Michael Lefenfeld, President and CEO of SiGNa Chemistry, Inc., presented on building a successful green start-up at the Chemicals Management Forum on May 15, 2012. He outlined eight lessons for green start-ups: 1) start with a vision of solving problems through better chemistry; 2) treat green standards as a key corporate value; 3) practice sound scientific principles to achieve green standards; 4) require ongoing training to create green chemists; 5) ensure green products exceed existing ones in design and cost; 6) be aware of gaps in suppliers' chemical awareness; 7) ease customers' pain points to convince them to adopt green technologies; and 8) sound chemical management avoids risks and creates future markets

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