Shortened Lead-Time To Growth Opportunities
About Illumina

Illumina (NASDAQ: ILMN) is a leading developer, manufacturer, and marketer of life science tools and integrated systems for large-scale analysis of genetic variation and function.

Headquartered in San Diego, California, Illumina provides a line of products and services that serves the sequencing, genotyping and gene expression, and proteomics markets.

Executive Summary
  • Industry: Life Sciences: Genomics
  • Illumina’s Business Goals: Determine the best opportunity for Illumina’s genomic solutions along its four verticals in a prioritized market – Egypt – to develop a focused market targeting plan
  • Results: Illumina received a “bird’s eye view” marketing insights with granular market-entry strategies to quickly zoom in on the market and capable partners to build out a “country-centric” marketing plan in Egypt.

Although individuals with African ancestry have the greatest genomic diversity in the world, yet they have been underrepresented in genomic research. Illumina is one of the companies leading the genomics research revolution in Africa.

Although its global team is spread across the globe, Illumina’s limited on-ground presence in Africa reduced its visibility into the local markets, networks, and projects that will need its genomic research device and solutions.

This lack of visibility limited its entry and growth into its priority markets in Africa – starting with Egypt.


Over a 6-week market research engagement, we developed a customized market visibility business solution in Egypt that provided Illumina with:

  • An understanding of the market landscape across the diagnostic, research, population genomics, and agricultural markets in Egypt.
  • A market mapping analysis in the healthcare and agriculture landscape that will give Illumina a targeted structure to build out the most efficient marketing plan for their entry and growth in each market.
  • A market mapping analysis in the healthcare and agriculture landscape that will give Illumina a targeted structure to build out the most efficient marketing plan for their entry and growth in each market.
  • A curated shortlist of potential distributors in each of the segments of focus.
  • The national health policy agenda both in the short and long-term to properly understand key priorities and regulations.
  • Understanding the main stakeholders, decision-makers in the accounts for genomic solutions, and their decision-making process.
  • Understanding of the major population genomics projects in each country or across Africa.

Our team of local in-country consultants:

  • Identified retail outlets and partners that will have access to the customer segment that KitchenAid was targeting in each country.
  • Through in-person visits and phone interviews, the long list of prospective partners was vetted to curate the best distribution partners that met KitchenAid’s criteria and were eager to engage them in a commercial relationship.
  • Curated a list of the best 3-5 distribution partners in each of the 12 countries that KitchenAid wanted to expand into. The list included distribution profiles and contact information to decision-makers that could easily facilitate a commercial partnership to fuel their growth in each country.
Outcome – Refined & Robust Strategy That Shortens Lead Time To Growth Opportunities
  • Local Insights, Global Strategy, Key Decision-makers
    Illumina got a clear understanding of the key segments, stakeholders, and decision-makers for genomic research projects in one of the highest populated countries in Africa. They used their renewed understanding of the local landscape to develop a more robust marketing plan that informed their long-term growth plans across the entire continent which involves country-specific insights to reach the right targets.
Hear it from the people who are delightfully building their business in Africa
"We got a clear view and map of the market structure giving us exposure to the key projects, stakeholders, and business contacts we need to develop our business in the region."
Rodolphe Vetchenou
Executive Partner Account Manager Africa
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