SerenOx Sulphuric Solutions — Marketing & Sales Strategy
SerenOx’s go-to-market strategy is centred on building deep, long-term relationships with a select group of high-value mining customers in the DRC. The Company will prioritise relationship-based selling over transactional spot-market activity, recognising that mining customers value supply reliability and consistency above short-term…
Section 6 · Business Plan
Marketing & Sales Strategy
SerenOx’s go-to-market strategy is centred on building deep, long-term relationships with a select group of high-value mining customers in the DRC. The Company will prioritise relationship-based selling over transactional spot-market activity, recognising that mining customers value supply reliability and consistency above short-term…
6.1 Go-to-Market Strategy
SerenOx’s go-to-market strategy is centred on building deep, long-term relationships with a select group of high-value mining customers in the DRC. The Company will prioritise relationship-based selling over transactional spot-market activity, recognising that mining customers value supply reliability and consistency above short-term price advantages.
The sales strategy will be executed in three phases: a pre-commissioning phase focused on securing foundation offtake agreements with Tier 1 mining houses, a ramp-up phase expanding the customer base to include Tier 2 independent smelters and refiners, and a maturity phase targeting Tier 3 emerging processors and adjacent geographic markets.
6.2 Pricing Strategy
SerenOx will adopt a market-linked pricing model with the following characteristics:
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Base pricing indexed to the Metals Bulletin sulphuric acid reference price, adjusted quarterly
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Bespoke contract pricing for long-term offtake agreements, typically at a modest premium to spot market in exchange for guaranteed supply volumes and priority allocation during periods of market tightness
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Delivered pricing options (CIF Kasumbalesa or DDP mine site) that bundle product cost and logistics into a single per-tonne price, simplifying customer procurement
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Volume-based tiered discounts for annual purchase commitments exceeding 30,000 tonnes
6.3 Sales Channels & Team
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Dedicated field sales team based in Lubumbashi (3 account managers, 2 technical sales engineers)
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Richards Bay-based commercial team managing contracts, pricing, and order fulfilment
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Strategic partnerships with established cross-border logistics firms and customs brokers
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Participation in key industry forums including Mining Indaba (Cape Town), DRC Mining Week (Lubumbashi), and the SADC Industrialisation Conference
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Digital marketing presence including company website, LinkedIn thought leadership, and targeted trade publication advertising
6.4 Customer Retention & Growth
Customer retention will be driven by consistent product quality, reliable supply, and superior service levels. The Company will implement a structured key account management programme with quarterly business reviews, annual customer satisfaction surveys, and dedicated technical support. Cross-selling of logistics and advisory services will create additional revenue streams while deepening customer relationships and increasing switching costs.
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