This is a B2B, engineering-led sale with 6–18 month cycles and lifetime values in the hundreds of millions of rand. The commercial organisation is built around key-account directors with energy-engineering support, not volume marketing. Customer acquisition follows a land-and-expand pattern: begin with a single site conversion or fleet depot, prove the savings with telemetered data, then scale across the customer’s estate under a master supply agreement.
Channel plan
- Direct enterprise sales to the top 60 target accounts, owned by four key-account directors from FY2027.
- Technical partnerships with genset OEMs, burner-conversion specialists and truck-OEM dealer networks who embed AetherGas supply into equipment sales.
- Helium trading relationships managed at executive level with the global majors; annual presence at industry forums where contracts are originated.
- Government and SOE engagement for gas-to-power pilots and strategic-supply positioning, long-cycle, high-value optionality.
Pricing strategy
LNG is priced on value, anchored to each customer’s verified diesel or LPG baseline and structured to deliver 25–35% savings while retaining the balance of the spread, with collars protecting both sides. Helium carries contract floors near US$350/mcf with escalators and market reopeners, plus a spot tranche at prevailing premiums. Logistics is cost-plus with utilisation kickers.
Commercial pipeline and coverage at close
The sales motion is sequenced to convert the abstract SOM into contracted, bankable volume ahead of each capital tranche. Against a target of 30 mining and industrial anchors plus 8–12 fleet-fuel sites by FY2031, the plan requires only heads of terms with 3–5 anchors and a single helium major before FID, a fraction of the ultimate account base, because each anchor represents thousands of tonnes of annual offtake. This asymmetry between a small required-account count at FID and a large addressable pool is what makes the offtake condition precedent realistic rather than heroic: the funnel needs to convert only its highest-conviction opportunities to satisfy lenders, leaving the remainder as upside layered over a contracted base.
StrengthBrand as trust infrastructure
Positioned as ‘Energy security, delivered.’, the brand must carry credibility with industrial buyers, lenders and communities simultaneously. A quarterly operational bulletin, published safety statistics and site open-days are deliberate trust infrastructure, learned from the reputational volatility that has affected the sector’s listed pioneer.