Mr William C. Horton
BioDetectors Pty Ltd ("BioDetectors") was established in 2007 as an internationally focused organisation,
with the rights to two diagnostics-based technologies. BioDetectors is currently expanding, developing and
commercialising its product portfolio, to build a fully resourced operational company to service the global
BioDetectors is a diagnostics company focused on public health challenges in infectious diseases &
treatment compounds, community threats from pathogens & chemicals and environmental contamination
from pathogens & chemicals.
BioDetectors provides solutions for:
• Disease outbreaks (Influenza, Dengue Fever and Meningococcal Disease).
• Health state monitoring (drug detection).
• Environmentally acquired diseases (Legionella in cooling towers).
BioDetectors product portfolio includes:
6. IP under negotiation.
BioDetectors will initially focus on the development of MultiView and BioSpec in the marketplace. This
shall be supported by the expansion of current CEPAS revenue and sourced IP. Biodetectors is currently
negotiating to secure additional IP that has already be tested in the Veterinarian and Hospital market to
assist in both long term strategy and immediate revenue generation..
BioDetectors marketing strategy is to segment the market into small scale regional areas, such as Coffs
Harbour NSW (pop 68,000). BioDetectors will then expand across similar centres. To build significant
revenue, BioDetectors will be required to operate globally.
Internationally BioDetectors is planned to grow through local operations in Scotland and England. With
Operations planned to expand to Canada then possibly to Europe and Africa (Nigeria).
Bio Detectors Limited is planning for a 2rd Quarter 2012 start in the Edinburgh BioQuarter. This operation
will work on entry into the Scottish NHS and Scottish Veterinarian and Environmental markets. Bio
Detectors Limited is planning to bring into its’ IP portfolio, two additional platform technologies that have
been developed and applied in Scotland.
Biodetectors Holdings Limited is set to establish operations in Norwich with a Base in London also in 4rd
Quarter 2012. The Norwich operations will make use of the technology hub in Norwich and in-particular will
give Biodetectors access to the food market. Norwich/London Biodetectors will work on entry to the East
of England NHS. In addition Biodetectors plans to increase its IP portfolio with a range of technologies that
have been identified in London/Norwich.
BioDetectors will be the developer and supplier of products into the large in vitro diagnostic market, the global market for in vitro diagnostics (IVD) is US$44 billion and expected to grow to be US$60 billion by 2014; US$15 billion in Europe alone. The global point of care (POC) testing market is currently estimated to be worth US$14.3 billion and is growing at 11% a year.
BioDetectors is ideally placed to provide the diagnostics for emerging public health paradigm,
particularly in the UK NHS with the current emphasis on finding £20billion of efficiency savings
through changes in health delivery pathways/processes. BioDetectors diagnostics offer improved
performance while delivering significant expenditure savings over traditional tests. BioDetectors
technology is suitable to be used by medical technicians and potentially self-administered.
BioDetectors marketing strategy is to sell early stage to the environmental market and then by degrees into
the food and veterinarian markets. For Healthcare, Biodetectors strategy is to sell into specific NHS trusts
and then to increase sales to more trusts, eventually increasing sales to EU-27 countries.
Biodetectors projects sales to 3-4 trusts within 12-18months of operation with projected sales
of £1.4million (£400,000 of sales per trust). Then, growing sales in the UK to £70million within
5-6 years. Sales growth would then focus on EU-27 countries, to achieve combined sales of
£110million in 10years.
Biodetectors has invested $24.7million/ £15.9 Million to develop its IP portfolio. Biodetectors IP
portfolio has been valued internally at $16.5 million/ £10.6 Million based on 5 times expected
licence revenue from current IP portfolio.
Biodetectors is currently seeking investment of $6.5 million with a ROI of an expected greater than
30% within 3-4years.
General Strategy and the UK Market
Biodetectors strategy is focused in both the short and medium term on the UK market. The attraction of the
UK market includes:
• Similar legal & accounting systems.
• Fast track of product into Healthcare by using the Edinburgh BioQuarter facility.
• ,Multiple NHS entry points to the healthcare market.
• A larger market that justifies production of more expensive initial equipment.
• Healthcare market significant and World recognised, which justifies effort to market.
• Access to larger EU markets – close immediate links with France (Scotland & England).
Specifically for the UK:
Our Products at the Right Place Right Time
Biodetectors products are designed to provide improved health care outcomes and efficiency savings.
Biodetectors products are then ideally suited to the UK Governments Policy of seeking 20billion GBP in
efficiency savings out of a budget of 109billion GBP NHS budget BY changing the Health Care Process.
Most importantly the UK Government is willing to fund projects to achieve the UK Governments NHS
IP Deal Flow
Our UK contacts are looking for a vehicle to commercialise IP in this area, as well as access to additional
IP in Scotland & the Norwich/London area. Biodetectors is seeking more IP to achieve its aims in both the
immediate and long-term.
General comment on Biodetectors Strategy to Market
Biodetectors products span a wide range of markets :
• Animal Husbandry,
• Homeland Security,
• Law Enforcement,
• And Mining,
Biodetectors is targeting specific niches in select markets. Market niches targeted are based on best
outcome analysis. In general the Healthcare market (particularly Point of Care market (POC)) is seen
as a major long term strategic target market for Biodetectors. Given the comparative long lead times for
regulatory acceptance and relative high barriers to market entry for the Healthcare POC market, other
markets and particularly other POC market segments are also being targeted for the following key reasons:
o Cash Flow/Early Stage Revenue. Including Veterinary diagnostics in Scotland and Food screening
in the Norwich food hub.
o Tolerance to market & product variability – the ability to withstand major market upheavals or major
o Technology commercial demonstration – People take notice of technology that has been
demonstrated and selling in the market.
o Technology development is assisted by access to non-Medical markets, as these markets:
o Enable technology to be introduced more rapidly into the commercial market.
o Provide a commercial test bed for product with a down side on failure that is manageable
versus possible absolute catastrophic in the Health Care market.