Pesticide id Final Presentation

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Pesticide id Final Presentation

  1. Pesticide.ID is the Yelp of food safety Mentor Engagements Total: 6 Customer Interviews Total: 105 Alex Luce Mahara Inglis Jenn Kimbal Anthony Baldor An exciting up and down game for graduate students! LAUNCHPADS
  2. Our Journey – Table of Contents Consumers Retailers “Manufacturing” and Distribution Organic Certifiers New Parents START FINISH
  3. Phase I: Consumers  Week: 1-2  Interviews: 30  Target Interviews:  Health conscious  Worried well Phase summary Value prop Customers want peace of mind regarding food quality Customer segments Whole foodies “Yes- consumers need more transparency and deserve to know what's in their food” “Yes.. I’d definitely be interested in something like that” Some good…. “No - I’d want the store to do it” “No, - I trust the labels” Some bad…. Customers want an affordable way to test their food for contaminants
  4. • The existing system is good enough: • Consumers trust grocers • grocers trust wholesale / regional distribution • Someone else’s problem • People want quality, not “purity” 4 Grocer Farmer’s Market Regional Distribution Produce Wholesaler Farm SMB Food Business Consumer Phase 2: Retailers  Week: 3  Interviews: 14  Destination:  Grocery Stores  Target Interviews:  Produce buyers  Produce section managers Phase summary
  5. Phase 3: Up the food chain – “Tulare or bust”  Week: 4-6  Interviews: 30+  Destination:  World Ag Expo, Tulare, CA  Target Interviews:  Farmers  Distributors  Suppliers  Pesticide Mfgrs  Organic Certs Phase summary 0 500 1000 Existing test costs New Pesticide ID test costs Test Kit Labor Cost (USD) Pesticide ID is significantly cheaper than existing tests BUT, 1) small TAM 2) need to replace incumbent technology 3) pesticide mfc’s do their own internal testing
  6. USDA Pesticide Residue Testing Workflow Sets rules, guidance. Accredits organizations to provide certification CCOP/FSC/OM RI Organic Certifier OMEC Independent Lab authorized by USDA to perform tests. Authorization Food Sample +$700 $ $ Organic Farms Payment for certification subject to spot testing Key Flows Food Money Information $
  7. Phase 4: Food Safety Market: Select Opportunities  Week: 6  Interviews: 22  Destination:  Santa Cruz  Washington DC  Target Interviews:  International food processors  Global food processors (Del Monte)  Marijuana Dispensaries  Marijuana testing companies Phase summary Our potential opportunities: 1. International food aggregators 2. Chinese consumers 3. Legal marijuana 4. Allergies 5. Resegment consumer market  Start here with new parents Go Bears !
  8. Phase 5: Focus on Parents and Pivot  Week: 8  Interviews: 12  Destination:  None  Target Interviews:  New moms  New Mom networks etc.  Pediatricians, nurses, midwives  Doulas Phase summary “I don’t want the strips but if I could have the information on my phone…now that would be great” – Anna, Expectant Mother “This is not market ready” – Pesticide ID team New mothers are highly connected and get information from 4 sources
  9. The Journey Continues… tweet us @Pesticide.ID using #pesticides! • Changes in regulatory environment  Food safety modernization act, rule 6 • Black swan (random) event • e.g. large scale event highlights foibles of current food safety system • Other factor that causes mass change in consumer interest in food safety Test, test, test validate our business model through a series of tests: • Launch MVP of Pesticide ID website • Gain traction via social media • Physically test products to determine actual need for improved food safety monitoring What is needed for Pesticide ID to take off ? Our investment thesis requires: …but in the meantime we’ll... LINK!
  10. The Journey Continues… Time (months) Today 3 months 6 months 9 months 12 months Customer research Develop product Early prototype development Refine prototype Customer interviews on new business model Uptake/feedback from social media Demand generation Create original content on food safety on pesticideID.com Identify and recruit early evangelists Identify key food safety advocacy partners MVP of Pesticide ID website
  11. Appendix
  12. 12 0 1 2 3 4 5 6 7 8 9 10 Pre-class Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Level of market understanding Belief in market readiness Understanding vs market readiness
  13. □ Customer Characteristics  Leader of Planned Parenthood’s Pajaro Valley Health Action Team in central California  She is tertiary educated and highly informed on issues pertaining to food and safety  Currently works with farmers, regulators, activists to create policy to reduce negative aspects of pesticide exposure Information Sources 1. Medical professionals – pediatrician, nutritionist 2. Web – Google, Wholesome baby food 3. Other mothers – coffee groups or apps 4. Non-medical - Doulas 13 Crusaders Customer Archetype Customer Lifecycle (food concerns) Birth Pregnancy No soft cheese, fish, deli meats, smoking, alcohol. Concerns: heavy metals, pesticides. Breastfeeding Concerns: heavy metals, pesticides in mother’s diet. Early Eating Concerns: contaminants, heavy metals, pesticides in child’s diet. Key Insights  Each group of new mothers has 1-2 crusaders who are passionate and highly concerned about everything related to their baby Traci Townsend
  14. □ Customer Characteristics  Sarah is an educated, upper middle class, 31 year old new mother.  She has a 3 month old daughter she is breastfeeding and is concerned about any contaminants in her food that may be passed onto her child. Information Sources 1. Medical professionals – pediatrician, nutritionist 2. Web – Google, Wholesome baby food 3. Other mothers – coffee groups or apps 4. Non-medical - Doulas 14 New Parents Customer Archetype Customer Lifecycle (food concerns) Birth Pregnancy No soft cheese, fish, deli meats, smoking, alcohol. Concerns: heavy metals, pesticides. Breastfeeding Concerns: heavy metals, pesticides in mother’s diet. Early Eating Concerns: contaminants, heavy metals, pesticides in child’s diet. Key Insights  Not all mothers are as concerned as one another.  Some are fairly trusting of the current food labelling  Many begin buying organic to be ‘healthier’ but would like to stop if it offers no benefit.  There can be significant pressure between mothers
  15. Diagram of Payment Flows Strip Manufacturers Customer UC Davis Freemium Paid 40% conversion Premium Product - Subscription price per month $4.95 Churn rate 10% Base to Premium Upsell rate 40% Customer LTV $17.82  license fees
  16. 16 Value Proposition Canvas Provision of information Easy access App for information Strips for testing Easier access to information Peace of mind about food Improves well- being of children Fast access to data Expensive testing Simplicity Not appearing to care for child Takes too long Raise a healthy child Balance multiple priorities
  17. 17 Channel Complexity SOLUTION COMPLEXITY MARKETING COMPLEXITY Organic food Existing test kits
  18. 18 Partners, diagram, money flow Regulation Phase Design Research Academic Information/ Food Safety Awareness
  19. Establish long-term legitimacy • SBIR/STTR with UC Davis • Publication in scientific literature Internal validation testing of UC Davis technology: • Screen local produce • Get coverage in local newspaper, tech blogs 2015 • Contract Manufacturing Run • 1000 units Costs 20142013 Patent filing Pesticide Detection: Methyl Iodide, Bromide Tech ID: 23321 / UC Case 2013- 757-0 • Exclusive License • Additional Enabling Tech License Resources and development timeline Establish legitimacy: • Start food safety blog to educate young mothers • Start objective marketing and distribution effort based on reviews/consumer reports Revenue:  ANP Marketing/Distribution  Blog advertising revenue  Blogger  Manufacturing  Testing Viral blog & FB coverage • Large Manufacturing Run  STTR grant with UC Davis  Blog/marketing Academic acceptance and support of KOLs Lean Launchpad Ends Big sales and distribution push • Subsidize evangelists • Roll out database subscription product • Partnership distribution with baby boxes • FB/Google Adwords campaigns • Baby storefront sales reps Steve Blank- leads Seed Round Strategic exit to perinatal consumer products conglomerate 2016 2017  Strip giveaways  Advertising/Sales reps  App subscriptions  Product sales  Grant writing  Manufacturing II
  20. Phase 2: Retailers • The existing system is good enough • Someone else’s problem • People want quality, not “purity” • One week of interviews? 1.Consumers • Whole Foodies • New Parents 1.Grocer • Yasai Produce • Monterey Mkt 4.Food Entrps and SMB owners • Amy’s • Annie’s • 18 Rabbits 5.Distributors • Veritable vegetables
  21. Childbirth Educators •Doulas •Lactation Educators Hospital system •Pediatricians •Pediatric NPs Community •Other new parents •Mom networks •Baby Stores Internet •Facebook •New parent blogs •Mom networks (virtual) It Takes a Village to Raise a Child 21 Strategic Partners ✗ ✔ ✔ ✔  $ (and SBIR) $ (and earned)        $$$ (details in forthcoming channel slides) P R O D U C T
  22. SBIR Opportunities NIH FDA USDA Food Science and Nutrition food-borne pathogens Food preservation Nutrition awareness/ obesity prevention Affordable food to combat obesity HHS (Health and Human Services) National Institute on Allergies and Infectious Disease Center for Food Safety and Applied Nutrition (CFSAN) Support FDA Regulation Reduce foodborne illness, toxins, etc. detection, prevention, and control of contamination Center for Global Health (CGH) Colorimetric assay to measure insecticides National Science Foundation ET1- Environmental Monitoring and Mitigation Sensors/methods to reduce use of pesticides EI – Electronics, Informatics, and Communication Technologies, environmental Sensors  SBIR Landscape Phase 1 up to $150k for 6 mo. Phase 2 up to $2M for 2 years Phase 3 lab->market STTR Up to $200k for 9 mo. need academic research partner
  23. Childbirth Educators •Doulas •Lactation Educators Hospital system •Pediatricians •Pediatric NPs Community •Other new parents •Mom networks •Baby Stores Internet •Facebook •New parent blogs •Mom networks (virtual) It Takes a Village to Raise a Child 23 Strategic Partners ✗ ✔ ✔ ✔  $ (and SBIR) $ (and earned)        $$$ (details in forthcoming channel slides) P R O D U C T
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