The document discusses the wide range of applications for PCR across genetics analysis, healthcare, and research/education and analyzes the PCR market in terms of user needs along the dimensions of performance and deployment. It also examines how PCR thermocyclers are positioned to meet the needs of high-end and low-end users and provides examples of PCR instruments targeting different market segments.

1. Positioning the Polar Bear in the
PCR market
Finalist Entry for Marblar.com
Steven L Robinette
PhD candidate, Imperial College London

2. Wide range of PCR applications, valuing different attributes
Genetics Analysis Healthcare Research and Education
Human Genetic Analysis Diagnostics Academic and Biotech R&D
•Paternity testing •Developed world1 •Cloning and Transformation
•Crime Scene •STIs (HIV, HPV, EBV) •Probe synthesis
(Northern, Southern Blots)
•Organ Donor Matching •Cancer
(Colorectal, melanoma) •Gene expression analysis
•Gene sequencing
(qPCR)
•Hospital acquired
•Sanger
infections •Chromatin
•Next-gen- Immunoprecipitation (ChIP)
•Infectious disease
454, SOLiD(emulsion
(West Nile)
PCR)
Education
•Developing world2
Non-human Genetic Analysis
•University lab courses
•TB (bacterial)
•Livestock pedigree
•High school lab courses
•Parasites
•Invasive species
(Chagas, Leishmaniasis) •DIY/Makers organizations
•Food safety
•Foot and mouth (viral)
•Bioterrorism
Prognostics and Monitoring
•Environmental Analysis
•Viral load monitoring (HIV) “ highly original and
•Water safety significant, virtually dividing
•Circulating cancer cells and
•Mycoplasma detection
response to chemotherapy
biology into the two epochs
(biologics manufacture) of before P.C.R. and after
P.C.R ”NYTimes, 1998
1) Roche Molecular Diagnostics (http://molecular.roche.com/)
2) Nature, Improved Diagnostic Technologies for Developing World

3. PCR thermocyclers balance deployment and performance
specs to meet needs of High End and Low End users
Thermocycler Product Attributes Users of PCR
 Amplification accuracy and selectivity
Capacity (number of samples per run) Academic R&D (Universities, Research
Performance


“High End”
Institutes)
 Thermal accuracy / uniformity
 Healthcare (developed world)
 Thermal ramp rates
 Biotech Industry (R&D)
 Thermal range
 Biotech Industry (Manufacturing)
 Interface (UI, programs, ports, software)
 Public Health Organizations (WHO, CDC)
 Run time
Government (Military, Security)
Deployment

“Low End”
 Sample prep requirements
 Government (EPA, FDA)
 Power requirements
 Education (University)
 Dimensions (weight / size)
 Education (High School)
 Cost (capex – machine cost)
 Healthcare (developing world)
 Cost (opex – per sample cost)

4. Needs based segmentationof the PCR market
 Biotech Industry (R&D)  Healthcare (developed world)
 Academic R&D  Biotech Industry (Manufacturing)
 FDA (Drugs)  Public Health Organizations
(WHO, CDC)
Performance
Future State:
QuantStudio™ 12K Flex system qPCR COBAS® Amplicor Analyzer (Roche)
Many tests, full integration
(Invitrogen)
 Education (University)  Government (Military, Security)
 Education (High School)  FDA (Food), EPA
 Healthcare (developing world)
Future State:
Open PCR: “The $599 Personal PCR Machine” LavaAmp: “Pocket PCR for Pennies” Single Assay on a Chip
Deployment

5. PCR Specs by Segment Exemplar
1C/s, 10-100C, 3C/s,+/- 0.25 C
Thermal: +/- 0.5 C
20-25 samples 16 x 0.2 mL 48 samples 96 (10-100 uL)
Capacity: bar coded 384 (5-20 uL)
LCD,USB port AMPLILINK Touch screen or
Interface: Linux/Mac/Win proprietarysw computer
5 Instruments in 6 assays / run, QC,
Integration: 1, specific assays tracker, analysis
Easy to load
Convenience: No moving parts
4 AA Batteries 200 W, 100-240 V 400VA
Power:
7x 10 x 5 (cm) 25 x 13 x 20 (cm), 86 x 57 x 41 (cm), 51 x 67 x 74 (cm),
Size/Weight: 180 gram 13.5 kg 75 kg 69 kg
$300 $599
Price: per sample <$1

6. Positioning the Polar Bear
Questions to Consider
Identifying a good
1 Ramp Rates: >1C/s look like the development partner or early
requirement to play – can this be met? customer will require
identifying a target
Deployment: Miniaturizable? Defined segment whose needs best
2
temperature zones + microfluidics? match the capabilities of the
Polar Bear along the
Deployment: Does layout allow greater dimensions of deployment
3 integration? (Sample containment, and performance
prep, analysis)
4 Performance: Improved accuracy with
freezing to quench, temp accuracy?
Performance: Improved capacity- more
5
samples, more volume, more
fluorescence channels?