ECG Consulting Group Overview

ECG Consulting Group Inc. Cover Page
Overview of ECG Capabilities

ECG Consulting Group Inc.
Business Strategy & Development • Marketing, Sales and Operations Planning • Technology Commercialization

Helping clients accelerate revenue growth,
improve profitability and meet their business objectives

May, 2010

The information contained in this report is privileged and confidential
and intended only for the use of the recipient

July, 2008 40 British American Boulevard, Latham, NY 12110 • 518-220-9100 • 518-220-9600 (Fax) • www.ecgconsulting.com
www.ecgconsulting.com 1

ECG Consulting Group Inc. Summary

FOR MORE THAN 30 YEARS, ECG HAS PROVIDED MANAGEMENT CONSULTING SERVICES TO ITS CLIENTS TO
HELP THEM MEET THEIR BUSINESS OBJECTIVES…

 “Boutique” management consulting firm founded in 1978
 Consulting services include business strategy & development, marketing & sales planning and technology
commercialization
 Clients are Fortune 100 companies, emerging technology firms, venture-funded start-ups and research &
development organizations
 Expertise in advanced materials, communications, information technology, energy, environmental,
instrumentation and transportation industries
 Global experience in more than 100 market segments and 250 products & services in all stages of the value
chain (e.g. materials & components to systems) and all stages of the product life cycle (e.g. R&D to
mature/commodity markets to decommissioning)
 Multi-disciplinary, team-oriented approach that utilizes a rigorous strategy & market development process
 Officers and principals work closely with clients and leverage their senior management experience at world-
class firms and their business networks
 Highest quality work, using analytics and creativity to develop insightful conclusions and recommendations
 Value proposition focuses on accelerating revenue growth, improving profitability and helping clients meet
their business objectives sooner; client returns, in many cases, exceed 50 times the cost of our services

May, 2010 www.ecgconsulting.com 2

ECG Consulting Group Inc. Clients

ECG HAS HELPED MANY CLIENTS EXPAND THEIR BUSINESSES AND IMPROVE THEIR PROFITABILITY…


ECG Consulting Group Inc. Clients

WE WORK WITH BUSINESS LEADERS AT MANY LEVELS AND FUNCTIONS WITHIN ORGANIZATIONS…

 Clients are at several levels in their organizations

 Board of Directors
 C-Level: CEOs, CFOs, COOs, CSOs, CTOs, CMOs & Division Presidents
 Managerial-Level: Vice Presidents, Directors, Managers

 Clients are usually in functions that are close to strategic market planning

 Corporate Strategy
 Corporate Business Development
 Business Unit Strategy & Planning
 Marketing & Sales
 Research & Development

 We emphasize building long-term relationships with clients


ECG Consulting Group Inc. Industry Experience

WE HAVE EXPERIENCE WITH PRODUCT AND SERVICE PROVIDERS IN A BROAD RANGE OF
TECHNOLOGY- DRIVEN INDUSTRIES…

 Advanced Materials

 Aerospace & Defense and Automotive

 Communications & Information Technology

 Consumer & Media

 Energy & Environmental

 Industrial

 Life Sciences

 Services


ECG Consulting Group Inc. Product & Service Experience

ECG PROFESSIONALS HAVE WORKED IN MORE THAN 100 MARKET AND 250 PRODUCT & SERVICE
SEGMENTS… IN STAGES OF DEVELOPMENT FROM EMERGING TO MATURE … IN STAGES OF THE VALUE
CHAIN FROM MATERIALS TO COMPONENTS TO SYSTEMS TO AFTERMARKET SERVICES…

 Advanced & Commodity Materials …e.g.  Energy & Environmental … e.g. gas, steam, nuclear &
nanomaterials, ceramics, coatings, composites, hydro turbines, reciprocating engines, fuel cells,
engineered plastics, superconductivity, lead, concrete, microturbines, wind, solar, biomass, geothermal,
paper, sealants, adhesives) transmission towers & cabling, distribution substations,
meters, batteries, UPS, flywheels, SMES, generators, oil
 Aerospace & Defense and Automotive … e.g. flight & gas compression equipment, subsea processing,
systems, manned space vehicles, missile defense, naval fuels, particulate measurement & control, filtration,
fleet support operations, aerospace engineering, emissions monitoring & diagnostics, water purification
alternative fuel & electric vehicles, trucking, personal
mobility vehicles  Industrial …e.g. instrumentation, automation & control
systems, robotics, data acquisition, vibration monitoring,
 Communications & Information Technology … e.g. diagnostics, predictive maintenance, electronic sensors,
communications products, telecom & network equipment, process equipment, process optimization, motors,
PBX, VOIP, back-up power, computer hardware & pumps, compressors, turbines, forklifts
software, expert systems, imaging/mapping, data
transmission, electronics, office products  Life Sciences … e.g. medical equipment, monitoring &
diagnostics
 Consumer & Media … e.g. appliances, furniture, home
improvement, lawn & garden, shopping centers,  Services … e.g. electronic manufacturing services,
manufactured housing, broadcast & cable, content, national laboratory, contract R&D, energy, engineering,
publishing parts & repair, field, installation, finance, O&M,
equipment rentals, power quality, fuel delivery, computer
maintenance, oilfield, venture capital

ECG LEVERAGES BEST PRACTICES ACROSS THIS BROAD BASE OF PRODUCT & SERVICE
EXPERIENCE TO ENHANCE THE SCOPE AND QUALITY OF ITS RECOMMENDATIONS


ECG Consulting Group Inc. Projects

OUR PROJECTS RANGE FROM DEVELOPING BUSINESS PLANS AND PROCESSES TO ADDRESSING
SPECIFIC STRATEGIC, MARKETING AND PRODUCT PLANNING ISSUES...

 ECG projects are driven by the critical issues and needs of the client’s business…our services are customized to
address the client’s specific issue or set of issues
 Examples of developing comprehensive plans and processes include:
 Prepare corporate strategy, business unit & marketing plans and financial projection pro formas
 Develop growth and diversification strategies and plans
 Prepare business case and plan for investment in new technology
 Develop strategic and market planning systems and processes
 Organize and train planning organizations, planning teams and establish links to operating organizations
 Facilitate strategic planning, market planning and sales force effectiveness brainstorming sessions
 Examples of specific marketing, strategy and business development issues include:
 Identify, evaluate and screen new business and market growth opportunities
 Develop compelling customer value proposition
 Develop strategies and plans to accelerate product, service & emerging technology commercialization
 Assess changing customer needs & buying processes and determine impact on marketing & sales
 Conduct detailed company and technology competitive analysis
 Determine reasons for market share loss & identify ways to reverse share decline
 Determine why customers and/or channels are slow to adopt a new product/service/technology
 Identify, screen and evaluate mergers, acquisitions and JV partnerships
 Client engagements typically range in length from several weeks to several months depending on the scope of the
project and the level of primary research required…in some cases, we have on-going service contract agreements
 ECG typically prepares a client proposal that includes background situation, project objectives & key issues,
methodology, work plan & deliverables, professional staffing and estimated fees & expenses


ECG Consulting Group Inc. Consulting Approach

ECG’S APPROACH LEVERAGES PRIMARY AND SECONDARY RESEARCH TO PROVIDE CLIENTS WITH
IN-DEPTH MARKET, CUSTOMER AND COMPETITIVE INTELLIGENCE...

Types Of Projects/Research

 Market & Customer Assessment: market drivers, growth opportunities, segments, sizing, forecasting
 Product & Technology Assessment: competing technologies, cost structure analysis, positioning, R&D
current and future plans, R&D portfolio optimization, commercialization, valuation, licensing, royalties
 Competitor Assessment: strategies, positioning, performance, benchmarking, competitive response
 Business/Market Strategy: strategic assessments, target markets, target customers, channels, market
Business Strategy & penetration, pricing
Development,
 Business Development: new opportunities, joint ventures, strategic alliances, mergers & acquisitions
Market/Sales/Operations
Planning and Technology  Sales: customer value proposition, sales force effectiveness, account coverage, performance
benchmarking, sales acceleration
Commercialization
Projects
 Channels of Distribution: mix, economics, dynamics, channel management
 Pricing: pricing awareness, elasticity of demand, forward pricing, strategy & tactics
 Promotion: advertising, media mix, resource allocation, strategy & tactics
 Operations Strategy: global sourcing, manufacturing, information technology, finance, human resources
 Cost reduction: process restructuring & redesign, work activity analysis, economies of scale, technology
implementation, reporting requirements

 Secondary Research: identify and leverage industry databases, internet, library resources, periodicals,
Types of trade associations, government, other
Market Research  Primary Research: conduct interviews with competitors, customers (e.g. buyer behavior focus groups),
Required suppliers, channel participants, industry participants, regulators and other
 Client & Customer Brainstorming: facilitate group meetings, customer focus groups, KJ analysis



ECG ADVOCATES A DISCIPLINED STRATEGIC PLANNING PROCESS… WE HELP CLIENTS PRIORITIZE
MARKETS/SEGMENTS, ASSESS COMPETING TECHNOLOGIES, DEVELOP COMPELLING VALUE
PROPOSITIONS AND FORMULATE EFFECTIVE IMPLEMENTATION STRATEGIES...
Situation Analysis
Assess current business plan,
technology development status
Implementation Plan and internal skills & capabilities Market Assessment
Develop implementation plan, to determine “gaps” Segment market & determine market
form management team, size, growth, drivers, trends and
organize resources, develop regulatory environment impacting
1
strategic alliances and new technology
implement recommendations 8

2

Business Plan & Pro Formas Customer Assessment
Develop technology 7 Determine customer needs,
commercialization plan with Strategy & Technology decision-making process and
financial pro formas and Commercialization buying behavior by segment
Planning Process 3
identify strategic alliances

6
Market
Customer Value Proposition/Business Model 4 “Go/No Go”
Decision
Formulate competitive customer value
5
proposition and determine business model
Competitive Analysis
approach
Evaluate competing technologies, products
and service offerings by segment; conduct
Competitive Market Demand & Share Forecast
“Go/No Go”
competitive analysis, identify sources of
Forecast potential available market competitive advantage
Decision
demand and determine market
share penetration of new technology



JOINT VENTURES, STRATEGIC ALLIANCES AND ACQUISITIONS ARE CRITICAL TO QUICKLY BUILD MARKET
PRESENCE AND COMPETITIVE ADVANTAGE…WE HELP CLIENTS IDENTIFY, SCREEN & SELECT THE RIGHT
PARTNERS, PERFORM “DUE DILIGENCE” AND ASSIST WITH IMPLEMENTATION…
Implementation Plan
Develop and implement
JV/strategic alliance plan with
partners and monitor results Situation Analysis
Develop/review business
Start
strategies, plans &
Business Agreement objectives
Negotiate and sign agreement,
including royalties and equity
interest
Capabilities & “Gap” Analysis
Assess internal skills & capabilities
and conduct “gap” analysis
CA - Joint Ventures, Alliances
Joint Venture,
Strategic Alliance &
Acquisition Process
Strategy & Business Plan
Formulate business model
alternatives, develop go-to-
market strategy, determine
revenue profitability and select
organizational structure Setting of Objectives
Formulate venture & alliance
objectives to address “gaps”

Partner Selection
Screen and select potential partners based upon Partner Identification
selection criteria and framework (e.g. competitive Identify, contact and evaluate potential partners to
positioning, skills & capabilities, etc.) assess their capabilities and interest based on in-
depth market intelligence and meetings


ECG Consulting Group Inc. ECG Value Proposition

IN SUMMARY, WE PROVIDE OUR CLIENTS WITH PROFESSIONAL CONSULTING SERVICES TO HELP THEM
ACCELERATE REVENUE GROWTH, IMPROVE PROFITABILITY AND MEET THEIR BUSINESS OBJECTIVES…
WITH BILLING RATES 30% - 50% LOWER THAN OUR COMPETITION…

 We use an experienced senior-level team who is very responsive to clients needs
 Our team members have extensive business strategy, market planning and management consulting experience
with Fortune 100 and emerging technology companies
 We serve clients in the advanced materials, communications & information technology, energy, environmental,
instrumentation, transportation and services industries
 We have strong client relationships & a global contact network to assist in primary research, secondary research
and business development
 We leverage our experience, expertise, relationships and “best practices” to address our clients’ strategy, market
and technology commercialization issues faster so that they achieve their business objectives sooner
 Our recommendations are based on rigorous analysis of in-depth market, competitive & customer intelligence to
generate the most useful and objective insights, conclusions and recommendations; our recommendations, reports
and presentations are “board level” quality

 We are committed to helping our clients grow their business and shareholder value by delivering objective
recommendations that help them speed project implementation, enhance revenue, and reduce/avoid cost
 We believe that our value, in many cases, exceed 50x the cost of our professional fees… billing rates are 30% -
50% lower than our competition


ECG Consulting Group Inc. ECG Work Samples

ECG Work Samples

Summary



ECG CAN HELP YOU IDENTIFY THE MOST ATTRACTIVE GROWTH OPPORTUNITIES FOR YOUR BUSINESS…

New Growth Opportunities

• North America • Materials
• Europe & ME • Components
• BRIC • Systems

• Manufacturers Reps Core • Structure: JVs, Acquisitions
New New
• Direct Sales
Channels Served Business Models
• Sales: Direct, Indirect
• Strategic Distribution • Pricing: Lifecycle, Bundled
Markets

• Adjacent markets • Next gen product development
• Adjacent channels • Adjacent technologies
• New type & size profile • Finance or service extensions



WE CAN PROVIDE CUSTOMER, MARKET AND COMPETITIVE INTELLIGENCE TO IDENTIFY, SCREEN AND
PRIORITIZE MARKET GROWTH OPPORTUNITIES…

Commercial & Industrial
Instrumentation & Control Market Growth Opportunities

Segment A
$2,100 M

Segment E
$900 M
Segment B
$259 M Segment D
$175 M

Segment E
$142 M
Segment C
$115 M

Segment B
$30 M
Segment B Segment B
$35 M Segment B
$27 M $25 M

* Potential ability of any competitor to build competitive advantage through a differentiated product offering


Confidential ECG Work Samples

WE CAN HELP DETERMINE WHICH GLOBAL MARKETS ARE MOST ATTRACTIVE, POSITIONING YOU TO
PRIORITIZE YOUR RESOURCE ALLOCATIONS TO DIFFERENT REGIONS…

Ethylene Capacity Growth by Country
(2007-2012)
Tonnes 30,000
in 000s
0.0% Growth
2007E 2012F
25,000
51.6%

62.6%
20,000

15,000

73.6%
10,000
1.3%
9.8% 5.2% 40.4% 78.3%
2.7%
5,000

0
United China Saudi Iran Japan Germany South Brazil Qatar Canada
States Arabia Korea

Source: Business Monitor International, ECG Analysis



WE HELP SCREEN AND RANK NEW MARKETS, PRODUCTS/SERVICES AND ACQUISITION CANDIDATES
BASED ON A CUSTOMIZED SCORING METHODOLOGY…

Acquisition Screening Model

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Energy Water Desalination
Energy Subsea Oil & Gas
Energy Smart Grid
Energy Renewable Energy
Energy Advanced Energy Storage
Industrial Remote Monitoring & Diagnostics
Industrial Manufacturing Robotics
Industrial Advanced Sensors
Industrial Pollution Control Equipment
Industrial Industrial Separation Technology
IT Wireless Communications
IT HMI Devices
IT High Speed Transmission Systems
IT Energy Efficient Data Storage Devices
IT Internet Security
Healthcare Medical Robotics
Healthcare Ophthalmic Equipment
Healthcare Cardiovascular Equipment
Healthcare Medical Imaging
Healthcare Medical Record Systems



UNDERSTANDING THE INDUSTRY STRUCTURE, VALUE CHAIN AND MARKET DYNAMICS ARE CRITICAL TO
IDENTIFYING STRATEGIC ISSUES AND ASSESSING NEW BUSINESS GROWTH OPPORTUNITIES…

Industry Structure
(Example: Energy)

Energy Sources Energy Production, Transmission & Distribution Energy Consumption

Fuel Gasoline,
Oil & Gas Transportation/
Distribution Propane
Exploration & Petroleum Storage Retail
(Oil
Production Refining (Pipelines, Consumers
Marketing &
(Integrated Oils) Tankers)
Distribution

Coal
Natural Gas Industrial
Consumers
Electricity
Coal Exploration &
Transportation/
Extraction
Storage
(Coal Producers) Electricity
Electricity Natural Gas
Transmission Commercial
Distribution
(IOUs, Consumers
Electricity (IOUs, Electricity
Uranium Independent
Production Cooperatives
Exploration & Refining & Transportation/ Transmission
(IOUs, , Municipals)
Extraction Conversion, Storage Cos., ISOs)
Cooperatives,
(Mining Cos.) Enrichment,
Municipals,
Fuel Fabrication
IPPs, Public) Electricity
Natural Gas Residential
Hydro
(Public Uilities, etc) Consumers
Electricity

Renewables Electricity
(e.g. Wind,
Biomass, Solar) Gasoline etc.
Governemen
t Consumers
Electricity

Equipment & Service Suppliers

Smart Grid, Commodity Trading, Energy Storage, Regulations



WE HELP CLIENTS UNDERSTAND THEIR STRATEGIC OPTIONS AND THE MOST ATTRACTIVE ROLE THAT
THEY CAN PLAY IN THE VALUE CHAIN…

Tier 1  Tier 3: Specialty Equipment/Service Cos.
Subsea IRM Value Chain  Manufacture plugs, ROVs, other innovative
OPERATORS
equipment for subsea intervention
 Charter vessels to smaller Tier 2 firms
 Provide IRM, well intervention for Tier 2s
ARE RESPONSIBLE FOR THE MANITENANCE OF:

who are at capacity or lack a specific ability
Fixed Platforms Asset Integrity Tier 2

Subsea IRM
Contractors

Tier 3
Pipelines Pipeline IRM
 Tier 4: Vessel Yards
Specialist provide base goods to
Sub-Contractors
support vessel owners
Subsea Wells Subsea Field Inspection Tier 3
Tier 2
ROV Manufacturers
Subsea Well
Intervention Contractors
Subsea Well Tier 3 Tier 4
Company Type Intervention

Vessel Owners Vessel Yards
Infrastructure (Key Market Driver)

IRM Market Segment

 Tier 1: Operators … Maintain fixed platforms, pipelines, subsea wells
 Western companies, e.g. BP, … outsource specialty services Tier 3

 NOCs, e.g. PEMEX, may have internal capabilities, contract directly w Tier 3 Well Intervention
Equipment Providers

 Tier 2: Subsea IRM Contractors and Well Intervention Providers
 IRMs own or charter vessels, provide a range of IRM services
 Most Subsea Well Intervention Providers can also provide IRM services

Source: Douglas-Westwood, ECG Analysis



OUR STRATEGY AND MARKET PLANNING WORK REQUIRES AN UNDERSTANDING OF THE KEY MARKET
TRENDS AND DRIVERS OF DEMAND…

Global Primary Energy Demand (MBOE/Day) Global Oil Supply 1930-2025 (MB/Day)
250 Africa
120
Asia GTL
Oil Shales
Australasia
Oil Sands
Eastern Europe & FSU 100 Refinery Gain
200 Offshore Deep
Latin America
Million barrels of oil equivalent a Day

Middle East Offshore Shallow
Onshore

Millions of Barrels a Day
North America 80
150 Western Europe

60

100
40

50 Actual Actual Projection
20

0 0

1966 1969 1972 1975 1978 1981 1984 1987 1990 1993 1996 1999 2002 2005 2008 1930 1935 1940 1945 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 2025

Global Oil Supply Mix 2030-2025 (MB/Day) Global Gas Supply Mix 1930-2025 (MBOE/Day)
100 100 Offshore
Offshore
Onshore
90 Onshore 90
million barrels of oil equivalent per day 80
80
million barrels of oil per day

70 70

60 60

50 50

40 40

30 30

20 20
Actual Projection
10 10
Actual Projection
0 0

1930 1935 1940 1945 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 1930 1935 1940 1945 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 2025

Source: BP Review of World Energy 2009, Douglas-Westwood, ECG Analysis



ANALYZING TRENDS IS KEY TO IDENTIFYING GROWTH OPPORTUNITIES…E.G. IN COMMUNICATIONS,
NETWORK CONVERGENCE, HYPERCONNECTIVITY AND NEW APPLICATIONS ARE CREATING CHALLENGES
AND OPPORTUNITIES FOR ALL COMPETITORS…

Average Revenue per User For Triple-Play Services Projected Information Technology Usage
(1990-2010)

HDTV Geographic Region 1990 1995 2000 2005 2010
$200
Percent of population
$180 DVR Cellular
subscribing to cellular service
$160 USA 2% 13% 39% 68% 95%
VoD W. Europe 1% 6% 63% 93% 101%
$140
Asia-Pacific 0% 1% 7% 23% 38%
$120 Premium Worldwide 0% 2% 12% 32% 48%
$100 Video Percent of population
Digital PC Users
with regular access to a computer
$80
Video USA 19% 32% 63% 78% 93%
$60 Basic W. Europe 7% 16% 33% 54% 76%
$40 Video Asia-Pacific 0% 1% 4% 8% 12%
Broadband Worldwide 2% 4% 9% 14% 20%
$20 Percent of population
Internet Users
$0 Long with regular access to internet connection
Voice Voice & Voice, Distance USA 1% 11% 48% 67% 84%
Only Data Video & Local W. Europe 0% 2% 24% 54% 79%
Asia-Pacific 0% 0% 3% 12% 19%
Data
Worldwide 0% 1% 7% 17% 26%

Source: IEC Annual Review of Broadband Communications, Computer Industry Almanac, ECG Analysis


Confidential Elliott Embedded Samples
ECG Work Base

WE HELP CLIENTS UNDERSTAND THE LOCATION AND DYNAMICS OF THEIR EMBEDDED EQUIPMENT BASE,
RELATE IT TO THE COMPETITION AND USE IT TO ASSESS POTENTIAL BUSINESS OPPORTUNITIES…

Equipment Installed Base by Region Equipment Installed Base by Country
(2008) (2008)

North America
42% USA
EMA ROW
29%
12% 34%

Asia/Pacific Saudi Arabi
Indonesia
22% 2% 7%

Russia
Mexico
3%
5%
India Canada
South America
3% Taiwan China 5%
24% Brazil
3% 5%
4%

Note: Asian installed base provided by Region



COMPETITOR MARKET SHARE IS CRITICAL TO DEVELOPING A DEEPER UNDERSTANDING OF COMPETITOR
BEHAVIOR AND STRATEGY…

Top 5 Water & Wastewater Top 5 Water & Wastewater
Equipment & Chemicals Companies Service Companies

Other
18.2%
GE Water (incl.
Ionics)
Other Severn Trent
19.1%
24.9% 5.7%
Vivendi
45.1%
ITT Industries
17.6% Hercules
Pentaire 7.1%
11.7%
Nalco Ebara
US Filter ONDEO (Suez)
13.7% 9.4%
(Siemens) 14.5%
12.9%

Revenues Revenues
Company Country Company Country
($ billions) ($ billions)
GE Water (incl. Ionics) USA $2.0 Vivendi France $21.5
ITT Industries USA $1.8 ONDEO (Suez) France $6.9
Nalco USA $1.4 Ebara Japan $4.5
US Filter (Siemens) Germany $1.4 Hercules USA $3.4
Pentaire USA $1.2 Severn Trent UK $2.7

Source: BCC Research, Growing Markets for Water & Wastewater Technologies, June 2007


DEVELOPING A DEEPER UNDERSTANDING OF KEY COMPETITORS IS AN IMPORTANT ASPECT OF OUR
COMPETITIVE ANALYSIS…

Subsea Company Revenue Subsea Company ROS
(2004-2008, $ in millions) (2004-2008, %)

12000 16%

10000 14%
12%
8000
10%

6000 8%
6%
4000
4%
2000 2%
0%
0
2004 2005 2006 2007 2008
2004 2005 2006 2007 2008

Company A Company B Company C Company A Company B Company C

Revenue CAGR Net Income CAGR NI
Company Name Company Name
(2008, $ in millions) (2004-2008) (2008, $ in millions) (2004-2008)
Company A 11,093 9.8% Company A 673.6 41.2%
Company B 7,832 32.3% Company B 1,070 65.4%
Company C 2,373 30.7% Company C 264 70.8%

Source: Company SEC Financial Data, ECG Analysis



WE PROVIDE OBJECTIVE PRIMARY END-USER CUSTOMER RESEARCH TO ENSURE THAT PRODUCT
DEVELOPMENT IS TIGHTLY ALLIGNED WITH CUSTOMER NEEDS AND RESULTS IN A COMPELLING
“COMPETITIVE” CUSTOMER VALUE PROPOSITION…

Factors Driving Willingness to Consider Price Demand Curve
New Telecommunications Infrastructure Technology New Telecommunications Power Technology

$14,000

Smaller Footprint
$12,000
Lower Capital Cost
Improved Reliability $10,000

Extended Run Time $8,000

Price [$]
Lower Maintenance
$6,000
Extended Lifetime
Lower Operating Cost $4,000
Lower Life Cycle Cost
$2,000
Environment
Higher Power Density $0
0% 20% 40% 60% 80%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Market Share
% Respondents
Source: ECG Interviews Source: ECG Interviews

 Primary reasons for failure of new technology ventures and declining market share of current products and services are
inaccurate assumptions about customer needs/wants
 We usually base our primary research on “blind” interviews to ensure objective results
 We base our market share projections on comparing customer wants and needs with competitor value propositions



WE MAP THE CUSTOMER BUYING PROCESS, BEHAVIOR AND TIMING TO DEVELOP MORE ACCURATE
MARKET PENETRATION/TIMING FORECASTS AND IMPROVE SALES FORCE EFFECTIVENESS…

Energy Infrastructure Upgrade Decision-Making Process

Develop 5-Year Plan & Select Specific
Preliminary Design &
Identify Immediate Projects for Internal Review
Specification
Needs Implementation

Perform network systems studies Balance needs with capital buget Evaluate technology alternatives Review by senior management
Review load flows Trade-off long-term with short-term needs Design and engineer line upgrade upper management.
Identify deficiencies Prioritize and select projects Prepare detailed cost estimates
Identify list of projects Specify technology solutions
Prepare long-term plan New materials specified by Standards Dep't

On-going process 3 months 6 - 9 months 3 months
Transmission Planning Planning/Eng./R&D Transmission Eng. Senior Management

Finalize Design,
External Review Specification & Project Starts
Purchase Materials

Obtain construction permits Many utilities will
Conduct environmental impact studies specify and place orders
Obtain regulatory approval to proceed while in design phase
Requirements are project specific

< 2 years w/o public
opposition; 4+ years w/ 3 - 12 months
public opposition; Eng./Construction
PUC/RTO/ISO/Courts

Total Decision-Making Process: 1 to 4+ years



Helping clients
accelerate revenue
growth, improve
profitability and
meet their business
objectives

July, 2008 40 British American Boulevard, Latham, NY 12110
www.ecgconsulting.com 26

ECG Consulting Group Overview

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