Resume:  William H. Buchan, P.E.

Phone:  510 928 5786; email:



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.


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

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

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


Authored over 20 papers and presentations to various trade organizations