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Meet the founder hoping to improve the way healthcare is delivered through DNA testing

by LLB Reporter
6th Jun 19 1:49 pm

DNA kits are now widely available in the market mostly to test for individual’s heritage and to trace family history.

But now there is a DNA kit that will analyse your DNA to identify your unique genetic profile in order to create a personalised diet and exercise plan to help improve your health.

We spoke to founder Abdullah Sabyah about why he is hoping to improve the way healthcare is delivered.


  • Company: Rightangled
  • What it does, in a sentence: Consumer DNA testing for cardiac health, diet and fitness.
  • Founded: 2015, London
  • Founder: Abdullah Sabyah
  • Size of team: 25
  • Your name and role: Co-founder and CEO


What problem are you trying to solve?

We are trying to solve the discrepancies in the delivery of healthcare and fitness programmes. There is no one size fits all approach and all professionals and specialists agree on that, however at the moment treatments and drugs prescribed to treat illnesses are offered to patients in a conventional way until we find the right treatment. With genomics we are able to minimise that trial and error process and give the patient the right programme and treatment they need much earlier.

How big is the market – and how much of it do you think you can own?

The market is difficult to quantify given that we are looking at both the healthcare and fitness industry as a whole. However, when it comes to the current state of direct consumer DNA testing industry its valued at one billion dollars. Its difficult to say what share we want to have of that. All we know is that we must continue to work hard and stay ahead of the competition to have a good share of the market.

How do you make money?

By selling directly to businesses, clinics, pharmacies and online to consumers and patients.

Who’s on your team that makes you think you can do this? 

We only recruit people that share the same vision as us. Everyone on the team shares the same beliefs, it’s not just one person.

Who’s bankrolling you?

We have already gone through a seed funding phase with the NHS and they have a 2.6% stake in the business. We then we went through an angel fundraising campaign with crowd cube. Now we are preparing for a Series A funding round with b2b investors. We are currently in discussions with a number of parties both in the UK and internationally.

What advice would you give other entrepreneurs trying to secure that kind of finance?

You need to believe in the product and understand whether your product is going to be worth the hassle. The only way to do that is to talk to your end consumer and see what their reaction is. From there you need to make sure you have the right team on board that will share that vision with you, and you have that you have the right ingredients for success. Everything else is just a matter of pushing through and keeping the momentum going.

What do you believe the key to growing this business is? 

The key is to position your product in the right market. Try not to put it everywhere, try to focus on the area that your product is trying to solve so that your product is well positioned. From that point the product can only grow and succeed. The key is to demonstrate that your product is solving a problem.

What metrics do you look at every day?

Ultimately, we are looking at how many DNA kits we are selling and how many people are visiting our website. It’s really about seeing how many people are talking about us.

What’s been the most unexpectedly valuable lesson you’ve learnt so far? 

The most valuable lesson is really focusing on what’s important and making sure you have your priorities in place. It’s very easy to take your eye off the ball and drift from the important things in the business. Kept the focus on the customer and solving their problems.

What’s been your biggest mistake so far? 

I’ve made lots of mistakes. I would say I’ve mainly made HR mistakes. Making sure you have the right people on board who have the right skillset and bring value to the company and be able to give them an atmosphere where they can work independently and creatively is so important.  

What do you think is on the horizon for your industry in the year ahead? 

The future is very promising. Every market worldwide now understands the importance of genomics and how its going to be the future of healthcare, by delivering better value to the end user and at the same time reducing costs. We are still in the education phase of the market, but it is moving very quickly, and people are really absorbing the technology faster than ever before. The future is very promising. In the next 5 years I think we will see genomics being used on an international level.

Which London start-up/s are you watching, and why?

There are a few within our industry that are using genetics. it’s healthy competition. I think the market is new. Now the industry is being regulated I think that’s very important. I think we will see a lot of disruption in the market because of this and the government will take a more hands on approach to the industry making sure everyone is properly regulated. Right now, there is a grey area. Soon enough we will have more regulation within the industry and how its operating.

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