Frager Factor

Sunday, October 06, 2013

23 And Me (.com) Rolls Out National TV Campaign For Made-for-the-Web New Service

Behold the amazing power of the Internet.

23andMe's first national TV ad campaign ("This Is Me") shows people exploring their own DNA, to take charge of their health and learn more about themselves. Like the examples Rick Schwartz made here in "The Skyline Exposed" about how now famous brands that didn't exist 15 years ago, here is a multi-hundred billion dollar marketplace most are just learning about.

Billed as the leading health and ancestry DNA service, on you can find out things like if your body metabolizes caffeine quickly, or if you're at a higher risk for diabetes. The more you know about your DNA, the more you know about yourself.

Why the name

All of us have 23 pairs of chromosomes. 

And by sending in a swap and understanding your DNA, you can improve your health and well-being significantly and make better decisions about care.

Unfortunately I only know that because I visited the "mission" site on their website. Otherwise I would think this is about celebrating a 23rd birthday and when they raised te legal age from 21 to 23.

Five years ago I was able to get a mail order DNA test to confirm the breed of my dog (turned out to be a five-breed mix none f which were the ones represented to me upon adoption), but being able to get human DNA testing easily and affordably via a website is a new frontier in healthcare that's a "made-for-the-web" services.

I would have tried to acquired or or from investors. They are a day late and $68K short on formerly Name Administration's (which has 100,000 other prospects in thousands of other industries), but I'm sure there's going to be a lot of competition in this space soon and these other investors will have hit the gravy train.

This is another great example that validates what I always say about canned appraisals. Knowing the market size for his industry what would have had an Estibot value of zero based on stats of search and CPC, is very cheap even at $68K. Search and CPC are really DUMB trading metrics yet domainers live in a pre-historic bubble of their own while the real world passes by. The names we hold will attach to business ideas that no one has ever thought of yet. How can you price that?

Here's the spot. 

About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

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