Liaison(s): Jay Flatley, Omead Ostadan
Illumina (NASDAQ: ILMN) is a leading developer, manufacturer and marketer of integrated systems for large-scale genomic analysis. The company is headquartered in San Diego, CA and has a current market capitalization of $4.54 billion and 2009 revenues $647 million. The company’s product line caters primarily to genomic research institutions, academic institutions, and the pharmaceutical and biotechnology industry. In June 2009, Illumina forayed into the consumer sequencing market with their “Every Genome” offering. The primary objective of the project was to characterize the consumer genomics space and offer our client an independent perspective on how to move forward. To achieve this goal, the project was broken down into five key tasks that included market segmentation, identifying industry drivers and moderators, identifying international markets, evaluating the regulatory environment and suggesting an effective pricing and marketing strategy. To better understand the consumer genomics industry and to gain different perspectives of the various issues at hand, the team performed in-depth interviews with key opinion leaders. The final deliverable was a three-year strategic business plan incorporating each of these components.