OVERCOMING THE BARRIERS OF COMMERCIALISING...
Transcript of OVERCOMING THE BARRIERS OF COMMERCIALISING...
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OVERCOMING THE BARRIERS OF COMMERCIALISING CLEANTECH
TONY O’DONNELL PARTNER CAMBIUM LLP WWW.CAMBIUMLLP.COM
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Cleantech Innovation Today is Not Easy
• Economy, Skills, The Right Entrepreneurs
• Finite Resources in Incubator
• BUT the biggest waste of your resources are those SMEs
that don’t evolve into successful businesses
Q. How do you mitigate the risk of innovation failure in your incubator and to ensure that you
don’t waste money and resources?
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Who Are Cambium?
Sales & Marketing
B2B
Sustainable Innovation
(Cleantech & IT)
Accelerate Innovation
Adoption and Revenues
Scientific and Engineering skills
Environmental policy and legislation expertise
Extensive experience of successful B2B sales and marketing execution
Specialist Consultancy – based Peterborough since 2008
Help Cleantech & IT Innovators accelerate adoption of their products and services
Market research, consultancy & training interventions
Work with large and small companies
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Agenda - OVERCOMING THE BARRIERS OF COMMERCIALISING CLEANTECH
• Commercialising Cleantech Innovation Successfully
• Changing Drivers of Cleantech Adoption By Business
• Suggestions for Cleantech Incubator Response
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Agenda - OVERCOMING THE BARRIERS OF COMMERCIALISING CLEANTECH
• Commercialising Cleantech Innovation Successfully
• Changing Drivers of Cleantech Adoption By Business
• Suggestions for Cleantech Incubator Response
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• The Innovation gets used and delivers tangible value
• A Business that is able to repeatedly acquire Customers
• Established in a Market
• Self Sustaining Revenues
• Contributing to the Local Economy
• Growing Jobs
• Sustainable Success
• Everyone is Happy
What Does A Successful Innovation Look Like?
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The Realities of Innovation
Company A
Company B
Company C Revenues
Time
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Successful Sales and Marketing Execution
Where is best
market for the
Innovation
What value does the
Innovation Offer?
Who is most interested
in the offer?
MARKET RESEARCH
REPEATABLE SALES & MARKETING EXECUTION
VALUE PROPOSITION DEVELOPMENT
TARGET MARKET / AUDIENCE SELECTION
How will you engage with your chosen
market?
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Early Stage Innovation Focus
Where is best
market for the
Innovation
What value does the
Innovation Offer?
Who is most interested
in the offer?
MARKET RESEARCH
REPEATABLE SALES & MARKETING EXECUTION
VALUE PROPOSITION DEVELOPMENT
TARGET MARKET / AUDIENCE SELECTION
How will you engage with your chosen
market?
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Cambium LLP all rights reserved
Early Stage Innovation Execution
Core Competences
Sales and Marketing Execution
People and
Communications
• Early Innovations fail - 3 key success factors are not aligned
• There is no clear, agreed, value proposition or execution plan
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Cambium LLP all rights reserved
Align Key Success Factors
Core Competences
Sales and Marketing Execution
People and
Communications
A Key Intervention
Required Early and Often
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Cambium LLP all rights reserved
Value Proposition Development
Core Competences
Path to
success
People and
Communications
• Identification, creation and alignment of Key Success factors
• An innovation action plan designed
to support the company’s goals
• Built with the active participation of all key participants in the business
• A coherent focus and a unified
team
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Agenda - OVERCOMING THE BARRIERS OF COMMERCIALISING CLEANTECH
Commercialising Cleantech Innovation Successfully
• Changing Drivers of Cleantech Adoption By Business
• Suggestions for Cleantech Incubator Response
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Global Pressures on Businesses
ENVIRONMENTAL CONSTRAINTS
Climate Changing Water Scarcity Environmental Diversity Declining Finite Natural Resources – Peak Everything
INCREASING SOCIETAL RESPONSIBILITIES
Global and Local Legislation P2P Politics / Active NGOs Employee & consumer aspirations Supply chain pressures
NEW ECONOMIC REALITIES
Global Population - 7bn 9bn 2050 Economic Power Shifting Growing Demand - Cars, Phones, Food
Expanding Middle Class in BRICs
Resource Pressures – Pricing & Security
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ENVIRONMENTAL
ECONOMIC
• Consistent, profitable growth • Total shareholder return • Risk mgt
• Compliance • Bio-diversity mgt • Emissions to air • Water/chemical
discharges
• Diversity • Human rights • Equal opportunity • Outreach programmes
SOCIETAL
Adoption of Sustainability By Businesses
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Sustainability??
Corporate Social Responsibility
CSR
Corporate Governance
Community Relationship Management
Stakeholder Management
Sustainability
Environmental Stewardship
Natural Resource Management
Green
Energy Efficiency Management
Co
mp
lian
ce
Asse
t Man
agem
en
t
Triple Bottom Line
Ethics and Compliance
Risk & Compliance
Inte
grat
ed
Re
po
rtin
g
Inte
grated
A
ccou
ntin
g Sustainable Living Plan
Responsibility
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ENVIRONMENTAL
ECONOMIC • Consistent,
profitable growth • Total shareholder
return • Risk mgt
• Compliance • Bio-diversity mgt • Emissions to air • Water/chemical
discharges
• Diversity • Human rights • Equal opportunity • Outreach
programmes
SOCIETAL
Traditional Cleantech Investment Drivers - 1
The Drivers of Cleantech Investment Are Changing
ECO - ECONOMIC • Resource efficiency • Energy efficiency • Global climate / energy issues
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Sustainability Measurement - Best Practice
Carbon
Water
Waste
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ENVIRONMENTAL
ECONOMIC • Consistent,
profitable growth • Total shareholder
return • Risk mgt
• Compliance • Bio-diversity mgt • Emissions to air • Water/chemical
discharges
• Diversity • Human rights • Equal opportunity • Outreach
programmes
SOCIETAL
ECO - ECONOMIC • Resource efficiency • Energy efficiency • Global climate / energy issues
SOCIO-ENVIRONMENTAL • Health & Safety • Legislation • Public awareness
NEW Cleantech Investment Drivers - 1
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ENVIRONMENTAL
ECONOMIC • Consistent,
profitable growth • Total shareholder
return • Risk mgt
• Compliance • Bio-diversity mgt • Emissions to air • Water/chemical
discharges
• Diversity • Human rights • Equal opportunity • Outreach
programmes
SOCIETAL
SOCIO-ECONOMIC • Talent management • Recruit and retain • Local economies
Sustainability – the Triple Bottom Line
ECO - ECONOMIC • Resource efficiency • Energy efficiency • Global climate / energy issues
SOCIO-ENVIRONMENTAL • Health & Safety • Legislation • Public awareness
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The Importance of Reputation & Brand
Tesco:
Sustainable Supply Chains
UK
Starbucks:
Ethics and Taxes
UK
Primark:
Employee Welfare
Bangladesh
Safapac:
Environmental Impact
Peterborough
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Governments Are Legislating for Sustainability
• New UK Legislation In October 2013 affecting all Listed Companies
• Mandates creation of a Carbon footprint report
• In Annual Report
• To be extended to 24,000 organisations in 2016
• Annual Report must also now contain a description
of principal risks
• the environment,
• the company’s employees,
• social, community and human rights issues,
http://www.cambiumllp.com/resources/greenhouse-gas-report-download
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Draft EU Directive issued April 2013
Disclosure of non-financial and diversity information
Objective: to improve the transparency of the social and environmental
information provided by companies in all sectors, in order to ensure a level
playing field
Whose Affected: to apply to companies whose average number of employees
exceeds 500 and which have a balance sheet total of €20 m or a net turnover of
€40 m
Obligation: Requires companies to adhere to one of the emerging Sustainability
standards
• UN Global Compact
• ISO 26000 Guidance Standard on Social Responsibility
Timescale: In effect 2016, companies to publish their first reports in 2017
http://ec.europa.eu/internal_market/accounting/non-financial_reporting/index_en.htm
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Cambium LLP all rights reserved
Great Opportunity for Engagement:
New Conversations
What Is The Cleantech
Proposition?
How to Engage
Interest?
COST
ENERGY
CONTINUITY
COMPLIANCE
REPUTATION
SHAREHOLDER VALUE
RECRUITMENT & RETENTION
CEO
H.R Dir.
COO
CFO
CIO
CSR
CMO
Why Is This Important for Cleantech?
Growing Interest In Sustainability Across C-Suite In Business Market
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ENVIRONMENTAL
ECONOMIC
• Consistent,
profitable growth
• Total shareholder
return
• Risk mgt
• Compliance
• Bio-diversity mgt
• Emissions to air
• Water/chemical
discharges
• Diversity
• Human rights
• Equal opportunity
• Outreach programmes
SOCIETAL
The Transition To Sustainable Business Models
What Are The Implications for Cleantech Incubators?
COST
ENERGY
CONTINUITY
COMPLIANCE
REPUTATION
SHAREHOLDER VALUE
RECRUITMENT & RETENTION
CEO
H.R Dir.
COO
CFO
CIO
CSR
CMO
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Do SME Innovators
Understand This Change?
Do SME Propositions
Maximise This Opportunity?
Are SMEs Aligned with their best markets and
clients?
How will you improve the
return on your Innovation € / £ s?
How will Incubators
measure success?
ENVIRONMENTAL
ECONOMIC
SOCIETAL
The Implications for Cleantech Incubators
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Agenda - OVERCOMING THE BARRIERS OF COMMERCIALISING CLEANTECH
Commercialising Cleantech Innovation Successfully
Changing Drivers of Cleantech Adoption By Business
• Suggestions for Cleantech Incubator Response
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New Requirements for Cleantech Innovation Support
Where is best
market for the
Innovation
What value does the
Innovation Offer?
Who is most interested
in the offer?
How to engage
successfully with the chosen
market?
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New Requirements for Cleantech Innovation Support
Where is best
market for the
Innovation
What value does the
Innovation Offer?
Who is most interested
in the offer?
How to engage
successfully with the chosen
market?
• Market Research Support
• Local Needs Assessment
• Regulatory Catalysts
ENVIRONMENTAL
ECONOMIC
SOCIETAL
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New Requirements for Cleantech Innovation Support
Where is best
market for the
Innovation
What value does the
Innovation Offer?
Who is most interested
in the offer?
How to engage
successfully with the chosen
market?
• Support of Value Proposition Development
• Proposition Review / Audit
• Real World Business Planning
ENVIRONMENTAL
ECONOMIC
SOCIETAL
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New Requirements for Cleantech Innovation Support
Where is best
market for the
Innovation
What value does the
Innovation Offer?
Who is most interested
in the offer?
How to engage
successfully with the chosen
market?
• Campaign development
• Audience Identification
• Telemarketing / Lead Generation
ENVIRONMENTAL
ECONOMIC
SOCIETAL
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New Requirements for Cleantech Innovation Support
Where is best
market for the
Innovation
What value does the
Innovation Offer?
Who is most interested
in the offer?
How to engage
successfully with the chosen
market?
• Sales Opportunity Management
• Sales Coaching
• Sustainability Education
ENVIRONMENTAL
ECONOMIC
SOCIETAL
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Agenda - OVERCOMING THE BARRIERS OF COMMERCIALISING CLEANTECH
Commercialising Cleantech Innovation Successfully
Changing Drivers of Cleantech Adoption By Business
Suggestions for Cleantech Incubator Response
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Q. How do you mitigate the risk of innovation failure in your
incubator and to ensure that you don’t waste money and resources?
OVERCOMING THE BARRIERS OF COMMERCIALISING CLEANTECH
A. To maximise the Cleantech Opportunity Incubators must evolve:
• Recognise the growth in Sustainability (Environment and Societal) Impacts
• Have a greater focus on Sales And Marketing execution
ENVIRONMENTAL
ECONOMIC
SOCIETAL
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QUESTIONS
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The Eco Innovation Centre
City Road
Peterborough
PE1 1SA
Telephone: +44 (0) 8456 383 280
Email: [email protected]
www.cambiumllp.com