UNMET NEEDS

The spread of highly pathogenic avian influenza has exposed a diagnostics gap that carries real economic and biosecurity costs. During outbreaks, laboratory testing on poultry is expensive and turnaround is typically 1-3 days, which slows containment and drives up response costs. In Alberta, where more than 250 chicken farms and about 170 egg producers anchor domestic supply, that delay could trigger massive losses affecting supply nationwide [1][2]. To date, 533 farms have been affected in Canada with 14.4 million birds culled, with losses and compensation estimated at roughly $1.4 billion [3][4].

The market lacks an affordable, field-ready tool that lets farmers and veterinarians screen poultry samples, wild bird droppings, and nearby water sources directly on site, so decisions can shift from reactive to preventive. It also lacks a simple, reconfigurable platform that can be rapidly retargeted to new strains without the use of slow methods that require antibodies, enzymes, or a cold chain supply. Until that capability exists, Canada will continue to face unavoidable production losses and supply chain instability.

MISSION STATEMENT

Rumino is committed to transforming innovation into impact, by building trusted diagnostics that safeguard communities while creating value for our partners.

VALUE PROPOSITION

Rumino aims to provide a low-cost, field-ready test that lets farmers and veterinarians screen poultry samples, wild bird droppings, and nearby water sources in minutes to take preventative measures before infection reaches the flock. The kit is manual and works without the use of electricity, enzymes, antibodies, or a cold chain supply, keeping unit costs lower than current methods while preserving high sensitivity and specificity. Because targets are sequence-based, it can be quickly pivoted to new variants or new emerging threats without redesigning the platform.

With these immediate results, decisions on the movement of poultry and isolation can be made directly on site without waiting for the turnaround time. The simplistic nature of Rumino's design allows it to be implemented into a future continuous monitoring system intended to detect viral RNA contaminants in water sources. These sensors will convert chemical signals into a digital electrical signal, enabling continuous monitoring of water bodies near livestock operations. Collected data will be transmitted to a centralized software platform, giving real-time access to farmers, regulatory officials, and the general public to early outbreak alerts.

Rumino aims to lower testing costs, support true onsite use in resource-limited settings, and shorten time to decision so responses can be preventive rather than reactive.

OUR VALUES

STAKEHOLDER-DRIVEN DEVELOPMENT

This section outlines how Rumino has evolved over time through meetings with producers, veterinarians, and other stakeholders. It highlights who we consulted, the concerns they raised, and how their insights clarified the real issues they are facing. It helped us identify who will benefit from our product the most and what features would require it to be functional in practice.

First Potential Customer Summary:

These interviews shaped the foundation of our customer research and clarified Rumino's path to real-world impact. They helped define to us what will be our first two major customer markets that we aim to serve right away: Farmers, and veterinary networks. In the long term we hope to be able to serve additional markets like continuous environmental monitoring and food biosensing. Each conversation revealed the real challenges stakeholders face. By centering our approach on stakeholder needs, we shifted our solutions to create tangible value where it matters most. Starting with poultry and cattle producers here in Alberta, we are working alongside those most affected to address an urgent local issue while building a foundation for broader impact across agriculture and public health nationwide.

Farmers: Producers, such as those in Rosalind Colony in central Alberta, who need a rapid and affordable way to screen water, fecal samples, and surrounding environments so they can act before outbreaks reach their flocks or herds.

Veterinarians: Alberta-based veterinary networks require practical, onsite diagnostics that reduce costs and delays of shipping samples to laboratories. By integrating our kit into their health plan, vets can provide faster and more cost-effective services to producers.

Regulators: Authorities such as the Alberta Chief Veterinary Officer depend on reliable frontline data to guide movement restrictions and contain outbreaks. Our product provides them with a solution that will complement confirmatory lab testing.

Initial approach:

From an entrepreneurship perspective, our initial ideas were still quite abstract. At first, we envisioned developing a diagnostic system that could be applied directly to chickens to detect infection before it spread across flocks. We soon realized that these concepts were broad and unrefined, but they provided the foundation for our journey. As we moved forward, we recognized that our knowledge of the poultry and cattle industries was very limited. To challenge our assumptions and gain a clearer understanding of what kind of diagnostic tool would be both feasible and valuable in practice, we needed to engage directly with producers and stakeholders.

Nanostics Precision Health

Our first major meeting was with a Calgary-based biotechnology company that develops liquid biopsy tests for early cancer detection and monitoring. We reached out to Desmond Pink (Co-Founder & CSO) to gain insights from an established diagnostic company on the technical, commercial, and strategic aspects of developing our biosensor technology. This meeting served as the first major stepping stone for the development of Rumino; we learned to narrow our focus to clearly defined sectors rather than pursuing a broad approach. The Nanostics team advised us to concentrate specifically on the cattle and poultry industries, more specifically targeting poultry transport vehicles as it represents a particularly promising application. They explained how this sector offers several advantages: it circumvents the regulatory barriers, presents fewer ethical constraints, and can potentially serve as a higher need. They advised us to explore the existing solutions to get a better idea of how our product differentiates from others in the market and urged us to offer a rapid, light-based readout for point-of-care applications.

Impact on Rumino:
After this meeting, we decided to pivot and focus more on a customer-friendly approach and identify our market sectors rather than just broad ideation. We decided to prioritize a manual rapid field kit with a simple readout and began trying to line up stakeholder interviews to validate use cases and performance requirements.

Poultry epidemiology: Dr.Mohammed Careem

Our second major meeting came with Dr. Careem, a diplomate of the American College of Poultry Veterinarians and a leading researcher of HPAI (Highly Pathogenic Avian Influenza) in Alberta. We reached out to Dr. Careem to gain better insight into poultry farming practices, and he provided valuable information on how meat and egg production cycles operate. Dr. Careem emphasized that the industry prioritizes distinguishing between highly pathogenic strains rather than detecting other influenza types, which are not considered a major concern. He steered us away from barn-to-barn transport monitoring, noting that infection sources are more often tied to migratory wild birds and farm workers who move between multiple facilities. Since most infections originate from external sources, he suggested exploring environmental perimeter sampling of water bodies and wild bird droppings.

Impact on Rumino:
From Dr. Careem's feedback, we decided to shift our focus toward water/fecal environmental screening as the primary use case, prioritizing detection of highly pathogenic avian influenza subtypes like H5 and H7. We also committed to Nanostics' advice to keep our device rapid, easy to use, and adaptable ensuring it can be quickly retargeted as strains evolve.

Field visit to W.A Ranches

Our team was given the opportunity to then visit W.A Ranches, a University of Calgary operated cattle research facility. The visit was organized to better understand the cattle industry and the farming industry infrastructure as a whole, as well as current biosecurity threats and disease detection practices. This was the team's first visit to an actual stakeholder facility where we were able to engage with both farmers and veterinary medicine faculty on the field about the constraints of livestock agriculture. We got to evaluate how a low-cost, field-deployable biosensor might address unmet needs in both cattle and poultry. Stakeholders confirmed a core gap: there is no practical way for detecting avian influenza or related diseases in wildlife, despite the fact that birds frequently enter the barn and act as uncontrolled disease reservoirs. Outbreaks are typically recognized only after calves show symptoms, veterinary services cannot visit frequently enough for proactive testing, and when one animal is ill, whole herds often need to be sampled.

The economic impact compounds quickly through lost production, impaired reproduction, and reduced subsidies tied to herd size. They were unequivocal on one threshold for adoption: any test must be extremely low-cost, ideally only a few dollars, and simple enough to run during routine chores. They also noted that transport is already well managed and is not the primary driver of spread, so the highest-value use is screening at wildlife-exposed points such as water sources and barn perimeters. Lastly, they emphasized that third-party veterinary services would be one of the strongest early markets for Rumino. Some smaller farmers might not directly purchase diagnostics themselves, but veterinary networks already manage herd health and have established trust with producers. By integrating Rumino into their service packages, vets could reduce the costs of travel and sample shipping while offering faster, alternative screening than PCR, making adoption far more practical.

Impact on Rumino:
After our visit to the W.A Ranches, it reinforced the importance of affordability and practicality as non-negotiable design priorities for Rumino. After hearing directly from farmers on the field that wildlife exposure, not transport was the critical entry point, it validated our shift towards environmental sampling rather than poultry transport. We also decided to position our test to be sold into three entry markets: direct point of care for farmers, veterinarians for a cheaper alternative, and environmental monitoring of pathogens.

Egg Farmers of Alberta: Jenna Griffin

Shortly after our visit to W.A. Ranches, we met with Jenna Griffin, Manager of Programs and Research at Egg Farmers of Alberta, to evaluate both the feasibility and market potential of Rumino within the poultry industry. Jenna reinforced earlier insights from Dr. Careem, emphasizing that the highest value of our system would lie in environmental biosensing, particularly monitoring nearby water sources where disease risk is concentrated. From a usability standpoint, Jenna highlighted that farmers are drawn to tools that are simple, fast, and practical. She cited historical examples like colorimetric virus-detection sticks as useful precedents, underscoring the importance of user-friendliness over regulatory-grade complexity.

Cost was again a critical adoption barrier identified. Lastly, Jenna provided a key redirection in our design considerations. We had some ideas of sampling eggs; she clarified that avian influenza does not typically spread through eggs and that regulatory and industry interest would be much greater in water or milk sampling. These sample types are more likely to contain sufficient viral load for detection and offer practical integration into farm operations. This insight shifted our thinking towards a potential future market of sampling large-scale food milk and meat producers.

Impact on Rumino:
This meeting helped sharpen our product strategy and provided good insight to future markets Rumino can pursue. We incorporated Jenna's feedback to shift from egg sampling and focus towards environmental samples like water and milk, as that's where we believed Rumino could deliver the most value. It reinforced the theme that all stakeholders have emphasised that adoption depends not only on technical accuracy but affordability and practicality for farmers in their daily routines. Most importantly, it helped us recognize that Rumino's success would come from positioning itself as a farmer-focused early warning tool rather than just another regulatory-grade diagnostic.

Field visit to Rosalind Colony Chicken Farm

Jenna from Egg Farmers of Alberta connected us with Rosalind Colony in central Alberta, a consultation that became one of the most influential in shaping Rumino’s direction. Farmers there emphasized two practical needs: continuous monitoring of water bodies that attract migratory birds and a straightforward, on-farm test for fecal or water samples. They valued tools that could act as early-warning systems, particularly when paired with risk indicators such as migratory bird movement data, which they saw as critical for anticipating outbreaks before they reached flocks. Manual kits were also seen as highly valuable since they would give farmers direct information about nearby risks.

Such systems would allow farmers to take proactive steps like adjusting biosecurity protocols. At the same time, they raised important concerns about adoption barriers. These included whether sensors could withstand frozen winter conditions, the added workload of new protocols, and the risk of biosecurity breaches from introducing external hardware into barns. By grounding their feedback in day-to-day realities, Rosalind Colony highlighted both the opportunities and practical constraints that would need to be addressed for Rumino to succeed in real-world farm settings.

Impact on Rumino:
This visit was pivotal in grounding our project. It reinforced the value that Rumino can fulfill in the poultry industry, providing farmers with a cheaper, more practical way of screening. The feedback highlighted the importance of manual testing kits as a first step, since they provide immediate results in environmental sensing without triggering regulatory consequences, while continuous systems can be pursued later as a complementary feature.

Alberta Chief Veterinary Officer: Dr.Keith Lehman

Our last major interview that helped shape our project revolved around our meeting with Dr. Keith Lehman, Alberta's Chief Veterinary Officer, and his team of veterinarians. This conversation centered on the realities of disease diagnostics in rural and low-resource farming settings. Currently, PCR-based systems require sample collection, shipping to provincial labs, and a turnaround time of two to three days. Farmers and veterinarians both experience stress and financial strain during these delays, as each farm visit costs a minimum of $500 CAD in addition to shipping fees. A rapid, affordable screening tool like Rumino was seen as a solution that could bring both peace of mind and practical economic relief. The veterinarians emphasized that specificity must be the top priority, especially the ability to rule out highly pathogenic strains like H5 and H7. While government regulations would still require lab confirmation for these diseases, a reliable first-line test would allow veterinarians and producers to act quickly, improving day-to-day decision-making and biosecurity without waiting on lab results.

They also confirmed that farms are already equipped with proper disposal bins, meaning Rumino's single-use components could be adopted without additional infrastructure or new protocols. This feedback from Dr. Lehman and his team helped solidify Rumino's role as a frontline diagnostic tool. It was designed not to replace existing infrastructure but to fill a critical gap where speed, reliability, and cost matter most.

MINIMAL VIABLE PRODUCT

The Minimum Viable Product for our diagnostic kit is defined by two validated components that form the foundation of our platform. The first is the reaction itself, which has been successfully demonstrated to be functional under our Wetlab section. The second is the wettability of the system, validated in the wet lab, which in our product will be critical for an interpretable visual output. Together, these results confirm that the core technical requirements of the product signal generation and signal readability are in place.

In addition to these elements, we have created detailed visuals of the packaging and safety pamphlet that clearly illustrate how the final product will appear in practice.

Inside the kit's box will be an EtOH disinfectant buffer for user safety, as well as a lyophilized sample container with buffer components that degrade RNases and liquefy the sample for testing. The kit provides basic tools, including a cotton swab for collecting samples and a plastic pipette for transferring liquids between containers. The biosensor zipper bag holds the detection elements, consisting of a test capillary (biosensor), a control capillary (negative control), and a silica gel pouch to absorb moisture. For more information on the specific components in the buffers, visit the products page.

To ensure proper handling and consistent use, the kit is also accompanied by a safety pamphlet outlining contents, precautions, and step-by-step instructions.

The kit's workflow mirrors current swab and water sampling practices, allowing users to adopt it with minimal training and without altering biosecurity routines [5]. A collected sample is mixed with a buffer that is prepared by combining the ethanol solution with the dry reagents provided, which lyses the virus and stabilizes the RNA. The sample is then introduced into a sealed capillary tube containing oligo modifications, where a clear positive or negative visual appears within minutes as a result of the wettability change.

To support the future direction into continuous monitoring in the field, we developed a hardware prototype and housing unit. The device is designed to protect the tubes from environmental exposure while enabling remote communication of results. Early versions were tested with ESP32-based circuitry that could register a positive signal from the capillary tube and transmit data to the user, with future iterations shifting toward LoRa for improved long-range connectivity in rural settings. The housing unit was designed through multiple 3D-printed prototypes, starting from a simple container to a floating system that shields the biological components from water damage while remaining accessible for maintenance. The final design incorporates features that prolong the life of the biosensor tubes, secures the electronics, and ensures the unit can be deployed safely in ponds and waterways where migratory birds may introduce avian influenza.

PITCH DECK

RUMINO BUSINESS CASE

MARKET AND COMPETITIVE LANDSCAPE

Market Analysis

Veterinary diagnostics is Rumino's immediate market and revenue champion. It is the most urgent and strategically valuable entry point for our platform, addressing the clear need for a rapid and affordable on-farm test. Traditional methods for veterinarians and farmers are centralized laboratory visits that typically cost around $500 a visit for the farmer and a higher cost for vets to screen. Alongside this, PCR testing typically takes 2-3 days, leaving farmers and vets unable to act quickly. Rumino closes this gap, providing a rapid on-site tool that will allow farmers to do routine checkups on environmental samples and reduce costs of screening for vets when outbreaks occur.

This market is the engine that will drive Rumino's early adoption and growth. Other markets such as environmental biosensing, food safety, wastewater, and human health are addressed in the full business case, but veterinary diagnostics is the foundation on which Rumino will build.

Demand Model:
When Primary Control Zones (PCZs) are declared during outbreaks, the CFIA imposes strict surveillance and movement restrictions [6]. Commercial barns must test 60 birds per barn for both pre-movement and quarantine-release testing, often within 72 hours [7]. While pooling is sometimes permitted, for Year-1 planning Rumino assumes a one-kit-per-swab model. This means each regulatory event consumes a full 60 kits [8].

To size demand, Rumino applies the following formula:
Kits/year = (premises in scope) x (engagement rate, i.e., SOM) x (events per engaged premise per year) x (kits per event)

Competitive Analysis

The goal of this analysis is to evaluate the current diagnostic landscape for avian influenza and livestock health, identifying how existing products perform and where critical gaps remain. We compared competitors based on their deployability in the field, adaptability to new viral strains, diagnostic accuracy, turnaround time, and cost. These insights highlight how our solution is positioned to bridge gaps between speed, accuracy, and scalability.

Table 1 Comparison of avian influenza diagnostic platforms, showing differences in deployability, modularity, portability, sensitivity, specificity, early outbreak detection, and price.

We examined the current diagnostic landscape for avian influenza and identified three main categories of competitors: rapid antigen kits, lab-based molecular tests, and antibody-based ELISAs. Each of these approaches offers clear advantages, but they also come with some important drawbacks. Our solution is positioned to close these gaps by combining speed, accuracy, and field readiness. More detailed comparisons are outlined in our business plan.

SWOT Summary

Building on the competitive analysis, a SWOT assessment highlights Rumino's unique positioning in the diagnostic landscape. This analysis outlines the key strengths that differentiate Rumino, the internal weaknesses that must be addressed for market entry, and the external opportunities and threats that shape its path to adoption and impact.

RUMINO-TO-MARKET STRATEGY

Rumino's go-to-market strategy is built using the perspectives of those directly facing the challenges our technology addresses. Conversations with producers and veterinarians revealed that existing tools often fail in practice. The current methods are expensive, slow to return results and misaligned with the urgent decision making required during outbreaks. These first-hand accounts provided critical context, showing that the limitations of current options are not just theoretical, but daily obstacles with significant economic consequences.

RUMINO's FINANCIAL ANALYSIS

Investor Relations

Projected financial performance:

One Pager Investor Profile

RESOURCES AND RISKS

To advance Rumino beyond its MVP, several key resources will be required. Access to core laboratory facilities is essential for ongoing validation of the toehold-mediated strand displacement (TMSD) reaction and its kinetics. Partnerships for packaging and lyophilisation are equally as important, as stable reagent formulation and user-friendly delivery will determine both the scalability and field readiness of our product. Rumino must also continue research into emerging and secondary markets to ensure product relevance and long-term growth. Legal expertise will be necessary to navigate patents and intellectual property, while specialized advisors can provide a deeper market analysis to identify hidden opportunities and refine positioning. On the financial side, guidance from professionals and the support of an early-stage investor will be required to help kick-start product development, strengthen the business model, and enable sustainable expansion.

The risks Rumino faces are closely tied to its resource requirements. If packaging and lyophilisation partnerships are not secured in time, the process of scaling up production could be delayed or compromised. A lack of consistent access to laboratory facilities would limit the ability to refine the TMSD reaction kinetics and broaden the platform’s applications. Weaknesses in legal, market, or financial oversight could create exposure to intellectual property conflicts, overlooked opportunities and just overall slow down progress. There is also the risk that failing to attract early-stage investors or to pursue new markets could restrict the platform’s long-term growth.

To reduce these challenges, Rumino will pursue packaging and lyophilisation agreements with established Canadian suppliers who already serve the veterinary and diagnostic markets, ensuring reliability and scalability. Ongoing collaborations with university laboratories will provide access to facilities needed for validation and adaptation of our product. Legal advisors have already been engaged early in hopes of being able to start patent filings right after the competition has been concluded. On the financial side, the team has already started reaching out to local innovation funds and angel investors to secure the capital required for pilot manufacturing and initial deployment. Alongside these measures, stakeholder consultations with farmers, veterinarians, and regulators will continue throughout development, keeping the product aligned with real-world needs and reinforcing its affordability and accessibility.

LONG-TERM IMPACTS

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