question on sbn

I have a question about SBN that I'm hoping that someone can answer:

- A quick google search reveals a number of portable/disposable drugs tests. There are ones that test saliva, hair, and urine. All of these are available cheaply. In the presentation yesterday, SBN state that they are addressing an unmet need. They also talk of high margins. What is going to give SBNs product a competitive advantage? Cost? Accuracy? How do they anticipate gaining market share from incumbents?

Any help is much appreciated