Alphabet Energy

by Beverly Alexander, Adam Boscoe, Mason Cabot, Philip Dawsey, Luc Emmanuel Barreau, Russell Griffith
31 Jul 2012

Alphabet Energy was founded in 2009 with a new thermoelectric technology that had the potential to advance energy efficiency by recovering heat wasted in combustion and mechanical processes. Matt Scullin, Alphabet's founder, and his team were convinced that their product was cheaper to produce, and therefore had more than 80 different potential applications. By 2010, Alphabet was facing its biggest challenge yet--how to select its initial market. After receiving seed funding in early 2010, Alphabet was choosing among four markets: Automotive, Aerospace and Defense, Power Generation, and Manufacturing. Students are provided information to help them make a recommendation.

Learning Objectives

To teach students how to analyze market opportunities (cleantech to market) and identify the best initial target market, while keeping in mind the challenges of a start-up with limited time and resources

Details

Pub Date: Jul 31, 2012

Discipline: Entrepreneurship

Subjects: Startup, Energy, Environmental protection, Innovation, Technology, Green marketing, Corporate strategy, Start-ups

Product #: B5717-PDF-ENG

Industry: Semiconductors

Geography: United States, California

Length: 18 page(s)

Berkeley Haas Case Series Follow The Berkeley Haas Case Series is a collection of business case studies written by faculty members at the Haas School of Business. Cases are conceived, developed, written, and published throughout the year, on subjects ranging from entrepreneurship and strategy to finance and marketing. Each case includes a teaching note for use in the classroom.

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Alphabet Energy

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