Carbon Cultures Lecture 4 Channels
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Transcript of Carbon Cultures Lecture 4 Channels
Hypothesis: Our Hypothesis: Our initialinitial Customers are Customers are Organic Gardeners and Landscape Organic Gardeners and Landscape
ProfessionalsProfessionals
11 Face-to-Face (3 ear-to-ear) Interviews = 1411 Face-to-Face (3 ear-to-ear) Interviews = 14
Customer Category TypeTerry Lyngso, CA Garden Center Owner Influencer
WSU Master Gardener Educational Influencer
Mike at the Market Vender/Grower End User
Lynda at Lowe’s Big Box Sales ? Influencer ?
Home Depot 1 and 2 Big Box Sales ? Influencer ?
Parents at Football (3) Home Gardener End User
Alice Cummings Landscaper Influencer/end user
Phyllis Warmarn Landscaper Influencer/end user
Kurt Spokas, MN BioChar Researcher Influencer
David Grant Regulatory - Smoke Influencer/end user*
Don Swatling Clorox(Kingsford) Market Maker
Who are the users and customers?Who are the users and customers?
Biochar, so far… this does not include big AgricultureBiochar, so far… this does not include big Agriculture
Landscaper
Garden SupplyCenter
Organic GrowerOrganic Farm
CSA
Non OrganicGrowerFlowers
Big Box Store Retail Nursery
Home Gardener
InstitutionalGrounds
Maint.
End User Blue = CustomerB2B Sales
Clorox CorpClorox CorpKingsford CharcoalKingsford Charcoal
• Kingsford is basically THE major US producer of industrial char from waste wood
• Char is in limited supply when they need to purchase outside the company
• Markets are mostly regional, some times make international purchases
• Procurement of C6 Char would go through/be influenced by the “New Tech” group instead of the standard procurement channels
LandownersLandowners Biochar ConsumersBiochar Consumers
What We Learned
Value Proposition: (confirmed)
clean/safe/cheap waste wood clean/safe/cheap waste wood removal (removal (fact - confirmedfact - confirmed))
Smoke Control!Smoke Control!
DNR would work to promote the technology in order to lower the yearly PM emissions that occur during forest health operations
They need to balance air quality with forest health initiative - usually at odds.
Very excited about the blanket’s potential!
Value Propositions: (Confirmed**)
Carbon sequestration (1 count)
Soil darkening Promotes rich biota
Odor control Not a chemical*
Cheap source of charcoal
Value Propositions unable to confirm:
Interviewees not as motivated by these or did not have enough knowledge
Maximizes fertilizer (lower input needed)
Improved root growth
Drainage/water capacity (less input)
pH, CEC, general soil health
Reduced run-off
LandownersLandowners Biochar ConsumersBiochar Consumers
What We LearnedWhat We Learned
Smoke Control
Plan to speak with loggers about franchising.
The loggers are under contract to dispose of the waste generated in operations - they have all the equipment and fire training. They are limited by days for burning, mostly due to the smoke or PM emissions and weather influencers like temperature inversions or “stale air”.
PRODUCT EDUCATION is KEY!
New product in a niche market
Few readily acknowledged Biochar or the benefits of char as a soil amendment.
Skeptical of the newest “snake oil” but willing to try or use if they could see how it worked.
Influencers also would recommend once they’ve tested.
Cost is always the biggest factor in product choice - ranges from $5 for 2L bags to $10 for a cubic ft (rare case)
No directly comparable product
Biochar UsersBiochar UsersAgriculture: Agriculture: Make contactMake contact What is the value of adding SOC?
What is the value of reducing fertilizer runoff? Nitrification?
How much per acre is spent on inputs?
What are biochar benefits worth?
Retail:Retail:What kind of soil amendments do your customers look for? Varied - some don’t seek advice
What benefit do you see from adding biochar to your product line? Could not answer this
What price range do you anticipate to sell biochar?
Advocates:Advocates:Describe what holds this market back? Education
Who are the early adopters? Organic gardeners
What defines biochar quality? Kurt Spokas
Market Makers:Market Makers:What is the supply availability and pricing trends?
Getting out of the Building - LoopGetting out of the Building - Loop
LandownerLandownerWhat are they paying now?
What is the value of risk mitigation? (fire)
What is improved air quality worth?
Can our technology lengthen the burn season? (policy change)
What is the annual burden of waste removal?
The Business Model Canvas
Distribution
C - SequestrationR.E.Credits
Landowners
Blanket sale/Franchise
Waste Removal
Air QualityImprovement
Landowners-Wood waste generators
IP &Know How
Distributors
Personal Assistance
Direct Sale
Sale of Biochar
Biochar user-Industrial
Biochar user -Retail Gardening
Landscape Designer
Biochar user -Agricultural
Wholesale
Retail
Franchise
Service For Waste Removal
Reliable Low CostChar source
Reduce Run Off
Increased SoilProductivity with
Lower inputs
Crew Training
Secure feedstock
EducationMarketing
RelationshipsWith
Landowners
Blanket Manufacturer
BiocharAdvocates
People
FieldOperation
CapitalFixed costs
Confirmed - no pivot, yet
WA DNR
Still don’t have enough facts…Still don’t have enough facts…(you’ve seen this before)(you’ve seen this before)
- - Retail and wholesale pricing, optimal packagingRetail and wholesale pricing, optimal packaging
Getting the sense that pre-mixed is for the home and casual gardenersGetting the sense that pre-mixed is for the home and casual gardeners
and unmixed is for the professional landscaper.and unmixed is for the professional landscaper.
Price point seems to depend on the performance Price point seems to depend on the performance
- product demo’s would be effective - product demo’s would be effective
- Economic case for reduced inputs- Economic case for reduced inputs
talked to talked to academic experts: (Kurt Spokas)academic experts: (Kurt Spokas), ,
talk to trade/advocacy associationstalk to trade/advocacy associations
- Reduced Run-off- Reduced Run-off
talk to regulators, vegetable pre-processors.talk to regulators, vegetable pre-processors.
- Optimal model for serving landowners- Optimal model for serving landowners
More customer input needed - Customers, Customers,….More customer input needed - Customers, Customers,….