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Making Value in and from the Fuel Cell Market

Making Value in and from the Fuel Cell Market. William A. Whittenberger, President & CTO Catacel Corp., Ravenna, Ohio June 2014. Building a Business from Fuel Cells. 2001: Coating expertise in search of application Early OFCC creating Fuel Cell buzz

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Making Value in and from the Fuel Cell Market

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  1. Making Value in and from the Fuel Cell Market William A. Whittenberger, President & CTO Catacel Corp., Ravenna, Ohio June 2014

  2. Building a Business from Fuel Cells • 2001: Coating expertise in search of application • Early OFCC creating Fuel Cell buzz • Catacel: “Hey, what are these fuel cells anyway?” • Technical: internal trials of reforming catalysts on foil structures • Outreach: website content generated first serious inquiries • Catacel commitment to the fuel cell space

  3. Where it all started 2002

  4. Original Workshop 12,500 sq ft

  5. New Building 21,000++ sq ft

  6. Growth in Fuel Cell Customers • In 2009, Catacel sold catalysts to two fuel cell companies, plus a half-dozen university or pre-commercial accounts • Now, Catacel is shipping products to about 10 fuel cell companies, and is further involved in next-generation designs with 3 of them • Strategy: “Catacel Inside”

  7. Catacel Customers 2009

  8. Catacel Customers 2014

  9. Structured Catalyst Applications • Fuel Reforming to Syngas (~70% H2) • NG, NG/propane, NG/butane, methanol • Combustion • City gas, biogas, tailgas • Partial Oxidation • For start-up or hydrogen generation • Water-Gas Shift • Preferential Oxidation

  10. Formed and Coated Foils

  11. Diversification Compact reformers and reactors from 2kW to 50 kW

  12. Lightweight, compact heat exchangers for applications including fuel cell and micro-turbine

  13. Structured catalyst and sorbent systems for industrial gas and oilfield applications

  14. Emerging, ultra-compact industrial reformers

  15. + = Manufacturing Excellence

  16. Intellectual Property Challenges Hugely expensive to file across necessary global markets -- $40K for North America and EU alone for single patent filing Have embedded a disciplined culture of maintaining logs and notebooks to record ideas and discoveries Large customers getting aggressive on IP control and constraint

  17. Go-to-Market Strategies Direct sales Conferences and exhibitions Content marketing – articles, blogs and papers pushed through website

  18. What’s Next? New, major entrants eyeing stationary APU spaces; some fascinating concepts Compact, highly efficient H2 generators for industrial motive and automotive fueling Break-through technologies on deck for producing large volume hydrogen at order of magnitude lower cost and energy consumption

  19. Our Fuel Cell Industry Forecast Be There!!

  20. A special thanks to all that helped Catacel along the way Dick Cornelison Bill Retallick Ray Harner Venkat Venkatamaran Vlad Kalika Dennis Norton Gene Allen Peter Williams John Armour Pat Valente Mike Martin Lee Poseidon Mike McKay Dave Nestic Dave Salay Martin Abraham Alstom Power The Ohio Fuel Cell Coalition Ohio Third Frontier EMTEC NASA Glenn JumpStart NorTech The Catacel Team & their supporting families

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