2. • A multi-year genetic anthropology study that aims to map historical
human migration patterns by collecting and analyzing DNA samples
from hundreds of thousands of people from around the world
• Launched by Dr. Spencer Wells in 2005
– Y-STRs or Control Region mtDNA
• Redone in 2012 as Geno 2.0
– 15,000 Y-SNPs
– 3,000 mtDNA SNPs
– 130,000 Autosomal SNPs
• Biogeographical Regions
• Neanderthal and Denisovan Percentages
2
What is The Genographic Project?
3. 3
What is The Genographic Project?
75,000 indigenous samples
670,000 Public
Participants
$2.1M granted
Field
Research
Public
Participation
Ten years of project success
4. 4
Where are we today?
Strong but declining kit sales
Geno 2.0 Launched in Fall 2012
2013 84,000
2014 65,000
2015 ~50,000
5. Geno 2.0 Next Generation
750K SNP array
Illumina Omni Express
6. Product objectives – Where are we today? Where are we going?
Product review – What’s different about Geno 2.0?
Website preview
2.0 Rollout: Marketing and communications plan
6
Comparison to Geno 2.0
GENO 2.0 GENO 2.0 Next Generation
13,000 Y-DNA Markers ~17,000 Y-DNA Markers
3,000 mtDNA Markers 3,500 mtDNA Markers
130,000 autosomal and X-chromosomal markers (including
25,000 SNPs from candidate regions of interbreeding between
extinct hominins and modern humans)
750,000 autosomal and X-chromosomal markers
One step process that is 100% SNP confirmation based to
produce results for Y (male) and mtDNA (all) results
One step process that is 100% SNP confirmation based to
produce results for Y (male) and mtDNA (all) results
Single Geno 2.0 kit will yield both paternal and maternal results
for males
Single kit will yield both paternal and maternal results for males
Tailored list of Y, mtDNA and autosomal markers drawn from
Genographic Consortium scientists, HapMap, and published
literature
Tailored list of Y, mtDNA and autosomal markers drawn from
Genographic Consortium scientists, HapMap, and published
literature, Big Y
Hominin markers incorporated to expand the experience to
include linkage to Neanderthal and Denisovan history
New Neanderthal calculation based on more analysis and
geographical consideration
Higher resolution Hg identification allowing a more specific
geographic association with the terminal SNP
Even higher resolution Hg identification allowing a more
specific geographic association with new terminal SNPs
Ethnic ancestral origins available, i.e. percentage geographical
origins assignment (Based on 9 Geographical Regions)
Percentage based on 18 bio-geographical regions
No medically relevant markers No medically relevant markers
You can download your genotype data You can transfer to FTDNA for matches and downloads
7. Continue to decode the human story, hidden in our DNA
• Continue growing with the best genotyping platform available dedicated to
anthropological genetics, creating the most comprehensive set of Y-
chromosome, mtDNA, and autosomal DNA ancestry-informative markers
• Continue to drive scientific research by leveraging the high genomic coverage
of the Next Generation Geno Chip (c. 750k SNPs) to answer more questions
regarding migration and admixture at higher resolution and expose new
patterns of genetic variation
• Expand the citizen science component, actively engaging the public in data
collection and analysis by increasing connectivity and interconnectivity among
participants
• Broaden our scientific collaboration by leveraging the Genographic database of
over , which comprises one of the lasting scientific legacies of the project,
allowing us to explore global genetic patterns on an unprecedented scale
7
Geno 2.0 Next Generation Goals
8. 8
Geno 2.0 Next Generation Pricing
• Price: $149.95,
FREE shipping & handling
• Competitive Pricing
• The price of competitive
DNA products hovers
around $100-$200.
9. • Highlights
– Deep Ancestry
• Thousands of new Y-SNPs
• Hundreds of new mtDNA SNPs
– Regional Ancestry
• Calculated from on 18 Bio-Geographical Regions
(Powered by FTDNA’s Family Finder)
• 60+ Comparative Populations
– Hominin Ancestry
• New Neanderthal estimate based on Current Literature
Geno 2.0 Next Generation
10. Geno 2.0 Next Generation
• Y Chromosome DNA
What’s new in the Deep Tree?
New Origin (A00)
Several new Bifurcations
11. 11
Geno 2.0 Next Generation
• Y Chromosome DNA
~8,000 new SNPs (many of which we are still placing on the tree)
Hundreds of new G, I, J R1a and R1b SNPs
12. Geno 2.0 Next Generation
• Hundreds of new mitochondrial DNA SNPs
98% are in the Coding Region
Based on Phylotree Build 16 (2014)
12
mt-MRCA
L0
L1
L5
L2
L6
L4 L3
M N
R
L* L3* M* D N* R* R0 U
(incl.
C,E,G,Q,
Z)
(incl.
A,I,O,S,W
,X,Y)
(incl.
B,F,J,P,T
)
(incl.
HV,H,V)
(incl. K)
16. GENOGRAPHIC DATABASE by the numbers
as of July 31, 2015
Current status of DAR (Geno 1.0)
Number of consumer participants 423,777
control Region mtDNA 212,675
Y chromosome (dozen STR) 211,102
Research Center Participants 74,819
Current status of DAR (Geno 2.0)
Participants with completed Geno 2.0 results 177,750
26 Billion SNPs
Percentage of people that gave us email addresses 87%
Percentage of participants that opted-in to science 65%
Demographic information for most participants
19. Genographic Database
Search the Genographic Database by: Contact: mvilar@ngs.org
mitochondrial haplogroup
Y haplogroup (long form: R1b1b1b…)
Y haplogroup (short form: R-M222)
Y-SNP
mtDNA position (SNP)
Age
Place of Birth
maternal or paternal POB
maternal or paternal ethnicity
maternal of paternal language
grandpaternal and grandmaternal…
All demographic categories at the same time (ie. All Irish)
22. • We have 11 new grantees since 2012 doing field work and lab work:
– Dr. Theodore Schurr Peopling of the Caribbean
– Dr. Oleg Balanovsky Indo-european Langauges
– Dr. Sergio Tofanelli and Dr. Davide Pettner Italian diversity, Sicily
– Dr. Alan Cooper Recovering’s Australia’s Lost Past
– Dr. Swarkar Sharma Jammu and Kahsmir Province
– Dr. Ricardo Fujita Origins of the Inca
– Dr. Marta Alfonso-Durruty Chile (Ancient and Modern DNA)
– Dr. Koji Lum Genetic New Guinean Highlands
– Dr. Michael Crawford Aluetian archipelago
– Dr. Norberto Baldi Chinchan, Central America
– Dr. Miguel Vilar Genetics Chamorros, Palauans
– UNIBE Dominican Republic
22
GENO FIELD WORK: Chilean Patagonia
23. GENO FIELD WORK: Chilean Patagonia
48 Ancient DNA samples (500 and 8,000 BCE)
-Rare and new lineages
70 Modern samples (Yagan, Kaweshkar, Selknam)
January 2015
25. Growth in industry & competition
TV shows NBC, PBS feature celebrities
Hundreds of Academic Papers
Internet searches for “ancestry” doubled
Multiple DNA tests in market selling for less
Complete Genomes are almost affordable
Where are we today?
26. Geno 2.0 Next Generation
STRATEGIC OBJECTIVES
Update product to compete in current
market (Geno 2.0 Next Generation).
Broaden reach of Genographic Project;
bring new audiences to NGS.
Continue to drive engagement and
consumer interest in the human story.
Increase kit sales to support Legacy
Fund and further field research.
Build a better Genographic Community
26
Where are we going?
Field
Research
Public
Participation
27. Why should I buy the Geno 2.0 Next Generation kit?
1. NEW! I get an unprecedented view of my ancestry through this cutting-edge science
and research:
o Who am I really? What is my ancestral affiliation? What % Neanderthal am I
and what does it mean?
o How did I get here? What are the details of my migratory journey from Africa?
2. NEW! I can share my story with other participants and connect with others around the
world who share my deep ancestry, gaining further insights into my lineages.
3. Read all about the latest research, and see how that research affects your results.
4. I can join a real-time, global research project, and help us expand it.
5. It’s now $149.95
27
Geno 2.0 Consumer Positioning
2012 sales (Jan – May): 3,258 kits/month (avg.) – this would equate to ~39K kits for 2012, if no new kit was introduced
Pricing details for Ancestry’s DNA offering: $99 (DNA test kit) + $22.95 subscription fee for per month access to U.S. records or $34.95 subscription fee for per month access to all (worldwide) records on Ancestry.com. Can also buy a 6-mo subscription for $12.95/mo (U.S.) and $24.95/mo (worldwide).
23andme has tested various pricing models including most recently a $99 kit product w/ $9.99 monthly subscription service required for 12 mos
FamilyTree DNA’s most popular kit is their Family Finder kit for $289 – our test PLUS enables you to find more recent relatives (within last 5 generations). They have MANY kits ranging from $19 to $837.
NBC’s Who Do You Think You Are - The most recent season (S3) of NBC’s Who Do You Think You Are? posted a 1.47 P25-54 rating for new episodes, -38% below the network’s overall prime average, but pretty much in line (-9%) with its Friday prime average. Median age was on the older side (59) and audience was heavily female.
PBS’ Finding Your Roots - Due to the unique way PBS ratings are processed, audience levels can be artificially inflated or depressed depending on common carriage rules, number of carrying stations, number of station plays within one week, and a myriad of other factors. In other words, they aren’t really an apples-to-apples comparison to standard ad-supported broadcast or cable television.
