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APPROACHING AFRICAN MARKETS THROUGH CO-CREATION 
- A New Way of Doing Green Business Internationally: The Morocco Case 
Anne Bollerup-Jensen, Project Development Manager, abo@cleancluster.dk 
1
AGENDA 
1. Who is CLEAN? 
2. The CCS Approach 
3. The Moroccan Project 
4. Challenges and Opportunities 
2
STRONGEST CLEANTECH CLUSTER IN DENMARK 
•CLEAN is the result of a merger between Lean Energy Cluster and Copenhagen Cleantech Cluster (9 May 2014) 
•CLEAN is a platform for development of new cleantech solutions in Denmark 
•CLEAN is a politically and technologically neutral platform, where Danish and foreign companies, knowledge institutions, organisations and public authorities enter into new innovative partnerships. 
3
WE STRENGTHEN GREEN GROWTH AND EMPLOYMENT IN DENMARK 
OUR OBJECTIVE IS TO: 
•Strengthen innovation and technology development in both large and small cleantech companies 
•Support research, development and implementation of new solutions to environmental challenges and climate change 
•Increase international focus on Danish cleantech and promote export of integrated solutions 
4
•Public authorities = “problem owner”, purchasing power, demand 
•Research institutions = cutting edge knowledge, innovation, and new ideas 
•Private companies = ability to commercialize and scale new solutions CLEAN: 
•brings these players together on concrete projects and innovations platforms 
•grants them access global markets through international cooperation 
•acts as a point of entry for foreign companies 
CLEAN 
PRIVATE COMPANIES & ORGANISATIONS 
INTERNATIONAL COOPERATION 
RESEARCH INSTITUTIONS 
PUBLIC AUTHORITIES 
NEW SOLUTIONS IN A TRIPLE HELIX CLUSTER
CORE MEMBERS 
6 
CLEAN is the leading, green cluster organisation in Denmark with more than 170 members from the entire cleantech sector
AGENDA 
1. Who is CLEAN? 
2. The CCS Approach 
3. The Moroccan Project 
4. Challenges and Opportunities 
7
CLEAN Is Addressing Complex Environmental Challenges Through Co-creation 
What is ‘Complex Cleantech Solutions’ ? 
•Complex environmental challenges that require a consortium of Danish organizations to address the challenge 
•3 year project financed by the Danish Industry Foundation 
How do we work ? 
•Identify challenges (Global Cleantech Report) 
•Develop relationships with stakeholders (regions, cities) 
•Involve and organize Danish competencies 
•Co-create solutions with local content for these challenges 
•Consortium members take lead 
8 
Market Analysis 
Relationship Building 
Co-Creation 
Implementation 
Organizing & Involvement
HOW DO WE MAKE IT WORK? 
9
The Global Cleantech Report 2012 
•Analyses global trends, opportunities and challenges in 13 cleantech industries 
•Aim : 
•Where companies should focus their efforts 
•How to address the markets by identifying the key drivers in the industries and markets 
•Approx. 100 high level growth opportunities 
•Key Findings : 
•“Centre of Gravity” for cleantech growth is moving east and west, away from Europe. 
•Cities are the main drivers of environmental challenges 
•A city-specific lens combined with demographics can reveal urban areas with the highest growth potential in a given market
Country 
Authorithy 
Industry 
Brazil 
Municipality of Garça 
Waste 
China 
Sino Singapore Guangzhou Knowledge City 
Eco city 
China 
China Yinxing Industrial Park for Environment Sciences and Technology 
Green building & environment 
India 
European Business & Technology Centre 
Waste, water & sewage 
India 
Himachal Pradesh State Government 
Waste & water 
India 
Mithi River Protection and Development Authority 
River depollution 
Italy 
City of Milan 
Eco-mobility 
Morocco 
Agence du Bassin Hydraulique du Sebou 
River management and information systems 
Russia 
City of Krasnodar 
Climate Plan, waste 
Russia 
National Council for Energy Saving 
Energy Efficiency 
Senegal 
Agence Nationale pour les Energies Renouvelables 
Solar energy & Energy Efficiency 
Turkey 
Regional Development Authority 
Integrated water management 
UEA 
Dubai Electricity and Water Authority 
Energy Efficiency 
List of MOUs – 13 in total
12
AGENDA 
1. Who is CLEAN? 
2. The CCS Approach 
3. The Moroccan Project 
4. Challenges and Opportunities 
13
THE INITIAL INTEREST… 
14 
•Global Cleantech Report 2012: 
•Centre of gravity for cleantech is moving away from Europe => For Africa specifically, a 14% increase in the global market for cleantech by 2015 was estimated 
•Non-European markets are looking for solutions to fit their local need, especially within ‘the big three’: wind, PV and water 
•Morroco Summit – Conference in Rabat in November 2013 
•Coupled with detailed meeting program with relevant authorities within water and waste
TIMELINE OF PROCESS 
15
5 DANISH COMPANIES WITH STRONG COMPETENCIES WITHIN WATER MANAGEMENT… 
16
…TRAVELLED TO FEZ, TO ENGAGE IN A 3 DAY CO- CREATION WORKSHOP WITH THE AGENCE DU BASSIN HYDRAULIQUES DU SEBOU 
17
AREAS OF COLLABORATION UNDER THE MOU 
•Capacity building and knowledge sharing => Concrete projects related to the Sebou River, within the following areas: 
•Water Management 
•Waste Management 
•Industrial Waste 
•Information Systems 
=> Focus on flood assessing and water management decision models and depollution, but the collaboration areas are manifold and focused on a long-term cooperation. 
18
THREE POSSIBLE PROJECTS WERE CONCEIVED AT THE WORKSHOP IN FEZ 
•Setting up an Integrated Master Plan for Fez region for flood protection 
•Flash Flood Forecasting system for Fez region 
•Flood Forecasting system for Sebou Basin 
19
SNAPSHOTS FROM THE WORKSHOP IN FEZ 
20
AGENDA 
1. Who is CLEAN? 
2. The CCS Approach 
3. The Moroccan Project 
4. Challenges and Opportunities 
21
OPPORTUNITIES 
•A stable market looking for new collaoration partners 
•8 other river basin exist in Morocco => track record will help 
•Possibility of working in 3rd markets in Africa by collaborating with the Moroccan agency 
•Well educated, good technological development and a focus on the green agenda 
CHALLENGES 
•Financing implementation 
•It was a challenge to get SMEs onboard 
•Strong French, Spanish, German and Japanese presence, who unlike Denmark still offer development aid 
•Language and culture 
22
QUESTIONS?? 
23
THANK YOU AND STAY IN TOUCH 
Anne Bollerup-Jensen, Project Development Manager abo@cleancluster.dk 
www.cleancluster.dk 
www.facebook.com/CLEANcluster 
www.twitter.com/CLEANcluster 
24

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Approaching African Markets through CO-CREATION - Anne Bollerup-Jensen

  • 1. APPROACHING AFRICAN MARKETS THROUGH CO-CREATION - A New Way of Doing Green Business Internationally: The Morocco Case Anne Bollerup-Jensen, Project Development Manager, abo@cleancluster.dk 1
  • 2. AGENDA 1. Who is CLEAN? 2. The CCS Approach 3. The Moroccan Project 4. Challenges and Opportunities 2
  • 3. STRONGEST CLEANTECH CLUSTER IN DENMARK •CLEAN is the result of a merger between Lean Energy Cluster and Copenhagen Cleantech Cluster (9 May 2014) •CLEAN is a platform for development of new cleantech solutions in Denmark •CLEAN is a politically and technologically neutral platform, where Danish and foreign companies, knowledge institutions, organisations and public authorities enter into new innovative partnerships. 3
  • 4. WE STRENGTHEN GREEN GROWTH AND EMPLOYMENT IN DENMARK OUR OBJECTIVE IS TO: •Strengthen innovation and technology development in both large and small cleantech companies •Support research, development and implementation of new solutions to environmental challenges and climate change •Increase international focus on Danish cleantech and promote export of integrated solutions 4
  • 5. •Public authorities = “problem owner”, purchasing power, demand •Research institutions = cutting edge knowledge, innovation, and new ideas •Private companies = ability to commercialize and scale new solutions CLEAN: •brings these players together on concrete projects and innovations platforms •grants them access global markets through international cooperation •acts as a point of entry for foreign companies CLEAN PRIVATE COMPANIES & ORGANISATIONS INTERNATIONAL COOPERATION RESEARCH INSTITUTIONS PUBLIC AUTHORITIES NEW SOLUTIONS IN A TRIPLE HELIX CLUSTER
  • 6. CORE MEMBERS 6 CLEAN is the leading, green cluster organisation in Denmark with more than 170 members from the entire cleantech sector
  • 7. AGENDA 1. Who is CLEAN? 2. The CCS Approach 3. The Moroccan Project 4. Challenges and Opportunities 7
  • 8. CLEAN Is Addressing Complex Environmental Challenges Through Co-creation What is ‘Complex Cleantech Solutions’ ? •Complex environmental challenges that require a consortium of Danish organizations to address the challenge •3 year project financed by the Danish Industry Foundation How do we work ? •Identify challenges (Global Cleantech Report) •Develop relationships with stakeholders (regions, cities) •Involve and organize Danish competencies •Co-create solutions with local content for these challenges •Consortium members take lead 8 Market Analysis Relationship Building Co-Creation Implementation Organizing & Involvement
  • 9. HOW DO WE MAKE IT WORK? 9
  • 10. The Global Cleantech Report 2012 •Analyses global trends, opportunities and challenges in 13 cleantech industries •Aim : •Where companies should focus their efforts •How to address the markets by identifying the key drivers in the industries and markets •Approx. 100 high level growth opportunities •Key Findings : •“Centre of Gravity” for cleantech growth is moving east and west, away from Europe. •Cities are the main drivers of environmental challenges •A city-specific lens combined with demographics can reveal urban areas with the highest growth potential in a given market
  • 11. Country Authorithy Industry Brazil Municipality of Garça Waste China Sino Singapore Guangzhou Knowledge City Eco city China China Yinxing Industrial Park for Environment Sciences and Technology Green building & environment India European Business & Technology Centre Waste, water & sewage India Himachal Pradesh State Government Waste & water India Mithi River Protection and Development Authority River depollution Italy City of Milan Eco-mobility Morocco Agence du Bassin Hydraulique du Sebou River management and information systems Russia City of Krasnodar Climate Plan, waste Russia National Council for Energy Saving Energy Efficiency Senegal Agence Nationale pour les Energies Renouvelables Solar energy & Energy Efficiency Turkey Regional Development Authority Integrated water management UEA Dubai Electricity and Water Authority Energy Efficiency List of MOUs – 13 in total
  • 12. 12
  • 13. AGENDA 1. Who is CLEAN? 2. The CCS Approach 3. The Moroccan Project 4. Challenges and Opportunities 13
  • 14. THE INITIAL INTEREST… 14 •Global Cleantech Report 2012: •Centre of gravity for cleantech is moving away from Europe => For Africa specifically, a 14% increase in the global market for cleantech by 2015 was estimated •Non-European markets are looking for solutions to fit their local need, especially within ‘the big three’: wind, PV and water •Morroco Summit – Conference in Rabat in November 2013 •Coupled with detailed meeting program with relevant authorities within water and waste
  • 16. 5 DANISH COMPANIES WITH STRONG COMPETENCIES WITHIN WATER MANAGEMENT… 16
  • 17. …TRAVELLED TO FEZ, TO ENGAGE IN A 3 DAY CO- CREATION WORKSHOP WITH THE AGENCE DU BASSIN HYDRAULIQUES DU SEBOU 17
  • 18. AREAS OF COLLABORATION UNDER THE MOU •Capacity building and knowledge sharing => Concrete projects related to the Sebou River, within the following areas: •Water Management •Waste Management •Industrial Waste •Information Systems => Focus on flood assessing and water management decision models and depollution, but the collaboration areas are manifold and focused on a long-term cooperation. 18
  • 19. THREE POSSIBLE PROJECTS WERE CONCEIVED AT THE WORKSHOP IN FEZ •Setting up an Integrated Master Plan for Fez region for flood protection •Flash Flood Forecasting system for Fez region •Flood Forecasting system for Sebou Basin 19
  • 20. SNAPSHOTS FROM THE WORKSHOP IN FEZ 20
  • 21. AGENDA 1. Who is CLEAN? 2. The CCS Approach 3. The Moroccan Project 4. Challenges and Opportunities 21
  • 22. OPPORTUNITIES •A stable market looking for new collaoration partners •8 other river basin exist in Morocco => track record will help •Possibility of working in 3rd markets in Africa by collaborating with the Moroccan agency •Well educated, good technological development and a focus on the green agenda CHALLENGES •Financing implementation •It was a challenge to get SMEs onboard •Strong French, Spanish, German and Japanese presence, who unlike Denmark still offer development aid •Language and culture 22
  • 24. THANK YOU AND STAY IN TOUCH Anne Bollerup-Jensen, Project Development Manager abo@cleancluster.dk www.cleancluster.dk www.facebook.com/CLEANcluster www.twitter.com/CLEANcluster 24