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
ColoURoseS<br />Business Decision Making –Business Plan <br />Team: Andrew<br />Nov.2010<br />
Company Description<br /><ul><li>Startup in flower business
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.</li></li></ul><li>Market segmentation<br /><ul><li> Traditional market segmentation/supply chain:</li></li></ul><li>Market segmentation<br /><ul><li>Our market segmentation/supply chain:</li></ul>Growers, wholesalers, retailers are our direct customers. In this way we could shorten supply chain, increase our market share and benefit our end consumers.<br />
Competitive edge<br /><ul><li>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.
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</li></li></ul><li>Bacterial color genes readily available<br />Easily implemented into plants<br />Suntory/Florigene own patents on several plant color genes<br />Florigene offers their BLUE gene IP for board position<br />
R&D<br /><ul><li> 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.</li></li></ul><li>Create callus from leaf petioles<br />Create gene constructs and add to plant genome<br />Grow new plants from callus and select plants expressing correct behavior<br />
<ul><li>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!</li></ul>How do we do it?<br />-822 - +1<br />-651 - +41<br />WHITE<br />PINK<br />YELLOW<br />PacC<br />Nac-domain<br />CAH1-domain<br />BLUE<br />RED<br />GREEN<br />Cre/lox<br />Cre/lox<br />pH regulated transcription factor<br />O2 regulated transcription factor<br />CO2 regulated transcription factor<br />COLOUR genes<br />
Time frame for results<br />Rooting takes approx. 3 weeks<br />Flower buds appear 12 weeks later<br />Flowers fully developed 3 weeks later.<br />From transfection to flowers <20 weeks!<br />When transfecting, many calli created<br />Thus many opportunities<br />Can do multiple combinations simultaneously!<br />
Time frame year 1 - 5<br />Year 1: create gene constructs for transfection; perform transfections<br />Year 2: Propagate multiple “perfect” flowers to create many plants and observe flower color behavior. Can create new generation every 10 weeks<br />Year 3-5: Sell stock to US growers<br />Sell small plants (100,000/year) for $100.00/each<br />Royalty payments ($0.01) for every stem sold to mass market (100M stems/year US)<br />Royalty payments ($1.00) for each plant sold at nurseries/garden centers to consumers<br />Gain access to other markets (Europe, Asia)<br />
Exit strategy II:<br />*buyout by Florigene if successful<br />Exit Strategy I:<br />License our technology to others<br />Use our technology to enter other flower segments (Chrysantemum, pansies)<br />