Next Generation

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    20-Mar-2017

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10-slide Quick Pitch

Next Generation of Garlic Supplement

Garlifide

Jun MatsumotoPatent Examiner, Japan Patent OfficeSee Xin YiPhD CandidateKatja KrizmanPhD CandidateZwe Ye HtutPhD CandidateLiang DongPhD CandidateMs. Candida BraithwaiteMentorCEO, Biopharmax

TOTAL NUMBER OF GLOBAL ANNUAL DEATHS DUE TO CARDIOVASCULAR DISEASE (CVD)Source: World Health Organization (WHO), 2016By 2030 this number is expect to grow to more than 23.6 m

What We Thought

Cardiovascular Diseases (CVD) are No. cause of death worldwideSource: http://www.grandviewresearch.com (2016); www.persistencemarketresearch.com (2015) MARKET SIZE

Garlic has been used as a herbal medicine for thousands of years OUR SOURCE

Problems and Value Preposition

Allicin

20 years ago

Polysulfide

10 years ago

Nitric oxide

Existing garlic supplements are:Not stable

Not bioavailable

Cause garlic breath

Less effectiveSafety concerns

Small amount released

Enteric Coating Aged Garlic ExtractSafety Concern?Less Effective

Job To Be Done?Garlic market is crowded

Garlic supplement promoting consumer health benefits Gains:*Confidencethat more healthy

Gain:Reduce risk of CVDs through Hydrogen Sulfide production

Pain relievers:OdorlessNo enteric coatingLong lasting effectPains:*Garlic Breath*Safety Concern*Low EfficacyCustomer jobs:Promoting health*CVD benefit

Competitive Positioning

GARLIC SUPPLEMENTS FOUND in SINGAPORE

SafetyOdorless*size of circle: Efficacy

Green LifeGNC Natural BrandHolistic WayGNC Herbal PlusGarlifide

KyolicAged Garlic Extract

Our Interviews

15 INTERVIEWS: Supplement Users, Drugstore Staff12 INTERVIEWS: Food Supplement IndustryCUSTOMER SEGMENT

Health conscious individuals (adults)

Existing supplement consumers

People with existing chronic illnesses

Existing consumers of garlic supplements

People with cardiovascular diseases

Food additives companies

Pets food manufacturersPets owners

Pets owners

12 INTERVIEWS: Food Supplement Industry

Marketing is as important as science..AHA moment Key Interview Findings

Company with just one supplement is not viable in this industry, therefore better to find a collaborator. (F.L. Ilo advisor)AHA moment

Before approaching a partner need to have:scale up (g)pure compoundstableknow the dose needed(price for dose)(M.P. Mondelez International)

Patent or IP needed.(Everyone)

Marketing new product is $$$(M. K. Hermes Consilium)

Our garlic compound have a good potential, but theidea is still rather immature.(W.K.J.C. Feosol)

Pre-clinical and simple clinical trials needed in order to test efficiency.(R.P., Anidan Group Ltd.)

Initial Business Model Canvas

Key PartnersKey ActivitiesValue PropositionCustomer RelationshipCustomer SegmentKey ResourcesChannelsRevenue StreamsCost StructureEnd users (B2C):

Partner with distributors Effective yet odorless garlic

Long lasting effect (slow releasing)

suppliers of raw materials

packaging companies

AVA (to approve label)

Existing garlic and supplement consumershealth conscious individuals > 40 y/omiddle class and up

*People with CVD*People with existing chronic illnesses *Existing supplement*Food additives companies*Pets food manufacturers*Pets owners

direct selling to customers (online)

wholesale selling (collaboration with retail shops and distributors)

online *Drugstores (Watsons, Guardian *Supermarkets

marketing

Educational outreach

self-service

B2C

Final Business Model Canvas

Key PartnersKey ActivitiesValue PropositionCustomer RelationshipCustomer SegmentKey ResourcesChannelsRevenue StreamsCost StructureFood supplement industry- Sales force

White label

Co-creationExpanded product line

Access to proprietary technology

R&D grants / funding

PatentSuppliers of raw materials

Clinical trial

Food supplement industry

Licensing (Royalties)

NEW

Clinical trials

Scale-up

B2BPatent

What we learned

12Too early for our product to be out, licensed => back to lab!Marketing as important as science => in the future we will position our product only as H2S donorIs an intensive journey that need unique idea as well as strong-willing team

23

BRANDGreen LifeHolistic WayGNC Natural BrandGNC Herbal PlusNAMEOdor-free Garlic (Enteric coated)Premium quality Odorless Super Garlic (20,000mg)Coated Odorless Triple GarlicOdorless super garlic (1,100 mg)COMPOSITIONGarlic powderOdorless garlic extractOdorless garlic (95%)Garlic powder, aged garlic bulb extractHEALTH CLAIMS CardiovascularSupport immune system, circulatory system (especially heart and blood)N.A.CardiovascularMINIMUMYIELDGarlic powder bulb (350 mg)- Releasing 3,200 mcg alicinGarlic extract (200 mg) equivalent to Garlic Bulb (20,000 mg)Garlic powder (810 mg)Allin (27,000mg)Allicin (10,000 mcg)Gamma-Glutamylcysteines(6,500 mcg)AMOUNT60 tablets60 tablets100 tablets100 tabletsSERVING1 tablet/day1-2 tablet/day1-3 tablet/day1 tablet/dayPRICE~ 25 SGD~40 GSD~ 42 SGD~ 80 sgd

EXPERIMENTS: Competitor analysis

Key Lessons Learned

15 INTERVIEWS: Supplement Users, Drugstore Staff

Existing garlic consumers buy it mainly due to its beneficial CVD properties.

It is important to have effective yet odorless garlic supplement.

Not many supplement buyers know about garlic CVD benefits.

People dont even know why they take supplement

Buyers will seek advice from drugstore staff.

Brand loyalty.

Cost is important.

Marketing is as important as science..AHA moment

Key Interview Findings

12 INTERVIEWS: Food Supplement Industry

Before approaching a partner need to have:scale up (g)pure compoundstableknow the dose needed(price for dose)(M.P. Mondelez International)

Channels:x Watsons, Guardian => $$$direct-selling, online, collaborate with retail shops and distributors (A.W. IMO Laboratories)

Patent or IP needed.(Everyone)

Marketing:new product => $$$elderly people: difficult to deliver message, more skeptical(M. K. Hermes Consilium)

Pre-clinical and simple clinical trials needed in order to test efficiency.(R.P., Anidan Group Ltd.)

Product unique selling points are the most important.(Everyone)

Garlic supply: this year garlic harvest is low, consequently its price is very high. (L.W.M. Nanyang Polytechnic)

Marketing and advertising more expensive than production itself. (A.L. and C.A., - Foodstuff Pte Ltd )

Decide on market region or country different regulatory needs. (A.P., Soho Florids Int.)

Added ingredients: too expensive, prefer supplements with specific target.(A.W. IMO Laboratories)

Our garlic compound have a good potential, but theidea is still rather immature.(W.K.J.C. Feosol)AHA moment

Company with just one supplement is not viable in this industry, therefore better to find a collaborator.(F.L. Ilo advisor)AHA moment

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