A Market plan for a university-based new venture in the medical device sector

Lab-on-a-chip (Biochip) is an emerging technology which is changing the landscape of scientific research instrumentation, drug discovery and personalized medicines by integrating modern biomedical, microfluidic and microfabrication technology to generate large scale comparable data in small equipments. ZELLCHIP TECHNOLOGIES LTD (ZellChip) is committed to commercialize a proprietary platform technology based on microfluidic single-cell biochips. This technology allows for the precise cellular electrical/photometric measurement and long-term cell tracking on single suspension cells. It has great potential in in-vitro diagnostic arenas related to personalized medicine and drug discovery. It does so by effectively evaluating drug efficacy and toxicity. Since ZellChip's inception, the technology has been further developed in the areas of chip design, supporting equipment and biomedical applications, such as multi-drug resistance profiling. This project provides a strategic analysis for ZellChip's market entry into the fast growing Biochip market and to recommend an entry strategy that will maximize the likelihood of success.