Introduction:
We are UA Besties, we focus on people's health, and we are committed to making the world more beautiful! Our company is mainly divided into three departments: R & D experimental department, digital and modular analysis department, market testing department and beautification products department. Our team consists of professional researchers from Lanzhou University and outstanding high school students in various fields. The product developed by our team have been certified by professional institutions. In addition, we have the guidance and advice of the leading companies in the field and a team of outstanding Columbia University graduates to ensure that the product is perfect and authoritative.
( Top picture: the team logo represents genes and engines in synthetic biology, and the red star refers to the final red fluorescent protein in the gene circuit, which is bright red light, representing our original intention to commit to the public health )
Our team mainly launched a research and development product - uric acid detector, which is a non-invasive, miniaturized detector. The color of the test can determine whether the body has excessive uric acid levels. The internal system of detection is divided into: sensing system, amplification system and luminescence system. First, genes can be successfully transcribed and signal when uric acid levels are high in urine. Then there is the amplification system, which amplifies the fluorescent signal of the engineered bacteria. Finally, there is a luminescent system that glows red when uric acid concentrations are high. When red is shown, there is excessive uric acid levels, and other light colors represent normal condition. Placing directly on the toilet or urinal, collect urine, and then wait for about an hour.
As the population suffering from hyperuricemia and gout gradually tends to be younger and more common, more and more people do not find their disease in the early stage and suffer from the disease. Uric acid detector, as a convenient and portable small instrument, can help some potential people to monitor their health status in real time, timely detection and treatment. People no longer necessary to go to the hospital for blood drawing and queuing for laboratory tests, which can not only reduce the number of patients who are troubled by diseases, but also help the hospital reduce pressure. There is no doubt that it is an important medical product that can increase the health and happiness index of all mankind.
( Top picture: Schematic diagram of using uric acid sensor )
Marketing Plan:
In the last decade, with changes in diet and lifestyle, the number of patients with hyperuricemia has been increasing. Hyperuricemia is like a "dark horse", and its incidence rate suddenly exceeds that of diabetes, and it has become the most common disease among metabolic diseases. According to the "White Paper on the Status of Gout in China 2018", the number of people with hyperuricemia in China has reached 170 million, and the prevalence rate in some areas is as high as 13.3%, which means that one out of every 10 people will have hyperuricemia.[1]
Hyperuricemia is not gout, but high levels of uric acid can induce gout. Therefore, many patients with hyperuricemia may have no obvious symptoms at the beginning and do not notice it, but as time goes by, high uric acid level will do more and more harm to human health. What many people do not realize is that hyperuricemia not only causes gout, but can also cause damage to many organs in the body, such as increased kidney burden, vascular damage, pancreatic damage, and arthritis. Therefore, this is pretty important for early detection and early treatment.
According to the market survey questionnaire, except for some teenagers, 68.18% of the 110 respondents had such symptoms (as shown in Figure 1). Moreover, the trend is getting younger and more common, with a bias towards people aged 20-30 (Figure 2). Even some college students suffer from such symptoms (Figure 3 and Figure 4), indicating that the incidence of this disease is very common. But because people lack awareness of this convenient condition and think it is far away from them, there is no need for daily testing. In fact, regular testing is very necessary, if found similar symptoms can be treated in a timely manner, will not delay the disease and produce more serious consequences.
Figure 1
Figure 2
Figure 3
Figure 4
The main problem faced in our sales process of the product is that many people lack awareness of the disease or think it is not necessary to carry out daily testing (Figure 5). Many people choose hospital testing because they want to pursue ultra-high accuracy through low frequency and are willing to accept troublesome operations. However, our product can not only be simple and convenient to operate anytime and anywhere, but also has low economic cost. In the face of this series of problems, our team has carried on the various channels (public propaganda, healthy diet plan, speech community, etc) to the popularization and propaganda, clear the use of the product advantages, popularize related knowledge of medicine, let people realize the importance of monitoring instrumentation daily necessity and the advantage of this product.
In addition, in order to let more people know about our products, our sales strategy is not to attract people from the market who originally chose physical examination or other methods, but to develop a new market form. After establishing a part of consumer groups, propaganda can be carried out to expand the market scale. Focusing on a certain group of people (hospitals, sick patients, etc.) can improve visibility and increase sales more effectively. According to the market survey, 65.45% of people are willing to buy this kind of products, and 28.18% of people are willing to buy this kind of products. However, the price of our products is very low, which accounts for a small proportion of personal income. Therefore, no matter the income group can afford our products. Not only expand the sales crowd, but also help more people to avoid the harm of the disease.
Figure 5
Figure 6
Target market Research:
The main target groups can be divided into high uric acid risk groups, communities, hospitals and agents.
1. Uric acid detector already on the market:
The competitive/substitute Goods have the advantages of high brand awareness and similar functions, which are "competitive/substitute goods". But our product has an even more irreplaceable advantage: it's easier to use, it's portable, it's cheaper, and the results are extremely accurate. Most people think that such products have high error and inaccurate results, and there is a certain risk of misjudgment (as shown in Figure 6). However, our product is designed completely in accordance with its biological principle, and it will react only when the uric acid content is high. Moreover, the low price also makes it easier for customers to consume, because the monetary cost borne by them is very low, so the product is easier to sell.
( Online pictures of other uric acid detectors, from Taobao )
2. Hospital blood test:
Going to the hospital for blood test is also the way that many people choose, because consumers want to know their health status through the low frequency of physical examination and authoritative reports. However, generally go to the hospital needs time cost and money cost are relatively high, many people think that there is no need to choose to have a check, and need to draw blood test, many people also choose not to go because of resistance to this. Admittedly, the hospital examination is very authoritative, but once a year or a low frequency of examination is no way to find the disease in time, but also easy to cause medical burden to the hospital. This product can not only do anytime anywhere monitoring, and do not need to know professional medical knowledge, easy to operate, price concessions, and high accuracy. In order to avoid further damage from the disease, but also to reduce the pressure on the hospital.
( Picture of hospital blood test, from Baidu )
Partner Company:
1. Lanzhou Yijing Biotechnology Co., LTD
Lanzhou Yijing Biotechnology Co., Ltd. was established on March 04, 2021. We have reached a cooperation agreement with Lanzhou Yijing Biotechnology Co., LTD., and signed a total of 20 million yuan investment contract. Lanzhou Yijing Biotechnology Co., Ltd. is a very authoritative company in the industry, especially with many channels and advantages in medical equipment sales. Can help us invest, and provide some sales channels for sales.
Business scope includes licensed items: food Internet sales; Inspection and testing services; Health food production. (For projects subject to approval according to law, business activities can be carried out only after approval by relevant departments. Specific business projects shall be subject to approval documents or licenses of relevant departments.) General projects: popular science publicity services; Food Internet sales (pre-packaged food only); Food sales (pre-packaged food only); Software development; Information technology consulting services; Technical services, technology development, technology consultation, technology exchange, technology transfer and technology promotion; Science and technology intermediary services; Natural science research and experimental development; Artificial intelligence basic resources and technology platform; Biological organic fertilizer research and development; Information consulting services (excluding licensed information consulting services); Advertising design and agency; Advertising release; Advertising production; Teaching special instrument sales; Sales of teaching models and teaching AIDS; Research and development of compound microbial fertilizer; Biopesticide technology research and development; Research and development of bio-based materials technology; Health food (pre-packaged) sales; Education consulting services (excluding education and training activities related to license examination and approval); Business training (excluding education training, vocational skill training and other training requiring permission); Conference and exhibition services; Agricultural scientific research and experimental development. (Except for the projects subject to approval according to law, the company shall independently carry out business activities according to law with the business license.) Lanzhou Yijing Biotechnology Co., Ltd. has invested 1 company abroad.
2. Lanzhou Jiadisen Biotechnology Co., LTD
Lanzhou Jiadisen Biotechnology Co., Ltd. was established on April 29, 2021, and its industry is science and technology promotion and application service industry. Lanzhou Jiadisen Biotechnology Co., Ltd. is a company with a lot of experiences in the field of biotechnology. Through cooperation and promotion with each other, we have expanded the consumer group and made speeches and publicity in the community.
Its business scope includes: Licensed project: Third class medical device operation; Food additive production; Advertisement publishing (radio stations, television stations, newspapers and periodicals publishing units); Nutritional food manufacturing; Forestry product quality inspection and testing; Quality and safety inspection of agricultural products; Health food production; Health food sales; Commissioned production of drugs (application of processing techniques such as steaming, frying, processing and calcining excluding TCM decoction pieces and production of proprietary Chinese medicine secret prescription products); Pharmaceutical production (application of processing techniques such as steaming, frying, processing and calcining excluding Chinese herbal decoction pieces and production of proprietary Chinese medicine secret prescription products); Inspection and testing services; Feed additive production. (For projects subject to approval according to law, business activities can be carried out only after approval by relevant departments. Specific business projects shall be subject to approval documents or licenses of relevant departments.) General projects: popular science publicity services; Business training (excluding education training, vocational skill training and other training requiring permission); Biopesticide technology research and development; Office supplies sales; Agricultural scientific research and experimental development; Software development; Environmental advisory services; Category I medical devices retail; Information technology consulting services; Biomass energy technology services; Electronic office equipment sales; Sales of teaching models and teaching AIDS; Feed production special equipment sales; Medical research and experimental development; Research and development of bio-based materials technology; Stationery wholesale; Advertisement publishing (not radio stations, television stations, newspapers and periodicals publishing units); Food additives sales; Biological organic fertilizer research and development; Retail of protective equipment for medical staff; Category II medical device retail; Advertising production; Science and technology intermediary services; Cloud computing equipment sales; Marketing of sanitary products and single-use medical supplies; Research and development of compound microbial fertilizer; Advertising design and agency; Natural science research and experimental development; Manufacturing of teaching models and teaching AIDS; Research and development of biological feed. (Except for the projects subject to approval according to law, independently carry out business activities according to law with the business license).
( The chart shows some of the most important product features in market research, with 81.82% of results being accurate )
Marketing method:
The overall use of box packaging, a cost of only 0.40, it is expected that bulk purchase can be cheaper. There are five sensor cores in a box.
( The picture shows the basic packaging design )
Research and development cost: about 500,000 yuan
Approval cost: about 10 million yuan (compared to other medical approval, the cost of this product is extremely low)
Production cost: 30 cents per piece (it will be cheaper after scale)
Consumer price: 5 yuan a box (5 tablets)
The reason why the price is set at 5 yuan a box is that in the case of ensuring a profit margin, the price is pressed to the most affordable, so that the market demand is more. The main sales profit lies in the accumulation of volume, the more favorable the price, the greater the demand for products. However, the price can not be arranged very low, because it will give customers a kind of not very safe, not very reliable feeling, the price of five yuan is not only close to the people but also make people feel very reliable, is the regular company factory production.
Open new market: Simple version of uric acid sensor.
Our sales strategy is not to attract people from the market who originally chose physical examination or other methods, but to develop a new market form by ourselves. After establishing a part of consumer groups, propaganda can be carried out to expand the market scale. On the one hand to reduce the market competition pressure, can temporarily monopolize the market demand. On the other hand, this way of sales is more user-friendly. It is the best way to let consumers experience and then recommend to others.
R&d Department: carry out product development and upgrade
Production Department: carries out the production of products
Sales department: responsible for selling products to more countries and regions, and using different sales channels, such as: online direct-broadcast studios, online shopping software such as Taobao and Tmall, professional hospital pharmacy platforms and various agents and distributors, etc.
Market Inspection department: collect daily consumer complaints and suggestions and feedback to production department for rectification. Strictly control the market demand trend, observe whether there are different areas.
After-sales service department: If there is a problem with the product, it can be returned or replaced for seven days without any reason. If there is any problem with the use of the product, it can be complained at any time.
Financial Plan:
We have reached a cooperation agreement with Lanzhou Yijing Biotechnology Co., LTD., and signed a total of 20 million yuan investment contract.
Conclusion:
In general, our aim is to let more people from the disease suffering, let more people benefit from our products. We have a series of very authoritative and professional development teams, and a large number of market research and analysis, the most suitable for our sales strategy and target market, crowd. For some other competitive products, we also have many unique features, such as convenient use, no need for professional medical knowledge, low price, strong privacy, high accuracy of results, convenient and easy to carry, beautiful appearance design, short waiting time and so on. In the subsequent sales strategy, we will focus on developing new markets and cultivating our target customer groups, and then carry out publicity and expansion. In addition, we have contacted many companies interested in investing and have signed a term sheet of 20 million yuan. We also have a clear direction for personnel allocation and follow-up services for some products. In terms of profit, it can not only quickly return to the capital, but also make more profits from subsequent sales. It also ensures that people with whatever income can afford to buy the products, guarantees more people's demand for the products, and improves the health of people around the world.
References: