1. STRATEGIC TECHNOLOGY ROADMAP
FOR
Carles Debart
Claire Utrecht
Euan Granger
Javier Sanchez Quiros
Radoslava Tosheva
Ying Li
2. Introduction and company background
Founded in 2002 by
Elon Musk
- South African born entrepreneur
- California-based venture capitalist
- Co-founder of PayPal and CEO of many
other companies:
3. Introduction and company background II
• Has the goal of privatising space transportation Company vision:
• Innovative designs and quality in-house
“To revolutionize
manufacturing space transportation
and ultimately make
• Became the first (2010), and still only, privately it possible for
owned company to return a spacecraft from low- people to live on
earth.
other planets.”
• Their Dragon spacecraft docked with the
International Space Station (ISS) in 2012
• SpaceX now holds a $1.6bn
contract with NASA
4. Horizon scanning – PESTLE Analysis I
Political & Legal
- Bush administration ended the support for
NASA space shuttle programme
- Obama’s programme still not defined whether
supporting private or public funding
- Failures like challenger explosion, SpaceX
would be held liable
- All the contracts to have the liability issue
taken seriously into consideration
- Contract and funding awards for NASA to
undergo congressional approval
5. Horizon scanning – PESTLE Analysis II
Economic
Effects of the global recession
Continuing economic uncertainty
Space travel seen as an unnecessary expense
Less money available from government funds
NASA to reduce their budgets
Move towards
private funding
6. Horizon scanning – PESTLE Analysis III
Socio cultural
- USA citizens proud of their space achievements
- Space industry left great technological
advances to human beings
- New horizons for space traveling are welcomed
- Buzz Aldrin and Steve Musgrave fighting
against commercialisation of space
- Rethink on strategic direction of NASA
7. Horizon scanning – PESTLE Analysis IV
Technological & Environmental
Technological
-Space exploration is highly dependent on R&D
-Cheap and more environmentally sustainable trips
Reusable
Environmental
spaceships to
be developed - Increased focus on
sustainability on industry
-Show steps to meet green
criteria is a must
8. Horizon scanning – PORTER’s 5 forces I
Industry competitors [Moderate]
Commercial Governmental Space tourism
9. Horizon scanning – PORTER’s 5 forces II
Threat of new entrants [Low]
- High level of capital to get started in the industry
- Fast-paced technological advanced require high investment
- Human resources are hard to find for space industry
Bargaining power of buyers [Low]
- NASA prefers American companies for supply
- SpaceX is the only American company to be approved by Congress
as a NASA supplier
Bargaining power of suppliers [Moderate]
- Very high standards of quality to be met
Threat of Substitutes [Low]
- No substitutes for space vehicles at the moment
10. Internal analysis – Operating model
Inter-
organizational
communication
Good
Eliminate
working
subcontractors
Simplicity environment
Low cost
Reliability
Reduced lead Speed decision
time making
11. Internal analysis - Deployment of
resources and vertical integration
Improvement in productivity
Reduction of design-to-manufacturing time on 71%
by Engineering changes processed faster
More reliable updates
Overall design-manufacturing flows more smoothly
SpaceX manufactures all
their parts in house
Reduced costs
Tighter control of quality
Tight feedback loop between design
and manufacturing teams
12. Internal analysis – Scale and scope
“Engineer to Competes in Competes in Costs are SpaceX is pioneer
order” commercial government spread over in applying the
production markets al markets multiple users economy of scale
in the space
industry
Market approach – products in function
of payload
Falcon
Falcon 9 Heavy
Falcon 1
Dragon
13. Internal analysis – Profit formula
Income: - Profitable and positive cash flow
- 81 launches planned until 2017
- 2.4 Billion dollars of income planned for 2017
OPEX: calculated as 0.7% operative cost for each launch.
CAPEX: calculated as 228 Million $.
R&D: SpaceX reinvents 80% of its annual profits in R&D
N. launches Incomes OPEX CAPEX R&D Profit
2013 9 $856.000.000,00 $599.200.000,00 $228.623.040,00 $22.541.568,00 $5.635.392,00
2014 12 $1.063.000.000,00 $744.100.000,00 $262.916.496,00 $44.786.803,20 $55.983.504,00
2015 16 $1.456.000.000,00 $1.019.200.000,00 $302.353.970,40 $107.556.823,68 $134.446.029,60
2016 21 $1.892.800.000,00 $1.324.960.000,00 $347.707.065,96 $176.106.347,23 $220.132.934,04
2017 27 $2.460.640.000,00 $1.722.448.000,00 $399.863.125,85 $270.663.099,32 $338.328.874,15
Total $7.728.440.000,00 $5.409.908.000,00 $1.541.463.698,21 $621.654.641,43 $754.526.733,79
14. Internal analysis – Customer value
proposition & unique selling point
Customer value
Unique selling point
proposition
Reliability proven with more Individualised customer care
than 30 successful missions
Tailoring of services Commercial Space Flight
Quick development
Best reliability in space industry
Tight control over quality and
cost
Quick delivery
Re-usable launch vehicles
Cost savings
15. Internal analysis - Key performance
indicators
1 Number of Clients/Number of contracts (per year)
2 Number of launches (per year)
3 Profitability
SpaceX
4 On-time delivery
KPI’s
5 Overall equipment effectiveness
6 Employee turnover
7 Responsiveness
18. Recommendations
1 Compete for contracts in other countries
2 Investigate the suborbital market
Near-
midterm 3 Focus on less heavy and more frequent launches
future
4 Assess technology capabilities for other industries
5 Develop sustainable vehicles and greener launch systems
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Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
Give a brief overview of the presentation. Describe the major focus of the presentation and why it is important.Introduce each of the major topics.To provide a road map for the audience, you can repeat this Overview slide throughout the presentation, highlighting the particular topic you will discuss next.
