Project Management Report: Redback Technologies' Business Analysis

This report provides a comprehensive analysis of Redback Technologies, an Australian startup focused on renewable energy solutions. The project aimed to revolutionize energy consumption using the Internet of Things and reduce reliance on fossil fuels. The company partnered with EnergyAustralia but faced challenges in customer acquisition due to ineffective marketing. The report details the project's objective of optimizing energy usage with a smart hybrid system (Generation II), its methodology, and key research findings. It identifies the need for improved advertising and public relations strategies to enhance customer engagement. Furthermore, the report highlights limitations in public relations understanding, emphasizing the importance of building relationships with customers and differentiating public relations from advertising and sales. The report stresses the importance of a strong brand image and a guaranteed return on investment, concluding with recommendations for future improvements.

Running head: PROJECT MANAGEMENT
PROJECT MANAGEMENT
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Table of Contents
Project Objective........................................................................................................................2
Methodology and Key research.................................................................................................3
Conclusion..................................................................................................................................4
References..................................................................................................................................6

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Project Objective
Redback technologies is a company, which is based in Brisbane, Australia. The main
focus of the company is to trailblaze the energy having the focus upon Australia, refers to a
start-up that carries the primary aim of changing the methods, which the houses follow in
regard to the consumption of energy. This start-up company utilizes the Internet of Things of
technology to make an approach towards the usage of energy as well as with the prime
commitment towards the finding of the newer methods belonging to the reduction of
dependency upon the fossil fuels, which are endangered (Tayal, 2017). The EnergyAustralia
has joined hands with that of the Redback technologies to meet the demands of electricity
consumption for the people living in Australia with the primary utilization of the solar
energy.
Having the primary motive to launch the start-up of serving the people living in
Australia with endless service of electricity was however not very well received by the
customers. As a result, the Redback technologies had not been to every single house in the
regions of Australia (Bean & Khan, 2018). Redback Technologies have been facing issues
regarding their approach towards the customer, the method that they had been implementing
in order to introduce their product along with the idea behind it. The project was not well
renowned, as they had not utilized proper methods of advertisements as well as public
relation methods; as a result they were unknown to the major population of Australia. Until
the time they matched hands with EnergyAustralia, after the company made an investment of
$9.3 million dollars into the idea that was proposed by the Redback technologies (Atkins,
2016). This partnership had the inclusion of the support towards the development of reliable,
affordable as well as cleaner technology based energy that puts the customer in well control
related to their specific usage of energy.

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Methodology and Key research
Relating to the methodology that was a part of this particular idea carried the single
motive of optimizing the particular energy, which was under utilization by the native staying
in Australia as well as the surrounding regions of the continent. Particularly, this smart hybrid
system had the primary objective of identifying the energy source that is efficient as well as
provisions the allowance for the energy to be utilized in the most effective way that is
possible in this relation (Twine et al., 2019). In addition to this, the primary aim of bringing
down the bills related to that of the utility by providing with a helping hand towards the
economic benefits of the surroundings.
Redback technologies specifically had given this particular device the name,
Generation II. This device comes with the inclusion of the integrated internet-enabled
management system related to that of the energy as well as consists of the provision to be
paired with that of the Smart Hybrid Battery Enclosure (Shephard, 2016). The Redback
Smart Hybrid Solar Inerter System consists of a battery, which is ready, consisted to the
meaning of getting integrated along with that of the compatible batteries provisioning with an
energy of about 13 kWh in regard to be stored as energy for the future usage.
However, with the proposal of the idea, the Redback technologies had the main focus
upon how they shall implement this idea towards the betterment of the people living in
Australia in reference to the utilization as well as the usage of the energy resources in relation
to the endangerment of the fossil fuels (Gish et al., 2019). With the primary focus upon this,
the organization completely left behind the focus upon letting the people know of the
technology that they are going to implement. As a result, the organization failed in the
process of converting the public into the customers of the organization. In reference to the
methods that shall be adopted by the organization in order to increase the base of the
customer as well as get success with that of the product, the first and the foremost step that

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shall be adopted by the Redback technologies is to advertise the product properly (Lewis,
2016). To run advertisements all around the social media platforms, since this is the most
widely used platforms by the customer. Secondly, the company should run advertisements
between all of the entertainment that is watched by the people in relation to the television
programs as well as movie theatres in between the intervals.
Conclusion
However, there exists a number of limitations that need to be kept in mind by the
Redback technologies as future references (Stacks, 2016). These are,
i) Public Relation is not anything close to that method of advertising. PR in general,
is considered to be the same as that of the advertising. However, PR basically
relates to the relation, which a company needs to be maintain with that of the
customers in order to reach greater heights with a particular product and the
business that is related to it.
ii) Public relation is not considered to be selling either. These two existing factors
have no relation with each other. The particular process of Public Relation directly
places the proposed idea of the company right within the subconscious of the
customers. Hence, having a related mindset of becoming one of the potential
customers to the idea related product of the company.
iii) Having a guaranteed rate of investment. The method of Public relation directly
keeps a belief upon the principle of return of investment. While the process of
advertising puts forward a controlled exposure to that of the customers, the value
related directly to that of the editorial coverage. This is considered to be way more
than that of the advertisements as well as the PR gets done with this particular

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work directly having an impact upon the cost directly proportional to the cost of
revenue.
iv) There can be the existence of bigger brands, products, incidents or personalities
that may have been witnessed by big blot upon the clean image. Public relation
can be considered as a bigger help in cleaning the tarnished image of the
organization, if there exists any kind of mark upon the clean image of the brand
relating to the Redback technologies in particular.

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References
Atkins, S. (2016). Solar accreditation update. Ecogeneration, (92), 69.
Bean, R., & Khan, H. (2018). Using solar and load predictions in battery scheduling at the
residential level. arXiv preprint arXiv:1810.11178.
Twine, S., Twine, S., Twine, S., & Twine, S. (2019). Affordable Solar & Home Battery
Storage | Redback Technologies. Retrieved 5 September 2019, from
https://redbacktech.com/
Gish, M. K., Pace, N. A., Rumbles, G., & Johnson, J. C. (2019). Emerging Design Principles
for Enhanced Solar Energy Utilization with Singlet Fission. The Journal of Physical
Chemistry C, 123(7), 3923-3934.
Lewis, N. S. (2016). Research opportunities to advance solar energy
utilization. Science, 351(6271), aad1920.
Shephard, S. (2016). Home based solar power generation, storage and localised grids.
Stacks, D. W. (2016). Primer of public relations research. Guilford Publications.
Tayal, D. (2017). Achieving high renewable energy penetration in Western Australia using
data digitisation and machine learning. Renewable and Sustainable Energy
Reviews, 80, 1537-1543.