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Research Cytogenetic Lab Presentation
The OHSU Research Cytogenetics Fee for Service Lab is exploring opportunities to expand its business model through new services. It currently offers a range of cytogenetics services on a fee-for-service basis but sees potential to better meet unfulfilled needs. The presentation recommends taking an agile approach to iteratively develop and test new business hypotheses over six-month cycles, starting with transgenic core testing. This would involve defining specifications, building prototypes, road testing with customers, and evaluating feedback to refine or pivot the concept. The goal is to validate market interest and map a path to a proven business model that leverages existing resources to generate additional revenue streams.
Research Cytogenetic Lab Presentation
- 1. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab
- 2. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Opportunities to Leverage Knowledge and Expand the Business Model
- 3. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Opportunities Market: Is there an unfulfilled or unanswered need? Challenges: What is the right business model? Nimble: How to continuously respond to the market Manage Strategies to address uncertainty
- 4. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Opportunities Seeking: Identifying a viable business model Testing: Experimenting and hypothesizing Listening: Internalizing the needs of customers Refining: Iteratively responding and modifying
- 5. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Opportunities Current State: Fee for service lab is about ten years old A range of services are currently offered Marketing has been by word-of-mouth Sense there is an unfulfilled need Competition: University of Wisconsin WiCell lab Relationships: OHSU researchers Knight Diagnostic Lab Potential: Cancer research institutions Pharmaceutical trials Cell repositories
- 6. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Key principles: Craft a business model canvas Develop an untested hypothesis Define the requirements and resources Prototype a minimum viable product Road test by “getting out of the building” Evaluate and refine the prototype Repeat or pivot Agile Development
- 7. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Strategize Analyze ImplementRoad Test Evaluate Agile Development Revisit/ Refine Pivot
- 8. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Business Model Canvas Efficiency Value Key Partnerships Researchers Cancer institutes Institutional owners of transgenic cores Pharmaceutical companies Key Activities Karyotype chromosome analysis: mouse/ human/ dog Cell line verification via karyotyping Designer FISH probes Reading cell samples & paraffin tissue Transgenic core testing to improve clone outcomes Breakage test to determine genome instability Value Proposition Data and outcomes prove the efficacy of services Cost/ benefit of transgenic core cell line verification/ business case in time and cost Web list of past and present customers Customized cell line testing Parental cell line testing for institutions Rapid transgenic mouse studies (24 – 48 hours) Relationships Knight Labs: self-labeled FISH probes Dr. Pejovic: chromosome breakage studies Dr. Drucker: confirmation FISH Dr. Borzy: clinical trial support Dr. Keller: karyotype chromosome analysis Customer Segments Knight Labs OHSU researchers Dr. Chen, Harvard Dr. McMann, USC Pharmaceutical companies clinical trials Cell repositories: Coriell, ATCC Key Resources Confirmation of micro arrays via custom FISH probes Channels How do we reach our customers? Cost Structure $200/clone 8 to 10 samples per month Are we charging enough?? Revenue Streams Current price list is based on costs Sliding scale based on funding source? Can there be revenue sharing with the clinical lab? Can custom FISH probes be licensed? Are they IP? Competitors: WiCell University of Wisconsin
- 9. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Business Model Canvas Efficiency Value Key Partnerships Researchers Cancer institutes Institutional owners of transgenic cores Pharmaceutical companies Key Activities Karyotype chromosome analysis: mouse/ human/ dog Cell line verification via karyotyping Designer FISH probes Reading cell samples & paraffin tissue Transgenic core testing to improve clone outcomes Breakage test to determine genome instability Value Proposition Data and outcomes prove the efficacy of services Cost/ benefit of transgenic core cell line verification/ business case in time and cost Web list of past and present customers Customized cell line testing Parental cell line testing for institutions Rapid transgenic mouse studies (24 – 48 hours) Relationships Knight Labs: self-labeled FISH probes Dr. Pejovic: chromosome breakage studies Dr. Drucker: confirmation FISH Dr. Borzy: clinical trial support Dr. Keller: karyotype chromosome analysis Customer Segments Knight Labs OHSU researchers Dr. Chen, Harvard Dr. McMann, USC Pharmaceutical companies clinical trials Cell repositories: Coriell, ATCC Key Resources Confirmation of micro arrays via custom FISH probes Channels How do we reach our customers? Cost Structure $200/clone 8 to 10 samples per month Are we charging enough?? Revenue Streams Current price list is based on costs Sliding scale based on funding source? Can there be revenue sharing with the clinical lab? Can custom FISH probes be licensed? Are they IP? Competitors: WiCell University of Wisconsin Resource Driven Innovations originating from existing infrastructure to expand or transform the business model
- 10. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Strategy First Iteration Cycle – Six Month Plan Develop a Hypothesis Analyze Implement Road Test Evaluate “We can sell transgenic core testing to academic research institutions.” Define technical specifications and requirements Identify key resources and partnerships ISH probes Build prototype (First round may be virtual prototype) Road test MVP with select customer segments Document feedback, efficacy, cost and revenue ç Revisit and Refine or Pivot to New Hypothesis ç Recommendation Leverage agile development tools to create a fee-for-service lab start-up Begin with a focus on transgenic core testing Manage the staff time and resource investment Embrace a nimble mindset and be ready to pivot
- 11. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Strategy First Iteration Cycle – Six Month Plan Develop a Hypothesis Analyze Implement Road Test Evaluate “We can sell transgenic core testing to academic research institutions.” Define technical specifications and requirements Identify key resources and partnerships ISH probes Build prototype (First round may be virtual prototype) Road test MVP with select customer segments Document feedback, efficacy, cost and revenue ç Revisit and Refine or Pivot to New Hypothesis ç Develop a Hypothesis Frame the project objectives Appropriate people/ right knowledge Provide the appropriate resources
- 12. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Strategy First Iteration Cycle – Six Month Plan Develop a Hypothesis Analyze Implement Road Test Evaluate “We can sell transgenic core testing to academic research institutions.” Define technical specifications and requirements Identify key resources and partnerships ISH probes Build prototype (First round may be virtual prototype) Road test MVP with select customer segments Document feedback, efficacy, cost and revenue ç Revisit and Refine or Pivot to New Hypothesis ç Analyze Co-create with others across the organization Look beyond the status quo Explore multiple possibilities
- 13. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Strategy First Iteration Cycle – Six Month Plan Develop a Hypothesis Analyze Implement Road Test Evaluate “We can sell transgenic core testing to academic research institutions.” Define technical specifications and requirements Identify key resources and partnerships ISH probes Build prototype (First round may be virtual prototype) Road test MVP with select customer segments Document feedback, efficacy, cost and revenue ç Revisit and Refine or Pivot to New Hypothesis ç Implement Proof of concept via data and testimony Demonstrate technique and speed Create a tangible Minimum Viable Product (MVP)
- 14. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Strategy First Iteration Cycle – Six Month Plan Develop a Hypothesis Analyze Implement Road Test Evaluate “We can sell transgenic core testing to academic research institutions.” Define technical specifications and requirements Identify key resources and partnerships ISH probes Build prototype (First round may be virtual prototype) Road test MVP with select customer segments Document feedback, efficacy, cost and revenue ç Revisit and Refine or Pivot to New Hypothesis ç Road Test Target a range of customers Spend sufficient time with each one Strong communication tools
- 15. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Strategy First Iteration Cycle – Six Month Plan Develop a Hypothesis Analyze Implement Road Test Evaluate “We can sell transgenic core testing to academic research institutions.” Define technical specifications and requirements Identify key resources and partnerships ISH probes Build prototype (First round may be virtual prototype) Road test MVP with select customer segments Document feedback, efficacy, cost and revenue ç Revisit and Refine or Pivot to New Hypothesis ç Evaluate Continually re-assess Re-visit the hypothesis Manage synergies
- 16. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Strategy First Iteration Cycle – Six Month Plan Develop a Hypothesis Analyze Implement Road Test Evaluate “We can sell transgenic core testing to academic research institutions.” Define technical specifications and requirements Identify key resources and partnerships ISH probes Build prototype (First round may be virtual prototype) Road test MVP with select customer segments Document feedback, efficacy, cost and revenue ç Revisit and Refine or Pivot to New Hypothesis ç Six Month Outcomes Validate there is a market for transgenic core testing or pivot to a new hypothesis Sample customers regarding their interest and price expectations Understand the resources needed to build a start-up Map a path toward a proven business model
- 17. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Execution Timeline: Start with a six month plan Deploy an agile development technique Track milestones and manage progress Resources: Committed start-up team Prototype development lab time MVP value proposition Travel and marketing budgets Needs include: Strong customer relationships A robust marketing strategy Diversified revenue streams A clearly defined cost structure
- 18. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab Opportunities to Leverage Knowledge and Expand the Business Model
- 19. MGMT 545 ::Goodfriend OHSU Research Cytogenetics Fee for Service Lab The following materials were referenced for this presentation: :: “Business Model Generation” Osterwalder & Pigneur, 2010 :: “Why the Lean Start-up Changes Everything” Blank, HBR, 2013 :: www.businessmodelhub.com :: www.wicell.org References