23

23ANDME CURRENT COMPANY OUTLINE

I. The Innovation Affordable Personal DNA Genome Sequencing Test
A. Simple to use relatively inexpensive personal DNA genomic testing and
non-invasive procedure
B.
DNA analysis service decoding personal information and diagnostic tools
for individuals to research results their DNA findings.
C.
Microchip utilizes a unique custom panel of probes for identifying
genetic variations.
D.
The selection was made to maximize the number of ancestry features
available to customers as well as offer flexibility for future research.
D.
Direct to consumer service, no middleman do it yourself DNA test in
privacy
II. The Competition
A. Thermo Fisher Scientific
a. Life Sciences division
b. Indirect Competition
c. Bought one of 23s first competitors Navgenics, backed by silicon
valley elites
i. More health oriented rather than ancestry heavy testing
B. Pathway Genomics
a. San Diego based firm focused on improving and maintaining health
and wellness
b. Indirect Competition
c. Topics covered include weight management, drug response, liquid
biopsies, cardiac health
C. I-gene
a. Indirect competition in terms of it being a Russian based competitor
while 23andMe doesnt do business in Russia
b. Direct competition in terms of similar services provided
c. Expensive in comparison costing 1500$
III. The Target Consumer
A. Working to Upper class is Bulls-Eye consumer especially:
a. People who were adopted along
b. Children of people who were adopted
c. Health Conscious Individuals
IV. Relative advantage
A. Economic advantage
a. Costs consumer 99$ whereas previously in marketplace
personalized DNA genomic testing cost several thousand dollars
b. Allows for increased access for general population to take test

23

23ANDME CURRENT COMPANY OUTLINE

B. Social Prestige
a. Awareness of ones origins
i. Ability to learn exactly what percentage of DNA from the
worlds population you belong to
ii. Capability to interact with current DNA relatives across planet
V. Compatibility
A. Values and Beliefs
a. Personalized test offers human to scientifically have a greater
understanding where exactly they come from and the history that led
to his or her life
B. Previously introduced ideas
a. Human Genome Project started in 1990
b. Ancestry.com allows people to trace family lineage through web
searches
c. 23andMe builds off these ideas creating a one stop shop for
consumer to analyze and interact with actual personal genetics results
and DNA relatives
C. Needs
a. Allows individuals to learn about certain health risk factors that may
be present in their genes whether unique to them or inherited from
family DNA
b. gives opportunity for people with health conditions opportunity to
learn the medicines that respond greatest with their system
VI. Complexity
A. Simple to use process
B. B. Receive test in mail
C. No blood test, just a saliva swab is needed
D. Register your specific bar code with 23andMe
E. Mail in your test directly back to 23andMe
F. Trace ancestry and ethnic makeup of your DNA from all corners of world
VII. Trialability
A. Lack of Triability with only service offered to consumer is full product at
full price

23

23ANDME CURRENT COMPANY OUTLINE

VIII. Observability
A. Test usually taken in privacy so most observability comes from companies
official website
B. Also through word of mouth from friends and family who used product
C. Through news articles from highly trafficked reputable sources
IX. Recommendations
A. Test for more SNPs
a. There are roughly 10 million SNPs (Single nucleotide
polymorphisms) in every human, which can act as genetic
indicators, helping scientists locate genes that are connected with
disease
b. 23andMe tests for only 900,000 SNPs, increasing this number will
target whole genome with greater precision allowing for greater
knowledge
i. Researchers have found SNPs that may help predict an
individuals response to medications, amount of risk from
environmental factors such as toxins, and signs of developing
specific illnesses. SNPs can also be used to track the
inheritance of disease genes within families
B. Focus new innovations for test on improving ones health and wellness
a. With competition investing heavily on medical conditions and risk
factors, 23andMe may be left behind if not keeping up with new
ways to implement results from test
C. Expand Trialabilty
a. Create product with limited access to entire arsenal of tests
features at reduced cost