Poster Session 4, 2:15 PM - 3:00 PM: Room 165 [D8]

Presenter: Grace Wills

Faculty Sponsor: Jay Leonard

School: UMass Amherst

Research Area: Marketing

ABSTRACT

Early-stage carbon removal companies face substantial risk as they enter this emerging industry, particularly due to buyer uncertainty and the challenge of developing effective sales strategies in a market that lacks standardized transaction frameworks. A deep understanding of the market and the companies within it is essential when forming business to business partnerships, ensuring that both sides gain meaningful value while working toward a shared overarching goal. This project develops a targeted analysis of the top companies that have carbon emission reduction targets in the Apparel & Footwear (A&F) and Financial Institutions (FI) industries to generate targeted leads for the startup carbon removal company Rewind whose runway ends in June. Identifying common trends in the A&F, FI market segmentations will provide Rewind with the knowledge needed to create a strategic marketing approach in these new market sectors. Creating organizational profiles enables focused lead generation with prioritized points of contact that strengthens outreach effectiveness to drive revenue and partnership momentum. To obtain this information I used the most recently published sustainability reports from each of the companies analyzed, sciencebasedtargets.org for a higher-level analysis of the industries, and other credible online sources.  By transforming fragmented sustainability data into 10 organizational portfolios, Rewind has a clearer understanding of buyer’s attitudes reducing commercial uncertainty while improving their go-to-market strategy, product fit, messaging, and channel opportunities.