Entrepreneurship

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Entrepreneurship Overview


Our project focuses on developing high-value products, including TPA, PHB, and BHB, with a particular emphasis on BHB as the cornerstone of our entrepreneurial efforts. BHB, with its promising potential as a health supplement for endurance athletes, has had its market grow in the past decade due to the benefits of ketone esters and the ketogenic diet. The ketogenic diet has become a popular eating regimen for athletes, biohackers, and people looking to lose weight and improve their metabolic health.

The global plastic waste crisis is currently one of the detrimental environmental issues right now. On top of that, plastic loses 95% of its economic value after its first use resulting in an estimated 110 billion dollars of loss per year. In response to the global challenge of plastic waste, our iGEM project aims to develop innovative biological pathways for the upcycling of polyethylene terephthalate (PET) plastic into beta-hydroxybutyrate (BHB), a high-value product. Our aim is to enable the degradation of PET into its monomeric constituents and further convert those into BHB.

Through the utilization of computational tools and Flux Balance Analysis (FBA), we will optimize the pathways designed to maximize the flux towards BHB production. This will include the use of kinetic models in the prediction and optimization of the enzyme activity based on varying substrate concentrations.

By designing and constructing novel biological parts, we’re aiming to develop an innovative production process that is in line with circular economy principles. This will not only facilitate the conversion of PET plastic waste into high-value products but also offer a sustainable solution to one of the world’s most pressing environmental issues of our time.

In a response to the global challenge of plastic waste, our iGEM project is looking to develop novel biological pathways for the upcycling of polyethylene terephthalate (PET) plastic into beta-hydroxybutyrate (BHB), a high-value product. Our goal is to transform the degradation of PET into its monomeric components possible and further convert those into BHB. By designing and constructing novel biological parts, we aim to establish an innovative production pathway that aligns with circular economy principles. This will not only enable the conversion of PET plastic waste into valuable products but also provide a sustainable solution to one of the largest environmental problems of our time.

Project Description:

Our project PURPLE is interested in making high value products (PCA, PHB, BHB) for BHB-based supplements that are focused on cognitive enhancement and weight management. The ketogenic based diet offers numerous benefits, including enhancing cognitive function, improving exercise performance, and helps with appetite suppression, making it attractive for weight management and athletic performance. However, restrictions of ketogenic diets include the need for low carbohydrate intake as well as fasting, which makes it a difficult diet to keep for most people. To help address this limitation, PURPLE utilized synthetic biology principles to re-engineer metabolic pathways in microorganisms, with the likes of E. coli and P. stutzeri, to biosynthesize β-hydroxybutyrate (BHB), a ketone body, which can substitute the need for a strict ketogenic diet to reach ketosis, from polyethylene terephthalate (PET).

Competitive Advantage

What makes PURPLE special is that we tackle the environmental challenge of plastic waste and pollution. Our project places significant emphasis on the breaking down of plastic as the main purpose of this project. This means that we align with SDG goals Goal 12: Responsible consumption and production as well as Goal 3: Health and wellbeing. PURPLE puts great emphasis on advancing a circular economy by transforming PET waste into sustainable, high-value chemicals, closing the loop on plastic pollution while empowering health and performance. This allows our project to be profitable while placing emphasis on the sustainability aspect.

Design Thinking

Our design thinking process took inspiration from Concordia-Shanghai’s 2024 project, BHBetter. BHBetter used genetic circuits to create an alternative method of synthesizing β-hydroxybutyrate (BHB), a ketone ester capable of increased fatty acid oxidation and kickstarting ketosis within the human body. Building on that project, we have since used strains of E. Coli and Pseudomonas to connect the BHB pathway with PET plastics, and have expanded the pathway to include various high-value products (HVPs).

Vision

We aspire to innovate the most sustainable pathway for HVPs up-scaled from PET. allowing ketone related companies to supply sustainable, biologically engineered products derived from recycled plastic.

Mission

Our mission is to create a biological pathway that transforms PET plastic into high-value products, enabling companies to create solutions for endurance athletes who wish to supplement their focus and training effectiveness.

Target Market

Our target markets span across multiple industry sectors that are involved with ketones and sustainable biotechnology. Our business is focused on leasing, which means business-to-business (or B2B). We’re aiming to supply our product to sports nutrition companies, weight loss and wellness brands, as well as food and beverage producers. Pharmaceutical and nutraceutical companies are also another key market we hope to enter as they often require the use of therapeutic-grade ketones for both neurological and metabolic health applications. Additionally, ingredient suppliers such as DSM, BASF, and Glanbia have always been in search of sustainable and high-value bio-based molecules in order to expand their market. For our partners on the business to consumer side, our end goal is to be able to reach athletes, students, and everyday individuals who are health-conscious. Our target demographic looks for the performance, recovery, and also cognitive benefits of the supplement that are both effective and environmentally responsible.

Target Product: Beta-Hydroxybutyrate (BHB)

BHB is one of the three primary ketone bodies produced by the liver during periods of low glucose availability (fasting, ketogenic diet). In its ester form (often with 1,3-butanediol), it is an exogenous ketone supplement. It has several known functions that make it appealing in sports performance, supplement, and medical therapies industries; because ingestion rapidly elevates blood ketone levels, providing an alternative energy source for the brain and muscles, it has been sought after for its role in enhancing endurance, reducing recovery time, improving mental clarity and focus, and managing metabolic disorders, epilepsy, and neurological conditions.

Unique Value Proposition

The current market price for high-purity BHB salts and esters is extremely high due to complex and expensive chemical synthesis processes. Using microbial fermentation to produce it from a cheap carbon source like PET derivatives is a potentially revolutionary cost-down strategy. On top of that, our product excludes the heavy metal contaminants risk associated with traditional chemical synthesis, granting a cleaner, safer product and reducing liability. In the long term, we break the dependency on fossil-fuel-based feedstocks. By using waste PET as our raw material, we are building a supply chain that will lower costs over time while synthetic competitors face volatile pricing, all while helping to mitigate plastic pollution as we increase demand for waste PET. This will allow us to create a sustainable circular economy.

Potential Customers and Unmet Needs

PURPLE is targeting companies that sell ketone supplements, such as HVMN, Pruvit, and Perfect Keto. They focus ongFour main consumer segments which are sports, weight loss & wellness, and Food & Beverage. Companies focused on the Sports sector cater to athletes, providing products that enhance energy and focus. Those in the Weight Loss & Wellness sector target individuals on ketogenic diets who are seeking effective weight management solutions. Lastly, companies in the Food & Beverage sector are looking for stable and flavorful ketone ingredients that can be integrated into food products without compromising taste or quality. They aim to incorporate ketone technology into everyday consumables such as drinks, snacks, and meal replacements. Other potential customers include B2B Ingredient Suppliers, such as large ingredient suppliers (e.g., DSM, BASF Nutrition, Glanbia Nutritionals) looking to add a sustainable, high-margin ingredient. Lastly, research institutions such as universities and clinical research organizations can also utilize our pathway for clinical trials or experiments.

Related Customers and Manufacturers

All of these companies have their own respective IPs for creating ketone related products. This means they act as both our competitors and potential partners. If our formula for creating ketone products doesn’t increase value for the customer by being efficient, customers will gravitate towards the products of other companies instead. Potential competitors of our processes include the following companies: HVMN, DeltaG, KetoneAi, KetoSports, Perfect Keto, Pruvit, BHB Labs, KetoLogic, KetoCycle, KetoVita.

Table 1: Competitor/Partner Analysis of BHB Companies

Currently, no major company is known to be producing BHB from plastic waste. The key company in the industry, ΔG, uses a complex, multi-step chemical synthesis that is costly and difficult to scale. A synbio fermentation approach could achieve a superior cost position. The initial competition would be on price and sustainability, not just product efficacy.

Project Development

Proposition:

The opportunity to produce high-value BHB from PET waste is a potentially disruptive and highly profitable niche as it impacts both the upcycling, climate-crisis addressing market and the growing ketone ester industry. The addressable market is smaller in volume but vastly higher in margin than the bioplastics market.

Next steps:

1. Building a strong IP: We plan on filing robust patents on our engineered construct, the specific metabolic pathways, and the fermentation process- IP protection will be key to protecting our process.

2. Target B2B: Instead of attempting to build a consumer brand initially, becoming a B2B supplier to established brands who can handle marketing, distribution, and consumer education, can help de-risk our venture.

3. Pursue pharmaceutical alliances: The highest value for ultra-pure BHB is in medical applications. Partnering with pharma companies for clinical trials in specific metabolic or neurological indications can help boost interest in our product and open pathways to pharmaceutical markets.

4. Secure non-dilutive funding: Our project is ideal for grants from ARPA-E, DOE, NSF, and other agencies funding both waste-to-value and advanced biomanufacturing initiatives.

5. Validate and communicate purity: From day one, we will invest in analytical chemistry to prove that the products from the process are 99.9%+ pure and free from any PET-related contaminants. This data is essential for regulators and customers.

SWOT Analysis

Figure 1: SWOT Analysis A SWOT analysis is a planning tool used to identify and evaluate the Strengths, Weaknesses, Opportunities, and Threats related to a business or project. Its primary purpose is to visualize the internal and external factors that can influence decision-making and strategic direction. The chart uses different sections to assess strengths and weaknesses, and can allow us to understand how to leverage our advantages while addressing areas for improvement. Simultaneously, identifying opportunities and threats helps us to recognize market trends and potential challenges, allowing us to develop proactive strategies. Ultimately, a SWOT analysis fosters informed decision-making, enhances strategic planning, and supports long-term success.

Market Analysis

This analysis examines the market opportunity for our project aiming to convert PET plastic waste into Beta-hydroxybutyrate (BHB), a high-value ketone ester. This project sits at the cross section of two powerful trends: the urgent need for advanced plastic waste solutions and the rapidly growing market for ketone-based products in human performance and health.

The value proposition is highly compelling: creating a premium, bio-available ingredient from low-cost waste feedstock. The target market is the nutraceutical, sports nutrition, and medical nutrition industries, where BHB esters command prices of $800 - $2,000 per kilogram. This model is fundamentally different from commodity recycling; it is a high-margin specialty chemical production process that uses waste as a raw material.

While the technical and scaling risks are high, selling an IP gives us a significant potential profitability. Success hinges on proving a pure, bio-identical product, securing regulatory approval (GRAS/GMP), and forming strategic partnerships with major players in the nutrition and wellness space.

Market and Growth Driver Analysis

The global ketone supplements market was valued at $604.6 million in 2022. This market is estimated to grow at a substantial compound annual growth rate (CAGR) from 2023 to 2030, a trajectory that is projected to see it reach over $1.1 billion by the end of the decade. This significant expansion provides a strong commercial foundation for the venture.

The necessary feedstock for production is supplied by the global PET recycling market, which was valued at $8.7 billion in 2022 and is itself expected to grow at a CAGR of 5.4%. This series of growth ensures a large, low-cost, and sustainable supply of raw materials, as the current operational model is designed to utilize pre-processed and recycled PET pellets, thereby aligning economic and environmental objectives.

Several key growth drivers contribute to the success of this initiative. The biohacking and wellness boom has led to growing consumer interest in optimizing human performance, cognition, and longevity. This is complemented by the widespread adoption of keto and low-carb diets, which has driven awareness and demand for ketone supplements that offer the benefits of ketosis without the demanding dietary restrictions.

Furthermore, an increasing body of clinical research is providing evidence to support the use of exogenous ketones for therapeutic applications in metabolic health, neurology, and oncology; as these studies grow in number and prominence, they are expected to further drive demand. Finally, a significant segment of consumers is willing to pay a premium for products with a strong sustainability story, leveraging the compelling narrative of "plastic waste to performance fuel" as a powerful marketing strategy.

Industry Analysis

The current systems prevalent in the industry are unable to balance productivity with sustainability. This can be seen by the fact that only approximately 30% of the nearly 96 million metric tons of plastic waste generated annually is recycled, while the overwhelming majority is sent to landfills.

Europe demonstrates a more advanced circular economy, with a 72% recycling rate for all PET bottles and a rate of 75% for beverage bottles. On the other hand, the United States has a recycling rate of just 24% after processing losses. This shows that while recycling rates for municipal solid waste have generally improved over the years, growing from about 6% in 1960 to approximately 35% in 2017, progress has been inconsistent and recently stalled, even declining to 32.1% in 2018. This data shows both an environmental challenge and a major opportunity to valorize a vast and underutilized waste stream.

Figure 2: The amount and proportion of waste plastics treated in China in 2019
Source: 2019-2020 Development Report of China Plastic Recycling Industry


China is currently the world’s largest plastic producer. This figure displays how little waste is actually recycled—only about 30% in 2019, while most ended up in landfills, incineration, or discarded entirely. This imbalance demonstrates the limits of current recycling methods and reflects both the importance and urgency of finding new solutions, like our biological approach, that can transform plastic waste into valuable products instead of pollution.

PURPLE represents a big step within the scientific community. With our approach of making more environmentally sustainable processes for high value products with the likes of PCA, PHB, and BHB. We aim to build strong partnerships with ketone related companies, athletic related industries, and academic institutions. In the future we plan to legitimize our upscaling processes and improve the waste removal process.

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