Odi Case
Optical Distortions (ODI) is a start up with limited resources and a product that can change the egg production business. Its product, contact lenses for chickens, would reduce the vision of the hen and achieve two desirable results in the behavior of the chicken. These behaviors include reduction in cannibalism and reduction in amount of food required for chicken. And as a further result, the reduction in cannibalism rate removed the need to debeak the birds, which adds further economic value to the farmers. These benefits far outstrip the costs of the contact lenses themselves. And for ODI, there are definitely profits to be had if the products can be marketed well before the competitors can enter the market in a few years. Therefore, ODI should introduce their product according to my analysis below. The issue ODI is facing is that it currently has no revenue flow. And to stay competitive in the industry, ODI is estimating it will have large expenses coming up quickly to grow quickly enough to stay viable. Therefore, ODI must capitalize as soon as possible. Also, on the consumer front, the product is completely unknown to its customers. It will face a slightly uphill battle to convince potential customers that its product is better than the other more “conventional” methods provided by other vendors in the poultry egg production industry. On the competitor side, ODI has little breathing room. It expects that the competitors can be kept out of the market for at most two to three years thanks to patents and licenses that ODI currently holds. And ODI believes that competitors will likely try to enter the market as soon as possible because of the potential impact that the lenses hold on the egg production industry. Thankfully, ODI’s collaborator, New World, has entered into an exclusive contract with ODI on the non-human use of hydrophilic polymer. Given the general market information, we need more detailed understanding of the current market to determine a