Creation of regional domestic market

Erki Mölder

Branding the Baltic Sea RegionNovember 22nd, 2006

Company profile

• Founded: 1999 in Tartu, Estonia•Employment: 77 Full-Time-

Employees• IPR: 7 patents

(applications) in 4

patent families

2

trademarks•R&D expenditure:~17% of sales•Certification: ISO 15189 (Medical

Diagnostics) since 2004

ISO 9001 (in progress)

ISO 17025 (in

progress)

Quattromed Group structure

Pro39 cleavageFITkitE2 tagging MAbs

PRODUCTS

Moleculardiagnostics

Conventional lab diagnostics

HEALTHCARE

Transient proteinproduction

TECHNOLOGY

What is the market?

Marketplace is the set of suppliers and consumers with similar action manners– Mobile phones– Hospitals/healthcare– Foodstuff– High-Throughput-Screening (HTS)

assays in pre-clinical drug development

What is the (domestic) market?

This is the place, where to company:

- makes the first sales - makes the most of the sales- is located historically - from which it has the best

understanding about

Why is the domestic market important? 1/2

1) You have to start from somewhere2) Even big multinationals run the pilot

launches prior to worldwide launch of products

3) The definition table helps to assess expansion risks:

PRODUCT

OLD NEW

MARKET

NEW

OLD 1 2

5 10

Why the domestic market is important? 2/2

4) Need to accumulate resources prior to expansion (Human Resources, Know-how, finances)

5) A soft value for consideration – corporate identity as the part of branding

6) Thumb rule: “Think global – act local”7) All of above is relevant in aqcuiring the

resources as well

Taking into account all above-mentioned points, we would certainly benefit from having a domestic market of 100 million inhabitants instead of 1,4 million

Do we have any regional domestic markets?

1) Mobile phones2) Hospitals/healthcare

Estonia vs Finland

Estonia

Finland

Population 1,4 million 5,5

million

GDP per capita (2004 PPP) 13 107 $

27 956$

GDP growth 12% 3,6%

QII 06 2006 E

vs QII 05

Healthcare costs 2002

From GDP 5,1% 7,3%

Per capita 602$ 1 943$

Do we have any regional domestic markets?

1) Mobile phones2) Hospitals/healthcare3) Foodstuff4) (HTS) assays in pre-clinical drug

development------5) Human resources6) Capital markets -----7) Governments’ policies8) Nation(-al) boundaries

Regional Branding (internal

communication)• I am estonian (not finn or swede)• I live inTartu (not in Tallinn)• I live in Baltics (not in Scandinavia)• I live in Central/Eastern Europe• I live in European Union• I am part of Baltic Sea Region. Am I?

• WHO AM I?vs “I am american”

Regional Branding (external

communication)• What is the Unique Selling Point?

• Can it be universal for every area?

• At corporate level, the market launch of a new Brand would be impossible without the product/service that would carry the Brand

• Are we like Tower of Babel?

THANK YOU!

Erki Mölder