(as some background may be necessary)

Our Mission & Story
BioLite develops and manufactures advanced energy products that make cooking with wood as clean safe and easy as modern fuels while also providing electricity to charge cell phones and LED lights off-grid. We feel a strong sense of responsibility not just to develop products that work well but also to create businesses that make a positive contribution to the global community. We believe in market-based approaches to poverty alleviation. By creating solutions that are effective, affordable and desirable to the end user, we can reach more people more effectively. Sales of the CampStove help to support the one-time market establishment costs for the HomeStove. This is not charity, or a one-for-one model, but simply the capital needed to incubate self-sustained energy access for the people who need it most. The BioLite team together has over 30 years of product development experience and holds more than 30 utility patents. Previous clients include OXO, Johnson & Johnson, Hewlett Packard, Nike, Lego, Church and Dwight, Pepsi, GE, Lockheed Martin, Boeing, Motorola, and Bosch. More than 90% of our developed products have gone on to be successful in the market. at TEDx Montreal http://www.youtube.com/watch?feature=player_embedded&v=J3Zsj4Lfs_o

Not yet sufficiently lucrative to draw in big competitors? LOW Barriers to Entry Government / International Organisations support with incentive / patronage / funding: •“Global Alliance for Clean Cookstoves” •Hillary Clinton, US Govt committed $50 million seed 2010 •UN, WHO, US EPA global warming & climate change legislations Publicity: New York Times, Science News, Gizmag, Springwise – raise awareness, attract competition?

Two distinct markets: 3rd world / Developing nations Estimate 500 million - 3bn developing market size. Likely not much buyer choice, especially with: •wealth & employment creation via social networks sales channels •product researched & created in line with local needs 1st World Outdoor Recreational Equipment Market People may buy-in to the story / social benefit as well as the product.

BUT – business driven by personal mission, passion, interest in innovation, & a ‘virtuous cycle’ of social & economic benefits NEW FACTOR: Emergence of Force of BELIEF – potentially interesting dynamic to see how this develops in future

New Entry Threats

WTP－C＝SSP
Buyers Bargaining Power

Suppliers Bargaining Power

Industry Rivalry
*Relatively new and growing market

Suppliers options high, but some possibility of support from powerful organisations? Business collaborations partly out of a shared value system? (Influence of Belief dynamic?)

Substitutes Threat

Innovative synergy of electricity generation & cooking functionality; limited patent protection.
Competitive advantage / differentiation factor; thermal energy converter to electricity Patents, innovation, DUAL MARKET with strong & wellplanned rollout strategy in both. Estimate pricing range USD $20 - $100; other options?

OPTIONAL DISCUSSION ISSUES: Does 5-Forces model apply equally to social enterprise? Modifications to the model necessary? How to apply analysis to success of social business? Implications for the future? Any ethical considerations?