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BiocharBiochar ConsumersConsumers
$50 – 250 MM/yr$50 – 250 MM/yr
U.S. Slash≈200 MM
tons/yr
WA State≈5.8 MMtons/yr
Ready Partners≈2 MMtons/yr
U.S. AG≈60MMtons/yr
LandownersLandowners$0-10 MM/yr$0-10 MM/yr
WA State AG≈800Ktons/yr
Organic/Retail≈200Ktons/yr
Hypothesis: 2 Customer SegmentsHypothesis: 2 Customer Segments
Hypotheses: 1. C6 Systems will operate in a 2-sided marketHypotheses: 1. C6 Systems will operate in a 2-sided market
2. We will make money selling biochar2. We will make money selling biochar
LandownersLandowners Biochar ConsumersBiochar Consumers
Value Proposition Hypothesis…Value Proposition Hypothesis…
- Reliable low cost supply (- Reliable low cost supply (some customer evidencesome customer evidence))
- Reduced fertilizer/water inputs w/ Biochar (- Reduced fertilizer/water inputs w/ Biochar (some some datadata))
- Reduced Run-off- Reduced Run-off
- Landowners demand clean/safe/cheap waste - Landowners demand clean/safe/cheap waste wood removal ( wood removal (factfact))
Hypotheses: 1. C6 Systems will operate in a 2-sided marketHypotheses: 1. C6 Systems will operate in a 2-sided market
2. We will make money selling biochar2. We will make money selling biochar
Biochar UsersBiochar UsersAgriculture:Agriculture: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?
What benefit do you see from adding biochar to your product line?
What price range do you anticipate to sell biochar?
Advocates:Advocates:Describe what holds this market back?
Who are the early adopters?
What defines biochar quality?
Market Makers:Market Makers:What is the supply availability and pricing trends?
Getting out of the BuildingGetting out of the Building
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?
Speak With Speak With Biochar UsersBiochar Users•Nurseries
•Community sponsored Ag
•Organic farmers
•Specialty Retail
•Ecological Conscious Gardeners
Learn from Trusted Learn from Trusted Agents:Agents:
•Advocates
•Market Makers - Today
Getting out of the BuildingGetting out of the Building
Speak With Speak With LandownersLandowners
•Tribal (on-going)
•Corporate (on-going)
•Government (on-going)
•NGO’s (on-going)
e.g. The Nature Conservancy
Perform Trial Burns on Perform Trial Burns on Customer Land - Customer Land -
•Pack Forest Field test
•Dept. Natural Resource
•Yakama Nation
The Advocate RetailerThe Advocate RetailerDon Larson, Assistant ManagerDon Larson, Assistant Manager
Common Ground Organic Garden Supply Common Ground Organic Garden Supply
and Education Center, a 501 (c)3 and Education Center, a 501 (c)3
““I think our Board would approve an order within two I think our Board would approve an order within two
weeks. I know a great speaker to develop an educational weeks. I know a great speaker to develop an educational
program around its use.” program around its use.” Key: Desire, No SupplyKey: Desire, No Supply
The Eco-Garden Designer/LandscaperThe Eco-Garden Designer/LandscaperPhone InterviewPhone Interview Key LearningKey Learning
Susan DamonSusan Damon - Role of Influencers - Role of Influencers
Alice’s Garden DesignAlice’s Garden Design - Biochar as part of gardener’s - Biochar as part of gardener’s
Seattle, WASeattle, WA portfolio…big mark-up.portfolio…big mark-up.
““Our customers would use biochar to sweeten soil, darken Our customers would use biochar to sweeten soil, darken
the soil, build soil carbon, and they’d also like knowing they the soil, build soil carbon, and they’d also like knowing they
are helping support forest health.”are helping support forest health.”
““Our customers would be willing to use it and pay more, Our customers would be willing to use it and pay more,
on my advice.on my advice.””
The Skeptical Institutional Grounds CrewThe Skeptical Institutional Grounds Crew
Key LearningKey Learning
- Again, role of influencers- Again, role of influencers
- Cost sensitive- Cost sensitive
- More conservative than UW- More conservative than UW
““We use minimum inputs, and match native plants to soil.”We use minimum inputs, and match native plants to soil.”
““We recycle most of our materials, and have good practices” We recycle most of our materials, and have good practices”
““Change would need to be cheaper.”Change would need to be cheaper.”
Julie DayStanford Horticulturist
““If If Terry LyngsoTerry Lyngso suggested it, I might adopt it for my garden.” suggested it, I might adopt it for my garden.”
Ted Tucholski
Stanford Grounds Manager
EVERY EVERY Landowner is enthusiaticLandowner is enthusiaticPhone Interviews + Visits + Commitment Letters
M. Reese Lolley Phil Rigdon
The Nature Conservancy Yakama Nation
EVERY EVERY landowner offers test sites and their fire crews.landowner offers test sites and their fire crews.
EVERY EVERY Landowner is enthusiaticLandowner is enthusiaticPhone Interviews + Visits + Commitment Letters
Wade Boyd
Sr. Vice President (ret.)
Longview FibreLongview Fibre
All industrial and private landowners face a problem with All industrial and private landowners face a problem with
slash and landing piles. It costs real money to treat slash slash and landing piles. It costs real money to treat slash
and burn landing piles.and burn landing piles.
Currently I have several easily accessible landing piles Currently I have several easily accessible landing piles
you can use for business development.you can use for business development.
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
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
Marketing
RelationshipsWith
Landowners
Blanket Manufacturer
BiocharAdvocates
People
FieldOperation
CapitalFixed costs
Still don’t have enough facts…Still don’t have enough facts…
- Retail and wholesale pricing, optimal packaging- Retail and wholesale pricing, optimal packaging
talking to a market maker (talking to a market maker (todaytoday), buyers, retail stores, gardeners, ), buyers, retail stores, gardeners,
and and key gardening influencerskey gardening influencers from each segment from each segment
- Economic case for reduced inputs- Economic case for reduced inputs
talk to talk to academic expertsacademic experts, trade/advocacy associations, 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
talking about this dimension of talking about this dimension of problem with landownersproblem with landowners
and assess internal financial trade-offs.and assess internal financial trade-offs.
Hypotheses: 1. C6 Systems will operate in a 2-sided marketHypotheses: 1. C6 Systems will operate in a 2-sided market
2. We will make money selling biochar2. We will make money selling biochar