Sequencing Technology Go-to-Market Strategy

Project Overview

A research tools start-up enlisted DeciBio to support their go-to-market strategy and activities for their novel sequencing technology by conducting pricing voice-of-customer research and evaluating potential pricing strategies

DeciBio Approach

Secondary Research

Supplemented stakeholder interviews with secondary research from publicly available sources including press releases and investor reports to understand the current market landscape,
Conducted a competitive analysis evaluating comparable products and their pricing models

‍Primary Research

Conducted telephone interviews with researchers and clinicians experienced in high sensitivity and accuracy sequencing to evaluate VOC feedback on the company’s offering, including willingness to pay
Interviewees were split across institution types (e.g., academic, biopharma, clinical / hospitals, service providers), and applications with a focus on oncology and genotoxicity testing
DeciBio worked with the client to create an in-depth product profile to discuss with interviewees, which included publication results and product specifications

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At a glance

Stakeholder Interviews

Competitors Profiled

Customer Segments Evaluated

Outcomes

DeciBio delivered an in-person presentation to a client team, with the results of the analysis synthesized for understanding the current high-sensitivity NGS landscape and recommended pricing strategies

Key takeaways included:

Current unmet needs in the high sensitivity sequencing customer experience
Drivers and moderators of customer willingness to pay
Pricing models and strategies employed by other sequencing and library prep manufacturers
In depth evaluation of various potential pricing strategies and a recommendation for go-to-market strategy

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Timeline

5 weeks

Geographic Scope

U.S. , EU

Industry

Research Tools

capabilities

Voice-Of-Customer Research

Go-to-Market Strategy

Pricing Strategy

Competitive Analysis

Addressable Market Sizing

Cell and Gene Therapy Services Landscape Assessment

Cell and Gene Therapy Service Market Opportunity Assessment

Synthetic Oligonucleotides Market Sizing