1: February-2013 LIFE RUSSIA Business Update FY12 Review, 2013 Outlook 04. 02. 2013, Khimexpert
2: LIFE Distributorship
3: Sales, Support and Marketing Organization
4: DEMO LAB
5: Top Priorities to drive growth in 2013 Organizing seminars 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
6: Market Analysis and Situation
7: NGS Instruments and Consumables Fast growing market – big interest to IonProton and IonTorrent: Total instruments sales in FY 2012 2740k$ (in FY11 - 2020k$), 35 growth. Major competitors – Roche and Illumina. Their argument – weak support of LifeTech products. Roche has got medical registration in July 2012. Illumina has an exclusive distributor Interlabservice who has strong aggressive and sometimes unfair sales strategy. Our priorities - Developing knowledge and educating existing and potential customers. Being fast with newest instruments and consumables available at the market. Our activities – support to existing customers, promotion at all major scientific events, exhibitions, marketing activities. Creating of strong NGS support team. Receive medical registrations for IonTorrent and IonProton.
8: CE Instruments and Consumables Market situation – still growth: Total instruments sales 2357k$ (in 2011 2095k$, 12 growth) Competitive landscape – less competitive area. Therefore lot of resellers ready to sell this type of equipment In several cases Ministry of Health has purchased Beckman Our priorities – shortening delivery time, increasing the volume of consumables available at our warehouse in Moscow Our activities – support to existing customers, promotion at all major scientific events, exhibitions, marketing activities demo laboratory development Issues and Needs with LIFE – medical registrations for some kits applicable in clinics (KRAS/BRAF, Cystic Fibrosis etc. ).
9: QPCR Instruments, Assay and Reagents Market situation – growth due to aggressive pricing Good discounts for instruments bought on stock gives us a possibility to compete with other vendors. Total sales for instruments 900k$ (in 2011 633k$, 42 growth) Competitive landscape – still tough to sell stand-alone. To promoting QPCRs into clinics we need complete solution: instrument, software and kits with medical registration. We gave 7500 and StepOne Plus to test and check their diagnostic kits. Their conclusion: Instruments are to difficult to medics because of complicated s/w. They used in diagnostics only after optimization.
10: PCR Instruments, Assay and Reagents Market situation – very competitive market. Instruments usually sold as part of package of LiteTech instruments. Total sales in 2012 270k$ (in 2011 233k$, 16 growth) Sales of 9700G model is forced by growing HID market Veriti is competitive on the market only with good discount. We have an ability to sale this model only when we buying pack of 5 units minimum with special discount.
11: HID Kits and Instruments Market situation – still very centralized market. Most of all customers are government structures. Our sales in 2012: instruments 720k$, 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.
12: Invitrogen products: Cell Biology, Protein Analysis, Cloning, Transfection. 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
13: Extraction and Purification Market situation – mainly HID 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.
14: Food Safety and Animal Health Market situation Competitive landscape Our priorities Our 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.
15: Biologics and Pharma Analytics - analysis in progress Market 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.
16: 2012 Review
17: Growth in instrument sales 29
18: Growth in consumables sales 95!
19: 2012 Financials Plan: 12mln$ Achieved: 12 255 652,42$ (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$
20: 2012 Commentary Good growth compared to 2011 Good structural development 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.
21: Major Projects
22: Major Projects for 2013 RAS has won the 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.
23: Major Projects Investigation committee plans to open three 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
24: Major Projects FSIN – just the same portion of 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
25: Major Projects Kids Hematological clinical center: already delivered IonProton 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
26: Major Projects Endocrinological scientific center Brief description – 3500, 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
27: Major Projects AlcorBio is going to finish development of 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.
28: Needs and Issues
29: Needs & Issues Medical registration for certain products: PGM, Proton, QuantStudio, Attune, diagnostic kits. Consider promo actions for most popular products (7500, StepOnePlus, Veriti and Invitrogen) Regular updates on new products, upcoming promotions Improving of local sales and support team in Rep. office. Establishing well running order-handling process (after transferring on E1 no one order was entered). Possibility to order small consumables via electronic system similar to e-commerce. Training for new employees.
