Business models for copper campaigns..

..or why co-funding will remain an eternal

discussion point

Hans De Keulenaer
CDA Meeting, Paris
September 21, 2006
 Premise
 Promote property ‘X’ of copper
 Budget requirement: 1000 units

Campaign
types

Industry Agency & (Agency

funded industry Funded)
 Industry – case 1
‘Kick-start a long campaign’
 Finance:
 Copper: 500
 Partners: 500 (5 partners – close to market)
 Organisation:
 Steering group of sponsors
 Consultant for implementation
 Control: some
 Learning: high
 Effect: huge
 Industry – case 2
‘Join a campaign’
 Finance:
 Copper: 50
 Partners: 950 (20 partners – close to market)
 Organisation:
 Association with general assembly
 Secretariat for execution
 Control: low
 Learning: some
 Effect: large
 Industry – case 3
‘Set-up a short-term campaign’
 Finance:
 Copper: 200
 Partners: 800 (8 partners – remote from market)
 Organisation:
 Steering group of sponsors
 Consultant for implementation
 Control: high
 Learning: high
 Effect: limited
 Industry – case 4
‘Set-up an emergency campaign’
 Finance:
 Copper: 200
 Partners: 800 (11 partners – close to market)
 Organisation:
 Steering group of sponsors
 Consultant for implementation
 Control: some
 Learning: high
 Effect: high
 Agency/Industry – case 5
‘Coordinate a campaign’
 Finance:
 Copper: 125
 Agency: 500
 Partners: 375 (10 partners)
 Organisation:
 Steering group of partners
 Work package leaders
 Implementation by partners & subcontractors
 Control: high
 Learning: very high
 Effect: high
 Agency/Industry – case 6
‘Sponsor a coordinator’
 Finance:
 Copper: 40
 Agency: 500
 Partners: 460 (10 partners)
 Organisation:
 Steering group of partners
 Work package leaders
 Implementation by partners & subcontractors
 Control: low
 Learning: medium to high
 Effect: high
 Agency/Industry – case 7
‘Join as partner’
 Finance:
 Copper: 40
 Agency: 500
 Partners: 460 (10 partners)
 Organisation:
 Steering group of partners
 Work package leaders
 Implementation by partners & subcontractors
 Control: medium
 Learning: high
 Effect: high
 Conclusion
 Leverage from 100 – 2,400%
 (on programme expenses)
 Far-reaching implications in terms of
control, effect, learning, …
 Model needs to be carefully considered
 Requires advanced project management
capabilities