Biz Model for Lab-Grown Diamonds
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These slides use concepts from my (Jeff Funk) course entitled Biz BUModels for Hi-Tech Products to analyze the business model for IIa’s industrial diamonds. Through the use of a proprietary microwave plasma chemical vapor deposition process, IIa offers diamonds that are harder, purer, and cheaper than other industrial diamonds and they offer higher property constancy. This makes them ideal for machine tool and drilling bits where tool life is important. Other applications include jewelry, water purification, and high-power semiconductor ones. IIe’s industrial diamonds are indistinguishable from natural diamonds yet are 1/3 cheaper.
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Biz Model for Lab-Grown Diamonds
- 1. BUSINESS MODEL FOR LAB- GROWN DIAMONDS Produced by Microwave Plasma Chemical Vapour Deposition (MPCVD)
- 2. Team Members Lim San San A0098499Y Lin Lin A0110239U Alec Liu A0110166W Wang Jun-Un Eugene A0098504Y Mohammad Khalid A0098544R
- 3. Agenda • Introduction • Current & Potential Applications - Value Proposition - Customer Selection • Method of Value Capture • Scope of Activities • Method of Strategic Control • Summary
- 5. Lab-Grown Diamonds • 80% of global natural- mined diamonds (135M carats or 27,000 kg) are used industrially • Increasing demand for industrial-grade diamonds • High-quality and low- cost lab-grown diamonds can address this market demand
- 6. • Established in 2005, with funding from the EDB for the first plant • World’s largest MPCVD (Microwave Plasma Chemical Vapour Deposition) diamond research facilities • Industry leader in lab-grown diamond technologies • Production of colourless, high purity and cost-effective lab-grown diamonds for various industrial and scientific applications • Complete technology value chain - from R&D, production, to cutting & polishing • Jewellery Business Unit: Gemesis
- 7. • Process to produce high-purity solid materials • Microwave will energise the precursors decompose and deposit on the substrate. • In the case of Diamond: – Carbon atoms from CH4 are reattached to diamond substrates, initiating the natural crystallisation process – Growth condition is difficult to optimise and maintain MPCVD Diamond Technology
- 8. • Hardest and Most Thermally Conductive material in nature - 4x the hardness of Tungsten Carbide - 5x the thermal conductivity (2200W/mK) of Copper • Low thermal expansion • High voltage durability very good insulator • Radiation hard high electron mobility • Wide optical spectrum Superiority of MPCVD Diamonds
- 11. Mechanical Applications Application Value Proposition Customer Selection • MPCVD diamonds are applied on tools and equipment to improve machining performance and increase tool lifetimes • High purity results in extreme hardness and allows toolmakers to achieve high precision in tooling design
- 12. Application Value Proposition Customer Selection Single Crystal Diamonds-MPCVD Higher Purity Better crystal structure Higher hardness More wear resistant Longer tool life Smoother surface and edge Sharper tips Better thermal properties Sustain higher pressure Source: DiamTech
- 13. Properties of Different Diamonds HPHT Natural MPCVD Hardness (MPa)* 1500 2790 2860 Impurity Metal catalyst Unpredictable foreign impurity Almost none Tool life (normalised) 1 Inconsistent 3 to 8 (depends on application) Property consistency High Low High Supply consistency High, with numerous suppliers Low High, with few suppliers Price (small diamond) Low ($25) High ($50 - hundreds) Moderate – high ($50) Price (large diamond) High ($1600-2000) High (>$5000) Low-moderate ($500 – 700) Applications General tooling High-end: Precision tooling, high- pressure, high-temperature resistance apps. Application Value Proposition Customer Selection
- 14. Mechanical Applications Application Value Proposition Customer Selection Mechanical Application Industries Precision Machining Wood Machining Grinding & Polishing General Engineering Crushing, Sawing & Mining Oil & Gas Drilling & Drill Bits Road Maintenance Stone and Concrete Processing Mining, Tuneling &Drilling
- 15. Value Proposition Application Value Proposition Customer Selection • Providing a wide range of extreme performance products and solutions to meet customer’s demands of the precision cutting, oil & gas, hard rock mining & tunneling, and road maintenance industries
- 16. Customer Selection Application Value Proposition Customer Selection • Precision Tool Makers
- 17. Customer Selection • Tunnel Boring Machining (TBM) Companies • Road Maintenance Machining Companies Volvo Construction Equipment Application Value Proposition Customer Selection
- 18. Customer Selection Application Value Proposition Customer Selection • Offshore Deep-Water Drilling Companies
- 20. Consumer Applications Application Value Proposition Customer Selection • Jewelry, Bridal Diamonds - Colourless – Certified lab-grown diamonds purest Type IIa • Fancy Coloured Diamonds – World-famous diamonds are of fancy colours due to their rarity • Others: Luxury brand goods, timepieces, implants
- 21. Consumer Applications Application Value Proposition Customer Selection • How different are they compared to mined diamonds? • Price
- 22. Value Proposition Application Value Proposition Customer Selection • Providing consumer eco-friendly and conflict-free diamonds that are of same as or better quality than mined diamonds at more competitive costs
- 23. Customer Selection Application Value Proposition Customer Selection • Jewelry dealers / Pro conflict-free diamonds • Luxury goods manufacturer • Direct to general consumer via e-commerce
- 26. Water Purification - Disinfection Stage Application Value Proposition Customer Selection • Primary treatment, secondary treatment, tertiary treatment (disinfection)
- 27. Water Disinfection Application Value Proposition Customer Selection • Primary treatment, secondary treatment, tertiary treatment (disinfection) • Wastewater treatment using MPCVD diamond electrodes for refractory chemicals – Reducing the cost to purify water – Higher efficiency
- 28. Diamond as Electrodes • Eg. – Breakdown of chlorobenzene – Breakdown of 1,4-dioxane Application Value Proposition Customer Selection Platinum electrode: less breakdown in 8 hours Diamond electrode: more breakdown in 6 hours 94.5% breakdown of chlorobenzene Diamond electrodes have 5x the 1,4-dioxane removal efficiency of platinum electrodes Platinum electrode: 17% removal efficiency Diamond electrode: 85% removal efficiency
- 29. Electrode Properties Electrode Material Oxidizing Power Resistance Potential Window Overpotential Hardness Others RuO2 + ++ ++ ++ ++++ NA IrO2 + ++ ++ ++ +++ NA Pt ++ ++++ ++++ ++++ + Heavy metal pollution PbO2 +++ +++ +++ +++ ++ Heavy metal pollution SnO2 ++++ ++ +++ +++ +++ NA Diamond +++++ +++++ +++++ +++++ +++++ NA Application Value Proposition Customer Selection Diamond electrodes 1. More physically/chemically resistant 2. Longer lifetime 3. Disinfect more effectively 4. Do not produce heavy metal pollutants
- 30. Application Value Proposition Customer Selection Trend & Market Info • More stringent legislations on water discharge • Push for electrode use in water disinfection aided by shift away from chemical treatments 0 0.5 1 1.5 2 2.5 3 3.5 2012 2019 MarketRevenue($b) 6% CAGR $1.94 billion $2.96 billion Revenue forecast for Water, Wastewater Disinfection Systems market Source: Frost & Sullivan
- 31. Value Proposition Application Value Proposition Customer Selection • Providing customers with high-quality boron- doped diamonds to achieve efficient disinfection of waste water according to their specific requirements.
- 32. Customer Selection Application Value Proposition Customer Selection • Early adopters in the water purification industry • Industries switching from chemical to electrical disinfection • End-user criteria: – Cost advantage – Efficiency – Compliance with EPA guidelines – State environmental regulations in place – Pilot facilities or large budget for new treatment systems
- 33. Customer Selection Application Value Proposition Customer Selection • Largest Water Companies
- 35. Application Value Proposition Customer Selection Semiconductor applications • Mobile phone base station • Communication satellite • Radar • RF amplifier High Power High Frequency
- 36. Application Value Proposition Customer Selection Diamond https://www.ntt-review.jp/archive/ntttechnical.php?contents=ntr201008sf3.html Semiconductor applications
- 37. Application Value Proposition Customer Selection Modern Semiconductor Devices • Bipolar Junction Transistor (BJT) • Heterojunction Bipolar Transistors (HBT) • Metal-semiconductor field-effect transistor • High electron mobility transistor (HEMT) Si, SiC, SiGe GaAs, GaN InP Modern Semiconductor Materials
- 38. Diamonds in semiconductor Application Value Proposition Customer Selection • High thermal conductivity • High carrier mobility • Wide energy bandgap • Long carrier lifetime
- 39. Application Value Proposition Customer Selection
- 40. Example: GaN on Si GaN on Diamond Application Value Proposition Customer Selection http://www.i-micronews.com/compound-semi/
- 41. Application Value Proposition Customer Selection Value Proposition • Providing customers with semiconductor-grade diamonds according to their specific application requirements to achieve high power, high frequency, high temperature and long lifetime
- 45. Customer Selection Application Value Proposition Customer Selection TriQuint Semiconductor is a semiconductor company that designs, manufactures, and supplies high-performance RF modules, components and foundry services. - Semiconductor design house - Semiconductor fabrication plant - Research institutes
- 47. Value Map IIa Technologies Raw Material Tooling Suppliers Research Labs Gemesis.com Consumer Consumer Innovators & Early Adopters Consumer Jewelry Segment Purchase Product Product Purchase Mechanical & Tooling Segment Semiconductor & Water Disinfection Segment Payment Materials Prototype Licensing RCA RCA: Research Collaboration Agreement Custom Product Custom Product Custom Product 5 Money Money Money
- 48. Value Capture – Value added Production IIa Technologies Raw Material Tooling Suppliers Research Labs Gemesis.com Consumer Consumer Innovators & Early Adopters Purchase Product Product Purchase Payment Materials Prototype Licensing RCA RCA: Research Collaboration Agreement Custom Product Custom Product Custom Product 5 Money Money Money Mechanical • Impurity level • Crystal orientation • Optional doping • Size and dimensions Consumer • Loose diamonds in different sizes and shapes • Colorless, fancy colored. Water • Doping levels of boron • Substrate selection Semiconductor • Quality and thickness • Impurity level • Crystal orientation • Substrate selection
- 50. Scopes of Activities Operations • Diamond production • Equipment building and maintenance • Quality control • Inventory control Sales & Marketing • Build distribution channels • Product promotion and branding • Identify potential market segment • Technical customer service R & D • Diamond applications R&D (process improvement, customer services) • Collaborations (R&D and marketing) with external parties
- 52. Strategic Control Strong IP Management • IP Strategy: To patent customized equipment and sub-processes • Trade secret for the ‘recipe’ MPCVD Branding & Education • Awareness of lab-grown diamonds – consumer diamonds • Trade shows and research collaboration Asset Management • Acquisition: to compliment the product, process and service • Vertical Disintegration. R & D • New product development for new applications • Process optimization • Encourage open innovation through collaboration Sustaining Profitability
- 53. Summary Summary IIa Technologies capable of producing excellent lab-grown diamonds Current applications of diamonds in industrial and consumer areas Potential applications in Water disinfection and Semiconductor Value Proposition: The ability to produce diamonds customized to specific customers’ needs Growing company with potential growth and sustainability
- 54. QUESTIONS?