Problems In Gaging Markets For Specialty Fillers

Judging by the inquiries that come to Battelle, a number of companies have run into problems in determining the size and character of markets for mineral fillers in general and specialty fillers in particular. Usually these problems arise during a project to develop a new mineral filler when management suddenly realizes that a considerable sum of money will have to be spent before any profits are realized from sales of the new filler. What management needs in this case is the odds for or against the success of the development. And these odds frequently are controlled by the markets for the new filler. Basically, the problems involved in gaging markets can be simplified to how much of this new filler can be used and by whom? But there are some potential booby traps in these simple questions that should be exposed. This paper will discuss a few of these problems such as: 1. Describing the filler so that the prospective customer recognizes its possible applicability. 2. Finding; a prospective customer who can verify the filler's applicability. 3. Expanding successful test results to total industry markets. 4. Appraising competitive products, and 6. Discovering all the possible uses for the new filler.