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Oplossingen case study Genappeal
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Groep 31Business plan Your assessment Your changes Financial translation of your changes
element
1. Product and Currently, there are 2 companies that offer the same 1) We would suggest to patent the 1)For the patent itself we pay a cost
appropriability service as GenAppeal namely, DNA Romance and technology GenAppeal uses. The for filing the patent and for a novelty
Pheramor. technology GenAppeal uses is research, this amounts to 350€ (In
°DNA Romance is an online dating platform that unique and new, which is very quarter 1 a cost of 350 will be added).
important. If this wasn’t the case On this amount we pay an annual
uses genetic testing to identify potential relationship
GenAppeal wouldn’t be able to maintenance fee, starting from year 3,
matches.
patent this technology. GenAppeal which increases year by year.
°Pheramor is an app that uses both your biology and The first maintenance fee is €40 (quarter
specifically takes certain cells that
your social technology. Pheramor collects your are responsible for managing your 9), this amount annually increases by
genetic data through a q-tip-like cheek swab and immune system, and that €60. In the financial plan we add the row
acquires your likes, dislikes, and interests from your combination of cells is what they "patent" in infrastructure and operational
social media profiles like Facebook, Twitter, etc,. All use to determine your DNA. costs. So in quarter 13 this will lead to a
of this information will be used in their proprietary cost of €100 and in quarter 17 €160
algorithm, which is designed to learn your .
2)We would suggest to copyright
2)The total cost of copyright is €1750
preferences. The kit with the DNA-test will cost €14 the website.
per year.
and on top of that comes a monthly membership fee.
Currently, the app is only available in Houston. 3)We would suggest to pay the 3)The costs for patent attorney will be
To summarize, the idea of matching singles based patent attorney only the first and limited for the first two quarters. We
on their DNA isn’t “new”, but the competition will be the second quarter. assume that this will be enough time to
limited for GenAppeal because those companies make the patent. That’s why we take a
only/mainly operate in America. cost of 9000 for quarter 1 en quarter 2
into account.
1) GenAppeal doesn’t really mention protecting their
technology.
, Groep 31
2) In the business plan GenAppeal doesn't really
mention protecting their website.
3) In the financial plan of GenAppeal, we see that
they pay a patent attorney each quarter. We don’t
think it is necessary to keep on paying the patent
attorney once the patent is made.
2. Value chain GenAppeal can easily reach the end user.
GenAppeal controls the complementary assets
needed to reach this end model control because they
have the means to turn an innovation into a
commercial product.
We can position Genappeal in the Teece model in
fourth quadrant as an idea factory. Because the idea
and technology is highly appropriable and the assets
are tightly held. We make contracts with other
companies in the beginning to try to sell our DNA
analysis.
The industry of dating sites is fragmented, in the
industry is no single company that has market
shares that are large enough to be able to influence
the industry's direction.
Although the industry of dating sites who match
people based on DNA analysis, is concentrated.
Since there are not many companies that are
operating in that field.
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