3 Year Marketing Plan

Market Segment

There are two similar, but distinct, market segments ICED will focus on, they are:

  1. Applied Research. Applied research is a non-systematic way of finding solutions to specific research problems or issues. These problems or issues can be on an individual, group, or societal level.
  2. Product Development. Product Development is a term that defines the full process of researching, creating, testing, marketing, selling, and supporting a product.

Applied Research Market Segment

Canadian Colleges and institutes from across the country led over 8,154 applied research projects in 2021-22 in all key sectors of the economy (an increase of 26% over two years)

SMEs (Start Ups), large corporations, not-for-profit and community organizations all benefited from applied research partnerships. There were 8,820 research partners in 2021-22. Sixty-two per cent of these partnerships were with SMEs who do not often have the capacity or resources to conduct cutting-edge research on their own.

Of the 975 Labs and Research Centres across Canada, there are 6 working on utilities and 6 on natural resources. Within these 12 centres, only a few are focused on energy.

We identified the following active Canadian Applied Research Centres on Energy:

  1. Nova Scotia Community College
  2. Southern Alberta Institute of Technology
  3. Northern Alberta Institute of Technology
  4. Mohawk College
  5. Nergica
  6. Red Deer Polytechnic
  7. BCIT

The above locations need to complete their applied research at a location off-site from their campuses. The reasons for this include access to land, an environment conducive to their research needs.

Applied Research Focus

To further explain our niche within Applied Research, we need to look at the 9 stages of Applied Research. These are:

  1. the potential and problem stage.
  2. the data collection stage.
  3. the product design stage.
  4. the design validation stage.
  5. the usage trial stage.
  6. the product revision stage.
  7. the product trial stage.
  8. the design revision stage.
  9. the product revision stage.

ICED will focus on bringing projects into Southeast Saskatchewan at stage 4 or later. ICED’s geographic advantages as described in the “Why Estevan” section of this document shows how we meet the needs of stage 4 and later.

Some examples of stage 4 or later applied research would be battery storage in extreme cold climates, geothermal projects, wind and solar projects and finally hydrogen-based projects.

Product Development Focus.

Development Centres are where private industry goes to focus on product development. When completing our GAP Analysis for Product Development Centres focused solely on energy, we found none for North America. However, we did find less than 6 Product Development centres which have energy as part of their mix.

The difference between applied research and product development is that applied research is the conception phase in the product life cycle, while product development is the entire process of designing, creating, and marketing new products or existing products with new features.

To further explain our niche within Product Development, we need to look at the 7 stages of product development. These are:

  1. Ideation
  2. Validation
  3. Prototyping
  4. Marketing
  5. Development
  6. Launch
  7. Improvement

ICED will focus on bringing projects to Southeast Saskatchewan at stage 3 Prototyping, 5 Development and stage 7 Improvement.

Some examples of this would be creating datacentres powered by a SMR or a microreactor, hydrogen powered agricultural machinery, and hydrogen powered locomotives.

Geographic Market

We will be focusing mainly on the US Market. The US GDP is $23.32 Trillion, and spends $264 Billion on Research and Development, tying it with South Korea as the world’s leaders on R&D.

Unfortunately, our Canadian R&D market is in 22nd in the world, right behind Brunei and Botswana, with only $38.8 Billion spent.

Industry Sectors

The industry sectors will be focusing on are:

  1. Energy Generation. Hydrogen, solar, wind, fossil fuels using CCS, geothermal.
  2. Energy Transmissions. Large scale grid and microgrids.
  3. Energy Storage. Subsurface, mechanical, batteries and thermal.
  4. Energy in Transportation. Agricultural machinery, aerospace, rail, commercial and personal vehicles in cold climates.

Global Electricity generation in the Energy market is projected to amount to 28.34tn KWh in 2024. An annual growth rate of 4.84% is expected (CAGR 2024-2028).

In the US, electricity generation in Energy market is projected to amount to 4.05tn KWh in 2024. An annual growth rate of 2.38% is expected (CAGR 2024-2028).

The United States Renewable Energy Market size is estimated at 434.54 gigawatt in 2024, and is expected to reach 700.15 gigawatt by 2029, growing at a CAGR of 10.01% during the forecast period (2024-2029).

ICED’s 3-Year Goals

The goal of the operational plan is to:

  1. Bring new companies into Southeast Saskatchewan
  2. Create and nurture home grown companies in the energy sector.
  3. Diversify the energy sector within Southeast Saskatchewan.

Over this 3-year plan, SETH will:

  1. Create 500 new permanent full-time jobs.
  2. Create or bring into the community 30 new companies.

The new jobs will be made up of the following:

  1. Computer Science. 30%. Software Development, System Analysist, Database Administrator, Computer and Information system, Hardware Design and Implementation.
  2. Energy Generation. 40%. Power Engineering, Microgrid Specialist, Hydrogen Energy Technician, Hydrogen Systems Designer, Solar Installation and Operations.
  3. Manufacturing. 30%. Engineering, CAD Technologist, Production Worker, Production Foreman.

403a 9th Ave, Estevan, SK S4A 2V4