Business Plan For Recycled Paint Workgroup June 29 and 30, 2004 Washington D.C

Business Plan For Recycled Paint Workgroup

June 29 and 30, 2004

Washington D.C.

PSI Paint Product Stewardship Dialogue Washington DC July 29-30, 2004

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Team Members

Heidi Sanborn, Facilitator PSI Scott Cassel, PSI Lorraine Segala, Amazon Environmental Kathy Marsh, CIWMB Roberta Kunisaki, CIWMB Dave Darling, NPCA Dan Burgoyne, CA DGS Robert Wendoll, Dunn-Edwards Wayne Gjerde, MN Office of Environmental Assistance Walter LeClerc, Kelly Moore Robert Stetson, Kelly Moore Dave Nightingale, WA Dept. of Ecology/Northwest P.S.

Council Jim Quinn, Metro Regional Government, OR


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Elements of Business Plan Draft Business Plan for Recycled

Paint that Makes Product Mainstream1. Develop performance specifications by

application (hiding power, wear resistance).2. Review composition of recycled paint and

propose maximum levels of metals, VOCs, and prohibited materials, and minimum post-consumer content.

3. Develop marketing plan for both latex and oil based paints:

Identify possible export markets Develop brand identity Develop model state procurement policy


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Group Research Reviewed outline of Business Plan (SBA) Reviewed existing procurement

specifications Reviewed composition of recycled paint

and VOC limits Reviewed existing markets Call with U.S. EPA and Office of the

Federal Environmental Executive (OFEE) regarding procurement


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What Have We Learned? Business Plans are for a specific business,

not an industry, and include financial data. What we really want is a Recycled Paint

Performance and Marketing Plan. There is difference between testing for

paint characteristics and setting standards for them.

More research needed to determine whether standards necessary to market paint.


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What Have We Learned? Recycled paint can also be low in VOCs. Different opinions of VOC limit that

should be set for recycled paint. Increasing federal procurement of

recycled paint will be a labor intensive marketing project.

There may be a different approach needed to market recycled paint to federal and state agencies.


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Elements of Recycled Paint Performance and Marketing Plan

Proving recycled paint performance. Marketing recycled paint in five

major markets:1. Do-it-yourselfers (DIYers)2. Government (state and federal)3. Contractors4. Export5. Non-Profits


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Key Assumptions of Recycled Paint to be Marketed

Marketing latex paint only. Minimum 50% post-consumer

recycled content. Products will be top-coat and

primer. Products will be interior and

exterior.


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Key Assumptions of Recycled Paint to be Marketed

Products meet certain ASTM or other standards.

Branding is important to market recycled paint.

Consider all possible markets.


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Marketing to DIYers and Contractors

Nationally, 60% of latex paint is applied to residences. 2/3 by DIYers 1/3 by Contractors

DIYer/Contractor primary motivation is price.

Quality is important but specifications are not what homeowners look for.

Providing performance testing results and providing testimonials of those who have used it are effective.


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Marketing to DIYers/Contractorscontinued….

Professional labels and brochures convey the impression of quality.

Provide information on the recycling process – breeds confidence in product.

Highlight attributes of recycled paint. High solids content, versatile, and low

VOCs from off-gassing.


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Marketing to Government Assuming 5% of latex sales is to govt.

and 50% of latex sold to govt. could be recycled paint, market potential is (in gallons/year):

1.5 million CA govt 220,000 MN govt 290,000 MA govt Total State Market = 12.8 million Total Federal Market = 5.3 million Total Potential Govt. Market = 18

mill


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Marketing to State Government

Model state procurement policy. Boiler plate contract language that

specifies recycled paint. Improve dissemination of government

bids for recycled paint. Training of government procurement

officials. Training of government contract

managers on contract enforcement.


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Marketing to State Government

Reporting paint purchases by agency annually.

How to find recycled paint producers.

Inclusion of green procurement (e.g., paint) in job descriptions.


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Marketing to Federal Government

Thousands of buying points – trend to outsource. Centralized purchasing, enforcement, or tracking is

impossible. Dissemination of information across the federal

government is difficult. Contractors want to buy paint as they need it at

local stores. Even with specs in contracts, GSA is not overseeing

contractors – no enforcement. Feds primarily concerned with indoor air quality -

buying low VOC paint supercedes buy recycled requirement.

Most important way to increase sales to feds is to increase availability at local outlets.


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Marketing to Federal Government

Suggestions from Fed. Govt. Reps. Call meeting with GSA to discuss 100% acrylic latex

requirement, model contract language, enforcement of existing rules.

Develop centralized list of sellers of recycled paint by state, region, city.

Ensure recycled paint producers put information on websites as to where contractors can buy it.

Focus marketing to major GSA regions. Hold meetings with individual agencies. Focus on largest purchasers in federal

government (Navy, Army Corp. of Engineers)


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Marketing to Export and Non-Profits

Exports Some anecdotal information but did not

pursue due to lack of resources Determined that large quantities must be

available for export to be viable. Non-Profits

Could be contacted directly via usual marketing channels

Put on-hold due to lack of resources and low volumes.


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Branding Why Brand?

Consumers need a way to quickly identify recycled paint no matter who makes it.

Brand and quality are intertwined. If brand name is recommended, it would be

voluntary. Customers have brand loyalty. Possible Brand Names: Renaissance Paint,

Tough Paint, Rough & Tough Paint. Possible pilot project – Hold focus groups to

determine accurately what name would increase product sales.


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Proposed Next Steps

Recycled Paint Performance and Marketing Plan

Develop annotated table of contents.

Develop work plan, timeline, and budget.

Determine process for hiring contractor to develop Plan.


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Proposed Next Steps

Hold meeting with GSA for Federal Paint Procurement

Ask about 100% acrylic latex requirement. Ask about model contract/bid language. Ask about specifications on VOCs.

Meetings with federal agencies on how to market recycled paint.

Develop list of recycled paint manufacturers and post on websites.


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Proposed Next Steps

Summarize research conducted on state procurement specifications and policies.


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Draft Federal Guide for Green

Construction Specifications

Released for 60-day public comment period http://www.wbdg.org/design/greenspec

Provides guidance for federal building project managers to meet various mandates as established by statute and Executive Orders, as well as LEED, EPA, and DOE program recommendations.


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Draft Federal Guide “Generally prohibit recycled

content for interior paints and primers” (although this is just a guide and unenforceable)

“Generally call for use of low VOC paints”

Question: Does the Dialogue want to provide comments as a whole or from the business plan subgroup?

Documents

Business Plan For Recycled Paint Workgroup June 29 and 30, 2004 Washington D.C