1.
Next Generation of Garlic Supplement
Jun Matsumoto
Patent Examiner,
Japan Patent Office
See Xin Yi
PhD Candidate
Katja Krizman
PhD Candidate
Zwe Ye Htut
PhD Candidate
Liang Dong
PhD Candidate
Ms. Candida Braithwaite
Mentor
CEO, Biopharmax

2.
TOTAL NUMBER OF GLOBAL ANNUAL DEATHS DUE TO CARDIOVASCULAR
DISEASE (CVD)
Source: World Health Organization (WHO), 2016
By 2030 this number
is expect to grow to
more than
23.6 m
What We Thought
Cardiovascular Diseases (CVD) are No. cause
of death worldwide TAM - Dietary supplements market size:
US $110 billion globally
SAM - Herbal supplements market size:
US $ 54.6 billion
Source: http://www.grandviewresearch.com (2016);
www.persistencemarketresearch.com (2015)
MARKET SIZE
Garlic has been used as a herbal medicine for thousands of years
OUR SOURCE
Target market - Garlic is 4th
best selling herbal
supplement

3.
Problems and Value Preposition
Allicin
20 years ago
Polysulfide
10 years ago
Nitric
oxide
Existing garlic supplements are:
o Not stable
o Not bioavailable
o Cause garlic breath
 Less effective
 Safety concerns
o Small amount released
Enteric Coating
Aged Garlic Extract
Safety Concern?
Less Effective
Job To Be Done?
Garlic market is
crowded
Garlic
supplement
promoting
consumer
health benefits
Gains:
*Confidence
that “more healthy”
Gain:
 Reduce risk of CVDs
through Hydrogen Sulfide
production
Pain relievers:
 Odorless
 No enteric coating
 Long lasting effect
Pains:
*Garlic Breath
*Safety Concern
*Low Efficacy
Customer jobs:
Promoting health
*CVD benefit

4.
Competitive Positioning
GARLIC SUPPLEMENTS FOUND in SINGAPORE
Safety
Odorless
*size of circle: Efficacy
Green Life
GNC Natural Brand
Holistic Way
GNC Herbal Plus
Garlifide
Kyolic
Aged Garlic Extract

5.
Our Interviews
15 INTERVIEWS:
Supplement Users, Drugstore Staff
12 INTERVIEWS:
Food Supplement Industry
CUSTOMER SEGMENT
Health conscious individuals
(adults)
Existing supplement consumers
People with existing chronic
illnesses
Existing consumers of garlic
supplements
People with cardiovascular
diseases
Food additives companies
Pets food manufacturers
Pets owners
Pets owners

6.
12 INTERVIEWS: Food Supplement Industry
Marketing is as important as science.
.
AHA moment
Key Interview Findings
Company with just one supplement is not viable in this industry,
therefore better to find a collaborator. (F.L. – Ilo advisor)
AHA moment
Before approaching a
partner need to have:
 scale up (g)
 pure compound
 stable
 know the dose needed
 (price for dose)
(M.P. – Mondelez International)
Patent or IP needed.
(Everyone)
Marketing new product is $$$
(M. K.– Hermes Consilium)
Our garlic compound have a
good potential, but the
idea is still rather immature.
(W.K.J.C. – Feosol)
Pre-clinical and simple clinical
trials needed in order to test
efficiency.
(R.P., Anidan Group Ltd.)

7.
Initial Business Model Canvas
Key Partners Key Activities Value Proposition Customer Relationship Customer Segment
Key Resources Channels
Revenue StreamsCost Structure
End users (B2C):
 Partner with distributors
 Effective yet odorless
garlic
 Long lasting effect
(slow releasing)
 suppliers of
raw materials
 packaging companies
 AVA
(to approve label)
 Existing garlic and
supplement consumers
 health conscious
individuals > 40 y/o
 middle class and up
*People with CVD
*People with existing
chronic illnesses
*Existing supplement
*Food additives companies
*Pets food manufacturers
*Pets owners
 direct selling to customers (online)
 wholesale selling (collaboration with retail shops and distributors)





 online
*Drugstores (Watsons,
Guardian
*Supermarkets
 marketing
 Educational outrea
ch
 self-service
B2C

8.
Final Business Model Canvas
Key Partners Key Activities Value Proposition Customer Relationship Customer Segment
Key Resources Channels
Revenue StreamsCost Structure
Food supplement
industry
- Sales force
 White label
 Co-creation
 Expanded product line
 Access to proprietary
technology
 R&D grants / funding
 Patent
 Suppliers of
raw materials
 Clinical trial
 Food supplement
industry
 Licensing (Royalties)
NEW



 Clinical trials
 Scale-up
B2B
 Patent

9.
What we learned
1
2
Too early for our product to be out, licensed
=> back to lab!
Marketing as important as science
=> in the future we will position our product only as
–H2S donor
Is an intensive journey that need unique idea as
well as strong-willing team
2
3