NewCo Wholesale (Phl / DPS)
$154 / $169
Two-tier by collection method
23andMe Retail Price
$299
Set by 23andMe
NewCo Gross Margin — Phlebotomy
—
Per phlebotomy test
NewCo Gross Margin — DPS
—
Per DPS test
23andMe Gross Margin — Phlebotomy
—
Per phlebotomy test (their P&L)
23andMe Gross Margin — DPS
—
Per DPS test (their P&L)
5-Year NewCo Revenue
—
Cumulative wholesale
5-Year 23andMe Revenue
—
Cumulative retail
Total Tests (5yr)
—
All years combined
Model Assumptions
NewCo (Synoptic Bio)
NewCo Cost Structure
Use the toggles to assign each cost to NewCo or 23andMe
$175
Lower rate — mobile phlebotomy is expensive for 23andMe.
$199
Higher rate — DPS collection cost is only $20, improving 23andMe's margin.
23andMe
Informational — their P&L
23andMe Retail Economics
Their costs and margin on each test sold
$299
Consumer-facing price set by 23andMe
Phlebotomy: (Retail − Phl Wholesale) ÷ Retail = —
DPS: (Retail − DPS Wholesale) ÷ Retail = —
Retail margin before 23andMe's own variable costs. Actual GM% is shown in the KPI header above.
Volume Assumptions — New Customers / Year
Enter expected new customers per year for each collection method.
Mobile Phlebotomy — fast go-to-market, lower volume
Y1
Y2
Y3
Y4
Y5
Dried Plasma Spots — higher volume, requires validation
Y1
Y2
Y3
Y4
Y5
Unit Economics per Test (Year 1 blended)
NewCo
Wholesale P&L
Revenue = wholesale price paid by 23andMe
| Component | $/test | % wholesale |
|---|
23andMe
Informational
Retail P&L
Revenue = retail price to consumer. Blended Y1 collection mix.
| Component | $/test | % retail |
|---|
5-Year Projections
NewCo Revenue (Wholesale)
Annual wholesale revenue by collection method
Test Volume
Phlebotomy vs. DPS (new + returning)
Gross Margin %
NewCo vs. 23andMe over 5 years
Detailed Annual Projections
| Metric | Year 1 | Year 2 | Year 3 | Year 4 | Year 5 | Cumulative |
|---|
Model Assumptions & Caveats
- NewCo acts as a B2B service provider. Revenue = wholesale price per test delivered to 23andMe's lab network.
- NewCo COGS = combined Nomic sequencing reagents and Broad CLIA-certified lab processing. Collection, kit, shipping, and CAC are 23andMe's costs.
- Wholesale is two-tier: a lower phlebotomy rate (Yrs 1-2) and a higher DPS rate (Yr 3+), reflecting 23andMe's different collection economics per method.
- 23andMe economics panel is informational only — it models their P&L to support joint scenario planning.
- Does not include fixed costs (headcount, regulatory, clinical development, IT infrastructure) on either side.
- Nomic assay COGS assumes volume pricing at scale; early-access pricing may be higher.