Material Evolution: Why Testing in Controlled Environments is Critical for Hard Tech GTM

When your product challenges decades of industry practice, choosing the right environment for initial deployment becomes critical. In a recent episode of Category Visionaries, Material Evolution founder Liz Gilligan shared how careful customer selection helped them validate their sustainable cement technology while minimizing implementation risks.

The Power of Controlled Testing

“Our first customers are probably going to be concrete manufacturers in the precast industry,” Liz explains. “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.” This strategic choice reflects a deeper understanding of how to introduce innovation in traditional industries.

The decision to focus on precast manufacturers wasn’t just about convenience – it was about creating optimal conditions for product validation. In factory settings, variables can be controlled, processes can be standardized, and results can be measured with precision. This controlled environment provides the perfect laboratory for proving new technology works at scale.

Balancing Control with Market Reality

While starting in controlled environments, Material Evolution doesn’t stay there. “We are also starting with ready mix at the moment,” Liz shares. “So working with ready mix customers, how does that scale on site with all of the different nuances that come with that?” This dual-track approach allows them to validate their technology under ideal conditions while preparing for broader market deployment.

The strategy acknowledges a fundamental truth about the industry: “The concrete manufacturing is sometimes an art as much as it is a science.” By starting in controlled environments, they can perfect the science before tackling the art of real-world implementation.

Building Technical Credibility

Material Evolution’s approach to customer selection ties directly to their involvement in industry standardization. “We’re on a group as part of the concrete zero initiative that’s changing how the standards are actually measuring,” Liz notes. Starting with controlled environments allows them to generate the precise, reliable data needed to influence these standards.

This connection between controlled testing and industry standards is crucial. As Liz explains, they’re moving from “materials-based” standards to performance-based criteria, making reliable test data more important than ever.

Finding Receptive Early Adopters

Counter to what many might expect in a traditional industry, Material Evolution has found surprising openness to innovation. “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. “Especially in Europe, there’s so much push for it and everyone’s so aware of it.”

This receptiveness, combined with their controlled testing approach, helps justify their premium pricing. “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,” Liz explains. These benefits are easier to demonstrate and quantify in controlled factory settings.

Framework for Selecting Initial Customers

Material Evolution’s experience suggests several key criteria for selecting early customers in hard tech:

1. Control Over Implementation Environment Choose customers where you can minimize variables and standardize processes.
2. Measurement Capability Select environments where you can precisely measure and document results.
3. Strategic Value Focus on customers who can help validate both technical performance and market viability.
4. Regulatory Alignment Target segments where regulatory pressure creates incentives for adoption.
5. Scaling Potential Build relationships with customers who can grow with you as you expand.

For founders bringing hard tech innovations to market, Material Evolution’s journey highlights the importance of strategic customer selection. Starting in controlled environments isn’t just about reducing risk – it’s about building the foundation of credibility needed for broader market adoption. As Liz’s experience shows, the path to transforming an industry often begins with mastering it under ideal conditions.