B872a2a917fb6d27ae45796 a03130 d72 PDF

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CERION ENERGY Competitive Analysis Summary

METHODOLOGY The competitive analysis is premised on a starting point of coming to a clear understanding of the product Cerion is looking to develop. This provides the benchmark upon which potential competitor products can be compared. The spreadsheet provides information on Cerion’s product in addition to potential competitors. The source of information providing details behind competitor products is based on the following: 

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General desk research using established search techniques via Internet; these include basic google searches using key search terms, searching for specific filetypes (such as pdf – which can provide access to documents buried deep within competitor or affiliated sites), and other databases providing access to scholarly research or general market research. Directory information focusing on nanotechnology-based products. Focusing on EPA registered products that either have “catalyst” in their name or “nano”; a number of these have very little information but may potentially be competitors to Cerion. A few additional products from this list have been assessed but it should be noted this list is rather large and many of these products are simple additives and do not perform based on mechanisms similar to Cerion’s product.

Research on potential competitors was assessed and distilled into the deliverable spreadsheet with appropriate fields; these can be aggregated into the following categories: 1) Company base and market sphere; 2) General product attributes; 3) Product mechanism; and 4) Marketing claims. Cells were only filled in where information was provided on company websites or part of company marketing collateral. This means that cells which are blank do not necessarily imply an absent condition, but rather that this information could not be obtained affirmatively.

GENERAL SUMMARY Competitors can generally be segmented into three groups: those which I feel are indeed competitors with Cerion Energy, those which may potentially be competitors, and those which may not be considered competitors. It should be clarified that this analysis represents a point in time and all of these competitors should be assessed regularly to monitor progress or marketing strategy which may move them closer to competitors. In some cases, those I have noted as competitors may not have products matching Cerion attributes but may – based on small changes in product attributes or marketing – eventually compete with Cerion products. There are some key firms in the Asia/Pacific region that are probably closest to Cerion’s product attributes, particularly around the use of nanotechnology properties in product mechanism. Only one company I found, Xunsn 1 Energy Technology, based in Beijing, provides for a product/fuel ratio better than what Cerion markets . Most (where this information was found) are less. Other products that are close to Cerion attributes focus on either modifying the combustion temperature or provide a combustion catalyst distinct from nanotechnology properties. Other products might simply be referred to as general fuel additives and do not have the same product attributes.

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Based on the currently marketed product, GO2

Frye Research & Consulting / December 23, 2012

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POTENTIAL M ARKETING APPROACHES Marketing of the GO2 product, in my opinion, should focus on the following: 

Countering the perception effect of the Cerion product as being simply a fuel additive; given the history of this product market and customer perceptions, this goal should be first and foremost in product literature.

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Focus on the technological attributes of the product; based on my research of these customers, many appear to be somewhat versed in diesel fuel materials science (assuming you target the right individual), and Cerion’s approach may be beneficial and ultimately differentiate your products from competitors. The real value of the survey should provide an indication of which segments would be the most attractive to the cost savings potential of GO2; the types of information that cannot be established within the survey that would also be important include the ability of certain customers to market GO2 benefits to their customers. Specific examples might include school districts or public entities as well as corporate fleets

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which have established sustainability policies and the role GO2 might play in these efforts.

Frye Research & Consulting / December 23, 2012

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