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A transformational startup nurtured
by IMD
Reunion Update – September 2013
Bryan Guido Hassin
IMD MBA 2008
Cofounder and C...
M y M i ssi o n : b u i l d a b u si n e ss t h a t u se s
t e c h n o l o g y t o a d d r e ss t h e e n e r g y c h a l ...
B u s i n e s s e s t h a t t r a d e e c o n o m i c v a l u e
f o r g r e e n v a l u e a r e n ’ t “ s u s t a i n a b ...
B u s i n e s s e s t h a t t r a d e e c o n o m i c v a l u e
f o r g r e e n v a l u e a r e n ’ t “ s u s t a i n a b ...
W an t ed : m ean i n g f u l al i g n m en t o f
eco n om i c, g r een val u e at S C A L E
Alignment of economic, green ...
W an t ed : m ean i n g f u l al i g n m en t o f
eco n om i c, g r een val u e at S C A L E
Alignment of economic, green ...
W an t ed : m ean i n g f u l al i g n m en t o f
eco n om i c, g r een val u e at S C A L E
Alignment of economic, green ...
W an t ed : m ean i n g f u l al i g n m en t o f
eco n om i c, g r een val u e at S C A L E
Alignment of economic, green ...
W an t ed : m ean i n g f u l al i g n m en t o f
eco n om i c, g r een val u e at S C A L E
Alignment of economic, green ...
AL L I SON
is
SM ART
10,000 Sq Ft
10,000 Sq Ft
Leased
10,000 Sq Ft
Leased
$25k/year
MEASURE
MANAGE
MOTIVATE
TOTALSPEND
8%
MEASURE
MANAGE
MOTIVATE
TOTALSPEND
8%
7%
MEASURE
MANAGE
MOTIVATE
TOTALSPEND
8%
7%
6%
MEASURE
MANAGE
MOTIVATE
TOTALSPEND
v
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
0
2011 2012 2013 2014 2015
v
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
0
2011 2012 2013 2014 2015
v
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
0
2011 2012 2013 2014 2015
AL L I SON
is very
SM ART
$104,000
every year
v
v
v
v
BIG
data
BIG
data
v
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
0
2013 2014 2015 2016 2017
v
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
0
2013 2014 2015 2016 2017
40%
60% 60% 60% 60%
$250
$200
$150
$100
$50
$-
2013 2014 2015 2016 2017 2018
Revenue EBITDA
F ound: meani ngful al i gnment of
economi c, gr een val ue at SC A L E
Each $500
revenue
$15B
potential
market
Eliminates...
Startups are not small
versions of large businesses
Large Companies
Execute Known
Business Models
Ventures Search for
Unkn...
E ntrepreneurship uses
different skills / heuristics
Source: Effectual Entrepreneurship
E ntrepreneurship uses
different skills / heuristics
Source: Effectual Entrepreneurship
Biz Plan
E ntrepreneurship uses
different skills / heuristics
Source: Effectual Entrepreneurship
Biz Plan
Entrepreneurship
E ntrepreneurship requires
different decision making
Source: Effectual Entrepreneurship
Entrepreneurs
For a given level of...
L i fe i s t oo shor t not t o do
somet hi ng meani ngful
E ntrepreneurship is a
journey
Call to
Adventure
Wise Sage
The Dark
Forest
Death /
Rebirth
Masterful
Return
Refusal of the...
Seek suppor t i n your secur e
bases; be a secur e base t o ot her s
• To fear risk is Human
• Secure bases will
love you ...
I M D has nurtured
Smart O E S a lot
I M D has nurtured
Smart O E S a lot
I M D has nurtured
Smart O E S a lot
I M D has nurtured
Smart O E S a lot
I M D has nur t ur ed
Smar t O E S a l ot
Smar t O E S i s r ai si ng $80 0 k ( $30 0 k
al r eady cl osed) for pr oduct l aunch
30
UL Listed Smart
Monitors, Sockets...
S m a r t O E S ’s r a p i d g r o w t h c a n
cr eat e huge r et ur ns for i nvest or s
31
Angel 1
$150 K
• Prototype
val...
Smart office
Smart energy
Smart people
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
Smart OES Presentation at IMD MBA 2008 5-Year Reunion
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Smart OES Presentation at IMD MBA 2008 5-Year Reunion

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IMD MBA 2008 alum Bryan Guido Hassin shares his cleantech startup, Smart Office Energy Solutions, how it came to be, and lessons learned from the entrepreneurial journey. In this presentation he pays particular attention to how the IMD MBA and network helped him along the path.

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  • She wants to be smart.
  • This is Allison, office manager (or title of choice) for a mid sized company.The 10,000 square feetoffice space is leased,25 employees, spends $25k/year for energy.It’s her top office operating expense.
  • This is Allison, office manager (or title of choice) for a mid sized company.The 10,000 square feetoffice space is leased,25 employees, spends $25k/year for energy.It’s her top office operating expense.
  • This is Allison, office manager (or title of choice) for a mid sized company.The 10,000 square feetoffice space is leased,25 employees, spends $25k/year for energy.It’s her top office operating expense.
  • This is Allison, office manager (or title of choice) for a mid sized company.The 10,000 square feetoffice space is leased,25 employees, spends $25k/year for energy.It’s her top office operating expense.
  • This is Allison, office manager (or title of choice) for a mid sized company.The 10,000 square feetoffice space is leased,25 employees, spends $25k/year for energy.It’s her top office operating expense.
  • She wants to reduce energy consumption.But she can’t afford the big investment and long payback periods of a retrofit. (graph)Or, even if she could afford it, she’s not allowed to adopt it. (anti green)She has considered some cheap alternatives but they don’t work for her. (sad)
  • She wants to reduce energy consumption.But she can’t afford the big investment and long payback periods of a retrofit. (graph)Or, even if she could afford it, she’s not allowed to adopt it. (anti green)She has considered some cheap alternatives but they don’t work for her. (sad)
  • She wants to reduce energy consumption.But she can’t afford the big investment and long payback periods of a retrofit. (graph)Or, even if she could afford it, she’s not allowed to adopt it. (anti green)She has considered some cheap alternatives but they don’t work for her. (sad)
  • The system works by connecting things to other things.
  • The system works by connecting things to other things.
  • The system works by connecting things to other things.
  • The system works by connecting things to other things.
  • The system works by connecting things to other things.
  • Mobile? You bet.
  • The dashboard description – engagement gamification.
  • This is how you save energy.
  • This is how you save energy.
  • This is how you save energy.
  • This is how you save energy.
  • BOOM.
  • Phyllis saved $6k/year, paid $11k + $3.5k/yearPaid back in just over two years
  • Phyllis saved $6k/year, paid $11k + $3.5k/yearPaid back in just over two years
  • Phyllis saved $6k/year, paid $11k + $3.5k/yearPaid back in just over two years
  • Because the solution is non-invasive, she was able to try it first and then make a purchase decision based on proven energy savingsInstallation so easy even an MBA can do itAnd, when they moved offices, they unplugged their energy savings and took it with them
  • It turns out that Allison isn’t the only one with these problemsOnce she demonstrated her success at EDF Austin, her company committed to deply Smart OES at the rest of their 120k sqft of office space in nine offices around the country.
  • It turns out that Allison isn’t the only one with these problemsOnce she demonstrated her success at EDF Austin, her company committed to deply Smart OES at the rest of their 120k sqft of office space in nine offices around the country.
  • It turns out that Allison isn’t the only one with these problemsOnce she demonstrated her success at EDF Austin, her company committed to deply Smart OES at the rest of their 120k sqft of office space in nine offices around the country.
  • OMG everywhere!
  • Huge number.
  • Goldilocks.Only we can reach Allison. Can’t touch this.
  • Goldilocks.Only we can reach Allison. Can’t touch this.
  • Goldilocks.Only we can reach Allison. Can’t touch this.
  • Goldilocks.Only we can reach Allison. Can’t touch this.
  • Our secret weapons are big data and employee engagementThis opens up huge future opportunities-- CLICK and after transition, on white scree –But to do those amazing things tomorrow we must build up our installed base todayWe have 8 Phyllises today and many more who have already committed to pilots
  • Our secret weapons are big data and employee engagementThis opens up huge future opportunities-- CLICK and after transition, on white scree –But to do those amazing things tomorrow we must build up our installed base todayWe have 8 Phyllises today and many more who have already committed to pilots
  • Numbers based on Allison.
  • Numbers based on Allison.
  • We can make a lot of money quickly selling to the Allisonsof the worldCashflow break-even a year after launchHigh margin recurring revenuesOnce we’re in, we’re in to stay
  • BGH: break out each column for backup
  • Drop the logo. SMART out.
  • Drop the logo. SMART out.
  • Transcript of "Smart OES Presentation at IMD MBA 2008 5-Year Reunion"

    1. 1. A transformational startup nurtured by IMD Reunion Update – September 2013 Bryan Guido Hassin IMD MBA 2008 Cofounder and CEO
    2. 2. M y M i ssi o n : b u i l d a b u si n e ss t h a t u se s t e c h n o l o g y t o a d d r e ss t h e e n e r g y c h a l l e n g e • Inspired by epic quests • That quest is energy • Business is the best medium to address it • Information technology is a powerful weapon
    3. 3. B u s i n e s s e s t h a t t r a d e e c o n o m i c v a l u e f o r g r e e n v a l u e a r e n ’ t “ s u s t a i n a b l e . ” “Corporate Social Responsibility” Profit Sustainability
    4. 4. B u s i n e s s e s t h a t t r a d e e c o n o m i c v a l u e f o r g r e e n v a l u e a r e n ’ t “ s u s t a i n a b l e . ” “Corporate Social Responsibility” Wanted: business that aligns economic and green value Profit Sustainability
    5. 5. W an t ed : m ean i n g f u l al i g n m en t o f eco n om i c, g r een val u e at S C A L E Alignment of economic, green value Scale
    6. 6. W an t ed : m ean i n g f u l al i g n m en t o f eco n om i c, g r een val u e at S C A L E Alignment of economic, green value Scale
    7. 7. W an t ed : m ean i n g f u l al i g n m en t o f eco n om i c, g r een val u e at S C A L E Alignment of economic, green value Scale
    8. 8. W an t ed : m ean i n g f u l al i g n m en t o f eco n om i c, g r een val u e at S C A L E Alignment of economic, green value Scale
    9. 9. W an t ed : m ean i n g f u l al i g n m en t o f eco n om i c, g r een val u e at S C A L E Alignment of economic, green value Scale
    10. 10. AL L I SON is SM ART
    11. 11. 10,000 Sq Ft
    12. 12. 10,000 Sq Ft Leased
    13. 13. 10,000 Sq Ft Leased $25k/year
    14. 14. MEASURE MANAGE MOTIVATE TOTALSPEND
    15. 15. 8% MEASURE MANAGE MOTIVATE TOTALSPEND
    16. 16. 8% 7% MEASURE MANAGE MOTIVATE TOTALSPEND
    17. 17. 8% 7% 6% MEASURE MANAGE MOTIVATE TOTALSPEND
    18. 18. v $8,000 $7,000 $6,000 $5,000 $4,000 $3,000 $2,000 $1,000 0 2011 2012 2013 2014 2015
    19. 19. v $8,000 $7,000 $6,000 $5,000 $4,000 $3,000 $2,000 $1,000 0 2011 2012 2013 2014 2015
    20. 20. v $8,000 $7,000 $6,000 $5,000 $4,000 $3,000 $2,000 $1,000 0 2011 2012 2013 2014 2015
    21. 21. AL L I SON is very SM ART
    22. 22. $104,000 every year
    23. 23. v
    24. 24. v
    25. 25. v
    26. 26. v
    27. 27. BIG data
    28. 28. BIG data
    29. 29. v $8,000 $7,000 $6,000 $5,000 $4,000 $3,000 $2,000 $1,000 0 2013 2014 2015 2016 2017
    30. 30. v $8,000 $7,000 $6,000 $5,000 $4,000 $3,000 $2,000 $1,000 0 2013 2014 2015 2016 2017 40% 60% 60% 60% 60%
    31. 31. $250 $200 $150 $100 $50 $- 2013 2014 2015 2016 2017 2018 Revenue EBITDA
    32. 32. F ound: meani ngful al i gnment of economi c, gr een val ue at SC A L E Each $500 revenue $15B potential market Eliminates 1 ton CO2 Global energy use -1% Profit Sustainability Smart OES Business Model
    33. 33. Startups are not small versions of large businesses Large Companies Execute Known Business Models Ventures Search for Unknown Business Models
    34. 34. E ntrepreneurship uses different skills / heuristics Source: Effectual Entrepreneurship
    35. 35. E ntrepreneurship uses different skills / heuristics Source: Effectual Entrepreneurship Biz Plan
    36. 36. E ntrepreneurship uses different skills / heuristics Source: Effectual Entrepreneurship Biz Plan Entrepreneurship
    37. 37. E ntrepreneurship requires different decision making Source: Effectual Entrepreneurship Entrepreneurs For a given level of risk, entrepreneurs feel they can expand the problem space and increase returns For a given level of return, bankers feel they can reduce the problem space and decrease risk. Step 2 Push creatively to increase return Step 2 Try to reduce risk through insurance, etc. Step 1 Pick a comfortable level of risk Step 1 Pick a target return Risk Return High High LowLow Low Low HighHigh Bankers Risk Return
    38. 38. L i fe i s t oo shor t not t o do somet hi ng meani ngful
    39. 39. E ntrepreneurship is a journey Call to Adventure Wise Sage The Dark Forest Death / Rebirth Masterful Return Refusal of the Call Supernatural Aid Challenges, Temptations Transformation Gift of the Goddess
    40. 40. Seek suppor t i n your secur e bases; be a secur e base t o ot her s • To fear risk is Human • Secure bases will love you even if you fail • Secure bases give you confidence to take risks • Identify and lean on your secure bases 28 Hostage at the Table; Kohlrieser; 2006
    41. 41. I M D has nurtured Smart O E S a lot
    42. 42. I M D has nurtured Smart O E S a lot
    43. 43. I M D has nurtured Smart O E S a lot
    44. 44. I M D has nurtured Smart O E S a lot
    45. 45. I M D has nur t ur ed Smar t O E S a l ot
    46. 46. Smar t O E S i s r ai si ng $80 0 k ( $30 0 k al r eady cl osed) for pr oduct l aunch 30 UL Listed Smart Monitors, Sockets Intelligent Energy Management Behavior- Influencing User Interfaces Marketing Staff, Automated Sales Tools
    47. 47. S m a r t O E S ’s r a p i d g r o w t h c a n cr eat e huge r et ur ns for i nvest or s 31 Angel 1 $150 K • Prototype validation Angel 2 $250 K • Validate market / biz model Commercialization Round (open) $800 K • Complete product dev and launch Expansion Round $5.0 M • Rapid global expansion 2010 2013 2015 - 2016 Potential Exit Valuation $200 – 400+ M • ESCO • Smart Grid • Information Aggregator • IPO Future 2011
    48. 48. Smart office Smart energy Smart people

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