A CEO explains why his company is reviewing 70 to 80 new technologies after succeeding in the U.S. and planning expansion into five new markets. Two legacy PCR product lines are losing to cheap Chinese competitors, and Japan's regulatory environment makes their U.S. strategy useless there. Picking which technology to bet on is the hardest decision he faces.
Chapters
First of all, the move, sort of the American move that we did, or the American success that we had in 2025, opened the appetite or brought additional appetite to see, okay, hey, we did it in the US, why not do it in other territories? we have selected from the list, from the handful that we talked about before, we've selected additional 5 additional territories and we're trying to do sort of the same. It's not, obviously it's not the same strategic move, but if you take Japan for instance, so you're taking Japan and you're thinking, okay, how can we increase the sales in Japan. Japan is again a huge market, a huge potential. It's a Western, sort of a Western market and lots of pets. But on the other hand, this is a very conservative and very old-fashioned market. The things that we did or that we are doing in the US are not exactly working in Japan. So for instance, the meta campaign that we're doing in Australia, in the US, in Canada, in the UK is not working in Japan because there's lots of regulation, hesitancy, and other things like that. So there are many decisions, all of them are based, I think most of them are based on how to increase the sales in the territories that we are trying to reach and to open additional channels, but additional territories, I mean. But I think if I have to put my finger on the most difficult or the most difficult decision that I have to make is that 2 of our product lines are very old, so to speak. And these products are being sold in the market. They have lots of customers worldwide. But on the other hand, we have lots of competition mainly coming, you know, as I mentioned, one of our product lines is PCR-based and PCR is, after COVID, is like a word that you're saying in every household. So Many companies are developing PCR-based technologies, and the Chinese are developing many, many PCR-based technologies. And to compete with the pricing of the Chinese products, it's very hard. And so going back to the decision, one of the things that I've put on the table is bringing a new product. to the company. And we have met the company's team, I mean the marketing and the R&D team and myself meeting with tens, and when I'm saying tens, it's to the high numbers, 70 or 80 technologies, companies, ideas, etc., from all over the world, universities, R&D hubs, TTOs, etc., etc. And to choose What will be the product or the technology that we will invest not only money but also resources for the next couple or more years is a very hard decision to make. Very good decision.
