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Berry Factory

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Plant polyphenolic compounds have broad spectrum of bioactivity and are important active ingredients of wide range health supplements. Current method of preparing polyphenolic compounds involve low efficient column separations and the high production cost is a major hurdle for the development of affordable dietary supplements. We possess a proprietary method in enriching polyphenolic compounds from plants that can reduce the cost of production significantly.

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Berry Factory

  1. 1. Berry Factory Plant extracts for health benefits – Main product: cranberry proanthocyanidins (PACs) for preventing urinary tract infection (UTI) Prof. Huang Dejian Principal Investigator Dr. Loh Wah Sing Mentor Dr Voja Jovanovic Entrepreneurial Lead Ms Tang Yanchi Entrepreneurial Lead
  2. 2. Recurrent urinary tract infection (UTI) Frequency: 4% - 7% of women suffer from UTI Urinary Tract Infection
  3. 3. Which cranberry products are effective for UTI? Clinical studies with cranberry products X Cranberry juice ✔ Proanthocyanidins (PACs) from cranberries Effective daily dosage : 36mg PACs BMC Urology 2013, 13: 28-34; Clin Microbiol Infect 2008, 14: 350-355
  4. 4. Column chromatography (current technology) Non-column chromatography (our technology) Raw material (<0.5%) Raw material (<0.5%) 18% PACs 25% PACs Production cycle: 3 days Production cost: $300/per kg Energy intensive Production cycle: 12 hours Production cost: $50/per kg Energy saving: 75% Berry Factory Core technology
  5. 5. Final Business Model Canvas 2 7 6 16 3 3 Others Shop visits Reseachers/Doctors Customers Suppliers Regulatory people 0 2 4 6 8 10 12 14 16 18 No. of interviews 36
  6. 6. Final Business Model Canvas 75% Energy saving 80% production cost/cycle saving
  7. 7. Final Business Model Canvas •Superior cranberry PACs content (25%)+anthocyanins •Food-grade and certifiable (eg: Halal) •Know-How technology •Raw material •Production equipment •Human Resources •Juice concentrate suppliers •Personal selling •Search ads •Social media •Trade shows •Plant polyphenol extraction •Characterization of products •Certification •Direct selling •Website •Partners’ marketing channels •Wages for staff •Raw material purchase •Warehouse and facility rental •Marketing expenses •Product certificate •Trade shows/exhibits •Sale of extracted plant polyphenols •Sale of plant polyphenol extraction-on-demand service •Pilot trials partner •Cranberry fruit traders •Ingredient companies •Supplement companies
  8. 8. Competitors: cranberry PACs suppliers Cranberry nutrition markets Market size: Naturex (France) Artemis (USA) Indena (Italy) Berry factory PACs content 1.5% 14% 18% 25% Target market Served available market Total market Beachhead: Cranberry PACs ingredient/supplement companies 57 cranberry supplement s at walgreens.com Plant extract ingredient /supplement companies China, Shanxi Prince, >729 plant extract companies China, 615 Chinese supplement brands Plant polyphenolic ingredient/supplement companies China, 264 polyphenolic ingredient companies at atobo.com
  9. 9. 2016.12 2016.6 2015.12 2015.6 •Send testing samples •Validate suppliers (key partners) •Complete pilot trials •Complete certifications •Expand to other products with similar technology and facilities •Confirm the first client •Manufacture and sell PACs Moving Forward… What Next? Testing samples- Minimum viable product
  10. 10. Thank you
  11. 11. What we learned from LLP journey --Berry Factory Prof. Huang Dejian Principal Investigator Dr. Loh Wah Sing Mentor Dr Voja Jovanovic Entrepreneurial Lead Ms Tang Yanchi Entrepreneurial Lead
  12. 12. First Business Model Canvas Superior cranberry PACs content +anthocyanins Juice concentrate suppliers Plant polyphenol extraction Characterization of products Certification Direct selling Website Partners’ marketing channels Wages for staff Raw material purchase Warehouse and facility rental Marketing expenses Product certificate Trade shows/exhibits Sale of extracted plant polyphenols Sale of plant polyphenol extraction-on-demand service Cheaper Faster, lower cost production Customerization Pilot trials partner Formulation and production of own food supplements Sale of in-house developed food supplements Distributors Personal selling Search ads Social media Trade shows Know-How technology Raw material Production equipment Human Resources Certifiable (e.g: Halal) Supplement companies OTC drug companies Cosmetic companies End-users
  13. 13. Intermediate Business Model Canvas Supplement companies Over-the-counter drug companies Cosmetic companies F&B companies End-users: patients Not their focus Not competitive as anti-oxidant, dark red color Costly & time- consuming Future plan Ingredient companies B2B B2C
  14. 14. Superior cranberry PACs content +anthocyanins Juice concentrate suppliers Plant polyphenol extraction Characterization of products Certification Direct selling Website Partners’ marketing channels Wages for staff Raw material purchase Warehouse and facility rental Marketing expenses Product certificate Trade shows/exhibits Sale of extracted plant polyphenols Sale of plant polyphenol extraction-on-demand service Cheaper Faster, lower cost production Customerization Pilot trials partner Formulation and production of own food supplements Sale of in-house developed food supplements Distributors Personal selling Search ads Social media Trade shows Know-How technology Raw material Production equipment Human Resources Certifiable (e.g: Halal) Intermediate Business Model Canvas
  15. 15. Supplement companies Ingredient companies Superior cranberry PACs content + anthocyanins Cheaper Faster, lower cost production Customerization Certifiable (e.g: Halal) Internal competitive advantage Not necessary Intermediate Business Model Canvas
  16. 16. Final Business Model Canvas Superior cranberry PACs content +anthocyanins Juice concentrate suppliers Plant polyphenol extraction Characterization of products Certification Direct selling Website Partners’ marketing channels Wages for staff Raw material purchase Warehouse and facility rental Marketing expenses Product certificate Trade shows/exhibits Sale of extracted plant polyphenols Sale of plant polyphenol extraction-on-demand service Cheaper Faster, lower cost production Customerization Pilot trials partner Cranberry fruit traders Formulation and production of own food supplements Sale of in-house developed food supplements Distributors Personal selling Search ads Social media Trade shows Know-How technology Raw material Production equipment Human Resources Certifiable (e.g: Halal) Supplement companies Ingredient companies
  17. 17. Thank you

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