berry factory
TRANSCRIPT
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
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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