Description
List of Contributors xvii 1 Introduction 1 Timothy J. Clark and Andrew S. Pasternak 1.1 What Is This Book About? 1 1.2 What Is a Sustainable Chemical Technology? 3 1.3 Commercializing Sustainable Chemical Technologies Is Challenging 4 1.4 Who Should Read This Book? 5 1.5 Structure of This Book 6 1.6 Using This Book 9 Acknowledgments 9 References 9 Part I Laying the Foundation 11 2 Marketing and Landscape Analysis 13 Tess Fennelly 2.1 Introduction: Think Marketing 13 2.2 Creating a Marketing Plan: The Application Framework 15 2.3 Customer Needs and Mapping 15 2.4 Customer Analysis: How to Gather Customer Needs Data 16 2.4.1 Finding the Right Contacts 18 2.4.2 The Interview Form 18 2.5 Customer Needs Mapping 21 2.6 Market Segmentation 22 2.7 Market Segment Evaluation 25 2.8 Competitive Landscape and Competencies 25 2.9 Conclusion and Next Steps 27 3 Determining the True Value of a Sustainable Chemical Technology 31 Lauren Heine and Margaret H. Whittaker 3.1 Introduction 31 3.2 Sustainable Value and the United Nations Sustainable Development Goals 32 3.2.1 Embracing SDGs at the Business Level: United Nations Global Compact Participation 34 3.3 Life-Cycle Thinking and Life-Cycle Assessment 34 3.4 Attributes and Impacts: Check Your Assumptions 35 3.5 Business Risk and Sustainable Design – Or How to Turn an Externality into a Selling Point 37 3.6 Guiding Principles for Sustainable Chemical Technology Innovations: Chemistry, Carbon, and Circularity 39 3.6.1 Sustainable Materials Management 39 3.6.2 Alternatives Assessment 40 3.7 Chemical and Material Considerations that Impact Sustainable Value 42 3.7.1 Chemistry 42 3.7.2 Carbon 46 3.7.3 Circularity 46 3.8 Introducing Your Sustainable Chemical Technology into the Marketplace 47 3.8.1 Communicating Cost Versus Life-Cycle Benefits 47 3.8.2 Benefiting from a “Green Premium” 47 3.8.3 Avoid Greenwashing 48 3.9 Conclusions 49 References 49 4 Intellectual Property Management and Strategy 55 Nick Sutcliffe 4.1 Intellectual Property 55 4.2 What Is an Intellectual Property Right? 56 4.3 The Value of Intellectual Property Rights to a Sustainable Chemical Technology Company 56 4.4 Patents Explained 58 4.4.1 What Sort of Technology Can Be Patented? 58 4.4.2 What Is a Patent? 58 4.4.3 The Patent Bargain 58 4.4.4 Territorial 58 4.4.5 Time Limitation 59 4.4.6 Property 59 4.4.7 Exclusionary Right 59 4.4.8 Criteria for Patentability 59 4.4.9 Preparing and Filing a Patent Application 61 4.4.10 12-Month Anniversary 62 4.4.11 PCT Applications 63 4.4.12 Patent Examiners 63 4.4.13 Patent Examination 63 4.4.14 Grant 64 4.4.15 Renewal Fees 64 4.4.16 Costs 64 4.5 Building an IP Portfolio 65 4.5.1 Invention Management 65 4.5.2 Deciding Whether to File a Patent Application 66 4.5.3 Inventions Not Patentable or Worth Patenting 67 4.5.4 Patent Attorneys/Agents 67 4.5.5 Ownership 68 4.5.6 When to File a Patent Application 68 4.5.7 Where to File a Patent Application? 69 4.5.8 Controlling the Speed of the Process 70 4.5.9 Managing the Patent Application Process 70 4.6 Avoiding Other People’s IPRs 71 4.6.1 Freedom to Operate 71 4.6.2 Clearing Obstructions 72 4.6.3 Litigation 73 References 76 Part II Political and Environmental Considerations 79 5 Navigating and Leveraging Government Entrepreneurial Ecosystems for Support 81 Janine Elliott and Rohit Sood 5.1 What Is an Entrepreneurial Ecosystem? 81 5.2 Types of Resources Available 82 5.2.1 Financial Resources 82 5.2.2 Nonmonetary Resources 83 5.3 Ecosystems in the United States and Canada 84 5.3.1 Government Agencies 84 5.3.2 Non-profit Organizations 87 5.3.3 Incubators and Accelerators 88 5.3.4 Academic Research Institutions 89 5.3.5 Investors 90 5.3.6 Hybrids of Resources and Players 90 5.4 Ecosystems in the European Union 91 5.4.1 SusChem: A European Technology Platform of Sustainable Chemistry 92 5.4.2 Entrepreneurial Ecosystem Resources 92 5.4.3 Competitiveness of Enterprises and SMEs (COSME) 93 5.4.4 InnovFin – Financing for Innovators 94 5.4.5 European Innovation Council (EIC) Accelerator 94 5.4.6 Other EU Programs for the Entrepreneur 95 5.4.7 Prizes 96 5.5 Setting Priorities When Pursuing Resources 96 5.6 Conclusion: Engage with Your Ecosystem 98 References 101 6 Factoring in Public Policy and Perception 103 Kira Matus 6.1 Introduction 103 6.2 Chemicals and Policy 104 6.2.1 International Policies 105 6.2.2 Regional Policy – The European Union 106 6.2.3 National-Level Policies 107 6.2.4 Policies Beneath the National Level (US) 109 6.3 New Trends and Approaches 110 6.3.1 The Precautionary Shift 110 6.3.2 Attention to Vulnerable Populations 111 6.3.3 Industry, NGOs, the Public, and Other “Governance” Actors 112 6.3.4 Public Perceptions 113 6.4 Conclusion: Policy as Strategic Advantage for the Sustainable Chemistry Innovator 114 6.4.1 Perceptions and Opportunities 114 6.4.2 Practical Actions 115 Acknowledgments 115 References 115 7 Pre-market Approval of Chemical Substances: How New Chemical Products Are Regulated 119 Richard E. Engler 7.1 Introduction 119 7.2 Overview 120 7.3 United States 121 7.3.1 Federal Food Drug and Cosmetic Act (FFDCA) 121 7.3.2 Federal Insecticide, Fungicide, and Rodenticide Act (FIFRA) 124 7.3.3 Toxic Substances Control Act (TSCA) 125 7.4 European Union (EU) 128 7.4.1 Registration 129 7.4.2 Exemptions to REACH Registration 130 7.5 China 131 7.5.1 Registration 131 7.6 Canada 132 7.7 Developing a Global Strategy 134 7.8 Summary 134 References 135 Part III Springing into Action 137 8 Navigating Supply Chains 139 Tess Fennelly 8.1 Introduction 139 8.2 Supply Chain Complexity 139 8.3 Recognizing Points of View 141 8.4 Supply Chain Hurdles and Strategies to Overcome Them 143 8.4.1 Incumbency: Incumbents and Legacy Suppliers Own the Supply Chain, Market Access, and Global Supply 143 8.4.2 Roadblock: Adoption Must Occur at all Points in the Supply Chain in Order to Be Successful 144 8.4.3 Confusion: “Green Washing,” Perceptions, and Misinformation Confuses the Industry and Consumers on What Is Truly More Sustainable, Which Impacts Demand 145 8.4.4 Risk Aversion: Worries of Failure Due to Poor Performance, Brand Tarnishing, Hidden Costs, and Stagnant Product Sales 147 8.4.5 Decision-Makers: Sustainable Corporate Objectives vs. Operations May Not Align 148 8.4.6 Supply and Demand: Concern in Committing to a Single Sourced New Technology 149 8.4.7 Transparency: How to Satisfy Customer and Regulatory Demands While Protecting Intellectual Property and Trade Secrets 149 8.4.8 Price/Performance: It’s More Than Price per Pound; Total Cost Savings Need to Be Communicated 151 8.5 Lessons Learned 152 References 152 9 Strategic Partnering 153 Jason Clark and Shawn Jones 9.1 Introduction 153 9.1.1 Partnerships as a Change Driver 153 9.1.2 Partnerships for Sustainable Chemical Technologies 154 9.1.3 Chapter Structure 155 9.2 Advantages and Disadvantages of Strategic Partnering 155 9.3 The Start-Up Perspective: Partnership Advantages and Disadvantages 155 9.3.1 Partnership Advantages for the Start-Up 155 9.3.2 Partnership Disadvantages for the Start-Up 158 9.4 The Industrial Partner Perspective: Partnership Advantages and Disadvantages 159 9.4.1 Partnership Advantages for the Industrial Partner 159 9.4.2 Partnership Disadvantages for the Industrial Partner 161 9.5 Mitigation of the Disadvantages and Risks 163 9.5.1 For the Start-Up 163 9.5.2 For the Industrial Partner 163 9.6 Evaluating a Potential Partnership 164 9.6.1 Start-Up Perspective 164 9.6.2 Industrial Perspective 165 9.7 Establishing the Partnership 166 9.8 Executing the Partnership 167 9.9 Closing the Partnership 168 9.10 Case Studies 169 References 171 10 Bridging the Gap 1: From Eureka Moment to Validation 175 Peiman Hosseini and Harish Bhaskaran 10.1 Introduction 175 10.2 Fundamental Research Leading to an Invention 176 10.3 Proving the Concept 178 10.4 The Tech Team: Moving Beyond an Academic Group 179 10.5 Developing the Road Map 180 10.6 Defining Your Technology Development Requirements 182 10.7 The Innovation Cycle: Design, Simulate, Fabricate, Test, Iterate 184 10.8 Accelerating the Process 186 10.8.1 An Example in Workflow Management 186 10.9 Growing and Evolving the Team 188 10.10 Summary 189 References 190 11 Bridging the Gap 2: From Validation to Pilot Scale-Up 191 11.1 Part 1: Setting the Groundwork 191 James Lockhart and Andrew Ellis 11.1.1 Introduction 191 11.1.2 Letting Go and Obtaining External Expertise 192 11.1.3 Safety Considerations 193 11.1.4 Commercial Considerations 195 11.1.5 Techno-Economic Assessment 197 11.1.6 Conclusion 203 11.2 Part 2: Building the Pilot Unit 205 James Lockhart and Andrew Ellis 11.2.1 Introduction 205 11.2.2 Piloting and Scale-Up Basics 205 11.2.3 Process and Equipment Considerations 210 11.2.4 Pilot Plant Operation and Location 215 11.2.5 Conclusion 218 12 Raising Investment/Financing 219 Matthew L. Cohen 12.1 Introduction 219 12.2 Main Investment Sources 220 12.2.1 Grants 220 12.2.2 Strategic Partnerships 220 12.2.3 Equity Investment 221 12.2.4 Debt 222 12.2.5 Bootstrapping (Using Your Own Money) 223 12.2.6 Summary 224 12.3 Unique Considerations for Investing in Sustainable Chemistry 224 12.3.1 Investment Drivers 225 12.3.2 Investment Impediments 227 12.3.3 Comparison to More Heavily Funded Areas 229 12.4 Financing Considerations 231 12.4.1 Trade-Offs Between Investment Types 232 12.5 Best Practices to Present Your Company to an Investor 235 12.5.1 Summary 236 12.6 Financing Case Study: Cnano Technology 237 Reference 238 13 Operationalizing a Start-Up Company 239 Andrew White 13.1 Introduction 239 13.2 Oversight Boards 240 13.2.1 Advisory Board 240 13.2.2 Board of Directors 241 13.2.3 Building an Advisory Board 242 13.2.4 Building a Board of Directors 242 13.2.5 Managing the Board 243 13.2.6 Compensating Boards 243 13.3 Systems 245 13.3.1 Human Resources Management 245 13.3.2 Health and Safety Systems 247 13.3.3 Financial Systems 248 13.3.4 Financial Projections 250 13.4 Conclusion 253 Part IV Success Stories 255 14 Making an Impact: Sustainable Success Stories 257 14.1 CarbonCure 257 Jennifer Wagner and Sean Monkman 14.1.1 The Vision 257 14.1.2 The Core of the Technologies 257 14.1.3 Determining the Value Proposition 258 14.1.4 The Commercialization Pathway 258 14.1.5 Financing 259 14.1.6 Development and Validation 260 14.1.7 Successes 261 14.1.8 Lessons Learned 262 References 262 14.2 Avantium 263 Gert-Jan M. Gruter and Thomas B. van Aken 14.2.1 Initial Technology and Business Model 263 14.2.2 Change in Direction 264 14.2.3 Exploring and Validating a New Opportunity 265 14.2.4 Huge Challenges and Huge Advances 266 14.2.5 Expanding Our Technology Portfolio 267 14.2.6 Additional Strategies and Lessons Learned 268 14.2.7 Summary 270 References 270 14.3 Hazel Technologies 271 Aidan R. Mouat 14.3.1 Blind Luck or Preparation? 271 14.3.2 Hazel Technologies: How It Started and Where We Are Today 272 14.3.3 Understanding What Our Business Really Is 273 14.3.4 Targeting Value Through the Supply Chain 274 14.3.5 Final Thoughts 276 Index 277
