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Strategy
Aqua Bounty
is a company built around the biology of aquatic organisms and
an understanding of the commercial market. The Company intends
to maximize return on research and development by supplying the
aquaculture industry through existing distribution channels, allowing
ABT to focus on its competitive advantage in identifying and developing
relevant technology and eliminating as much as possible the time-
consuming and costly creation of infrastructure for manufacturing
and distribution. Established and concentrated distribution channels
exist for Aqua Bounty’s products, despite the fact that the
customer base is largely in the developing world. Aqua Bounty
partners strategically in each region with distributors that are
best positioned with respect to the regional aquaculture farmer
base and that are most capable of understanding and conveying
the benefits of the company’s products to them. ABT intends
to put regional sales and marketing people on the ground to closely
work with its local distribution partners to ensure optimal pricing,
marketing, and application strategies are followed.
The pillars
of Aqua Bounty’s commercial strategy are:
- A pricing
structure based on recovery of 25-30% of the operational savings
from its technologies
- Strategically
establishing Joint Ventures and other cooperative mechanisms
to gain entry to target markets
- Optimizing
revenues by balancing market penetration and avoiding channel
conflicts that lead to competition based solely on price
- Maintaining
ownership and control of technologies through protection of
its patented intellectual property and aggressive maintenance
of trade secrets
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