branding nordic cleantech industry
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Strategic Global Marketing and Communication of Nordic Cleantech Clusters and Competencies
Nordic incubator office in Masdar - workshop
Strategic Global Marketing and Communication of Nordic Cleantech Clusters and Competencies
Nordic incubator office in Masdar -workshop
Agenda
•Background
•Masdar and Masdar City
•A Nordic platform -Services
•New process
Background
BackgroundPart of the cooperation program for Innovation and Business policy 2011-13
Masdar was decided upon after a selection process in 2012
Difficult to get national commitment
Final decision in EK-N in May 2014
Process – Two parallel tracks
Establishing network of cleantech clusters for Business
Intelligence Programme
Implement Business BIP phase 2 and 3
Fact finding mission & LOI
Positive decision in EK-N June 2013
Negotiating rental of office space + juridical aspects
Decision in EK-N December 2013 Contract & Tender process
June 2013 December 2013
Political track
Commercial track
Thresholds
• By 1 September: Established a network of clean-tech clusters from minimum three Nordic countries who would engage in market surveillance in UAE and shortlist companies interested in an incubator office in Masdar City
• By 1 December: a “critical mass” of companies has shown genuine interest in the market possibilities in UAE or/and the incubator office
Masdar and Masdar City
Branding Nordic cleantech industryMASDAR CITY
Masdar City
Masdar Energy
Masdar Capital
Masdar Institute
Location
A Global hub for Cleantech• State of the art technology in the
city
• R&D facilities
• International focus (Abu Dhabi Sustainability Week, IRENA)
• Growth capital for cleantech
• Investments in large scale green infrastructure projects
• Private investments into the city
MASDAR CITY
• Setup under Mubadala Development Company. Investment US$ 15 mia.
• Construction began in 2008 and the first six buildings of the city were completed 2010
• Due to the financial crisis, Phase 1 of the city (1.000.000 square meters) will not be completed before 2015
• Estimated budget around 19 billion US$
• The city is planned to cover 6 square kilometers
• 45.000 to 50.000 residences and 1,500 businesses
• 60.000 workers are expected to commute to the city daily
Location
Masdar City
• Not realized plans /Behind schedule
• Real danger that Masdar City will not take off
• Masdar City brand is declining
• Wrong decisions, lack of implementation and absent results is jeopardizing the project
A Nordic platform
Commercial interest
• Commercial Nordic possibilities in three sectors:• Waste management• Solar energy• Green buildings
• Pilot: Active commercial interest from 18 new companies –proximally 12-15 pct. of the member base
• Interest in a joint Nordic office from some companies already present in Abu Dhabi.
• Danish office
A Nordic platform
Office space around 120 M2 for
• Incubator office (Own Man in)
• Showroom
• Meeting facilities
• Test and R&D facilities
• Attracting investments
Business case for a Nordic representation in Masdar city
DKR 14Q1 14Q2 14Q3 14Q4 15Q1 Total 3 years
Rent office space (all incl) 96255 96255 96255 96255 96255 1155060
Office manager (local) 90000 90000 90000 90000 90000 1080000
Amenities 350000 0 0 0 0 350000
Branding & communication
50000 50000 50000 50000 50000 600000
Setup cost 200000 0 0 0 0 200000
Total 786255 236255 236255 236255 236255 3385060
All prices in DKR
Break even with 4 companies and a cost of DKR 17.500 per company/ month
If the representation should function as a combined incubator office and showroom the project would need DKR 2 mill. more
New process
Process
•A new stirring committee•Tender process - Who shall run the office•Services•Economy•Exit strategy
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