Entrepreneurship

Our company was founded on October 9, 2023 and is dedicated to the research and development as well as marketing of depression medicines. We are a small scale business with a vision in helping the population of people suffering from depression. Our company's products are categorized into two parts, depression medicines and depression prevention medicines, which can be generalized to a large population of consumers. We have achieved drug development by studying the TPH1 gene in different species, identifying the most efficient enzyme fragment and integrating it into E. coli. The reduction of side effects and the new development of a suicide system to monitor the patient's physical state make our drugs very competitive and advantageous in the industry. We hope that we can achieve a monopoly in the industry in the future.

In this section, I will look at the marketing plan outline, internal and external analysis, objectives, strategies, marketing strategy tactics, and execution of the plan. Ours is a company about the research and development of drugs for depression, aiming to bring help to more people who suffer from depression or tend to suffer from depression. We use a marketing plan with skimmed pricing to make consumers aware of our product as much as possible and build word of mouth to the point where we can gradually develop a monopoly in the depression drug industry. Next, we analyzed our company's internal strengths and weaknesses as well as external opportunities and threats through a SWOT analysis. Our marketing strategy will be analyzed based on the 4Ps marketing theory. First is the product strategy. For our company, our customers are the people who need depression medicines to have some treatment or relief for their illness. Therefore, in terms of product, our research and development on the reduction of side effects of drugs and the new suicide system will be the biggest selling point. In terms of pricing strategy, since our product is ahead of most of our peers, we will use the read-across pricing method for pricing. That is, we will set a high price when we first enter the industry, and then adjust the price according to the specific direction of the industry. Place strategy, we will be through the offline retail stores and the Internet sales two channels directly to consumers for sales. Finally, the promotional strategy, we will mainly through some advertising media and the launch of the online and offline direct sales to achieve the purpose of increasing profits. Regarding the implementation of the marketing plan, we will gather investment in the early stage to enhance the product line, expand the production volume, and grasp the advertising resources. Our budget includes product production, product development, advertising media, and offline store opening. The core staff of the company will also make good contingency measures according to the specific execution of the adjustment plan.

SWOT analysis

Strength	Weakness	Opportunity	Threat
We identified the most efficient fragment of the enzyme by studying the TPH1 gene in different species and integrated it into E. coli. This allows it to enter the human body efficiently and realize the transformation of 5-HTP in the human body.	Since all 5-htp production leads to some degree of side effects, the only thing our team can achieve is to minimize the side effects of the drug as much as possible.	Our team has also developed an official account in WeChat and other social media to promote our products.	The current lack of knowledge about depression is the biggest obstacle to the development of depression medications. In this context, fewer people with depression also receive formal treatment.
Our unique suicide system ensures the control and management of strains and addresses the potential risks of strains.	This added to the R&D costs of our team due to comparing the TPH1 genes of many different species.	Due to the complicated suicide system of our products and the control of the side effects of the drug, we have largely surpassed other products in the current market and achieved a monopoly in the industry.	Looking at the Chinese market, most depression drugs are currently dominated by multinationals, and competition with them is one of the threats to our team.
Our team also succeeded in introducing a highly efficient TDC enzyme to facilitate the conversion of 5-HTP to serotonin for effective prevention of depression.			The double pressure of falling prices and rising costs due to government regulation of drug prices and the constant constraints of resources and the environment on economic development is also a problem we need to face.

Target consumers

Possible consumers	Why?
People suffering from depression	People with depression are the core consumers of our team's products. This is because these patients are exactly the ones who need low side effect and high effect medicines to alleviate the ailments caused by depression.
People who are predisposed to depression	Depression was effectively prevented thanks to our team's successful introduction of a highly effective TDC enzyme to facilitate the conversion of 5-HTP to serotonin. This product can be extremely effective in preventing depression.

Barriers to entry

The biggest barrier to entry for some companies developing depression drugs is the knowledge base related to depression and the development of the drug. For our team, the biggest limitation in the early stages of the business was the level of trust that the public had in our product. In this regard, we can only increase the amount of product promotion and improve the successful cure rate of the samples to gain the public's trust in us. Secondly, there is the financial aspect, in which we will attract investors through the reputation of our product so that we can use the money to upgrade our product and do more research in this area.

Key competitors

There are many competitors in depression drug development, and if our team wants to achieve a monopoly, we must compete with the top companies. The company that currently dominates a large portion of the Chinese market for depression drug development is Pfizer. The company entered the Chinese market in 1989 and has set up two R&D centers, with a cumulative investment of more than $1.5 billion. Sertraline was invented as well as developed by Pfizer scientists in 1991.[1] However, the use of sertraline can cause many side effects, including but not limited to nausea, diarrhea, central and peripheral nervous system dizziness and tremors. In this regard, our drug has been designed to minimize the side effects as much as possible.

We also did a comparison of on sold prescription drugs for depression in China. When we compared these ten drugs, all the drugs were too expensive and had side effects, and when we conducted our project experiments, we hoped to improve these two points, we wanted to make the drugs cheaper and more economical, and we could reduce the side effects on patients as much as possible, so our project design idea is to let the intestinal flora participate in the regulation of brain development, stress response, anxiety and depression, cognitive function and other central nervous systems. 5-HTP is an amino acid substance that can be used as a precursor to 5-HT in the human body, catalyzed by the TPH1 enzyme. 5-HTP can increase the concentration of serotonin in the brain, promote the formation of melatonin, improve the patient's mood, improve the quality of sleep, thereby relieving the patient's pain. With actionable locations and substances that can be improved (5-HTP), we combine them. Look for the highest efficiency TPH1 to provide a steady stream of 5-HTP for better mitigation.

[1] Pfizer. Pfizer China Overview [EB/OL]. (1998.08.24) [2023.10.09]. https://www.pfizer.com.cn/zh-hans/about/pfizer-china/china-overview