RE: RE: Sticky revenues???3 Apr 2024 12:22
I've worked in the industrial chemical sector for 35 years in both technical and commercial roles, in large multi-nationals and in small start-ups. One thing I've learnt is that you cannot charge a premium simply because your product is 'green'. Unless there is strong regulatory pressure to phase out an existing chemical, all you can really hope is that your green credentials make for a more compelling sales pitch. Yesterday's news is just further evidence that price and performance will always be the prime considerations. We operate in a low margin, volumes business and there's nothing wrong with that.
Unfortunately, ITX haven't just lost 30% of revenues with an important customer, we have lost an entire market in which we are clearly not price competitive. Believe me, all customers in this market will have exactly the same price expectations. JS has probably known this for quite a while, the inflated revenue numbers looked good on paper but were unsustainable. It finally it became time to lance the boil. I wonder how many other revenue streams are unsustainable?
Don't get me wrong, I'm not suggesting anything underhand. This is a growing company, trying to find it's niche. You need to chase the business, try to make it work, stick with it. At some point you need to accept you cannot compete in all sectors of the market. Take the hit and move on. These setbacks are necessary to mature and to realise that no matter how 'green' you may profess to be, ultimately you need to compete on price.
What worries me is that the detergent market was the one area where we were told we could compete. It would be nice to know the specifics around who the customer was and the exact application but I understand that the company are under no obligation to provide this level of detail. Clearly the company believe that the European market is different and the investment in European manufacturing capacity may not be a sign of growth but one of necessity. If so, it feels like we're starting all over again; wiser? yes! and with a decent cash pile behind us; but still a massive reset that takes us back to where we were two or three years ago.