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Improving our world . . .
                                             one discovery at a time




         Lessons from the [green] trenches
                          Strategies for building a successful green start-up


                                Michael Lefenfeld, President & CEO
                                      SiGNa Chemistry, Inc.

                                     Chemicals Management Forum
                                             May 15, 2012


© 2012 SiGNa Chemistry, Inc.                                                    www. signachem.com
Lesson #1


            Start with a vision.
            SiGNa’s core belief is that the most serious
            problems our world faces can be solved
            through better chemistry.




© 2012 SiGNa Chemistry, Inc.                           www. signachem.com
Lesson #2



           Green is more than just good PR.
           To improve the bottom
           line, your chemical
           management standards
           must be treated as a
           key corporate value.



© 2012 SiGNa Chemistry, Inc.               www. signachem.com
Lesson #3



                  Start with
                  good science.
                  When you practice sound scientific
                  principles, you will automatically achieve
                  green chemistry standards.



© 2012 SiGNa Chemistry, Inc.                              www. signachem.com
Lesson #4




             Educate and retrain.
             Green chemistry has only
             recently been taught in universities.
             Successful green companies make on-going
             training a requirement in order to create a
             new generation of green chemists.


© 2012 SiGNa Chemistry, Inc.                          www. signachem.com
Lesson #5


              Don’t forget
              the design.
               Environmental
               concerns alone are not
               enough to drive market acceptance of
               green chemicals. Green products must
               exceed existing products in design and cost.


© 2012 SiGNa Chemistry, Inc.                             www. signachem.com
Lesson #6



               Know your supply chain.
                Be aware of the gaps in
                chemical awareness among
                your suppliers. Work to push
                and pull your green principles
                throughout your supply chain.


© 2012 SiGNa Chemistry, Inc.                     www. signachem.com
Lesson #7




                 Ease their pain.
                 Convincing customers to
                 adopt green technologies is
                 a huge barrier for start-ups.
                 Ease the way by solving their pain points.



© 2012 SiGNa Chemistry, Inc.                              www. signachem.com
Lesson #8


           Ignorance and
           apathy create risk.
            Sound chemical management and regulatory
            processes are good for business.
            You’ll protect your customers and employees,
            avoid recalls and bad press, and create the
            products and markets of the future.

© 2012 SiGNa Chemistry, Inc.                        www. signachem.com
Green chemistry at work
                 at SiGNa Chemistry.




© 2012 SiGNa Chemistry, Inc.              www. signachem.com
Sodium Silicide Technology


                        Sodium silicide (NaSi) is a safe, air-stable
                         powder that rapidly liberates hydrogen
                             from water or water solutions.
                               2NaSi(s) + 5H2O(ℓ)  5H2(g) + Na2Si2O5(aq) + Heat
                                       (No Catalyst, Room Temperature)



                                             NaSi is:
                                              Economical to synthesize
                                              Created from renewable, sustainable materials
                                              Creates zero emissions
                                              Generates only benign byproducts with
                                               established resale markets



© 2012 SiGNa Chemistry, Inc.                                                            www. signachem.com
Improved and Safer Oil Recovery

                Challenge:
                Current oil recovery methods access   Solution:
                only 20% of existing heavy crude      NaSi safely unlocks trapped oil
                reserves; the rest remains trapped    deposits and improves oil
                underground.                          recovery to greater than 40%.




© 2012 SiGNa Chemistry, Inc.                                                            www. signachem.com
Affordable and Renewable Portable Power


                Challenge:
                 Batteries cannot keep up with
                                                 Solution:
                 demands for higher energy       SiGNa created a portable fuel cell
                 densities and gas generators    generator as a clean, sustainable power
                 are highly polluting.           supply for a variety of markets.


                                                 Target Markets:
                                                 Military portable power
                                                 Emergency and disaster relief efforts
                                                 Outdoor power equipment
                                                 Outdoor leisure (boating, camping)
                                                 Home backup generators




© 2012 SiGNa Chemistry, Inc.                                                              www. signachem.com
Pollution Reduction

              Challenge:
              Small combustion engines are
              responsible for a disproportionate
              amount of pollution in North America.   Solution:
                                                      SiGNa is developing a high-density,
                                                      zero pollution fuel cell system to replace
                                                      small combustion engines (<3kW).

                                                      This system can affordably
                                                      and cleanly power:
                                                       Backup and stationary generators
                                                       Lawnmowers and outdoor tools
                                                       Commercial and worksite generators
                                                       Scooters and motorcycles
                                                       Electric bicycles




© 2012 SiGNa Chemistry, Inc.                                                               www. signachem.com
Changing the way industry
                    performs by creating better
                      materials & processes


                     www.signachem.com | 212.933.4101


© 2012 SiGNa Chemistry, Inc.                            www. signachem.com

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Michael Lefenfeld: Lessons from the [green] trenches

  • 1. Improving our world . . . one discovery at a time Lessons from the [green] trenches Strategies for building a successful green start-up Michael Lefenfeld, President & CEO SiGNa Chemistry, Inc. Chemicals Management Forum May 15, 2012 © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 2. Lesson #1 Start with a vision. SiGNa’s core belief is that the most serious problems our world faces can be solved through better chemistry. © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 3. Lesson #2 Green is more than just good PR. To improve the bottom line, your chemical management standards must be treated as a key corporate value. © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 4. Lesson #3 Start with good science. When you practice sound scientific principles, you will automatically achieve green chemistry standards. © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 5. Lesson #4 Educate and retrain. Green chemistry has only recently been taught in universities. Successful green companies make on-going training a requirement in order to create a new generation of green chemists. © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 6. Lesson #5 Don’t forget the design. Environmental concerns alone are not enough to drive market acceptance of green chemicals. Green products must exceed existing products in design and cost. © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 7. Lesson #6 Know your supply chain. Be aware of the gaps in chemical awareness among your suppliers. Work to push and pull your green principles throughout your supply chain. © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 8. Lesson #7 Ease their pain. Convincing customers to adopt green technologies is a huge barrier for start-ups. Ease the way by solving their pain points. © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 9. Lesson #8 Ignorance and apathy create risk. Sound chemical management and regulatory processes are good for business. You’ll protect your customers and employees, avoid recalls and bad press, and create the products and markets of the future. © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 10. Green chemistry at work at SiGNa Chemistry. © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 11. Sodium Silicide Technology Sodium silicide (NaSi) is a safe, air-stable powder that rapidly liberates hydrogen from water or water solutions. 2NaSi(s) + 5H2O(ℓ)  5H2(g) + Na2Si2O5(aq) + Heat (No Catalyst, Room Temperature) NaSi is:  Economical to synthesize  Created from renewable, sustainable materials  Creates zero emissions  Generates only benign byproducts with established resale markets © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 12. Improved and Safer Oil Recovery Challenge: Current oil recovery methods access Solution: only 20% of existing heavy crude NaSi safely unlocks trapped oil reserves; the rest remains trapped deposits and improves oil underground. recovery to greater than 40%. © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 13. Affordable and Renewable Portable Power Challenge: Batteries cannot keep up with Solution: demands for higher energy SiGNa created a portable fuel cell densities and gas generators generator as a clean, sustainable power are highly polluting. supply for a variety of markets. Target Markets: Military portable power Emergency and disaster relief efforts Outdoor power equipment Outdoor leisure (boating, camping) Home backup generators © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 14. Pollution Reduction Challenge: Small combustion engines are responsible for a disproportionate amount of pollution in North America. Solution: SiGNa is developing a high-density, zero pollution fuel cell system to replace small combustion engines (<3kW). This system can affordably and cleanly power:  Backup and stationary generators  Lawnmowers and outdoor tools  Commercial and worksite generators  Scooters and motorcycles  Electric bicycles © 2012 SiGNa Chemistry, Inc. www. signachem.com
  • 15. Changing the way industry performs by creating better materials & processes www.signachem.com | 212.933.4101 © 2012 SiGNa Chemistry, Inc. www. signachem.com