EnPower

Parameters for Market Prioritization

- sales figures - market growth - category size - growth of a product can be determined if there is a small share in a large market, large share in a small market indicates saturation - brand and category development, there may be two markets with similar sales figures but you choose the market that has the higher per capita income

Plug In Hybrid Electric Vehicle

Can recharge the battery through both regenerative braking and 'plugging in' to an external source of electrical power

How do batteries work?

Electricity is the flow of electrons through a conductive path like a wire, this is called a circuit. Batteries have 3 parts, an Anode (-), a cathode (+), and the electrolyte Cathode and anode, positive and egative sides at either end of a traditional battery, are hooked up to an electrical unit

Skimming Strategy

High price charged for a product until enough competitors come into the market and you have to drop the prices

Annette Finsterbusch

Kauffman Fellow - 2 year venture capital fellowship Applied Materials - BD in Russia, Belarus, Armenia, first office in Moscow Firefly Green Technology Inc. - EnPower - Winner for venture madness pitch contest - Invest Southwest & Arizona Commerce Authority sponsor Board of Directors - Optomec

LG Chem Battery

Lithium Manganese Spinel batteries lasting up to 40 years

Subaru Protoype Battery

Lithium Vanadium Oxide - silicon nanowires and particles, tin nanoparticles,

A123 Battery

Lithium iron phosphate, lasting 10+ years and 7000+ charge/discharge cycles

Economy Pricing

Margins are thin, overheads are very low, targets the mass market and high market share

power density

The ratio of the power available from a battery to its mass (W/kg) or volume (W/l).

Premium Pricing

This works when a strong competitive advantage exists, porche, gillette

Tesla Battery

Uses groups of lithium-ion "laptop battery" cells that can be replaced individually as needed

Delimination

a mode of failure where a material fractures into layers

Lithium Ion Battery

a type of rechargeable battery Lithium ion moves from the negative electrode to the positive electrode during discharge and back to the negative electrode when charging. Use an intercalated lithium compound as one electrode material, a non rechargeable lithium battery uses metallic lithium

Ampere

a unit of electric charge, dimensions of electric current multiplied by time and equal to the charge transferred by a steady current of one ampere flowing for one hour

Charging

bev - battery electric vehicle charge from power grid usually

unit of mass

ex. kilogram, the amount of matter contained in a substance is measured

Pricing Strategy

finding a competitive price of a product or service 4p strategy - products, price, place, promotion, economic patterns, market demand, product characteristics targeted at defined customers, against competitors

Specific Power

power per unit mass

Hybrid Electric Vehicles

powered by both gasoline and electricity, electric energy is generated by car's braking system to recharge the battery regenerative braking, electric motor slows the vehicle and uses some the energy normally converted to heat by the brakes HEV's start off using the electric motor, then gasoline engine cuts in as load or speed rises

Types of Lithium Ion Batteries

uses a cathode (positive electrode), an anode (negative electrode) and electrolyte as conductor Cathode is metal oxide and anode is porous carbon

Types of Electric Vehicles

1. BEV - battery electric vehicles 2. PHEV - plug in hybrid electric vehicle 3. HEV - hybrid electric vehicles

Connectors

1. conductive coupling - direct electrical connection - standard for plug in is SAE 1772 Conductive Connector 2. Inductive charging - paddle insert into car, one winding of a transformer and the other is built into the car

Market Access & Outcomes Strategy

1. define and determine product value 2. understand your products value 3. communicating your value proposition

Lithium Cobalt Oxide Cathode

1991 international patent by sony non metallic solution, this chemistry most promising and fastest growing battery on the market low-maintenance, no memory, no exercising otherwise known as deliberate full discharge to keep it in good shape

Swapping & Removing

Alternative to recharging is exchanging drained batteries with fully charged batteries, done in exchange stations

Product Portfolio Management

Designed to manage all aspects of the products your company sells. Evaluate performance, identify risks and opportunities aligns product portfolio with business strategies to achieve target revenue and profitability idea to launch speed often equals success in terms of first-to-market advantage data driven product portfolio, centralizes information and processes

Value Proposition

Explain how your product solves customers problems or improves their situation (relevancy), delivers specific benefits (quantified value), tells ideal customer why they should buy from you and not the competition.

Competitive Landscape Analysis

Identifies direct or indirect competitors and at the same time permits comprehension of their mission, vision, core values, niche market, strengths and weaknesses

Lithium Polymer Battery

LiPo or LiPoly. The Lithium Ion battery (Li Ion) is a variant. Lighter weight and more power is offered by this battery chemistry compared to NiCad and NiMh batteries. uses solid polymer electrolyte instead of a liquid electrolyte work on the principle of intercalation and de intercalation of lithium ions from a positive electrode material and a negative electrode material, the liquid electrolyte providing a conductive medium lightweight but, moderate pressure on the stack of layers that compose the cells results in an increase of cell impedance and degradation

Different Types of Lithium Ion Batteries

Lithium Iron Phosphate Battery

Lithium Nickel Manganese Cobalt Oxide

NMC, offers lower energy density but longer lives and less likelihood of fire or explosion, leading contender for automotive applications

Market Prioritization

Prioritizing the markets on the basis of their relative importance to the brand, certain regions/markets are given more importance than the other assess your target audience figure out where to find them arrange based on which market has the highest consumers to the least

M Stanley Whittingham

Proposed in the 1970's while he was working at Exxon, used titanium sulfide and lithium metal as electrodes

Penetration Pricing

Set artificially low to gain market share quickly, prices are raised once promotion period is over

WH/KG

Watt hour per kilogram - unit of specific energy used to measure the density of energy in batteries and capacitors 1 watt hour is equal to 3,600 joules per kilogram

Battery Electric Vehicles

fully electric vehicles w rechargeable batteries no gasoline engine, store electricity onboard with high capacity battery packs EV chargers are classified according to the speed with which they recharge an EV's battery Level 1, 2, 3 of DC fast charging level 1 EV charging uses a standard household outlet takes over 8 hours 120 v level 2 requires a specialized station which provides power at 240v, found at workplaces and public charging stations, 4 hours to charge level 3 charging or DC fast charging, found at dedicated ev charging stations and charge battery in 30 mins

Positives of Traditional Lithium Ion Batteries

high energy density, no memory effect (when batteries lose their maximum energy capacity if they are repeatedly recharged after being only partially discharged), and low self-discharge

How does a lithium ion battery work?

made of anode, cathode, separator, electrolyte, two current collectors (positive and negative) anode and cathode store the lithium electrolyte carries positively charged lithium ions from the anode to the cathode and vice versa through the separator movement of the lithium ions creates free electrons in the anode which creates a charge at the positive current collector the electrical current then flows from the current collector through the device being powered to the negative current collector separator blocks the flow of electrons inside the battery while the battery discharges & provides an electric current, anode releases lithium ions to the cathode, generating a flow of electrons from one side to the other When plugging in the device the opposite happens, lithium ions are released by the cathode and recieved by the anode

Negatives of Traditional Lithium Ion Batteries

short cycle lives, degrade with age, cathode materials can be toxic, fire safety if punctured of improperly charged

pilot scale/study

small scale preliminary study conducted in order to evaluate feasibility, time, cost, adverse events and improve design before launching a full scale project

Specific Energy

sometimes called energy density energy per unit mass energy divided by mass

Questions

what charging method do you use? how long is typical charge time? what vehicles would you be capable of supporting with your technology? Are you looking into military of aerospace applications What anode/cathodes do you use? What are your challenges right now? What sets you apart from competition, fast charging, safety, battery life, low/high temp? What do you mean by leveraging existing capital equipment? Will you be using a recharging method or an exchange/battery swapping system? Recognizing the need for strong vision. stakeholder engagement as a marketing tactic and way to impact more people. Festival model