Market Potential

Resume: William H. Buchan, P.E.

Phone: 510 928 5786; email: buchan@mktpotential.com

SPECIAL QUALIFICATIONS

Over 25 years experience in business development, including maintaining and forming client relationships, negotiating contracts, launching of new products/services, strategic business planning, and adapting our strategic goals to changes in the energy and environment marketplace. Deep market knowledge and experience commercializing technologies in the energy and environmental markets. Very familiar with alternative fuels/biofuels market, power generation market, and associated greenhouse gas drivers.
Haas MBA with emphasis in entrepreneurship with a chemical engineering and environmental engineering background
Strong skills in business unit management, including fiscal responsibility and accountability
Leadership skills that foster team-oriented decision-making and innovative problem solving. Demonstrated management expertise to successfully develop staff and empower them with new skills
Experience raising grant money from government sources for energy and environmental technology demonstrations

PROFESSIONAL EXPERIENCE

2004-present: CEO, Market Potential, Inc.

Strategic management practice provides sustainable growth strategies for clients in the energy and environment sectors. We help entrepreneurs commercialize their technologies. Core services include strategic planning, market and competitor assessments, partnership development, and investor positioning. Secured and executed a 4-year partnership development contract with NASA Ames Research Center focused on cleantech (biofuels, solar, environmental control), synthetic biology, and nanotechnology research technologies. For a longtime cogeneration client, continue to develop its greenhouse gas strategy and negotiate cap and trade regulations with the California Air Resources Board. Responsible for financing and long-term strategic development of Market Potential, Inc.

2005: Acting CEO/VP Marketing, Sustainable Biomass Energy

Led efforts to finalize business plan, to develop process design that provides the best economic return, and to validate business model with potential bio-oil clients. Developed a model to incorporate the mass balance, energy balance, and economics with each process design evaluated, allowing the team to quickly select the optimal process design. Held numerous discussions with potential partners and clients to determine the market need, willingness-to-pay, and product requirements. Solicited funding from investors.

2000-2004: Business Unit Manager, TIAX LLC and Arthur D. Little, Inc.

Sales and Marketing: Prepared strategic business plans annually for my unit and integrated sector business plan in 2003. Navigated strategic changes to emphasize technology focus, shifting from services platform. Responsible for implementing programs to attract new clients and market new product offerings. Directly responsible for booking 70% of unit revenue.

Operations Management: Managed a staff of 3-4 members with approximately $800,000 dollars in revenue annually. Responsible for the profit and loss of my unit, prepared annual budgets and using financial statements/forward projections to gauge unit performance. Consistently delivered gross margins of approximately 50% of revenue amidst Arthur D. Little bankruptcy proceedings. Negotiated lease agreements and set-up for two new facilities. Helped manage the termination of the unit, which was not strategically aligned with the TIAX mission.

Leadership and Training: Provided leadership and guidance empowering environmental monitoring group to be a self-sustaining group able to manage its own affairs. Successfully trained new employees on engineering and case management skills.

1994-1999: Business Development Manager/Group Leader, Geraghty & Miller

Sales and Marketing: Developed new clients and launched new products/services (e.g. brokering services) which increased revenues. Under my leadership, the section revenues tripled with strong business development. Routinely booked 90% of the annual revenue for my group.

Operations Management: Supervised staff of up to 8 members. Shared responsibility for profit and loss, preparing annual budgets for $1.4 to $2.0 million dollar operation. Focused effort on excellence in project execution and work efficiency, which improved margins.

Leadership and Training: Trained my successor as Group Leader as I took on an expanded role as Section Manager (1998-1999). Instituted quality assurance program still in use.

1988-1994 Section Leader, Acurex Environmental

Managed staff of 3 to 8 members to launch a new offering: commercial environmental services. Helped commercialize two proprietary technologies, including a unique treatment technology for explosive wastes. Prior to 1988, worked as a staff engineer for Acurex Environmental.

EDUCATION

MBA, Haas Business School, University of California, Berkeley, California, 2005

Developed Marketing Plan for Web Conferencing Company, 2004
Developed Pricing Strategy for Retail Clothing Company, 2004
Developed Business Plan for Unique Fuel Saving Engine Technology, 2003-2004
Developed Competitor Assessment for Biotech Equipment Manufacturer, 2003
Developed Business Model for International Comparison Shopping Concept, 2002-2003
Developed Marketing Plan for Herbal Drug Company, 2002
Selected for Venture Capital Investment Competition, 2005

M.S., Civil/Sanitary/Environmental Engineering, University of California, Berkeley, California, 1988

B.S., Chemical Engineering, University of California, Berkeley, California, 1985

PAPERS AND PRESENTATIONS

Authored over 20 papers and presentations to various trade organizations

ASSOCIATIONS AND VOLUNTEER EFFORTS

Association of Strategic Planning
Air & Waste Management Association
California Alumni Association
UC Berkeley Engineering Alumni Association, Board of Directors
CleanTech Open, Mentor
UC Berkeley Big Ideas Competition, Mentor