BUILDERS How Copernic Catalysts landed top-5 global ammonia producers as testing customers in year one | Jacob Grose ($10M Raised)
Copernic Catalysts is developing next-generation chemical catalysts using computational materials design to replace century-old technology in the $80 billion ammonia industry. The company has raised $10 million and is working with top-five global ammonia producers to prove their Neptune catalyst can deliver tens of millions in annual savings per plant while reducing the industry's 1% contribution to global greenhouse gas emissions. In this episode, Jacob Grose shares insights from his journey from BASF venture capitalist to deep-tech founder, revealing how his team is navigating one of the most conservative B2B markets while building transformational technology for both current chemical production and future sustainable shipping fuels.
Topics Discussed:
- The century-old ammonia catalyst problem and why the industry hasn't innovated
- Copernic's computational approach to rationally designing drop-in replacement catalysts
- The extreme conservatism of chemical industry customers and how to overcome it
- Multi-stage go-to-market strategy from lab samples to pilot demonstrations to commercial scale
- Using toll manufacturing partnerships to scale capital-efficiently while building customer trust
- The historical significance of ammonia synthesis and its role in feeding 8 billion people
- Building a platform technology for multiple catalyst products across different chemical markets
GTM Lessons For B2B Founders:
- Navigate ultra-conservative B2B markets with staged proof: Jacob outlined a methodical approach for entering markets where customers are "terrified of change" due to tight margins and operational risks. Start with small lab samples to top customers, progress to pilot-scale demonstrations over 6-12 months, then secure commercial installations. This staged approach allows conservative buyers to gradually build confidence while de-risking their decision-making process.
- Leverage toll manufacturing for customer credibility and capital efficiency: Rather than building manufacturing capabilities, Copernic partners with established catalyst manufacturers using an "Apple model" - they own the IP while trusted partners handle production. This approach provides three key advantages: faster scale-up, capital efficiency, and most importantly, customer comfort with proven quality control systems. For deep-tech founders, partnering with established players can accelerate market acceptance.
- Turn industry conservatism into a competitive moat: While chemical industry conservatism creates barriers to entry, Jacob recognized it also creates powerful moats once you're established. Companies using 100-year-old iron-based catalysts represent massive switching costs and customer lock-in opportunities. Founders entering conservative industries should view initial resistance as future protection against competitors.
- Design for drop-in replacement adoption: Copernic deliberately engineered their catalyst to work within existing plant infrastructure, minimizing customer adoption friction. Jacob emphasized using "base metals" (common, inexpensive materials) and standard manufacturing techniques to ensure compatibility. When disrupting established industries, reducing implementation complexity can be more valuable than maximizing performance gains.
- Build technical credibility through domain expertise transfer: Jacob's nine years at BASF provided deep industry knowledge that proved essential for both product development and customer trust. His background in corporate venture capital gave him insights into how large chemical companies evaluate new technologies. Founders targeting specialized B2B markets should consider how domain expertise - whether through hiring, partnerships, or personal experience - can accelerate credibility and customer relationships.
- Position platform technology for multiple market opportunities: While focused on ammonia catalysts initially, Jacob positioned Copernic as a platform company with computational catalyst design capabilities applicable across multiple chemical markets. This platform approach appeals to investors seeking larger addressable markets while providing strategic flexibility as the company scales.
//
Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.
//
Don't Miss: New Podcast Series — How I Hire
Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.
Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM