I'm Eliza Small. I started at the bench, earning my PhD in Biochemistry at the University of Chicago and completing a postdoc at Northwestern University. After 15 years of research, I moved to the commercial side of life sciences, where I've spent more than a decade helping reagent, instrument and service companies grow revenue and sharpen their market positioning.
My work spans commercial strategy, ecommerce, product launches and growth marketing, across antibodies, biospecimens, sample storage, NGS and informatics software. Much of it comes down to one thing: making it easier for researchers to find, understand and buy what a company sells.
I started Reading Frame Strategy to give growing life science companies senior commercial leadership on a fractional basis, from someone who understands both the science and the business.
TCA · AGG
Same sequence. Different result.
Shift a reading frame by one base and the same sequence codes for something else entirely. Growing a life science business works the same way: the product and the data can be excellent, and still get read wrong by the market.
We help you read your business in the right frame: which customers to focus on, what to build and launch next, and how to say it so scientists act.
Frame 1
ATG CGA TCA GGA TCC AAG TGA
Met-Arg-Ser-Gly-Ser-Lys-stop
Frame 2 (shifted one base)
A TGC GAT CAG GAT CCA AGT GA
Cys-Asp-Gln-Asp-Pro-Ser-?
How I work
Hands-on.
Senior-level thinking from the person who does the work, not a pitch team and a handoff.
Let’s talk
Let's talk about what you're launching.
Whether you need a fractional commercial lead, a go-to-market plan or a quick audit, a call is the fastest way to see if we're a fit.
Book an intro call