Transcript Pink or Blue® PowerPoint Presentation

Consumer Genetics:
Bringing DNA Testing to the Retail Market
Presented to:
Retail Family Planning Buyers
Pink or Blue
®
Pregnancy Test plus
Early Gender Detection Kit
Presented by:
Chinh Bach, Ph.D.
Founder & CEO
Terry Carmichael, M.S.
VP, Marketing & Sales
March 2009
Consumer Genetics, Inc.
Pink Blue
Consumer Genetics, Inc.
or
• Located in Sunnyvale, CA (Silicon Valley).
• The lab is a medium-throughput facility with
state-of-the-art equipment.
• Experienced management team.
• Skilled scientists & all female lab.
• Trained customer support agents.
Consumer Genetics, Inc.
®
Management Team
Chinh Bach, Ph.D.
– Founder and CEO
Bo Preising, Ph.D.
– COO
Terry Carmichael, M.Sc.
– Executive Vice President,
Marketing & Sales
Preston Al Baecker, Ph.D.
– Director of Pharmacogenetics
Consumer Genetics, Inc.
Pink Blue
or
Felicita Vu Ngo, J.D.
General Legal Counsel
Christina Mork, Ph.D.
Laboratory Director, Research
& Development
Anna Vitebsky, M.A.
Associate Laboratory
Director.
®
Mission Statement
Pink Blue
or
• Develop and market easy-to-use, affordable,
reliable and accurate consumer-oriented DNA
testing products.
• Deliver an industry-recognized high-quality, and
quantifiable level of customer support.
• Assist individuals with making important
lifestyle choices by providing informative genetic
tests.
Bringing Science Home™
Consumer Genetics, Inc.
®
Pink Blue
Retail DNA Testing Products
• Currently Marketed Products:
– Pink or Blue Early Gender Test (Q1, 2006)
– Pink or Blue Pregnancy Test w/Early Gender
Test Kit (Q3, 2007)
– Hair Alcohol & Drug Testing (Q2, 2008)
®
®
• Product Pipeline:
– β16 AsthmaGEN™ Test (Q2, 2010)
– CaffeineGENTM Test (Q3, 2010)
– WineGENTM Test (Q4, 2010)
– Drug Selection Test (Q4, 2010)
• Hypertension, Tuberculosis Drug Metabolizing,
Cancer Management
Consumer Genetics, Inc.
or
®
Early Gender Test
Pink Blue
or
• Determines the baby’s gender as early as 7 weeks postconception
– Most women will have to wait 1-3 weeks after confirming
pregnancy before taking the gender test.
• Specimen Collection Procedure
– Illustrative & easy-to-follow instructions.
– Safe, noninvasive, finger-prick method.
– Quick & convenient home collection.
Consumer Genetics, Inc.
®
Gender Test Revenues
$800,000.00
$700,000.00
$600,000.00
$500,000.00
$400,000.00
$300,000.00
$200,000.00
$100,000.00
$-
2006
Consumer Genetics, Inc.
2007
2008
Pink Blue
or
®
A Proven Science
Pink Blue
or
• PCR detection of cell-free circulating fetal DNA
in maternal plasma and serum (Lo et al. Lancet 1997;
350:485-7)
• Earliest detection of fetal DNA: 5 weeks of
gestation (Prenatal Diagnosis, 2003; 23: 1042)
• Source of fetal DNA?
– Passive diffusion across placental barrier (van Wijk et al.
Clinical Chemistry, 2000; 46:729-731)
Consumer Genetics, Inc.
®
The POB Lab Results
The DNA Testing Laboratory:
•Highly-sensitive, male-specific markers.
•Proprietary technology.
•All female scientists.
•Patent application in process.
Consumer Genetics, Inc.
Pink Blue
or
®
Pink Blue
or
Other Methods of Gender Testing
Method
Invasive
Scientific Basis
Performed at
Timing
Cost
Accuracy
Pink or Blue®
No
DNA
Home
>7 wk after
conception
$199
95%
Intelligender®
No
None
Home
>8 wk after
conception
$34.95
82%
CVS
Yes
DNA
Hospital
~ 10-13 wk
$1200-1800
>99.9%
Amniocentesis
Yes
DNA
Hospital
~14-20 wk
$1100-2000
>99.9%
Ultrasound
Yes
Morphology
Physician’s office
Clinic/Hospital
~18-20 wk
$200-300
80-99%
Consumer Genetics, Inc.
®
Pink Blue
or
Early Gender Test Competition
Pink or Blue®
DNA +
Xenomics
Acu-Gen
Specimen
Collection
Home Kit:
Lancets & FTA
Gene Card
Blood Draw
Urine
Home Kit:
Lancets & FTA
Gene Card
How Much
Blood Is
Needed
5-10 drops = 50100 ul
10 ml
50-80 ml
5-10 drops = 50
- 100 ul
Specimen
Collection
Location
Home
Hospital
Home
Home
Distribution
Channel
Internet,
Reseller, or Retail
Internet or
Reseller
Internet or
Reseller
Internet or
Reseller
Price, refund,
and
turnaround.
Home: $199+
$24.99 = $223.99
/ Full Refund of
lab fee. 5 days.
$390 + $65
collection fee =
$455 / Partial
Refund. 8-10
days
$249 /
Parcial
Refund
Home: $250 +
$25 = $275 /
Partial Refund.
24-48 hours.
Consumer Genetics, Inc.
®
Pink Blue
or
Pink Blue Pregnancy Test w/ Bonus
Gender Test Kit
or
®
• 2 Mid-stream Pregnancy Test Strips
– A second pregnancy test is an added value,
offering increased assurance and piece-ofmind.
• Bonus Gender Testing Kit
– A simple, 2-step process.
– Will not expire.
– Discounted $199.00 lab fee.
Consumer Genetics, Inc.
®
Pink Blue
Pink Blue Pregnancy Test
or
or
®
• FDA approved, mid-stream pregnancy test.
– ISO Certified & GMP Compliant Manufacturer.
• Most common type sold at retail.
• Greater than 99% accuracy as early as the first day after a
missed period.
• Fast and simple!
– Result within 3 minutes.
• US Pregnancy Test Market Size (both food & drug retail)
– Over a $300 million retail market.
– Over 20 million units sold each year.
Consumer Genetics, Inc.
®
Is it a Boy or a Girl?
Pink Blue
or
This is the 1st Question after a Positive
Pregnancy Test.
A Gallup Panel poll (June 25, 2007) finds that about 50% of
parents-to-be would like to know the sex of the child before the child
is born, that is over 4 million parents each year.
And for those trying to get pregnant, wondering if they will have a boy
or a girl is constantly at the forefront of their mind.
Consumer Genetics, Inc.
®
Gallop Poll Data
Preference in Learning Gender of Unborn Baby
by Gender and Age
June 25-28, 2007
Know before the baby was
born
Wait until the baby was born
Gender
Men
Women
%
%
45
49
54
49
66
48
32
34
51
65
54
45
31
61
66
39
33
64
Age
18- to 34-year-olds
35- to 49-year-olds
50 years old and older
Gender/Age
Men, aged 18-49
Men, 50 years old and
older
Women, aged 18-49
Women, 50 years old
and older
Consumer Genetics, Inc.
Pink Blue
or
®
Pink Blue Packaging
or
Pink Blue
or
®
• Combination vertical and horizontal formats for storeto-store flexibility.
• Pink and Blue colors call attention.
• Gender test is called out using a yellow
banner.
• Additional lab fee for gender testing is clearly
represented in 3-step process.
• Frequently asked questions (FAQs)
Consumer Genetics, Inc.
®
Pink Blue
or
Consumer Purchasing Behavior
A marketing strategy has been developed around invoking the following
consumer purchasing behaviors:
– Trade-up.
• Some consumers of other lower priced pregnancy tests will decide to
purchase the Pink or Blue test because of its gender testing feature.
– Return-to-store.
• Some consumers will see the Pink or Blue Gender Test, but will still
purchase the lower priced kit. After a positive pregnancy test, they
will return to purchase the Pink or Blue Gender Test Kit.
– Value Shopper.
• Some consumers may recognize the value added $30 off coupon
called out on the package, and decide to purchase the Pink or Blue
test understanding that the pregnancy test will be free if they
purchase the gender test.
Consumer Genetics, Inc.
®
Pink Blue
Recent Media Reviews
or
®
Early Gender Test*
*Airing Tuesday, March 31, 2009
WAFB News, Baton Rouge by Phil Rainier
Pregnancy gender test sparks debate
Test Shows Baby's Gender
Monday, February 9, 2009, 5:40 a.m. PT
ABC7 News, San Francisco, by Teresa Garcia
Wednesday, June 6, 2007, 4:11 p.m. PT
NBC11 News, San Francisco, by Marianne Favro
Bay Area Company Offers Test To Determine Baby’s Sex Early
May 21, 2007, 11:35 p.m. PT
CBS5 Eyewitness News, San Francisco, by Dr. Kim Mulvihill
Early baby sex test over the web
Friday, May 4, 2007, 10:05 GMT
BBC News
Consumer Genetics, Inc.
Pink Blue
or
Press Activity Accelerates Sales
Consumer Genetics, Inc.
®
Pink Blue
or
Print Advertisements
• Family Magazines
• Direct Mailers
– Mid-wives
– OB/GYNs
– Prenatal Clinics
• Co-Op Advertising
– Weekly Store Ads
– Floor Ads
– Receipt Ads
Consumer Genetics, Inc.
®
Pink Blue
or
Projected 2009 Advertising Schedule
$1MM National Print, Direct Mail & Radio Ad Budget for 2009
Q1
Q2
Q3
Q4
$225k
$225k
$225k
$225k
Pregnancy
$55k
$55k
$55k
$55k
American Baby
$30k
Latina
$20k
Family Circle
$20k
Print Mag. Ads
Fit Pregnancy
$30k
$20k
$20k
$20k
$20k
$50k
$50k
Parenting
$50k
$50k
$50k
$50k
Motherhood
$50k
$50k
$50k
$50k
Regional Radio
$50k
Direct Mail Ads
Total Ad Spend
$50k
$50k
$250k
$250k
$50k
$250k
$250k
NOTE: A detailed ad campaign can be presented upon completion
with purchase commitment. Consumer Genetics would hire a media
buy agency to help create and manage the advertising.
Consumer Genetics, Inc.
®
Advertising Strategy
•
•
•
•
•
Create Awareness.
Build brand recognition.
Drive people to the retail store.
Communicate effectively.
Track results.
Available At:
CVS
Consumer Genetics, Inc.
Pink Blue
or
®
Pricing & Margins
Pink Blue
or
Pink or Blue Pregnancy Test w/ Bonus Gender Test Kit
®
•
•
•
•
•
Suggested Retail Price:
List Price:
Gross Margin ($):
Gross Margin (%):
Lab Fee:
Consumer Genetics, Inc.
$24.99*
$10.00
$14.99
60%
$199.00
®
Pink Blue
or
Pink or Blue Pregnancy Test Sales
Sales of the Pink or Blue Pregnancy Test Kit for the past
90 days (Jan-March 2009) with only limited AdWords
marketing.
Online Vendor
90-day sales
tellmepinkorblue.com
43
drugstore.com
95
Amazon.com
14
Due Maternity
50
Amerturk, Inc
500
Total
702
Retail Price: $24.95
Consumer Genetics, Inc.
®
Pink Blue
or
Revenue Projections
Pink or Blue® Pregnancy Test Kit Revenues Only.
Projected Annual Revenues = 2-5 units per store per month:
Kits sold /
Number of
Store / Month
Stores
Annual Kit
Revenues
2
1500
$
898,000
5
1500
$
2,250,000 $ 1,350,000
2
5
5000
5000
$
$
Assumption:
- Kits are sold for Retail Price of $24.99
Consumer Genetics, Inc.
Annual Kit
Profits
$ 538,000
3,000,000 $
7,500,000 $
1,800,000
4,500,000
®
Thank You!
– Please Contact Us for More Information:
• Terry Carmichael, VP – Marketing and Sales
– Phone: (408) 891-4296
– Email: [email protected]
Consumer Genetics, Inc.
562 E. Weddell Dr., Ste. 9
Sunnyvale, CA 94089
Toll Free: (866) 694-2878
Phone:
(408) 734-2229
Fax:
(408) 734-2221
www.consumergenetics.com
Pink Blue
or
®