Commercial Org & Growth Roadmap
Three stages from Texas proof to national acquisition target. This page tracks where we are, what each person owns before May 12, and the open questions that need answers in Dallas.
Stage 1: Active
Stage 2: Planning
Stage 3: Vision
May 12 Meeting · Dallas
Liability Insurance: Open
Growth Stages
1
Stage 1: Now
Texas Proof
Dallas · Houston · Austin · San Antonio
1
Educator Hire
3–5
Target Reps
ASC
Entry Point
- One medically educated field person, not a traditional sales rep. PA, pre-med, or junior rep with anatomy training.
- First three weeks: exclusive shadowing with Daniel at Carrell Clinic, learning the procedures, the product, and the OR dynamic.
- Jay and the existing team handle hospital access and selling. The educator focuses on surgeon education and case coverage.
- Surgery centers first. Physician-owned, faster procurement, no Value Analysis Committee gauntlet.
- Independent contractor reps with complementary product lines fill the coverage gaps. Commission-only until margin supports salary.
- Every case is logged and every consignment set is tracked, with an audit trail live from day one.
Goal: Prove the consignment workflow works, generate clean utilization data tied to Daniel's patents, and build the case study that opens the next stage.
2
Stage 2: Regional
Southwest Expansion
Texas + Southeast + Southwest
15–25
Field Reps
3–4
Markets
Mgrs
Mid Layer
- Train-the-trainer model kicks in. Key person in each new city flies to Dallas, trains directly with Daniel, returns as the local lead.
- Territory managers inserted between Jay and the field. Jay cannot manage 20 reps directly.
- Hospital market entry begins using Rendina network for C-suite introductions.
- Platform handles territory assignments, account handoffs, and consignment accountability without Jay as single point of contact.
- CPT code targeting data from Michael's stack starts identifying high-volume arthroscopic surgeons in new markets.
- Second surgeon IP under management. Pipeline continuity is the risk here, since one product company is fragile.
Goal: Prove the model scales beyond Daniel and Jay's personal networks. Demonstrate repeatable surgeon onboarding and multi-market consignment management.
3
Stage 3: Exit Ready
National Platform
Full US · Multi-Specialty
50+
Field Reps
Multi
Specialties
Acq.
Ready
- Full national rep network with regional directors, territory managers, and educator specialists by procedure type.
- Surgeon IP pipeline spans orthopedics, laparoscopy, cardiology, and other specialties. Daniel's success is the case study that fills it.
- Platform itself is an acquisition asset. Clean utilization data, Sunshine Act compliance baked in, proven commercial infrastructure.
- Strategic acquirer (Stryker, Arthrex, J&J) buys the distribution engine, not just the patents.
- Alternatively: individual IP brokerage deals fund the platform growth while the full exit is negotiated.
- Rendina investment and VC round likely needed to bridge Stage 2 to Stage 3 headcount.
Goal: Sell the entire engine. A proven commercial organization with proprietary data, a surgeon IP pipeline, and a rep network any major OEM would want to absorb.
Stage 1 Field Model · From Jay's Call
How the OR Coverage Actually Works
Jay was direct about this: if your rep isn't in the room, the competitor's rep hands the surgeon their cannula. Physical presence is not optional. This is the staffing model that solves it without killing the margin.
Role 1
The Educator
Medically trained. PA, pre-med, or anatomy-strong junior rep. Owns OR presence with Daniel and key accounts. Not a traditional sales rep, but an advisor in the room.
Role 2
Jay + Existing Team
Handles hospital access, contract negotiations, new surgeon prospecting, and the selling work that doesn't require a scrub suit. Frees the educator to stay clinical.
Role 3
Indie Distributors
Commission-only reps who already carry complementary lines but no cannulas. Fill coverage gaps in markets where Jay can't be. Supervised by the city educator.
Platform
Michael's Stack
Snowflake holds the data with HIPAA BAA in place. Softr is the current field-facing engagement layer, wired to Snowflake and loaded with real CMS and Medicare data structured around arthroscopic procedure codes. CPT-code targeting identifies high-volume surgeons. Every case is tied to a patent family. The owned-IP React build follows once the workflow is validated.
Before May 12: Owner Tasks
Jason Lovelady
Orchestration
- ✓Site built and live at loxanova.com
- ✓Domains registered and forwarding
- ✓Verbal investor commitment from Rich Rendina
- !Rename Vercel project from surgivant to loxanova
- ✗Update trademark inquiry to LoxaNova (Mari Jo Reep)
- !Text hotel location to Jay before May 12
- →Commission LoxaNova wordmark SVG from designer
Michael Barrett
Technical Foundation
- !Snowflake schema build: surgeons, accounts, reps, cases, IP mapping IN PROGRESS
- !Streamlit dashboard: consignment status, case count, rep activity IN PROGRESS
- !Softr prototype connected to Snowflake, loaded with CMS / Medicare data IN PROGRESS
- →Snowflake Cortex agent: embedded read-only Q&A on the engagement layer
- →Owned-IP build path: Node.js / React / React Native after workflow validation
- !Confirm data model can ingest Jay's commercial org structure
Jay Vaught
Commercial Blueprint
- →Written description of Arthrex territory operations model
- →Org chart concept at all three growth stages
- →Texas target surgeon list: arthroscopic specialists, high-volume ASC
- →Consignment workflow doc: set states, accountability, loss exposure
- →CRM pain points from previous experience
- !Arthrex acquisition intelligence for Stryker comparison
Dr. Daniel Worrel
IP & Clinical
- ✗European patent fee decision by mid-June (~$2,250)
- ✗US 8,777,902 maintenance: Jul 15 deadline, $3,528, NON-EXTENDABLE
- →Confirm manufacturer status for current products
- →Confirm E&O insurance requirements at Carrell Clinic facilities
- →Confirm surgery center relationships for Stage 1 entry
Open Questions for Dallas
Status Update · May 6, 2026
Critical
✓ Confirmed May 6: $1M liability insurance required at North Central and The Star. Not $10M. Entity structure and insurance procurement need to be formalized before the first commercial case.
Owner: Jason resolves entity structure before Stage 1 launch
Critical
✓ Confirmed May 6: Manufacturing is active. Injection molding happens in Shenzhen, with Daniel owning the molds and the option to move them to the US if needed. Nitinol is sourced in the US, elastomer is manufactured in the US, and the supply chain is running.
Owner: Michael maps supply chain into platform data model
Important
What is the realistic margin on a $200 cannula after manufacturing, distribution, and rep commission? The Stage 1 independent contractor model only works if the margin math closes at low volume.
Owner: Jay models this before May 12
Important
✓ Confirmed May 6: North Central Surgical Center and The Star in Frisco are both active USPI/Baylor Scott & White facilities. Texas Institute of Surgery also confirmed. Three entry points with no cold calls required.
Owner: Jay maps account entry strategy around these three facilities
Important
When is the right moment to bring Rich Rendina formally into the conversation? He has the C-suite hospital network that Stage 2 depends on. Timing matters: too early creates distraction, too late loses momentum.
Owner: Jason decides after May 12 debrief