Nordic Innovation Incubator in Masdar City in the United Arab Emirates (UAE) By Rasmus Wendt #NIincubator #nordicmade

1. Strategic Global Marketing and Communication of Nordic
Cleantech Clusters and Competencies
Nordic incubator office in Masdar
- workshop

2. Strategic Global Marketing and Communication of
Nordic Cleantech Clusters and Competencies
Nordic incubator office in Masdar -
workshop

3. Agenda
•Background
•Masdar and Masdar City
•A Nordic platform -
Services
•New process

4. Background

5. Background
Part of the cooperation program
for Innovation and Business policy
2011-13
Masdar was decided upon after a
selection process in 2012
Difficult to get national
commitment
Final decision in EK-N in May 2014

6. Process – Two parallel tracks
Establishing network of
cleantech clusters for Business
Intelligence Programme
Implement Business BIP phase
2 and 3
Fact finding mission & LOI
Positive decision in EK-N
June 2013
Negotiating rental of office
space + juridical aspects
Decision in EK-N
December 2013 Contract & Tender process
June 2013 December 2013
Political track
Commercial track

7. Thresholds
• By 1 September: Established a
network of clean-tech clusters from
minimum three Nordic countries
who would engage in market
surveillance in UAE and shortlist
companies interested in an
incubator office in Masdar City
• By 1 December: a “critical mass” of
companies has shown genuine
interest in the market possibilities
in UAE or/and the incubator office

8. Masdar and Masdar City

9. Branding Nordic cleantech industry
MASDAR CITY
Masdar
City
Masdar
Energy
Masdar
Capital
Masdar
Institute

10. Location

11. A Global hub for
Cleantech
• State of the art technology in the
city
• R&D facilities
• International focus (Abu Dhabi
Sustainability Week, IRENA)
• Growth capital for cleantech
• Investments in large scale green
infrastructure projects
• Private investments into the city

12. MASDAR CITY
• Setup under Mubadala Development
Company. Investment US$ 15 mia.
• Construction began in 2008 and the first six
buildings of the city were completed 2010
• Due to the financial crisis, Phase 1 of the city
(1.000.000 square meters) will not be
completed before 2015
• Estimated budget around 19 billion US$
• The city is planned to cover 6 square
kilometers
• 45.000 to 50.000 residences and 1,500
businesses
• 60.000 workers are expected to commute to
the city daily

13. Location

14. Masdar City
• Not realized plans /Behind schedule
• Real danger that Masdar City will not
take off
• Masdar City brand is declining
• Wrong decisions, lack of
implementation and absent results is
jeopardizing the project

15. A Nordic platform

16. Commercial interest
• Commercial Nordic possibilities in
three sectors:
• Waste management
• Solar energy
• Green buildings
• Pilot: Active commercial interest
from 18 new companies –
proximally 12-15 pct. of the
member base
• Interest in a joint Nordic office
from some companies already
present in Abu Dhabi.
• Danish office

17. A Nordic platform
Office space around 120 M2
for
• Incubator office (Own Man
in)
• Showroom
• Meeting facilities
• Test and R&D facilities
• Attracting investments

19. Business case for a Nordic representation in
Masdar city
DKR 14Q1 14Q2 14Q3 14Q4 15Q1 Total 3 years
Rent office space (all incl) 96255 96255 96255 96255 96255 1155060
Office manager (local) 90000 90000 90000 90000 90000 1080000
Amenities 350000 0 0 0 0 350000
Branding &
communication
50000 50000 50000 50000 50000 600000
Setup cost 200000 0 0 0 0 200000
Total 786255 236255 236255 236255 236255 3385060
All prices in DKR
Break even with 4 companies and a cost of DKR 17.500 per company/ month
If the representation should function as a combined incubator office and showroom the project would need
DKR 2 mill. more

20. New process

21. Process
•A new stirring
committee
•Tender process - Who
shall run the office
•Services
•Economy
•Exit strategy