Est.

2016

GeRust
BY:
ANTHONYGUNAWAN
SHEYRNJULIANTI
VANIAFITRIYANTIHERLAMBANG
AFIFAHNADIATIANA
IVAN
I. Introduction

Background
Rust happens in metal involving oxygen and water. As we know, many household
equipment use metal as its primary component. Household appliances like shower,
water tap, and bathrooms door handle easily rusted because they often contact with
water. Rust in household appliances can reduce the strength of the metal and reduce
the aesthetics of the appliances. Rust can be severe if it is not handled early.
Appliances with severe rust should be replaced. The product that we make can
remove the rust easily, so it will disappear when it is still in its early stage.

Existing Idea
There are several brands that make rust remover with their own excellence. First is
Evapo-rust. This brand has liquid form and it removes the rust by soaking it for three
hours, rinse it, and dry it. Evapo-rust is a pH-neutral and non-toxic product. Second
product is Bull Frog Rust Remover. It is a thick liquid so it can be spread in the
rusted surface, but it needs scrubbing to remove the rust. The last one is Unrust Rust
Remover that has solid form. It needs to be dissolved in water before used. The
amount of water is matched with the rust to be removed. The best way to use the
product is soaking the rusted thing for 24 hours and brushing the rust.

Target Market
This product is targeting the cleaning company that take care buildings like hotel,
mall, and office that has many bathrooms that has metal appliances, such as water
tap and shower. That kind of company needs to keep the bathroom appliances clean
from the rust to keep the aesthetics. This is also targeting customers that want to
keep their metal appliances in their home free from rust.

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 II. Theories and State Of The Art

Corrosion is a natural and costly process of destruction which transforms a refined

metal to a more chemically-stable form. It is the result of interaction between a metal
and environments which results in its gradual destruction (Ahmad, 2006). There are
three main components that cause corrosion: metal, oxygen, and an electrolyte. Other
factors such as pH, salt concentration, velocity of water, and temperatur also contribute
to corrosion.

Corrosion can be considered as an electrochemical process. It happens through a series

of reduction-oxidation reactions. The metal acts as the anode and it is oxidized, forming
metal ions and free electrons. The free electrons then will reduce the oxygen to provide
a complimentary cathodic reaction. The metal ions itself can form a solid compound
(rust) on the metal surface.

Table 1 shows several researches on rust removal method. There are some variables
believed to affect removal result such as active components, temperature, duration, and
subsequent corrosion effect.

Table 1. State of Art of Rust Removal

Active Rust Subsequent
Source Temperature Duration Note
components removed rusting
Citrus with 1.418 80% citrus.
Sarinas et 24 hours
vinegar gram 20% vinegar
al, 2013
Muriatic acid 10 gram 24 hours hazardous
Inhibited by
Removing
dipping in
Yonkman, Ammonium o 3-16 rust without
175-212 F chromate
1925 citrate minutes attacking
solution and
metal surface
coated with oil
50% volume
Geld, 10 Inhibited by in water,
HCl 99% 80oF
1964 minutes NaI HCL atacks
steel
Addition of
Ammonium forming
Squire, citrate agent for gel-
160oF
1966 (+sulphuric like character
acid) (no
immersion)
Rosenfeld, Elevated
Oxalic acid
1953 temperature
Oxalic acid
Rahfield et Ambient
(+ferrous 83%
al, 1987 temperature
sulfate)

2
Acid treatment is one of the simplest method for rust removal because the requirement
is not complicated (Rudy, 2001). To remove rust, the oxide must be totally and cleanly
removed. The acids dissolve oxides and smuts and also remove scales and rusts. The
illustration of reaction between metal, oxide, and acid is as follows:

Metal Oxide + Acid Metal Salt + Water (1)

Metal + Acid Metal Salt + Hydrogen (proton) (2)
Hydrogen (proton) + Hydrogen (proton) Hydrogen (gas) (3)

Citric acid is perhaps the most used acid to remove rust. It is a weak organic acid which
can be found in citrus fruits. Citric acid can remove rust from ferrous and some non-
ferrous metals without any harmful side effects to the metal. Citric acid will dissolve
and loosen the crumbly hydrated iron oxide and convert it into a soluble salt.
Furthermore, it will construct a thin film of smooth hard oxide on the surface of the iron
to make it resist further hydrated oxidation.

Penniston (2008) conducted a research on various types of citrus juices and

concentrates to determine the citric acid content using ion chromatography. The bar
chart in Figure 1 describes citric acid content in each sample, delivered in g citric acid/
oz solution.

1.6 1.44 1.38

1.4
1.2 1.09
g citric acid / oz

1
0.75
0.8
0.6 0.5
0.4 0.27
0.17 0.15
0.2 0.08
0

Figure 1. Comparison of citric acid content in several citrus (Penniston, 2008)

The result shows that lemon and lime from fruits have the highest content of citric acid,
with 1.44 and 1.38 g citric acid/oz juice, respectively, while lemon and lime from
concentrates in the third position contain 1.10 and 1.06 g citric acid/oz juice,

3
respectively. Other fruit juices and concentrates have citric acid content that varies
between 0.03 and 0.22 g citric acid/oz juice.

Lemon and lime juice obviously provide much higher citric acid density than other
citrus group such as instant grapefruit juice, instant orange juice, and squeezed orange
juice. Instant and crystalized lemonade have six times less citric acid (ounce-for-ounce
basis) than lemon and lime juice.

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III. Market Analysis

Product Comparison
As a rust-removing agent, GeRust is more convenient compared to its competitors.
GeRust is able to clean off light to medium type of rust on unreachable surfaces
within minutes. Whereas the competitors products require more time to remove the
rust using an impractical way, such as soaking. In addition, GeRust is a nature-based
product, using only nontoxic ingredients. The comparison between GeRust and other
rust remover products are shown in Table 2.

Table 2. Comparison of GeRust and other similar products

Difference GeRust Similar products
Form Viscous liquid Liquid
Remove rust by soaking the
Remove rust by spreading it over,
rusted surface in the rust
leaving it for 10 minutes, and
Application removing liquid, waiting it for
wiping it off from the rusted
3 hours, and rinsing the
surface.
equipment.
Can be used for equipment
when soaking is not possible,
Efficient for heavy duty rust
Benefit for example vehicle muffler.
removal
Fast rust removing ability
Preventing rust formation
Made from non-toxic and Made from highly priced
Material
renewable material, such as chemicals, sometimes may be
Sustainability
citruses. harmful.
High performing specialty
Raw Material
Abundant and produced locally. chemicals that cannot be
Supply
produced by local industry.

While it is known to have a high performance, rust remover made from specialty
chemicals may do harm to human body and environment, such as skin irritation and
non-biodegradable components. It is also expensive and difficult to access. Knowing
these problems, GeRust utilized natural citric acid, which is known to have the best
rust removing ability and is not hazardous. Citric acid is extracted from citruses,
such as oranges and lemons. Citruses are common fruits in Indonesia; it is produced
locally and easy to obtain. With natural citric acid, GeRust is a powerful and
effective rust remover.

Added Value

5
GeRust uses citric acid, which is an essence from citruses and an active compound
to remove the unwanted rust. This indicates the necessity of citruses supply
throughout the production, making it the main element of GeRust. Though citruses
are considered to have good rust removing property, it also serves a purpose as one
of popular beverages that is orange juice or lemonade. Squeezing the juice or liquid
out of the fruits makes orange juice and lemonade. The value of money to make
juice from citruses is shown in Table 3, while the value of money to create GeRust
from citruses is shown in Table 4.

Table 3. Citruses to Orange Juice Value

Parameter Value
Litre of juice extracted/kg of oranges 0.5
Litre of orange juice/servings 0.25
Amount of servings/kg of oranges 2
Price (Rp)/servings 4000
Value (Rp)/kg of oranges 8000

Table 4. Citruses to GeRust Value

Parameter Value
Grams of citric acid extracted/kg of oranges 17
Grams of citric acid/servings 60
Price (Rp)/servings 30000
Value (Rp)/kg of oranges 8500

From the data above, 1 kilogram of orange is worth Rp8.000,00 to sell as orange
juice and Rp8.500,00 to sell as GeRust. The margin between the two options is
6.25%. From the 6.25% difference, turning citruses into juice may not be the best
choice because it does not add value as much as formulating citruses to GeRust. It is
wiser to turn citruses to GeRust since it is more beneficial.

Market Capacity

Market Segmentation
Market segmentation is used to determine which part of the population will be
targeted as the customer for GeRust. The segmentations are based on four main
parts, which are: geographical segmentation, demographical segmentation,
behavioral segmentation, and psychographical segmentation. These
segmentations are described below:
Geographical segmentation: location of the customer is the main
consideration. GeRust will be marketed to people in developed urban area,
such as : Jakarta, Bandung, etc.

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 Demographical segmentation: three considerations for the demographical
segmentation are customers age, customers economic demographic, and
customers sanitary awareness.
Behavioral segmentation : this segmentation considers the possibility of the
population which have extra disposable income which makes them a more
lucrative market.
Psychographical segmentation: people with high awareness of sanitary and
aesthetics are the main target.

Figure 2. Graphical representation of market segmentation

Market Sizing
Market sizing is conducted to determine the economic value of the rust removing
market. Since GeRust will be marketed on developed urban area, firstly it will be
marketed for Jakarta and Bandung. The assumptions and the market size of
GeRust are shown in Table 5.

Table 5. Market size of GeRust

Jakarta and Bandung Population[1][2] 12590000
Percentage of people meets the economic consideration[4] 40%
Percentage of people meets the age consideration [5] 63%
Number of people 3172680
Number of people per household [3] 3.9
Number of household 813507.6923
Percentage of household with good sanitation [6] 83%
Number of household with good sanitation 675211.3846
Product Price (IDR/bottle) Rp35,000
Market Size Rp23,632,398,461

[1] https://bandungkota.bps.go.id/. accesed January 13 2017

[2 ]https://jakarta.bps.go.id/. accesed January 13 2017
[3]http://www.arcgis.com/home/item.html?id=7d1b66f2aa374167a337c6b0e386fc80. accesed January 13 2017
[4]Indonesia - Income distribution. (t.thn.). Dipetik January 13, 2017, dari http://www.indexmundi.com/.

7
[5]Indonesia Age Structure. (t.thn.). Dipetik January 13, 2017, dari http://www.indexmundi.com/.
[6]Statistika, B. P. (2012). Indonesia Demographic and Health Survey 2012. Jakarta: Ministry of Health.

Market Penetration
Market penetration is the strategy for grabbing the market . Some considerations
are being thought of to make the marketing strategy, which are :
Rust removal product is an emerging which means that the market size is
untapped. The penetration pricing should be based on the customer demand
because competition over the market has not been established.
Since the product is marketed for the higher-end customers, the products
should consider the aesthetics benefit that it could give.
High quality service, customer and aftersales service, should be prioritized
since the market is not too big but consists of people with high demand.
These considerations are used to determine the marketing strategy for GeRust
which is shown in the Figure 3 which shows the marketing steps for market
penetration.

Figure 3. Marketing strategy for GeRust

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IV. Experiment Procedures

Materials
GeRust is made from high quality ingredients. The main ingredient is citrus juice
which is extracted from citrus fruits. The other ingredients are sodium hydroxide
(NaOH), calcium chloride dihydrate (CaCl2.2H2O), water, and ethanol, and
sulphuric acid.

Citrus juice is chosen as the main ingredient because it contains a high level of citric
acid which is the active agent of GeRust. Citric acid can remove rust from metals
without damaging the metal itself. Addition of NaOH is needed in GeRust
production to neutralize the pH of the product. It is also added to convert citrus juice
to trisodium citrate salt. Then, the mixture will be filtered in a Buchner funnel.

Instrumentation

To do this procedure, the equipment needed are:

1. Beaker glass
2. Buchner funnel
3. Mixer
4. Heater
5. Filter paper

Procedure

1. Squeeze lemon
2. Filter lemon juice
3. Add NaOH until the juice is pH neutral this process convert lemon juice to
trisodium citrate salt
4. Filter in Buchner
5. Add CaCl2.2H2O to precipitate citric acid
6. Heat until boiling point a deposit formed
7. Wash with water
8. Wash with absolute ethanol
9. Now, we have calcium citrate solid
10. Add sulphuric acid solution
11. Separate CaSO4 from citric acid (filtration)

9
 NaOH

Citrus juice Trisodium citrate salt

Extraction Mixing Filtration
Citrus fruit

Citrus waste

Ethanol Water

Washing 2 Washing 1 Heating Precipitation

Figure 4. Block flow diagram to make GeRust

10
V. Product Hypothesis

Capital Expenditure

Capital expenditure is the initial investment that is needed to build up the plant until
the moment of its production start. The amount of capital investment needed for
GeRust can be calculated through the price of equipments needed for the process.
The price of each equipment can be estimated from empirical parameters , provided
the capacity of the mentioned equipments are known (Turton et al,2009). The total
price of every equipments summed will give the fixed capital investment (FCI). The
list of equipments needed and its price are shown in Table 6.

Table 6. Equipments price list

Equipment Type Amount Bare Module Cost Total Cost
Cooler Double Pipe 1 $7,264 $7,264
Evaporator Short Tube 2 $84,996 $169,993
Citrus Juicer Screw Press 1 $15,000 $15,000
Filter Plate and Frame 4 $7,204 $28,814
Vertical Process
Mixer Vessel 5 $5,109 $25,544
Storage Tank Fixed Roof 2 $161,322 $322,645
Pump Centrifugal 2 $27,212 $54,423
FCI $623,683
The FCI can give an estimation of the total investment needed , which is the grass-
root cost. The grass root cost can be calculated with:

which will give the value of the grass root cost of US$1,047,778

Operating Expenditure

Operating Expenditure is periodical expenditure that needs to be spent in order to

keep the production process running. The operating expenditure is composed of
three main parts which are cost of raw material, cost of utilities, and cost of
operating labor. Cost of waste treatment can be neglected since the volume of the
production is quite small and the waste treatment can be handled by the public waste
treatment. The total operating cost can be calculated by this empirical formula
(Turton et al,2009) :

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 Table 7. Operating cost
Types Cost
Cost of Raw Material (CRM) $775,985
Cosf of Operating Labor
(COL) $23,103
Cost of Utilities (CUT) $54,532
Manufacturing Cost $1,277,733

Economic Analysis

Economic analysis is conducted to determine the feasibility of GeRust as an

operating plant. There are four parameters being assesed in the economic analysis,
which are return on investment (ROI), net present value (NPV), discounted payback
period (DPBP), and internal rate of return (IRR). The parameters used in the analysis
are shown in Table 8, the cash flow for GeRust is shown in Figure 5, and the
economic analysis parameters are shown in Table 9.

Table 8. Parameters for economic analysis

FCI $623,683
Land $150,376
Working Capital $62,368
Tax Rate 25%
Discounted Rate 10%
Capacity (servings/year) $657,211
Revenue $1,776,871
Operating Cost $1,277,733
Plant Life (years) 10
Depreciation (years) 8

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 $2000000.0

$1500000.0

Cumulative Cash Flow

$1000000.0

$500000.0

$.0
-2 -1 0 1 2 3 4 5 6 7 8 9 10
-$500000.0

-$1000000.0

-$1500000.0
Years

Figure 5. Cash flow for GeRust

Table 9. Economic analysis parameters

Parameter Value
NPV 1521320
ROI 0.392465
DPBP 2.950964
IRR 30%

Break Even Analysis

Break even analysis is conducted to shown the bare minimum amoung of products
should be produced in order to break even with the opearating. As shown in Figure
6, the break even capacity for GeRust is 39%.

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$2000000.000

$1800000.000

$1600000.000

$1400000.000

$1200000.000

$1000000.000
Revenue
$800000.000

$600000.000 Operatin
g Cost
$400000.000

$200000.000

$-
95%
90%
85%
80%
75%
70%
65%
60%
55%
50%
45%
40%
35%
30%
25%
20%
15%
10%
100%

0%
5%
Plant Capacity

Figure 6. Break even analysis for GeRust

14
Reference

Rudy, Stephen F. "Pickling and acid dipping." Metal Finishing 100 (2002): 173-179.
Ahmad, Zaki. Principles of corrosion engineering and corrosion control. Butterworth-
Heinemann, 2006.
Penniston, Kristina L.; Nakada, Stephen Y.; Holmes, Ross P.; Assimos, Dean G. (2008).
Quantitative Assesment of Citric Acid in Lemon Juice, Lime Juice, and
Commercially-Available Fruit Juice Products. J Endourol, 22 (3), 567-570. doi:
10.1089/end.2007.0304.
Sarinas, Brian Gil S.; Gellada, Lorna D.; Somosa, Roberto R.; Paragon, Teresa A. (2013).
Ecofriendly Alternative Solutions for Rust Removal. Time Journals of Biological
Sciences and Technology, 1(3), 17-20.
Yonkman, William. Method of Rust Removal and Prevetion. U.S. Patent 1,523,741, Jan 20,
1925.
Rosenfeld, Myer; Aberdeen; Pickett, Charles F. Method of and Composition for Removing
Rust and Scale. U.S. Patent 2,631,950, Mar 17, 1953.
Geld, Isidore. Method and Composition for Chemical Rust Removal. U.S. Patent 3,161,598,
Dec 15, 1964.
Squire, Albert T. Noncorrosive Rust Removal. U.S. Patent 3,510,432, May 5, 1970.
Waller, John E et al. Rust Removal and Composition Thereof. U.S. Patent 4,810,405, Mar 7,
1989.
Rahfield, Susan; Brook, Pine; Newman, Benjamin. Composition for Rust Removal and
Method of Use Thereof. U.S. Patent 4,828,743, May 9, 1989.
https://bandungkota.bps.go.id/. accesed January 13 2017
https://jakarta.bps.go.id/. accesed January 13 2017
http://www.arcgis.com/home/item.html?id=7d1b66f2aa374167a337c6b0e386fc80. accesed
January 13 2017
Indonesia - Income distribution. (t.thn.). Dipetik January 13, 2017, dari
http://www.indexmundi.com/.
Indonesia Age Structure. (t.thn.). Dipetik January 13, 2017, dari
http://www.indexmundi.com/.
Statistika, B. P. (2012). Indonesia Demographic and Health Survey 2012. Jakarta: Ministry
of Health.

15