This document outlines a roadmap for successfully developing a soil remediation business in China. It discusses focusing on capturing market share quickly through speedy implementation of new technologies, team building, and project completion. It also emphasizes aligning with government priorities and local needs by targeting contaminated industrial sites undergoing urbanization. The roadmap stresses including all relevant stakeholders in business development and marketing, as well as carefully selecting technology, manufacturing, and local partners for sustainable long-term collaborations. Finally, it recommends having a value proposition focused on target clients, a localized market approach, and an organization with clear processes and communication to achieve business goals.

1. Roadmap for successful
development of a
remediation business in China
by Johnny Browaeys
Director of International Operations
GREENMENT Environment
WeChat: 13761894720
10/19/2
017

2. The topic of my talk: Business
1. Speed to capture your part of the market
2. Speed to implement new technologies
3. Speed to build teams
4. Speed to finish projects succesfully
2

3. • Market
• Technologies
• Value Proposition
• Business Development
• Sustainable Partnerships
• Operation
• Conclusions
3

4. Market Size
1. World: 248 billion RMB1 in the Year 2012
2. Europe: 15–131 Billion RMB/Year2&5
3. USA: 165 Billion RMB/Year3
4. China estimated market: 5–6 Trillion RMB4
(started late 2016 following new regulations)
4
1: Ibis World – 2012
2: EU Commission – 2008
3: Mc Ilvaine - 2013
4. Zhiiyan Consulting – 2016
5: Ernst & Young – 2012

5. • Market
• Technologies
• Value Proposition
• Business Development
• Sustainable Partnerships
• Operation
• Conclusions
5

6. 6
Manage or Eliminate Pollution?

7. Rethink - Cost or Profit?
1. Solve Industrial Waste Challenges and
become solution provider for others:
• Oil sludge
• Steel mill scales
• Mining sludge
2. Examples:
DuPont, Umicore, …
7

8. • Market
• Technologies
• Value Proposition
• Business Development
• Sustainable Partnerships
• Operation
• Conclusions
8

9. 9
Restore the Value of Land

10. 10
Recovered chemicals
Recycle Products
1. The cost of sourcing new
2. The cost of disposal
3. The cost of disposal for others (your profit)

11. Comparing Total Project Costs
Originally estimated unit cost per m3 Soil…
In Situ
Thermal
Ex Situ
Thermal
In Situ
Chemical
Soil Vapor &
Multiphase
Extraction
Biopiling
~2000 ~1200 ~800 ~500 ~300
… often does not reflect real cost per m3 at the end of
the project for the Owner:
1. What is the NPV of the total project cost for long term remediations?
2. What is the monthly opportunity cost for not being able to use the site?
3. What is the extension cost if the end concentation is not met ?
4. What is the cost of re-doing in case of rebound of contamination?

12. • Market
• Technologies
• Value Proposition
• Business Development
• Sustainable Partnerships
• Operation
• Conclusions
12

13. Focused
1. Align with Government Drivers &Local Needs
• Areas contaminated by industrial activities
undergoing urbanization
• Area financially robust enough for Site Remediation
2. Target Clients and Projects
• Making profit redeveloping land
• Addressing liabilities minimizing costs

14. Main Areas Contaminated by Industrial Activities

15. Strongest economics

16. 16
Include all Stakeholders of the Business
Ecosystem in your Marketing Plan
1. Owner of the site
2. Urban developers
3. Government institutes
4. Consultants and contractors
5. Lawyers and insurance companies

17. 17
Include key Stakeholders of the Business
Ecosystem in your Business & Marketing
DELETED

18. • Market
• Technologies
• Value Proposition
• Business Development
• Sustainable Partnerships
• Operation
• Conclusions
18

19. How to build sustainable partnerships
1. Technology Partners & Contracting partners
2. Don’t forget Manufacturing Companies
3. Strategy, Model and Rules for IP & Licensing
4. Distinguish Short and Long Term interests
5. Develop Long Term Strategy
• Local and overseas markets (Chinese Outbound)
• Joint Venture / Investment in Technology Company

20. 20
Screen & Select Partners Carefully
DELETED

21. Local Partners in Target Regions

22. • Market
• Technologies
• Value Proposition
• Business Development
• Sustainable Partnerships
• Operation
• Conclusions
22

23. Align on Goals, Procedures & Timing
• Localise designs / sourcing
• Change Management
• Communication Protocol

24. Systemize, Drive & Track Execution
1. Set Mutual Effort Goals
2. Track performance
3. Track progress

25. • Market
• Technologies
• Value Proposition
• Business Development
• Sustainable Partnerships
• Operation
• Conclusions
25

26. Conclusions
1. A business development strategy in line with
market needs and opportunities
2. A value proposition focused on target clients to
ensure good returns on investments
3. A localised market channel partner approach and
long term collaboration strategy
4. An organization that comprises proper PCM
(Processes - Capabilities - Mindset) that allow for
clear communication and collaboration
This way, business goals will be achieved.

27. 地址： 上海市延安东路700号
港泰广场1605单元
邮编： 200051
电话： 86-21-53210780
传真： 86-21-53210790
邮件： Johnny.browaeys@greenment.net
网站: www.greenment.net
http://www.linkedin.com/in/johnnybrowaeys
Wechat: 13761894720