7 Hard-Won GTM Lessons from Material Evolution’s Journey in Sustainable Cement

Transforming a 150-year-old industry doesn’t happen overnight. In a recent episode of Category Visionaries, Material Evolution founder Liz Gilligan shared how her team turned COVID-19 constraints into opportunities and found unexpected paths to market in the conservative cement industry. Their journey offers valuable lessons for founders bringing innovative hardware solutions to traditional markets.

1. Turn Constraints into Validation Opportunities

When standard paths to market validation were blocked, Material Evolution created their own. “We had to do the fun startup thing of going in my parents garage to scale this,” Liz recalls. Rather than waiting for perfect conditions, they bought equipment on eBay and converted a residential garage into a testing facility. This scrappy approach led to producing “tons of material in the garage” – proving both technical feasibility and team resourcefulness.

2. Find the Control Group First

Instead of targeting the broader market immediately, Material Evolution chose a strategic entry point: precast concrete manufacturers. “They’re making a factory. It’s controlled, it’s a lot lower risk for new products. There’s a lot more control in the process,” Liz explains. This focus on controlled environments allows them to demonstrate value while managing implementation risks – a crucial consideration for any hardware startup.

3. Stack Value Beyond Sustainability

While environmental impact drives their mission, Material Evolution understood that market adoption requires multiple value propositions. Their product carries a 20% green premium, but as Liz notes, “For us, it’s not just about the sustainability piece. There is a durability element. So our product has a 3D nanostructure inside of it which allows for it to be more durable, more fire resistant.” This multi-benefit approach helps justify premium pricing while addressing various customer needs.

4. Build Your Technical Economics First

For founders entering the hard tech space, Liz emphasizes one critical principle: “Make sure your techno economics stack. Make sure you aren’t relying on someone else’s supply chain to make this work and scale.” This focus on fundamental business mechanics over pure technological innovation has helped them maintain credibility with both customers and investors.

5. Choose Strategic Capital Over Easy Money

Material Evolution’s approach to fundraising prioritizes partnership value over pure capital. “Money’s cheap, but having an investor that brings value really changes it,” Liz explains. This philosophy led them to build a diverse investor base combining sustainability, construction, and general innovation expertise – creating a support network that understands both the technology and market dynamics.

6. Maintain Flexibility in Scaling Models

Rather than committing to a single scaling approach, Material Evolution keeps options open. “We’re not 100% sure on the scaling model yet… Is it licensing? Is it a mega plant? Is it these smaller factories?” Liz shares. This flexibility allows them to adapt their growth strategy based on market response and operational learnings.

7. Embrace Industry Evolution Over Disruption

Perhaps most surprisingly, Material Evolution found unexpected openness in a traditionally conservative industry. “I think a lot of them are really open to changing. I think they know that it needs to be done,” Liz observes about traditional cement companies. This insight suggests that even in conventional industries, there may be more appetite for innovation than appears on the surface.

The reality of bringing hard tech to market often differs from the typical startup playbook. While software companies can iterate quickly with minimal infrastructure, hardware startups face unique challenges in scaling production and proving value. As Liz notes, “Building factories is much easier on spreadsheets than it is in real life.”

Material Evolution’s experience demonstrates that success in hard tech requires more than just innovative technology – it demands strategic patience, tactical flexibility, and deep understanding of industry dynamics. Their journey shows that while the path to market may not be straight, maintaining focus on fundamentals while staying adaptable in execution can help navigate the complexities of hardware innovation.

For founders bringing innovative hardware solutions to traditional industries, these lessons underscore a crucial truth: transformation doesn’t require disruption. Sometimes, the most effective path to market comes from meeting established players where they are while helping them evolve toward where they need to be.