Energy Industry, Strategy & business Development
Identifying Market Opportunities for Lignin-Based Asphalt
Problem Statement
EnergyCo aimed to assess the market potential for Lignin-based asphalt as a sustainable alternative to Bitumen, in line with its broader renewable transition goals. However, internal teams lacked the capacity to engage buyers across regions or validate demand drivers amid ongoing R&D and pilot development.
There was no clear view of what public and private customers required to adopt green asphalt solutions. Internal assumptions around pricing, procurement dynamics, and sustainability impact lacked external validation.
Without structured market input, EnergyCo risked misaligning product development with buyer expectations, missing early pilot opportunities, and delaying entry into a €100M+ procurement market influenced by sustainability regulation.
Key Objectives
Identify and engage target customer segments across Nordic markets, including municipalities, industrial parks, and commercial buyers.
Uncover and synthesize buyer expectations, price sensitivity, and adoption conditions through targeted interviews.
Prioritize and recommend pilot opportunities and entry points based on buyer intent, procurement dynamics, and regulatory readiness.
Delivered Values
10
Pilot-ready customer accounts. Prioritized target list of buyers open to collaboration, based on technical fit, budget timelines, and regulatory readiness.
€15m
Opportunity pipeline identified. Pinpointed high-potential buyers across municipalities and industrial parks with clear sustainability mandates and near-term project interest.
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