From the start of the iGEM competition one of our aims was to develop a commercially available product. Talks and interviews with experts in the field of surface coatings and hygiene (e.g. polymer processors, desinfectors) promised a high demand for antimicrobial surface coating. This results encouraged us to work with Campus Konzept Stuttgart e.V. to analyze our potential product and entrepreneurship helping our iGEM team to develop market entry strategies and schedules.

This resulted in two project. The first project is the Business Model Canvas presenting the products and the company, highlighting important factors such as key partners, distribution channels, customer segments, revenue streams and many more. The second project is a Roadmap for commercialisation of TAGC after the iGEM competition. Here, the steps necessary for market entry are placed in a realistic timeframe.

The Business Model Canvas

The business model canvas highlights the different sectors a company has to take in account in order to create a successful business model. Below, the important factors and actions are described in detail.

Key Partners

Coating Manufacturer:

Produce large batches of TAGC.

Third-party provider for installation:

Responsbile for on-site installation and distribution.


Developement and Maintenance of B2B-Portal.

Key Activities

Research and Developement:

Process and product developement that is suitable for Upscaling.

Customer Management:

Purchase processing via B2B-Portal (Business-to-Business).

Value Proposition

Public Sector:

Reduce intensity of diseases

Industrial Sector:

    Improve image, "more hygienic"

    Employee satisfaction: Enhanced wellbeing

    Cost reduction due to fewer sick days of employees

Customer Relationship

Relationship towards both public and industrial customer essential, but limited to basic communication and interaction.

To secure costumer loyalty maintenance work is part of the service spectrum.

Customer Segments

Public Sector:

    For handrails and surfaces in busses and trains.

    Retirement homes and hospitals: Prevent spreading of germs in clinical institutions (there are often people with a weaker immune systeme).

Industrial Sector:

    Shared workspaces: Places with large numbers of people congregate.

    Laboratories and cleanrooms: Reduced use of cleaning agents and time expenditure.

Key Resources

Research and Developement:

Laboratory, lab supplies, chemicals and biologics




Sales and Distribution:

Third-party provider

Cost Structure

Coating Manufacturer: Fixed sum for a certain amount of coating

Third-party provider for installation: Percentage share per conclusion of contract

Payment for IT-Support

Materials (chemicals, enzymes) for the coating

Salaries for employees

Revenue Streams

Revenue is generated by sales of the product and additional services (maintenance).

Public Sector: 50%

    Public transportation: 30%

    Retirement homes and hospitals: 70%

Industrial Sector: 50%

    Application in private companies and/or shared workspaces: 65%

    Laboratories and clean rooms: 35%

Roadmap after the iGEM competition

A hypothetical roadmap for the market entry of TAGC was established. The main focuses were placed on the fields of "Research and Development", "Marketing", and "Sales". The roadmap contains tasks and strategies for the corresponding fields.

B2B: Business-to-Business, B2C: Business-to-customer

Hypothetical roadmap for the market entrance of TAGC