Know-How Exchange : Strategy

I will donate 500 points for a secound prize. I am at work now so will post back later after i have a think about it.

You have already tought of the things that came into my mind when reading your question :P

Also in the rules you are not supposed to post your email (unless you want you inbox flooded with Viruses and spam)

Carl Crawford

Dear Carl,
Thanks for providing a second place prize, and the suggestion about the e-mail – perhaps Val could remove it?

Dear pradeeepsg
You are correct that there is a great deal of energy involved in an orbit – the force of gravity is exactly balancing the kinetic energy of the planets motion, and the force of momentum. The result is no NET energy is used – the motion is virtually perpetual.
With ETT, the force of gravity is resisted by a virtually frictionless form of maglev AS EXPLAINED IN DETAIL ON THE WEBSITE ! – please read the patent document on the website, and further note that the USPTO will NOT grant a patent on something that purports to violate physical principals (unless a new principal is FULLY explained in the patent document). I am not putting up 4788 points to answer questions that are fully explained on the website, there will be some learning work involved! Please continue to ask questions – note: your questions will be much more pertinent to actually answering the question if you first read the: patent document https://www.et3.com/US_Pat5950543ETT.htm about 20 pages ; and
The license agreement https://www.et3.com/lic_agmt.htm 10 pages
The FAQ https://www.et3.com/faq.htm 4 pages
and the plan https://www.et3.com/exec_sum.htm 30 pages

https://www.et3.com/tech.htm will show photos of the preferred maglev system for ETT – note that ETT can use ANY of the proven forms of maglev.

Winging an answer is not likely to earn points. There is no such thing as a foolish question – please ask about what you do not understand, your understanding will be greatly improved if you take the time to read the documents listed above.

et3 is NOT a startup – it has been operating for 5 years, and managed to turn a profit for 4 of those years.

Also note that ETT is being built in China –:
The top transportation engineering university in China was focused on developing railroad technology, following the development path set by the US and Europe. During the last 3 years they have shifted there focus on to new transportation technology as part of the 10th national 5 year plan of China. The central government of China has mandated that all new investments in the key national labs must be leading-edge technology -- not following technology like steel rail - or cars. China is now leap-frogging into the lead in transportation with fifth generation transport technology development programs at their top rated transportation university and key national lab.

The ETT program at SWJTU is being led by Dr. Zhang Yaoping, the first et3 licensee in China (there are now 9 et3 licenses in China). The Chinese fully understand the benefits and costs of ETT, as by their invitation, we spent 5 months out of the last two years in China. We were invited to presented ETT at the highest levels of the scientific and engineering community of China (like the Academy of Sciences, and the design institute of the Ministry of Rail), and there is wide agreement to the likely benefits and costs of ETT.

The decision of the top rated transportation school in all of China licensing the ETT technology was not made lightly – it was the end product of more than 3 years of dialog and negotiations. The initial dialog is now published by the publishing house of another highly rated Chinese University. The book is a 224 page book in both English, and translated into Chinese.

chandola_cv asked:

> Time period to prepare the first ETT model i.e. 350 >Miles,

The present (10th) 5 year plan of China is over on 31 December of 2005, the present plan is to set the world maglev speed recors with a 2nd gereration HTSM prototype that uses ETT technolpgy.

>- The Govt. and Ministry of technology and >communications role in it,

There is no precedent for governments implementation quantum leap transportation technology – historically proves that the big steps are always made by private industry (eg Robert Fulton, Henry Ford, Glenn Curtis, etc.) – government involvement occurs much later.

>- Since it demands $2 million per mile, the rate of >return and the projected turnover.

At a return of 10%, the cost of ETT transportation would be less than a tenth the cost of economy airline travel.

Your comments:
>“you need to appoint an individual to look after Finance >and capital generation. he will take up the project with >Banks, financial institutions and individual investors.”
AND

>“ 2nd would be a person to liasion with the Govt. and >external ministry with complete technical >understanding.”
AND

>“Third will be a marketteer with a global Vision and >clear understanding of the different interest areas.”

Are all well intended, and typical – but they are inconsistent with our business model.


You said:
>”I understand you need to have a Global network >model added to the website and then break it up into >Macro-florida scale so as to give a clearer picture of >the project. The cost and benefits are fine, yet an >Investor looks for immediate returns.”

Immediate returns are never possible, there is always an investment first, we are not asking for $ investment, the only investment is the time to understand the model, and figure out how to fit in with present skills, or production assets (and a nominal license fee. The et3 consortium if you will provides a huge untapped market for present skills, materials, technologies, and production assets needed for ETT development. (this is the main thing we need help with – to reduce the time required to “get it” – these early examples of lack of understanding are a prime example of problems we are needing to solve!).

>”As far as marketing goes, it's deviating from the >prime goal of bringing the vision into mission. Unless >the model is ready, we can't really bring in the >interested parties. “

The model IS ready and operating successfully – we are just tuning it up!

Your comment:
> “Believe me, an project of this scale can only and only >be initiated by the Govt. “

Is specifically a typical un-informed comment I indicated would be good to avoid – You are falling into preconceived notions that have NO historical evidence to support .
History proves that all paradigm shifts in transportation were initiated by private industry for profit motivations.
Thanks for taking the time to respond -- please try again!



michaldover

A good answer – the type I am looking for, thanks for your observations, do not hesitate to revise, add to or change your suggestions-

Daryl

5) I sense your real objective is to toss this project out to this community with hopes of finding a somebody to redo your website.

Bingo!

And keep in mind, this is likely to be for no cash, but rather in shares of a company being valued arbitrarily at one BILLION dollars (100 million shares @ $10/share).

Hi, Daryl --

I was about to make the same points as Bill (#2, 3 and 4). There's SO MUCH WORK that needs to be done on your website that I don't think a forum response is the practical place to describe it. Michael has made a good attempt, though.

If Bill's #5 point is true, then you should consider using the new Hire an Expert feature on the KHE site.

When I see a website that needs as much of a makeover as yours does, my fingers itch to get out my graphics and HTML tools. You need to focus on making it look a LOT more polished, more organized, and more compelling.

I can move this question into the Website Critique category for you if you want. You will get the attention of the right crowd there.

Sorry I can't give you the detailed answer you're seeking! Points are nice, but for something this extensive, I'd rather have something I can trade for groceries. ;]

- Shelley

Bill Moore

Thanks for your response.

1) This forum allows you access to some of the sharpest marketing minds in the world at no cost to you. While your project is fascinating I suggest that a more relaxed and succinct approach with our community will yield greater results.

Et3 response: I am not looking for the superficial answers typical of this forum – hence the high point award for only the single best answer, I am looking for quality of suggestions, not quantity.

2) Your current website looks "homemade" which of course does not represent the technology or the opportunity in a manner conducive with potential investment spending.

Et3 response: The website is past due for a major upgrade – hence the first part of the question.

3) The current site has no "sizzle". You are pitching something that will revolutionize transportation. Get excited, get passionate and worry less about CYA.

Et3 response: Specifically how? FYI, some professionals in transportation engineering fields accuse the site of being to much “sizzle” – our target customer is not the typical 15 year old with a hundred bucks burning a hole in their pocket.

4) The site provides far too much information and looks more like a clearing house.

Et3 response: A clearing house for ETT related technologies is one element of the et3 community, much of the information will only be available to licensees.

5) I sense your real objective is to toss this project out to this community with hopes of finding a somebody to redo your website.

Et3 response: We have bids from three different licensees to redo the website, hence my question to this community. If more bids result from my question – so be it - but that is not my intent.

6) Do you have any notable celebrities aboard with this? If not then start with the A list of Hollywood stars that drive electric cars. You need a power player.

Et3 response: Is not that the same as “get Bill Gates”? – great idea – HOW?? And assuming a “power player” is aboard so what ? – celebrities are not likely to be able to provide what we are looking for now. If mass marketed via a power player, we would just be overwhelmed with publicity and ill equipped to handle it. Yes the correct people will hear about it – but they would be unable to get through the log jam of lookieloos. What we need (and have) is a targeted approach – not a spam approach. The need for a power player and publicity will come – just not now.

7) What are your top 3 goals in 50 words or less?

Et3 response:
Get the record setting prototype built.

Make a DVD that accurately conveys the mission and vision, the technology, and the implementation plan in 10-15 min. –with additional backup information to quickly establish credibility with new prospects.

Rebuild the website to automate meeting the growing needs of the licensees.

Paul (and Bill),

I am here asking for marketing advice – not a website redo. I found the needed website experts to do the redo by asking website experts, as I have found the direct approach to yield the most predictable results. I must provide specific guidance to those who have bid to redo the site according to our specific needs, I am asking for some advice on providing that guidance, and other marketing advice.

The company is not arbitrarily valued at a billion dollars. There are only about 25k shares outstanding at this time, and I doubt you would be able to get many of the holders of those shares (licensees) to part with them unless you offered them considerably more than the agreed value of $10 per share worth of work that they paid for them with.

Are your suspicions a projection of your desires to be working more than you are?

*******************COMMERCIAL BREAK****************

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This is your DJ Deremiah & I'm gonna take you Higher

Circa 1974 you can hear on the turntable the hit group WAR

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or "spin ahead" (no pun intended) to about 1987 and you might still hear Rodney King saying...

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Now we can resume LET'S GET READY TO....
RUMMMM-M-MBLE!!!!!!!!

Bill Moore wrote:
>You are doing the web site project backwards. Having
>web developers bid a project when you, the owner,
>has no idea what you want is a formula for disaster.

Bill,
Who said I don’t know what we want or need? The bids are all to our specifications of the functions we need in the new site. Asking for last minute opinions from this diverse group is to help make sure no obvious needs are overlooked in the specifications; it is a lot easier to make major changes to the spec and re-bid than to a redo a new site.


>Additionally I suggest that you say what you mean in a
>succinct and clear manner. Then and only then will
>people "get it". It is difficult to "get it" when you can't
>understand what somebody is asking for, trying to sell,
>requiring, etc.

We are not targeting people who have a five minute attention span, and cannot grasp both the overall, and the detail. I agree with what you are saying, in fact that is what I am asking – how do we get the whole story across in a lot less time (improve message delivery efficiency)? A video is on our list for development. Your generalities sound great – be specific.


>To locate the marketing guru you need I urge you to
>visit Hollywood. Once in Hollywood visit Universal
>Studio's set # 76 where you will find the set for Star
>Gate. Set the gate ahead in the future about 500 - 600
>years and I believe you will find the person you seek.

That’s where I came from; don’t you recognize my future accent??

>On the snide note you wrote ... Screw You!!! That's the
>benefit of working for myself. I can call it the way I
>see it.

Happy new year to you too! Have several more drinks before you drive home!

Anthony Burns wrote:
>- Way too much information on the website. Simplicity is the
>key. Nothing wrong with information but it's not clear and
>concise. Who are your customers here? The engineers or >investors? It certainly needs an upgrade to a high quality
>designed site.

The target customers are individuals, companies, and institutions with IP, technology, production assets, components, or materials that are needed for ETT implementation. Our focus is on the rare items first (like the maglev stuff) – then moving to more commodity items, (like vacuum pump manufactures, tube manufactures). Finally, the most common commodity is cash, and it will naturally seek the low risk (through diversification of licensees), and high return (through a quantum leap in the biggest growth market in the world) that the et3 collective of licensees will be capable of delivering.


>- Your comments about China are interesting. The EET is
>being built in China but China has just put pen to paper to
>build a $12 billion bullet train which is based on technology
>that has been around for 20 years.

The ETT in China is a prototype, it is to be an extension of the test lab (in Chengdu) that was responsible for the Chinese HSR (high speed rail) that is now being commercialized.


>- You mentioned that the project has made a profit the last
>4 years. How can that be? Your burn rate would be high to
>get the project off the ground!

The et3 business model is designed for ultra low burn rate – the nominal initial license fee are only a little more than enough to cover the unavoidable expenses – so profits are low. There are no employees; I am a licensee subject to the same license terms as the other licensees, I am paid in compensatory shares as are other licensees who contract to provide value to the mission. Our trips to China were by invitation, and the expenses were mostly provided by the university / lab. The fact that et3 is profitable by design, and no need for debt or funding, the risk of failure is much lower.

>Secpticism is your biggest barrier.

Our implementation model also ensures that only those who have high confidence in the success of ETT will get involved. The provision of and open access to the expanding ETT knowledge base is essential for establishment of our credibility. How do you suggest quickly overcoming initial secpticism?


>Focus on the solving the problems of getting this to market
>through a strong website, marketing/PR tactics.

As you and others observe, this information is growing and becoming unwieldy for a simple webpage format, and access must graduate to being automated and database driven. Please be SPECIFIC in your advice on how you think a strong website marketing/PR tactics may best be accomplished! This is a restatement of the question, and the answer should be specific like Michel’s was.

>I would be developing a small 100 metre mini prototype that
>is developed in a warehouse before starting to develop a
>350 mile tube. Focusing on getting the technology right,
>convincing people through demonstration before moving
>forward.

Good – now that is something specific (and what you suggest is being done) The ETT prototype in China will be 2-3km long. There are additional developments here in Florida, and four colleges in the US have expressed intent to participate in various aspects of prototype development. Virtual, and reduced scale models have been built.

michaldover

Is in the lead so far – he answered both questions, and demonstrated that he at least surveyed most of the website.

His suggestions on the second part, while good for getting the word out to many diverse people, miss the mark of the highly targeted “underground” or “stealth” approach we must currently use.

The reason we are focused on a highly targeted is that it takes too much time to separate the gold from the ore – so we are looking for highly targeted areas – using the direct contact – cold call approach, etc. to limit the volume of work.

I agree that the time will come for a mass marketing / mass PR campaign to build awareness and foster demand, now is not the time – UNLESS you can devise a way to automate the handling and qualification of a huge amount of leads.

Presently, we use the phone a lot, and attend target rich areas like the exhibition halls of scientific, manufacturing, and engineering conferences to meet directly with top management in their display booths. We do not make a display booth– this would increase work load from those who are not targeted but are interested.

We have a strong presence in advanced transportation and engineering related web forums; this has also generated several productive licensees.

The most successful lead generator has been the website – the low profile, and massive amount of information does a good job of separating out those who are not likely prospects.

The most successful growth is the result of the direct efforts of the expanding network of licensees, and this approach is growing geometrically, we expect it to surpass the website as the top tool.

Our underground or stealth approach will eventually be noticed my mass media, and “discovery” by news is far more powerful than spamming news for attention (we did some early tests on this – and ETT and et3 both proved very news worthy, generating high responses (almost every human is interested in better transportation), but the very limited news releases failed to generate those contacts needed, hence our present and successful targeted approach.

As we have acquired many of the core (or key) partners needed in the highly specialized fields, we must now shift our focus to fields that are broader – but not yet mass market.

Our approach is often considered by many to be very “backwards”, or “upside down” we prefer to view it as “inside out”, or “reversed”, it is working, but can always be improved.

Our licensees have been responsible for many improvements in our approach, and have earned shares by fine tuning the license agreement, and the implementation plan, much more incremental improvement is needed. Any proposed change is presented to the licensees for approval, if a majority approves of the improvement suggested, then it is placed to the shareholders for vote according to the number of shares they have earned. This is all very similar to “chaordic” principals (see www.chaordic.org )

Firstly, it’s a fantastic venture which I think we all wish you all the best with.

You seem to have your head screwed on right, you have developed the technological concept, proved it to yourselves, now proving it to investors.

Next you really need to look at “People Power”, you can not and must not underestimate the publics ability to get things done, and developed. I guess a ‘recent’ example is the near removal of CFCs from consumable items in a relatively short length of time. That project caught the public imagination, they saw the benefits immediately and changed world policies.

So I guess that along with the proof that you are capable of technically doing this, you also need to demonstrate overwhelming public backing.

Inside your organisation you ALL need to be 100 percent behind the venture and agreed way forward, so many great business ideas are killed by internal fighting that leads to bad PR and the undermining of all promotional and mindshare efforts that went before it.

How do you get the public on your side?

You need examples of great transportation advances in history and how (even with the barriers and public opinion at the time) they made great strides to benefiting everyday lives.
From the bicycle, cars, trains, planes and space travel.

Remove the barriers immediately, the safety of the technology, the safety of the infrastructure (terrorism etc).

Look at launching a “ETT Day” where is visible on TV and other media, with fun events.
Avoid public apathy at all costs.

Look for upcoming space exploration events that can boost your case, any success in that arena can benefit you (but so can the failures).
Be ready for any media backlash to the project (you will get some), your project and technology may be portrayed as a huge white elephant.

You need to identify all influences in the project … academics, transportation chiefs, NASA, local authorities, government etc and talk to them on a regular basis.

Is there a credible figurehead you can get on your side, maybe as consultant or chairman ? Anyone credible from NASA for example or any of the big airlines ? Someone with high-tech transport and political credentials would be perfect. Or someone from the military or ex whitehouse aid.

You need great imagination in your marketing, A5 or A4 – bi fold flyers are just not enough. Get some of the best creative heads in the industry together on this one.

I’ll think of more later.

Good Luck

I suggest spending your time and money in a more effective manner; Hire an expert instead of arguing in a free forum.

Like Shelley said, we can't trade points for groceries. The carrot you're dangling compared to the time required to provide a valid answer looks more like a salad crouton.

Feel free to contact me if you wish to receive a proposal for this monstrous project.

Have a good one.

Thanks Folks, for both refining the question and providing some insight. I have a few comments on the answers so far.

Michele:
Thanks for your observations and describing the mental image in your mind. You mention the negative, without suggesting an improvement, do you have any?

“lobby government” is an awfully broad suggestion, and generally expensive – we are outgunned on this one by about a million to one in funds available for this purpose, but our message is more powerful. Do you have any specific, concrete suggestions on accomplishing your broad suggestion?

Pepper Blue:

Hello.

Jose04:
Some very insightful perspectives. We believe that ETT is a very good fit for India, so I greatly value your perspective in this – thank you.

The ownership percentage issue has been an issue for many people – some say I should have much less, and others say it is important for the vision to remain consistent, and not become diluted. In this regard, I have planed the formation of the et3 foundation (www.et3.org ) and upon the reaching of milestones. I will place most of the shares I earn in a trust for continuation of the highest ideals of the et3 mission. I presently own about 70%, of the outstanding shares, but this is a very small percentage of the authorized shares. IMO, the et3 mission has achieved enough penetration, and the licensees are cohesive enough that et3 will continue even if I should pass before my time. There is much I want to do first, so I will do all I can to delay that time, and continue to earn as many of those outstanding shares as I am able to in my life.

As to the film, we do have video of the small ETT model in operation, and we have a virtual model computer simulation showing the automation and operation. This is part of the 26,000 files, and over 6.5Gigs of research on every aspect of ETT (the information on the website is a minute percentage of the et3 knowledge base). This information is in the hands of several of the licensees who have a need and desire for it, so it is preserved. When prospects see our presentation of these videos, it is most convincing that ETT is real. We do limit the revelation of may of our sources for competitive reasons, and I agree also agree with you that the statistics should be better foot-noted. If I remember correctly, “industry week” was the source for the global transportation percentages.

I must make it clear that the MoPods ™ are a vehicle that is capable of being driven on existing roads --- AND will fit inside an ETT capsule. While in the ETT capsule, the engine in the MoPod will be disabled and is not used to power the ETT system in any way. Internal combustion engines (ICE) are the power source that PRESENTLY has the best benefit to performance ratio. Hybrid technology is very close, as are purely electric vehicles; and fuelcells have along way to go to be practical to power a MoPod with for operation on streets and roads. Thank you for pointing out that this is not clearly explained. It is a careful balance of explaining too much, and not enough. The China researchers would have likely overlooked ETT if the website would have only contained shallow “hype” type of sales information, without a depth of technical substance to back it up.

About your point #2, this must be more closely examined. Some are telling me that I should NOT make any comparisons (my tendency it to do many side-by-side comparisons). The ones who suggest not making comparisons – say to just stress the many and very clear benefits (and few limitations) of ETT, and allow the viewer to make their own comparisons – in this way market resistance is reduced, I hope to receive more input on this.

3b) The HTS maglev is capable of levitating about 50 times more weight than the magnet weight is. At the present cost of magnets, the magnet cost is about $66,000 / mile / 100lbs / foot vehicle weight. This cost will not go down much in production, and may actually go up with demand. The cost of the superconductive material is the single biggest cost item of the vehicle – presently about $12,000 per 6-seat vehicle (or about half the cost). We expect this cost to rapidly decline with volume production.

The SwissMetro is a proposal to run big trains in reduced pressure tunnels. The projected cost is about 30 times greater than ETT, and the flow capacity and speed is not as great. One advantage is the ability to carry much larger loads (such large loads represent less than 5% of cargo needs). I have been in close contact with people associated with this project. There greatest challenge has been political, and also high cost. The technical aspects are sound, but the system is not optimized for maximum benefit to cost ratio.

We have the information you suggest adding, and it will be made available on the upgraded site, or on the DVD.

Randall WMMA:
Well said – all one has to do is look up at the moon! More and more people are getting ready enough to do something about et3.

AndrewS
You are correct people power is the ONLY way ETT will be implemented. We are focused on attracting the rarest qualities first to form the core – then moving to eventually convincing most of the world, ETT is a revolution. You are providing some great input for the later stages.

Probable our most credible supporter in the US is Frank Davidson – the founder and Chairman of the company formed to plan and implement the tunnel under the English channel.

Vevolution, psimone:
I do not expect mind readers, people who can read web pages are wonderful though. I am sorry to have offended you, and any other members of this esteemed group. I hope you forgive by abruptness. ETT is not designed to be the best mode for all people and all things – just most people and most things. Thanks for your input.

Shardman:
You points about resistance are all too well understood, I appreciate your pragmatic observations, you are right on target with our experience, and consistent with what I perceive in public / government / industry. The resistance that surprised me the most was from the environmentalists. The strength of the resistance and the firmly entrenched position necessitates our underground approach. The typical frontal assault is futile.

Roads were not built overnight, not was the internet. The growth occurred organically, unplanned, and in the background. The tipping point, the point of critical mass for ETT may have already occurred (I believe it has) – time will tell. Roads and the internet toppled plenty industries, yet they were not particularly resisted in an organized way, only in the varied attitudes of individuals. Many, like the Amish by choice, and the destitute by default, still have not adopted the cars and planes that most of us prefer to use as tools to survive. Once critical mass is reached resistance will be futile, they will be assimilated by choice, or passed by.

Many are only able to see the negatives that you aptly describe. It only takes a very few to see the potential, and act on it to prove it to others, eventually the paradigm shifts – smoothly and with minimal conflagration, as the opportunities of changing outweigh the costs of change, if the benefit to cost is not superior, the revolution will not occur. IMO, too many people now “get it” for the et3 not to occur. Our mission is to accelerate the process, so we ALL can enjoy the fruits. While I believe the critical mass is now there, I also realize great care is needed to avoid getting crushed before the point of no return occurs; and ETT could be set back some years, but ETT must happen (or another mode will be invented with even better benefit to cost ratio – like “beam me up”). Yet another possibility is a total collapse in society – a dark age of a die-off.

You, have understood why I placed this in strategy, and not in the other sections, good answers and advice – so far clearly the best.

I will be in D.C. till tuesday, i will close the question and award points on Wednesday 12 Jan 2005.

I have recieved a second notice to close the question, thanks for all the great answers, you all have mad it a tough choice, but the points go to Shardman.

Google donated 500, I ask him to pick 2nd place if what he thinks the best advice is!

daryl.