1. TexCone Create water repellent
surface to eliminate ice
buildup for aircraft,
communication devices
etc.. by surface
microtexture.
Uniqueness: Low cost bondable film on variety of surfaces
Total customers called, more than 50
Prof. Mool Gupta -Principal Investigator
Mr. Paul Caffrey - Entrepreneur Lead
Mr. Martin Skelly -I-Corps Mentor
1
2. Plastic Marketing Eliminate ice Personal
Replicators materials Interaction Aviation
Build-up
Aircraft Adhesion Immediate Experimental
Manufactures Severe Temp 24*7 General
Industrial Durability Attention Commercial
Contacts
IP Direct Sales
Marketing &
Sales
People
Raw Materials 60$/500g Sale of coating
People Repair
Marketing & Sales Warranty Sales
Service Contract
Version 1
3. Clients Contacted 1 st Phase 15
Lots of calls…
Cirrus, American What did aviation
Champion, Aviat, customers teach us?
Aircraft, Zenith
Aircraft Kits, Value Proposition –
American Spruce, 3M TexCone can increase
More targeted calls…
survivability of flight into
NuSil icing conditions
LancAir
Cirrus Aviation Customer Segments --
Bell Helicopter Add Kit manufacturers
Private Aircraft Kit Builders
Navair
3
4. 1. Production 1. Durability Eliminate ice Personal
2. Testing 2. Adhesion Interaction Aviation
Build-up
Marketing Immediate Experimental
Plastic Environmental 24*7 General
Replicators Biz Com Attention Commercial
Aircraft
Manufactures NASA
Industrial
Contacts IP Direct Sales
Marketing &
Sales
People
Raw Materials 60$/500g Sale of coating
People Repair
Marketing & Sales Warranty Sales
Service Contract
Version 2
5. Clients Contacted 2nd Phase 8
Boeing Coatings What did aviation
Cessna customers teach us?
CIT Gap Funds Value Proposition –
Experimental Aircraft Same TexCone can
Builders General Aviation increase Survivability of
Pilots flight into icing conditions
NASA – willing to test
Customer Segments --
Add experimental aircraft
manufacturers
5
6. 1. Production 1. Durability Eliminate ice Personal Aviation
2. Testing 2. Adhesion Build-up Interaction Experimental
Marketing Immediate General
Plastic Environmental 24*7 Commercial
Replicators Biz Com Attention
Aircraft NASA
Manufactures
Industrial
IP Direct Sales
Contacts
Marketing &
Sales
People
Raw Materials 60$/500g Sale of coating
People Repair
Marketing & Sales Warranty Sales
Service Contract
Version 3
7. Clients Contacted 3rd Phase 5
Cirrus Aviation What did these
Experimental Aircraft customers teach us?
Builders • There is a Market for
superhydophobic
Competition/Partner -
coatings.
Superhydrophobiccoatin
• Cirrus is very interested.
g.com
• Experimental Aircraft
Manufacturers easier to
penetrate.
• Potential for distribution
7
8. 1. Production 1. Durability ‘Durable and Personal Aviation
2. Testing 2. Adhesion cost effective Interaction Experimental
Marketing prevention of Immediate General
Plastic Environmental ice build up' 24*7 Commercial
Replicators Biz Com Attention NASA
Aircraft Antennas
Manufactures Others TBD
Industrial
IP Direct Sales
Contacts
Marketing & TBD
Financial
Sales
Investors
People
Raw Materials 60$/500g Sale of coating
People Repair
Marketing & Sales
Version 4
9. 1. Production 1. Durability ‘Durable and Personal Aviation
2. Testing 2. Adhesion cost effective Interaction Experimental
Marketing prevention of Immediate General
Plastic Environmental ice build up' 24*7 Commercial
Replicators Biz Com Attention NASA
Aircraft Antennas
Manufactures Others TBD
Industrial
IP Direct Sales
Contacts
People TBD
Financial
Investors
Raw Materials $8 1m2 Sale of coating
People Repair
Marketing & Sales
Version 6
10. Clients Contacted 4th Phase
New Client Focus 6
Antenna Segment What did these
concentration customers teach us?
Pro Brand Inc. – Partner Partnering will help get
us through the initial
– will supply resources
stage from the lab to
for testing
manufactured solution.
– They have ICE
Salt/Slurry, UV, and
EM test facilities
10
12. What were the lessons
• Be specific…….
learned?
• Cold calling can be fun….exhilarating
• NSF I-Corps program, Intense….but accomplished a lot.
• Learned Business canvas methodology
• Working with our team – Priceless, each member
brought something different
• Learned a new language – Entrepreneurship
• How to accept criticism, not all constructive
• Established large network, fellows and mentors
• Customer input by getting out of the building
• Market for our technology
12
13. Is this a viable business?
• YES….with lots more work
• Need investment to increase pace
• Potential niche identified
• Good Collaborative Opportunity (PBI)
• Sweat Equity
13
14. What are we going to do next?
Will we pursue after this?
• YES, this is a central topic for the PI’s dissertation
• Preparation of Road Map for the technology and product
• Focus on manufacture at a large scale
• Obtain long-term reliability data
• Continue with customer interaction
• CIT - Proposal submitted, cost shared by UVA
• SBIR – Next round
• Technology will continue to be refined
• Partner – PBI, testing, agreement, investment
- Freudenberg, NDA requested
14
16. Marketing Plan
•Web Site - Already up - IndustrialFluence.com
•FAQSheet – Done, sent to Boeing
•Market Research - Direct
•General Aviation
•Calls with Cirrus, Cessna, ongoing dialog
•Experimental
•Several calls with enthusiasts
•Joined EAA
•Investigating Advertising in EAA publication
•PowerPoint pitch – Sent to Boeing and Arch Ventures
20. Where would the money come from?
Revenue Model Choice
Channel
Web Physical
Bits
Product
Direct Sales
Product
Physical General Aviation
Commercial
EAA / Antenna
Licensing
21. Market Size
Total
Aviation – General & Commercial $250M
Serviceable
Aviation – General & Commercial $20M
Target
EAA &
Antenna ~ $5M - Bridge
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