Challenge
Having invented a technology that significantly reduces the time and cost of creating high-quality synthetic DNA, Twist wanted to take on an industry dominated by one player (IDT), in a market defined by price (pennies per base).
Insight
Instead of fighting pennies per base, the pharma and biotechnology market has pent up demand for the potential of massively paralleled genome engineering.
Solution
Launch a series of products that maintained premium pricing by focusing on the value to audiences. Break the long-standing price wars of traditional DNA synthesis offerings.