Bioscience Invention; Susan Goeble Shares How She’s Bringing Products to The World Using Her Bioscience Knowledge And Business Development Strategies

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☛WHAT I DO: I help Bioscience Experts leverage my network and expertise for guaranteed clarity in how to bring their vision to reality.

☛WHY IT MATTERS: Bringing a new technology or a new product to market is the stuff of which dreams are made. That’s the story that people who have never done it often tell themselves, but you can look around and see the remnants of failed businesses and bankrupt entrepreneurs. To bring something from an idea to reality you need the right plan, the right team, the right amount of funding, the right everything.

You can definitely do this by finding the right people and building the right team. Easier said than done, the better option is to partner with a highly experienced and extremely successful mentor who can walk alongside you and give you the keys to success.
Watch the podcast here!
 

Podcast Notes

1YouTube generated podcast notes, please excuse any typos.
hi everyone and welcome to the ILP
0:03
Network I am carmine disco your host for
0:08
today's show of inventors launchpad and
0:11
I am glad to be coming back to you for
0:14
the fourth season we're getting some
0:16
shows going we're revving back up and
0:18
we've been getting a lot of questions
0:20
about medical devices vitamins minerals
0:24
makeup all different kinds of stuff and
0:27
I wanted to have Susan go Bowl on
0:29
because she's an expert in the different
0:31
paths the different types of products
0:33
going through FDA regulations
0:35
certifications there is so much that is
0:37
got to be done correctly and it could
0:39
get pretty expensive so I want to have
0:41
her on we're gonna ask a few questions
0:43
you get going and I can tell you that we
0:45
are not gonna cover everything and what
0:47
I would strictly say that if you do have
0:49
a question reach out to Susan directly
0:52
she's gonna give out a link for a free
0:54
consultation which is unheard of in her
0:56
industry so let's bring her on let's get
0:58
this conversation going and we'll see
1:01
where it takes us hey Susan you over
1:02
there I'm doing good thanks for being on
1:07
the show today it's gonna be an awesome
1:09
topic it's gonna be fantastic thank you
1:12
for having me yeah no problem I'm so
1:14
glad we finally got to catch up with you
1:16
and have you heard a little bit from my
1:18
intro we do get a lot of our clients
1:21
here at Havana's launchpad that have
1:24
some great ideas and he really do I mean
1:26
these are the ideas that can really help
1:28
save people's lives can help people
1:30
better their lives but they just don't
1:32
know where to start and they're kind of
1:33
overwhelmed in the different types and
1:36
pass to go and that's why I was kind of
1:39
happy to have you on today and as I said
1:40
I don't think we're gonna be able to
1:42
cover everything you know so I wanted to
1:46
just kind of talk a little bit briefly
1:47
go over your background a little bit if
1:49
you can and and then we'll just jump in
1:52
with some questions that we had well
1:54
sure sure that sounds fantastic
1:57
so I've got about 20 years of industry
1:59
experience and although I started in the
2:02
animal health industry I have been very
2:05
privileged throughout my career to be
2:08
able to touch animal health human health
2:11
and
2:12
health and one health is where really
2:14
the animal health world and the human
2:16
health world intersects when you look at
2:18
diseases and things and so I worked on
2:21
biologics which is a category in the
2:24
regulators where you're talking about
2:26
things like vaccines I've worked on
2:28
drugs so your small molecules and I've
2:31
worked on devices I've got a little bit
2:34
of experience but I have more
2:36
importantly perhaps a network of people
2:38
who can help if your listeners are
2:41
really focused on more of the vitamins
2:44
because that's a natural health product
2:46
category and so my experience started as
2:50
a scientist in the lab and I have been
2:52
able to migrate from the lab and the
2:55
research side of things through project
2:57
management and business management in
3:00
countries around the world
3:02
Canada US Australia New Zealand Europe
3:05
South Africa so it's been it's been nice
3:08
to get my hands and my fingers and all
3:10
of those pies and then come to today
3:13
where now I have the privilege of not
3:15
just working with one company
3:17
specifically but I I love being able to
3:20
work with people who have the next great
3:23
idea and help them get the clarity they
3:25
need in order to bring that product to
3:28
market to solve whatever challenge it is
3:30
wow that sounds like it sounds scary
3:34
because of the industry you're in but it
3:36
sounds like a lot of fun being able to
3:38
travel and see the way different
3:39
countries handle the industry does it
3:42
seem like there is a big gap or in a way
3:47
that different countries work in
3:49
certifications and getting things to
3:51
market or something faster or some
3:52
slower or some more in-depth there is a
3:56
wide range absolutely so Europe is is
4:00
ahead of us in terms of its regulations
4:03
when I say ahead I mean mostly Canada
4:07
and the US are harmonized in a lot of
4:10
ways however the look perhaps at what
4:15
Europe's got is where we're going to be
4:18
going in terms of our regulations but
4:21
when you look at something as simple as
4:23
Australia because it's an
4:25
Island into itself it has added barriers
4:29
to make sure that when you bring a
4:31
product into this country you've got to
4:33
go through various different steps to
4:35
make sure that you're not bringing in
4:37
any diseases or anything of animal
4:39
origin or there's a whole bunch of
4:41
little things that they go through with
4:44
their own products to make sure that
4:45
they're keeping Australia safe Wow and
4:49
those are things that you know you just
4:51
can't pick up a book and really you
4:53
could learn about it but you have to
4:54
like live it and you know it could
4:56
really be a setback for someone who has
4:59
a device has a product has something
5:01
that they want to take to the world
5:02
market but they don't realize the
5:04
different countries and different laws
5:06
and different things that have to be
5:07
going on and that's why somebody like
5:08
yourself who can consult can help you
5:11
can really save somebody a lot of time
5:13
we can we can and often it's about
5:16
picking the right first market to go
5:19
into because if you pick the right first
5:21
market and target everything else tends
5:24
to fall out and then all you may need to
5:25
do is a little bit of paperwork to get
5:27
your product approved oh that's good I
5:30
see you're saying so if you brought a
5:31
product if instead of trying to launch a
5:33
product say in North America or a USA
5:36
whatever you say okay let me to roll
5:38
this out in a different country not cuz
5:40
you're trying to cheat the system just
5:41
because it's easier to get going yes
5:45
depending on your product you could have
5:47
the alternate strategy okay so I can get
5:50
my product to market in country X maybe
5:53
it's Canada or the US generate the
5:56
revenue that's needed and so that I can
5:58
do the extra studies that for instance
6:00
the EU might require but then you're not
6:02
trying to find a unique way maybe to
6:06
fund all of those extra steps you can
6:09
fund it through the cash flow in the
6:10
commercialization side wow that's uh
6:13
that's great
6:14
obviously you've done this before once
6:17
or twice but it is a fascinating field
6:20
it really is and you just in your field
6:24
you never really know what you're gonna
6:26
run into from day to day because it's so
6:28
vast and when you're working with the
6:29
human body when you're working with
6:31
different drugs and equipment and
6:32
devices I mean it is pretty interesting
6:36
the amount of people that are
6:39
actually working not only in the field
6:41
but on on new products I don't think
6:43
that people realize how many new
6:45
products are trying to hit the market
6:47
right I mean it's overwhelming it is you
6:50
know it was funny a story that I heard
6:52
that came out of 2008 when they were
6:54
rescuing that the bailouts all of the
6:56
automotive industry is that if you
6:58
looked at the size of the biotech
7:00
industry it is as big or bigger but it's
7:03
a lot of the small to medium sized
7:04
enterprises you're not consolidated into
7:06
one to five companies Wow that's true I
7:10
mean you do hear about a lot of biotech
7:13
device companies but they aren't
7:15
multi-billion dollar companies but they
7:18
are making some good products and
7:20
they're making money there's no doubt
7:21
about it it's a huge industry it is it's
7:25
multi billion dollars the animal health
7:27
industry side alone in terms of
7:29
biologics is multi billions I believe
7:32
the last figure I heard for a couple of
7:34
years ago was 15 billion opportunity
7:42
there's a lot more markets open up yeah
7:45
does it seem like like it like getting
7:49
it things are getting faster so if I had
7:52
an idea today does it seem like if I
7:54
followed the right path that that things
7:56
can be okay quicker or does it seem like
7:58
certifications and paperwork and
8:00
technology is kind of holding it up or
8:02
does it seem like it's moving faster
8:03
it's not moving faster I wish I could
8:06
say that it was but every time you
8:08
submit a question to the FDA they have
8:11
their guidelines on we have X number of
8:14
months and I believe last time I heard
8:16
it from the FDA it was it was under
8:18
around six months but the European Union
8:21
it's almost a year and a half and that's
8:24
to get one answer to one question so you
8:26
want to make sure that you've dotted all
8:29
those eyes across all those T's before
8:31
you start hitting those buttons because
8:33
that could really hold up any sort of
8:35
development program you have talked
8:38
about not wanting to ask a question well
8:42
you just want to find the right people
8:44
who've done it before so you can gain as
8:46
much experience and expertise going in
8:48
yeah well I'm starting to see why
8:51
somebody like yourself or you know
8:53
the the consulting industry that have
8:55
done it before that can head off all of
8:57
those problems before it really pays off
8:59
because some people say oh I'll do it on
9:01
my own there's just no way from what
9:03
you're telling me you really it would be
9:06
senseless it would take 50 years it
9:09
would be very challenging and you would
9:11
have to continue to go backwards and
9:13
forwards and if I could tell a story
9:15
yeah you know I started out with a
9:18
company a client and I was brought on
9:21
the day after they got a letter from the
9:24
regulator in Canada and the regulator in
9:27
the u.s. saying that the trial but they
9:29
had just done which was their final
9:30
licensing trial had failed
9:32
they were gonna give up on the product
9:34
and it took them another seven years but
9:37
I have never seen anything with Murphy's
9:39
Law so involved in that particular
9:41
project they did eventually bring it to
9:44
market get it fully commercialized but
9:47
in the time it took the client avatar
9:50
had really changed the landscape of
9:53
where they were gonna fit and how much
9:55
they could actually make had entirely
9:58
changed so you've always got to keep
10:00
your pulse right on on the market that
10:03
you're going after even though you're
10:05
five years out for instance Wow so when
10:09
you when you talk about a client avatar
10:12
maybe you could expand on what you mean
10:13
by that and then are you talking about
10:15
going after a target market right no one
10:18
who your target market is doing exactly
10:20
who your target market is knowing the
10:23
path to get there and so if I can make
10:26
maybe the differentiation between say
10:29
the animal health world in the human
10:31
health world you know when we're looking
10:33
at it in terms of cattle producers when
10:36
we're looking at it in terms of an
10:40
osteoarthritis products for human knees
10:42
and joints those are two very different
10:45
places that you need to go after and you
10:47
need to make sure that you understand
10:49
who's paying who has the wallet right
10:51
and so in some cases it's going to be
10:54
the insurance company in some cases it's
10:56
going to be the doctor or the vet in
10:58
some cases it's going to be the person
11:02
itself or the animal owner and you've
11:05
got to know where your
11:06
going in order to describe that client
11:09
avatar correctly to make sure that the
11:11
product you're developing meets their
11:13
specific pain points I would even a
11:17
thought of that because like you saying
11:19
depending on who's paying it's gonna be
11:22
a big difference on the market you go
11:24
after I mean that is a huge thing to
11:28
know yes it's very important and so you
11:32
know even something as simple as in
11:35
Canada we have a very different medical
11:38
system to the US and so whoever your
11:42
avatar is in the US if you're looking to
11:44
break into the Canadian market that's
11:46
going to be very different you're going
11:48
to have to make sure you go after the
11:50
government bodies because that's how you
11:52
get on the list in order to be approved
11:54
drugs but in the US that's a very
11:57
different beast altogether
11:58
Wow yeah I can understand what you're
12:02
saying about that and often in these
12:05
cases I know that you've helped people
12:07
get funding sometimes in when you're
12:10
going after the right clientele or the
12:12
right funding and you need to have that
12:15
information you need to have those
12:16
answers before you approach any kind of
12:20
investors because a seasoned investor
12:22
they're gonna ask those questions and
12:24
many more of course they're gonna want
12:28
to know that you can actually get to
12:29
market if they're gonna put up the money
12:31
for a possible timeline that's five
12:35
seven ten years out and it's gonna cost
12:37
you a hundred million in to five hundred
12:40
million depending on your product yeah
12:42
they want to know that you've got
12:43
everything planned those those numbers
12:47
that you're thrown out are staggering to
12:49
me they really are and I don't think
12:51
that our listeners really realize that
12:54
any of you listeners that are out there
12:56
that are look thinking about a medical
12:57
device or maybe a supplement or vitamin
13:00
that's the different story but a medical
13:03
device or a biologic or something like
13:04
that Susan's speaking about I mean the
13:07
numbers that you're throwing out you
13:10
have to have an investor I mean there's
13:12
no there's no inventor is going to be
13:14
funding that right well and and that's
13:16
exactly it so you have to pick your
13:18
strategy carmine
13:20
have to say okay so is it better for me
13:22
to partner make some sort of a strategic
13:25
alliance with you know whatever it is in
13:28
my world that would be a perfect fit
13:30
right and that's a different answer
13:33
depending on what your product is and
13:34
what you treat or is it better to go
13:38
into a different market that has
13:40
requirements I can manage and get
13:42
revenue from that to do what I need to
13:45
do everywhere else you know it may not
13:47
be the biggest markets you go after
13:49
first it may just be the most strategic
13:51
yeah well again that's that's where even
13:54
if you're not going to use someone like
13:57
yourself fully but to consult with
14:00
someone like yourself is very important
14:03
at the beginning because again you can
14:04
use your you could use new resources
14:06
that you have in the wrong place out of
14:08
out of sequence at least someone like
14:10
yourself can get them and going in the
14:12
right direction because again even
14:15
myself I didn't realize the numbers and
14:18
the timelines that you're talking about
14:21
and you've got to have everything nailed
14:23
down in the right order because you go
14:26
and get going into your final licensing
14:29
trial without having your manufacturing
14:31
in place you've got to have all of your
14:35
ducks in a row for that before you can
14:37
even go into that last piece of the
14:39
puzzle as it were and depending on what
14:42
you're doing with that last piece of the
14:44
puzzle for the trial with the design the
14:46
regulator's may have very specific asks
14:49
oh so so if we were speaking about say a
14:53
medical device even a basic metal
14:57
medical device is it important not only
15:00
how it's made but but is it important
15:03
where it's made does it need to be some
15:05
kind of survey certified factory does it
15:08
have to have you know sometimes the
15:10
qualifications on it and again I'm sure
15:13
that there's so much paperwork but but
15:15
it doesn't matter where you're going to
15:16
make it is it as important as who's
15:19
gonna use it or who's going to invest in
15:20
it it completely matters so it matters
15:24
the components that go into the
15:26
manufacturing they usually have to be
15:28
approved you have to go through your
15:29
paperwork processes on that side it
15:32
matters very much where you're making it
15:36
and sometimes for different reasons if
15:38
you're we had a client once who was
15:41
selling a product into another country
15:43
but it was being manufactured in New
15:45
Zealand and because it was being
15:48
manufactured in New Zealand the
15:49
government in New Zealand suddenly came
15:52
out and said oh but you have a
15:53
subsidiary here now because you're
15:54
manufacturing so there's tax
15:56
consequences that suddenly popped up
15:58
doing what wait we're just buying the
16:01
product that's not giving us of course
16:02
you have to go into the arguments and
16:04
discussions with the with the
16:06
authorities on that front but yes you
16:08
you can't go into any sort of regulated
16:12
industry without having your
16:14
manufacturing and your components and
16:16
your packaging all taken care of I had
16:20
one client who had the most brilliant
16:22
idea for packaging for what they needed
16:25
was great it worked in four countries
16:27
the fifth country that he went into the
16:29
regulator said we won't accept it so
16:31
they had to go right back to the drawing
16:33
board which was a bit sad and now you're
16:35
adding to the costs of your warehousing
16:37
components in your distribution as well
16:40
yeah we they're not as strict but but a
16:44
lot of times even even commercial
16:46
products the packaging is super
16:48
important and I could see it being very
16:51
important in the medical industry
16:52
especially if it gives any kind of
16:54
instructions or storage or how it's
16:56
stored or how it's even opened I mean
16:59
some of these products are probably
17:00
sterilized when they come there that's
17:04
exactly right and you've got to make
17:06
sure that you've got the whole chain the
17:08
cold chain of transportation all the way
17:10
through manufacturing and warehousing
17:13
all the way to the client in as so far
17:17
sometimes as you need traceability up
17:19
and down that chain as well if something
17:21
were to ever happen I mean think about
17:22
the tylenol thing years ago if that
17:24
happened today
17:25
you've got the recall that has to happen
17:28
but then you also have to be able to do
17:29
the trace back to be able to say where
17:32
what went wrong in the system how did
17:34
that occur and how can I make sure it
17:36
never happens again
17:37
yeah we hear about recalls all the time
17:41
and we kind of like it doesn't faze us
17:43
but there's a lot that goes into
17:46
tracking the product and doing a recall
17:49
it's gotten a lot better over the years
17:51
you've probably seen it you know to the
17:54
point where it it's it's not easy but
17:55
it's done a little bit more systematic
17:59
now yes the paperwork and the processes
18:03
are there and far better than they were
18:05
40 years ago for instance and a lot of
18:08
those lessons and experiences have
18:10
taught us what we need to do today and
18:12
so when you have a drug or a biologic or
18:16
medical device that has 1020 ingredients
18:19
in it it could be one little piece out
18:22
of one ingredient that you you had a
18:24
flaw with that nobody even knew about
18:27
right I mean a lot of things we test for
18:29
in the animal health side of things but
18:33
before BSE and prion diseases came out
18:36
you didn't know to test for them but now
18:38
you do so now you've got to make sure
18:40
you're testing all four though all of
18:41
that stuff the process is you know it's
18:44
it when we talk about biologics and
18:46
things in that sense it's so it's so
18:48
foreign to even myself who I work on
18:50
physical things you know I can make
18:53
stuff and we manufacture but in a lab
18:55
where you're making a biological or a
18:58
medication or a drug it's just
19:00
astounding to me you know where you
19:02
would start and the amount of testing
19:04
before you even start talking about
19:07
commercializing it there must be so much
19:10
that goes into that right oh yes you
19:13
know it's funny to me to watch the news
19:17
and it's funny to see these wonderful
19:18
researchers at universities and they've
19:20
got these great experiments going on and
19:23
they say look I just found this most
19:26
incredible thing and it's gonna cure
19:29
whatever disease I'm talking about and
19:31
in my head I'm like that's 15 years down
19:33
the road oh my goodness and that's
19:37
assuming nothing goes wrong with
19:40
anything you know we had a client once
19:42
who had a really good product it was in
19:46
the biologic realm and they had it at
19:48
the 500 mil so a little flask they had a
19:51
five hundred mils they went they did all
19:54
their initial initial testing they
19:56
worked great but
19:58
the product was a very challenging beast
20:01
to scale it up to commercial scale and
20:04
you you know that took a good five years
20:07
to do to successfully because every time
20:10
you scale it up you've got to go back
20:12
and test it and make sure you haven't
20:13
changed anything go back into the host
20:17
the host species and go does this still
20:20
work the way I intended it to work Wow
20:24
it is it's amazing and it's final huh
20:28
it's amazing to me that anything makes
20:31
it to market a hundred of those
20:35
wonderful announcements you see with the
20:37
university researchers about three of
20:40
them make it to market successful do you
20:44
step back sometimes and and and I know
20:46
that it has to be done
20:47
I mean you I mean if it wasn't regulated
20:50
there will be crazy stuff on the market
20:52
obviously but do you ever step back and
20:54
go there's I mean we there's some stuff
20:56
here that can really help people but
20:58
there's just no way to speed it up and
21:02
wouldn't it be nice sometimes when you
21:04
put on your impatient head and you go I
21:06
really want to get this to market but if
21:09
you don't follow the steps look at the
21:12
lid imide that's what can happen and so
21:14
are you willing to risk the population
21:17
no it's not worth it right we want to
21:20
make sure that the product works as
21:22
intended with no negative consequences
21:24
yeah and that's what the regulators are
21:27
there for they're not actually there to
21:28
block us they're not there to be bad
21:29
guys you know a lot of people go oh my
21:32
gosh
21:33
regulators please they're good people
21:36
and they're and they're very willing to
21:39
help and their expertise is incredible
21:42
yeah I would believe so the amount of
21:45
you know paperwork and research and
21:48
things that that go into just getting
21:51
and I wouldn't I don't know what you do
21:53
call like when you reach certain points
21:55
in in a drug developer nor a prog or
21:58
medical device development are there
22:00
there are certain points like phase one
22:02
or phase twos as the government's do
22:04
they call them that the government's
22:06
call them that on the human side of
22:08
things they don't call them that on the
22:10
animal health
22:11
and there is a big difference in time
22:14
line as well the animal health side of
22:15
things can be much quicker it can be a
22:18
three to five year mark as opposed to
22:20
the human health side and part of that
22:22
comes into with patient recruitment
22:24
right for the for the human health
22:26
products you have to recruit all these
22:28
human beings who think about it and you
22:31
have to go through the doctors but if
22:33
you need a herd of animals you go out
22:36
and you talk to one farmer who may have
22:38
a herd or you go out and you you talk to
22:41
an academic who may have their own
22:43
experimental farm at the University and
22:45
the animal numbers are a lot easier to
22:47
recruit so you can get going on your
22:48
trials a lot faster yeah that's I can
22:52
see that happening I mean and in a not
22:54
that we're looking to negatively test on
22:56
animals but the animals life expectancy
22:59
are shorter so you want to get things
23:01
out quicker in some cases when you're
23:05
doing studies that involve survival of
23:09
course you know a dog has and this is
23:13
not necessarily associated with you know
23:15
a farm of any sort but when you're
23:17
enrolling a dog like you would enroll
23:18
the human patient their lifespan is
23:21
simply shorter so when you're looking at
23:23
the survival studies they do conclude
23:26
quicker hmm does the same and I know
23:30
that a lot of vitamins and different
23:35
things are not really regulated but
23:37
there is is there any kind of I guess
23:40
testing that is done or does it need to
23:43
be or whereas the timeframes kind of
23:45
close to getting those kind of you know
23:48
you know different vitamins and things
23:50
out on the market what a great question
23:53
carmine that's why I mean that's amazing
23:54
because absolutely there are differences
23:58
so I'm located in Canada and so we have
24:01:00
new rules that have come into effect a
24:04:00
few years ago for natural health
24:05:00
products there is some testing
24:07:00
requirement there there is not the same
24:09:00
level of testing that you need to do for
24:11:00
a full drug application but you do have
24:15:00
things you need to prove you need to
24:17:00
prove that things are generally
24:18:00
recognized as safe you need to prove
24:20:00
that your manufacturing will not
24:22:00
introduced anything into that process
24:25:00
that's suddenly going to be harmful
24:26:00
right you can say all you want that
24:28:00
you're going to start with oil of
24:29:00
oregano but if your end product has
24:32:00
other things and you're manufacturing it
24:34:00
in different ways you need to make sure
24:35:00
you're not damaging the molecule you
24:37:00
need to make sure that whatever your
24:38:00
claim is on the product and that's an
24:41:00
important piece of the claim that you're
24:43:00
actually meeting the regulator's
24:46:00
requirements for that okay not that that
24:49:00
makes sense because these things do
24:51:00
change during the process I mean
24:53:00
especially depending on the factory the
24:55:00
manufacturing you know I'm sure it's a
24:59:00
big difference yeah yeah something
25:02:00
that's cold-pressed which is not as cold
25:05:00
as I once thought when I heard the term
25:06:00
it's about sixty degrees Celsius it is
25:10:00
very different from when you're
25:12:00
sterilizing or how you're making sure
25:14:00
something does not have any microbes
25:16:00
grow at the very end all of that is very
25:19:00
important to make sure that the end user
25:21:00
who whatever you know whether it's dog
25:23:00
cat human is protected now the laws and
25:29:00
regulations that you're speaking about
25:31:00
is that the in Canada or the kind of
25:34:00
across the board I'm not sure about the
25:36:00
u.s. laws or not so each each product in
25:40:00
each country will have his own
25:42:00
characteristics so although it's the
25:45:00
natural health products here in Canada
25:47:00
there are similar regulations in the US
25:49:00
but they're not called the same thing
25:50:00
and same thing with EU Australia New
25:52:00
Zealand I'm less familiar with the Latin
25:55:00
American countries but of course that's
25:56:00
part of my network if I need ever needed
25:58:00
to ask that question hmm well it's kind
26:01:00
of good to know because I I mean under
26:03:00
myself I wasn't sure if there was any
26:05:00
regulations on the vitamin industry and
26:09:00
it seems like they're always coming out
26:11:00
with the newest latest and greatest
26:12:00
thing so quickly so you wonder you know
26:15:00
you know what is it really take to get a
26:18:00
product out of the market so it's kind
26:19:00
of good in a way that there are some
26:21:00
there's someone watching some kind of
26:23:00
government governing body yes there is a
26:27:00
governing body and you know there are
26:29:00
still people out there who will try and
26:31:00
mock up a product and
26:32:00
get it out they're not having gone
26:34:00
through so you've always got to have a
26:36:00
buyer beware sense with that and make
26:38:00
sure that you're doing your due
26:39:00
diligence as a consumer right you know
26:43:00
you mentioned certifications and so
26:45:00
different products will want to have
26:48:00
different types of certifications it
26:49:00
could be something as simple as organic
26:52:00
for instance I had a client who had a
26:55:00
product that was going into cattle again
26:57:00
in this case and they wanted to make
26:59:00
sure that they were not excluding from
27:02:00
their client avatar any of the organic
27:04:00
beef and so there are specific
27:06:00
regulating certifications that it took
27:09:00
them at 18 months to get through to
27:11:00
check all the boxes not because it took
27:13:00
them 18 months but it took 18 months for
27:16:00
the people who are doing the
27:17:00
certification to actually finish their
27:20:00
process but now they've got the label on
27:22:00
the box that they are approved so if you
27:25:00
are an organic producer you are able to
27:27:00
make use of this product I always
27:30:00
picture myself whenever you throw this
27:32:00
time lines out to me it's astounding but
27:35:00
you're so used to it
27:37:00
you know and as you say in 18 months I
27:38:00
just find myself like walking in the
27:40:00
officer cone is there any way to get
27:42:00
this done quicker and just trying to get
27:46:00
it done 18 months the meat is like four
27:48:00
forever for her product I know I know
27:52:00
and I talk to people and it was funny
27:54:00
when I started learning about Gantt
27:56:00
charts and things 20 years ago I was
27:58:00
sitting in a room and a lot of them were
27:59:00
engineers and they're talking about six
28:03:00
months or the computer programmers we're
28:05:00
talking about you know four months and
28:07:00
I'm like well I might have one trial
28:09:00
done in that long but no no this is a
28:12:00
much longer process so does this
28:13:00
charting system does that actually go
28:15:00
out years please you scared oh yeah it's
28:22:00
it's interesting each you know depends
28:25:00
what you're inventing where you want to
28:26:00
go with this and what you want to treat
28:28:00
because if you want to do this right if
28:31:00
you have a lot of people I find when I
28:33:00
talk to inventors in the bioscience
28:36:00
biotech they're motivated by you know I
28:39:00
personally have been touched by a
28:41:00
disease and disorder something and so
28:44:00
that big
28:45:00
and they'd use their skillset and they
28:48:00
said I've got this I've done some basic
28:50:00
testing I've got some anecdotal evidence
28:52:00
now where can I go from here
28:55:00
hmm so I you know I'm sitting across a
28:58:00
boardroom table once where a gentleman
28:59:00
came in and I chuckle because as the
29:02:00
only woman my background is actually in
29:04:00
reproductive physiology so as the only
29:06:00
woman sitting on the boardroom table
29:08:00
this gentleman who came across for me
29:10:00
and he says look I've got this great
29:12:00
great tool and he and he pulls it out
29:16:00
and it was an ovulation detection device
29:20:00
it was essentially a sensor attached to
29:23:00
a screwdriver and I'm sitting here as
29:27:00
the only woman going I would never use
29:28:00
that in its current form we have to fix
29:32:00
the current form because that looks
29:34:00
scary I'm not putting that where you
29:38:00
think I'm gonna put you never know what
29:42:00
part of things you need to fix in a
29:44:00
dress
29:45:00
yeah yeah some people will just have a
29:48:00
little bit more expertise than the
29:50:00
others but you know we get the same
30:00:00
thing here we'll get an inventor that as
30:02:00
I said earlier though they'll come up
30:03:00
with this great and I hate saying crazy
30:05:00
idea all of us inventors are crazy so
30:07:00
I'm not saying you know but we come up
30:10:00
with these crazy ideas for industries
30:12:00
that are so far out there that I've
30:14:00
never touched you know it's you know I I
30:17:00
come up with marine biologist product
30:19:00
and I'm gonna show them that it works
30:21:00
better than what they would know I mean
30:22:00
it just it's senseless to meet a waste
30:24:00
that kind of time yeah yeah you know
30:28:00
it's fun it's interesting and I love
30:31:00
their enthusiasm though inventors are
30:33:00
creative and they really do think ahead
30:36:00
of the curve which is great because if
30:39:00
we didn't have inventors who did that
30:41:00
where would we be right but at the end
30:45:00
of the day we need to bring that down to
30:46:00
earth and plan because if you don't know
30:49:00
that it's gonna take you ten years to
30:51:00
get your product to market and you don't
30:53:00
know that you're gonna need to have
30:55:00
investors or that you could shortcut
30:57:00
your fun
30:59:00
NEADS by going into a different market
31:01:00
first with your product you know you've
31:04:00
got to ask those really good questions
31:06:00
because not only will you
31:08:00
you know benefit from learning all the
31:10:00
best but realistically nobody's going to
31:14:00
invest if you can't answer their basic
31:17:00
questions yeah especially in this
31:20:00
industry you're exactly right and that's
31:22:00
why I was so happy to be having you on
31:24:00
because it is kind of a myth like I said
31:27:00
when somebody brings us a widget or an
31:29:00
ashtray or electronic device here we can
31:32:00
make it I can make it in six months I
31:34:00
can make it in three months and you know
31:36:00
there's no governing body who's gonna
31:37:00
beat us up if the Bluetooth doesn't work
31:39:00
for 30 meters instead of you know third
31:42:00
twenty nine meters you know it's not
31:44:00
that big of a deal and we can change it
31:45:00
but in the industry that you're in it is
31:48:00
so imperative to cross your T's dot your
31:51:00
i's throughout the whole process because
31:53:00
if you do make that one miss that it
31:55:00
could set you back years and that's why
31:58:00
I was so happy to have you on because we
32:00:00
do get people that come in they have
32:01:00
some great ideas they have a medical
32:03:00
device they want to get into the
32:04:00
industry and a lot of times I just
32:06:00
didn't have those answers for them and
32:08:00
and being able to reach out to somebody
32:10:00
like yourself could really save them and
32:12:00
it's not just time or money it's all
32:14:00
kinds of resources and at the time I
32:16:00
didn't realize it was that much I had I
32:20:00
had a client once and they were in the
32:23:00
human health side of things they had a
32:26:00
small molecule that was really looking
32:29:00
good in phase one and Phase two trials
32:31:00
and then their contract manufacturer
32:34:00
disappeared so now they've got to try
32:37:00
and take their product get it made at a
32:40:00
new approved facility and in the
32:43:00
meantime they decided to tweak it they
32:47:00
decided to make a change so what do you
32:49:00
have to do when you make a change in
32:51:00
this and this is for scheme you have to
32:53:00
go back to the beginning I mean it was
32:56:00
bad enough that the contract
32:58:00
manufacturer unfortunately don't didn't
33:00:00
survive but then to do that 15 years
33:03:00
later yes they might have made a better
33:06:00
mousetrap but they also aren't on the
33:08:00
market yet Wow unbelievable
33:12:00
and and those are unforeseen interesting
33:15:00
now contract manufacturer just from my
33:18:00
knowledge is someone you hire to do your
33:19:00
to do a certain testing for you because
33:22:00
you're not really allowed to do it all
33:23:00
right well you can do it all if you
33:26:00
wanted but a contract manufacturer is
33:29:00
the person who will actually make your
33:30:00
commercial product for you so I as an
33:33:00
inventor for instance in the small
33:35:00
molecule may have a benchtop lab in my
33:37:00
garage but I can't make a hundred
33:41:00
thousand two hundred thousand doses a
33:42:00
month of product I need to go to a
33:44:00
contract manufacturer who is approved by
33:47:00
my regulator in whatever country that I
33:50:00
want to sell the product into they will
33:53:00
be able to make the product that can go
33:55:00
into the trials I can do
33:56:00
proof-of-concept one of my garage but in
33:59:00
order to make sure that I actually move
34:01:00
forward no I need to have either my own
34:03:00
facility or a contract manufacturer yeah
34:07:00
because you know for our listeners
34:09:00
making a product and doing some testing
34:11:00
is great but if people are going to
34:12:00
ingest this product I'm sure they're
34:16:00
it's a whole new step right oh yes and
34:19:00
safety purity potency sterility all of
34:23:00
these things are key words you want to
34:25:00
make sure you know you don't want that
34:27:00
that little speck of something that was
34:30:00
floating around in the air to get into
34:32:00
your product and make somebody sick or
34:34:00
die yeah that's that's a really big
34:37:00
no-no yeah that's not good that will
34:41:00
kill your dreams before you get very far
34:43:00
unfortunately yeah just things that you
34:45:00
don't realize they you know you have a
34:47:00
lot of testing and everything's going
34:48:00
good externally and it looks really good
34:50:00
but then as soon as you're gonna do a
34:51:00
trial where somebody's gonna actually
34:52:00
take that product and put it in their
34:54:00
body to me yeah you want to be pretty
34:57:00
safe that's exactly right that's exactly
35:00:00
right and and to the animal health side
35:02:00
of things which which I know we don't
35:04:00
often think of when we're talking about
35:05:00
drugs but you know the pets the cats the
35:09:00
dogs they're now part of the family so
35:11:00
if something happens to them things
35:14:00
especially in the US which is a little
35:16:00
more litigious than in Canada is well
35:19:00
you better make sure that you're not
35:21:00
putting anything harmful in that you
35:23:00
have good records proving that you
35:25:00
done all the testing and everything is
35:27:00
clear yeah well the pet industry huge
35:31:00
there's no doubt about it we get a lot
35:32:00
of pet products here at the launch pad
35:35:00
and the industry is exploding rapidly we
35:40:00
never really looked into the different
35:42:00
types of medications and things in that
35:44:00
sense but I would I would believe that
35:46:00
the the industry and that side is
35:49:00
growing also Oh substantially it's
35:52:00
growing leaps and bounds in fact there's
35:53:00
a ton new explosion of opportunities
35:56:00
that are available in companion animals
36:00:00
I think is where we're really focused
36:01:00
when we talk about pets so we're talking
36:03:00
about cats and dogs and things as
36:05:00
opposed to the production animal side of
36:07:00
things but even keeping in mind in the
36:10:00
production animal side of things because
36:11:00
a lot of depending on what you're
36:14:00
talking about of course but you can
36:16:00
usually do some tweaks to a product to
36:17:00
cross over from production animal to
36:19:00
companion animal and and of course that
36:22:00
gets you can use data from one
36:24:00
submission into another provided that
36:26:00
your final licensing and all your dot
36:28:00
your i's cross your T's at the end are
36:30:00
good but it will short cut your path to
36:32:00
getting that fully commercialized
36:34:00
product but you know 2020 what are we
36:37:00
thinking we have on the planet eight
36:38:00
nine billion people all of them need
36:40:00
protein protein coming from your animals
36:43:00
so there's lots of expansion there well
36:46:00
and I think that's super important you
36:49:00
know we talked about grass-fed and
36:52:00
organic and everyone's trying to eat
36:53:00
well but there are situations where you
36:58:00
know we have to grow these production
37:01:00
animals but they have to be getting the
37:02:00
right way because again we are going to
37:05:00
be ingesting that food it's a super
37:07:00
important exactly lots of opportunities
37:13:00
all sorts of places whether it be human
37:15:00
health or or animal health because we
37:17:00
want to make sure that everybody
37:19:00
everybody every animal on the planet is
37:22:00
is taken care of yeah now I know that
37:25:00
you've worked throughout the whole
37:28:00
spectrum of this type of thing is there
37:29:00
a certain aspect that you like working
37:32:00
on better than the other or you like
37:34:00
working with inventors or I know that
37:36:00
you've actually helped people run
37:37:00
businesses and startup businesses I know
37:39:00
you
37:39:00
for yourself you you've really done a
37:41:00
lot with in different industries in this
37:43:00
industry but I just wonder if there's
37:45:00
something that you like doing better or
37:48:00
something that you would take on more oh
37:51:00
what a challenging question you're right
37:54:00
I have had the privilege and the
pleasure of having my fingers in so many
37:58:00
different pies I love you know I'm very
38:01:00
much a detail person so I do love the
38:03:00
planning stages of things but yeah I
38:07:00
would say my background in reproductive
38:10:00
physiology always puts me to to the drug
38:13:00
side of things a little more and
38:15:00
starting out in the animal health
38:17:00
industry I have a lot more connections
38:19:00
that I wouldn't go back to more than I
38:22:00
would the human side of things but that
38:24:00
doesn't mean I don't know it and I don't
38:25:00
and I can't help out there
38:27:00
yeah it's it's fun it's interesting you
38:30:00
know if you're I had a client once I had
38:32:00
to work actually on location in the
38:35:00
reproductive side of things and there
38:37:00
was I didn't realize it going in but of
38:39:00
course sometimes in the reproductive
38:41:00
field you have to type in things into a
38:43:00
Google search engine that come up with
38:45:00
the most bizarre searches I've never had
38:49:00
to try and explain things to an IT
38:51:00
department oh my god I didn't mean
38:52:00
that's not the site I was looking for
39:07:00
[Laughter]
39:11:00
that study but now of course everyone
39:13:00
has everyone has their sweet spot on
39:16:00
things that they like to work on but of
39:18:00
course we work on so many different
39:19:00
industries across different verticals
39:22:00
there's no doubt about but that again
39:23:00
that's kind of the fun part is is being
39:25:00
introduced to new things and new new
39:27:00
challenges and you know being like you
39:29:00
said you like the planning and things
39:31:00
like that I mean that goes across
39:32:00
multiple verticals multiple things and
39:34:00
you seem like more also a problem solver
39:36:00
to me which is super important in your
39:39:00
industry and most invention type
39:41:00
industry being able to solve those
39:43:00
problems can really save the saves save
39:46:00
the day I should say and that's it and
39:51:00
usually that's the time when P
39:53:00
come to see me is when they have run
39:55:00
into some sort of a challenge and it
39:56:00
would be so much easier if people came
39:59:00
to me as they were you know in that
40:02:00
concept phase doing the drugs and
40:05:00
biologics would be nice if you had some
40:07:00
data behind it as well I Pete would be
40:10:00
even better but yeah don't come with a
40:13:00
problem come come plan before because
40:15:00
that's really where you can make sure
40:17:00
that doesn't happen yeah
40:20:00
there's so much more I mean we're
40:22:00
starting to run out of time but you know
40:23:00
I have all these notes and you just hit
40:25:00
right on the head I was gonna talk a
40:26:00
little bit about intellectual property
40:28:00
and and when you should start working on
40:31:00
that because that's a whole animal
40:32:00
yeah and forget the pun that's a whole
40:35:00
animal in its own I mean you don't even
40:39:00
know what to start intellectual property
40:40:00
because you don't even know what really
40:42:00
your end results gonna be right well
40:45:00
that's right that's right and and the
40:47:00
challenge is that if you as as an
40:50:00
inventor go out and you talk publicly
40:52:00
about something but you're thinking then
40:55:00
I want to do a patent you've just shot
40:57:00
yourself in the foot you've got to file
40:59:00
the patent first and then you can go
41:02:00
present then you can go publish right so
41:05:00
the order in which you do things is
41:08:00
essential to make sure that you are
41:10:00
protecting yourself but I know I you
41:13:00
know you had a great person on a little
41:14:00
while ago in season three that was
41:16:00
talking about IP and did a wonderful job
41:19:00
coke is so big because they have a trade
41:23:00
secret you know that's another part that
41:25:00
doesn't get talked about a lot as long
41:27:00
as your trade secret is something that
41:29:00
you own only a handful of people maybe
41:31:00
those just directly involved in that
41:32:00
step in manufacturing as an example are
41:35:00
aware of that's that's still
41:37:00
intellectual property huh
41:39:00
it just doesn't take the minimum hundred
41:41:00
thousand dollar patent stuff to to
41:44:00
protect it oh I see oh yeah yeah so when
41:47:00
you're getting started even if you
41:50:00
didn't want to do that I mean being able
41:51:00
to do trade secret obviously will
41:55:00
protect you a little while until you
41:56:00
really find out what the heck you have -
41:58:00
well that's right
42:00:00
that's right and so I you know I had a
42:02:00
client once who the they had
42:06:00
factor in another country so this
42:08:00
manufacturer was in Brazil because
42:10:00
getting products to the market in Brazil
42:11:00
and if you were an exporting person
42:14:00
involved tariffs that were 2 times the
42:18:00
price of the product in the US which is
42:21:00
insane
42:21:00
so they got a manufacturer locally but
42:24:00
in order to protect their trade secret
42:26:00
they would send them down the secret
42:28:00
sauce and so they sent it down with a
42:33:00
list of instructions insert secret sauce
42:35:00
in this step in this manner right and
42:38:00
and that protected their trade secret
42:40:00
and their patent you know it was really
42:43:00
an easy way to work around it and
42:44:00
lowered the tariffs so there's some
42:46:00
creative methods to get to a market
42:49:00
that's a good size market to be able to
42:52:00
fund things in other areas that's the
42:55:00
kind of stuff that I love to see I love
42:57:00
to see people solving those problems
42:59:00
coming up with cool ways around things
43:01:00
and doing it legally obviously but being
43:03:00
able to get your product you know
43:05:00
whatever's thrown at you getting
43:07:00
somebody like yourself getting a
43:08:00
consultant getting a professional and
43:10:00
that's really the way to do it they
43:12:00
exist we're not the first ones to run
43:14:00
into a problem and and we shouldn't act
43:16:00
like we are you know somebody like
43:18:00
yourself Suzanne you seem so much happen
43:20:00
in this industry if I called you up and
43:23:00
said hey this is happening you go you'd
43:24:00
say oh yeah yeah I've seen that before
43:27:00
but to me it's like the end of the world
43:29:00
that's right that's right
43:31:00
you know and that goes back to the
43:33:00
concept of the entrepreneur who tries to
43:35:00
do it all or the inventor who tries to
43:37:00
do it all themselves or the one who
43:40:00
realizes that it takes a team of people
43:42:00
because I know I know I when I tried to
43:46:00
do a couple things on my own
43:47:00
I mean duh what am I thinking there's no
43:50:00
way I have the expertise in in this that
43:53:00
or the other I'm great at doing some
43:56:00
things but I need help with everything
43:58:00
else
43:59:00
yeah and I'm okay asking for it so we as
44:01:00
inventors and people who love the ideas
44:04:00
need to remember that it will take a
44:06:00
team to get a product to market well
44:08:00
yeah I agree I agree I'm 1 million
44:11:00
percent I and I'm gonna leave you on the
44:13:00
note because it's so important no one
44:15:00
nothing great was ever done alone there
44:18:00
you just it just doesn't have
44:19:00
- true so Susan I appreciate you being
44:24
on today I am going to hope that some of
44:28:00
our inventors some of our listeners that
44:30:00
are looking to break into this market
44:33:00
will get in touch with you because even
44:36:00
if dumb you know they can just pick your
44:38:00
brain for a little while I think it will
44:40:00
keep them on the right path and you were
44:42:00
saying something about before we started
44:44:00
recording about a free consultation or
44:47:00
or or a link that you were setting up
44:49:00
exactly because you know I don't want
44:53:00
anybody be scared about the fact that
44:55:00
they were thinking about this and now
44:56:00
there's big hurdles they perceive
44:59:00
because these can all be overcome
45:01:00
completely and so if somebody wants to
45:04:00
talk to me they go to Susan google.ca
45:07:00
s USA n goe ve LCA
45:13:00
slash launch pad they can book a free
45:16:00
consultation with me 30 minutes let's
45:19:00
see if we can you know get you the
45:21:00
answer that you need and move forward
45:23:00
and hopefully bring some amazing
45:25:00
products to market ya know that's
45:27:00
awesome and we will have that link along
45:30:00
with the information from this show on
45:32:00
our show notes on our page in Venice on
45:34:00
Japan comm so if you're driving you
45:37:00
didn't want to pull over or try to write
45:39:00
that down quick we'll have it on our web
45:40:00
page don't crash don't don't write it
45:43:00
down while you're driving everyone but
45:45:00
we'll get that's that's huge being
45:49:00
somebody I know to reach out to you is
45:50:00
something that's done this before being
45:52:00
able to pick your brain and really get
45:55:00
somebody on right path it it could make
45:56:00
or break someone's you know enthusiasm
45:59:00
in an idea says we're very enthusiastic
46:02:00
and as soon as we hit a roadblock it
46:04:00
seems like it windows and dies down but
46:06:00
if someone who knows what they're doing
46:07:00
like yourself is there to help it could
46:10:00
really keep that enthusiasm going which
46:12:00
is what's important for us inventors
46:19:00
world better yeah I appreciate it I
46:22:00
appreciate you being on okay well that's
46:25:00
the show today for all your listeners
46:26:00
out there I appreciate your being on and
46:28:00
if it possible and if you enjoyed the
46:31:00
show go on out
46:32:00
toons or google play leave us a review
46:33:00
leave us a rating I could really
46:36:00
appreciate it if you did let us know how
46:38:00
we're doing and what information you
46:39:00
would like to like us to cover in the
46:42:00
upcoming shows and again I appreciate it
46:45:00
and for myself call my disco for Susan
46:48:00
Goble I thank you for listening today
46:49:00
and we will catch you next time on
46:51:00
inventors lunch ped you all take care