Reflections on a Business Opportunity in 1994 – Istanbul Region

The original blog post from 2008, titled "Lessons Learnt from a Lost Order – 1994, DilOvasi- Istanbul," shares a professional reflection on a challenging business experience in the energy and industrial equipment sector. It recounts efforts to secure a major contract for heat recovery steam generators (HRSGs) as part of a combined cycle power project, ultimately unsuccessful due to various factors, including competitive dynamics and internal complexities.Here is a polite, carefully rephrased version of the content, presented in a neutral, professional tone focused on the key events and constructive takeaways, without assigning blame or using overly critical language: Reflections on a Business Opportunity in 1994 – Istanbul Region In 1994, our team worked diligently over more than a year to pursue an opportunity to supply industrial heat recovery steam generators (HRSGs) for a large-scale combined cycle power project at a prominent Turkish iron and steel manufacturing facility in the DilOvasi area near Istanbul.The client, a well-established and successful second-generation industrial group specializing in steel rebar production for construction, aimed to achieve greater energy independence and cost efficiency. Initially planning a simple cycle configuration with GE Frame-9E gas turbines to address electricity supply interruptions and high tariffs, they adapted the project to a combined cycle setup (S209E configuration: two gas turbines, two HRSGs, and one steam turbine) following guidance from public authorities. This larger scale offered better economics per kW.Key project considerations included:Uncertainty around natural gas availability (from Russia, Algeria, or other sources), leading to a requirement for reliable dual-fuel capability, with heavy fuel oil (#6) as the primary fuel for the gas turbines and thus for the HRSGs. A tight delivery schedule: HRSGs needed to be installed and ready before the steam turbine's arrival at the site by the end of June 1995. Emphasis on soot management and cleaning in the HRSGs due to ash-bearing fuel oil firing. Preference for seamless tubes, modular designs to minimize engineering costs, and exploration of local fabrication in Turkey to leverage cost advantages in labor and logistics. Interest in hybrid or cooperative contracting approaches to optimize value, without a formal public tender but through targeted negotiations with select reputable suppliers. Our company (a joint venture involving a respected U.S. parent with proven HRSG expertise and local Turkish facilities) engaged actively through multiple meetings, including discussions in September 1994. We addressed technical questions on natural circulation versus forced circulation designs for soot cleaning, provided references, highlighted the suitability of our modular designs, and emphasized potential advantages such as competitive pricing through local ASME-certified fabrication in Ankara, shorter response times, and alignment with the client's goal of securing high quality at the most economical cost.Additional topics explored included site-specific needs (e.g., seawater cooling systems), future expansion plans (additional capacity and possible coal-fired options), and invitations for facility visits in North America (though the client felt sufficiently informed from prior visits). Despite thorough preparation—including plans for a competitive final proposal by early October—the order ultimately went to another supplier. The process highlighted the competitive nature of such projects and the influence of established relationships, detailed technical alignments, and timing in vendor selection.Thoughtful Lessons from the ExperienceThis effort, though unsuccessful in securing the contract, offered valuable professional insights that remain relevant in business development and project pursuits:Build strong, trust-based relationships early: Consistent communication and understanding the client's priorities (technical reliability, schedule, and total cost of ownership) are essential, but external factors like existing partnerships with major equipment providers (e.g., the gas turbine supplier) can significantly shape outcomes. Adapt quickly to evolving requirements: Projects often change scope due to regulatory, fuel supply, or economic influences. Flexibility in addressing dual-fuel needs, local content, and soot management proved critical. Value local advantages thoughtfully: Opportunities for cost savings through regional manufacturing and logistics are attractive, but they must be balanced with global quality standards, certifications, and productivity expectations. Prepare comprehensively but realistically: Investing time in detailed technical clarifications, references, and proposal readiness is worthwhile, yet recognize that decisions may prioritize familiarity, prior experience, or lump-sum pricing perceptions over time. Maintain professionalism and perspective: Even in disappointment, such experiences contribute to growth, better preparation for future opportunities, and deeper appreciation for the complexities of international industrial projects. This episode serves as a reminder of the dynamic and multifaceted nature of large-scale energy infrastructure pursuits, where persistence, technical excellence, and mutual respect play key roles—regardless of the final result.