Development of a New/Revised Commercialisation Strategy and Delivery Plan for BREEDPLAN

Summary

​The value chain that delivers BREEDPLAN products and services to Australian beef cattle seed-stock and commercial producers has been operating for over three decades. This value chain has achieved reasonably high levels of market penetration, particularly in some of the major breeds. However, in recent years, key stakeholders in BREEDPLAN have raised concerns that penetration of BREEDPLAN across the industry is plateauing or even declining in some key breeds, is not being used with adequate rigour by many users, is becoming increasingly expensive, service quality is decreasing and new product innovation is too slow. The net result of this being that a less than optimal rate of genetic gain is being achieved across the Australian beef cattle production sector.
While these concerns are by no means held universally, they are considered to be of adequate importance for the owners of the core BREEDPLAN intellectual property to instigate a review of the framework though which that intellectual property has been commercialised and the value chain that delivers BREEDPLAN to market. This review has considered previous reviews and market research pertaining to BREEDPLAN and the markets it serves, market penetration data and data pertaining to BREEDPLAN usage at an individual breed sector level, various perceptions toward aspects of BREEDPLAN that are held by different stakeholders, the alignment of participants in the BREEDPLAN value chain, and has modelled the economics of the BREEDPLAN value chain.
This review recommends the adoption of a more strategic approach to managing the existing BREEDPLAN value chain based on a series of collaborative initiatives designed to re-invigorate the BREEDPLAN value chain, ensuring that optimal rates of market penetration of BREEDPLAN are achieved and that it is used by the industry such that the rate of genetic gain across commercially important traits is maximised.