Jess Jankowski
President and CEO
Sure. We've got another feedback behind yours on that particular comment. And I would say that -- I mean, first of all, we continue to try to narrow our focus, because the more you know about something, the better you are at it. And I would say that the nature of the business is, we go to market as quickly as we can. And many times being in the market is really better marketing than trying to do research ahead of time. So with respect to the batteries, I think had we waited a lot longer, we would probably have found out the same thing. We might have approached it differently relative to our expectations, but I think we still have a viable product there that potentially, while not disruptive enough to get them to jump on it, I think we learned that, okay, this business operates in a certain manner, there are certain things that we understand better now than we did before. And going forward, we have decided let's not put a lot of resources into further developing the technical end of this. We are going to continue to follow up on the sales side. With respect to the new business we are building, looking at personal care in particular, that's a market where we've been in basically since 2000. We looked at it -- Kevin has a background in personal care coming into the company that's solid. He has been selling it to the area for a while. I have been in and our R&D people, even our Operations people have been all over this personal care business, not just through BSF, but also through -- we started doing a lot of our own work and a lot of our own marketing probably five, six years ago, going to the shows and trying to figure out where it happens. It moves a little more quickly. It's not quite as technical as some of these things, the marketing claims are critical. I think we have a deeper understanding. But that said, we are not a full-blown personal care company. I'm sure we'll have missteps here and there, but I would say that I can see a lot more coming, see what's happening. We were able -- for instance, we have a product that we sell through a BSF called Z code LSA, which is a low surface area product. And we looked at that, suggested that was a good idea based on seeing some demand at the shows. Demand hasn't been as high as we wished it had been. Demand still exists. That was something that we determined on our own by looking around and seeing what people were saying in the market. We have a very deep level of understanding of a lot of these areas in the market. And also I would say it's more available to us. We brought a formulator on this year. There are contract people out that can help us do things. I'm very much against the not-invented-here mentality that some companies have. We brought a lot of consultants in the business. And one of the reasons that we've slowed down on some of the coatings is we brought some really good coatings consultants in here and said, hey, this is where we want to go; what do you see? Well, we see a narrower path, so we execute on a narrow path and we go for it. I know your ultimate question is, can you tell me you're not going to do that again, and come back and tell me that we've got an issue. And I would say with not understanding the market, I'd say I can't tell you we are never going to do that again. I can tell you that each time we do it, we know more. In terms of the solar control application, for instance, we have less knowledge. We are working more directly with a couple of partners there trying to figure that out. We have less control over it. We have a really good solution. It has, we believe, a bigger benefit than what we've seen out there in the marketplace. And we have done our marketing work. But personal care is definitely a strength area. I would also say that in the solar control space, we know more about it now than we do about batteries -- even that. And part of that is the nature of that business. On the battery side, we get frequent requests saying, hey, this is great. Where are you going to be in rechargeable lithium batteries? And well, our application really was an alkaline battery, which is a different slice of that market. So, we do whatever we can to move up the value chain. We are looking for more valuable places to be. But we also, again, try to hit singles when we can. We try to do it. And I've got business in my portfolio now, Rand, that -- I've got a couple of customers that I certainly won't name, that are our lowest-margin regular businesses that generate cash. They are the kind of businesses that -- you know, we are the kind of company that needs to be hardscrabble and grab those businesses. That's not how we're going to build the long-term future of this Company. But that is the kind that we have to chase, given the situation we are in.