1. gRAD (generic Rapid Assay Device)
New Product Introduction
gRAD (generic Rapid Assay Device)
Dina Gonçalves
December 2015

2. Outline What, How and Why? Where and how to sell gRAD What is gRAD?
How does gRAD works?
Why to use gRAD?
Products portfolio
Where and how to sell gRAD
Customers
References
Market strategies
Competing technologies/approaches
Unique selling points
Marketing Material
Introductory special offer to distributors

3. What, How and Why?

4. What is gRAD? Standard lateral flow (test-specific) gRAD (generic)
sample pad
sample
pad
test line
biotin-binding protein
specific antibodies
control line
anti-mouse / rabbit / goat antibodies
generic
antibodies
conjugate
pad
gRAD (generic)

5. What is gRAD?
Standard lateral flow (test-specific)
flow

6. What is gRAD? Standard lateral flow (test-specific) Assay-specific
Defined antibodies in the strip (detection and conjugated to gold)
Biological recognition events on strip
By custom outsourced development or requiring especial printing equipment

7. How does gRAD works? gRAD (generic) 1 test line + 1 control line
sample pad
test line
biotin-binding protein
control line
anti-mouse / rabbit / goat antibodies
1 test line + 1 control line
Serum, plasma, urine, solutions of antigen, solid material dissolved in diluent
Consistency of test line – CV 2-5%
50 pg/ml – 500 ng/ml, on device
Monoclonal antibodies, polyclonal affinity-purified, provided by the user
Mouse, rabbit or goat antibodies

8. antigen-antibodies complex
How does gRAD works?
detection antibody
conjugated to gold
antigen-antibodies complex
biotinylated
capture antibody
antigen
flow
gRAD (generic) B B B

9. How does gRAD works?
gRAD (generic) B B B

10. How does gRAD works? Developing and optimizing an assay Running an
optimized assay
Producing gold conjugates
Finding the analyte concentrations giving a signal (visible test line)
Optimization of the capture reagent
Optimization of the detection reagent

11. How does gRAD works? Important points to consider Gold conjugation
Testing different capture antibody concentrations
Low antibody concentration  Higher sensitivity, but slower and less precise assay
High antibody concentration  Lower signal intensity, but faster and more precise assay
Testing different gold conjugated antibody volumes
Increasing volume detection Ab  Test line signal increases, but also the background

12. How does gRAD works? Developing and optimizing an assay Running an
optimized assay
Pre-test user steps
Conjugation
Mixing components
Test user steps
Dipping strip in reaction mix
Evaluation of test line intensity

13. How does gRAD works? PRE-TEST USER STEPS TEST USER STEPS Test Reagent
Test Mixture
TEST USER STEPS

14. Why to use gRAD?
Easier and faster in-house development of rapid assays
Multiple uses and applications
Simple procedures
No need for specialized equipment
Development of niche applications
Possible quantification without need of a readers and expensive software
Keeping internal knowledge
Different levels of complexity

15. Products Portfolio REF PRODUCT LIST PRICE gRAD(1) - KIT
gRAD OneDetection - Kit
900 €
gRAD(1) - 120
gRAD OneDetection – 120 strips
480 €
NGIB18-1
Naked Gold Conjugation Kit (20 nm & 40 nm)
NGIB18-2
Naked Gold Conjugation Kit (20 nm)
NGIB18-3
Naked Gold Conjugation Kit (40 nm)
SDB50
Sample Dilution Buffer
10 €
The complete solution to start developing gRAD assays
Perfect for testing new ideas and running optimized assays
Optimized gold conjugation kit
Optimized buffer to enhance gRAD assays performance

16. Products Portfolio gRAD(1) - KIT gRAD(1) - 120 NGIB18 SDB50
calibration card

17. Where and how to sell?

18. Customers Research and Development in: Veterinarian applications
Livestock
Companion animals
Feed contamination control
Milk and meet quality control
Diagnostics, human
Tropical diseases
Cancer
Biomarkers pre-screening
Quality control, pharma and biologics
…and more…

19. References Foot and mouth disease
Yang et al. (2015) Development of a multiplex lateral flow strip test for foot-and-mouth disease virus detection using monoclonal antibodies. J. Virol. Methods 221:119-26
Yang et al. (2013) Development of a quick and simple detection methodology for foot-and-mouth disease virus serotypes O, A and Asia 1 using a generic Rapid Assay Device. Virol. J. 10:125.

20. Competing technologies/approaches
Outsourcing custom development
Development in-house from scratch
Other rapid assays technologies

21. Marketing strategies Materials Mailings Video Printed material
Campaigns
Entry offer / trial - 20 strips for free
Partner Program (for high-impact academic institutions)
Demos / Conferences 2016
Custom service / offers
Discount matrix for bulk orders

22. Marketing material Website
Video
Printed Material

23. Unique selling points Qualitative Semi-Quantitative
Open and Flexible Platform
Total customization
Possible Quantitative Assays
Time and Money Saving
Easier and faster
Ready-to-use kit format
Reactions in solution
Patented Technology (WO A1)

24. Introductory special offer to distributors
Dec 2015
ORDER in December 2015
Get EXTRA DISCOUNT on gRAD products purchase
2016
Total purchase target value in 2016
% purchase value in gRAD products
2017
Guaranteed extra discount of 5% on gRAD products (3 distributors awarded)

25. Extra discount December 2015
Any purchase
(min 1 x gRAD(1) – KIT +
other product(s) at least the same value)
Extra* 10 % on gRAD
5 x gRAD(1) – KIT or
3 x gRAD(1) – KIT + 4 gRAD(1) – 120 or
2 x gRAD(1) – KIT + 6 gRAD(1) – 120
Extra* 20 % on gRAD
>10 x gRAD(1) – KIT or
5 x gRAD(1) – KIT + 10 gRAD(1) – 120
Extra* 30 % on gRAD
* On top of distributor discount (the same you have for Abs/ELISAs)

26. Qualification for extra discount 2017
GROUP
MINIMUM
PURCHASE TARGET
Group A (small distributors)
5.000 €
Group B (medium distributors) €
Group C (large distributors) €

27. Making gRAD a success together!
Make all your questions!
Return feedback from customers
Keep close contact to provide excellent support
Share special requests from customers, ideas for improvement and new gRAD versions
Share feedback on interest for quantitative setup
Co-market gRAD with other products (antibodies, matched pairs, etc..)
Share your ideas to reach new customers

28. Thank you. BioPorto Diagnostics A/S Tuborg Havnevej 15, st.
DK-2900 Hellerup
Denmark
Phone (+45)
Web
LinkedIn
Dina Goncalves, PhD
Key Account Manager