Creation of regional domestic market Erki Mölder Branding the Baltic Sea Region November 22nd, 2006
Dec 28, 2015
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
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?