How to approach an expansion/upgrade Project
Part 2--Markets
Markets are everything when it comes to the pulp and paper industry, indeed any industry. If you do not have a market, you do not have a business.
Hopefully, before the engineers, that would be the readers of this newsletter, receive direction to start a project, someone with expertise in markets has done their homework. However, this is not always the case, for markets must be considered on many levels.
At the highest level, one decides to be in the newsprint, printing & writing, tissue, corrugated packaging, specialty packaging or some other markets. These sorts of matters are usually out of the engineer's control.
At the next level, one considers where the markets are located. For paper and paperboard are sold into markets that may not be close to you. The so-called market price is at the buyer's dock. Your mill receives "mill net" price which is that published price less shipping. If you are a great distance from the market and your competitor is closer, you lose.
At the next lower level, you must trim the market in which you are planning to participate. This is where the engineers can start to wave their arms more vigorously. This is an area to watch closely based on two sets of conditions:
1. You are re-purposing a machine that previously made a completely different grade.
2. You are entering a grade where the converting equipment or printing presses are undergoing a major change in width.
The engineers can usually influence these matters by a few inches. Sometimes a few inches can mean success or failure.
Finally, we get to basis weight and finish (read: coatings). Here, finally, the engineers can contribute greatly to the success of a project by fully understanding the market and where it is going.
Markets are critical. Contribute to succeeding in the markets with your project to the full capabilities you possess.