PowerLines by Linnea Brush

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PowerLines by Linnea Brush

Linnea Brush November 21, 2011

The Only Things That Matter

Power Channels: Batteries and Portable Power, Energy Efficiency, Renewable Energy

Power supply companies hear it all the time: “The only innovation anyone cares about is low price.” Added value matters, but only if it’s included in the same competitive price. In speaking about solar PV, one company said, “In short, low $/Watt price, financial confidence and long-term viability are now the default prerequisites for volume global sales.”

There is no question that price is important, but even that doesn’t guarantee your company will be successful. Timing and business models can be equally important – and in some ways, they are the foundation that launches competitive pricing. I always use fuel cells as an example of where companies can get it really right or really wrong. The successful fuel cell companies have found business models that work, and others have followed suit.

For example, Jadoo Power Systems started out as a fuel cell company but quickly realized they needed to branch out. They now advertise themselves as developing “innovative power and energy storage systems.” This was a good business move, since they now offer solar thermal systems, solar power systems and hydrogen energy storage.

A recent investment review said that there was “still not a single, pure-play, public fuel cell company that has experienced anything close to profitability.” That’s a lot of caveats, but it doesn’t mean companies aren’t selling products. Jadoo is privately held, but it has held on for 10 years by offering systems that complement its fuel cell line. And public fuel cell companies are using this model, as well.

FuelCell Energy has been doing well financially by building molten carbonate stationary fuel cell power plants located at wastewater treatment sites, universities, pump stations and sites that need low-emission baseload distributed generation. The company supplied two 300kW fuel cell power plants to a water district in Southern California last year and reported revenue of $69.8 million in 2010. They recently reported quarterly operating results of $31.2 million, their first-ever positive gross margin, and a pipeline of current projects.

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We would like to hear your comments on the topics discussed in this column. We welcome the opportunity to publish opposing opinions. Please email Jeff Shepard at jshepard@darnell.com.

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