From research to market: Phytonics’ breakthrough in photovoltaics 

The global energy transition needs innovative technologies. Among the up-and-coming start-ups in this field is the HTGF portfolio company Phytonics. The KIT spin-off recently launched a self-adhesive film for anti-glare solar modules. This allows solar panels to be used in areas that were previously unused due to glare problems. In this interview, co-founder Ruben Hünig provides insights into the history of the start-up and the challenges involved in launching the product on the market. He also shares his most important learnings from the founding phase. 

Ruben, how did the idea for Phytonics come about? What drives you and what is your vision? 

During my doctoral studies, I looked at various optical concepts to find out how light in solar cells can be converted into electricity more efficiently. By chance, I attended a lecture by biologist Anna Schulte, who is a member of the well-known research group that has researched and publicised the lotus effect, for example. Her lecture was about the optical properties of various plant surfaces, which are based on a wide variety of micro- and nanostructures. After that, we went to the laboratory and used an impression process to transfer various plant surface structures to solar cells. The results, especially with rose petals, were so good that I initially had doubts about the accuracy of the measurements. However, they were reproducible and confirmed in various experiments. Together with my co-founders Benjamin and Raphael, who were working on the topic as master students at the time, and my long-time friend Moritz, who had already successfully founded another HTGF start-up, we developed the idea of how we could turn this into a commercial product.  
It then took another three years before Benjamin succeeded in upscaling the microstructure in his dissertation and transferring it to real, small solar modules. The results in the open field were so good that it would have been a shame to let them disappear in a drawer. So in the summer of 2019, the decision was made to found a company to sell a bionic, microstructured polymer film for solar modules to increase the energy yield. From the outset, our vision was to make a decisive contribution to the energy transition. 

And what challenges did the market launch bring with it?

One important lesson we had to learn on our way to the market was that almost no one is willing to actually spend money on additional electricity. To make matters worse, module prices have fallen sharply. A two-square-metre solar module with an output of 430W now costs less than 50 euros. Even with an additional yield of 10%, this does not result in a cost-covering surcharge for a coating, or only with truly large-scale production.  
However, the nice side effect of our technology is that significantly less light is reflected, which means that the modules are glare-free. That’s what customers really jumped on, which is why we have also geared our product precisely to the anti-glare segment. Our film is an enabler, because it is only through it that our customers can use solar energy. So the question is not whether there is a few percent more yield, but whether you have 0% or 100% yield. This also results in a higher willingness to pay, which enables us to cover our costs. At the same time, the contribution that our product makes to the energy transition is significantly greater than a few percent more yield. 
Many customers find us through their own research because they urgently need a solution. However, it remains a challenge for us to inform the market that there is now an answer to the glare problem. This means that we have to become better known among the glare assessors, engineering firms, module dealers, installers, architects, etc., so that our solution is taken into account in the planning of PV systems. At the same time, it is of course important to be able to offer the film at a lower and lower cost through economies of scale. These are currently our two main topics. 

How did the connection to the Karlsruhe Institute of Technology (KIT) help you and how did you manage the transition from research to practice?

The connection to the KIT was helpful on several levels. Firstly, we were able to get relatively inexpensive premises. Secondly, we were able to use the laboratories and infrastructure, such as the KIT solar test field. And thirdly, our reputation has certainly helped us with fundraising. I can think of many more points, such as support with patent applications, networking with investors, pitch training or competitions. 
I would roughly describe the transition from research to practice as an ‘opening’ to the outside world. While we initially thought – to exaggerate – we knew everything and could do everything ourselves, we gradually realised how valuable it is to attend trade fairs, talk to customers and look for partners who already have expertise in a particular field, such as the production of embossing tools or the manufacture of microstructured films. 

What are the next steps and goals for Phytonics?

We have been on the market for two months now and are doing good business. Our next goal is to make ourselves known in the market and get into the mainstream. To do that, we want to market our film directly to module manufacturers. Unfortunately, the PV industry in Europe is now very limited. That’s why we will work with PV manufacturers outside Europe. 

What advice would you give to founders who are just starting out?

If I could give 2019 Ruben any advice today, it would be these three things above all: First, talk to potential customers as early as possible and take their feedback seriously. Second, get experienced external partners to do as much as possible, even if it costs money. And third, question your beliefs and throw them overboard if necessary. 

Thank you for the exciting insights, Ruben!