HYSOLARKIT CASE STUDY ANALYSIS

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1 HYSOLARKIT CASE STUDY ANALYSIS ECONOMICS OF CORPORATE SUSTAINABILITY Alessandro Franzese 0039/15 Federica Pozzato 0049/15 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 1

2 It was late in the morning when Professor Gianfranco Rizzo arrived in his office. [ ] Once he sat, he took the accordion from one of the drawer and started playing the instrument. [ ] Many decision had to be taken to let HySolarKit become more than one of the several projects that get stuck at the lab stage. 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 2

3 OUR APPROACH BACKGROUND RESEARCH The story behind The context: three sectors CASE STUDY ANALYSIS Challenges identification TEACHING NOTE What is a teaching note? Case pedagogy Major topics for case discussion 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 3

4 BACKGROUND RESEARCH THE STORY BEHIND THREE SECTORS 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 4

5 WHAT DO YOU NOTICE? PROTOTYPE HY SOLAR KIT /11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 5

6 WHAT DO YOU NOTICE? PROTOTYPE HY SOLAR KIT /11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 6

7 THE STORY BEHIND: PEOPLE THE FOUNDER GIANFRANCO RIZZO Mechanical engineer Worked at FIAT and at National Council Independent consultant Focus: hybrid solar vehicles Intense publishing activity Believes in potential of young generations Music passionate 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 7

EPROLAB and EPROINN eprolab: university lab, main focus on research eproinn: spin-off company, focused on industrialization of

8 THE STORY BEHIND: PEOPLE THE FOUNDER GIANFRANCO RIZZO Mechanical engineer Worked at FIAT and at National Council Independent consultant Focus: hybrid solar vehicles Intense publishing activity Believes in potential of young generations Music passionate EPROLAB and EPROINN eprolab: university lab, main focus on research eproinn: spin-off company, focused on industrialization of patents & projects (mainly from eprolab) Partial members overlap, close collaboration Same location 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 8

9 THE STORY BEHIND: TIMELINE BEFORE HYSOLARKIT 1899: First hybrid car (by Ferdinand Porsche) 1904: First automobile assembly line (Ford) 1970s: Oil crisis 1997: Toyota Prius released in Japan (in 2000 is the US) 2007: First eprolab prototype : Financial crisis 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 9

HYSOLARKIT 2010: Italian Ministry of Univeristy funds the project 2011: HSK patent obtains international PTC extension 2012:

10 THE STORY BEHIND: TIMELINE BEFORE HYSOLARKIT 1899: First hybrid car (by Ferdinand Porsche) 1904: First automobile assembly line (Ford) 1970s: Oil crisis 1997: Toyota Prius released in Japan (in 2000 is the US) 2007: First eprolab prototype : Financial crisis HYSOLARKIT 2010: Italian Ministry of Univeristy funds the project 2011: HSK patent obtains international PTC extension 2012: Procurement of inwheel motor + FIAT Punto 2014: eproinn is created 2015: Phase 2 of Horizon /11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 10

11 THREE SECTORS SOLAR ENERGY & SOLAR PANELS HYBRID CARS SUSTAINABLE MOBILITY 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 11

12 THREE SECTORS SOLAR ENERGY & SOLAR PANELS Sector segmentation: Residential Photovoltaic (RPV) Photovoltaic (PV) as a utility Solar Heating & Cooling (SHC) Concentrating Solar Power (CSP) Top producers: GER, CHI, TWN Italy: increasing incidence & integration of solar energy HYBRID CARS SUSTAINABLE MOBILITY 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 12

13 THREE SECTORS SOLAR ENERGY & SOLAR PANELS HYBRID CARS SUSTAINABLE MOBILITY DEFINITION Mobility that meets the needs of society to move freely, gain access, communicate, trade and establish relationships without sacrificing other essential human or ecological requirements today or in the future Social & Environmental challenges Improvements: act on the supply side vs. on the demand side Car makers Goal: lower environmental impact 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 13

14 THREE SECTORS SOLAR ENERGY & SOLAR PANELS HYBRID CARS Main hybrid layouts: Series Parallel Series-parallel Technologies behind HEV: Electric Motor Driv/Assist Regenerative Braking Automatic Start/Shutoff Batteries Increasing attention from society & producers SUSTAINABLE MOBILITY 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 14

15 POSITIONING SOLAR ENERGY & SOLAR PANELS HySolarKit POSITIONING HYBRID CARS SUSTAINABLE MOBILITY Sustainable mobility: HSK acts on the supply side while leveraging a need on the demand side. Hybrid cars: HSK kit transforms an existing, polluting and fuel inefficient car in a HEV. Solar panels: As a key component. 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 15

16 CASE STUDY CHALLENGE IDENTIFICATION 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 16

17 CHALLENGE IDENTIFICATION COMMERCIALIZATION Whom to target? Where to launch? When to launch? How to launch? Marketing Have the stakeholders been involved enough? Should the public sector be involved? SCALING UP Can the product operate at scale? Will the company be able to market the product at scale? Is the team suitable for scaling? How to scale? 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 17

18 How would you advise Gianfranco Rizzo about the future of HySolarKit? 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 18

19 TEACHING NOTE WHAT IS A TEACHING NOTE? CASE PEDAGOGY MAJOR TOPICS FOR CASE DISCUSSION 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 19

20 WHAT IS A TEACHING NOTE? 1. CASE OVERVIEW 2. TEACHING OBJECTIVES 3. CASE PEDAGOGY 4. TEACHING PLAN CLASS INTRODUCTION PRIMING QUESTIONS FOR THE INSTRUCTOR MAJOR TOPICS FOR CASE DISCUSSION 5. POINTS TO HIGHLIGHT 6. CONCLUSION 7. ADDITIONAL READINGS FOR THE INSTRUCTOR 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 20

21 CASE PEDAGOGY FOR UNDERGRADUATES AND GRADUATES INTERESTED IN: BUSINESS STRATEGY MANAGING NEW VENTURES ENERGY DEVELOPMENT ECONOMICS OF CORPORATE SUSTAINABILITY PUBLIC & ENVIRONMENTAL HEALTH MANAGING PUPLIC-PRIVATE PARTNERSHIPS ORGANIZATION 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 21

22 MAJOR TOPICS FOR CASE DISCUSSION WHO COULD BE THE FINAL USERS OF HSK? HOW TO BEST CAPTURE THEIR ATTENTION? DOES SALERNO OFFER SUFFICIENT POTENTIAL FOR THE PRODUCT LAUNCH? HOW WOULD YOU EXPLOIT THE EXISTING NETWORK OF G.RIZZO AND EPROINN? COULD IT BE USEFUL TO INVOLVE PUBLIC PARTNERS? IN WHICH DIRECTION WOULD YOU EXPAND THE NETWORK? WHICH DISTRIBUTION CHANNEL COULD BE THE MOST SUITABLE FOR HSK? SHOULD EPROINN DEVELOP ANOTHER VERSION OF HSK BEFORESTARTING TO COMMERCIALIZE IT? CAN THE PRODUCT OPERATE AT SCALE? IF SO, WILL THE COMPANY AS NOW BE ABLE TO SUPPORT THE SCALING UP? 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 22

23 THANK YOU FOR YOUR ATTENTION! Q&A 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 23

24 NETWORK AND PARTNERSHIPS 30/11/2015 ECONOMICS OF CORPORATE SUSTAINABILITY 24

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