Advisory, Consulting & Other Services

In addition to the small-group and one-to-one training described elsewhere on this site, Dr John Massey is available to help you or your business in a number of other ways. 

Through ongoing, independent research and analysis of clean power technologies and value chains, his particular focus is on helping clients better assess and segment the markets in which they operate, in order to improve their competitive positioning and to optimise (and risk assess) the economic and project/product delivery variables that impact their business planning and returns.

He particularly enjoys using a ‘micro-consulting‘ approach to help innovators and smaller businesses (SMEs) who are seeking to enter or grow within the clean energy sector; but who don’t wish to commit to lengthy or expensive consulting contracts.

This micro-consulting work can take a number of forms, from topic discussions, business opportunity brainstorming and 3rd-party business strategy scrutiny, to more traditional deliverables such as written market assessments or competitive environment analyses.

He is also available for commissions of top-quality, well-informed written content (whitepapers, opinion-pieces and reports) for those seeking stand-out stakeholder engagement or marketing collateral.

Get in touch if you need help navigating any of these inter-related clean energy market sectors:

  • Renewable power
  • Energy storage
  • Clean hydrogen
  • EV charging 
  • Smart grid


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Astute New Energy is a joint venture partnership between Profit for Principles Ltd. & Grey Cells Energy Ltd. 

It was co-founded by Charley Rattan, a renewable energy trouble-shooter with over 20 years of hands-on power project development experience, in particular wind power, and Dr John Massey, a business strategist and market analyst with over 20 years of experience helping businesses understand new technology markets, business plans and growth strategies.

Charley Rattan (left) & John Massey (right)

By combining these two complementary skill and experience sets, Astute New Energy provides consulting and knowledge-building services for value-chain companies seeking to capitalise from the growth of utility-scale renewable power.

Astute’s core focus is currently the offshore wind sector along with some associated and emerging areas of project and infrastructure development leading to zero-carbon energy; including hydrogen.

Astute helps supply chain companies, technology innovators and investors to identify and secure new business opportunities, doing so by providing advisory and analytical services or commissioned reports on:

  • Strategy and business planning;
  • Product positioning and market entry;
  • Stakeholder mapping and liaison;
  • Project and market risk identification;
  • Technology status and trends;
  • Project development and planning.

Astute is particularly focused on providing responsive and cost-effective opportunities for small and medium-sized innovators to better navigate the energy landscape and meet the needs of their tier-1 target customers.


Click to make an Inquiry