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Title: TECHNOLOGY MANAGEMENT


1
TECHNOLOGY MANAGEMENT
  • ENTERPRISE PROPOSAL
  • FOR
  • MICROTURBINES
  • Submitted by
  • Shreya Dave
    (639202)

2
Enterprise Proposal Micro Turbines, LLC12/12/05
The Most Efficient Micro turbines From The Most
Efficient People
3
Enterprise Proposal Topics
  • Executive Summary
  • Technology Basis of the Enterprise
  • Market Segmentation Plan
  • Short term and Long Term Comparative Advantage
  • Forecast for Technology/Industry Evolution
  • Barriers To Entry
  • Organizational Design and Management Policies
  • Sourcing Resources
  • Ongoing Product Development Plans Policy

4
Enterprise Proposal Topics
  • Executive Summary
  • Technology Basis of the Enterprise
  • Market Segmentation Plan
  • Short term and Long Term Comparative Advantage
  • Forecast for Technology/Industry Evolution
  • Barriers To Entry
  • Organizational Design and Management Policies
  • Sourcing Resources
  • Ongoing Product Development Plans Policy

5
Micro turbine Power (MTP) is striving to become a
leading Micro turbine manufacturer and
development company for stationary energy
generation solutions to provide power for a wide
range of residential and commercial
applications. This will be accomplished by
marketing the Power Source One Micro turbine for
the following market segmentsRESIDENTIAL
The Power Source One will provide homeowners with
an on-site primary source of electrical power
while connected to the electrical grid. Unused
power by the home can be used by the electric
utility company to distribute power elsewhere.
The Power Source One can also provide power to
homes where electricity is unavailable (off
network). The compact, quiet design of the
product would allow for it to be located in the
yard or garage of a home. The CHP (combined heat
and power solutions) system micro turbines are
also useful to produce heating at homes.
COMMERCIAL Business buildings, industries, schoo
ls, hospitals or other small businesses and
services can be severely hampered during power
outages. The Power Source One would provide
critical assured power to ensure computer
equipment, telecommunications, electronics and
medical devices will continue to function. A
micro turbine plant operating in conjunction with
the electrical grid provides an assured power
source. Micro turbines also provide power to
remote applications where traditional
transmission and distribution lines are not an
option such as construction sites and offshore
facilities. It can be located on sites with space
limitations for the production of power.
6
Executive Summary (Cont.)
  • Micro turbines are devices that generate
    electricity efficiently and cleanly using power
    turbines, generators, compressors etc. Research
    has shown that micro turbine technology will
    experience tremendous growth by the year 2009.
  • Through the use of patents, proprietary
    technology and trade secrets, MTP will become a
    market leader in Micro turbines. MTP will use
    contract awards from the Government to
    demonstrate the effectiveness of our Micro
    turbines. The knowledge and experience from the
    contract awards will be leveraged to produce
    25-300 KW micro turbines for the identified
    markets above.
  • MTP will have a strategic partnership with
    the Southern Union Gas Company (SUGC) that will
    provide access to markets located in Texas,
    Missouri, Pennsylvania, Rhode Island,
    Massachusetts, and Mexico. We are also addressing
    markets for our products in the southern part of
    U.S. and Europe through other strategic
    partnerships. A distribution relationship is
    being evaluated with United technologies for the
    U.S. global markets.

7
Enterprise Proposal Topics
  • Executive Summary
  • Technology Basis of the Enterprise
  • Market Segmentation Plan
  • Short term and Long Term Comparative Advantage
  • Forecast for Technology/Industry Evolution
  • Barriers To Entry
  • Organizational Design and Management Policies
  • Sourcing Resources
  • Ongoing Product Development Plans Policy

8
Technology Basis of the Enterprise
  • Micro turbines are a relatively new sort of
    distributed generation technology being used for
    stationary energy generation applications. They
    are a type of combustion turbine that produces
    both heat and electricity on a relatively small
    scale. Micro turbines offer several potential
    advantages compared to other technologies for
    small scale power generation.
  • A micro or mini turbine is defined as a machine
    consisting of a compressor, combustor, power
    turbine, recuperator and generator. Micro
    turbines work like jet engines but produce
    electricity instead of thrust.
  • Cogeneration is an option in many cases as a
    micro turbine is located at the point of power
    utilization. The combined thermal electrical
    efficiency of micro turbines in such cogeneration
    applications can reach as high as 85 depending
    on the heat process requirements.

9
Creating Micro Turbines Will Involve Many Unique
Technologies
  • Micro Turbines
  • Has high power density()
  • Low emission technology provides cleaner power
    ()
  • Operates at no vibration, performs quite
    operation ()
  • Can power residential sectors, buildings,
    industries ()
  • High speeds (90,000 rpm) ()
  • Output range is 50-300 kW ()
  • Needs to keep them running continuously once
    started (-)
  • Requires AC to AC conversion (-)
  • Recuperator technology
  • Inverter
  • Fuel flexibility
  • Highly skilled Technicians, Engineers,
    Electricians
  • Research Scientists

10
How Does a Micro turbine Work?
  • Micro turbines are small combustion turbines
    approximately the size of a refrigerator with
    outputs of 25 kW to 500 kW.
  • Most micro turbines are comprised of a
    compressor, combustor, turbine, alternator,
    recuperator ( a device that captures waste heat
    to improve the efficiency of the compressor
    stage) and generator as shown in above diagram.
  • Fuel enters the combustion chamber. The turbine
    can run on natural gas, kerosene, gasoline-
    virtually anything that burns.

11
  • 4. The hot combustion gases spin a turbine,
    which is connected to the shaft of an electrical
    generator. The exhaust transfers heat to incoming
    air.
  • 5. Air passes through a compressor and is
    warmed by the exhaust gases before entering the
    combustion chamber.
  • 6. Air also passes through an air filter that
    can filtered the air from other undesirable
    contaminations which in turn can increase the
    life span of the compressor.
  • 7. Cogeneration is an option in many cases as
    a micro turbine is located at the point-of-power
    utilization. The combined thermal electrical
    efficiency of micro turbines in such cogeneration
    applications can reach as high as 85 depending
    on the heat process requirements.
  • 8. Advanced materials, such as ceramics and
    thermal barrier coatings, are some of the key
    enabling technologies to further improve micro
    turbines. Efficiency gains can be achieved with
    materials like ceramics, which allow a
    significant increase in engine operating
    temperature.

12
  • Micro turbine generators can also be divided into
    two general classes
  • Unrecuperated (or simple cycle) micro turbinesIn
    a simple cycle, or unrecuperated, turbine,
    compressed air is mixed with fuel and burned
    under constant pressure conditions. The resulting
    hot gas is allowed to expand through a turbine to
    perform work. Simple cycle micro turbines have
    lower efficiencies at around 15, but also lower
    capital costs, higher reliability, and more heat
    available for cogeneration applications than
    recuperated units.

13
  • Recuperated micro turbinesRecuperated units use
    a sheet-metal heat exchanger that recovers some
    of the heat from an exhaust stream and transfers
    it to the incoming air stream, boosting the
    temperature of the air stream supplied to the
    combustor. Further exhaust heat recovery can be
    used in a cogeneration configuration. The figures
    below illustrate a recuperated micro turbine
    system. The fuel-energy-to-electrical-conversion
    efficiencies are in the range of 20 to 30. In
    addition, recuperated units can produce 30 to 40
    fuel savings from preheating.
  • Micro turbine efficiency
  • 1. Unrecupearated - 15
  • 2. Recuperated - 20-30
  • 3. With heat recovery Up to 85

14
What Can Be Done With Micro turbines?
  • Cogeneration
  • Back-Up Power
  • Primary Electricity
  • Heat/Hot Water/AC
  • Peak Shaving

Courtesy of www.wbdg.org/design/micro
turbines.php
15
  • Some of the primary applications for micro
    turbines include
  • stand-alone, on-site applications remote from
    power grids
  • Quality power and reliabilityreduced frequency
    variations, voltage transients, surges, dips, or
    other disruptions
  • Stand-by powerused in the event of an outage, as
    a back-up to the electric grid
  • Peak shavingthe use of micro turbines during
    times when electric use and demand charges are
    high
  • Boost powerboost localized generation capacity
    and on more remote grids
  • Low-cost energythe use of micro turbines as base
    load or primary power that is less expensive to
    produce locally than it is to purchase from the
    electric utility
  • Combined heat and power (cogeneration)increases
    the efficiency of on-site power generation by
    using the waste heat for existing thermal
    process.

16
What Does A Micro turbine Look Like?
courtesy of www.alentecinc.com
17
  • Economics of Micro turbines
  • Micro turbine capital costs range from
    700-1,100/kW. These costs include all hardware,
    associated manuals, software, and initial
    training. Adding heat recovery increases the cost
    by 75-350/kW. Installation costs vary
    significantly by location but generally add
    30-50 to the total installed cost.
  • Micro turbine manufacturers are targeting a
    future cost below 650/kW. This appears to be
    feasible if the market expands and sales volumes
    increase.
  • With fewer moving parts, micro turbine vendors
    hope the units can provide higher reliability
    than conventional reciprocating generating
    technologies. Manufacturers expect that initial
    units will require more unexpected visits, but as
    the products mature, a once-a-year maintenance
    schedule should suffice. Most manufacturers are
    targeting maintenance intervals of 5,000-8,000
    hours.
  • Maintenance costs for micro turbine units are
    still based on forecasts with minimal real-life
    situations. Estimates range from 0.005-0.016
    per kWh, which would be comparable to that for
    small reciprocating engine systems.

18
Enterprise Proposal Topics
  • Executive Summary
  • Technology Basis of the Enterprise
  • Market Segmentation Plan
  • Short term and Long Term Comparative Advantage
  • Forecast for Technology/Industry Evolution
  • Barriers To Entry
  • Organizational Design and Management Policies
  • Sourcing Resources
  • Ongoing Product Development Plans Policy

19
Beachhead Segments Were Evaluated
  • Is the target customer well funded and are they
    readily accessible to our sales force?
  • Yes
  • Do they have a compelling reason to buy?
  • Yes
  • Can we, with the help of partners, deliver a
    whole product to fulfill that reason to buy?
  • Yes
  • Is there no entrenched competition that could
    prevent us from getting a fair shot at this
    business?
  • Yes
  • If we win this segment, can we leverage it to
    enter additional segments?
  • Yes

20
Hospital Demonstrations Will Be Used To
Cross The Chasm
  • Contract Awards for (FY) 2004 2005 programs,
    micro turbines will
    be demonstrated at nine U.S. hospitals in the
    major cities of USA.
  • Micro turbine operating hours will total a
    minimum of one year at rated or load capacity.
  • A total of six contractors have been selected for
    the FY04 Micro turbine demonstration project
    representing at nine U.S. Hospitals.
  • Pre-proposals for the FY05 program are currently
    being evaluated, and awards for the FY05 program
    are anticipated to be made between September and
    December of 2005.

21
Hospital Demonstration Will Be Used ToCross The
Chasm (cont)
  • Requirements for this demonstration project are
    as follows
  • All micro turbines shall be produced in the U.S.

  • Units to be installed at U.S. hospital
    facilities.
  • Micro turbines contract awardees are responsible
    for all installation
  • requirements.
  • Micro turbines will provide 1 year of power with
    90 unit availability.
  • All units will have comprehensive maintenance
    contract for 1 year.
  • Data performance monitoring will be conducted for
    each unit.
  • Contract includes an option for removal of unit
    and site restoration.
  • Location of units will be in a specified U.S.
    geographic region.

22
Hospital Demonstration Will Be Used ToCross The
Chasm (cont)
  • Building applications will be residential ,
    commercial and remote buildings
  • Fuel Type - natural gas, gasoline, kerosene,
    other
  • Fuel Options - fuel switching, no fuel switching,
    fuel blending
  • Electrical Interface - grid-connected,
    grid-independent, both (alternating)
  • Thermal Interface - cogeneration, no cogeneration

  • Unit Configurations - individual, multiple units


23
MTP Bowling Pin Strategy
Hospital
Light Commercial
Schools
Residential
Air Conditioning
Primary Electricity
Space Heating
Hot Water
Hospital
Light Commercial
Residential
Space Heating
Hot Water
Primary Electricity
Light Commercial
Hospital
Primary Electricity
Hot Water
Hospital
Primary Electricity
24
A Strategic Partnership Will Be Formed
  • Southern Union Company
  • 4th largest stand-alone natural gas distributor
    in the nation
  • Southern Union Company serves 1.5 million
    customers via four divisions
  • Southern Union Gas in Texas
  • Missouri Gas Energy in Missouri
  • PG Energy in Pennsylvania
  • New England Gas Company in Rhode Island and
    Massachusetts
  • Owns a propane distribution subsidiary SUPro
    Energy Company
  • It has equity ownership in a natural gas
    distribution company serving
  • Piedras Negras, Mexico.
  • Other Territories
  • Fertile markets also exist in southern part of
    U.S.

Courtesy of www.southernunionco.com/about.html
25
The Calm Before The Storm
  • More than 50 micro turbine systems have been
    installed all over the world providing primary
    power or backup.
  • In large-scale building systems, micro turbines
    can reduce facility energy service costs by 20
    to 40 over conventional energy service.
  • The future cost of power generation by micro
    turbine is predicted as 600/kW.
  • CHP (Combine heating and power) system has worked
    efficiently to provide necessary heating to the
    facilities.

26
When The Tornado Hits, The Market Will
Head For Shelter
  • Shelter consists of
  • Moving together as a herd
  • Picking the same micro turbine vendor
  • Completing the move to the new micro turbine
    technology quickly
  • The Whole Product will be completed in the
    Bowling Alley
  • As the whole product will be completed in Bowling
    Alley, MTP can make itself as the dominant market
    leader among other industrial players.
  • At this point, MTP can just ship the product to
    customers
  • Due to the strategic partnership, our units will
    become the standard
  • units for the Southern Gas territories.
    Expectations are well above
  • 40 of new purchases over a twelve month
    period. Market share is also
  • expected to be greater than 40 in the
    residential/light commercial
  • market. In order to maintain market share, the
    next lower price point
  • will be reached.

27
When tornado hits, We will make stable market for
MTP
  • When the tornado hits, MTP will put its efforts
    to achieve a stable market for new customers
    rather than creating the next thing.
  • MTP will plan all production lines in a such way
    that it can handle the demand of the main stream
    market in tornado.
  • MTP will make all the moves in a way that gorilla
    will not feel threatened by the market growth.
  • During Tornado, MTP will grab all the
    opportunities to develop its distributing
    channels so supplies can reach the demands.
  • MTP will make its partnership skills very
    effective to compete in Tornado.
  • MTP will focus on Operational Excellence to get
    success in tornado.

28
When Main Street Is Reached, The Cow Will
Be Milked
  • Market growth will decrease from new customers
  • Every new customer acquired was for life during
    the tornado
  • The whole product 1 will be marketed to existing
    customers
  • A main street characteristic is low growth/high
    market share. In order to continue market growth,
    niche-specific product extensions will be
    offered. Product variations that are being
    evaluated
  • Fault Diagnostic/Fault Isolation Communication
    Software
  • Improved efficiency of components
  • Various marketing promotions

29
Enterprise Proposal Topics
  • Executive Summary
  • Technology Basis of the Enterprise
  • Market Segmentation Plan
  • Short term and Long Term Comparative Advantage
  • Forecast for Technology/Industry Evolution
  • Barriers To Entry
  • Organizational Design and Management Policies
  • Sourcing Resources
  • Ongoing Product Development Plans Policy

30
MTP Industry Structure
New Entrants
MTP
Buyers
Suppliers
Substitutes
31
The Roots of Competitiveness
Advanced materials
Micro Turbines
Materials
Components
Software
Component Design
Material technology
Marketing
32
  • Advanced materials are a key enabling
    technology for advanced micro turbines.
  • Monolithic Ceramic hot section components,
    combustor liners.
  • Ceramic composites combustor liners.
  • High temperature metal foils recupeators
  • High conductivity carbon foam power
    electronics.
  • The continuing improvements in component
    design(turbine, compressor, recuperator etc.) are
    also required to improve overall efficiency and
    make the micro turbine generator a viable power
    source.

33
Horizontal Competition
Ballard Generation Systems (BGS
MTP
Plug Power

Vertical Competition
- GE - DTE Energy
First Energy
SUC
Light Com
Commercial
Residential
34
Advantages Will Involve Both Horizontal Vertic
al Competitions
  • Short Term Comparative Advantage
  • Low cost
  • Maximum Performance
  • Long Term Comparative Advantage
  • Design Skills (Tight Appropriability for
    Component Fuel)
  • Distribution Network
  • Switching Cost

35
MTP Will Focus on Product Enhancement
  • Product performance
  • Reducing costs
  • Designing market-viable products
  • Developing additional volume
  • Manufacturing capabilities
  • Building customer and supplier relationships
  • Developing effective market strategies
  • Researching for international market

36
The MOAT Will Result From Two Sources
  • Core competencies in exchange components
    material design
  • will allow greater turbine efficiency.
  • Exchange components will be designed to last
    longer
  • Materials will be designed to achieve more
    efficient results
  • The strategic partnership will result in a
    distribution and a
  • switching cost advantage
  • Southern Union will distribute product
    exclusively to residential/light commercial
    customers
  • It will be difficult for customers to switch
    micro turbines due to high costs

37
Enterprise Proposal Topics
  • Executive Summary
  • Technology Basis of the Enterprise
  • Market Segmentation Plan
  • Short term and Long Term Comparative Advantage
  • Forecast for Technology/Industry Evolution
  • Barriers To Entry
  • Organizational Design and Management Policies
  • Sourcing Resources
  • Ongoing Product Development Plans Policy

38
Micro Turbine Industry Is Still In The Fluid Stage
  • There are over 50 micro turbine developers
    worldwide
  • Micro Turbine prices are currently 750/kW, with
    heating 800/kW
  • In some applications, multiple units required to
    increase reliability
  • Competitive in high electric/low gas market
  • Break even is 2 years for owners
  • Ultimate goal is 650/kW

39
Micro turbines Have A Bright Future
  • The current market for Micro turbine is about
    850 million and will rise to 2.4 billion by
    2006, reaching 8 billion by 2010, according to
    studies by the Business Communications Company.
    The studies estimate the 2005 markets for micro
    turbines to break down as follows
  • 850 million - Electric power generation
  • 200 million Residential sectors
  • 200 million - Military/aerospace
  • 400 million - Other

40
Enterprise Proposal Topics
  • Executive Summary
  • Technology Basis of the Enterprise
  • Market Segmentation Plan
  • Short term and Long Term Comparative Advantage
  • Forecast for Technology/Industry Evolution
  • Barriers To Entry
  • Organizational Design and Management Policies
  • Sourcing Resources
  • Ongoing Product Development Plans Policy

41
Barriers To New Entrants
  • Economies of scale
  • Will succeed by having efficient operations and
    organization
  • Proprietary product differences
  • None
  • Brand identity
  • Existing energy sources for market (electric
    company)
  • Switching costs
  • Initial cost of turbine for customers (will save
    over the years)
  • Capital requirements
  • Will need millions of dollars to start
  • Access to distribution
  • Distribution partnership is being evaluated with
    Southern Union and United technology
  • Absolute cost differences
  • Proprietary learning curve
  • Access to necessary inputs
  • Government policy
  • Must meet government standards (will meet them
    through contract awards)
  • Expected retaliation
  • New entrants

42
Enterprise Proposal Topics
  • Executive Summary
  • Technology Basis of the Enterprise
  • Market Segmentation Plan
  • Short term and Long Term Comparative Advantage
  • Forecast for Technology/Industry Evolution
  • Barriers To Entry
  • Organizational Design and Management Policies
  • Sourcing Resources
  • Ongoing Product Development Plans Policy

43
The Winning Team Will Be Drafted
  • MTP will utilize a Heavy Weight team structure
  • Tiger Teams will be used to solve complex issues
  • Organizational Design
  • Software Development- Direct Integration /Strong
    Administration Linkages
  • Fault Detection/Isolation
  • Platform Project
  • Component Design Direct Integration /Strong
    Administration Linkages
  • Increasing components usage length, optimization
  • Derivative Project
  • Marketing Direct Integration /Strong
    Administration Linkages
  • Must Promote micro turbines to market segment
  • Material Design Direct Integration/Strong
    Administration Linkages
  • Must increase overall efficiency
  • Derivative Project
  • New Micro turbine Process New Venture Division
    /Loose Administration
  • Linkages
  • Will research new process for micro turbines via
    R D
  • Breakthrough Project

44
Organizational Design(cont)
  • Winning team will also develop strategies
    to meet future market requirements for micro
    turbines
  • Lower emissions
  • Water or steam injections
  • Dry low emissions combustion
  • Fuel Flexibility
  • New combustion and fuel system
  • New coatings
  • Improved Reliability and Availability
  • Longer component lives
  • Intelligent control system
  • Condition monitoring
  • Reduce cost
  • More compact turbo machinery

45
Organization Characteristics
  • Heavy Weight Team Charter The resulting micro
    turbines will be selected and ramped by
    residential sectors within the next 5 years at a
    minimum ROI of 15
  • Organization will not overload employees with too
    many projects, especially the ones not critical
    to the business
  • MTP will properly allocate resources to the
    critical tasks of the business
  • Engineering effort will cause component fuel
    technology to improve. Therefore, MTP will
    integrate those 2 complimentary assets.
  • Complementary Assets
  • Distribution Contract/Strong Appropriability
  • Repair Integrate/Weak Appropriability
  • Manufacturing Integrate/Weak Appropriability
  • Strategic Intent The Most Efficient Micro
    turbines From The Most Efficient People

46
Enterprise Proposal Topics
  • Executive Summary
  • Technology Basis of the Enterprise
  • Market Segmentation Plan
  • Short term and Long Term Comparative Advantage
  • Forecast for Technology/Industry Evolution
  • Barriers To Entry
  • Organizational Design and Management Policies
  • Sourcing Resources
  • Ongoing Product Development Plans Policy

47
MTP Innovation Development Map
Software Development Component Design Fuel Desig
n
New turbine Process
48
Enterprise Proposal Topics
  • Executive Summary
  • Technology Basis of the Enterprise
  • Market Segmentation Plan
  • Short term and Long Term Comparative Advantage
  • Forecast for Technology/Industry Evolution
  • Barriers To Entry
  • Organizational Design and Management Policies
  • Sourcing Resources
  • Ongoing Product Development Plans Policy

49
MTP Will Ride The Wave For Product Evolution
  • MTP will use second wave planning techniques for
    micro turbine evolution.
  • MTP will release basic unit with no derivatives
    to customers
  • Development team will develop product derivatives

  • The experience from the market will fuel the next
    platform
  • MTP will also use RD resources to investigate
    incremental and architectural changes for the
    micro turbine process.
  • MTP development team will carry innovative
    experiments to meet future market requirements
    for micro turbines. The necessary resources will
    be provided to make developments at different
    stages of the cycle.

50
MTP will continue to work with the U.S. D.O.E.
  • Summary from Micro turbines for CHP system
  • The U.S. Department of Energy has issued
    National CHP Roadmap in March 2001 and our
    activities are guided by the action identified in
    the document.
  • U.S. Department has announced that by 2010,
    there will be double amount of CHP system
    nationwide
  • U.S. Department of Energy had conducted 4th
    Annual CHP Roadmap Workshop in Chicago, IL which
    had been attended by 200 people.
  • This and other programs organized by the
    U.S.D.O.E emphasized on
  • Micro turbine product improving over the next few
    years
  • Focus efforts on Hospitals and industrial
    markets
  • Low income Community Energy Efficiency Pilot
    Program
  • Advanced Power System Technology Program


51
Our Companys Quote
  • By 2020, micro turbines will be intimately
    integrated in buildings, part of a flexible
    portfolio of options for meeting energy needs
    and/or supporting the grid.
  • Quote from meeting
  • Before Freedom Cars will roll across our
    highways, Freedom POWER will light our
    buildings

52
References
  • http//www.eere.energy.gov/regions/southeast/pdfs/
    bronson.pdf
  • http//www.wbdg.org/design/microturbines.php
  • Micro turbine Generator by M J Moore
  • Distributed power generation by H Lee Willis
  • Crossing the Charm
  • Inside the Tornado by Geoffrey Moor
  • Marketing of High-Technology Products and
    Innovations by Jakki Mohr
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