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© 2008 REGEN Energy Inc Marketing your Technical Innovation & Prototype, OCETA Dec 9/08 © 2008 REGEN Energy Inc Marketing your Technical Innovation & Prototype OCETA Growing Your Business Lectures, Dec 9/08 Mark Kerbel, CEO, REGEN Energy 1. REGEN Energy’s Service Offering2. How to market your innovation to investors3. Marketing success story
© 2008 REGEN Energy Inc Marketing your Technical Innovation & Prototype, OCETA Dec 9/08 1. REGEN Energy’s Service Offering 2. How to market your innovation to investors 3. Marketing success story What does REGEN do?
© 2008 REGEN Energy Inc Marketing your Technical Innovation & Prototype, OCETA Dec 9/08 REGEN Energy’s Offering: Automatically load balance electrical equipment using our patent-pending method and controllers Reduces buildings’ energy costs by 5-15% annually, while maintaining occupant comfort Purchase: ROI in less than 2.5 years Rent: Ongoing, annual ROI Utility incentives can imply no installation cost Installs in < 20 minutes, no maintenance req’d Simple web-based monitoring & control
© 2008 REGEN Energy Inc Marketing your Technical Innovation & Prototype, OCETA Dec 9/08 1. REGEN Energy’s Service Offering 2. How to market your innovation to investors 3. Marketing success story You’ve created a prototype – now what?
© 2008 REGEN Energy Inc Marketing your Technical Innovation & Prototype, OCETA Dec 9/08 What will capture investors’ attention? The increased technical efficiency of your innovation vs. conventional means Your potential market share No competition for your innovation None of these will capture their attention or enhance your credibility!
© 2008 REGEN Energy Inc Marketing your Technical Innovation & Prototype, OCETA Dec 9/08 Investors are not experts in your technology You are not an expert in selling your innovation (yet!) Understand that for investors, market credibility is the key Only one thing objectively validates your innovation’s potential Paying Customers!
© 2008 REGEN Energy Inc Marketing your Technical Innovation & Prototype, OCETA Dec 9/08 Hierarchy of Market Credibility Show customers paying hard cash Show customers willing to pay on results Show industry experts investing time to find customers for you Show gov’t funding in your industry, involve colleges in 3 rd party validation Show media attention, industry awards
© 2008 REGEN Energy Inc Marketing your Technical Innovation & Prototype, OCETA Dec 9/08 Implicit investor criteria I.P. can be secured A reasonable market exists for your innovation
© 2008 REGEN Energy Inc Marketing your Technical Innovation & Prototype, OCETA Dec 9/08 1. REGEN Energy’s Service Offering 2. How to market your innovation to investors 3. Marketing success story Show me a practical example!
© 2008 REGEN Energy Inc Marketing your Technical Innovation & Prototype, OCETA Dec 9/08 REGEN Energy’s Path Field trials with beta customers & gov’t funding Industry awards, media attentionFirst round of investorsDeveloped distribution strategy Further investors, adtl gov’t funding, more customers, utility programs, OEM discussions…
© 2008 REGEN Energy Inc Marketing your Technical Innovation & Prototype, OCETA Dec 9/08 Interesting sources Maple Leaf Angels, National Angel Organization OCETA MaRS CONII, Centennial College, Ont. Centres of Excellence Min. of Research & Innovation
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