cook science final nyu presentation

CookScience

The ‘Yelp’ of Scientific Protocols

Steve Blank’s 5-Day Lean LaunchPad, NYUInstructors: Steve Blank, Owen Davis, Lindsey Gray, and Frank Rimalovski

Team: Fang-Ke Huang, Ph.D. and Jing Deng, Ph.D.

Total 53 Type

Day One 14 PhD students/Postdoc 38

Day Two 11 Principle Investigators 5

Day Three 11 Business Development 2

Day Four 8 Publishing Editor 2

Day Five 9 Sales & Marketing Manager 6

CookScience

Fang-Ke Huang, Ph.D

Cancer Biologists BiochemistsPostdoctoral FellowNYU Medical School

Jing Deng,Ph.D

Immunologist and VirologistPostdoctoral FellowNYU Medical School

Team

Impact Factors of research reproducibility

Experimenting Cooking

Chemical reagents and Biological Materials

Ingredients

Protocols Recipes

Lab consumables and Lab Equipment

Cookware

Researchers Cooker

CookScience

Search (Google Scholar, PubMed)

Extract protocol

Compare

Test

☺

yes

no

Before

ProtocolResearch

Article

How to find a reliable methods to plan and implement experiments?

research paper 1

method 1

research paper 1

method 2

method 3

method 4

method 5

method 6

method 7

1hr

1~2 hr

1~2hr

70%-80%

Same methods with different variations

Search (CookScience Platform)

Select (best match, rating, cost, and duration, etc.)

Test

yes

no

After

How to find a reliable methods to plan and implement experiments?

2h

Same methods with different variations

1. “Method A for Protein X” contributed by Group Y Researcher Z

20 reviews 10 citations $ 50 48 h

2. “Method A for Protein X” contributed by Group A Researcher B

15 reviews 5 citations $ 40 36 h

……

compare

CookScience Model Canvas

● Our primary customers are life science researchers who cares about research reproducibility but feel frustrated to record detailed lab note;

● Develop and maintain the website and mobile app;

● Help scientists to take detailed lab note; Streamline protocols searching

● Increase research reproducibility;

● Promote lab note sharing.

● Promote methods and experience sharing

● Improve research communication and collaboration

● Reagents supplier;● Research labs;

● Salary;● Maintenance fee;● License fee;● Hardware cost

● Web advertisement; ● Subscription fee;

● Website;● mobile app

● Web platform and mobile app developer;

● Customer development team

4● self-service with

technical support● Value co-creation

with our customers throughout different stages;

● Cost and risk reduction;

● Convenience

DAY One: 14


● life science researchers with 4 + year research experience;


● Encourage sharing methods and reviews.

● Promote methods and experience sharing;

● Streamline methods searching;




● Convenience;

● Reagents supplier;● Research labs;● Research methods

publisher● Procurement

Operation Manager

● University (PhD thesis copyright holder)


● Web advertisement; ● Subscription fee;● Scientific publisher




DAY Two: 11

4● Value co-creation● personal

assistance and automation

● Reagent suppliers

● Reagents advertisement

● Promote sales

● Automation


● life science researchers with 4 + year research experience, especially cell biologists and immunologists.


● Encourage sharing methods and reviews;






● Convenience;

● Reagents supplier;● Research labs;● Research methods

publisher Publisher will not be our partner until our users reach a critical mass.

● Procurement Operation Manager



● Web advertisement; ● Subscription fee;● Scientific publisher

● website;● mobile app



DAY Three: 11





● Promote sales

● Automation


● life science researchers with 4 + year research experience, especially cell biologists, immunologists, neuroscientists.


● Postgraduate PhD students are willing to share their thesis content






● Convenience;

● Reagents supplier;● Research labs;● Publisher will not

be our partner until our users reach a critical mass

● Publisher needs a way to promote their protocols.




● Web advertisement; ● Pay per click link;● Subscription fee;● Scientific publisher




DAY Four: 8



● Reagent suppliers● Research Service

provider● Reagents

advertisement● Promote sales

● Automation

Here is what we learned from day 2 to day 4

Customer Segment

PhD Student/Postdoc

• 27 out of 38 (70%) had a hard time to reproduce a particular experiment, all of them named the lack of detailed protocol as one of the top three reasons. These details include reagent catalog No., lot No., timing, etc.

• For those who say they did not experience reproducibility problem, they come from disciplines like, Systems Biology, Organic Chemistry, Structural Biology, Protein Engineering, Nutrition.

• For those who say “Yes”, they are cell biologists, neuroscientists, and immunologists.

Reagents supplier and their sales channels

• One reagent supplier has 70~ 80% of their sales through their websites, especially through search engines.

• Some research service providers have their sales through websites as well.

• Lab consumable supplier have most of their sales either through direct sales or distributors.

Total Available Market$ 3.5 B

Lab supplies in the world $35 B

Percent Cut charged 1%

Total Available Market (US) $3.5 B

US Share in research output 30%

Share of Life Science 50%

Share of Reagents and Consumables

50%

Served available market (US) $25 M

People have issues with existing ways to find methods

50%

Target market (US) $25 M

Served available market$ 25 M

Target market$ 25 M

Market Size

Trend: expected 3% increase of annual R&D spending in US

CookScience

Publishers

science video protocols

Social Research Lab management

Competitive Landscape

Potential Partner

Publisher

• Publisher are not likely to have an interest to partner with us until we have a critical mass of users.

• Protocols Publisher does have a need to engage with a lot of scientists to promote their journals.

• They even tried to acquire a forum called “Protocol online”.


● life science researchers with 4 + year research experience, especially cell biologists, immunologists, neuroscientists in US.


● Postgraduate PhD students are willing to share their thesis content.



● Increase research reproducibility by providing detailed protocol and anticipated results;



● Convenience;

● Reagents supplier;● Research labs;● Publisher will not

be our partner until our users reach a critical mass

● Publisher needs a way to promote their protocols.




● Web advertisement; ● Pay per click link;● Subscription fee;● Scientific publisher




DAY Five: 9





● Promote sales

● Automation

CookScience DAY 5

Customer Segment

Life Scientists- 4+ research experience- cell biologists, immunologists, neuroscientists- US (challenges of sharing protocol internationally)

Here is what we ended

What are the criteria scientists use to choose a particular protocol?- details, catalog no, lot no, temperature, timing- anticipated result (quality of the protocol)- reagents/equipment availability

What we are going to do next?

• What level of details do scientists prefer?

• What kind of format do scientists like?

• Given a protocol with balanced details, can it guarantee the reproducibility? If not, how we could measure to what extent it can improve?

• How much money and time we could potentially save for scientists?

CookScience

Customer Relationship - Get Strategy

• Obtain open access protocols to get started.

• Recruit volunteer scientists to rate, review, and comment .

• Demo Website

Interest:• Offer advertisement for vendors.• Tabling up and visiting number of trade expos• Advertising in various architecture magazine• Blogs, newsletters

Acknowledgements

Steve Blank

Teaching Team

Owen Davis Lindsey GrayFrank Rimalovski

Risa Cohn

Jerry Hao

Carlo Yuvienco

Jasmine Hume

Teaching Assistants

Backup Slides


● Our primary customers are life science researchers who cares about research reproducibility but feel frustrated to record detailed lab note;


● Help scientists to take detailed lab note;


● Promote lab note sharing.

● Reagents supplier;● Research labs;


● Web advertisement; ● Subscription fee;




DAY 0

4

● self-service with technical support


● Convenience

Hypothesis Value Proposition

Scientists struggle to take detailed lab notes Help scientists to take detailed lab note

Scientists struggle to find reliable protocols Help scientists to streamline protocols searching

Pivot 1

cook science final nyu presentation

Education

research paper

method 71hr1

methodsand experiencesharing

andmaintain thewebsite

sales automation

acritical mass publisher

sales marketing manager

day lean launchpad