RE: Margins + Insurance Trust me I fully get your MBA language and the price elasticity paradigm.
Of course, until we hit the market, it will be difficult to measure the said sensitivity.
But I'm inclined to think these factors will come into play also:
1. Any heart issue is a serious issue. This alone will command an advantageous price. People will want it first and then complain to their insurrance company to get it reimbursed or at the very least subsidiezed. Perhaps the ECG reviews by the cardiologiste will be totally reimbursed.
2. Teenagers are able to cough up to $100 in the blink of an eye to get a tech gadget. Recall when the MP3 players, IPODS, etc came out. Surely, many adults will spare 100-150 dollars for a potential life saver. Point being is I don't think people wil think twice about getting it in that range 100-150.
3. As for margins, my tech background tells me this isn't the most complicated device to produce. Presuming most of the setup costs will be born right off the first order, as someone suggested, profit margins should be around the 80% initially. Especially since we will be at the first stage of the product cycle with no tangible competition. R&D has been absorbed over the last 3 years. Once the novelty wears off, perhaps margins will decline to 60% to further penetrate the market and enlarge the customer base.
4. I believe full featured is the way to go right off the bat leaving nothing for any competitor to grasp. Even for credibility's sake, this must be marketted as high end in order to be taken seriously. Future enhancements will naturally be brought out by software upgrades which are unavoidable given the constant evolution of the tech environment.
5. Although it could be sold in all Walmart stores (pharmacy), I wouldn't recommend leaning to hard into the "discount" retail end of the spectrum. I'm hoping they distribute first through the more reputed Pharmacies. In other words, I'm hoping they'll be able to breed "brand" success by association with other successfull brands. Their ties with GE certainly indicates they may be doing just that.
As for the target share price. I share the enthusiasm. It's extremely difficult to resist posting a price.
GTLA holders. We truly have a winner here.