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Water starter kit

Key steps to succeedMoving towards water solutions

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> Introduction by Dominique Gayraud 3

> Fundamentals o the Water business 4

> Build your business planand defne your growth ambitions 6

> People: develop the skills 10

> Communication: gain visibility 10

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Why a water starter kit?One year ago, Schneider Electric has launched the solution

transormation journey. During those last 12 months, we have denedstandard architectures, developed some solutions, and issued some

documentation and training support. Today, we are able to share those

supports, experiences and best practices.

Our objective is to accelerate the deployment phase with the countries

to be more successul and visible on the market. This kit would represent

the most ecient leverage to start with.

Water & Wastewater economy is a constant growth segment.

Despite the economical crisis, in most o the countries, water economy is

active or projects, services, and solutions.

I believe this is an opportunity that countries couldnt miss today.

How to use it?Our objective is to assist you in the deployment o your water business plan

in a country.

Countries need to address dierent topics: to identiy customer

(who, where, how, pain points), to align its sales ront oce, to organize

the back oce (local or regional), to communicate (to increase visibility andrecognition), and to dedicate appropriate resources.

According to those dierent steps, this kit is proposing guidelines to speed

up the process denition and implementation in order to perorm quickly.

Countries have to appropriate this kit. I necessary, this could be adapted

to align with the country even organization constraints.

What are the main recommendations?My rst recommendation is to use this process and do not hesitate to ask

questions.

Together, we will activate the orum located on the Water section o

the Solution ToolBox which is our community place. This tool and

community will speed up our time to market and will optimize our resources

consumption.

Our water network should be quicker and better organized than our

competitors.

We have the tools, lets make business.

> Introduction by Dominique Gayraud

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> Fundamentals o the Water business

> Our 1st priority:the public/municipal water market

Today, on earth,

1 in 5 inhabitants has no access to sae

drinking water,

1 in 3 inhabitants lacks access to sanitation

acilities.

As Water is life, this is not

acceptable!

Countries, within UNO, have decided to

ace their responsibilities and to invest

to challenge these ratios through their

development program.

Every year, 100 BE are invested to build, to

improve the acilities and inrastructures in

order to provide, or long time, drinking waterand sanitation to people.

Water is economy!

By the same time, growing urbanization,

economical development and environmental

constraints are increasing water needs

through new and scalable production,

transportation and treatment inrastructures.

Quantity and quality o water are the basics

o the economy.

By 30%, at least, Energy cost is impacting

the water bill.

Water price is a sensitive and political issue

or governments, municipalities, operators,

consumers.

Water is energy!

Today, without energy, water is not available

at the tap and treatment is not possible.

Management o this energy is the key

leverage or perormance and protability o

the water business.

According to the long lie cycle o the

acilities, choices rom today will have a long

term impact.

Schneider Electric is the specialist ofenergy management and is delivering its

expertise every day, everywhere in the

world to the actors of the supply chain.

Schneider Electric, with its solutions,

could save up to 30% of energy

consumption.

Water solutions by Schneider Electric

make the most of your energy and make

the most of your water.

We focus on our customers

applications:

Pumping application

@ Pumping stations : liting station, boosting

station, catchment station.

Treatment application

@ Drinking water treatment plants

(mechanical, physical, chemical, biological

processes).

@ Waste water treatment plants (sludge

treatment, air treatment, blowers).

@ Desalination process (Reverse Osmosis,

Thermal).

Management of water networks

@ Drinking water: quality, leakage, availability.

@ Wastewater: collection, corrosion, saety,

environment care.

@ Remote management and telemetry.

@ Pipes and inrastructures management.

@ Consumer interace: metering, invoicing,

customer relationship management.

We identify our customers painpoints & challenges

@ Optimisation o their design and operating

costs.

@ Reduction o their operating costs: up to a

30% saving in energy.

@ High availability water treatment and high

required water quality.

@ Distribution o water 24/7.

@ Management o a network o pumping

stations.

@ Adaptation o the process to regulation

changes.

@ Services to operation, inrastructures,

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> The market trendsare providing full of opportunities

> Our water strategy is to be recognizedas the energy manager of our clients

@ To become a recognised player globally

and locally with improved process knowledgeand project capabilities.

@ To combine our project execution

capabilities and our intermediaries approach

according to customer requirements.

@ To leverage our intimacy with world leaders

(local, international).

@ To extend our strategic accounts portolio

(local, global).

@ To enlarge our oer toward operation

companies: services, telemetry, operationcost reduction

@ To improve our collaboration and co design

capabilities (standardisation).

Throughout the lie cycle o the water

process, we provide solutions.

Water availability

(increase o consumption, population

movement, industry requirement, climate

change...)

@ Large investments.

@ Increase o high technologies in ltration

process (treatment, desalination, ).

@ Increase o energy consumption (such as

desalination).

@ Optimization o the inrastructure andmanagement o the network.

@ 24/7 availability o the inrastructure and

water.

Improvement of water quality

standards for environment care

(reused water, process are more and more

complex, sanitization problems)

@ Availability o the investments/unding.

@ Increase need or plant automation.

@ Advanced sludge treatment units.

@ Increase o public saety concerns (CCTV,

access control, ).

Growing pressure on the price

of water

@ Direct impact on both Capex and Opex

optimisation.

@ Leakage reduction, remote monitoring o

networks/inrastructures.

@ Increase Energy Eciency concern

(optimization).

Partnership between private and

public players

@ Project and services capabilities to be

adapted globally / locally.

@ Increased awareness o water issues in

population.

@ Decision process is local (international

coordination could be requested on projects).

Strong communication campaigns

(a priority or public authorities)

@ "Green" water is required (tap water vs.bottled water).

@ All the actors are communicating.

@ Public authorities are searching or

advisers/consultants.

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> Build your business plan& defne your growth ambition

Please nd the key steps to build and manage your country water business plan.

> In addition to the datas collected locally, you will nd quantication o your national market

on the Village (WWW intranet site) section "Analyse".

http://the-village.schneider-electric.com/Inrastructure/HTMLPageInra.ns/pages/tag_environnement_bd

> Realize your local mapping o your water market to identiy local rules, actors and key

players through the value chain: customer identication, segmentation and mapping (value

chain, decision process, behaviour, organization, C-level access).

Municipal water market: Infrastructure, process and distribution

The water market business model

@Private players: ull solution providers,

end users, specialised contractors,

consultants, banks, design institutes, system

integrators, panel builders, suppliers.

@Public players: regional or country

environment authorities, green lobby,

governments, municipalities and banks.

Some customers are international

players

@Global (Veolia, Suez) and they are managed

as Global Strategic Accounts (through SGBD

programs).

@Specialised Design & Build (Acciona Agua,

Beesa, Cadagua, Hyfux, Dosan, Sidem, ).

@Civil work companies (such as Vinci)

depending to their country o origin.@Design institutes up to engineering

companies (CH2MHILL, Black & Veatch).

Water vertical organization will reinorce

international coordination with the countries.

1st step > Quantify your market

2nd step > Do the mapping of the local actors

Public authorities:

Municipalities, Government

Investors,

financing entities,

banks

Operators:

Public or private

Energy &

chemical suppliers

Design institutes /

Engineering cies:

- project manager

- owner

- adviser

Design & Built contractors:

- Water process specialists,

civil works contractors

Suppliers:

- Power & control

- Automation + Scada

- Instrumentation

Long term

contract

Capex

Opex

Projectmanagement

& advisers

Prescription

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2

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> Produce your local SWOT analysis including oer gaps & opportunities with the ollowing

template.

To conduct the Water business plan,

you need to dedicate a pilot. It is essential.

Its role, as Water Business Manager, will be:

@ To conduct the action plan,

@ To monitor the implementation o thedecisions,

@ To be responsible o the denition o the

ambition and the growth,

@ To clariy the access channels and

coordinate the customer interace.

The pilot will impact the organization and will

be pro active in its evolution.

The recommended prole: business oriented.

Align/coordinate the sales force

According to the analysis o the market and

identication o the clients, you could classiy

clients through their attractiveness and

strategic impact (national / global).

Alignment o sales orce is compulsory:

to allocate one salesman to a client.

Don't orget specication eorts

(Design Institutes).

More information is available on intranet web site

http://the-village.schneider-electric.com/Inrastructure/HTMLPageInra.ns/pages/tag_environnement_bd

3rd step > Build your SWOT

4th step > Adapt your organisation

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4

Market opportunity

@ 90 % o the market is still public

@ Global continuous growth o 6 %

@ Water is a worldwide market and

becoming a global market

@ Market leaders solution

standardization and need or external

design

Market threats

@ Electrical Distribution is not the primary

actor or decision making

@ Pressure on prices/margins due to

globalisation by major players

@ Growing need or high technology

ull solutions (infuence rom other

industries) : Field bus, DCS, Saety

Schneider strengths

@ Strong French infuence on the market

@ Intimacy with the major players

(Veolia, Suez)

@ Undisputed legitimacy in power

distribution

@ Application oriented solutions

@ Worldwide coverage (140 countries)

and local presence (intermediaries)

Schneider weaknesses

@ Automation oer is not complete

(DCS, Instrumentation, eld bus)

@ Coverage during prescription stage

@ Lobby at political level

@ Not always organised to respond

globally (ull responsibility)

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According to the SWOT analysis and the

local market specicities, you can set up your

ambition.

Within our One company program, KIPs are

dened.

For Growth, the ollowing activities will be

aggregate and the growth should be at least

at 5% higher than the company growth and

should be compared to the dynamic o the

local water market (at least by 5% above the

local water market growth).

EDS20: Electrical Distribution installed base

servicesEDA16: Electrical Distribution perormance

services & projects

EE001: Energy Eciency services & projects

To improve the project detection in order

to manage the project opportunities andthe resource allocation: Project pipeline is

essential.

@ International EPCs are active on somesegments (such as desalination by reverseosmosis process) and push or strong

international coordination.

International Opportunity Management (IOM)

tool is used or Global Strategic Accounts

Build customer workshops

with 4 objectives

@ Identication o customer pain points

(business, organization, resources, technicalprocess, ).

@ Presentation o solutions & roadmaps

(in line with process/operations).

@ To identiy & propose collaborative

workshops/projects.

@ To develop customer intimacy.

Build a C-level relationship (access

to top management/decision makers)

@ To move and to promote solutions level

2 & 3 require a strong C-level relationship& management. Solutions will impact P&L

structure o our customers.

@ Sales orce has to provide the inormation

and to update it (CRM).

@ Dedicated roundtables could be organized

with C-level clients but also Design Institutes,

municipalities

This could evidence our visibility on the market

and will dierentiate us rom competitors.

5th step > Now, set up your water ambition

7th step > Buildand manage your project pipeline

6th step > Increase your customer intimacy

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7

6

Some materials are available on intranet site/section "Convince":

http://the-village.schneider-electric.com/Inrastructure/HTMLPageInra.ns/pages/tag_environnement_bd

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IPS02: Industrial automation solutions

IPS03: Industrial perormance MRO services

BM002: Building Management systems

BM003: Building Management services

BM004: Building perormance

REN02: Renewable energy projects & services

MTE10: Medium voltage distribution equipment

MTE11: MV / LV substations

BT094: High power busbar trunking

BT067: Low voltage equipment with devices

BT008: Motor control centers

CPCS04: Power & cooling services

CPCS07: Sotware & management systems

VSD02: Engineered drives MV & LV

but also or international projects + most

important ones.

@ This project pipeline will evidence the needs

or international coordination, special attention,

technical support, specic competencies,

@ In the intranet site/section Library,

the Global Intelligence monthly issue is

providing update o the major projects by

countries.

http://the-village.schneider-electric.com/Infrastructure/HTMLPageInfra.nsf/pages/tag_environnement_bdhttp://the-village.schneider-electric.com/Infrastructure/HTMLPageInfra.nsf/pages/tag_environnement_bd

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The hereater template will help you to synthesise & communicate internally.

A strict monitoring o the water business plan is crucial: pilot is nominated, salesorces are

aligned, clients visits are programmed and realised, project pipeline under control & dynamic,

ambitions are well dened, trainings are scheduled).

8th step > Synthesize & monitoryour water business plan

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> People: develop the skills

> Communication: gain visibility

To achieve the ambition objectives, development o internal skills has to be addressed.

@ With all the ollowing materials based on

the Solution Approach, you have content or

events, press relations, customer workshops,

customer conerences, customer lounge,

demo centres and solutions showcases in

order to make a strong impact and send

clear messages to the market and to the

customers.

@ The 2009 communication plan and all the

materials are available on the Village/address.

Please consider Chapter 3 "Convince" on the

intranet.

@ CMO organization is in charge o the water

campaign (communication plan and support,actions).

Improve competencies on solutions selling

Energy & Solution University is providing trainings such as "Demand Creation".

http://the-village.schneider-electric.com/

Business_Efciency/Sales_Institute/EN/SiteMgr_SalesInstitute.ns/HomePage?ReadForm

3 booths are existing according

to customers pain points

@Generic: Up to 20% saving in total cost

o ownership by reducing your design &

operation cost.

@Water treatment: 24/7 by providingecient tools to design&manage your

installation.

@Pumping: We manage 100% o your water

networks by providing packages&solutions.

2 conferences

@ Water and Wastewater: you want, we can.

@

Energy Eciency in water and wastewaterindustry.

Section "Do" on the intranet site will provide you access to our network

(Water solution team, Businesses, countries).

http://the-village.schneider-electric.com/Inrastructure/HTMLPageInra.ns/pages/tag_environnement_bd

Develop knowledge on water

business

Please consider section "Build" contents on

intranet site > E learning module on water

process and market under construction.

Develop technical expertise

Specic technical training are provided

(or example: System & Architecture Expert

by End-Users).

> Internal training: 3 different chapters

Kit event for initi@tive & fairs

> Community & support

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http://the-village.schneider-electric.com/Business_Efficiency/Sales_Institute/EN/SiteMgr_SalesInstitute.nsf/HomePage?ReadFormhttp://the-village.schneider-electric.com/Business_Efficiency/Sales_Institute/EN/SiteMgr_SalesInstitute.nsf/HomePage?ReadFormhttp://the-village.schneider-electric.com/Business_Efficiency/Sales_Institute/EN/SiteMgr_SalesInstitute.nsf/HomePage?ReadForm

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3 Solution guides + References

+ White papers

@ 3 Solution Guides are available inEnglish language, countries should manage

translation in their home language.

@ Water solution guide.

@ Power handbook.

@ Standard architectures.

Reerences and success stories are available

on intranet and on the Solution ToolBox.

Country involvement to produce/publish/

update success stories is crucial.

For white papers, please proceed accordingly

to the above point.

@ Solution ToolBox: the ocial sharing place to see all the SE Solutions, with an automatic

content deployment in SE.com. Key gures: 5 000 SE users rom 75 countries, 150 solutions,

400 success stories, 48 country ToolBox, and 170 pages in SE.com.

https://www.solution-toolbox.schneider-electric.com

@ The new Schneider-Electric.com internet site is available with Water Solution content.

http://www.schneider-electric.com

Country should duplicate this site on their home country web site, and to enrich it by building

local links, giving local content, updating with events (local, global)

@ A rst extranet support has been built or one o our largest Global Account: Veolia.

This extranet is using our internet facilities + Elearning programs + international correspondents

+ Preerred supplier Agreement - Please contact the Veolia Global Account Director.

Within the SE intranet system, Village environment is addressing Energy/Inrastructures

market and consequently the Water segment.

http://the-village.schneider-electric.com/Inrastructure/HTMLPageInra.ns/pages/tag_environnement_bd

Web

The Village

A general press kit is available. Its content:

@ A general press release on Water (could be adapted depending the event),

@

A general press release on Energy Eciency (could be adapted depending the event andthe country),

@ A success press release (could be used as a template).

Section "Convince":

http://the-village.schneider-electric.com/Inrastructure/HTMLPageInra.ns/pages/tag_environnement_bd

@ Please consider chapter 3 "Convince" on the intranet site and publish your own videos.

NB: A special attention has to be paid on key messages in line with our strategy and credo.

@ Water photos are available on e-media. They are ree o charge so that you can use themwhenever you need.

Section "Convince":

http://the-village.schneider-electric.com/Inrastructure/HTMLPageInra.ns/pages/tag_environnement_bd

Press kit and press releases

Videos & photos

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Lets become

the Energy managerof our clients through

our water solutions by

Schneider Electric

Schneider Electric SA

35, rue Joseph Monier, 92500 Rueil-MalmaisonTl : +33 (0) 1 41 29 53 56

http://www.schneider-electric.com

Fvrier 2009