Business Development Consultant : Powdercoil

Team mate: Hari Bharadwaj Pudipeddi,John Pew,Namrata Manjunath,Richard Yuxuan Liu,Ying Ying Song

PowderCoil is a coil coating company. It is entering the market with a new disruptive technology that will steal market share by leapfrogging the competition with a superior product and significant operational cost savings for its customers. The current market for the coil coating company is mature with no innovation over 70 years. As a result, the market is slow and resistant to adopt new technology. To overcome this resistance in the market and be the future of pre painted metals, we worked as a consultant and recommended market strategies for the short, mid and long term.

Market Understanding

Each year, the coil coating industry coats about 35 million tons of metal coil with liquid paint resulting in $10 billion in annual revenue.
There are about 750 coil coating lines globally out of which there are 110 lines in North America.
The last line built in United States was 7 years ago. There is no innovation in the last 70 years has led to complacency and resistance to change.
Coil coating is a mature market. Although powder paint is superior to liquid paint, no one has devised a practical way of applying powder to metal coils until now with the emergence of a new disruptive technology.

Limitation of Current coil coating solutions

Volatile Organic Compounds (VOC):

VOC’s are solvents that are released into the air as the paint dries.
Liquid paint uses many VOC’s that can be harmful for not only the employees handling the paint but also to the environment due to the high-level of VOC exhaust in a coil coating line.
Coil coaters must follow strict guidelines for how they manage their VOC and CO₂ emissions due to the use of liquid paint.

Capital Intensive: Manufacturing of a new coil coating line can cost anywhere between 50M and 100M .

Business Understanding

PowderCoil technology was started in December 2004 under the company name First Precision LLC, (FP) an Indiana Limited Liability Company by Robert McShane, the Founder and CEO.

The initial plan of the company was to build the high speed PowderJet device which could coat Steel and Aluminum with dry paint i.e. powder.

The PowderJet was proven to be an effective applicator but lacked operational precision.

Values :To create an environmentally friendly coil coating technology

Innovation: Believe in challenging the status quo and constantly strive towards creating a better future. Innovation is about being better and doing better than what came before.

Health: To value the health and wellness of our employees and of our planet. We all breathe the same air.

Loyalty/Integrity: Believe in doing what we say we are going to do and honoring our commitments to our stakeholders. Whether you are an investor, or a customer, we are committed to making sure we surpass your expectations.

Objective

Customer Objectives

Short-term: While at EdCoat test facility, target 30 OEM customers in the Big Five category.

Mid-term: Retrofit existing coil coaters with PowderJet.

Long-term: Sell equipment and powder to 200+ coil coating lines to achieve 20% market share of all pre-painted metals.

Awareness Objective

Education: Increase awareness on the benefits and viability of the PowderJet solution through by sharing research and knowledge through effective communication strategy.

Resistance: Overcoming resistance to change through PUSH and PULL marketing

Competitive Objective

Our primary competitive objective is to protect our IP and proprietary technology through patents and copyright laws to prevent new entrants.