Serving the energy industry for over 30 years
By - Jon Brown

Business Concepts for Engineers and Utility Professionals
August 31, 2020 | Online :: Central Time

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Supplement your current expertise with critical insight into wider business concepts & skills to accelerate your career and help develop the management skills needed to lead your industry. This course will provide the opportunity to analyze and appreciate the global perspective of your work in a different way and understand today’s changing and complex utility business environment. It will give you a competitive edge that expands your insight and understanding of today’s utility business:

  • Identify the implications of emerging technology on electric utility business operations
  • How the theories learned in this course can be applied to solve real day to day problems
  • Understand the existing and evolving business structures and the regulatory environment of utilities
  • Practice organizational management tools such as leadings teams and controlling projects

After this course you will walk away with a greater understanding of the inner workings of a utility business and the many new external factors acting upon it.  You will become more proficient with utility finance, economics, marketing, project management, organizational leadership, and human resource management skills. 

Learning Outcomes

  • Identify and review the basics of accounting and finance related to utilities
  • Discuss utility markets and economics
  • Review the basics of marketing and how it applies to the utility industry
  • Discuss project management steps and how methodology can improve productivity, quality and customer satisfaction while lowering prices and defects
  • Identify strategies to be a successful leader
  • Discuss how to effectively categorize, plan and create effective meetings and agendas



EUCI has been accredited as an Authorized Provider by the International Association for Continuing Education and Training (IACET).  In obtaining this accreditation, EUCI has demonstrated that it  complies with the ANSI/IACET Standard which is recognized internationally as a standard of good practice. As a result of their Authorized Provider status, EUCI is authorized to offer IACET CEUs for its programs that qualify under the ANSI/IACET Standard.

EUCI is authorized by IACET to offer 0.7 CEUs for this course.


Requirements for Successful Completion of Program

Participants must be in attendance for the entirety of the course, and complete an assessment to be eligible for continuing education credit.

Instructional Methods

PowerPoint presentations, discussion, and case studies will be used in this program.


Monday, August 31, 2020 – Central Time

8:45 – 9:00 a.m. :: Login

9:00 a.m. – 4:30 p.m. :: Course Timing

12:30 – 1:15 p.m. :: Lunch Break

Utility Finance & Accounting

  • What is an integrated resource plan?
  • The difference between rate base, rate case and rates.
  • What is a Public Utility Commissions and a rate cases process?
  • What are the regulating entities governing a utility company?
  • What is unique about how utilities make money?
  • When a utility invests in an asset where does that money come from?
  • How do utilities earn money using the rate making formula?
  • What is the difference between an above the line and below the line cost?
  • What costs are recovered in rates and which by shareholders?
  • Why utilities are so risk averse
  • Difference between capital (asset) and O&M (expense)
  • How depreciation of capital assets work
  • What is accelerated depreciation
  • What is decoupling
  • Understanding the Income Statement, Balance Sheet and Statement of Cashflows
  • Describe the primary forms of a business organization
  • Understanding financial statements, their purposes and uses
  • Primary forms of financing activities
  • How to find the most common questions about a business from the financial statements
  • What is the debt to total asset ratio?
  • What is the gross profit rate?
  • What is the current ratio?
  • What are stranded assets


  • What are the different energy markets and how do they balance a demand curve?
  • Understand the responsibilities of a balancing authority
  • How are utilities natural monopolies?
  • What are the pros and cons of a monopoly?
  • What is deregulation and what does it means for you?
  • What are the differences between Investor Owned Utilities, Municipalities, Cooperatives and Community Choice Aggregates?
  • What are the benefits and negative aspects of being a vertically integrated utility?
  • How are upcoming disruptive business model and technologies changing the traditional model of a utility?
  • What should utilities invest in now to stay relevant?


  • How to conduct market research and why it’s important
  • The only marketing strategy you will ever need: R (Research) + STP (Segmentation, Targeting and Positioning) + PM (Product Mix) + I (Implementation) + C (Control)
  • How to use the Segmentation, Targeting, Positioning technique for a focused effort
  • How to use the Product Mix to get the right combination of Product, Place, Promotion and Price
  • Inside-out vs outside-in products
  • How to determine what your next product should be
  • What is the difference between Customers, Evaluators and Potentials?
  • Disruptive innovation examples in the electric utility industry
  • Using marketecture and architecture

Project Management

  • How to succeed at each step of a project
  • Initiate, plan, execute, document, monitor/control and close
  • Identifying project, activity and complexity risks
  • Risk mitigation tools and strategies
  • Conducting first-rate kick off meetings
  • Preparing a Work Breakdown Structure
  • Find and manage the critical path
  • Balancing priorities between scope, schedule and budget
  • How to avoid the most common causes of project failure
  • Incorporating the qualities of a successful project manager
  • How LEAN methodology can improve productivity, quality and customer satisfaction while lowering prices and defects
  • Does LEAN apply to such a regulated environment
  • How to identify and eliminate waste
  • How to identify and focus on value added activities


  • How to categorize a meeting type and manage them differently
  • Alternatives to meetings
  • How to prepare for a meeting to increase efficiency
  • How to create an effective agenda
  • Who to invite
  • How to effectively use roles during a meeting
  • Types of people in meetings and how to direct each


Brent Olsen, President, 3 Phase Consulting

Brent has 20+ years of experience working for large electric utility industries including Arizona Public Service, Salt River Project, and Portland General Electric.  He has worked in distribution, transmission and generation engineering and is currently a Project Manager for Portland General Electrics Specialized Energy Operations where he manages the installation of generation facilities, microgrids, and various research and development projects.  He leads a user group of utility professionals at Portland General Electric who discuss business and technological changes in the electric utilities industry. 

Brent is an electrical engineer specializing in utility power systems with a masters in Energy Policy and Management and an MBA.  He is also a PMP, has a degree in Spanish and is the two-time winner of Portland General Electric’s Project Manager and Project of the Year award. 

Online Delivery

We will be using Microsoft Teams to facilitate your participation in the upcoming event. You do not need to have an existing Teams account in order to participate in the broadcast – the course will play in your browser and you will have the option of using a microphone to speak with the room and ask questions, or type any questions in via the chat window and our on-site representative will relay your question to the instructor.

  • You will receive a meeting invitation will include a link to join the meeting.
  • Separate meeting invitations will be sent for the morning and afternoon sessions of the course.
    • You will need to join the appropriate meeting at the appropriate time. 
  • If you are using a microphone, please ensure that it is muted until such time as you need to ask a question.
  • The remote meeting connection will be open approximately 30 minutes before the start of the course. We encourage you to connect as early as possible in case you experience any unforeseen problems.


Please Note: This event is being conducted entirely online. All attendees will connect and attend from their computer, one connection per purchase. For details please see our FAQ

If you are unable to attend at the scheduled date and time, we make recordings available to all registrants for three business days after the event

Event Standard RateAttendees
Business Concepts for Engineers/Utility Professionals - (single connection)US $ 645.00
Pack of 5 connectionsUS $ 2,900.00
Pack of 10 ConnectionsUS $ 4,835.00
Call us at 303.770.8800 if you have any specific questions on the volume discounts
* all other discounts do not apply to license packs

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Cancellation Policy

Your registration may be transferred to a member of your organization up to 24 hours in advance of the event. Cancellations must be received on or before July 31, 2020. No refunds will be made after this date. Cancellations received after this date will create a credit of the tuition (less processing fee) good toward any other EUCI event. This credit will be good for six months from the cancellation date. In the event of non-attendance, all registration fees will be forfeited. In case of conference cancellation, EUCIs liability is limited to refund of the event registration fee only. For more information regarding administrative policies, such as complaints and refunds, please contact our offices at 303-770-8800

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