1. PHOTOCATALYSTS for WATER REMEDIATION
(nanocatalysts)
• Aim to commercialize our visible light activated
nanocatalysts (Nanogrids™ © )
• Novel nanotechnology that removes hydrocarbons from
polluted water
•Our product turns wastewater from fracking operations
into drinkable water
•New product in a niche (multibillion $) market
• Have talked with over 70 people (dealers, distributors,
customers)
• Surveyed another 30 customers
(c) copyright 2011

2. Initial Idea & Market Opportunity Estimate
Total available market
• Our invented nanogrids™(c) for environmental
technology offers inexpensive, nanotechnologies
extremely fast and efficient
2010: $6.1b
hydrocarbon decomposition
2014: $21.8b (projected)
• It has potential uses in oil
decomposition/ environmental Served Available Market
remediation environmental remediation
40% of total market
• Focus on Gulf Oil Spill clean-
up efforts Target Market
$8b
Ref: F. Boehm, Nanotechnology in Environmental Applications, BCC Research,
2006; NOAA, Gulf Spill Restoration, 2011
(c) copyright 2011

3. Team Members
 PI: PerenaGouma, tenured Associate Professor, Dept of
Materials Science & Engineering, SUNY Stony Brook;
Director of Center for Nanomaterials& Sensor
Development; Fulbright Scholar and NSF grantee since
2002. Has published over 100 research articles on ceramic
nanomaterials and their functional applications; she holds 4
US patents
 Lead: Jusang Lee, doctoral candidate in the PI’s research
group; he has published research-based and review
papers; he is a co-inventor along with the PI of the
nanogrids™ technology
 Mentor: Clive Clayton, founder Director of the SPIR
program at SUNY; Leading Professor in Materials Science
& Engineering, SUNY Stony Brook; Fellow of the
Electrochemical Society; serving on advisory board of
BASF’s Rensselaer NY Ecology Center

4. Business Model Canvas Version 1
Photocatalysts
•New product •Water remediation
•IP validation
(replaces toxic •Expanding their companies
•Building a brand
surfactants) services •Coast Guard
•Pilot studies
•Industrial nano- •Green •Continuous/long •Shipping
•Marketing
manufacturing Photochemistry term industry
•Distribution
providers • Fully •As-needed leasing •Refineries
decomposes oil •Oil service industry
•Suppliers of •No energy cost •EPA
precursor to use •Federal groups on
material •IP protection •Speed of remediation
• R&D capability deployment •Individual /
•Direct sales home use
•Brand •Recoverable and/or leasing
•Expertise •Customization (e.g. pool cleaning)
•Partner
•Risk reduction distribution
•Convenience/us channels
ability
•Shipping
•Sale of nanogrids™ © per square foot
•Per use charge (leased)
•Marketing
• First to market; premium revenues
•Licensing other IP
(c) copyright 2011

5. So, Here’s What We Did
TESTED THE CUSTOMER SEGMENTS HYPOTHESIS
Company Contact Person Lessons Learned
Dow Chemical Ventures Steve Hahn To focus on water cleaning systems;
efficiency of catalyst is the key feature
Oceanside Water Pollution AlexandreMiot To focus on petroleum-based contamination;
Control Plant, SF, CA) skimming
Eastern Environmental Deb Engelhardt, Current practices: spill tech pads; Regen Ox
Solutions, Inc (LI, NY) Louis Bascelli, (oxidizer)
Joseph Napoli
Miller Environmental (LI, NY) Dave Reardon Got suggestions for pilot studies; projects
cost vary a lot
DEC (region 1, NY) Karen Gomez State environmental regulations; contractors
Eco-Test Babylon (LI, NY) Thomas Powell Water quality testing procedures and EPA
standards
GES Edward Savarese Current practice: pump and treat; geologists
org. contact
David Tonjes DT&S-SBU; Customer is the Env. Engineer
consultant
WRS environmental; Environtrac Front desk Talked to their R&D people
(LI, NY) personnel

6. Business Model Canvas Version 2
Photocatalysts
•Water remediation
•Expanding companies
•IP validation •New product their services
•Green •Coast Guard
•Building a brand •Continuous/l
• Decomposes oil •Shipping
•Industrial nano- •Pilot studies ong term
•No energy cost industry
manufacturing •Marketing
to use •Refineries
providers •Distribution •As-needed
•Recoverable •Oil service industry
leasing
•Customization •EPA
•Suppliers of
•Risk reduction •Federal groups on
precursor
remediation
material
•IP protection •Partner •Individual /
• R&D capability distribution home use
•Brand •Speed of channels (e.g. pool cleaning)
•Expertise deployment
•Direct sales •Remediation of
and/or leasing petroleum-based
oil-polluted water
•Marketing •Shipping
•Sale of nanogrids™ © per square foot
• First to market; premium revenues
•R&D costs •Licensing other IP
•Per use charge
(leased)

7. Here’s What We Found
Target Market: Petroleum-Oil Polluted Water Remediation
• Industry is excited about innovative products/solutions
• Problems are diverse; Common pollutants: gasoline, fuels
• Makes no sense to directly sell and ship our products
• Need to identify distributors and partner with them
• No Leasing
• Our competitive advantage could be that we offer fast remediation
solutions

8. Business Model Canvas Version 3
Photocatalysts
•IP validation
• New Product
•Building a brand •Expanding
their services
•Pilot Studies
•Industrial nano- •Green •Remediation
manufacturing •Marketing •Continuous/lo of Petroleum-
providers • Decomposes oil ng term based oil
•Distribution
polluted water
•No energy cost to
use
•Suppliers of •Fast Remediation
precursor •IP protection •Partner/other
•Recoverable
material distribution
•R&D •Customization channels
capability •Risk reduction
•Brand •Distributors
•Convenience/
•Expertise usability •Dealers/Partners
•Marketing •Sale of nanogrids™ © per square foot
•R&D costs • First to market; premium revenues
•Licensing other IP
(c) copyright 2011

9. So, Here’s What We Did
ASSESSED THE MARKET TYPE
 Talked to Dealers of Environmental Remediation
Products ECS
Environmental
 Approached Key Distributors Compliance (MA)
 Talked to Remediation Specialists in Numerous AECOM (MA)
Remediation Companies
 We Went on a Field Study to Eyewitness the Kerfoot
Challenges Associated with Remediating Technologies, Inc
Underground Oil Spills (MA)
EnviroTrac (LI, NY)
BKW
Environmental
(TX/PA)
Advanced
Environmental
Solutions (MA)

10. So, Here’s What We Found
NewProduct for Niche Segment of Existing Market
• Remediation treatments of petroleum-oil contaminated
water almost leave residual hydrocarbon contamination
levels that prevent the disposal of the remediated water to
the environment
• Our nanocatalystscan be used to fully remediate
hydrocarbons and to provide clean water
• However, is there a sizeable market for our technology?
• What is it?
• Does the size of the opportunity make it worth pursuing it
further?

11. Business Model Canvas Version 4
Photocatalysts
•IP validation
•Building a brand •Expanding
• New Product
their services
•Pilot Studies
•Industrial nano- •Green •Remediation
manufacturing •Marketing •Continuous/lo of Petroleum-
providers • Decomposes oil ng term based oil
polluted water
•No energy cost to
use
•Suppliers of •Fast Remediation
precursor •IP protection
•Recoverable
material
•R&D •Customization •Distributors
capability •Risk reduction
•Brand •Dealers/Partners
•Convenience/
•Expertise usability
•Marketing
•Sale of nanogrids™ © per square foot
•R&D costs
• First to market; premium revenues
•Manufacturing costs
•Licensing other IP
(c) copyright 2011

12. So, Here’s What We Did
Packaging Options & Cost of Manufacturing
•Came up with differentPackaging Options for our product
• Contacted 30 Potential Customers about our product
• Tried to Recruit Members for IAB
• Calculated the Cost of In-House Manufacturing
• Produced a Revenue Model for Our Company
Packaging options
•Rolls of fabric-like material
• Blankets
• Pads /mats

13. So, Here’s What We Found
Industry likes our product and pricing
Our Product* Estimated Cost ExistingProductinMarket
Rolls of fabric-like material $10 U***
(Sold per square foot) Oil Absorbent
$ 20
Blankets (3x2 .5 feet) $50 P***Oil-Only Weighted
Absorbent Blanket
$ 112
Pads mat for small spill $30 B*** INDUSTRIES Buff Oil
(15" x 18“) Absorb Pads
$ 51
* Our product description:
• new nanotechnology that collects & decomposes oil in water, in-situ
• It can hold oil up to 20 times its weight, floats in water, and uses sunlight
to break down hydrocarbons into eco friendly products

14. Industry Expert/Customer Testimonials
“I feel your purchase prices are too high for the mass of the
remediation market. For a massive spill of 100,000 gallons or
more, the cost would compare unfavorable with skimming and
transporting for reclamation. For small spills your product is in
competition with the cost of conventional absorbents plus landfill
disposal. In this case, your $10 per sq. foot compares with $10-16
per ton landfill disposal.”
Dan Gray, Hepaco Inc., Tucker, GA.
“I think that the pricing is right on, I think it shouldn’t be very
difficult to sell the fabric, especially since its eco-friendly.
Would these then, in theory, be able to be thrown in the trash
along with MSW?
Here on LI most of our garbage is burned, what type of off gasses
are produced when these are incinerated?
Also, would this product work on water/ocean/river spills?”
James Cressy, Project Manager, Impact Environmental

15. Business Model Canvas Version 5
Photocatalysts
•IP validation
•Building a brand •Expanding
• New Product
their services
•Pilot Studies
•Green •Remediation
•Marketing •Continuous/lo of Petroleum-
•Suppliers of • Decomposes oil ng term based oil
precursor
polluted water
material •No energy cost to
use
•Fast Remediation
•IP protection
•Recoverable
•Remediation
•Water •R&D capability •Customizationn •Distributors of ”Produced
desalination Water”
•Risk reduction
companies •Brand
•Convenience/ •Dealers/Partners
•Expertise usability
•Marketing
•Sale of nanogrids™ © per square foot
•R&D costs
• First to market; premium revenues
•Manufacturing costs •Licensing other IP
(c) copyright 2011

16. So, Here’s What We Found
Produced Water Added Key Customer Segment
 “Produced water”:
 Discharged in off-shore oil-producing areas
 Fracking creates large amounts of wastewater
 Current energy exploration and extraction in US creates
15-20 billion barrels of produced water / year
 Worldwide, estimates top 50 billion barrels
 Energy companies pay between $3 – $12 to dispose of
each barrel of produced water
WHAT IS BTEX?
BTEX is the abbreviation used  Produced water is usually treated to remove most free oil
for four compounds found in
petroleum products.
The compounds are benzene,  Need to treat the remaining amount of soluble and
toluene, ethylbenzene, and volatile petroleum hydrocarbons
xylenes.  BTEX average concentration remaining about 5mg/L
 Allowable limit of BTEX in drinking water 5mg/L

17. Turning Wastewater into Drinking Water
Reducing benzene contamination by 1000 times!
Nanogrids™ ©
From 3.5 ppm
To 2.4 ppb

18. What is the Problem We Solve?
• Our product can contain the volatile petroleum
hydrocarbons (e.g. benzene) and subsequently
decompose them either in-situ or off-site
• It can be used as the final remediation step in the
“produced water” clean up
• It can, in principle, turn “produced water” from
wastewater to drinkable water while treating on-site
• New legislation expected to cancel the Energy
Industry’s exception from the Clean Water Act, thus
favoring “new, self-contained, on-site water treatment”
• The current market for treating produced water is
estimated to exceed $4.3 billionfor next 5 years

19. Business Model Canvas Version 6
Photocatalysts
•IP validation
• New Product
•Building a brand •Expanding •Remediation
their services of Petroleum-
•Pilot Studies
•Green based oil
•Suppliers of •Marketing •Continuous/lo polluted water
precursor • Decomposes oil ng term
material •Distribution
•No energy cost to
use •Remediation
•Fast Remediation
•IP protection of ”Produced
•Partner/other Water”
•Recoverable
•Water distribution
desalination •R&D capability •Customizationn channels
companies •Risk reduction • Filtration
•Brand •Distributors
•Convenience/
•Expertise usability •Dealers/Partners
•Marketing
•Sale of nanogrids™ © per square foot
•R&D costs
• First to market; premium revenues
•Manufacturing costs •Licensing other IP

20. Market Size Diagram
Global World Water
Nanocatalyst Market Treatment
Market
$6b
By 2015 $48.1b
Target Market
Filtration /Water
Purification Market
$8.5b
http://www.strategyr.com/Nanocatalysts_Market_Report.asp;
World Water Treatment Products to 2015 - Demand and Sales
Forecasts, Market Share, Market Size, Market Leaders;
thttp://www.wateronline.com/article.mvc/Report-World-Water-Wastewater-
Treatment-Marke-0001

21. Distribution Channel Diagram
Distributors
Customers
Purchasing
Individual
Dealers/Potential Products
Partners
Filtration
Industry/Integrated
Solutions

22. Revenue model diagram
First year revenues:
20 SME of $100,000 sales/year= $2M
2 LC of $1M /year =$2M 60
first year revenues : $4M
Second year revenues:
75% retention of SME
50
15 SME of $150,000 sales/year= $2.25M
2 LC: $5M sales/year
second year revenues $7,25M 40
($M)
Third year revenues:
maintain the domestic levels with existing
customers but expand international sales 30
to $3.5M
This will set us over $10M
20
Fourth year revenues:
Add new line of products for existing
market; expand into adjacent markets
(off-site remediation; water purification; 10
etc)
Revenues to reach $50M
0
Year 1 Year 2 Year 3 Year 4

23. What’s Next
 The PI and Lead are forming a company (C-corp)
 The mentor will maintain advisory role
 Ongoing negotiations for exclusive licensing of IP in
progress
 Seek seed funding from investors, VCs, SBIR, SUNY’s
economic development office, NYSERDA
 Explore interactions with Pall and Siemens Water
Technologies on developing integrated
solutions/licensing IP
 Explore opportunities for women-owned businesses
 Disseminate core principles learned into the
University’s incubator program through mentor’s efforts

24. Stony Brook University
Office of Technology Licensing and Industry Relations
 The Office of Technology Licensing and Industry Relations (OTLIR) is an
entity of the Research Foundation for State University of New York, which
manages the intellectual property for esteemed SUNY faculty members and
acts a liaison for academic-industry interactions.
 Exclusive License General Terms:
 Clearly defined field of use
 Diligence milestones for compliance and assurance of commercialization
 Up-front payment
 Patent cost reimbursement
 Financial milestone payments based on product sales and commercial
milestones
 Sublicensing and Assignment terms
 Limitations on liability including insurance and indemnification