Advisory and Consulting Services

Astute New Energy is a joint venture partnership of 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 energy and hands-on power project development experience, and Dr John Massey, a market analyst and trainer 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 associated and emerging areas of project and infrastructure development leading to zero-carbon energy; including energy storage and 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.

Listen to our series of PODCASTS!
Podcast: Implications of the UK's Fracking 'Ban'

Podcast: Implications of the UK’s Fracking ‘Ban’

The background to a change of policy & the implications for the UK market and alternatives to natural gas ...
Podcast: Floating Wind

Podcast: Floating Wind

The term 'game-changer' is one which is vastly over-used in the clean energy sector, but are floating wind turbines worthy ...
Podcast: The Grid & How it's Changing

Podcast: The Grid & How it’s Changing

The grid: what it is, how it's developing and what are the issues of ownership and long-term planning? ...
Podcast: Exciting times for Offshore Wind!

Podcast: Exciting times for Offshore Wind!

In the week that the UK's latest offshore wind auction produced 'subsidy-free' price bids, we discuss this and other key ...
Podcast: Hybrid Renewable Power Projects

Podcast: Hybrid Renewable Power Projects

Rather than build just a wind project (or just a solar project, or a battery project), doesn't it make more ...
Podcast: Electric Transport, Battery or Hydrogen?

Podcast: Electric Transport, Battery or Hydrogen?

Will the electricity to power electric vehicles come out of a battery or a fuel cell (the latter fuelled by ...
Podcast: Findings from Recent Travels (July 2019)

Podcast: Findings from Recent Travels (July 2019)

In talking to a wide variety of people from varied backgrounds and geographies, which energy issues, both current and future, ...
Podcast: Renewable Heat in the UK

Podcast: Renewable Heat in the UK

Without decarbonising heat, zero-carbon targets in the UK will never be met. So what are the options? ...
Podcast: The UK Energy Scene (May 2019)

Podcast: The UK Energy Scene (May 2019)

Catching the mood and summing up what was talked about at the UK's "All Energy" show, Glasgow, May 2019 ...
Podcast: Offshore Wind, what does the future hold?

Podcast: Offshore Wind, what does the future hold?

Chatting through some of the current technological and deployment trends & indulging in some crystal-ball gazing to imagine where it ...


For new entrants (or others) seeking time-effective, independent, hype-free and well-informed topic or market briefings, we also deliver internal staff training, external stakeholder education or other small-group seminars and discussion sessions.

Here are examples of current market briefing/seminar agendas – but do inquire even if your particular topic of interest isn’t shown.

Opportunity & Risk in Offshore Wind Projects

An essential briefing to identify new opportunities and plan for and manage a variety of risk factors, both internal and external, in offshore wind projects.

Market Assessment for Clean Hydrogen

A comprehensive, participative course, providing the knowledge and tools to segment and analyse opportunity & risk within emerging hydrogen economies.

Inquire below: