Transcript Slide 1

Käytännön kokemuksia
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etabloitumisesta Saksan markkinoille
Jarmo Kuikka
Helsinki
13.5.2009
‘‘Bringing You Power’’ from the wind
Hip hop, rap
artist
Paleface and
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title
style
his band Conscious Youths have
created a special song for The
Switch and its quest.
Jarmo Kuikka
Helsinki
12.2.2009
Why The Switch
Switch to renewable energy:
Wind and other New Energy sources
The Switch is your proactive choice
to do more for our world of the future.
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Why The Switch
Switch to smarter technology:
With in-built simplicity, robustness
and reliability
Advantage of an optimized power-generating
package for consistent performance.
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Why The Switch
Switch to better results:
Gain up to 20% more energy.
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Focus on selected business
Annual Wind Power Development
Actual 1990-2008 & Forecast 2009-2013
60,000
50,000
MW
40,000
30,000
20,000
10,000
0
1990
1995
Source: BTM Consult ApS - March 2009
2000
2008
Europe
USA
Asia
Rest of World
2013
Existing
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Vision of the future - 2012
Meur
Technology leader
250 MEur with EBIT exceeding 10%.
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Growth rates in the Top 10 markets
Country
USA
Germany
Spain
P.R. China
India
Italy
France
UK
Denmark
Portugal
Total "Ten"
Accu.
end
2005
9,181
18,445
10,027
1,264
4,388
1,713
775
1,336
3,087
1,087
51,303
Accu.
end
2006
11,635
20,652
11,614
2,588
6,228
2,118
1,585
1,967
3,101
1,716
63,203
Accu.
end
2007
16,879
22,277
14,714
5,875
7,845
2,721
2,471
2,394
3,088
2,150
80,415
Accu.
end
2008
25,237
23,933
16,453
12,121
9,655
3,731
3,671
3,263
3,159
2,829
104,051
Growth rate
2007-2008
%
49.5%
7.4%
11.8%
106.3%
23.1%
37.1%
48.6%
36.3%
2.3%
31.6%
29.4%
Source: BTM Consult ApS - March 2009
Finland
Accu. in the world total
89
113
0
122,158 MW
8
3 years
average
%
40.1%
9.1%
17.9%
112.4%
30.1%
29.6%
68.0%
34.7%
0.8%
37.6%
26.6%
European wind resources
Wind speed
High
Medium
Low
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Power to energy, P2E
The Switch generators and converters
transform the power of wind into electrical
energy – and maximize turbine output.
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Wind turbine
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Focus on main components
PMG = Permanent Magnet Generator
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Motivated team around the customer
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The Switch – Why to Germany?
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Meeting with Mikael Helle
1st of August 2008
• The Switch presentation
• Wind turbine market info
• Saksalais-suomalainen kauppakamari
• The Switch operations in Germany
• Type to company needed in Germany
• Personnel and hiring process
• How to organize The Switch operations
• Recruiting a local sales representative
• Financial support sources
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How to enter the German market?
• How to operate in Germany?
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Operations from Finland for first 2 years
2008 office with one salesperson of our own
Increase personnel step by step
• Type of company?
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Dependent Branch Office
• Registration with the local trade office?
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Commercial register – not needed?
Bookkeeping?
Lawyer or notary?
Tax advisor?
Bank?
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The Switch – How did we do it?
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Analyzing location of potential customers
Finding the right person
Finding an office
Organizing general issues
Getting new sales person into business
Learning
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Customers and potential customers are located
in North Germany and in Denmark
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Hiring a local wind turbine expert
• What kind of tasks / operations locally?
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Job description defined
• What kind of person needed?
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Wide experience in wind turbine industry
Technical knowledge and sales skills
• How to find a right kind of person?
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Friends in Germany?
Headhunters?
Advert for a job in local newspapers?
Advert in Monster? Yes
Monster
• 12 applications within 2 weeks – 6 potential candidates
•
Jürgen Millhoff – over 10 years experience in wind industry
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Office in Hamburg
Nordport Tower in Norderstedt
• Located next to potential customers
• Opening 1st of January, 2009
• Near to the airport
• Near Jürgen’s home
• New building
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Get new sales person into business
• Jürgen visited The Switch offices in Finland
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Vantaa, Vaasa, Lappeenranta
Meeting with all key persons
Marketing material
Action plan
Meeting German customers
Jürgen knows who is who in
the German wind business
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Jürgen – Why did you select The Switch?
• Where did you get information
about The Switch?
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Monster
Internet
• Why did you select The Switch?
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Interesting future technology: specialized in
permanent magnet generator and full power converter
“Scandinavian thinking” in The Switch
To get experience with a company and colleagues from abroad
• and “sauna business”
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Huge market in Germany and other countries
I’m in the wind business since 18 years now and I have a good network
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Ask information and support from
Germany Trade & Invest
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What did we learn?
• Positive
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Deutsch-Finnische Handelskammer - Mikael Helle
Germany Trade and Invest (Invest in Germany)
Bookkeeping – Sari M. Trosien in Frankfurt
Monster and good luck 
• Challenges
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Financial support
• Finland ??
• Germany ??
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