About Market Potential                                                   

Market Potential has extensive operational and strategic business experience with innovative technologies in the energy and environment sectors.  Our clients benefit from our domain experience, leveraging our deep market knowledge and extensive network to move their ventures forward.  While we have a clear sector focus, we offer our services to any organization where our market knowledge, network, and experience can provide value to our clients.  We are located in the San Francisco Bay Area.

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William H. Buchan, CEO
Energy & Environment

Mr. Buchan has nearly 30 years of experience in the energy and environmental sectors, evaluating and commercializing new technologies in these sectors.  His experience with new technologies, which includes alternative fuels, renewable energy, carbon sequestration, fuel cells, distributed generation, and several air emission and water control technologies, has given him great insight into the direction of the energy and environmental markets and the adoption issues new technologies face. Bill specializes in the alternative fuels market, where he has worked to advance and commercialize several biofuels, methanol, synthetic fuels, and engine emission technologies.   During the last 20 years, his focus has been in partnership development, sales, marketing, and business strategies, while managing the business activities of his consulting operation.  An expert in California cap and trade requirements, Bill guides his clients through the regulatory impacts of the new carbon markets.  Over his career, Bill has developed business strategies for clients in several sectors, including the energy, environment, biotech, transportation, retail, and internet sectors.  He has helped raised money for technology commercialization of energy and environmental technology from government and private sources.  Bill led a major partnership development project for NASA Ames Research Center to advance the development clean technologies, focused on biofuels, synthetic biology, and nanotechnology.  Bill was also the VP of Marketing and acting-CEO of a bio-oil venture, Sustainable Biomass Energy, and continues to be involved in start-ups today.  As a member of the Gerson Lehrman Group Council on market insights for new energy and environmental technologies,  Bill has authored over 20 publications and presentations during his career and was a contributing author to the DOE National Algal Biofuels Technology Roadmap.  A licensed engineer, Bill holds a Bachelor's degree in chemical engineering, a Master's degree in civil/ environmental engineering, and an MBA with an emphasis in entrepreneurship from the University of California at Berkeley.

Buchan resume