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ERCOT 2001 Marketing & Business Plan

ERCOT 2001 Marketing & Business Plan. December 18, 2000. ERCOT Business Plan Outline. ERCOT Business Plan for 2001 The goal is to create a “Virtual Utility”. Creating a “balanced book” of load, generation, ancillary services and strong customer base.

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ERCOT 2001 Marketing & Business Plan

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  1. ERCOT 2001 Marketing & Business Plan December 18, 2000

  2. ERCOT Business Plan Outline • ERCOT Business Plan for 2001 • The goal is to create a “Virtual Utility”. Creating a “balanced book” of load, generation, ancillary services and strong customer base. • Marketing loosely aligned along customer’s preferred method of interacting with ENA. • Goals and measurable objectives • Total P&L • Marketing metrics • Number of transactions, customers, customer creation etc. • Business objectives • MWs of load, generation, ancillaries, transmission and other services • Product slate • Organizational responsibilities

  3. Marketing Premise: How Customers Interact with ENA Customer Type Customer Wants • Ease of use • Little interaction • Speed • Efficiency • Cost Effectiveness Transactional • Ideas • Product understanding • Customization • Personal attention Consultative • Alignment • Significant commitment • Large in scope • Sharing of knowledge and assets Enterprise

  4. ERCOT Product State

  5. Organizational Responsibility Strategic Information Commercial Functions

  6. Marketing Metrics for 2001 • Mid-Marketing Goals (Transactional & Consultative) • Deal Flow • 50 transactions  1 Month • Coverage • IOU and Large Aggregators & Distributors • Daily contact • Municipalities • Establish relationship with every municipality in Texas • Industrials • Contact all industrials with loads greater than 10MW • Close 2 deals with excess industrial generation • Derivatives • Establish derivative marketplace in ERCOT • Enron Online • Establish EOL as preminent market for ERCOT • Sign 25 new customers for trading

  7. Marketing Metrics for 2001 (Cont.) • Enterprise (Services and Business Development) • QSE Services • Sign 5 QSE contracts • Total MW 2000 Peak • Asset Management • “Touch” or contract 1500 MW of generation • Renewable Energy Credit • Monetize 75% of all available credits • Full/Partial Requirements • Manage 1500 MW (Peak load requirements) • Government Affairs/Regulatory • Assist and help guide our regulatory efforts • Monetary Goals: $25mm in MTM and earnings

  8. Load Serving TNMP 1200MW Other REP 100 MW Industrial 200 MW Generation Sources Enron Wind 135MW AES 380 MW TIE 250 MW Avista 630 MW Other Remainder QSE Service TNMP 1200 MW EES 150 MW New Power 100MW Other Remainder Ancilary Services Transmission TexMex 300 MW Tie Into New Mex 300 MW Other 300 MW 2001 Goals 1500 MW 1500 MW 2000MW 1000 MW 900 MW ERCOT Business Objectives for 2001:The “Virtual Utility”

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