The flexible polyvinyl chloride (PVC) industry depends on skilled formulators to ensure final products will comply with specifications and requirements in a wide variety of different applications. From garden hoses to special electrical cables, companies that handle flexible PVC compounds count on experienced professionals to optimize cost and performance, sorting through an extensive array of different resin types and plasticizers, as well as a myriad of other additives, such as thermal stabilizers, lubricants, flame retardants, pigments, etc. In most segments, flexible PVC applications demand long-term durability, such as upholstery, roofing, flooring, among others. On top of all these complexities, regulations, certifications, and standards demand a series of tests to ensure product quality and compliance. A start-up company introducing a new chemical in this market faces many challenges. There is little motivation to change formulations that are already working, as it represents a considerable amount of lab work, re-certifications, and final customer approvals. In addition, any change naturally includes an associated risk of potential failures that might not be properly anticipated in accelerated laboratory tests. Also, customers are very concerned with long-term supply assurance and price stability. Lastly, the majority of the market relies on materials produced by large corporations, promoting traditional products and strategically incentivizing hesitation for change. The paper will cover the success of Innoleics (former Nexoleum) in creating and introducing a new plasticizer in the Brazilian market, describing the various steps, pitfalls, investments, and strategies involved in this development. The strategic actions included production technology, supply assurance, certifications, intellectual property, application technology, human resources, and marketing. The paper will also include the initial plan to introduce these new chemicals in the US and European markets and, based on the lessons learned, the conception of a new business model to bridge the gap between molecular discovery and commercial success.

Introducing new chemicals in a highly technical B2B market

Fall 2022 abstracts, posters, and presentations will launch in mid-September.

ACS Fall 2022

The official archive and repository for all ACS Meetings & Expositions abstracts and select posters or presentations.