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Optical Distortion

ODI was formed in 1966 to develop and market a contact lens for chickens to address issues with cannibalism. The lens distorts chickens' vision to reduce pecking while causing less trauma than debeaking. ODI has contracted with New World to manufacture the lenses. ODI plans to expand sales and operations in California and beyond while the lenses are patent protected, as larger competitors may enter the market after 3 years. The lenses help reduce mortality and food costs for farmers compared to debeaking.

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Dhruv Gandhi
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43 views

Optical Distortion

ODI was formed in 1966 to develop and market a contact lens for chickens to address issues with cannibalism. The lens distorts chickens' vision to reduce pecking while causing less trauma than debeaking. ODI has contracted with New World to manufacture the lenses. ODI plans to expand sales and operations in California and beyond while the lenses are patent protected, as larger competitors may enter the market after 3 years. The lenses help reduce mortality and food costs for farmers compared to debeaking.

Uploaded by

Dhruv Gandhi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Introduction

• Establishment of the ODI’s only product- a contact lens for chicken


• Daniel Garrison, President and CEO and Ronal Olson, Vice President
• Cataract problem in the chickens in Arizona, Idea to develop lens for chicken
• Tentative timeline
• By 1974, lenses had been testes on several farms
• Expand into a regional office by 1975 and national distribution by 1977
• Win over Competitors
• Patent and License can protect the company for three years
• By 1980, big players would enter the market
• Expand into a multiproduct and multimarket company, provide service
anywhere in the country
Company Background
• ODI lens invented in 1965 by Robert Garrison, Father of Daniel Garrison.
• Tested the product and received initial investment of $5000 and formed a corporation by 1966
• Shortcoming of the lens
• Does not remain in the eyes of chicken after insertion
• Caused Irritation problem
• Solution
• Modified the size of the lens to counter the first problem
• Planned to use hydrophilic polymer to make soft contact lenses but due to technological issues this could not be done, so the
enterprise became dormant
• Follow up
• In 1973, Daniel contacted New World and entered into a contract
• New World can not produce polymer for another company for non-human markets
• ODI will pay $25000/year for two years
• New world will manufacture the lenses and sell them to ODI for $0.032 a piece
• ODI will supply injection models to New World $12000 with an expected life of 15 million pairs
• Raised $200,000 from venture capitalist market
Poultry Industry
• Initially the eggs were produced by the families in their barnyard
• By 1930’s, Farmers moved to the henhouse to improve efficiency
• By 1974, United States had 2.5 million chicken and 80% of the laying
hens were on 3% of the known chicken farms
• California, North Carolina and Georgia were the major producers of eggs
• Diversification of Poultry Farms:
• Small Farms: (10,000 or fewer eggs)
• Medium Farms: (10,000-50,000 eggs)
• Large Farms: (over 50,000 eggs)
Cannibalism
• Cannibalism is when an animal kills and eats same species.
• Major issue as hens are a social animal and form a hierarchy
• If the submission hen raises the head, it is peaked by the dominant hen
• Due to lack of resources a hierarchal order is formed
• Possible Solutions for cannibalism
• Debeaking: In this the front part of the beak is trimmed
• ODI lenses: This would reduce the vision of the birds thus leading to decrease
in cannibalism
Comparison of Debeaking and ODI Lenses
Debeaking ODI Lenses

• Reduction in the mortality rate of birds due to • Reduced the mortality rate further to 4.5%
cannibalism from 25% to 9%
• It causes Trauma to the birds • No Trauma
• It also causes weight loss, problem with the order, • No such issues with ODI Lenses
and may cause loss of eggs
• Put birds in permanent trauma if trimmed short or • Can not be reused
can regrow if not trimmed to the appropriate level
Growth Plan
• Begin the operations in California and spread the business to other
regions
• Increase in the team of salespersons and technical representatives so
that each salesperson covers maximum 80 farms and each technical
representative heads maximum 5 salesperson
• Further plans for advertisement and expansion and invest in R&D for
manufacturing more products.
SWOT Analysis
Strengths Weakness
• Reduction in Cannibalism • Lack Resources
• Reduced food cost • High Price
• Reduced Trauma • Non-Reusable
• Contract with New World
• Patent

Opportunity Threats
• No competitors • Big Players may enter soon
• High growth potential • Contract with new world for two years only
• Convince farmers to use ODI lenses
Product
• Lenses made up of Hydrophilic polymer
• The lenses distort the vision of chicken
• Have a red tint, which has psychological effect on the chickens
• These lenses are slightly larger than human lenses, so the eye lids of
the chicken provide a natural retention
• Lenses leaves enough space for semitransparent membrane for its
back-and-forth movement, keeping the eyes moist and clean

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