Holobiome aims to provide personalized probiotics to help inflammatory bowel disease (IBD) patients remain in remission naturally without side effects. After testing various customer segments, they determined IBD patients were the best fit. Holobiome will partner with suppliers to grow specialized probiotics and conduct research to publish their findings. Their goals are to help patients through cost savings and reduced symptoms while generating revenue through probiotic sales to patients and prescriptions from gastroenterologists.

1. HOLOBIOME
[Dx.3] Holobiome
Envisioning a healthy microbiome for everyone
1.4 Million IBD
patients
Mild/Moderate
patients
Internet access

2. HOLOBIOME
Holobiome
Kei Fujimura
Post-doc at UCSF, Microbial ecologist
Picker/Hustler
Shoko Iwai
Post-doc at UCSF, Microbial ecologist,
Bioinformatics
Hacker/Hustler
Yosuke Kamimura
Post-doc at UCSF, Immunologist, Virologist
Designer/Hustler
David Hanzel
Diagnostics expert
Mentor
Envisioning a healthy microbiome for everyone

3. IBD patients
Physicians
Week 1
Joint venture with
Metabolon, who will
provide metabolomic data.
Buyer / suppliers: Illumina,
MoBio
.
• Generate personalized
baseline reports and track
changes over time.
• Online lifestyle diary to track
effects of meds and diet on
biome over time
Physician organizations:
Inflammatory Bowel Disase
Center @ UCSF
CPMC Research Institute
Patient organizations and
patient advocates:
Crohns & Colitis
Foundation
Fixed costs:
• Lab space and/or
office space
• Salaries
• Server
• Website maintenance
• Lab equipment
• Access to sample
processing equipment
(e.g. thermocycler,
sequencer, biosafety
cabinet) and lab
technician or outsource
all lab work
• Computers / servers
• Pipelines
• Data analysts
Sample
processing:
• Sample
processing kits
• Stool collection
kits
•
Risk reduction for
patients and
physicians
• Provide personalized
prognositic for IBD
patients in order to
subvert flares and
foresee colorectal
cancer symptoms.
• Reduce risk of
misdiagnsosis and
time through a noninvasive and safe
diagnostic tool.
• value-driven
• Variable costs
based on service
levels
•
•
Dedicated personal
assistance
Online community
Personal physicians
• Dedicated e-commerce
• Direct sales.
• Posts by patient
advocates on Crohns
& Colitis Foundation
forums,
patientslikeme.com,
etc.
• Web account and app
• Seminars led by local
thought leaders
• MD to MD connections
• Subscription fee (multiple samples)
• Batch ordering for physicians
• Fixed menu pricing.
• Inflammatory Bowel
Disease (IBD) Patients
•
General practice MDs,
DOs,
Gastroenterologists,
Naturopaths

4. IBD patients
Physicians
Week 1
Joint venture with
Metabolon, who will
provide metabolomic data.
.
• Generate personalized
baseline reports and track
changes over time.
• Online lifestyle diary to track
effects of meds and diet on
biome over time
•
•
•
Dedicated personal
assistance
Online community
Personal physicians
VP
CS
Risk reduction for patients and •• Dedicated e-commerce
Direct sales.
• Inflammatory
Buyer / suppliers: Illumina, physicians
MoBio
Bowel Disease
• Provide personalized prognositic for
Physician organizations:
(IBD) Patients
Inflammatory Bowel Disase IBD patients in order to subvert flares
Center @ UCSF
and foresee colorectal cancer
CPMC Research Institute
• Posts by patient
symptoms.
• General practice
• Access to sample
Patient organizations and
patient advocates:
Crohns & Colitis
Foundation
Fixed costs:
• Lab space and/or
office space
• Salaries
• Server
• Website maintenance
• Lab equipment
processing equipment
(e.g. thermocycler,
sequencer, biosafety
cabinet) and lab
technician or outsource
all lab work
• Computers / servers
• Pipelines
• Data analysts
advocates on Crohns
& Colitis Foundation
forums,
patientslikeme.com,
etc.
• Web account and app
MDs, DOs,
Gastroenterologi
sts, Naturopaths
• Reduce risk of misdiagnsosis and
time through a non-invasive and safe
diagnostic tool.
• Seminars led by local
Sample
processing:
• Sample
processing kits
• Stool collection
kits
• value-driven
• Variable costs
based on service
levels
thought leaders
• MD to MD connections
• Subscription fee (multiple samples)
• Batch ordering for physicians
• Fixed menu pricing.

5. Week 1-4: Our products were not ready for
doctors and unnecessary for IBD patients
Our Hypothesis
Patients and doctors want the patients’ gut microbiome
monitored in order to predict their next flares.
What we found out…
Interesting, but we need
evidence. (19/19)
I’m not interested. I want
solutions, not another
monitoring device! (5/7)
-patient with mild or moderate IBD
http://www.assetprotectionlawjournal.com/articles/physician-asset-protection/
http://www.cdc.gov/ibd/

6. HOLOBIOME
We were depressed…….
Envisioning a healthy microbiome for everyone
Explore other customer
segments!
Breakfast meeting

7. Week 5: So then…we decided to include
Joint venture with
Metabolon, who will
provide metabolomic data.
Buyer / suppliers: Illumina,
MoBio
Validation that
Risk reduction for
their lifestyle
patients and
physicians
reflects healthy
Provide personalized
gut •microbiome
prognositic for IBD
.
• Generate personalized
baseline reports and track
changes over time.
• Online lifestyle diary to track
effects of meds and diet on
biome over time
•
•
Dedicated personal
assistance
Online community
Personal physicians
• Dedicated e-commerce
• Direct sales.
CPMC Research Institute
• Access to sample
processing equipment
(e.g. thermocycler,
sequencer, biosafety
cabinet) and lab
technician or outsource
all lab work
• Computers / servers
• Pipelines
• Data analysts
• Reduce risk of
misdiagnsosis and
time through a noninvasive and safe
diagnostic tool.
• Posts by patient
advocates on Crohns
& Colitis Foundation
forums,
patientslikeme.com,
etc.
• Web account and app
Sample
processing:
• Sample
processing kits
• Stool collection
kits
• value-driven
• Variable costs
based on service
levels
General practice
MDs, DOs,
Gastroenterolog
ists,
Naturopaths
• Seminars led by local
thought leaders
• MD to MD connections
http://www.9lot.com/2013/04/important-nutritionalproducts-needed-today.html
Fixed costs:
• Lab space and/or
office space
• Salaries
• Server
• Website maintenance
• Lab equipment
Health
Inflammatory
Bowel Disease
conscious
(IBD) Patients
people
patients in order to
subvert flares and
foresee colorectal
cancer symptoms.
Physician organizations:
Inflammatory Bowel Disase
Center @ UCSF
Patient organizations and
patient advocates:
Crohns & Colitis
Foundation
•
IBD patients
Physicians
Health conscious people
• Subscription fee (multiple samples)
• Batch ordering for physicians
• Fixed menu pricing.

8. HOLOBIOME
Week 5: Health conscious people
were not interested
Our Hypothesis
Health conscious people may want to know gut microbiome
as a marker for healthiness.
Envisioning a healthy microbiome for everyone
What we found out…
I’m not interested. I feel
great and have no GI
issues. (8/8)

9. Week 6: Switched to Quantified Selfies
who love data about
Inflammatory
Joint venture with
Metabolon, who will
provide metabolomic data.
Buyer / suppliers: Illumina,
MoBio
.
• Generate personalized
baseline reports and track
changes over time.
• Online lifestyle diary to track
effects of meds and diet on
biome over time
CPMC Research Institute
Fixed costs:
• Lab space and/or
office space
• Salaries
• Server
• Website maintenance
• Lab equipment
Risk reduction for
patients and
physicians
Quantify
• Provide personalized
microbiome as
prognositic for IBD
patients in
a token oforder to
subvert flares and
foresee colorectal
healthiness
cancer symptoms.
Physician organizations:
Inflammatory Bowel Disase
Center @ UCSF
Patient organizations and
patient advocates:
Crohns & Colitis
Foundation
•
• Access to sample
processing equipment
(e.g. thermocycler,
sequencer, biosafety
cabinet) and lab
technician or outsource
all lab work
• Computers / servers
• Pipelines
• Data analysts
Sample
processing:
• Sample
processing kits
• Stool collection
kits
• Reduce risk of
misdiagnsosis and
time through a noninvasive and safe
diagnostic tool.
• value-driven
• Variable costs
based on service
levels
•
•
Dedicated personal
assistance
Online community
Personal physicians
• Dedicated e-commerce
• Direct sales.
Bowel Disease
(IBD) Patients
Quantified
Self practice
General
• Posts by patient
advocates on Crohns
& Colitis Foundation
forums,
patientslikeme.com,
etc.
• Web account and app
• Seminars led by local
thought leaders
• MD to MD connections
• Subscription fee (multiple samples)
• Batch ordering for physicians
• Fixed menu pricing.
MDs, DOs,
Gastroenterolog
ists,
Naturopaths

10. Week 6: QS’s value propositions
were too diverse
Our Hypothesis
Quantified self want to monitor their gut microbiome
HOLOBIOME
Envisioning a healthy microbiome for everyone
I want to track…
Diet (2/9)
Exercise (2/9)
Mood
(1/9)
Sleep cycle (2/9)
Blood pressure (2/9)
Ketones (1/9)
Heart rate (1/9)
Blood glucose levels (1/9)
Weight (2/9)
http://www.innovation-alliance.net/

11. HOLOBIOME
We got depressed again……
Back to square one…
Envisioning a healthy microbiome for everyone
Patients want to remain in remission
‘naturally’ without side effects

12. HOLOBIOME
Week 7: Provide specialized
probiotics
Envisioning a healthy microbiome for everyone

13. Final canvas: Specialized probiotics for IBD patients
Suppliers:
Metabolon will
provide
metabolomic
data.
Suppliers:
SeqWright will
provide DNA
isolation and
sequencing.
Suppliers:
KLAIRE LABS
will grow bacteria
and formulate
into pills
FDA
Fixed costs:
• Lab space and/or
office space
• Salaries
• Server and website
maintenance
Research and
publish
Online lifestyle
diary to track
effects of meds
and diet on biome
over time
GET: Ads on patient
foundation
Remain in
remission
GET: Clinical and
scientific presentation
Cost savings
GET: Dossier to
medical director
GET: KOLs of GI
specialist
KEEP: Dedicated
personal assistance
KEEP: Customer
surveys
HR: Bioinformatics &
Data analysts
Computers/servers
Pipelines
Patent
Trade secret (probiotics
composition)
Finance: Research
grants
• Shipping and handling
• Value-driven
• Variable costs based on
service levels
Inflammatory
Bowel Disease
(IBD) Patients
Insurance
company
GROW: Referrals
Dedicated Ecommerce
Direct Sales
GI doctors prescribe
probiotics
Direct Sales
Fixed menu pricing: $200/month
Get our codes covered

14. HOLOBIOME
What we found out overall….
• IBD patients want solutions not another
way to monitor.
Envisioning a healthy microbiome for everyone
• For our goals reflected in our mission
statement, the science of using the
microbiome is still ~ 5-10 years away.

15. Our Investment Readiness Level
3. Product/Market Fit
2. Problem/Solution
1. Hypotheses (Canvas)
• Now!
Technology Readiness Level
1 & 2. Basic Technology
Research
• Research Company