1. 5.4 Case Study „Waste heat – Value Proposition“
Renewables & Alternative Energy

2. Initial information before coaching started:
The SME was found three years before EASME phase 1 grant was secured. The three years period was financed by different won awards (start up competitions and public support).
The internet page showed a comprehensive team of 5 persons with different backgrounds: Sales, marketing, administrative/commercial, two persons with engineering background.
The technology was a waste heat utilization technology claiming TRL6. A granted patent was available as USP.
The company had one potential large lead customer.
The objective of the coaching was to coach in growth and market development.
The 3 working days phase 1 coaching plan agreed:
Analysis of value creation chain on the basis of the existing business plan
Recommendation for competencies (profiles), know-how and resources
Gap analysis accompanied by personal interviews with employees of the SME
Recommendation for organizational set-up, scenario under consideration of co-operations
Measures description for achieving the necessary technology readiness level
Recommendation of focus for the next steps, final discussion & conclusion meeting

3. Information gained after first coaching meeting/insights:
There where no employed persons in the company. The company consisted just out of the “CEO”.
The two people with engineering background was one person that stopped his mechanical engineering studies after 2nd semester and the other person was an electrical engineer fully employed by another company. The sales person and the marketing person had absolutely no technical background, however good rethoric skills.
The owner of the patent was not the SME. There was an “ownership group” from 4 of the 5 persons including the CEO of the SME.
The intention of the major business model was to sell licenses from the patent and to pay as well the SME as well the “ownership group” of the patent.
The technology demonstrator was not assessable. From description and photos I estimate TRL 3-4 (Demo).
An upscaling design was claimed to be in place however I had doubts because it was not disclosed. My feeling was, that a calculation of the cost of a commercial plant was not secured.

4. Case Study:
Discuss initial situation, coaching plan and information gained after initial coaching meeting.
How would you proceed as a coach?
Which are the pin points you should address/focus on coaching?
What would you recommend as a coach towards the SME?