1. THE PROBLEM IN DENTAL HEALTHCARE
Problem:
The root of major dental
ailments is demineralization
OUR SOLUTION
New mineral layer
Using peptides we
remineralize tooth
Old tooth
surface without any
synthetics.
This is the technology that made dentists say “WOW!”
1

2. dentoMIMETIX Revolutionizing dental care through
natural mineralization peptides
I-Corps Team Start-up Partners
Mustafa Terri Mehmet Candan Hanson
Gungormus Butler Sarikaya Tamerler Fong
PhD, MSE PhD, C4C Prof. MSE & ChemE Prof. MSE & Mol Bio PhD, MSE.
Entrepreneurial Mentor P.I. Co-P.I. Co-E.L.
Lead
Final Presentation
Interviewed: 115
Technical Video
Introduction Video
2

3. 1st BUSINESS MODEL CANVAS
KEY KEY VALUE CUSTOMER CUSTOMER
PARTNERS ACTIVITIES PROPOSITIONS RELATIONSHIPS SEGMENTS
- R&D: Efficacy - Web based & in- - Practicing dental
- Peptide - Improved clinic education
tests and product professionals
synthesis optimization performance
companies - Sponsored - People with
- Coordination of - Convenience/ dental incipient caries
manufacturing and screenings at
- Regulatory - usability schools
marketing - People with
advisors partners sensitive teeth
- Risk reduction CHANNELS
- Dental KEY RESOURCES (toxicity) - People who are
- Distribution and susceptible to
researchers - Individuals
marketing partners caries
- Non-animal
- Local biotech.
- Distribution entrepreneurs ingredients - Practicing dental - Health care
and marketing (broader professionals product
(secondary) manufacturers
partners - UW C4C & lab customer
facilities base)
- IP
COST STRUCTURE REVENUE STREAMS
- Value-driven - Direct sale (e.g. clinical products through
- Development, optimization, regulatory distributors)
approval - Raw material sale (e.g. to toothpaste
- Raw materials, production, distribution, manufacturers)
marketing - Licensing
3

4. CUSTOMER SEGMENTS
KEY KEY VALUE CUSTOMER CUSTOMER
PARTNERS ACTIVITIES PROPOSITIONS RELATIONSHIPS SEGMENTS
- R&D: Efficacy - Web based & in- - Practicing dental
- Peptide - Improved clinic education
tests and product professionals
synthesis optimization performance
companies - Sponsored - People with
- Coordination of - Convenience/ Hypothesis:
dental incipient caries
manufacturing and screenings at
- Regulatory - usability schools
marketing - People with
advisors partners
- Risk reduction • Everybody has caries at
sensitive teeth
CHANNELS
- Dental KEY RESOURCES (toxicity) one point. People who are
-
- Distribution and susceptible to
researchers - Individuals
marketing partners caries
- Non-animal
- Distribution
- Local biotech.
ingredients • Therefore, Health care
-
everybody is
entrepreneurs - Practicing dental
and marketing (broader our potential customer.
professionals product
(secondary) manufacturers
partners - UW C4C & lab customer
facilities base)
- IP
COST STRUCTURE REVENUE STREAMS
- Value-driven - Direct sale (e.g. clinical products through
- Development, optimization, regulatory distributors)
approval - Raw material sale (e.g. to toothpaste
- Raw materials, production, distribution, manufacturers)
marketing - Licensing
4

5. CUSTOMER SEGMENTS
KEY KEY VALUE CUSTOMER CUSTOMER
PARTNERS ACTIVITIES PROPOSITIONS RELATIONSHIPS SEGMENTS
- R&D: Efficacy - Web based & in- - Practicing dental
- Peptide - Improved clinic education
tests and product professionals
synthesis optimization performance
companies - Sponsored - People with
- Coordination of - Convenience/ dental incipient caries
manufacturing and screenings at
- Regulatory - usability schools
marketing - People with
advisors partners sensitive teeth
- Risk reduction CHANNELS
- Dental KEY RESOURCES (toxicity) - People who are
researchersDental Patients are the end users, Distribution andcustomers to
• - Individuals - NOT our susceptible
marketing partners caries
- Non-animal
- Local biotech.
- Distribution ingredients
• Our customers are dental practitioners anddental - Health care
and marketing
entrepreneurs
(broader
- Practicing manufacturers
product
professionals
(secondary) manufacturers
partners - UW C4C & lab customer
facilities base)
- IP
COST STRUCTURE REVENUE STREAMS
- Value-driven - Direct sale (e.g. clinical products through
- Development, optimization, regulatory distributors)
approval - Raw material sale (e.g. to toothpaste
- Raw materials, production, distribution, manufacturers)
marketing - Licensing
5

6. FIRST LESSON: Getting out of the building
Turkar Sandalli, DDS
Yeditepe Dental Hosp.
Timothy Mulachy, DDS
• Sensitivity • Periodontal Maintenance
Roberta Jurash, DDscarries
• Incipient • Prophylaxis (cleaning)
• PDL regeneration • Discoloration (White spots)
• Bone regeneration
• Baseliners
• Sealants
• Cements for implants • Dental glue
• Endodontic treatment Huang, DMS, MMD
Greg
Nezih Hekim, MD Tracy Wayman, DDS
6

7. FIRST LESSON: Getting out of the building
Greg J. Huang, DMD, MSD, MPH
Professor and Chair Department of Orthodontics
Dental School, University of Washington
Lyle McClellan, DDS
Regional Manager
Willamette Dental Group, Oregon
7

8. MARKET SIZE
Total Market Size
Target applications Dental Care Expenditures in Clinics
$35 Billion/yr
• Endodontics
• Periodontal disease
• Hypersensitivity
• $300 million/yr is too small 
- Most expensive
procedures
• Time to pivot
Addressable Market Size
- Repeatedly suggested • Endodontics
• What are
in the interviews the consumable intensive applications
• Periodontal disease
• Hypersensitivity
$12 billion/yr
Target Market Size
Consumables (10%)
$1.2 billion/yr
$0.3b/yr only
8

9. MARKET SIZE
Total Market Size
Target applications Dental Care Expenditures in Clinics
$35 Billion/yr
• Restorative & Preventive
dentistry
- Strongly supported by
insurance companies
Addressable Market Size
- Majority of the Restorative & Preventive dentistry
expenditure is on $16 billion/yr
consumables
Target Market Size
Consumables (55%)
$8.8 billion/yr
Conservative
estimate (10%)
$880 million/yr
9

10. CHANNELS & REVENUE MODELS
KEY KEY VALUE CUSTOMER CUSTOMER
PARTNERS ACTIVITIES PROPOSITIONS RELATIONSHIPS SEGMENTS
- R&D: Efficacy - Web based & in- - Practicing dental
- Peptide - Improved clinic education
tests and product professionals
synthesis optimization performance
companies - Sponsored - People with
Hypotheses :
- Coordination of
- Convenience/
manufacturing and
dental
screenings at
incipient caries
- Regulatory - usability schools
marketing - People with
advisors partners sensitive teeth
• We don’t have the CHANNELS
- Risk reduction
- Dental KEY RESOURCES infrastructure to manufacture
(toxicity) - People who are
researchers - • Individuals the right partners we Distribution and
With can pursue susceptible to
and sell Non-animal
our product - marketing caries
- Local BOTH licensing AND direct sales
-
biotech.
- Distribution entrepreneurs ingredients partners - Health care
and marketing • We must develop our
(broader product
partners - UW • Each require a separatePracticing
C4C & lab customer - canvas manufacturers
facilities technology and license it to
base) dental
- IP
major companies professionals
(secondary)
COST STRUCTURE REVENUE STREAMS
- Value-driven - Direct sale (e.g. clinical products through
- Development, optimization, regulatory distributors)
approval - Raw material sale (e.g. to toothpaste
- Raw materials, production, distribution, manufacturers)
marketing - Licensing
10

11. CHANNELS & REVENUE MODELS: LICENSING
KEY KEY ACTIVITIES VALUE CUSTOMER CUSTOMER
PARTNERS PROPOSITIONS RELATIONSHIPS SEGMENTS
- R&D: Efficacy
tests and product - New high value - Web based & in- - Practicing
- Peptide optimization product, clinic education dental
synthesis competitive edge
- Regulatory professionals
companies approval - New market
- Good
relationship
with the
- People with
- Developing and - Improved incipient caries
- Regulatory licensee
maintaining IP performance
advisors
CHANNELS - People with
- Convenience/
KEY RESOURCES sensitive teeth
- Dental - usability
- Individuals - Distribution and
researchers - Risk reduction
marketing partners
- People who are
- Local biotech.
entrepreneurs (toxicity) susceptible to
- Practicing dental
- Distribution professionals caries
- UW C4C & lab - Non-animal
and facilities, IP ingredients
(secondary)
marketing (broader customer - Health care
- Industry - Industry contacts product
partners base)
contacts manufacturers
COST STRUCTURE REVENUE STREAMS
- Value-driven - Direct sale (e.g. clinical products through
- Development, optimization, regulatory distributors)
approval, maintaining IP - Raw material sale (e.g. to toothpaste
- Raw materials, production, distribution, manufacturers)
marketing - Licensing
11

12. COST / PROFIT ANALYSIS
Licensing Revenue Model
Per unit cost and profit estimation
Our revenue 4-8% revenues List price
End user
Univ. Manufacturing
Maintaining Raw License
R&D License & Distribution
IP fee materials fee
Packaging
12

13. Licensing of Technology Ecosystem
University Insurance
Agencies
2-4% license fee
$$$
DMX
R&D
Products
Procedures
Health-Care
IPs
Providers: $$ End
4-8% royalty Hospitals User
~$40 Practitioners
Customer Clinics
segment: Large
corporations
J&J, GSK, 3M
13

14. MARKET SIZE: Licensing
Total market
Toothpaste & Mouthwash
$3.5 billion
• Royalties (est.) ~4%
Addressable market • University share ~2%
Xylitol based products (25%)
$762.5 million • Assuming peptide incorporated
half of Xlear’s product line
Target Market
Xlear’s market share (40%) • ~2% royalties from
$305 million $152,500,000
= $3,000,000/yr
14

15. CHANNELS & REVENUE MODELS: DIRECT SALE
KEY PARTNERS KEY ACTIVITIES VALUE CUSTOMER CUSTOMER
PROPOSITIONS RELATIONSHIPS SEGMENTS
- Peptide synthesis - R&D: Efficacy - Web based & in-
companies tests and product - Improved clinic education
optimization performance - Practicing
- Regulatory - Sponsored dental
advisors - Identifying - Convenience/ dental professionals
product format - usability screenings
- Dental and area of use - People with
- Risk reduction - Sales
researchers incipient caries
- Identifying key (toxicity) representatives
partners
- Product CHANNELS - People with
- Non-animal
development KEY RESOURCES ingredients sensitive teeth
partners - Individuals (broader customer - Distribution and
base) marketing partners
- Manufacturing - Local biotech. - People who are
partners entrepreneurs - Practicing dental susceptible to
professionals caries
- UW C4C & lab
- Distribution and (secondary)
facilities, IP
marketing - Health care
partners - Dental product
practitioners manufacturers
COST STRUCTURE REVENUE STREAMS
- Value-driven - Direct sale (e.g. clinical products through
- Development, optimization, regulatory distributors)
approval - Raw material sale (e.g. to toothpaste
- Raw materials, production, distribution, manufacturers)
marketing - Licensing
Pop out frames 15

16. 3 TYPES OF KEY PARTNERS
Product
Manufacturing Distribution
Development
CS Bio, Palo Alto
Patterson Dental,
Dentaline, Istanbul Portland
16

17. COST / PROFIT ANALYSIS
Direct Sales Revenue Model
Our revenue $27 List price $40 *
Per unit cost and profit estimation %32 cut
End user
Manufacturing
Raw active Profit + R&D +
& Distributor
ingredient License fee
Packaging
$6 ? ($5) ~$11 ~$13
* Competition
• NuPro prophy paste (Novamin $50)
• NuPro desensitizer (Novamin $93)
• MI varnish (Recaldent $100)
• Gluma desensitizer (Glutaraldehyde $130)
• Health-Dent desensitizer (Fluoride $49)
17

18. Direct Sales Ecosystem
R&D & University Insurance
Regulation
Agencies
$?
$$??
Raw Materials
Manufacturing
$6/pk DMX
R&D
Products
Customer
$5/pk Procedures
Segments;
Formulations IPs
Health-Care $$?? End
& Packaging
-32%($27) Providers: User
- Hospitals
Product - Practitioners
Sales & $40/pk - Clinics
Distribution
18

19. GROWTH PLAN
Go Global?
2,000,000 Profits Get Acquired?
$72,000,000
(39.13%)
Market share
Sales 15%
1,500,000
$48,000,000
(37.60%)
Units sold
Sales Market share
1,000,000 $33,600,000 10%
Sales (36,46%)
$24,000,000 Market share
(35.04%) 7%
500,000 Sales Market share
$10,000,000 5%
(22.90%) Market share
2%
0
2012 2013 2014 2015 2016 2017 2018
Year
19

20. KEY KEY ACTIVITIES VALUE CUSTOMER CUSTOMER
PROPOSITIONS RELATIONSHIPS SEGMENTS
PARTNERS - R&D: Efficacy
tests and product - Web based & in-
optimization - Improved clinic education - Practicing
- Peptide performance dental
synthesis - Coordination of - Sponsored professionals
companies manufacturing and - Convenience/ dental
marketing - usability screenings at - People with
partners schools
- Regulatory incipient caries
advisors - Risk reduction
(toxicity) CHANNELS - People with
KEY RESOURCES sensitive teeth
- Dental - Individuals - Non-animal - Distribution and
researchers ingredients
marketing partners
- People who are
- Local biotech.
entrepreneurs (broader - Practicing dental susceptible to
- Distribution customer base) professionals caries
and - UW C4C & lab (secondary)
facilities - Health care
marketing
partners product
- IP
manufacturers
COST STRUCTURE REVENUE STREAMS
- Value-driven - Direct sale (e.g. clinical products through
- Development, optimization, regulatory distributors)
approval - Raw material sale (e.g. to toothpaste
- Raw manufacturers)
materials, production, distribution, marketing - Licensing, royalties
20

21. KEY KEY ACTIVITIES VALUE CUSTOMER CUSTOMER
PROPOSITIONS RELATIONSHIPS SEGMENTS
PARTNERS - R&D: Efficacy
tests and product - Web based & in-
optimization - Improved clinic education - Practicing
- Peptide performance dental
synthesis - Coordination of - Sponsored professionals
companies manufacturing and - Convenience/ dental
marketing - usability screenings at - People with
partners schools
- Regulatory incipient caries
advisors - Risk reduction
(toxicity) CHANNELS - People with
KEY RESOURCES sensitive teeth
- Dental - Individuals - Non-animal - Distribution and
researchers ingredients
marketing partners
- People who are
- Local biotech.
entrepreneurs (broader - Practicing dental susceptible to
- Distribution customer base) professionals caries
and - UW C4C & lab (secondary)
facilities - Health care
marketing
partners product
- IP
manufacturers
COST STRUCTURE REVENUE STREAMS
- Value-driven - Direct sale (e.g. clinical products through
- Development, optimization, regulatory distributors)
approval - Raw material sale (e.g. to toothpaste
- Raw manufacturers)
materials, production, distribution, marketing - Licensing, royalties
21

22. KEY PARTNERS KEY ACTIVITIES VALUE CUSTOMER CUSTOMER
PROPOSITIONS RELATIONSHIPS SEGMENTS
- Peptide synthesis - R&D: Efficacy - Web based & in-
companies tests and product - Improved clinic education - Practicing dental
optimization performance professionals
- Regulatory - Sponsored
advisors - Identifying - Convenience/ dental - People with
product format - usability screenings incipient caries
- Dental and area of use
researchers - Risk reduction - Sales - People with
- Identifying key (toxicity) representatives sensitive teeth
- Product partners
development - Non-animal CHANNELS - People who are
partners KEY RESOURCES ingredients susceptible to
- Individuals (broader customer - Distribution and caries
- Manufacturing base) marketing partners
partners - Local biotech. - Health care
entrepreneurs - Practicing dental product
- Distribution and professionals manufacturers
- UW C4C & lab
marketing (secondary)
facilities, IP
partners
- Dental
practitioners
COST STRUCTURE REVENUE STREAMS
- Value-driven - Direct sale (e.g. clinical products through
- Development, optimization, regulatory distributors)
approval - Raw material sale (e.g. to toothpaste
- Raw manufacturers)
materials, production, distribution, marketing - Licensing, royalties
22

23. KEY PARTNERS KEY ACTIVITIES VALUE CUSTOMER CUSTOMER
PROPOSITIONS RELATIONSHIPS SEGMENTS
- Peptide synthesis - R&D: Efficacy - Web based & in-
companies tests and product - New high value clinic education - Practicing dental
optimization product, competi professionals
- Regulatory tive edge
advisors - Regulatory - Good - People with
approval - New market relationship incipient caries
- Dental with the
researchers - Developing and - Improved licensee - People with
maintaining IP performance sensitive teeth
- Distribution and
marketing - Convenience/ CHANNELS - People who are
partners KEY RESOURCES - usability susceptible to
- Individuals - Distribution and caries
- Risk reduction marketing partners
- Local biotech. (toxicity) - Health care
entrepreneurs - Practicing dental product
- Non-animal professionals manufacturers
- UW C4C & lab
ingredients (secondary)
facilities, IP
(broader customer
- Industry base) - Industry contacts
contacts
COST STRUCTURE REVENUE STREAMS
- Value-driven - Direct sale (e.g. clinical products through
- Development, optimization, regulatory distributors)
approval, maintaining IP - Raw material sale (e.g. to toothpaste
- Raw manufacturers)
materials, production, distribution, marketing - Licensing, royalties
23

24. QUESTIONS?
24

25. I’D GIVE AN EAR
NOT TO HEAR
THAT DRILL
25

26. Customer structure
26

27. Reception by the dentists
 After introducing the product concept, how likely is it you
would find a use for it in your practice?
I would definitely use it
I would find it useful
Not at all
0 5 10 15 20 25 30 35 40
What indications would you use it for?
Incipient caries
White spots
Exposed root
Sensitive teeth
0 10 20 30 40 50 60
27

28. • US Population: 320,000,000
• Annually visiting dentist: 204,800,000 (64.5%) 1
• Those with target indications: 116,736,000 (57%) 2
• Target population: Willing to try and switch new, better performing products
~12,000,600 (10% conservative estimate)
~58,000,000 (50% optimistic estimate)
• Assuming reaching 2% of the target population in the first year:
 Estimated yearly sales ~250,000 units (conservative) 1,250,000 units (optimistic)
 Estimates yearly costs ~$7,380,000 (74%) (conservative)
 Estimated revenue in profits ~$2,600,000 (26%) (conservative)
* Based on competitor products:
1 http://www.usatoday.com/news/health/2009-03-10-dental-skip_N.htm
• NuPro prophy paste (Novamin $50)
• NuPro desensitizer (Novamin $93) 2 http://www.ineedce.com/courses/1414/html/demo_dilemma_print.html
• MI varnish (Recaldent $100)
3 http://www.prnewswire.com/news-releases/reportlinker-adds-global-markets-
• Gluma desensitizer (Glutaraldehyde $130) for-dental-consumables-and-prosthetics-121693568.html
• Health-Dent desensitizer (Fluoride $49) 28
28

29. Total sales (/yr) $10,000,000
Raw Material: $1,500,000 15.00%
Manufacturing: $1,250,000 12.50%
Distribution: $2,750,000 27.50%
Marketing: $700,000 7.00%
Personnel: $630,000 5.51%
Space: $50,000 0.50%
License Fee: $500,000 5.00%
29