Presented by Sarah Arora, Facilitated by Jessa Lee.

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Presentation transcript:

Presented by Sarah Arora, Facilitated by Jessa Lee

“You don't win a road race all on your own. You need your teammates—and you need the goodwill and cooperation of your competitors, too. People had to want to ride for you, and with you.” Lance Armstrong

 June 12, 2008 – Yahoo! and Google announced deal that enables Yahoo! to run ads supplied by Google alongside Yahoo!’s search results versus

Whether you’re in a bike race, an internet company, or a personalized genomics company, what should your relationship be with your competitors?

 Discuss the concept of “coopetition”  Relate it to Steve Blank’s “Four Types of Startup Markets”  Apply these concepts to the personalized genomics industry with respect to two companies: Navigenics and 23andMe

 Concept that through shared costs, resources, or even ideas, two companies can cooperate in one arena while still remaining competitive in others

 Startups that are entering an existing market  Startups that are creating and entirely new market  Startups that want to resegment an existing market as a low cost entrant  Startups that want to resegment an existing market as a niche player Startups that are creating an entirely new market

April andMe is Founded Dec 2006 Navigenics is Founded Nov andMe Product Launches April 2008 Health Compass Launches May andWe Launches April 2008 Mayo Clinic Partnership Sept andMe Introduces lower priced product

MARKET TECHNOLOGY

 Navigenics Health Compass  $2500 service  Scans for 22 health conditions  24/7 access to genetic counselors  Yearly genetic updates ATACCGCTGGCCCTT TGGCATTACCTATGA AGATTGCTTCAGCCA GCGTCAGTTTCAACC TGTACGCTAGTGTGT TTCTACTCACGTGTC TCAGCATTGATCGAT ACCTGGCTATTGTTC ACCCAATGAAGTCCC

 $399 product  Scans for 90 diseases, conditions, and traits  Health conditions  Ancestry information  Miscellaneous traits

MARKET TECHNOLOGY

Mission: to help you live healthier, longer

Mission: to be the world's trusted source of personal genetic information.

MARKET TECHNOLOGY

Navigenics/23andMe must immediately Cease and Desist offering genetic tests to citizens of California until a license has been issued by the Department. Any advertising for genetic services, whether it be in written word or by internet, must clearly state that this testing is prohibited for California residents.

 Reach out proactively to states that they believe may follow suit behind CA  Push for regulation on a federal level Bottom Line: No matter what course of action Navigenics decides to take on the policy level, it will require a lot of time, money, and effort.

MARKET TECHNOLOGY POLICY

 What should be the stance on this new variable? Compete, collaborate, or both?  How does the choice to compete or collaborate on policy issues effect the variables of market and technology?