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Entrepreneurship

Product Description

The COVID-19 pandemic has profoundly impacted mental health worldwide, contributing to a 25% increase in anxiety, depression, and stress (WHO, 2022). In China, these challenges are particularly severe, exacerbated by the relentless pressure of neijuan—a cultural phenomenon where societal norms and self-imposed competition drive individuals to work harder, often at the expense of their well-being.

One of the first casualties of this unrelenting stress is sleep. Anxiety disrupts the ability to relax, leading to difficulties in falling asleep (Dusang, 2019). Traditional night lights, which many rely on for comfort, can inadvertently worsen this problem by interfering with melatonin production—the hormone essential for regulating sleep. Exposure to light before bed can suppress melatonin levels, making it harder to fall asleep and intensifying the cycle of stress and anxiety (Zlatina Nenchovska et al., 2022).

Recognizing these challenges, PetalGlow was designed to offer a unique and holistic approach to mental well-being. At daytime, PetalGlow incorporates the therapeutic benefits of horticultural therapy. It arrives as a young plant, ready to grow under your care. Daily tasks like watering and caring for PetalGlow's growth create a mindful routine that alleviates mild anxiety and stress, promotes relaxation, and enhances mood (Lu et al., 2023).

As night falls, PetalGlow takes its therapeutic effects a step further by emitting a soft, calming bioluminescent light that creates an ideal pre-sleep environment. Unlike harsh night lights, PetalGlow’s subtle glow provides just enough illumination to ease you into a restful state without disrupting the darkness needed for sleep.

PetalGlow can't eliminate the stress and pressures of daily life, but it can provide a soothing escape. Through the therapeutic routine of caring and calming bioluminescent light, PetalGlow helps you unwind, promoting relaxation and better sleep. As a gift, it’s a thoughtful way to bring a touch of peace and tranquility into the lives of those you care about.

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Product Function

PetalGlow works in two distinct ways to support mental well-being:

1. Daytime Horticultural Therapy: During the day, PetalGlow harnesses the proven benefits of horticultural therapy. Studies show that engaging with plant care activities, such as watering and nurturing a plant, can reduce stress and promote mental well-being. PetalGlow arrives as a young plant, ready to be cared for, allowing users to create a daily routine that provides a sense of accomplishment and calm (Lu et al., 2023). This therapeutic engagement helps mitigate anxiety throughout the day.

2. Nighttime Bioluminescent Light: At night, PetalGlow serves as a gentle replacement for artificial lights, which are known to interfere with melatonin production and disrupt sleep (Falcón et al., 2020). The soft bioluminescent light emitted by PetalGlow creates a soothing pre-sleep environment. This natural light promotes relaxation and reduces anxiety, helping users to drift off more easily. Unlike traditional night lights that suppress melatonin and exacerbate sleep issues, PetalGlow’s glow is gentle enough to complement the body’s natural circadian rhythms.

Potential Customers

Our primary target customers are individuals seeking unique living companions and innovative ways to enhance their pre-sleep environment. PetalGlow's soothing bioluminescence and natural characteristics make it an optimal solution for both functional use and decorative appeal. Based on survey results (Figure 1), 81% of respondents expressed interest in using PetalGlow to improve their sleep environment, with over 68% recognizing the potential benefits of bioluminescent light in aiding sleep. Based on the study, we have identified key customer groups who are most likely to be drawn to PetalGlow:

Plant lovers: These individuals will find PetalGlow’s bioluminescent properties particularly appealing, as this feature is not found in natural plants, offering a unique addition to their collection.

Adults aged 18-30: This demographic faces significant stress from career and social pressures. Studies show that 19.5% of adults aged 18-29 exhibit anxiety symptoms, making PetalGlow a fitting tool to alleviate anxiety and improve mood through its calming light and the therapeutic experience of plant care.

Innovative product enthusiasts: People interested in cutting-edge products are likely to be attracted to PetalGlow’s fusion of genetic engineering and natural aesthetics.

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Figure 1. Survey results of respondents's attitudes toward Petalglow's fucntion as living comapnion and improving sleeping quality. (A) The majority of respondents (81%) expressed interest in trying PetalGlow to improve their pre-sleeping environment, indicating strong consumer demand for natural, calming light solutions like bioluminescent plants. (B) A significant proportion of respondents (68%) believe that the bioluminescent light from PetalGlow would help them fall asleep, reinforcing the product’s potential as an alternative to traditional night lights.

We have also identified key occasions when potential customers may be more inclined to purchase PetalGlow, either for personal enjoyment or as a gift for others. PetalGlow’s blend of aesthetic beauty, functionality, and support for emotional well-being makes it an ideal gift for a variety of special occasions:

Birthdays: Consumers often seek personalized and distinctive gifts. PetalGlow, as a bioluminescent plant, offers a novel and memorable option that combines uniqueness with therapeutic benefits.

Valentine’s Day: PetalGlow can serve as a symbol of growth and nurturing within a relationship. Its aesthetic appearance and gentle glow add a romantic touch to any setting, offering a living, growing token of affection that can be cherished over time.

Mother’s Day and Father’s Day: PetalGlow offers a thoughtful gift that signifies care and appreciation. Its calming presence can contribute to the well-being of parents, providing a tranquil addition to their living space.

In the context of self-care, individuals experiencing stressful life events such as job transitions, examinations, or personal challenges may seek ways to relax and create a serene home environment. PetalGlow offers a non-invasive method to introduce peace and tranquility into personal spaces, aiding in stress reduction and mental wellness.

Additionally, PetalGlow is an ideal housewarming gift or a way to mark new beginnings, such as moving into a new home, starting a new job, or embarking on a new life chapter. Its bioluminescent glow adds a soothing and aesthetically pleasing element to any new environment, symbolizing tranquility and fresh starts.

Given PetalGlow’s versatility and appeal across various contexts—from personal use to special occasions—the product is well-positioned to tap into several growing markets. These markets are seeing substantial growth due to shifting consumer preferences towards unique, personalized products that offer both functionality and emotional value.

Gift Market: The global gift market is projected to grow significantly in the coming years. According to China Daily Global, in 2022, the overall scale of China's gifts industry reached 1.23 trillion yuan, with the annual growth rate exceeding 9 percent from 2018 to 2022. Projections anticipate an average growth rate of 4 percent between 2023 and 2027 (Wang, 2024). This phenomenon is driven by trends toward personalization and the rising demand for unique and thoughtful gifts. PetalGlow, as a novel product, fits well within this market, especially in regions like China, where gifting is an important cultural tradition.

Wellness and Mental Health Products: In compliance with Straits Research, the global mental wellness market size was valued at USD 147.07 billion in 2022. It is estimated to reach USD 251.65 billion by 2031, growing at a CAGR of 6.15% during the forecast period (Straits Research, 2023). This suggests that the mental wellness market has seen rapid expansion, fueled by a heightened focus on mental health, especially in the post-pandemic era. As more people seek natural, non-invasive ways to reduce stress and improve sleep, PetalGlow is ideally positioned to capture a significant share of this growing sector.

Home Décor Market: According to analysis, China's home decor market is projected to reach around US$28.83 billion by 2027, with a forecasted CAGR growth of 9.26% from 2023 to 2027 (David M, 2023). With an increasing emphasis on home décor, particularly as people spend more time at home, demand for products that blend beauty with functionality is rising. In China alone, the home décor market is expected to experience substantial growth, providing PetalGlow a strong entry point as both a decorative and therapeutic product.

Competitive Analysis

Night Light vs. Petalglow

Night lights provide comfort but often emit bright light that disrupts sleep by suppressing melatonin production, leading to poor sleep quality and increased stress (Falcón et al., 2020; Cho et al., 2013). They offer safety but don't address underlying sleep issues.

PetalGlow emits a soft bioluminescent light that is gentle on the eyes and less likely to interfere with sleep. By creating a calming environment and combining light benefits with horticultural therapy, PetalGlow alleviates mild anxiety and improves sleep, offering a holistic alternative to traditional night lights.

The night light market is expected to grow to $388.07 million by 2031, driven by rising demand in commercial and residential sectors (Business Research Insight, 2024). The Asia Pacific region, particularly China, is projected to lead this growth (Patel, 2019). As the market expands, PetalGlow represents an emerging niche for health-conscious consumers seeking products that combine functionality with mental health benefits, positioning it as a premium alternative appealing to those who prioritize both health and innovation in their home decor.

PetalGlow also improves indoor air quality and has a lower carbon footprint compared to night lights, offering a more eco-friendly option for consumers.

Medication (Anti-Anxiety and Melatonin) vs. Petalglow

PetalGlow offers a natural, side-effect-free solution for mild anxiety by combining bioluminescent light and horticultural therapy to create a calming environment that supports sleep and relaxation. Unlike melatonin, which primarily targets sleep disturbances and can cause side effects like drowsiness, headaches, and nausea (NHS, 2023), or antidepressants prescribed for moderate to severe anxiety with potential side effects and dependency risks (Healthdirect, 2023), PetalGlow integrates seamlessly into daily life without medical supervision or social stigma.

As a living, growing companion, PetalGlow flourishes under your care, creating a personal connection and rewarding experience that other solutions do not offer. It reflects your nurturing efforts, adding a meaningful dimension to its therapeutic benefits.

In summary, PetalGlow is a safer alternative to melatonin and antidepressants for managing mild anxiety, providing both a soothing environment and a unique, personal experience.

Ornamental Plants vs. Petalglow

Traditional ornamental plants enhance living spaces with natural beauty but are limited to visual appeal. PetalGlow, as a genetically modified plant, emits a soft, soothing glow, making it more captivating than conventional plants. Its bioluminescence sets it apart in the vast ornamental plant market, aligning with the growing interest in innovative home decor. The glow not only enhances visual appeal but also promotes relaxation and aids sleep, offering something traditional plants cannot provide. PetalGlow caters to consumers seeking novelty and exclusivity, giving it a distinct advantage in the market.

SWOT

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Business Model

PetalGlow targets individuals who prefer non-medical treatments for stress relief, including those facing social stigma or limited access to professional help.

Revenue Streams focus on direct online sales to individual customers and bulk sales for wellness events or decorative purposes. With a growing market for stress-relief products, these streams are feasible and align with increasing awareness of mental health.

Cost Structure includes product development, manufacturing, marketing, and logistics, all of which are crucial for scaling. As production increases, costs will decrease due to economies of scale.

Pricing Strategy places PetalGlow at a moderate premium, based on customer willingness to pay for a unique, eco-friendly product that combines mental health support with sustainability. Survey results indicate strong interest, justifying a competitive yet value-based price.

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Regulatory Pathway

GMO Regulations

To commercialize PetalGlow in the U.S., based on the process followed by Light Bio, PetalGlow would need to first undergo a Regulatory Status Review (RSR) with the USDA’s Animal and Plant Health Inspection Service (APHIS) to assess any potential plant pest risks. APHIS would evaluate the genetic modifications, particularly the bioluminescence trait, to determine if PetalGlow poses any environmental or pest-related risks. If approved, PetalGlow could be granted non-regulated status under 7 CFR part 340, allowing production and breeding without further federal oversight. Since PetalGlow is ornamental, FDA and EPA involvement is expected to be minimal, though FDA labeling requirements may apply if there are significant differences in safety or allergenicity. Compliance with state-specific GMO regulations for production and sales permits would also be required.

In China, where there are no specific laws governing genetically modified ornamental plants, we must refer to agricultural GMO regulations such as "Regulations on the Safety Management of Agricultural Genetically Modified Organisms" for guidance. According to these regulations, since the recipient organism, genetic modification, and production activity of PetalGlow indicate no significant risk to the environment and human, it would likely be classified as Safety Level I. The genetic modification would undergo thorough laboratory testing, including gene expression analysis, toxicity testing, and allergenicity evaluation, to assess its impact on the environment and non-target organisms. After passing these tests, the product would proceed to intermediate trials under controlled conditions, followed by environmental release trials to ensure it does not negatively affect the environment. Upon successful completion, PetalGlow can apply for an Agricultural GMO Safety Certificate, after which it must comply with labeling and product traceability requirements for commercialization.

Male Sterility Submodule

To ensure environmental safety and compliance, we will implement sterility measures to prevent PetalGlow from reproducing. This approach protects ecosystems, aligns with regulatory standards, and fosters customer trust by demonstrating our commitment to safety and responsibility.

In our project, we referenced the male sterility mechanism described in iGEM part BBa_K1554004 to prevent the spread of genetic material through pollen. This mechanism utilizes the TA29 promoter, which is a specific promoter to the tapetum tissue in plant's anthers (the part of the flower that produces pollen). The TA29 promoter controls the expression of barnase, a gene that codes for a ribonuclease, which is specifically expressed in the anthers. During the plant's flower development, the TA29 promoter triggers the expression of barnase, causing death of cells responsible for pollen formation, thereby leading to male sterility. This approach effectively prevents the dissemination of genetically modified traits through natural reproduction, contributing to biosafety measures (IGEM Registry of Standard Biology Parts, 2014).

Marketing and Sales Strategy

Our primary sales channel will be the PetalGlow official website. Through our website, we can interact directly with customers, fully control our brand image, and provide a personalized shopping experience. We will integrate a user-friendly e-commerce platform that supports secure payment options, easy navigation, and a quick checkout process. This direct sales model is highly effective in reaching our target customer group who prefer online shopping, especially those seeking unique products.

To expand our market reach, PetalGlow will also be available on popular e-commerce platforms. These platforms have vast user bases and can help us leverage their extensive customer pools and high traffic to quickly enhance brand visibility. Market research indicates that consumers shop more frequently and have higher trust levels on these platforms, which will help boost our sales volume.

We also plan to partner with home decor stores, providing an ideal offline environment to showcase PetalGlow as a premium, aesthetically pleasing product. Physical store displays can enhance customers' perception and trust in the product, facilitating sales.

Additionally, collaborating with hotels will help us generate revenue and increase product popularity. Hotels, as high-traffic venues, allow more potential customers to experience PetalGlow firsthand, thereby increasing brand exposure.

See more future implementations at "Implementation: the future" section.

To increase customer repeat purchases, we will implement several key strategies. First, we will diversify our product offerings by launching new varieties of PetalGlow, including limited-edition and seasonal products to create a sense of scarcity and encourage early purchases. Second, we will enhance the customer experience by providing detailed care guides to help customers nurture their PetalGlow plants, boosting satisfaction and promoting repeat business.

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Third, we will foster community engagement by developing an online platform where users can share their care experiences, showcase their plants, and interact with other enthusiasts, strengthening brand loyalty. Lastly, we will send personalized reminders and recommendations via email or social media—such as care tips, product updates, or special offers—and use customer data to suggest new products they might be interested in, increasing the likelihood of repeat purchases.

Future Plans and Scaling

Product Development Plan

To ensure scalability and adherence to realistic timelines, PetalGlow’s development plan will be structured in several key phases:

1. Initial R&D (2-3 months):

The foundation of PetalGlow’s bioluminescent trait will be developed through advanced genetic engineering, specifically by enhancing caffeic acid synthesis. This phase will involve close collaboration between genetic engineers, who will design and test the bioluminescent modifications. Horticultural experts will ensure that the genetically modified plants can thrive under different environmental conditions, making them suitable for consumer use. During this period, mental health professionals will be consulted to explore how the bioluminescent effect could enhance therapeutic benefits, such as reducing anxiety and improving sleep quality. Additionally, safety testing will be conducted to ensure that the modifications align with global safety standards for genetically modified organisms (GMOs).

2. Safety Testing & Regulatory Compliance (3-6 months):

During this phase, PetalGlow will undergo rigorous safety testing to comply with GMO safety regulations in each target market. The genetic engineering team will continue to work closely with regulatory agencies to ensure that the product meets the necessary GMO safety certifications, such as the Agricultural GMO Safety Certificate in China. Additionally, horticultural experts will contribute to obtaining phytosanitary certifications for global shipments by ensuring the plants can survive international transport without carrying pests or diseases. The combined efforts of marketing and sales teams will also focus on transparent labeling to mitigate any concerns related to GMOs, especially through clear communication with regulatory bodies.

3. Market Launch (6-12 months):

Once safety and regulatory approvals are in place, PetalGlow will launch on its official e-commerce platform, alongside other popular online marketplaces. The marketing and sales teams will play a crucial role during this phase by developing educational campaigns that inform consumers about the product’s therapeutic benefits. Mental health professionals will be integral in validating these benefits, ensuring that the marketing materials accurately reflect the product’s potential to reduce anxiety and improve sleep. Horticultural experts will develop plant care guides to be included with each purchase, ensuring that consumers have the information needed to care for their plants properly. These combined efforts will help establish a positive perception of the product and address any potential concerns regarding GMOs.

3.1 Pricing Strategy:

Considering PetalGlow’s production costs and market positioning, we estimate an appropriate retail price for the product. The average cost of a glass vase on platforms like Taobao is around 20 RMB (about $2.8 USD). Based on pricing from Kunming International Flora Auction Trading Center, a traditional rose costs between 1.5 to 2 RMB (approximately $0.2 to $0.3 USD) per flower. However, PetalGlow is a genetically modified bioluminescent plant, and due to efficient production methods and low labor costs in China, the production cost per plant is estimated to be around 5 RMB (approximately $0.7 USD) or even lower. Adding the cost of high-quality packaging, which is estimated at 5 RMB (approximately $0.7 USD), the total production cost per unit is broken down as follows:

  • Glass Vase: 20 RMB
  • PetalGlow Plant: 5 RMB
  • Packaging: 5 RMB
  • Total Production Cost: 30 RMB (approximately $4.2 USD)

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- Packaging: 5 RMB

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- Glass Vase: 20 RMB

To ensure profitability while remaining competitive in the market, we will apply a reasonable markup of approximately two to two and a half times the production cost. This results in a retail price range of:

  • Lower Estimate: 30 RMB × 2 = 60 RMB (about $8.4 USD)
  • Upper Estimate: 30 RMB × 2.5 = 75 RMB (about $10.5 USD)

Pricing PetalGlow between 60 and 75 RMB positions it as an affordable luxury item, making it accessible to a broad customer base while reflecting its unique value proposition. This price range is competitive compared to premium flowers and decorative plants available in the market and ensures a healthy profit margin to cover other operational expenses such as marketing, distribution, and customer service. It is important to note that this estimation excludes research and development costs, focusing solely on production and operational expenses to determine a feasible retail price.

4. Scaling & Expanding Product Line (12+ months):

After a successful market launch, PetalGlow will begin to expand its product line with additional plant varieties and a subscription service for regular plant deliveries. Genetic engineers will continue to innovate new plant traits, while horticultural experts will ensure that these varieties are easy to care for. The marketing and sales teams will focus on customer engagement through educational content and personalized offerings, while also promoting the subscription service. Additionally, the development of a community platform will provide a space for users to share plant care tips and success stories, encouraging ongoing interaction and engagement.

5. Risks and Mitigation:

GMO Perception: Public concerns about the safety of GMOs are a potential risk. To address this, the marketing and sales teams will prioritize clear labeling and transparency. Educational campaigns developed in collaboration with genetic engineers and mental health professionals will provide scientifically backed information to reassure customers.

Regulatory Challenges: Navigating the complex regulations of various countries, particularly in China, can pose a risk. Close collaboration between the genetic engineering team and regulatory bodies will be essential for meeting safety and compliance standards in each market, avoiding delays.

Customer Engagement: Continuous customer interaction will be critical for the product’s long-term success. The marketing and sales teams will develop a community platform that provides resources for plant care and therapeutic benefits, fostering long-term customer loyalty.

Intellectual Property and Risk Management

Given the risk that counterfeiters might engage in unauthorized cultivation of PetalGlow and illegally sell subsequent generations, we must implement male sterility measures to prevent piracy and ensure PetalGlow does not spread uncontrollably. In our project, we referenced the male sterility mechanism described in iGEM part BBa_K1554004 to prevent the spread of genetic material through pollen. This is crucial for protecting our intellectual property and complying with regulatory standards. By ensuring PetalGlow cannot be reproduced without authorization, we can better control the product’s distribution and protect the brand name.

One of the primary risks for PetalGlow lies in potential market resistance to GMOs, with consumer concerns ranging from safety and environmental impacts to ethical issues. Some individuals may prefer natural houseplants, which are widely accepted and free from these concerns, even though they do not provide the same nighttime therapeutic effects as PetalGlow. This resistance could hinder market adoption and growth.

However, our survey results show a more favorable stance toward GMOs: 55.56% of respondents were neutral, 42.22% supported or strongly supported GMOs, and only 2.22% expressed opposition. These figures suggest that the actual resistance is not as widespread as might be feared, meaning that selling PetalGlow is quite feasible given the majority’s neutral or positive stance. To further mitigate this risk, our primary strategy will focus on education to dispel misconceptions and biases against GMOs. By providing clear, evidence-based information about the safety, environmental benefits, and effectiveness of PetalGlow, we aim to reduce the influence of any false beliefs or unfounded fears. This targeted educational effort will help build consumer trust and acceptance, ensuring a smoother path to market success.

Long-term Impacts

Positive Impacts:

  • Mental Health Benefits: PetalGlow offers a unique, non-invasive, and natural solution for addressing mental health challenges, such as anxiety and sleep disorders. By integrating bioluminescence with plant care, it provides a holistic approach to mental well-being, catering to a growing demand for therapeutic, nature-based solutions.
  • Sustainability: As an eco-friendly alternative to traditional night lights, PetalGlow reduces energy consumption, contributing to a reduction in electricity usage. Additionally, it improves indoor air quality through its natural ability to purify the air, making it a sustainable option for consumers looking to make greener lifestyle choices.
  • Building a Community: PetalGlow aims to foster a community of users who share their plant care experiences and contribute to mental health awareness. By encouraging users to connect through plant care tips and success stories, PetalGlow will help build a supportive community around well-being and sustainable living.

Negative Impacts:

  • GMO Concerns: Public perception of GMOs remains a significant challenge. Despite PetalGlow’s safety and compliance with GMO regulatory standards, some consumers may be hesitant to adopt genetically modified products. Clear, transparent communication about the benefits and safety of PetalGlow, coupled with educational campaigns, will be crucial to addressing these concerns and building trust among potential customers.
  • Consistent Engagement: PetalGlow requires ongoing plant care to maintain its bioluminescence and mental health benefits. If users do not consistently engage with the plant, the intended effects on mental health and sustainability may not be fully realized. Ensuring that customers are supported with care guides, reminders, and an active community platform will be key to long-term user engagement and product success.

Conclusion

PetalGlow is a uniquely positioned product that integrates bioluminescent plant technology with mental wellness benefits, offering a sustainable, non-invasive solution for anxiety and sleep disorders. By combining the therapeutic effects of horticultural care during the day with a calming bioluminescent glow at night, PetalGlow stands out in the wellness, home décor, and gift markets. With a clear pricing strategy, a focus on customer education, and innovative marketing efforts, PetalGlow is well-equipped to address both consumer needs and potential concerns about GMOs. As the product scales, PetalGlow will not only bring comfort and relaxation into customers' lives but also build a community centered around mental health and sustainable living.

A more detailed Entrepreneurship can be accessed through pdf version:

https://static.igem.wiki/teams/5218/image/static/images/entrep/entrepreneurship-notebook.pdf

Supplementary Materials

Original Questionnaire Results:

https://static.igem.wiki/teams/5218/image/static/images/entrep/question.pdf

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Address: BGI Center, No. 9 Yunhua Road, Yantian District, Shenzhen, 518083, China

Phone: +86 13101793873 (Weekdays: 8:00-17:00 Weekends: Closed) E-mail: chenlichuan@genomics.cn