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A-dec 300 on 511

A-dec 300 on 511. 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. 300 on 511.

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A-dec 300 on 511

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  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. 300 on 511 Project Scope Product Training – August 2011

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

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

  6. Package Flexibility (Module Mixing) 372 572 Monitor Mount A-dec 311 mounting constraints:

  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. Product Module Features & Value Product Training – August 2011

  9. 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

  10. 300 on 511 Features (Differentiation)

  11. A-dec 372 Radius-Style Light New Feature: Local On/Off Switch

  12. A-dec Radius-Style Monitor Mount Radius-Style Monitor Mount 500 • 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

  13. Product Module Nuts & Bolts Product Training – August 2011

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

  15. A-dec Radius-Style Lights 372 & 572 Rigid Arm Design

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

  17. A-dec 511 (Exclusionary Feature) • Implemented: • April 2011 • SN D125124 Product Training – August 2011

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

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

  20. Hardware (Toeboard Ramp and Cylinder Spacer) Toeboard Ramp Cylinder Spacer

  21. Hardware (Control) • 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

  22. Hardware (Light & Monitor) • 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

  23. Installation (332/333 Control Only)

  24. Installation (372/572 Light or Monitor Only)

  25. Installation (332/333 Control & Light or Monitor)

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

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

  28. 300 on 500 Product marketing Product Training – August 2011

  29. 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) • www.a-dec.com • Advertising (ADA News) Product Training – August 2011

  30. Support Materials (Technical Publications) • 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 • 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

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

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

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

  34. Competitive Landscape Product Training – August 2011

  35. A-dec 511 with 300 Radius-Style Modules • 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) $24,568 / $20,594 Retail / Street Product Training – August 2011

  36. A-dec 511 with 300 Radius vs. Pelton & Crane $ 25,405 / $20,548 Retail / Street* $24,568 / $20,594 Retail / Street • 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 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 Product Training – August 2011

  37. A-dec 511 with 300 Radius vs. Dental EZ $24,568 / $20,594 Retail / Street $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 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 Product Training – August 2011

  38. A-dec 511 with 300 Radius vs. Midmark $24,568 / $20,594 Retail / Street $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 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 Product Training – August 2011

  39. A-dec 511 with 300 Radius vs. Belmont $24,568 / $20,594 Retail / Street $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 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 Product Training – August 2011

  40. Competitive Overview High Level Package w/ Radius-Style Modules NOTE: A-dec retail is 2011 pricing, all other packages are as marked. Product Training – August 2011

  41. Ordering/Pricing Review Notes • 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

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

  43. PICTURE UPDATE Ordering /Pricing (511 Chair) Chair catalog page… Highlight weight, floor box option, dual mounting bullet, and chair low point 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

  44. PICTURE UPDATE Ordering /Pricing (532/533 Controls) 532 Controls page… Highlight 500 foundation pricing, removal of floor box text 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

  45. PICTURE UPDATE Ordering /Pricing (551/561 Support Modules) 551 Assistant’s Arm page… Highlight 551 optional umbilical price and content change. 561 Support Center page… Highlight 561 optional umbilical price and content change. Changes: • Dealer-Installed, optional 3’ Umbilical & Utilities: • Remove floor box cover and frame • Adjust price to $500

  46. PICTURE UPDATE Ordering /Pricing (572 Light) 500 Lights page… Highlight 372 Light Module & 511 mount kit Changes: • New A-dec 572 Radius-Style Light - $2450 • Mount included with control or ordered separately for single mount applications – 77.1165.00, $330

  47. PICTURE UPDATE Ordering /Pricing (Monitor Mounts) 500 Monitor Mount page… Highlight new Radius-style Monitor Mount, 511 mount kit, feature text Changes: • New A-dec Radius-Style Monitor Mount - $950 • Mount included with control or ordered separately for single mount applications – 77.1165.00, $330 • ~5” higher based on 7530 design

  48. PICTURE UPDATE Ordering /Pricing (332/333 Controls) 332 Controls page… Highlight 500 mounting option/price & 2nd brake handle kit Changes: • Foundation price for 300 Controls on 500: • 332 = $4260 • 333 = $4660 • Mount is included as standard • Dealer installed 2nd Brake Handle Kit – 90.1281.00

  49. PICTURE UPDATE Ordering /Pricing (372 Light) 300 Lights page… Highlight 372 Light Module, 511 mount kit, on/off switch. Changes: • New A-dec 372 Radius-Style Light - $2300 • Mount included with control or ordered separately for single mount applications – 77.1165.00, $330 • New Local On/Off Switch for all 371 & 372 Lights

  50. VERIFY PACKAGE & PRICING 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

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