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SOS Station
Galway, Ireland
Case Study

New connected safety equipment-as-a-service offering

The leadership team of an established Medical Devices Company identified an opportunity to create a new connected safety equipment solution to be sold mainly to the Public Sector. SOS Station offers communities the reassurance of fully serviced safety equipment to help with multiple emergency scenarios.

With a clear path to public health outcomes (including saving lives), the team secured the enthusiastic support across a broad range of influential stakeholders across Healthcare, Civil Service and Local and National Government.

With a defined a Business Plan and a working product prototype, the next steps were to secure funding to develop and launch a market-ready solution and land a customer for a scaled trial.

The challenge

Despite a clear vision, details around customer scenarios, revenue streams, the customer sales channel, organisational capabilities and roles were defined only at a high level. The gaps needed to be addressed to prepare for increasing engagement with government grant agencies, investors, ecosystem partners and potential customers.

There was a risk of falling into the common trap of focusing on product technology too early. Significant scarce resources are so often wasted when a Technical Design and Solution Build need to be substantially revised because critical aspects of the Business are discovered or designed later in the cycle.

Business definition

Aitheria Partners led a facilitated workshop attended by the CEO, CFO, together with Sales, Product and Marketing leaders.


Over the course of the day, details across every aspect of the Business Model and Business Architecture were discussed, assessed and defined.


“Patrick effortlessly navigated through complex discussions, ensuring that all participants were engaged and actively involved. His ability to distil complex concepts into easily understandable processes was particularly impressive”

 - James Reihill, CEO


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Business Model

Clarity on Value Prop, Customer & Channel, Organisational & Partner capability, Commercial & Pricing Model.


Business Architecture

Clear mapping of all Use Cases, Personas/Actors and impacted Systems.


Action Plan

6 focus areas for the team to prioritise as they mobilise the business, including  guidance and next steps.


Clearly defined business

An innovative idea translated into a defined scalable Business Model and Business Architecture.

Internal team alignment

Clear dependencies, agreed prioritisation, optimised decision making across all functions.

Stakeholder confidence

Confidence to investors, customers and ecosystem partners, who can be put off if they feel the proposition is under-defined.

Technical architecture input

Critical input to the technical team to create a robust, scalable technical architecture that serves the needs of the business.

James Reihill,


“A fantastic exercise - I took a huge amount of learning from the day… the Business Model [represents] a brilliant overview of our business”

John Dunworth,


“[The workshop] was very enjoyable for the [entire] team and was topic of many conversations over the weekend. It really gave us food for thought on where to go and what our next steps will be”

Ger Tierney,

Sales Director

“This exercise puts us in a far stronger position with our most important Government stakeholder”

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