 Notes from the East
Woods musings on opportunities in the life science
marketplace
December 2008
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Greetings!
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Though hardship has plenty of company these days, our recent struggle with mother nature has opened the door for new opportunities. Here we look at how being in the shade has benefits in a competitive
environment. Please have a read and feel free to let me know what you think. Thanks.
Regards,
Paul Danis Founder and Principal
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Shade Tolerance in a Competitive Environment
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The tremendous ice storm last night has put a fine point on this
note, since as I write this, 14 inch oak trees are snapping like
matchsticks. It sounds like someone is
shooting a shotgun outside your window, followed by the crash of branches and
ice. It's pretty exciting except for the
fact that the power lines snapped, electricity is out, and some people's cars
and houses are ruined.
The cycles of the forest mirror somewhat
the cycles of the competitive life science markets. When the dominant trees in the forest canopy
are snapped off, the smaller trees lying under them have the opportunity to
gather that newly available sun and shoot upwards. These shade-tolerant species have been
carefully marshalling their resources, preparing for this opportunity. Similarly market leaders have a period of
time when they dominate while many smaller companies grow up in their shadow, each
taking a small niche of the market.
Eventually over time the larger
companies are weakened a bit, can not respond quickly to a threat, or are
devastated by a change in market conditions.
So when the ice storm snaps off their tops, the small companies can
quickly move in to take away the newfound sunlight.
While competition often has a negative
connotation, I believe it is a good thing and is actually necessary for growth
and survival. The protection the larger
trees provided has enabled the smaller trees to grow and develop. With the market leader taking responsibility
for developing markets, responding to investor expectations, and setting
customer expectations, the smaller companies can operate with some degree of
freedom. This will allow them to prepare
for the time when they will move to the top of the market.
Additionally there are several other areas
where the competition provides very useful purposes for developing companies,
and we can learn a good deal by looking at them -
Competition shows you where the
opportunities lie. They are selling
products and services today that are helping the customers increase their
productivity, speed discovery and development, and improve processes. If
you have a better solution you know exactly where to go with it and who will
buy it. The competition has laid out the topographic map for you to
navigate by.
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The competition prepares you for the
pitched battles over customers. You can develop your response for when
the competition heats up. When the tip of the spruce tree bumps into a
branch of a taller tree, it shoots up several leaders to find a pathway toward
the sky. Similarly you can get your plan B in place by understanding how
the competitors operate.
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The competitors will show you how
customers are won. The positioning of their products spells out their
strengths and their strategy for winning. Red maples are quite prolific
in wet areas, thus, their strategy for success is clear.
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When the competition falters, you can move quickly to
gain an advantage. When an opening in the forest canopy occurs, it is a
full tilt growth race to see who will dominate that space. The most well nourished,
genetically fast growers will win. Not having the pressure of being at
the top will allow you to prepare your resources for this.
During life
beneath the big trees, some don't make it. But if you are careful with
your resources and execute well on a sound strategy your chances are
good. You can prosper and eventually reach a dominant position in the
canopy of the market, absorbing a large portion of the sunlight ($$) and
further fueling your growth.
So be grateful for the competition, and be shade tolerant until the ice storm
weakens the competition and you are ready to reach for the canopy.
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Life Science Market Update
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Index
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November Value
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Change YTD
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Yearly High
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Yearly Low
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EC BioTools
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512
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-31%
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770
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512
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EC BigPharma
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625
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-18%
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764
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625
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EC Biotech
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532
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-23%
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726
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532
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Life science companies are still faring somewhat better than the general market. However, the tools sector continues to lag and is similar to the DOW at -29% and S&P500 at -37% year to date. Biotech could also be heading for new lows as there are about 120 public biotech companies that have less than 6 months of cash available.
The EC BioTools Index was adjusted for the recent acquisition of Applied Biosystems, with ABI removed from the index, and Life Technologies replacing Invitrogen.
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Many of the life science
indices currently available are a mixture of various types of companies. In
order to better assess the situation in the different segments, Eastwoods
Consulting has created these price-weighted indices for the sectors of large
pharmaceutical companies, biotech companies, and life science research tools
companies.
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EC BioTools Index - A, ACCL, AFFX, BEC, BIO, BRKR,
CALP, DNEX, HBIO, HLCS, ILMN, LIFE, LMNX, PKI, QGEN, SIAL,
TMO, VARI, WAT
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EC BigPharma Index - JNJ, PFE, GSK, NVS, SNY, MRK, ABT,
LLY, AZN, WYE, BMY, NVO, BAX, TEVA, SGP, RHHBY.PK
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EB Biotech Index - DNA, AMGN, GENZ, BIIB, CEPH, GILD,
BMRN, AMLN, IDXX, SEPR, OSIP, PDLI, CPHD, ALKS, REGN, MEDX, THRX, HGSI, SGMO,
ENZN, NKTR
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Prices are
taken at the close of each month.
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| About Eastwoods Consulting
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Eastwoods Consulting helps companies connect their technologies and products with the life science marketplace. By focusing on the most valuable opportunities, efficiency is increased, and profits grow.
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Copyright © 2008, Eastwoods Consulting. This
publication may be freely redistributed in full or in part as long as full
attribution including our contact information and web address, are included. Eastwoods is a registered servicemark of Eastwoods Consultng.
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