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