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Mosquito-borne diseases, especially dengue fever and malaria, lead to millions of infections and thousands of deaths every year, bringing about significant economic losses as well. However, current mosquito control products are either ineffective or harmful to the environment. So here comes Moskilla, an improved ATSB hardware utilising HMBPP to attract mosquitoes and RNAi mechanism to kill mosquitoes. We aim to fill the market vacancy with safe, eco-friendly and cost-effective mosquito control products.

Figure 1. Mission, Vision and Goal of Moskilla

Mosquito problem has always been concerning as mosquitoes transmit several potentially deadly diseases, namely the dengue fever, malaria, yellow fever, and many other. Dengue fever, transmitted by mosquitoes, is prevalent all over the world: about 400 million people are infected and 21,000 deaths are caused by it annually (CDC, 2018). However, mosquitoes transmit not only dengue, but also malaria and many others. An estimated 249 million cases of malaria occurred in 85 malaria-endemic countries in 2022 (CDC, 2024). Of the 249 million, approximately 608,000 died of malaria. Taking all mosquito-borne diseases into account, mosquito-borne diseases contribute to 17% deaths among all infectious diseases (WHO, 2020).

Several solutions to the mosquito problem are already studied extensively and being used currently, including biological predators, chemical insecticide sprays, and mechanical mosquito swatters and killer lamps. However, such solutions may lead to physical harm to users and non-target animals, as well as waste of money and time due to their ineffectiveness. Currently, various stakeholders are seeking for a solution that is safe, eco-friendly, effective, and target-specific, with barely any promising results.

Figure 2. Market analysis of mosquitocidal products

Having communicated with our stakeholders, we have confirmed the deficiencies of current mosquito control method and the need for a safer, more eco-friendly and cost-effective one. Finally, we have identified the general public, parks and communities with the greatest demand as our potential customers. You can interact with each group of our potential customers to learn more about our analysis.

1. The general public: Through questionnaire given out as one of our human practice (HP) outputs, we received some insights. For the general public, they do recognize the mosquito problem, and demand a product to kill mosquitoes with considerable efficiency, but have no opinions on protecting beneficial insects. Therefore, we decided to make a hardware device suitable for daily uses, having mosquitoes encaged and killed with the highest efficiency.

2. Parks: Through interviews with the officials of Shenzhen Centers of Disease Prevention and Control (Shenzhen CDC) and with staff of parks in Shenzhen as part of our HP, we found that the core in the product design lies in killing mosquitoes while not leading to detrimental effects on the non-target organisms. Also, we need to reduce mosquitoes' drug resistance to the largest extent. Thus, we decided to make a hardware device that is capable of being effective in a large scale, and specifically target mosquitoes only.

3. Community: Through an interview with a community staff member, we realized that urban communities need a safer solution for mosquito control. However, since they also face pests like fruit flies and cockroaches, broad-spectrum chemical insecticides remain their first choice. Therefore, in our financial timeline plan, we will design more shRNAs targeting urban community pests during the R&D phase.

Moskilla is designed as a holistic solution that integrates physical and biological strategies to address mosquito control. We attract both sugar- and blood-feeding mosquitoes using sugar baits containing E. coli that produce HMBPP, and then neutralize them with specifically targeted shRNAs that target only their vital survival genes, thereby minimizing harm to non-target species and disrupting the mosquito population without causing additional ecological harm.

Our current device is versatile, catering to various application scenarios. For indoor applications like personal gardens and balconies, we have designed a device to trap the attracted mosquitoes to prevent them from bothering people.

In future, we plan to develop an IoT-enabled device for outdoor settings such as parks and construction sites susceptible to water accumulation. This device will not only manage mosquito populations but also send alerts to maintenance personnel to replace baits promptly, ensuring continuous effectiveness. Furthermore, in response to community needs, we are expanding our shRNA library to target additional urban pests, enhancing our product's versatility.

Building on the critical feedback from potential customers, market analysis and product's competitiveness, we have harnessed insights from experts in engineering and biology to validate and enhance our product. This foundation sets the stage for a detailed exploration of Moskilla's feasibility, scalability, and inventiveness, which are pivotal for our product's success in the market.

∙ Feasibility

Market Potential

The mosquito control method field within the China Insecticide Market presents a promising opportunity for Moskilla. With a market size estimated at USD 1.55 billion in 2024 and projected to grow to USD 2.05 billion by 2029, the Compound Annual Growth Rate (CAGR) of 5.73% shows a robust and expanding market. The fastest-growing application mode, Seed Treatment, aligns with the innovative and eco-friendly approach of Moskilla, suggesting that our product could capitalize on current market trends and consumer preferences for sustainable solutions. The presence of major players like Corteva, Bayer, and Syngenta indicates the market's maturity, suggesting that Moskilla can capitalize on this by gaining attention and realizing profitability through a differentiated, pet-friendly mosquito control solution.

Figure 4. Mordor Intelligence Research & Advisory. (2024, February). China Insecticide Market SIZE & SHARE ANALYSIS - GROWTH TRENDS & FORECASTS UP TO 2029. Mordor Intelligence. Retrieved September 12, 2024, from https://www.mordorintelligence.com/industry-reports/china-insecticide-market

Product Competitiveness

Our Moskilla aims to fill the market vacancy with safe, eco-friendly and cost-effective mosquito control products. We conducted our integrated human practices that validated the recognition of our potential customers. Indeed, the features of our products are what our potential customers seeking. Besides, we monitored the progress of our competitors in the mosquito control solutions field, such as chemical insecticides, releasing genetically modified mosquitoes, and physical swatters and mosquito killing lamps. Based on collected information, we performed a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis to provide a comprehensive picture for our stakeholders. Obviously, our product stands out with its safety and specificity for mitigating the effect of mosquito-borne diseases.

Figure 5. SWOT analysis of Moskilla

Additionally, we have thoroughly assessed our competitiveness in the market by comparing with other products. Moskilla mainly stands out by its effectiveness, target-specificity, and safety.

Figure 6. Mosquito control products feature analysis

∙ Scalability

Compared with other mosquitocidal products, most of which uses chemical synthesis in the market currently, Moskilla holds a huge advantage in its ease in upscaling given the low cost and high profitability as detailed in our Financial Projection.

Moskilla is, and will be, suitable for multiple occasions, currently including household usage and small scale public usage. In the future as we plan to target other hazardous insects, Moskilla could be used widely by parks, schools, and streets. With these advantages, we can expand our market coverage rapidly.

Benefiting from China's mature manufacturing capabilities, we have confirmed the feasibility of scaling up production with guidance from a local experienced embedded engineer Mr. Gao. As mass production is achieved and our market size grows, economies of scale will further reduce product costs, enhancing our competitive edge and market expansion potential.

Figure 7. The cost of products decreases as mass production is achieved

Notes: With this graphic we can see the change in the per unit cost for Moskilla device in different phases.

1. EVT: Engineering Verification Test where we verify the practicality and functionality of the product.

2. DVT: Design Verification Test where we verify if our design meets the goals we set for a product; in this case, whether the design will work in capturing and killing mosquitoes.

3. DMT: Design Maturity Test in which we measure the feasibility of mass producing our product.

4. PVT:= Process Verication Test where we start to mass produce our product and test if they meet our quality standard.

5. MP: Mass Production where we manufacture our product in a large scale and sell them to our customers.

∙ Inventiveness

Moskilla distinguishes itself in mosquito control with a pioneering approach that combines HMBPP and RNA interference (RNAi) with traditional attractive targeted sugar baits (ATSBs). Our engagement with potential customers has revealed a strong demand for solutions that are safer, eco-friendly, and cost-effective. The inclusion of HMBPP-producing E. coli has been shown to enhance the bait's appeal to blood-feeding mosquitoes, crucial for combating mosquito-borne diseases. Additionally, our use of RNAi, particularly specific shRNAs which can only silence essential mosquito genes, represents a novel strategy in mosquitocidal technology. We have developed shRNAs that specifically target mosquito survival genes, reducing the risk of drug resistance.

Looking ahead, we are committed to fulfilling customer needs by expanding our shRNA portfolio to address urban pests and ensuring the safety of our solutions for non-target organisms. Our innovative product design and R&D plan underscore our inventiveness, enhancing the uniqueness of our products in the market.

∙ Business model

Crafting a Business Model Canvas is essential for Moskilla, offering a strategic blueprint to dissect, strategize, and optimize our market entry. This canvas clearly demonstrates our value proposition in combating mosquito-borne diseases, detailing customer segments, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. It's pivotal for our venture's success in the mosquito control industry.

Figure 8. Business Model Canvas displaying the overall structure and activities of Moskilla.

After crafting the business model for Moskilla, we determined a milestone plan in which we identified the timeline of development, as well as our source of funding. To successfully launch our business, we need to complete the key activities displaying below.

Figure 9. Milestones for Moskilla

∙ Selling strategies

Razor and Blade

To enhance customer loyalty, we decided to use Razor and Blade, in which we sell the basic product (Moskilla Hardware Device) at a relatively low price, while offering the consumable, the complement to the basic product (Moskilla Substitution Pad) at a relatively high price, thus generating a large amount of revenue. With a net profit margin (we offer it at 12CNY with 5.2CNY as the cost) for Moskilla Substitution Pad, and the fact that the pad has to be renewed every single month, we can generate revenue rapidly.

Direct Selling

To minimize the cost of our products, since we want to penetrate the market more rapidly with a lower price, we decided not to employ sales agents. Therefore, we will offer our products directly through our offline stores and our online website.

∙ Financial analysis

We've conducted a thorough Financial Projection for our venture, detailing the required resources, job and factory space allocation, as well as a comprehensive cost and revenue forecast for the first two-year operational phase.

In anticipation of future expansion, we have also drafted a preliminary business asset projection to assess the financial implications of scaling up our production capabilities. This strategic financial planning ensures a robust foundation for our venture's growth and scalability.

Following the initial two-year operational phase, we have strategic plans to scale up Moskilla's production in the third and fifth years. To find out the exact impact of this expansion, we have conducted a detailed business asset forecast. This projection covers every year from the launch year to the fifth year of operations, providing a clear financial roadmap for our growth track.

Figure 10. Business Asset Forecast For Moskilla. In year 3, we will have our first upscaling. In year 5, we will have our second upscaling.

∙ Financial timeline

The Gantt Chart below shows the financial plan for Moskilla in the upcoming 10 years. In this 10-year period, we plan to acquire fundings from various sources, continually refine our products, register the trademark and our company, register our invention patent, and upscale the production of Moskilla.

Figure 11. Financial timeline of Moskilla in the next 10 years.

∙ Risk analysis

For a smooth path of production, promotion, and selling, we have conducted a comprehensive risk analysis for risks may be encountered along the way. The table attached below shows the possible risks and their corresponding possible solutions.

Figure 12. Risks and Solutions analysis for Moskilla.

For exit strategy, Moskilla will be using the Merger & Acquisition (M&A) strategy, selling the company to a larger company take over as they may have more expertise in the operation of the business, and we may still have some voice in the development and pricing of our business. We chose this strategy as it grants us with more freedom. We can either still maintain our control over the prices and the products, or we can also have a clean break from the company. In case of project approval, we can merge with a large mosquito control company and provide another solution to mosquito elimination.

Another option may be Initial Public Offering, trading share of stocks, turn the private company into a public one. This is the challenging route by publicizing our business through Initial Public Offering (IPO), thus making considerable profits while exitting. By IPO, we can increase publicity, reputation, and brand awareness of Moskilla.

If these above strategies do not work out, we can choose liquidation as our exit strategy. We can sell our applied and approved patents to existing companies and have a clean break from our business. However, this is only considered if the two strategies above do not work.

∙ Skills and Capabilities

Moskilla is formed by a group of passionate and daring high school students, having different cultural and living backgrounds. Each of the members has their distinct personalities and interests, thus granting the team with dynamics. Recruited from international schools or high schools in the United States, each of the members can provide a certain amount of financial support, paving a smooth way for Moskilla. With different personalities and experiences, different members can also engage in different activities, acquiring necessary knowledge and human resources for the company's future development. Also affiliated to LINK-SPIDER, a technology company in Shenzhen, China, Moskilla has the access to the professionals and laboratories. Detailed information about the specializations of each team member can be found on our Team page.

∙ Stakeholders

Under the guideline of consumer-driven product design, we have visualized stakeholder interest levels in our project related to identifying our end-users, formulating our design, expanding our impact and commercialization. Guided by Mendelow's Matrix below, the categorization helps prioritize engagement strategies for effective project implementation.

Figure 13. Mendelow's Matrix weighing the Interest of certain stakeholders against their power

After analyzing their interests in our project, we took outreach to them. We've identified these stakeholders who are indispensable to the development of Moskilla as a startup. Detailed information about the events can be found on our Integrated Human Practices page. Here, the visualized Stakeholder Matrix below presents the valuable insights we gained.

Figure 14. Visualized Stakeholder Matrix

Recognizing the challenges of mosquito-borne diseases and the limitations of existing mosquito control methods, we at Moskilla are committed to developing a safe, eco-friendly, economic yet effective product using synthetic biology. According to our analysis, we have an insight that Moskilla will have the following long-term impacts on people's health, society, and even the environment.

1. Combating Drug Resistance: Moskilla offers a novel approach to managing mosquito populations without relying on insecticides, thus mitigating the development of drug resistance. By capturing mosquitoes in our device, we prevent the spread of resistant genes, contributing to sustainable pest management.

2. Economic Value: We address the high costs and inefficiencies of traditional mosquito control methods. Moskilla is designed to be an affordable and effective alternative, saving consumers money and reducing the economic burden of mosquito-borne illnesses, aligning with the Sustainable Development Goal (SDG) of promoting economic growth.

3. Health and Safety: Traditional insecticides can pose health risks to humans and pets, and harm the environment. Moskilla is a chemical-free solution, ensuring the safety of people and pets, and supporting the SDG of ensuring good health and well-being for all.

4. Minimizing Environmental Risks: We acknowledge the potential risks of horizontal gene transfer. To prevent this, our device is engineered to securely contain living bacteria, and we have incorporated a kill switch mechanism to further ensure environmental safety, contributing to the SDG of protecting life on land.

Considering the potential impacts of Moskilla, we hope that it can not only provide a practical solution for mosquito control but also support broader global efforts towards sustainable development, emphasizing our commitment to health, economic stability, and environmental conservation.

Considering the potential impacts of Moskilla, we hope that it can not only provide a practical solution for mosquito control but also support broader global efforts towards sustainable development, emphasizing our commitment to health, economic stability, and environmental conservation.