The EL ExperienceJustin Bean, Obrie Hostetter                               Marketing                               Strate...
Team dEVa: Katie Dunn, Obrie Hostetter, Justin Bean
South Africa               Growing               Economy &               Energy               Demand                 Massi...
Energy
Energy
Energy
Energy
Helpful                    Harmful                Strengths                Weaknesses           • Private                 ...
Project Synergies   Infrastructure                  Solar LeasingEfficiency Services                EV Charging           ...
Developing ElectricValue AddedDecember 17, 2010Justin Bean      Obrie HostetterKatie Dunn       Tim McLaughlinRudi Halbright
EL Process - Objective          Berkeley’s GHG Emissions Breakdown     Developing Electric Value Added
EL Process – Market Analysis     Developing Electric Value Added
EL Process – Scenario Planning     Developing Electric Value Added
EL Process – Competitive Analysis     Developing Electric Value Added
Recommendations • Fast-track permitting • Facilitate installation at local   businesses • Install charging stations in   k...
The EL ExperienceJustin Bean, Obrie Hostetter•EL Partner- Follow your passion, build your experience•Team- Pick team membe...
Thank You!
The Experiential Learning Process - Presidio Graduate School
The Experiential Learning Process - Presidio Graduate School
The Experiential Learning Process - Presidio Graduate School
The Experiential Learning Process - Presidio Graduate School
The Experiential Learning Process - Presidio Graduate School
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The Experiential Learning Process - Presidio Graduate School

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This is a summary of two experiential learning (EL) projects at Presidio Graduate School, one for Marketing, the other for Strategy and Finance. The marketing project was done with a South African renewable energy project design and consultancy, Sustainable Projects. The strategy and finance project was to assist the City of Berkeley in their electric vehicle infrastructure rollout.

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  • This is a summary of two experiential learning (EL) projects at Presidio Graduate School, one for Marketing, the other for Strategy and Finance. The marketing project was done with a South African renewable energy project design and consultancy, Sustainable Projects. The strategy and finance project was to assist the City of Berkeley in their electric vehicle infrastructure rollout. We decided to do two separate projects in order to enhance our experience and build our skills.
  • Summer internship led to EL Saw a growing opportunity for involvement in utility-scale projects , had offers, wanted to enter the market.
  • Because it was international we had the opportunity to analyze markets in another country.
  • Examined the implications of internal and external factors to the marketing goals.
  • Researched competitors, identified ones that could be possible partners for maximum expertise, resources, and influence.
  • Researched competitors, identified ones that could be possible partners for maximum expertise, resources, and influence.
  • We determined that for the sake of the branding, especially in a politically bureaucratic country like South Africa, SP had to build its skills through training on smaller projects, build its alliances in the industry, then network with policy makers and international business partners to gain the influence it needed for landing large-scale renewable energy projects. Sound the vuvuzelas!
  • The City of Berkeley, who is one the most progress cities when it comes to environmental policy, wanted strategies, research, and financial models for implementing EV infrastructure. And really the was a focus on the residential curbside charging issue. Meaning how do Berkeley residents who do not have a garage or dedicated parking spot charge their EV? I’m going to quickly walk you through our project and share the very high-level 50,00ft process and recommendations.
  • We began by meeting with our client to really understand their needs. The city of Berkeley has a climate action plan with carbon reduction goals of 80% by 2050. So finding a way to lower Berkeley’s transportation related CO2 is very important. Next we conducted a market analysis to see what the expected EV adoption rate is. Once we figured that Berkeley is most like to have one the highest EV adoption rates in the county we conducted a competitive analysis to see what other cities are doing. And from this we conducted scenario planning, which was imperative to making recommendations. The last piece, was building low-risk financial model that took into account Berkeley's Climate Actions Goals.
  • We began by meeting with our client to really understand their needs. The city of Berkeley has a climate action plan with carbon reduction goals of 80% by 2050. So finding a way to lower Berkeley’s transportation related CO2 is very important. Next we conducted a market analysis to see what the expected EV adoption rate is. Once we figured that Berkeley is most like to have one the highest EV adoption rates in the county we conducted a competitive analysis to see what other cities are doing. And from this we conducted scenario planning, which was imperative to making recommendations. The last piece, was building low-risk financial model that took into account Berkeley's Climate Actions Goals.
  • We began by meeting with our client to really understand their needs. The city of Berkeley has a climate action plan with carbon reduction goals of 80% by 2050. So finding a way to lower Berkeley’s transportation related CO2 is very important. Next we conducted a market analysis to see what the expected EV adoption rate is. Once we figured that Berkeley is most like to have one the highest EV adoption rates in the county we conducted a competitive analysis to see what other cities are doing. And from this we conducted scenario planning, which was imperative to making recommendations. The last piece, was building low-risk financial model that took into account Berkeley's Climate Actions Goals.
  • We began by meeting with our client to really understand their needs. The city of Berkeley has a climate action plan with carbon reduction goals of 80% by 2050. So finding a way to lower Berkeley’s transportation related CO2 is very important. Next we conducted a market analysis to see what the expected EV adoption rate is. Once we figured that Berkeley is most like to have one the highest EV adoption rates in the county we conducted a competitive analysis to see what other cities are doing. And from this we conducted scenario planning, which was imperative to making recommendations. The last piece, was building low-risk financial model that took into account Berkeley's Climate Actions Goals.
  • We can up with short-term, medium-term, long term recommendations. Install opportunity charging stations in shopping districts and high-traffic areas, we recommended 10 of then, with a solar lease to offset CO2 Move 2 nd to avoid costly mistakes. Because of the costs we though the smartest move was to monitor other cities and learn from their best practices and mistakes. Develop transportation integration strategies that include BART, AC transit and really take a system approach to transportation. Huge education component- Disseminate information online and through community Residential Curbside Charging- Not Recommended at this time. It is too costly and EV demand is still unknown.
  • • EL Partner- Follow your passion -If there is an industry where you want to gain experience then do your own EL Recruiting • Team- Pick team members you want to work with - You will spend a lot of time with your team members • Team-Select core strengths -Use leadership assessments, don't have 4 marketing people or engineers • EL Partner- Set expectations -Due dates, turn around time • EL Partner- Follow up -The learning doesn't stop with the final report and presentation.  You will learn from what rec's are implemented and which are not. • Have Fun!!!
  • The Experiential Learning Process - Presidio Graduate School

    1. 1. The EL ExperienceJustin Bean, Obrie Hostetter Marketing Strategy & Finance
    2. 2. Team dEVa: Katie Dunn, Obrie Hostetter, Justin Bean
    3. 3. South Africa Growing Economy & Energy Demand Massive Unemployment (25%-50%) Sustainable Ambitions +1025MW by 2013
    4. 4. Energy
    5. 5. Energy
    6. 6. Energy
    7. 7. Energy
    8. 8. Helpful Harmful Strengths Weaknesses • Private • PrivateInternal Opportunities Threats • 1025 MW of new RE • EU & US companiesExternal projects in SA by 2013 entering w/ expertise • Approached by • Uncertainty of legislation developers to build • Indigenous companies large projects with experience & • ESKOM signing RE contacts PPAs for IPPs • Expense of EIAs, etc.
    9. 9. Project Synergies Infrastructure Solar LeasingEfficiency Services EV Charging Community Engagement
    10. 10. Developing ElectricValue AddedDecember 17, 2010Justin Bean Obrie HostetterKatie Dunn Tim McLaughlinRudi Halbright
    11. 11. EL Process - Objective Berkeley’s GHG Emissions Breakdown Developing Electric Value Added
    12. 12. EL Process – Market Analysis Developing Electric Value Added
    13. 13. EL Process – Scenario Planning Developing Electric Value Added
    14. 14. EL Process – Competitive Analysis Developing Electric Value Added
    15. 15. Recommendations • Fast-track permitting • Facilitate installation at local businesses • Install charging stations in key high-traffic areas • Move 2nd- reduce risks • Develop transportation integration strategies • Resident education on charging options • Residential curbside charging- not recommended
    16. 16. The EL ExperienceJustin Bean, Obrie Hostetter•EL Partner- Follow your passion, build your experience•Team- Pick team members you enjoy working with•Team-Select core strengths•EL Partner- Set expectations•EL Partner- Follow up•Have Fun!!!
    17. 17. Thank You!

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