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Introductory Run

Unit sales of NiMH batteries and ultracapacitors increased each year from 2010 to 2012 across power tools, two way radios, and power packs. NiMH batteries significantly outsold ultracapacitors in all categories and years. While ultracapacitors had advantages in some performance areas like recharge cycles, their higher price and lower energy density remained barriers for widespread adoption. The company analyzed market size and adoption rates and saw opportunities for growth, but ultracapacitors continued to generate losses each year despite increased revenues.

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30 views

Introductory Run

Unit sales of NiMH batteries and ultracapacitors increased each year from 2010 to 2012 across power tools, two way radios, and power packs. NiMH batteries significantly outsold ultracapacitors in all categories and years. While ultracapacitors had advantages in some performance areas like recharge cycles, their higher price and lower energy density remained barriers for widespread adoption. The company analyzed market size and adoption rates and saw opportunities for growth, but ultracapacitors continued to generate losses each year despite increased revenues.

Uploaded by

mdasifkhan2013
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as XLSX, PDF, TXT or read online on Scribd
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Unit Sales

Year NiMH Ultracapacitor


Power Tools Two Way Radios Power Packs Total Power Tools
2010 9.5M 3.6M 0.4M 13.4M 0.6M
2011 13.9M 4.0M 0.4M 18.3M 0.6M
2012 19.3M 4.4M 0.5M 24.1M 0.7M
ltracapacitor
Two Way RaPower Packs Total
1.4M 0.6M 2.5M
1.6M 0.6M 2.8M
1.7M 0.7M 3.1M
Current Battery Performance vs. Customer Desired Performance
Feature

Energy Density(watt hours/Kg)


Recharge Cycles(cycles)
Self Discharge(months)
Recharge Time(minutes)
Price(dollars)
Power Tools Two Way Radios
NiMH UC Desired NiMH UC Desired
520.4 7.2 High600.0 520.4 7.2 High3,000.0
408.8 5,124.10 Low500.0 408.8 5,124.10 Low400.0
2.7 12.4 Low2.0 2.7 12.4 Medium3.0
176.1 10 Medium30.0 176.1 10 Low60.0
10 20 Medium10.0 10 20 Medium10.0
Power Packs
NiMH UC Desired
520.4 7.2 Medium500.0
408.8 5,124.10 Low1,000.0
2.7 12.4 High36.0
176.1 10 Medium30.0
10 20 Medium9.0
Feature Performance
Year Technology Metric Energy Density Recharge Cycles
'10 NiMH Investment $0.0M $0.0M
Performance 500 400
UC Investment $0.0M $0.0M
Performance 5 5,000.00
'11 NiMH Investment $0.0M $0.0M
Performance 510.2 404.4
UC Investment $0.0M $0.0M
Performance 6.1 5,061.90
'12 NiMH Investment $0.0M $0.0M
Performance 520.4 408.8
UC Investment $0.0M $0.0M
Performance 7.2 5,124.10
Self Discharge Recharge Time Variable Cost
$6.0M $0.0M $0.0M
2 180 $6.5
$0.0M $0.0M $0.0M
12 10 $25.0
$6.0M $0.0M $0.0M
2.2 178.1 $6.5
$0.0M $0.0M $0.0M
12.2 10 $24.7
$6.0M $0.0M $0.0M
2.7 176.1 $6.4
$0.0M $0.0M $0.0M
12.4 10 $24.4
Potential and Existing Customers by Market
Year Power Tools
Adopters Potential Adopters Potential Market Size
2010 24.9M 71.1M 96.0M
2011 37.3M 60.6M 97.9M
2012 54.0M 45.9M 99.9M
Two Way Radios Power Packs
Adopters Potential Adopters Potential Market Size Adopters
18.1M 17.9M 36.0M 3.4M
20.9M 14.8M 35.6M 3.9M
23.5M 11.8M 35.3M 4.4M
Potential Adopters Potential Market Size
26.6M 30.0M
26.4M 30.3M
26.3M 30.6M
Income Statement
2010 2011 2012
Revenue from NiMH $134.06M $183.16M $241.11M
Revenue from Ultracapacitor $50.62M $56.89M $61.56M
Total Revenue $184.68M $240.05M $302.67M
NiMH Variable Costs $87.14M $118.15M $154.04M
Ultracapacitor Variable Costs $63.28M $70.20M $74.97M
Gross Profit $34.26M $51.69M $73.66M
NiMH R&D Expense $6.00M $6.00M $6.00M
Ultracapacitor R&D Expense $0.00M $0.00M $0.00M
Contribution Margin $28.26M $45.69M $67.66M
From NiMH $40.92M $59.01M $81.08M
From Ultracapacitor -$12.66M -$13.32M -$13.41M
Other Fixed Expenses $36.94M $36.94M $36.94M
Operating Profit -$8.67M $8.76M $30.73M
Cumulative Profit $0.00M $0.00M $0.00M

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