Improving our world . . .
one discovery at a time
Lessons from the [green] trenches
Strategies for building a successful green start-up
Michael Lefenfeld, President & CEO
SiGNa Chemistry, Inc.
Chemicals Management Forum
May 15, 2012
© 2012 SiGNa Chemistry, Inc.
Lesson #1
Start with a vision.
SiGNa’s core belief is that the most
serious problems our world faces can be
solved through better chemistry.
© 2012 SiGNa Chemistry, Inc.
Lesson #2
Green is more than just good PR.
To improve the bottom
line, your chemical
management standards
must be treated as a
key corporate value.
© 2012 SiGNa Chemistry, Inc.
Lesson #3
Start with
good science.
When you practice sound scientific
principles, you will automatically achieve
green chemistry standards.
© 2012 SiGNa Chemistry, Inc.
Lesson #4
Educate and retrain.
Green chemistry has only
recently been taught in universities.
Successful green companies make on-going
training a requirement in order to create a
new generation of green chemists.
© 2012 SiGNa Chemistry, Inc.
Lesson #5
Don’t forget
the design.
concerns alone are not
enough to drive market acceptance of
green chemicals. Green products must
exceed existing products in design and cost.
© 2012 SiGNa Chemistry, Inc.
Lesson #6
Know your supply chain.
Be aware of the gaps in
chemical awareness among
your suppliers. Work to push
and pull your green principles
throughout your supply chain.
© 2012 SiGNa Chemistry, Inc.
Lesson #7
Ease their pain.
Convincing customers to
adopt green technologies is
a huge barrier for start-ups.
Ease the way by solving their pain points.
© 2012 SiGNa Chemistry, Inc.
Lesson #8
Ignorance and
apathy create risk.
Sound chemical management and regulatory
processes are good for business.
You’ll protect your customers and
employees, avoid recalls and bad press, and
create the products and markets of the
© 2012 SiGNa Chemistry, Inc.
Green chemistry at work
at SiGNa Chemistry.
© 2012 SiGNa Chemistry, Inc.
Sodium Silicide Technology
Sodium silicide (NaSi) is a safe, air-stable
powder that rapidly liberates hydrogen
from water or water solutions.
2NaSi(s) + 5H2O(ℓ)  5H2(g) + Na2Si2O5(aq) + Heat
(No Catalyst, Room Temperature)
NaSi is:
 Economical to synthesize
 Created from renewable, sustainable materials
 Creates zero emissions
 Generates only benign byproducts with
established resale markets
© 2012 SiGNa Chemistry, Inc.
Improved and Safer Oil Recovery
Current oil recovery methods access
only 20% of existing heavy crude
reserves; the rest remains trapped
© 2012 SiGNa Chemistry, Inc.
NaSi safely unlocks trapped oil
deposits and improves oil
recovery to greater than 40%.
Affordable and Renewable Portable Power
Batteries cannot keep up with
demands for higher energy
densities and gas generators
are highly polluting.
SiGNa created a portable fuel cell
generator as a clean, sustainable power
supply for a variety of markets.
Target Markets:
Military portable power
Emergency and disaster relief efforts
Outdoor power equipment
Outdoor leisure (boating, camping)
Home backup generators
© 2012 SiGNa Chemistry, Inc.
Pollution Reduction
Small combustion engines are
responsible for a disproportionate
amount of pollution in North America.
SiGNa is developing a high-density,
zero pollution fuel cell system to replace
small combustion engines (<3kW).
This system can affordably
and cleanly power:
 Backup and stationary generators
 Lawnmowers and outdoor tools
 Commercial and worksite generators
 Scooters and motorcycles
 Electric bicycles
© 2012 SiGNa Chemistry, Inc.
Changing the way industry
performs by creating better
materials & processes | 212.933.4101
© 2012 SiGNa Chemistry, Inc.

SiGNa Chemistry, Inc. Advanced Chemical Technologies Investor