An elevator pitch is a quick way to explain your business to a prospect. But it’s hard to craft and needs lots of refining and rehearsal.
With complex products and services, it’s even harder. And there’s a tendency to slip into technical speak that disengages or confuses the listener. Poorly explained messages result in failure to communicate your value proposition to customers.
Keeping It Simple
We faced this challenge with HydraSENS*, a novel device for the detection of early signs of gas hydrates. Our technology is a game-changer for gas producers. It enables them to better manage their gas hydrate risk and avoid being caught out by the unexpected. It’s based on clever chemistry. But, how can we capture the interest of technical and non-technical people?
We’ve got photos from the development lab and scientific write-ups. But it wasn’t enough. We wanted to show the device in a clear and compelling way, focusing on what it does rather than how it works. The answer was video animation.
A Great Introduction
To explain HydraSENS, we needed to find someone to work with — someone who could tell a good story and create an interesting animation. They’d need experience of our industry and be able to work to a tight timescale and budget.
We found Anja Peter through word of mouth. She’s a graphic designer, with experience in creating animations on technical subjects. She understood our challenge and asked great questions from the get-go. This helped us to progress from “Yikes, this is hard to explain!” to “Wow, an animation will explain it well!”
Start with the Hook
Using post-it notes, we downloaded our thoughts, ideas and challenges to Anja. We knew we had to address customers fear of hydrates and the consequences of a hydrate blockage. These include the impact of lost gas production, the high cost to remove hydrates, and the sheer dread of hydrates occurring. We identified three commonly held misconceptions:
- Hydrates can form in seconds
- There is no warning when they do
- Once formed, they’re hard to locate and remove
This gave us a platform to build on.
Create the Storyline
Having identified ‘the hook’, the fun began. We brainstormed with Anja around the misconceptions. We stuck ideas on a wall and saw them start to form the talking points for our storyline. This felt like a major step forward — ‘hard to explain’ was now explainable.
Chris, our CFO, wrote up a script for a voiceover. He’s the least technical of the team and so best able to simply explain things. Chika, VP Sales & Marketing, then recorded it in a rich, measured tone.
Hone the Storyboard
Anja sketched out a storyboard to bring our ideas to life. This gave us something tangible to review and edit. Her patience and resilience were invaluable. She let the conversation flow but steered us back to key messages. Also, she ensured that we made the big decisions about the animation at this stage to avoid costly revisions later on. With the draft agreed, Anja defined the style and colour scheme consistent with our brand. Then she did her thing – she created the animation graphics! In her words:
“I worked very closely with Blue Gentoo, keeping them up to date at every step and getting their agreement for the next stages. It was very easy to work with the team at Blue Gentoo as when we were all together they came to an agreement on changes quite quickly.”
Draft the Video Animation
Within a week, we had the first draft of the animation, built using Adobe After Effects.
It was amazing to see HydraSENS* come to life. We liked what we saw. We put it out to our flow assurance advisers – a tough audience – to get their feedback. This led to few minor changes, and then Anja created the final version.
HydraSENS was then ready to unveil on our website and in presentations for customers, partners and others. Free from jargon and obfuscation, it is ‘the complex, told simply,’ through the power of animation.
Reflect on the Messaging
Looking back, we thought our messaging was good before our foray into animation. But we now see how the process has transformed us. Our message is now clearer, simpler, and more memorable – and we see customers quickly seeing the difference that we can make to their business.
“Animating is the most time-consuming part of the process but for me, the most fun as well. I enjoyed the process and journey of animating HydraSENS with the brilliant team at Blue Gentoo. I appreciated their effort, time and enthusiasm – and their trust in the creative process.” — Anja Peter
*HydraSENS is a trademark of Hydrafact Ltd, our technology partner, who developed this device, exclusively licenced to and distribution by Blue Gentoo
The Oil & Gas Innovation Centre (OGIC) have recently announced the signing of a new industry project which sees the University of Aberdeen partnering with Blue Gentoo to develop the Intelligent Hydrate Platform (iHP). Phil Bremner, a University of Aberdeen alumni, founded Blue Gentoo after a long career in the oil & gas industry and saw the benefits to building a mutually beneficial relationship.
Innovation, collaboration and business growth
Blue Gentoo were in the first Grey Matters cohort at Elevator in Aberdeen, a successful entrepreneurship initiative which aimed to harness the experience, knowledge and innovation of senior oil and gas professionals who are either facing redundancy or have been made redundant. They have also been chosen as one of 10 technology start-ups selected for OGTC’s prestigious TechX Pioneer technology accelerator programme. This collaboration represents the latest stage in a success story of innovation and business growth in Aberdeen.
The Challenge and the Project
The industry challenge is to prevent hydrate formation, a major subsea flow assurance problem faced during the extraction of hydrocarbons using high-pressurised pipelines positioned in cold waters. The most reliable technique to address hydrate formation is to remove water in oil and gas pipelines with dehydrators such as MonoEthylene Glycol (MEG). This project will automatically control MEG injection by monitoring hydrocarbon parameters, calculating both the MEG required and any subsequent injection adjustments in real time and without routinely human intervention.
University of Aberdeen’s Expertise
The expertise and research ability within the School of Natural & Computing Sciences at the University of Aberdeen is well placed to collaborate with Blue Gentoo to achieve iHP project outcomes. Dr Ernesto Compatangelo and Prof Wamberto Vasconcelos will develop and implement Artificial Intelligence technologies for use within industrial-quality software to provide a suite of management functionalities. This will allow iHP to learn effective human and computer-devised injection strategies for hydrate prevention, reusing them in the appropriate circumstances and providing a detailed justification of the adopted strategy.
“This project has the potential to solve a real industry challenge and the fit between Blue Gentoo and the team at the University of Aberdeen was quickly evident. It’s vitally important that support is given to small technology-focused businesses, so they can help push our industry forward.”
Ian Phillips, CEO of OGIC
The University team’s experience gave us great confidence in the end product. From the initial meeting we got the sense that this was the right team for us to work with. Our hope is that this project will also offer students and researchers an opportunity for work post project and certainly gives Blue Gentoo a unique product that will have a significant impact within the O&G industry on a global basis.”
Phil Bremner, CEO, Blue Gentoo
Credit: Original post at – https://www.abdn.ac.uk/business-info/blue-gentoo-974.php
Phil Bremner has lived a life in which he’s had many jobs within the offshore sector working across the UK, Africa and Australia.
Rather than spread himself too thin when Shell took over BG Group in 2016, at 57 he stepped away from the security that comes with working for an oil major and put the investment in himself.
“I wasn’t really keen to work for a major,” said Bremner.
“BG were a great company, don’t get me wrong, but there’s only 5000 employees. Shell just felt too big, I thought, so I took a [redundancy] package.
“I was thinking what to do at the start of 2017 when an advert popped up on LinkedIN for the Grey Matters initiative by the Elevator through Scottish Enterprise. I put my name forward and had a chat with the project manager and he said he wanted me to come on-board and get involved.”
Through this involvement with Grey Matters, a collaboration with Scottish Enterprise set up to utilise the knowledge of oil and gas professionals who are facing or have taken redundancy, Bremner set up Blue Gentoo aiming to provide solutions to the offshore sector.
Given the freedom to devise workable solutions to the issues affecting the offshore oil and gas sector Bremner began to look at a tool he knew was workable but had never been given a chance outside of huge oil companies.
The technology is perhaps ideally suited to the new smaller operators which are now springing up across the North Sea. Bremner certainly feels that way, and is delighted with where he’s chosen to undertake the challenge.
“From day one it was so positive and a had lot of energy. It was great to meet like-minded folks who – maybe didn’t have an idea – but were keen to get going again. People willing to put something back into the business,” says Bremner.
Blue Gentoo currently have three products in development: HydroCHEK, HydroSENS and HydroFLASH. Each plays a part in measuring when ice, in the form of gas hydrates, is forming and alerts the operator so they can better manage the risk – something which had previously cost the industry millions.
“It’s what they call the overdosing of Meg,” says Bremner. “It’s like a glycol, like an anti-freeze, where during gas production there’s potential for the gas to freeze up.
“During the Grey Matters initiative I got in touch with the gas hydrates expert Professor Bahman Tohidi from Heriot Watt University and spoke to him about what we were planning to do and how we wanted to go about it – to prove the process which today is still a very manual operation.”
Bremner proposed a more automated system idea to Professor Tohidi, who had been developing the software and the science behind the tool for over 30 years, making it more commercially viable and perfectly suited to the offshore oil and gas sector.
With this new lease of life, Bremner signed a deal with Tohidi to commercialise products that had been lying dormant for a few years – previously thought speculatively unworkable.
“Now we’ve got the opportunity to commercialise three market-leading technologies. With the services and the backup and everything that Bahman’s team can offer us.”
Ever progressing, Blue Gentoo will be working with University of Aberdeen to develop the software even further in the future.
Bremner said: “We’ve really just gone into business. The company was formed in June/July this year. We’ve had a lot of support from Scottish Enterprise and Logic have awarded the company a grant, funding to develop the next piece of software to take the gas hydrates issue to the new level. It really has been wonderful.”
Credit: David McPhee Energy Voice – https://www.energyvoice.com/oilandgas/north-sea/159504/life-oil-blue-gentoo-prove-best-solutions-derive-expeience/
Aberdeenshire-based service company, Blue Gentoo, and Edinburgh-based flow assurance consultants, Hydrafact, have signed an agreement to bring a range of patented gas hydrate management technologies to market.
Blue Gentoo was launched earlier this year as a result of Scottish Enterprise’s Grey Matters business incubator programme, which helped new businesses to form to serve the needs of the global oil and gas industry. The programme called for entrepreneurs to come forward with the ability and ambition to build scalable, internationally-focussed businesses.
Blue Gentoo was formed by four experienced oil industry professionals with complementary skills in innovation, operations, sales and finance. Phil Bremner, CEO, is an experienced international sub-sea engineering manager, who has been responsible for subsea production system integrity and intervention projects for major oil and gas operating companies globally. He saw an opportunity for Blue Gentoo to address the problems of gas hydrates, which is a major headache for gas producers, particularly those operating in deep water.
Gas hydrates form as ice solids in wells and pipelines when gas comes into contact with water. They can block pipelines and restrict gas flow, resulting in lost production and damage to infrastructure.
Once formed, hydrates are very hard to remove and can take days or weeks to dissolve or break up.
The industry spends millions of pounds each day to prevent hydrates from forming by the continuous injection of MEG (Mono Ethylene Glycol) or methanol into the gas flow (which work like anti-freeze).
MEG is expensive to buy, store and inject, and also to recover, recycle and reuse (which is an environmental requirement).
Blue Gentoo will address this problem by providing technology to monitor well conditions and advise the optimum levels of MEG to inject to prevent the formation of hydrates and maintain a satisfactory safety margin for customers. This will provide greater flow assurance and save customers millions of pounds through lower operating costs and lower capital expenditure costs (by reducing the amount of MEG and methanol that is used).
Blue Gentoo chose to partner with Hydrafact, a Heriot Watt spin-out company, which is the recognised global expert in gas hydrate management and has 30 years of research data on gas hydrates. There is no other company with such extensive expertise.
Hydrafact™ MD, Professor Bahman Tohidi, recognised that Blue Gentoo has industry knowledge and field experience which complements Hydrafact’s™ strengths in flow assurance research and testing and sees clear synergies from working together to tackle customers’ problems.
Blue Gentoo will market Hydrafact’s™ hydrate monitoring equipment, HydraCHEK®, as an exclusive global distributor, focusing initially on customer demand from West Africa, Asia, Europe and Australia. It is expected that this will result in a business turning over £3 million and employing 20 people within 3 years. There is a big focus on gas production currently and for the next 40 years to find a cleaner source of carbon fuels.