| Mapping the human genome had been a goal that | | | | applying large sums of money to solving |
| modern bio-scientists yearned to conquer for | | | | problems and demanding results. Government is |
| decades. Human genome, basically a map of | | | | great at establishing bureaucracies, lousy at |
| each humans cell make-up, if properly | | | | solving problems. The urgency impressed on |
| researched and documented, could provide the | | | | Celera to move ahead quickly and successfully |
| answer to myriad mysteries, including: why we | | | | was just never a consideration for the |
| age, genetic markers, causes and cures for | | | | government. |
| diseases and many more questions previously | | | | |
| thought unobtainable. The drive to chart this | | | | Who really won this race? The consumer was |
| monumentally complex scientific puzzle lead | | | | the real winner. The speed with which Celera |
| to an interesting competition. Entrepreneurs | | | | mapped the human genome enabled numerous |
| can learn much from this race.The United | | | | medical products and treatments to be moved |
| States government's National Institute of | | | | quickly ahead to market.The lesson we can all |
| Health, partnering with the British | | | | learn is that a hungry entrepreneur has an |
| government was tasked with charting the human | | | | innate advantage over the large, bureaucratic |
| genome in the mid 1980's. The government | | | | enterprise that seemingly holds the cards in |
| employed the finest bio-scientists, | | | | any business competition. How did MicroSoft, |
| facilities and equipment in the effort to | | | | starting in a garage, create the source code |
| successfully complete the work. Budgeted | | | | for software that IBM totally missed? How did |
| funds were generously appropriated for the | | | | Wayne Huizenga create a roll-up business |
| project. The United States was reported to | | | | model that lead to Waste Management, |
| have spent over $3 Billion on research, the | | | | Blockbuster Video and Auto Nation while |
| British government added considerably more.In | | | | large, established companies in each industry |
| 1998, a brilliant scientist named Dr. Craig | | | | slept? Google, Hard Candy, Home Shopping |
| Ventner, while reviewing the published work | | | | Network and Sephora are only a handful of now |
| product of the government, decided that a | | | | large and successful businesses that were |
| different approach could be undertaken to | | | | just start-ups not so long ago. They were |
| provide a faster, more accurate answer to the | | | | opportunistic, agile, creative and fearless |
| complexity of the chore. He wrote a business | | | | in the face of much larger, more established |
| plan that was based on a "shotgun" type of | | | | rivals.There has never been a better time for |
| research format. Dr. Ventner approached | | | | entrepreneurs with a novel idea to take on |
| venture capitalist funding sources and raised | | | | the big boys. In fact, the bigger the |
| $300 million in private funds. His venture, | | | | competitor, the better I like the |
| Celera, was charged with mapping the genome | | | | entrepreneur's odds of success. I counsel |
| in order to commercialize the findings. The | | | | dozens of entrepreneurs in my consulting |
| race was now on.The government team enjoyed | | | | business. I always encourage these pioneers |
| the advantage of a decades long head start, | | | | to face behemoths with respect, but not fear. |
| huge funding commitments and a deep roster of | | | | Celera's Dr. Craig Ventner is an ideal model |
| talent. The government was not seeking to | | | | for all of us to study. |
| profit from the discovery of the map. As | | | | |
| always, the goal of government was to provide | | | | If you have an idea that you would like to |
| for the common good. | | | | discuss feel free to contact me. Geoff Ficke |
| | | | can be reached at 407 260 1127, Ficke has |
| Celera, however, also wanted to provide for | | | | been a serial entrepreneur for almost 50 |
| the common good. The ability to accelerate | | | | years. As a small boy, earning his spending |
| the speed of discovery, convert the knowledge | | | | money doing odd jobs in the neighborhood, he |
| gained into commercial cures and products, | | | | learned the value of selling himself, |
| and thus make profits, was the goal of this | | | | offering service and value for money.After |
| private venture. Celera did not have | | | | putting himself through the University of |
| unlimited, funds, talent or time. The | | | | Kentucky (B.A. Broadcast Journalism, 1969) |
| investors wanted the markers laid down in the | | | | and serving in the United States Marine Corp, |
| business plan to be met and to see a return | | | | Mr. Ficke commenced a career in the cosmetic |
| on their investment. In order for this to | | | | industry. After rising to National Sales |
| happen, the scientific task needed to be | | | | Manager for Vidal Sassoon Hair Care at age |
| completed and the resulting knowledge | | | | 28, he then launched a number of ventures, |
| commercialized.Celera was a start-up in 1998 | | | | including Rubigo Cosmetics, Parfums Pierre |
| and completed the genome map in 2001. In a | | | | Wulff Paris, Le Bain Couture and Fashion |
| fraction of the time and with a fraction of | | | | Fragrance.Geoff Ficke and his consulting |
| the funding of the government group Celera | | | | firm, Duquesa Marketing, Inc. ( has assisted |
| was widely considered the winner of the race | | | | businesses large and small, domestic and |
| that was never formally acknowledged. The | | | | international, entrepreneurs, inventors and |
| result should surprise no one. The result | | | | students in new product development, capital |
| also should inspire every entrepreneur.The | | | | formation, licensing, marketing, sales and |
| government team was playing the game by | | | | business plans and successful implementation |
| different rules than Celera. The pressure | | | | of his customized strategies. He is a Senior |
| applied by private investors was absent from | | | | Fellow at the Page Center for Entrepreneurial |
| the government effort. Politicians are not | | | | Studies, Business School, Miami University, |
| exactly known as tough taskmasters when | | | | Oxford, Ohio. |