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New product success with startups

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					 New product success
    with startups
          A few tips on channeling your
            creativity and energy into
           personal & business success



             Presented By
            Barry Brownlow
             (brb@brownlowcas.com)
       New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
                            Disclaimer
   Brownlow & Associates works with business builders to
    ensure that they receive the best advice and support
    possible. This presentation “New product success with
    startups, as part of the University of Toronto AstraZeneca
    series” was designed to help students understand some
    of the factors that influence the success of start up
    companies. This is an information presentation and does
    not anticipate the unique needs and special
    circumstances of each individual. Consult your
    professional advisor.

   For further information, e-mail Barry Brownlow, C.A. at
    brb@brownlowcas.com



             New product success with startups, presented By Barry Brownlow              2
      As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
                            Agenda

             Statistics and perspectives
             Learning exercises
             Real life examples
             Tips on becoming successful




       New product success with startups, presented By Barry Brownlow              3
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
    Business success drivers
(Today, some components of #1)
                                             1. New products
                                             2. Marketing
                                             3. Customers’
                                                perception of quality
                                             4. Cost reduction
                                             5. Capacity



          New product success with startups, presented By Barry Brownlow              4
   As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
       Stats for startups / new
               products
   90-99% failure rates
    “Alan Cornford”
   $300M lost CMDF,
    “Jack Hirsch”
   95% achieved
    success rate for
     new products
     “Doug Barber”
              New product success with startups, presented By Barry Brownlow              5
       As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
                 Dr. Alan Cornford
   ADM Science &
    Technology BC
   Simon Fraser technology
    transfer
   3,000 new ideas = 1 new
    product
   10 stages each 50% loss
   66% success private
   4% success public
   1,3,3,3 = 10 VCI
              New product success with startups, presented By Barry Brownlow              6
       As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
                     Dr. Jack Hirsch
   Founder
   CMDF Experience
   Cost/benefit drivers
     • Clinical need (oral
       vs. injection anti-
       coagulant)
     • Market size
     • # of Competitors
     • % improvement
       provided
     • Cost of clinical
       development
              New product success with startups, presented By Barry Brownlow              7
       As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
Why such high failure rates?

 Teams of two
  Exercise one – My greatest strength!
  Exercise two – Can I help you?

 What did we learn?


         New product success with startups, presented By Barry Brownlow              8
  As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
                        Doug Barber
   Employee
   Founding member
   95% new products
    achieve success
   20% return on assets




             New product success with startups, presented By Barry Brownlow              9
      As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
                                Gennum
Doug’s points
 A customer at every
   turn to qualify, qualify,
   qualify
 Priced on customer’s
   perception of value
 Value price
    all alternative
    combinations
 Design out alternatives
             New product success with startups, presented By Barry Brownlow              10
      As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
                                 Gennum
Doug’s points
 All new products are
   connected with
   customers who knew
   what we were doing
 Commerce is
   difficult, Find ways to
   keep it going


              New product success with startups, presented By Barry Brownlow              11
       As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
    Hugh & Patti Hoogendoorn
   Employees
   Founders
   Manufacturers of
    premium quality
    antibodies and
    antibody-related
    products



             New product success with startups, presented By Barry Brownlow              12
      As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
                  Affinity Biological
Hugh’s points
 Have firm commitment
   from customers
 Not a one trick pony
   (customer)
 Work on a global scale
    •    Identify all customers (&
         potential) globally
    •    List competition and
         compete on a worldwide
         basis
   The discipline of a
    market feasibility study
               New product success with startups, presented By Barry Brownlow              13
        As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
                  Alternative Paths
   Failure Path - Invention, IP, patents, financing
    and failure
         Great idea with no orders, no customers
         Lots of debt
         You do not have a business


   Success Path - Customers perception of value
    and new products
        Customers and orders
        You have a business
              New product success with startups, presented By Barry Brownlow              14
       As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
        A path to your success
1. Get in front of
   customers
2. Include customer at
   every turn
3. Find a product you
   can make
4. Get an order and fill
   the order
5. Find a mentor/coach
             New product success with startups, presented By Barry Brownlow              15
      As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
                       Questions




                   brb@brownlowcas.com
       New product success with startups, presented By Barry Brownlow              16
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology

				
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