The Business of Fuel Cells
for Automotive Applications

The Marriott Dearborn Inn Hotel, Michigan
3-4 June 2002

Day Two - Breakfast Strategy Workshop

Planning and Developing Winning Fuel Cell Products for Future Markets

A thriving fuel cell market in the automotive sector is 10 to 15 years away. Companies are racing to find a winning technology, with research teams simultaneously pursuing dozens of technologies, from core fuel cell technologies (e.g. PEM, SOFC, MCFC, and Alkaline) to various supporting technologies (e.g. hydrogen storage, reforming, and power conditioning). Many technology-driven companies fail with unfocused approaches like this. It is not because they lack innovative technologies, but because they lack operating discipline and a proper attack plan for future markets.

This workshop will help attendees understand how to effectively develop market attack plans geared for next generation products that will support a commercially viable fuel cell enterprise in this challenging new space. Workshop leaders will address critical areas including market segmentation, translating "voice of the customer" into system requirements, and the development of product platform strategies and technology roadmaps.

Overall, this workshop will help executives in the emerging fuel cell sector take steps to prepare their companies to develop winning fuel cell products for future markets, by understanding how to:

Workshop leaders will work with attendees to analyze and discuss case studies from two leading fuel cell companies that have successfully deployed the concepts presented in the workshop. Several frameworks will serve as tools for attendees to assess their approaches to market attack planning, customer needs, and platform strategy and planning.

The workshop will take place prior to the main sessions on day two of the conference and run for one and a half hours. A continental breakfast will be provided for all attendees. This is the perfect opportunity to maximize your two days at the conference and leave you focused to apply lessons learned to your business plan. If you wish to attend this executive level seminar please make sure you indicate this on the registration form.

Pittiglio Rabin Todd & McGrath (PRTM) is recognized internationally as the leading management consultancy to technology-driven business. Since founding in 1976, the core business focus has been on helping technology-intensive companies structure their strategies, their organizations, and their core business processes for competitiveness, profitability, and growth.

For more information, please call James Burnham toll-free on 1-800 814 3459

Click here to view the Conference Program