1. Ausra Energy “The Bright Idea” Dan Culbertson Michael Dixon Rusty Lencioni Steve Rodriguez

2. Agenda Ausra Background: Who we are Eco/Green Business Model Logic: SWOT Analysis Target Market Segmentation and Positioning Marketing Direction Strategy Marketing Mix Programs Product: Serving & Product Offerings Place: Channel Logistics Performance Management, Implementation and Control

3. Who we are:

4. Agenda Ausra Background: Who we are Eco/Green Business Model Logic: SWOT Analysis Target Market Segmentation and Positioning Marketing Direction Strategy Marketing Mix Programs Product: Serving & Product Offerings Place: Channel Logistics Performance Management, Implementation and Control

5. SWOT Analysis Internal Strengths:Weaknesses: Proven Green TechnologyLack of Capital External Opportunities:Threats: Capitalized firms with high energy demand Advances in other renewable energy Political/Social climate for green energy Low cost conventional energy Adverse economic conditions

6. TOWS Matrix Strengths: Proven green technology Weaknesses: Lack of capital Opportunities: Companies w/capital & high energy demand Market our product to companies with high energy demands (growth) Market our service to companies with capital to eliminate barriers to entry (retrenchment) Threats: Tech breakthrough in other renewable energy Invest in research and development to insure that we lead the energy industry Partner with companies in other existing forms of renewable energy

7. Ausra’s Strategy S-O Strategy – Market our product to companies with energy demands W-O Strategy – Market our service to companies with capital to eliminate barriers to entry Ausra Strategy – Market our service to companies with capital and high energy demands

8. Target Market Segmentation & Positioning Strategy Potential Market: All companies that use energy Capitalized companies (Demographic) Location (Geographic) Product usage (Behavioral and attitudinal) High Not in region In region Low High Target Marke t

9. Target Market Segmentation & Positioning Strategy Bakersfield

10. Segment Attractiveness Market Growth Competitive Intensity of competition Quality Business Political push Economic and Technological Bargaining power of suppliers

11. Agenda Ausra Background: Who we are Eco/Green Business Model Logic: SWOT Analysis Target Market Segmentation and Positioning Marketing Direction Strategy Marketing Mix Programs Product: Serving & Product Offerings Place: Channel Logistics Performance Management, Implementation and Control

12. Marketing Mission Statement To share our unique technology with the world by establishing mutually beneficial relationships with power companies and consumers.

13. Future Vision We believe the future is a world in which the majority of energy needs are met by using renewable energy, and our solar- thermal source will be the predominant supplier where geographically possible.

14. Present Focus Gain a foothold Partner with power producers and organizations that have a large energy demand.

15. Internal Management Functions Satisfy customers Regional teams Matrix structure Vertical and horizontal collaboration Initiative and innovation

16. Direction and Objectives Aggressive growth Market development strategy Prospect and build Regional focus Identify unexplored opportunities and potential customers

17. Marketing Objectives Project in each region of the Southwestern U.S. by 2010. One project in 3 different countries in the Middle East by 2011. Reduce lead time from contract to groundbreaking by 25%.

18. Financial Objectives Increase revenues by 20% annually. Retain $10MM annually to fund the first stand alone Ausra power plant in the U.S. by 2014. Minimum 25% ROI on all projects.

19. Societal Objectives Establish projects in underdeveloped countries on two separate continents 2015. to establish viable solar thermal energy sources in one rural county in California, Arizona, and Texas by 2015. Each regional team host at least one charity fundraising event per year, and participate in company sponsored charity event each quarter

20. Internal Marketing and Customer Service Objectives Internal Marketing Objectives Maintain customer centric structure Organize regional teams Promote employee education & development Customer Service Objectives Maintain strong relationships Know customers and their environment Be an invaluable resource to the customer

21. Agenda Ausra Background: Who we are Eco/Green Business Model Logic: SWOT Analysis Target Market Segmentation and Positioning Marketing Direction Strategy Marketing Mix Programs Product: Serving & Product Offerings Place: Channel Logistics Performance Management, Implementation and Control

22. Service: Conception to Start-up Suppliers Decision Chart

23. Marketing Mix Programs: Product Compact Linear Fresnel Reflector (CLFR) systems Absorber Tubes

24. Marketing Mix Programs: Product The Technology Focused Sunlight

25. Marketing Mix Programs: Product The Technology Generates Heat

26. Marketing Mix Programs: Product The Technology Drives Turbines -Generates Electricity

27. Agenda Ausra Background: Who we are Eco/Green Business Model Logic: SWOT Analysis Target Market Segmentation and Positioning Marketing Direction Strategy Marketing Mix Programs Product: Serving & Product Offerings Place: Channel Logistics Performance Management, Implementation and Control

28. Supplier Link Government Channel Business Channel

29. Supplier Link Job Hunter Contract Negotiation Partnerships Expertise Specialized Labor Support Design Suppliers Members: Specialized labor/tech/engineering Producer (Services) Ausra Energy

30. Business Channel

31. Government channel

32. Performance Measurement System of Metrics Ideal for Engineering Process Solutions Interdependent Types of Metrics: 1. Financial:  Basis of Product viability 2. Societal:  Value to society and governments 3. Marketing:  Effectiveness of business strategy

33. Marketing Metrics TTP (Time to Production) Delay = Deferred Production Modify/Lean production process Reduce time, increase customer value! Customer Satisfaction Exclusive Strategy  Implications Value Matrix  Weight Components  Rate Satisfaction levels  Measure Value & Variability

34. Financial Metrics Two Forms of Metrics Monetary Metrics Profitability  Sustainable Company = Sustainable Product Liquidity  Driving change in strategy  Capital Availability  “Small Wins” shift Engineering Metrics Cost Per Kilowatt Hour Encompasses many factors  Efficiency  Scale  Design

35. Societal Metrics Cumulative Drop in Greenhouse Emissions See changes over time. Visualize multiplying effect on environment Consumer Awareness Full-time staff Interact with LOHAS community  Internet  Public Forums Measure Awareness  Technology Itself  Producers using technology

36. Implementation & Control Key Business Metric is Normalized Cost Per Kilowatt Hour CEO - Daily Bridge Practicality gap Factors:  Scale  Technology (Efficiency & Materials)  Government Support  Consumer Value Customer Demand changes over time

37. Questions?