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A transformational startup nurtured
by IMD
Reunion Update – September 2013
Bryan Guido Hassin
IMD MBA 2008
Cofounder and CEO
M y M i ssi o n : b u i l d a b u si n e ss t h a t u se s
t e c h n o l o g y t o a d d r e ss t h e e n e r g y c h a l l e n g e
• Inspired by epic quests
• That quest is energy
• Business is the best medium to address it
• Information technology is a powerful weapon
B u s i n e s s e s t h a t t r a d e e c o n o m i c v a l u e
f o r g r e e n v a l u e a r e n ’ t “ s u s t a i n a b l e . ”
“Corporate Social Responsibility”
Profit
Sustainability
B u s i n e s s e s t h a t t r a d e e c o n o m i c v a l u e
f o r g r e e n v a l u e a r e n ’ t “ s u s t a i n a b l e . ”
“Corporate Social Responsibility”
Wanted: business that aligns economic and green value
Profit
Sustainability
W an t ed : m ean i n g f u l al i g n m en t o f
eco n om i c, g r een val u e at S C A L E
Alignment of economic, green value
Scale
W an t ed : m ean i n g f u l al i g n m en t o f
eco n om i c, g r een val u e at S C A L E
Alignment of economic, green value
Scale
W an t ed : m ean i n g f u l al i g n m en t o f
eco n om i c, g r een val u e at S C A L E
Alignment of economic, green value
Scale
W an t ed : m ean i n g f u l al i g n m en t o f
eco n om i c, g r een val u e at S C A L E
Alignment of economic, green value
Scale
W an t ed : m ean i n g f u l al i g n m en t o f
eco n om i c, g r een val u e at S C A L E
Alignment of economic, green value
Scale
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
AL L I SON
is
SM ART
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
10,000 Sq Ft
10,000 Sq Ft
Leased
10,000 Sq Ft
Leased
$25k/year
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
MEASURE
MANAGE
MOTIVATE
TOTALSPEND
8%
MEASURE
MANAGE
MOTIVATE
TOTALSPEND
8%
7%
MEASURE
MANAGE
MOTIVATE
TOTALSPEND
8%
7%
6%
MEASURE
MANAGE
MOTIVATE
TOTALSPEND
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
v
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
0
2011 2012 2013 2014 2015
v
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
0
2011 2012 2013 2014 2015
v
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
0
2011 2012 2013 2014 2015
AL L I SON
is very
SM ART
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
$104,000
every year
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
v
v
v
v
BIG
data
BIG
data
v
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
0
2013 2014 2015 2016 2017
v
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
0
2013 2014 2015 2016 2017
40%
60% 60% 60% 60%
$250
$200
$150
$100
$50
$-
2013 2014 2015 2016 2017 2018
Revenue EBITDA
F ound: meani ngful al i gnment of
economi c, gr een val ue at SC A L E
Each $500
revenue
$15B
potential
market
Eliminates 1
ton CO2
Global
energy use
-1%
Profit
Sustainability
Smart OES Business Model
Startups are not small
versions of large businesses
Large Companies
Execute Known
Business Models
Ventures Search for
Unknown Business
Models
E ntrepreneurship uses
different skills / heuristics
Source: Effectual Entrepreneurship
E ntrepreneurship uses
different skills / heuristics
Source: Effectual Entrepreneurship
Biz Plan
E ntrepreneurship uses
different skills / heuristics
Source: Effectual Entrepreneurship
Biz Plan
Entrepreneurship
E ntrepreneurship requires
different decision making
Source: Effectual Entrepreneurship
Entrepreneurs
For a given level of risk, entrepreneurs feel
they
can expand the problem space and
increase returns
For a given level of return, bankers feel
they can
reduce the problem space and decrease
risk.
Step 2
Push creatively
to increase return
Step 2
Try to reduce risk
through insurance, etc.
Step 1
Pick a comfortable
level of risk
Step 1
Pick a target return
Risk
Return
High High
LowLow
Low Low HighHigh
Bankers
Risk
Return
L i fe i s t oo shor t not t o do
somet hi ng meani ngful
E ntrepreneurship is a
journey
Call to
Adventure
Wise Sage
The Dark
Forest
Death /
Rebirth
Masterful
Return
Refusal of the Call
Supernatural Aid
Challenges,
Temptations
Transformation
Gift of the Goddess
Seek suppor t i n your secur e
bases; be a secur e base t o ot her s
• To fear risk is Human
• Secure bases will
love you even if you
fail
• Secure bases give
you confidence to
take risks
• Identify and lean on
your secure bases
28
Hostage at the Table; Kohlrieser; 2006
I M D has nurtured
Smart O E S a lot
I M D has nurtured
Smart O E S a lot
I M D has nurtured
Smart O E S a lot
I M D has nurtured
Smart O E S a lot
I M D has nur t ur ed
Smar t O E S a l ot
Smar t O E S i s r ai si ng $80 0 k ( $30 0 k
al r eady cl osed) for pr oduct l aunch
30
UL Listed Smart
Monitors, Sockets
Intelligent
Energy
Management
Behavior-
Influencing
User Interfaces
Marketing Staff,
Automated Sales
Tools
S m a r t O E S ’s r a p i d g r o w t h c a n
cr eat e huge r et ur ns for i nvest or s
31
Angel 1
$150 K
• Prototype
validation
Angel 2
$250 K
• Validate market
/ biz model
Commercialization
Round (open)
$800 K
• Complete product
dev and launch
Expansion
Round
$5.0 M
• Rapid global
expansion
2010
2013
2015 - 2016
Potential Exit
Valuation
$200 – 400+ M
• ESCO
• Smart Grid
• Information
Aggregator
• IPO
Future
2011
Smart office
Smart energy
Smart people
Smart OES Presentation at IMD MBA 2008 5-Year Reunion

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Smart OES Presentation at IMD MBA 2008 5-Year Reunion

Hinweis der Redaktion

  1. She wants to be smart.
  2. This is Allison, office manager (or title of choice) for a mid sized company.The 10,000 square feetoffice space is leased,25 employees, spends $25k/year for energy.It’s her top office operating expense.
  3. This is Allison, office manager (or title of choice) for a mid sized company.The 10,000 square feetoffice space is leased,25 employees, spends $25k/year for energy.It’s her top office operating expense.
  4. This is Allison, office manager (or title of choice) for a mid sized company.The 10,000 square feetoffice space is leased,25 employees, spends $25k/year for energy.It’s her top office operating expense.
  5. This is Allison, office manager (or title of choice) for a mid sized company.The 10,000 square feetoffice space is leased,25 employees, spends $25k/year for energy.It’s her top office operating expense.
  6. This is Allison, office manager (or title of choice) for a mid sized company.The 10,000 square feetoffice space is leased,25 employees, spends $25k/year for energy.It’s her top office operating expense.
  7. She wants to reduce energy consumption.But she can’t afford the big investment and long payback periods of a retrofit. (graph)Or, even if she could afford it, she’s not allowed to adopt it. (anti green)She has considered some cheap alternatives but they don’t work for her. (sad)
  8. She wants to reduce energy consumption.But she can’t afford the big investment and long payback periods of a retrofit. (graph)Or, even if she could afford it, she’s not allowed to adopt it. (anti green)She has considered some cheap alternatives but they don’t work for her. (sad)
  9. She wants to reduce energy consumption.But she can’t afford the big investment and long payback periods of a retrofit. (graph)Or, even if she could afford it, she’s not allowed to adopt it. (anti green)She has considered some cheap alternatives but they don’t work for her. (sad)
  10. The system works by connecting things to other things.
  11. The system works by connecting things to other things.
  12. The system works by connecting things to other things.
  13. The system works by connecting things to other things.
  14. The system works by connecting things to other things.
  15. Mobile? You bet.
  16. The dashboard description – engagement gamification.
  17. This is how you save energy.
  18. This is how you save energy.
  19. This is how you save energy.
  20. This is how you save energy.
  21. BOOM.
  22. Phyllis saved $6k/year, paid $11k + $3.5k/yearPaid back in just over two years
  23. Phyllis saved $6k/year, paid $11k + $3.5k/yearPaid back in just over two years
  24. Phyllis saved $6k/year, paid $11k + $3.5k/yearPaid back in just over two years
  25. Because the solution is non-invasive, she was able to try it first and then make a purchase decision based on proven energy savingsInstallation so easy even an MBA can do itAnd, when they moved offices, they unplugged their energy savings and took it with them
  26. It turns out that Allison isn’t the only one with these problemsOnce she demonstrated her success at EDF Austin, her company committed to deply Smart OES at the rest of their 120k sqft of office space in nine offices around the country.
  27. It turns out that Allison isn’t the only one with these problemsOnce she demonstrated her success at EDF Austin, her company committed to deply Smart OES at the rest of their 120k sqft of office space in nine offices around the country.
  28. It turns out that Allison isn’t the only one with these problemsOnce she demonstrated her success at EDF Austin, her company committed to deply Smart OES at the rest of their 120k sqft of office space in nine offices around the country.
  29. OMG everywhere!
  30. Huge number.
  31. Goldilocks.Only we can reach Allison. Can’t touch this.
  32. Goldilocks.Only we can reach Allison. Can’t touch this.
  33. Goldilocks.Only we can reach Allison. Can’t touch this.
  34. Goldilocks.Only we can reach Allison. Can’t touch this.
  35. Our secret weapons are big data and employee engagementThis opens up huge future opportunities-- CLICK and after transition, on white scree –But to do those amazing things tomorrow we must build up our installed base todayWe have 8 Phyllises today and many more who have already committed to pilots
  36. Our secret weapons are big data and employee engagementThis opens up huge future opportunities-- CLICK and after transition, on white scree –But to do those amazing things tomorrow we must build up our installed base todayWe have 8 Phyllises today and many more who have already committed to pilots
  37. Numbers based on Allison.
  38. Numbers based on Allison.
  39. We can make a lot of money quickly selling to the Allisonsof the worldCashflow break-even a year after launchHigh margin recurring revenuesOnce we’re in, we’re in to stay
  40. BGH: break out each column for backup
  41. Drop the logo. SMART out.
  42. Drop the logo. SMART out.