Penetrating new markets

1
Penetrating new markets

• Case study Acorn Coaching nuclear sector

2
Point of presentation

• To show that its possible to enter new market
  sectors
• To demonstrate that good results can be achieved
• But, to be clear that it requires time and effort

3
Acorn Coaching

• Kendal based training and coaching company
• Around 10 staff and 40 associates
• Expertise in construction, publishing, public
  sector, professional services
• No expertise or experience in nuclear or energy
• Excellent reputation track record
• Pragmatic results driven approach

4
What did they want?

• To work with the nuclear sector
• It was in Cumbria
• There were construction firms moving in
• There was money to be spent
• There was, and still is, a massive shake up going
  on

5
Step one do your homework

• Acorn began this phase in January 2008
• Be clear about who you want to target
• Find out key information about the sector
• Read publications, trawl websites
• Attend events
• Join networks
• Find out who you already know with knowledge in
  this area
• Identify whos who who has power? Who are
  the decision makers?
• What are the barriers that will prevent you being
  successful in this area?
• Start building a contact database
• Homework phase lasted approx 2 months

6
Step two The hustle

• Started in Jan 08 stepped up a notch in March
  08 but still continues today
• Attending West Lakes Renaissance Cluster Group
  meetings
• Showing face at meet the buyer events and as
  many conferences, seminars, events as possible
  blagging invitations or gatecrashing if necessary
• Talking to as many people as possible then
  feeding gleaned information back into the growing
  file of market intelligence
• Grow the database clean the database as you go
  along

7
Step three the offering

• Refine the strategy
• Already had experience in PFI sector
• Bidding processes and the way consortia worked
  very similar in PFI
• Used existing experience with leading firms like
  Carillion, Bovis, Skanska who were key bidders
  for nuclear contracts
• Created a methodology pulling together all the
  strands of
• Existing experience in similar market
  situations
• Developing a product to fit the situation
• Crafting key messages
• Studied the language and terminology
• Creating the marketing communications plan

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Acorns offering

• To help organisations bidding for, or
  implementing large contracts
• Generate effective collaborative working
• Clarify expectations from each partner
• Clarify expectations of the wider stakeholder
  group
• Allocate responsibilities across the entire team
• Set behavioural strategies for each stage of the
  project
• Set ground rules for effective communication
  throughout the process
• Utilise creativity from different partners to
  meet the client brief
• Clarify the roles, remit and expectations of
  project directors

9
The communications programme

• Create flyer to hand out at events etc.
• Create series of comment articles on website
• What the changing nuclear sector needs to run
  successful bids
• Series of eMail shots to contact database, with
  click through to articles
• Telephone follow up to those who clicked through
  meetings arranged
• Editorial article pitched at Nuclear
  Opportunities News
• Editorial article emailed to contact database
• Ongoing networking at events
• Full membership of West Lakes cluster group
• Programme repeated every 2-3 months focusing on a
  different issues, but clearly on message
• Everything carefully crafted to speak to the
  audience in their own language

10
The results

• By end of 2008
• Project to work with LLW Repository Ltd, to work
  with the team responsible for completing Vault 9
• Project with Studsvik, who recently acquired
  Alpha Engineering Acorn helping with culture
  change of merging the two businesses
• Two new contracts won just before xmas

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The outcome

• Acorn now known among senior decision makers in
  the new look nuclear sector
• Already getting a good reputation as the go-to
  guys when projects are having relationship
  problems
• The networking and marketing continues
• Acorn continues to glean information about issues
  in nuclear sector, adding further strength to
  their offering

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Top tips for getting in

• Homework
• Be clear what you have to offer that they cant
  get already
• Key messages and communications plan
• Learn the lingo
• Be there you cant do it remotely
• Network - regularly
• Hustle work your contacts
• Participate in the dialogue

13
Homework hints

• Read
• Follow national paper nuclear correspondents
• Get government white papers on energy etc. (COI,
  BERR, DECC) (sign up for bulletins etc.)
• Britains Energy Coast News
• World Nuclear Report
• Research whos who
• Companies that are winning contracts
• Organisations setting up on the West Coast
• Look our for mergers, acquisitions and change
• Study
• The language and terminology used
• Look for patterns in the way things are done
• Understand
• The key issues, particularly the political
  landscape facing nuclear
• Try to form your own opinions on the issues
  e.g. where do you stand on New Build? What do
  you think the key energy challenges are facing
  the government?
• To what extent will energy and nuclear be a vote
  winner or loser in the next election?

14
Event to attend

• Energy Business Opportunities Conference 2009
• 7 8 July Energus, Lilyhall, West Cumbria
• Run by West Cumbria Business Cluster
• You can exhibit there
• For more information go to www.westcumbriabusines
  scluster.org.uk
• To register, contact julie.simpson_at_westcumbriabus
  inesscluster.org.uk