Vision 2

Interacting With People 1

Written Communication 1

Engaging 1

Flexible 1

Reliable 1

Reach Out 1

Self-starter 1

Positive Attitude 
Company
Context
The anxiety
Prevalence of anxiety is increasing in the US, 40 million US adults who are suffering from anxiety disorders, which
can range from inconvenient to debilitating. Anxiety disorders cost the U.S. more than $42 billion a year. Two
common anxiety disorders include:
- GAD (Generalized anxiety disorders): 6.8 million adults. Women are twice as likely to be affected than men.
People who suffer from GAD tend to worry about uncontrollable events, sometimes obsessively;
- SAD (Social anxiety disorders): 15 million adults, equally men and women. People who suffer from SAD tend to
worry about social or performance situations in which they expect judgement by others.
In the workplace, 41 percent of employees across a range of industries reported high levels of anxiety.
The treatment
a same-day, immediate relief of social anxiety with minimal side effects. Existing drugs are typically long-term, can
have strong negative side effects, and are prescription. No risk of long-term dependency such as withdrawal
symptoms common for similar use-as-needed drugs like Xanax.
Customer
Our customers are mainly working professionals who are suffering from social anxiety. They are ambitious but
struggling to achieve in their career because anxiety negatively affects their performance at work, especially when
they have meetings or presentations. Their busy working schedule doesn’t allow them to pursue long-term
treatment like therapy or go to the doctor frequently. They also don’t want to depend on prescription drugs, which
usually have side-effects in the short-term and long-term. They want a quick and safe solution for their problem
and they are willing to pay more for effective OTC brand name drugs.
Collaborators
We have already reached out to:
- Doctor, therapist’s offices, and independent clinics: for product education and recommendations;
- Drug distributors (AmerisourceBergen Corporation, Cardinal Health, and McKesson Corporation): these
companies are experts in drug distribution and they have close relationships with drug retailers. They will be
our main distribution channels.
However, as our company was founded just two years ago, we haven’t established strong relationships with these
collaborators. This might be a key challenge for us when launching our first product.

Market segmentation, target customers, and positioning for -NTX

1. Market segmentation
SAD sufferers: 15 million adults, men and women, worry about social and performance situations.
2. Target customers
- Working professionals and high achievers: they want to advance in their careers but struggle with their social
interactions, like meetings and presentations, due to their anxiety;
- Age: 30-44, both men and women: people in this age group have the largest portion of anxiety population in
the US, representing 35.1% of US Adults Population;
- Busy and high-pressure schedule, have 3 - 5 meetings per week: these people don’t have enough time for
long-term therapy or doctors appointments, thus they want a quick solution;
- Health conscious: they don’t want to take anti-anxiety drugs daily because of side-effects and serious long-
term complications (liver damage) that many anti-anxiety prescribed drugs currently have.
- Middle to Upper-middle income: they are willing to pay for OTC brand drugs as long as their needs are met.
However, if the drugs are too expensive, they will have to reconsider their purchase decision.
3. Positioning
Positioning statement: For working professionals from 30-44 who are struggling with their career advancement
due to social anxiety, but don’t have enough time for long-term treatment, SAD-ANTX is an as-needed, quick and
safe solution without side-effects or dependency.
With SAD-ANTX, you are just one day away from success!