商品敘述：

Michael Geranen and Joe Roberts forged a business relationship around a disruptive drug delivery technology that was developed by Dr. Cherng-ju Kim, a researcher and Professor at the University of Arkansas for Medical Sciences, College of Pharmacy. After an exclusive licensing agreement was negotiated with the University, EZRA Innovations, LLC began the long and arduous process of capitalizing on a flexible and low cost series of technologies that enabled EZRA to compete in the international pharmaceutical industry. EZRA reformulated drugs that were currently available in the marketplace that faced little or no competition, using drug delivery patents that EZRA had licensed. The aim was to become one of the first generic drug competitors to enter the market, and though competitive market entry put downward pressure on drug prices, maintaining what was referred to as premium-priced generics. While many drugs cost upwards of $100 million to develop and take 10 years or more, EZRA''s business model offered an accelerated FDA pathway to market and the potential for exponential investor returns within 4-5 years. EZRA first needed to decide how much money to raise and then, how to craft an impactful message to acquire those funds. The challenge was to adequately allay investor fears around a complex business model while still knowing each drug they developed had to negotiate the complex world of FDA filing and approvals. Should their pro forma come to fruition, huge returns for the investors, and EZRA, were possible.

涵蓋領域：

Entrepreneurship;Entrepreneurial finance;Technology transfer;Strategic planning;Decision making;Leadership;Technology;Health care

相關資料：

Case Teaching Note, (NA0374), 12p, by Joseph R. Bell, Joan Winn

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