GEN III Launch Program

1
GEN III Launch Program

• AGENDA
• Timelines
• Programs Introduction
• Program Details Split NAS Distributors
• Validations
• Competitive Selling
• Marketing Activities

2
GEN III Launch Timeline
Nov 1 Dec 1 (or launch date) Pre-sell upgrades
to existing customers Promote to new
prospects OmniLog Launch Date ? Begin active
promotion to all prospects Microstation Launch
Date ? Anticipated Feb 1 Continue active
promotion to all prospects
3
GEN III Launch Programs

• Types of Upgrades
• GEN III Ready versus Not GEN III Ready
• Customer List to be provided for NAS
• Standing Orders
• Reagent Rentals
• Pricing
• Upgrade Trees
• Will be included in Supplemental Pricelist due
  out in December

4
GEN III Launch Programs

• GEN III Ready Definition
• Account has an Omnilog system with new optics
  package (Fresnel Lens)
• Original purchase after December 2006
• Co-ordinate with TAS with any questions

5
GEN III Launch Programs

• NOT GEN III Ready Definition
• Omnilog Customer without new optics package
• Original purchase made prior to December 2006
• GEN III Installation will require new optics box
  to be installed by TAS

6
GEN III Launch Programs

• Standing Orders
• What is a standing order? How do I set one up?
• Why is this important in 2008?
• Reagent Rentals
• What is a Reagent Rental? How does it work?

7
GEN III Launch Programs

• Standing Orders
• Customer agrees to an order of X number of
  microplates to be shipped by Biolog every month
  for the period of One year
• Customer will need to submit an open PO for the
  year to include necessary microplates and
  consumables
• A form will be available through Customer Service
  to assist reps in gathering this info prior to
  ordering
• Volume Discount will be determined by monthly
  volume

8
GEN III Launch Programs

• Standing Orders Will
• Help Operations better manage production
• Eventually reduce our production costs
• Raise plate sales volume
• Allow for price breaks to help sell capital
  equipment

9
GEN III Launch Programs

• Reagent Rentals Introduction
• Not considered a capital expense by most
  institutions
• Expense can be drawn from operating budget
• System maintenance costs built into program
• Customer agrees to a fixed price and volume for
  consumables for the reagent rental period
• Customer buys system for 1 at the end of the
  term and consumable pricing reverts to catalog
  pricing with no monthly commitment

10
GEN III Launch Programs

• Split up groups between NAS and Distributors
• Standing Order Promotional Plans
• Reagent Rental Plans
• GEN III Upgrade Pricing

11
GEN III Launch Programs

• GEN III Trade Up Programs Spreadsheets

12

• REAGENT RENTAL PROGRAM
• Distributors
• Ed Fineman, CFO
• Biolog, Inc

October 25, 2007
13
Distributor GEN III Launch Programs

• Standing Order Programs Distributors
• Note These are suggested programs only. They
  can be adapted to fit your individual business
  model and customer relationships
• OL Customer GEN III Ready
• OL Customer Not GEN III Ready
• ML3 Customer
• New Customer Programs Pending

14
Distributor GEN III Launch Programs
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Distributor GEN III Launch Programs

• ITEM INTL PRICE
• GEN III Database 2,750.00 INTL
• GEN III Software (existing users) 11,500.00 INTL
• GEN III Upgrade (existing users) 14,250.00 INTL
• GEN III Upgrade (not GEN III Ready) 26,750.00 INT
  L
• Special Discounting Available 8 weeks prior to
  launch through 8 weeks post launch
• 40 Off of International List Price
• GEN III Database 1,650.00 INTL
• GEN III Software (existing users) 6,900.00 INTL
• GEN III Upgrade (existing users) 8,550.00 INTL
• GEN III Upgrade (not GEN III Ready) 16,050.00 INT
  L

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Distributor GEN III Launch ProgramsSuggested

• OL Customer GEN III Ready
• Standing Order commitment - 200
  microplates/month
• Database and GEN III Software FREE
• No Standing Order Commitment
• Database and Software 5,500
• Note Promotional Price only available for
  purchases 8 weeks prior to launch and 8 weeks
  post launch

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Distributor GEN III Launch ProgramsSuggested

• OL Customer NOT GEN III Ready
• Standing Order commitment - 200
  microplates/month
• Optics, Database, GEN III Software 11,500
• No Standing Order Commitment
• Optics, Database, GEN III Software 17,500
• Note Promotional Price only available for
  purchases 8 weeks prior to launch and 8 weeks
  post launch

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Distributor GEN III Launch ProgramsSuggested

• ML3 Customers
• Standing Order of 100 microplates/month
• Database and GEN III Software FREE
• No Standing Order Commitment
• Database and GEN III Software 5,500
• Note Promotional Price only available for
  purchases 8 weeks prior to launch and 8 weeks
  post launch

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GEN III Launch Validation Info

• VALIDATIONS
• NAS Distributors Back Together

20
GEN III Launch Validation Info

• The OmniLog upgrade requires an optics
  enhancement
• This puts system out of validation
• Installation of OmniLog Data Collection
  software ver. 1.3
• Requires IQ and OQ validation
• Validation documents are available now
• Validation takes 2.5 days
• System can be used with current microplate
  products

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GEN III Launch Validation Info

• Validation documentation for Gen III
• Documents will be completed after launch
• Validation Procedure
• IQ and OQ validation should take less than 2
  days.
• PQ validation can continue while using the
  OmniLog Data Collection software version 1.3
• Customers with OmniLog Plus can use the
  MicroStation during Gen III validation

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GEN III Launch Validation Info

• Unfortunately, since this is a major software and
  procedural upgrade, this will need to be done,
  however
• The upgrade is inexpensive can be leveraged by
  Standing Orders
• This is much easier than buying a completely new
  system as customers did with the V2C and they
  will get a better product
• Upgrades to GEN III should be viewed as new
  system sales

23
GEN III Competitive Selling

• System Attributes
• One panel for GN GP Organisms
• One Thousand Species in Database
• One Minute Set Up Procedure
• No Gram Stain Necessary
• No Pre or Post Testing Necessary
• No new hardware needed (except optics box)

24
GEN III Competitive Selling

• Open Discussion
• What will bioMerieux say?
• New and unproven system
• Database size too large
• Set Up still includes pipetting step
• No third party data to support accuracy

25
GEN III Launch Marketing Activities

• Broadcast e-mail campaigns
• Tradeshows (Local, Regional, National)
• Corporate Sales (Chris Stacy)
• Website Revision pending
• Print and Web Based Advertising
• Customer Testimonials
• Press Releases

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GEN III Marketing Activities

• Broadcast E-Mail Campaigns
• November to all current Omnilog Customers
• November to all prospects for pre-sell
  opportunities
• Post Launch to all Prospects in Sales Navigator
• Various Messages to include
• System Features and Benefits
• System Upgrade Info
• Customer Testimonials
• Examples of ID Applications (eg. Water testing
  R2A)

27
GEN III Marketing Activities

• New Corporate Sales Strategy
• Many Pharma companies have annual Microbiology or
  Quality Control Meetings
• Oftentimes they invite Vendors to discuss new
  technologies
• These meetings present opportunities to discuss
  globalization strategies with key decision makers
• We need Reps and Distributors to help work
  towards gaining access to these meetings

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GEN III Marketing ActivitiesCurrent Potential
Opportunities

• Pfizer Ann Arbor, MI
• Pfizer Kalamazoo, MI
• Astra Zeneca Newark, DE
• Novartis Emeryville, CA
• Novartis Animal Health Greensboro, NC
• Merck West Point, PA
• Wyeth Andover, MA
• Amgen Thousand Oaks

• GSK Parma, Italy
• Bristol Myers Syracuse, NY
• Pfizer Groton, CT
• Abbott Whippany, NJ
• Abbott Chicago, IL
• Schering-Plough Union, NJ
• Colgate Parsippany, NJ
• UniLever Chicago, IL

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GEN III Launch Marketing Activities

• New Literature
• Pre Sale Brochure
• Insert Folder
• Systems Brochure
• Updated Database List

• Print Web Advertising
• Press Releases
• Print Media Plan
• E-Mail / Direct Mail
• PMF List Other Forums

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GEN III Launch NAS Activities

• NAS Team Rep Activities
• Contact all current OL customers for upgrade
• Contact Targeted accounts for new system sales
• Contact all current ML3 customers for upgrade
• Solicit Customer Testimonials/References
• Learn about Corporate Micro Meetings

31
GEN III Launch EMEA ROW Activities

• EMEA ROW Activities
• Contact all current OL customers for upgrade
• Contact Targeted accounts for new system sales
• Contact all current ML3 customers for upgrade
• Solicit Customer Testimonials
• Learn about Corporate Micro Meetings
• On Going Training for all employees
• Procure Demo Instrument

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GEN III Launch

• Thank You !
• Any Questions?