The document discusses strategic recommendations for Hyflux. It recommends that Hyflux enhance its focus on the MENA and China markets in the short term. In the long term, it recommends expanding geographically into new markets, new market segments, and new industries such as algae biofuels. The recommendations are aimed at helping Hyflux achieve its strategic direction of growth through innovation.
2. Key Issues
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
What is the Strategic Direction for Hyflux?
How to Achieve it?
3. Situational Analysis
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Profit Future
SBU Margin
Growth (%)
Potential (x2)
Competition
Water
Business
Specialty
Materials
Business
Industrial
Manufacturing
Process
Energy
Recovery
Business
Favorable Unfavorable
4. Situational Analysis
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Profit Future
SBU Margin
Growth (%)
Potential (x2)
Competition
Water
Business
Specialty
Materials
Business
Industrial
Manufacturing
Process
Energy
Recovery
Business
Favorable Unfavorable
5. Situational Analysis
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Profit Future
SBU Margin
Growth (%)
Potential (x2)
Competition
Water
Business
Specialty
Materials
Business
Industrial
Manufacturing
Process
Energy
Recovery
Business
Favorable Unfavorable
6. Situational Analysis
Value Short Term Long Term
Financials Implementation Conclusion
Proposition Plans Plans
Geographic Future Population Population Prior
Competition
Region Potential (x2) Served Unserved Experience
North America
Latin America
Western Europe
Eastern Europe
Africa/Middle East
Asia Pacific
7. Situational Analysis
Value Short Term Long Term
Financials Implementation Conclusion
Proposition Plans Plans
Geographic Future Population Population Prior
Competition
Region Potential (x2) Served Unserved Experience
North America
Latin America
Western Europe
Eastern Europe
Africa/Middle East
Asia Pacific
8. Key Issues
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Strategic Direction for Hyflux
Industries Geographic Market
1. Seek innovative methods to stay competitive
GROWTH
2. Achieve Goal to become cost leader
3. Increase reach
9. Recommendations: E2
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Enhance
• Streamlining our Focus
E.g.: MENA/China
Expand
• Expanding Geographically
• Expanding into New Markets
• Expanding into New Industries
10. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Water Scarcity
Political Stability
Economic Viability
Management Exp
CHINA
Human Resource
11. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Water Scarcity
12. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Water Scarcity
Political Stability
Economic Viability
Management Exp
Human Resource
13. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Water Scarcity
Political Stability
11th 5-year Plan:
RMB 1 Trillion
Economic Viability
Management Exp
Human Resource
14. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Water Scarcity
Political Stability
Economic Viability
Management Exp
Human Resource
15. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Water Scarcity
Political Stability
Economic Viability
Management Exp
Human Resource
16. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
17. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
18. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
19. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Water Scarcity
Political Stability
Economic Viability
Management Exp MENA
20. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Water Scarcity
21. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Water Scarcity
Political Stability
Economic Viability
Management Exp
22. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Water Scarcity
Political Stability
Economic Viability
Management Exp
23. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
24. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Bio-Fuels Leverage R&D
Renewable Energy
• Growing environmentalism and
need for sustainable economic
growth
• Need for alternative sources of
renewable energy
• Current energy crops compete
with food crops for land, resulting
in food shortages & deforestation
25. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Bio-Fuels Leverage R&D
Bio-Fuels
• Soaring demand for bio-fuel
and ethanol
• Global economies are turning to
bio-fuel as a solution to
soaring energy needs
26. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Bio-Fuels Leverage R&D
Bio-Fuels
• Soaring demand for bio-fuel
and ethanol
• Global economies are turning to
bio-fuel as a solution to
soaring energy needs
27. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Bio-Fuels Leverage R&D
Leverage
• Leveraging on proprietary
Membrane Technology
• Leveraging on existing
experience with Palm Oil
Membrane System (POMS)
• Extend current knowledge and
processes for Algae Bio-Fuel
28. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Bio-Fuels Leverage R&D
R&D Objectives
• Research and develop a Algae
Membrane System (AMS)
• Develop a safe, fast, and cost-
effective solution
• Target >= 95% extraction
Algae Membrane Systems
• Development target = 5 years
29. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Bio-Fuels Leverage R&D
Algae Oil Extraction Step 1: Cultivating Algae
• Other methods separate algae
from water by settling and
adding flocculating agents. Step 2: Harvest
• Time consuming
• Membrane system can be
Step 3: De-Watering
applied to rapidly filter algae
from water
Step 4: Extraction
30. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Bio-Fuels Leverage R&D
Algae Oil Extraction Step 1: Cultivating Algae
1. Expeller/Press
(70% extraction)
2. Hexane Solvent Method
Step 2: Harvest
AMS will enable extraction
(95% extraction) similar to the HSM without
Carcinogens & explosive the use of dangerous
Step 3: De-Watering
chemicals
3. Supercritical Fluid Extraction
(Near 100% extraction)
Very specialized equipment
Step 4: Extraction
needed
31. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Geographic Rural AMS
Geographic Expansion
• Leverage on experience serving
major cities in China and MENA
to enter other Asian markets
• India
• Indonesia
• Thailand
• Vietnam
• Market Size: $10.195bn
• Growth Rate: 8.9% (Highest)
32. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Geographic Rural AMS
Rural Expansion Percentage of Urban/Rural
Markets Served
• Significantly underserved
market with high potential for 100%
90%
growth 80% 93% 94% 91%
70%
• Issues include: 60% 68% 80% 70%
50%
• Dispersed population Urban
40%
30% Rural
• Lower income
20%
10%
0%
East-Asia South- SE-Asia
Asia
33. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Geographic Rural AMS
Rural Expansion USD/Cubic Metre of Water
• Lower costs achieved in the
3
past few years and continued
2.5
improvements will allow for
2
rural proliferation
USD 1.5 Cost
• Smaller plant designs will allow
1
to serve dispersed rural
0.5
population
0
2004 2005 2006 2007 2008
Year
34. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Geographic Rural AMS Consumer Products
Algae Oil Extraction
• Excessive algae growth
(eutrophication) in major waer
bodies in China
• Taihu (3rd); Chaohu (5th); and
Dianchi (6th) lake
• USD436m spent on cleaning
Dianchi lake alone
• Merge waste-water plants and
algae extraction technology
• Filtered algae to be used for
bio-diesel
35. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Geographic Rural AMS Consumer Products
Pitcher P18
Consumer Products
Dragon Fly
36. Recommendations
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Geographic Rural AMS Consumer Products
Target Market: Middle Income
Group
Pitcher P18 Marketing Focus: ‘Family’’
Region: China + MENA
Expected Penetration: Low
Consumer Products
Problems
• Competition: Intensive
Dragon Fly
Eg. Diamond Water
Affordability
- Need to drive costs down
‘Enhance Strategy’
Product Awareness
37. Key Assumptions
Value Short Term Long Term
Financials Implementation Conclusion
Proposition Plans Plans
Municipal Contracts Industrials O&M
Value of each Contract: 10% Growth Rate over Revenue 10% of
the next 5 years project value, 15%
200-300Mil SGD
profit margin
Research &
Development
Expenditure increased
to 5% of revenue
38. Key Assumptions
Value Short Term Long Term
Financials Implementation Conclusion
Proposition Plans Plans
Income Statement in SGD
2,000,000
1,500,000
Total Revenue
SGD
1,000,000 Total Operating Expense
Net Income After Taxes
500,000
Materials is the main
0 cost, expected to stay
2009 2010 2011 2012 2013 at 60% of revenue
Year
39. Incremental NPV Analysis
Value Short Term Long Term
Financials Implementation Conclusion
Proposition Plans Plans
WACC 11.89% 11.39% 10.89% 10.39% 9.89%
NPV (in 000, SGD) 239,243 252,964 268,009 284,569 302,877
WACC 11.89% 11.39% 10.89% 10.39% 9.89%
NPV (in 000, SGD) 295,227 306,564 312,150 361,517 395,210
Scenario Worst Base Best
NPV (in 000, SGD) 236,988 268,009 292,834
40. Short-Term Growth
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
2010
2011
2012
2013
2014
Enhance
Short Term Plans 1
1. MENA 2
2. China 3
4
41. Long-Term Growth
Value Short Term Long Term
Financials Implementation Conclusion
Proposition Plans Plans
2010
2011
2012
2013
2014
Expand
1. New Geographic
Markets
2. New Market
Segments
3. New Industries
1
2
3
42. Long-Term Growth
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Enhance 2010
2011
2012
2013
2014
Short Term Plans
1. MENA
2. China
Expand
Long Term Plans
• New Geographic
Markets
• New Market Segments
• New Industries
43. Recommendations: E2
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Enhance
• Streamlining our Focus
E.g.: MENA/China
Expand
• Expanding Geographically
• Expanding into New Markets
• Expanding into New Industries
44. ~ Thank You ~
Boldness. Entrepreneurship. Satisfaction.
Testimony
Q&A
Caroline Ng| Hong DongSheng| Tobias Chen | Toh Yong Rui
46. Complimentary Slides
1. Why not India?
2. Overdependence on China
3. Algae Business – Mode of Entrance
4. Why Algae Bio-Fuel?
5. Why target the rural population? Demand
6. How to target the rural population?
7. Palm Oil
8. Financials
47. Why Not India? Short Term
India – Lucrative Market
• Total Population: 1.48 Billion
• Percentage Served: 84%
• Water Dependency: 34%
Short Term Plans - Why NOT?
• Structural and bureaucratic impediments
• High distrust of foreign businesses
• Lack of Infrastructure
Long Term Plans
• Leverage on existing offices
• Establish Contacts
• Sourcing for potential partners
• Establishing partnerships with renowned
Indian Universities
48. Overdependence on China
NOT Over dependent
• Mutual Benefits to be reaped from successful relations
• Supplier and customer relations are strong
• Diversification (Geograhpic + Strategic Business Units)
E.g.: ‘Specialty Materials Business’ and ‘Energy Recovery Business’
EVEN If deemed to be over dependent
• Hyflux should grab this lucrative opportunity
- 1.3 Trillion Yen to be injected to boost China’s economy (Stimulus Package)
• Not placing all our eggs into one basket
- Expanding into other geographic regions ( Asia Pacific + Mena)
- Expanding into other businesses ( Algae)
49. Algae Business – Mode of Entrance
Joint Venture Strategic Greenfield
Alliances
• Share costs and risks • Share costs and risks • Full Profits
Pros
• Gain insider knowledge of • Gain insider • Leverage on current
country that we wish to knowledge of country expertise
enter that we wish to enter E.G Own 31 plants in China
• Full Control
• Difficult to find suitable • Difficult to find suitable • Bear full risks and
Cons partners partners responsibility
• Profits have to be shared • Profits have to be • High costs incurred
• Reputation of Partner shared • May not have first-hand
‘Spill over-effect’ • Share Control valuable knowledge of
• Share Control country
50. Why Algae Bio-Fuel?
Value
E - Enhance E - Expand Financials Implementation Conclusion
Proposition
Bio-Fuels Leverage R&D
Algae Bio-Fuel
• Companies are already using
algae to extract oil
• 10 – 100x higher oil / fuel
yields than other energy crops
• Algae can be grown anywhere
• Only energy crop capable of
completely replacing world’s
consumption of transportation
fuels
51. Why target the rural population? Demand
• Rural Markets - High Percentage Percentage of Urban/Rural
of Un-served Markets Markets Served
• High potential for growth
100%
E.g. India Rural Area ($1.9.Billion USD) 90%
80% 93% 94% 91%
• Changing trends: ‘Urbanization’ 70%
60% 68% 80% 70%
• Water Needs: High and Urgent 50%
Urban
40%
E.g.: ‘More than 200 Million people in India Rural
30%
do not have access to fresh water 20%
10%
0%
East-Asia South- SE-Asia
Asia
52. How to target the rural population?
Strategies used: Nuclear Desalination
• Client and location specific promotion
- Currently too expensive
• Joint or cooperative promotion..
- Plants can be built on a smaller scale - - -
• Bundling of inputs
- Presumed to be more cost effective in the
• Management of demand long run
• Developmental marketing - Requires less maintenance with proper
control mechanisms in place
• Unique selling proposition (USP)
• Extension services
• Business ethics
• Partnership for sustainability
53. Palm Oil
Direction for Palm Oil
• 15-step extraction process
• Complicated process is out of Hyflux’s
area of expertise
• Hyflux should focus on producing POMS
and selling it to Palm Oil Refiners
• Customers to Target:
• Wilmar International
• Sime Darby
• IOI Corp
• Astra Agro
• KL Kepong
• Golden Agri
• Asiatic Dev Asia
• London Sumatra