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Oplossingen voor de case study van Genappeal
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Par: bauterswannes • 2 année de cela
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, DUE DILIGENCE1. Product and appropriability
Assessment Changes Financial translation of the
changes
-In the business plan, they only talk about protecting their product by secrecy. We do not think this -Add an extra layer of protection by -We added an investment
protection only will be sufficient because every employee who works with the DNA-code should be requesting a patent. We choose for of 25.000 euro for the
100% trustworthy, which is something that we cannot control. an European patent, which is valid initial patent registration
-The financial plan mentions a monthly cost of 3.000 euro for a patent attorney, so this shows us that in 8 countries and has a duration of and translation costs. We
they have taken an extra protection strategy into account. However, we believe that this cost is 10 years. The cost of this patent decided to depreciate this
overestimated. exists of an initial investment cost investment on a period of
-Nor the business plan, nor the financial plan mentions a protection of their trade name or a and some yearly recurring costs. 10 years, which will be the
registration of their domain name for their website. -We suggest reducing the monthly running time of our patent.
-The product is not as unique as they thought anymore. Nowadays, other competitors are also cost for the patent attorney. -We reduced the monthly
integrating DNA analysis into the dating and matching process. For instance, the company DNA -They should protect their name by cost of 3.000 euro for the
Romance Ltd, situated in Canada, applies the same concept. Nevertheless this company is not active in requesting an European protection patent attorney into a
Europe yet, this company is a serious competitor which we have to take into account. for their trade name, and they monthly cost of 110 euro.
-They have a rather clear development plan. In the first year, they decide to outsource the DNA should register the domain name -We added a cost for the
analyses, so they have more time left for focusing on the sales & marketing side and to save enough for their website. This protection trade name protection of
money to install their own infrastructure for the DNA analyses. They plan to start up this laboratory at lasts 10 years. 1.240 euro in quarter one.
the beginning of year 2. We think this is a good strategy to pursue for Genappeal. -They should perform some extra -We added an extra cost for
-After developing the initial product, they plan on upgrading it regularly and offering the improved research on the effect of birth this research of 5.000 euro
version at an extra cost for the customers. We think this is a good decision because constant control in order to get a better view in quarter one.
development will be necessary for the company to keep track on the market. of the effects of this contraception -We added an investment
-The business plan remains vague on the impact of contraception on their matching process. What if a on the attractiveness assessment of in quarter one for
women who takes the birth control pill, or another form of birth control like IUD, is matched with a guy women. developing an app of
who is perfect for her in terms of DNA but she is not attracted to him because of the birth control? -Genappeal should look at the 60.777,5 euro and a cost
-The original business plan only mentions developing a website. Nowadays, also having an app for possibility of bringing out an app. for maintenance of 600
smartphones will be necessary for the success of Genappeal. euro a month.
2. Value chain
-The two founders of the company do not possess a lot of marketing experience. -They should -We added a
-They can control the upstream complementary assets, because Luc possesses a lot of knowledge about the right DNA matching add someone head of sales,
technology. with sufficient who is part of
- In the case of the downstream complementary assets, they must make sure that they are the one reaping the benefits, and not the marketing & the
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