ausra energy “the bright idea” dan culbertson michael dixon rusty lencioni steve rodriguez
TRANSCRIPT
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?