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Start-‐Up Thinking How Systems Thinking Helps Entrepreneurial
Ventures Start, Grow, and Mature
November 28, 2011
Sorin Grama
+1 415 847 9017 sorin@promethean-‐power.com
Redefining Rural Refrigeration
©Copyright 2011, Promethean Power Systems, Inc.
Agenda
System Evolution a story Frame-‐by-‐frame analysis Startup thinking
©Copyright 2011, Promethean Power Systems, Inc.
Hour 3 Hour 2 Hour 1 Hour 4
Milk Local Transport Limited Milk Supply (No access to remote
dairy farmers)
Lower Quality (High Bacteria Count)
High Transportation Cost
(Multiple Trips)
Village Collector Truck Driver Dairy Processor Dairy Farmer
Bacterial Growth over time
Milk Collection Racing Against Time
©Copyright 2011, Promethean Power Systems, Inc.
Milk Chiller Architecture Top Level
Power Generation
Unit
Cooling Unit
Cold Storage Unit
Milk
Electrical Power
Cooling Power
©Copyright 2011, Promethean Power Systems, Inc.
Standard Milk Chiller Architecture
Power Cooling Unit
Cold Storage Unit
Milk
Electrical Power
Cooling Power
Grid
Compressor
Condenser Stainless Steel Silo
Agitator
©Copyright 2011, Promethean Power Systems, Inc.
Rural Milk Chiller Architecture
Unreliable Power Cooling Unit
Cold Storage Unit
Milk
Electrical Power
Cooling Power
Diesel Generator
Grid Compressor
Condenser Stainless Steel Silo
Agitator
©Copyright 2011, Promethean Power Systems, Inc.
Rural Milk Chiller Architecture
Unreliable Power Cooling Unit
Cold Storage Unit
Electrical Power
Cooling Power
Diesel Generator
Grid Compressor
Condenser Stainless Steel Silo
Agitator
©Copyright 2011, Promethean Power Systems, Inc.
Rural Milk Chiller Architecture
Cooling Unit
Cold Storage Unit
Electrical Power
Cooling Power
Compressor
Condenser Stainless Steel Silo
Agitator
Solar
©Copyright 2011, Promethean Power Systems, Inc.
Generation 1
Milk
Electrical Power
Cooling Power
Solar SS Silo
Agitator
Thermal Energy Storage
Unit
Ice
Rapid Chiller
©Copyright 2011, Promethean Power Systems, Inc.
Generation 1
Electrical Power
Cooling Power
Solar SS Silo
Agitator
Thermal Energy Storage
Unit
Ice
Rapid Chiller
©Copyright 2011, Promethean Power Systems, Inc.
Generation 2
Unreliable Power Cooling Unit
Cold Storage Unit
Electrical Power
Cooling Power
Grid Compressor
Condenser
Thermal Energy Storage
Unit
Cooling Power
Solar
SS Silo
Agitator
Rapid Chiller
©Copyright 2011, Promethean Power Systems, Inc.
Generation 2
Unreliable Power Cooling Unit
Cold Storage Unit
Electrical Power
Cooling Power
Grid Compressor
Condenser
Thermal Energy Storage
Unit
Cooling Power
Solar
SS Silo
Agitator
Rapid Chiller
©Copyright 2011, Promethean Power Systems, Inc.
Generation 2.5
Unreliable Power Cooling Unit
Electrical Power
Grid Compressor
Condenser
Cooling Power
Diesel Generator
Rapid Chiller
©Copyright 2011, Promethean Power Systems, Inc.
Generation 3
Cooling Unit
Cold Storage Unit
Electrical Power
Cooling Power
4-‐5 Hours of Grid
Compressor
Condenser
Thermal Energy Storage
Unit
Cooling Power
SS Silo
Agitator
Rapid Chiller
©Copyright 2011, Promethean Power Systems, Inc.
Generation 1
Electrical Power
Cooling Power
Solar SS Silo
Agitator
Thermal Energy Storage
Unit
Ice
Rapid Chiller
©Copyright 2011, Promethean Power Systems, Inc.
Generation 2
Unreliable Power Cooling Unit
Cold Storage Unit
Electrical Power
Cooling Power
Grid Compressor
Condenser
Thermal Energy Storage
Unit
Cooling Power
Solar
SS Silo
Agitator
Rapid Chiller
©Copyright 2011, Promethean Power Systems, Inc.
Generation 3
Cooling Unit
Cold Storage Unit
Electrical Power
Cooling Power
4-‐5 Hours of Grid
Compressor
Condenser
Thermal Energy Storage
Unit
Cooling Power
SS Silo
Agitator
Rapid Chiller
©Copyright 2011, Promethean Power Systems, Inc.
Generation 3
Cooling Unit
Cold Storage Unit
Electrical Power
Cooling Power
Compressor
Condenser
Thermal Energy Storage
Unit
Cooling Power
SS Silo
Agitator
Rapid Chiller
4-‐5 Hours of Grid
©Copyright 2011, Promethean Power Systems, Inc.
Complete Milk Refrigeration System
Thermal Energy Battery
Rapid Milk Chiller
Refrigeration Compressor
Milk Storage Silo
©Copyright 2011, Promethean Power Systems, Inc.
System Evolution
Capital Cost
Operating
Cost
Gen 2 Solar
Gen 1 Ice
Gen 2.5 RMC Gen 3
TSS
©Copyright 2011, Promethean Power Systems, Inc.
Start-‐up Thinking
1. Beware the Voice of the Customer
2. Funding as system input & project milestone
3. Optimize for minimal set of viable features
4. Pivoting is essential; system boundaries are flexible
5. Stay focused on the problem, not the solution
©Copyright 2011, Promethean Power Systems, Inc.
Unreliable Electricity
in Villages =
Low Milk Quality and High Transportation Cost
Current Solution: Diesel Generator
©Copyright 2011, Promethean Power Systems, Inc.
Unreliable Electricity in Villages
= Low Milk Quality +
High Transportation Cost
©Copyright 2011, Promethean Power Systems, Inc.
Our Solution Cool Milk with 5 Hours of Grid
Rapid Milk Chiller Rapidly cools milk from 34 °C to 4 °C
Thermal Energy Battery 5 hours to charge Can cool 500L milk
©Copyright 2011, Promethean Power Systems, Inc.
Further Reading
Case Study: Can Solar Power Pay?
http://www.inc.com/magazine/201109/business-‐pivot-‐case-‐study-‐promethean.html
©Copyright 2011, Promethean Power Systems, Inc.
Summary Promethean Power
Developing innovative solutions for cold chain supply First application milk cooling
Fruits & vegetables, vaccines, vending machines
Portfolio of patent-‐pending technologies Thermal Energy Storage
Received purchase orders from Indian dairies Raising Series B funding & hiring in India
©Copyright 2011, Promethean Power Systems, Inc.
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