{"id":8005,"date":"2018-04-09T17:32:22","date_gmt":"2018-04-09T21:32:22","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-digit\/submission\/ancestry-com\/"},"modified":"2018-04-09T17:32:22","modified_gmt":"2018-04-09T21:32:22","slug":"ancestry-com","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/ancestry-com\/","title":{"rendered":"Ancestry.com"},"content":{"rendered":"<p>Currently the largest for-profit genealogy company in the world, Ancestry.com traces its family tree back to 1983.\u00a0 Founded as Ancestry Inc., the company has evolved with technology from publishing in magazines to floppy disks, to the internet in 1996.\u00a0 Millions have used the site to search for lost relatives or trace their family roots.\u00a0 With the advent of DNA sequencing, a new wave of technological innovations has occurred.\u00a0 One such transformation is using DNA to trace heritage and ethnicity.\u00a0 Consumers can answer questions as to what region of South America their family came from or what percent of a certain ethnicity they are.<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.32.01-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7978\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.32.01-PM-300x88.png\" alt=\"\" width=\"757\" height=\"222\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.32.01-PM-300x88.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.32.01-PM-768x226.png 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.32.01-PM-1024x302.png 1024w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.32.01-PM-600x177.png 600w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.32.01-PM.png 1211w\" sizes=\"auto, (max-width: 757px) 100vw, 757px\" \/><\/a><\/p>\n<p><strong><u>Value Creation and Capture<\/u><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Consumers provide Ancestry with a DNA sample via a home kit.\u00a0 Ancestry then utilizes advanced autosomal testing to analyze the provided DNA sample to sequence it.\u00a0 They are then able to compare the sample to their database of millions of other users\u2019 DNA samples. Currently, Ancestry.com has a database with over 7 million DNA samples.\u00a0 A key differentiator and competitive advantage of Ancestry.com is that they are also able to cross this DNA information with their family tree database of over 20 billion historical family records.\u00a0 This allows users to connect with living relatives who would have otherwise remained unknown.\u00a0 As this database grows, so too does the accuracy and relevancy of the specific information that Ancestry.com is able to provide to each individual.\u00a0 Currently the company is able to provide information on ethnicity across 350 regions as in the example below.<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.45.38-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7976\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.45.38-PM-300x128.png\" alt=\"\" width=\"757\" height=\"323\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.45.38-PM-300x128.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.45.38-PM-768x327.png 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.45.38-PM-1024x436.png 1024w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.45.38-PM-600x255.png 600w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.45.38-PM.png 1439w\" sizes=\"auto, (max-width: 757px) 100vw, 757px\" \/><\/a><\/p>\n<p>The value capture is relatively straight forward.\u00a0 Ancestry.com charges a one-time fee of \u00a0$99.\u00a0 If the user would like to link the data with the online family tree database, they will need to purchase a monthly subscription $19.99 for US access and $44.99 for all access. There are other revenue opportunities such as professional genealogy assistance for an additional fee.\u00a0 None of the other competitors are able to offer the breadth and depth of genealogical data and analysis that Ancestry.com can.<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.40.48-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-7977\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.40.48-PM-300x124.png\" alt=\"\" width=\"755\" height=\"312\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.40.48-PM-300x124.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.40.48-PM-768x317.png 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.40.48-PM-1024x422.png 1024w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.40.48-PM-600x247.png 600w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2018\/04\/Screen-Shot-2018-04-09-at-4.40.48-PM.png 1101w\" sizes=\"auto, (max-width: 755px) 100vw, 755px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong><u>Challenges Past and Present<\/u><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>A significant challenge for the company comes from competitors like 23andme and LivingDNA, and MyHeritage.\u00a0 23andme, for example, offers health reports to screen for genetic dispositions to certain diseases or personal characteristics.\u00a0 They currently offer over 70 different health reports and that number is increasing rapidly.\u00a0 Ancestry.com should focus on its core competency of genealogical analysis to maintain and grow its market share.\u00a0 As its database grows, Ancestry.com gains a strategic advantage that others will have a very hard time emulating.<\/p>\n<p>&nbsp;<\/p>\n<p>Another challenge comes in the form of legal battles.\u00a0 Recently, Ancestry.com reports were used as the <a href=\"https:\/\/www.cnn.com\/2018\/04\/04\/health\/fertility-doctor-dna-test-lawsuit-bn\/index.html\">basis of a law suit<\/a> claiming medical malpractice.\u00a0 While not the defendant per se, Ancetry.com will likely have to defend the accuracy and validity of their results which could significantly increase their legal liability.\u00a0 Privacy of data is a final challenge facing the company.\u00a0 While they have taken many steps to assure users that Ancestry.com only licenses the DNA data from the consumer, they do store the information indefinitely unless the user requests otherwise. \u00a0In spite of these challenges, the future is bright for Ancestry.com.<\/p>\n<p>&nbsp;<\/p>\n<p>Sources:<\/p>\n<p>https:\/\/www.smarterhobby.com\/genealogy\/23andme-vs-ancestry-dna\/<\/p>\n<p>http:\/\/www.businessinsider.com\/best-dna-test-23andme-ancestry-national-geographic-2017-4<\/p>\n<p>https:\/\/www.ancestry.com\/dna\/<\/p>\n<p>https:\/\/www.ancestry.com\/corporate\/newsroom\/press-releases\/ancestry-surpasses-5-million-people-dna-database-giving-customers-even-more<\/p>\n<p>Vandre, Megan (June 4, 2001).\u00a0<a class=\"external text\" href=\"https:\/\/www.newspapers.com\/clip\/9202095\/the_daily_herald\/\" rel=\"nofollow\">&#8220;Roots: A hobby you never finish (page 1 title: Internet has millions tracing their roots)&#8221;<\/a>. Section 4: Business Tech.\u00a0<i><a class=\"mw-redirect\" title=\"Dly. Her. (Arlington Heights)\" href=\"https:\/\/en.wikipedia.org\/wiki\/Dly._Her._(Arlington_Heights)\">Daily Herald<\/a><\/i>. Medill News Service. p.\u00a03<span class=\"reference-accessdate\">. Accessed April 09<span class=\"nowrap\">,<\/span>\u00a02018<\/span><\/p>\n<p><span class=\"reference-text\"><cite class=\"citation news\">Regalado, Antonio (2018-02-12).\u00a0<a class=\"external text\" href=\"https:\/\/www.technologyreview.com\/s\/610233\/2017-was-the-year-consumer-dna-testing-blew-up\/\" rel=\"nofollow\">&#8220;2017 was the year consumer DNA testing blew up&#8221;<\/a>.\u00a0<i>MIT Technology Review<\/i><span class=\"reference-accessdate\">.\u00a0 <em>Accessed April 09 2018<\/em><\/span><\/cite><\/span><\/p>\n<p>https:\/\/www.cnn.com\/2018\/04\/04\/health\/fertility-doctor-dna-test-lawsuit-bn\/index.html<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ancestry.com is combining cutting edge DNA testing with Family Trees to create and unlock value. <\/p>\n","protected":false},"author":10581,"featured_media":8006,"comment_status":"open","ping_status":"closed","template":"","categories":[927,1305],"class_list":["post-8005","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-dna","category-family-tree","hck-taxonomy-organization-ancestrycom","hck-taxonomy-country-united-states"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-digit\/assignment\/competing-with-data-challenge\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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