Colo u roses
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  • Florigene owns patent on blue geneKeygene is a large plant genetics technology companyAustin is a major rose growerKorban is a professor at University of Illinois. Specialized in gene targetign and cloning in plantsParrott is professor at University of Georgia, well known for gene studies in clover and other plants. Discovered 4-leaf gene and red gene in clovers

Colo u roses Colo u roses Presentation Transcript

  • ColoURoseS
    Business Decision Making –Business Plan
    Team: Andrew
    Nov.2010
  • Company Description
    • Startup in flower business
    • Focus roses
    • Create disruptive technology to engineer new color variants
    • Breeding takes > 20 yrs, our technology <2 yrs
    • Current and future potential buyers of the company's product(s) or service(s).
    • US market is $3.83B (2009)
    • Cut flowers: $1B
    • World flower market is >$100B
    • Market is flat currently ( recession) but long term growth is estimated at 6% yearly
    • Mass market
    • Market exists of top-level specialty firms (new products), propagators and sale channels
    • Our goal: Specialty firm delivering new technology, new breeds
    CEO J. Doe, MBA
    CFO J. McCLoskey
    VP R&D R.E. Everts, PhD
    VP Sales & Marketing L. Zhao
    VP Operations T. Suseberry
    Board of Directors
    J. Doe, MBA (Chairman)
    N. Blue, CEO Florigene Pty
    (Suntory Ltd subsidiary)
    M.J.T. van Eijk, SVP Keygene
    D. Austin, David Austin Roses
    S. Korban, Profesor UIUC
    W. Parrott, Professor UGA
  • Market analysis summary:
    • Global market
    • The floral industry has grown six percent annually, while the global trade volume in 2003 was US$101.84 billion. It consists of cutting flowers, pot plants, and bedding plants.
    • The worldwide cut flower market is estimated at $30B/annum
    • Roses
    • Cut Flower Market size is >$30B globally. The rose is rapidly gaining in market share, account for approx 15% of that market ($450M).
    • New entrants into the cut flower trade concentrate on the rose, its favourable value-to-weight ratio and high sales volumes being the main attractions (ITC, 1997).
    • We choose roses as our enter market, target is to acquire 10% of the market, 45million revenue/year.
    • Aiming for other potential market segments.
  • Market segmentation
    • Traditional market segmentation/supply chain:
  • Market segmentation
    • Our market segmentation/supply chain:
    Growers, wholesalers, retailers are our direct customers. In this way we could shorten supply chain, increase our market share and benefit our end consumers.
  • Competitive edge
    • Our disruptive technology enables easy color additions to plants, and will reduce market lead time from 20+ years to <5 years now and potentially <2 years in the near future.
    • We have IP for this new technology.
    • Can have access to growers, as well as wholesales, retailer and individual consumers.
    • Customization?
  • Marketing strategy
    • Brand marketing:
    Sponsorship- fashion show, public welfare activities, etc.
    Search engine optimization- to increase our ranking on popular search engine, such as Google, Yahoo, Amazon, Bing
    Social media- facebook, twister, etc.
    • Direct marketing:
    Company’s web- customer can order online
    Online ads
  • …then click the placeholders to add your own pictures and captions.
    Choose a layout…
  • Market segments
    Breeders & Propagators
  • What is our value proposition?
    • Currently roses only 1 or 2 hues
    • All other roses are artificial
    • Cut Flower Market size is >$30B globally
    • US market is $1B
    • Roses account for approx 15% of that market ($450M)
    • Rainbow roses ~10% of that market ($45M/annum)
    • 50% of roses get imported
    • Our technology has potential to enter any market segment and take up 5-10% share
    • Licensing of our technology for other plant species generates royalties and profit
  • Bacterial color genes readily available
    Easily implemented into plants
    Suntory/Florigene own patents on several plant color genes
    Florigene offers their BLUE gene IP for board position
  • R&D
    • Isolate and grow callus from leaf petioles – embryonic tissue (unlimited supply!)
    • Gene delivery is performed after routine subculture in Embryo Proliferation Medium
    • Gene construct is a fosmid containing a sequence of color genes interspersed with promoter sequences and transcription factor binding sites (pH and O2dependent). Also included are SWITCH genes that enable turning genes of or on.
  • Create callus from leaf petioles
    Create gene constructs and add to plant genome
    Grow new plants from callus and select plants expressing correct behavior
    • Our main product will be the combination of transcription factor sites combined with the SWITCH genes. This results in a reproducible technology to create any color combination you want.
    • Reduces time to market from 20+ years to <5 years now and <2 years in the near future
    • DISRUPTIVE technology to current breeder schemes!
    How do we do it?
    -822 - +1
    -651 - +41
    WHITE
    PINK
    YELLOW
    PacC
    Nac-domain
    CAH1-domain
    BLUE
    RED
    GREEN
    Cre/lox
    Cre/lox
    pH regulated transcription factor
    O2 regulated transcription factor
    CO2 regulated transcription factor
    COLOUR genes
  • Time frame for results
    Rooting takes approx. 3 weeks
    Flower buds appear 12 weeks later
    Flowers fully developed 3 weeks later.
    From transfection to flowers <20 weeks!
    When transfecting, many calli created
    Thus many opportunities
    Can do multiple combinations simultaneously!
  • Time frame year 1 - 5
    Year 1: create gene constructs for transfection; perform transfections
    Year 2: Propagate multiple “perfect” flowers to create many plants and observe flower color behavior. Can create new generation every 10 weeks
    Year 3-5: Sell stock to US growers
    Sell small plants (100,000/year) for $100.00/each
    Royalty payments ($0.01) for every stem sold to mass market (100M stems/year US)
    Royalty payments ($1.00) for each plant sold at nurseries/garden centers to consumers
    Gain access to other markets (Europe, Asia)
  • Requirements
    Needs: Cost
    2 Scientists, 2 technicians $300,000*
    Laboratory space, 1,000 sf $500,000*
    Growth chambers (37°C) $ 100,000
    Molecular biology equipment $ 200,000
    Green house, 2,000 sf $1,000,000
    Farmland, 2 acres $30,000
    Total $2,130,000
    *yearly recurring cost
  • Exit strategy II:
    *buyout by Florigene if successful
    Exit Strategy I:
    License our technology to others
    Use our technology to enter other flower segments (Chrysantemum, pansies)