Team 18 - PHI OPTICS, INC.Target: R&D for cancer and blood disordersProblem: State-of-the-art instrumentationhas limited a...
OEM &      Universities   Bio-PharmaInvestors
Team Members                          • 25 years of experience      Tim Hoerr           working with start-ups in life    ...
Key NSF funded technology• NSF CAREER Award, CBET 08-46660 “Quantitative phase imaging  of cells and tissues” – Dr Gabriel...
Market Size Diagram                   • Total Available Market                     (optical microscopy) *:                ...
Distribution Channel Diagram  Fully                                                                  Scientistsfeatured   ...
Direct Sales customer workflowRecommenders  Saboteurs                          RecommendersMajor Optical               Sab...
OEM customer workflow  SaboteursCompetitive  Players                                               Phi Optics             ...
Customer Archetypes (Direct Sales)                              • Manager instrument facility                             ...
Customer Archetypes (OEM)                                   • Decision maker                               • Constant look...
Direct Sales Payment Flow   Component                                         Phi Optics    vendors                       ...
OEM Payment FlowComponent                                  Phi Optics vendors                                             ...
Competitive Players• Lyncée Tec – $$$, no integration, low-Q,  proven• Phasics – $$, easy integration, low-Q,  unproven• I...
Canvas 1.07. Key Partners         5. Key Activities        1. Value               4. Customer              2. Customer    ...
Canvas 2.07. Key Partners         5. Key Activities      1. Value                4. Customer              2. Customer     ...
Canvas 3.07. Key Partners         5. Key Activities      1. Value               4. Customer              2. Customer      ...
Canvas 4.07. Key Partners         5. Key Activities      1. Value                4. Customer              2. Customer     ...
Canvas 5.17. Key Partners         5. Key Activities      1. Value                4. Customer             2. Customer      ...
Canvas 5.27. Key Partners          5. Key Activities      1. Value               4. Customer           2. Customer        ...
Canvas 6.17. Key Partners     5. Key Activities      1. Value                4. Customer           2. Customer            ...
Canvas 6.27. Key Partners          5. Key Activities      1. Value                4. Customer           2. Customer       ...
Canvas 7.17. Key Partners       5. Key Activities        1. Value                4. Customer           2. Customer        ...
Canvas 7.27. Key Partners       5. Key Activities        1. Value                4. Customer           2. Customer        ...
THE END
Upcoming SlideShare
Loading in...5
×

18 phi optics-i-corps-finalpresentation-draft

498

Published on

draft_1

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
498
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • WE REFINED OUR VALUE PROP AND CUSTOMER SEGMENTS
  • Academia is a generic term (could be life sciences, engineering or combinations), biotech (regenerative medicine, gene therapy, crops optimization, biofuels, livestock), pharma (drug interaction/discovery)
  • Academia is a generic term (could be life sciences, engineering or combinations), biotech (regenerative medicine, gene therapy, crops optimization, biofuels, livestock), pharma (drug interaction/discovery)
  • Academia is a generic term (could be life sciences, engineering or combinations), biotech (regenerative medicine, gene therapy, crops optimization, biofuels, livestock), pharma (drug interaction/discovery)
  • Academia is a generic term (could be life sciences, engineering or combinations), biotech (regenerative medicine, gene therapy, crops optimization, biofuels, livestock), pharma (drug interaction/discovery)
  • 18 phi optics-i-corps-finalpresentation-draft

    1. 1. Team 18 - PHI OPTICS, INC.Target: R&D for cancer and blood disordersProblem: State-of-the-art instrumentationhas limited accuracy, is expensive andlabor intensiveSolution: Faster, cheaper, and more Image source:accurate results PerkinElmerProduct: Modular attachmentfor optical microscopes usingQuantitative Phase Imaging(QPI) technology Total number of customers: 101
    2. 2. OEM & Universities Bio-PharmaInvestors
    3. 3. Team Members • 25 years of experience Tim Hoerr working with start-ups in life sciences, bio-tech and Business Mentor materials science • CEO of Serra Ventures • World leading expert in noninvasive biomedical imaging Gabriel Popescu • Co-inventor on 23 US Principal Investigator patents for QPI-related technology • Faculty at UIUC Electrical Engineering & Beckman • Over 10 years in nanotech Catalin Chiritescu R&D and metrology Entrepreneurial Lead • Staff scientist at Materials Research Laboratories - UIUC
    4. 4. Key NSF funded technology• NSF CAREER Award, CBET 08-46660 “Quantitative phase imaging of cells and tissues” – Dr Gabriel Popescu PI. $400K• NSF Major Instrumentation Grant, CBET 1040462 “Development of spatial light interference microscope (SLIM) for Materials and Life Sciences” – Dr Gabriel Popescu PI. $2M
    5. 5. Market Size Diagram • Total Available Market (optical microscopy) *: $3B/yr • Served Available Market (life sciences)* (27% $0.8B TAM): $0.8B/yr$3B • No. of U.S. potential users/units (academia and $0.43B R&D): 7,000 • Target Market: $430M/yr * “Microscopy: The Global Market”, BCC Research, August 2011
    6. 6. Distribution Channel Diagram Fully Scientistsfeatured Direct Sales (academia or QPI industry R&D) device • Direct feedback • Trade shows, workshops • Direct sales HW/SW and software updates • Channel efficient for > 10 units/yr Limitedfeatures QPI Co-development OEM device • No direct feedback • Trade shows, workshops • Co-development and royalties/sub-licensing deals • No control over sales
    7. 7. Direct Sales customer workflowRecommenders Saboteurs RecommendersMajor Optical Saboteurs Microscopy Sales Phi OpticsOEM (Zeiss, RepresentativesNikon, Leica, Olympus) USER-BUYER Instrument Grant Agencies R&D Budget Facility Manager Industry Contracts Committee OR (CTO, VP Fees User of R&D) Private Scientist Funding Funding Saboteurs Key Opinion Peers Leaders Influencers Influencers
    8. 8. OEM customer workflow SaboteursCompetitive Players Phi Optics Lead Business Dev End Users (Medical,Influencers Saboteurs Lead Product Dev Bio-pharma, Influencers VP of R&D Academia) DECISION MAKER Product Dev Budget Committee
    9. 9. Customer Archetypes (Direct Sales) • Manager instrument facility • Constant lookout for new technologies • Large budgets • Potential earlyvangelists, KOLs • MANY users, ONE instrumentDr. Radu Moldovan Dr. Sung Chang • Reads: Journal of Biomedical Optics, Manager of Advanced Optics Express, Applied Optics Senior ImagingLight Microscopy Core at • LinkedIn groups : Biomarker Imaging Scientist, Imaging School of Medicine, Group, Biomedical Optics, Medical facility manager at University of Colorado- Imaging Network, Professionals in the Amgen Denver Bio-Pharma Industry, APS Physics, Biophotonics, Imaging and Optics, Optical Microscopy and Imaging • Trade Shows: BiOS / Photonics West
    10. 10. Customer Archetypes (OEM) • Decision maker • Constant lookout for new technologies • Manages long term projects • Potential KOLs • MANY customers, MANY Scott Crowder instruments James Sharp Manager, Business President Carl ZeissDevelopment at Bio-Rad MicroImaging USA Laboratories • Reads: GenomeWeb, BioSpace, Fierce Biotech, Cell • LinkedIn groups: Professionals in the Bio-Pharma Industry, BioTech Analytical & Process Development Professionals Network, Business Development • Interests: Technology transfer, business development, industry licensing • Trade shows: BiOS / Photonics West, BIO International Convention, JP Morgan healthcare conference
    11. 11. Direct Sales Payment Flow Component Phi Optics vendors UIUC OTM Procurement Dept FAST Grant Agencies Instrument FacilityIndustry Contracts Manager OR User Fees Private Scientist SLOW
    12. 12. OEM Payment FlowComponent Phi Optics vendors UIUC OTM Procurement Dept SLOWProduct Dev Product Dev + Budget Business Dev ($) +Committee Legal (royalties) FAST
    13. 13. Competitive Players• Lyncée Tec – $$$, no integration, low-Q, proven• Phasics – $$, easy integration, low-Q, unproven• IATIA – $, some integration, low-Q, unproven• Phi Optics - $, easy integration, high-Q, proven
    14. 14. Canvas 1.07. Key Partners 5. Key Activities 1. Value 4. Customer 2. Customer Proposition Relationships Segments- Joint ventures with - New techOEM - Refine and improve - Nanoscale Imaging - Personal assistance NANOTECH &- Buyer-supplier existing tech - Affordable - Co-creation SEMICONDUCTOR &relations with - Customer contact for - Better Than BIOSCIENCESour equipment new applications Competition - OEM companiesproviders - Attract talent - Easy To Integrate - University R&D - Industry R&D - Medical Institutions 6. Key Resources 3. Channels - Human resources - Trade shows - Prototypes - Web site - Patents - Scientific equipment - Licensing/royalty distribuitors deals9. Cost Structure 8. Revenue StreamsFIXED: people, R&D facilities, manufacturing - Co-development deals, royalties from OEMVARIABLE: marketing & sales - Transaction revenues from direct sales - Post-purchase customer support including software updates
    15. 15. Canvas 2.07. Key Partners 5. Key Activities 1. Value 4. Customer 2. Customer Proposition Relationships Segments- Joint ventures with - Hardware/software - Nanoscale Imaging - Personal assistance - OEM companiesOEM development - Affordable - Co-creation - University R&D- Buyer-supplier - Search for new - Better Than - Online customer - Industry R&Drelations with applications Competition communities - Medical Institutionsour equipment - Attract talent -Easy To Integrateproviders Label-free imaging of live cells, quickly, Life Sciences accurately, inexpensively Where R&D -academia do we -bio-pharma 6. Key Resources 3. Channels bring the Optical - Human resources - Trade shows - Website “inform” most Instruments - Prototypes - Scientific equipment - Patents and OEM distribuitors value ? OEM - Licensing/royalty - Direct sales deals9. Cost Structure 8. Revenue StreamsFIXED: people, R&D facilities, manufacturing - Co-development deals, royalties from OEMVARIABLE: marketing & sales - Transaction revenues from direct sales - Post-purchase customer support including software updates
    16. 16. Canvas 3.07. Key Partners 5. Key Activities 1. Value 4. Customer 2. Customer Proposition Relationships Segments- Joint ventures with - Hardware/software - Nanoscale Imaging - Personal assistance - OEM companiesOEM development - Affordable - Co-creation - University R&D- Buyer-supplier - Search for new - Better Than - Online customer - Industry R&Drelations with applications Competition communities - Medical Institutionsour component - Attract talent -Easy To Integrate Live Cells & Tissuesvendors R&D- UIUC OTM for -academialicensing rights -bio-pharma Label-free, non-invasive Optical Instruments TEST: is our imaging of live OEM Value Prop cells, quickly, 6. Key Resources accurately,by validated 3. Channels - Trade shows - Human resources the users ? inexpensively - Website “inform” - Prototypes - Scientific equipment - Patents and OEM distribuitors - Licensing/royalty - Direct sales deals9. Cost Structure 8. Revenue StreamsFIXED: people, R&D facilities, manufacturing - Co-development deals, royalties from OEMVARIABLE: marketing & sales - Transaction revenues from direct sales - Post-purchase customer support including software updates
    17. 17. Canvas 4.07. Key Partners 5. Key Activities 1. Value 4. Customer 2. Customer Proposition Relationships Segments- Joint ventures with - Hardware/software - Nanoscale Imaging - Personal assistance - OEM companiesOEM development - Affordable - Co-creation - University R&D- Buyer-supplier - Search for new - Better Than - Online customer - Industry R&Drelations with applications Competition communities - Medical Institutionsour component - Attract talent -Easy To Integratevendors Live Cells & Tissues- UIUC OTM for Label-free, non- R&Dlicensing rights invasive imaging of -academia live cells, quickly, -bio-pharma accurately, inexpensively Optical Instruments OEM Accurate and time- 6. Key Resources , cost-efficient 3. Channels imaging of live - Trade shows - Human resources cells and tissues - Website “inform” - Prototypes - Scientific equipment - Patents and OEM distribuitors - Licensing/royalty - Direct sales deals9. Cost Structure 8. Revenue StreamsFIXED: people, R&D facilities, manufacturing - Co-development deals, royalties from OEMVARIABLE: marketing & sales TEST: how much will you save by - Transaction revenues from direct sales using our product ? - Post-purchase customer support including software updates
    18. 18. Canvas 5.17. Key Partners 5. Key Activities 1. Value 4. Customer 2. Customer Proposition Relationships Segments- Buyer-supplier - Hardware/software - Nanoscale Imaging - OEM companiesrelations with development - Affordable - Feasibility tests - University R&Dour component - Search for new - Better Than - Earned media - Industry R&Dvendors applications Competition - Value co-creation - Medical Institutions- UIUC OTM for - Attract talent -Easy To Integrate - Online customerlicensing rights -Label-free, non- GET communities (forum, Facebook, Twitter) R&D invasive imaging of live cells, quickly, KEEP -Technology updates - Referrals -academia -bio-pharma accurately, inexpensively GROW - Trade-shows (Photonics West) - Sponsored Accurate and workshops time-, cost- 6. Key Resources 3. Channels efficient - Human resources imaging of live What is the -Web site “inform” - Prototypes cells and and gather info - Patents best way to tissues requests - Licensing/royalty reach the - Direct sales customers ?9. Cost Structure 8. Revenue StreamsFIXED: people, R&D facilities, manufacturing - Transaction revenues from direct salesVARIABLE: marketing & sales - Post-purchase customer support including software updates
    19. 19. Canvas 5.27. Key Partners 5. Key Activities 1. Value 4. Customer 2. Customer Proposition Relationships Segments- Buyer-supplier - Hardware/software - Nanoscale Imaging - OEM companiesrelations with development - Affordable - Feasibility tests - University R&Dour component - Search for new - Better Than - Value co-creation - Industry R&Dvendors applications Competition - Medical Institutions-UIUC OTM forlicensing rights - Attract talent -Easy To Integrate GET - Trade-shows, sponsored workshops OEM of- Joint ventures withOEM to identify market Label-free, non- invasive imaging of KEEP - Technology Optical updatesneeds live cells, quickly, accurately, GROW Instruments inexpensively (Carl Zeiss Time-, cost- GmbH, Bio- 6. Key Resources efficient 3. Channels Rad Labs) - Human resources imaging of live What is the -Web site “inform” - Prototypes cells and - Patents best way to and gather info tissues requests - Licensing/royalty reach the - OEM distribution customers ?9. Cost Structure 8. Revenue StreamsFIXED: people, R&D facilities, manufacturing - Co-development deals, royalties from OEMVARIABLE: marketing & sales
    20. 20. Canvas 6.17. Key Partners 5. Key Activities 1. Value 4. Customer 2. Customer Proposition Relationships Segments- Buyer-supplier - Hardware/software - Nanoscale Imaging - OEM companiesrelations with development - Affordable - Feasibility tests - University R&Dour component - Search for new - Better Than - Earned media - Industry R&Dvendors applications Competition - Value co-creation - Medical Institutions- UIUC OTM for - Attract talent -Easy To Integrate - Online customerlicensing rights communities (forum, R&D -Label-free, non- Facebook, Twitter) -academia invasive imaging of -Technology updates -bio-pharma live cells, quickly, - Referrals accurately, - Trade-shows inexpensively (Photonics West) - Sponsored Accurate and time-, workshops cost-efficient imaging 6. Key Resources of live cells and tissues 3. Channels - Human resources -Web site “inform” - Prototypes and gather info - Patents requests - Licensing/royalty - Direct sales9. Cost Structure 8. Revenue Streams -Transaction revenues from direct salesFIXED: people, R&D facilities, manufacturing - Software add-onsVARIABLE: marketing & sales - Post-purchase customer support including software updates
    21. 21. Canvas 6.27. Key Partners 5. Key Activities 1. Value 4. Customer 2. Customer Proposition Relationships Segments- Buyer-supplier - Hardware/software - Nanoscale Imaging - OEM companiesrelations with development - Affordable - Feasibility tests - University R&Dour component - Search for new - Better Than - Value co-creation - Industry R&Dvendors applications Competition - Trade-shows, - Medical Institutions-UIUC OTM for - Attract talent -Easy To Integrate sponsoredlicensing rights OEM of Optical workshops- Joint ventures with Label-free, non- Instruments (CarlOEM to identify market invasive imaging of - Technology updates Zeiss GmbH, Bio-needs live cells, quickly, Rad Labs) accurately, inexpensively Time-, cost-efficient 6. Key Resources imaging of live cells 3. Channels and tissues - Human resources -Web site “inform” - Prototypes and gather info - Patents requests - Licensing/royalty - OEM distribution9. Cost Structure 8. Revenue StreamsFIXED: people, R&D facilities, manufacturing - Co-development agreementsVARIABLE: marketing & sales - Royalties and sub-licensing deals
    22. 22. Canvas 7.17. Key Partners 5. Key Activities 1. Value 4. Customer 2. Customer Proposition Relationships Segments Buyer-supplier - Hardware/software - Nanoscale Imaging - OEM companies development - Affordable - Feasibility tests - University R&Drelations with - Search for new - Better Than - Earned media - Industry R&Dcomponent applications Competition - Value co-creation - Medical Institutionsvendors - Attract talent -Easy To Integrate - Online customer communities (forum, R&D -Label-free, non- Facebook, Twitter) -academiaEarlyvangelists invasive imaging of -Technology updates -bio-pharma live cells, quickly, - Referrals accurately, - Trade-showsFunding inexpensively (Photonics West)sources - Sponsored Accurate and time-, workshops cost-efficient imaging UIUC OTM for of live cells and tissues 3. Channels 6. Key Resourceslicensing rights - Human resources -Web site “inform” - Prototypes and gather info - Patents requests -Licensing/royalty - Direct sales - Funding sources9. Cost Structure 8. Revenue StreamsFIXED: people, R&D facilities, manufacturing -Transaction revenues from direct salesVARIABLE: marketing & sales - Software add-ons - Post-purchase customer support including software updates
    23. 23. Canvas 7.27. Key Partners 5. Key Activities 1. Value 4. Customer 2. Customer Proposition Relationships Segments- Joint ventures - Hardware/software - Nanoscale Imaging - OEM companies development - Affordable - Feasibility tests - University R&Dwith OEM (Carl - Search for new - Better Than - Industry R&D - Value co-creationZeiss GmbH, applications Competition - Trade-shows, - Medical InstitutionsBio-Rad Labs) - Attract talent -Easy To Integrate sponsored workshops OEM of Optical Label-free, non- Instruments (Carl- Buyer-supplier invasive imaging of - Technology updates Zeiss GmbH, Bio-relations with live cells, quickly, Rad Labs) accurately,component inexpensivelyvendors Time-, cost-efficient 6. Key Resources imaging of live cells 3. Channels- UIUC OTM for and tissueslicensing rights - Human resources -Web site “inform” - Prototypes and gather info - Patents requests -Licensing/royalty - OEM distribution - Funding sources9. Cost Structure 8. Revenue StreamsFIXED: people, R&D facilities, manufacturing - Co-development agreementsVARIABLE: marketing & sales - Royalties and sub-licensing deals
    24. 24. THE END
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×