Hypothesis: Our Hypothesis: Our initial initial Customers are Customers are Organic Gardeners and Landscape Organic Gardeners and Landscape Professionals Professionals 11 Face-to-Face (3 ear-to-ear) Interviews = 14 11 Face-to-Face (3 ear-to-ear) Interviews = 14 Customer Category Type Terry Lyngso, CA Garden Center Owner Influencer WSU Master Gardener Educational Influencer Mike at the Market Vender/Grower End User Lynda at Lowe’s Big Box Sales ? Influencer ? Home Depot 1 and 2 Big Box Sales ? Influencer ? Parents at Football (3) Home Gardener End User Alice Cummings Landscaper Influencer/end user Phyllis Warmarn Landscaper Influencer/end user Kurt Spokas, MN BioChar Researcher Influencer David Grant Regulatory - Smoke Influencer/end user* Don Swatling Clorox(Kingsford) Market Maker
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Hypothesis: Our Hypothesis: Our initialinitial Customers are Customers are Organic Gardeners and Landscape Organic Gardeners and Landscape
The loggers are under contract to dispose of the waste generated in operations - they have all the equipment and fire training. They are limited by days for burning, mostly due to the smoke or PM emissions and weather influencers like temperature inversions or “stale air”.
PRODUCT EDUCATION is KEY!
New product in a niche market
Few readily acknowledged Biochar or the benefits of char as a soil amendment.
Skeptical of the newest “snake oil” but willing to try or use if they could see how it worked.
Influencers also would recommend once they’ve tested.
Cost is always the biggest factor in product choice - ranges from $5 for 2L bags to $10 for a cubic ft (rare case)
No directly comparable product
Biochar UsersBiochar UsersAgriculture: Agriculture: Make contactMake contact What is the value of adding SOC?
What is the value of reducing fertilizer runoff? Nitrification?
How much per acre is spent on inputs?
What are biochar benefits worth?
Retail:Retail:What kind of soil amendments do your customers look for? Varied - some don’t seek advice
What benefit do you see from adding biochar to your product line? Could not answer this
What price range do you anticipate to sell biochar?
Advocates:Advocates:Describe what holds this market back? Education
Who are the early adopters? Organic gardeners
What defines biochar quality? Kurt Spokas
Market Makers:Market Makers:What is the supply availability and pricing trends?
Getting out of the Building - LoopGetting out of the Building - Loop
LandownerLandownerWhat are they paying now?
What is the value of risk mitigation? (fire)
What is improved air quality worth?
Can our technology lengthen the burn season? (policy change)
What is the annual burden of waste removal?
The Business Model Canvas
Distribution
C - SequestrationR.E.Credits
Landowners
Blanket sale/Franchise
Waste Removal
Air QualityImprovement
Landowners-Wood waste generators
IP &Know How
Distributors
Personal Assistance
Direct Sale
Sale of Biochar
Biochar user-Industrial
Biochar user -Retail Gardening
Landscape Designer
Biochar user -Agricultural
Wholesale
Retail
Franchise
Service For Waste Removal
Reliable Low CostChar source
Reduce Run Off
Increased SoilProductivity with
Lower inputs
Crew Training
Secure feedstock
EducationMarketing
RelationshipsWith
Landowners
Blanket Manufacturer
BiocharAdvocates
People
FieldOperation
CapitalFixed costs
Confirmed - no pivot, yet
WA DNR
Still don’t have enough facts…Still don’t have enough facts…(you’ve seen this before)(you’ve seen this before)
- - Retail and wholesale pricing, optimal packagingRetail and wholesale pricing, optimal packaging
Getting the sense that pre-mixed is for the home and casual gardenersGetting the sense that pre-mixed is for the home and casual gardeners
and unmixed is for the professional landscaper.and unmixed is for the professional landscaper.
Price point seems to depend on the performance Price point seems to depend on the performance
- product demo’s would be effective - product demo’s would be effective
- Economic case for reduced inputs- Economic case for reduced inputs
talked to talked to academic experts: (Kurt Spokas)academic experts: (Kurt Spokas), ,
talk to trade/advocacy associationstalk to trade/advocacy associations
- Reduced Run-off- Reduced Run-off
talk to regulators, vegetable pre-processors.talk to regulators, vegetable pre-processors.
- Optimal model for serving landowners- Optimal model for serving landowners