Proteomics:Proteomics: Product Line Profile Product Line Profile

Dr Ian TaylorDr Ian Taylor

Group Product Manager, ProteomicsGroup Product Manager, Proteomics

January 2001January 2001

Product PortfolioProduct Portfolio

Includes the following:Includes the following: GSI (Genomic Solutions) Family of Integrated GSI (Genomic Solutions) Family of Integrated

Proteomics InstrumentationProteomics Instrumentation ProXPRESS (formerly Arthur): this will have a ProXPRESS (formerly Arthur): this will have a

separate Product Profileseparate Product Profile Technologies under development (includes Protein Technologies under development (includes Protein

Chips and Mass Spec)Chips and Mass Spec)

Note:Note: PKI currently do not have access to US, UK and PKI currently do not have access to US, UK and Japan ‘Core’ territories for GSI products.Japan ‘Core’ territories for GSI products.

Proteomics Portfolio - GlobalProteomics Portfolio - Global

Value Proposition for PKI ProteomicsValue Proposition for PKI Proteomics Market and growth trendMarket and growth trend: :

• $1 billion for 2000$1 billion for 2000

• $5.8 billion by 2005; CAGR >40% $5.8 billion by 2005; CAGR >40%

Intended customersIntended customers: Academic, Pharma, MALDI installations, Proteomic Factories: Academic, Pharma, MALDI installations, Proteomic Factories

TimeframeTimeframe: 2001 +5 years: 2001 +5 years

What do Proteomic customers want?:What do Proteomic customers want?: move on from genomics; use combination of bioinformatics and move on from genomics; use combination of bioinformatics and proteomics to find new targets, validate targets, tox studies for new drugs, accelerate clinical trialsproteomics to find new targets, validate targets, tox studies for new drugs, accelerate clinical trials

Competitive alternatives:Competitive alternatives: Integrated Solutions from BioRad ( Integrated Solutions from BioRad (ProteomeWorksProteomeWorks) and APB () and APB (EttanEttan)) What does the PKI experience deliver?What does the PKI experience deliver?

• ‘‘Proteomics for the masses’ - ‘Off the shelf’ and cost effective access to current and emergent enabling proteomic Proteomics for the masses’ - ‘Off the shelf’ and cost effective access to current and emergent enabling proteomic technologies technologies

• ‘‘First to market’ and established market share and installed base with GSI First to market’ and established market share and installed base with GSI

• Unique technology - Direct picking from fluorescent protein gel arraysUnique technology - Direct picking from fluorescent protein gel arrays

• Working and proven technologyWorking and proven technology

• Integration with other proteomic technologies/components e.g. LIMS tracking, ProXPRESS for DIGEIntegration with other proteomic technologies/components e.g. LIMS tracking, ProXPRESS for DIGE

• Comfort from ‘local’ expertise in all geographies (applications, training, service)Comfort from ‘local’ expertise in all geographies (applications, training, service)

Business IssuesBusiness Issues

Global Proteomics Sales Target 2001:Global Proteomics Sales Target 2001: $4.6 million $4.6 million

Product Mix:Product Mix:

solely GSI products:solely GSI products:

ProPic, ProGest, ProMS, Proteomic ConsumablesProPic, ProGest, ProMS, Proteomic Consumables

Geography:Geography:

• Centre of gravity and trench warfare will continue to be EuropeCentre of gravity and trench warfare will continue to be Europe

• Asia-Pacific will be strong emergent area during 2001 using PKI Asia-Pacific will be strong emergent area during 2001 using PKI networksnetworks

• Strong local proteomics communities which must be harnessed in Strong local proteomics communities which must be harnessed in Canada and AustraliaCanada and Australia

Market Drivers for ProteomicsMarket Drivers for Proteomics

General DriversGeneral Drivers Genomics and the completion of the Human Genome ProjectGenomics and the completion of the Human Genome Project Proteomics is closer to drug action, and biologically more complex than Proteomics is closer to drug action, and biologically more complex than

genomics, so development wil be intense and drive the marketgenomics, so development wil be intense and drive the market Big Pharma needs increases efficiency of discovery and drug evaluationBig Pharma needs increases efficiency of discovery and drug evaluation Availability of Government funding and venture capitalAvailability of Government funding and venture capital

Specific DriversSpecific Drivers Established proteomic techniques prepare the market for growth as it is already Established proteomic techniques prepare the market for growth as it is already

an accepted technologyan accepted technology Automation of sample prep, transfer, and handling procedures to remove Automation of sample prep, transfer, and handling procedures to remove

bottlenecks between the 2D and the MSbottlenecks between the 2D and the MS Sustained growth of the MS market and continued improvements in sensitivity Sustained growth of the MS market and continued improvements in sensitivity

of detectionof detection

Customer NeedsCustomer Needs

GeneralGeneral

The challenge facing proteomics labs is to establish a strategy for high throughputThe challenge facing proteomics labs is to establish a strategy for high throughput

cell mapping of proteins and protein expression profiling. cell mapping of proteins and protein expression profiling.

The NEED is to provide protein The NEED is to provide protein informationinformation which is complete, accurate and which is complete, accurate and

reliablereliable

SpecificSpecific

Given that there are a number of products in the proteomics portfolio, we willGiven that there are a number of products in the proteomics portfolio, we will

focus on Need, Feature, Benefit, Proof for focus on Need, Feature, Benefit, Proof for oneone product as our working example: product as our working example:

this is the this is the ProPic WorkstationProPic Workstation..

Table is provides for Table is provides for ProPic WorkstationProPic Workstation as a separate Word document. as a separate Word document.

CompetitionCompetition

GeneralGeneral

As mentioned in the value proposition, the main competitors for the completeAs mentioned in the value proposition, the main competitors for the complete

‘‘Integrated Solutions’ Segment of the Proteomics Market are BioRad/MicromasIntegrated Solutions’ Segment of the Proteomics Market are BioRad/Micromas

and Amersham Pharmacia Biotechand Amersham Pharmacia Biotech

BioRadBioRad Well established at the ‘wet’ end with 2D gel and chemicals and approx $30M in revenuesWell established at the ‘wet’ end with 2D gel and chemicals and approx $30M in revenues Strategic marketing alliance with Micromass for MSStrategic marketing alliance with Micromass for MS Strength is their PDQuest 2-D analysis software will be integrated with Micromass MS analysis Strength is their PDQuest 2-D analysis software will be integrated with Micromass MS analysis

sofwaresofware Have a low tech spot cutter which they will package aggressively with the MS components; committed Have a low tech spot cutter which they will package aggressively with the MS components; committed

to have fluorescent picking early 2001to have fluorescent picking early 2001

APBAPB Have tended to work through Technology Access Programs with proteomicsHave tended to work through Technology Access Programs with proteomics Dominate the differential expression (protein profiling) market using their proprietary 2-D dye systemDominate the differential expression (protein profiling) market using their proprietary 2-D dye system Use these partnerships to leverage install of their new automation e.g. spot cutting robotUse these partnerships to leverage install of their new automation e.g. spot cutting robot Also have a huge share of ‘wet’ front end 2-D gel rigs and chemicalsAlso have a huge share of ‘wet’ front end 2-D gel rigs and chemicals

The PerkinElmer SolutionThe PerkinElmer Solution

Restate from value proposition:Restate from value proposition:

• ‘‘Proteomics for the masses’Proteomics for the masses’

‘ ‘Off the shelf’ (no need to enter expensive technology access programs) and cost Off the shelf’ (no need to enter expensive technology access programs) and cost effective access to current and emergent enabling proteomic technologies effective access to current and emergent enabling proteomic technologies

• ‘‘First to market’First to market’: : established market share and strong installed base with GSI established market share and strong installed base with GSI

• Unique technologyUnique technology - - Only Company able to do Direct picking from fluorescent Only Company able to do Direct picking from fluorescent protein gel arraysprotein gel arrays

• Working andWorking and proven technologyproven technology

• Integration and SynergyIntegration and Synergy with other proteomic technologies/components with other proteomic technologies/components

e.g. GSI Protein Warehouse LIMS sample tracking, e.g. GSI Protein Warehouse LIMS sample tracking,

ProXPRESS for differential protein expression profiling as part of the GSI/PKI total ProXPRESS for differential protein expression profiling as part of the GSI/PKI total proteomics solution.proteomics solution.

• ComfortComfort from ‘local’ expertise and representation in over 100 companies from ‘local’ expertise and representation in over 100 companies (Regional Sales Specialists for Proteomics, applications support, training, service)(Regional Sales Specialists for Proteomics, applications support, training, service)

Success Stories - 3 examplesSuccess Stories - 3 examples

Institute of Food Research / John Innes Centre, UKInstitute of Food Research / John Innes Centre, UK

Package for 2 complete proteomic systems (gel rigs, gelPackage for 2 complete proteomic systems (gel rigs, gel

processors,pickers,digestors, spotting) with two ARTHUR systems.processors,pickers,digestors, spotting) with two ARTHUR systems.

Close collaboration between GSL UK and PKI in GSI ‘core’ territory to secureClose collaboration between GSL UK and PKI in GSI ‘core’ territory to secure

Arthur sales as part of the packageArthur sales as part of the package

Level 3 sale, sales cycle approx 12 months; Q1 2000 orderLevel 3 sale, sales cycle approx 12 months; Q1 2000 order

University of Leiden, BeneluxUniversity of Leiden, Benelux

Sale of first ProPic Workstation by PKI directlySale of first ProPic Workstation by PKI directly

Packaged with G3 Genomics Workstation and hyb station - Complete Solution Packaged with G3 Genomics Workstation and hyb station - Complete Solution

from one supplierfrom one supplier

Dec 2000 orderDec 2000 order

MDS Ocata, CanadaMDS Ocata, Canada

Crucial customer: foundation of the new proteomics factory company ‘MDSCrucial customer: foundation of the new proteomics factory company ‘MDS

Proteomics’Proteomics’

Already took one ProPic as part of GSI beta program in SeptAlready took one ProPic as part of GSI beta program in Sept

Customer: Keith Ashman in MS group ordered second ProPic plus ProGest/ProMSCustomer: Keith Ashman in MS group ordered second ProPic plus ProGest/ProMS

as a package.as a package.

Dec 2000 orderDec 2000 order

Market Penetration & ReferencesMarket Penetration & References

History for 2000 (UK plus global PKI sales):History for 2000 (UK plus global PKI sales):• ProPic - 9 units (of which 3 were PKI)ProPic - 9 units (of which 3 were PKI)• ProGest - 11 units (of which 5 were PKI)ProGest - 11 units (of which 5 were PKI)• ProMS - 3 units (of which 2 were PKI)ProMS - 3 units (of which 2 were PKI)• PKI also sold 2 Gel ProcessorsPKI also sold 2 Gel Processors

Specific examples:Specific examples:

Academic: Univ of Aberdeen, UCL (both UK), Univ of Rostock (Germany)Academic: Univ of Aberdeen, UCL (both UK), Univ of Rostock (Germany)

Pharma: Merck, PfizerPharma: Merck, Pfizer

US examples US examples (GSI Core territory)(GSI Core territory) Univ of Louisville, Sam Noble Foundation, Univ of ScrantonUniv of Louisville, Sam Noble Foundation, Univ of Scranton

Specific details of customer sites and end user names will be available as part of a Specific details of customer sites and end user names will be available as part of a Proteomics Product Information Package (PIP) to be launched in Feb 2001Proteomics Product Information Package (PIP) to be launched in Feb 2001

Top Qualifying QuestionsTop Qualifying Questions

For the Account Managers:For the Account Managers:

Who runs 2-D protein gels in the Department?Who runs 2-D protein gels in the Department?

Who does Protein Mass Spectrometry in the Department (or MALDI-Who does Protein Mass Spectrometry in the Department (or MALDI-TOF MS)?TOF MS)?

These are the two key driving groups for any proteomic strategy.These are the two key driving groups for any proteomic strategy.

Top Qualifying Questions - specificsTop Qualifying Questions - specifics

2D Gel Groups2D Gel Groups

1. How many gels per week?1. How many gels per week?

2. What stains do they use (Silver, Fluorescent)?2. What stains do they use (Silver, Fluorescent)?

3. Do they cut out spots for further analysis; How?3. Do they cut out spots for further analysis; How?

4. Establish need for automation/increased throughput/sample tracking4. Establish need for automation/increased throughput/sample tracking

5. Where do they buy chemical/reagents from? 5. Where do they buy chemical/reagents from? (one-stop shop opportunity)(one-stop shop opportunity)

Mass Spec Groups

1. What is their need for trypsin digestion of protein spots?

2. How many spots do they currently manually digest per week?

(- need for automation)

3. What type of MALDI MS do they have (PerSeptive, Bruker, Micromass are the key

names)

4. Do they cut the spots out of gels, or does that happen in a separate ‘wet’ lab group

(say the previous 2D groups)?; it could be that all downstream automation will reside

in the MS group.

Critical Sales ToolsCritical Sales Tools

Literature fulfillment to order & carry

1599-1921-01 ‘New Style’ Brochure - ProPic Workstation (8 pages)

ProPic Specifications Flyer - in preparation

1599-9102-01 Proteomics flyer - Investigator ProGest

1599-9104-02 Proteomics flyer - Investigator Gel Processor

1599-9105-01 Proteomics flyer - Investigator 2-D Gel System

1599-9106-01 Proteomics flyer - Investigator ProMS

1599-9100-03 Updated Investigator Proteomic Solutions brochure

Product Information PackUnder construction with GSI for release to Sales Specialists at February Product Training

Published Literature ListTo be assembled with GSI as part of PIP

Proteomic Chemicals ListFocus chemicals list of 20-30 lead line items should be available in Q1 2001