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Strategically, Message and Delivery,
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First we need to refine LDK's message:
LDK is set to become the world largest and lowest-cost supplier
of solar wafer. To achieve this goal, we have been keep expanding
our wafer capacity, and lately started to move upstream to control
own supply of poly.
The target is that, by end of 2009, LDK will have 1.6GW wafer
capacity and 16K Tone of Poly. The wafer cost will be at the
range of $0.20 per w.
Generally speaking, we should repeat the same message over and over,
For example, we can that we are 25% towards the 1.6GW wafer
capacity goal at Q4 2007, 30% at Q1 2008, 40% at Q3 2008, etc.
Each time when we repeat it, we re-emphasize the same message in
investors' minds. No surprise. No need to warm up their memory.
Not only we give them a very consistent mental picture, we also
show them that LDK is very focused, and making great progresses
along the way.
The other side of this is to avoid distractions. Be precise and
concise, avoid extra subjects and information. In this case,
"no news is a good news". Investors don't like surprises.
However, when we do need to reveal something new,
we need to think from investors perspective, try to "hold hands"
and "walk through" with investors. Try our best to minimize
the impact to their confidence in LDK, and to avoid negative
reactions.
a, curshion down.
provides ladders instead of asking investors to jump.
Try to give out not ony how we did something, but also whys.
What choices we had, what thoughts we went through, why we did
what we did.
Once investors can see from LDK's perspective, the rational
behinds our decisions, it would be much easier to win their
minds and hearts.
b, no gap. Avoid stumps or oversights.
When revealing some new info, try to get the whole picture out
in one shot, don't do it bit-by-bit. No rush, no miss.
At the end, we build a whole, coherent, and credibile image.
Better use of media.
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ON details
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Too good,
recipe,
fail rate
quality
breakage,
return rate,
margin,
sourcing,
Too fast,
capacity expansion
poly plant
construction
machinary, electric/mechanical
chemical engineering, process control
Too aggressive,
