REICHERT AI BUSINESS PLAN

Ernie Desmarais

Life Science Instruments Sales Manager

Reichert3362 Walden Avenue, Depew

New York14043

September 18, 2015

Executive Summary

The OwnershipThe company will be structured as a corporation.

The ManagementReichert functions as a Business Unit of Ametek.

The Goals and ObjectivesDrive ProfitabilityRaise Customer Awareness and DemandPeople & Organizational DevelopmentDeliver High Quality Products and ServicesGrow our Business.

The ProductReichert provides 2 and 4 channel Surface Plasmon Resonance Systems (SPR)for Academia and Industry with one of the most sensitive platforms in today's marketplace. These reliable label-free systems are used to characterize a broad range of molecular interactions that are important in numerous scientific disciplines.

The Target MarketPharmaceutical, Biotech and Universities.

Pricing StrategyCompetitive pricing below the current market leader GE.

The Competitors

GE - Biacore SierraSensors Bioptics – 4 channel Pall Corp - Forte BioSensiQ TechnologiesBioSensing – smaller playerBioNavis. – smaller player

Business Plan - Reichert

The Company

Business SectorLabel free biomolecular interactions.

Company Goals and ObjectivesDrive ProfitabilityRaise Customer Awareness and DemandPeople & Organizational DevelopmentDeliver High Quality Products and ServicesGrow our Business.

Company Ownership StructureThe company will be structured as a corporation.

Ownership BackgroundAmetek (shareholder):Company has been in existence for over 100 years.

Company Management StructureReichert functions as a Business Unit of Ametek.

Organizational TimelineRemainder of Q3 and Q4 of 2015.

Company Assets________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

The Product

The ProductReichert provides 2 and 4 channel Surface Plasmon Resonance Systems (SPR)for Academia and Industry with one of the most sensitive platforms in today's marketplace. These reliable label-free systems are used to characterize a broad range of molecular interactions that are important in numerous scientific disciplines.

Product PatentsThere is a trademark on the Reichert Technologies name.

Future ProductsA Potential 8 Channel SPR Instrument.

Marketing Plan

The Target MarketPharmaceutical, Biotech and Universities.

Established CustomersUniversities in the US, Europe and Abroad.

PricingCompetitive pricing below the current market leader GE.

AdvertisingWord of mouth as well as trade shows. Investigating other forms of advertising such as LinkedIn, Facebook, MassBio and Navigrant.

Competitor Analysis

The CompetitorsGE - BiacorePall Corp - Forte BioBio-RadSensiQ TechnologiesBioSensingSierra SensorsBioNavis.

SWOT Analysis (Strengths/Weaknesses/Opportunities/Threats)

StrengthsOver 10 years experience in this industry.

WeaknessesLittle name recognition.Late to the target audience.

OpportunitiesOnly one of three players with the 4 channel SPR Instruments.115 Million dollar market.Tremendous upside in becoming an established player in this arena.

ThreatsOther competitors entering the 4 channel market at a lower price point.

Operations

Daily OperationsCalling and meeting with potential prospects in Biotech, Pharma and Universities to understand their research needs and pain points and provide SPR as a potential solution where appropriate.

Operational Facilities________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

StaffingThe Analytical Instrument Division is smaller than the Opthalmic Instruments Division of Reichert. Reichert represents roughly 150 employees and is a business unit of the larger parent company Ametek.

SuppliersWe have a number of suppliers that we work with that provide some of the components in the Reichert4SPR's.