New product success
with startups
A few tips on channeling your
creativity and energy into
personal & business success
Presented By
Barry Brownlow
(brb@brownlowcas.com)
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
Disclaimer

Brownlow & Associates works with business builders to
ensure that they receive the best advice and support
possible. This presentation “New product success with
startups, as part of the University of Toronto AstraZeneca
series” was designed to help students understand some
of the factors that influence the success of start up
companies. This is an information presentation and does
not anticipate the unique needs and special
circumstances of each individual. Consult your
professional advisor.

For further information, e-mail Barry Brownlow, C.A. at
brb@brownlowcas.com
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
2
Agenda
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Statistics and perspectives
Learning exercises
Real life examples
Tips on becoming successful
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
3
Business success drivers
(Today, some components of #1)
1. New products
2. Marketing
3. Customers’
perception of quality
4. Cost reduction
5. Capacity
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
4
Stats for startups / new
products
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90-99% failure rates
“Alan Cornford”
$300M lost CMDF,
“Jack Hirsch”
95% achieved
success rate for
new products
“Doug Barber”
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
5
Dr. Alan Cornford
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ADM Science &
Technology BC
Simon Fraser technology
transfer
3,000 new ideas = 1 new
product
10 stages each 50% loss
66% success private
4% success public
1,3,3,3 = 10 VCI
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
6
Dr. Jack Hirsch
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Founder
CMDF Experience
Cost/benefit drivers
• Clinical need (oral
vs. injection anticoagulant)
• Market size
• # of Competitors
• % improvement
provided
• Cost of clinical
development
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
7
Why such high failure rates?
Teams of two
 Exercise one – My greatest strength!
 Exercise two – Can I help you?
What did we learn?
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
8
Doug Barber
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Employee
Founding member
95% new products
achieve success
20% return on assets
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
9
Gennum
Doug’s points
 A customer at every
turn to qualify, qualify,
qualify
 Priced on customer’s
perception of value
 Value price
all alternative
combinations
 Design out alternatives
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
10
Gennum
Doug’s points
 All new products are
connected with
customers who knew
what we were doing
 Commerce is
difficult, Find ways to
keep it going
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
11
Hugh & Patti Hoogendoorn
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Employees
Founders
Manufacturers of
premium quality
antibodies and
antibody-related
products
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
12
Affinity Biological
Hugh’s points
 Have firm commitment
from customers
 Not a one trick pony
(customer)
 Work on a global scale
•
•
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Identify all customers (&
potential) globally
List competition and
compete on a worldwide
basis
The discipline of a
market feasibility study
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
13
Alternative Paths
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Failure Path - Invention, IP, patents, financing
and failure
 Great idea with no orders, no customers
 Lots of debt
 You do not have a business
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Success Path - Customers perception of value
and new products
 Customers and orders
 You have a business
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
14
A path to your success
1. Get in front of
customers
2. Include customer at
every turn
3. Find a product you
can make
4. Get an order and fill
the order
5. Find a mentor/coach
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
15
Questions
brb@brownlowcas.com
New product success with startups, presented By Barry Brownlow
As part of the AstraZeneca Series, University of Toronto Master of Biotechnology
16