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Alice in Wonderland – Market development for recycled carbon black Mar7n von Wolfersdorff, ETRA 2015

01/04/15 1 WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68

WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68

01/04/15 2

Queen: “Why, some+mes I've believed as many as six impossible things before breakfast.”

What do we know?


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The state of the industry

•  Funding / commercialisa1on stage •  rCB product development in early stages •  “Sell as is” •  Slow market entry •  Current cost incen1ve vs. vCB low


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Not carbon black but a pyro-‐filler “If it was so, it might be; and if it were so, it would be; but as it isn't, it ain't.” (Tweedledee)

•  Products in window of N660-‐N330-‐N326 •  In rubber applica1ons performing like N7xx •  Some sampling issues •  “Low structure” – NOT N550 •  “No reinforcement” – NOT N326 / N330

•  “Low 1nt” – NOT 100% carbon •  “S1nks” – Surface chemistry


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Key challenges

•  Business model: Selling licenses / process vs. selling rCB product •  Funding vicious circle

The chief difficulty Alice found at first was in managing her flamingo...


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Alice: “Would you tell me, please, which way I ought to go from here?” The Cheshire Cat: “That depends a good deal on where you want to get to.” Alice: “I don't much care where.” The Cheshire Cat: “Then it doesn't much maDer which way you go.”

Vision for market development


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Clarity on the business model

•  Core business is rCB focused •  Need to iden1fy, establish and build a market

•  Otherwise up-‐scaling difficult

•  Can control pricing / marke1ng for licensee network

•  Selling licences / process is a bonus! •  Need to control growth projec1ons for licensee network •  Otherwise compe1ve reac1on of rCB and vCB makers


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Mastering complex sales •  Assess and plan for whole value chain •  At each stage, iden1fy & cover buying centre •  Decision makers

•  Endorsers •  Assessors •  Informants / business coaches

•  Sales process control Alice: “Who cares for you? You are nothing but a bunch of cards.”


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Sequence of sales channels •  “Bleeding in” (1-‐2%)

•  Could be quick entry, low volume

•  “Blending” (30%) – up-‐selling, cross-‐selling •  Distributors & forwarders op1mising cost / quality

•  Collabora1on with vCB makers (contrac1ng, licensing, R&D)

•  Acquisi1on of smaller vCB sites (2-‐25 ktpa capacity)

•  “Tailored products” – solu1on-‐selling •  100% in applica1on, highest value crea1on •  Needs funding or addi1onal collabora1on with vCB makers


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Market segment targe7ng •  Cross-‐market experts needed •  Overview of rubber, plas1cs & coa1ngs markets

•  Inspira1on from exis1ng vCB applica1ons in plas1cs, coa1ngs, cement etc.

•  Establish accessible markets

Gryphon: “Explana+ons take such a dreadful +me.”

ETRA exclusive content


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Development of tailored offers

•  Unique and highest value proposi1on •  Can be customer / project exclusive (e.g. OEM)

•  Requires cross-‐industry experts •  Reposi1ons rCB away from “s1nky char”

Cat: “We're all mad here. I'm mad. You're mad.”


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Summary •  Clarity on the business model • Mastering complex sales •  Sequence of sales channels • Market segement targe1ng •  Development of tailored offers •  Cross-‐industry collabora7on!

Hare: “Oh dear, I shall be too late.”


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Thanks! Mar1n von Wolfersdorff Dipl. Ing. (Univ.) Chemical Engineering Carbon black, masterbatch & pigments expert Mail [email protected] Mobile +49 176 447 675 68 Skype mar1n.von.wolfersdorff

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Documents

wolfersdorff consulting

rbon s1nkssurfacechemistry

explana onstakesuchadreadful

lowvolume blending30

whichwayioughttogo fromhere

keychallenges businessmodel