# of customers: ~85 peopleHydrogen sensors in Chlor-alkali                            Dr. Jason Gu                       C...
Founding Team                                                 3Dr. Jason Gu            Principal inventor                 ...
Major Commodity Market – Chlorine Production                                                             4    Thorn in the...
[Current Standard-Operating Procedure]     Once a week monitoring                              5                          ...
Partnership with dominant technology provider in C/A.                                                        6     Product...
Explored ItemContract Design       Product                                                                                ...
Value Propositions                                              8         ‘Need-to-have’s                                 ...
Accepted                   Explored ItemContract Design        Product                                                    ...
Channel Interviews                                      101. C/A Partner     1. Regional         1.   Director of R&D     ...
Understand Economics of Plant + Sensors    Industrial PlantsUnderstand Economics of Technology Supplier      Plant #1     ...
Accepted                   Explored ItemContract Design        Product                                                    ...
13         Diaphragm                                             Membrane                                             $240...
Soft product launch projected for Q1-Q2 2012                         14      General launch projected for Q4 2012Diaphragm...
Fragmented technologies and market                                                                                     15 ...
Next Steps                 16• NSF SBIR Phase 1 Submitted• Product launch in chlor-alkali market• New markets• Grow, Grow,...
Back-up          17
Sensors for improved                         process control in            Idea         severe environments               ...
19Hazardous Industrial Environments
Low Volume / High Customization             Where do they get their sensors?                Specialized systems distribut...
Direct Sales               Distribution Partnership                 LicensingDirect Marketing              Specific indust...
Value Add Interviews                      22• Industry clients   – Chlor-Alkali Partner   – Dr. Peter Foller, Former Direc...
Interviews                                        231. C/A Partner   1. Global Director of Technology Seek,   2. Regional ...
 Each step process has different risk premium associated Detection limit of the sensor required is different for each  s...
Contract Design       Product                                                                                   25        ...
Potential Product Offerings                               26                      Diaphragm         Membrane       Membran...
C/A Distribution Partner Margin = 20%                                                                                   27...
#KILLER APP               Chlorine production  #GOAL  Achieve sales in both ends of the spectrum and all other application...
Contract Design       Product                                                                                   29        ...
Contract Design        Product                                                                                    30      ...
Contract Design        Product                                                                                    31      ...
Sen severe final presentation
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Sen severe final presentation

  1. 1. # of customers: ~85 peopleHydrogen sensors in Chlor-alkali Dr. Jason Gu Co-founder / CEO jasongu.sensevere@gmail.com 412-370-8293 1
  2. 2. Founding Team 3Dr. Jason Gu Principal inventor CEO and Entrepreneurial LeadDr. Peter Foller Former Director of R&D Chemical and Optical, PPG Industries Market Exploration and AcquisitionProf. Robert F. Davis Professor of Materials Science, CMU National Academy of Engineering Advisor and MentorProf. Lisa M. Porter Professor of Materials Science, CMU Technological Development and Principal InvestigatorMr. Jacob Melby Graduate Student, Carnegie Mellon University Principal Engineering Specialist
  3. 3. Major Commodity Market – Chlorine Production 4 Thorn in the lion’s paw (184 incidents in Europe, 4yrs) Plant cost: $1B Co-produced H2 + Cl2 =
  4. 4. [Current Standard-Operating Procedure] Once a week monitoring 5 VS [Innovation] Real-time data [H2]Licensed Novel technology Hazardous Industrial Environments
  5. 5. Partnership with dominant technology provider in C/A. 6 Product development 66% completed. Customer pilot plant test approved. Plant visits. Market survey sent out to C/A plant managers
  6. 6. Explored ItemContract Design Product 7 H2/HC Monitoring Provide Severe Shops Development In Severe infrastructure Environment Suppliers/ Production Environments Operators Component Manufacturers Applications sourcing Efficiency Research Chlorine Institutes and Regulatory/Insuran Production Journals ceDomain Suppliers IP and Expertise Direct Regulatory and Government Capital Assets Domain Specific Suppliers Distributors Supplier Monitoring Fixed Economics Sensor Sales Services Sales and Royalties Marketing
  7. 7. Value Propositions 8 ‘Need-to-have’s ‘Nice-to-have’s Detects specific species (typically ratio  Extreme kinetics and sensitivity of species)  Wireless (if low volumes) Sufficient kinetics and sensitivity  Low-cost Signal reliability (no false  Extremely Long-lasting positives/negatives)  Detection of other species Wireless (if high volumes)  Low-power User interface (if software) Visualization of data  Can be display on sensor or even warning LEDs Sensor lifetimes matching replacement cycle of another more crucial part It only has to work, and be easy to use.
  8. 8. Accepted Explored ItemContract Design Product 9 H2/HC Monitoring Provide Severe Shops + Development In Severe infrastructure EnvironmentSuppliers/Manufa Operators Production Environments Component cturers sourcing Domain Specific Research Efficiency Suppliers Institutes and Regulatory/Insuran (especially if R&D Journals ce is needed)Domain Suppliers, Applications Minimum Viable Regulatory and Product Government IP and Expertise Direct Chlorine Reliably detect Production Capital Assets species of interest Domain Specific Suppliers … Easy to use Sync with other Distributors cycle Wireless(if volume) Supplier Monitoring Fixed Economics Sensor Sales Services Sales and Royalties Marketing
  9. 9. Channel Interviews 101. C/A Partner 1. Regional 1. Director of R&D 2. Director of Marketing Emerging Markets Interviews 3. Director of Product Service 1.Jonathan Levine, Hydrate Researcher 4. Senior Acct Managers 5. R&D Engineers 2.NETL Methane Hydrate RG 2. Global 3.Berkeley sensors group 1. CTO2. Jeff Farbacher, CEO Accutran3. Charles Noll, Marcellus Shale Development Group4. Former GE Employee5. Tim Fogarty, Director of IW Energy6. Ed Faust, Global Marketing, Siemens7. Dr. Bob Lad, President of Environetix
  10. 10. Understand Economics of Plant + Sensors Industrial PlantsUnderstand Economics of Technology Supplier Plant #1 Plant #2 Plant #3 Technology SupplierWho does this?
  11. 11. Accepted Explored ItemContract Design Product 12 H2/HC Monitoring Provide Severe Shops + Development In Severe infrastructure EnvironmentSuppliers/Manufa Operators Production Environments Component cturers sourcing Domain Specific Research Efficiency Suppliers Institutes and Regulatory/Insuran (especially if R&D Journals ce is needed)Domain Suppliers, Applications Minimum Viable Regulatory and Product Government IP and Expertise Direct Chlorine Reliably detect Production Capital Assets species of interest Domain Specific Suppliers … Easy to use Sync with other Distributors maint. cycle Wireless(if volume) Supplier Monitoring Fixed Economics Sensor Sales Services Sales and Royalties Marketing
  12. 12. 13 Diaphragm Membrane $240/MT Cl2 Operational conditions Capital cost per incident Downtime per incident # of cells protected Cost of damages + downtime per incident per year Time between incidents Number of cells, US and worldwide Value per unit per year Diaphragm Membrane Membrane Header $2,500 $270 $10,600
  13. 13. Soft product launch projected for Q1-Q2 2012 14 General launch projected for Q4 2012Diaphragm Membrane Membrane Header $2,500 $270 $10,600 Year Type % Revenue [/year] 1 Innovators (US) 2.5 $271,500 Operating costs for 1st year projected to be $350,000 2 Early Adopters 16 $15,040,000 3 Early Majority 50 $47,000,000 4 Late Majority 84 $78,960,000 Full Penetration 100 $94,000,000
  14. 14. Fragmented technologies and market 15 ensors market 2011: $5.6B (US) $15B (World) 2014: $6.1B (US) $20B (World)Hydrogen in Chlorine: $94MHydrogen in [Fluorine, Bromine, Iodine]Hydrocarbons in high pressure (methane hydrate exploration)Hydrogen + hydrocarbons in high temperatures (refineries)Wireless transmission of temperature data at high temperatures (quality assurance)pH and temperature in acidic solutions (steel making)Hydrogen + hydrocarbons in anaerobic conditions (transformer gas monitoring)…..
  15. 15. Next Steps 16• NSF SBIR Phase 1 Submitted• Product launch in chlor-alkali market• New markets• Grow, Grow, Grow….
  16. 16. Back-up 17
  17. 17. Sensors for improved process control in Idea severe environments 18 Deployment of sensorsin severe environments is very difficult. represents severe environment sensing technologies and products aimed to serve energy production/generation and commodity chemicals
  18. 18. 19Hazardous Industrial Environments
  19. 19. Low Volume / High Customization Where do they get their sensors?  Specialized systems distributors  Will fund R&D  Existing channel into markets  Specialized sensor providers  Industry technology providers  Will fund R&D  Excellent channel into specific market Current Chlor-alkali Partner
  20. 20. Direct Sales Distribution Partnership LicensingDirect Marketing Specific industry supplier Specific industry supplier Possible if localized [Chosen path for H2 in C/A]  Depends on product 21 customer base – Very  If no overlap in product control difficult offering, then great deal  If no control, then bad Very difficult to gain  Will fund research and arrangement. No internal approval for development to add to their guarantee on service infrastructural product offering or QC applications  Generally no desire to enter  If control, then can be broader market a good arrangementSourcing Agency  Strong ties with market Not possible if there is competition from a Sensor distributor Sensor distributor larger supplier  Potential source of  Potential source of Agency will not risk competition if marketing direct competition relationship with bigger similar product  If allow them to access firm if only for a  If allow them to access different branch of marginally better different branch of market, market, then OK product then OK End Users
  21. 21. Value Add Interviews 22• Industry clients – Chlor-Alkali Partner – Dr. Peter Foller, Former Director of R&D, PPG – Former C/A plant employees• Domain Experts – Prof. Ruby Ghosh – Prof. Anita Spetz – John Matsumura – John Crofton – Former employee of hydrogen sensors company – Dr. Harpreet Gulati – I2T Consulting Services – Chevron Advanced Technologies
  22. 22. Interviews 231. C/A Partner 1. Global Director of Technology Seek, 2. Regional Engineers, Senior C/A Client Manager2. Dr. Peter Foller, Former Director of R&D chemical and Optical, PPG3. Tim Fogarty, Former Director of IW Energy Emerging Markets Interviews4. Ann Truschel, Corporate Insurance 1.Dr. Gary Hunter, NASA Glenn Broker Research Center5. Gerald Driggs, Ground Floor 2.Frank Stienke, Schlumberger Consulting Affiliate6. Custom semiconductor grower 3.Eilis Rosenbaum and Jonathan7. Funding organization Levine, Hydrate Researchers 4.Pine Liu, Entrepreneur in Smart Sensor Monitoring 5.Jim Miller, CMU Researcher
  23. 23.  Each step process has different risk premium associated Detection limit of the sensor required is different for each step of the process. Discussions are in cell technologies#GOALPrice the same product differently based on what we protect as opposedto an agglomerate value add. Cell Technologies Liquifaction Current Measurement Gas chromatograph Drying Towers
  24. 24. Contract Design Product 25 H2/HC Monitoring Provide Severe Shops Development In Severe infrastructure Environment Suppliers/ Production Environments Operators Component Manufacturers Applications Safety sourcing Research Chlorine Institutes and Efficiency Production Journals EnvironmentalDomain Suppliers IP and Expertise Direct Regulatory and Government Capital Assets Domain Specific Suppliers Distributors Supplier Monitoring Fixed Economics Sensor Sales Services Sales and Royalties Marketing
  25. 25. Potential Product Offerings 26 Diaphragm Membrane Membrane HeaderSensitivity 0.1 vol.% 0.5 vol.% ?Response Time < 5 sec. < 30 sec. ?Data Transmission Wireless N/A ?Power Supply Scam + Batteries External ?Display LCD LED Indicator ?Longevity 1 year 1 year ?Assay H2, H2O H2 ?Price $2,000 $250 $8,000
  26. 26. C/A Distribution Partner Margin = 20% 27 Total Revenue for is $58,600,000 Diaphragm Membrane Membrane HeaderPrice $2,000 - $2,000World (include US) 26,400 - 2,900 Year Type % Revenue [/year] 1 Innovators (US) 2.5 $271,500 Operating costs for 1st year projected to be $350,000 2 Early Adopters 16 $9,376,000 3 Early Majority 50 $29,300,000 4 Late Majority 84 $49,224,000
  27. 27. #KILLER APP Chlorine production #GOAL Achieve sales in both ends of the spectrum and all other applications fall within possible demonstrated capability Laboratory Industrial1. Hydrate research 1. C/A2. Micro-temperature 2. Transformer gas measurement and monitoring heating 3. Wireless smart building3. Wireless smart control building control
  28. 28. Contract Design Product 29 H2/HC Monitoring Provide Severe Shops Development In Severe infrastructure Environment Suppliers/ Production Environments Operators Component Manufacturers Applications Safety sourcing Research Chlorine Institutes and Efficiency Production Journals EnvironmentalDomain Suppliers IP and Expertise Direct Regulatory and Government Capital Assets Domain Specific Suppliers Distributors Supplier Monitoring Fixed Economics Sensor Sales Services Sales and Royalties Marketing
  29. 29. Contract Design Product 30 H2/HC Monitoring Provide Severe Shops + Development In Severe infrastructure EnvironmentSuppliers/Manufa Operators Production Environments Component cturers sourcing Domain Specific Research Efficiency Suppliers Institutes and Regulatory/Insuran (especially if R&D Journals ce is needed)Domain Suppliers, Applications Minimum Viable Regulatory and Product Government IP and Expertise Direct Chlorine Reliably detect Production Capital Assets species of interest Domain Specific Oil and Gas Easy to use Suppliers Power Sync with other Distributors Infrastructure cycle Wireless(if volume) … Supplier Monitoring Fixed Economics Sensor Sales Services Sales and Royalties Marketing
  30. 30. Contract Design Product 31 H2/HC Monitoring Provide Severe Shops + Development In Severe infrastructure EnvironmentSuppliers/Manufa Operators Production Environments Component cturers sourcing Domain Specific Research Efficiency Suppliers Institutes and Regulatory/Insuran (especially if R&D Journals ce is needed)Domain Suppliers, Applications Minimum Viable Regulatory and Product Government IP and Expertise Direct Chlorine Reliably detect Production Capital Assets species of interest Domain Specific Oil and Gas Easy to use Suppliers Power Sync with other Distributors Infrastructure maint. cycle Wireless(if volume) … Supplier Monitoring Fixed Economics Sensor Sales Services Sales and Royalties Marketing
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