Download Ausra Energy “Go to the Light”

Ausra Energy
“The Bright Idea”
Dan Culbertson
Michael Dixon
Rusty Lencioni
Steve Rodriguez
Agenda
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Ausra Background: Who we are
Eco/Green Business Model Logic: SWOT Analysis
Target Market Segmentation and Positioning
Marketing Direction Strategy
Marketing Mix Programs
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Product: Serving & Product Offerings
Place: Channel Logistics
Performance Management, Implementation and
Control
Who we are:
Agenda
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Ausra Background: Who we are
Eco/Green Business Model Logic: SWOT Analysis
Target Market Segmentation and Positioning
Marketing Direction Strategy
Marketing Mix Programs
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Product: Serving & Product Offerings
Place: Channel Logistics
Performance Management, Implementation and
Control
SWOT Analysis
Internal
Strengths:
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
Opportunities:
Companies w/capital &
high energy demand
Threats:
Tech breakthrough in
other renewable energy
Strengths:
Weaknesses:
Proven green technology
Lack of capital
Market our product to companies
with high energy demands (growth)
Market our service to companies with
capital to eliminate barriers to entry
(retrenchment)
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
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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
Location
(Geographic)
Product usage
(Behavioral and
attitudinal)
Low
Capitalized
companies
(Demographic)
Not in
region
Potential Market:
All companies
that use energy
In
region
High
High
Low
Target
Marke
t
Target Market Segmentation &
Positioning Strategy
Bakersfield
Segment Attractiveness
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Market
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Competitive
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Intensity of competition
Quality
Business
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Growth
Political push
Economic and Technological
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Bargaining power of suppliers
Agenda
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Ausra Background: Who we are
Eco/Green Business Model Logic: SWOT Analysis
Target Market Segmentation and Positioning
Marketing Direction Strategy
Marketing Mix Programs
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Product: Serving & Product Offerings
Place: Channel Logistics
Performance Management, Implementation and
Control
Marketing Mission Statement
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To share our unique technology with the
world by establishing mutually beneficial
relationships with power companies and
consumers.
Future Vision
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We believe the future is a world in which
the majority of energy needs are met by
using renewable energy, and our solarthermal source will be the predominant
supplier where geographically possible.
Present Focus
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Gain a foothold
Partner with power producers
and organizations that have a
large energy demand.
Internal Management Functions
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Satisfy customers
Regional teams
Matrix structure
Vertical and horizontal collaboration
Initiative and innovation
Direction and Objectives
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Aggressive growth
Market development strategy
Prospect and build
Regional focus
Identify unexplored opportunities and
potential customers
Marketing Objectives
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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
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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
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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
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Customer
Service Objectives
Maintain strong
relationships
Know customers and
their environment
Be an invaluable
resource to the
customer
Agenda
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Ausra Background: Who we are
Eco/Green Business Model Logic: SWOT Analysis
Target Market Segmentation and Positioning
Marketing Direction Strategy
Marketing Mix Programs
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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
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Ausra Background: Who we are
Eco/Green Business Model Logic: SWOT Analysis
Target Market Segmentation and Positioning
Marketing Direction Strategy
Marketing Mix Programs
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Product: Serving & Product Offerings
Place: Channel Logistics
Performance Management, Implementation and
Control
Supplier Link
Business
Channel
Suppliers
Members: Specialized
labor/tech/engineering
Producer (Services)
Ausra Energy
Channels (Exclusive)
Members : : Lobbyists,
consultants
Channels (Exclusive)
Business Consumer:
Members : On-site
Consulting Services &
Project Management
Members: Businesses
with significant power
needs ~5MW
Public Market
Government Consumer
Members :: Politicians,
strategicians, watchdogs,
etc.
Green Value Link
Government
Channel
Traditional Value Link
Supplier Link
Expertise
Specialized Labor
Support
Design
Suppliers
Members:Specialized
labor/tech/engineering
Job Hunter
Contract Negotiation
Partnerships
Producer (Services)
Ausra Energy
Business Channel
Central Data Resources
Market Analysis
Business Goals
Technology
Producer (Services)
Ausra Energy
--Feedback
--Strategic
Recommendations
--Project Management
--Provide Connections to
specalized support
--On-site expertise during
construction/implementatio
n
--Customization
Clean Environment
"Feel Good
Technology"
Channels (Exclusive)
Business Consumer:
Members : On-site
Consulting Services &
Project Management
Members: Businesses
with significant power
needs ~5MW
Payment
Feedback
Real World Data
General Labor
Green Benefits, green
patronage
Public Market
Government channel
--Negotiations with
lobbyists.
--Flow of Information
--Support Politicians
through LOHAS
connections
--Business Goals
--Fundraising
Producer (Services)
Ausra Energy
--Legal & Strategic
Support
--Rally Energy Credits
Channels (Exclusive)
Members : : Lobbyists,
consultants
--Influence over
business consumer
targets.
--Flow of data
--Investment Capital
Government Consumer
Members :: Politicians,
strategicians, watchdogs,
etc.
Government Enacts
pressure / Provides
compensation to
ensure
implementation
Public Market
Public Demands
Green Products.
Power of Vote
Performance Measurement
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System of Metrics
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Ideal for Engineering
Process Solutions
Types of Metrics:
1. Financial:
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2.
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Interdependent
3.
Basis of Product
viability
Societal:
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Value to society and
governments
Marketing:
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Effectiveness of
business strategy
Marketing Metrics
TTP (Time to
Production)
 Delay = Deferred
Production
 Modify/Lean
production process
 Reduce time, increase
customer value!
Customer Satisfaction
 Exclusive Strategy
 Implications
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Value Matrix
 Weight Components
 Rate Satisfaction levels
 Measure Value &
Variability
Financial Metrics
Two Forms of Metrics
Monetary Metrics
 Profitability
 Sustainable Company =
Sustainable Product
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Liquidity
 Driving change in
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strategy
Capital Availability
“Small Wins” shift
Engineering Metrics
 Cost Per Kilowatt Hour
 Encompasses many
factors
 Efficiency
 Scale
 Design
Societal Metrics
Cumulative 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
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Measure Awareness
 Technology Itself
 Producers using
technology
Implementation & Control
Key Business Metric is Normalized Cost Per
Kilowatt Hour
 CEO - Daily
 Bridge Practicality gap
 Factors:
 Scale
 Technology (Efficiency & Materials)
 Government Support
 Consumer Value
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Customer Demand changes over time
Questions?