Holobiome final presentation 7
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Transcript of Holobiome final presentation 7
[Dx.3] Holobiome
Initial Hypothesis: We provide personalized disease management tool for IBD patientsthat monitors the gut microbiome to predict oncoming flares.
1.4 Million IBD patients
Mild/Moderate patients
Internet access
Vision: Envisioning a healthy gut microbiome for everyone
Number of Interviews: 93
Initial Market Size:
Holobiome
Kei FujimuraPost-doc at UCSF, Microbial ecologistPicker/Hustler
Shoko IwaiPost-doc at UCSF, Microbial ecologist, BioinformaticsHacker/Hustler
Yosuke KamimuraPost-doc at UCSF, Immunologist, VirologistDesigner/Hustler
David HanzelDiagnostics expertMentor
Week 1
• Provide personalized prognositic for IBD patients in order to subvert flares and foresee colorectal cancer symptoms.
• Reduce risk of misdiagnsosis and time through a non-invasive and safe diagnostic tool.
• Access to sample processing equipment (e.g. thermocycler, sequencer, biosafety cabinet) and lab technician or outsource all lab work
• Computers / servers• Pipelines• Data analysts
• Posts by patient advocates on Crohns & Colitis Foundation forums, patientslikeme.com, etc.
• Web account and app
• Seminars led by local thought leaders
• MD to MD connections
• Inflammatory Bowel Disease (IBD) Patients
• General practice MDs, DOs, Gastroenterologists, Naturopaths
.• Generate personalized
baseline reports and track changes over time.
• Online lifestyle diary to track effects of meds and diet on biome over time
• Dedicated personal assistance
• Online community• Personal physicians
• Dedicated e-commerce• Direct sales.
• Subscription fee (multiple samples)
• Batch ordering for physicians
• Fixed menu pricing.
Joint venture with Metabolon, who will provide metabolomic data.
Buyer / suppliers: Illumina, MoBio
Physician organizations:Inflammatory Bowel Disase Center @ UCSF
CPMC Research Institute
Patient organizations and patient advocates:Crohns & Colitis Foundation
Fixed costs:• Lab space and/or
office space• Salaries• Server• Website maintenance• Lab equipment
Sample processing:• Sample
processing kits• Stool collection
kits
Risk reduction for patients and physicians
• value-driven• Variable costs
based on service levels
IBD patientsPhysicians
Week 1
• Access to sample processing equipment (e.g. thermocycler, sequencer, biosafety cabinet) and lab technician or outsource all lab work
• Computers / servers• Pipelines• Data analysts
• Posts by patient advocates on Crohns & Colitis Foundation forums, patientslikeme.com, etc.
• Web account and app
• Seminars led by local thought leaders
• MD to MD connections
.• Generate personalized
baseline reports and track changes over time.
• Online lifestyle diary to track effects of meds and diet on biome over time
• Dedicated personal assistance
• Online community• Personal physicians
• Dedicated e-commerce• Direct sales.
• Subscription fee (multiple samples)
• Batch ordering for physicians
• Fixed menu pricing.
Joint venture with Metabolon, who will provide metabolomic data.
Buyer / suppliers: Illumina, MoBio
Physician organizations:Inflammatory Bowel Disase Center @ UCSF
CPMC Research Institute
Patient organizations and patient advocates:Crohns & Colitis Foundation
Fixed costs:• Lab space and/or
office space• Salaries• Server• Website maintenance• Lab equipment
Sample processing:• Sample
processing kits• Stool collection
kits
• value-driven• Variable costs
based on service levels
IBD patientsPhysicians
VPRisk reduction for patients and physicians• Provide personalized prognositic for
IBD patients in order to subvert flares and foresee colorectal cancer symptoms.
• Reduce risk of misdiagnsosis and time through a non-invasive and safe diagnostic tool.
CS• Inflammatory
Bowel Disease (IBD) Patients
• General practice MDs, DOs, Gastroenterologists, Naturopaths
Our HypothesisPatients and doctors want the patients’ gut microbiome monitored in order to predict their next flares.What we found out…
Interesting, but we need evidence. (19/19)
http://www.cdc.gov/ibd/http://www.assetprotectionlawjournal.com/articles/physician-asset-protection/
Week 1-4: Our products were not ready for doctors and unnecessary for IBD patients
I’m not interested. I want solutions, not another monitoring device! (5/7)-patient with mild or moderate IBD
We were depressed…….
Explore other customer segments!
Breakfast meeting
Week 5: So then…we decided to include
• Provide personalized prognositic for IBD patients in order to subvert flares and foresee colorectal cancer symptoms.
• Reduce risk of misdiagnsosis and time through a non-invasive and safe diagnostic tool.
• Access to sample processing equipment (e.g. thermocycler, sequencer, biosafety cabinet) and lab technician or outsource all lab work
• Computers / servers• Pipelines• Data analysts
• Posts by patient advocates on Crohns & Colitis Foundation forums, patientslikeme.com, etc.
• Web account and app
• Seminars led by local thought leaders
• MD to MD connections
Inflammatory Bowel Disease (IBD) Patients
General practice MDs, DOs, Gastroenterologists, Naturopaths
.• Generate personalized
baseline reports and track changes over time.
• Online lifestyle diary to track effects of meds and diet on biome over time
• Dedicated personal assistance
• Online community• Personal physicians
• Dedicated e-commerce• Direct sales.
• Subscription fee (multiple samples)
• Batch ordering for physicians
• Fixed menu pricing.
Joint venture with Metabolon, who will provide metabolomic data.
Buyer / suppliers: Illumina, MoBio
Physician organizations:Inflammatory Bowel Disase Center @ UCSF
CPMC Research Institute
Patient organizations and patient advocates:Crohns & Colitis Foundation
Fixed costs:• Lab space and/or
office space• Salaries• Server• Website maintenance• Lab equipment
Sample processing:• Sample
processing kits• Stool collection
kits
Risk reduction for patients and physicians
• value-driven• Variable costs
based on service levels
IBD patientsPhysiciansHealth conscious people
Health conscious people
Validation that their lifestyle reflects healthy gut microbiome
http://www.9lot.com/2013/04/important-nutritional-products-needed-today.html
Week 5: Health conscious people were not interested
Our HypothesisHealth conscious people may want to know gut microbiome as a marker for healthiness.
I’m not interested. I feel great and have no GI issues. (8/8)
What we found out…
• Provide personalized prognositic for IBD patients in order to subvert flares and foresee colorectal cancer symptoms.
• Reduce risk of misdiagnsosis and time through a non-invasive and safe diagnostic tool.
• Access to sample processing equipment (e.g. thermocycler, sequencer, biosafety cabinet) and lab technician or outsource all lab work
• Computers / servers• Pipelines• Data analysts
• Posts by patient advocates on Crohns & Colitis Foundation forums, patientslikeme.com, etc.
• Web account and app
• Seminars led by local thought leaders
• MD to MD connections
Inflammatory Bowel Disease (IBD) Patients
General practice MDs, DOs, Gastroenterologists, Naturopaths
.• Generate personalized
baseline reports and track changes over time.
• Online lifestyle diary to track effects of meds and diet on biome over time
• Dedicated personal assistance
• Online community• Personal physicians
• Dedicated e-commerce• Direct sales.
• Subscription fee (multiple samples)
• Batch ordering for physicians
• Fixed menu pricing.
Joint venture with Metabolon, who will provide metabolomic data.
Buyer / suppliers: Illumina, MoBio
Physician organizations:Inflammatory Bowel Disase Center @ UCSF
CPMC Research Institute
Patient organizations and patient advocates:Crohns & Colitis Foundation
Fixed costs:• Lab space and/or
office space• Salaries• Server• Website maintenance• Lab equipment
Sample processing:• Sample
processing kits• Stool collection
kits
Risk reduction for patients and physicians
• value-driven• Variable costs
based on service levels
Quantified Self
Quantify microbiome as a token of healthiness
Week 6: Switched to Quantified Selfies who love data about
Week 6: QS’s value propositions were too diverse
Our HypothesisQuantified self want to monitor their gut microbiome
Sleep cycle (2/9)
Mood (1/9)
Blood glucose levels (1/9)
Exercise (2/9)
Diet (2/9)
Blood pressure (2/9)
http://www.innovation-alliance.net/
Weight (2/9)
Heart rate (1/9)
I want to track…
Ketones (1/9)
We got depressed again……Back to square one…
Patients want to remain in remission ‘naturally’ without side effects
Week 7: Provide specialized probiotics
• Through our interviews, we noticed most of the patients are taking probiotics (12/14).
• Current probiotics do not work the same for everyone.
• Specialized probiotics based on ‘microbiome types’.
Remain in remission
Cost savings
HR: Bioinformatics & Data analysts
Computers/servers
Pipelines
Patent
Trade secret (probiotics composition)
Finance: Research grants
Dedicated E-commerce
Direct Sales
GI doctors prescribe probiotics
Direct Sales
Inflammatory Bowel Disease (IBD) Patients
Insurance company
Research and publish
Online lifestyle diary to track effects of meds and diet on biome over time
GET: Ads on patient foundation
GET: Clinical and scientific presentation
GET: KOLs of GI specialist
GET: Dossier to medical director
KEEP: Dedicated personal assistance
KEEP: Customer surveys
GROW: Referrals
Fixed menu pricing: $200/month
Get our codes covered
Suppliers: Metabolon will provide metabolomic data.
Suppliers: SeqWright will provide DNA isolation and sequencing.
Suppliers: KLAIRE LABS will grow bacteria and formulate into pills
FDA
Fixed costs:• Lab space and/or
office space• Salaries• Server and website
maintenance
• Shipping and handling• Value-driven• Variable costs based on
service levels
Final canvas: Specialized probiotics for IBD patients
What we found out overall….
• IBD patients want solutions not another way to monitor.
• For our goals reflected in our mission statement, the science of using the microbiome is still ~ 5-10 years away.
Our Investment Readiness Level
1 & 2. Basic Technology Research
3. Product/Market Fit
2. Problem/Solution
1. Hypotheses (Canvas)
• Now!
• Research CompanyTechnology Readiness Level