Machau - CEO challenge

You’ve been recently recruited by an up & coming start-up as their new CEO. The
sustainability movement has been gathering considerable support across the world,
even showing extensive adoption in developed economies. India though is yet to utilise
the full potential of this sector but the recent push for make in India and a conducive
environment for new businesses has generated renewed interest. Your company has
identified one such opportunity in this sector and has recently got some investments
from other individuals who support your cause. Bamboo and related industries are
quickly growing as a sustainable alternative to many harmful industrial chemical
products that cause environmental damage. You are expected to primarily identify
potential markets, devise a go-to market strategy and optimise the operations of the
firm. Details of your focus area are as follows:

Most people know Bamboo as a fast-growing species of grass, yet its economic potential
is underrated in India. It is a naturally abundant plant in the North-eastern states due to
their abundant rainfall and mountainous slopes with fertile soil. This region has
developed local industries that make various products out of bamboo. Bamboo
handicrafts, raw materials for other products and use in construction are some of the
major products of this industry.

Your company has setup a small operational base in the region which pre-processes
Bamboo poles to make Standardised Raw material for Bamboo Stick industry. You are
now looking at diversification in other bamboo-based products so that you can leverage
your operational efficiencies in the region and contribute to your top-line. One such
opportunity is of charcoal making plant (Capacity: 11tons charcoal per day). Your plan is
to use raw Tulda bamboo as fodder for the charcoal making machine. Pyrolysis is the
process through which this fodder is converted to charcoal with acetic acid and tar as
by-products. Further the charcoal is separated and briquetted (compressed into small
cubes) for easy storage and transportation or even powdered depending on buyer
needs.

Charcoal, based on its carbon content has a wide range of applications. On one end of
the spectrum activated charcoal with its high carbon content is used in beauty products
like face wash, creams and even toothpaste while on the other end it's used by
industries that require filtration systems like water purification, chemical separation
units and such. It is also used by farmers for soil preparation before adding fertilisers
because of its high adsorption capabilities that retain moisture and nitrogen in the soil.
Knowing all this your job is to identify potential market segments that you can enter
and devising a go to market strategy keeping the following factors in mind:

1. One unique use of bamboo charcoal other than what is mentioned above. Could
be either B2B or B2C. (Hint: refer product links shared below and industrial uses
mentioned in the case to guide your thought process)

2. Industry Analysis - formalize your research with a framework and show your
thought process for choosing the specific product.

3. Revenue potential and possible buyers (B2B) - Identify possible top clients and
devise a strategy for approach as an up and coming start up. International and domestic
separately

4. Feasibility analysis (processing costs, distribution channels, projected margins)

5. Possible marketing initiatives for your chosen segment (STP)

Some products:

https://www.amazon.in/NewSun-Activated-Purifying-Grey-Black-1-
100gram/dp/B08GY1ZBB6

https://www.amazon.in/Dr-CHARCOAL-Dehumidifier-Classic-Khaki/dp/B071WBXFXQ

https://www.amazon.in/DP501-3Pcs-Premium-Insert-Grey/dp/B079T5DK2H

https://www.amazon.in/Regal-Essence-Activated-Charcoal-Cleansing/dp/B08JN9G9FJ

https://www.amazon.in/Colgate-Charcoal-Toothpaste-Bamboo-
Wintergreen/dp/B086QDRKJ5

https://www.amazon.in/Speaking-Formulated-Deodorizing-Beautifully-
Refreshing/dp/B083LG2F9N

http://dl.flipkart.com/dl/jeev-rich-bio-activated-charcoal-biochar-organic-soil-amendment-plants-
manure/p/itm6c6b87910d80f?pid=SMNGYNH6KVGNGDCU&cmpid=product.share.pp