Strategic Global Marketing and Communication of Nordic Cleantech Clusters and Competencies

Nordic incubator office in Masdar - workshop

Strategic Global Marketing and Communication of Nordic Cleantech Clusters and Competencies

Nordic incubator office in Masdar -workshop

Agenda

•Background

•Masdar and Masdar City

•A Nordic platform -Services

•New process

Background

BackgroundPart of the cooperation program for Innovation and Business policy 2011-13

Masdar was decided upon after a selection process in 2012

Difficult to get national commitment

Final decision in EK-N in May 2014

Process – Two parallel tracks

Establishing network of cleantech clusters for Business

Intelligence Programme

Implement Business BIP phase 2 and 3

Fact finding mission & LOI

Positive decision in EK-N June 2013

Negotiating rental of office space + juridical aspects

Decision in EK-N December 2013 Contract & Tender process

June 2013 December 2013

Political track

Commercial track

Thresholds

• By 1 September: Established a network of clean-tech clusters from minimum three Nordic countries who would engage in market surveillance in UAE and shortlist companies interested in an incubator office in Masdar City

• By 1 December: a “critical mass” of companies has shown genuine interest in the market possibilities in UAE or/and the incubator office

Masdar and Masdar City

Branding Nordic cleantech industryMASDAR CITY

Masdar City

Masdar Energy

Masdar Capital

Masdar Institute

Location

A Global hub for Cleantech• State of the art technology in the

city

• R&D facilities

• International focus (Abu Dhabi Sustainability Week, IRENA)

• Growth capital for cleantech

• Investments in large scale green infrastructure projects

• Private investments into the city

MASDAR CITY

• Setup under Mubadala Development Company. Investment US$ 15 mia.

• Construction began in 2008 and the first six buildings of the city were completed 2010

• Due to the financial crisis, Phase 1 of the city (1.000.000 square meters) will not be completed before 2015

• Estimated budget around 19 billion US$

• The city is planned to cover 6 square kilometers

• 45.000 to 50.000 residences and 1,500 businesses

• 60.000 workers are expected to commute to the city daily

Location

Masdar City

• Not realized plans /Behind schedule

• Real danger that Masdar City will not take off

• Masdar City brand is declining

• Wrong decisions, lack of implementation and absent results is jeopardizing the project

A Nordic platform

Commercial interest

• Commercial Nordic possibilities in three sectors:• Waste management• Solar energy• Green buildings

• Pilot: Active commercial interest from 18 new companies –proximally 12-15 pct. of the member base

• Interest in a joint Nordic office from some companies already present in Abu Dhabi.

• Danish office

A Nordic platform

Office space around 120 M2 for

• Incubator office (Own Man in)

• Showroom

• Meeting facilities

• Test and R&D facilities

• Attracting investments

Business case for a Nordic representation in Masdar city

DKR 14Q1 14Q2 14Q3 14Q4 15Q1 Total 3 years

Rent office space (all incl) 96255 96255 96255 96255 96255 1155060

Office manager (local) 90000 90000 90000 90000 90000 1080000

Amenities 350000 0 0 0 0 350000

Branding & communication

50000 50000 50000 50000 50000 600000

Setup cost 200000 0 0 0 0 200000

Total 786255 236255 236255 236255 236255 3385060

All prices in DKR

Break even with 4 companies and a cost of DKR 17.500 per company/ month

If the representation should function as a combined incubator office and showroom the project would need DKR 2 mill. more

New process

Process

•A new stirring committee•Tender process - Who shall run the office•Services•Economy•Exit strategy