Ausra Energy“The Bright Idea”

Dan CulbertsonMichael DixonRusty Lencioni

Steve Rodriguez

Agenda Ausra Background: Who we are Eco/Green Business Model Logic: SWOT Analysis Target Market Segmentation and Positioning Marketing Direction Strategy Marketing Mix Programs

Product: Serving & Product Offerings Place: Channel Logistics

Performance Management, Implementation and Control

Who we are:

Agenda Ausra Background: Who we are Eco/Green Business Model Logic: SWOT Analysis Target Market Segmentation and Positioning Marketing Direction Strategy Marketing Mix Programs

Product: Serving & Product Offerings Place: Channel Logistics

Performance Management, Implementation and Control

SWOT Analysis

InternalStrengths: Weaknesses:

Proven Green Technology Lack of Capital

External

Opportunities: Threats:

Capitalized firms with high energy demand

Advances in other renewable energy

Political/Social climate for green energy

Low cost conventional energy

Adverse economic conditions

TOWS Matrix

Strengths: Proven green technology

Weaknesses: Lack of capital

Opportunities:Companies w/capital & high energy demand

Market our product to companies with high energy demands (growth)

Market our service to companies with capital to eliminate barriers to entry (retrenchment)

Threats: Tech breakthrough in other renewable energy

Invest in research and development to insure that we lead the energy industry

Partner with companies in other existing forms of renewable energy

Ausra’s Strategy

S-O Strategy – Market our product to companies with energy demands

W-O Strategy – Market our service to companies with capital to eliminate barriers to entry

Ausra Strategy – Market our service to companies with capital and high energy demands

Target Market Segmentation & Positioning Strategy

Potential Market: All companies

that use energy Capitalized companies (Demographic)

Location (Geographic)Product usage

(Behavioral and attitudinal)

High

Not in region

In region

Low

Low

High

Target Market

Target Market Segmentation & Positioning Strategy

Bakersfield

Segment Attractiveness

Market Growth

Competitive Intensity of competition Quality

Business Political push

Economic and Technological Bargaining power of suppliers

Agenda Ausra Background: Who we are Eco/Green Business Model Logic: SWOT Analysis Target Market Segmentation and Positioning Marketing Direction Strategy Marketing Mix Programs

Product: Serving & Product Offerings Place: Channel Logistics

Performance Management, Implementation and Control

Marketing Mission Statement

To share our unique technology with the world by establishing mutually beneficial relationships with power companies and consumers.

Future Vision We believe the future is a world in which

the majority of energy needs are met by using renewable energy, and our solar-thermal source will be the predominant supplier where geographically possible.

Present Focus

Gain a foothold Partner with power producers

and organizations that have a large energy demand.

Internal Management Functions Satisfy customers Regional teams Matrix structure Vertical and horizontal collaboration Initiative and innovation

Direction and Objectives Aggressive growth Market development strategy Prospect and build Regional focus Identify unexplored opportunities and

potential customers

Marketing Objectives

Project in each region of the Southwestern U.S. by 2010.

One project in 3 different countries in the Middle East by 2011.

Reduce lead time from contract to groundbreaking by 25%.

Financial Objectives

Increase revenues by 20% annually. Retain $10MM annually to fund the first

stand alone Ausra power plant in the U.S. by 2014.

Minimum 25% ROI on all projects.

Societal Objectives

Establish projects in underdeveloped countries on two separate continents 2015.

to establish viable solar thermal energy sources in one rural county in California, Arizona, and Texas by 2015.

Each regional team host at least one charity fundraising event per year, and participate in company sponsored charity event each quarter

Internal Marketing and Customer Service Objectives

Internal

Marketing Objectives Maintain customer

centric structure Organize regional

teams Promote employee

education & development

Customer

Service Objectives Maintain strong

relationships Know customers and

their environment Be an invaluable

resource to the customer

Agenda Ausra Background: Who we are Eco/Green Business Model Logic: SWOT Analysis Target Market Segmentation and Positioning Marketing Direction Strategy Marketing Mix Programs

Product: Serving & Product Offerings Place: Channel Logistics

Performance Management, Implementation and Control

Service: Conception to Start-up

Suppliers Decision Chart

Marketing Mix Programs: Product Compact Linear

Fresnel Reflector (CLFR) systems

Absorber Tubes

Marketing Mix Programs:Product The Technology

Focused Sunlight

Marketing Mix Programs:Product The Technology

Generates Heat

Marketing Mix Programs:Product The Technology

Drives Turbines

-Generates Electricity

Agenda Ausra Background: Who we are Eco/Green Business Model Logic: SWOT Analysis Target Market Segmentation and Positioning Marketing Direction Strategy Marketing Mix Programs

Product: Serving & Product Offerings Place: Channel Logistics

Performance Management, Implementation and Control

Supplier Link

SuppliersMembers: Specialized

labor/tech/engineering

Producer (Services)Ausra Energy

Channels (Exclusive)Members : On-site

Consulting Services & Project Management

Business Consumer:Members: Businesses with significant power

needs ~5MW

Public Market

Government ConsumerMembers :: Politicians,

strategicians, watchdogs, etc.

Channels (Exclusive)Members : : Lobbyists,

consultants

Government Channel

Business Channel

Green Value Link

Traditional Value Link

Supplier Link

Job HunterContract NegotiationPartnerships

ExpertiseSpecialized Labor SupportDesign

SuppliersMembers: Specialized

labor/tech/engineering

Producer (Services)Ausra Energy

Business Channel

Producer (Services)Ausra Energy

Channels (Exclusive)Members : On-site

Consulting Services & Project Management

Business Consumer:Members: Businesses with significant power

needs ~5MW

Public Market

--Feedback--Strategic Recommendations

Central Data ResourcesMarket AnalysisBusiness GoalsTechnology

PaymentFeedbackReal World DataGeneral Labor

--Project Management--Provide Connections to specalized support--On-site expertise during construction/implementation--Customization

Green Benefits, green patronage

Clean Environment"Feel Good Technology"

Government channel

Government Enacts pressure / Provides compensation to ensure implementation

Producer (Services)Ausra Energy

Government ConsumerMembers :: Politicians,

strategicians, watchdogs, etc.

Channels (Exclusive)Members : : Lobbyists,

consultants

--Negotiations with lobbyists.--Flow of Information--Support Politicians through LOHAS connections

Public Demands Green Products.

Power of Vote

--Business Goals--Fundraising

Public Market

--Legal & Strategic Support--Rally Energy Credits

--Influence over business consumer targets.--Flow of data --Investment Capital

Performance Measurement System of Metrics

Ideal for Engineering Process Solutions

Interdependent

Types of Metrics:

1. Financial: Basis of Product

viability

2. Societal: Value to society and

governments

3. Marketing: Effectiveness of

business strategy

Marketing MetricsTTP (Time to

Production) Delay = Deferred

Production Modify/Lean

production process Reduce time, increase

customer value!

Customer Satisfaction Exclusive Strategy

Implications

Value Matrix Weight Components Rate Satisfaction levels Measure Value &

Variability

Financial MetricsTwo Forms of Metrics

Monetary Metrics Profitability

Sustainable Company = Sustainable Product

Liquidity Driving change in

strategy Capital Availability “Small Wins” shift

Engineering Metrics Cost Per Kilowatt Hour Encompasses many

factors Efficiency Scale Design

Societal MetricsCumulative Drop in

Greenhouse Emissions

See changes over time.

Visualize multiplying effect on environment

Consumer Awareness Full-time staff Interact with LOHAS

community Internet Public Forums

Measure Awareness Technology Itself Producers using

technology

Implementation & ControlKey Business Metric is Normalized Cost Per

Kilowatt Hour CEO - Daily Bridge Practicality gap Factors:

Scale Technology (Efficiency & Materials) Government Support Consumer Value

Customer Demand changes over time

Questions?