Do you understand the technology solutions, business considerations and competitive environments of the booming battery storage market?

Battery storage differs from other energy technologies in the breadth and complexity of its addressable market and revenue opportunities. This training course provides a comprehensive, business-focused analysis of these opportunities, allowing attendees to analyse, understand and segment them. We describe the wide variety of problems they are seeking to solve, at a wide range of deployment sizes and timescales.

Attendees will leave with a clear understanding of why and where battery storage markets are growing, what could limit this growth, where the technology stands and what the future trends will be. So, if you are thinking of investing in or developing a battery storage business case, this course provides your essential grounding in the core issues.

This course is designed to provide a clear, independent, business-focused introduction to the subject in language suited to non-engineers; particularly senior, commercial executives and investors. No prior knowledge is assumed or required. Along with presented core information, you’ll examine examples from around the world, discuss market analysis variables and quantify key issues using simple numerical calculations and Excel-based tools.


 Speak the language of battery storage: terminology and concepts explained

 Core knowledge building, plus examples from around the world

 Quantification of key issues using simple numerical calculations and Excel-based tools

 Understand the key variables determining the economics of electricity storage

 Review current and emerging market opportunities

 Navigate complex, multi-service contractual relationships

 Be better able to converse with storage project partners, suppliers or investors



This course is ideal for you if...

You are from the investment community

Battery storage presents a fast-growing market opportunity which you are keen to investigate, but you want to gain an independent perspective on the competing options, the economic environment in which storage projects operate, and the operational and revenue risks which are important to them.

You are working within the power sector in a commercial or business development role

You need a clearly-explained, multi-faceted understanding of how, where and why battery storage is disrupting existing markets and business models so that you can understand new market opportunities and competitive risks facing your own business.







09:00 - 17:00


Key Principles of Battery storage (concepts, terminology & metrics)
Balancing supply and demand in the power system: the fundamental principles &issues of “flexibility”
Understanding timescales: from ancillary services to bulk energy applications
Evolving power systems & their patterns & scales of supply variability: before &after renewable power integration
Market structures, prices & liberalisation: how they impact channels to market
Why energy storage is different from other supply or demand components within the power system
Competition to batteries: other means to the same ends

Grid & Ancillary Services
Understanding how power systems handle, value & monetise ancillary services
Frequency response, power reserve, black start & other current & emerging system flexibility opportunities for energy storage
Lessons from storage in example ancillary services markets, including risks around market saturation & revenue stacking
Battery sizing & performance requirements.
Competitive & regulatory risks to future grid service revenue opportunities

Energy Shifting & Peak Power 
Imbalance issues in the evolving power supply mix, including capacity margins, price volatility & curtailment
Peak power & its impact on market prices, energy costs & infrastructure costs (including T&D)
Storage as a replacement for traditional “peaker” plants (examples)
Market requirements to make the business case for energy arbitrage (examples)
Storage & capacity guarantees, including the vital question of duration: how long is long enough?
Other solutions to the problem of peak power (their competitive positioning relative to battery storage)

Storage Aggregation 
Defining the role and functions of aggregation, in both front-of-meter and behind-the-meter battery applications
Examining the factors and business approaches which are driving the uptake of battery storage at C&I (commercial and industrial) sites
Battery storage & demand-response programmes
Examples of an aggregator approaches to domestic-scale battery deployment (including market attributes)
Integrating storage with rooftop PV & with EV charging, at various scales 



John is a respected energy business analyst, consultant, and trainer with over 25 years’ commercial experience in industry research, market intelligence and business case, opportunity, and risk analysis. He focuses on the impacts of clean energy technologies on power systems and their associated value chains, helping companies to explore new business opportunities and to plan for success when developing them. He is based in the UK, one of the most liberalised and competitive electricity markets in the world, but delivers training globally.

He has an outstanding academic background, including a 1st Class honours degree in Natural Sciences from the University of Cambridge and further Diplomas in Economics & Sustainability. His PhD is in Earth Sciences.

Prior to setting up Grey Cells Energy Ltd., he worked for over a decade as Research Director at Informa, a £9bn (FTSE-quoted) business intelligence provider, before moving into independent analysis, consulting and business training.

John focuses on helping senior business development executives develop a clear view of the many interconnected business variables determining market success (or failure): in particular technology disruption, market structure, finance, and policy. He has helped senior business-people in over 25 countries across 5 continents, representing a wide variety of organisations from start-ups to the world’s biggest corporations.

In addition to delivering training globally under his “Grey Cells Energy” brand, John is a co-founder of Astute New Energy, helping firms to navigate the changing power sector through business, strategy, and stakeholder communication advisory work.


Enquire today

If you have an enquiry about our in-house training you can contact Business & Development Manager, Jonathan Hull.

Get in touch