Creation of regional domestic market Erki Mölder Branding the Baltic Sea Region November 22nd, 2006

Company profile Founded: 1999 in Tartu, Estonia Employment: 77 Full-Time-Employees IPR:7 patents (applications) in 4 patent families 2 trademarks R&D expenditure:~17% of sales Certification:ISO (Medical Diagnostics) since 2004 ISO 9001 (in progress) ISO (in progress)

Quattromed Group structure Pro39 cleavageFITkitE2 taggingMAbs PRODUCTS Molecular diagnostics Conventional lab diagnostics HEALTHCARE Transient protein production TECHNOLOGY

What is the market? Marketplace is the set of suppliers and consumers with similar action manners –Mobile phones –Hospitals/healthcare –Foodstuff –High-Throughput-Screening (HTS) assays in pre-clinical drug development

What is the (domestic) market? This is the place, where to company: -makes the first sales -makes the most of the sales -is located historically -from which it has the best understanding about

Why is the domestic market important? 1/2 1)You have to start from somewhere 2)Even big multinationals run the pilot launches prior to worldwide launch of products 3)The definition table helps to assess expansion risks: PRODUCT OLDNEW MARKET NEW OLD

Why the domestic market is important? 2/2 4)Need to accumulate resources prior to expansion (Human Resources, Know- how, finances) 5)A soft value for consideration – corporate identity as the part of branding 6)Thumb rule: “Think global – act local” 7)All of above is relevant in aqcuiring the resources as well Taking into account all above-mentioned points, we would certainly benefit from having a domestic market of 100 million inhabitants instead of 1,4 million

Do we have any regional domestic markets? 1)Mobile phones 2)Hospitals/healthcare

Estonia vs Finland EstoniaFinland Population1,4 million5,5 million GDP per capita (2004 PPP) $27 956$ GDP growth12% 3,6% QII E vs QII 05 Healthcare costs 2002 From GDP5,1%7,3% Per capita602$1 943$

Do we have any regional domestic markets? 1)Mobile phones 2)Hospitals/healthcare 3)Foodstuff 4)(HTS) assays in pre-clinical drug development )Human resources 6)Capital markets )Governments’ policies 8)Nation(-al) boundaries

Regional Branding (internal communication) I am estonian (not finn or swede) I live inTartu (not in Tallinn) I live in Baltics (not in Scandinavia) I live in Central/Eastern Europe I live in European Union I am part of Baltic Sea Region. Am I? WHO AM I? vs “I am american”

Regional Branding (external communication) What is the Unique Selling Point? Can it be universal for every area? At corporate level, the market launch of a new Brand would be impossible without the product/service that would carry the Brand Are we like Tower of Babel?

THANK YOU! Erki Mölder