ColoURoseS is developing a disruptive technology to engineer new color variants in roses in less than 2 years, compared to the typical 20+ years for traditional breeding. Their goal is to acquire 10% of the $450 million global cut rose flower market by offering a wider range of colors. Their competitive advantage is a technology using bacterial color genes, transcription factors, and SWITCH genes to reproducibly create any color combination in roses quickly. They will sell plants and license their technology to breeders and propagators, aiming for revenues of $45 million annually from rose sales alone.
12. Market exists of top-level specialty firms (new products), propagators and sale channels
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15. 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.
18. Cut Flower Market size is >$30B globally. The rose is rapidly gaining in market share, account for approx 15% of that market ($450M).
19. 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).
20. We choose roses as our enter market, target is to acquire 10% of the market, 45million revenue/year.
35. Our technology has potential to enter any market segment and take up 5-10% share
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38. Gene delivery is performed after routine subculture in Embryo Proliferation Medium
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41. Reduces time to market from 20+ years to <5 years now and <2 years in the near future
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Editor's Notes
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