This is a chart and a few statements from several presentations I have given for 18 years to show the opportunities for fuel cells in the marketplace long before they are profitable in automobiles. The idea was to show fuel cell companies where to look for customers who will pay tens of thousands of dollars more per watt than the eventual automotive companies will. The statements below the chart are: From the chart above, after identifying a cost/performance point that is of interest for your fuel cell technology, imagine a third axis that can represent EVERY OTHER potential market barrier, driver or attractor. Map out the expected values for each third axis characteristic and identify the barrier minimas and driver maximas on the third axis surface. There are 20 – 40 different third axis characteristics that are important to consider when identifying a market entry point or market life pathway for a particular fuel cell system. The three most important words for making a profit in fuel cells TODAY 1. Packaging 2. Marketing 3. Distribution If you do things right, everything else is ready.

1. From the chart above, after identifying a cost/performance point that is of interest for
your fuel cell technology, imagine a third axis that can represent EVERY OTHER
potential market barrier, driver or attractor.
Map out the expected values for each third axis characteristic and identify the barrier
minimas and driver maximas on the third axis surface.
There are 20 – 40 different third axis characteristics that are important to consider when
identifying a market entry point or market life pathway for a particular fuel cell system.
The three most important words for making a profit in fuel cells TODAY
1. Packaging
2. Marketing
3. Distribution
If you do things right, everything else is ready.