Novel Superabsorbent from Renewable Resource
Submitted To:
2008 Holloway-Prize Competition:
Innovation to Market Summary
Submitted by:
Ming Cao
MYJ3@UNH.EDU
145 Parsons Hall, Durham, NH
603-275-5027
Second Year Full Time Graduate Student in Materials Science Program
Faculty Advisor
Yvon Durant
Associate Professor of Materials Science Program
G101 Parsons Hall, Durham, NH
603-862-1703
YVON.DURANT@UNH.EDU
Date Submitted:
April 14, 2008
University of New Hampshire
1. What is the envisioned product or service and what does it do? (Emphasize benefits to
targeted customers.)
Our potential product is superabsorbent used for baby diaper, feminine napkin and other
hygiene product. The superabsorbent will be used to absorb the body liquid. The product
required biocompatibility and fast absorbency in order to make customers feel comfortable.
2. How is your product, service or business model unique and/or innovative?
The itaconic superabsorbent we invented was come from fermentation of sugar, which
provides the incomparable biocompatibility compare with the synthetical acrylic
superabsorbent. However, above 95% of superabsorbents products in market were made by
polyacrylic acid, because of its simple preparation process. The rest of superabsorbent in
market was made from modified starch or cellulose. The application of this kind of
superabsorbent is very limited not only because of its complex process but also because it is
easy to breed bacteria. I invented bulk polymerization for itaconic superabsorbent which is a
even more simple process than traditional inverse suspension polymerization of acrylic
superabsorbent. Also, itaconic superabsorbent is biodegradable, which will be a very
competitive property compared with other synthetical superabsorbent.
3. Who are the first customers targeted for your product or service and what are they like?
Did you talk to any prospective customers? Did they indicate that they would buy your
product?
The first customers will be these parents who have babies and the female. The product will
have cheaper price because of the lower cost of monomer and simpler process. These people
who concern our environment will like it. I have not talked with any prospective customers.
4. What is the estimated total size (market potential) of the initial customer group (market
segment)? Will this market segment be adequate to support your business model (how you
propose to make money with your product or service)?
According to reports from Sanders, 2001, 18 billion disposable diapers used per year in US
alone, 3.4 billion gallons of oil used annually to manufacture them, 246 lbs of plastic are used
to diaper a baby for one year. We estimate 50,000 tons of itaconic acid can be produced
annually for diaper industrial.
5. Is there a clear window of opportunity for the product or service? Describe.
Yes. As I mentioned above, it is necessary to replace the acrylic superabsorbent. Three main
factors for itaconic superabsorbent can open the window of opportunity: 1. Monomer was
come from renewable resource. 2. Bulk polymerization of itaconic superabsorbent is a
process which does not require organic solvent and extra energy to dry the sample. 3. The
product is biodegradable.
6. What are the barriers to entry associated with your initial market?
Polyacrylic acid superabsorbent or its copolymer was already in the diaper market for more
than 20 years. To some of people, they do not care the product is biodegradable or not. The
primary advantage is the low cost of the raw materials. However, the manufacture of itaconic
superabsorbent requires new equipments, so the total cost at the beginning will depends on
how large the scale is. Only if we make a large enough scale of product, we can get relative
low price of our product, so that it can compete with the traditional superabsorbent.
7. What is the competitive advantage potential for your product, service or business model?
How much money did you hope to make for your initial investors? How sustainable is your
potential competitive advantage (i.e., how unique, rare, flexible and lasting is your product,
service or business model)?
Itaconic acid monomer has almost half price as acrylic acid. With the increasing of produce of
itaconic acid, the price will be even lower. Also, the cost of process of itaconic
superabsorbent will be less. Base on them, the price of the product will be most likely lower.
$10,000,000 we hope to make from the 50,000 ton of itaconic superabsorbent. We are the first
one prepared the itaconic superabsorbent. This low cost superabsorbent can break the market
of 20 years polyacrylic acid.
8. What is the likely intellectual property (IP) protection for your product/service innovation?
Who owns (if applicable) the current IP associated with your product/service?
We are applying the US patent for the product. The patent office in University of New
Hampshire already agreed to provide financial support for us to apply. Yvon.Durant and I will
own the intellectual property.
9. What quality of life "pain" or problem does your product, service or business model
address? What is the magnitude of the quality of life pain or problem concern? How will your
innovation or business model help address the pain or problem?
The product will serves as personal hygiene product. Use baby diaper as an example, it is
necessary for a baby to use diaper. Baby diaper offers better sleep for baby and reduces the
work for mom. At the early stage, people use cotton as absorbent materials. The absorbency is
about 10 times of water. The biggest problem is the poor retention of water under pressure. It
is a important issue to concern in order to make baby feel comfortable. Full swollen
superabsorbent can keep more than 80% of liquid with a baby sit on it. In most cases, partial
swollen superabsorbent can keep almost all the liquid under pressure.
10. Who are the principle members of your management team? What are their backgrounds,
skills and competencies?
Ming Cao, Master Student, My experience is focused on polymer. I worked on
superabsorbent for two years.
Yvon Durant, Associate Professor in Materials Science Program. Yvon worked on this project
for three years.
11. What is the current stage of your product or service and what is your plan for bringing
your product or service to market? Provide estimate of funds expended to date and estimated
funds for next steps.
We are applying a US patent for the innovation. About $10,000 will be spent on that. $20,000
is required for improvement of the properties of itaconate superabsorbents.