Strategy for Exploiting a New Metals Technology

Challenge:

By late 2008 the client, a pre-revenue venture-funded metals technology company, had spent too long working to commercialise its technology and its funders were anxious about investing further in an R&D programme that appeared to lack direction. The company had a few months only of funds in the bank and senior management needed a compelling strategy and plan to persuade funders to contribute to the next round.

The client’s technology was applicable for the extraction and purification of any of 40 different metals. However, each market opportunity was different in terms of quality requirements, margin, market growth and existing competition.

Solution:

The client needed a clear analysis of the different markets for each metal and a prioritisation of the handful that might be promising opportunities. For the top priority markets, the company needed a clear strategy for entering each market and a clear set of goals and hurdles for its R&D programme.

Results:

We identified the metals, markets and market segments to focus on, and brought alignment and clarity to the company regarding the R&D hurdles it must overcome.

The venture capital funders were sufficiently impressed that they readily agreed to release the next round of funds (£5 million).

The client is now (2010) making good progress building pilot plants for the two top-priority markets we identified.