12. North American Industry Classification System (NAICS) Number of Suppliers Total Employees at Suppliers Total Sales for all Companies Firms with Solar Power or Windmill NAICS supplier Code 22% of all MI suppliers are in Oakland Internal: Alternative Energy Suppliers in County
13. Internal: Current Performance Alternative Energy Examples of new alternative energy companies that have localized to Oakland County MO./YR. COMPANY CITY SECTOR Jan-09 Fisker Automotive Pontiac Alternative Energy & Power Generation Feb-09 Patrick Engineering Novi Alternative Energy & Power Generation Mar-09 Magna Electronics Rochester Hills Alternative Energy & Power Generation Apr-09 Compact Power Troy Alternative Energy & Power Generation Apr-09 Transonic Combustion Bloomfield Hills Alternative Energy & Power Generation
24. National Top Green Energy Users Could be used as promotional tool to bring alternative energy company’s operations/maintenance &repair services to the area Many of these companies have operations in the region/Oakland County Company Intel Corporation Kohl's Department Stores PepsiCo Whole Foods Market Dell Inc. The Pepsi Bottling Group, Inc Cisco Systems, Inc Johnson & Johnson U.S. Air Force Wal-Mart Stores, Inc. Starbucks DuPont Company Wells Fargo & Company PepsiAmericas, Inc. Staples Lowe's Lockheed Martin Corporation Safeway Inc. Motorola, Inc. http://www.epa.gov/grnpower/toplists/top50.htm
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26. SWOT Analysis HIGH BUSINESS TAXES ECONOMIC RECESSION NON-RIGHT TO WORK STATE FOREIGN CURRENCY RATES NO UP-FRONT CASH TO BUSINESSES DECREASE IN ENERGY COSTS NO PROACTIVE EMAIL CAMPAIGN REGULATION ON RENEWABLE ENERGY EQUIPMENT NO SEARCH ENGINE OPTIMIZATION STRATEGY ERODING TAX BASE LACK OF INTERACTION WITH CURRENT BUSINESSES MAINTAIN NON-RIGHT TO WORK STATUS LACK OF COLLABORATION IN SOUTHEAST MICHIGAN NO NATIONAL STRATEGY FOR ALTERNATIVE ENERGY NO MISSION/VISION STATEMENT REBOUND OF HOME PRICES CAUSES FLIGHT FROM STATE LACK OF SOCIAL MEDIA PLAN COMPETITIONS & EVOLVING COMPETITOR'S VISION NO DOCUMENTED MARKETING PLAN THREATS WEAKNESSES ENERGY COSTS COLLABORATION WITH LOCAL UNIVERSITIES FINANCIAL STRENGTH ($240 MILLION AVAILABLE) GOVERNMENT STIMULUS ABUNDANCE OF HIGHWAYS, RAILROADS, AIRPORTS EMERGING MARKETS AAA BOND RATING REDUCTION OF BUSINESS TAXES COMMERCIAL PORTS LINKED TO WORLD LOBBY FOR CLEAN ENERGY LEGISLATIVE CHANGES LARGE BLUE-COLLAR WORKFORCE INCREASE IN ELECTRICITY COSTS HIGH # OF ENGINEERS THOUGHT LEADERSHIP POSITION INTERNATIONAL MARKET PRESENCE DEMAND FOR GREENER BUILDINGS WORLD CLASS UNIVERSITIES CHANGE IN ENERGY REGULATIONS / LEGISLATION CONVERTIBLE ESTABLISHED BUILDINGS TECHNOLOGICAL ADVANCEMENTS LOCAL MANUFACTURING SUPPLY CHAIN OPPORTUNITIES STRENGTHS
27. Competitive Advantages Economic Recession (lower cost of goods) Competition & Evolving Competitors Vision THREATS SEEN AS OPPORTUNITIES Demand For Greener Buildings Thought Leadership Position Technological Advancements Local Manufacturing and Supply Chain OPPORTUNITIES Match STRENGTHS Foreign Currency Rates Economic Recession (lower cost of goods) THREATS SEEN AS OPPORTUNITIES Energy Costs Emerging Markets Demand For Greener Buildings Convertible Established Buildings OPPORTUNITIES Match STRENGTHS
28. Competitive Advantages Economic Recession (lower cost of goods) Competition & Evolving Competitors Vision THREATS SEEN AS OPPORTUNITIES Technological Advancements Thought Leadership Position Emerging Markets International Market Presence OPPORTUNITIES Match STRENGTHS Economic Recession Competition & Evolving Competitors Vision THREATS SEEN AS OPPORTUNITIES Thought Leadership Position Technological Advancements Collaboration With Local Universities World Class Universities OPPORTUNITIES Match STRENGTHS
29. Liabilities and Limitations No Proactive Email Campaign No Search Engine Optimization Strategy Technological Advancements Lack of Social Media Plan OPPORTUNITIES No Mission/Vision Statement Competition & Evolving Competitors Vision No Documented Marketing Plan THREATS Match WEAKNESSES Lobby for Clean Energy Legislation Government Stimulus Lack of Collaboration in Southeast Michigan OPPORTUNITIES Match WEAKNESSES
32. Marketing Goals 1. Make use of technologies to enhance relationship building with potential investors No Proactive Email Campaign No Search Engine Optimization Strategy Technological Advancements Lack of Social Media Plan OPPORTUNITIES No Mission/Vision Statement Competition & Evolving Competitors Vision No Documented Marketing Plan THREATS Match WEAKNESSES
33. Marketing Goals 2. Increase investor awareness of Oakland County’s attractiveness to clean energy investment Highly Skilled Work Force Technological Advancements World Class Universities Demand For Greener Buildings International Market Presence Emerging Markets Local Manufacturing and Supply Chain OPPORTUNITIES Match STRENGTHS
34. Marketing Goals 3. Bring clean energy investors and leaders to us and establish O.C. as thought leader in this field Technological Advancements Demand For Greener Buildings Convertible Established Buildings Collaboration With Local Universities World Class Universities International Market Presence Emerging Markets Local Manufacturing and Supply Chain OPPORTUNITIES Match STRENGTHS
35. Marketing Goals 4. Achieve legislative and regulatory policies that encourage clean energy investment and research Lobby for Favorable Renewable Energy Legislation Change in Energy Regulations/Legislation OPPORTUNITIES No National Strategy for Renewable Energy Restrictive Regulation on Renewable Energy Lack of Collaboration in Southeast Michigan & within Current Business Community THREATS Match WEAKNESSES
36. Marketing Goals 5. Adopt an Integrated Marketing Mix that employs sales, pr and marketing tactics No Proactive Email Campaign No Search Engine Optimization Strategy No Documented Marketing Plan Mission/Vision Statement Lack of Social Media Plan WEAKNESS SEEN AS OPPORTUNITIES No Mission/Vision Statement Competition & Evolving Competitors Vision No Documented Marketing Plan THREATS Match WEAKNESSES
51. New Technology Tactics: Google Analytics Google Analytics can tell you how your marketing campaign is working
52. New Technology Tactics: Google Analytics Find the countries and regions that are most interested in Oakland County’s emerging sectors before you visit
53. New Technology Tactics: Google Analytics This company is very interested …. visited 11 pages
54. New Technology Tactics: Google Analytics Alternative Energy Manufacturing Sites Who is this company and why are they interested in you?
58. New Technology Tactics: Web SEO Oakland County website needs Metatags (Description tags, title tags and keywords)
59. New Technology Tactics: Web SEO Is this telling potential customer what they want to know? Without metatags, your website picks up the first words written on your website
60. New Technology Tactics: Web SEO Without metatags, the search engines pick up, in this case, the description from images (or Alt tags)
62. New Technology Tactics: Constant Contact Those at Oakland County must have met thousands of potential customers over the last five years……. How often do you communicate with them? Once a quarter? Once a year?
63. New Technology Tactics: Constant Contact The development of an HTML mailer can be sent for pennies a contact. These HTML mailer can have links to your website or email address
64. New Technology Tactics: Constant Contact Know by email who is clicking to your website and what topics they are interested in….
65. New Technology Tactics: Constant Contact Treat those who have clicked through to your site as a priority / warm leads
66. New Technology Tactics: Constant Contact Determine which of your contacts are no longer employed – find out who replaced them…
67. New Technology Tactics: Jigsaw Find potential contacts phone number and email by title, company name
68. Timing and Budget: Marketing Activities X X X X X X X X X X X X JigSaw X X X X X X X X X X X X Web SEO X X X X X X X X X X X X Adwords X X X X X X Constant Contact X Trade Show (Germany) X Trade Show (China) X Trade Show (India) Dec Nov Oct Sept Aug July June May Apr Mar Feb Jan Month Activity