berry factory

Berry FactoryPlant extracts for health benefits –

Main product: cranberry proanthocyanidins (PACs) for preventing urinary tract infection (UTI)

Prof. Huang DejianPrincipal Investigator

Dr. Loh Wah Sing Mentor

Dr Voja JovanovicEntrepreneurial Lead

Ms Tang YanchiEntrepreneurial Lead

Recurrent urinary tract infection (UTI)Frequency: 4% - 7% of women suffer from UTI

Urinary Tract Infection

Which cranberry products are effective

for UTI?

Clinical studies with cranberry productsX Cranberry juice✔ Proanthocyanidins (PACs) from cranberries

Effective daily dosage : 36mg PACs

BMC Urology 2013, 13: 28-34; Clin Microbiol Infect 2008, 14: 350-355

Column chromatography (current technology)

Non-column chromatography (our technology)

Raw material (<0.5%)

Raw material (<0.5%)

18% PACs

25% PACs

Production cycle: 3 daysProduction cost: $300/per kgEnergy intensive

Production cycle: 12 hoursProduction cost: $50/per kgEnergy saving: 75%

Berry Factory Core technology

Final Business Model Canvas

Others

Shop visits

Reseachers/Doctors

Customers

Suppliers

Regulatory people

0 2 4 6 8 10 12 14 16 18

2

7

6

16

3

3 No. of interviews 36

Final Business Model Canvas

75% Energy saving80% production cost/cycle saving

Final Business Model Canvas

•Superior cranberry PACs content (25%)+anthocyanins

•Food-grade and certifiable (eg: Halal)

•Know-How technology•Raw material•Production equipment•Human Resources

•Juice concentrate suppliers

•Personal selling•Search ads•Social media•Trade shows

•Plant polyphenol extraction•Characterization of products •Certification

•Direct selling•Website•Partners’ marketing channels

•Wages for staff•Raw material purchase•Warehouse and facility rental

•Marketing expenses

•Product certificate•Trade shows/exhibits

•Sale of extracted plant polyphenols•Sale of plant polyphenol extraction-on-demand service

•Pilot trials partner

•Cranberry fruit traders

•Ingredient companies

•Supplement companies

Competitors: cranberry PACs suppliers

Cranberry nutrition markets

Market size:

Naturex(France)

Artemis(USA)

Indena(Italy)

Berry factory

PACs content 1.5% 14% 18% 25%

Targetmarket

Served available market

Total market

Beachhead: Cranberry PACs ingredient/supplement companies57 cranberry supplement s at walgreens.com

Plant extract ingredient /supplement companiesChina, Shanxi Prince, >729 plant extract companies

China, 615 Chinese supplement brands

Plant polyphenolic ingredient/supplement companiesChina, 264 polyphenolic ingredient companies at atobo.com

2016.12

2016.6

2015.12

2015.6

•Send testing samples•Validate suppliers (key partners)

•Complete pilot trials•Complete certifications

•Expand to other products with similar technology and facilities

•Confirm the first client•Manufacture and sell PACs

Moving Forward…What Next?

Testing samples- Minimum viable product

Thank you

What we learned from LLP journey--Berry Factory

Prof. Huang DejianPrincipal Investigator

Dr. Loh Wah Sing Mentor

Dr Voja JovanovicEntrepreneurial Lead

Ms Tang YanchiEntrepreneurial Lead

First Business Model Canvas

Superior cranberry PACs content +anthocyanins

Juice concentrate suppliers

Plant polyphenol extractionCharacterization of products Certification

Direct sellingWebsitePartners’ marketing channels

Wages for staffRaw material purchaseWarehouse and facility rental

Marketing expenses

Product certificateTrade shows/exhibits

Sale of extracted plant polyphenolsSale of plant polyphenol extraction-on-demand service

Cheaper

Faster, lower cost production

Customerization

Pilot trials partner

Formulation and production of own food supplements 

Sale of in-house developed food supplements 

Distributors

Personal sellingSearch adsSocial mediaTrade shows

Know-How technologyRaw materialProduction equipmentHuman Resources

Certifiable (e.g: Halal)

Supplement companies

OTC drug companies

Cosmetic companies

End-users

Intermediate Business Model Canvas

Supplement companies

Over-the-counter drug companies

Cosmetic companies

F&B companies

End-users: patients

Not their focus

Not competitive as anti-oxidant, dark

red color

Costly & time-consuming

Future plan

Ingredient companies

B2B

B2C

Superior cranberry PACs content +anthocyanins

Juice concentrate suppliers

Plant polyphenol extractionCharacterization of products Certification

Direct sellingWebsitePartners’ marketing channels

Wages for staffRaw material purchaseWarehouse and facility rental

Marketing expenses

Product certificateTrade shows/exhibits

Sale of extracted plant polyphenolsSale of plant polyphenol extraction-on-demand service

Cheaper

Faster, lower cost production

Customerization

Pilot trials partner

Formulation and production of own food supplements 

Sale of in-house developed food supplements 

Distributors

Personal sellingSearch adsSocial mediaTrade shows

Know-How technologyRaw materialProduction equipmentHuman Resources

Certifiable (e.g: Halal)

Intermediate Business Model Canvas

Supplement companies

Ingredient companies

Superior cranberry PACs content + anthocyanins

Cheaper

Faster, lower cost production

Customerization

Certifiable (e.g: Halal)

Internal competitive advantage

Not necessary

Intermediate Business Model Canvas

Final Business Model Canvas

Superior cranberry PACs content +anthocyanins

Juice concentrate suppliers

Plant polyphenol extractionCharacterization of products Certification

Direct sellingWebsitePartners’ marketing channels

Wages for staffRaw material purchaseWarehouse and facility rental

Marketing expenses

Product certificateTrade shows/exhibits

Sale of extracted plant polyphenolsSale of plant polyphenol extraction-on-demand service

Cheaper

Faster, lower cost production

Customerization

Pilot trials partner

Cranberry fruit traders Formulation and production of own food supplements 

Sale of in-house developed food supplements 

Distributors

Personal sellingSearch adsSocial mediaTrade shows

Know-How technologyRaw materialProduction equipmentHuman Resources

Certifiable (e.g: Halal)

Supplement companies

Ingredient companies

Thank you