Question
Cleantech companies made several strategic mistakes when entering the market. One of the major mistakes was their failure to strategically enter into small, niche markets. Instead, they rushed into the large energy market without a unique selling proposition, leading to intense competition and no clear winners. For instance, MiaSolé, a company that manufactured thin-film solar cells, failed to consider the presence of similar competitors in the market. The company's CEO irrationally claimed that MiaSolé would become the largest producer of thin-film solar cells in the world, without considering the competition.
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The failure of cleantech companies can also be traced back to their lack of strategic entry into small, niche markets. Because the energy market is so large, many startups simply flung themselves into the market. What they failed to anticipate was that there were countless other companies doing the same due to the large dollars at stake. And, in this crowded competitive market, no one ultimately won out because no single company had a compelling factor that differentiated it from the others. For example, the CEO of a company called MiaSolé, who manufactured thin-film solar cells, "admitted to a congressional panel that his company was just one of several 'very strong' startups working ." But, irrationally, he also claimed that "MiaSolé would become 'the largest producer of thin-film solar cells in the world." He had not lucidly taken into account the other very similar competitors who were out to do just the same thing. And, in reality, MiaSolé shouldn't have viewed themselves as able...
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