1. DNA Fingerprint Plus Latest Autosomal DNA Ancestry Test from DNA Consultants Welcome Family History Expo Attendees!

2. History of Ancestry Tests 1985 Alec Jeffreys invents DNA fingerprinting 1990s CODIS standard; GeneTree paternity testing 2000 Oxford Ancestors; Family Tree DNA 2003 Human Genome Project & PCR enhancements 2005 DNAPrint admixture test; National Geographic National Genographic; DNA Tribes; DNA Fingerprint Test 2008 personal genomics (23&me); GWAS; blowback; economic downturn 2009 DNAPrint bankrupt; forensics crisis; 18 Marker Ethnic Panel

3. Business Categories Forensics (government and academic) Paternity testing Sex-linked DNA tests Autosomal ancestry tests Genetic screening Epigenetics and personal genomics Nutrigenomics and fringe

4. Elizabeth C. Hirschman[1] and Donald N. Yates[2] Beyond the Economic Model of Marketer-Consumer Co-production: Consumer Cooperatives in the DNA Marketspace [1] Professor II, Department of Marketing, School of Business, Rutgers University, Levin 220, New Brunswick, NJ 08903. Phone: (732) 445-3525. Fax: (732) 445-3236. E-mail: hirschma@business.rutgers.edu. [2] Principal Investigator, DNA Testing Systems, 26438 N. 42 nd Way, Phoenix, AZ 85050 Phone: (480) 292-9820. E-mail: dpy@dnaconsultants.com.[1][2] [1] [2]

5. Trends in DNA Testing for Genealogy Consumer Co-production User generated content (UGC) Virtual and brand communities Increasing reliability of autosomal tests (DNA Fingerprint)

6. DNA Consultants DNA Testing Systems, L.L.C. Donald N. Yates, Ph.D. Principal Investigator and Owner Founded 2003 in Savannah, Ga., located 2004-2007 in Santa Fe, N.M. Organized as boutique-like consultantcy, personalized reports, large selection Website ranked about 600,000 in U.S.

7. DNA Fingerprint Plus – Walk Through

8. Description “Our exclusive, best-selling DNA Fingerprint Test examines all your ancestral lines at once, to tell you which countries and ethnic groups your ancestors came from. The DNA Fingerprint Plus adds a higher level of resolution by telling you if your profile contains any of 18 newly discovered ethnic markers. The test and ethnic panel confirm any Native American, African or Asian ancestry; if you are primarily European, you will also receive your top ten matches from different European countries.” --from the website

9. Product Advantages Sold and supported online, hyperlinks Totally customized and personalized DNA Fingerprint Test $250.00 18 Marker Ethnic Panel $50.00 DNA Fingerprint Plus $300.00 DNA Fingerprint Report Only $120.00 Includes 2 lists of matches, analysis, marker chart, two maps, certificate, references, key, free DNAcommunities.com, unlimited customer service by email and phone

10. Comparison of Companies

11. Customer Profiles People seeking to verify Native American Adopted persons Busy professionals Others with brick walls Demographics Very motivated, very satisfied Those who want the best and are willing to pay Repeat and referrals Internet enabled, wired, upscale

13. Appeal over Other Tests/Options Relatively low cost Encompasses all lines May be taken by male or female Relatively quick turnaround Needs little explanation Visual Is the “dream product” in DNA testing

28. Our Sister Site

29. A Typical Email Delivering Your Report

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