You board an elevator destined for the seventh floor and a business mogul follows right after you.

Thoughts cross your mind…

You’ve always desired to get hold of him but he’s hard to get.

Now you have a fraction of time just to get a conversation with him.

You observe him as he raises his finger and presses on the 2nd floor button.

Now you know that probably 20 seconds is all you have to make an impression.

So you straighten yourself, tap him on the shoulder and get going.

You deliver an elevator pitch.

They say that one only needs the first five seconds to get an impression about you.

And that’s precisely the impression created by plastic waste around us.

Plastics make life easy.

And they are easy to manufacture…

They find many applications…

But are hard to dispose making them an eyesore.

Plastic waste creates a very bad impression on a community.

But what if the elevator pitch involves not looking at the waste but at opportunities to convert this waste into value?

So back to our elevator pitch story…

After tapping the shoulder of this VVIP, he generously turns his face with a busy look.

But you’re prepared.

You introduce yourself and give a one-liner about what you do.

You then follow it up with a proposal of how you’d like to add value to his business.

Ten seconds later the elevator doors swing open.

The businessman seems impressed and books an appointment with you in less than a weeks time.

He hands you his business card and reminds you to call his personal assistant to confirm the meeting.

Your short interaction is concluded by a firm handshake as if closing a multi-million dollar deal.

So as the elevator door shuts once again, the other occupants give you a ‘you-have-just-nailed-it’ look and you know it too.

Three days later and you’re seated at a posh lounge ready to be ushered into an air-conditioned office.

This time, you’ve planned thoroughly on what to say, how to say it and ready for any questions.

Apparently, this business guru runs a several manufacturing interests.

But among the many going concerns under his sleeve, plastics interest you.

He steers a conglomerate that makes stuff out of polystyrene.

Polystyrene, also known as styrofoam, is a common plastic used to manufacture disposable cups, plates, cutlery, insulation among other products.

Polystyrene manufacture provides employment opportunities for many.

But the waste it generates is an eyesore like no other.

Since styrofoam doesn’t break down, it piles in rubbish dumps.

It also accumulates in waste piles in industries that make products out of it leaving manufacturers at a loss.

Infact, manufacturers such as this VVIP are struggling to deal with such waste and that’s why he had an ear for your ideas.

Recycling opportunities involving styrofoam are many.

But only a few show promising returns.

So what struck his mind about what you had to say?

Well, many recycling initiatives are mechanical in nature.

This means that they convert the styrofoam into seedling trays, egg trays or even toys and artistic pieces.

But your goal is to apply a bit of chemistry in the mix.

Chemical recycling is an alternative used to deal with waste material not easily convertible into value.

And one such area where chemical recycling may be useful is in the making of water softeners using polystyrene.

Water softeners essentially remove excessive minerals that make water hard – namely calcium, magnesium and sulfate.

They use ion exchange resins most of which are made up of polystyrene.

But it is usually modified chemically allowing it to remove water hardness.

Water softeners are a big deal in many areas in Kenya.

Many middle class Kenyans choose to buy softened water in many areas making water vending businesses to thrive.

But with the biting economy, water softeners might reduce that cost because all one needs is their own water to be softened.

Perhaps that’s the business opportunity the mogul saw when he gave you that coveted appointment.

Now you’re idea is on the table and possibly it just might get some funding.

These and many others are business cases waiting to smile on those willing to take the risk.

Many industries struggle to manage their waste.

Are there innovators willing to take the plunge to find alternative uses for this waste?

Perhaps these are opportunities waiting to smile on anyone daring to dream an idea and pitch it to those who can take it to the next level.