0. Applied Polymer Science
4/15/2017

1. Applied Polymer Science
Daniel Brockman
Vivek Asija
Kelly Fu
Applied Polymer Science
4/15/2017

2. Agenda Background The “Foamed-dome Concept” Market Feedback
Current Situation
Key Questions
How did the company get into the situation
Advice to Jan Jenson
Advice to the managers
Applied Polymer Science
4/15/2017

3. Background
The company is trying to open up new market for its foamed polystyrene resin.
Jan Jenson, a development chemist, created a “foamed-dome” building concept 2 years ago.
Demo pilot constructions in the USA
Picture by Annamaria Guille
Applied Polymer Science
4/15/2017

4. Foamed-dome Concept -1 Polystyrene Heat insulator Lightweight
Proprietary machine constructs dome
Company does it’s own contracting, avoids 3rd parties
Polystyrene
Heat insulator
Lightweight
Accepts surface finishes
Rigid
Bonded by heat
Applied Polymer Science
4/15/2017

5. Foamed-dome Concept -2 Bulk storage Light commercial construction
Market research shows the possible application areas of the Foamed-dome Concept
Bulk storage
Light commercial construction
Cold storage
Planetariums
Educational construction
Recreational construction
Covers for industrial tanks
Photo:
Applied Polymer Science
4/15/2017

6. Picture from http://www.coolflatroof.com/
Market Feedback
Unexpected Feedback from Architects:
Flammability
Fire marshal regulations
Unproven building material
Adherence to building codes
Durability
Picture from
Applied Polymer Science
4/15/2017

7. Current Situation Wants to build more demos
Jan Jenson
Management Concern
Wants to build more demos
Thinks to expose the concept in Europe and Japan
Works on getting trade paper and magazine report to sell her idea.
Managers aren’t sure
Immediate boss is supportive
Photo:
Applied Polymer Science
4/15/2017

8. Picture from www.holidaygolightly.com/advice
Key Questions
How did the company get into this situation?
Should Jan Jenson push for more investment in the concept?
What should Jan’s managers do?
Picture from
Applied Polymer Science
4/15/2017

9. How did the company get into the situation
"Marketing should begin with customer needs."
“Essentials of Marketing”, Perreault, Cannon, McCarthy
Market research didn’t begin with customer needs
Insufficient market research
Asked wrong questions
Proprietary construction model led to isolated thinking
“Pet-Project” mentality drove direction of the project
Applied Polymer Science
4/15/2017

10. Advice to Jan Jenson
Work with customers, architects, and construction firms to improve the current concept;
Develop fire-retardant version
Address durability of the product
Get off the proprietary installation model; give contractors installation methods
Leverage insulating aspects to develop new products
“I have not failed, I've just found 10,000 ways that won't work.” -- Thomas Alva Edison.
Photo:
Applied Polymer Science
4/15/2017

11. Advice to the Managers Do more and better Market Research
Ask customers the “right” questions about resin products, not dome construction
Allow more R & D
“Failed” experiments are common
Success requires persistence
Partner with Architects & Construction Firms
Add another Development Chemist to pursue alternative solutions based on market research
Evaluate the risk and return of the ongoing project
Engage the marketing department
Identify target markets
Identify price points
Identify customer desires
Estimate sizes of markets
Applied Polymer Science
4/15/2017

12. Questions?
Questions?