Презентация на тему Химэксперт CIS F12

Makarenko: Invitrogen and marketing (forecast).
Elena Savchik: CE and QPCR,

HID reagents.
Alexander Bayunov: NGS instruments.
Dmitry Sirotkin: QST
Vladimir Tomashuk: Pharma
Svetlana Morozova: Service
Vacancies: two people
Clinics and marketing

Logistic department:
Maria Semina

Tender department:
Chief: Tatiana Sirotkina
Sergey Selivanov

Warehouse manager:
Alexander Meschankin,
(Regional logistic)
vacancies:
warehouse personal, 2-3 persons

Purchasing and Order handling:
Dmitry Vorobiev
(market analysis)
vacancy: order handling specialist

Expeditor:
Vladimir Zhezherun

Accounting department:
Chief: Natalia Vasilchenko
Artem Stepanov
Raisa Semina

Custom clearance department:
Chief: Dmitry Skipnikov
Vladimir Sokolov
Alexander Gorshkov

Business Development
Tatiana Meschankina

Support Specialists:
Natalia Selivanova : LT Alexander Kirilluk: Pharma
Vacancy – NGS support

Sales, Support and Marketing Organization

But at the end of 2012 we came to

conclusion that we need support from scientific organizations.
For better usage of investments and promotion of LT equipment in various fields we need to collaborate with certain significant scientific centers.
Currently we negotiate with many organizations to find out possible ways of practical applications to be established in demo lab: AlcorBio, SCMG, MFTI, Investigation committee, Novosibirsk’s Scientific center.
Our aim – to organize demo lab acting as scientific and practical application center.

and workshops for educating customers
Developing position in Applied Markets

– clinical, pharma, food testing, etc
Developing new markets by bringing NGS solutions into clinical research (partnership with AlcorBio)
Developing strategy and structure for Invitrogen sales
Regional structure development
DemoLab opening

interest to IonProton and IonTorrent:
Total instruments sales in FY

2012 ~2740k$ (in FY11 - 2020k$), >35% growth.
Major competitors – Roche and Illumina. Their argument – weak support of LifeTech products. Roche has got medical registration in July 2012. Illumina has an exclusive distributor Interlabservice who has strong aggressive and sometimes unfair sales strategy.
Our priorities - Developing knowledge and educating existing and potential customers. Being fast with newest instruments and consumables available at the market.
“Our” activities – support to existing customers, promotion at all major scientific events, exhibitions, marketing activities. Creating of strong NGS support team.
Receive medical registrations for IonTorrent and IonProton.

instruments sales 2357k$ (in 2011 2095k$, ~12% growth)
Competitive landscape

– less competitive area. Therefore lot of resellers ready to sell this type of equipment
In several cases Ministry of Health has purchased Beckman
“Our” priorities – shortening delivery time, increasing the volume of consumables available at our warehouse in Moscow
“Our” activities – support to existing customers, promotion at all major scientific events, exhibitions, marketing activities + demo laboratory development
Issues and Needs with LIFE – medical registrations for some kits applicable in clinics (KRAS/BRAF, Cystic Fibrosis etc.).

due to aggressive pricing
Good discounts for instruments bought on

stock gives us a possibility to compete with other vendors.
Total sales for instruments ~900k$ (in 2011 633k$, 42% growth)
Competitive landscape – still tough to sell stand-alone.
To promoting QPCRs into clinics we need complete solution: instrument, software and kits with medical registration.
We gave 7500 and StepOne Plus to test and check their diagnostic kits. Their conclusion:
Instruments are to difficult to medics because of complicated s/w.
They used in diagnostics only after optimization.

competitive market. Instruments usually sold as part of package

of LiteTech instruments.
Total sales in 2012 ~270k$ (in 2011 233k$, 16% growth)
Sales of 9700G model is forced by growing HID market
Veriti is competitive on the market only with good discount.
We have an ability to sale this model only when we buying pack of 5 units minimum with special discount.

centralized market. Most of all customers are government structures.
Our

sales in 2012: instruments 720k$, consumables 1481k$, COPAN cards 966k$.
Together with Copan and LT achieved good reputation in FSIN
Waiting for announce of tender for this year.
Together with LT achieved good reputation in IC.
Waiting for opening of three new regional labs.
Successful participation in regional tenders for HID consumables in the end of 2012. Established good relationship with many of regional ECC MOI (20 from 36 expert criminalistics centers).
Our priorities: to continue our work with all customers.

Working with this products just half of year.
Sales ~85k$

(lots of small orders)
Complicated products from point of customer clearance (needs many permissions for serum)
“Our” activities – promoting Invitrogen on conferences, prepare printed materials for mailing, organize small seminars in regions.
Issues and Needs with LIFE:
Shortest time of delivery
Special discounts to be competitive
Help with some documents for customs clearance

market due to the high volume of analysis (manual

extraction is used in areas where low volume of analysis is required)
Competitive landscape: Thermo Fisher (registered analogue of MagMax), Tecan, Epimotion, Qiagen.
Issue with LT: medical registration for MagMax to promote in clinical market.

activities
Participated in Obolensk and Stavropol seminars (Obolensk and

Stavropol as a part of Russian Committee of consumer supervision structure)
Issues and Needs with LIFE:
registration of sets required;
reliable delivery terms for GMO kits.

situation – emerging market with high potential
Competitive landscape
“Our”

priorities
“Our” activities
Issues and Needs with LIFE: not enough information form LT about key sales potentials.

652,42$ (2011: 8 228 772.00 $)
Absolute 4 026 880.00$

and ~49%
By major product lines – analysis in progress
NGS Instruments ~2740k$ (in FY11 - 2020k$) >35% growth
NGS Consumables 901560$ (in FY11 – 224170$) 4 times
CE Instruments 2357k$ (in 2011 - 2095k$) ~12% growth
CE Consumables 1086966,71$ (in 2011 - 1021965.00$) 6% growth
QPCR Instruments ~900k$ (in 2011 - 633k$) 42% growth
QPCR Consumables 246k$ (in 2011 - 278k$) less on 12%
Total for MCB (Invitrogen) about 85 k$
HID consumables 1 481 258.00$ (in 2011 - 871033$) 70% growth
Food Safety and Animal Health >100k$
Service 95522$

and shearing responsibilities. Hiring plan successfully performed (hired: 5

Sales/1 Support/1 Tender/1 Logistics specialist)
Good growth in NGS consumables means that our instruments are in use.
Start focusing for clinical field additionally to scientific.
Perfect performance of FSIN project.
Strong growth in HID field. Achieved good reputation for lots of regional MOI labs as performed shipments in short period of delivery.

tender for three end-users.
Brief description: 2 x 3500, 1

x IonProton
$ Value – ~700k$
Expected closing Q1, 100 % of winning
Critical success factors
Actions achieved
Actions planned and timelines
Needs from LIFE – special letter for RAS with pricing.

new regional labs with complete list of HID instruments.

Next purchase of HID kits in 2013 for IC for already 8 labs.
Brief description: three sets of HID instruments
$ Value ~1mln$ (instruments) + 1.5mln$ for HID consumables in 2013
Expected closing Q4, % of winning – 90% winning
Critical success factors
Actions achieved – customer loyalty
Actions planned and timelines
Needs from LIFE – the same pricing policy as in 2012

FTA cards kits (~210k)
Brief description 210000 FTA card kits
$

Value - 1 mln USD
Expected closing Q2, % of winning – 75% winning
Critical success factors – possible competition
Actions achieved – customer loyalty
Actions planned and timelines – Q2/Q3
Needs from LIFE – the same pricing policy as in 2012
Needs from LIFE – short delivery terms

from warehouse in Q1
Waiting for 3500xl + PGM +

one more IonProton (probably)
$ Value - USD 500k – 1 mln$
Expected closing Q3/Q4, % of winning – 60% winning
Critical success factors – conection to Mr. Govorun
Actions achieved – already delivered IonProton from warehouse in Q1
Actions planned and timelines – Q4

3500xl, IonProton, QuantStudio
$ Value ~1200k$
Expected closing Q4, % of

winning – 60% winning
Critical success factors - budgeting
Actions achieved – customer loyalty, already shipped 5500xl and PGM in 2012
Actions planned and timelines – Q4 2013

diagnostics panels for PGM in Q1. Than get registration

in Q2. With this we can approach clinical market with PGM for prenatal diagnostics.
Brief description – PGM + AmpliSeq
$ Value - from 150 to 500k$
Expected closing Q4, % of winning – 40% winning
Critical success factors – achievement of medical registration the new kit (AlcorBio), good pricing from LT for PGM consumables
Actions achieved – the kit is almost ready, the special software for clinics is done.
Actions planned and timelines – Q4 and further.