ny & london spotlight presentation, page-81

A few things to know would make this interesting. Cost to produce and distribute Dynabeads. Current sales price of the competing method that holds the market now. Cost to produce competing method. I think it said we can complete or undercut column chromatography.

We know the sales price of Dynabeads but it isn't the price they would sell at if they had competition. We can expect it's still higher than the other way since they haven't tried to go there pricewise and choose to sell to a smaller set of the market on quality of outcome. The inferior price leader still dominates.

So that leaves the price leader. At any given price point we can compete on quality of outcome against that method. So long as we are cheaper to produce and distrbute we can comfortably make more profit. They may attempt to loss lead to shake out the new player but a solid Anteo price advantage would make that unsustainable pretty quickly.

My initial price would be just marginally under the price leader sell price.
This isn't necessarily the switch over price. The price where the better quality is enough for someone to change. That might be higher than the competitor but it gives them nowhere to go but to drive their price downward and therefore their margins. Once they are gone you can move toward a price that is closer to the switchover price keeping an eye out for up and coming competitors. You could argue just pricing at the switchover would lead to the same result but that would be a difficult price to get right and would be longer to achieve market lead. It's also not the same for everyone.

Of course, there may be a whole class of potential users who don't do anything now for which a lower cost option would enable take up. The art would be bringing that new base in whilst still maximizing defend of the existing users.