2. Problem
There
is
a,
seemingly
unbridgeable,
gap
between
supply
of
energy
saving
products
and
market
demand
2
3. Reasons
for
this
gap
Many
stakeholders….
• City
Council
• Civic
servants
• Constructors
• Engineers
• Environmental
agencies
• Housing
corporaCons
• Real
estate
developers
…
with
varied,
some7mes
conflic7ng
interests
• Energy
saving
• ElecCons
coming
up
• Financial
gain
(revenue)
• Financial
savings
(budget)
• Public
opinion
• Quality
of
construcCon
vs.
price
• Cost
of
buying
vs.
cost
of
ownership
3
4. Result
• Every
stakeholder
is
‘fighCng’
for
his
own
interest
– No
interest
in
/
knowledge
of
other
stakeholders
– “My
loss
is
your
gain”
• No
real
joint
efforts
to
tackle
the
real
issues
Leading
to…..
4
5. Tunnel
vision
Sub-‐opCmal
soluCons
for
the
really
big
issues
Not
effecCve
enough
&
very
costly
5
7. Various
options
• Lead
the
opinions
– Take
control
of
public
opinion
• Fight
the
resistance
– Keep
pushing
the
benefits
of
your
products,
in
the
end
someone
might
pay
aWenCon
• Be
a
temporary
poliCcian
– Influence
the
mindset
of
the
various
stakeholders
• Walk
away
– Focus
on
other
business
7
8. Lead
the
opinions
• Take
control
of
public
opinion
• Pro:
re-‐enforces
market
leadership
of
Thermaflex
• Con:
invest
now
(money/people)
with
uncertain
benefits
in
future
• To
do
– Define
opinion
– IdenCfy
stakeholders
(decision
makers
and
decision
influencers)
– IniCate
frequent
meeCngs
focussing
on
content
and
issues
– Develop
relaConship
build
on
trust
and
experCse
– Offer
‘proof
of
concept’
at
every
stage
8
9. Fight
the
resistance
• Keep
pushing
the
benefits
of
your
products
• SomeCme,
someone
might
pay
aWenCon
• Pro:
use
your
strengths
• Con:
demands
lots
of
energy
and
perseverance
• To
do
– Choose
your
baWles
– Find
best
‘weapons’
– Keep
going
!!!
9
10. Be
a
temporary
politician
• Influence
the
mindset
of
the
various
stakeholders
• Pro:
every
stakeholder
is
involved,
lots
of
useful
informaCon
• Con:
based
on
your
company’s
strengths…?
• To
do
– IdenCfy
stakeholders
&
interest
– Develop
coaliCons
– Collect
all
relevant
informaCon
– Influence
public
opinion
– Bring
stakeholders
together
– Define
“what’s
in
it
for
them?”
10
11. Walk
away
• Focus
on
other
business
and
other
markets
• Pro:
not
very
demanding
• Con:
undermines
your
mission
as
market
leader…?
• To
do
– IdenCfy
other
opportuniCes
– Inform
you
company
&
board
of
your
‘new’
strategic
direcCon
11
12. Solutions
are
easy
to
deDine
…
…
but
much
harder
to
put
into
pracCce
Assistance
is
just
a
away…..
12
13. Voor
meer
details
of
vragen
13
www.kyboko.nl"
dirk@kyboko.nl"
06 – 105 371 58"
"Dirk Heuff
@kyboko"
kyboko"
DirkHeuff"
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