for investors?
What are your burn rate and the runway?
Derive financial KPIs and do sanity checks.
Create a fundraising strategy and consider alternatives (grants, loans, crowdfunding, service-for-equity, supplier credits).
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Market validation & Testing - Sales:
Sales Training/Coaching, POC
Craft a compelling sales strategy and find first clients (the innovators). Conduct a proof of concept to go through the whole (new) user journey with them and learn from the process.
Validate your business model and the willingness to pay.
Identify the customer acquisition costs (CAC) and the lifetime value (LTV).
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Market validation & Testing - Marketing:
Marketing & Communication Strategy
Define the USP that resonates with your target group based on the value proposition. Use the 4P to make clear how you bring this to the client. Develop Branding/ Corporate Identity guidelines.
Conduct first marketing campaigns and identify the most efficient channels to reach new clients.
Build your community with Social Media Marketing, and run some search engine ads (SEA).
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Market validation & Testing - Product:
MVP, Clinical validation
Bring your solution (MVP with core functionalities) into a real-world environment and collect valuable insights. Based on the learnings, improve the solution.
Set up a quality management system and begin preparation for regulatory approval.
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Market validation & Testing - Strategy:
Business Model
Go-to-Market Strategy
Create a Human Resources plan. What or who do you need, and how much does it cost?
Decide whether to fundraise or bootstrap; 99% of businesses bootstrap.
Update the Business Model Canvas and create a Go-to-Market strategy with precise Positioning, Distribution/Communication Channels, Partners, Price, Promotion and PR.
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Market validation & Testing Phase - People
Individual Professionals Storming
Assign roles and responsibilities. Handle the phases of excitement and eagerness to fear and anxiety.
Find Advisor and compensate based on performance/ contributions.
Consider outsourcing tasks; it is often quicker and more professional (variable over fixed costs).
Get familiar with the basics on what it means to employ people.
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Traction & Revenue - Legal:
Legal Documents & ESOP
Set up all legal documents for running your business (i.e. Terms of Use, Privacy Policy, Shareholder Agreements, Employment Contracts Invoices, etc.).
Set up a virtual/phantom stock option pool (VSOP/ PSOP) to incentivize employees, advisors and service providers.
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Traction & Revenue - Financial:
Establish financial operations
Are you fundraising? Get the necessary documents ready, and make it easy for investors to invest. Make sure you have enough traction and know precisely what you use the money for.
Find an accountant (e.g. TrustWork) and get the insurances you need for the business (e.g. Helvengo.).
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Traction & Revenue - Sales:
Implement professional Sales processes
Focus more on early adopters (after Innovators). Implement processes to generate new leads and find partnerships. What reduces the time for user acquisition? How can you activate new clients, so they see your product's benefits immediately? Make sure to retain your existing clients and consider upselling.
When transitioning from the founder sales to a sales team, implement a Sales Playbook and CRM system to manage your sales funnel, contacts, and client communication.
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Traction & Revenue - Marketing:
Awareness and referral campaigns
Initiate a marketing campaign for your launch, identify key opinion leaders (KOL) and partners and create events to draw awareness to your new solution.
Use various communication channels to bring your USP/messages across. Make sure users can find you (SEO). How do you motivate users to spread the word and launch a referral campaign?
Launch a professional and highly converting website. Improve your Performance Marketing.
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Traction & Revenue - Product:
Whole Product Solution, Serial Production
Set up a reliable production environment with the necessary infrastructure or find a manufacturing partner.
Optimize the UI/UX. Get DevOps to run everything smoothly.
Define and keep track of KPIs.
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Traction & Revenue - Strategy:
Project Management, Implementation
Shift your focus towards value creation. Define your value chain and who and what you need. Define critical roles within your organisation and evaluate where you need external support (e.g. outsourcing, partnerships).
Set milestones and KPI's that you need to achieve this year (e.g. use the Hoshin Kanri Matrix and OKRs).
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Traction & Reveniue Phase - People
Early Team Norming
Hiring and employer branding become essential. Share a common goal and create a team spirit. Implement a recruitment process.
Find your leadership style and empower people.
Incentivize employees with (virtual) shares. Start with a basic comp+ben strategy.
Standardize employment contracts, define your people operations model, build out basic and most important people+culture processes.  Build your best key team.
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Growth - Legal:
International Readiness
Check local regulations and laws when expanding.
Incorporate foreign entities or a holding.  
Use a Cap Table management tool to incentivize employees, advisors and service providers and keep track of it.
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Growth - Financial:
Rocket Fuel & Financial Housekeeping
Now is the time to grow. Secure enough funding to invest in Sales & Marketing. Collect early and pay late to optimise your liquidity. Create a clear path towards profitability.
Find reliable partners for bookkeeping and financial reporting. Integrate processes into your operations and automate where possible.
Incentivise employees, and consider four areas for time and performance-related compensation (base salary, pension, profit shares, company shares).
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Growth - Sales:
Automate Sales, Mass market adoption
Include new target segments and get into the mass market. Can you automate the sales process? Improve the customer retention rate and increase the customer lifetime value (LTV).
Consider different models for international expansion (i.e. exporting, licensing, franchising, foreign entity) and be aware of globalisation (standardisation) and localisation (customisation) forces.
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Growth - Marketing:
Growth Hacking, Customer Retention
Would your users hate it if you shut down the business? Make sure you got product market fit before scaling.
While ensuring loyalty and implementing customer retention measures, start growth hacking initiatives. Try a lot and measure the success of campaigns.
Introduce a CRM, and use Google Analytics and other tools to collect user data. Analyse regularly to generate insights.
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Growth - Product:
Ensure scalability
Adjust your solution for the primary market.
Make sure you have enough capacity to scale fast. Automate processes as much as possible. Can your users ultimately help themselves without your help?
Track your product usage and other KPIs with appropriate tools.
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Growth - Strategy:
Expansion &, Strategic Initiatives
Identify new segments to sell to (i.e. international, new user groups/mass market). Do you need to adapt your offering? How do you get to those new clients, and who are key stakeholders in the new market?
Set clear goals and communicate them. Implement effective processes for Production/Development, Sales and Marketing.
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Growth phase - People
Startup Vibes
Performing
Culture eats strategy for breakfast.
Make sure to keep and grow talents. Introduce a feedback culture and transfer leadership.
Employees must be able to make decisions without supervision.
Get tools for talent acquisition to survive high-phases of recruiting.
Streamline and solidify your people+culture backoffice, people processes and people ops model.
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Establishment - Legal:
Legal Advisory
Find the right legal advisors to execute your strategy, depending on your business strategy (optimisation, innovation, exit).
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Establishment - Financial:
Financial Advisory
Optimise your margins and improve profitability. Depending on your business strategy (optimisation, innovation, exit), find the right financial advisors to execute your strategy.
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Establishment - Sales:
Sales System, Recurring revenue
Automate as much as possible. Potentially a different sales system like Salesforce is needed.
Create long-term partnerships with high lock-in effects and recurring revenues.
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Establishment - Marketing:
Customer Innovation
Reduce marketing expenses. Keep existing clients and hear their other problems.
Test new solutions and do the whole cycle again.
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Establishment - Product:
Improve efficiency, Stay innovative
Optimise the processes for the existing solution and reduce costs as much as possible.
Start developing new solutions and do the whole cycle again.
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Pre-Exit - Strategy:
Business trajectory, Optimization, Innovation, Exit
What is the future of the company: continuation, innovation or exit?
After reaching the top of the S-curve, start on a new growth trajectory while optimising the existing business.
Develop an exit strategy if needed.
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Pre-Exit - People
Young Company
Create leadership opportunities (keep in mind Maslow's Hierarchy of Needs).
Hire a people+culture representative. Get an HR Management System in place.
Go fully formal with your people processes: go full circle (employee cycle) with employer brand, comp+ben offerings, employee journey and structures.
Four possible pillars of compensation:
- Short-term cash (salary)
- Long-term money (pension)
- Short-term risk (profits/revenue share)
- Long-term risk (company shares)
Build a holistic, solid people+culture strategy, budget and services. Solidify your Corporate Culture and Employer Brand. Build a fantastic company!
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Faster Commercialisation
More Impact

At KAPSLY, we specialize in accelerating the commercialization and market entry of medical devices, diagnostics and digital health startups, transforming the HealthTech industry by reducing time-to-market.

We Accelerate
HealthTech Innovation

Commercialization Support

Accelerate your HealthTech startup's market entry and growth with our expert 'CCO as a Service,' providing strategic commercialization and hands-on support tailored to your needs.

Contact us
Get hands-on venture building support

Reduce operational risk by working with our hand-picked service partners that like to have skin in the game. We help you to define requirements and match with the perfect partners.

Contact us

What HealthTech founders say

ai endoscopic

Philippe Ganz, CEO Co-founder aiEndoscopic

"The strategy workshop with KAPSLY helped our team to find a clear business focus and develop a common understanding about where our journey is going."

Anna Rosenkranz, CEO Co-founder Health Yourself

"The KAPSLY and MEDKAP network has not just facilitated business angel investments and kept out cap table clean, it also saved us time in finding the right services partners and enabled us to overachieve our own sales goals, since the collaboration has begun.”
health yourself

Onboarding Packages

Accelerate your HealthTech startup's market entry and growth with our expert 'CCO as a Service,' providing strategic commercialization and hands-on support tailored to your needs.

seeking services on the platform

Discovery Workshop
CHF 1'950

Get in Touch
  • Review of product development and regulatory status
  • Market analysis: SWOT, stakeholder analysis
  • Creation of GtM roadmap
  • Requirements definition
agreeing on a contract

Fundraising Audit
CHF 1'950

Get in Touch
  • Review of pitchdeck, financial plan and data room
  • Investor relations training
  • Target investors DACH

CCO as a Service Packages

Core Offer

CHF 2'900/mo
incl. customized execution and strategy support

Execution

+ CHF 500/mo
receive direct operational help

Activity overview

Execution

  • CRM setup
  • Funnel Management
  • Deal Closing
  • Email Campaigns
  • Social Media
  • CI/CD booklet
    Sales and Investor pitch decks

Strategy

  • Strategy workshop
  • Business model design, incl. value proposition and customer KPI.
  • User journey workshops
  • Stakeholder Analysis
  • KOL mapping
  • Content and thought leader strategy
  • Product launch planning
  • Sales processes & material
    Pricing & reimbursement strategy
    Goal & KPI tracking, OKR’s
    Project Management
    Fundraising Support & Investor Relations

Industry Veteran

  • Commercial Advisor (ex SVP, board member with relevant industry experience and network)
  • Strategy Workshop
  • GtM navigation
  • Door Opener
  • Stakeholder Management
We mapped the whole Swiss HealthTech Ecosystem and created a Funding Report
Download Report

Access our leading Industry Veterans

Vincent Irrling
Founder KAPSLY & MEDKAP
HealthTech Startup Expert
Go to linkedin

Bertrand Hughes
Chairman Piomic Medical
Ex-Man. Director Mölnlycke
Go to linkedin

Marcus Bergler
Pharma Executive
DiGA GtM Expert
Go to linkedin

Dr. Kay Brunner, MD
Diagnostics & Medtech
Board Member
Go to linkedin

Patrick Perler
Ex-SVP Sonova GtM Consultant
Go to linkedin

Jasmin Saric
Dr. Jasmin Saric
CEO @ Onqo Health, co-founded BI X at Boehringer Ingelheim
Go to linkedin

Charles Delany
Ex-Roche Diagnostics
GtM Expert
Go to linkedin

Matchmaking support

Our matchmaking support for startups is entirely free. We assist you in defining your requirements, comparing offers, and connecting you with the most suitable service providers. At KAPSLY, our partners offer exclusive compensation structures, including service-for-equity, revenue-share agreements, and repayment plans. Our guiding principle is to advise against jumping into equity agreements from the outset, as just like in relationships, no one gets married on a first date.

health yourself
lighthousetech
aiendoscopic
25+ Success Stories

Services and Expertise our Network offers

Product development:

From Prototyping to Serial Production, UI/UX Design, Clickdummy, MVP, Mobile development, No-Code, Product Design, Hardware, Front-End, Back-End, System Engineering, Robotics, AI/ML, Web3, Database, Web services, DevOps

Quality and Regulatory Affairs:

Outsourced Quality Management System (QMS), Comply with ISO 13485, ISO 14971, ISO 9001, MDD/MDR, IVDD/ IVDR and FDA standards, Legal manufacturer, Audits, Declaration of Conformity, Life Cycle Management, Computer System Validation, CE-Mark, FDA approval, Post-Market Surveillance

Business and Legal Services:

Market Research, Business Model validation, Go-to-market strategy, Pricing, Reimbursement, Project Management, Financial Plan, Incorporation, Fundraising, Equity allocation, ESOP/VSOP, Contracts and Terms, Legal Compliance, Data Protection, Advisor compensation, Accounting, Insurance, communications & public relations know-how, Positioning, Branding, User Journey, Website design, SEO, Social Media, CRM, Content Management, Sales, Analytics, People and Culture, HR strategy, Leadership, Internationalisation

Not sure what is next? Use the KAPSLY Matrix to find out.

The KAPSLY Matrix helps you to find out which tasks will potentially be ahead of you at which stage of your startup journey.
It gives you an overview of what tasks your core team can cover and where you might want additional resources to support you.
‍
Click on the fields to read more and apply right away if you want to insource help there.

Visit our FAQ and resources page for more info about how to work with us.
Idea Phase
Concept Phase
Market validation & Testing
Traction & Revenue
Growth
Pre-Exit
Legal
Legal & Regulatory Roadmap
IP Protection &
QMS implementation
Market approval &
Commercial Contracts
International
Readiness
Legal Advisory
Financial
Grants & Awards
Financial Plan
Fundraising or Bootstrapping
Establish financial operations
Rocket Fuel &
Financial Housekeeping
Financial Advisory
Sales
Pre-Sales
Sales Training/Coaching
POC
Sales Processes and Team
Automate Sales
Mass market adoption
Sales System
Recurring revenue
Marketing
Design Thinking
User Interviews
Marketing & Communication Strategy
Awareness and referral campaigns
Growth Hacking
Customer Retention
Customer Innovation
Product
Concept Design
Prototyping
MVP
Clinical validation
Whole Product Solution
Serial Production
Ensure scalability
Improve efficiency
Stay innovative
Strategy
Problem-Solution validation
Value Proposition
Business Plan
Business Plan
Go-to-Market Strategy
Project Management
Implementation
Expansion &
Strategic Initiatives
Business trajectory
Optimization, Innovation, Exit
People
You and your friends
Co-Founders
Forming
Individual Professionals Storming
Early Team
Norming
Startup Vibes
Performing
Young Company
Get to know us
Join the Info Session