smu ee department seminar serieslyle.smu.edu/~rajand/eeseminars/tackett_jan05.pdfsmu ee department...
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Page 0www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
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SMU EE Department Seminar Series
Page 1www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Overview: Four Case Studies
Turbo-Generator
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Intelligent Building Controls
Ductless Split SystemsRegenerative Fuel Cell
1 2
43
Page 2www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Overview: Lessons Learned
1 2
43
• Channel Value Proposition• Channel Sales Plans
• Rapid Funding Approval• Integrating Financials,
Marketing & Sales Plans
• More than a Product• Marketing and Sales• Processes & Support
• Rapid Execution• Contingencies• Dealing with Unknowns
Page 3www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Allied-Signal Turbo-Generator
TURBO-GENERATOR SCHEMATIC
Fuel Compressor
Cooling System
Recuperator
Electrical SystemEngine Core
Combustor Muffler/Eductor
Page 4www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Allied-Signal Turbo-Generator
Page 5www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Allied-Signal Turbo-Generator
Product Specifications
Customer Value Proposition
Market Segmentation
Sales and GP Projections
Financial Pro Forma
Contingencies. What if …
• Product specs change• Product costs go up• Perceived value goes down• Market penetration slows• Overhead costs increase• Industry structure changes
Page 6www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Allied-Signal Turbo-Generator
The Great Unknowns. Economy? Technology? or … People and Politics?
Allied-SignalPartners
(So-Called)Specifiers &
RecommendersGatekeepers &
Roadblocks
• Keeping Secrets• Ignoring Input
• EDF• Engineering
Excellence• PSEG
• Pilot Customers• Design
Engineers
• Utilities• Government• Code Officials
Page 7www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Novar Controls IQ=SBS
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Interface Modules
Digital Thermostat Modules
HVAC Controllers and Thermostats
DTM-3,4
LightingControlModule
AccessControlModule
LCI-1 DS-1 ASM-1 DXU-1,2 AHU-1FCU-
1,2,3,4 HPU-1 LCU-1
DTM-3,4 DTM-3,4 DTM-3,4
ACU-1
Network Connection1 2
3 4 5
Page 8
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•B
ob Tackett •P
rincipal C
onsultant •972.403.1049
Novar
Controls IQ
=S
BS
Manufacturer
Application
Rem
ote C
onnect/Alarm
/Data
Interface/C
onfiguration
Carrier
Trane
Novar IQ
=SB
S
Johnson
Honeyw
ell
Siem
ens
TC
S B
asys
Wattm
aster
Lighting Controls
HVAC Control
Access Control
LONWORKS Open Protocol
Web Connectivity
Dumb Dial-up
E-mail Alarming to PDA or Phone
Dial in/out to Pro-prietary Software
Data Logging
Auto Discoveryand Configuration
No PC Engineering
Color TouchscreenInterface
Keypad Interface
Page 9www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Novar Controls IQ=SBS
Tem
pera
ture
C
ontr
ol
Net
wor
king
Rem
ote
Con
nect
Ope
n P
roto
col
Aut
o C
onfig
urat
ion
Web
C
onne
ctiv
ity
Ligh
ting
Con
trol
Acc
ess
Con
trol
Low
erNovar IQ=SBS with Lighting and Access Control
Novar IQ=SBS with Lighting Control
Carrier
Trane Veri-trac RTU Retrofit
Novar IQ=SBS with HVAC Only
Johnson Controls
Honeywell T7300
TCS Basys
Trane Veri-trac RTU Factory Install
Inclusive Features from Basic HVAC to Integrated Sy stems
Hig
her
Rel
ativ
e V
alue
to P
rice
Rat
io
Page 10www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Novar Controls IQ=SBS
Pro
posa
ls
Acq
uire
Dis
trib
utor
s an
d S
ervi
ce
Pro
vide
rs
Set
-up
& T
rain
Lead
Gen
erat
ion
Scr
een
&Q
ualif
y
Cus
tom
erM
anag
emen
t
Neg
otia
te&
Clo
se
Inst
alla
tion
&C
omm
issi
onin
g
Mai
nten
ance
& R
epai
r
Pro
ject
Man
agem
ent
Product and technical support is required throughout the entire marketing and sales process for the complete distribution and sales channel
“Product” includes everything needed to market, sell and support the product.
Page 11www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Novar Controls IQ=SBS
Page 12www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Novar Controls IQ=SBS
Page 13www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Novar Controls IQ=SBS
Page 14www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Novar Controls IQ=SBS
Page 15www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Regenesys Fuel Cell Battery
Page 16www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Regenesys Fuel Cell Battery
Off Peak On Peak
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CHARGINGDISCHARGING
50 MW
30 MW
40 MW
Input Variables
• Load Profiles• Demand Charges• Energy Charges• Tariff Riders• Reliability &
Availability• Charge/Discharge
Rates• Efficiency Profiles• Discount Rates• Project Life
Financial Output Table
Scenario Variables Value
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Financial Summaries
Scenario Variables ValuesUtility
CO
MP
UTE
R S
IMU
LAT
ION
SU
SIN
G V
ALU
E A
NA
LYS
IS M
OD
EL
SENSITIVITY ANALYSIS
$-600 / kW $600 / kW
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Page 17www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Regenesys Fuel Cell Battery
VALUE per KW by UTILITY/RATE
$2,000 KW
$1,000 KW
DEMAND PRICE DIFFERENTIAL
EN
ER
GY
PR
ICE
DIF
FE
RE
NT
IAL
Page 18www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Regenesys Fuel Cell Battery
AN
NU
AL
SA
LES
FO
RE
CA
STS
1 2 3 4 5Year
Required Targets
Projected TargetsVALUE per KW by UTILITY/RATE
$2,000 KW
$1,000 KW
DEMAND PRICE DIFFERENTIALE
NE
RG
Y P
RIC
E D
IFF
ER
EN
TIA
L1
2
3
Page 19www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Company
Regional Distributors
Local InstallingContractors
Final Customers
Mitsubishi Electric
Page 20www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
GENERIC VALUE
Mr. Slim Installations DeliverMore Gross Profits per Man-Hour
SPECIFIC BUSINESS VALUE PROPOSITION
One Man Installing Mr. Slim UnitsDelivers More Gross Profits Annually
Than 10 Men Installing Standard AC Units
Mitsubishi Electric
Page 21www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Unit Variables Mr. SlimStandard AC Unit
Price
Costs
Profits
Labor Hours
Profit per Man-hour
Service Costs
Customer Satisfaction
10-20% Lower
30-40% Lower
20-30% Higher
60-70% Lower
2x - 3x Higher
Much Lower
Higher
Base
Base
Base
Base
Base
Base
Base
VALUE PER UNIT: SEGMENT “A”
Mitsubishi Electric
Page 22www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Unit Variables Mr. SlimStandard AC Unit
Price
Costs
Profits
Labor Hours
Profit per Man-hour
Service Costs
Customer Satisfaction
10-20% Lower
30-40% Lower
20-30% Higher
60-70% Lower
2x - 3x Higher
Much Lower
Higher
Base
Base
Base
Base
Base
Base
Base
SEGMENT “D” VALUE PER UNIT
Unit Variables Mr. SlimStandard AC Unit
Price
Costs
Profits
Labor Hours
Profit per Man-hour
Service Costs
Customer Satisfaction
10-20% Lower
30-40% Lower
20-30% Higher
60-70% Lower
2x - 3x Higher
Much Lower
Higher
Base
Base
Base
Base
Base
Base
Base
SEGMENT “C” VALUE PER UNIT
Unit Variables Mr. SlimStandard AC Unit
Price
Costs
Profits
Labor Hours
Profit per Man-hour
Service Costs
Customer Satisfaction
10-20% Lower
30-40% Lower
20-30% Higher
60-70% Lower
2x - 3x Higher
Much Lower
Higher
Base
Base
Base
Base
Base
Base
Base
SEGMENT “B” VALUE PER UNIT
Unit Variables Mr. SlimStandard AC Unit
Price
Costs
Profits
Labor Hours
Profit per Man-hour
Service Costs
Customer Satisfaction
10-20% Lower
30-40% Lower
20-30% Higher
60-70% Lower
2x - 3x Higher
Much Lower
Higher
Base
Base
Base
Base
Base
Base
Base
SEGMENT “A” VALUE PER UNIT
Mitsubishi Electric
Page 23www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
Target Segment by Application
Target Sales
Monthly
Leads FoundMonthly
Sources for Sales
Leads
Customers Qualified Monthly
SalesContracts Monthly
Commercial Remodeling
Residential Remodeling
Sunroom Additions
Others
SALES PLANNING
3
5
7
1
Mitsubishi Electric
Page 24www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
No. Units Sold
MonthlyProfit per
Unit
Monthly Man-Hours
Monthly Profits
Annual Profits
Commercial Remodeling
Residential Remodeling
Sunroom Additions
Others
ANNUAL PROFIT POTENTIALTarget
Segment by Application
3
5
7
1
Mitsubishi Electric
Page 25www . marketforceconsulting . com • Bob Tackett • Pr incipal Consultant • 972.403.1049
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SMU EE Department Seminar Series