ColoURoseS is developing a disruptive technology to engineer new color variants in roses in less than 2 years, compared to the typical 20+ years for traditional breeding. Their goal is to acquire 10% of the $450 million global cut rose flower market by offering a wider range of colors. Their competitive advantage is a technology using bacterial color genes, transcription factors, and SWITCH genes to reproducibly create any color combination in roses quickly. They will sell plants and license their technology to breeders and propagators, aiming for revenues of $45 million annually from rose sales alone.

1. ColoURoseSBusiness Decision Making –Business Plan Team: AndrewNov.2010

2. Company DescriptionStartup in flower business

3. Focus roses

4. Create disruptive technology to engineer new color variants

5. Breeding takes > 20 yrs, our technology <2 yrs

6. Current and future potential buyers of the company's product(s) or service(s).

7. US market is $3.83B (2009)

8. Cut flowers: $1B

9. World flower market is >$100B

10. Market is flat currently ( recession) but long term growth is estimated at 6% yearly

11. Mass market

12. Market exists of top-level specialty firms (new products), propagators and sale channels

13. Our goal: Specialty firm delivering new technology, new breedsCEO J. Doe, MBACFO J. McCLoskeyVP R&D R.E. Everts, PhDVP Sales & Marketing L. ZhaoVP Operations T. SuseberryBoard of DirectorsJ. Doe, MBA (Chairman)N. Blue, CEO Florigene Pty (Suntory Ltd subsidiary)M.J.T. van Eijk, SVP KeygeneD. Austin, David Austin RosesS. Korban, Profesor UIUCW. Parrott, Professor UGA

14. Market analysis summary: Global market

15. The floral industry has grown six percent annually, while the global trade volume in 2003 was US$101.84 billion. It consists of cutting flowers, pot plants, and bedding plants.

16. The worldwide cut flower market is estimated at $30B/annum

17. Roses

18. Cut Flower Market size is >$30B globally. The rose is rapidly gaining in market share, account for approx 15% of that market ($450M).