Sunshine MiddleEast March 2015 Market Entry Services

Member of:
SUNSHINE MIDDLE EAST

SUNSHINE MIDDLE EAST is the reference Solar PV advisory services
and engineering company in the Kingdom of Saudi Arabia.
SUNSHINE MIDDLE EAST is a joint initiative of Al-Hadiyah Law Firm,
Sunshine Energy Advisors and Ingenia Solar Energy with a vision to
create a local company provider of expert engineering and
independent advisory services to institutions and companies
interested in developing solar PV opportunities in the Kingdom of
Saudi Arabia and the GCC.
As part of the flourishing solar PV opportunity in the region from the
beginning, SUNSHINE MIDDLE EAST brings together the expertise in
the markets and the solar PV industry to contribute to a long lasting
and sustainable renewable energy frame work.
Sunshine Middle East All rights reserved
PARTNERS
Al Hadyah Law Firm brings over three decades of experience in the practice of
law in the Kingdom of Saudi Arabia.
It combines the know-how of a multidisciplinary team of outstanding reputation in
the industry and in the Saudi local law and regulations, with international western
experts with previous experience in the country.
Experience in international markets, being the reference firm of foreign companies
established in the Kingdom, providing custom made services.

Sunshine Energy Advisors is an independent solar photovoltaic consultancy firm
based in Spain with a group of professionals with over 300MW of experience in
the solar PV business.
Among the areas of expertise, Sunshine Energy Advisors brings to its partners
over fifteen years of experience in the PV markets, regulation, market entry
strategy, strategic partnerships and business development.
Ingenia Solar Energy is a recognized engineering and consultancy services
company specialized in PV projects with an experience of over 400MW` across
dierent regions. Ingenia has extensive experience as independent technical
advisor to both developers, EPC contractors and financial institutions. Provider of
PV module quality control, on-site support, inspections and performance tests of
PV plants with own laboratory facilities. Equipped with state-of-the-art
instrumentation.
PARTNERS
Fernando Herrerias brings over twenty-five years of experience preforming executive positions in the
telecom and renewable energy sectors across Europe, the USA, South America and the Middle East.
Fernando spend over a decade working at Alcatel-Lucent before joining Sunpower as General
Manager for Utility and Power Plants where he deployed over 300MW. In 2012, he founded Sunshine
Energy Advisors, a solar PV consultancy firm actively serving US firms to enter the EMEA market. As
co-founder of Sunshine Middle East, he is proud to be one of the few who lived the great expansion of
solar PV across Europe. Fernando holds a BS in Electrical Engineering with honors from the University
of Tulsa (Oklahoma, USA) and a Executive Program from IESE Business School in Madrid.
Juan Redondo is a lawyer and economist with great experience in Saudi Arabia. He begun his
professional career at Deloitte Netherlands and Spain before moving to the Spanish Embassy
Economic Aairs oce in Riyadh. He leaded the first solar energy Trade Delegation organized by the
Spanish Government to the country. He then co-founded Al Hadiyah, the first law firm with a Spanish
partner in the Kingdom of Saudi Arabia, providing legal services to multinational companies
establishing in the region. With a wide experience in legal, cultural and business fields in the country,
Juan is the director of Sunshine Middle East in Saudi Arabia and head of our Riyadh oce.
Enrique Serrano is an electrical engineer and has a Master in Operational Management and Industrial
Quality, a Senior Management Program degree from Instituto de Empresa. He currently manages is
responsible at Ingenia, towards full sun dispatch able power plants. He most recently was founder of
Sun to Market Solutions, a business with proprietary engineering optimization software in solar and
renewable energy integration, consulting often to the World Bank, and member of the IEC
Committees. He previously worked in the petrochemical and energy industries for Repsol, Praxair and
as an independent consultant for financial institutions for four years.
PARTNERS
Ali Al Ghamdi has a degree in Law and legal sciences from King Saud University, specialized in labor
and commercial law. Ali has over ten years of practicing experience in Saudi Arabia. Before joining Al
Hadiyah Law Firm, he was a partner of Al Wafa Law Firm responsible of joint venture contracts, labor
law and commercial agreements. During that time, he had the opportunity to collaborate as attorney
with other law firms in UAE and Bahrain. He also played a role as legal consultant in the Saudi
Ministry of Foreign Aairs.
Saad Al Ghamdi is a experienced attorney specialized in sharia (Islamic law) and commercial law. In
his more than thirty years of experience practicing law in the Kingdom, he was Legal Director of VIP
cases in the private oce of the Governor of Riyadh and worked in the Municipality of Riyadh for
twenty years. He was legal advisor of HRH Crown Prince Salman Bin Abdulaziz during some of his
time as Governor of Riyadh, providing legal assistance and consulting for two decades as Director of
the Legal Department. He founded Al Wafa Law Firm and was managing director for twelve years.
Among his references, he has worked for the Saudi Royal Family and a wide range of Ministries and
Public Organizations together with reference private companies such as Google KSA, Al Osais (partner
of Inabensa in KSA), Redico, AMC within others.
Ahmed Al Hout obtained a Bachelors degree in Sharia from Imam Mohammed university and a
Master degree from The Higher Judicial Institute. Ahmed has held executive roles at Riyadh Dry Port,
King Khalid International Airport, Ministry of Culture and Information, um Al-Qura (Ocial State
Gazette), General Directorate of Publications within others. He was the Head of the committee of the
violations of the law of Press and Publications, Member of the committee monitoring the
implementation of recommendations on human rights education in the Kingdom of Saudi Arabia,
Member of the media committee by Royal Decree and Chief Editor of houqoq magazine issue by the
Commission on Human Rights in Saudi.
WHAT WE DO
MARKET ENTRY STRATEGY

PROJECT DEVELOPMENT
ENGINEERING
EPC MANAGEMENT
CONSTRUCTION
WHAT WE DO
Strategic plan for the

Saudi Arabia market
SWOT analysis
Product and service local
adaptation
Partnership closure
assistance
Business model in the
country
Market Executition
Saudi Arabia general and

sectorial market analysis
Value added products
and services to the
country
Identification of potential
business areas
Identification and
selection of potential
added value partners and
customers
Business agenda to
Saudi Arabia
Market Entry Strategy
Market Assessment
for international companies entering in the KSA market

Prequalification process
in selected private and
governmental entities
Execution of selected
business opportunities
New opportunity
identification
Assistance in tender
preparation, submission
and follow up
Professional dedicated
resources in the country
including oce
environment and services
Company representation
in the country
MARKET ASSESSMENT
Country report including legal entry requirements, corporate
establishment, ocial bodies to register, foreigner investor
licenses, company laws, taxation, etc.
Rising electricity demand is further driven by the subsidisation of energy prices in most
MENA countries. The region, which is highly dependent on energy intensive desalination,
is also the most water-stressed geography in the world.
Therefore, it is perhaps unsurprising that total MENA electricity demand is expected to
increase fivefold between now and 2050 and that power generation capacity in the GCC
countries alone is expected to rise by at least 60GW in the next five years, requiring
investments in excess of US$40b, according to the Emirates Solar Industry Association.
Yet, today, renewable energy comprises less than 4% of MENAs primary energy
balance. Making the most of renewable resources across the region has only recently
been accorded priority a sharp contrast with the rest of the world, where renewable
energy accounts for nearly 17% of global energy consumption, as reported in the REN21
Renewables 2012 Global Status Report.
potential energy from solar radiation per square kilometre per year is
1 million to 2 million barrels of oil. MENAs solar energy has a potential
1,000 times larger than its other renewable sources combined and
is several orders of magnitude larger than the current total world
electricity demand.
This abundant resource can be used both in distributed PV systems
and in large Concentrating Solar Thermal Power (CSP) stations that
can generate heat and electricity. CSP technology allows electrical
power to be stored and retrieved in the form of heat with very
high efficiency a key advantage over other renewable energy
technologies such as PV and wind and can hence supply base-load
power. The chart below, a graphic illustration of EYs November 2012
Renewable Energy Country Attractiveness Indices, applied to solar
technologies, highlights the appeal of Saudi Arabia and the UAE as
solar investment destinations. It also reflects the increased importance
of the MENA region to the global renewables market.
Energy and Renewable Energy sector market sizing,

attractiveness and projection. Main government institutions
and public tender process.
The technical and economic potential of renewable energy sources for power generation
purposes is vast across the MENA region, yet it differs widely among countries, with the
exception of solar irradiance, which is by far the biggest resource in MENA. The region
encompasses the worlds best solar resources with average irradiation being almost
double that in Germany. The World Bank estimates that between 22% and 26% of the
total solar energy striking the earths land mass falls in the MENA region, where the
Global solar market attractiveness and ease of doing business

160
Ukraine
Brazil
120
Ease of doing business rank
Detailed analysis of financial

content, current regulation
and treats.
India
140
Egypt
Greece
China
100
Italy
Morocco
80
Romania
Turkey
Poland
60
Identification of market
segment opportunities and
potential.

Tunisia
40
Germany
United States
Portugal
Japan
Australia
Israel
UAE
France
20
South Korea
10
Austria
South
Africa
Taiwan
Belgium
Canada
Saudi
Arabia
15
20
Chile
Netherlands
Sweden
Denmark
United
Kingdom
0
0
Bulgaria
Mexico
Spain
25
30
35
40
Ernst & Young Renewable Energy Country Attractiveness Indices solar ranking
Size of bubble represents the size of the solar PV market (until 2016).
Solar attractiveness ranks are from EY's Country Attractiveness Indices (November 2012); the top 35 ranks are considered.
Ease of doing business ranks are based on 2012 Doing Business Report The World Bank.
MARKET ASSESSMENT
Company added value to the KSA market.
Product and services market updatability.
Rising electricity demand is further driven by the subsidisation of energy prices in most
MENA countries. The region, which is highly dependent on energy intensive desalination,
is also the most water-stressed geography in the world.
Therefore, it is perhaps unsurprising that total MENA electricity demand is expected to
increase fivefold between now and 2050 and that power generation capacity in the GCC
countries alone is expected to rise by at least 60GW in the next five years, requiring
investments in excess of US$40b, according to the Emirates Solar Industry Association.
Yet, today, renewable energy comprises less than 4% of MENAs primary energy
balance. Making the most of renewable resources across the region has only recently
been accorded priority a sharp contrast with the rest of the world, where renewable
energy accounts for nearly 17% of global energy consumption, as reported in the REN21
Renewables 2012 Global Status Report.
potential energy from solar radiation per square kilometre per year is
1 million to 2 million barrels of oil. MENAs solar energy has a potential
1,000 times larger than its other renewable sources combined and
is several orders of magnitude larger than the current total world
electricity demand.
Competition analysis.
This abundant resource can be used both in distributed PV systems

and in large Concentrating Solar Thermal Power (CSP) stations that
can generate heat and electricity. CSP technology allows electrical
power to be stored and retrieved in the form of heat with very
high efficiency a key advantage over other renewable energy
technologies such as PV and wind and can hence supply base-load
power. The chart below, a graphic illustration of EYs November 2012
Renewable Energy Country Attractiveness Indices, applied to solar
technologies, highlights the appeal of Saudi Arabia and the UAE as
solar investment destinations. It also reflects the increased importance
of the MENA region to the global renewables market.
Identification and selection of potential added value local

partners and customers.
The technical and economic potential of renewable energy sources for power generation
purposes is vast across the MENA region, yet it differs widely among countries, with the
exception of solar irradiance, which is by far the biggest resource in MENA. The region
encompasses the worlds best solar resources with average irradiation being almost
double that in Germany. The World Bank estimates that between 22% and 26% of the
total solar energy striking the earths land mass falls in the MENA region, where the
Global solar market attractiveness and ease of doing business

160
Ukraine
Agenda of meetings for the company commercial visit to Saudi

Arabia: sponsorship, invitation letter and visa required to enter
the country.
India
140
Brazil
Ease of doing business rank
120
Egypt
Greece
China
100
Italy
Morocco
80
Romania
Turkey
Poland
60
Bulgaria
Mexico
Spain
Tunisia
40
Israel
UAE
France
South
Africa
Taiwan
Chile
Netherlands
Follow up of the action points identified during the visit to the

country.
20
Germany
United States
Portugal
Japan
Australia
South Korea
10
Belgium
Canada
Saudi
Arabia
Sweden
Denmark
United
Kingdom
Austria
15
20
25
30
35
40
Ernst & Young Renewable Energy Country Attractiveness Indices solar ranking
Size of bubble represents the size of the solar PV market (until 2016).
Solar attractiveness ranks are from EY's Country Attractiveness Indices (November 2012); the top 35 ranks are considered.
Ease of doing business ranks are based on 2012 Doing Business Report The World Bank.

Strategic development
Partnership Identification
Business Development
Establishment and implementation in the region
Legal Services
Joint venture agreements
10

SWOT analysis.
Identification and definition of growth opportunities.
Value analysis per opportunity.
Requirements analysis per opportunity.
Prioritization criteria development and decision facilitation.
Analysis of vendor pre-qualification process and local content
requirement compliance.
11

Business model in the country: local agency, solely
establishment, local component, etc.
Country and company specific requirements.
Partnership closure assistance.
Action timeline.
12
MARKET EXECUTION
Prequalification process in selected private and government
institutions: Saudi Electricity Company, Saudi Aramco,
K.A.CARE, etc.
Execution of selected business opportunities.
Assistance in tender preparation.
Tender submission and follow up.
Opportunity follow up.
New opportunity identification.
13
MARKET EXECUTION
Full time dedication of professional resources including oce
environment and services in Saudi Arabia.
Company representation in the country with the possibility to
act as the companys own delegate with direct reporting to the
company.
Enlarge the companys presence in the country through
available oce environment including secretary, meeting room
and services.
Monitoring of local representative.

14
LEGAL SERVICES
Company establishment in KSA.
Legal due diligence.
Registration procedure in the
local administrations.
Expertise in commercial law for
JV, subcontracting and supplier.
contracts
Expertise in labor law for local work permitting, health safety
and contracting.
Expertise in real state legal advice for purchasing and rental
agreements.
15
PROJECT DEVELOPMENT
Site assessment
Weather data station validation
Solar resource analysis
Correlated analysis considering existing databases, installed weather stations, satellite,
Energy yield assessment

Selected technology, solar resource, PV GIS, over 400MW experience and own simulator
Pre/Feasibility studies
Production estimates adding financial metrics
Optimized grid integration and grid code services

Technical & Financial due diligence recognized by main financial
institutions including World Bank
Financial modeling
Guaranteed performance models
16
ENGINEERING
Conceptual design
Lenders advisory services
Plant layout
Design review
Grid modelling (PSSE,

DigSilent)
Owners engineering
Owners advisory services
Grid integration design

Basic engineering design (BED)
Front end engineering (FEED)
Detail engineering
Lenders engineering/technical
due diligence
17
EPC MANAGEMENT
TENDERING
RFP preparation
Bid evaluation
Review EPC/EPCM tender package
PROCUREMENT
Designs by basic
Bill of quantities (BOQ)
Design and advise EPC/EPCM contract
IMPLEMENTATION
Vendor inspections
Bankability reports
18
CONSTRUCTION MANAGEMENT
Construction surveillance
EPC supervision
Project Management
Quality inspections
Commissioning
Provisional and final
acceptance tests and
certifications
19
QUALITY CONTROL
Advanced laboratory Visual inspection for major defects
Thermo-graphic inspection for hot spots or cell cracks
Insulation resistance test to check there is sucient protection
between the electrical circuit and the frame so that there are no
health and safety risks during handling and operation
Peak power determination ie: the maximum power generated
by the module under standard test conditions
Inspection service provided also includesa review of the
equipment certificates and documentation

20
LABORATORY
Includes a Remote Operations Centre (ROC) which controls and
monitors the performance of the PV systems all year long. It is
capable of testing 200 modules per week. The lab is equipped
with state-of-the-art instrumentation:
AAA solar simulator used to measure the max power of PV
modules (according to international standard IEC 60904)
Thermo-graphic cameras to detect resistive hot-spots
I-V Curve tracer to check electrical strings of PV Modules onsite
21
OPERATION & MAINTENANCE

Remote monitoring & control
Analyse the energy production and yield, and detect potential
failures.
On-site inspections & periodic checks of PV installations
Preventive maintenance of main equipment (PV modules,
inverters, transformers, support structures and trackers)
according to manufacturers recommendations and industry
standards.
PV plant failures attendance and corrective maintenance.
22
SOLAR PV PLANT DIAGRAM
23
UNCERTAINTIES IN SOLAR PV
Solar Resource Uncertainity Carry out the solar resource using
satellite & numerical model data:
(5-20%)
GHI 2%, DNI 5%
Energy Simula;ons and

Plant loses
(5-15%)
Use real data:

shadows, AC/DC losses,
mismatch, soiling, etc: 5%
Transposi;on
to POA
(0-5%)
Calculate the actual radiaKon to

plane of array (POA) using the
real components: 0%
Anual
Degrada;on
(0,5-2%)
Use real tested data: 0,5%
24
MAJOR RISKS IN PV
RISK
Probability
Cost
Mi;ga;on
Solar Resource
High
5 to 10%
Proj. Develop.
Grid Integra;on
HIgh
Undened
Engineering
Performance
High
Up to 15%
Construct. Support
Interest Rate and

exchange rate
High
Undened
Financial
Agreement
UnrealisKc
guarantee values
Medium
Undened
Proj. Develop.
Availability
Medium
Up to 5%
EPC mgmt. & O&M
Construc;on
Medium
From 1 to 20%
Construct. Support
EPC extra cost
Medium
Undened
EPC Mgmt.
Start up delay
Medium
Undened
EPC Mgmt.
Licenses & Permits
Medium
Undened
Proj. Develop.
Technology life Kme Medium
Undened
Engineering
25
OUR ADDED VALUE

Development and Solar Resource
Investment institution recognized resource and yield calculation studies
PVSys provides results with 10% accuracy, our own tested model based
in our experience provides 2% results
Engineering
Design for Performance (construction management, supplier selection,
plant performance)
International standard technical compliance
Experienced team of 15-20 engineers
Experience in the design and operation of over 0,5GW, 150 projects and 4
continents by end of 2015
Grid Integration
Grid code design

Optimized grid connection
Reactive power flow management
Dynamic studies (PSSE, DIgSilent)
Utility Compliance SCADA
26
OUR ADDED VALUE

Quality Control
Advanced laboratory installations in Almeria (Spain) for module
testing (IV curves, flash tests, thermo, )
Recognized module certification
PV Plant performance analysis
EPC Management
Experience in design and operation of over 0,5GW
Dedicated team of 20 field engineers with international field
experience
Operation and Maintenance

Power plant performance analysis and optimization
SCADA
Maintenance processes and optimization tools

27
OUR TEAM REFERENCES
28
PROJECTS
Aguafria Honduras with 50MW is the largest PV plant in Central
America. In construction since Jan 2015
Plant Capacity: 59MWp
In Operation: 2015
Modules BYD 315 W (China)
Inverters ABB (Germany)
Fix Structures PV Hardware (USA)
Our teams Scope:
BED, FEED, BOQ and Detailed Design,
Construction Supervision &
Commissioning and O&M Service
29
PROJECTS
Letsatsi Soutdrift with 75MW is the largest PV plant in South Africa.
In commercial operation since May 2014
In Operation: H1 2014

Modules - Hanwha 270 W (China)

Inverters Siemens PVS2000
(Germany)
Our teams Scope:
30
PROJECTS
Lesedi Humansrus with 75MW is the largest PV plant in South
Africa. In commercial operation since May 2014
Inverters Siemens PVS2000 (Germany)
Our teams Scope:
31
PROJECTS
Sibo Plant is the first utility-scale PV plant in Guatemala. The plant is
in commercial operation since May 2014
Inverters Ingeteam Ingecon Sun 1000
(Spain)
Axone (1-Axis) Structures PV Hardware
(USA)
Our teams Scope:
32
PROJECTS
Complete package of engineering services to leading local
construction companies in Puglia, Italy
Plant Capacity: 5.6 MWp
In Operation: 2010

Modules - Trina 230 W, Aide 185 W,

Sharp 185 W
Inverters SIEMENS 1000 MS TL
Our teams Scope:
Commissioning
33
GLOBAL TRACK RECORD
Spain: 35 MW

Chile: 25 MW
Italy:
27MW
Bulgaria: 5 MW
S. Africa: 238 MW
Portugal: 18 MW
34
sunshinemiddleeast.com
Saudi Arabia
Prince Mohammed Bin Abdulaziz Road
(Al Tahliya Street)
Al Dogaither Building, Office 111
P.O. BOX 360074 Riyadh
Tel.: (+966) 562886301

Spain
Ctra. De Humera 87, 15
Pozuelo de Alarcn 28224 Madrid
Tel.: (+34) 625 109 332
Member of:

Sunshine MiddleEast March 2015 Market Entry Services

Diunggah oleh

Informasi Dokumen

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Sunshine MiddleEast March 2015 Market Entry Services

Diunggah oleh

Hak Cipta:

Format Tersedia

Member of:

SUNSHINE MIDDLE EAST

Sunshine Middle East All rights reserved

Sunshine Middle East All rights reserved

Sunshine Middle East All rights reserved

MARKET ENTRY STRATEGY

Strategic plan for the

Saudi Arabia general and

Market Entry Strategy

for international companies entering in the KSA market

Sunshine Middle East All rights reserved

Energy and Renewable Energy sector market sizing,

Global solar market attractiveness and ease of doing business

Ease of doing business rank

Detailed analysis of financial

Sunshine Middle East All rights reserved

This abundant resource can be used both in distributed PV systems

Identification and selection of potential added value local

Global solar market attractiveness and ease of doing business

Agenda of meetings for the company commercial visit to Saudi

Ease of doing business rank

Follow up of the action points identified during the visit to the

Sunshine Middle East All rights reserved

MARKET ENTRY STRATEGY

Sunshine Middle East All rights reserved

MARKET ENTRY STRATEGY

Sunshine Middle East All rights reserved

MARKET ENTRY STRATEGY

Sunshine Middle East All rights reserved

Correlated analysis considering existing databases, installed weather stations, satellite,

Energy yield assessment

Production estimates adding financial metrics

Optimized grid integration and grid code services

Lenders advisory services

Grid modelling (PSSE,

Grid integration design

Sunshine Middle East All rights reserved

Sunshine Middle East All rights reserved

Sunshine Middle East All rights reserved

OPERATION & MAINTENANCE

Sunshine Middle East All rights reserved

SOLAR PV PLANT DIAGRAM

Sunshine Middle East All rights reserved

Energy Simula;ons and

Use real data:

Calculate the actual radiaKon to

Use real tested data: 0,5%

Sunshine Middle East All rights reserved

Interest Rate and

EPC mgmt. & O&M

EPC extra cost

Licenses & Permits

Technology life Kme Medium

OUR ADDED VALUE

Grid code design

OUR ADDED VALUE

Operation and Maintenance

OUR TEAM REFERENCES

Sunshine Middle East All rights reserved

Sunshine Middle East All rights reserved

Modules - Hanwha 270 W (China)

Sunshine Middle East All rights reserved

Sunshine Middle East All rights reserved

Modules - Trina 230 W, Aide 185 W,