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From Garage Labs to Industrial Scale: Material Evolution’s Unconventional Path to Market
The path to commercializing hard tech rarely follows a straight line. In a recent episode of Category Visionaries, Material Evolution’s founder Liz Gilligan shared how her team turned a parent’s garage into a cement laboratory during COVID-19, produced two tons of experimental material, and eventually secured partnerships with leading concrete manufacturers. Their journey offers a masterclass in bringing innovative hardware solutions to traditional industries.
When Crisis Breeds Innovation
As COVID-19 shut down offices in early 2020, Material Evolution faced a critical decision. Rather than halting development, they transformed a residential garage into their first laboratory. “We had to do the fun startup thing of going in my parents garage to scale this,” Liz recalls. “We bought our first machine off of eBay, and it was, how do we scale it? How can we kind of play with this?”
This scrappy approach yielded unexpected benefits. The garage setup allowed them to rapidly iterate on their alkali fusion process, producing significant quantities of test material despite limited resources. Though Liz notes with amusement that “health and safety now would not allow us to do that,” this period proved crucial for validating their core technology.
Finding the Right Early Adopters
Material Evolution’s go-to-market strategy focuses on concrete manufacturers in the precast industry as initial customers. This choice reflects a deep understanding of adoption dynamics in traditional industries. As Liz explains, “It’s controlled, it’s a lot lower risk for new products. There’s a lot more control in the process.”
This strategic focus on controlled environments allows them to demonstrate their technology’s value while managing implementation risks. Simultaneously, they’re laying groundwork for broader market entry: “We are also starting with ready mix at the moment. So working with ready mix customers, how does that scale on site with all of the different nuances that come with that?”
Navigating the Green Premium
One of the most challenging aspects of bringing sustainable technology to market is pricing. Material Evolution’s product currently carries a 20% green premium, but they’ve found ways to justify this through additional value propositions. “For us, it’s not just about the sustainability piece,” Liz shares. “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 has helped them engage even traditionally conservative customers. “I think a lot of them are really open to changing. I think they know that it needs to be done,” Liz notes about traditional cement companies, adding that “especially in Europe, there’s so much push for it and everyone’s so aware of it.”
Building Physical Infrastructure at Scale
The transition from laboratory success to industrial production presents unique challenges. “Building factories is much easier on spreadsheets than it is in real life,” Liz admits. Their first factory project encountered unexpected hurdles, from electrical supply constraints that threatened 18-month delays to environmental protection measures for local wildlife.
These challenges have shaped their approach to scaling. Rather than committing to a single model, they’re maintaining flexibility: “We’re not 100% sure on the scaling model yet… Is it licensing? Is it a mega plant? Is it these smaller factories?” This adaptability, guided by their goal of removing a gigatonne of carbon by 2040, demonstrates how hard tech companies must balance ambitious vision with practical execution.
Strategic Funding Partnerships
Material Evolution’s approach to fundraising emphasizes strategic value over pure capital. “Money’s cheap, but having an investor that brings value really changes it,” Liz explains. They’ve built a diverse investor base combining sustainability, construction, and general innovation expertise, recognizing that hardware companies need different types of support at different stages.
Her advice to other hard tech founders is unequivocal: “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.
For B2B tech founders contemplating hard tech ventures, Material Evolution’s journey highlights the importance of strategic patience combined with tactical flexibility. Their success in engaging traditional industries while building novel technology demonstrates that innovation doesn’t always require disruption – sometimes it’s about meeting established players where they are while helping them evolve toward where they need to be.
Actionable
Takeaways
Leverage Personal Networks and Resourcefulness:
Liz’s journey from a garage-based startup highlights the importance of leveraging personal resources and networks, particularly in the early stages.
Early Market Focus:
Targeting industries with controlled environments, like precast concrete manufacturing, can provide a stable testing ground for innovative technologies before broader market expansion.
Engage with Regulatory Bodies:
Actively participating in regulatory groups can help shape industry standards and facilitate the adoption of new technologies, turning potential barriers into advantages.
Build Strong Investor Relationships:
Seek investors who bring more than just capital. Liz emphasizes the value of investors who offer strategic support and share the company’s vision for long-term success.
Techno-Economic Validation:
Ensure the economic viability of your technology. Liz advises validating your techno-economic model early to avoid costly pivots later in the development process.
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