MvW ETRA 2015 LinkedIn
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Transcript of MvW ETRA 2015 LinkedIn
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?
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 3
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
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 4
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
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 5
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...
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 6
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
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 7
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
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 8
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.”
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 9
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
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 10
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
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 11
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 12
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 13
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.”
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 14
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.”
WOLFERSDORFF CONSULTING [email protected] +49 176 447 675 68
01/04/15 15
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