Mission Statement
“Lexander Limited is dedicated to producing innovative, top quality biotech, healthcare and pharma products, using leading edge technology to guarantee customer satisfaction, every time.”
Markets: Biotechnology
Company Name: Lexander Limited
Period: 2001 - 2008
Powerful bioremediation for the environment
Invest NI, Northern Ireland’s business development agency, described Lexander Limited as an exciting, high tech business with great growth and job creation potential. Consequently, they provided a substantial package of financial and technical support.
Commercial Opportunity
A consumer led movement towards natural, biological products reflecting the growing awareness and desire for environmentally friendly products was recognised as a commercial opportunity.
Market
The key market opportunities were identified as aquaculture (primarily intensive recirculation fish farms) and natural water sites (ponds, lagoons and lakes).
Lexander Limited
Lexander Limited was formed in 2001, to produce a range of natural bioremediation products for a wide range of applications in both industrial and leisure environments and to develop new technologies to position the company at the forefront of the bioremediation industry.
SMART Objectives
The main strategic objectives of the company were to:
Provide top quality bioremediation products, for a wide range of applications in both industrial and leisure environments
1.
Develop new technologies to position the company at the forefront of the bioremediation industry
2.
Build a highly professional management team, with experience of export marketing, capable of developing Lexander Limited as a global brand
3.
Management
Nicholas Alexander provided technical know-how, recruited the necessary expertise and coordinated the management team.
Management Systems
Business and quality management systems (QMS) were implemented in accordance with ISO 9001, Good Laboratory Practice (GLP) and Good Manufacturing Practice (GMP) standards for biotechnology and pharmaceutical industries.
Funding
Personal funds, private equity, numerous grants and business awards contributed to the funding package to establish the business and commercialise its first product range, EcoPure.
R&D
Nicholas Alexander, a qualified biotechnologist, both conceptualised and developed all aspects of the technology. Culture formulation, laboratory and pilot trials were completed in-house before site trials were undertaken independently.
Manufacture
All biological products were produced under classified (sterile) conditions.
Sophisticated biotech facilities for laboratory, pilot, manufacturing and packaging activities were designed, engineered, manufactured, installed and commissioned by its sister company Lexander Engineering Limited.
Commercialisation
Substantial investment was made in developing the sales and marketing teams at the outset. Market research was the foundation for all commercial decisions and a comprehensive multifaceted marketing strategy was developed to guide business growth.
The strategy focus was on product launch, brand building and establishing key accounts within the trade. Key elements included a substantial PR campaign, website, advertising, POS materials and major tradeshows.
EcoPure
The EcoPure brand of bioremediation products was enthusiastically welcomed in the marketplace because it offered an effective, environmentally friendly alternative to the growing consumer lobby disenchanted with the harmful, chemical treatments commonly used.
USP
The EcoPure product range was the first comprehensive range of natural, biological “environmentally friendly” treatments specifically aimed at the aquaculture market.
This provided a strong USP and an immediate advantage over the main competitors.
Success
The QMS was implemented and accreditation achieved by 2005.
EcoPure was well received in the marketplace and generated significant cashflow.
Revenue enabled the company to build a factory to diversify its portfolio and increase its capacity and facilities.
EcoPure was sold to Europe’s leading supplier of environmental biotech products in 2007.