Siiquent / Isolde: They don’t charge tons for their machines, but make money on reagents etc. They sold to big hospitals and diagnostic labs. This aligns since they have tighter budgets and cannot drop tons of money at one time for expensive machines.
Teomik / Immanuel: They make money on their equipment and machines and don’t charge much for the biological/chemical compounds that people use with their machines. Their consumers were mostly research labs and universities. Since labs and universities often receive large grants, they more typically purchase expensive equipment.
Pros of merging: saves resources internally, makes more sense to customers, makes communication and expectations within the company easier.
Cons of merging: potentially lose section of market from one of the products, potentially letting go of staff, if model gets outdated due to rapidly evolving market product could become obsolete.
I would scaffold the discussion by taking a look at competitors and see if they would realistically be able to produce stuff for cheaper that would work with our machines. Trying to analyze where we think competitors will go. Also analyzing their structures in comparison with structures that already make sense with the company. Taking a look at revenue over time for each company and how each company did in response to certain conditions we think might happen given that there is new competition.
