Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Emba Strategic Dilemma April 2009
Similar to Emba Strategic Dilemma April 2009 (20)
Emba Strategic Dilemma April 2009
- 1. This is part of a presentation made by my Executive MBA Team for our final Strategic Dilemma project, April 2009 The Company name has been omitted and some of the slides have been deleted, as the company we were working for had a non-disclosure agreement.
- 2. Strategic Dilemma Proposal Market Entry for (Company) Virginia Commonwealth University Fast Track EMBA Team 4: Joe Barnes Sue Brown Clint Johnson Ailen Lacey Steve Morgan Tim Radmore Faculty Advisor: Dr. R. Wood
- 3. Agenda Science Background Company Overview Drug Development Competitors Market Entry Options Recommendation Summary Questions
- 4. The Science PROTEOMICS: "The study of the structure and function of proteins, including the way they work and interact with each other inside cells." National Cancer Institute
- 5. (Company) A biomarker discovery company with a proprietary computational platform (algorithm) MISSION To advance pharmaceutical development by introducing computational bioinformatics services and new technology
- 7. Protein Interactions B A D E C H G F
- 8. MWP – Uniqueness Finding more potential pathways/ interactions than competitors B A D E C I H G F F K J
- 9. Protein J Causes Disease B A D E C I H G F F K J DISEASE
- 10. Protein J Causes Disease B A D E C I H G F F K J DISEASE
- 11. Protein J Causes Disease B A D E C I H G F F K J DISEASE
- 12. Protein J Causes Disease B A D E C I H G F F K J DISEASE
- 13. Drug Development Timeline Source: http://www.fda.gov/fdac/graphics/newdrugspecial/drugchart.pdf
- 14. Drug Development Pipeline - Pfizer Source: http://media.pfizer.com/files/research/pipeline/2008_0930/pipeline_2008_0930.pdf
- 15. Industry R&D Expenditure Trends Source: Tufts CSDD Approved NCE Database; PhRMA
- 17. Risks and Rewards of Innovation Drug development is costly, risky, and lengthy Pfizer states one in many thousand new compounds generates revenue R&D costs continue to increase Increased success using (Company) can add substantial bottom line value to Pharmaceuticals
- 18. Competitors
- 19. Ingenuity Systems Ingenuity Pathway Analysis 800-lb gorilla Used by most large pharmaceutical companies Referenced in over 1,400 publications Web-based
- 20. Ariadne Pathway Studio® Not focused specifically on drug industry Used by numerous research institutes Referenced in approximately 200 publications PC stand-alone application
- 21. GeneGo MetaCoreTM Newest of the “Big 3” Gaining acceptance from large pharmaceutical companies Referenced in approximately 200 publications Web-based
- 22. ? ? ? Other Competitors Subsidiaries of other companies Primary focus is support Not well established Limited exposure to large pharmaceutical companies
- 23. Ariadne Ingenuity (Company) Other Competitors GeneGo Where does (Company) fit?
- 25. Option estimates reflect a 3-year product life
- 27. Sell Outright Market Entry Options for (Company) Lowest risk option Quickest revenue recognition for (Company) Executives Must complete “Proof of Concept” and publish results Estimated revenue from sale: $13,000,000 Sell MWP Outright NewStand-Alone Business Hire Sales Consultant Partner with Competitor Lowest Highest Cost to Implement
- 28. New Stand-Alone Business Market Entry Options for (Company) Hire Sales Consultant Highest risk option – Must overcome all obstacles 12+ months to launch – No sales until year two Competition may duplicate (company) functionality at any time Healthcare Sales Consultant may reduce launch time/increase revenue 3-Year estimate of end-of-year cash position w/o Sales Consultant: Yr 1: ($537,000) Yr 2: $701,000 Yr 3: $7,700,000 Sell MWP Outright NewStand-Alone Business Hire Sales Consultant Partner with Competitor Lowest Highest Cost to Implement
- 29. Partner with Competitor Market Entry Options for (Company) Partnering with competitor allows (company) to leverage their resources: Client portfolio Trained staff Web presence Sell MWP Outright NewStand-Alone Business Hire Sales Consultant Partner with Competitor Lowest Highest Cost to Implement
- 30. Partner with Competitor Industry Partner Portals Quicker launch than Stand-Alone option: 4 months vs. 12+ months Fewer obstacles than SA, but POC is critical to attract Partner(s) 3-Year estimate of end-of-year cash position: Yr 1: $2.9 million Yr 2: $10.7 million Yr 3: $22.4 million
- 31. Financial Comparison of Market Entry Options
- 32. Recommendation Launch (company) as a pass-through service from Partner websites Requirements Estimated $250k in capital Fully dedicated resources Credibility in the marketplace Licensing arrangement Ariadne Other Competitors (Company) GeneGo Ingenuity
- 33. Summary Proteomics (Company) Drug Development Competitors Market Entry Options Recommendation
Editor's Notes
- Thank you, Tim.The Science.What is Proteomics you may be asking.According to the National Cancer Institute, “Proteomics is the study of the structure and function of proteins, including the way they work and interact with each other inside cells.”To explain further, I would like everyone to stand up. Move your chair back Now, stretch, move, turn around. Now, FREEZE where you are Look at how you are shaped; look how the person next to you is shaped; look at how we are all shaped – all different. I suggest to you that we each represent a protein in the body; we are about 50 different ones. There are 100,000s of us in the body. How we are shaped, how we interact with each other, how we function – that is PROTEOMICS.Thank you, everyone can sit down.” (wait for everyone to calm down)HOW does our client fit into this science of Proteomics?”
- MWP is a “ “Their stated mission is “to “
- (Read this information)Let me illustrate how MWP does this:(next slide)
- Proteins interact with one another to cause certain reactions to happen in the body. Some of these interactions are known; some can be predicted by bioinformatics software. In this example, Protein A interacts with Protein D, E, and C; Protein D, in turns, interacts with Protein H and G; G interacts with F. (next slide)
- MWP’s Unique software is able to find more potential pathways and interactions than their competitor’s software.As you can see, there are now more proteins and more interactions between these proteins than on the previous slide. How does this add a competitive advantage for MWP? If we know how proteins interact and what pathway sequences are followed, then you can predict how that pathway may be altered by a drug. For example:(Next Slide)
- In simple terms: Lets’ say that Protein J causes a Disease. Protein J is in the pathway from A to E to J; or A to E to I to J. If we know this pathway, then we can develop a drug that will block the production of J anywhere along this pathway:
- We can direct the Drug to Protein A:If A is not produced, all the other proteins downstream are not produced.
- We can direct drug to Protein EOr
- We can direct the drug to Protein J.All of these scenarios should cause J not to be produced and, thus, no Disease.My teammate Steve will now discuss the Topic of Drug Development and how MWP’s unique software can add value to Companies in the business of pharmaceuticals.