Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Ausra Energy “The Bright Idea” Dan Culbertson Michael Dixon Rusty 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 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 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 Market Competitive Intensity of competition Quality Business Growth 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 solarthermal 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 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 System of Metrics Ideal for Engineering Process Solutions Types of Metrics: 1. Financial: 2. Interdependent 3. Basis of Product viability Societal: Value to society and governments Marketing: 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 Value Matrix Weight Components Rate Satisfaction levels Measure Value & Variability Financial Metrics Two 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 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 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 Customer Demand changes over time Questions?